Of Uber, moving forward and benefit laddering

Benefit laddering is a technique used in advertising based on the belief that dramatising emotional benefits of a brand has a better chance of creating affinity among customers, rather than conveying functional benefits. Simplistic illustrations of this would be: – extrapolate ‘strong cool mint’ as ‘coolness so strong that it can freeze the world around …

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Thoughts on decline of English print advertising in India

‘Those were the golden years’. Every generation says this when they get nostalgic about music, movies, advertising, TV shows…everything. For those who grew up on 70s rock or were in college during the 80s, the current crop of music would just be unfathomable noise. And I am sure the 70s music got a similar response …

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10 random observations on writing & delivering presentations

When I was in advertising, writing, editing, delivering or sitting through presentations was a common affair. A presentation is not limited to one which is delivered in front of a large audience. It can be a one-on-one discussion with a client or even an internal discussion to sell one’s ideas or point-of-view. Herewith some observations …

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Do all brands have a compelling story to tell?

For many in today’s marketing world, it is fashionable to believe that advertising is anything-but-advertising. Some of the recurring points in this theme are: advertising as we know it is dead, advertising today is all about ‘conversations’ with consumers and that consumer is in control (I am not clear of what exactly). Another popular theme …

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Condom ad ban: protection of a different kind

In India, the Ministry of Information & Broadcasting recently banned airing of condom ads during daytime. The move came under criticism – ansee some reactions here, here and here. ‘It is moral policing’, ‘our kids need sex education’, ‘our kids have access to more risqué content everywhere from movies to the internet’ are some of …

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Views on Zomato outdoor and the MC-BC controversy

An outdoor campaign created by Zomato was in the spotlight last week. In my view, the campaign was brilliant as it had several good things going for it (a) it passed the first test of any advertising – to get noticed (b) the creative execution was largely based on popular culture references and brought a …

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