Bringing smiles!

This Maruti commercial does curve your lips at the end of this new service center commercial. Beautifully knit around a mother child relationship, this is one ad that made me speak after a long time.



Interesting
Entertaining - brings a smile.
Repeatable
Clear

Adding one more to these existing criteria:

Emotional Appeal : Building ads to stir emotions. Happiness, Nostalgia, Worries, Pain, Love are a few emotions that are repeatedly harnessed for creating successful commercials. Ads that make me speak. This one plays on Love and Care.

Viral Marketing!

This is for a change a non-Indian Ad. It's got a perfect viral marketing appeal.



I liked two things here
1. the Ad, you just cant keep your eyes off until you finish 1:06 minutes
2. the Name, DreamJobs is such a clear and memorable name.

That's Branding!

This is a near perfect Ad. Excuse the length of the video, it isn't a best fit as a TV commercial. I mean the TVCs that pop up every ten minutes. But its warm and entertaining for someone waiting in a queue, over tickets terminals, bus stops, passers by in Malls. Suited for places where people may choose to watch the complete ad if they have time.



Brilliant conceptualization.
Awesome cinematography.
And of course CLEAR - Incredible India!

The ZooZoo Strategy!

I am sure you have seen this zoozoo commercial and have been intrigued by it. In case you are IT aware and have a lot of friends you would also have seen mails describing how zoozoos were made and what goes behind the scenes. Here's a quick take on what's so awesome about this advertisement strategy of Vodaphone: 

1. Perfect Ad - Wears all the four caps of perfect TVC. It's interesting, entertaining, clear and does the required branding very well.

 

2. Cheaper - Getting the same ad animated would have costed a fortune.   

3. Lot of ads -  They created a over 30 ads to introduce new and not-so-new features and services. This gives them a lot of reusability without compromising the entertainment value. They have used the zoozoos to tell everything, each in a different way. Reusing the same tone gives a lot of Branding punch to your ads. Other examples "Washing poweder nirma - Proudly uses the same jingle from last century", "Airtel - Rehman's tune is just forever".

 

4. No Clutter - A lot of ads also gives them space so that they can focus on each and every service one at a time. That removes the clutter and information overload. 

A perfect teaser ad

Just came accross this new Aerospace Ad from Godrej. 

It's not actually an ad, it's quite like a teaser. A perfect teaser Sleek, Simple and Elegant.

Now here's exactly what BSNL needed. An ad with a Branding Punch. For introducing 3G, the ad is quite similiar to how Aircel had introduced their cellular services. 

Its not a supreme entertainer, or extremely interesting one but is a nice watch. It is interesting to watch Deepika presenting it in this way. 

  

Difference in branding punch!

Here are two extreme entertainers, you can keep watching them over and over. But observe the clear difference in Branding punch. 

What lacks in Newyork Max commercial is 

1. A familiar jingle/music piece in the end that relates it with other NYM ads. 

2. A long and non-catchy name Max-new-york-life-blah-blah Pension-blah

3. Not enough stress on the service. 

Now have a look at this. Exciting, entertaining, and bull's eye at Branding. 

A look at internet services...

I just keep coming back to telecom ads. Can't help it, they've been so awesomly impressive. Here's something of a striking difference, between the internet services introduced by two companies. 

Videos speak 100x loader than words. 

Airtel Broadband

BSNL BroadBand

Bad Ads that do the branding

Sometimes you dont need to be interesting or entertaining to get the message accross. All it needs is a branding punch. Look how a poor ad, that is not interesting, not entertaining... even at time- Irritating, can earn points for Clarity. 

The message is simple and clear... "CRB nahi daaloge to mehanga padega". The jingle is cliched, and drama is bogus,

the ad still works.

Similiar is the Ad Campain of Bingo. Bingo has taken it up as a marketing strategy to create pathetic Ads, that still

catch the attention. Amidst tough competition like Lays and Kurkure, this out-of-the-box thinking from Bingo

has certainly carved a niche for the products.

This is a one time watch ad, and hence looses its significance as a TV Ad. because they are shown over and over

many times.

Indian Telecom/Mobile Services Ads: Compared

Indian Telecom advertisements, what comes to my mind is 

Airtel (Since i am an Airtel user, and since they have interesting Ads),

 Interesting (3/5) : Repeat Value (4/5)  : Brand recall (3/5) : Clarity (4/5)

Excellent Ad, does the required branding. 

