10 CREATIVE & EVERGREEN PUNCHLINES FROM INDIAN ADS|CAMPAIGNS|ADVERTISEMENT|CEROFI|INDIA|2020
Coming up with a catchy slogan, or crafting the right tagline that defines your brand and really solidifies it in the minds of your customers, is difficult to assign a true value to.
That’s not to mention the positive impact a
catchy slogan or tagline can have in terms of driving more consistent repeat
business from the customers who’ve already experienced your brand.
Either way you look at it, there’s an undeniable
value to be claimed if you can create a memorable slogan that people want to
share, can’t forget—or that they mentally connect to a specific need in their
lives.
What is a tagline?
In the context of branding, a tagline is a
memorable motto or phrase that’s designed to serve as a permanent expression of
your company’s greater purpose and mission. Taglines are long-lasting,
instantly recognizable with your brand and have the goal of both attracting
customers & remaining top of mind with your existing audience.
How is a slogan different?
Similar in form to a tagline, typically a few
words or a short sentence, a slogan is most often used to represent a specific
product line or individual marketing campaign. Slogans are designed to be less
long-lasting than a brand’s tagline as they can adapt over time, but still
serve the purpose of bringing your company to mind with consumers.
Here are few examples of Evergreen & Creative Slogans or Campaigns which helped the brands making there presence in everyone's life :
Surf Excel : "Daag Achhe Hain"
The Daag Acche Hai proposition offered a
different take in the detergent category. While other players harped on the
need to remove stains and giving spotless cleanliness, here was Surf Excel
saying that stains are good. It urged the consumers to celebrate stains because
it isn’t difficult to get rid of them. Their competition on the other hand, had
other detergent brands like Nirma, , Tide and others which were mainly focussed
on the product features and cleanliness that they brought.
Over the years Surf Excel has managed to
synonymize themselves with Daag Acche Hai – a campaign that has managed to
engrave itself in consumers’ hearts and minds with perceptive storytelling
imbibed with subtle branding.
Two of the main highlights of the campaign would
be – using children as protagonists, narrating stories with an innocence and
charm that other detergent brands could not replicate. Second would be the
choice of stories and causes Daag Acche Hai associated itself with.
Center Fresh : "Zuban pe Rakho Lagam"
Commenting on the campaign, Nikhil Sharma,
Director-Marketing, Perfetti Van Melle India said, “Center Fresh has been
positioned as a product so tasty, that one would rather chew than talk. This
insight was the genesis of the tagline “Zubaan Pe Rakhe Lagaam” (Keeps your
mouth shut). We have been on this positioning platform since 2007.
On the idea behind the campaign, he added, “Our
intent is not to make fun of marketing techniques. This commercial is a funny
take on how different people are. There are people everywhere who tend to talk
more, and advertising is no exception.”
Thums Up : "Aaj Kuch Toofani Kartey Hain"
Thums Up fuels its consumers to ‘Live the
Thunder’ and unlock the new code of masculinity with its latest ‘Aaj kuch
toofani kartey hain’ campaign. Through this campaign, Thums Up - India’s most
iconic and largest soft drink brand, is once again leading the pack by encouraging
its loyal consumers to adopt Bold Leadership and push boundaries, promising
them some power packed action, dazzling energy and inspiring leadership with
its exciting ensemble cast.
This campaign marks the evolution of the Thums Up
man from being the 'Angry Young Man' to the 'Cool Risk Taker' then the follower
of 'Playful Mastery' and now the advocate of 'Bold Masculine Leadership'.
Mountain Dew : "Darr ke Aagey Jeet Hai"
Anyone who’s ever gone white water rafting would
know the thrill and fear while hurtling down foaming water and the rapids.
JWT’s new ad for Mountain Dew seeks to drive home the soft drink brand’s
association with the adventurous spirit of the youth. The creative director
behind the campaign, which has been shot in South Africa, is Surjo Dutt.
The 'Darr Ke Aage Jeet Hai' campaign showcases
that in the face of challenges, only by moving beyond one’s fears can we truly
achieve what we are capable of.
Mountain Dew believes that in the face of any
challenge there are two choices; either succumb to fear and turn back or
overcome the fear and move ahead – it is this choice that set’s the real heroes
apart from the rest.
Colgate Salt : "Kya Aapke Toothpaste mein Namak Hai?"
Toothpaste have come a long way from its
inception when they were made from varied materials such as crushed eggshells,
ground hooves and spices. If you walk down the supermarket aisle or your
favorite local grocery shop, you will find lots of different variants of
toothpastes. Some are for sensitive teeth, some contain fluoride while others
are for whitening, however, the most promoted ingredient in an Indian
toothpaste these days is ‘salt’. Colgate started the revolutionary trend with a
simple question, Kya apke toothpaste mein namak hai?
