Tuesday in India: In The Midnight Hour They Cried - "More, More, More"!

Move over, Millennials, here comes the Generation Z.

And brands follow.

Generation Z youngsters are the first true digital natives and they know they want more.

Because if there is one thing better than having a cup of gorgeous tea, it's having a cup of gorgeous tea AND a molten chocolate cake.

Spot on with #AndGeneration, Micromax.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in The UK: Jingle Those Bells with 5 Best Christmas Ads!

No snow outside yet but it has been blowing and snowing with Christmas ads in full steam.

The multi-billion pound battle for customers is up and tough in the UK and here are my 5 most favourite ads for this Christmas.

Ho ho ho!

The most popular and hyped about Christmas ad - John Lewis:



The most cheeky truth-telling Christmas ad - Currys PC World:



The most adventurous cat-involving Christmas ad - Sainsbury's:



The most cosmopolitan Christmas ad - Body Shop:
 

The most educational Christmas ad - Lidl:
 


P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Best-selling Things Come in Clever Packages

You thought:   

Good marketing message can sell it all.

New facts:  

Whether in an advertisement or on a package, marketers often make strong claims that they want consumers to believe, like "200% more eco-friendly" or "Better than Botox". Somehow we assume that consumers respond in the same manner to ads as they do to packages.

Current research shows that packages and ads differ in terms of believability. Consumers perceive packages as being close to a product and ads as being far from a product. Packages are typically perceived as a more credible source of information than ads. Consequently, consumers are more likely to believe a product claim when it is featured on a package rather than in an ad.When a product features a strong claim, consumers are more likely to make a purchase if they see the claim presented on a package versus in an ad.

What Marketing Doctor ordered:

Given that skepticism towards marketing is a growing phenomenon, it is increasingly important to identify tactics marketers can use to signal their credibility. A novel way to do this is to highlight product proximity, place the product next to the ad so the ad would become as effective as the package.

Regardless of context, increasing product proximity should increase claim believability.


Source: Tatiana M. Fajardo, Claudia Townsend. Where you say it matters: Why packages are a more believable source of product claims than advertisements. Journal of Consumer Psychology, forthcoming.

P.S. When you’re done reading, I’d love for you to share your experience with product packaging? Leave a comment or Tweet me, let's chat!

Tuesday in India: You Might Not Want to Marry After Seeing This

PepperTap has rolled out an advertising campaign (conceptualised by Option Designs) that might send the shivers down your spine about marital life.

Jokes aside, these ads are great.

They ride on a oh-so-well-felt fact that wife usually finds her husband to be lazy and apathetic about grocery shopping.

Baaaaammmm- here comes the hero - PepperTap app.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Look Out For Number 1.3 - Not Number 1!

You thought:   

It's effective to focus on the advantages of using precise numbers (50, 100, 530, etc) in the marketing messages.

New facts:  

Various products like energy drinks and aspirin pills are often marketed based on the numerical amount of a key characteristic that they contain. For instance, an energy drink may be advertised as having a certain amount of caffeine, whose number might be communicated as 100mg or 102mg. Although these numbers are similar in magnitude, 100 is a round number, whereas 102 is a precise number. Current research found that using a round (vs. precise) number in a product description increases consumers’ perception of a product’s lasting performance and ultimately enhances purchase likelihood. For instance, an energy drink with 100 (vs. 102) mg of caffeine is perceived as providing energy for a longer time, and as a consequence consumers are more likely to buy it. In addition, this effect occurs because when round (vs. precise) numbers are used in product descriptions, they bring to mind an associated concept of stability.

What Marketing Doctor ordered:

In order to design more persuasive marketing messages, use round numbers in product descriptions. Furthermore, these findings could also apply to consumers’ perceptions of product durability. Consumers might expect a 20-watt (vs. 23-watt) CFL light bulb to have a longer product life.


Source: Pena-Marin, Jorge & Rajesh Bhargave. Lasting Performance: Round Numbers Activate Associations of Stability and Increase Perceived Length of Product Benefits. Journal of Consumer Psychology, forthcoming.

P.S. When you’re done reading, I’d love for you to share your experience with round and precise numbers? Leave a comment or Tweet me, let's chat!

Tuesday in India: This Makes Me Unquestionably Jump for Joy

Let me just say that this DBS Bank's campaign "Chilli Paneer 2" received a Gold and Silver at the Midas Awards 2015 a moment ago.

And there is a real steak not just some sizzle.

It's the most engaging campaign for the banking services that I've ever seen.

Superb innovative storytelling with a pinch of genius selling.

Warning: the film is 20 minutes long!

But you have permission to be blown away, trust me.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Bring Flower People And Their Beetle!

I remember seeing an interesting story on BBC about Beetle car.

