Adformula

Airtel - rocks !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Mon, 22 Aug 2011 10:38:00 +0000

.......truly a new gen ad.. I am loving it...

World Environment Day Poster contest .....

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 28 May 2011 14:44:00 +0000

So creatives, ad agencies and friends.. what are you waiting for? Rush in with your entries and win exciting prizes,,,

Idea and Abhishek - 3 is a crowd !

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 03 May 2011 05:09:00 +0000

From the mass leader and sarpanch to the Xian father and tree saver, from the mass to the class and from the 'no idea then get idea man' to this one, the Junior B has made a long journey by now selling an Idea to change lives.. His life would have changed for sure considering the fact that he is taking home a fortune for being the endorser.. No doubt that the small B easily fits in with Idea positioning as a hip and popular with the crowds guy... but I guess this new work by Lowe - Mumbai is a bit too much of a question mark on the tolerance level of the average viewer.....

As some one remarked in facebook, now the 3 of them as if one was not enough !

Adfunda - Positioning condundrum - Part 1

noreply@blogger.com (BRV Sabu Mangalasserril) — Mon, 25 Apr 2011 10:07:00 +0000

Brand positioning is like Romance....You can influence someone's thoughts and feelings, but you cant make that some one fall in love with you...In brand positioning and in romance your job is to be consistent, dependable and persuasive.... If you do right things long enough, if you have targeted the right audience and if competition hasn't punched on your nose, you should achieve your goal...

A dove is a dove and whatever noise others make it has all the necessary points of parity to be a soap and hence a category membership and such strong points of difference to make all the difference...

Another example I have always got amused is the one of Sunkist which said "An orange is an orange … unless it says Sunkist." The real genius of Sunkist is how they positioned their brand by depositioning all other oranges that don’t have a Sunkist label on them as being something less than a Sunkist orange... Not that Oranges do care in a normal case but such a positioning would have given the OTHER Oranges a feeling of inferiority for sure....

So..... finding out ways by which you can be different from competitors (maintaining the POP elements for category membership BUT ALSO focusing on the POD at the same time) — in ways that your customers want, can connect to and can really appreciate – is positioning. When you position your brand you (supposedly) are demonstrating a significant why-buy-from-me advantage over the other brand options that your customers have…..You can fill a specific need of the buyer which others can fill as well, but then only you can do the way the buyer wants…

But when you produce oranges- how different can yours really be from those being grown behind your home…? How different can be your gold from the vendor’s opposite the road? Do you mean it when you claim that you have added minerals in your canned water ? How different are your branded tyres from others…(that use the same rubber)? Do you really have the bio-cool in your Air conditioners which you so blatantly advertise?.. and even if you have , does the buyer care? What meaningful differentiation can banks and such services (that all look and behave the same) have and then position on it…?

At the functional level, products and brands can position themselves in lot many a platforms…

• Pricing strategies

• Shipping/delivery services

• Post-sale services

• Product features/benefits

• Pre-sale process

• Promotional tie-ins, sponsorships, community goodwill

• Product quality

• Support services

• Guarantees/warranties

• Packaging

• Cultural symbols etc etc

It is not cake walk .. but then that is the crux of Marketing…. If it was a cake walk, then every student facing campus interview would get through the best of jobs….Every guy would have had a successful romance to tell… Every brand would have remained in the top of the ladder....

Ask the guys at Axe who came up with"Snake Eel Shower scrub with desert minerals+Cactus oil " as ingredient and hence the differentiator in one of their produce, as to how easy was the entire job........

Tail Piece: 'Knowledge is knowing that a tomato is a fruit; Wisdom is not putting it in a fruit salad and spoiling it'.

Happy Easter !

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 23 Apr 2011 17:43:00 +0000

Adformula wishes all its readers a joyous Easter,,, !

A huge thanks to Arabind and team Tamarind events @ Kochi for the pic....

Docomo - the new silly !

