How to break the advertising clutter in TVC space when the big brands are ready to hijack everything from IPL to Elections? When the scripted nautanki (jargon) from established ad agencies are falling flat like a house of card, and everything looks lost – Avengers: Endgame is the solution. The second-best solution is the final season of Game of Thrones with flying dragons. Well, everybody can’t afford dragons or become Iron man, and hence the size doesn’t matter – its dragon glass and Ant man, the unsung heroes.
Ok enough of entertainment – I just noticed one ad on a Hindi news channel and immediately it caught my attention. India ka tyohar – elections (not the IPL as per Ogilvy) are in full swing and getting more coverage than the IPL. When most of the brands are focussing on power of voting and getting into the endless pit of cause/social image building, here is the ad (Goel TMT) which takes a very different approach. Have a look first below and decide for yourself.
The opposite idea is instead of urging people to vote – provide a shock value that what happens if one doesn’t vote. It is a positive surprise to see such a wonderful ad from a steel bars brand (and not from a cola or FMCG giant). Notice the brand is TMT and NOT any FMCG or the big ones.
The ad is posted by director of GRV films and he has a YouTube channel where more interesting work is posted. Also, do check out this voting appeal ad with reference to army.
This is what I love about advertising – Creativity is not the property of powerful people with money. In this digital age, anyone can be a next wonder with right talent and sense. A distinct thought process – a cliché “out of the box” should be changed to get rid of the box altogether! And that’s the way to break the advertising clutter.