Humorous Ads – Do they have better brand recall?

January 11, 2017 Vijay Sankar 0

Humor as an advertising theme is a time tested one. The biggest challenge of picking up and executing humorous ads is in its inherent possibility of alienating viewers. For example – though no pun indented, if the advertisement mock at some sector or demographics, it may fail (for example, Flipkart Assured commercial showcasing Gurkhas as watchmen) Curating the ad in the right way will result in attractiveness and better recall. Humor as a theme has couple of advantages It can attract all if done right The length of ads could be optimized The re-call factor and psychological connection with the brand […..]


Journey of Bru Coffee through its commercials

December 20, 2016 Vijay Sankar 2

Continuing from the discussion we had about the evolution journey of Surf Excel through its commercials; today we will quickly breeze through another brand – Bru Coffee. Bru Instant Coffee product line is yet another successful brand from Hindustan Unilever in India for decades. Brief History of Bru Coffee A nice and interactive timeline of Bru is provided in their website. HUL launched its coffee powder under the name Brooke Bond Green Label in 1962. India being a tea nation; at that time perhaps this was the first branded entry by any company into coffee market. This could be the reason […..]


Journey of a brand through its commercials- Surf Excel

November 6, 2016 Vijay Sankar 1

During this Ramadan season, one brand captured positive attention with its commercial (#madadekibadat) in both India and Pakistan together — Surf Excel. It’s always interesting to study how a brand has evolved over time. Not only does it gives insights into how a brand has evolved; but also on strategies, and messages it has developed. In this blog post, let’s make an attempt to see how Surf Excel has evolved over time during its journey of over fifty years. This ranges from She is Happy campaign to Lalitaji to Madad ek ibadat campaign. Hindustan Unilever Limited introduced Surf in 1959 which […..]

Skoda Better Made Better Campaign Critique

Skoda Better Made Better Campaign Review

October 21, 2016 Vijay Sankar 0

The advertisement that caught my attention off-late is the latest commercials from Skoda Auto India. The campaign is Better Made Better. The campaign includes three ads; all choreographed using slice-of-life themes. The most played ad sequence is the one revolving around a new father handed over his baby at a hospital Indian Car Industry Indian car market is one of those text-book type markets ruled by a handful of strong player. It is expected that the top three market players (Maruti, Hyundai and Mahindra & Mahindra) hold more than 70% of the market share. Skoda Auto India is one of […..]


Negative Emotions as Advertising Themes to break the Clutter [Repose Mattress]

October 7, 2016 Vijay Sankar 0

Advertisements are meant to attract, create an interest and make the audience to buy something. Advertising themes used varies depending on the product, brand and objective. Use of negative themes in commercials is rarely seen. In this edition of ‘Pick of the Week’, we will explore a new brand utilizing a negative theme (Obituary/Death) in its TV commercials – Repose Mattresses. Indian Mattress Industry Before diving into the commercials of Repose Mattress, let’s quickly have a look into the Indian Mattress Industry. It is one of the most unorganized sectors with perhaps less than 25% in the organized sector. The […..]


How well do the TV Commercials of Renault KWID and Mahindra KUV100 communicate their message?

September 26, 2016 Vijay Sankar 0

Since late last year, we have seen a new segment emerging in the automobile sector – micro-SUVs. Today, let’s look into the TV commercials of two of the micro-SUV offerings – Renault KWID and Mahindra KUV100. While it is arguable, whether these two belong to the exact segment or if we can even compare it; I think, we can consider these to be on similar segments of micro-SUVs. Renault launched and popularised the micro-SUV concept in India with its launch of KWID in late 2015. At that time, this was perhaps the most talked-about launch because of its price range […..]


Flipkart Assured against Amazon Prime – how do they stack up?

September 14, 2016 Vijay Sankar 5

The Trio in Indian eCommerce market – Flipkart, Amazon and Snapdeal have been trying hard to not only keep its market share, but also get an additional pie out of it. In fact, the Indian companies, Flipkart and Snapdeal have been struggling to keep their game up against the giant, Amazon. In a market that goes behind discounts and offers, these eCommerce giants are trying to vow prospective customers with an additional offering – premium services that offers various additional features such as faster delivery, guaranteed quality and access to exclusive deals. If we rewind a bit, before these premium services, it […..]