MxMIndia

Tag: BBDO India

  • Showcases the all-new Doublemint Mints on the onset of a beautiful love story of Adi & Niara

    Wrigley India ‘starts something fresh’ with its new ad campaign

    By A Correspondent

     

    Wrigley’s Doublemint has released a new ad that depicts a love story of a young boy Adi and his new neighbour Niara. The advertisement is based on the fresh and beautiful cover of “Ek ajnabee hasina se” originally sung by the legendary Kishore Da. Reiterating the recently launched Doublemint Mints freshness proposition, the love story around the quintessential romantic Indian couple encourages us to ‘start something fresh’ whilst making ‘long lasting connections’.

     

    Commenting on the campaign, MV Natarajan, Managing Director, Wrigley India said, “The ad weaves in the essence of connections that Doublemint stands for. It is seen enabling the young couple falling in love. We are very excited about this launch and are confident that the audience will connect well with our new TVC.”

     

    Said Josy Paul, Chairman & Chief Creative Officer, BBDO India: “The role of Doublemint is to help create new connections and start something fresh. When I saw the offline of the film, I was moved to tears. I called Shoojit way past midnight bawling like a teenager. It took me back to the purity of love. It’s not advertising, it’s the sound of a world looking for a more meaningful relationship. We are not just selling chewing gum or mints; we are spreading the hope of better connections.”

     

  • On Day3 of Cannes Lions 2016, Indian agencies score big with a Grand Prix and 2 Golds in Glass and more!

    It’s a Grand Prix for Mindshare!

     

    By A Correspondent

     

    It’s been happy days for the Indian contingent at Cannes.

     

    Some rich pickings in the awards that were presented on Monday evening, the second day of the International Festival of Creativity, better known as the Cannes Lions.

     

    After Medulla being crowned the ‘Healthcare Agency of the Year’ on Day 1, Day 3 saw really rich pickings for India, even though there may have been some disappointments for a few favourites.

     

    Mindshare India bagged the Grand Prix for Glass Lions for ‘The 6-Pack Band’, a branded content campaign for Hindustan Unilever’s Brooke Bond Red Label tea.

     

    This is the second consecutive year where an Indian agency has won a Grand Prix in the Glass Lions. Last year, it was BBDO India for Touch the Pickle. The award was picked up by Ashutosh Srivastava and Gowthaman Ragothaman as Mindshare South Asia CEO Prasanth Kumar was in Mumbai.

     

    Meanwhile, BBDO India and Ogilvy bagged Gold at Glass Lions for their works ‘Ariel Matic – Dad, SharetheLoad’ and ‘Make Love Not Scars – Beauty Tips by Reshma’ respectively.

     

    Earlier in the evening, in Radio Lions, L&K Saatchi & Saatchi was awarded two Silvers for Thomas Cook and Contract Advertising won a Bronze for Nokia in the same category. In Print & Publishing, JWT won a Bronze for its Sleep Apnoea campaign. In Promo & Activation, Leo Burnett India brought home a Bronze Lion for Bajaj V.

     

  • Indian entries in the Promo & Activation, Radio, Direct, Print & Publishing and Glass Lions were shortlisted for the Awards scheduled for tonight

    Day2@Cannes2016: 29 shortlists for India

    By A Correspondent

     

    Leo Burnett bagged two shortlists for Promo & Activation Lions on Day 2 of the Cannes Lions Festival of Creativity. Both are expectedly for the Bajaj V. O&M Mumbai’s ‘The Popcorn Story’ for Breaththrough was also shortlisted in the Promo & Activation Lions.

     

    In Direct, BBDO India’s ‘Dad #ShareTheLoad’ is in the shortlist. As is Leo Burnett’s ‘Memories for Life’ for HDFC Bank. O&M’s ‘Beauty tips by Reshma’ has been shortlisted twice.

     

    In Print & Publishing, McCann Worldgroup’s ‘Birthday’ for Vaultek Biometric Safes has been shortlisted. JWT entries for Godrej Security Products’ ‘Store Prison’ and for Sleep Apnoea India have been shortlisted. For Sleep Apnoea, three entries have been shortlisted. Three  Dentsu Creative Impact entires have been shortlisted for the Alzheimer’s and Related Disorders Society of India (ARDSI) awareness were shortlisted.  Taproot bagged a shortlist for Times Classifieds and two shortlists for the the Indian Outdoor Advertising Association.

