Category Archives: Advertising

Thums Up ad

I really like this ad. The execution is actually quite awesome with Akshay Kumar brilliant as usual. This is actually a follow up to earlier Thums Up ads where Akshay goes behind a bottle of the drink.

Only one qualm I have with this ad: it would have been better if they would run the car part and him entering the house part seperately. I think it would have created a bigger impact. I love the way people react looking at his car falling apart and in the second part where Akshay non-chalantly taps away a flame on his shoulder.

Nice concept!

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New Fevicol ad

This is the new Fevicol ad made by O&M to celebrate 50 years of Fevicol, actually Pidilite.

They actually started off the campaign by putting up hoardings and print ads about the world’s shortest feature film titled ‘Moochwali’. The ‘movie’ premiered on multiple GECs simultaneously.

I once posted an ad I had made for a project of mine, which focused on the need for increase in the branding of Pidilite rather than Fevicol. And it seems they are doing something on those lines.

Good one I say.

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Marketing the Porsche Panamera

So, what if you are one of the iconic brands of all time having produced products that have become objects of craving and all of a sudden you make something that seems quite hard to sell.

Now imagine this brand to be Porsche. Yup, even they can come out with a stinker of a car which is not exactly a dream to sell. The car I am talking about is the Porsche Panamera. It is by far the ugliest looking sports car I have ever seen! And it will take a considerable amount of booze for any designer to beat that in the ugly scale in the future.

So what does Porsche do? They turn to the marketing department and plead! The marketing department then try to figure out a way to make people feel that the Panamera IS actually a Porsche and it has been made the way it is, for a reason. So in comes its positioning as the first thoroughbred four-seater sports car.

The next step is to drill this positioning statement – Four, uncompromised – into the customer’s head. And for this purpose, they have come out with an absolutely brilliant creative!

What do you have as your resource if you are Porsche? What will convince the customer about this being a Porsche? Maybe showing a FEW of the older path-breaking Porshces will do the trick? Just to be on the safer side, lets say, we show ALL of the 50 Porsche models ever made – together! Sounds great!

So off they went and gathered around every Porsche they could find and made something like a teaser first.

So it sounds and looks quite exciting, the prospect of seeing the finished product. Before you go ahead and see the finished ad below, I want you to think about the problem Porsche is facing marketing this ugly car again. You know they are serious when they are putting the weight and reputation of no less than 50 cars behind just one new car. They are pretty desperate!

The concept of the family tree is quite brilliant and so is the execution. However they could have done without the gimmicky CG animation. At times the ad looks like a computer game. But overall a good strategy to market what seems like an adopted child as one of their own.

Tell me what you think!

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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!

Musings on advertising

This is just an old post from my old blog adityathinking.blogspot.com, just wanted it here.

How many times has one seen the old adage of ‘too much of a good thing….’ come true?

Advertising has grown by leaps and bounds in the past few years. So much so that people now when discuss ads (more so those from TV), they have quite a few options to choose from. I mean, right now as I write this while watching the cricket match, I just saw a series of 4 good ads in a row! The new Bajaj Platina DTSi and the Amrutanjan ads are really well conceptualised. The Amrutanjan one is actually quite hilarious!

Coming back to the topic of this long overdue blog update, a couple of years back, NEO Sports I think it was who started with the concept of ads during the match. This was by way of zooming out from the match and displaying vertical and horizontal ads on two sides. It was brilliant! I mean, you don’t miss the match and the ad is right there when you have the maximum attention on the screen.

Neo Sports had just signed a massive contract with the BCCI and were creating a revolution of sorts in the sport broadcasting industry. This was by way of innovative ways to sell their inventory of limited air time. They soon realised the air time was not enough to recover the millions they were going to pay BCCI. Necessity proved to be the mother of invention.

But, as has been happening forever, this brilliant idea has been turned into a not so brilliant one by overdoing it! I am watching the match right now, and I see these ads zooming in and zooming out after practically every single ball! It is being so overdone that they have succeeded in making it a blindspot! Now hardly is the content being read or the brand advertised being noticed.

However irritating the ads would have been as it hinders your viewing pleasure, it really was a great idea to target the audience at the perfect time. Until they messed it up that is.

 

More about ads

It has been quite a while since I updated this blog of mine. But I have been a little busy with college activities, especially involving placements.

Anyways, I had one more though regarding ads and I though it is good enough to put it up here.

I had posted once earlier, that advertisements should carry the logos of the brands they are trying to advertise through the length of their ads. I would now like to take it a step further.

David Ogilvy, in his book ‘Ogilvy on Advertising’, says that all print ads should be signed by the writer himself. This will mean that there is additional responsibilty on the writer and the agency to write better ads and make sure every ad counts. I was wondering why this cannot be done for print ads. Imagine ads having a 2 second intro or conclusion credit giving the name of the agency which produced it. This way, the better your ads, the more your agency is known. For the brands, they now can be assured that the agency will make sure they do not put their names on ads which are not upto the standards.

This will help the viewers too. Lesser irritating, stupid ads which make no sense. This will bring in a lot of accountability to advertising is what I think. I know this might not be feasible and all the agencies will surely lobby against it. And when it boils down to it, who would make sure this is done? What governing body?

Anyways, do you think this will work?

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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