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Advertising - Hotspots and Rankings

Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
K.K.Srivastava Guest Column
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The Idiot Box

Issue Date - 02/06/2011
There are ads, and then there are those 10 that personified the concept of how branding can be made to work for the product most efficiently and effectively – with no less weight to either of those words. From creativity to brand recall, from levity to execution, these 10 advertisements got our attention, and much due to the commitment of the team creating it. We present to you our review of the top three.

Getting into The Prospects Search Engine

Advertiser: Justdial.com
Baseline: Kuch bhi, kabhi bhi...
Agency: Lowe Lintas

4Ps B&M Take: Justdial.com, a local search engine which scored very low on visibility till a few months back is suddenly on the radar. So what is it about it that has catapulted the brand to the #1 spot for this fortnight? Well to begin with, it’s visibilty. The brains behind the campaign were intelligent enough to get hold of Amitabh Bachchan. Unlike Tanishq, which casted Sr. Bachchan in just one of their commercials, Justdial.com features him across all their TVCs ending up multiplying brand recall like nobody’s business. One of the creative opens with Bachchan receiving a phone call from a stranger who instead of calling the pandit ji happens to dial the wrong number. Before Amitabh could correct him, the old man puts the reciever on hold and starts instructing others in the family to get hold of certain people. Bachchan cuts him through asking the man to call up 69999999 or log on to Justdial.com instead of worrying about getting hold of the right contacts for the marriage which is due. The remaining commercials are also crafted around a similar concepts. If you remember, Justdial.com had once featured Boman Irani in its TVC. What they need to be careful about this time is the frequency or else we might just forget this campaign like everyone else forgot the older ones.


Advertiser: Bajaj
Baseline: India’s No.1 sports bike
Agency: Ogilvy & Mather

4Ps B&M Take: There are some product segments wherein it becomes extremely difficult to innovate as far as creativity is concerned. One such segment is automobile. The limitations make it challenging for advertisers to create something which breaks the clutter. However, Bajaj which introduced the Pulsar range of motorcycles did succeed to an extent. The creatives released since 2005 featured authentic awe inspiring stunts performed by professionals. The positioning coupled with visibility consolidated Pulsar’s position as the leader in the 150cc segment. So what do you do if your company happens to roll off and sell a Pulsar every 30 seconds? Simple. You go out screaming your accomplishments to the world. That is how one can sum up the latest TVC from the stable of Bajaj. The ad opens inside a bullet train in Japan where a commuter spots the newspaper and exclaims ‘Hunto’ in disbelief. The frame subsequently shifts to different people in Japan spurting out ‘Hunto’. The visuals are followed by a voice over with a guy performing stunts on the Pulsar in the backdrop which says, “When the Japanese say ‘Hunto’, they mean unbelievable, because they just can’t believe that Pulsar sells five times more than any Japanese sports bike in India”. Enough said? Although the concept of bragging is very basic, the ad makes it to the top three because it achieves multiple objectives at the same time. For instance, if you listen to the ad closely, you’ll observe that ‘Hunto’ sounds suspiciously similar to Honda. On the negative side, although the ad uses the punch word Hunto quite succinctly (and we love it), there’s no meat to the ending.

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