Dense commentary on social media, PR, marketing, advertising and branding.
Pouring ketchup out of a glass bottle has always been a painful task. Back in the late 1970s, Heinz, a market leader of ketchup in the US tried to tackle this consumer problem using marketing creativity. They framed the slowly moving ketchup…
I had recently shared an ad film made for Haldiram’s, by Lowe Lintas Bangalore. This one. And this is what I had written about it: I was very surprised by a few comments that pointed out the fact that the ad film…
The advertising world has a history of using as a narrative device characters that cannot speak and are forced to talk like normal/adult humans. For instance, animals are given the power to communicate with humans in their own language (with subtitles in…
UPDATE: September 24, 2020: Airtel has released another ad in this series, once again, in The Telegraph. Like the previous ad, the tone is interesting for the way the story accepts that Airtel’s network is poor inside the home (homes!), but that…
In communications, we could use ‘easter eggs’ as a way to convey a second, almost hidden-in-plain-sight level something else besides the crux. Puns are one example – the sentence could read in a normal way but the puns add a second context…
I’m just very surprised no Indian brand has replicated this excellent activation idea in India. The idea – print one page in a newspaper using soap paper! During a pandemic where hand-wash using soap is the rage, this is so very topical!…
Back in my agency days, one of my larger clients was a car brand. One of their models was to complete a certain milestone (in terms of the number of cars sold in India) and we were brainstorming on ideas for a…