BRAND BUSTERS

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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 September 8, 2007. First come the print ads, then the TVCs. Ready for a piece of action?

BRAND: Lead India
HEADLINE: Be the change
BASELINE : NA
AGENCY : JWT
4Ps TAKE : Yes, ‘Actions do speak louder than words’; this is what Times of India’s latest campaign is preaching. The single-minded focus is to seek young, honest and fearless leaders who can become the voice and the future – of the nation. The USP? The winner will be able to contest the Parliamentary Elections in 2008-09, get Rs.50 lakh for a public welfare project of his or her choice, and an entry to the Leadership Development Program at the John F. Kennedy School of Political Leadership, Harvard. The communication is strong addressing a crisis situation faced by the country today. The visual comprising a young woman with statues of the freedom fighters in the backdrop is impressive and succeeds in creating a powerful impact on the readers. The reward to the prospect is The Times of India tag (the association of the newspaper with the nation dates back to the Indian National Movement) – in the 60th year of the country’s independence. Someone rightly said, ‘Where there is no vision, the people perish.’

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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