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 19 Apr 2011 05:22:00 +0000

I have been teaching marketing and Advertising for quite some years now.. Even yesterday I was waxing eloquent about the first mover advantage and the like… Does Marketing theory anywhere talk about a last mover advantage? If not I guess its time that some one makes a theory of it and about it… Seeing DOCOMO doing a new every time, I feel like being the last to enter (in spite of all the barriers and scope of falling into a clutter) has its own merits as well…

Much has been written and blogged (already) about how the timing ( IPL and the world cup), about the charm and personality of Ranbir Kapoor, India’s young and fastest-rising Bollywood icon and how he is Refreshingly Different and hence all fit and perfect match for the brand persona… Much has been said (again) about how this ad reminds us of the great stand up comedians like George Carlin and our own Raju Srivastava ..I doubt that part though !

Ranbir for sure has a charm which is unique to him and his style and wit simply gels perfectly with the selling idea ‘keep it simple… silly ’. Among all the brands he now endorses ( and that includes Hero Honda (from February, 2011), John Player, Nissan, Virgin Mobile, Pepsico and Panasonic

India

)- this one seems to be a perfect endorser personality – brand personality fit . It focuses mostly on how Tata DOCOMO make things easier for the average telecom consumer, by providing differentiated products and services (?) …Again I doubt about the so called perfection that this guys offer.. To my knowledge all of them are the same…..

Each individual advertisement starts by illustrating a complexity in the category, and presents the Tata DOCOMO product and/or service as a means of simplifying things… as of now, this series of ads are simple and silly… and hence reaching where it is actually intending to… the viewers minds… !

Three cheers !!!

The Fun Gun !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 19 Mar 2011 05:11:00 +0000

A guy walks into a shoe store and asks for a pair of shoes, size 8. The obviously well trained salesman says, "But sir, you take an 11 or eleven-and-a-half."

"Just bring me a size eight."

The sales guy brings them and the man stuffs his feet into them and stands up in obvious pain. He turns to the salesman and says, "I've lost my house to the bank for default bank loan.... I live with my mother-in-law, my daughter ran off with my best friend, and my business has filed bankruptcy."

"The only pleasure I have left is to come home at night and take my shoes off."

Have fun people... Its a week end again....

The Fun Gun !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 12 Mar 2011 06:09:00 +0000

Wishing some fun during the week end with or without Grandma's that is ...!

BigRock.com- absolute stuff for absurd businesses ...!

noreply@blogger.com (BRV Sabu Mangalasserril) — Thu, 10 Mar 2011 08:59:00 +0000

Most of us have business ideas and want to start off something or the other. The rare ones who dare to do, want a website as well.. Even toddy and arrack shops have websites and that is what BigRock.com seems to be playing for.

The internet domain registration brand BigRock.com of late commenced a noisy integrated campaign to further its services of personalised web presence solutions… and that too in a category where Noise and being Loud is kind of unheard of.

The television commercials feature people talking about their strange businesses - a recovery agent boasting of ground-breaking ways to recover money from debtors, a lady talking about her maid training institute, a businessman talking of his nut making company, and an acting school called 'Rambo Acting Classes' and so on….

Eying an early mover advantage or the prime player plus (as I call it) , this guys seems to be reassuring business men (small business men & entrepreneurs mainly ) that structuring a website is not rocket science and hence does not require large sums of money or time…. Moreover the strategy to unleash some disruptive communication so that at the end of it all, people will equate website creation to Bigrock.com , seems to be quite laudable at least for the time being…

BigRock.com is part of the $300+ million Directi group,( an info for those who care) did appoint Mediacom as its media buying partner and assigned the creative duties for its ongoing multimedia campaign to Ideas@Work -a creative shop. That was two months back and with an outlay of 10 crores INR (I still don’t know how to type an INR symbol) this fiscal towards advertising spends, this hungama was bound to happen. Now ideas @work ( true to its name) is successfully entertaining us with this four films with humour as its DNA .It for sure has helped in sales of the service in the short term but will help in achieving category leadership and brand leadership for BigRock.com as well.

These ads seems to recognize the basic insights like :-

MOST people are not aware of the price at which a website is available. ( No…….. I do not mean the hi flying , hi society living Ad brains type) &

The ads have a straightforward proposition and combined with humour the proposition is more memorable.

