We’ve all seen the T-Mobile Royal Wedding video which has become a viral hit with over 14mn views. Back home, we also had Amul taking out a billboard in customary style. I had said earlier that ‘topical ads link a brand to the news of the day and can deliver far greater impact than regular one-off ads. Since the topic is in the public eye, a clever linkage to the brand in question goes a…
The advertising for Axe (or Lynx in some countries) has gone a long way in building the brand. It helped create a halo around Axe as essential accessory for the chic magnet. And the advertising has always been talked about – for its inventiveness and creativity. At the centre of it is the crazed obsession women have for the Axe man and it has been executed in many ways. In terms of tone of voice,…
So Apple finally sent out an official response to the location-tracking controversy this week. For almost 10 days prior to that many have been getting their knickers in a twist over the location tracking system in iPhones & iPads. Sure, companies should not take undue advantage of a user’s personal information that it may gather. Personal information should also not fall into the wrong hands – hackers and such like. When it come to personal…
Its natural for beer brands to view the summer months as a great marketing opportunity. There was a time when this simply meant increased visibility in the market, some promotions and of course, some ‘image’ advertising. Nowadays, nothing seems to be done without a digital component – Facebook app, a Twitter feed, a mobile app…something. Even in Ireland, where beer advertising has no restrictions I presume, it is no longer the straightforward :30 TV spot.…
In our growing up years in advertising, for many of us, essential business reading included books like ‘Ogilvy on Advertising’, ‘Truth Lies and Advertising’ and ‘Building Strong Brands’. While these were enlightening books, the content, especially of the case study variety pertained to US brands; and to that extent, alien to Indian ad wallahs. It is great to know about how ‘Got Milk?’ was created but for ad folks in India it would be even…
Wedding Republic is a wedding registry with a difference. It ‘an online cash wedding registry where couples can post their ideal wedding gifts and guests contribute to make their dreams come true’. Now I don’t know how big the brand is but I assume it is likely to be a small business, at least qualify as one. And its definitely a new brand. Even a decade ago breaking through the media clutter for such a…
I have noticed that my daughter rarely assembles a LEGO toy following the instructions that come with the box. As per the box, she could be asked to assemble a house but she will end up assembling a tower or something else out of it using the same blocks – totally out of her imagination. This campaign for LEGO, released in October 2010 captures this insight beautifully. Agency: Leo Burnett, Moscow This campaign won the…
Tablets were proclaimed to be the saviours of the ailing newspaper & magazine industry in the US. Several newspapers and magazines have launched their iPad versions by now and not a single one has claimed success. Even the ‘designed for iPad from the ground up’ like The Daily hasn’t quite created the stir it was meant to. Of late, news aggregators which present content in a visually pleasing manner – FlipBoard, Zite et al, have…
How do you bring the brand experience alive across (pardon the jargon) various consumer touch points? That’s the question often asked of advertising agencies. The attempt is to bring alive an aspect of the brand or a campaign in an unusual medium, putting the medium’s characteristics to best use. We’ve heard of the Coke Happiness Machine and now comes Fanta’s ‘Lift & Laugh’ stunt in Brazil, using an elevator. Yes, an elevator. In keeping with…
Loved this new TV commercial from Switzerland Tourism. The attempt is to convey that Switzerland offers more than just mountains – its cities too pack in a lot. Loved the casting, music and the lack of ‘explanation’ through voice over. Sure to get repeat views – imagine a bunch of old, village bumpkins getting that.