Read Between the Ps

I am amazed at the pace the Indian advertising is going at. The creative juices undoubtedly are flowing throughout the country like never before. Also, it is not just the work of a few select agencies that could pile up all the credit but a pan-India phenomenon. Evidently, now their work is being recognized the world over and different parts of the world are looking up to the Indian sub-continent for "creative inflows" ! Undoubtedly, there is a lot to learn from some of the Creative masters of the country. For instance, this campaign for Childcare - an organization for the betterment of the homeless children in India , talks about the attitude of common Indians towards these children, who are a common sight at the Traffic lights and Shopping Complexes. This Campaign has already done the rounds of most of the Ad Blogs. For the Ad freaks, this would be classic piece now. However, couldn’t resist putting it up here, simply because of its Indian roots! The campaign forces th...

Thanks to a tip from Ilya Vedrashko at Billboard , I found a whole new dimension of Marketing - a tool that acts as a voice of a community - a voice that has the power to move a nation - power to change the perspective of a society . Billboards in Liberia are being used to convey messages to the tortured, abused and hurt sections of the society, who have so far stayed quiet and numb under pressure and fear from the stronger sex. Be it messages on respect for women, sexual abuse or mob violence, billboards have become essential elements of trauma therapy throughout Monrovia. One such billboard talks about Women being a friend and not to beat her. Another one talks about using Condoms for Safer sex - a trend which is virtually absent in the country with men averse to use them at all. You would snub this saying that this is a common site throughout the world. How is this different in Liberia? What has happened in Liberia that makes these messages "that" important? Most ...

Last week , Chief Post Master General of Maharashtra Circle, K Noorjehan, released a special Lifebuoy Swasthya Chetna Postal Cover on the occasion of World Health Day . It was the first time that an Indian Brand had been featured on a postal cover, and the fact that the Indian government has recognized the efforts of HLL in health and hygiene in such a manner reinforces the strong Brand Association of Lifebuoy with Health! According to Business Line , the postal cover has been released to recognise Lifebuoy's pioneering rural health and hygiene education initiative, Lifebuoy Swasthya Chetna The ED of HLL, Nitin Paranjpe asserted that “ Lifebuoy is the one brand that wants to start that one movement that will change the world ”. To a certain extent, an orientation has already been made to this effect. Said Ms Noorjehan – “I congratulate Lifebuoy and Hindustan Lever for initiating and assiduously implementing this socially beneficial movement”. That’s a perfect Brand Endorsement ...

Though this article is done with its round of Blog-attention almost 2 months back, I could not resist myself in putting it up here too. By tapping a very specific attribute of Consumer Behavior , a company has invented a whole new concept of Advertising for Marketers and Convenience for Consumers. Attribute? Consumers’ apprehensions and their scrutinizing of the Eggs pre-purchase, entailing time engagement with the eggs; This results in high visibility of the eggs, which can be considered to be a marketable touch point and hence, can be leveraged to advertise! Well, in simple terms, eggs are to be used as another Advertising Medium – How? When? Why?Where? .. are still not formalized, since there is not much of a mature market for it yet. But yes, what is appreciable is the ideation , innovative thinking and workability of the entire concept. Encouraged by a huge market of 50 billion eggs sales per year in USA, Bred Parker , the creator of EggFusion and the brains behind t...