One negative stuff I found in some reviews is that the ads could have been funnier with slightly more absurd, slightly more illusory jobs and businesses… That is one feel I have as well ,given my love for deadpan humour ..

It is certainly the GoDaddy.com strategy that the GoDaddy guys used in the US, and successfully well. Godaddy of course had more humour, (and more dirty stuff that was not that good for family viewing) more stupid jobs and businesses and most importantly it gave real products with real value and less of hidden costs..

The last part I doubt in this case ( BigRock.com) going by the reviews that I read in the net… In spite of all good ads and clutter breaking, if you are in the business of making some quick bucks at the expense of long term band building, then God save your business…

Three cheers !

Credits:-

Direction :- Sanju Ayappa

Production :- Footcandles ..

The team -Roy Abraham, Joshua Newnes, Mahesh Gorde

and ideas@work co-founders Prashant Godbole and Zarvan Patel.

Part 2 of Scene I , take I....

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 08 Mar 2011 07:22:00 +0000

Continued from Part I .......

Tril was supposedly a path breaker with Endura007 which cleaned the clothes, killed germs and gave sparkle like no one else did… It still wasn’t sinking into the jug head Indian buyers mind set that India and its dirty clothes needed German help to sparkle… The Indian detergent market was not the same like Europe from where Tril came from if it was P&G ‘s Ariel which ruled the charts , in US it was Tide and no Ariel would be available… definitions of premium varied and so did the varieties of Tide or Ariel that one got in their respective markets

The Rs.5,700 crore detergent market in India which is segmented into two product categories - powder and cake was one tough nut for Tril to crack….. Sub categories like concentrates/compact (variants of Surf, Henko, Ariel), premium (variants of Surf, Henko, Ariel), mass premium/mid price (Rin, Mr.White, Tide and regional brands) and popular (Nirma, Wheel, Chek) made it difficult for the brand managers and the advertising agency to decide where to enter and where exactly to position. Tril after careful analysis decided to take the mass premium category and that is why this actor from the south was chosen to come all the way and dip dirty clothes, take them out and show ho it sparkles…research said she had the appeal… she was loved by the mass and yet had a premium appeal… she looked premium and yet was mass like material…

The first Tril advertising (launch ad) which Ram and co had made with no famous star in it had shown the offer of this unnamed product for maximum whiteness effect…. The sparkle and the clean which no one else did gave,….. The house wife tries the product and lo and behold, she gets the promised whiteness. After which the product's brand name appears from heaven as Tril….

The competitor was not to be left behind…. He had to prove that this unnamed detergent powder that is offered for trial does not provide that super whiteness and even if they do the unnamed new fellows cannot be trusted…. And they showed a lead female actor who wore cotton saree to look like an ordinary bharathiya nari waxing about the super whiteness of the time tested age old brand while unnamed detergent gets pushed to the background by a group of women talking about the excellent performance of the old brand…

What could Tril do but get another star to counter propaganda..? And the research luckily agreed to the very obvious… get the competing star to kill the other one….

The phone rang again….

Hello … said Ram….

Hey Ram…. We are on the way… said Guru….is everything ready?

Ram didn’t say YES… it was understood that when the unit was there since early morning they would be ready and tired of waiting….

Ram let out a huge sigh of relief … he had his plans for the ad shoot and release… had to rush back to Chennai after the post shoot works… had other brands in his kitty competing for his attention… The life of a client service director was in soup… the more clients in his kitty the more was the confusion… the bigger ones got the better attention and the smaller ones were never happy with that fact of life… the bigger ones weren’t happy either with the divided attention that they got… after all they paid through their noses for listening to them at least ,full time…

The phone rang again….

Hey Ram ..said some one… this time it was not Guru…

Khurana here… I have sad news for you and Tril…..

What is that? Asked Ram

The other guy is reducing its price by half… said Khurana who was head of the research team back in the Chennai agency office…

That means?… asked Ram visibly annoyed

That means now Kite detergent powder will be available at 23 Rs and not 43… said Khurana…. They call it as the biggest ever consumer advantage transfer…
My foot …..said Ram…..

