Here is a concept that both the agency and the client like to believe they are working towards. The true picture however, is far from this belief.

With a splinter in media, escalating costs, and changing noise levels marketers are finding it increasingly difficult to get noticed. The challenge it to break the media clutter and to reach out to the consumers effectively. Clutter breaking is the new survival rule and only very few brands have truly explored its true potential.

The idea is to make the communication clutter breaking for the brand, agencies employ both media innovation and interesting communication methods to offer sufficient shock value. One such campaign that requires a special mention is the Madhya Pradesh Tourism campaign that has been on air for the past month.

The ‘bioscope look’ in the Television commercials is one of the few things you’ll instantly notice. A small innovation in an old medium lends a unique appeal. The cheerful voice over and distinct narratives makes the Ad catchy and easy to sing along.

The print ad that followed was no less interesting. A full page comic strip for the same TVC was created. The ad is so refreshing and original that there is no way one was not going to notice it.

Simple innovation go a long way in building a brand recall and this piece of art created by Ogilvy & Mather, India is definitely a start for MP tourism.

For a long time now in advertising, the west has always laid the rules for the rest of the world to follow but in more recent times advertising in India has witnessed a gradual change, we have now become more conspicuous on the world map creating advertising the ‘Indian way’.

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