Advertising

11,810 views
11,688 views

Published on

Advertising

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
11,810
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
117
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Advertising

  1. 1. Advertising - Hotspots and Rankings Arindam Chaudhuri ...NOW OVER TO THE PRINT WORLD The following points are the ruling criteria for selecting and short listing the winning Print ads: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our Prints, Online & Billboard verdict for the month, which ended on November 17, 2008. Ready to groove? 1. RAYMOND Headline: What they meant when they said “looks can kill” Baseline: The Complete Man Agency: RK Swamy BBDO 4Ps TAKE: The looks are very killing when it comes to the latest print ad from Raymond. The visual is pretty arresting with the eye-catching picture of a handsome man. And truly his looks do kill! After all he is wearing a power suit from Raymond and all know that Raymond is the most trusted suiting brand in the country. The clinching benefit to the brand is its power dressing. The target group is obviously the young corporate executives who want to make a mark for themselves. Reward to the prospect is the legacy, which Raymond brings to the table. Wear Raymond and the tag of ‘The Complete Man’ is yours! 2. VIRGIN MOBILE Headline: We don’t believe in half measures Baseline: Think hatke Agency: Bates 4Ps TAKE: At a time when the entire country was talking about the much-awaited Airtel Half Marathon, Virgin Mobile came out with an ad to hit Airtel where it hurts most. The ad featured like a poster on all daily newspapers talks about not believing in half-measures and
  2. 2. instead talks about all the offers of Virgin Mobile. The single minded focus is to give in detail the benefits offered by Virgin. The visual is arresting and catches eyeballs with its exquisite design and cartoons. The ad, targeted at the youth promises to keep customers always happy. Now that’s what we call a truly hatke ad. Don’t we? 3. IBM Headline: Stop selling what you have. Start selling what they need Baseline: Stop talking start doing Agency: O&M 4Ps TAKE: IBM through this ad is taking forward its ‘Stop Talking Start Doing’ theme. The vital notion of selling is focused through the influential and bold headline of this ad. The ad is trying to convey that the need of the hour is to realise the need of every customer. IBM, through this ad brings to the focus the work it is doing for insurance majors. The single minded focus of this ad is to realise the requirement of every customer and bringing down the processing cost. Well now you needn’t look far, for IBM is there as a third party to take care of your needs. 4. Amul Category: Billboard HEADLINE: Barrack fast in the White House! BASELINE: The Taste of India 4Ps TAKE: Remember the good old billboard ads of Amul? Now the tradition is back with a bang. The single-minded focus of Amul ads have always been to pick up a current topic and make a witty remark and this time its none other than-Obama. The communication with the headline stating- ‘Barrack fast in the White House!’ and Obamul is obviously witty and sharp, wonder what US and Obama would have to say if they saw this one?! Targeting the educated masses, the visual of the ad is a clever and funny pictorial display of one of the greatest event in the US that can quite possibly change the rules of the game globally affecting various countries. The cutesy girl demands attention in her polka dotted dress and hair bow. The product is positioned clearly with Obama’s caricature and the Amul mascot. Reward to the prospect-the delicious taste of the butter that has kept the Indians longing for more since years. The clinching benefit to the brand, its taste, what else? Amul, is a clear-cut market leader as far as the butter category is concerned, and when it comes to ads, guess its the same case there also. A light and striking billboard–the one you would stop and read, isn’t it? Shall we say, Yummy! Oops no, Utterly Butterfly delicious....