He knew what it meant to his brand… Tril…. It was a price war that was launched… and quite unexpectedly,,, the whole shoot now became futile an effort.. after all the strategy was to talk about value for the mass premium segment…

A car came and the whole unit stood up….

Like a dream which came true, the star descended from it…

Scene 1 , take 1....

noreply@blogger.com (BRV Sabu Mangalasserril) — Mon, 28 Feb 2011 08:03:00 +0000

While John Ford was directing a film for Sam Goldwyn, he fell one day behind the shooting schedule. Goldwyn came to the set and wondered what Ford was going to do to get back on schedule....

Ford asked, "Sam, how many pages a day do you expect me to shoot?"

"About five, I suppose," answered Goldwyn.

John Ford picked up the script, ripped five pages out and said, "Okay. .....Now we're back on schedule.....
***************************************************************

The heroine came late as usual for the shoot and the crew sat there waiting, with no complaints, and even if they had, with no one to hear, it was pointless.... The shoot was for the German Detergent powder TRIL which has Endura 007 ( Now don’t ask me what is that... no questions in stories...) and the heroine, half clad ( again no questions please... she is half clad, regardless of the fact that she is not going to bathe with the detergent but to wash, still have to be half clad and wet, as she is the heroine and was bought to Mumbai all the way from Chennai, (with the client paying through the nose..) will dip dip and dip a dirty cloth into a bucket of water made black and the cloth when lifted will shine – white and sparkling…

Ram was in his humorous best and hence was ok with the fact that the heroine was getting late .Even otherwise it wouldn’t have made much of a difference since Guru was away at the airport to pick up the heroine who was flying from Chennai . She would come, then check into her hotel room and then later come for the shoot. The location was in one corner of the city, the hotel in another area and the airport in some other place.. Mumbai traffic will derail all the plans and the heroine missed the first flight and was taking another flight that could accommodate her, her big mother and her personal make up women who also doubled up as her secretary and chief motivator.

Ram had his mobile singing loud…

Yes Guru tell me… he said

Ram ….. The flight is late… Guru shouted from the other end…. Air traffic congestion….

Not again… said Ram … and when man..? hello hello….

Guru went off air as suddenly as he came and Ram sat there thinking of the expenses that are going to mount up.

Green pepper productions were in charge of the shoot and production works.Ram had chosen them after various faux pas that he had done in the past with various production houses some his choice or the agencies, some the client’s persistence.

Tril had no such insistence except for the director who was of their choice and was a good choice one had to admit...

The phone rang again

Ram Ram…. She has come… shouted Guru..,,, what a beauty ram…. Drop dead gorgeous my gawd….

Shut up you asshole… blurted Ram ….and stop drooling.. come fast…

Come where?... asked Guru… she will go to her hotel now and then come.. You know what she asked me my name… I even told her that before she goes I need to take a pic with her…. and you know what ..she agreed… she even said MY Pleasure…. Ha ha ha … can you believe it?

LORD….. cried Ram…. I can’t believe this … you are true… I can't believe this.. why the hell am I tolerating you….

Ok ok… I know you are jealous…now wait ok…..don’t keep calling… we are going to the hotel and will be busy in chatting … TATA… said Guru as he disconnected the phone…

But… hey… Ram desperately hoped that the guy other side still was there…

All humour had evaporated… Ram stood there burning in the hot sun !!!

To be continued..............>>>>>>>>>>>>>>>

The Fun Gun !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 19 Feb 2011 06:34:00 +0000

A woman gets on a bus with her baby. The bus driver says: “That's the ugliest baby that I've ever seen. Ugh!” The woman goes to the rear of the bus and sits down, fuming. She says to a man next to her: “The driver just insulted me!”

The man says: “You go right up there and tell him off...give him what he deserves.. How dare he insults women..... – go ahead, I'll hold your monkey for you.”

Happy weekend folks... !

