शहर से गुज़रते हुए देखा कुछ गगन-चुम्बी इमारतें अपनी शोख़ियों पर इतराती थीं किसी गुफ्तगू में मशगूल थीं वो पर मोटर के शोर में आवाज़ें ग़ुम हो जातीं थीं मैं ठिठका सोचा भला सीमेंट की ये मीनारें क्यों हैं यूँ बदगुमान क्या पा लिया इन्होंने जिससे मैं हूँ अनजान ? पूछा क्यों इस तरह अपनी ऊंचाई से तंज कसती हो इंसान का घरौंदा हो क्या इसलिए ख़ुद को आक़ा समझती हो ? वो मुस्क़ुरा कर बोलीं अकेले ही यूँ बदज़ुबानी ? यहाँ है कौन तुम्हें अपना कहने को ? --- सन्नाटा --- मैंने उस ख़ामोशी में खोजे अपने पुराने साथी बुलबुल , जुगनू , कोयल पर सुना तो सिर्फ वो गन-शॉट और ओट में छुपे कबूतरों की चीखें |
The Magic Wand of Advertising
Definitely, wonder-marketing! An advertisement without a human element, without a practical note and pure imagination gave one of the most lovable products, hard to forget, for sure. Who would not want to see another zoo-zoo belly-laughing, uttering some zoo-zooan language or may be cuddling with his girlfriend? I even fantasized a baby zoo-zoo.
Vodafone’s idea of branding without a celebrity again grew immensely successful and has compelled the celebrity-surviving brands to reevaluate their strategies. Spending millions of bucks and bearing the starry tantrums is not doing wonders anymore. This revolution in the world of advertising has proved that an advertisement with a weak concept and popular face can not sustain. If we have a glance at the top TV commercials currently we will realise that the charm of a superstar is loosing. There was a time when the market kept buzzing over who was the next Pepsi brand ambassador, there were star-wars and a model became supermodel by featuring with a celebrity. Those were the days of one-day cricket matches at Sharjah and Govinda with colourful pants. The tables have turned now with a brand new 20-20 version of cricket matches and imported stuff, be it an imported remake or an imported actress.
The trends have definitely changed, it’s not just about brand visibility now, but the race is to stay longer in the short-term memory of audiences. While everybody was still
coochy-cooing the little Vodafone pug, their came another wonder which appealed to the minds and hearts despite being surreal. Vodafone once held the record of the only telecom service to promote without a celebrity wooing the audiences. The pug not only won the hearts of people, but became the most saleable dog. The creative team at Ogilvy and Mather, India deserves ovation to create a unique stuff like these imaginative creatures, which swept the hearts of audiences at a single go. And what a timing! The biggest cricket festival with heavy prospected TRPs and the release, nothing better could come up the way. The IPL is over now and the glitz has already settled down, but the latest innovation in the field of advertising has not only revealed the changing tastes of the audiences, but also helped the advertisers to capture their nerves. Hope to see more innovation down the line!
Definitely, wonder-marketing! An advertisement without a human element, without a practical note and pure imagination gave one of the most lovable products, hard to forget, for sure. Who would not want to see another zoo-zoo belly-laughing, uttering some zoo-zooan language or may be cuddling with his girlfriend? I even fantasized a baby zoo-zoo.
Vodafone’s idea of branding without a celebrity again grew immensely successful and has compelled the celebrity-surviving brands to reevaluate their strategies. Spending millions of bucks and bearing the starry tantrums is not doing wonders anymore. This revolution in the world of advertising has proved that an advertisement with a weak concept and popular face can not sustain. If we have a glance at the top TV commercials currently we will realise that the charm of a superstar is loosing. There was a time when the market kept buzzing over who was the next Pepsi brand ambassador, there were star-wars and a model became supermodel by featuring with a celebrity. Those were the days of one-day cricket matches at Sharjah and Govinda with colourful pants. The tables have turned now with a brand new 20-20 version of cricket matches and imported stuff, be it an imported remake or an imported actress.
The trends have definitely changed, it’s not just about brand visibility now, but the race is to stay longer in the short-term memory of audiences. While everybody was still
coochy-cooing the little Vodafone pug, their came another wonder which appealed to the minds and hearts despite being surreal. Vodafone once held the record of the only telecom service to promote without a celebrity wooing the audiences. The pug not only won the hearts of people, but became the most saleable dog. The creative team at Ogilvy and Mather, India deserves ovation to create a unique stuff like these imaginative creatures, which swept the hearts of audiences at a single go. And what a timing! The biggest cricket festival with heavy prospected TRPs and the release, nothing better could come up the way. The IPL is over now and the glitz has already settled down, but the latest innovation in the field of advertising has not only revealed the changing tastes of the audiences, but also helped the advertisers to capture their nerves. Hope to see more innovation down the line!
Comments
Post a Comment