Case study - Fairy Tale
IS
ADVERTISING
TODAY’S A
FAIRY
TALES?
Brands Illustrated hits the
ground running relating
two diverse streams into a
suspiciously seamless connect!
dvertising – like God – seems to be
all-pervasive! Its everywhere, all the
time, leading the over-heated frenzied
champions of this calling to – wrongly –
believe that it truly works like a hypodermic needle!
Its time to gently explode this myth with some hard
truths. Crafting messages for impact seems to be
this lot’s mantra, followed by choosing the right
medium and loading it with heavy-duty messages.
There is a - mistaken – belief that messages [per
se] are powerful, sexy and dynamic while audiences
are … passive! This is 7-star bullcrap! The fact is: It
is not what the message does to the reader, but
rather what the reader does with the message!
Meaningful communication happens only when the
audience tangos with the take-out. Hence trueblue empowerment – engage, entertain, enrich – is
about convergence, not confrontation. Audience
behaviour – not attitude – should be the crux of this
agenda.
And this is exactly where the wonderful world
of fairy tales enter … wondrous stories spun with
pizzazz within a tight time-frame and focused
message. Oral communication has always
fascinated the human mind, with imagination forever
playing a starring role, with … and they lived happily
ever after, eternally providing the desired, feel-good
finale right? As globalization, consumerism and
virtual life continue their turbo-charge into our life &
times and disintegration of joint families becomes
a harsh reality, cruelly exiting Grannies as official
story-tellers, the conventional, charming, old-world
yarns of yesteryears seem to have found a new,
exciting avatar & life in a whole new form – Ads!
Advertising – like the best Bollywood mainstream
masala – is mandated to pan out seductively crafted
dreams that, somewhere, are anchored in realism!
An elaborately choreographed lie that somehow