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  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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    Source link

  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

    [ad_1]

    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



    [ad_2]

    Source link

  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

    [ad_1]

    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

    [ad_2]

    Source link

  • Burberry’s Over The Top Digital Marketing Strategy & Deluxe Advertising Campaigns

    Burberry’s Over The Top Digital Marketing Strategy & Deluxe Advertising Campaigns

    Burberry, the iconic British luxury brand, has long been recognized for its innovative approach to fashion and marketing. In recent years, Burberry has elevated its digital marketing strategy to new heights, blending tradition with cutting-edge technology to engage audiences in unique and memorable ways. This article delves into Burberry’s over-the-top digital marketing strategy and deluxe advertising campaigns that have set new standards in the luxury fashion industry.

    Burberry’s Digital Marketing Strategy
    **1. Embracing Digital Transformation
    Burberry has been a pioneer in integrating digital technologies into its marketing strategy. Recognizing the shift towards digital consumption, Burberry has embraced a digital-first approach that leverages the latest technologies to enhance customer engagement and drive brand loyalty.

    Innovative Technology: Burberry has utilized augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to create immersive and personalized experiences for its customers.
    Digital Showrooms: The brand has introduced virtual showrooms that allow customers to explore collections in a digital space, providing an interactive shopping experience that transcends traditional retail.
    **2. Creating Immersive Experiences
    Burberry’s digital marketing strategy focuses on creating immersive experiences that captivate and engage audiences. By combining digital innovation with storytelling, Burberry has redefined how luxury brands connect with consumers.

    AR and VR Integration: Burberry has incorporated AR and VR into its campaigns, allowing customers to experience its products in a virtual setting. For instance, the brand has used AR to let customers try on products digitally and VR to provide virtual tours of its flagship stores.
    Interactive Campaigns: Burberry has launched interactive campaigns that invite customers to engage with the brand in new and exciting ways. These campaigns often feature gamified elements, encouraging users to participate and explore.
    **3. Leveraging Social Media
    Social media plays a crucial role in Burberry’s digital marketing strategy. The brand has leveraged platforms like Instagram, Twitter, and Snapchat to connect with a global audience, share its story, and promote its products.

    Engaging Content: Burberry creates visually stunning content that resonates with its audience. The brand’s social media channels are filled with high-quality images and videos that showcase its collections and heritage.
    Influencer Partnerships: Burberry collaborates with influencers and celebrities to amplify its reach and engage with diverse audiences. These partnerships help the brand connect with a broader demographic and enhance its digital presence.
    **4. Personalized Customer Engagement
    Burberry has prioritized personalized customer engagement through its digital platforms. The brand uses data analytics and AI to understand customer preferences and deliver tailored experiences.

    Customized Recommendations: Burberry’s website and app provide personalized product recommendations based on user behavior and preferences, enhancing the shopping experience.
    Targeted Messaging: The brand uses targeted messaging to communicate with customers, ensuring that each interaction is relevant and personalized.
    Deluxe Advertising Campaigns
    **1. “The Tale of Thomas Burberry” Campaign
    Overview
    “The Tale of Thomas Burberry” is a cinematic campaign that tells the story of Burberry’s founder, Thomas Burberry, and his contributions to fashion and culture. The campaign, directed by Asif Kapadia, features a star-studded cast and a dramatic narrative that blends history with fiction.

    Key Elements
    Cinematic Storytelling: The campaign uses high-quality filmmaking to create a compelling narrative that celebrates the brand’s heritage.
    Historical Context: It highlights key moments in Burberry’s history, such as the invention of the trench coat and the brand’s role in equipping polar explorers.
    Star Power: Featuring actors like Domhnall Gleeson, Sienna Miller, and Dominic West, the campaign adds a layer of glamour and sophistication.
    Impact
    The campaign received critical acclaim for its creativity and storytelling. It reinforced Burberry’s image as a brand with a rich history and a commitment to innovation, enhancing its appeal to a global audience.

    **2. “Burberry Kisses” Campaign
    Overview
    The “Burberry Kisses” campaign is an innovative digital initiative that allows users to send personalized digital kisses to loved ones. The campaign, launched in collaboration with Google, uses facial recognition technology to capture users’ kisses and send them across the globe.

