For years, creating ads for regional channels (sometimes referred to as 'vernacular' advertising) in India meant dreaming up a TVC in English, having it translated into Hindi and then giving the approved script to various translators.Ironically, this triple-distilled process made things murkier as far as the end product is concerned. Since I know Tamil, I… Continue reading Regionalization: the next big thing in Indian advertising?
The popular perception about South India has always been about conservatism and 'everything shuts down in the city by 8pm'. The rest of India, particularly the North was seen as more hedonistic and by extension, darlings of marketers & agencies. There has been a subtle change in the South of late. Bangalore, thanks to its… Continue reading I want my South TV: regional advertising in India
It's everywhere you go - outdoor, on your TV and for me, even in my bank. I am talking about the new Canara Bank campaign. It another PSU bank's attempt to go hip. Unfortunately, the effort seems to be limited to a new advertising campaign and a logo.Nothing's changed at the bank. The advertising idea… Continue reading Canara Bank: we all love for these to change
It is one of the biggest puzzles of the advertising industry: the creative pitch. When an agency gets a call for a pitch, it has the ability to fire up the teams and the office is abuzz with activity (usually the night before!). It also has the habit of sucking up agency resources across the… Continue reading Creative pitches – why are clients so callous?
Here's a brilliant new marketing effort from Tide. It started with a TVC for Tide to Go, a stain remover (in a tube format) from P&G. The ad features a guy appearing for an interview and talking about how he is 'an organized person'. But the stain on his white shirt is so distracting that… Continue reading Tide: user-generated content and P&G