Indian media, has not really been one that has been overtly open to using non-traditional forms of advertising. They stick to the tried and tested mediums, be it television, radio or the grand daddy of them all, print.
But at the end of the day, in 2007, television costs are astronomical, and show no signs of abating, radio reaches out the masses,and is in a sense cost effective, but limited, as it's all about the sound, no visual.
And in this world of moving pictures, video iPods,Zune's and LCD's it's all about the visual baby! Print, well it has the visual, powerful definitely, but it's static.
------------------ Image Courtesy: AdsOfTheWorld ------------------- So how do you get a form of media, which is powerful,has good reach,and is visual... not to forget cost effective!
Video Length : ranges from 10 mins... to well as long as you can tape it...
Reach: Every person, who logs in to the site. Which for major players like YouTube and Metacafe is in the millions...
For our advertising project recently we used a viral video to spread buzz about our product:
Indian media has been apprehensive about UGC But today, I was pleasantly surprised... I received this email in my inbox from agencyfaqs! ******************* Hi,
How’s life? Hope all is cool. I was browsing through some random crap on Youtube when I found this message. I think it is the same guy who tried to hack into the TV station. Looks like they got him finally.
So well.. it was an ad, for NeoSports online portal. Neosports is a sports channel in India launched by Nimbus Communications Ltd in 2006. Basically it's a cricket only channel, for all the cricket lovers in India. But for low visibility reasons, very few people know about it.
Based on what you saw in the video, and the fact that there is a synergy between traditional and new media, could we say, that Indian advertising is finally opening up?
I was amazed, as well, I mean, the editing style, the effects were just awe-inspiring.
I'm a novice at editing, but I learn through what I watch, and this video was really creative. In all senses of the word.
Then today while going through my feed of /SlashFilm i came across the new commercial by him, for the new Moto RAZR 2.
It's called experience. It is really fluid, and sort of very Gondry style of concept and visuals. Very appealing, and abstract, with his trademark choice of music.
The next ad is one he created for Levis. It's a black and white one. I think the concept is nice, it was for the open pocket in Levis Jeans. And a good link with the start and end of the ad. A few shots I loved was the in car shots, and the train going by with the puff of steam.
These are just a few of the ads he created which I managed to locate on YouTube.
Hope you enjoyed them, if you know any other work of his on the www, leave a comment with the link. Cheers.
Before you get worried, and wonder what the hell happened to the dabbawalas, well nothing really. Dabbawalas was the topic for our Advertising Project and listed below are the things I designed for the same.
So basically, we said that the dabbawalas were bought over by a fictional company FoodCorp(a division of NewsCorp), which was a major player in the packaged retail food sector in India. So basically, they take over the dabbawalas, and well, then, they rename is "Mumbai Tiffin".
Then they need an ad agency to inform the public about the change. That's where we, Solvent Solutions, comes into the picture.
This is the logo we designed for them.
So we decided on a 360' Campaign: 1> Online Media 2>Outdoor Media 3>Radio 4>Print 5>Television
1> We posted a video on YouTube, which was supposed to be a viral, called "Fastest Lunch Packing" to build buzz about dabbas and dabbawalas
2> We launch the hoarding campaign shown below.
3> We then launch 3 radio jingles - 2 are teasers, and one is the final revealer
4> We then have our print campaign.
5> And last but not the least our TVC. (text might be blurred, it's as follows: 1> double shot scene: German Engineering 2> Train shot: Japanese Technology 3> Dabba packing shot : Indian Precision 4> Last shot before logo: Features about product)
Would love to hear your feedback on the whole campaign. Positive or Negative whatever it is... get commenting!
If I could some up this past week in two simple, non complex words of the English language, FUN and FURY would be it.
FUN ---------------- It's been fun to be working on projects, learning new softwares, making my first magazine,partying,sleeping, consolidating friendships. Projects - So many I lose track. 1 project still left(that falls in fury section). So we had the Ad Individual Project submission, good stuff definitely, take good ads, take bad ad's and recreate them.So basically analyse and work like an ad agency. Definitely engaging.
Then there was the culture studies project, a documentary on media culture... it was clearly fantastic fun shooting it, and then was editing, which was a bitch,but a learning crazy experience none the less.
Then... the journalism group project, a magazine, we chose the topic food, and the magazine was called Bhukkad (in hindi means person who eats too much).Designed the layout in Illustrator, the first time i worked on it, so quite pleased with the outcome. Our coordinator and prof, loved the magazine, the layout and the content, so bottomline yay!
