Ad(d) On !
While we watch our favourite serials / soaps / sport / news on TV, we tend to switch channels during breaks... when they show commercials. But, have we ever wondered what goes into making those commercials ? Why are they made ? Why do companies spend millions of rupees to get them to the audiences ???
Let's take a sneak peak into the world of advertising ! Advertising, today, is a very effective medium to woo public. Historical trends have shown that companies see accelerated sales growth with advertisements that have been effective. But, as a film-maker, how do I know whether my ad will be effective or not ? That depends on only one thing : Understanding your audiences ! If a film-maker has understood his target audience, 99% of the times, he will make a successful advertisement ! And believe me... this is not so easy !
Creating advertisements requires consistency. Consistency in the representation of ideas, consistency in presentation, and consistency in the product itself ! The idea may be very very good, but if not well presented, it will never get what it deserves ! Similarly, good presentation also has to be accompanied with new and innovative ideas ! And that is the essence of advertising.
Now let's talk about 3 of my favourite ads (which i have seen on TV in the past one week)...
I'll rate them on the following parameters : innovation, audience reach, presentation, concept, simplicity and relevance.
And they are (in no particular order of preference) :
Hutch
Hutch has always impressed me with their advertising campaigns. The magical way in which it has communicated the change from Orange to Pink has been worth witnessing ! Hutch has always maintained the theme of its logo (which is its hallmark !), in every form of communication - Whether its just advertisements, or their corporate office, bills, employee uniforms, just about everything ! Hat's off Hutch ! Great advertising !
SBI Credit Cards
Just saw an advertisements about SBI Credit Cards on TV... It depicted a scene wherein a hotel owner promises his clients "central heating", "running hot water", etc. But when he goes to his room, the owner and his helper raise a "heater" towards the ceiling, marking that as a "central heating system", the helper is running with a bucket of hot water, marking that as a "running hot water" advantage :) The ad then says that "Don't believe in whatever you hear". And that's SBI Credit Cards for you :)
Airtel
This one is probably my clear favourite ! Airtel always tried to bond emotionally with its audiences. Most of it's advertisements are in black n white, which add to the emotional feeling. The last ad which I saw depicts the strength of human emotions. Where 2 words ("Quit India") can throw away the British empire, two (the victory symbol) can stop a war, a billion candles can bring peace, a finger can break a billion hearts (Sachin getting out), Prayer can intill hope.... Every scene depicting the strength of emotions ! And hence the tagline... "Express yourself !". That's Airtel for you guys... Majestic, Dynamic, simply classic !
Let's take a sneak peak into the world of advertising ! Advertising, today, is a very effective medium to woo public. Historical trends have shown that companies see accelerated sales growth with advertisements that have been effective. But, as a film-maker, how do I know whether my ad will be effective or not ? That depends on only one thing : Understanding your audiences ! If a film-maker has understood his target audience, 99% of the times, he will make a successful advertisement ! And believe me... this is not so easy !
Creating advertisements requires consistency. Consistency in the representation of ideas, consistency in presentation, and consistency in the product itself ! The idea may be very very good, but if not well presented, it will never get what it deserves ! Similarly, good presentation also has to be accompanied with new and innovative ideas ! And that is the essence of advertising.
Now let's talk about 3 of my favourite ads (which i have seen on TV in the past one week)...
I'll rate them on the following parameters : innovation, audience reach, presentation, concept, simplicity and relevance.
And they are (in no particular order of preference) :
Hutch
Hutch has always impressed me with their advertising campaigns. The magical way in which it has communicated the change from Orange to Pink has been worth witnessing ! Hutch has always maintained the theme of its logo (which is its hallmark !), in every form of communication - Whether its just advertisements, or their corporate office, bills, employee uniforms, just about everything ! Hat's off Hutch ! Great advertising !
SBI Credit Cards
Just saw an advertisements about SBI Credit Cards on TV... It depicted a scene wherein a hotel owner promises his clients "central heating", "running hot water", etc. But when he goes to his room, the owner and his helper raise a "heater" towards the ceiling, marking that as a "central heating system", the helper is running with a bucket of hot water, marking that as a "running hot water" advantage :) The ad then says that "Don't believe in whatever you hear". And that's SBI Credit Cards for you :)
Airtel
This one is probably my clear favourite ! Airtel always tried to bond emotionally with its audiences. Most of it's advertisements are in black n white, which add to the emotional feeling. The last ad which I saw depicts the strength of human emotions. Where 2 words ("Quit India") can throw away the British empire, two (the victory symbol) can stop a war, a billion candles can bring peace, a finger can break a billion hearts (Sachin getting out), Prayer can intill hope.... Every scene depicting the strength of emotions ! And hence the tagline... "Express yourself !". That's Airtel for you guys... Majestic, Dynamic, simply classic !
posted by Samit at
4:11 AM
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