It’s obvious that the internet, smart phone and the rise of social media have had a huge impact on news brands. Both print publications and television channels had to adapt to a new world and changing consumer preferences. The speed of news dissemination, ubiquity of the smartphone and some characteristics of social media platforms (two-way communication, making dishing out opinions easy and viral potential) have forced media brands to make changes to their service and…
Just Do It. Intel Inside. Because I’m Worth It. Fill it. Shut it. Forget it. There are some things money can’t buy. For everything else there’s Mastercard. Are they merely words strung together or clever word play? No, they are powerful, distinct brand properties which have contributed in creating brand preference (many in categories where genuine product differentiation is hard to come by) and hence driving purchase and loyalty. Is the Air India Maharaja or the…
Earlier this week I wrote about how advertising creative calls for special talent, even while creativity is all around us. I guess it amply evident if you see the follow the various creative roundups on my blog. This week’s roundup includes design work for Heinz and some radio spots which won at the D&AD awards, among others. Heinz: brand refresh One of the best mantras of marketing is that ‘not all brands are unique, but…
With the uncertainty surrounding the COVID-19 pandemic, many marketers have turned cautious in their advertising spends. Given the lockdowns, production of new advertising creatives – at least on the scale prior to this health crisis has come to a standstill. Brands have resorted to tactical ads which link back to their thematic claim, with messaging urging people to stay at home. In this context, here are a handful of creative ideas which caught my eye…
I missed my blog post last week but over the past few years I have attempted to share a compilation of creative ads every week. Everyday hundreds of commercial messages – be it TV ads, web banners, billboards, tweets or radio spots are aimed at us. A majority of them are simply ignored and only a handful are noticed and remembered. Here are a few creative ads, which caught my eye last week: including Captain…
Almost 90% of ads are ignored. That’s a fate worse than ads being disliked – in which case, at least they were noticed. Mediocre, run-of-the-mill ads are the ‘normal’ in advertising, resulting in a colossal waste of effort and money. Among the hundreds of commercial messages we see every day (in various formats – print ads, TV spots, outdoor, Instagram posts, tweets) only a handful are noticed and an even smaller number, remembered. Every week,…
Advertising trade portals were abuzz with work from two big name fast food outlets – KFC and Burger King last week. I also came across interesting work relatively lesser known brands. And in India it is the season for IPL – which sees the launch of several new ad campaigns. Herewith a few which caught my eye. KFC: Chicken Town A legendary brand like KFC has a unique problem: imitation brands. A new campaign in…
Everyday I check a few portals which publish latest advertising work from across the globe. Needless to say, only a handful are noticed, remembered and appreciated. When the count of such ads is really low by the weekend I diligently look for interesting new work. This was one such week where one had to search for good work to share. Here are a few of my picks: 1.Hennessy X.O: The Seven Worlds Super premium and…
Doordarshan, India’s public broadcaster, has announced plans to change its logo. The move is apparently triggered by the need to appeal to a younger audience. The new design is sought to be crowdsourced from the general public and the winning entry comes to with a cash prize of INR 100,000 (approx $1560). Predictably, there is outrage among a certain section on the logo change. The argument is that the logo is iconic, part of our…
Whenever a famous logo, especially one that’s been around for a long time, goes for a change, there is criticism from the public. Thanks to social media and its 24×7 outrage treadmill, the noise seems amplified of late. Some of the recent instances of logo outrage include Google, Gap, Airtel and now Wipro. The backlash for the new Gap logo was so intense that the company had to revert to their old logo. Airbnb got…