Livon: I love my hair!

I like the Print ad's layout,very ethereal...a departure from the Barbie Dolls.However the sub header which is more like a header: "the concept of inner beauty went out with the bell bottoms" is not bringing any connect. The model is wearing a skirt signifying flowly, loose, charismatic attire=hair? and hence change in the concept of beauty? Fail !!!Perfect example of copy gone awry. However 'Unfair Grace' saves some grace right at the bottom...bringing in some sense, skirt=grace,grace=livon moisturised hair, livon moisturised hair=unfair advantage..therefore Unfair Grace= Love your Hair!!!

Phew!!! Copy writer @ Mudra,Deep Man!Thanks for the brain teaser;)

OOH...cool!Obvious connect,simple and nice.

Smith & Jones Take on Maggi

Its raining combat advtg guys!!! Came across this print ad by Smith & Jones Masala Noodles which tries a smart take on Maggi Masala Noodles...Personifying S&M noodles as a gutsy wonder gal!

Ok...so the magenta and green do draw you towards the ad, however there are too many things happening at the same time. From subtly comparative copy and product description to cooking directions and copy at the bottom about wanting wholesalers and distributors!!! Its screaming for attention almost everywhere. Overly filled up!

I like the 'comic-book' look...however,a little less clutter would have made it way much better.

Phokat Copy!

PhokatCopy is a youth-oriented advertising platform currently running in Delhi University and IIT Delhi. Founded by Harsh Narang, a final year student at IIT-Delhi, It provides 'free photocopies' to students by utilising the back page for advertisements by companies who want to specially target the youth clientele. It is an innovative means to market directly to the growing 18-24 year old demographic in our urban cities, and provide them with the niche attention they deserve. Brand recognition or loyalty harboured at this age (especially connected to a service that saved you a few bucks every day!) is sure to carry on, giving the advertisers an edge as the demographic gains purchasing power.

PhokatCopy is successfully running in over 30 colleges in Delhi and current clients include Apple, Vodafone, Fastrack among others. Expansion plans for other student centric cities like Pune, Mumbai, and Manipal are being executed. PhokatCopy is partnering with Institutions across the country for the same.

PhokatCopy inculcates the true Indian entrepreneurial spirit. The concept of free photocopying came to Harsh on a long afternoon in 2007, after he had just copied a mountain of notes! He worked on refining the concept and the financials and fleshed out the idea over the course of the year - and PhokatCopy was born!They realise the challenges that face today’s generation (having experienced them!) and want to address them specifically.

But really, what truly makes PhokatCopy so special? Simple.

Its Photocopy, Phokat mein!

Labezine

The Labelzine is a full-colour magazine with between eight to 32 pages that can be stuck on a pack like a label and removed by the purchaser at home.The Labelzine was first used in Europe in April 2007 when free mini copies of fashion magazine Glam*IT were attached to PET Coca-Cola Light bottles in Belgium.

The company is currently investigating the possibility of putting magazines on takeaway cups and an interactive chip-based Labelzine.

The concept of On Product Publishing (OPP), the Australian creator of the magazine-on-a-bottle format, won the best label and best overall concept awards at the 2006 Bottled Water World Design Awards in Bergamo, Italy. Then Coca-Cola noticed that unique innovation in 2007 and push it on sale in Belgium in April. There were PET bottles of Coca-Cola Light, with a free copy of a special mini edition of fashion magazine GLAM*IT attached.

This opens up opportunities to brand designers to be a lot more creative,and enables companies to create a “more intricate and visual identity for their products.

The Week v/s The Outlook

Combat Advertising seems to have gone up to many brand marketer's head these days.In today's(3rd March 2010)Brand Equity, I came across this print ad by The Week.I almost gave it a miss as I was turning to the next page.Had it not been for the bright red colour, and similarity with The Economist's print ads...I would have surely missed this subtle version of 'Me better than you' scandal.

Ok, I will give credit to whomsoever has written the copy... at least the headline[The truth is always stronger than an Outlook] is not slap-sticky, makes a point and is subtle enough to not mock at The Outlook directly.

Below the headline, they have mentioned that The Week's circulation figures have crossed rival/Outlook's claimed circulation figures by 31,231 copies! Anyone in the publishing industry would agree...30k copies in an over crowded/almost ME TOO - biz-politico publishing is a commendable thing...however, I always thought, readership figures are move valuable than mere circulation after all the latter also includes free copies, complimentary give aways, sampling etc.

Apart from the pompous display of figures, The week has duly given the source of the data (RNI) and duration, when the data was collected.

So much for a better share of media planner's humble budget!

Not only Aunty! We all are "Choked"

I am compelled to write this post after watching the latest Rin commercial where the advertisers have rather blatantly compared themselves to Tide claiming they are better than the latter.

Apart from the fact that the ad is extremely poor in idea and execution, it is completely illegal to show something of this disposition. Also the plot of showing kid's uniforms shining with brilliant radiance which is a direct result of using a given brand is done to death!

It makes me look down on brand marketers(Read:HUL), advertising planners(Read:JWT,India) who are still trapped on this illogical 'follow the herd' syndrome!I have lost count how many times the same "My clothes are whiter than yours-YEY" plot has been used. Almost all brands have at some point of their communication trajectory used this plot to either mock a fellow student, an office colleague, a house wife...and just about everyone possible who they think can be the influencer in this category.


Its time to 'Grow' up. Today's Neo Consumers are not as naive as they once used to be. Its time to beat the rules and look out for newer behavioural patterns and methods to execute effective communication.

HUL & JWT,are both rather respected entities in their areas of expertise.This is least ecpected from them.

Another bone of contention-Extremely poor media planning!!! The ad is all over the place with "HYPER" repitition across most of the channels within a very short span of time! Is this done purposefully?If yes, congrats!its even more unnerving(Read:Turn Off)now!

I also wanted to upload this print ad of RIN which was published in 1970s, where their whitness claim was so much more beleivable, partly because they had no competitors and partly because they seemed genuine. Their first mover advantage still had some resonance and value which they could have revived with some heritage related communication.

However, thier myoptic vision of taking P&G's Tide head on has/will result in worst consequences.It only leaves me feeling more sympahatic toward's poor Tide!

American Tourister- Survive Mumbai,Survive the World

Contract positions American Tourister, the premium luggage brand as one that can survive the toughest journeys; a weapon against surviving what the big, bad city can throw at travelers.

Objective:

According to Sudip Ghose, marketing director, American Tourister, they were looking to target ‘mass with class’. The idea was to establish American Tourister as the luggage that can withstand the most rugged conditions. Their objective was in being able to convey the toughness, without losing the brand’s international, premium appeal.

The Insight:

American Tourister consumers travel overseas at least once a year, on holiday, however, they aren't exactly seasoned travellers, but are just beginning to explore the world. Keeping this in mind, we dug deep into the 'beginner' international traveller's psyche. What emerged was that destinations around the world can be a challenging place for the 'beginner' international traveller.Every destination is unique in itself and there is a lot that can happen - and catch you unawares. Mumbai for instance, can overwhelm you with its crowds, LA has no public transport system to speak of, New Yorkers can be rude... and so on. It's in these instances when you need the reliability of an American Tourister by your side - so that your luggage can withstand whatever the world throws at you, so to speak. It was from this point that the idea evolved and the line 'Survive Mumbai, Survive the World' took shape.