Tuesday, February 9, 2016

Effective Communication through 4G

Most TV viewers would have taken notice of the Airtel 4G advertising campaign. An ad campaign such as this is successful not just because of the money spent to splash it all over the but also because of the meaningful message and excellence in the execution. Airtel is the very first telecom company to introduce 4G services and it had launched a hard-hitting campaign for its 4G network in the year 2015, the campaign continues till this day. The very first TV commercial in this ad campaign is 'The Airtel

Friday, January 1, 2016

Unisex Washing Machine

Sometime in the middle of this year (2015) Lloyd Electric and Engineering Ltd. introduced their brand of washing machines as India’s first “Unisex Washing Machine”. Why and how is Lloyd Washing Machine unisex? Well, that is the positioning platform they took to differentiate their product from those of the competitors. The campaign is based on the insight, as reported in the media, that most men do not like to do household chores such as washing clothes which they leave to women to attend to, since the general belief or attitude is that it is the woman’s work. The other reason why women

Sunday, November 1, 2015

Pepsi Thi Pi Gaya

From the time Pepsi was introduced in India, as far as I can remember, their TV commercials have always featured celebrities. The very first TVC had singer Remo Fernandes and the ads which were released in the later years featured film and sports personalities. After seeing Pepsi advertising dominated by celebrities for years this new ad campaign comes as a refreshing change – there are no celebrities here but what we see are ordinary people; the ad features young men and women who happen to be Pepsi’s core target audience. The ad shows college students protesting and threatening to go on an indefinite hunger strike until their demands are met; one of the agitating students notices a bottle of Pepsi which he finds irresistible, he grabs the Pepsi bottle and drinks, thus causing great disappointment to his fellow agitating students, the Pepsi drinker reacts by coolly saying ‘Pepsi thi yaar, pi gaya’ and looks around with ‘I-drank-Pepsi-so-what-is-the-fuss-all-about?’ expression.

Thursday, October 1, 2015

Pepperfry – Why wait for Diwali?

Every year during the festival time in India, we are bombarded with special ad campaigns mainly in newspapers, TV and the internet. Most of these ads announce discounts and special offers for various products. These campaigns reach a peak during Diwali. Currently Pepperfry.com, a leading online furniture marketer, is running a pre-Diwali (2015) ad campaign – Why wait for Diwali sale? For high value products such as furniture most customers prefer postponing purchases till the time festival discounts are announced, the purpose of this campaign is to persuade customers to buy furniture, offered by Pepperfry at a discount, before stiff competition sets in during or just before Diwali. This clearly is a clever marketing move but what interested me were the scripts and the execution of the four interesting TV commercials(TVC) which comprise this campaign. You can watch the commercials at the end of this article below.

Wednesday, September 2, 2015

Know about plywood – Ask Greenply

Greenply has recently launched a new advertising campaign Ask Greenply. The campaign comprises three ads – 'Nayi Maa', 'Dhongi Baba' and 'The Couple'. In each of the ads an awkward situation is shown and when a character is asked a question he gets dumbfounded. The ads are humorous and the primary objective of this campaign is to urge consumers to ask questions on plywood, in order to enable this a website (www.askgreenply.com) and helpline number appear at the end of each ad. There is no need for me to describe these ads in detail since I have embedded them below at the end of this article.

Saturday, August 1, 2015

FAASOS APP Ad Campaign – A combination of good copy, good design and some humour

Faasos (earlier Faaso's) has been in the market for four or five years and has been expanding despite growing competition. The competition is just not from food brands in this category but also from other fast food or convenience food brands, both Indian and foreign, which are present in the market today; those being, various brands of pizzas, kabaab rolls, savouries, biriyanis and other such food items. Convenience food items of various kinds sold by local players, who do not have a presence in cities and towns other than where they are situated, also pose competition to Faasos; the convenience food market in India is becoming more and more competitive; the consumer today enjoys a lot of choice.

Wednesday, July 1, 2015

IIN – What exactly was the idea behind this campaign?

The present IIN (Idea Internet Network) advertising campaign from Idea Cellular is generally believed to be gimmicky and misleading by many who have seen it; while I agree with that I also believe that it is among the most interesting ad campaigns I have seen in the past one year. It is quite evident that people have been misled into believing that IIN is some kind of an educational institution which is incorrect; IIN is simply about accessing the internet using Idea Cellular’s network.

The IIN ad campaign comprises eleven ads (I do not know if there are more), to watch them please click here to go to Idea’s YouTube channel. As reported in the media this campaign is a follow-up to the ‘No Ullu Banaoing’ campaign. While ‘No Ullu Banaoing’ campaign educated users on using the mobile Idea’s internet services, the IIN ad campaign Idea Cellular takes it a step forward, the objective here is to empower users, especially the youth, of using internet to their advantage. The campaign is supposed to highlight the fact that one can solve problems and achieve one’s goals in life by self-educating through the internet which can be accessed through the Idea Internet Network.