“Kya aapke toothpaste mein…?” kind of question
stirs a distinct memory of the old Colgate Active Salt ads, where celebrities
playing reporters would pose the same question in a dramatic fashion. This
question is now one of the iconic, most recalled taglines by consumers.
Kurkure : "Tedha Hai Par Mera Hai"
Kurkure needed to step up its growth, ahead of
competition by driving ‘In-Home consumption’ and building back ‘Advantage and
Bonding’.
With ‘Tedha Hai Par Mera Hai’, Kurkure reclaimed
its rightful place in Consumers’ minds as the most vibrant and exciting snack
in the market…while ‘Tedha Hai Par Mera Hai’ began to seep into common
parlance, regular day to day conversations, and mainstream (media)…people were
heard (on TV) fondly calling their home cities
‘Tedha hai par…’, “we still love our city despite its
imperfections’…terming their friends ‘woh Tedha hai par…’
In 2007, the company was caught off-guard when
ITC Foods launched Bingo. "Their communication was gaining traction and
the product caught consumers' attention," says Warrier. PepsiCo started
the Tedha Hai Par Mera Hai campaign that allowed the company to win back
attention of customers from Bingo, which had a variant called Tedhe Medhe.
Kurkure has been successful because it offered
alternatives that appealed to the Indian consumers' preference for spicy snacks
in an innovative form.
Airtel : "Har ek Friend Zaroori Hota Hai"
The ‘Har Ek Friend Zaroori Hota Hain’ campaign
was first released in 2011 and it was the Taproot Denstu agency’s first piece
of communication made for the brand. The song instantly connected with the
youth, which was also the target of the brand.
Har ek friend zaroori hota hai' advertisement is
clearly the best Airtel has expressed itself in a long time.They came with the
friendship campaign and it brought Airtel back in the limelight.
With the success of ‘Har ek friend zaroori hota hai’, gradually, Airtel moved its telecommunications creative mandate to Taproot Dentsu altogether. Airtel campaigns were always very creative and innovative but since then, there has never been a low moment in any of the creative campaigns of the brand.
Tata Sky : "Isko Laga Dala To Life Jhinga Lala"
"Isko laga dala, toh life Jingalala" is
one of the most popular slogans after radio days. A slogan, that may not make
any sense but because of its phonetics, it has caught onto the imagination of
everyone. It became so popular that even an Amul Hoarding was made for it!
It was also used in a Salman Khan movie. I feel,
it became popular due to its sheer weirdness. "The once upon a time"
of this ad starts, when Tata Sky was coming up with a new way of watching
television. This was during the times, when people had cable connections, which
aired seventy to eighty channels and were happy with it.
Mentos : "Dimag ki Batti Jala De"
“Dimaag ki batti jala de has become a part of the
physicality of the brand and it instantly plays back the minute Mentos is
mentioned. The idea was to create two parallel worlds and show how Mentos helps
people navigate through the same situation, but, smartly.
Most ads in this category generally talked about
fresh breath but the Mentos ad deviated from the other ads in this category.
Mentos doesn’t talk about the functional benefit at all – it works on a psychological
level, where people associate the brand with the imagery of ‘smartness’.
After such an innovative advertisement, the
company PerfettiVan Melle found a huge surge in purchase behavior of the
mintflavoured candy. The ad has helped the brand to increase its market share
in the soft mint category from 33% in 2005 to 48%in 2007.
In overall the ad proved to be successful as most
of new purchaser of Mentos, prompted by the ad to purchase it, were satisfied
with the product.
Amul Macho : "Bade Aaram Se"
Innerwear is no longer a product of necessity but
even a lifestyle marker. While the industry only has five major players - Lux,
Amul, VIP, Chromozome and Jockey, — in the organised sector, there is still
potential for them to tap the untapped consumer who is fickle and changes
products as and when there is a new disruptor in the market
The creative thought of 'Bade aaram se' captures
both the comfort the garments offered by way of fabric, feel and design as well
as the effortlessness of the 'Amul Macho Life'."
Abhijit Awasthi, National Creative Director,
Ogilvy India says, “The task was to up the imagery of Amul Macho and make it
young and youthful. We thought it would be nice to have a cool, easy-does-it
attitude for the brand as opposed to the rugged, high-topterone positioning
that most other innerwear brands have. Saif, who has recently been signed on,
has a similar persona so we wanted to make the most of it.”
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