Over The Top – Not The Camera Silly, The New FabIndia Ad!

The new advertisement by FabIndia seems to be a desperate attempt to ensure that the brand is not defined by Smriti Irani and the changing room fiasco anymore. Even today if you search the brand on Google videos, you will find news clippings with absurd headlines but hardly any trace of the new advertisement.

Could the brand have done a better job of handling its reputation? Absolutely! But more on that later!

Coming back to the advertisement – Coupled with the baritone voice of Om Puri, it is a bit over the top but a conscious effort to communicate to the audience that the brand respects them. And that no camera was ever meant to capture them in the changing room.

There is a sense of joviality and liveliness in the advertisement, with the call to action being – come celebrate this festival called life with FabIndia, Chalo Fabindia Manate Hain!

Voice out your feelings in regards with the advertisement by clicking on the emoticons here:

Nestle Without Maggi Noodles?

From Cerelac as the baby food to Nescafe as the preferred coffee partner to Kit Kat as the constant funda for all your breaks – for a company whose existence dates back to 100 years, most of us have grown with Nestle products.

To celebrate a century of their association with India, Nestle recently released an advertisement. But surprisingly, there was no mention of Maggi Noodles! Weird, right?! From late night hunger pangs to lazy winter afternoons to bachelorhood days, a hot bowl of Maggi is what most of us have ever craved for! For Nestle to not have mentioned the brand even once in the advertisement was absolutely criminal; especially after releasing series of brilliantly crafted #WeMissYouToo adverts for reaching out to all the Maggi loyalists. We think that it would have been wonderful to have woven Maggi in the ‘100 Years’ story.

Apart from this, we loved the advertisement! What do you have to say about it? Emote out loud by clicking on the emoticons here.

Advertising: From Annoyance to Storytelling

Coca-Cola journey from Aamir Khan’sThanda Matlab Coca-Cola’ to the most recent ‘Bidaai’ sequence by Alia Bhatt and Sidharth Malhotra, is a quintessential example of transition in the advertising industry.

Aamir’s ad forced the product to the consumers by making it sure that the vendor reckons “Thanda” with the brand only. The advertisement itself showed the annoying element way too much, with the vendor and the actor’s conversation. On the other hand, the latest commercial of the brand ensured that it was the story that moved the audience and not the product. “Just Married” Alia & Sidharth trying to strike the conversation in this latest ad shows how Coke helped them break the ice.

Thus, advertising has now moved from focusing on the product to the story that brings the product in focus. It’s not the case with just one brand, but most of them rely on the principle of story-telling these days.

But has anyone ever thought of the reason behind this transition? Well, we may put that blame on the ever rising competition in the industry. Earlier, when there were just a few brands in almost every segment, now there are many big and small brands competing at an equivalent level.

FMCG or electronics, apparels or LMVs, there are minimum five brands that will have a unique selling proposition that sets it apart, a celebrity brand ambassador and significant presence on print, TV and digital media. Thus, riding on these three factors isn’t that easy now!

So, to bring that new-ness in a brand and yet connect with the masses, it becomes important that the brand weaves the emotions of commons and present them as it’s own. This is why story-telling helps brands bring an emotional connect with the audience. Now the brands know that it will become your favourite only if you see a shadow of yours in the brand TVC. Isn’t that true?

Did you not visualise your childhood memories as you saw the Paper Boat commercials on television? Did you not think of yourself in a Nawazuddin Siddiqui situation at a risk of missing out on an important call without Truecaller? Did you not feel the fear of Dadi’s fall as the child in the recent Abbott commercial?

We all did, such is the effect of story-telling!

We all felt nostalgic of the days when we also sucked out the mango pulp and not many mango drinks existed. We all got afraid of missing out on a golden opportunity that might change our lives as well, as it worked for Nawazuddin. As Dadi cried her heart out, “Oh Tipu…” we also felt a thump in our heart, if Dadi did not fell and got relaxed when we heard her cry in happiness.

So, now we can conclude by saying, that today, best brands are those which best stories to tell. Agree? Speak your thoughts in the comments below.

Advertising: A leap from TV to digital

Considered a leap of faith at one time has now turned into a giant leap for brands!

From the age of black and white Doordarshan TV programs, to an era of Ekta Kapoor’s family drama, to an age of digital TV Series, our idea of entertainment has evolved over the years. Good old days when people used to gather in one single hall in the entire village and wait for the Chitrahar screening are now a passé.

From the Shah Rukh Khan of Fauji to the @iamsrk of Twitter, evolving digital communication channels have impacted our lives in a big way. From the TV program AajTak to a full-fledged channel breaking news every now and then, times have changed and so has people’s perception towards viewing television. From the days when watching Ramayana & Shri Krishna used to be a family time every Sunday morning, we have evolved to times when everyone in the family chooses to watch their favourite shows alone.

In 1985, India had an audience of 60 million, which later grew up to 90% of the Indian population, considering that it was the best medium for entertainment at that time. But now, times have changed with the evolution of internet. As eMarketer suggested in 2014, India has been world’s 3rd largest internet market. Earlier, when internet was just used for professional purposes, internet has now redefined entertainment for Indian audience. With over 70% of Indian internet users watching online videos today, very soon the idiot box in the Indian households is going to get a tough competition.

In the last few years private YouTube channels have come up with their spoofs, social campaigns and most recently video series. Success of some of these has even led to disruption in the television entertainment industry. And the latest venture by Sony LIV with its online series Love Bytes reflects that quite well.

As we see such a major shift in the audience from TV to the web, advertisers also tend to shift their target audience. With even real estate portal like CommonFloor sponsoring web video series, it surely seems valuable for brands to promote themselves online. And, why not? When huge data space on web allows them to speak as much as possible, unlike TV where brands have minimal say and aren’t able to communicate well. Earlier the audience just got to see one ad in bits and pieces and to watch those pieces people had to depend on television. Now, the same is available in a single go for you anywhere and everywhere in the world.

It isn’t just the space and the volume they speak, but the ability to hear it back from their consumers also adds to its relevance. The moment a brand launches its video, they start getting the response of the consumers through posts, comments, tweets, etc. on social networking sites.

To add to that, while today the brands depend on the sentiment analysis of the Facebook and Twitter interactions about a particular ad. Here’s Mad On Ads, an ad review platform, to help brands take a leap from the existing set of feedback system from their consumers and seek an apt analysis from the real consumers. With a patented functionality that allows the consumers to rate every frame of the advertising video with an emoticon, Mad On Ads, is surely going to be a game changer in the advertising industry. It wouldn’t just help the brands to analyse their communication well, but even empower them to do better media planning.

Well, on that note, we leave it to you, to decide the fate of a brand online with the power of emoticons in your hands! Register now and experience the real power of consumer and we shall take it to the respective brands.