It’s natural that businesses love the festive season – be it in India or elsewhere. Every region has a season where consumer spends increase – be it Christmas or the Chinese New Year. In India, Diwali ads aim to capitalise on the consumer sentiment of celebrations, auspiciousness and traditions. Christmas-themed advertising is usually anchored on shopping, gifting, relationships and travel. Such ads have a strong dose of ‘do-good’ factor in them and mostly trigger positive…
We all love lists. That’s why many clickbait articles have that format offering ‘5 reasons’ or offering ’10 things’. During this time of the year, we have a plethora of ‘Best of’ and ‘Worst of’ from the past year. The first part of my attempt at sharing 12 best ads of 2021 included both traditional TV commercials and some clever social media driven ideas. Here is my second and concluding part. iTV: Drama vs Reality…
Every week, I attempt to share a compilation of clutter-breaking creative ads and occasionally some commentary on the business of advertising. The first job of any ad is to get noticed – because of it is not, it is a waste of time, effort and monies. So, as many have noted, managing to break the clutter is actually a big deal. Festive seasons ads – either in India or in the west face an even more tougher challenge…
The fundamentals of marketing communications is believed to be the same, be it in the traditional media world or the ‘new’ digital world. Bill Bernbach, ad legend and founder of DDB said famously: ‘it is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own’. Such motivations are not going to change…
Clutter-breaking, compelling and relevant creative ads which trigger a change in attitude or behaviour are hard to come by. In fact, a majority of the ads go un-noticed. That is a such a shame – worse than being noticed but disliked, as it takes a lot of effort, time and money to create advertising. Every week, I attempt to share a compilation of such creative ads, aside form views on the business of advertising. with…