This document discusses the state of creativity in advertising and provides examples of creative Indian advertising campaigns. It argues that while algorithms and technologies have made advertising more data-driven, creative campaigns that tell stories can still be highly effective at connecting with customers and increasing brand recall and sales. Examples are provided of Indian brands like Titan, Amul, Fevicol, and Cadbury that used humor, context, catchy tunes, or interactive elements in their advertising to successfully promote their products and grow their brands. The conclusion is that no matter how advanced technologies become, there will always be room for human creativity in advertising.

1. CREATIVE
THAT CRACKS
THE CODE

2. IS
CREATIVITY
IN
ADVERTISING
DEAD?
STABBED TO
DEATH BY
FORMULAIC
INTERNET
POP-UPS?

3. OR IS THERE
STILL A WAY
OUT OF THIS
MESS?

4. IT SEEMS THAT
WITH AD-
OPTIMIZING
ALGORITHMS
AND
TECHNOLOGIES,
ADVERTISING IS
BECOMING
MORE OF A
SCIENCE AND
LESS OF AN ART.

5. BUT THEN
COMES ALONG A
FRESH WAVE OF
CREATIVITY….

6. …TO
SHOW
US WHAT
REALLY
SELLS.

7. LET US HAVE A LOOK AT
SOME INDIAN BRANDS
THAT SHOWED
OFF- THE- BOOK
CREATIVITY IN
ADVERTISING

8. THE USE OF THE
RIGHT AMOUNT OF
HUMOUR IN
ADVERTISING CAN
BE VERY
POWERFUL

9. ..AS
ILLUSTRATED
HILARIOUSLY
BY THESE
ADS BY
SEAGRAMS
IMPERIAL
BLUE
CLICK ON THE THUMBNAILS TO WATCH
THE VIDEOS
CLICK ON THE THUMBNAILS TO WATCH THE
VIDEOS

10. HOWEVER,HUMOUR IS MORE
EFFECTIVE AS AN
ADVERTISING TOOL WHEN IT IS
USED TO INCREASE THE SALES
OF AN ALREADY LAUNCHED
PRODUCT,RATHER THAN WHEN
IT IS USED TO INITIALLY
LAUNCH A PRODUCT
AS A RESULT,IMPERIAL BLUE
LOST GROUND TO SEAGRAM’S
OWN REAL STAG
BRAND,WHICH WENT WITH THE
EDGY ADVERTISING CAMPAIGN
OF ‘ITS YOUR
LIFE;MAKE IT
LARGER’

11. CROWDSOURCING
IS THE NEXT
UP AND COMING
ADVERTISING TRICK
IT IS UNIQUE IN THE WAY
THAT IT ALLOWS THE
CUSTOMER BASE ITSELF TO
ADVERTISE THE BRAND

12. SO FAR,IT HAS BEEN
VERY EFFECTIVELY
USED BY THE
ORGANIZATION
ZOMATO,WHICH USES
A CLEVER REVIEW
BASED SYSTEM

13. THE CROWD SOURCING TECHNIQUE IS UNIQUE IN THE
WAY THAT IT INCREASES INTERACTIVITY BETWEEN
THE BRAND AND THE CUSTOMERS.

14. ADS THAT ARE
CONTEXTUAL HAVE A
HUGE IMPACT ON
CUSTOMERS.THEY CAN BE
USED TO TELL A STORY
AND THUS CAN BE USED
TO CAPTURE ATTENTION

15. THE INDIAN
DAIRY
CO-OPERATIVE
AMUL IS AN
INSTITUTION
IN USING
CONTEXT IN
ADVERTISING
ITS PRINT ADS
ARE OFTEN
RELEVANT TO
SOME NATIONAL
OR
INTERNATIONAL
OCCURRENCE

16. TO CITE A FEW
EXAMPLES….

17. FEVICOL IS ANOTHER INDIAN
BRAND WHICH CAME UP WITH
A HOST OF CONTEXTUAL ADS
THAT HELPED SEAL ITS
POSITION AS THE BEST
ADHESIVE IN THE COUNTRY

18. THIS GOES ON TO
EMPHASIZE THAT STORIES
ARE AN INTEGRAL PART
OF OUR LIVES AND THEY
GO A LONG WAY TO
CONNECTING WITH THE
CUSTOMER

