In 1993, a simple b/w 30cc ad was published on some page inside (of newspapers). It brought in a lot of attention.
India is known for its extremely moralistic attitude where miniskirts are equated to lewdness and skin show is frowned upon. The idea is to repress any progressiveness in sexual liberty and act as a sitting on the high ground spewing so-called moral values. (even though we are the land of Kama Sutra and Khajuraho).
This ad was taking a pot shot at the so-called moral preachers. And this is considered one of the big successes as it managed to get the attention of the lewd mind without any ‘indecency’.
This also was taking a cock-a-snook at the prevailing hypocrisy where a kiss is indecent but leering at women on screen is fun.
At the corporate level, Johnson and Johnson is known for its safe advertising, keeping a huge distance from anything controversial. Also, fearful that the international HQ may rebuke the local offices for veering from the dictated path.
This is one of the rare exceptions
Chris Rosario thought of this creative at Trikaya Grey with Vikas Gaitonde adding his deft touches to an ad that won many awards.
Strengthen brand advocacy through trust, emotional connection, and meaningful customer engagement.
AI agents are redefining customer experience by reshaping how consumers discover, compare and choose brands.…
AI-powered shopping agents are transforming how consumers discover, choose, and buy products. Explore how agentic…
Functional pet food is booming but confusing pet parents. Learn why science-backed education matters more…
Great companies start small. See how Facebook, Airbnb, and Zomato mastered niche markets before scaling.…
Global and Indian brands use co-creation to build richer customer experiences, deepen loyalty, and drive…