DeBrief: Madness pays

21 Feb,2013

By Anil Thakraney, the online classifieds portal, has taken the best route to promote itself: Disruptive advertising. Makes a lot of sense. Because when you don’t have very deep pockets, and you are a new brand which uses new tech, you need to shake mass consumers out of their set habits.


The promise, of course, is simple: You can sell anything through Their new TVC is literally a riot. There’s a huge mob on the streets protesting against corruption (Anna Hazareji deserves some credit for this ad), there’s threat of violence, and the situation looks pretty grim. One police inspector climbs his vehicle to take control. But instead of asking people to behave, the officer says he’s planning to shift his residence, and if anyone is interested in buying his used household goods. One dude from the crowd suggests The internet video has already scored lakhs of hit, so clearly the disruptive route is paying handsome dividends for the advertiser.


Good work. This sort of outrageous advertising was needed, and it will quickly get into the consumer mindspace. It’s a lesson for all those small advertisers who continue to play safe in their ads, not realising that’s the worst thing they can do for their brands.


Also, there’s a creative tool uses, which I really like. They don’t ask you to call them, they ask you to give them a ‘missed call’. This ‘missed call’ stuff is a very, very Indian thingy, the junta loves it, and should make it their own, it shouldn’t just be a baseline. In fact, they should create entire ads around the ‘missed call’ theme, will be hilarious.


[youtube width=”400″ height=”220″][/youtube]


Rating: (On a scale of 1-5): 3.5 Perfect strategy. Disruption works.


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