    Key Elements
    Digital Innovation: Utilizes cutting-edge technology to create a unique and interactive user experience.
    Personalization: Allows users to customize their messages, adding a personal touch to each digital kiss.
    Global Reach: Connects users worldwide, reinforcing Burberry’s image as a global brand.
    Impact
    The campaign generated significant engagement and media attention, showcasing Burberry’s ability to blend technology with emotional storytelling. It highlighted the brand’s innovative spirit and commitment to creating meaningful connections with its audience.

    **3. “From London with Love” Campaign
    Overview
    “From London with Love” is a festive campaign that celebrates Burberry’s British heritage and the spirit of giving. The campaign features a short film directed by Christopher Bailey, which tells the story of a young couple’s romantic journey through a magical London.

    Key Elements
    Festive Appeal: The campaign captures the essence of the holiday season with a heartwarming and romantic narrative.
    Cultural Connection: Emphasizes Burberry’s connection to London, celebrating its roots and cultural significance.
    Luxury Imagery: Uses stunning visuals and high production value to create a sense of luxury and sophistication.
    Impact
    The campaign resonated with audiences for its charm and elegance, reinforcing Burberry’s status as a quintessentially British brand. It enhanced the brand’s seasonal appeal and drove engagement during the holiday season.

    **4. “Open Spaces” Campaign
    Overview
    The “Open Spaces” campaign is a celebration of freedom, exploration, and the great outdoors. The campaign features models navigating open landscapes while showcasing Burberry’s latest collection, which includes outdoor-inspired fashion and accessories.

    Key Elements
    Outdoor Theme: Highlights Burberry’s connection to nature and exploration, reflecting its heritage as an outfitter for adventurers.
    Dynamic Visuals: Uses dramatic landscapes and motion to create a sense of energy and movement.
    Fashion Focus: Showcases the versatility and style of Burberry’s latest collection, appealing to both fashion enthusiasts and adventurers.
    Impact
    The campaign reinforced Burberry’s image as a brand that embraces both style and functionality. It resonated with consumers who value luxury and adventure, driving interest in the brand’s outdoor-inspired collection.

    Conclusion
    Burberry’s over-the-top digital marketing strategy and deluxe advertising campaigns demonstrate the brand’s commitment to innovation, creativity, and customer engagement. By embracing digital transformation, leveraging social media, and creating immersive experiences, Burberry has set new standards in luxury marketing. These campaigns serve as a source of inspiration for brands looking to elevate their marketing efforts and connect with a global audience in meaningful ways.

  • Behind the Scenes of Success: Inspiring Luxury Brand Advertising

    Behind the Scenes of Success: Inspiring Luxury Brand Advertising

    Luxury brands are known for their exclusivity, elegance, and aspirational appeal. To maintain their prestigious image and connect with affluent consumers, these brands invest in highly creative and sophisticated advertising campaigns. These campaigns often go beyond merely showcasing products; they tell stories, evoke emotions, and create an allure that resonates with the audience. Here’s a look behind the scenes at some of the most inspiring luxury brand advertising campaigns and the strategies that made them successful.

    **1. Chanel’s “The One That I Want” Campaign
    Overview
    Chanel’s “The One That I Want” campaign, directed by acclaimed filmmaker Baz Luhrmann, is a masterpiece of luxury advertising. The campaign features supermodel Gisele Bündchen and tells a story of love, elegance, and self-discovery, set against the backdrop of a lavish lifestyle.

    Key Elements
    Storytelling: The campaign uses a cinematic narrative to convey the essence of the Chanel brand, blending luxury with emotional storytelling.
    High Production Value: Directed by a renowned filmmaker, the campaign features stunning visuals, high-quality production, and a captivating soundtrack.
    Brand Essence: The campaign embodies Chanel’s values of elegance, independence, and timeless beauty, reinforcing its position as a luxury leader.
    Impact
    “The One That I Want” received widespread acclaim for its artistry and storytelling. It significantly boosted brand perception and engagement, reinforcing Chanel’s image as a symbol of luxury and sophistication.

