‘Is celebrity advertising an effective strategy?’ is a topic of perennial debate in advertising & marketing circles. While opinions vary the use of celebrities for brand endorsements continues unabated. In my weekly roundup I will attempt to share my views on current trends from the world of marketing and a compilation of clutter-breaking creative ads. Celebrity advertising: advertisers keep the faith citing brand name awareness As I noted earlier, advertisers consider the presence of a…
Recently, a well-known Indian news personality was in the news after she put out a statement on Twitter that she had been tricked into leaving the company in June after she became the “victim of a very serious phishing attack” that led her to believe she’d been hired as a journalism professor at Harvard. The news was widely discussed on social media with various theories and speculation on how someone seemingly so aware could be…
Cutting through clutter and being noticed is job No.1 for any ad. Unfortunately, the marketing & advertising collectively wastes millions of dollars in production and media monies on run-of-the-mill ads which are simply ignored – not even disliked. I attempt to share a compilation of creative ads every week (and some commentary on industry issues occasionally). Here are some compelling creative ads I noticed week ending Oct 9, 2020: Flipkart Big Billion Days: double roles…
The dearth of good ads during the IPL 2020 broadcast was discussed in social media and trade portals recently. The use of celebrities as a default option was also mentioned in this context. Some asked if working remotely led to a dearth of good IPL ads this year. In my view, the constraints of the lockdown periods were applicable to all. https://twitter.com/thesatbir/status/1307708312478121984?s=20 https://twitter.com/roshanabbas/status/1308640574233223168?s=20 Yet, some managed to still create clutter breaking communication as seen even…
A majority of ads go un-noticed. That’s a worse state to be in than being noticed and disliked. An ad being noticed but evoking indifference in the viewer is also a sub-optimal state to be in. In this context, many marketers (and agencies) believe that celebrity endorsement is the solution for the ad to be noticed, creating brand name awareness and affinity. If only it was that simple. Celebrity endorsements – from marketers POV Creating…
I missed adding the new Tata Sky ads for its ‘Acting Adda’ a channel dedicated to teaching acting in my latest weekly round up of creative ideas. These ads are good examples of celebrity advertising done right. What works? – the use of Amitabh Bachchan as a character and not as a mere spokesperson. There are many ads which simply get him to speak a few lines on camera and point to the product. The…