Leo Burnett - Musically creative !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 15 Feb 2011 13:59:00 +0000

When a brand hunts for talent it becomes imperative that it appeals to the talent so much that he/she decides to jump in... and when an ad agency is the hunter in question, there opens a wide vista of creative scope... particularly when the agency is looking for creatives....Here in this ad by Leo , we see a musician arranging a table full of awards that Leo Burnett has won and fine tunes them to a perfect note using an iPhone app … Its a self promo for Leo-Budapest and is targeted at new creatives seeking employment...

We are kinda musical agency ...and we need more instruments..... If you are interested to get some for us..... is what is said and how rightly and beautifully said !!!

If I were in Budapest, I would have applied with no shame even though I am nowhere and in no ways a creative.... Kudos for the idea which is simple, and execution which is brilliant !

Credits & Description:

Advertising Agency: Leo Burnett Budapest, Hungary
Creative Director: Vilmos Farkas
Art Director: Miklos Voros
Copywriter: Mate Nagy
Director of Photography: Andras Szoke
Director: Peter Marton
Published: February 2011

Onida Mobiles - socially responsible !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 15 Feb 2011 07:36:00 +0000

"If you're on the phone, you're not watching the road.".....Loud an clear message ..aint it? ....The secret of great advertising is in its simplicity ... !

Credits & Description:

Advertising Agency: McCann Worldgroup, Mumbai, India
National Creative Director: Prasoon Joshi
Executive Creative Directors: Rahul Mathew, Akshay Kapnadak.
Creative Directors: Kapil Tammal, O.R. Radhakrishnan
Art Directors: Kapil Tammal, Pramod Chavan.
Copywriter: Rahul Mathew
Photographer: Loh lin shan, Michael Loh
Digital Retouching : ImageRom, Malaysia
Published: 2010

The Fun Gun !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 12 Feb 2011 17:20:00 +0000

A lady dies and goes to heaven.

She's chatting it up with St. Peter at the Pearly Gates when all of a
sudden she hears the most awful, blood curdling screams.

Don't worry about that,' says St. Peter, 'It's only someone having the
holes drilled into her shoulder blades for the wings.'

The lady looks a little uncomfortable but carries on with the
conversation. A few minutes later, there are more blood curdling
screams.

'Oh my Goodness,' says the lady, 'now what is happening?'

'Not to worry,' says St. Peter, 'She's just having her head drilled to
fit the halo.'

'I can't do this,' says the lady, 'I'm going to hell.'

'You can't go to that nasty place,' says St. Peter. 'You'll be raped
and taken advantage of.'

'Maybe so,' says the lady, but I've already got the holes for that.....

Now that is a real answer....... have fun folks... blast the week end.. !

Karbonn Mobile - Loud Nonsense !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Thu, 10 Feb 2011 08:18:00 +0000

After Akki spell off into that moronic laughter in that pest off an ad of Micromax, no other ad could piss me off this much as the new Karbonn ad …

KARBONN MOBILE - Loud music from seeflyingsaucer on Vimeo.

I can’t believe that this stuff is a creation from Ogilvy – the power house of creative brilliance. This is crap and pure nonsense conceived and produced by people who seem to have flushed their commonsense in the loo… and worse is the kind of Media spends that they are affording to spread the MESSAGE among the TG.

Why does a client require Ogilvy to churn out such an Ad? What is the message? What is the Idea all about?

Are they indeed advertising or trying to form a hate club?

Discredits: -

CLIENT: KARBONN MOBILE
AGENCY: O&M MUMBAI
CREATIVE: RAJIV RAO, NISHANT GOYAL
DIRECTOR: PUSHPENDRA MISRA
PRODUCTION HOUSE: FLYING SAUCER

Look at Me.. Look at Me... Please Look at Me.!!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 08 Feb 2011 08:49:00 +0000

.The business of advertising is funny...(of course ,made so with the funny people that we have in abundance) it is about some how getting the attention of the mass and the crass, some how means some how...just make sure that the OTS happens, make sure that the brand and its message pass through and across the eyeballs and if possible the brains that are connected to the eyeballs...and on ground earth, where they fight out the war of clutter among all the dust and din and the sweat and blood and the corpses and the confusion, just a few survive and those who do, fall into the insecurity of the victor, and is always in a hurry to get new and become new.....