Then.. now we have the ad project coming up, which is huge, but quite agency like nonetheless, and should be fun, because most of my group members are those who I havent really worked with in the past. A new experience. Looking forward to it. PR, Public Relations.Another documentary. Our topic (Reema and Me), UnHealthy Youth, so everything from smoking, drinking, insomnia, to junk food! That submission my loyal readers is on the 20th, which is in 4 days, oh boyy are we screwd! Parties - Went for Harshita's Birthday, last Saturday, and was good fun, she left for UK, this Thursday(missed the party!)...sigh... will miss her! (PIC: me..looking like a dead dog, and harshita at prevae)
Then mom headed out of town so we had a V to the A and B to the W party. Was it fun! Hell yeah! You can read about a spectator's view on Priya's Blog( yes yes, she was the first one to write about it!), and well my view, was one of getting tobasco sauce into my eye(it burns!), and dancing like a maniac, falling, and wiggling my ass(amn't I crazy)... oh I almost forgot, and clicking some quite amazing pictures *under the influence* of Priya... shots she could use in a fashion magazine, or as her portfolio(yes I'm not being modest!) (PIC: Me,Malvika and Reema) So the party attendees: (PIC: Reema,Me,Priya and Tanima) Malvika,Reema,Priya,Purab,Tanima(she's the culprit who poured tobasco in my eye!) and Monali. So we had a stay over, not all but Malvika,Reema,Purab,Monali and Moi. Reema absconded..where to I will not say! (ME DANCING LIKE A CRAZY DUDE WITH ASS SHAKING INCLUDED)
All in all a fantastic party.Loads of chocolates, and stuff(listed on Priya's blog) Purab stayed over last nite...was in a zonked mood(scroll to almost end of FURY section) But the whole time was fun....we recorded this crazy as video... it's a parody on the song "Lonely Goatherd" from the Sound of Music.
*PLEASE NOTE WE DO NOT MEAN TO INSULT ANY RELIGION,PERSON LIVING OR DEAD THROUGH THIS VIDEO AND IT WAS JUST MEANT AS A BIT OF HARMLESS FUN. IF ANY OF YOU HAVE OBJECTIONS TO THE VIDEO, LEAVE A COMMENT AND I WILL REMOVE IT.*
And today is Sunday, slept like a log, till 3 in the afternoon, woke up, watched India get pulverized by New Zealand in the 20/20 Cricket World Cup. Then watched Kimi Raikonnen kick Massa, Alonso and Hamilton's arse in the Formula One Belgian Grand Prix... woohoo!!! Kimi you are true world championship material!
NOW AFTER ALL THE FUN I HAVE HAD OVER THE PAST WEEK, THERE IS THE FURY.
Group people can be very lazy and so disinterested. I mean i have working ethics. A) I would not get my projects done by professionals. B) Even if I didnt know a software I would try to learn it before saying that oh, I just dont know the software!
Then I've delayed my Journo Group project by 4 days now, and I cant seem to get down to doing it. Not coz I'm lazy but coz I just cant think straight, and this project has been bearing down upon me, and sort of *I* put it on the backburner. Anyhoo, I need to get done with that tonight, anyway, anyhow, come hail or storm!
The other fury, overdemanding mom, she made me make a poster, ticket design and print ads for her play, 'Flawless'. Ack... I was soo irritated and dead, it isn't even funny! But that's the final product below, let me know how it is.
Last night was sorta crazy for me, cause I had these crazy suicidal thoughts(dont even begin to ask why!) So called up my blood-bro Purab, and i love that guy, cause even without me saying anything he suggested to come over, dunno what I'd do without him... Then my voice of reason, Reema, I called her up, and she immediately realized that it was coz I was overworked(yes I keep thinking it's hundred's of other reasons like relationships and bla), and hehe..she asked me to drink water.. my reply, "Im not thirsty,"to which she bellows, literally, "DRINK IT!".. and i scurry like a mouse! Purab stayed over(rest of the thing is fun..so scroll to the above section)
So I had a tiff with my parents today, and then resolved it, which puts me at ease... cause it was the mother of all tiffs, if there ever was one!
So well my next post, is going to be on family, and finally, at the end of 18 years almost, my understanding of it...
So I’m right about it all the while, The Axe deodorant ad = Silky Kumar … and my validation for the same comes from the agency it self. Keep reading.
I'm writing to you from the ad agency responsible for the Silky Kumar video.
We've read your blog and would like to congratulate you on figuring out that this is an Axe ad.
However there is a significant twist still to come in the Silky story which will be revealed shortly.
We deleted your comment (and please note, we did not choose to block you from commenting again) because we felt that as you were privy to inside information, yourwas not a natural one.
