Monday, October 28, 2013

'Un'conventionalizing Advertising

Advertising is story-telling. Just like the movies, some are conventional, beaten to death, seen-before, 'typical ads'. While there are others, that break norms and social taboos, break the stereotype and challenge traditional behaviour. In the process, they create milestones for a fraternity and role models for society.

Here are representations of these two views:
1) The Conventional India Ad
2) A Moment of Truth

1) The Conventional India Ad (courtesy: a viral forward on mail / messaging)

What Indian Advertisements taught me.???
  1. Kareena has dandruff problem, Katrina has dry hair problem, Shilpa has hairfall problem and Priyanka has chip-chip.
  2. If you've a hot wife, make sure your neighbor doesn't use a deodorant in your absence.
  3. Your complexion is more important than your qualifications.
  4. If there is no salt in your kitchen you can use Toothpaste.
  5. Every second oral care brand is No. 1 and recommended by every dentist in India!!!
  6. If your daughter is not Ready to Get married, take her to a jewelry/textile shop.
  7. Only reason why men use deodorant is to get girls.
  8. Most colas cure all kinds of phobias. You will be close to a superman, if you drink these regularly!!
  9. All superstars are so poor that they prefer to risk life for a cool drink than to purchase it for Rs:10
  10. The special effects in shampoo ads are greater than special effects in Avatar.
  11. Fruit content in shampoo and soap is more than fruit content in 99% of juices.
  12. Amul has better satirical cartoonists than people who make better milk products
  13. Most people buy vehicles to travel in bad roads but complain about roads in India.
  14. You can't eat Dairy Milk Silk without spreading it all over you face.
  15. Nobody uses motorbikes for commuting, its only to pick up girls.
  16. All soaps kill 99.9% of germs.
  17. People believe that Bacardi makes music CD's and Directors special/Kingfisher make mineral water.
  18. The only time mothers and daughters talk to each other, it's usually about hair oil.
  19. No matter what kind of expert one is, he'll always wear a white laboratory coat.
  20. And, finally this:  Mutualfundinvestmentsaresubjecttomarketriskspleasereadtheofferdocumentcarefullybeforeinvesting

2) A Moment of Truth

This is a piece timed around the new Tanishq ad. It looks at life-stage very differently and doesn't shy away from breaking stereotypes.

Somewhere, it gives confidence that in whatever that we do, we can look beyond conventional definitions and spot opportunities in alternate TGs.