11 Sep 2020|Noida | Amity University, Noida ( Online )
Webinar on ‘The Impact of Creativity on Advertising’
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A webinar on ‘The Impact of Creativity on Advertising’ was conducted by Ms Elizabeth A Pulimood - Marketing & Brand Consultant. She shared the example of Happydent ‘City Lights’ TVC that became the first one to win a Lion at Cannes in 2008. She averred that creativity and effectiveness must go hand in hand in advertising. The implausible dramatization of ‘whitening’ doubled the company’s recall value to 16% from previous 8% in 2005. In 2015, it became the only Indian work to get featured among the 20 best ads of the century. She added that the reasons that worked for the TVC was as it was memorable (it stayed in the consumer’s mind); was long lasting (as truly creative work has a longer shelf life as consumers continue to respond to it); Gets talked about and is a community builder.
She shared ways in which advertising use creativity effectively through the Fevicol advertisement where the big idea was based on sound strategy that has to be tied to a selling point; is distinctive and breaks the clutter; is relevant and Universal. She stressed that creativity needs to be based on very sound strategy. She also added that persuasion through reason/ethos also creates a huge impact as the Swachch Bharat campaign was able to do so. NDTV connected the clean image of the endorser, Mr. Amitabh Bacchan to their effort to be a part of the Swachch Bharat campaign. Ms. Pulimood also talked about Persuasion through Logic as the Lipton Green Tea, Dove soap etc did though their advertisements. Persuasion through Emotion, Nostalgia, Humour were the other categories she spoke at length about.