  3. 3. 5. Vodafone Category: Online HEADLINE: Happy to help night & day BASELINE: Make the most of now 4Ps TAKE: Ready, Steady...Let’s go! We are sure that’s the way Vodafone goes when it comes to their cute little pug, huh? An extension of the ‘Happy to help’ ads, the power idea of this online ad is to reiterate the efficiency of the customer service division of Vodafone. The message is yet again communicated via the headline-‘Happy to help’ but what is credit worthy is that now the focus also remains on the service extended to the night (at least brought into attention through this ad). The visual is appealing with the cherubic girl sleeping and the cute little pug guarding her sitting outside the tent. The USP- efficient customer service of Vodafone is highlighted effectively. When the other competitors are also focusing on their value-added services, its been long that Vodafone is still ‘Happy to help.’ Reward to the prospect-the active customer service division, in fact the 24/7 availability of Vodafone’s customer care. The girl, the pug and promoting Vodafone’s customer service division, the customers are sure to make the most of the services. No two ways about it. Economics Times No. 1 Brand: Airtel Client: Bharti Airtel Limited Agency: Rediffusion DY&R, Mumbai Production House/Director: Red Ice / Shoojit Sarkar On a drizzly Mumbai afternoon, overcast skies let in a little more than conventional wisdom to the boys in Rediffusion DY&R. They decided to celebrate the rains over tea and biscuits with a brief from Airtel staring them in the face. Airtel had a new director in Gopal Vittal, who joined the telecom behemoth in January, with a clear-cut mandate of taking the brand forward inclusively. "We wanted to show unmatched coverage and link it with unbreakable bond to convey the functional benefit of the network with emotional connects," says Mr Vittal. That's when K S Chakraborty, with a WG Grace-like visage, used rain as a metaphor to effect. The ad in question evocatively depicts the father and son relationship with rain in the backdrop. The son captures the sight and sound of a downpour and calls up the father trapped in a board meeting. Simple joys, human connect and seamless network form the sum and substance of this ad and propels it to the number one slot in our rankings. "A brand with 40 million subscribers needs a very large space to open up hearts," says Mr Chakraborty.
  4. 4. No. 2 sBrand & Client: Nokia Agency: Bates David Enterprise, Mumbai Production House/Director: Chrome Pictures / Amit Sharma It's lonely at the top. But mobile handset giant Nokia is not alone. Two ads from Nokia's stable qualify in the rankings, and propel the brand to number two in the ad effectiveness meter. There's an international ad about the N-Series done by a host of agencies and then, the homegrown ad churned out by Bates that focuses on mass-market camera phones for the youth. For all practical purposes, that's the ad in focus. It's an inclusive ad, says Devinder Kishore, director of marketing at Nokia India. "It has strong linkage with the audience," feels Rajeev Raja, creative director of Bates India. No. 3 Brand: Surf Excel Client: Hindustan Unilever Limited (HUL) Agency: Lowe, Mumbai Production House/Director: RDP Productions / Abhinay Deo ‘Daag Acche Hain' was the tagline that made dirt look good is a universal theme that the FMCG behemoth HUL adopted for its detergent power brand, Surf Excel. Having tasted success in the past with the brother-sister commercial, Lowe was under pressure to deliver another cracker of an ad with the same theme but a different situation. "The wink at the end came across so well that it just stole the show," says Priti Nair, who with the help of Brijesh Jacob, created the traffic fight situation which went on to become equally popular as the last ad. No. 4 Brand: Hutch Client: Hutchison Essar (Now Vodafone) Agency: O&M, Mumbai Production House/Director: Good Morning Films / Shashank Chaturvedi A frail-framed Irfan Khan dominates the screen with dialogue complementing the virtues of middle-class existence. The brief really was to make mobility more affordable than what the subscriber thought. "The examples used in the ad connects with the people we're talking to - chai-paani wala et al," claims Rajeev Rao, creative director of O&M.
