IIPM, GURGAON
RATIONAL BENEFIT There was a time – far away and long ago – when rationality was equated with substance and a logical proposition invariably earned respect, credibility and positive customer response. Hate to rain on your parade, guys, but that’s all sepia-tinted history residing in an ocean of mothballs! Look around the ad-space and you’ll see tones of stuff that are totally irrational — and rocking! The Cola ads are excellent examples, as are Happy Dent, Alpenliebe, Mentos, Surf, Airtel, Hutch, Naukri.com, Pond’s, Cadbury, Fevicol…. Remember the iconic series on PORCHE? The ads were classic examples of zero-logic communication with send-up lines like ‘Too Fast. Doesn’t Blend.’ ‘People will talk... old cars go to yards, old Porche’s go to museums.’
Who can forget the other classic, VW, with the amazing line ‘It’s ugly but it works’. My personal favourite remains the stunningly evocative series for Norwegian cruise line, which seemed to amplify inaudible whispers of the soul with lines like…. ‘I will be naked more, I will memorise clouds. There is no law that says you cannot study a sunset… or make love at 4 pm on a Tuesday.’ To the purist (and kill joys) it may not be logical and rational but it remains intensely human. If we eavesdrop on peoples imagination and dreams and respond, chances are when they morph into customers they will return the compliment…
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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