Magnum - Unleash Your Wild Side campaign was launched in India in the summer of 2017; it is actually a part of an international campaign. In a product category such as ice-creams it is very difficult to find a differentiator that can make the advertising proposition distinctive and provide a competitive edge for the marketer. Ice-cream brands have always been innovating by bringing in new flavours and presentations to stay ahead of competition; by presentation I mean making the product available in sticks, cups, cones, sandwiches, flavour combinations and so on. The theme of
Wednesday, March 7, 2018
Wednesday, January 10, 2018
Friday, August 18, 2017
The Carrier AC Round-the-Clock advertising campaign which was launched in the summer of 2017 reminds me of the time when I was studying marketing management a long time ago. The gentleman who was teaching us happened to mention about a similar campaign for an air-conditioner brand which introduced 24 hour service to its customers way back in the 1960s. What was being communicated was that if your AC were to stop working or malfunction at any time of the day or night you could call up the company and they would send a technician to repair it. The company introduced this service to have a competitive edge. The result was that the idea flopped; the simple reason for this was that, if your AC stops working in the night, you would not want to call the service centre to have it repaired, you would simply switch the fan on and go to sleep. Why would you want the technician at your home in the middle of the night? That was the reason why
Thursday, July 6, 2017
Recently Advertising Standards Council of India (ASCI) has come out with certain guidelines to be followed in case of ad campaigns where celebrities are used, that is because celebrities are great influencers and have a responsibility in ensuring that the claims made in the advertisements are true and not misleading; this has been done in the interest of the customer and also the celebrities themselves. Celebrities are used in advertisements to add credibility to the claim or offer made, more so when the ad agencies run out of ideas. It is now generally felt that a celebrity should not endorse a
Saturday, April 15, 2017
Thursday, December 15, 2016
I regularly watch ‘All About Ads’ on NDTV Prime, thanks to it I came to know about two digital ad campaigns, one is ‘Odds by Addidas’ and the other is ‘Uber moves Shankar’ I would have not known about these campaigns otherwise, so thank you All About Ads. ‘Odds by Addidas’ is only on the internet, whereas the Uber campaign is on internet and is supported by press ads. In this article I will discuss the ‘Odds by Addidas’ ad campaign, I would also like to discuss the Uber campaign but I will keep it for later.
The ‘Odds by Addidas’ campaign is different from others for two reasons; firstly, it is strictly on the digital platform – no TV, press or any other media. Secondly, through this ad campaign Addidas offers a special pair of shoes for para-athletes, the pair could comprise two lefts or two rights shoes, for athletes with one foot. The shoes can be bought from their site www.shop.adidas.co.in . The idea of having two lefts or two rights came from Taproot Dentsu India, the ad agency that conceptualized the campaign; a unique idea indeed. The campaign was launched this year during the time of Paralympics at Rio de Janerio, Brazil.