     

    In Radio, Contract and Bates have each had two entries shortlisted and L&K Saatchi & Saatchi has had three shortlists.

     

    In Glass Lions where BBDO India won a Grand Prix last year, four Indian entries have been shortlisted: one each from O&M India, BBDO India, Mindshare and Weber Shandwick.

     

  • This year the review was about who cares for advertisements and a lot of discussion on context and content.

    Aggie & Josy present Ad Club’s hosts Ad Review

    By A Correspondent

     

    The Ad Club hosted its annual Ad Review on Wednesday with the theme ‘Who cares? Vs Who cares’

     

    The highlights of the event included engaging and insightful presentations by Agnello Dias, Co-founder and Chief Creative Officer, Dentsu Taproot India, and Josy Paul, Chairman and Chief Creative Officer, BBDO India. Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, moderated the event.

     

    Dias named his presentation – Everybody cares and no one gives a damn! The name had the audience in splits and made an interesting start for the event. He explained the reason for the name by saying, “We live in paradoxical times. Times, when the whole world seems to be hell bent on saving the whole world from the whole world, because every creative is cause and every person is a vigilante in a mission.”

     

    The focus of his presentation was on the target group aspect, basically, ‘Who’s watching?’ According to Dias, earlier there used to be a dialogue between the audience and the marketer in the form of communication, till the target audience understood what was being conveyed everyone else did not matter. But the communication now has become a ‘trialouge’; there is another party who is intervening between the above mentioned parties. So, now, there is this large group of people who are listening what the consumer is being told and they are adding their two bits to that which the consumer is listening to as well. Now, they are doing it the other way round, by adding their opinion on what the consumer is saying and conveying it to the marketers. The marketers cannot ignore this group since the audience is also listening to these communicators who act as middlemen.

     

    He explained how the audience has changed and it is about the product consumer vs. the communication consumer, where the latter influences the former. Dias gave the example of Lifebuoy’s Chamki campaign- which created awareness about using hand wash soap after child birth to avoid any kind of infection for the baby, through an experiment in a village, Ariel’s ‘Share the load’ campaign and Fortune oil’s ‘Mother exchange’ campaign to put across his point about the power of relevance today. “Content without relevance is art and content with relevance is advertisement,” he said. He concluded by saying, “So, what does this mean for brands? Welcome to a world where every ad is a corporate ad and there are no product ads anymore.”

     

    Paul started his presentation by showing an amalgamation of the ads which he thought made an impact and chose to call it ‘artistic stupid impression’. While the earlier presentation was more about content, this presentation highlighted the relevance of context in advertisement.

     

    “People care about context and not advertisement. Nothing matters unless there is context,” said Paul. He stressed that while everyone focuses on the content, it is equally important to focus on the context. “People respond to something that is deep within us, as the world gets more complicated, people want more roots. Contexts are about roots. They are seeking those collective roots so that they can make sense of this chaos that is happening. Contexts give reference to these roots,” he added.

     

    Paul stated that the consumer reacts to context which starts and grows the conversation. The authentication of content is through context. According him, while context is remembered, context is fleeting. Throughout the presentation he showed various national and international ads to explain it further. He lauded Truly Madly’s ‘Creep Qawwali’ as a good social context example in conveying the menace faced by many women. He ended it by saying that “Everybody cares,” as an answer to the topic of the evening.

     

  • Rob Reilly, Global Creative Chairman of McCann Worldgroup, will be Jury President for the category

    Josy Paul on LIA 2016 Branded Entertainment jury

    By A Correspondent

     

    Josy Paul, Chairman and CCO, BBDO India has been named on the 2016 London International Awards jury for the Branded Entertainment category. Rob Reilly, Global Creative Chairman of McCann Worldgroup, will be Jury President for the category.

     

    Branded Entertainment encompasses any piece of content that is made with a brand’s personality, positioning and marketing objectives in mind. Its primary intention is delivering an enjoyable and engaging experience to consumers.

     

    The LIA 2016 Entry System is now accepting entries. The initial Entry Deadline is June 10. Judging will take place in Las Vegas from October 6-14, 2016. The shortlists will be announced as each judging session concludes, with winners being announced on November 8.