  5. 5. No. 5 Brand: UTI/AXIS Bank Client: UTI/AXIS Bank Agency: Meridian Advertising, Ogilvy & Mather, Mumbai Production House/Director: Working I / Sameer Tiwari Finding identical twins was the most challenging task before the admen here. The name change of the bank needed to be communicated in BOLD. "Since UTI was announcing the change that except the name, nothing else is changing, we thought of working with identical twins," says Sumanto Chattopadhyay, executive creative director, Ogilvy & Mather No. 6 Brand: Lux Client: Hindustan Unilever Limited (HUL) Agency: JWT, Mumbai Production House/Director: Chrome Productions (Amit ) / Firoz -Film Head, JWT When the age-old beauty soap from the HUL stable, Lux, decided to introduce a new theme for the brand, it was a huge challenge to Indianise its global tagline 'Play with Beauty', says Sumira Roy, ECD, JWT. "We wanted the same spirit to be communicated (yet customised) for the Indian women," says Ashok Venkatramani, VP Skincare, HUL. Hum with the brand, Surat Bhi Hai Khoobsurat Bhi Hai. Mo. 7 Brand: Pepsi MyCan Client: PepsiCo India Agency: JWT, New Delhi Production House/Director: Corcoise Films / Prasoon Pandey It’s all about style' for the new Pepsi MyCan commercial. A teeny-bopper with spiked hair frazzles SRK. Phew! Now that's some attitude. The creative team at JWT, led by creative director Surjo Dutt scripted and shot the ad in a day, with the objective of showing today's youth as being full of individuality. That is what the brief was like from the client as well -- to establish a new style statement. Along with it was to propogate a new ritual of holding the MyCan in a unique way, which has caught on among the youth in a big way, says the team at JWT.
  6. 6. No. 8 Brand: Jeevan Tarang Policy Client: LIC Agency: JWT, Mumbai Production House/Director: Dungarpur Films / Sharan M How many times do kids put coins in slot machines and get a shower of chocolates? At least the LIC ad featuring a cherubic new face ensures that every time. The coin was an expression of the premium "and once that gets inserted into the machine, the boy gets chocolates (money) manifold...when you pay for our term policy, you enjoy installments throughout your life," according to an LIC spokesperson The thematic treatment was rendered by JWT's Sumira Roy, who was determined "to break the fuddy-duddy image of LIC". No. 9 Brand: Tata Sky Active Whiz Kids Client: Tata Sky Agency: Rediffusion DY&R Production House/Director: Equinox / Manoj Shroff The commercial had to be designed to convey the message that interactive application in Tata Sky can make kids 'little geniuses' from an early age. "To attract kids, the visual hook plays a pivotal role. An identity, a catching jingle and a surprise element in the face of Einstein were other factors which made kids reckon and relate with the advertisement," says Ashish Khazanchi, creative director, Rediffusion DY&R. No. 10 Brand: Cadbury Dairy Milk Client: Cadbury India Agency: Ogilvy & Mather, Mumbai Production House/Director: Red Ice Films / Shoojit Sarkar How does one change a mere dessert for celebration into a craving? "With the help of consumer insights, we decided that it's time that we associate chocolate with something that goes beyond celebration," says Abhijit Avasthi, creative director of O&M. The surprise element of hooking up AB's spirit in a girl's body also helped to communicate this strategic change in the chocolate's positioning.
  7. 7. No. 8 Brand: Jeevan Tarang Policy Client: LIC Agency: JWT, Mumbai Production House/Director: Dungarpur Films / Sharan M How many times do kids put coins in slot machines and get a shower of chocolates? At least the LIC ad featuring a cherubic new face ensures that every time. The coin was an expression of the premium "and once that gets inserted into the machine, the boy gets chocolates (money) manifold...when you pay for our term policy, you enjoy installments throughout your life," according to an LIC spokesperson The thematic treatment was rendered by JWT's Sumira Roy, who was determined "to break the fuddy-duddy image of LIC". No. 9 Brand: Tata Sky Active Whiz Kids Client: Tata Sky Agency: Rediffusion DY&R Production House/Director: Equinox / Manoj Shroff The commercial had to be designed to convey the message that interactive application in Tata Sky can make kids 'little geniuses' from an early age. "To attract kids, the visual hook plays a pivotal role. An identity, a catching jingle and a surprise element in the face of Einstein were other factors which made kids reckon and relate with the advertisement," says Ashish Khazanchi, creative director, Rediffusion DY&R. No. 10 Brand: Cadbury Dairy Milk Client: Cadbury India Agency: Ogilvy & Mather, Mumbai Production House/Director: Red Ice Films / Shoojit Sarkar How does one change a mere dessert for celebration into a craving? "With the help of consumer insights, we decided that it's time that we associate chocolate with something that goes beyond celebration," says Abhijit Avasthi, creative director of O&M. The surprise element of hooking up AB's spirit in a girl's body also helped to communicate this strategic change in the chocolate's positioning.

×