    **2. Louis Vuitton’s “The Spirit of Travel” Campaign
    Overview
    Louis Vuitton’s “The Spirit of Travel” campaign is a celebration of exploration and adventure, featuring exotic locations and the brand’s iconic luggage. The campaign aims to evoke a sense of wanderlust and showcase the luxury and craftsmanship of Louis Vuitton products.

    Key Elements
    Exotic Locations: The campaign is set in picturesque locations, emphasizing the theme of travel and exploration.
    Aspirational Imagery: Uses stunning photography and videography to create a sense of luxury and adventure.
    Iconic Products: Highlights the brand’s signature products, reinforcing their status as essential travel companions for the affluent.
    Impact
    “The Spirit of Travel” campaign resonated with audiences by combining the allure of luxury travel with the craftsmanship of Louis Vuitton products. It enhanced the brand’s image as a purveyor of high-end travel essentials and inspired a desire for exploration among consumers.

    **3. Gucci’s “#GucciBeloved” Campaign
    Overview
    Gucci’s “#GucciBeloved” campaign, featuring celebrities like Harry Styles and Dakota Johnson, focuses on the brand’s beloved accessories and handbags. The campaign blends contemporary fashion with classic elegance, showcasing the timeless appeal of Gucci products.

    Key Elements
    Celebrity Endorsements: Features popular celebrities, adding a layer of glamour and relatability to the campaign.
    Social Media Integration: Uses the hashtag #GucciBeloved to encourage social media engagement and user-generated content.
    Blending Classic and Modern: Combines traditional elements with a modern twist, appealing to both long-time fans and new audiences.
    Impact
    The “#GucciBeloved” campaign successfully bridged the gap between classic luxury and contemporary fashion, appealing to a broad audience. It boosted social media engagement and reinforced Gucci’s status as a trendsetting luxury brand.

    **4. Rolex’s “Perpetual” Campaign
    Overview
    Rolex’s “Perpetual” campaign focuses on the timeless nature of the brand’s watches, emphasizing precision, craftsmanship, and heritage. The campaign features individuals from various fields who embody the spirit of perpetual excellence and achievement.

    Key Elements
    Focus on Excellence: Highlights the brand’s commitment to precision, quality, and enduring value.
    Inspirational Figures: Features achievers and pioneers who resonate with the brand’s values of excellence and perseverance.
    Timeless Appeal: Emphasizes the long-lasting quality and classic design of Rolex watches.
    Impact
    The “Perpetual” campaign reinforced Rolex’s reputation as a symbol of timeless excellence and precision. It resonated with consumers by connecting the brand’s values with the aspirations of its audience.

    **5. Dior’s “Dior Sauvage” Campaign
    Overview
    Dior’s “Dior Sauvage” campaign, starring Johnny Depp, is a bold and evocative representation of the brand’s iconic fragrance. The campaign uses dramatic visuals and a rugged aesthetic to convey the wild and untamed spirit of the fragrance.

    Key Elements
    Celebrity Appeal: Features Johnny Depp, whose persona aligns with the bold and adventurous spirit of the fragrance.
    Dramatic Visuals: Uses striking imagery and a rugged setting to create a powerful and memorable campaign.
    Symbolic Storytelling: Conveys the essence of the fragrance through symbolic and impactful storytelling.
    Impact
    The “Dior Sauvage” campaign became a cultural phenomenon, significantly boosting the brand’s visibility and the fragrance’s popularity. It effectively communicated the bold and adventurous spirit of Dior Sauvage, making it a standout in the luxury fragrance market.

    **6. Tiffany & Co.’s “Believe in Dreams” Campaign
    Overview
    Tiffany & Co.’s “Believe in Dreams” campaign is a whimsical and enchanting celebration of the brand’s heritage and craftsmanship. The campaign features a reimagined New York City and emphasizes the magic and wonder of Tiffany’s creations.

    Key Elements
    Magical Realism: Uses a whimsical and dreamlike aesthetic to create a sense of wonder and enchantment.
    Brand Heritage: Celebrates the brand’s legacy and craftsmanship, reinforcing its position as a luxury jeweler.
    Inspirational Messaging: Encourages viewers to believe in dreams and the magic of Tiffany & Co.
    Impact
    The “Believe in Dreams” campaign successfully captured the imagination of consumers and reinforced Tiffany’s position as a purveyor of timeless elegance and luxury. It boosted brand engagement and inspired a sense of wonder and aspiration.

