Chennai : The story board of new ad TVC of online classifieds company Sulekha.com, created by Ogilvy & Mather, and Exide Life Insurance, created by Bengaluru based Autumn Worldwide, turned out to be similar because both the agencies went on internet to get ideas and found inspiration from the same source.
Sample this: both commercials revolve around the theme ‘jugaad’ and have same sequences like cooling two rooms simultaneously using a trouser or putting an additional seat on a scooter to accommodate more people.
O&M and Autumn admitted that their respective creative teams went online to cull out ideas for the campaign and, hence, the blunder.”Search engine plays a big role or references. Both the creative teams must have stumbled upon the IIT Jugaad idea,” Anusha Shetty, co-founder of Autumn Worldwide, said, referring to the trouser sequence.
Tithi Ghosh, senior vice president at Ogilvy & Mather, Bengaluru, which worked on the Sulekha ad, said: “There is nothing suspicious here and what has happened is extremely unfortunate.”
O&M’s campaign for Sulekha.com was launched on January 8, while Autumn’s campaign for Exide Life Insurance was released on January 11. Shetty , on her part, said Autumn and Exide have been working on the commercial since September last year. She also confirmed that no one from Autumn quit to join O&M or vice versa during the making of the campaign. For now, both Sulekha and Exide have accepted this lapse as “coincidence”.
While Sulekha does not plan to take any action against Exide, the latter has no plans to withdraw the campaign either. Internet is one of the greatest resources of information and knowledge, but turning to search engines for ideas can sometimes prove embarrassing like this situation.
https://youtu.be/93rmPxakndY
