DISCOVER INDIA

Television advertising started about 60 years ago and advertisers and advertising agencies soon grasped the magnitude of this powerful medium. Companies realized that branding could be taken to the next level as, cleverly thought out creative commercials could easily connect with the average consumer. Moreover, commercials have the advantage of associating a product or service with emotions such as trust, reliability, prestige, ease of use,,desire, envy ,pride so on and so forth.

Vodafone and Bajaj have always been my favorites when it comes to commercials. The zoo zoo ads(Vodafone) have been a phenomenal success and infact they are the most watched ad’s in youtube and even have a fan following in face book. I saw another commercial couple of days back for the Bajaj Discover bike and I thought that was a pure delight. They have started their advertising campaign under the theme of “Discover India with the power of 1 litre” and currently have three TV commercials under this campaign which are being aired now. The Ad’s talk about the bike’s mileage(100kms/litre) which enables the consumer to explore little known places in India. I have seen a couple of their ad’s and instantly connected to it. Like for example one of their ad's have a guy riding the bike, discover a place called Mathur about 100 kms from Mysore, where the local language is Sanskrit. Another one had the guy in the bike discover a place in India about 100 kms from Ladakh where you don’t need fuel to run the bike because of the presence of a Magnetic hill. These are fascinating pieces of information that I was completely unaware off before I saw this commercial. I am assuming that I am not the only one around with a poor GK and that this would be new information to many. A lot of credit has to be given to the creator of the ad for the concept purely because of the ad’s ability to connect with the brand in a unique manner.

Creative advertising not only aims at selling a particular product or service but also connecting the vision of the company with its consumers. It should be able to penetrate the public mind with information and desire.