HAPPY DIWALI. Festival time is advertising time. There are many region-specific windows of festivities like Bihu, Onam, Durga Puja, Holi, Makar Sankranti, and Kojagiri etc. Alternatively, the same festival celebrated under different regional IPR across regions. However, nothing beats Diwali as the festival of advertising nationally. Brands know festivals are the time to indulge and… Read More »
Attempts to create Brand’s Unique creative style is a dual-edged sword. Every creative team dream to create a unique communication style deeply associated with a brand. Something so unique, it becomes the default signature style of the brand. It redefines brand tonality and the brand-consumer connect. However, creating a unique style of expression, tonality, storytelling… Read More »
How Pepsi and Coke celebrate Diversity or collectivism This Superbowl, the two cola giants; Pepsi’s Generation and Coke’s diversity communication remained tethered to their DNA and polarised interpretation of audience. “When all’s said and done, all roads lead to the same end. So it’s not so much which road you take, as to how you… Read More »
The world is fragmented more in its media space than in its like and dislikes. The consumer touch points have been multiplying exponentially. The attention span is decreasing at an alarming rate. However, the global village allows you to pace your activity. A delta movement (not momentum) can be amplified across the globe to the… Read More »
Pitch campaigns are magical. They are expected to be strategically aligned in sync with the brand vision. They are said to be exercise in cautious passion and deep rooted consumer understanding – derived out of some hastily put-together Group discussion and Dipsticks. Unfortunately lot of EGO and DESTINEY rides these campaigns. Shortage of time between… Read More »
