CREATIVE

THAT CRACKS

THE CODE

IS

CREATIVITY

IN

ADVERTISING

DEAD?STABBED TO

DEATH BY

FORMULAIC

INTERNET

POP-UPS?

OR IS THERE

STILL A WAY

OUT OF THIS

MESS?

IT SEEMS THAT

WITH AD-

OPTIMIZING

ALGORITHMS

AND

TECHNOLOGIES,

ADVERTISING IS

BECOMING

MORE OF A

SCIENCE AND

LESS OF AN ART.

BUT THEN

COMES ALONG A

FRESH WAVE OF

CREATIVITY….

…TO

SHOW

US WHAT

REALLY

SELLS.

LET US HAVE A LOOK AT

SOME INDIAN BRANDS

THAT SHOWED

OFF- THE- BOOK

CREATIVITY IN

ADVERTISING

THE USE OF THE

RIGHT AMOUNT OF

HUMOUR IN

ADVERTISING CAN

BE VERY

POWERFUL

..AS

ILLUSTRATED

HILARIOUSLY

BY THESE

ADS BY

SEAGRAMS

IMPERIAL

BLUE

CLICK ON THE THUMBNAILS TO WATCH THE VIDEOS

CLICK ON THE THUMBNAILS TO WATCH THE VIDEOS

HOWEVER,HUMOUR IS MORE

EFFECTIVE AS AN

ADVERTISING TOOL WHEN IT IS

USED TO INCREASE THE SALES

OF AN ALREADY LAUNCHED

PRODUCT,RATHER THAN WHEN

IT IS USED TO INITIALLY

LAUNCH A PRODUCT

AS A RESULT,IMPERIAL BLUE

LOST GROUND TO SEAGRAM’S

OWN REAL STAG

BRAND,WHICH WENT WITH THE

EDGY ADVERTISING CAMPAIGN

OF ‘ITS YOUR

LIFE;MAKE IT

LARGER’

CROWDSOURCING

IS THE NEXT

UP AND COMING

ADVERTISING TRICK

IT IS UNIQUE IN THE WAY

THAT IT ALLOWS THE

CUSTOMER BASE ITSELF TO

ADVERTISE THE BRAND

SO FAR,IT HAS BEEN

VERY EFFECTIVELY

USED BY THE

ORGANIZATION

ZOMATO,WHICH USES

A CLEVER REVIEW

BASED SYSTEM

THE CROWD SOURCING TECHNIQUE IS UNIQUE IN THE

WAY THAT IT INCREASES INTERACTIVITY BETWEEN

THE BRAND AND THE CUSTOMERS.

ADS THAT ARE

CONTEXTUAL HAVE A

HUGE IMPACT ON

CUSTOMERS.THEY CAN BE

USED TO TELL A STORY

AND THUS CAN BE USED

TO CAPTURE ATTENTION

THE INDIAN

DAIRY

CO-OPERATIVE

AMUL IS AN

INSTITUTION

IN USING

CONTEXT IN

ADVERTISING

ITS PRINT ADS

ARE OFTEN

RELEVANT TO

SOME NATIONAL

OR

INTERNATIONAL

OCCURRENCE

TO CITE A FEW

EXAMPLES….

FEVICOL IS ANOTHER INDIAN

BRAND WHICH CAME UP WITH

A HOST OF CONTEXTUAL ADS

THAT HELPED SEAL ITS

POSITION AS THE BEST

ADHESIVE IN THE COUNTRY

THIS GOES ON TO

EMPHASIZE THAT STORIES

ARE AN INTEGRAL PART

OF OUR LIVES AND THEY

GO A LONG WAY TO

CONNECTING WITH THE

CUSTOMER

CREATIVE ADVERTISING IS OF MANY

FORMS AS SHOWN BY THE INDIAN

TITAN COMPANY LTD.

WHEN TITAN LAUNCHED THE

ADVERTISING CAMPAIGN FOR ITS

WATCHES INITIALLY,IT USED A TUNE

COMPOSED BY MOZART IN ITS ADS.

