Posted tagged ‘Campaign’

The Power of One

March 26, 2010

Long before Twestival, there was television.

With the time for Earth Hour fast approaching, I’ve seen the number of # earth hour tweets increase exponentially on my Twitter account. As I go through the tweets I realize that long before hashtags, protest groups on Facebook, and online social change networks – in general before social media for social change became the norm; television was largely the broadcast medium for Public Service announcements (PSAs).

A PSA in the traditional sense is usually the result of a collaborative effort between an ad agency and a non-profit or a government outfit with its primary goal being ‘awareness for a cause’. Over the years, there have been numerous memorable public interest campaigns. The Power of One, produced in 1993 by the Teresa and H. John Heinz III Foundation in cooperation with the Earth Communications Office is one such outstanding creation.

It’s a montage of compelling images interspersed with powerful words that highlight the strength of one person’s conviction – of making a difference and creating change.

I think it is unequivocally a masterpiece on an artistic level. In terms of statistics, how far was the reach and how deep the impact is something I’d like to find more about…

Here take a look. Then switch off the computer for Earth hour, please.

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Orange: Together We Can Do More

March 14, 2010

I included this Orange ad in the series just because it makes me smile every time I see it. The defiant young boy’s expression is priceless. Imagination is indeed a powerful thing. And when combined with the universal reach of sports, football in this ad, makes for a great concept.

Orange launched this communication campaign to coincide with the 2010 African Cup of Nations in Angola. Flawless execution of “Together We Can Do More” by Publicis Counseil of Paris…

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Airtel: Express Yourself

March 11, 2010

Clearly, the black and white montage in Airtel’s Express Yourself commercial was aimed at enabling the brand’s connect with consumers on an emotional level.  This was back in 2003 when I was an advertising student in India. Since then the brand campaign has evolved in keeping with the evolution of Telecom category in the country – going through different stages of creating category and technology awareness, targeting premium segment and penetrating mass market. And now with record growth in subscriber base, is digging deeper into user groups with specific product promotions.

Back in 2003, I remember taking an instant liking to the tag line Express Yourself, probably because I was trying desperately to find my own voice.  And of course the copy in the specific spot I am referring to sealed the deal for me. The background score in this commercial is almost certainly the most popular ring tone of all time.

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Visa: Go World

March 10, 2010

Visa’s “Go World” campaign was launched in the US during the 2008 Summer Olympics. It comprised TV Commercials, print and online ads, and an online microsite. More recently, the campaign continued its winning spree with the 2010 Winter Olympics in Vancouver.

The signature 2008 Olympics collection boasts of TV commercials in sepia tones that use still photographs and moving images from past Olympics and combine those with Morgan Freeman’s booming voice over. The ads are based on the premise that human spirit is indomitable. And perhaps nowhere is this embodied more than it is in the triumph, passion and extraordinary will of athletes.

Here are a few of my favorites: the Centerpiece ‘Come Together’ that truly showcases the unifying quality of this century old Sports tradition; and the ones with Kerri Strug performing the vault and Fosbury leaping over the bar.

The essence of these ads is in their narration.

So shh… and listen in!

Amul Butter: Utterly Butterly Delicious

February 24, 2010

I suppose I don’t really know why I chose to discuss Amul’s “Utterly Butterly Delicious” campaign as I begin my blog.  The campaign’s innate Indianness may have something to do with it. Its sensibility is uniquely Indian so much so that Amul Billboards have become a part of the culture…no moment of significance is significant enough if it hasn’t been cheekily celebrated by Amul Butter. Increasing popularity of social media; legalizing of homosexuality in the country; swine flu pandemic; success of Slumdog Millionaire – all have had a place among the many ‘topicals’ of Amul.

Delhi High Court judgement legalizing Homosexuality

Growing popularity of social media

Growing popularity of social media

Amul’s brand ambassador – a round faced little girl with chubby cheeks and bow tied hair, holding out a packet of Amul butter in strategically posted billboards has been around for more than 3 decades now.  Taking their cue from popular culture – a headline grabbing news piece, a controversy, or a bollywood film, the billboards say something that is on people’s minds and thus find almost an instant connect with the audience. Over the years, the ads have gained an inimitable identity which by extension lends itself to the brand. Along the way, these ads have also caused ripples and stirred controversies – the one with Amul girl wearing the Gandhi cap rubbed many in the political milieu the wrong way. But such episodes haven’t disrupted the risqué tone. And yet, with their tongue-in-cheek humor, the yummy spoofs and the adorable mascot provide an endearing and long lasting quality to the brand.

For those of you interested, the Amul website showcases the entire collection at


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