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This is my diary....what I make sense of, around me. You'll find short prose on contemporary topics that interest me. What can you expect - Best adjectives? …. hmm occasionally, tossed around flowery verbs ?…. Nope, haiku-like super-brevity? … I try to. Thanks for dropping by & hope to see you again

October 4, 2009

Ads that add

Stopping at a traffic junction near the ASC centre near MG road, this ad caught my attention. Its novelty was quite evident, a picture of an attractive lady with full flowing hair preening back from what appeared to be the rear window of the autorickshaw and promoting a brand of local shampoo.


What I liked about this advt: This ‘in your face’ ad has been done with quite a bit of creative flair and contrarian approach, the picture gives a kind of holographic effect of a lady in an auto. The message is simple and bereft of any fancy slogan. It is unexpectedly different to the prevailing approach in outdoor advertising. 

Consider this, most outdoor advt vans have display boards that provide perpendicular view i.e, you’ll have to see them from the sides and not from the rear. Chances are that you don’t often see such ads on the roads. This one is however a clear winner in catching that attention span , not only while driving but at stationery Traffic junctions.

OOH (out-of-home) Ads like these are adding to improving the livelihoods of autodrivers and rickshaw pullers. Consider this, Patna based SammaaN foundation is getting various prime advertisers to emblazon their ads on the sides and rear of rickshaws. The rickshaw pullers get a fee for the ads & 1/3rd of the margins made by SammaaN on products sold ( one gets a choice of Newspaper, Water bottle, Juice, Biscuits when you board this rickshaw)

What may mar this advt: May be the product placement (i.e, shampoo which is generally considered a higher end FMCG product) may dilute its brand equity . Dust and grime, quite common in Indian cities will easily settle on the tarpaulin and  spoils visual clarity and presentation.

My Verdict: Simple, witty and superb placement. This one is more palatable than those snazzy but silly cola drinks that try to make you believe a 10 rupee sugary carbonated water will bring optimism & happiness even during these tough economic times ( referring to Coco Colas ‘ Open Happiness’ or Pepsi’s ‘Refresh everything ,campaigns)
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