Saturday, January 17, 2015

SHORT COMMENTS ON SELECTED ADS OF 2014

At the beginning of every year I generally pick out some of my favourite ads of the previous year and write about them, this year I will not do that, instead I will make short comments on a few ads that caught my attention. So let me begin:

Carwale.com

This is a five ad campaign, I am not aware if there are more, where the message in each ad is very clear, that when you need to by a car you do not need to go around asking different people, nor will Carwale.com ask you unnecessary questions. The reason being that they are the experts in cars. The links to the ads are given below:

Mother Dairy Doodh

The visual in this ad bears a striking similarity to one of my favourite stop motion animation videos, click here Her Morning Elegance to view it and decide for yourself. I think it is okay to be inspired by what you see and experience but simply copying thoughtlessly is not good advertising.

Lufthansa

It is quite obvious that this ad is targeted at the Indian traveller. Interaction between the grandfather and grandson has been used to dispel any doubt or wrong ideas the Indian traveller might have regarding Germans. The ad has been directed very well and I quite like the way the little boy reacts to whatever his grandfather says.

Myntra.com

The audio in this ad has a striking resemblance to the song in this video Lenka – Everything At Once. This music video of Lenka was use for launching Windows 8. Watch the Myntra.com ad below:


Philips Air Fryer
This product belongs to a whole new category; the ad presents a new concept – using air to fry food. The concept is beautifully explained and the benefit that is communicated is that you need to use very little oil if you are using Philips Air Fryer; hence the food is better for health. I think it is a simple, no frills ad that explains the concept of air frying perfectly.

Colgate Slim Soft Charcoal Toothbrushes
We have heard of charcoal being used for purifying water but this is the first time that charcoal is being used in toothbrushes for cleaning teeth, the ad explain how charcoal infused toothbrushes are better. I have yet to see this in shops; it would be interesting to see how this new concept in brushing works with consumers.

Hi Care
When you first see the ad you get the impression that the product being advertised is for protection against rain, the product is actually against pests. While reading the newspaper people generally do not read the copy of those ads that are of no interest to them, so it is imperative that the visual create the right impression at the first glance.

Monday, December 1, 2014

TATA SALT LITE – A well made ad but does it mislead the consumer?



This ad is being shown on television for quite some time; perhaps I should have written about it earlier in this blog. Salt is believed to be dangerous for a person suffering from blood pressure (BP), using light humour the ad effective demonstrates the suffering a BP patient has to goes through, which is eating food with no or very little salt to control his BP, his helplessness is convincingly shown. The interaction between the father (BP patient) and his daughter is very interesting and engaging; the father begging his daughter for a piece to eat and the daughter not permitting him is both humourous and at the same time you feel sorry for the man because he seems to be destined to eat bland food.

Saturday, November 1, 2014

Maggi Masala Noodles 2014 – Bringing Spice to Life


I like this Maggi Masala Noodles TV ad because of its simplicity and single-mindedness, it does not say much but effectively communicates the message that Maggi Noodles is for everybody. Maggi Noodles was introduced in India more than 25 years and is going strong. When this product was launched it was targeted at the urban household, small children being the consumers and the mother being the provider and the one to decide. Over the years new variants were introduced which targeted various segments of the market – such as the health conscious, the fun loving, the aged, the young and the adventurous; so today Maggi Noodles caters to people belonging to all age groups, geographical locations but the core target

Wednesday, October 1, 2014

The Power of Red


The current Eveready ad campaign Give Me Red featuring Akshay Kumar reminds me of the original Give Me Red campaign 22 years ago, fortunately I was able to find the two ads on YouTube. The energy levels in those two ads were high and the same is being maintained in the current Akshay Kumar campaign. The essential difference between the old and the current campaign is that the old one was promoting Red Eveready batteries whereas the current one is promoting a range of rechargeable products launched by Eveready Industries India Ltd. The battery plays an important part in the performance of these products.

Tuesday, September 16, 2014

Ad History - 2

Ad History is a new feature I started in this blog last month and this is the second installment. I would like to share some old ads which I have been able to lay my hands on and as I mentioned in my earlier post (Ad History -1) the ads featured here are not necessarily memorable but are pretty interesting.
This Cinthol Soap ad was scanned from a magazine called Star and Style published by Indian Express, if I remember right; it appeared in many other publications in the 1970s.

The above ad features young film director and actor Shakher Kapur, if you wish to know more about him please click here.

Year:1963
Year: 1981

Television was introduced in Bombay on October 2, 1972; TV at that time was black & white. If I remember right Weston TV was launched sometime in the late 1970s. Television ads those days usually talked about the basic features like good sound and picture quality. None of the television brands of that time exist today.


I do not recall the year of the above Wills press ad, the fact that it features young Mohd. Azaruddin and Anil Kumble may indicate that this ad appeared sometime in the early 1990s.

The above Zenith Computers ad appeared in the year 1995. It is rather difficult to believe that personal computers those days came with RAM of 1 MB and 4 MB.

I will try to share more vintage ads next month.

Monday, September 1, 2014

Fogg Body Deodorants – A Good Reason To Buy


I always believe that if you have something to sell you must be able to answer a simple question – Why should my target customer spend his hard earned money to buy my product? – The question appears simple but the answer may not always be so; the marketer must give the target customer a good reason to buy if his ad campaign has to work. In a highly competitive situation there are several players making similar claims and all or most competing brands are capable of satisfying the needs of the target consumer equally well because there might be no significant differences in the physical and functional attributes of products of competing brands. In such a situation marketers go beyond the physically characteristics or functional aspects of the product in question and position the brand/product on entirely different platforms – lifestyle, aspiration, pride, fear and many more or in other words take the emotional or psychological route. In this post I would like to discuss the advertising of two deodorant brands – Fogg and Axe.


Friday, August 15, 2014

Ad History - 1

I won't be reviewing any ads here but would like to share with my readers some of the old ads I dug up. I have randomly selected some ads, these are not necessarily memorable or path breaking ads but to me they definitely are part of Indian advertising history.

Premium Soap: Perspectives 1993

Perspectives was a supplement of Metropolis on Saturday, Bombay edition - published by The Times of India, it does not exist now.

Colgate Baby Powder: Filmfare June 14,1963


Half a century ago Colgate-Palmolive tried to get into the baby care business but was unsuccessful, perhaps Johnsons & Johnsons was too strong a competitor for them.
Halo Shampoo: Filmfare June 14, 1963
Halo Shampoo was a product of Colgate-Palmolive and was among the top selling even in the 1980s, the sales declined when several new multi-national brands entered the Indian hair care market. I wonder if the company lost interest in the brand.
Coca-Cola: The Bharat Jyoti, Sunday, March 25, 1973
The Bharat Jyoti used to be the Sunday edition of The Free Press Journal, Bombay. 

Perspectives: November 1993
Robin Blue: Bombay Times June 23, 1995
I have loads of old ads in my collection, some dating back to the 1950s, I will try and share as many of them as possible in my future posts.