    **7. Cartier’s “The Cartier Odyssey” Campaign
    Overview
    Cartier’s “The Cartier Odyssey” campaign is a visually stunning journey through the brand’s history and the world of luxury. The campaign highlights Cartier’s iconic pieces and their connection to different cultures and time periods.

    Key Elements
    Historical Narrative: Takes viewers on a journey through the brand’s history, highlighting its heritage and craftsmanship.
    Cultural Exploration: Showcases the global influence of Cartier’s designs, connecting the brand to various cultures and traditions.
    Exquisite Visuals: Uses high-quality visuals and cinematic storytelling to create a captivating and luxurious experience.
    Impact
    “The Cartier Odyssey” campaign elevated the brand’s prestige and highlighted its global influence. It resonated with consumers by offering a glimpse into the rich history and timeless elegance of Cartier.

    Conclusion
    These inspiring luxury brand advertising campaigns showcase the power of creativity, storytelling, and high production values in creating impactful and memorable advertisements. By going behind the scenes, we see how these brands use sophisticated strategies to connect with their audience and reinforce their prestigious image. Use these campaigns as inspiration to craft your own high-impact advertising strategies that resonate with your audience and elevate your brand.

  • top creative ads & advertising roundup – Advertise

    top creative ads & advertising roundup – Advertise

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    Every week I attempt to share a curated list of clutter breaking creative ads. The first and most important task of creating ads is to be noticed by the right, relevant audience. Aspects like memorability, and driving a behavioural or mindset change come later. Here are a few campaigns & issues which caught my this past week or so:

    TUBI: more popular than

    At Trikaya – my first ad agency, there used to be the ‘5-10 Principle‘. The belief was that ‘what to say’ (strategy) and ‘how to say it’ (creative) are the two critical aspects of advertising. The former got a score of either 0 or 5. The logic being that either you said the right thing (for the brand) or not. There was no half-way house there. The creative then would raise the bar in the manner (from 6 to 10) in which the message is delivered. The best of ads have a sharp, single minded ‘what to say’ and then a creative idea around how to say it.

    I was reminded of these when I saw a new campaign for Tubi – the streaming service. The intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. As a potential user, I too had that perception. The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

    The creative concept came from the insight that while Tubi has grown rapidly in recent years — many people still think it’s a niche platform.

    Source

    Agency: Mischief

    BGMI: games for short breaks

    Ages ago, Google is said to have asked developers if their app will pass the ‘toothbrush test’ (i.e. at least used twice a day). We all have apps which we use daily and some only when the need arises. Mobile games have it even more challenging – right from the concept to the execution they should motivate the user to play it daily. Typically these games are played to ‘pass time’ – while commuting or waiting for something else to happen (such as at a doctor’s appointment). A new campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggered the ‘extra time’.

    Agency: DDB Mudra

    Hero FinCorp: quick loans

    Advertising is ‘suspension of disbelief’ for 30-seconds or thereabouts. No one takes the exaggerated stories literally – knowing full well that they are dramatised to make a point. A new set of ads for Hero Fincorp dramatise how quickly they process loans – by showing how others do it.

    Agency: Enormous

    Volkswagen Tiguan: the campers

    ‘Not everything is as ________ as’ is a format often used in advertising. The blank being the benefit the brand wants to own. It could be comfort or safety or any product feature. Ages ago, Dunlop tyres in India launched a ‘wider’ tyre (for better grip) and the ad compared it to objects which were just as wide – e.g. tennis racquet and so on. A new ad for Volkswagen Tiguan drives home its secure comfort by showcasing all the things that could go wrong with the great outdoors.

    Agency: adam&eveDDB

    Apple Card: sweater

    Among all the ads out there, only a handful will have no copy (in print) or now voice over (in TV spots). These rely entirely on the visuals to tell the story. A new spot for Apple Card does the job commendably with nothing spelt out by way of voice over.

