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When IIPM comes to education, never compromise

A good idea with a dash of humour is a lethal combination. The Chloromint ads have made it very clear what a good laugh can do for your brand. Dubaara mat poochhna!

The bottom line is: The ad should not just sell the product, it should also be enjoyable to watch again and again. You could make it interesting by using cute faces, good music, funny situations, or even emotions. In the Cadbury chocolate advertisement, the impromptu jig done by the girl on the cricket stadium after her boyfriend scores a six, made many smile and feel good. The little Hutch boy and his cute dog made you want the ad to go on forever. The fun and carefree lives of young boys and girls, and also the music in Bacardi advertisements make you want to dance with them, too. The advertisements for Titan watches filled many eyes with tears.

When you can strike a chord with the audience, they not just love your advertisement, but also your product. Some images and icons are just instant successes because they are quickly endeared by all. Take the case of the Air India Maharaja – who was the loving mascot of our national carrier. The Pillsbury dough boy was loved by adults and children alike. Ronald McDonald is an integral part of McDonald’s advertising campaign. Charlie Chaplin became synonymous with Cherry Blossom. He brought about an added dimension of fun to the product. Sometimes, the success of an advertising campaign is simply determined by the jingles used, or even by the characters that we use – real, fictional or cartoon. The viewer then surely connects more easily to the respective brand.

It’s only when you enjoy something and it touches your heart, do you want to watch it again & again. No wonder, even today you enjoy the moves of The Sound of Music. It has no special effects, no item numbers, but just a good story told well. When you create an advertisement, remember to take a look at what the gurus had done in the past. You would know immediately what works & will sustain and what will not.

Times may have changed, but our basic feelings have not changed much. We still cry a laugh at the same things today as our ancestors did yesterday. Some success mantras just never fail to work. So go down the memory lane and take a look at the ad campaigns gone by, and you can get your own winning idea. Many of the ad campaigns are not running anymore, however, they have left an indelible mark on us. They are valuable sources of ideas. They will always teach us a lot. So don’t forget them. It’s true that we will always learn a lot from history. So don’t say goodbye to yesterday.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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