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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
There are Ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have gotten our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.
Issue Date - 26/01/2012
Applauding polio for once

Advertiser: Government of India
Baseline: End Polio Now
Agency: NA

4Ps B&M take: Frankly, till date, we’ve only given top ranks in this section to relatively new advertisements – and lesser so to government ads that have run the mile for the past so many years. But if the proof the pudding has to be in the eating, then there’s no gainsaying the fact that the ad series that has been the most effective in the area of the citizens’ health (in fact, of the children) has been Government of India’s polio campaign, spearheaded by the quintessential Pole Star of trust, Amitabh Bachchan. Quite honestly, it’s shameful that we’ve not given due recognition till date to this advertisement series’ belligerent success and contribution to society. While various so-called ‘fantastic’ advertisements that we praise every fortnight do nothing more than fattening the purses of the so-called top marketing firms and their ad agencies, this advertisement has been one of the key reasons that the population of India and especially the rural masses have opened their eyes to the fact that each and every child in India should be vaccinated against poliomyelitis – or the polio virus. And where is the proof of the pudding? In 2011, there was only one reported case of a child getting afflicted with polio in India. Yes, there were four more cases where the administration of the vaccine itself accidentally led to the respective children getting the polio virus. Irrespective of that, the figures are superlatively less compared to the time when polio was rampant across India previously. Hats off to the Ministry of Health & Family Welfare – but standing ovation to the thousands of medical workers who worked diligently to make this possible. And top ranks to the ad series.

Slap the idiot, shall we?

Advertiser: Zomato
Baseline: Buy new year party...
Agency: DC Foodiebay Online

4Ps B&M Take: Zomato (an online restaurant and lifestyle guide portal in India, which started operations in July 2008) seems to have understood the hows and wherefores of making an ad better than some of the stalwarts floating around in the ad agency land. More surprising, however, is the fact that the campaign, which consists of two commercials, has been conceptualised by DC Foodiebay Online (a relatively unknown name). The first TVC opens in a bar where two friends meet over drinks. The first one asks, “What’s the plan for new year’s eve?”. The second one replies, “Phir wohi. Dandiya” (The same dandiya). Suddenly, the bartender (who happens to be a girl) slaps him. A pregnant pause later, the VO goes like this: “Buy new year party tickets on Zomato.com.” In the second TVC, a husband is sitting in front of the TV. The countdown to the new year starts. 4, 3, 2, 1...! And as he’s about to celebrate the advent of the year, a lady slaps him. More than the emotion of the moment, the sound of the slap is excruciatingly hilarious – one can’t even dare empathize with the chappie. VO: “This year, buy new year party tickets at Zomato.com.” Both the commercials last for about 10 seconds each. And in these 10 seconds is done the brilliant job of communicating the essential message: Don’t be a loser. Get to Zomato.com and change your party schedule. Clearly, the target audience by default is the spunky youth inclined to party. So where’s the revenue model for Zomato? Is there a registration charge on the website? Who cares about that right now! We love to party! We love the ad!

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