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When in doubt, show underarms

October 8, 2012

The Indian advertising industry used to have three options to choose from for a certain sell of products and for arriving at a hit advert. When uncertain about how to create a good ad, or pressed for time or resources, they would:

(Other than putting a girl – the oldest, tried, and tested way of ‘creative’ agencies world over)

1. Use emotion. Always worked with Indian audiences.

     Wedding related pitch

     Kid or family angle

     Love or spouse related spin

2. Use a celebrity. Then of course no effort would be needed to create a good concept, write a good copy or even do a good shoot or edit.

3. Shoot in New York/ London. The ad would instantly become classy, the product desirable, and what the hell, other things were much easier to manage.

A range of great to horrible advertisements for more than two generations were created using these dicta. These were all surefire ways. But they still needed some work. And sometimes one advert looked different from the others and some viewers actually remembered them. Now, in this day and time when the ad is repeated only 400 times during the same week, and stars all have contracts expiring in a few months, who can afford to waste time on making unique ads?

Therefore, I wholeheartedly approve and applause the newest option that all have embraced: Show underarms.

Dear ad agencies, whether it is a deo or a hair remover you are advertising, for men or women, whether it is aired within family friendly content or gory movies for late night audiences… all the same, show some cute chick flaunting her super white super smooth underarms in the advertisement, and voila, your 10 seconds are full and your viewers’ day is made. Devil take the audience if they complain about such a fabulous thing. Seriously.


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