It’s that time of the year. You know, sending or responding to New Year wishes.
A lot of water has flown under the bridge and I hope the past 365 days have advanced your life constructively as well.
It is not a monologue on what I did last year. When did I poop or when did I have a chocolate.
Just a post to celebrate these advertising game changers. It’s not easy to break away from a category and own a part of people’s lives. Well, every company wishes to do so and few succeed. I am going to write about the following three who I think have been able to own these daily emotions of our lives.
1. Coca Cola – Happiness. It’s amazing how this company has tried, tried, tried, repeated, repeated, repeated and finally ingrained the very word of joy and hope on its bottle.
This is so beautiful. The message, the research, the children, the music, all symbolize joy, warmth, new hope and happiness. How easy it is for an aerated drink to stand juxtaposed to happiness? Well, you can if you are Coca Cola. Amazing, how they persisted in India and made their second innings so successful.
2. Cadbury – Again, Khushiyon ka Shubharambh. They have dared to challenge the very concept of new beginning and how, wow! It may take several years/decades for Cadbury to replace sweets but they have war has been declared. In fact, the upper strata of the society as already shifted or begun shifting to Dairy Milk hampers instead of Sweets. (try and remember, did you get a dairy milk hamper on Diwali this year? :) )
Now, not just that, please notice their ads. They are cutting across age groups, demographic profiles. They have adverts targetting family, young children, youth, working professionals, (this remains my favourite due to personal reasons. I also like the way, the boy says, main! That’s the reason, out of many all of which are winners, this one’s here!)
3. Last but not the least, Tanishq – Ever noticed Tanishq recent ads? the two of a kind make a perfect pair or this one below? They are cutting across their category WITHOUT actually crossing over. It’s a wedding and Jewellery is part of wedding. They are not promoting remarriages through messages but still, so subtle, so beautiful.
Enjoy. They are bound to change your mood! As the Coca Cola says, Umeedon Wali Dhoop. Yes, hope the world turn a better page in 2014. Happy New Year :)