No metaphors here
The new Airtel TV commercial is a refreshing change from the overly loud commercials aired on television. No lessons, no kids, no expensive pets, no metaphors, no symbolic connotations, no mind bending ear shattering music, nothing hidden.
The product allows you to do everyday chorus like paying bills, transferring money – and that is what is shown. A setting that can be easily related to, simple script and a message as clear as it needs to be.
Jack of all ideas !
Brands are increasingly using tried and tested formulas for their media campaigns. The footnote of choosing storyboards seems to be ‘It worked for XYZ brand, no reason why it should not work for my brand’.
In the process the essential difference between the products and their brand values are neglected.
Children are increasingly used in ad campaigns, women continue to promote products targeted for men. Garnier fairness cream, Rin advanced detergent soap and Fair and lovely use the same ‘ Proof of whiteness’ theme.
Ideas that click for others need not necessarily work for you.
Before and after works for weight loss, but matrimony sites .. really??
International cuisine local flavour
Chinese Hakka noodles, veg-manchurian, egg-soft noodles – almost like a staple diet, Chinese food is readily available in most of India’s busy street corners. The truth in the recipe and use of authentic ingredients in these ‘Chinese’ delights however, is highly questionable. The street vendor adds a quick dash of spice and chilli to suit local tastes. What we eat is usually a localised version of the original recipe, so distorted and far away from the original that the only similarity is perhaps just the name.
Makes me wonder, is it really possible to stick to the original recipe?
Forget the street vendor who is looking for brisk business, what about the hugely successful chef at a five start hotel. Does he not personalise cuisine just a tad .. a swig of cilantro or any another local herb, a drizzle of secret sauce perhaps.
Personal touch, regional influence or business sense – you can never tell the original unless you chase the treat in its own land.