     

    2016 Branded Entertainment Jury:

    Rob Reilly – Jury President – Global Creative Chairman, McCann Worldgroup

    Josy Paul – Chairman / CCO, BBDO India, Mumbai

    Keith Cartwright – Executive Creative Director, Butler, Shine, Stern & Partners, Sausalito

    Andrew Keller – Global Creative Director, Facebook, Menlo Park

     

    Jaime Robinson

    Kazoo Sato – Chief Creative Officer / ECD, TBWA\HAKUHODO, Tokyo

    Jimmy Smith – Chairman / CEO / CCO, Amusement Park Entertainment, Santa Ana

    Matt Talbot – VP / Executive Creative Director, CP+B, Boulder

     

  • Prior to joining BBDO India, Sharda led the creative work on brands such as Sony Bravia and HCL in her role as Executive Creative Director at ITSA Brand Innovations

    BBDO India appoints Ritu Sharda as Senior ECD – Delhi

    By A Correspondent

     

    Ritu Sharda

    BBDO India has appointed Ritu Sharda as the new Senior Executive Creative Director – Delhi. Sharda joins the leadership as part of the reputed team behind the globally acclaimed ideas such as Ariel ‘Share the Load’ and Whisper ‘Touch the Pickle’.

     

    Josy Paul, Chairman & Chief Creative Officer, BBDO India, commented, “We are thrilled to have Ritu Sharda leading the creative culture and product of BBDO in Delhi. Ritu is a transformational artist, poet, writer, social observer, and an internationally recognized builder of big brands. Her sensitivity to the truth and power of advertising as a change agent in society is what makes her super special. Our highly talented Delhi team will benefit greatly from her creative energy and inspired leadership.”

     

    Sharda has worked with an impressive array of brands through her career so far. Prior to joining BBDO India, Sharda led the creative work on brands such as Sony Bravia and HCL in her role as Executive Creative Director at ITSA Brand Innovations. She also marked her directorial debut with films for Sony Bravia.

     

    Her creative influence spans agencies such as McCann, Publicis India, DDB Mudra and Contract.  Her compelling work and ideas have contributed significantly to brands like Aviva, Coke, HP, Microsoft, MasterCard, Dabur, Samsung, Maggi, HBO, McDonald’s, Nestle to name a few. Her immensely popular campaigns for Maggi and Coke have earned her major acclaim and recognition in the industry. And her diversity of ideas have won major metals and honour at Cannes, GoaFest, Effies and One Show.

     

    On joining BBDO India, Sharda says, “I am super excited. I met Josy a couple of months back and it was an absolute delight and things have clicked beautifully from there on. I love the kind of work BBDO is doing. The time, the place, everything feels just right.”

     

    In her new role at BBDO India, Sharda will be looking to lead a strong creative team and bring in her creative flavour to existing accounts such as 7 Up, Quaker Oats, Mirinda, Zandu, Wrigley’s, SC Johnson and Exxon Mobil. She will also be responsible for leading the creative standards for new businesses based out of Delhi

     

  • BBDO India was the most awarded Indian agency at Adfest 2016

    Whisper ‘Touch The Pickle’ helps BBDO India win Grand Prix at Adfest

    By A Correspondent

     

    BBDO India’s much acclaimed work P&G’s Ariel and Whisper brands have won the agency multiple awards at Adfest 2016. The widely appreciated Ariel ‘Share the Load’ and Whisper ‘Touch The Pickle’ Campaigns for P&G have won BBDO India the Grand Prix (Grande’), a Gold, four Silvers and three Bronze awards – making it the most awarded Indian agency at AdFest 2016. BBDO was also named Agency Network of the Year.

     

    Josy Paul

    Said Josy Paul, Chairman & Chief Creative Officer, BBDO India said, “We are thrilled that our work for P&G is making a big impact in shows that celebrate marketing effectiveness and advertising creativity. Winning the Grand Prix (the Grande’) and being the most awarded Indian agency at AdFest is a sign that we are contributing to the industry’s standards across all categories. We thank the awesome team at P&G and all our partners for this recognition.”

     

    Meanwhile Taproot Dentsu’s ‘radio works best in outdoor’ ad from the campaign created for the Indian Outdoor Advertising Association (IOAA) bagged a Gold Lotus in Press Craft. The campaign took away three Silver Lotuses in the Outdoor Lotus, Press and Print Craft departments. Taproot also bagged two Bronze Lotuses for Dulux Paint in the Press and Outdoor categories. McCann campaign for Gastrina won three Silver Lotuses and three Bronze Lotuses across Design, Print Craft, Outdoor and Press categories.

