The storyboard: An irked employee is doodling some terms of socially loathed qualities and all the arrows of angst are directed to the nemesis of the story who is remembered as the most popular name in corporate India. Hari Sadu returns in Naukri’s new campaign with a climax that teases the gun-smoke of the much dreaded months of recession. The punch-line reads ‘Jobs are back!’(The diagonal strokes of the letter ‘k’, in the word ‘back’, are cleverly inverted to emphasize the meaning – forward movement.)
The billboard: As you cruise over one of the flyovers in Secunderabad, and when Parade grounds come into full view, the cityscape is donned with a large hoarding that promotes a restaurant with humorous punch-lines like ‘taste even Rajni can’t beat’ & ‘six-pack ya family pack’. The term family pack has since caught on with the local parlance so much that it is frequently used in social circles to substitute the term obesity.
The springboard: If the public recognizes your logo, style or color, the value of the communication is obviously doubled. Combine this instant recognition with a touch of wit that resonates with the target market and your brand sells. Humor is one of advertising’s most volatile tools. Good humor wins friends. It attracts the eye, engages the mind and restores the soul. Humor is everywhere. You will find it in a maverick’s histrionics, you will find it in the comic strips about the adventures of a small kid, be it Dennis or Calvin, and you will find it yet again in the cheeky one-liners mouthed by Ian Fleming’s debonair spy. Yet humor is surrounded by banana skins. It can try too hard and fall flat or not hard enough and go unnoticed. But still, ads that make us laugh might make us buy.
The dartboard (or when humor goes astray): The so called ‘creative’ clowns of the Indian ad-houses are sporting a field day with a conceited attitude that they can get away with anything more degenerating than slapstick because they presume their audience to be fuzzyheaded morons who waste their time wagging to the heavy-duty emotions of tearjerker soaps and “pre-scripted”, and yet very lucrative talent shows. Pondering over the hackneyed path that a segment of Indian advertising is treading these days, we can observe that as we flip channels across the tube-space we jump into some really stupid commercials that make us wonder why the ad-makers are grossly underestimating the acumen of the average Indian viewer (and you will thank your stars for the invention of the remote).
I guess, on a meager shoestring budget, even a local school team can come up with better, fresher ideas.
The billboard: As you cruise over one of the flyovers in Secunderabad, and when Parade grounds come into full view, the cityscape is donned with a large hoarding that promotes a restaurant with humorous punch-lines like ‘taste even Rajni can’t beat’ & ‘six-pack ya family pack’. The term family pack has since caught on with the local parlance so much that it is frequently used in social circles to substitute the term obesity.
The springboard: If the public recognizes your logo, style or color, the value of the communication is obviously doubled. Combine this instant recognition with a touch of wit that resonates with the target market and your brand sells. Humor is one of advertising’s most volatile tools. Good humor wins friends. It attracts the eye, engages the mind and restores the soul. Humor is everywhere. You will find it in a maverick’s histrionics, you will find it in the comic strips about the adventures of a small kid, be it Dennis or Calvin, and you will find it yet again in the cheeky one-liners mouthed by Ian Fleming’s debonair spy. Yet humor is surrounded by banana skins. It can try too hard and fall flat or not hard enough and go unnoticed. But still, ads that make us laugh might make us buy.
The dartboard (or when humor goes astray): The so called ‘creative’ clowns of the Indian ad-houses are sporting a field day with a conceited attitude that they can get away with anything more degenerating than slapstick because they presume their audience to be fuzzyheaded morons who waste their time wagging to the heavy-duty emotions of tearjerker soaps and “pre-scripted”, and yet very lucrative talent shows. Pondering over the hackneyed path that a segment of Indian advertising is treading these days, we can observe that as we flip channels across the tube-space we jump into some really stupid commercials that make us wonder why the ad-makers are grossly underestimating the acumen of the average Indian viewer (and you will thank your stars for the invention of the remote).
I guess, on a meager shoestring budget, even a local school team can come up with better, fresher ideas.
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