Ad Analysis

I saw an old post of mine which was lying in drafts state so thought of posting it. It may very well get published on blog and be read by me again n again than be in drafts forever n stay in anonymity.

The draft that I wrote two months before-
There are so many brand ideas that I want to write it right now.
We have a marketing club out here and me being a type of person - lal Ferrari chahidi mainu.. lal Mercedes chahidi maini (Me wants a red Ferrari.. Me wants a red Mercedes) .. kindda who wants everything in life.. have registered for all possible clubs here.. including Marketing.

So, we have lotsa activities going on in this marketing club - Book Reviews, Industry analysis, Business Quizzes etc. Last time we met we thought of also adding one more activity to the club - Ad Bombarding.. that is analysis of an ad completely.. As expected from me, I raised my hand for it that I would like to be the first one to present it.. sounded very interesting so couldn't just resist..

Now as I researching about it.. I am finding so many ads that are so damn interesting that I am confused right now..

The Status now:
Finally I settled on the Idea ads and created an ad analysis for their ads that centered around social development. The ppt is still in raw form but covers all the 5 f**king Ms of advertising. Damn, this marketing club - the meeting never happened and I didn't get a chance to learn if there are other nuances that I missed during an analysis of an ad.

This is not a blog where I rant, this is a place where I analyze, criticize things. So, posting my analysis - of course in bullet point form.

The AD -

Multiple social ads by Idea that cover the same basic theme social development and have the same catchphrase - "What an Idea, Sirji!!"
Names instead of nos. to solve caste wars
Education for all
Democracy (‘Yes/No' campaign)
‘Walk when you talk’
Abhishek Bachhan as the Brand face

Why so successful -
Ads reflect reality in social and political arena in India
Suggesting mobile telephony as quirky solution to the problems
Socially stirring the consciousness making brand more salient
Getting people to laugh at problem, lighten an issue and make it seem far less complex than it is

Intended Audience -
farmers, MNC professional, teens

Ad distinctive value
fresh, imaginative, elevating
Idea job is done when a consumer says- Wat an Idea Sirji

Biases
Set in cultural ethos - may not be understood by others outside India

Media Chosen
ATL and BTL promotional campaigns

ATL
Television radio, newspapers,
Idea Jalsa roadshow
Idea website
Billboards, metro compartments

BTL
Ring tones, music videos
Twitter, facebook

Measuring the success
Best Celebrity Endorsement of the Year’ at the first edition of NDTV Tech Life Awards
Has resulted in rapid growth of IDEA’s subscriber base in the country - 3rd largest private GSM operator with over 43 million subscribers across 16 service areas, nationally.