An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three ads that came out tops, for the right and the wrong reasons this fortnight.

Pak pak... duh...

Advertiser: McDonald’s
Baseline: I’m Lovin’ Pak Pak
Agency: Leo Burnett India

4Ps B&M Take: This one makes all the right noises. Actually for some, it may even be the noisiest ad still. There is so much of ‘pak pak’ in the air that for a moment you’re seriously tempted to look around and check if you have landed yourself into a giant chicken coop. The campaign for McEggs – the new egg burger launched by McDonald’s to cater to the chunk of ‘eggetarian’ consumers in India – has guys and girls clucking like chicken after getting a taste of the burger. One ad has a local hip hop group going ‘pak pak’; another has a choir straining its vocal chords to ‘pak pak’ and yet another has youngsters breaking into ‘pak pak’ in a college library, in a bus, and so on. The agency has attempted to replace the ‘wow’ factor after eating the burger to people emitting chicken-like sounds. Some situations also tickle the funny bone, like the one in which a youngster breaks into ‘pak pak’ giving himself away at a hunger protest. The ad loudly declares that the treat is available for just Rs. 25 – a good lure for the price conscious lovers of McDonald’s burgers. Unfortunately, the ad is too noisy and while it may be good to shout info about McDonalds’ new launch from the rooftops, everyone may not really appreciate the jarring ‘pak pak’. The team at McDonald’s is going all out to populate the ad across channels believing McEggs to be their new money spinner. But hey, give us a break people. What’s the big deal for all that noise? It’s just a sunny-side-up egg preparation tossed into buns. With bread and egg combos available at every nukkad shop and dhaba across the country, it’s really not such a path breaking novelty that it deserves so much of nerve-grating ‘pak pak’.
 
It’s a thief! yawn

Advertiser: Godrej Securities
Baseline: Darna Kaisa
Agency: JWT Mumbai

4Ps B&M Take: A big criterion for any advertising to be effective is that it should be believable. Some say that brands should weave in some product features into their ads, but that it should be done only in cases where it makes the promised benefits believable. Sadly, often all such caution is sacrificed on the altar of creativity or to induce forced humour into a storyboard. Something similar seems to have happened with the ad for Godrej Security Solutions where a couple are rudely awakened from their sleep when they hear burglars inside their home. But then they promptly stuff cotton wool into their ears and go back to sleep believing they have nothing to fear because they have a high-tech Godrej Home Safe which cannot be broken open. First, nobody in their right mind would ignore such night time intruders into their home, even if their safe was guarded by security guards paid for by the Reserve Bank of India. Okay, one can even ignore that on the pretext of creative license. But how can you ignore the product category of safety solutions which requires a high dose of consumer trust to remain relevant. The ad ideally should have been splattered with cutting edge features and technology which make Godrej homes safes more trustworthy than others in the category. If Godrej is still relying on their age-old brand image of being the market leader in the segment, today’s competitive market place will not waste much time in showing them the reality of their fool’s paradise.

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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

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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.

What’s yours is mine

Advertiser: Airtel Internet
Baseline: "Jo Tera Hai Wo Mera Hai"
Agency: Taproot India

4Ps B&M Take: Well friends, they seem to have done it again. Taproot created waves with their ‘Har Ek Friend Zaroori Hota Hai’ (HFZ) jingle for brand Airtel last August. So when we heard that they were working on a similar ‘friendship theme’ for another communiqué for the telco this August, we were pretty certain that they would not be able to better HFZ which became a rage among youngsters. But guess Taproot India just loves to prove us wrong. You can accuse the new jingle – released on 5th August Friendship Day – and its execution of being ‘inspired’ by the previous one, but it is just as catchy, as natty and as groovy as they come. And more pertinently, it is highly relevant to the target audience with just the right dose of consumer insight woven around the concept of sharing. Cashing in on the current fashion among the young and the young at heart to ‘share’ everything online with their friends, acquaintances and everyone else, the very-hummable jingle supports the core promise of Airtel Internet to enable easy sharing and staying connected with friends online via mobile phones. The accompanying visuals – youngsters having fun on an open-top bus in Mumbai rains, constantly sharing pics and updates via social media – are simple yet provocative and endorse the core promise. Not understated and classy, this one’s loud and in your face – but in a way that wows!
 
Aam aadmi’s paatshala

Advertiser: Kaun Banega Crorepati
Baseline: “Gyan Hi Aapko Aapka Haq Dilata Hai”
Agency: Leo Burnett India

4Ps B&M Take: When the inimitable Mr. Bachchan really sets out to woo the junta, Sony Entertainment Television need only sit back and watch the returns literally jingle their way in. Last year Kaun Banega Crorepati (KBC) Season 5 promos became the most recalled promos on the idiot box. If the first few promos released this year are any yardstick, Season 6 promises to be no different. This year the reigning theme to woo viewers back to the million dollar quiz show is about how knowledge is the great leveler in a nation riddled with social and economic inequalities. Even better, the message is not delivered in the usual somber mood as is the norm for such socially relevant communications. Instead, laced with superbly crafted storyboards and a dash of understated satire, the promos pack a punch. So one promo has Hindi-medium educated Bhaskar gunning all his life for the big prizes in friends, love and career, but eventually making the cut of acceptability only by showcasing his knowledge and winning a big KBC booty; another weaves itself around the concept of the unwanted girl child and how she gives it back to society by doling out the right answers on the sets of KBC; and yet another has the son of an economically underprivileged father – always losing out to sons of the ‘bade baap’ (rich fathers) – and how he makes his ‘poor’ father proud by flaunting his common sense on KBC. It’s tough to keep viewers coming back for a quiz show each year. But the drama and benefit focus in successive KBC promos are half the job done anyway.

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

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