Tuesday, August 17, 2010


‘When times are good, you should advertise. When times are bad, you must advertise.’ Though some marketers were not swayed by the logic then, they have now realised that the fastest way to set things right is with a powerful dose of a great advertisement

‘Homely’, because when times are rough, you look back to your home and family for support. You need to be reassured that all are together. Each one counts. Not just at home, but in business too, and the one who understood it best was Microsoft. Business is personal is the theme of its new ads. The print ads looked like ‘fake memos’ complete with words crossed, insertions made with a pen, et al; and as you read through, you realise that it was an announcement of the launch of Microsoft’s new software, which “understood how people really worked.” Read the memo, “…now more than ever, it’s everybody’s business… to come together and form a great company even in a tough economy”. Microsoft seems to have got it absolutely right this year. Its earlier ads never really managed to strike a chord with the audience. And Apple always had had the last laugh – as it scored higher with its comparative ads – making fun of Microsoft’s fuddy-duddy image.

Chrysler too is hoping on ‘hope’ as it begins the New Year. It wanted its consumers to realise that it had emerged from bankruptcy and was a stronger, healthier company. As families came together for the New Year, Chrysler did not lose the opportunity to remind them that this was the very company and the very car that had been bringing home their loved ones and hoped to do so for many years to come. A dash of good cheer and nostalgia is what the new campaign, ‘Coming home’, is filled with. It hopes to once again get the cash registers jingling.


The spirit of survival is what the coming year will be about, and if it requires a new look, then nobody is asking why. Probably, recession needs to be thanked and not blamed, for it’s recession that forces one to think creatively, to think positively. One company that’s surely been thinking very differently is Idea Cellular. With every cellular company banking on celebrities, this one decided to introduce a new ‘idea’ too. Abhishek Bachchan not just charmed you with his wit, but also showed innovative ways of saving paper. It has truly created a huge improvement in brand recall Sir Ji!

Visualise this on your TV screens…teen girls dancing at a bus stop using an MP3 player – then comes a tag line, ‘Made in China with software from Silicon Valley.’ You got it right! Not just companies, countries too are working hard toward changing their images this time, for it makes good business sense. With ‘Made-in-China’ products taking a major image beating this year, be it toothpaste, toys or pet food, the China Advertising Association decided it was time for a makeover. ‘Made in China, made with the world’, is the theme of the new ad-campaign to help overcome all negative prejudices of the western world.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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