I was watching the India-England Test Match yesterday and came across an ad by Tata Steel.
Now, it is not often that a company which is primarily in B2B ( BusinessToBusiness ), kind of model, to advertise on national television. This is because, generally, people like us, who are watching a cricket test match, are not their target population. We eventually might end up using their product but we are not their direct customers. I do not recall, seeing any ads by Tata Steel earlier as well.
So, the ad got me interested. You can watch this ad here.
They’ve also come up with a few other ads in this campaign and you can watch them here.
Tata Steel - Tejaswini Project Ad
One of the first things which I noticed, was how subtle and soft the ads where. There is nothing flashy going around. It, in fact, gives a very amateurish feel to the advertisement. Each of these ads is imbibed with a theme value and gives a brief look into the life of employees at Tata Steel. They’ve even got their R and D Chief, Mark Denys on one of these advertisements.
One of the key things which they are trying to drive home through this campaign is to give the viewers a feel of the life which one leads at Tata Steel. The ads end with a statement, “This is not an advertisement…this is life at Tata Steel”.
There was also an Indian Army campaign encouraging youngsters to pursue a career with the Indian Army. It used to run long time back and I felt that campaign communicated the message perfectly. Here, however, connect between the ads and the theme is definitely there, but somewhere, I feel the pulse doesn’t actually reach the viewer.
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