In India, the oft-quoted example of how competition forced a hitherto monopoly brand to change for the better, is likely to be Indian Airlines. Consumers experienced better customer service, punctuality and more after the entry of private airlines, forcing Indian Airlines to improve its customer experience. A big manifestation of this change would be about […]
Archives for February 2016
Great design is often the only moat against competition. It allows for a brand to command loyalty and price premium. Apple is often cited as a great example of this. Recently it was argued that regional publications in India ought to invest in good design in order to command a premium from advertisers. In the […]
Facebook Canvas is being rolled out this month and its creative examples got me thinking about the lack of a standard, winning creative unit in mobile advertising. Every advertising medium has a unique characteristic. TV is an audio-visual experience, a billboard is a fleeting medium, radio is great as an in-the- background audio medium…and so […]
Many moons ago my then ad agency boss told this about public service advertising and campaigns seeking donation: ask the reader to take a specific action. It is better to ask for a specific amount as donation for a cause than to simply say ‘donate generously’ and specify a behaviour change when it comes to […]
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 19th February, 2016: Snickers, Scrabble and Stoli Vodka.