ertising es
v
d
a
,
p
r
ov
ha
Razor s sures that it m the
gly en hanges with
n
i
l
i
a
f
n
u
times, c s
e
h
t
h
t
i
w
need
tells the truth! Razor sharp, advertising unfailingly ensures that
at it
moves with the times, changes with the needs and is in perfect
ct
sync with today’s nano-second generation. “It has mastered the
he
art of compressing messages and delivering it in a compelling
manner. Factual, funny, emotional, even scandalous, it never
ceases to surprise and delight through its audacious innovation””
says Kishore Chakraborti in his seminal book “Listening Eyes”
reflecting social changes in the new Indian communication
landscape. Chaks is right. Advertising shrewdly & craftily taps
into the treasure trove of fairy tales and with a bit of super-cool
tweaking, offers seductive brand equity! A Swan & Tortoise story
is modeled for Big Babool. For Sprite, the Crow & Pitcher story
is evoked, while Cinderella & Kurkure appears perfectly matched.
Tech Brand Communication specially, seems to buy into this
genre in a big way. X box is at least one super case in point.
Health-care & Problem-solver products also love this engagement.
Good & Evil have a ball. Vicks kills the Khich khich demon.
Domex destroys the Dinosaur. Good Knight & Hit decimate
monster mosquitoes and cockroaches
cockroaches. Mor
More ffables, in refreshed
and rejuvenated re-mix m
models
d will undoubtedly follow.
The llocal wit believes this move by the Advertising community
is truly yet another classic case of serendipity! In a time and day
when Fairy Tales is endangered species by today’s kids living
virtual lives, Axe’s Pied Piper – along with other fairy tale inspired
Ads – could not only help sell the product but also, perhaps,
arouse their curiosity and generate interest levels towards wanting
to check out the original source … However, he is quick to add
that in today’s environment when 5 is the new 10, cock is not
exactly a male hen and innocence is a consumer perishable, Jack
n’ Jill, Humpty Dumpty & Mary’s little lamb may not quite enjoy the
same sweet, cute & pure response they once did …!
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