Aug 08, 2015
Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan
community…faster.
Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a
problem
Fluency Originality Abstraction
No. of relevant ideas proposed in response to a given question
Elaboration Resistance to premature
closureAmount of detail given in a response
How uncommon or unique the responses are
Ability to consider a variety of factors when processing information.
Degree to which a slogan or a word moves beyond being a label for something concrete
The extent to which an ad contains brand or executional elements
that are different, novel, unusual, original,
unique, etc
Fluency Originality
AbstractionElaboration
Resistance to
premature closure
An original ad comprises elements that are rare or surprising, or that move
away from the obvious and commonplace.
Is the ad “out of the
ordinary”?•Does it depart from stereotypical thinking?•Is it unique?
Aesthetically appealing verbal, visual, or sound
elements.
Unexpected details or extend simple ideas so that they become more intricate
and complicated
Blending or connecting normally unrelated objects
or ideas.
Unexpected details or extend simple ideas so that they become more intricate
and complicated
• Launched in 2009• Especially targeted IPL
with large frequency of advertising
• Ads renewed each day to create excitement
• Relatively cheaper ads
• ZooZoo cute, humorous and delivered message about one VAS per day
• Most watched advertisement in social media
• Ads Helped increase brand consciousness, brand image and sales
• Targeted mainly for youth• Use taglines to create a
youthful brand • Uses youth icons i.e.
young actors and sportspersons as brand ambassadors
• “Hinglish” taglines
• Yehi hai right choice Baby, Aha
• Yeh Dil Maange More !• Pepsi ye pyaas heh badi• Yeh hai youngistaan meri
jaan• My Pepsi My Way• Change the game• Oh Yes Abhi
These slides were created by Vatsal Sharma,IIT Kanpur, as part of an internship done under the
guidance of Prof. Sameer Mathur(www.IIMInternship.com)