Showing posts from 2008

Dettol Instant hand Santizer

Dettol: Instant hand Santizer

Usage Contexts and Attributes of the Product: Possible Advertising Themes

The product being advertised is an Instant Hand Sanitizer. A hand sanitizer’s value proposition is that it kills 99.99% of the most common germs that may cause illness. Its relative advantage compared to a normal soap is that it can be used anytime, anyplace, without water or towels. Its disadvantage is that though it is very effective at killing germs on the hands, but it is not effective at removing dirt. Conversely, soap and water are very effective at cleaning dirty or soiled hands, but are not good at killing germs.

So, a result, communication for an Instant Hand Sanitizer must concentrate on two points:

• 99.99 % Germ Killing Formulation
• No need of water/towels, making it anytime, anywhere

The Target Audience for usage of an Instant Hand Sanitizer must also be made aware of the need of using such a product. This need must be such where an ordinary soap and water combination …

SBI Life Insurance

Creating the “pull” in Life Insurance
Insurance has a very strong sales focus. There are other financial services like mutual funds where people themselves take the initiative and contact the companies or agents. But for life insurance, invariably the buyer is never the initiator. The agency model of life insurance companies involves a number of insurance agents who work under a sales manager. These may be house wives, retired people or even professionals looking for some extra income. Their job is to contact people, understand their specific needs and offer a customized insurance plan to them to cater to their needs. Needs could be a) Retirement planning b) Protection against untimely death c) Saving for future children’s needs d) Saving a lump sum for an event like buying a house ect e) Investment option for superior returns ect. These needs are there for every one of us. But it is the insurance agent who makes us realize them. This realization is the first step towards convincing …

Out Of Home

Think Out of Home..Think India Railways...

Here is snapshot of a Mumbai Local train, with an advertising message of a popular TV show, painted all across its body. Sure, innovative advertising technique and a great way to earn precious revenue for the railways.

BSNL Ghar Ki Pehchan

ADS I Like....BSNL...Ghar Ki Pehchan...

The backdrop: With mobiles becoming all prevalent, everyone in a typical urban family has a personal cell phone. In such a scenario, the requirement for a land line connection becomes very less. This is one of the reasons why people in large numbers are surrendering their land line connections. While the mobile subscriber growth is increasing exponentially, the number of land lines is actually decreasing.

The Land Line as a Ghar ki pehchan...or a Symbol of the house...

BSNL addresses this by projecting the land line to what it originally was...a symbol of the house. Like the way we have our home address, we must have our home land line number. It represents the house as one unit. The execution of the ad in a humorous way with Preity Zinta as a prospective bride, for seeing whom the bridegroom's family has come, sure underlines the message and makes it memorable. The highlight of the ad is a highly dramatic moment in which Preity replies to the …