As
the year comes to an end, my resolve to create content that will help my
students to master advertising has only become stronger. Coming soon my blog devoted to the world of
advertising through which I will capture and chronicle insights and imagery
behind some influential campaigns. While
my focus will be on advertising in India, I hope to share some views on global
ad campaigns.
To
kick start my endeavour, I present a look at 5 of what I consider the most
Endearing and Outstanding Advertising Campaigns of 2016:
Amazon
#AdjustNoMore
In
July, 2016, Amazon India came out with their latest campaign titled
#AdjustNoMore. An integrated campaign
which is spread across press, outdoor, radio, television, outdoor and digital
media, it encourages us to let go of our habit of making do with the second
best. The campaign weaves simple stories
around common people to highlight its wide range of accessible products which
are within our reach with the Amazon app on our phones. Positioning Amazon as the enabler who with a
flick of a mobile phone screen helps consumers get what they want, when they
need it, the campaign is something consumers can easily identify with.
Kindle
E-Reader #JoyOfReading
In
a bid to drive the sales of the Kindle E-Reader, advertisements highlighting
the joy of reading have proved to be endearing.
Whether it was the nosy mother trying to get a peek at what her young daughter
is reading or a little girl trading places with a strange boy in a bid to do a
random act of kindness, all the TVC’s of the brand have focused on how joyful the
reading experience can be with the Kindle E-Reader.
#PaytmKaro
In a bid to position itself on television, Paytm has launched a commercial
that showcases a range of areas where Paytm users can make payments. Highlighting
the ease with which you can pay for anything ranging from auto fares, grocery
bills and petrol pumps through a mobile phone app. While the advertisers are at
it they also show you how you can use Paytm to send money to relatives, book
movie tickets and pay for utilities and highlights the QR (quick response) code
scan feature of the mobile app. It also
shows how Paytm users are now across different age-groups.
Hero
#RagonMeinRaftaar
Hero Motocorp has rolled out the 'Ragon mein
raftaar' campaign with a soundtrack titled the same; the TVC shows several
young men and women preparing for various endeavours. The message is loud and
clear, to drive young India into the future.
The campaign caught my eye because it captures the energy, enthusiasm
and passion of an athlete, biker, boxer and dancers alike. #RagonMeinRaftaar when speed flows through
your veins!
Rajasthan
Toursim Jaane Kya Dikh Jaye
Another outstanding, eye-catching
and impactful campaign is the one by Rajasthan Tourism. On January 15, 2016 the state rolled out the 'Jaane
kya dikh jaaye' multi-year, multi-modal and multi-narrative domestic and
international campaign. Comprising of
six films, of which five are named after the protagonists Arya, Meera, Huan,
Jane and Binoy who feature as tourists in the videos. The sixth film is a
stop-motion animation on sand and reveals the new logo of Rajasthan Tourism
which is simple and effective; two birds make the eyes and two camels, a
moustache.
What struck me about each of these campaigns was
the innovation, simplicity, ease of extension along various media and the
ability to connect the brand message with day to day lives of consumers.
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