Recently, I happened to watch an advertisement clipping where guy#1 reports of tummy ache after eating Ladoo ( wonder how!!!) and worries what will happen to his family if anything negative happens.. The guy#2 gives a piece of advice to invest in an insurance... Although the message of taking a wise Insurance plan is conveyed, was just thinking if the storyboarding and plan was strong enough to convey the intended message.
This gave me a good thought of how the advertisements in the late 80s and early 90s used to be.. The products that was advertised might have had a full PLC and the product slowly might have faded in the market or been bought over or underwent many changes. A portion of the product branding lies in the way it is advertised. If done correctly, it definitely is a rewarding, but if done incorrectly, it could cost a huge investment. Advertisement agencies have come a long way in creating stories revolving around any product. Some advertisements seldom create an impact in the minds of the prospective customer. Some are remembered for their real creativity and hence could result in 'top of mind recall' while some are really remembered for their negative visualization or poor picturization. Just when I realized this, I was reminded of advertisments that appeared in Television a time when television itself was just emerging. Some of them are shared(not necessarily in thsi order though) - TOP OF MIND RECALL:
1. The first thing that comes to my mind when I think of a TVC (TV Commercial) is Lalita ji!. the ever green(blue) SURF - Surf ki kharidhaari mein hi samajdhaari hi!.Even after 25 - 30 years, you like to see it again right!! - Artist - Kavitha Choudhry
2. Cinkara tonic (wonder if it is still there) - Hamdard ka tonic Cinkara.- When Javed Jafrey is overloaded with work and is just about to faint, he sees a pile of files kept on the desk... The secretary hands some more papers.. (All Voice overs.. bechara kaam ke bojh ka maara!. Inhein chaahiye Hamdard ka Cinkara!. He drinks and breaks out of the glass and hands over the report!.. HAMDARD KA TONIC CINKARA!
3. The famous Pan Paraag featuring Shammi Kapoor ( I was reminded of this advertisement when I heard he passed away) and Ashok Kumar meet to discuss on one thing that Shammi Kapoor and his wife (girl''s parents) forgot to tell AK and his wife. They meet AK, his wife and SK says, "hum aapse ek baat kehne ke bhool gaye". Puzzled AK looks at his wife, and SK says "Ghabrayiye nahi.. Hume kuch nahi chaahiye. Hum to sirf itna chaahthe hain ki aap baaratiyon ka swagat Pan Parag se kijiye!. Relieved AK laughs and says "Humein kya maalum tha ki aap bi Pan Parag ki shaukeen hain".. PAN PARAAG PAN KA MASALA PAN PARAG!
4. The wonderful Godrej Shaving cream advertisement - I think it is Vivek Vaswani(not sure though) approaches a clean shaven guy in a neat suit and asks Which Shaving cream do you use?
The man says, "Godrej"with a confident smile. VV: Why?
He responds quickly in a rush "Great Shave, Cologne Fragrance.. Wife loves it"
He approaches another in the elevator and asks "What shaving cream do you?"
The man with a beard says, "Me?"
The phrase says "The one bright spot in a man's morning" - I am reminded not because of the product but a person who is interviewed reminds me of a family friend!
5. Liril Advertisements - Subliminal message
6. Lijjad Pappad - Hain hain hain .. the rabbit
7. Vicks- Father, daughter combo.. Excellent one.. and the daughter pretending to cough for Vicks..Vicks ki goli lo..kich kich dhoor karo
8. Dinesh suiting - many models..
9. Vicco turmeric - the underline message has never changed.. Vicco turmeric - nahi cosmetic!..(ad featuring Sangeetha Bijalani)
10. Washing Powder Nirma Doodh se yi safedi Nirma se aaye ..... sab ki pasand Nirma
.....and many more..
Somehow none of the present days advertisements like hair being so strong to pull something, and total dandruff control, age miracle, fairness creams never impact because the product per se can not guarantee them and many other factors contribute! It is a very evident factor that advertisements play a very crucial role in creating an interest in the minds of viewers.. Getting the attention, and kindling interest and desire will mostly yield in action - purchase - Clear AIDA model.. Readers, share which advertisements that has impacted you strongly!.
Hope advertisement agencies come up with wondeful storyboards and impress the viewers to use the product..
My 2c worth!
Signing off,
SPH