Just like the average models who do not think they are too skinny.....just like actors do not find themselves handsome enough.... just like the stars who claim not to know what all the fuss is about. Our crazy obsession with the perfected surface has become so absolute that everybody ends up having to work off some obscure psychic debt...

In our industry though, its proving to be for the good. Unless you become insecure and reinvent to be new and to be seen, advertising will not serve its very basic purpose and will not have the fun it was born along with....

This ad came in Business line some years back and in a lecture I used it as a good example of advertising strategy.. ..... I still use it to show that the right creative strategy married to the right media strategy makes a wonderful offspring named good advertising strategy... and this is a proof..Done by MC Saatchi for Jet airways ( in a category ,which in India, is suddenly cluttered and looking worse than a corpse ladden battle ground),it stood out and so well and did blend with the media, and with a graceful ease delivered the message.

and this, which struck me, is from an in flight magazine of Jet airways is an extension of the above idea but executed with charm and creativity... just see it..

The first one is a Dutch gate-fold, and when you open the fold comes the space, which is the selling point... Brilliant in conception but what is more heartening is the successful coming together of the creatives and the media !!!

The Fun Gun!!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 05 Feb 2011 03:11:00 +0000

Another great creation by : BBH London for the now popular ( thanks to this granny ad) st johns eye care centre...

No reviews, just fun.. Have a great time folks...

Acme fitness - fun & fitness !

noreply@blogger.com (BRV Sabu Mangalasserril) — Fri, 04 Feb 2011 06:05:00 +0000

I have been an ardent animation& cartoon enthusiast ever since I got some sense of my own… While in advertising too animation could seize my imagination and keep me there. But then my school of thought remained mine and not many joined it.... but then that was THEN...

Over the decades but this amazingly varied and vibrant medium has progressed from an inconsequential tool aimed at engaging children tired after school (and on dull Sunday mornings) into a source of power that has connected civilizations, enthralled scores and generations of people of all economic levels . ( I still watch a Tom & Jerry show over any other show ,given a choice !)

My beloved Industry still keeps a taboo over using of animation as an execution strategy and it still remains a under utilised tool reserved for cereal commercials and some (very few)other segments of the children’s market. This is not said forgetting the great mascots that advertising has produced (Captain Crunch, Tony the Tiger and The Jolly Green Giant, The Simpsons (Domino Pizza, MasterCard etc), Wallace and Gromit (Renault Kangaroo)…not to forget our own gattu of Asian paints and the omnipresent Zoo Zoo …. the list is endless. But then they were all mascots and very rarely became an execution platform…

Now at this juncture is what I saw this ad from ACME fitness which is direct, funny (just because it uses animation) and hitting the target right there at the weakest touch point…

Animation, with a fine dosage of humour and a compelling theme can give a brand and its agency inestimable creative and communicative powers .....It can bring to life images and ideas that can reach the TG and make waves. It could be used to say stuff which couldn’t be that easily said otherwise- exercise improves ‘performance’ said using any other execution platform would have been sexist, animation saved it…

To sum up, ACME is in the right path of advertising and if the platform is maintained and new variants of the same idea brought up, the brand is here to make waves in its category !!!

Kudos to Salt Chennai ( the creators - little is known about the guys though) and Mediaedge:cia for the right piece of work... !!!

Ritz & Beat - selling life !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 01 Feb 2011 05:05:00 +0000

‘How many moments have you lived’ is the question asked here and it makes one ponder.. I liked the ad for the simple fact that after a long time here is a car ad that shows the small and happily family in their car, enjoying their world…since mid December it’s going the rounds and is contributing immensely to the sales of Ritz which is a good car and hence this simple and beautiful ad looks so believable and real.

‘Plan ahead’ is what the Chevy beat has to say in this ad which looks like the mirror image of the Ritz one. Life and its living moments is the theme in both and hence the similarity, may be. That is ,seeing it from the view point of a simple family man, who bought his new car just a month back (not a Ritz or a Beat to make a confession!).