     

    JWT won a Bronze Direct Lotus and a Bronze Print Craft Lotus for its Night Kills Day campaign while Contract bagged a Bronze Press Lotus.

     

  • The difference between the video last year and now is that the first one emphasized gender inequality as seen by two women but in the current video it shows the perspective of a man, a father

    Ariel calls out to Dads to ‘Share the Load’

    By A Correspondent

     

    The Ariel Share the Load campaign has become a voice to empower women at home. Last year the campaign, brought to light the debate of whether laundry is only a woman’s job, and built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel will strive to empower the Indian woman of today and more importantly, the woman of tomorrow, to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for Dads to #ShareTheLoad.

     

    Campaign by BBDO encourages men to help their wives do the laundry has gone viral online and has been trending social media platform. Within four days of its release, the video has managed to get more than 3 million views.

     

    The difference between the video last year and now is that the first one emphasized gender inequality as seen by two women but in the current video it shows the perspective of a man, a father.

     

    Josy Paul – Chief Creative Officer, BBDO India – said, “Share the Load is not just a campaign, it’s a movement for change. By raising a mirror to society, the brand is seeking a better world where there’s equality in household chores, specially laundry. We were looking for a deeper message. We felt there’s a need for a bigger story of self-examination, realization and reconciliation. We were looking for something with greater empathy and authenticity… something that more people could relate to. That was our big thing… to create greater understanding and genuine change. The movement going forward will have more elements to help drive behavioural change in the area of laundry. It’s all very exciting.”

     

  • The agency bagged the account serviced by BBDO India in a multi-agency pitch

    Leo Burnett wins General Mills

    Leo Burnett has bagged the integrated communications mandate for the entire product portfolio of General Mills in a multi-agency pitch. Most top agencies participated in the process, notes a communique. BBDO India serviced the account until this development.

     

    It may be rememebered that Leo Burnett was instrumental in launching the Pillsbury brand in India. According to sources, with Pillsbury facing the heat in the market, there is need for a new creative thrust and hence the need to look at change of agency.

     

    On the decision to choose Leo Burnett as the creative partner, Salil Murthy, Marketing Director, General Mills India, has said officially: “Getting the right creative partners on board is an important first step in realising our growth potential in India. There is incredible opportunity for us as Indian consumers are increasingly opting for better quality food products that make their lives healthier, easier and richer. Our products across Pillsbury Atta, Cake Mixes, Chocolate Spreads and RTC food mixes deliver exceptionally well on providing great taste and convenience in cooking with our unique quick and easy to prepare food solutions. Looking ahead, we will expand our product portfolio and back that with strategic communication to truly win with consumers. Leo Burnett is best placed with capabilities across the communication spectrum to deliver that and we hope to see some exciting integrated work.”

     

    Said Saurabh Varma, CEO – South Asia, Leo Burnett, “In the era of changing consumer trends and lifestyles, we have a clear mandate to redefine the purpose for General Mills and boost consumer preference and loyalty for all their brands, namely – Pillsbury, Nature Valley, Betty Crocker and more.”

     

     

  • Sikroria has been part of the core team that has helped shape BBDO India's philosophy of 'Create Acts and not Ads.'

    Rajesh Sikroria is BBDO President

    By A Correspondent

     

    BBDO India has promoted Rajesh Sikroria, formally EVP BBDO India to President BBDO India, effective immediately.

     

    Working alongside Josy Paul, BBDO India Chairman and CCO, and Ajai Jhala, BBDO India CEO, Sikroria has been part of the core team that has helped shape BBDO India’s philosophy of ‘Create Acts and not Ads.’

     

    Ajai Jhala, CEO BBDO India, said of Sikroria’s promotion: ” We built BBDO from scratch 7 years ago starting with 7 UP. Rajesh has grown from being the first employee to President of BBDO India by leading from the front and growing into one of the industry’s best all-rounders with an ability to move fluidly between business, strategy and creative. Josy Paul and I are delighted to have him as a partner as we continue to create big ideas for big brands on big themes like gender equality through the lens of social movements.”
    “Rajesh was with us when we set up BBDO India from the back seat of my car. He knows what it takes to create a culture that nurtures, grows and influences. He is a leader, builder and maker of better work. He is the best of the best.” says Josy Paul, Chairman & Chief Creative Officer, BBDO India, about Sikroria.

