This rant i’ve been saving for a long time. This is for all the ad executives out there. In what universe do you think if you take the video out of a TVC, you still retain the same message? How? Why? Somebody please explain this to me!
Case in point: Mezan cooking oil, with their TVC slogan claiming, ‘Har cheez mezan mein ache lagti hai’.
Watch the ad once. Now close your eyes and listen to the ad. What part of the ‘audio’ tells you that mezan is actually a cooking oil? Now imagine listening to it, non stop, in your car while you are driving to, or home from work, and what would you hear? A public service message telling you to maintain balance in your life? Or maybe a teaser of something to come?
Now for the advice to ad execs: When you are buying air time on radio, atleast make sure you have something worth airing! The radio is not a visual medium and it doesn’t matter if you’ve spent millions creating the most moving TVC, if it doesn’t contain the product’s name, the description and your selling point, its useless! Take a cue from Radio1 FM91, when they have their RJ’s read through a script either describing the product or promoting it, rather than a useless jingle (even though they’ve gone over to the dark side lately as well). Case in point: Knorr’s recent campaign about their new soups on FM91. They had sophia telling the audience why its good for them, and why they should use it because she’s also going to use it. It was highly irritating given her voice, but a very good use of the medium! The point is, have a version of your advertisement campaign that is NOT VISUAL! You’re creative right? Put some creativity into it.
And this part is for marketing execs so they can push their respective ad execs: So why spend the extra effort? The radio is a very potent medium for advertising because of its mass appeal. Millions listen to it across the country, especially after the proliferation of mobile phone integrated radios etc. All these people are those who are potential buyers of your product. If you just throw jingles at them without telling what your product is and how/why should they buy it, you are just spending your advertising budget ‘entertaining’ your customer without building any real sales.
I’ve heard that companies do it in order to bolster their visual campaigns, but seriously? Do you really want to depend on the fact that the user ‘may’ have seen your ad on tv and ‘may’ repeat it in their head if the jingle is repeated? Are you really betting your advertising budget on that assumption?
Think about it!