Creative advertising is more memorable, longer lasting, and works with less media spending than traditional advertising. It builds fan communities faster. Key dimensions of creativity are originality, flexibility, elaboration, synthesis, and artistic value. Some creative Indian ad campaigns that were successful include Airtel's "Har ek friend" campaign, Amul's long-running print ads, Vodafone's Zoozoos characters, Flipkart's ads showing kids in adult roles, and Pepsi's youth-focused campaigns. Research shows that the longer creative ads run, the more impact they have on sales, and creative campaigns on average nearly double the sales impact per rupee spent versus non-creative campaigns. However, the effect of

1. Creativity in advertising
Whenitworksandwhenitdoesn’t
Havardbusinessarticle

2. Key to success in advertising
“Nothing is more efficient than
creative advertising. It is more
memorable, longer lasting, works
with less media spending, and
builds a fan community faster.”
- Success mantra by
Stephen Vogel
CCO of Ogilvy & Mather Germany

3. Are creative ads more effective
in inspiring people?

4. Creativeadsgetmoreattention

5. Creativeadsleadtopositiveattitude
towardsproduct

6. Creativeadvertisingismorememorable,
longerlasting,Workswithlessmedia
spendingandbuildsafancommunityfaster

7. What is creativity?

8. Creativityisadivergentthinking

9. Theabilitytofindunusualandnon-
obvioussolutiontoaproblem.

10. Dimensions of creativity
Flexibility
Elaboration
Originality
Synthesis
Artisticvalue

11. Originality
•Itmeasureshowuncommonoruniquethe
responsesare
•Addingelementsthatarerare,or
surprisingorthatmoveawayfromthe
obviousandcommonplace

12. •Istheadoutoftheordinary?
•Doesitdepartfromstereotypical
thinking?
•Isitauniquead?

13. Flexibility
•Theabilitytodevelopdiversepossibilities
orideasacrossdifferentlinesofthoughts
•Anadscoringhighonflexibilitysmoothly
linkstheproducttoarangeofdifferent
usesorideas

14. •Doestheadcontainsideathatmovefrom
onesubjecttoanother?
•Doesitcontaindifferentidea?

15. Elaboration
•Unexpecteddetailsorextendsimpleideas
sothattheybecomemoreintricateand
complicated

16. •Doestheadcontainnumerous
details?
•Doesitextendbasicideaand
makethemmoreintricate?
•Doesitcontainmoredetailsthan
expected?

17. Synthesis
•Blendingorconnectingnormallyunrelated
objectsorideas

18. •Doestheadconnectobjectsthatareusually
unrelated?
•Doesitcontainunusualconnections?
•Doesitbringunusualitemstogether?

19. Artistic value
•Aestheticallyappealingverbal,visualor
soundelements
•Customersoftenviewtheadsasalmostasa
pieceofartratherthantheblatantsales
pitch

20. •Istheadvisuallyorverbally
distinctive?
•Doesitmakeideacometolife
graphicallyorverbally?
•Isitartisticinitsproduction?

21. Quantification of each dimensions
(relative to the overall average
creativity of 1.0)
• Elaboration-1.32
• Artisticvalue-1.19
• Originality-1.06
• Flexibility-1.03
• Synthesis-0.45

22. Creativity combination that
work best

23. Application of creative
advertising in Indian market

24. Some examples

25. Airtel “Har ek friend” ad campaign
• Itwasoneofthemostcatchyviral-ad-
campaign
• Theadwasabletogathermore-thanthe
expectedfanfollowing
• Sopopularisthejingle,Harekfriendjaroori
hotahai

26. •Thebrandwasablestrikeachordwiththe
urbanyouth-amajorchunkoftheirtarget
customers
•Massivenumberofdownloads,status
updates,airtelsongsharinginsocialmedia

28. Amul Print ad campaign
•Amulhasmadeitselfthelongestrunning
printad-campaignintheworld
•Itfeaturesachubbyangelicmoppetwho
hasbeengracingIndianhoardingssince
1967

29. •Fromthepoliticalandsporty,tospicy
bollywoodscams,thebrandcreativelycovered
themall
•TheUSPoftheirproductinfittedinasubtle
sarcasticmanner
•Itkeepsconsumershookedandaskingfor
more

31. Vodafone Zoozoos
•Vodafonecreatedalieniccreatureszoozoos
whichwerecuteandhumorous
• theydeliveredmessagesaboutoneVAS
daily
• Waslaunchedin2009

32. •Adshelpedtoincreasebrand
consciousness,brandimageandsales
•Theycameupastreattomillionsoftheir
facebookfans

34. Flipkart
•Theonlinemarketingforumhadcomeup
withaninteresting,neverseenbefore
concept
•Itwasinordertocutacrossthefraudonline
marketingclutterandestablishtheirbrand
asareliableplatformforonlinesales

35. •Theconceptofkids
walkinginadults’shoes
•Kidsareshownin
variousset-upsand
discussingeasyshopping
attributesofflipkart

37. Pepsi
•Mainlytargetedyouths
•Itusesyouthicons-youngactors,
sportspersonasbrandambassador
•Usestaglines-“Hinglishtaglines”,to
createayouthfulbrand

39. Market analysis

40. Do creative advertisements
increases the sales of the product?

41. •Thelongerthecreativeadsareairedthe
moreimpactthecreativityhasonthesales

42. •Morecreativecampaignsaremoreeffective

43. •Arupeeinvestedinhighlycreativead
campaigns,onanaverage,nearlydoubles
thesalesimpactofarupeespentonnon-
creativecampaign

44. •Effectofcreativitydifferswithproduct
category.Itmayhavenoeffectoreven
decreasesalesinsomecases

47. Disclaimer
CreatedbySmritiMishra,
G.E.CRewa