Category Archives: ads

A brilliantly well made ad from UK

The quality of film making in this one is mind-blowing. Even though the concept is a brilliant one, it still had to be executed well. And you will not get execution better than this ever!

An ad I made

This is an ad I made for my IMC project. Please try and give feedback on it.

They are all my classmates so probably they can relate to it better.

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Affiliate Marketing Vs Ambient Advertising

I am to write a 2500 words White Paper on Affiliate Marketing for a competition. I hope that with the little experience I have of working in the internet industry, it will give me some kind of advantage.

The other topic is Ambient Advertising and even though advertising does attract my attention, I think I can do more justice to Affiliate Marketing. However, if I do choose Ambient Advertising, I guess I will learn a lot more about something I don’t really know a whole lot about. But I think it is not that broad a topic in the first place.

Help?

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Put the logo throughout the length of an ad!

What would any brand lose if they put the brand name or the logo throughout the length of the ad. I can understand that initially you want to keep a level of suspense and keep the viewer guessing about what brand the ad is all about, but it just defeats the purpose. Are not ads meant to create high recall and make people buy the stuff when you eventually go shopping? But if you want to make more impact by keeping the user guessing and in the bargain losing out on recall in the clutter, what use is it?

I really do believe that the creative people would rather not have the logo throughout the length of the ad as then the user would know what would happen by the end of the ad and thus downplay the creativity of the copywriter. But, ads are not meant to satisfy the copywriter, it is meant to increase the sales and achieve stiff targets!

I recently saw an ad by ‘Roca’, a bath fitting brand, which had its logo throughout the length of the ad at the bottom corner. I now remember the brand better!

Is there any reason why one would not put the logo right at the beginning of the ad?

Airtel Vs Vodafone 2

I had posted earlier about the Airtel ads and how they are similar to the Vodafone ads.

I have seen a few more from the Airtel campaign, and I have to say, I don’t get it! Why would Airtel risk doing something like this?

The ads look similar to Vodafone, they don’t look anything like the other Airtel ads, and the most noticable thing in Airtel ads – the music – does not come in until the last 5 seconds! So, how is it helping the ads stay in the viewer’s mind?

Usually, an ad can be associated with a particular brand, if there is the usual peculiarity. Like the music in case of the telecom ads. All of them a peculiar music of their own which have become popular in their own right. However, Airtel (which incidentally has the most popular of these, thanks to A R Rehman), is just ruining it. The least they could have done was flashed the Airtel logo at the beginning itself. Most brands like to keep the viewer guessing about the brand, but in most of these cases they get it wrong. They would be better off by showing the brand earlier on and showing it a couple of more times by the end. Especially in this case where people are confusing it to be a competitor’s ad!

Come on Airtel! You can do better!

Would you show a customer choosing another product in your ad?

I am sure about 90% of you would answer no to the above question. Even I would.

But the Bajaj XCD ad shown below, proves to be an exception to the rule and does it quite well. I like this extremely risky idea of showing a customer choosing a different product. The ad in point however, makes it a point to show that the customer who is choosing something else, does not deserve the Bajaj anyways. They show the person choosing an average home and an average woman, so it goes without saying that he deserves an average bike as well. However, the execution of this idea is brilliant. They show him recollecting the old XCD ad which is a glossy, slick, upmarket, young, pacy ad of a biker riding with a girl who just won a fight with her twin to sit on the bike (I do like the earlier ad also, but more on that later). He then goes for the cheaper bike, satisfied with his choice.

It is a brilliant idea to create a position in the mind of the customer and at the same time an extremely risky ploy at these times, especially from Bajaj, which is known to give cheaper and more value for money kind of bikes.

What say?

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Multiple positioning of brand Dove

Dove has always been a brand that has been associated with something special. It signifies treating your skin to a better product which everyone cannot afford. Dove has always maintained this positioning strategy (which makes sense as Dove is more expensive than other soaps too and not everyone can afford it). However, recently after the launch of their range of other Dove products they have changed the positioning of the original Dove product.

The recent TV ads for Dove talks about the benefits of Dove and shows a girl in her early twenties as a user as against their usual use of an educated english speaking, working woman. This strategy has shifted now to the hair products. The new ads for their hair care range has women talking in english (one with an accent even) about how they have stopped hair fall by using the Dove products. So they are now saying, that Dove soaps are not really that aspirational any more. Even though it is the same product and costs the same amount if not more expensive, more people can afford it and it would be better to show the benefits for everyone rather than show ‘very well to do accented english speaking middle aged women’. So, the product I guess has moved on to the next stage of the PLC.

BCG Matrix anyone?

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Airtel follows Vodafone

Vodafone ads in India have consistently used the most appealing elements. Right from the time it was Hutch, they have used the two most appealing elements – kids and dogs. They have been known to create the maximum connect with the consumers as we had once discussed in an Integrated Marketing Communications (IMC) lecture.

Not only have they used the two most effective elements, but they have used the two elements extremely effectively. Combined with a catchy jingle, it has traversed every customer segment and managed to create an unparalleled recall value.

Telecom ads have always tried to create an emotional connect and never speak about the service itself. This of course is an exception with the Vodafone value adds and the CDMA networks. The big three, Airtel, Vodafone and Idea have all had memorable jingles which have created the recall value they now have. Airtel has normally used the jingle as the focal point of all their campaigns. However, now Airtel seems to be trying to taking a page out of Vodafone’s book. Their new campaign about ‘Airtel 5’ uses 5 extremely cute kids. Not that the kids are ever going to use the mobile phones, but it is kind of similar to the Vodafone ads. Airtel has used kids earlier too, the one with two kids playing football at the border and the one with the kid who calls his dad on his toy phone after being scolded by the mom.

Look at the pictures below. The first two are the obvious Vodafone ads, the third one is the Airtel football ad and the last one is Airtel or Vodafone?

Is the new campaign with kids too similar to the Vodafone ads? Is the use of too many different themes by Airtel creating confusion in the minds of the consumer? After all, Idea and Vodafone have pretty consistent themes.

HutchVodafoneAirtel_footballAirtel_5

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