I loved the new Fortune Mother Exchange idea for two things: (a) it is a creative idea beyond a TVC for the brand and (b) it is bold because while the product (cooking oil) is central to the idea it runs the risk of ‘poor branding’ in the conventional TVC perspective.
Archives for April 2015
I could only manage to get a glimpse of one or two ads of the new Tata Sky ‘Daily Dillagi’ ads on TV. I was intrigued by the ‘to be continued’ format and the penny dropped after hearing the connect with the product idea: daily re-charge. The product itself is an innovation and I liked the creative solution which is hardwired to the product idea.
Consumers using brand names as verbs is not new. Google and Xerox are the oft quoted examples in such a practice. Many of such examples have happened voluntarily without any effort from the brand. I guess that happens when a brand is either the pioneer in a category or has such a monopoly that no competition appears in the mental horizon.
IPL offers the benefits of cricket – catering to a cricket crazy nation, the viewership etc., without the risks of being associated with national sentiment. Everyone sees IPL as mere ‘entertainment’ and hence viewers are likely to shrug off the poor performance of a teams and not let negative sentiments rub off on the brand they sign on.
Loved the lines in this campaign for Volkswagen Up! (a ‘city car’ according to Wikipedia). Not only are the lines crafted well they take subtle digs at the cliches of car advertising. The idea of a no-nonsense, efficient car is driven home.