The recent HCL ad on television is being taken as another sequel in the series of HCL advertisements that show a ‘know-all’ Mr. HCL and a ‘specy not so geeky’ banker. This puts forth a point to ponder. The trend of making sequels is swiftly passing over from cinema to advertising. But what is it doing to the creative meter of advertisements? Is it the lack of innovation on the part of ad makers that we get to see the same characters and the same plot being taken further. No, is the answer. “It has got nothing to do with losing ideas. In fact, sometimes, they don’t even think of an ad as a series of ideas. Mr. HCL sure wasn’t seen as a sequel. It was made into a sequel because the characters and the plot worked for the brand,” says Amitava Mitra, COO (North), Percept/H. Does that hold true for every ad sequel in the world of advertising? “If you take Maggi Ketchup ads,” says Amitava, “they were meant to be a series of ads on the same plot and with the same characters 15 years ago as well, because it was thought that way. Therefore, it all depends on the company’s strategy. If the company gets a ‘campaignable’ idea, it sure takes it forward.” Viewers like Prashuka Jain, a CA by profession, prefer sitting on the fence, commenting that sequel ads as well as variety are preferred. And our call? Well, we’re incorrigible romantics; we love to love them (read the First Cut story in this issue on the Fevicol sequel ad)
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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