Prophesies of the Mayan’s may still come true, the world may end today. But before doomsday prediction is put to test, here is catching the advertising highlights of 2012.
This year, the creative volcano didn’t explode to invade our lives with big ideas like Airtel’s ‘Har ek friend zaroori hota hai’ or Ceat’s style of portraying the idiots on road. It would appear that ad gurus did fall victim of the slowdown seen in the year. And while some great advertising was seen, 2012 would not be remembered at the year of clutter-breaking ideas or industry re-defining creative thought processes.
The telecom ads have always stood out of the clutter but there was a sort of vacuum in the category this year with Airtel’s second insight of friendship called, ‘Jo tera hai wo mera hai’ and Vodafone’s campaign featuring an old man and a teenager. However, Idea’s ‘Honey Bunny’ has managed to strike a chord with its entertaining jingle. The car ads tried to sell too much of the same and failed to connect with the audience. Cadbury’s Milk Shots, Incredible India ads and the first CCD ad has managed to garner decent number of eyeballs. The banking and insurance category saw a healthy mix of powerful insights and great execution like the Birla Sun Life ad with Yuvraj and Edelweiss Tokyo Life Insurance ad. Without much argument, the most controversial ad was for 18 Again, a vaginal tightening gel that tried its best to market the product as a normal one but did not necessarily manage to achieve that.
exchange4media brings to the table top 5 ads that created buzz and managed to capture audience attention due to brilliant insights and powerful execution.
Behave for youth’s sake: The Hindu
Taking the thought forward that today’s youth are tomorrow’s leaders, the Hindu urged the country to behave since the youth are watching, through its TVC titled ‘Classroom’. Focusing at the behavior of politicians during Parliamentary Sessions, the ad hits out at Indian politicians for setting a poor example of governance in the minds of the youth. The insight is good and properly communicated. The ad provokes both the generations and goes well with the persona of the brand. The ad has hit the bull’s eye because it focuses on the very evident disfigured democratic system and urges the youth to take a proactive stand.
Tailor-made for you: Vodafone
To convey the message that Vodafone understands that each customer’s needs are unique and different and hence, offers plans that are tailor-made according to their needs, the brand unveiled a new TVC that highlights ‘121’, an IVR (Interactive Voice Response) based product offering that empowers customers to choose their best offers across products. The concept is easy to relate for any customer because they have played on real life situations. The storyline is very fresh and simple, however, the execution is very charming.
Knowledge - the great leveler: KBC
This year’s KBC campaign celebrates the power of knowledge – a great leveler in our society, which can overcome various biases of gender, lineage and language that our country is plagued with. Promo for a reality show has to be emphatic enough to draw in the audiences without losing any time and the campaign is able to reach out to the common man who wants one chance to change his destiny. The aam aadmi (common man) premise in the two films certainly has a deep connect with the Indian audience and the problems that the characters face are universal and evident in every section of the society. The insight that knowledge can overcome all barriers is very powerful and the ads have a very Indian feel. They also have some very entertaining one-liners.
This is IPL Boss:
The campaign is based on the consumer insight that IPL is the future of cricket and entertainment. The concept of comparing an IPL to a carnival is well-executed and the ad has managed to show that the atmosphere at a carnival is very similar to that of the IPL. The joyrides and players have been used symbolically for the thrill, surprise and the rollercoaster ride of feelings that a viewer goes through while watching a match. The ad shows a carnival of passion, talent and skill, engaging all our senses, playing the role of a fun-filled family outing. The soundtrack is refreshing and the tag line conveys the message. Overall, the campaign has been able to grab attention because it infuses a breeze of freshness and portrays IPL as a larger than life event. The huge production scale and the casting earned the campaign some more brownie points.
Nike, you just did it
For a nation that worships cricket, playing on the game is undoubtedly the most powerful insight that any brand can opt for. Nike just did it by showing that the journeys of the current cricket world champions run parallel to the journeys of millions of cricket crazy youth across the country. The TVC has successfully portrayed the lives of not just 15 team members but millions of others. It is a great ideation with brilliant editing so as to show both the journeys together. The background track is also interesting as it adds to the tension shown. The slice-of-life events adds to the connect with the audience. The ad has some good casting and great locations which makes the ad fantastic.
That’s Rewind 2012’s highlights for the creative industry. What lays in store for 2013, as usual would be an interesting watch…