Friday, March 28, 2008

Clutter-buster

Lowe’s Executive Creative Director, Preeti Nair Chax advances the case further. “We live in a deadly crowded ad-space with products and ads coming out of our ears! In this scenario, entertainment can offer a fabulous solution as a clutter- buster but ‘only’ if crafted with care and never losing sight of the product-is-the hero angle,” she said. She cites the example of Fevicol, Miss Palampur, Surf, Greenply, Naukri.com, ICICI Prudential (among others) as interesting examples of leveraging the entertainment quotient in a positive manner. “However celebs (especially Bollywood) should be handled with great responsibility and special care because their red-hot personas as entertainers can easily demolish the very reason for them being present in the ad – to sell the product!”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008


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