The pros and cons of ‘moment marketing’ for brands

Another new term has entered the new age marketing & advertising vocabulary: moment marketing. It is essentially topical advertising but since turnaround times are not measured in days but in minutes it is called so, I guess. It is also a country cousin of occasion-led advertising where brands attempt to gain leverage from big news… Continue reading The pros and cons of ‘moment marketing’ for brands

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… Continue reading Condom ad ban: protection of a different kind

Content marketing as punching bag: deserved or not?

Nowadays it is common to spot articles bashing 'content marketing' as a discipline. The common grouse with such articles is: - content marketing is just a buzz phrase; it is essentially what was practiced in advertising forever - the practitioners of this discipline are bullshit artists who thrive on throwing jargon - most of what… Continue reading Content marketing as punching bag: deserved or not?

IKEA Human Catalogue, Honda Fit Sport and more: creative ads of the week

1. IKEA Human Catalogue A critical piece of the IKEA marketing mix has been its catalogue. There have been several notable marketing activities centred around it over the years including outdoors which were pop stores, mobile app which uses augmented reality to bring alive the shopping experience, effective use of relevant social media platforms like… Continue reading IKEA Human Catalogue, Honda Fit Sport and more: creative ads of the week

BBC Sport’s Wimbledon spot, whacky Thai & Japanese ads: creative ideas of the week

1. BBC Sport: Wimbledon coverage It's Wimbledon time of the year. Here's a new spot from BBC Sport announcing the live coverage of the event. The device is simple - a tennis ball wreaking 'havoc' across Britain and ending up at the centre court. Even though this montage of visual set to music is a… Continue reading BBC Sport’s Wimbledon spot, whacky Thai & Japanese ads: creative ideas of the week