As I wrote in one of my recent blogs I admire the KBC campaign. But I admire the client more for having the vision to approve this type of a film. And not interfere with "nitty gritties or reality." If I think of the current film on communal harmony, in a logical sense, then there are many lacunae in the film.
First of all as we all know it is not a live programme but pre recorded. So this event could not have happened as depicted. Secondly before the show the participant has to give the names of the people whom they would want to dial in as a friend. Given the animosity shown in the film, I am sure the participant would never have thought of giving his neighbours name.
But ignoring such logical flaws in the film is the first reason why I would give full marks to the client. Given that they are a TV channel who are promoting a programme which has a format the temptation to stick to correctness would have been there. I am also sure that some nay sayers would have also tried to torpedo this idea on such trivial issues. But thankfully the channel did not interfere.
Personally, I have seen some good ideas fall by the wayside because "it does not sound real or it is not logical or this cannot happen" types of excuses. The reality is that it is not how true the execution is that matters but how relevant or truthful the idea is that matters.
I had mentioned about an ad for Indonesian detergent Rinso wherein a new variant with a new perfume was being launched. Since in the local culture (influenced by Confucian values) there are some rituals by which children show respect to their mothers, like kissing their hand before leaving home, we showed a mother handwashing clothes and the son just before going to school comes to kiss the mothers hand. He is so taken in by the new perfume of the detergent that he refuses to leave he hand. This ad did very well both in the market place and the awards, but almost did not happen. Because a smart alec at the clients end threw a statistic that since the majority of the brand users were washing machine users showing hand wash in the ad wont cut ice.
He was right. But then the idea was not about hand wash or machine wash. It was about the perfume and its role in washing. That is what mattered. And the results both bottom line as well as brand parameters, vindicated the idea.
Let's take the Surf Excel idea of Daag Acche hain. If we analyse this idea's execution logically will you ever find a mother who will ever encourage children getting dirty deliberately? But its not the execution logic that matters. Its about the mothers realising that for kids to grow and learn they will get dirty. The idea of experiencing life as a kid overshadows all execution details or logic.
We as marketers tend to forget that when we have a strong emotional idea and the brand tugs at the heart then consumer does not look at logic. A strong emotional idea almost takes over your logical side. That's why every advertiser tries to find a relevant insight, a relevant emotional pitch and a relevant story. Also we forget that to the target audience an ad is one of the many he/she will see. They will not analyse it as us the marketers. If they like it, they will remember it. And liking comes from the heart.
So my appeal to the clients is to spend more time on ideas. On insights, On emotional benefits. Once these hit the bulls eye, execution will follow. Give creative the freedom to think of a good idea. Don't get bogged down with the logic of the idea. Add value to the execution but always keep the core of the idea intact.
Else imagine what a muddle this KBC advert would have been.
First of all as we all know it is not a live programme but pre recorded. So this event could not have happened as depicted. Secondly before the show the participant has to give the names of the people whom they would want to dial in as a friend. Given the animosity shown in the film, I am sure the participant would never have thought of giving his neighbours name.
But ignoring such logical flaws in the film is the first reason why I would give full marks to the client. Given that they are a TV channel who are promoting a programme which has a format the temptation to stick to correctness would have been there. I am also sure that some nay sayers would have also tried to torpedo this idea on such trivial issues. But thankfully the channel did not interfere.
Personally, I have seen some good ideas fall by the wayside because "it does not sound real or it is not logical or this cannot happen" types of excuses. The reality is that it is not how true the execution is that matters but how relevant or truthful the idea is that matters.
I had mentioned about an ad for Indonesian detergent Rinso wherein a new variant with a new perfume was being launched. Since in the local culture (influenced by Confucian values) there are some rituals by which children show respect to their mothers, like kissing their hand before leaving home, we showed a mother handwashing clothes and the son just before going to school comes to kiss the mothers hand. He is so taken in by the new perfume of the detergent that he refuses to leave he hand. This ad did very well both in the market place and the awards, but almost did not happen. Because a smart alec at the clients end threw a statistic that since the majority of the brand users were washing machine users showing hand wash in the ad wont cut ice.
He was right. But then the idea was not about hand wash or machine wash. It was about the perfume and its role in washing. That is what mattered. And the results both bottom line as well as brand parameters, vindicated the idea.
Let's take the Surf Excel idea of Daag Acche hain. If we analyse this idea's execution logically will you ever find a mother who will ever encourage children getting dirty deliberately? But its not the execution logic that matters. Its about the mothers realising that for kids to grow and learn they will get dirty. The idea of experiencing life as a kid overshadows all execution details or logic.
We as marketers tend to forget that when we have a strong emotional idea and the brand tugs at the heart then consumer does not look at logic. A strong emotional idea almost takes over your logical side. That's why every advertiser tries to find a relevant insight, a relevant emotional pitch and a relevant story. Also we forget that to the target audience an ad is one of the many he/she will see. They will not analyse it as us the marketers. If they like it, they will remember it. And liking comes from the heart.
So my appeal to the clients is to spend more time on ideas. On insights, On emotional benefits. Once these hit the bulls eye, execution will follow. Give creative the freedom to think of a good idea. Don't get bogged down with the logic of the idea. Add value to the execution but always keep the core of the idea intact.
Else imagine what a muddle this KBC advert would have been.
