Monday, February 12, 2007

Home sweet home !!!


One of the good things that happened to me, after my first article in adformula is that I started (read forced to) observing more. Let it be the ads in TV, Hoardings in the city or any article on advertising. And moreover the way Sabu (Pachu) staring at me from Googletalk, gives a feeling, Where is the article???

I see, the ads for Apartments/Villas are the least creative stuffs, without much fresh ideas in this category, and if wrong blame my limited exposure. Almost all the hoardings of Apartments/Villas has the same huge building, a swimming pool, a jogger’s track and a shopping complex. There is hardly any distinction.

The usual stuff I mentioned above…about spacious interiors, gardens…..


Can you think about the tagline for an apartment ad? When was the last time you saw an ad for apartments that really captivated you?

The problem with apartment ads, is that most of the ad talks only about the mortar and concrete and nothing beyond. Its not that they are not important but when you start talking beyond the mere structure you create ads like these


Arihant, heirloom apartments…. “Because family is your best asset” shows a stamp paper, talks about a home that is more than an investment, a foundation for generations to come…… so goes the body copy, the ad surely connects ......



Look at the hoarding for the same apartments. The family tree ad talks about,

“many generations, one address”



Why stay in a peanut?


Milind Dhaimade, Director, Equinox films, feels that 'agencies should spend time understanding the category'.
'The ad should awake a feeling of wanting to live there', says Dilip Damodaran, Creative Director, Thinkers.

And slowly but surely the advertising is getting beyond the list of comforts/ facilities…

What you say?

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6 comments:

Anonymous said...

very true .something like cement and tin sheets this category also needs some seriuos introspection about the way they talk to their prospective customers. good work...!!

harish said...

and what would you say to a MADam who finds it hard to understand the phrase "Home Sweet Home" ?

Anonymous said...

a bachelor lad above...

Anonymous said...

good article. change is inevitable in every sphere of advertising. the sooner you see it the better.

theultimate1 said...

good stuff compiled... the apartments' thingy I mean...

Kishore said...

Hey, Have you seen any one of the Vijayshanthi builders ad? See it and you'll change your perception about Real Estate ads.

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