Beetle is not only the best-selling car in the world, there is also another jaw-dropping fact: this car was developed from an idea of Adolf Hitler’s. He thought that all people, not only elite, should be able to own a car and it needed a smart, economic design. Hitler even made a sketch of this soon-to-be an iconic, one of the most likable cars in the world.

Well, life is too ironic to fully understand..

Soon Beetle has been sold to the United States with an awesome ‘Think Small’ advertising campaign.

Moving to another side of the globe, they are trying to sell Beetle to Indians with "Think Fun. Think New".

And I don't feel it so deeply.

Do we really think Indians feel the same about the Love Bug, Beatles, college kids and free lovin’ hippies as we do? Surely, a rapping narration brings attention but I don't know if Indians are touched by nostalgia for something they never really experienced. 

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Lower My Spirit And I'll Donate?

You thought:   

Really strong negative emotions in charity ads is the best way to persuade people to donate.

New facts:  

Donation ads that combine the sadness and strength emotions are more likely to inspire donors and induce positive ad evaluations than ads using sadness-dominating emotions.

Donation ads that combine the two types of emotions could lead to not only more inspiration but also more actual donations than ads using just sadness-dominating emotions.

What Marketing Doctor orders:

If you run a charitable organizations, you can craft more effective donation ads. Don't just limit yourself to using negative-dominating emotions to make people more empathetic towards your issue.
Think strategically and design donation ads which combine the discrete positive emotion of strength with sadness. It may not only cause less distress to the viewers but also be more effective than sadness-dominating or strength-dominating emotions.


Source: Jianping Liang, Zengxiang Chen, Jing Lei. Inspire me to donate: The use of strength emotion in donation appeals. Journal of Consumer Psychology, available online 3 October 2015.

P.S. When you’re done reading, I’d love for you to share your best experience with coupons? Leave a comment or Tweet me, let's chat!

Tuesday in India: Stand Up For Your Indoor Air!

Make people visualize dark future and they will want to work on a better today.

Scare them and they will buy.

Well-told story with a clear-cut message takes the prize this week.



P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Diwali Ad That Leaves a Pleasant Sound In Your Ears

I love celebrating Diwali in India - such a light, sweet, beautiful celebration.

What makes my skin crawl is the terrible noise pollution which comes hand in hand.

Big Bazaar also created some noise this Diwali but with cracking advertisement, conceptualized by DDB Mudra West.

'Paper Pathaka' (pathaka = cracker) is fun, joyful and brings an intelligible message.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Make It Rain - The Bliss of Coupons

You thought:   

Consumers only crave coupons for the thrill of knowing that they discovered a good deal. But is that it? Check some fresh insight into consumers' psychology below.

New facts:  

As per just produced research, people who received a coupon had a 14% increase in oxytocin, an 8% decrease in the stress hormone adrenocorticotropin, a 4% decrease in heart rate, a 27% decrease in respiration, a 4% decrease in skin conductance levels, and a 90% increase in high-frequency heart rate variability. These factors showed almost no change for those who did not receive a coupon.

Mamamia! There is a real, measurable change in people‘s bodies and mental state from using coupons. Better mood. Happy high. Sweet relaxation. Do you know that oxytocin (which increased by 14% in coupon-holders blood) is also known as the love hormone and it profusely floods the systems of new lovers during the first six months? 

What Marketing Doctor ordered:

Short and simple - coupons is cheap, easy and nontoxic high for your customers so.. keep them coming, folks!


Source: Veronika, A., Tripp, S., & Paul J. Zak, P. J. Preliminary evidence for the neurophysiologic effects of online coupons: Changes in oxytocin, stress, and mood. Psychology of Marketing, 32, 2015.

P.S. When you’re done reading, I’d love for you to share your best experience with coupons? Leave a comment or Tweet me, let's chat!

Tuesday in India: Umbrella That Protects Against Rain… and Thugs?

I love the idea of the empowerment of Indian women.

An initiative by Vodafone conceptualized by Ogilvy & Mather Mumbai is aiming to protect women in small towns, using their own hands and...umbrellas!

Watch the introduction of "The Self-Defense Umbrella" below.

Don't get me wrong but to me this looks like a gimmick unless you see it in action.




P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: The Cuckoo Ramesh and Suresh Are Back

I was exposed to Ramesh-Suresh jokes since I started attending college in India.

The crazy siblings were mentioned during the classes, lunch breaks and especially, sleepovers.

Cadbury keeps bringing this hilarious (?) duo back to the ads over and over and over because they do the trick. They are weird, nutty as fruitcake and funny - just the mix young Indians like.