    Advertising & OTS

    It is common for brands to create advertising that runs on several platforms & mediums: print, TV, outdoor and so on. Usually the lead creative – say, the TVC will have an idea which is then adapted to other mediums such as print or radio. Done well, it is about tweaking the idea to suit the strengths of the medium in which it is advertised. But often what happens is that, a key visual of the TVC is simply copy-pasted on to other mediums. The assumption is that the viewer would have seen the TVC and then make the connect. But in reality that is not always the case.

    Turns out, I was right. When the TVC features a celebrity, we often see the same visual used in outdoor & print. Even if one has not seen the TVC, its ok – it’s another ad fofr a brand featuring a celebrity. But in the above case, if one has no idea about the TVC the viewer is left baffled to make the connect.

    Swiggy: scent of a mango

    The idea – to use the distinct smell of something in print medium – is not new. Chocolate, coffee and some fragrances have made use of olfactory senses in print ads. The latest being Swiggy Instamart helped by the associations with mango. One wonders about the timing though – so late into the mango season in Mumbai.

    Which one was your favourite? Comment in.



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  • Decoding ROAS Meaning: An Essential Guide to Return on Advertising Spend

    Decoding ROAS Meaning: An Essential Guide to Return on Advertising Spend

    In the realm of digital marketing, understanding the efficiency and profitability of your advertising campaigns is crucial. One key metric that helps marketers measure this is Return on Advertising Spend, commonly known as ROAS. This guide will delve into what ROAS is, why it’s essential, and how you can effectively use it to optimize your advertising strategies.

    What is ROAS?
    Return on Advertising Spend (ROAS) is a metric that evaluates the revenue generated for every dollar spent on advertising. It is a critical indicator of the effectiveness of your advertising efforts. Essentially, ROAS helps you understand how much revenue you are earning compared to your advertising costs, allowing you to assess the success of your campaigns and make data-driven decisions.

    Why is ROAS Important?
    **1. Measures Campaign Effectiveness
    ROAS provides a clear picture of the financial return on your advertising investments. By comparing the revenue generated to the amount spent on ads, you can determine which campaigns are performing well and which ones may need adjustment.

    **2. Helps in Budget Allocation
    Understanding your ROAS allows you to allocate your advertising budget more effectively. By identifying high-performing campaigns, you can focus your resources on strategies that deliver the best returns, ensuring that your budget is used efficiently.

    **3. Guides Strategic Decisions
    ROAS data is invaluable for making informed strategic decisions. It helps you identify trends, evaluate the impact of different advertising channels, and adjust your marketing strategies to maximize profitability.

    **4. Evaluates Marketing ROI
    ROAS is a crucial component of overall marketing ROI. It helps you measure the direct financial impact of your advertising spend, allowing you to assess the broader effectiveness of your marketing efforts.

    How to Calculate ROAS
    Calculating ROAS is straightforward. The formula is:

    ROAS
    =
    Revenue from Ads
    Advertising Cost
    ROAS=
    Advertising Cost
    Revenue from Ads
    ​

    For example, if you generated $10,000 in revenue from an ad campaign and spent $2,000 on advertising, your ROAS would be:

    ROAS
    =
    $
    10
    ,
    000
    $
    2
    ,
    000
    =
    5
    ROAS=
    $2,000
    $10,000
    ​
    =5

    This means that for every dollar spent on advertising, you earned $5 in revenue.

    Interpreting ROAS
    **1. Benchmarking Your ROAS
    There is no universal benchmark for ROAS, as it varies by industry, business model, and campaign objectives. However, a ROAS of 4:1 (earning $4 for every $1 spent) is generally considered a good benchmark. It’s essential to compare your ROAS against your business goals and industry standards to gauge performance.

    **2. High ROAS
    A high ROAS indicates that your advertising campaign is generating significant revenue compared to the cost. This suggests that your ad targeting, messaging, and channels are effective. High ROAS is desirable, but it’s also important to consider the quality of leads and long-term customer value.

    **3. Low ROAS
    A low ROAS means that your advertising costs are high relative to the revenue generated. This could indicate issues with your ad targeting, creative, or channel selection. It may also suggest that you need to optimize your landing pages, sales funnel, or overall marketing strategy.