<p>&amp;amp;amp;lt;p&amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;lt;p&amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/iframe&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;Such communication makes a lot of difference. Buyers when deciding to buy a car – choosing between A brand and B brand, may not take an ad seriously for information. This is because ads are the purest form of commercial sources of information. But&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp; good ads, such as these can help the brand in climbing the ladder of recall and taking the brand into the buyers consideration set. If an ad does at least that, its purpose is done.&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;The review of Ritz and Beat as cars is better left to the auto experts but the ads are striking, positive, simple and sweet!!!&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;p style="font-family: Georgia,&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;Times New Roman&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;quot;,serif;" class="MsoNormal"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;font size="3"&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;Cheers!!!&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/span&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/font&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt; &amp;amp;amp;amp;amp;amp;amp;lt;/p&amp;amp;amp;amp;amp;amp;amp;gt;&amp;amp;amp;lt;/p&amp;amp;amp;gt;</p>

Such communication makes a lot of difference. Buyers when deciding to buy a car – choosing between A brand and B brand, may not take an ad seriously for information. This is because ads are the purest form of commercial sources of information. But a good ad, such as these can help the brand in climbing the ladder of recall and taking to brand into the buyers consideration set. If an ad does at least that, its purpose is done.

The review of Ritz and Beat as Cars is better left to the auto experts but the ads are striking, positive, simple and sweet!!!

Cheers!!!

The Fun Gun !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 29 Jan 2011 03:30:00 +0000

Now what more do I say.. Enjoy the week end friends.. !

Red tape - old style seduction !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Thu, 27 Jan 2011 09:42:00 +0000

Now this is my answer every time I find a marxist/anti liberalisation expert (self declared or other wise) waxing about how after the 90's with the influx of foreign ideas, the whole of India got corrupted, its values saw a fall and how marketing and advertising( foreign style) landed you up in your bed with strangers !!!

Last day as I was speaking on globalisation and advertising to a global world, the same allegation came up and this was my answer..!

Real Children - Heart touching !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Tue, 25 Jan 2011 04:16:00 +0000

A gut-wrenching commercial made for NSPCC (national society for prevention of cruelty to children) – UK by Saatchi and Saatchi UK in 2002 creating waves across UK and even outside. It escaped a TV ban narrowly despite receiving 127 complaints from all quarters.

The independent television commission-ITC then (and now Ofcom of UK), decided not to uphold complaints, including12 from victims of child abuse, which claimed the ad was ‘upsetting, shocking and had “overstepped the mark”.

ITC accepted that the ad was “extremely hard hitting” but agreed with the NSPCC’s defence that the particular imagery was “an effective means of communicating the seriousness of the issue and moving people to take action if they were concerned about a child”.

Few viewers complained that the ad suggested that 'only men' abuse children and several other viewers said that, while raising awareness of child abuse was important, they felt the film’s treatment of the issue had overstepped the mark. It but went on to become one of the most decorated and awarded ads of its category….the rest is history.

Credits & Description:

Agency: Saatchi & Saatchi London
Production Company: Gorgeous Enterprises

Awards:
Cannes Lions - International Advertising Festival, 2002 (Gold Lion) for Fund-Raising & Appeals
BoB - Best of the Best Awards, 2002 for Best Commercials Director
British Television Craft Awards, 2002 (Winner) for Best Performance by an Actor
British Television Craft Awards, 2002 (Winner) for Best Animation
British Television Advertising Awards (BTAA), 2003 (TV Commercial of the Year)
The One Show, 2003 (Gold) for Public Service/Political Television Single
D&AD Awards, 2003 (Silver Award) for TV & Cinema Advertising Crafts: Use of Music
D&AD Awards, 2003 (Silver Award) for TV & Cinema Advertising: Public Service & Charities Individual & Campaigns
D&AD Awards, 2003 (Silver Award) for TV & Cinema Advertising Crafts: Direction
D&AD Awards, 2003 (Silver Award) for TV & Cinema Advertising Crafts: Animation
CLIO Awards, 2003 (Gold) for Product/Service: Public Service
CLIO Awards, 2003 (Silver) for Technique: Animation-Film
CLIO Awards, 2003 (Gold) for Technique: Direction
CLIO Awards, 2003 (Bronze) for Technique: Editing
Art Directors Club of Europe Awards, 2003 (Gold Winner) for Public Service & Charity
Kinsale Sharks Awards Advertising Festival, 2002 (Grand Prix Cinema)
Kinsale Sharks Awards Advertising Festival, 2002 (Worldwinner TV)
Kinsale Sharks Awards Advertising Festival, 2002 (Winner) for Best Sound Design
Kinsale Sharks Awards Advertising Festival, 2002 (Gold) for Public Services & Social Welfare
Advertising Creative Circle Awards, 2003 (Gold) for Best Idea in 60 Seconds or Over
Advertising Creative Circle Awards, 2003 (Gold) for Best Direction
Advertising Creative Circle Awards, 2003 (Gold) for NABS Charity Advertisement
Advertising Creative Circle Awards, 2003 (Gold) for Best Use of Animation
The Gunn Report, 2003 (02) for Most Awarded TV Ad

The team :-

Creative Director: David Droga
Art Director: Howard Willmott, Duncan Marshall
Copywriter: Howard Willmott, Duncan Marshall
Director: Frank Budgen
Producer: Paul Rothwell
Cameraman: Ben Seresin
Lighting Director / Lighting: Ben Seresin
Account Director: Norma Clarke, Stephen Corlett
Strategic Planner: Thea Tetley
Animation: Russell Brooke, Hugo Sands, Passion Pictures
Animation Effects: Chris Knott
Sound Designer: Nigel Crowley
Music Composer: Jonathan Goldstein
Actor / Celebrity: Johnny Harris
Brand Manager: Dugald McDougall
Animation Director: Russell Brooke
Animation Producer: Hugo Sands

Nescafe VS Bru - celebrity Parade !!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Mon, 24 Jan 2011 05:27:00 +0000

Shahid Kapoor and Priyanka Chopra fans world can soon see the star couple together on the small screen as they are going to be brand ambassadors of Bru Coffee… it is told that the shoot is on and soon the bubbly duo will sell Bru to us..

The two are on board because the company feels that the couple can do total justice to the brand (!). “Bru has been under pressure” to bring in some star endorser because Deepika Padukone, Director Karan Johar and actor Purab Kohli were brand ambassadors for Nescafe… Now it is a strange but true reason to hire stars to endorse brands .......So the final picture is that while Deepika is busy Nescafe-ing for KJo and Purab, Priyanka will be Bru-ing it up for Shahid…or is it that picture abhi baaki hai?

And the logic from HUL which owns Bru- (it sounds the usual clichéd stuff which goes on air, whenever companies sign up a star to endorse) “We are delighted to have Priyanka and Shahid on board as our brand ambassadors. We feel that the duo best brings alive Bru’s philosophy of 'Coffee livening-up every moment by stimulating conversation'." ……..

“A great cup of coffee is my constant companion whether it's at work or at play” said Priyanka and not to be left behind Shahid says - “I am a coffee addict and Bru is my favourite ”… Now isn’t that picture perfect?

Bru is my favourite as well, not because I am a “coffee addict” but because of the marketing intelligence that it has displayed in the past.. The innovation and push with which it pushed a leading Nescafe to number two position , the new packaging, the price points that came down with the new small packets that anyone would buy, the good ads that made the brand look happy, the product up gradation ( flavour-lock for instance) were all admirable.. Guess Nescafe when it finally woke up from its classic slumber and roped in Deepika and co, Bru was caught unawares (?) and now want to respond…

In spite of Deepika and Purab, Nescafe ads were dull and not so great..And that makes the tough coffee war even more interesting... I hope and pray that Bru brings us some great ads, just like a hot cup of Bru coffee..!!!

The Fun Gun!!!

noreply@blogger.com (BRV Sabu Mangalasserril) — Sat, 22 Jan 2011 04:26:00 +0000

Should I say more?... Week end again... have fun people... !!!!!!!!!!