19. CREATIVE ADVERTISING IS OF MANY
FORMS AS SHOWN BY THE INDIAN
TITAN COMPANY LTD.

20. WHEN TITAN LAUNCHED THE
ADVERTISING CAMPAIGN FOR ITS
WATCHES INITIALLY,IT USED A TUNE
COMPOSED BY MOZART IN ITS ADS.

21. IT BECAME SO POPULAR THAT
EVENTUALLY PEOPLE STARTED
REFERRING TO IT AS ‘THE TITAN
TUNE’.THIS HELPED TITAN BOOST ITS
UNAIDED AND AIDED BRAND RECALL

22. TODAY TITAN IS ONE OF THE MOST
PRODUCTIVE RETAIL COMPANIES IN
INDIA AND HAS CAPTURED THE LION’S
SHARE OF THE MARKET IN WATCHES

23. IT HAS ALSO ENTERED THE MARKET FOR
JEWELLERY,EYEWEAR AND PERFUME.

24. IN TITAN’S CASE MANY ARGUE THAT THE
REPEATED AND CLEVER USE OF A
CATCHY TUNE MADE THE COMPANY
STAND OUT IN THE FACE OF FIERCE
COMPETITION

25. FASTRACK IS ANOTHER BRAND OF
TITAN’S,WHICH TARGETS THE
YOUTH.IT HAS MADE WAVES IN THE
RETAIL MARKET OF WATCHES AND
OTHER LIFESTYLE ACTIVITIES WITH
THE USE OF EDGY ADS WHICH
CONNECT WITH THE INDIAN URBAN
YOUTH

26. OF LATE,POLITICAL CAMPAIGNS ARE OFTEN HINGED
ON ADVERTISEMENTS.THE RIGHT SORT OF CREATIVE
MARKETING CAN PAY HUGE DIVIDENDS IN DECIDING
A TIGHT ELECTORAL RACE.

27. THE NDA COALITION GOVERNMENT RAN WITH THE CATCHLINE
‘AB KI BAAR,MODI SARKAR’,WHICH CAUGHT ON
LIKE WILDFIRE.MANY ANALYSTS FEEL NARENDRA MODI’S
LANDSLIDE VICTORY TO THE PRIME MINISTER’S CHAIR WAS AT
LEAST SLIGHTLY INFLUENCED BY THE CREATIVE ADVERTISING
USED IN THE ELECTION CAMPAIGN

28. CADBURY INDIA PULLED OFF AN
ADVERTISING MASTERCLASS WITH ITS
ADVERTISEMENTS SHOWING IT AS A
SUBSTITUTE FOR TRADITIONAL SWEETS
DURING FESTIVE OR CELEBRATORY
OCCASIONS

29. LATER IT LAUNCHED THE CADBURY SILK
BRAND,WHICH BECAME FAMOUS FOR
ITS AD WITH A VERY CATCHY SONG.

30. THE INDIAN CUSTOMER BASE IS A
CONSTANTLY EVOLVING ENTITY,WITH
HUGE POTENTIAL,THE RIGHT KIND OF
ADVERTISING CAN LEAD INDIAN
BRANDS TO UNEARTH UNTOLD
TREASURES FROM A LARGELY
UNTAPPED MARKET

31. CREATIVE ADVERTISING
CAN HAVE MANY FORMS.
COCA-COLA CHINA’S TV
AD FOR THE HONG KONG
MARKET BROKE ALL THE
RULES WHEN IT INVITED
VIEWERS TO USE THEIR
SMARTPHONES TO
“CHOK” BOTTLE CAPS
FLYING ACROSS THEIR
TV SCREENS

32. WHILE IT WAS COMMON
FOR ADS TO BE A PART
OF GAMES,THIS WAS A
RARE OCCASION WHERE
THE AD ITSELF WAS A
GAME.

33. SO IT IS ESSENTIAL TO
KEEP ONE’S EYES AND
MIND OPEN
AND SEEK INSPIRATION
WHEREVER POSSIBLE

34. SO TO RECAP,THERE IS
ONE AND ONLY ONE
CENTRAL IDEA

35. NO MATTER WHAT THE
STATE OF ADVANCEMENT
OF SCIENCE AND
TECHNOLOGY
THERE WILL ALWAYS BE
ROOM FOR CREATIVITY IN
ADVERTISEMENT

36. THANK
YOU

37. THIS PRESENTATION WAS
CREATED BY
DEEPTISH MUKHERJEE OF
JADAVPUR UNIVERSITY DURING
AN INTERNSHIP BY
PROF. SAMEER MATHUR OF
IIM LUCKNOW