    Strategies to Improve ROAS
    **1. Optimize Ad Targeting
    Ensure that your ads are reaching the right audience by using detailed targeting options available on platforms like Google Ads and Facebook Ads. Refine your audience segments based on demographics, interests, behaviors, and past interactions with your brand.

    **2. Improve Ad Creatives
    Invest in high-quality ad creatives that resonate with your audience. Use compelling visuals, clear messaging, and strong calls-to-action to capture attention and drive conversions. A/B testing different ad creatives can help identify what works best.

    **3. Enhance Landing Pages
    Optimize your landing pages to improve conversion rates. Ensure that they are relevant to the ad, load quickly, and provide a seamless user experience. Use clear headlines, persuasive copy, and strong calls-to-action to encourage visitors to take action.

    **4. Leverage Retargeting
    Use retargeting strategies to re-engage visitors who have interacted with your brand but didn’t convert. Retargeting ads can remind potential customers of your products and encourage them to complete their purchase.

    **5. Utilize Data Analytics
    Leverage data analytics to gain insights into your advertising performance. Use tools like Google Analytics to track key metrics, identify trends, and make data-driven decisions to optimize your campaigns.

    Common Challenges with ROAS
    **1. Attribution Issues
    One of the main challenges with ROAS is attribution. It can be difficult to accurately attribute revenue to specific ad campaigns, especially when customers interact with multiple touchpoints before making a purchase. Using multi-channel attribution models can help provide a more comprehensive view of your campaign’s impact.

    **2. Long Sales Cycles
    For businesses with long sales cycles, it can be challenging to measure the immediate impact of advertising on revenue. In such cases, it’s important to consider the customer lifetime value and the overall contribution of ads to the sales funnel.

    **3. External Factors
    ROAS can be influenced by external factors such as market conditions, seasonality, and competition. It’s important to consider these factors when analyzing your ROAS and making strategic decisions.

    Conclusion
    Understanding and optimizing your ROAS is essential for maximizing the effectiveness and profitability of your advertising campaigns. By measuring the return on your advertising spend, you can make informed decisions, allocate your budget more effectively, and continuously improve your marketing strategies. Use this guide to decode ROAS and leverage it to drive better results for your business.

  • Are They Right for You? – AffiliateMarketing

    Are They Right for You? – AffiliateMarketing

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    TikTok has emerged as a powerhouse for discovering new trends, including innovative ways to earn extra income. Whether you’re looking to supplement your day job or explore a new career path, the platform is filled with creative ideas that cater to a wide range of skills and interests. Here, we explore 10 trending side hustles on TikTok to help you determine if they’re a good fit for you.

    1. Content Creation and Influencer Marketing

    Creating content on TikTok can be more than just a hobby. Many individuals have turned their passion for making videos into a lucrative side hustle by partnering with brands for influencer marketing. If you enjoy being in front of the camera and have a knack for creating engaging content, this might be the perfect side gig for you.

    2. Freelance Digital Services

    From graphic design to video editing, offering freelance digital services is a booming side hustle on TikTok. With countless small businesses and content creators in need of professional services, showcasing your skills on TikTok can attract clients from around the globe.

    3. Print on Demand

    Print on demand is a low-risk side hustle that involves designing custom products like T-shirts, mugs, and phone cases. TikTok users often share their success stories and tips on setting up an online store using platforms like Etsy or Shopify, making it easy to get started.

    4. Dropshipping

    Dropshipping continues to be a popular side hustle, and TikTok is full of success stories. This business model allows you to sell products online without holding any inventory. TikTok creators provide insights and tutorials on how to select profitable products and manage your dropshipping business efficiently.

    5. Stock Photography and Videography

    If you have a talent for photography or videography, you can sell your work on stock sites like Shutterstock or Adobe Stock. TikTok is an excellent platform to showcase your portfolio and connect with potential buyers or clients looking for custom content.

    6. Language Tutoring

    Language tutoring has seen a significant rise in popularity on TikTok. If you’re fluent in more than one language, you can offer tutoring services to students around the world. TikTok provides a platform to demonstrate your teaching skills and attract a global audience.

