An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three ads that came out tops, for the right and the wrong reasons this fortnight.
Traditionalists in disguise
Advertiser: Cycle Pure Agarbathies
Baseline: Phir Bhi Dil Hai Hindustani
Agency: Cut the Crap
4Ps B&M Take: Incense sticks or agarbathies have traditionally been very low-involvement products with impulsive purchase behaviour ruling consumer sentiment. So to actually spend money advertising an agarbathi brand may seem like a total waste to many. But Cycle brand of agarbathies owned by Bangalore based NR Group defies conventional logic in the segment. One of the first branded movers in the segment - they have painstakingly sought to acquire a premium image in the segment. Their latest offering is smart, slickly crafted and has a totally non-traditional storyboard which manges to strike a chord with the urban consumers. A series of cuts depicting a seemingly rock-culture crazy guy getting dressed (complete with leather pants, a star-spangled bandana and the compulsory guitar as an accessory) in the morning, overlaid on a snazzy remix of the classic ‘mera joota hai japani’ number. And as soon as the song veers towards its ‘phir bhi dil hai hindustani’ ending, out pops an incense stick and the young chap lights up an incense to perform the customary puja before leaving home. Smartly done, no over-acting and most pertinently, establishing an emotional connect with the target audience. After all, who cares if we are in the 21st century, or how modern and techno-savvy we are, most Indians would still light the traditional lamps before the gods and goddesses that be before they venture out of their homes for the day. The baseline captures the mood perfectly; the recall factor is high in part because of the touch-your-heart concept and also because of the hum-able remix of the classic Raj Kapoor number. Evokes a giggle, sometimes a laugh and chances are that you would not forget the brand of agarbathies either!
Traditionalists in disguise
Advertiser: Cycle Pure Agarbathies
Baseline: Phir Bhi Dil Hai Hindustani
Agency: Cut the Crap
4Ps B&M Take: Incense sticks or agarbathies have traditionally been very low-involvement products with impulsive purchase behaviour ruling consumer sentiment. So to actually spend money advertising an agarbathi brand may seem like a total waste to many. But Cycle brand of agarbathies owned by Bangalore based NR Group defies conventional logic in the segment. One of the first branded movers in the segment - they have painstakingly sought to acquire a premium image in the segment. Their latest offering is smart, slickly crafted and has a totally non-traditional storyboard which manges to strike a chord with the urban consumers. A series of cuts depicting a seemingly rock-culture crazy guy getting dressed (complete with leather pants, a star-spangled bandana and the compulsory guitar as an accessory) in the morning, overlaid on a snazzy remix of the classic ‘mera joota hai japani’ number. And as soon as the song veers towards its ‘phir bhi dil hai hindustani’ ending, out pops an incense stick and the young chap lights up an incense to perform the customary puja before leaving home. Smartly done, no over-acting and most pertinently, establishing an emotional connect with the target audience. After all, who cares if we are in the 21st century, or how modern and techno-savvy we are, most Indians would still light the traditional lamps before the gods and goddesses that be before they venture out of their homes for the day. The baseline captures the mood perfectly; the recall factor is high in part because of the touch-your-heart concept and also because of the hum-able remix of the classic Raj Kapoor number. Evokes a giggle, sometimes a laugh and chances are that you would not forget the brand of agarbathies either!
For More IIPM Info, Visit below mentioned IIPM articles.
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IIPM – FLP (Flexi Learning Program)
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
