Two Ad. campaigns which made their appearance, one during later part of 2007 and the other during the early 2008, and which i think were successful in striking a chord, were `Jeete raho`from ICICI Prudential and `We all change for the Ones we Love`from Canara Bank.Both of them incidentlly belong to Financial Service Industry.
Jeete Raho: Agency Lowe, prefers the old method of `story telling` in this campaign to pass on the message of importance of Insurance, and is successful to a great extent also. Couple seemingly in their early thirties, perfectly pass on the message to the targeted customers, with the combination of humour and sentiment. Ad starts with, telling about the uncertainties surrounding in this world in a subtle manner and finally ends up saying `why to worry`when you have the simple solution in the form of Insurance.`Story telling` is also successful because of the cast involved with whom the targeted customers can easily relate to, and identify with.
We all change….Ogilvy and Mather which launched the re-branding exercise for Canara Bank has done a series of ads both for print and electronic media, with the base line `We all change for the ones we love`. Electronic media series has two superbly done ads. exactly conveying the base line `We all change…
In one of the ads, a young twenty something woman tries to master her knowledge on the game of cricket to impress her husband. She tries to identify the various fielding positions(such as silly point, gali, third man) by substituting vegetables for players on her dining table and trying her hand on umpiring with children playing on street.
Another ad. in the same series shows Kannada speaking Woman learning Punjabi to welcome her daughter in law who is a Punjabi. Finally she welcomes her daughter in law in Punjabi and says “She is part of our family”. Both of these, very clearly and emotionally shows the intention and effort of the part of Bank to adopt to new technologies and methodologies to suit to the changing needs of modern world, and this clearly drives home the point “We all change for the ones we love”.
