I am in a happy space. As a person interested in branding, advertising, and marketing communication, for a change, I have witnessed more ads and acts I liked than commenting and critiquing. It has been dulling my edge for some time, and I found myself writing more about isosteric stuff like willingness to be foolish. The current ( at least the ones listed below) shows that maybe- advertising is in a Happy space
Jaguar- A Leap Of Faith Or Misguided Jump.
I loved Jaguar’s bold, impactful communication. Someone took a call. Maybe we will see a ‘Someday My car will be a Jaguar’ to ‘My Car Jaguar’ shift. Maybe. December 2, 2024, will propel it to an iconic status or break it like a stained-glass window. It literally and logically does not make sense. The timeless legacy is being destroyed – so felt many netizens. Elon Musk even questioned if they make cars, and the company promptly leveraged it to invite him to the 2nd December event.
There must be some sense and a bet that the brand believes it will win- and I love the act for the sheer madness. Well, the name does not have to show the car- it can use any and every imagery without featuring the car and will remain the elegant, timeless excellence it is- unless the follow-up does not live up to questioning eyebrows.
Then, on 2nd December, came the insipid sterile Logo Change. We will soon know what the need was and what the thinking behind it was, but I hate losing these iconic symbols.
The AI Creative- Fresh Holiday
No, I did not like the execution of the Cola holiday season ad. AI produced. It does seem tacky at some places. I appreciate a big brand taking the bold step, experimenting with technology, and then going all the way to release the creative.
Doing Nothing – Make AI Mediocre.
I love what Cadbury has been doing with technology for its chocolates and local sellers and vendors in the last few years. We may deny and keep saying whatever we have in mind- but the writing is on the wall- AI will dominate creativity, though, for some time, humans may control the navigation wheel. So, on one side, the brand uses technology. As I was thinking this, I saw the Cadbury 5-Dtar extension of their ‘Do Nothing’ campaign- the ‘Make AI Mediocre Again’ campaign. The thought is wicked, and consumers’ participation on social media is almost guaranteed. Does it work – most likely NOT- but does that matter for the thought- NO. It creates a conversation about the idea, and that is good enough. So, enjoy and contribute to the noble cause of making AI mediocre again.
Creating Space For House Help Ki Diwali.
I loved the simplicity of the message and execution of the IndusInd bank proposal of giving time off to the house-help during Diwali so that they may also celebrate the festival with the family. It was something that stared all of us in the face. It is so apparent and relevant, and if followed, it impacts on a different level, unlike the stupid Starbucks ad of taking family and calling the guest to Starbucks. Someone should have woken up and shouted -stop- Diwali is a festival celebrated at home- it is all about the first space and not the third space that the brand wants it to be. This kind of stupidity, untethered insight, or being different without an anchor thought bugs me. I have shifted my business meetings from Starbucks to other places like Chai-sutta-bar for some time.
Inheritance Equality For Daughters.
Inheritance is still a male-dominant space. Despite the law, rarely do women end up getting the share. Not writing a will is one of the leading causes. And if it is written, the women are excluded because they are ‘Paraya Dhan’– someone else’s responsibility post-marriage. Can the women of today, one who may have been neglected in the inheritance process, take a step to correct the wrong? Be the change that is needed. And that’s the thought ITC Sunfeast Mom’s Magic campaign ” Will Of Change” suggests: mothers should be #MomOfChange and actively ensure equal inheritance rights for daughters and make people realise the unjustified social bias.
Affordable Custom Footwear for Clubfoot.
Brilliant initiative. Small or large scale – does not matter. It’s the thought that counts, and it has every possibility of becoming something big. Help normalise the pain—wonderful product innovation for Buckaroo. Someone thought about it and did something positive and practical. I even like how it is communicated; maybe NGOs working in rural areas can help take this initiative further.
Power Of Print Working for Democracy.
“DON’T WASTE A DROP OF ELECTORAL INK- DON’T WASTE THE POWER OF DEMOCRACY” was the winning entry in the TIMES POWER OF PRINT contest. It is such a simple thought. The election commission must make arrangements for all the ink required for all the voters. Now, with a lower voting percentage, the balance ink is a waste. A waste that reflects the lethargy and non-participation in an exercise that is the most important part of democracy. A thought well-conceived and executed by Havas Worldwide that demonstrates the power of print by printing the newspaper with the leftover ink!
The Eye Test Menu for Truck Drivers.
On highway Dhaba, the pit stops of the truck drivers became an unlikely spot for Titan Eye+ eye test camps. The brand replaced the traditional food menus on the wall with an ‘Eye Test Menu’ formatted as an eye test chart. To place the order for their food, the drivers per force interacted with the ‘Eye Test menu,’ which helped identify and bring to their knowledge their eye problem in a demonstrative way. Additionally, free eye tests were conducted by optometrists and corrective spectacles were made available at subsidised prices- which were later delivered to their homes.
This initiative not only brings eye tests to the drivers who mostly neglect it or do not think they have weak eyes- but it also contributes to making the Indian roads safer to drive. Though the initiative timed with the ‘World’s Sight Day.’ I hope it spreads and is scaled up.
Wok Tok Chinese Apne Style Se.
Now we know we have more mutations to Chinese food than the Chinese may have. We have our own style of Chinese food, such as Punjabi Chinese, Gujarati Chinese, etc. So, I love a brand that took the bull by the horns and playfully presented the idea. Watch WOKTOK it to know what it is all about.
The Pleasure Is All About the Act.
This would not have been complete without mentioning this crazily simple act. Britannia Pure Magic Choco Biscuit campaign by one of my favourite agencies – the Womb, relates the act of having chocolate biscuits to the zodiac sign and created 12 different ads. Is that too generic, or does it match you and your zodiac sign- it does not matter.
NET NET.
It is a pleasure to watch such work and appreciate their insightful thoughts and execution. Hopefully, in the future, I will find more reasons to celebrate the true power of advertising to change and to nudge consumer behaviour.
And to end, watch this over-the-top ZOMATO ad. Enjoy.
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