If you don't smile after watching this, then at least it will give you pause for reflection.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Pick Customer's Brains in Your Ads But Thoughtfully

You thought:   

The question in an ad ("This car is for you?") influences your customer more than a statement ("This car is for you.") because it invites him to think about something and reach his own conclusion, hence, he gets more involved in the whole "process" and perhaps more likely to buy.
Remember the success of "Got Milk?", "Did somebody say McDonald’s?“ or "Where’s the beef?”? It’s a question, again.

New facts:  

If the stimuli around the consumer are dreary and dull (ordinary visuals, boring music, etc.), they stimulate low arousal, and unaroused consumers respond favorably to questions.
If stimuli around the consumer are exciting and flashy (thrilling visuals, dramatic music, etc), they stimulate high arousal and aroused consumers respond more favorably to statements.

What Marketing Doctor ordered:

Use your logic for when to ask questions and when to give statements. Aroused consumers want clarity, they want simple information so they can act on it. Calm, relaxed consumers want stimuli that peak their curiosity.

Simple statement will probably be more persuasive in your ad if it is demonstrated in an exciting event, during energetic speeches, during an intermission of an action movie, in some stimulating, visually attractive website, near a thrilling story in the magazine, during supermarket‘s holiday sale and so on. As the author of the research says, "If the ad itself or the material in which it is embedded involves topics of a sexual, competitive, dangerous, or thrilling nature, the current research suggests that a statement style is likely to be more effective, even if a question style could appeal to consumers' curiosity under other circumstances..".

Under normal circumstances your promotional phrase might be more persuasive as a question, especially during slow-moving speeches, relaxing TV programmes, typical shopping days..well, you get the idea.


Source: Henrik Hagtvedt. Promotional phrases as questions versus statements: An influence of phrase style on product evaluation.Journal of Consumer Psychology, 2015.

P.S. When you’re done reading, I’d love for you to share your experience with promotional phrases in your marketing? Leave a comment or Tweet me, let's chat!

Tuesday in India: Would You Guess What Is The Original Social Network?

Apparently, it's a hop, skip and a jump from beer to social network.

Or are these two some kind of Bobbsey twins with same birdie tattoo?

The new Kingfisher ad brings no great shakes but it's OK for me.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: The Cement Ad Which Everyone Is Talking About

You wouldn't expect much creativity from a cement ad.

But mix nice idea with India's WWE World Champion Great Khali and you'll get a 'Wow' feature.

In the end, it tickles the same idea I had for years after living in there -  oh, just stop building crappy houses in India.

I'm sure the team behind this ad got some inspiration from the time-honoured ad on Mr. Wind:



P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: What You See is NOT What You Get

In her cheerful online tutorials Reshma teaches us "how to get perfect red lips" and "how to get rid off dark spots naturally" and "how to apply eyeliner".

Typical beauty How-To videos.

...NOT.

In this relevant campaign launched by Ogilvy Mumbai, along with Make Love Not Scars, a superficial topic, such as makeup, is used to address a hard hitting issue - acid attacks.

Watch till the end.





P.S. In 2014 349 people in India, mostly women, had acid (which is easily available and very cheap) thrown on them in deliberate assaults. The number is three times higher than in 2013. I have no doubts that the actual number of attacks is higher because many people are afraid to come out. While living in India I met two women injured by acid attacks executed by potential boyfriends who felt rejected. Both women felt depressed and worthless. They had dreams before the attack and now they didn't plan any future.

P.P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Come Away With Real-Life Fairies...

Holymackerel, this is easily the most memorizing fashion ad I've seen this month.

Ronan Keating was certainly right, sometimes you say it best when you say nothing at all.

Just a little glimpse, tiny smile, delicate sound of scarf in the wind.

Those normal beautiful women in their daily activities is the best reflection of remarkable Indian style.

Check campaign "That which will be remembered" for online ethnic store Craftsvilla conceptualised by Leo Burnett India here and admire.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: A Word Beginning with ‘F’ comes to mind? Here, Out Loud!

In the coming 33 seconds we follow Andy who goes on a search to answer the question "What’s there to eat today?" (hindi - "Aaj khane mein kya hai?").

At work he is told that lunch is over and there is only tea and biscuits left.

When he calls his home cook, she pretends to be unwell.

Eventually he tries to question his rommate but he reminds Andy he isn't his mother.

Frustration is high and F word is close. Check out which one.

Nice idea conceptualised by Lowe Lintas.

  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: I Bet You'll Have Saliva Dripping in The End of This..

No other car ad made me so starving for sweets like this one.

Smart pairing, Maruti Suzuki.

The desirability for the brand grows with every bite.

Yum.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Easy as ABC and Right-on.. Repeat!

True genius lies in absolute simplicity.

These ads for online matriomony portal BharatMatrimony conceptualised by What's Your Problem are just that.

I've heard every single of these phrases at least 5 times, my Indian friends are silently nodding with me, I know.

Big Like for brilliant delivery.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: What Keeps The Cartoonist Going When #ItAllStarts?