     

    Says Sikroria, President: “2015 has been a phenomenal year for us, we have set the bar really high. Going forward, the challenge is to outdo ourselves. In my new national role, I am looking forward to work with more brands and scaling newer heights with our mantra of creating acts not ads”.

     

  • More on the five special prize-winning strategies at last week's Warc Asian Strategy Awards

    No ‘ullu banaoing’, only strategy

     

    By A Correspondent

     

    It’s been India Shining on the strategy front in Asia. Last week, Mullen Lowe Lintas India had a great showing at the recent Warc Prize for Asian Strategy awards. While it picked up the 2015 Grand Prix, the grand prize and a Gold for its Idea Cellular campaign, ‘No Ullu Banoing’, it also got the Local Hero Special Award and a Silver for its Havells’ campaign, ‘A Woman is not a Home Appliance’, and a Bronze for Tata Tea’s ‘From Packaged Good to Packaging Good’.

     

    The Warc Prize celebrates the best in strategic marketing in Asia, and entries are judged on the quality of strategic thinking and the results they deliver. The Grand Prix comes with a cash prize of $5,000.

     

    More than 135 campaigns from across the region entered this year’s competition, with half of the 39 shortlisted entries coming from India. They were judged by a panel of senior marketers and agency-side strategy experts, chaired by BV Pradeep, Unilever’s global vice-president of consumer and market insight.

     

    Apart from the Mullen Lowe Lintas Group, BBDO India also picked up the Asia First Special Award and a Gold for its ‘Touch the Pickle’ spot for Whisper and McCann Worldgroup got a Silver for its Government of India campaign relating to Voluntary Compliance Encouragement Scheme, entitled ‘A Crash Course in Recovering Taxes from Stubborn Defaulters’.

     

    “Idea Cellular’s campaign was outstanding because it was based on a powerful and universal cultural insight that worked across the whole of India, across urban and rural populations and across socio-economic classes,” Pradeep said in a statement. “The strategy expanded the market, strengthened brand equity and drove growth of sales revenues. To achieve all three deliverables with one campaign was really amazing.”  Other than the five special cash awards, 17 campaigns from across the region picked up gold, silver and bronze awards at the prize event held in Mumbai, at an evening hosted by DDB Mudra Group.

     

    Idea Cellular: The ‘fool-proof’ internet service

    (Mullen Lowe Lintas Group India / Aditya Birla Group / India)

    Grand Prix

     

    This case study shows how Idea, an Indian telecom company, made the mobile Internet more popular with a humorous campaign.

    • The mobile internet category in India faces the barriers of price and relevance, with many telecoms attempting to increase usage through discount trial packs, but many users still not seeing mobile data as relevant to their lives.
    • The campaign strategy tapped into the unsavoury, seamier side of the country, where being economical with the truth in order to scam others is popular.
    • Hence the creative execution suggested that using the mobile Internet made people less likely to be ‘made a fool of’.
    • The campaign used TV, print, radio and out of home ads, along with social media.
    • Then the rate of growth of data subscribers for Idea was nearly twice the rate of growth of data subscribers for Airtel, a rival telecom

     

    Government of People’s Republic of Bangladesh: Anti-urinal campaign ‘language matters’

    (Grey Advertising Bangladesh / Ministry of Religious Affairs Bangladesh / Bangladesh)

    Market Pioneer Special Award

     

    This case study discusses a campaign from the Bangladeshi government that tackled the problem of public urination by encouraging behavioural change.

    • The challenge was that 20% of the residents of Dhaka, Bangladesh’s capital city, are pedestrian commuters, with many of the men urinating on the way to and from work.
    • The campaign strategy was based on a cultural insight: as people in the Muslim majority nation respected ‘holy’ things the anti-urinal messages, previously written in Bangla, were replaced with Arabic messages with directions to the nearest mosque and public toilet.
    • The campaign purely relied on the outdoor signs and did not use TV or print, however it was covered by both online and print newspapers, earning free PR.
    • Utilisation of public toilets in mosques rose by 50% during the campaign period.

     

    Visa: Get Lost Challenge

    (BBDO China; Proximity China; OMD China / Visa China / China)

    Research Excellence Special Award

     

    This case study describes how Visa China appealed to the new generation of Chinese travellers to encourage the use of its credit cards on their trips abroad.

