Ads – do you need to draw a line?

Maggi launched Oats Noodles with a lot of fanfare (& Madhuri Dixit) as a healthy breakfast (see ad here). Since then, there has been a lot of fact gathering (based on Maggi’s own nutrient information on the back of the pack) that suggest their regular masala noodles might be healthier than the Oats noodles. Obviously there will be two sides to this story, but that is not the point. There are many such examples of ‘misleading’ ads world over by major consumer brands Colgate, Kelloggs, Unilever and more. It raises the question – is there a lakshman-rekha that brands should not cross in their communications?

I personally don’t think that one can draw a line in sand. There is no one rule that can apply across all kinds of products and consumers. I prefer the mangal-sutra analogy more than the lakshman-rekha. Brands share a relationship of trust with each of their customers and each customer is likely to react differently to ‘misleading’ ads. Some customers cannot tolerate any exaggeration (Maggi is healthy? Seriously?) while others may be far more forgiving (Maggi is definitely tastier than oats and healthier than the chole-batture!). So there can be no absolute lines. However, if brands put customer trust as a core tenet of their communication, then they can stay honest while still being creative and effective. Customers certainly allow for spontaneity and experimentation but not at the cost of trust.

So applying this rule, would the Maggi ad been different? Sure – it would definitely not try to insinuate that the oats noodles are a ‘healthy’ breakfast. Rather, it would have simply made the case that this is a tasty option that is healthier than some other alternatives instead of an absolute claim that ‘#HealthIsEnjoyable’. It seems like a small change, but consistently adhering to this tenet over the long term will win customer’s trust. Ultimately that’s what defines a brand.

Ads that add up

I love watching ads on TV. I really do! When done right, they can captivate, move and connect – all within seconds. It is incredibly hard, takes a lot of time & effort to create, but the final output is magical. And though I am no expert in creating a good ad, I know one when I see it.

Most of my friends know that I have strong opinions about ads (which is a euphemism for saying I dislike most of them!). Most of the ads I remember are trying to forcibly occupy space in my memory by being outrageously stupid and idiotic. Whenever I say this, there are always a number of people who pounce on me to suggest I should eat my own words – after all if I recall the ad, it has served its purpose, they say. Really? Is that how you wooed someone? Was that your strategy for an interview? If it was that, I congratulate you on your consistency. But if not, I must ask – why is ‘recall at any cost’ a good strategy for a brand?

But this post is not a rant about bad ads. For a change, I wanted to talk about three ads which (I think) did a great job. It’s not to say they couldn’t have been better, but it’s good to see at least some people (& brands) take the effort to create something I would remember for its beauty.

“Ladke nahin rote” (VogueEmpower)

This ad did so many things right. It hit upon a phrase (‘ladke nahin rote’ which in English reads ‘boys don’t cry’) that almost every one of us would have heard growing up in India. By repeating those words in multiple situations throughout the ad, they got the phrase stuck in your head. They almost exclusively portrayed middle class, well-educated families to break the myth about education & income being related to abuse of women. And in the climax, they twisted the phrase (‘ladke nahin rulate’) to convey what we should be teaching our sons instead. They connected immediately and created a message that’s unforgettable once you’ve seen it. Brilliantly executed ad that delivers an important message in a simple yet powerful way.

“Shot on iPhone 6” (iPhone 6)

This ad should be an instruction manual to create a no-clutter, minimalist ad or a reference guide on what to do when you are in that classic “I have so many things to talk about, my communication should include all of them” mindset. Indeed, the iPhone has many features to talk about but all this ad talks about is the most important use case for its target audience: taking pictures and videos. And it does that very simply by showing you phenomenally beautiful pictures & videos that were all shot on an iPhone 6. It is a minimalist ad which is in keeping with their overall design philosophy and one which makes you desire the phone almost immediately.

“Daddy” (Dove)

This ad wins your heart only on the basis of great execution. The idea – to associate Dove men care with dads – is not too bad in itself, but isn’t one that will make you sit up and say ‘wow’. However, in its execution, it managed to recreate many moments that everyone would relate to and sign-off with a line that most dads would relate to – which gave the ad viral wings. All you hear in the ad repeatedly is ‘Daddy’ – which helps build the connect with the audience and the brand.