Wake up in the morning feeling old and broken - some coffee should sort that out.

Or pehaphs a coffee ad?

Again and again Nescafe beautifully sets itself as some motivational "speaker", emphasizing with viewers' dreams and ambitions. I like how there is coffee in the ad but it plays as a separate silent character which hops into your unconsciousness through deep emotions and stimulating visuals.

Rain or shine, don't skip this short ad film for Indian audience, conceptualised by McCann Erickson.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Despite Appearances, This Isn't Just A Pigeon

Simple, light, easy to understand, well made.

Condoms should be more than just a funny word which makes Indians giggle.

Because shit happens.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

P.P.S. Thanks Zivile for sharing this one ;)

Tuesday in India: Silly Ads Also Get Acknowledged

Just get a celebrity, create an easy as pie song and sprinkle it with colourful visuals - here is your viral ad for Indian market. Or anywhere else?

Not poking fun at anyone, really.

This ad is perfect for its' target audience and I'm packing a few of those Nivea lip balms to my forever-young Indian BFF at the moment. Mua!


  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: You'll Be Shedding Tears Before You Can Say Jack Robinson

A little effort goes a long way.

"A phone. A picture. And a lifetime of friendship in Kashmir."

The ad ends with a tagline, 'Keemat bhi, kuch keemti bhi' (something like "Best price, as well as something priceless!") - and that makes me thoughtful and.. almost tearful.


  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: The Newspaper is Dead?

Nice build-up.

Appealing insights.

Intelligent ad.

I just wish I could often say the same about Indian journalism...


  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Can You Break What's Meant To Last?

Rough use.

Naughty kids.

Water, pressure and banging.

This cute ad of Philips' switches is easy to understand and fun to watch.

  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Some Really Bold Moves from Myntra

This is actually a gigantic step for Indian advertisement industry.

I hardly notice her cute blue kurta but I am definetely affected by the message.

A well-developed 'being talked about' startegy, Myntra!

  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: The Blurring Line Between Ads and Movies

The advertising landscape has changed and boundaries between short movies and advertisements are becoming more and more invisible.

This 6-minute film from Lipton India is not making much noise in the advertising fields but it's still very nicely done.

"Why ask why, when you can say why not?"

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Buffering Will No Longer Be Cause For Suffering!

Watching online videos in India.. Oh, I still remember the experience: you put the video, it starts buffering, you go and make tea (proper Indian chai takes at least 10 mins to make!), come back, watch 1 minute of the video, and repeat the sequence again. That used to be one nasty experience.

But now, YouTube Offline feature promises no more head spin and no more headache.

Great observation and solution for the biggest pain!

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaigns this year? Leave a comment or Tweet me, let's chat!

Tuesday in China: No Germ Migration in Your Celebration

If you know China even a bit, you might recall neat red envelopes (or ‘hong bao’) people exchange during traditional Chinese New Year.

Do you know what comes in it?

You'll be surprised to see.

Well spotted, Lifebuoy!

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: This is How The Fast Gets Faster in Tortoiselike Country

When I think of trucks in India, I think of constant traffic jams, snail moving and lorries that define fifty shades of dirt and mud.

Tata Motors strives to reformulate Indian trucking.

And I haven't seen sexier ad of trucks since Volvo trucks in The Epic Split feat. Van Damme.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: There's None So Blind as Those Who Will Not See

It starts as a typical ad with a beautiful famous actress, lovely music and all that jazz.

But then there is a twist.

Who said, beauty is in the eye of the beholder, weren't right..

Nicely done, Lux!

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Oh Don't Get On That Phone, Darling

Calls at the wrong time ruin so many prescious moments.

Having that in mind, Quikr takes a funny way to highlight messaging service Quikr Nxt.

Not ROFL, but quite all right.

   <

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Don't Let Your 'Thank You' Go Missing

Every man has a story behind him.

This short movie for Google initiative, The Great Online Shopping Festival, encourages you to acknowledge and recognize some important forgotten people.

Like, your delivery man.

  

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: No, You're Not Seeing Pink Elephant Here!

This sleeping giant doesn't need to be waken up.

In December 2014, the Indian Ministry of Health & Family Welfare launched a national campaign called “Hathipaon Mukt Bharat” (Fliaria Free India) to free the country of filaria or elephantiasis.

Really, India doesn't need these giant footprints unless they belong to the real elephant's.


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P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: When it Comes to Snoring Husbands..

Someone is desperately looking for your sofa.

I like how natural situation and the sense of urgency adds to the humour.

Great ad, Oxl!

  <

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Tuesday in India: Winter is Coming.. For These Kids a Never-Ending One.

Warm hug has power.

Your warm woolen too.

Beautiful campaign by Godrej Ezee.

Share #Ezeehugs

 

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!