Where's the Message

Communication holds the key in any advertisement, not the characters or the medium. It’s surprising how brand managers fail to understand this thing and get carried away by the glamour quotient in the ad. Recently there have been many high budget ads which are entertaining enough but fail to communicate the message to its audience.

The high budgeted ad of actors like John Abraham, genelia d souza, abhay deol in the LG cookie ad try hard to explain the social networking feature of the phone, but the message is somehow fail at it. All you can understand is they are making fun of their friend Abhay. I wonder do the advertisement guys pre-test the ad before airing it. This ad has all young achievers which is in likes of the target market but miserably fails to transcend the message.

Smitten by the IPL almost all the brands have cricketers in it with out any association with the brand. what has yuvraaj to do with classmate notebooks?? Will he ever use it ? This ad is great and fresh but doesn’t need yuvraaj who doesn’t look young unlike the other actors in the ad.

The new TATA DOCOMO ad of VAS reverse caller tune which is on air these days suffers from the same glitch, the ads are funny but don’t carry the message. The ad featuring an interviewer interviewing a young student who is careless and cool is funny to see how he reacts to the questions in a careless way and all of a sudden the person offers him a job ???? Surprising!! The voiceover says “hear what you want to hear” and the audience is lost, unclear of the message.

The previous ads of TATA DOCOMO, animated words and the friendship express had a good liking and were enjoyed by the target group. This new ad is cool but doesn’t explain the benefits of the new feature, this VAS needed explanation as this feature is first of its kind in the Indian VAS market. It should have explained this new feature to create awareness. This ad wouldn’t be bad if it was a reminder ad.