Is it true that the print-ads are destined to play the second fiddle to the tv commercials? Is it true that they can never create the impact a tv commercial can make? Is it true that their reach is restricted and they have their limitations? The answer is a big No .To the contrary, the print ads have successfully helped many a brand establish in this competitive market . They can be stylish, creative and yes there are no barriers .
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[1] Brand – The Times of India / Ad – A newspaper is only as interesting as it’s readers / Agency – Enterprise nexus / Ad released in – TOI, ET In recent past TOI has come out with some really interesting print campaigns .This ad along with ‘If you remove the make-up we are all the same’ and ‘Serving one God in many forms’ is strikingly innovative and stylish to the core . Compare this ad with HT’s Live smart ad campaign and for once you feel sorry for HT .But TOI has always stood for breaking and creating rules in marketing strategies .They say it’s a tabloid, so be it .You get what you deserve, nothing more or less – that’s the message . Sample this Got thrown out of college at 17 / horse breeder & blue film maker / slave to Shyam Benegal, resigned before being sacked / started his own dhaba, scuba diving school / Prahlad kakkar / loves women, cooking, eating / Horses more than women / …. / A newspaper is only as interesting as it’s readers
[2] Brand – Coca cola / Ad - thanda matlab coca cola / Agency – McCann Erickson / Ad released in – HT, Brand equity – an ET supplement . Agency with ‘tashan’ . The consumer insight agency did for coke what no other agency succeeded in doing .After shedding it’s lovey-dovey image here’s the new aggressive coke for you . The ad won several national awards for the agency . Sample this You may call it a plain-vanilla ad, just one great idea & words become superfluous .The ad shows a man taking nap under the shadow of coke crates placed one over the other and the punch line - Thanda matlab coka cola.
[3] Brand – Economic Times / Ad – The power of knowledge / Agency – Enterprise Nexus / Ad released in – ET, STOI. What do you expect a cat to do when it finds a fiery, barking dog racing towards it? Again, what do a cat do when it finds a fiery barking tied to the pole, dog racing towards it? In either case it’s bound to run helter –skelter .Not if it reads ET . That’s the power of knowledge .This ad was best in the series .
[4] Brand – Pepsi / Ad – Pepsi everywhere / Agency – Ogilvy & Mather / Ad released in – Brand Equity . This ad had arch-rivals baying for each-others blood & Coke threatened to drag pepsi to the court .This is the story of an ad which never was! confused? read on . Sample this Coke places it’s Bill board outside it’s Chennai office which read – Coke – 2nd floor . Somehow pepsi manages to buy the space next to the Coke bill board and places it’s bill board, which read – Pepsi everywhere! Just imagine Coke-2nd floor, Pepsi- everywhere! The ad was released in Brand Equity and earned lavish praise . Coke clamied that no such bill board was ever placed by Pepsi, Pepsi claimed otherwise . Later it was found that Coke was right and it was nothing more than a computer generated photograph . But hey, the idea was wow!
[5] Brand – Platinum / Ad – Platinum / Agency – SSC & B / Ad released in – TOI, Femina, Outlook . How many times have we seen an ad which says it all without saying a word about the product . Actually we hate it when didactic ads try to convince us of the superiority of the product .
Sample this Define a heavy heart / can you put everything within the constraints of 26 letters / there are things in life that escape definition / life, itself, for instance / define a mistake, wrong, right / ever wondered, how it changes with every experience / for that matter, how do you define experience / Platinum / .
[6] Brand – Cancer patients aid association / Ad – second hand smoking kills / Agency – Ogilvy & Mather / Ad released in – Outlook, Brand Equity No one thought that this innocuous looking ad will strike it rich at the Cannes, the mecca of advertising awards.The ad won Cannes Gold lion award for the agency . The ad gave it’s message through striking visuals . It’s was creativity at its best .
[7] Brand – Indya.com / Ad – It happens only in Indya / Agency – McCaan Erickson / Ad released in – TOI Remember the portal Indya.com which was launched with much fanfare during the hight of dotcom mania? The dream project which ran in all sorts of trouble shortly after it’s launch? The portal which of late is busy promoting the Star Network( Rupert Murdoch bought the majority stake in the portal) Remember it’s print ad released in TIO one Sunday? The front page was absolutely blank just the line – India changes it’s name to Indya . If the grapevine is to be believed, the portal paid an astronomical sum in 8 figures to buy STOI’s 4 pages. The idea paid rich dividends and the portal became the talk of the town . The ad though was a bit clichéd, the idea was simply superb .
[8] Brand – Airtel / Ad – express yourself / Agency – Redifussion DY&R / Ad released in – TOI, various other dailies and mags. The message is ‘Talk till you drop’The ad very intelligently promotes it’s message through this ad campaign .Great use of words and interesting stills.The challenge the ad took was to keep the spontaneity going, the consumers simply love it . Sample this Conspire, confide, confess / an awkward question / a difficult answer / an embarrassing truth / a flattering lie / make the most of every moment, leave nothing unsaid / Express yourself .
[9] Brand – Indian Army, SSC recruitment / Ad – Do you have it in you? / Agency – Mudra / Ad released in – All the major dailies and mags .** The underlying idea was to promote the Indian Army as a brand . That there’s more to Indian Army than what we know . the ad was aimed at attracting the youth to join the SSC recruitment camp . And the drive was a huge success thanks to the ad .
[10] Brand – Radio Mirchi / Ad – It’s hot / Agency – McCaan Erickson / released in – TOI, ET Marketing is the king .Radio mirchi kept making front page news( ofcourse in TOI), with it’s where-have-we-seen-that-red-chilli-logo-before & some aggressive ad campaigning, radio mirchi emerged victorious amongst private players .
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This list does not include any international print ad campaigns