BRAND TOUCHPOINTS

Powerful idea

Posted in Uncategorized by Abhinaya Chandrasekhar on September 21, 2009

My all-time favourite print ad has been Southwest’s retaliation- “Liar Liar pants on fire” to Northwest on their claim to be No. 1 in customer satisfaction.

Recently, I came across another ad that caught my eye.

filmfare

  • Today, where visuals dominate, this ad has reversed the process. An excellent portrayal of the cliches that are unfortunately true.
  • A touch of humour in reality.
  • This is an example of a powerful idea backed by an extremely simple, yet equally powerful execution.

From a consumer’s point of view:

Sans the advertising p-o-v, I wanted to find out if this ad makes an impact on non-advertisers. So I picked 5 people belonging to different industries and have nothing to do with marketing. I showed the ad to them individually. Here’s what happened:

3 of them found the use of colors attractive.

All of them had an immediate smile while reading the copy.

Most important, all of them could recollect the date filmfare was scheduled for, even 10 minutes after the ad was taken away from them. The ad has hit the target bang-on.

Most of the ads or even websites focus on design and colors. The cosmetic appearances are temporary. What manages to create an impact is always the content, communicated in a creative manner. Compromising on content is a sin. Ads like this bring out the power of ideation before getting into the visuals. They have their message right and the creative route chosen is excellent. Great work Mudra!

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