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The age of internet
Among other countries, India is one of the leading in TV adverts spends with an average 10 seconds TV spot during IPL priced as high as Rs 3,50,000. Undoubtedly the clutter in TV adspace is increasing everyday and it is becoming more difficult to make a mark, to stand out among others. That is exactly what good advertising is all about,
Advertising is all about leveraging a Big Idea; an idea based on facts that connects to the audience and conveys the brand’s message loud and clear while resonating with the target audience
Among other countries, India is one of the leading in TV adverts spends with an average 10 seconds TV spot during IPL priced as high as Rs 3,50,000. Undoubtedly the clutter in TV adspace is increasing everyday and it is becoming more difficult to make a mark, to stand out among others. That is exactly what good advertising is all about, STANDING OUT among others, because if it doesn’t sell, it is not creative. On that note, let’s recall some of the quirky ads that very evidently made a mark.
Among the recent TVCs, the first ad that comes to our minds is the ‘Internet Baby’ spot by MTS. Although the Russian telecom operator is yet to become prominent in the Indian telecom industry, its adverts have definitely made us laugh and register the brand name in our minds. Among the series of commercials that featured the ‘Internet Baby’, the one titled ‘MTS Homespot’ takes a big piece of the pie.
The ad kicks off in a delivery room of a hospital, where the mother is about to deliver the baby and wait...the child disappears. Well, he had something important to discuss with God before he pops out and enters the world. The baby is furious on God for sending him to a house that doesn’t even have an internet connection. God asks the baby to get back to her mother saying that she is getting late for her delivery.
But the baby refuses – ‘Sorry God, no Wi-Fi, no go’; sounds legit. Eventually, God offers MTS dongle and the baby is pleased. Hands down, the ad was brilliantly conceptualised on the Big Idea - world’s obsession with internet connectivity. With over eight million views on YouTube, the spot is one of the most viewed Indian adverts.
Alive is Offline:
With a Big Idea contradicting all the major telecom operators’ USP of connected world, Cinthol soap’s spot titled ‘Alive is Offline’ is a beautiful depiction of how offline life is a better life and how the real conquest is to live life and not scroll through it on a social media platform.
The advertisement by Cinthol features a man who is on an adventure trip, leaving behind his hectic life. The soul of the spot is the voiceover that is disguised in the form of an automated message by telecom operator as the protagonist continues to stay disconnected from the e-world. A part of the voiceover goes like this -
“The person you’re trying to call is currently busy; busy in a world that needs no buffering, a world where you login without a password, where you’re guided by your heart and not an app. It’s a wonderful world; maybe you should visit it sometime.” There is just one thing we can say about the spot and its hard hitting voiceover – Alive is Offline and Alive is Awesome!
