Here Is How These 5 Brands Gained Popularity With Their Interesting Campaigns
The difference between the almost right word and the right word is the difference between the lightning bug and the lightning. On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. And YES! People read what interests them, and sometimes it’s an ad.
An advertising campaign is a group of similar ads with a unified tone or message. The advantage of a campaign over a standalone ad is the ability to push the same idea in different ways, across multiple mediums, and for a longer period without getting too repetitive or stale for the audience.
An illustration is a picture, photograph or drawing that is used in the advertisement to convey visually the idea or message of the advertisement. A good illustration must support and compliment the copy theme having harmony colour combination, simple to convey the ad message, suggestive in design and construction, creating a lasting impression, matching with the lifestyle of the target consumer, matching with the headline.
The fundamental purpose of advertising is to sell something — a product, a service or an idea. In addition to this general objective, advertising is also used by the modern business enterprises for certain specific objectives such as to introduce a new product by creating interest for it among the prospective customers. Supporting personal selling programmes and to enter a new market or attract a new group of customers.
To light competition in the market and to increase the sales as seen in the fierce competition between Coke and Pepsi. To enhance the goodwill of the enterprise by promising better-quality products and services with creative and engaging content.
1. Cadbury — “Not just a Cadbury Ad”
The pandemic had a crippling effect on the Indian economy. While the big brands got back on track with their large marketing budgets, the neighbourhood stores did not have the same resources. The 2.18-minute hyper-local personalised campaign features Shah Rukh Khan who is seen promoting a local cloth merchant, shoe shop, electronic store and the nearby kirana shop. The ad showcased 7000+ stores across 34mn consumers in two weeks.
Ogilvy crafted the ad evoking generosity among consumers so that they support the local shopkeepers to help revive their businesses. The ad went viral across social media platforms and got more than 1.37 million views on youtube alone.
2. Amul — “A scoop of Amul Ad campaigns”
Amul ice cream was also the first-ever brand that showcased people from all age groups and social status in their ads to position the product that can be consumed by “all.” Amul ice cream also displayed competitive advertising where the brand could be seen targeting other ice cream brands while calling them just a “frozen dessert.”
In 2021, Amul ice cream is back with their iconic “Chalo Chalo” jingle and is asking consumers to welcome this summer with a delightful Amul ice cream treat.
3. Love | #StopTheBeautyTest
From body shaming to skin colour biases, there’s a lot that happens in the Indian matrimony space and is unabashedly accepted as the norm. Dove has been challenging these norms through its series of campaigns with a strong social message-physical appearance doesn’t matter.
This year, Dove once again questioned these ‘norms’ and underlined its ‘Real Beauty’ stance with this campaign by Ogilvy, a powerful adaptation of its global stance for the Indian market.
4. Facebook — “Pooja Didi & Taproot Dentsu”
The shattering of the Indian economy during the lockdown was best captured in this story from Facebook, as was the message of hope. While celebrating a large-hearted young woman employer in testing times, the film by Taproot Dentsu highlighted how we can reach out to the many unorganised sector workers who had lost their livelihoods.
“The ad was a great call for support without being preachy”, feels Lloyd Mathias, Business Strategist and Marketing Expert who was former Marketing Head of HP Asia; Motorola India and PepsiCo. The campaign has got 28 million views on Youtube.
5. Bhima Jewellery| ‘Pure as Love’| Animal
The ad traces the journey of a transgender woman through jewellery. Delhi-based creative agency Animal’s latest ad for 96-year-old brand Bhima Jewellery, titled ‘Pure As Love’, features the story of a transgender person. The ad portrays the journey of a man’s transition to woman — with jewellery playing an integral role in taking the narrative forward. The video ad has got nearly one million views on Youtube.“It was a watershed moment in the history of jewellery ads. The bold ad depicting the journey of a trans woman with the full support of her family was path-breaking and arresting. The setting and production values were outstanding and the product integration wonderful,” says Lloyd Mathias.
6. Tanishq| #WhenItRingsTrue
Tanishq released this campaign for extraordinary engagement rings. Engagement is an initial step towards a lifelong commitment called marriage, and the ad portrays the special relationship between the couples. The campaign has got nearly 4 million views so far.
The 90-second video brings heart-warming feelings amongst couples about engagement and its bonding. Togetherness and trust were represented pleasantly, grabbing the attention of couples to purchase diamond rings. The ad gained a massive view and likes across social media with nearly 4 million on YouTube alone.
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