Advertising

For years, funny & smart Mentos commercials were not missed because they advertised what the product could (albeit tongue-in-cheek) do, not the product itself. Worldwide, M…

Anna is the Snap Queen She has 1000s of followers. She takes 30 selfies a day. The average number of likes is 400. She loves the popularity. For the Snapchat filter…

Royal Stag has been one of the most interesting stories of my career in advertising. It was the early 2000s, and I was working at Ogilvy’s Delhi office. My art partner at that tim…

Who Is Your Target Audience? And Why? Can You Describe Them? If you don’t have specific answers to these questions, then you are in big trouble. I am given inappropriately s…

In 1988, after the Independence Day speech by Prime Minister Rajiv Gandhi at the Red Fort, a song was telecast. Millions of Indians heard it for the first time and it has since be…

The buzzword in marketing today is influencer marketing. Finding influencers isn't difficult, but getting the good ones are. The ongoing COVID 19 crisis has increased the impor…

Paper Boat has a history of using nostalgia to promote its products. The brand wanted to establish a stronger customer connection using childhood memories. The brief given to Kari…

Email overload. Inbox bombarded Competition for the reader’s attention. People spend a microsecond evaluating subject fields. If it doesn’t capture their attention imm…

Technology has forced us to interact 24 hours. We would like to be connected virtually as we'd prefer to stay in touch, continue with our multiple friends on FB, Twitter, Instagra…

Privacy on the internet is an extremely hazy subject. Hazy because it has become complicated, crazy agendas, conflicting interests, etc.  Web sites want to know all about …

I prefer Bacardi to Old Monk; I like Absolut to Grey Goose; I like Puma to Reebok; The list goes on Putting the products aside, there are reasons why I prefer the brands mentio…

Technology and the Internet have broken barriers of communication & interaction for the common person. Tools like messenger services and more importantly social media sites li…

People are inquisitive. They want to know what they cannot see or hear Sitting back at a favourite restaurant of mine, I was wondering what appetizers do. Do they stimulate you…

In 2014-15, P&G asked BBDO India to build emotional equity for Ariel, the flagship detergent brand from P&G. Ariel was doing exceedingly well. Josy Paul knew that adver…