So you are a premium brand with a hallowed past. You have great equity among a certain kind of audience. That segment maybe a niche segment but very attractive in terms of size, long term potential, brand loyalty, influence, affluence and so on. The brand is known for innovative products, great design (not just in a decorative sense), focus, simplicity and putting user experience above all else. There are certain rules you play by: never…
A great looking new ad for Vodafone’s high speed network in Germany, promising blazing fast internet and a rush of an experience is doing the rounds of ad blogs. Agency: Jung Von Matt Director: Sebastian Strasser As an aside, the telecom category advertising takes the cake when it comes to depicting things which are so far removed from real-life experience of the brand. Yes, changing the on-ground experience of a brand is not advertising’s job.…
In these days of integrated ads where a TV spot urges you to tweet with a hashtag or predict the way the ad ends by participating in a Facebook contest or some such, it is good to see the good old TV commercial make a splash. A new ad for Guinness is making the rounds of ad blogs and mainstream media, simply because it is a heartwarming story well told. Agency: BBDO Guinness introduced their…
Travel ads usually highlight locales, cuisines and people of a country, usually through visual impact. Here’s a travel campaign with a difference. In January, British people wanted to campaign against Romanian and Bulgarian immigrants. Now it seems the ad agency GMP Advertising and Romanian newspaper Gândul have gotten back at Britain with the ad campaign, “You Won’t Like It Here”. These posters, which “invite” British people to visit while making fun of their quirks, were uploaded to Facebook and…
The pop of a champagne bottle signals celebration. A steak on a sizzler makes you salivate. In the 70’s, the Big B’s baritone was a symbol of his ‘angry young man’ persona. The sweet sound of a leather ball on bat, conjures images of a trademark Tendulkar drive. The cacophony of ‘patakas’ heralds the arrival of Diwali. The ringing of bells connotes prayer. In our lives sound has meaning. More importantly sound creates moods, feelings and…
The next version of Android’s operating system will be named KitKat. No, this is not a headline from The Onion. The naming convention for Android OS until now has been (a) alphabetical (b) generic names of sweets or confectionaries. Some of the names up until now appealed to a niche audience (how many in India knew what Froyo was?). Up until now, the next version (after Jelly Bean) was know as Key Lime Pie but…
Without doubt, the Incredible India campaign is one of the most memorable and effective branding campaigns for a country. Wordplay was the hallmark of several print campaigns from the past while the television ads were all about visual impact. While advertising plays a role in creating brand perception, country branding is a little tricky. Consumers form perceptions about a country through news sources, recent events, word of mount, historical baggage and so on. In my…
By now, Flipkart’s advertising has earned a signature look on television. The use of ‘kids as adults’ has done wonders in building brand affinity. Of course, just deciding to use that creative device doesn’t guarantee success – there has to be a solid strategy and distinct creative to go along with it. The attempt to use Flipkart as a now and own the category (‘I don’t shop anymore, I just Flipkart it’) was a huge milestone for…