Sometimes what you have in abundance can make you fall prey to failure. Anyways,
One ad which really was very captivating in the recent times is the Happy Dent ad where in they show that chewing the gum makes your teeth so white that they can replace a bulb in the night! The concept, visualization is so very well framed and of course backed by a fabulous sound track. The same goes for the Vodafone ad which features the cute kiddo and the pug.. happy to help. Ad making is not an easy business. When a 10 second of ad can cost lakhs and in that minimal time period the whole concept of the product, usage, value of the product, how it is different from other competitors, punch line everything has to be brought in in a very effective way to capture the audiences’ eyes and mind.
I bet that 65% of the buyers of the product in the market are those who are sold to the product’s advertisement. These people are the total Risk Takers who are so much appealed by the ad that they instantly buy the product because it is new. Sometimes buyers buy the product because of recommendations by their friends, neighbors, colleagues . thay are the safe players. they also go through the product review published in newspapers, internet , user experience etc.. they are Choosy! There is another class of buyers who buy because their kids or other family members are forcing them to do so.

To make a product appeal to the audience, the ad maker has to (I’m not an ad maker but say probably I would ) think of so many varied stuff.
1. User / target audience
a. Teenagers, adults, senior citizens
b. Upper, middle, lower class (though the definition of the class has changed, I still use it to broadly classify between the Ambanis, Bachchans, Tendulakars, Wadias, Premji,Revankars Prabhus etc by their annual earnings)
2. ad jingle
3. The visuals (I can think of Lipton Taza where all green and white in the ad)
a. Shooting location (it has to be the tea mountains of Darjeling)
b. Colors used in the ad(a gal dressed in green and white salwaar) has to match with the product wrapper(green coloured tea plants on)
4. The audio
5. The concept – story line, dialogues, punch line.
6. Comparison with other competitors in the market
7. Product Company’s stand in the buyer’s market and share market
8. Already launched successful product by the same company
9. Brand ambassador for the product. l
10. The cast or gals or guys or both or all

Sometimes a beautiful face can sell anything and sometimes they don’t.! Jogger’s Park starrer Perizad zorabian advertising for cement ad is one thing which I loathe. How can some pretty faced model can add any value in a cement ad when the competitors use elephant to convey the strength of the cement?
The soft-drink ad makers seem to make their ads with the theme of their competitors. When Coco Cola came up with blue coke, Pepsi never left a moment to mock coke about it, in their next ad.
Also remember Wheel washing detergent powder? Well, another detergent ad made this very clear in their ad- ”wheel se mukti paavo, lo trishul apnaaoo”. However, Surf always seem to come up with original innovative ideas.
Master card ad is so wonderfully made..”There are something money can’t buy for everything else there is master card.” How inspiring that ad was.How can we not think of “Sar Utha ke jeeyo” of HDFC standard life insurance where an old man gets down a train rejecting the offer his son gave him. I remember when my FIL wanted to take an insurance, and when the company people came to tell about the various offers, he asked them tspecifically what was the plan which says ‘sar utha ke jiyo’ and he took that up. See how each mad makes an impact on the viewers mind. The Master card ad had me and the latter had my FIL buy it.
Finally I like to sign off with this Monster ad ! Cheers to all those creative thinkers who bring out a new dimension and value add to the products and services we use daily, making it a matter of pride to consume them.
“Caught in the wrong job, log on to Monster”

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