We are happy to tell you the whole inside story of Silky, and to have you blog about it but would like to ask you nicelyot to keep posting comments saying 'it's an Axe ad' at this stage. Say whatever you want about Silky but please don't spoil all our hard work for us!
I hope this is ok for you, please let me know your thoughts - we're always interested in talking to people who find our work interesting.
Yours
*****
He asked for my thoughts and here they are …..
We've read your blog and would like to congratulate you on figuring out that this is an Axe ad. – THEY OBVIOUSLY DIDN’T DO A GOOD JOB!!!
We deleted your comment (and please note, we did not choose to block you from commenting again) because we felt that as you were privy to inside information, your was not a natural one. – DID HE JUST SAY PLEASE NOTe WE DIDN’T BLOCK IT …
I say go ahead block it, but just for your notice, there are other mediums there how many do you plan on blocking. About inside information, you can grill everyone in you team, their friends, family, relatives and you would conclude it’s not anyone there. Cant you live with the fact that there is someone out there who is Smart, and beat you to your game. If you cant bad luck.
We are happy to tell you the whole inside story of Silky, and to have you blog about it but would like to ask you nicely to keep posting comments saying 'it's an Axe ad' at this stage. Say whatever you want about Silky but please don't spoil all our hard work for us!
Please note he SAYS WE WOULD LIKE TO ASK YOU NICELY – That’s the sort of line I would use as a threat “ im telling you nicely now or else ill raise my hand sorts” Don’t you think.
If you wish to use Social Media “unnamed Agency” 1st Understand, cause when you don’t understand it, this is what happens, you land up replying which sounds more like a threat, and then you get your target audience – ME offended. And then I make this even more Viral, and then you try and block it.
Social Media is simply, for the people by the people of the people. It is the height of freedom of expression. If you don’t understand that, then there is no use in delving in social media.
[[PLEASE NOTE:I HAVE NOTHING AGAINST THE CONCEPT, THE AGENCY, THE CLIENT OR THE CHANNEL. I THINK IT'S REALLY INGENIOUS AND WELL EXECUTED, MUCH LIKE THE VIRAL CAMPAIGNS TODAY, MY ONLY GROUSE IS AGAINST THE EMAIL THAT WAS SENT TO ME, AND THE FACT THAT MY COMMENTS WERE DELETED. TO PROTECT THE PRIVACY OF THE EMAILER, I SHALL MASK THE NAME. CHEERS]]
Indian Advertising has been taking an interesting turn of late. Teaser campaigns, be it TVC's or print , are gaining acceptance among advertisers. First it was the Sunsilk Campaign, which had this music video playing on MTV called, "Friday Night Fever", made you think it was an actual song, by a new artiste or something.
Then in a week or two's time, they followed it up with launching this range of four new shampoos from Sunsilk. Sunsilk is an offering from Hindustan Unilever Limited(HUL), which is one of the major players in the FMCG sector in India. I just realized while writing this post, that another product from the HUL stable is Axe, which is sold abroad as the brand Lynx, a product from Unilever.
What do I have to do with Axe? Well for the past month or so, there's this new music videos doing the rounds of MTV in India. Which video and who's the star? The song is called, "Scent of Desire". Sounds like a Beyonce or latin pop sensation number doesn't it. Well it isn't. It's a purely Indian song! The singer is none other than (brace yourselves people), SILKY KUMAR! shocked? And here is Silky, in his brand new single, "Scent of Desire".
Well I was as well. I mean, well the song was catchy, and it seemed crazyass and wierd, but still, if MTV is showing it, then must be some singer. But I'm in the media sphere,and my primary interests are advertising, so I decided to do a bit of googling, on Mr.Silky Kumar. I found a blog on RealTravel by Shans, who was one of the foreign gals in the video, and there, well I learnt the truth, that this was a promo video for a new Axe Deodorant. I also did some searching on AgencyFAQ's, and found that HUL, was planning something similar to the Sunsilk campaign, for the Axe Deo, but as usual there wasn't much there about it.
The funny thing is, on YouTube, the comments section, most of the comments are by someone who joined like a week back, and all different id's yes, but all saying, that either they know Silky Kumar, or that they are soo in lovvvee with him..
I did a bit more snooping, and found communities and users on Facebook and Orkut. I agree I made communities to promote my blogs and stuff on these sites, but that was blog, but I must agree, it's basically the industry realizing that there is a huge influence of social networking and word of mouth on the visibility of a brand. In general the internet, as a visual medium, plays a huge role!
Go for it HUL and Axe, hope I didn't burst your bubble! :P -------------------------- Videos Courtesy: YouTube -------------------------
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