I was listening to FM today…
Radio has always thrived on non-traditional & local advertising and one of the prime advertising categories on radio these days, thanks to the continuing boom in the economy, is real estate. There is a constant flurry of ads by builders and land developers, one more obscure than the other, but each claiming to have your and my vishwaas, as if trust was an overnight phenomenon, their right (almost) from the moment these companies were born. It doesn’t seem to matter to them that we haven’t even heard their names before.
However, an appealing ad ‘on air’ for the last couple of days is Bank of India’s new campaign – the voices are engrossed in an engaging conversation that would usually take place between close friends or relatives, except that one of them eventually turns out to be a banker, from Bank of India, bringing cheerful news (about money of course :) ) to an account holder- Rishton ki Jamaa Poonji. I truly hope it is like this at BoI and that is not just a punchline. My own experience with the banks has been very different and I would happily switch to a bank that invests into relationships – am tired of negligent bankers, intrusive tele-sales agents, recorded voices…
It made me think though – when finalising messaging for clients, the biggest challenge is to identify a true differentiator (What’s the offerering? How are we really different? Reasons that the recipient of this information should believe us?). It is an intense exercise and from this is supposed to come the unique promise of a brand. A lot of advertising today seems to just invent a punchline, without much worry about whether the brand really stands for or fulfill the promise?
So just catchy advertising or truly about ‘wealth of relationships’? I will have to open an account to find out! Might just :).
Originally posted on my blogVerbum.
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