Admark’s Weblog

Archive for the ‘Ad campaigns’ Category

This marks the start of an idea I had in mind for long. Why not start a marketing nuggets post that acts a small aggregator of news / views on marketing from around the web (and by definition around the world. With a 10 – 15 word blurb on what the article says).  Let’s start –

Views on Marketing in Apple (via Branding Strategy Insider)

Marketing by exclusivity. The author asks – did you exclude a customer today? Interesting thought.

Danone – Reaching the bottom of the pyramid (via WSJ)

Seems like its always the question of price v/s grammage debate while trying to evolve a model to reach out to the bottom of the pyramid.

Facebook and the rise of semantic web (via RWW)

How Facebook (and other host of companies like Best Buy etc) plugged into Semantic Web via a technology called as RDFa / OpenGraph (in my understanding works in the direction of meta information tagging) which might lead to a powerful tool allowing marketers to contextualize their offering ever closer.

Unrelated note : It also marks the debate between recommendation versus search.

Related note: Best practices for marketing on Facebook happening on 28 July (Organized by Altimeter Group and the influential Jeremiah Owyang)

Some great real-time ads from Nestle (via Google Reader)

Vuvuzela Epic Wimbledon Match

Recent Fastrack advertisement (I so love their tongue-in-cheek boldness which clearly excludes the ages to which the brand does not want to be associated with)

 

Fastrack advertisement

 

Let me know – egghead

I am waking down the memory lane today.

I am a big fan of Apple ads and this particular “Think Different” ad campaign is my all time favorite.

Back in India, I really love Airtel ads. Both Airtel and Apple try to play on the emotional aspect and their ads just moves you and engages you in the TVC. But on a different note, I was going through my ad repository and found an uncanny resemblance of the following Airtel “Power of human expression” ad with the Apple “Think Different” ad.

Both have a black and white background. They are not promoting their product/service but are just talking about their positioning. Both are emotional in nature.

They may be similar, but what the heck, I just wanted these two ads to be posted on adMark. Both the ads are brilliant in their execution and are a visual delight.

mOrON.

P.S. In case you have missed out, do watch the Bharti’s (parent company of Airtel) Proud to be India ad campaign. Well its brilliant work from Airtel once again.

O’yes the deep voice, the tiltillating music is back. O&M has stuck again and has found gold again for Asian Paints. But this time the concept is outside in.

Lets go back to old campaign

Har ghar chup chaap se yeh kehta hai ki andar usmein kaun rehta hai?
Chhat bataati hai yeh kiska aasmaan hai.
Rang kehte hain kiska yeh jahaan hai
Kamron mein kiski kalpana jhalakti hai?
Is farsh par nange pair kiske bacche chalte hain?
Kaun chun chunke ise pyaar se sajaata hai?
Kaun is makaan mein apna ghar basaata hai?
Har ghar chup chaap se yeh kehta hai ki andar usmein kaun rehta hai?

This campaign was all about inside out and the motive was to show how the home makers decorate their homes (and not houses) . It retains the focus on the personas that live in a house and the entire script goes inside out, from the house to the external world. The whole script is about the persona and it never talks about the colours.

This campaign was all about “har ghar kuch kehta hai – andar se”. Cut back to the present –

Kaise ek makaan chupke se ghar ban jaata hai
Kyun uss ghar ka darwaza hardam khula nazar aata hai
Kyun padosi apne ghar se zyada iss ghar mein nazar aate hain
Postman bhi sirf naam dekhke chitthi le aata hai
Exams se pehle bachhon ke best friends padhne yahin kyun aate hain
Rotiyan yahaan pe kabhi ginke kyun nahin banti
Kyun Holi khelne poora mohalla yahin par jut-ta hai
Kyun Diwali ka pehla pataka yahin se choothta hai
Kyun cricket mein haarte haarte India yahin pe jeet jaata hai
Kaise yeh ghar sabki zindagi mein rang laata hai
Har ghar chup chaap se kehta hai…Ki andar ismein kaun rehta hai.

The script still retains the persona based approach and still never talks about the colour, thereby retaining the consistency in the campaign. Notice the shift from inside to outside. The lines now say why people throng to this home, and not how people inside transform the house to a home. The ad campaign also has a faceless quality, never showing any face and instead focusing on the walls. This, I think is the double whammy which is really priceless and really subtle. The absence of walls in the script is more than made up in the video. This one was all about “har ghar kuch kehta hai – baahar se”.

I just have one rant against this beauty. The TV campaign omits some of the lines and thereby curtailing the superb imagery and poetry in the script.

Kaise ek makaan chupke se ghar ban jaata hai
Kyun uss ghar ka darwaza hardam khula nazar aata hai
Rotiyan yahaan pe kabhi ginke kyun nahin banti
Kyun cricket mein haarte haarte India yahin pe jeet jaata hai
Har ghar chup chaap se kehta hai…Ki andar ismein kaun rehta hai.

The abrupt transition from the roti to cricket jars in the ears and somehow I felt something was missing in between, till I found the whole script. The older campaign script was penned by Mr. Piyush Pandey himself and this time those creative duties has been handled by Shekhar Jha.

One word about the music – the soft tiltillating piano is a pleasure for the ears.

The AV for the campaign can be seen here.

-egghead