Why I don’t like native advertising the way it is defined


There’s been considerable discussion around native advertising (good reads here and here) of late. For the uninitiated, Wikipedia defines native advertising thus: it is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function […]

Vodafone UK: bringing families together through shared data plan

Screen Shot 2014-08-09 at 11.47.21 am

Mobile phones are considered the death of family time. In public places, it is common to see each member of a family staring in to their mobile phone screens, keeping to themselves…conversation be damned. In this context comes a new campaign for Vodafone UK’s family sharing data plan, Red+. The ads position it as an […]

Airtel: the reason-why is missing boss


India is poised to become the smartphone hotspot with truck loads of players entering the fray. According to IDC, India witnessed the highest rate of growth – over 18% – in smartphone sales in Asia Pacific region during January-March 2014, outshining countries like China. And the CAGR is expected to be in the region of […]

New advertising: @GSP creates clothing line to train baby brains

Screen Shot 2014-07-29 at 6.08.23 am

The best instances of great client-agency partnership is when the ad agency goes beyond the role of a creative services provider and becomes a true business solution provider. In 1907, the California Fruit Growers Exchange was looking for ways to increase the consumption of oranges. The legendary Albert Lasker of Lord & Thomas ad agency […]

Sponsoring global events: new challenges for brands


An interesting discussion with Lakshmanan Narayan, CEO and co-founder of Unmetric in this week’s Storybard, touched upon the topic of brands sponsoring global events. Specifically, the issue was about how with global events like FIFA World Cup, brands not associated with the event in an official capacity as sponsors are gaining mileage through through brand […]

LYNX Australia: from chick magnet to ‘seize the work day’


Loved the new positioning and execution for LYNX in Australia. For years now, Lynx (called Axe in many markets) has hammered home the ‘chick magnet’ idea. The creative executions have been had some common underlying theme – winning over the girl, seduction, humour and lots of sensuality. My favourite executions: short duration films like ‘masseur’ […]