Marketing campaigns have the tough job of trying to build a brand while having a short shelf life. Ads are supposed to move, entertain and influence us. This has only been aided and abated with the help of social media where the campaigners can reach a wider set of audience world wide, and has to be engaging while having a very limited lifespan. The new advertising age of the 21st century has seen ad firms trying to innovate themselves by using the new tools of social media and digital advertising.
Occasionally, some campaigns might endure for decades- either because of craftsmanship or luck. Whether it’s down to a heartfelt message, a funny script, or plain old clever branding, here are the three campaigns that made marketing history.
The “Real Beauty” Campaign by Dove
While Dove had its shares of goof ups recently, with the “black into white” ad campaign, the “real beauty” initiative was far from it. This campaign was less about selling products and more about changing the way society (read women) view beauty. Unwittingly Dove managed to do both. The ad campaigns originated in Canada and UK, where a billboard was placed in busy roads asking motorists to vote on whether the women being featured on the billboard was “fit or fat?”, “grey or gorgeous?” and “wrinkled or wonderful?”. The campaign also included ‘Real Beauty Sketches’ where a sketch artist was asked to draw a women twice-according to the instructions provided by the women herself and then by how other people described her. The idea was to kick start a conversation about how society views beauty and encouraging people to interact allowed the campaign to have a massive impact. The initiative won several awards and raised company revenue from $2.5billion to $5.8billion.
After garnering a major success in the West, Dove continued to use this famous ad campaign in other countries. The campaign was tastefully adapted for the Indian population. The ‘Real Sketch Stories’ were introduced in India with equally massive success and further added a feather to Doves hat.
“Just Do It” by Nike
Nike’s first “Just Do It” ad showed 80-year-old jogger Walt Stack trudging across the Golden Gate Bridge during his daily, 17-mile run. The message was simple beyond explanation, and it quickly became a rallying cry for people who wanted to push themselves to new heights.
The slogan might be 25 years old yet, it convinces people that they, too, can be athletes if they choose to be. All they need to do is pick up a pair of running shoes and “do it”. More recently the Nike ad ‘Dream Crazier’ ran during the Oscar show during 2019 and gained 29.7 million views on Twitter in a matter of 15 days.
Dream Crazier was narrated by none other than Serena Williams. The full lineup of all-star athletes included the gymnast Simone Biles, fencer Ibtihaj Muhammad (the first Muslim woman to wear a hijab while competing for the U.S. Olympic team), snowboarder Chloe Kim, and members of the US Women’s National Soccer Team.
In general, Nike’s Dream Crazier ad success is yet another example of how the sports merchandise brand deploys its expenditure on advertising in a really intelligent manner. Essentially, it uses a single, impactful TV ad to earn coverage and organic conversation. Nike did the same thing with its Colin Kaepernick-starring “Dream Crazy” spot during the NFL season opener too, along with other big moments in recent years. That particular spot, released in September 2018 on YouTube, currently boasts 28.3M views, which means it’s now second to Nike’s updated “Dream Crazier” Twitter ad.
Titan Raga Ad Campaigns
Titan Raga has produced several ad campaign which has achieved the delicate balance between being heartwarming and empowering. While none of the ad campaigns were large enough in their own rights to have made a global impact, they have done what all ads seek out to do – start a conversation.
The most recent initiative, ‘#FlauntYourFlaws’, is an ode to women who wear their flaws with pride. The ads showcases women from different walks of life, who flaunt their imperfections with confidence and grace. Because, for a working woman, her dark circles are proof of her hard work. For a performer, her chipped nails and bruised feet are marks of her relentless dedication in pursuit of excellence in her passion. And this campaign wishes to recognize these beautiful women and the beauty that exists in these ‘imperfections’.
Titan Raga has also had success in the past with other campaigns such as ‘#BreaktheBias’ and ‘#HerLifeHerChoices’. Then there was the timeless ad with Katrina Kaif. Set against the backdrop of a traditional Indian wedding, the video features Kaif, who shares a piece of advice for women who opt for marriage, caving under the immense societal pressure that they are nothing without a significant other. Katrina asks all women to choose marriage when they find the man who deserves their time.
Titan Raga is one of the most formidable brands in the Indian industry to have championed the causes for the modern woman, and with every campaign, the brand has only taken a step further in this endeavor.