The new TUC ad featuring Sami Khan and Saira Kabeer as a couple has a confused plot that doesn’t conform to the brand image and sets a negative tone for it. The ad begins while showing a husband waiting for his beautiful wife who is getting long time to get her already polished face gleam with more layers of makeup. The husband tired of so much waiting addresses the audiences by saying, ‘kehtey hain pyar mein intezaar ka upna hi maza hai, mein kehta hun ye saza hai.’ He then yells at his wife, ‘Nida, jaldi chalu, dinner ko dair hu rahi hai.’ Wife replies with grimace, ‘ye husbands ki ghariyan ruk kun nahi jatien.’ Husband irritatingly raising the pitch of his voice says, ‘tumhari waja se her jaga late pohanchtey hain.’ Wife not at all moved by his shouting stubbornly says, ‘jaldi pohanchney pe inaam nahi hai.’ Husband now extremely angry says, ‘tumhein itna time lagta kyun hai.’ Wife says ironically, ‘biwi hotey tu poochti.’
The husband who is by now exhausted of arguing desperately wants to eat something to satisfy his appetite. He opens the cabinet and starts munching on some snack but the pity is that he is caught by his stubborn wife who after done with her makeup steps outside her bedroom and without restraining quickly jumps to tease him by saying, ‘Omar tum khuch kha rahey hu, itna sa intezaar nahi kar saktey. Ub kaho gey mera qasoor tha.’ Husband says, ‘per…’ But wife interrupts, ‘per kya, is time pe khuch aisa waisa kha lu gey phir dinner ki chutti. Tumhari apa kahien gi Nida Omar ka bilkul khayal nahi rakhti, kitna kamzoor hugya hai mera bhai, khuch khata bhi nahi.’ Here, these dialogues by the wife seem completely out of context and a poor effort to deliberately stretch the ad.
The tagline of TUC is ‘halki phulki bhook mein hulka phulka TUC’ but the lavish ambiance, classy clothing and the bitterness between husband and wife is all too heavy and do not complement the brand image at all. The ad sets the negative tone as soon as the husband starts yelling and the wife’s cold attitude depicts that she is immersed only into her beauty while being completely ignorant towards her husband.
The anger oozing out in husband’s tone and the wife’s constant retaliatory remarks create a feeling that the couple is not happy together which sends out a completely negative message to the audiences. After this backbiting, point scoring and useless debate the ad reaches its climax when the poor husband sheepishly shows the surprise snack to his wife which is ‘TUC’. At this stage, the product unravels itself as a shock rather than a pleasant surprise to the audiences.
The storyboard and the presentation lacks the objectivity and leaves the audiences confound about how they can relate to the ad and the product. The poor chemistry between the husband and wife is the biggest blunder in the ad and gives an insipid feel to the ad. TUC is an established brand in the market and many loyal consumers hold a favourable opinion about it for its great taste. So this ad if not generating a positive feel for TUC doesn’t even ruin its image altogether.