    7. Virtual Assistant Services

    As more businesses go digital, the demand for virtual assistants is on the rise. TikTok is a great place to market your administrative skills and find clients who need help managing their online presence, scheduling, or customer service.

    8. Handmade Crafts and DIY Projects

    TikTok is brimming with creators who sell handmade crafts and DIY projects. From jewelry to home decor, showcasing your crafting skills on TikTok can drive traffic to your Etsy shop or personal website, turning your hobby into a profitable venture.

    9. Fitness Coaching and Online Classes

    Fitness enthusiasts can turn their passion into a side hustle by offering online classes or personalized coaching. TikTok’s wide reach allows you to connect with fitness seekers from around the world, making it easier to build a client base.

    10. Affiliate Marketing

    Affiliate marketing involves promoting products and earning a commission on sales made through your referral links. TikTok influencers often share how they make money through affiliate marketing, providing a roadmap for those interested in this side hustle.

    Are These Side Hustles Right for You?

    When deciding whether to pursue a side hustle from TikTok, consider your interests, skills, and the amount of time you can commit. Each of these options offers flexibility and the potential for significant income, but they also require dedication and consistency. Assess your goals and explore different opportunities to find the perfect side hustle that aligns with your lifestyle.

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  • April 28, 2024 – Advertise

    April 28, 2024 – Advertise

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    The process of creating advertising is not as easy as it might look to the outside world. Creative ads are those which still get noticed despite challenges like vague briefs, whimsical approval system and such like. My weekly compilation of creative ads is a small tribute to agencies & brand teams. This week, views on current advertising trends and a collection of creative ads.

    The moment marketing bug

    The moment marketing trend is driven by FOMO, some inexplicable need to associate a brand (often in a tenuous manner) to a news event or cause in the hope that it will generate buzz in favour of the brand – building affinity or helping it gain stature.

    In that context, caught up on the reaction to the ‘Bombae’ ad, apparently in support of UP Board topper Prachi Nigam who got trolled for her looks. One of those ‘this ad is not about our brand‘ but is exactly that. How often to tell brands that not everything that’s happening in this world – is an opportunity for them to advertise?

    ‘We hope you never get bullied into using our razor‘. Pretty convoluted way of promoting the brand in the guise of not promoting the brand, but batting for a cause. This will sound harsh to the copywriter who came up with the line (BTW, this was ‘approved’?) but this is not good brand thinking or writing. Maybe a lot of those who entered advertising in the recent years (last 5-7 years?) have only been exposed to ‘digital’ advertising (images & ideas for social media posts mainly, and the occasional web film or TV script) and not to the classic print or TV work from say 1990-2000s?

    Industry gurus also repeat stuff like ‘more than ever before consumers seek deep meaningful relationships with the brands they use‘ (really? I just want a product to work as advertised and if it makes me happy or proud using it, that’s a bonus) which leads to warped thinking on faux brand purpose and some random ‘social cause’ leading brand thinking. The rationale seems to be ‘let’s build affinity with the youth by associating our brand with a social cause‘. Yes, maybe the youngsters view brands which ‘do good’ in favourable light but they can see through fakery too or just lip service. And in such a scenario pegging everything on ‘you should prefer my brand because it believes in <insert cause of the day>’ will not make product anchored, benefit-driven advertising as the first, preferred approach. Sadly many business leaders and startup founders think that this is the way to go.

    VOOM Nutrition: power of plants

    It’s good fun when there’s a delicious twist in the tale – be it in a movie or an ad. A new ad for plant based food brand dramatises the impact of a mere plant in our lives. Great build and a hilarious climax.

    Agency: McCann Bristol

    Dutchie Yogurt: gut health

    A majority of ads everywhere are beyond mediocre. They are just ignored – a fate worse than being disliked. Maybe that’s the case with advertising in Thailand too. But going by what bubbles up as latest advertising on social media from there, they seem to have a far better strike rate at crafting compelling advertising. Unlike India, where an idea has to cut across several language and cultural differences, Thailand has the advantage of a single language across the country. A common thread in their advertising seems to be humour – and that too, over-the-top, zany humour. Also, ads poke fun at the tactics of advertising itself and hence have a self-deprecating tone. It’s a clever ploy to solve the branding issue – as we see in this hilarious ad for Dutchie Yogurt – where a character holding the pack is randomly inserted across situations.

