I have picked two ads this fortnight both of which are pretty good examples of ads that have created a strong impact on their respective target audience. Individually, they address two extreme ends of the age segment and are good representations of what sharply focused advertising is all about.
My first choice is the SBI ad for Lifelong Pensions. The ad has used a very simple visual device, and executed it quite charmingly with a strong spirit of positivity. