I appreciate beauty, and I surely can’t help noticing ads. I seldom criticize them, because creativity is very subjective, and its as personal as an opinion!
So, a few days back when I came across this ad while flipping thru ‘Bangalore Times’ – a supplement that most people swear by, I was struck by a clear, white background with a clear, distinct message!
Unlike customary, the ad had no headline, sub-head or body copy, instead it conveys the message pictorially. An ad for the famous hangout – ‘Indijoe’ – it achieves the following objectives:
1) Educates the readers about the three branches Indijoe has in the city.
2) Gives the ph nos for each of the branches – for enquiries regarding cuisines or timings, making reservations, or just finding the driving directions to these joints.
3) Brands BJN Group. Indijoe, being a successful hangout, can have a rub-off effect on the Group company and form favorable associations.
4) Takes a step further by establishing further credibility with a timestamp ‘1998’ – a very ‘been there, done it!’ approach, thus portraying the group as an established company.
Well, I just couldn’t ignore the strong element of Corporate Branding in this ad, which cannot be anything but a conscious management decision. So, I did wonder and put some factors down that may have prompted a strong focus on the parent Group.
1) The Group is looking forward to diversify in related fields, like hotels, tourism, etc. However, my guess is that they wouldn’t move out of the ‘hospitality’ domain.
2) The Group is going global. Now-a-days, everyone seeks an easy way out by way of acquisitions to save the trouble of starting from scratch.
3) The Group is going public. Boy, then they would require ‘some’ branding to ensure a good ‘List Price’ for their IPO.
Besides Indijoe, BJN also owns several other brands in the city, 13 in total (if I may rely on my credit card statement – since half my salary goes to them every month), namely - Samarkand, Hypnoes, Angeethi, Aromas of China, Phirnagi Pani, Sahib Sindh Sultan, Bombay Post, etc. They operate in six cities – Bangalore, Mumbai, Pune, Hyderabad, Gurgaon and Jaipur.
Ah, it is beginning to sound like a ‘Boiler Plate’ for BJN…
- Namrta R
So, a few days back when I came across this ad while flipping thru ‘Bangalore Times’ – a supplement that most people swear by, I was struck by a clear, white background with a clear, distinct message!
Unlike customary, the ad had no headline, sub-head or body copy, instead it conveys the message pictorially. An ad for the famous hangout – ‘Indijoe’ – it achieves the following objectives:
1) Educates the readers about the three branches Indijoe has in the city.
2) Gives the ph nos for each of the branches – for enquiries regarding cuisines or timings, making reservations, or just finding the driving directions to these joints.
3) Brands BJN Group. Indijoe, being a successful hangout, can have a rub-off effect on the Group company and form favorable associations.
4) Takes a step further by establishing further credibility with a timestamp ‘1998’ – a very ‘been there, done it!’ approach, thus portraying the group as an established company.
Well, I just couldn’t ignore the strong element of Corporate Branding in this ad, which cannot be anything but a conscious management decision. So, I did wonder and put some factors down that may have prompted a strong focus on the parent Group.
1) The Group is looking forward to diversify in related fields, like hotels, tourism, etc. However, my guess is that they wouldn’t move out of the ‘hospitality’ domain.
2) The Group is going global. Now-a-days, everyone seeks an easy way out by way of acquisitions to save the trouble of starting from scratch.
3) The Group is going public. Boy, then they would require ‘some’ branding to ensure a good ‘List Price’ for their IPO.
Besides Indijoe, BJN also owns several other brands in the city, 13 in total (if I may rely on my credit card statement – since half my salary goes to them every month), namely - Samarkand, Hypnoes, Angeethi, Aromas of China, Phirnagi Pani, Sahib Sindh Sultan, Bombay Post, etc. They operate in six cities – Bangalore, Mumbai, Pune, Hyderabad, Gurgaon and Jaipur.
Ah, it is beginning to sound like a ‘Boiler Plate’ for BJN…
- Namrta R
4 comments:
Well, I totally agree with the fact that creativity is subjective. But, none the less, an ad-maker has to evince her creativity within the realm of ethos behind the product and its relationship to the target customer. A good ad, I believe, is not an unrestrained creative license; it’s an "emotional design pattern" using which the target customer relates to the product.
Now, let’s see how this ad scores in my dissection hall.
I wouldn’t call myself an old "customer" of BJN as that would demean the beautiful dining experiences that BJN outlets have provided me over the past five years. There is a memorable evening attached to each restaurant or pub. Gourmet delicacies, classic cocktails, pampering hospitality and above all a subtle soothing ambience. It’s this subtlety and element of class that relates the customers and the product in this case and is unfortunately missing in the poster. Although I admit that this ad does a good job of "shouting out" that there are new outlets of indijoes, but this could have been done in a rather classy manner. This would have made an amazing ad for McDonald's or KFC. But, in my opinion, BJN deserves better.
it sure successfully takes your attention
True Karan. Infact, we've also shared some good time together at BJN's :)
However, in general, ads can also be classified under various categories, one of which would be 'emotional' - wherein the ad seeks to establish an emotional connect with the end-user or audience. Usually these kind of ads leverage the brand associations or in other words, the attributes related to the brand, which in turn is determined by the 'positioning' of the brand.
Lots of jargon, eh? Well, since I promise to keep it simple, let me follow this up soon with another post. So, keep dropping in!
Yes burf! In my opinion, it is the clarity and the colors. What is your take?
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