How To Write An Effective Advertisement

I wrote the 1994 Kuch Khaas Hai Cadbury ad at the end of 1993, aback I was 38 and had been in the industry for 11 years.

We had been aggravating to able the developed bazaar for chocolates, which were perceived to be kiddish accustomed the huge bazaar for children. And we capital to able it after accident the admirers we already had (the kids).

The adolescent in you

I thought, “There’s a adolescent in anniversary one of us, no amount how old we are”. That’s the free, baby blitheness we see in the ball the babe break into aback the candid aggregation array a six. Candid was and is accepted in India. But we capital a babe to run into the field—that was abrupt in the 1990s. Gender changeabout was never new to us, but the accessible allocution that’s there today about assortment was not a affair of altercation aback then.

We were additionally beneath aggressive pressure. We had recorded the song alike afore I pitched the idea, and we haven’t affected the song in the 2021 ad. In fact, I acclimated it in my presentation.

People are calling the 2021 ad a remake, but I don’t anticipate of it as one. It’s a new ad because it is a beginning take. The gender changeabout is there from the actual aboriginal shot. The song is article bodies bethink and we capital to authority the roots of the aboriginal and accord wings to the beginning take. This time though, I wasn’t complex as a biographer but as a aural lath for the ad.

Focal point

You charge focus on one affair and for this ad it was to suprise the admirers in the aboriginal shot. This time, women are playing. We capital to accumulate with our time and so we afflicted who was playing. Today, you can apprehend women on a candid aggregation because you see them there. In the 1990s, women’s candid was so, so rare. 27 years accept afflicted association a lot. In this ad, the Sikh boy is not the hero, clashing the babe in the 1994 ad, who was the star. The alien in the aboriginal attempt and the accustomed from what you’ve apparent afore is what makes this ad tick.

I am so appreciative of both ads. I had been in the business ancillary of announcement for four years afore accepting into the artistic side. I had been allowance others on the artistic side, aggravating to be spotted. I started as a abecedarian and absolutely enjoyed it. I didn’t focus on aggressive accumulated ladders. My advice? Enjoy the bold and you’re acceptable to do better. Address a acceptable ad, a avant-garde one. The aeon of any conception comes from the bodies and their adulation for it.  

As told to Karishma Kuenzang

Piyush Pandey, 66, is the administrator of all-around adroitness and controlling chairman, Ogilvy India. He has been with the organisation back 1982..

‘I Say Chaps’ is a bedfellow cavalcade area personalities from assorted fields address about an affair they feel foolishly about.

From HT Brunch, October 3, 2021

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How To Write An Effective Advertisement – How To Write An Effective Advertisement
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