    Agency: Ogilvy. See English subtitles here.

    Persil: Guess who won

    When I saw this new campaign from Persil (sold as Surf in India) I was reminded of two things: consistency of a brand property and the right use of exaggeration in advertising. It is said that advertising is ‘suspension of disbelief’ for a few seconds. No one takes it seriously if an ad shows a protagonist securing a job after using a shampoo. The second aspect is about consistently pursuing and taking forward a brand idea.

    The ‘dirt is good’ platform has the ability to shock you into paying attention (coming from a detergent brand) but also makes the reader ‘connect the dots’. I don’t one should take the scenarios portrayed below literally. Cricket fans would know that the representation is no guarantee of victory but it does drive forward the original message of encouraging us all to not let worry of soiling clothes prevent us from outdoor activity. As an aside – don’t you think such campaigns work because of the platform already set by the previous efforts?

    Agency: LOLA MullenLowe

    Coca-Cola: recycled logo – green washing?

    Is this creative thinking? Yes. One could say its bold. Who would maim their own logo (the only element in the ad) to risk not being recognised as to who the advertiser is? But Coca-Cola is among the rare brands who have distinct brand assets which are recognisable globally – even when as subtle as simply showing the outline of the bottle shape. A new campaign from the brand has put up billboards which show their logo crushed. The intent is to urge people to recycle the Coca-Cola cans. While being environment friendly and sustainability are critical issues which need extensive work, will just one billboard trigger a behavioural change in large numbers? Clearly, no. Also, a do-good message from a brand which contributes to a unhealthy lifestyle is a bit much. But that’s the magic of cola marketing – create endearing little campaigns which make the brand attractive – brighten the halo around it.

    Agency: WPP Open X

    MakeMyTrip: international trips

    I liked both the strategy and the creative expression for this new ad campaign for a travel aggregator, MakeMyTrip. In a cluttered market where real product or service differentiation is hard to come by chances of a brand getting into the consideration set are higher by resonating with a consumer need. In that context it is smart to slice the market and consider ‘first time international travellers’ and convey that the brand understands them. In India, there is a significant group who are considering (and can afford) an international trip but will have anxiety over travel arrangements, food and sight seeing. The ad doesn’t answer how the brand is uniquely placed to address those concerns as it lists some generic features but the build up is good fun.

    Streeteasy: odyssey

    Finding a real-estate property you like – either for rent or purchase can be an adventure, an epic saga. In a big city like New York it can be even more challenging. A new campaign for Streeteasy literally depicts it as an odyssey – remnant of art forms.

    Old world meets new world in the brand’s 2024 campaign, “Let The Journey Begin,” mixing Renaissance flair and classical art with the modernity of life in the city to reach would-be buyers no matter where they are in their journey

    Source

    Agency: Mother

    Mother Dairy: mother’s love

    It’s actually quite refreshing to see a feel-good ad which steers clear from a lofty brand purpose, ’cause advertising’ or solving a problem for millions of Indians. The brand name helps to claim ‘motherly love’ depicted by small acts of care which bring a smile.

    Agency: Ogilvy

    Heinz: helping reduce food waste

    Adding ketchup to unlikely food combinations – not just fries, is a thing. A heritage brand like Heinz can then lay claim to ‘helping reduce food waste since 1869’ since many avoid wasting food by finishing the last bits off with some Heinz ketchup.

    Agency: Fitzroy Amsterdam

    Times: Power of Print

    In association with the Election Commission of India, Times Power of Print – an initiative by Times of India to celebrate creativity in print mounted a contest for a voter awareness initiative. A team from Havas won the contest by creating a page – not just ad, printed in purple (instead of the usual pink) to ‘remind people of unused ink’.

    Agency: Havas

    Burger King: You’ll always be King

    Here’s a clever tactical idea anchored on the brand name. Sibling jealousy is common especially when the attention shifts from a elder child to a newborn. An Easter promo in UK capitalises on it through a TVC and outdoor.

    Which one was your favourite? Do comment in.

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