Guinness is always known for its innovative and award
winning advertisement. This time they have again lived up the expectations and
came out with a brilliant advertising.
The concept of a true sportsmanship and compassion amongst
the players brings in the feeling of unity. The advertisement features the
various emotions like fighting spirit, happiness, disappointment etc in an
impressive way. Sport is such area in advertisement which binds different
people with one thread and it always works. This is called brilliant
advertising which leads to a positive impact on the culture of the society and
unites people. The portrayal of a disabled man on wheelchair helps to reinforce
the thought that no matter what the circumstances it’s the attitude of the
person which makes him a part of the group.
Now, we know India is a country where cricket is termed as a
religion. Cricketers as god and there is huge followers and fans for them. We
say advertisement is brilliant in India as compared to the west. But the point
is have we ever seen this feeling of true sportsmanship amongst our
advertisements. Various brands uses cricketers as their brand ambassadors, but
they never tapped their potential as a sportsman but instead tried to forge
their product on something related to sports and impose it on the commercial. If
the advertisement portrays the true spirit or feelings which can be well echoed
works well and remains on the top of the mind recall. The sole aim of the
advertising is always not to increase the sales of the product it is sometimes
helpful in establishing the brand name. once the brand is able to associate itself
with a strong emotion it works well.
Recently coke came up with their advertising campaign of
spreading happiness. It was a good attempt to reinforce their presence amongst
the competitors.
We need more of this type of good advertising, we still
remember “ hamara bajaj campaign” which was able to imbibe in the sentiments of
a middle class family when India was growing up in its nascent age post
independence. This advertisement made the brand a loved one by Indians.
Meaning
to say when creativity is best wrapped in beautiful package of emotions it can
do wonders for the brand.
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