" Effectiveness and Creativity are NOT step-brothers"
" Sehwaag ki Maa Ka Message ", this campaign ( for Reliance Infocom launch) was thrashed by several critics and rated as one of the worst advertising campaign by several magazines.
A brilliant example of creative bankruptcy.
BUT, creative advertising does not mean effective advertising. Lets have a re-look at the " Sehwaag...." campaign.
1. It was one of the most talked about campaign of those times
2. Reliance enjoyed the top-of-the-mind recall after this campaign
3. It established brand Reliance among the masses (now Reliance is trying really hard to change its image)
4. I remember one of my friend screaming his lungs out, " India need Sehwaag ki maa ka message", when Ricky Ponting was belting Indian bowlers all over the park during 2003 Cricket World cup final (this campaign was launched in 2001).
This campaign sucked, if creativity is the judging criteria. But for me, its one of the most rocking campaign in the history that made Reliance a household name.
Lets talk about Happydent's new campaign ( the one in which an entire city is illuminated by Happydent) which was conceptualized by one of the most creative person in the Indian advertising industry. The entire industry went ga-ga over it, it created waves in several ad festivals and recieved critical acclaim as well. BUT, did this campaign help Happydent increase its marketshare? Was this campaign creative.....yeah, without any doubt.
Was this campaign effective.....Let's discuss.
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1 comment:
There are plenty such examples.. One is the first Hutch ad, with the pug.. The industry was obviously raving about it, surveys rated it as the best ad for months, and it was found to be on-top-of-the-mind for a large population.. But alas, the effects of the ad were unthought of.. While the prices of pug puppies increased from 5k to 25k within a month, the hutch subscriber base remained almost constant.. Strange are the ways of the world :)
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