After a long day there is hardly anytime left for recreation. For most of us ,television is the only option when you are drained out. But seems the entertainment industry has nothing offbeat to offer. So most of the times the viewer has left with no choice at all. Same goes with ads. Believe me ,some ads are executed in such a way that though people like us who are from the same industry, are not able to understand the essence of the communication. And all we do is zapping ...zapping and zapping which makes it tough for the advertisers. How to break the clutter? How to attract the ‘multi-tasking’ consumer and to be ‘non-intrusive’ at the same time? Off course the sales figures, footfalls, inquiries and growth which are equally important ,come later. The first important task is to attract the customer, lure him, engage him and then sell. Huh...sounds too much.
But then there are some ads which not only attract the viewer but also entertain them, amuse them and at the same time make sure that the ‘brand’ is not lost in this entertainment saga. One such example is the new Snapdeal.com campaign
( http://www.youtube.com/watch?feature=endscreen&v=1SR_jkqPPpY&NR=1 )
( http://www.youtube.com/watch?feature=endscreen&v=1SR_jkqPPpY&NR=1 )
Snapdeal.com provides discount deals and offers and as a matter of fact it is there first mainstream TV commercial. According to me, the idea which revolves around ‘Yamdoot’ –the central character, has such simplicity in the execution that though you are thoroughly entertained, you don’t forget the brand, its essence, functional benefits and thus succeeds in creating a space in the minds of the occupied viewer. Once you achieve this, the main task is to keep the customers glued to your brand by offering good deals which ensure repeat visits / purchase.
So the question is what do successful ads do? What is the essence of any communication? May be we can sum-up it as following:
· Communication has to be about people, their beliefs, interests and finally about presenting various different ways to persuade them.
Any sort of ‘presentation’ tends to be effective only when it reinforces the beliefs of its audience and finally engages the consumers with all senses.
· No matter how brilliant or invaluable your idea is, it will be worthless if there is no reaction.
· Not only the idea but the execution also matters. So the story should be such that it focuses the core benefits of the brand which has a recall value while the customer making a purchase decision.
This may sound cliche but many of us are yet to put themselves in the consumer's shoes . High time to focus on these efforts .Ain't it?
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