IT BECAME SO POPULAR THAT

EVENTUALLY PEOPLE STARTED

REFERRING TO IT AS ‘THE TITAN

TUNE’.THIS HELPED TITAN BOOST ITS

UNAIDED AND AIDED BRAND RECALL

TODAY TITAN IS ONE OF THE MOST

PRODUCTIVE RETAIL COMPANIES IN

INDIA AND HAS CAPTURED THE LION’S

SHARE OF THE MARKET IN WATCHES

IT HAS ALSO ENTERED THE MARKET FOR

JEWELLERY,EYEWEAR AND PERFUME.

IN TITAN’S CASE MANY ARGUE THAT THE

REPEATED AND CLEVER USE OF A

CATCHY TUNE MADE THE COMPANY

STAND OUT IN THE FACE OF FIERCE

COMPETITION

FASTRACK IS ANOTHER BRAND OF

TITAN’S,WHICH TARGETS THE

YOUTH.IT HAS MADE WAVES IN THE

RETAIL MARKET OF WATCHES AND

OTHER LIFESTYLE ACTIVITIES WITH

THE USE OF EDGY ADS WHICH

CONNECT WITH THE INDIAN URBAN

YOUTH

OF LATE,POLITICAL CAMPAIGNS ARE OFTEN HINGED

ON ADVERTISEMENTS.THE RIGHT SORT OF CREATIVE

MARKETING CAN PAY HUGE DIVIDENDS IN DECIDING

A TIGHT ELECTORAL RACE.

THE NDA COALITION GOVERNMENT RAN WITH THE CATCHLINE

‘AB KI BAAR,MODI SARKAR’,WHICH CAUGHT ON

LIKE WILDFIRE.MANY ANALYSTS FEEL NARENDRA MODI’S

LANDSLIDE VICTORY TO THE PRIME MINISTER’S CHAIR WAS AT

LEAST SLIGHTLY INFLUENCED BY THE CREATIVE ADVERTISING

USED IN THE ELECTION CAMPAIGN

CADBURY INDIA PULLED OFF AN

ADVERTISING MASTERCLASS WITH ITS

ADVERTISEMENTS SHOWING IT AS A

SUBSTITUTE FOR TRADITIONAL SWEETS

DURING FESTIVE OR CELEBRATORY

OCCASIONS

LATER IT LAUNCHED THE CADBURY SILK

BRAND,WHICH BECAME FAMOUS FOR

ITS AD WITH A VERY CATCHY SONG.

THE INDIAN CUSTOMER BASE IS A

CONSTANTLY EVOLVING ENTITY,WITH

HUGE POTENTIAL,THE RIGHT KIND OF

ADVERTISING CAN LEAD INDIAN

BRANDS TO UNEARTH UNTOLD

TREASURES FROM A LARGELY

UNTAPPED MARKET

CREATIVE ADVERTISING

CAN HAVE MANY FORMS.

COCA-COLA CHINA’S TV

AD FOR THE HONG KONG

MARKET BROKE ALL THE

RULES WHEN IT INVITED

VIEWERS TO USE THEIR

SMARTPHONES TO

“CHOK” BOTTLE CAPS

FLYING ACROSS THEIR

TV SCREENS

WHILE IT WAS COMMON

FOR ADS TO BE A PART

OF GAMES,THIS WAS A

RARE OCCASION WHERE

THE AD ITSELF WAS A

GAME.

SO IT IS ESSENTIAL TO

KEEP ONE’S EYES AND

MIND OPEN

AND SEEK INSPIRATION

WHEREVER POSSIBLE

SO TO RECAP,THERE IS

ONE AND ONLY ONE

CENTRAL IDEA

NO MATTER WHAT THE

STATE OF ADVANCEMENT

OF SCIENCE AND

TECHNOLOGY

THERE WILL ALWAYS BE

ROOM FOR CREATIVITY IN

ADVERTISEMENT

THANK

YOU

THIS PRESENTATION WAS

CREATED BY

DEEPTISH MUKHERJEE OF

JADAVPUR UNIVERSITY DURING

AN INTERNSHIP BY

PROF. SAMEER MATHUR OF

IIM LUCKNOW