    • Visa faced an uphill struggle, because China UnionPay, the Chinese government-owned payment system, holds 80% market share of outbound transactions by Chinese tourists.
    • First, Visa identified a new target group of travellers who, while abroad, preferred to explore less obvious landmarks away from the big Chinese tourist groups.
    • Then, with its ‘Get Lost Challenge’, the credit card issuer encouraged them to take more chances, but with a Visa card in their pocket.
    • Visa used video, print and online media to spread the message and drive consumers to its website.
    • The Visa Get Lost Challenge reached 9 million people, or about 10% of Chinese overseas travellers, becoming Visa’s most successful China campaign ever.

     

    MasterCard: The Priceless Engine

    (TBWA\Digital Arts Network, Carat / MasterCard / Singapore)

    Channel Thinking Special Award

     

    This case study describes how MasterCard, the second largest credit card brand, launched a marketing platform that generated business from social media in Asia Pacific.

    • MasterCard is considered the second largest credit card brand in Asia Pacific after Visa, but Visa outspends MasterCard four-to-one on marketing.
    • MasterCard launched The Priceless Engine: an innovative marketing platform that turns big data into usable data, and provides its partners with deeper insights, allowing them to deliver the right offers and messages to the right people at the right time.
    • The Priceless Engine powered MasterCard’s ‘New Year’s Eve’ campaign, featuring Hugh Jackman, across six markets; it encouraged people to share who they would want to spend their New Year’s Eve with and why, providing MasterCard with valuable data and insights.
    • This campaign resulted in never-before-seen business results for MasterCard, turning social media into an actual business-generating channel.

     

    Havells: A woman is not a home appliance

    (Mullen Lowe Lintas Group India / Havells India / India)

    Local Hero Special Award

     

    This case study describes how Havells, one of India’s most respected electrical products companies, launched and executed a communications campaign aimed at Indian (female) homemakers in order to increase consideration and raise sales of its home appliances.

    • The task was made difficult by the buyers’ set shopping habits: buy a reputed brand, and preferably the one they already had a good experience with.
    • In order to break into this market, Havells, a newcomer, ran a campaign on TV and online that broke away with an image of a woman tied to her kitchen and her home appliances so she could take better care of her husband.
    • Havells unequivocally said “the woman is not an appliance” and it will foremost “respect the woman”.
    • The company managed to hit all its objectives, including increased consideration scores and a +150% sales increase six months after the launch of the campaign.

     

    Content strategy summaries source: Warc.com

     

  • BBDO India CEO Ajai Jhala on how the best technology brands create stories that are salient and simple

    3 reasons Tech Brands should keep it Simple

     

    By Ajai Jhala

     

    Albert Einstein famously said that the wire telegraph ‘is a kind of a very, very long cat. You pull his tail in New York and his head is meowing in Los Angeles’. Radio operates in exactly the same way: You send signals here, they receive them there. The only difference is that there is no cat.

    A memorable and simple story by one of the greatest scientists of all time, explains a technology of an earlier time. Today, so many decades later, there are still compelling reasons for technology brands to keep the message simple when communicating on TV. This has to do with three primary things – the nature of TV, the nature of people and the nature of brands.

    1. A plug-in drug

    TV is essentially a low-involvement medium which is best for story showing. That is why it has often been referred to as a ‘plug-in drug’. Television is about lean-back entertainment and works really well when information is delivered emotionally, and the absorption of it is implicit rather than explicit. The beauty is that emotions are so important for our survival and well-being, that they work best when we are in a low-involvement mode.

    2. Irrational rationalisers

    People are fundamentally emotional beings. We are not so much rational but rationalisers. We have been referred to as cognitive misers. Processing information is very exhausting and consumes a lot of our energy. That is why humans are hardwired for storytelling and not for data retention. We love to hear stories, not a recitation of a laundry list of specifications and features.

    3. Nature of Brands

    Brands are like leaky buckets, constantly having to recruit more people than they lose. Most consumers are promiscuous and are always shifting between a shortlist of brands. As heretical as it sounds, recent research demonstrates conclusively that differentiation matters less than standing out in a compelling way. Therefore, brands have to create salience in a manner that can incite feelings by owning a simple and powerful theme that is constantly refreshed with new TVCs.

    These three reasons, based on the nature of the medium, people and their relationship with brands, is why the best technology brands create stories that are salient and simple. The next time someone is crafting a TVC for a technology brand, it might be worth reflecting on something else Einstein said: “Everything should be made as simple as possible, but not simpler”.

     

    Ajai Jhala is CEO at BBDO India

    This article first appeared in dna of brands dated November 2, 2015