Of tourism advertising and @my_rajasthan campaign

I find tourism campaigns fascinating. The basic principles of marketing communication (or any communication for that matter) are the same across product categories. They all need to persuade us humans to change mindset or trigger a behaviour. These principles are unlikely to change for another million years as they deal with basic human behaviour mostly – …

Continue reading

#FindYourMagic: third time lucky for Axe?

The long running ‘girl magnet’ positioning of Axe had its high points over the years. There were some fun films under Axe Effect – the memorable ones included the ‘falling angels ad‘ and the stunt at London Victoria, the masseur one (No.8 in this list) and a few others. Over time, the ads became a …

Continue reading

When brilliant marketing creates anticipation: Zoolander 2

Movie marketing, at least in India, has become quite predictable. Release of an ‘action poster’, audio release, teasers, trailers, participation in TV programmes (especially as a judge on a talent show), social media promotions & contests are all common now. Even in Hollywood, it is common for actors to make the rounds of late night …

Continue reading

Cillit Bang, #smellegendary, #AntiJugaad: Creative ideas of the week

Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 8th January 2016. Cillit Bang: The Mechanic Every sub-category in FMCG, especially household cleaners have their category …

Continue reading

17 things which will not change in the advertising industry in 2016

Since this is the season for crystal-ball gazing, predictions and listicles, herewith my unsolicited, light-hearted take (no offence meant) on things which will not change this year for the ad industry: 1. Agency press release announcing big wins: you know the type which says that the agency has already won zillion trillion crores worth of …

Continue reading