Ad Campaigns
2017 – The year of long-format ads
MUMBAI: It’s the beginning of a new year! We are pumped up and optimistic about the year ahead and what new challenges it will throw up for the ever-changing, dynamic, uncertain and fast-evolving advertising industry. But what we are assured of is that we will continue to see some fascinating, some magnificent and a few lousy ads thrown in here and there in 2018 as well.
Let’s pause for a minute and take a look back at how the ad industry fared last year. The key highlights included — growth of long format films, evolution of six-second ads, brands taking the digital route to connect with consumers and influencer marketing making it big.
The first thumb rule of advertising that ad honchos vouch for is to understand your audience and engage them with well-written storytelling. But having a 20-second timer noosed around your neck doesn’t allow creative minds to conjure up enthralling stories that build an emotional connect with the consumer while also delivering the product information. The definite advantage of shorter commercials from a media investment POV is that clients can afford to run the spot more often, for a longer period of time.
But in 2017, long-format ads showed themselves as serious contenders fighting for audience attention. What helped their growth was that both the makers and viewers embraced the magic of long-format storytelling. It was soon known that the engagement in it is higher allowing for better brand building. With television ad rates skyrocketing, marketers took the plunge into the more economical digital bandwagon that allows both freedom of time and creativity. Clients can choose to run an ad between 1-15 minutes or even longer without cost constraints. In an earlier interview with Indiantelevision, Mindshare South Asia CEO Prasanth Kumar said that some stories need longer duration and compelling ads will keep the audience hooked.
There are five ways to buy ad slots digitally—cost per thousand impressions (CPM), cost per click (CPC), cost per lead (CPL), cost per thousand (CPT) and cost per fixed buy (CPFB) without a minimum or maximum limit. YouTube, arguably the most popular platform for ads, charges per view giving the power to advertisers to choose. Instances of viewers skipping ads before 30 seconds are not counted as a charge.
Digital ad is usually measured by click-through rate (CTR). CTR is the ratio of the number of times the ad is clicked to the total number of ad impressions. Success cannot be measured by CTR alone because an ad which is viewed but not clicked may still have an impact. Large formats usually attract 1-2 per cent CTR as opposed to small formats, which generate anywhere between 0.5 and 1 per cent.
Cost per click (CPC), also known as pay per click, is used to direct traffic to websites, where an advertiser pays a publisher only when the ad is clicked. CPC is used to assess the cost effectiveness and profitability of internet marketing. In case of CPC, price for an entertainment content click would be as low as Rs 2 while a high transacting piece of content like travel could be upwards of Rs 30-35.
2017 witnessed a plethora of brands taking the digital-first long format route right from insurance to FMCG, electronics and e-commerce. The product to be sold either took a step back or was incorporated seamlessly into the story.
Indiantelevision brings you a compilation of the most touching, memorable and effective brand stories told in a longer ad film, by Indian brands in 2017:
LG Technical School ad:
Vicks ad:
Ghadi detergent ad:
Kashmir Tourism ad:
Amazon Diwali ad:
Kolkata Times Durga Puja ad:
Parachute Hot oil ad:
Also read:
BFSI’s changing communication in the digital era
Guest column: Ads that didn’t work!
How iProspect’s Vivek Bhargava foresaw a digital future two decades ago
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
