Picture
There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have gotten our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.
‘INSURE’ HAPPINESS
Advertiser:
IFFCO TOKIO General Insurance
Baseline: “Ek Bima Hona Chahiye”
Agency: August Communications
4Ps B&M Take: It’s tough to create an irreverent ad for a serious product like insurance. It’s tougher to make one and get away with it. But insurance major IFFCO TOKIO and August Communications manage to do both with amazing aplomb. So the ad opens with a mother combing her daughter’s hair and a song starts ‘mummy ke haathon ka...’; cut to a girl admiring her face in the mirror and the song goes ‘Dimple ke dimples ka...’; the shot moves to an old lady and the song plays ‘dadi ke wrinkles ka...’; a skinny guy admiring his nonexistent muscles and the song breaks into ‘Rocky ke dolon ka...’ and so on. Then the shots all roll back and the jingle gets louder ‘Ek Bima Hona Chhiye’. The ultimate message: insurance is not just for a rainy day. Instead insure every happy moment of everyday life. The communication is high on both creativity and execution and most importantly, leaves you with a smile on your face... a paradox that only a few insurance ads have managed to achieve. This one not only extends the brand philosophy of IFFCO TOKIO’s ‘Muskurate Raho’ tagline, but takes it a step further by communicating that an insurance company can be your partner in happiness instead of being needed only in times of distress. Meant to make a comeback for the brand in the general insurance category after nearly two years, this one is a sure winner. That the jingle is extremely hummable is an added bonus all the way.
 
Mind your manners!
Advertiser:
Pepsi
Baseline: Change the Game
Agency: JWT
4Ps B&M Take: Talk about making great use of a brand endorser, and that too when there is amazing buzz around the celebrity in question. We are referring to Cola major PepsiCo and their quirky use of Bollywood’s latest superstar offering Ranbir Kapoor in their latest communication. Close on the heels of some critically acclaimed flicks – which incidentally also won rave reviews at the box office - Pepsi showcased Ranbir and Indian skipper MS Dhoni during the recently concluded ICC World Twenty20 2012. The communication turned the gentleman’s game on its head quite literally. The ad has the cricketers’ bus breaking down in a busy neighborhood. Ranbir, along with a few other fans, jumps down from the top of the bus and start harassing the players. Dhoni asks him: ‘Yeh Kya tameez hai’; Kapoor blithely replies: “Yeh T20 hai boss, na tameez se khela jaata hai, na tameez se dekha jaata hai!” The bid is to capture the excitement and thrill with which millions of fans view the 20-over format of the game. The quite different and irreverent concept is what has got this ad film creating waves in the advertising and marketing community. There are those who love it – saying it has bent the traditional rule of displaying cricketers as demigods. They laud the fact that the film lets the fans get in the last word. Others lament that the execution lacks finesse and that the film dismisses the game too frivolously. But we are not complaining as it certainly got the chutzpah back into cola advertising after a long gap. Effective? Maybe. Different? Hell, yeah!

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

----------------------------------------------------------------------------------------------------------------------------------------------------------

 
 
In an exclusive conversation with 4ps b&M, tarun singh chauhan of jwt shares his views on the current Indian political advertising landscape
 
Political advertising campaigns are different in the sense that they almost always claim to be promoting a cause that supposedly promises to change the lives of millions in the country. As such, do conventional advertising principles apply to such campaigns? Should political brands be treated differently from regular brands?
I think that the principles of conventional advertising do apply. The fundamental difference is that in political advertising, the stakes are very high. Parties can’t afford to fail because under normal circumstances, there won’t be a re-election before five years. Unlike a product failure, failing to get votes pushes you the sidelines for a significant period. Although consumers/voters respond to advertising of any form in the same way, one reason you can’t treat political brands like regular consumer brands is because the insights required to pitch to the electorate can’t be sourced through a routine market research project. Candidates need to experience the issues which a common man on the street faces everyday. Only then can they come up with a strong communications strategy which a voter might choose to consume.

The advertising industry and marketers alike have come to a common understanding that the Indian consumer is now more sophisticated and conscious about the decisions she takes. There’s a lot of talk about the evolution of the typical new-age Indian consumer. But similarly, has the Indian voter evolved?
Yes. I think he’s evolved like hell. He’s much more open, much more smarter today. He’s much more aware of his responsibilities. He’s extremely aware of the people he decides to vote for. What has happened over the last 15 years is that politicians who were extremely powerful a decade back, have today become irrelevant because they didn’t change even when they realised that the voter was changing. Or probably they didn’t realise that at all.

Apart from being an advertising professional, you yourself are a farmer. You even take two days off every week to attend to your farm. Given that you’ll better relate to farmers and realising the fact that they make up for a sizeable voter base, do you think political parties and candidates have been doing enough to communicate with them?
In a rural environment, the bond between farmers and politicians is extremely strong. This is perhaps one segment which displays brand loyalty similar to what some consumers show for Apple products. The dependency of farmers on the government (subsidies for seeds, fertilisers, et al) for different needs is on a daily basis. Therefore, a lot of times there is direct interaction between the farmer and politician. Plus, there are extremely influential farmer leaders in our country – leaders who come from rural India. And therefore, when you’re looking at national elections, you can’t afford to ignore their base.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

----------------------------------------------------------------------------------------------------------------------------------------------------------