The following points are the prime criterion for selecting,short-listing and ranking the winning ads in this section:
• Product positioning clarity
• Clinching benefit to the brand
• Presence of a power idea
• Visibility of brand personality
• Expectancy of communication
• Single-minded focus of message
• Reward to the prospect
• Visually arresting
• Painstaking craftsmanship
Here’s the 4Ps B&M verdict for the fortnight ended
August 12, 2007. First come the print ads, then the
TVCs. Ready for a piece of action?
BRAND: Air India
HEADLINE: Ideal schedules…
laptop power
BASELINE : The non-stop
AGENCY : Inter Publicity
4Ps TAKE : Okay, we all know about the baggage that comes with brand Air India. Normally, people don’t have very nice things to say about it. So, here’s India’s international carrier talking loudly about an image makeover – and boy, does it work! For the first time, the carrier is positioning itself as a high-end flying machine to take on other international hi-fliers in the sky. The visual shows a ‘foreign’ woman with a laptop seated in Air India’s executive class; she looks comfortable & at home. Great communication straight away: setting world-class standards, what else? Also, great showcasing of the USP: stay connected with your business via in-flight USB ports & laptop power. There are other clinching benefits to the brand listed in the body copy: non-stop daily flights between Mumbai & New York, non-stop comfort, non-stop entertainment, non-stop shopping… Air India’s seems unstoppable now, what say guys?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
• Product positioning clarity
• Clinching benefit to the brand
• Presence of a power idea
• Visibility of brand personality
• Expectancy of communication
• Single-minded focus of message
• Reward to the prospect
• Visually arresting
• Painstaking craftsmanship
Here’s the 4Ps B&M verdict for the fortnight ended
August 12, 2007. First come the print ads, then the
TVCs. Ready for a piece of action?
BRAND: Air India
HEADLINE: Ideal schedules…
laptop power
BASELINE : The non-stop
AGENCY : Inter Publicity
4Ps TAKE : Okay, we all know about the baggage that comes with brand Air India. Normally, people don’t have very nice things to say about it. So, here’s India’s international carrier talking loudly about an image makeover – and boy, does it work! For the first time, the carrier is positioning itself as a high-end flying machine to take on other international hi-fliers in the sky. The visual shows a ‘foreign’ woman with a laptop seated in Air India’s executive class; she looks comfortable & at home. Great communication straight away: setting world-class standards, what else? Also, great showcasing of the USP: stay connected with your business via in-flight USB ports & laptop power. There are other clinching benefits to the brand listed in the body copy: non-stop daily flights between Mumbai & New York, non-stop comfort, non-stop entertainment, non-stop shopping… Air India’s seems unstoppable now, what say guys?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