Airtel Ads have always been a nice watch. They are interesting and entertaining. Mostly focused on 'touching' the family and relationships.  

Vodafone(See how they have erased 'Hutch' out of our minds). 

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (4/5) : Clarity (4/5) 

Excellent Ad, does the required branding. 

Vodafone has introduced a series of excellent ads. Their new zoozoo series of ads to introduce new services are excellent branding effort.  

BSNL (Awesome infra, poor ads)

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (1/5) : Clarity (3/5)

You'll find the ad interesting, but you can't remember what was it for. The branding punch is missing in almost all BSNL ads. 

Possible improvements  

• Get a catchy music, jingle (something like Airtel)
• Get some striking color (Something like Vodaphone, All Red)
• Get a funky tag-line, or logo (e.g. VirginMobile)

Virgin(Ads are interesting, but services are not)

Interesting (4/5) : Repeat Value (4/5)  : Brand recall (3/5) : Clarity (2/5)

That's an entertainer. Almost all Virgin Ads have been focussed on youth, inspiring them to think HatKe. But clearly missed out on establishing how is it 'Different' (except for the earn 10p. per incoming scheme). Still, good enough to bring the customer to your sales executive. At eod good product is what sells, not a good ad. 

 

Aircel (pretty new, pretty impressive)

Interesting (3/5) : Repeat Value (3/5)  : Brand recall (4/5) : Clarity (4/5)

Clearly gets the message accross. Its a great way to introduce a new service. With Dhoni (for credibility) and with exposing all the Services in a single Ad.  Aircel Ads look really impressive, I am yet to evaluate their services. 

There certainly are more mobile and telephony services, but if I'll have to google them, what's their Brand value? Certainly not fit for the blog.   

Entertaining but doesn't sell

This latest Bajaj Ad, is extremely awesome peice of animation. It's meant to establish the brand as "superior technology". Though the message is "not clear", it hits implicitly. The effort is awesome, but will be able to amuse only kids and urban youth. If that is actually the target, Bajaj has done a good job, since th emessage is "unclear", it doesn't sell. It's a typical branding ad. 

    1) Interesting, no doubt. But, does it create curioosity about the bikes? (2/5)

    2) Extreme entertainer: high repeat value (5/5)

    3) At least if you talk about the ad you will not not find it hard to remember that it is of Bajaj.(3/5)

    4) Message is completely implicit.(2/5) 

What should a TV Ad do...

TV commercials are more about Branding than they are about selling. There's a definite purpose for each Ad created, but there are few basic motives that an Ad should fulfill. Here is a list of criteria that a TV Ad should fulfill 

1. Create interest (about the product, service, idea, cause)

The Ad should leave the viewer with an itch to 'check the stuff out'. Even when he is not in immediate need of the product, it should get registered in his memory. 

2. Entertain (Because it would show up over and over)

Since the commercial shows up over and over, it should have some entertainment value. A kind of repeatability. If an Ad is interesting, but doesn't entertain, it's sure to repel the viewers soon enough. 

3. Branding (It should establish/aid unaided Brand recall)

At the end viewer should not only be amused by the Ad, he should also be able to remember the Brand. An interesting and entertaining Ad makes a nice watch, but without Branding, its a waste of resources.  

4. Clarity (It should clearly state the USP/Message)

This is important for 'selling instinct' part of the Ad. The message should be crystal clear. It's good to be interesting and great to be entertaining but if the focus is not on the message, it can never do the right Branding, and ofcourse will never be able to sell.

Here's an example of near perfect Ad:

 

  1) Creates curiosity 

  2) Emotionally stimulating and hence can be watched over and over without getting bored 

  3) Perfectly puts in the 'recall instinct'. Next time you want a fireproof cable, you just know it. 

  4) Even a kid will 'Get it'.  

He ho new blog

I love Ads. Creating them, Reading/Watching them, Analysing them and discussing them. So here is a Brand-new blog devoted to Ads that make me speak. 

Here you will find Ads of all kinds, Products, services, information, idea or may be social awareness. Whatever they are they'll be interesting and will be accompanied with commentories and ratings. 

Keep watching! 

 Why am I doing this?

Simple, Coz I love to do it! :-)