Thursday, December 15, 2016

‘ODDS’ – A Great Effort but less inspiration and more pity



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.

Monday, August 1, 2016

It is cold press time


 Usha International, a company well-known for its sewing machines, fans and other electrical appliances has launched Usha Nutripress Cold Press Juicer this year. As the name suggests the product uses the cold press process for extracting juices. The message in their advertising campaign is very clear – since the product uses cold process the food is healthier and tastier. The brand name Nutripress itself suggests nutrition. After seeing the ad campaign, my immediate thought was – since Usha Nutripress is cold press juicer, does that mean the other brands of juicers which do not use cold press generate heat? What exactly is cold press?

Friday, July 1, 2016

Short comments- Burger King, Sulekha Anti-Jugaad, Eye Spa


Burger King – Take a little help from Mc Donald’s


In the burger business or let’s say in the informal restaurant business McDonald’s is the leader with the largest number of outlets. There is always a Mc Donald’s within reach. In this ad Burger King acknowledges Mc Donald’s strength and tries to use it to its advantage; this indeed is a bold thing to do. The impression that this ad attempts to leave in the consumers’ mind is that Burger King is far better than Mc Donald’s and it is worth every effort to go to a Burger King restaurant even if it is distantly located, and even if you need have a light snack at Mc Donald’s (Mc Drive) on the way, the effort is certainly worth it. The ad tries to make you feel that Burger King is a

Wednesday, June 1, 2016

Noodles War


Maggi Noodles has been in the Indian market for close to three decades and was going from strength to strength till on the fateful day of June 5, 2015 Food Safety and Standards Authority of India (FSSAI) ordered Nestlé India Ltd. to withdraw all nine variants of the product from the market because it considered the product to be unsafe and hazardous; lead and monosodium glutamate was found to be above permissible limits, hence unsafe for human consumption. Maggi Noodles was not the only product to be banned, other brands in the category also faced the music. I do not wish to go into the details of this case since this blog; Advertising Opinions is only about advertising and communications, so I will restrict myself to commenting only on how Maggi and its competitors communicated with their consumers before, during and after the ban was lifted.

Tuesday, February 9, 2016

Effective Communication through 4G


Most TV viewers would have taken notice of the Airtel 4G advertising campaign. An ad campaign such as this is successful not just because of the money spent to splash it all over the but also because of the meaningful message and excellence in the execution. Airtel is the very first telecom company to introduce 4G services and it had launched a hard-hitting campaign for its 4G network in the year 2015, the campaign continues till this day. The very first TV commercial in this ad campaign is 'The Airtel

Friday, January 1, 2016

Unisex Washing Machine


Sometime in the middle of this year (2015) Lloyd Electric and Engineering Ltd. introduced their brand of washing machines as India’s first “Unisex Washing Machine”. Why and how is Lloyd Washing Machine unisex? Well, that is the positioning platform they took to differentiate their product from those of the competitors. The campaign is based on the insight, as reported in the media, that most men do not like to do household chores such as washing clothes which they leave to women to attend to, since the general belief or attitude is that it is the woman’s work. The other reason why women

Sunday, November 1, 2015

Pepsi Thi Pi Gaya



From the time Pepsi was introduced in India, as far as I can remember, their TV commercials have always featured celebrities. The very first TVC had singer Remo Fernandes and the ads which were released in the later years featured film and sports personalities. After seeing Pepsi advertising dominated by celebrities for years this new ad campaign comes as a refreshing change – there are no celebrities here but what we see are ordinary people; the ad features young men and women who happen to be Pepsi’s core target audience. The ad shows college students protesting and threatening to go on an indefinite hunger strike until their demands are met; one of the agitating students notices a bottle of Pepsi which he finds irresistible, he grabs the Pepsi bottle and drinks, thus causing great disappointment to his fellow agitating students, the Pepsi drinker reacts by coolly saying ‘Pepsi thi yaar, pi gaya’ and looks around with ‘I-drank-Pepsi-so-what-is-the-fuss-all-about?’ expression.