Read Between the Ps

How does a human mind work when it looks at emotions? A normal human brain would, most likely, interpret the emotions based on previous information, and relate to causal conditions for the emotions - and sympathize with them. In some cases, we can empathize with those emotions as well..... For instance, this photograph might look like a baby crying and tired, or the pic below might seem to be two cute twins posing for a photograph, with sheer innocence... But an advertiser's mind doesnt stop there....he connects these emotions to his intended communication and gets a campaign out of it - and in a fantastic combinaton of emotions and brand values - he gets his point across.. Things which we, as normal individuals, would experience and interpret in isolation, but do not connect them - he forms that connection.... Thats called the art of creativity , something one epitomizes in the rarified Advertising Industry...must say, Commendable interpretations and designs! Call it presence of...

A nice article in imedia extends the previous theory of consumer engagement, and the emerging power of the consumer. Its stand: Consumer decides the manner and level to which she interacts with your brand . Fair enough. I had earlier discussed the new model of Consumer Engagement , and the 4 types of engagement that are part of the consumer decision making process. Thus, as part of evolving into a co-creative environment along with the consumer, a critical stage is the first one – media engagement, i.e. the relative preference of one media over the other sets a platform, and engages a consumer to a particular set of media [ Consumer Engagement ] This is being witnessed strongly in today's more media-proactive environment, and through user-generated sites like YouTube and MySpace , consumers are loyal to these forms of interactive media in which they can create and express their identities, engage in community environments and tap into brands for information or entertainment, on th...

Till some time back, Annual Reports were nothing more than a consolidated financial report intrinsic to a firm’s business, with little concern given to the presentation or the style. Maybe, Annual Reports were more of a prerogative of the number crunchers and were of little interest to the “Kotlers” of those firms… However, the perception seems to have changed now, with more effort given not only to “ what the annual reports present ” but also to “ how the annual reports are presented ”. Annual Reports have emerged as a critical brand element for internal as well as external branding purposes . Though this is not a new phenomenon internationally, India is a relatively newer market for this trend. According to an article in the Economic Times , “there’s an attempt to tell a story beyond what the numbers reveal.” Indeed a story is built, and the company takes the centre stage. “Corporates like Sasken, Polaris, 3i Infotech, Greenply and Shoppers’ Stop have revamped the way their res...

Most of the times, advertisements in the B2C or C2C space are discussed and stressed upon in the marketing circles. This time, however, I found a piece, which is supposedly* in the B2B space – Dennis Coir Mills . This simple ad highlights the source, as well as the target markets in this print piece. As mentioned at Adland , Coir is made from coconuts and is used in the making of floor mats and doormats, brushes, mattresses, etc. Therefore, the copy “ Taking Coir across the world ” holds relevance to the products offered by the company. In marketing terms, it is a smart application of Gestalt psychology , wherein the consumer would follow the " Closure " principle of perceptual organization , and take the coconut as the world, and perceive it to be closed like the globe. It is simply the stimulus created by the patterns of the continents drawn, which leads to filling the so-called gaps drawing analogy between the coconut and the earth.. Part of new campaigns list at Agen...

Sometime back, I had spoken about Guerilla Marketing and basics on Viral and Ambient Marketing . Recently, I came across Webchutney , that specializes in Virals and claims to have pioneered the concept in India. Whether it has pioneered the concept or not, it has definitely created some wonderful pieces of virals for “ Make my trip ", a travel portal famous for deep discounts in travel fares. These virals for Make my trip include Chidiya Udi and Chalo Lanka . Simply amazing and funny. There are a few other campaigns also, but nothing compared to the creatives like these. As is evident, these virals were awarded the Gold and the Silver Awards at Abby 2006 for Digital Marketing Innovation! Click for the virals - Chidiya Udi and Chalo Lanka According to one of the reports on the campaign , Marketers have migrated to the web for heightened exposure and targeted audiences. Viral Marketing, as defined, is a short-term tactics to grab attention, which may or may not translate into ...