Good advtg.. simple advtg..

As a member of the much talked about advertising fraternity ( the client side... hmm, yes we do have a say you know), I have often debated the difference between creativity and delivery. The fine line between whats good advertising and whats effective advertising is questioned, answered and often breached.

Being mostly part of companies which do not have unlimited media budgets or media savvy people at the helm makes the job darn difficult. And then every once in a while you look at the work other companies bring out and there are a million questions you ask yourself.
Would I have passed that? Would I have the passion to get that idea passed through the guys at the helm? How much would have that bloody ad cost just to make? What is the media budget... zillions? Is the money spent really worth it?

there are 2 industry categories that have come on their own in the last few years as far as advtg content goes. Both as a resultant of the post liberalization and the advent of the gen next tech savvy Indian. The Insurance category and Telecom one. I shall refrain from dissecting each ad simply because all ads are better heard or seen rather than read. But will definitely look at the way each of these industries has taken off.

Insurance advtg has refreshingly left the whole funda of scaring the viewer into what happens one your dear passes away... OOOOf, these sort of ads were on for close to 2 decades. New age insurance advtg is all abt reassurances, freedom, investment, and thank god for this... Humour. Taking a humorous way at a serious product like Insurance has made a world of a difference. The key in the nmessaging has been abt Insurance helping you in this lifetime, rather than about leaving back a legacy.

Telecom advertising ( majorly mobile) has blossomed and HOW!!! . Take this simple test to prove my point - Sit in your non TV room for a while and look out for signature tunes that keep playing from your TV.. My guess is that you will remember at least 5 of them without worrying too much of what is said ( usually very little nowadays anyways), and I think that is sensational to have that much differentiation in 1 category alone .

Eventually, whether it be offer based advtg or brand based advtg, I think eventually the call every client has to take is at the end is simply whether the ad works or it doesnt? Did your consumer understand what you meant to say in the first place? Have 1 or 2 elements that are consistent every single time... ( over a period of 5 years atleast), and that my friends I think is the key to developing a brand that stays alive through good advtg through the years. Simple naa.. ha. Try me.