There are many commercial advertisements these
days. An advertisement is a vital marketing tool as well as powerful source of
communication. Increased competition, changing life style of people has forced
companies to come out with newer advertisements more frequently. Advertising is
a tricky art of brand communication. There are many advertisements which are
truly successful in delivering this art and reaching their objectives.
Five
of such remarkable advertisements that I feel interesting are
1Oreo from Cadbury
Aircel launch
Magi – Do minute mei khushiya
Tata – jago re
Camlin marker
Oreo biscuits are the expanded product line
of Kraft food from Cadbury India. They have used TV Commercials showing cute
little kids teaching how to eat Oreo biscuits. TWIST, LICK AND DUCK was the
procedure they used.
These series of advertising campaigns
targeted 44% of chocolate cream consumers of Indian house hold. Out of all
those commercials, the one that shows the father and daughter bonding advertisement
was very heart touching to me.
It
showed a cute little girl, sitting on the dining table along with her big
pretty pink teddy bear on the opposite chair of the table. There are two small
plates and two glasses full of milk kept upon the table. Now she starts serving
the Oreo biscuit to the teddy bear. Her father who was busy talking on the
phone notices the girl playing. He then puppets the teddy bear in disguise,
while this little girl teaches it how to eat Oreo.
This ad depicted the slice of the moment
and the spirit of bonding between the father and daughter. This also delivered
fun experience with kids. The “AIDA “principle was satisfied in this ad. The
little pretty model could draw the attention of every one.
When I was searching for the advertisement
video on YouTube, I found some people identified the model with their daughter,
yet others with their cousins etc. The target was the house hold consumers. So
placing the father and daughter connection story really created interest in the
audience. Even the music was pleasant. This ad also had no big amount of
glamorization. It was simple and successful in creating the desire in children.
It even convinced for an action for fathers by creating a memorabilia in them.
I feel this ad was successful in introducing the product in India as it was
successful in giving information and persuading audience.
Aircel live boat hoarding on the monsoon
streets of Mumbai is yet another interesting and creative ad. Mudra Max
advertising agency put Aircel branded inflated rafts on the busy streets of
Mumbai, during the monsoon season along with a six word instructions saying “In
case of emergency cut rope”.
This hoarding was eye catching as it played
on the right timing, i.e. during the monsoon season Mumbai roads are often
flooded. This ad meant to ease the monsoon woes of Mumbaikars. The rafts and
buoys have been placed strategically in low lying areas known to face severe
water logging during the rains. The idea is to rescue people stranded due to
water logging.
This ad also served the AIDA principle and
stood as a real differentiation factor from the competitors of Aircel. This
helped the company to communicate that Aircel helps Mumbai to sail through its
network'. One more remarkable advertising promotion which Aircel took up was
Aircel India gateway. The gate way of India was branded with Aircel for one
midnight.
The third one is Nestlé’s Meri Maggi. Maggi
is synonymous with noodles in India, where consumers have a very strong
emotional connection with the brand. Amitabh Bachan recently launched a new
campaign as a story teller narrating the stories of the people whom Maggi
helped bring happiness in two minutes in their lives. The jingle and all the
memorabilia were interesting. It dragged the attention of all sections of the
society. The brand was an over 25 years. The problem with such heritage brand
is that over a period of time the communication becomes boring.
Some interesting and creative campaigns are
required to persuade the consumers. It also helped in continuity of the brand.
Children associate the Maggi with noodles. The AFOREST principle of the
persuasive advertising such as alliteration, fact, opinion, rhetoric, emotion,
statements and triplets are found in this ad.
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Tata tea- jago re series is also yet
another ad which was remarkably interesting. This ad grabs attention on a
sensitive issue of corruption. It is spreading a two way message. This ad works
on the art of persuasive technique of spreading communication. And the other is
the information of product. It shows how youth say no to the corrupt practices
of the politicians. “Khilayaie mat, pilayae har subha".
In a
country where colloquial word used for corruption or offering a bribe is
KHILANA, meaning make someone eat launching such ad was really apt move. Now it
says don’t offer them to eat, but ‘Philayiae’, offer others to drink. Jago Re,
simply means awake. Simple and colloquial language is used here. There was also
repetition of the music and vocal ‘Jago Re’ in the back ground. Neologism
simply means a new word expression or usage. Now this ad persuaded in the new
usage of the old expression in Hindi, Jago Re. It gave new sense of the
existing word. It has a small beautiful, catchy story. At the end of the story,
the ad makes us realize politicians take bribe just because we offer them. It
simply persuades people to say you should be the change you seek. The creative
objective of this campaign, to transform tea from a medium of mere physical and
mental rejuvenation to a medium of social awakening was aptly achieved.
The Indian ad of the Camlin permanent
marker set up in a rural background was very interesting. This is a real funny
ad. This shows a Camlin marker changed the life of your spouse. The diseased
husband was on his death bed and breathing his last breath. And suddenly he
stops breathing. As a part of Indian tradition, the widow’s Bindi is removed
from her for head. Now the interesting story says that since the husband made
the Bindi with Camlin marker, the village ladies and professional mourners
could not wipe away the Bindi from her forehead. And the husband gets back to
life. Now that was attention catching, witty and interesting.
