Posts Tagged ‘Nandan Deshpande’

Advertising Insights by Kirit JAsani

April 11, 2016
KJKJ

Kirit JAsani

If something is easy to reach, we tend to use it frequently. That is true with information also. In past 7 months, I have shared information with you on branding and advertising by writing various topics on my blog. I hope; this information would have been of some help to you. However, it is quite possible, for some reasons you may not get connected to my blog precisely when you want to refer a particular post. So, I have prepared a PDF mini book of past 12 posts. Just download it and keep in your PC or iBooks and refer it as and when required.

CLICK ABOVE IMAGE TO DOWNLOAD PDF

TOTAL VISITS OF THIS PAGE

Following 12 points are covered in this PDF mini book.

  1. How to use customer testimonial in ad?
  2. The power of simple visual
  3. What if your brand name is inspired by a product subcategory?
  4. Demonstrate your key feature visually
  5. Perceived leader is always winner
  6. How long you should continue with same visual?
  7. Should PR precede advertisement?
  8. Is a good brief reason of good work?
  9. It’s Shockvertising!
  10. In Marketing Perception is everything
  11. The critical decision in marketing, line-extension or new brand launch
  12. Marketing lesson in RSS’ move from shorts to trousers

 

Is a good brief reason of good work?

January 11, 2016
KJKJ

Kirit JAsani

Yes, no doubt about that. You dig a little in any good communication piece and soon you will know there was a good brief, a clear brief from the client. But that is only one side of the coin; the other side is equally important, how agency worked on that particular brief.

The level of clarity in brief, most of the time gets reflected in the work. But, still from no brief to ambiguous brief incidences keep on surfacing. I believe, when a client shares a clear brief and agency acts on that brief, the resulting work would be very impactful. In another way, this justifies famous words of David Ogilvy, ‘Clients get advertising they deserve’.

Majority of those, who are responsible to give brief understand the importance of clarity in brief. But when Spotlight Communication was working with Italia Group, I found Mr. Nandan Deshpande (then brand manage) was exceptionally good in giving a clear brief. His brief for creative always intended to result in a piece of communication, which can connect the target audience in a correct sense. While working on Piccolo Porcelain Mosaic, Mr. Nandan briefed our agency for one campaign targeted to architects and Interior designers. He was clear; Architects and Interior Designers always need freedom in creation. We have 70 colours, 5 sizes and 2 looks in Piccolo Porcelain Mosaic. Essentially we offer a wide choice. If the campaign can connect this freedom with choice of colours we can expect a good result. It was a crystal clear brief.

Now, that was our turn to come out with a creation which stays true to the brief. We proposed a campaign with a line ‘More Colours More Freedom’. In this campaign all creatives were developed in black-white treatment, except the colour in core visual. Visuals were selected, which are normally seen in black-white e.g. Penguin. We changed the white part of Penguin with various colours and associated it with the headline More Colours More Freedom! This solution stayed on brief and worked for the client. I must say such an effective campaign would have not been realized without a clear brief by Mr.Nandan Deshpande.

Piccolo 01

 

More colour 3 ads

So, if you are in a position to give brief, be damn clear in your brief. If you are expected to work on a brief, justify the brief in totality.

Wordpress white


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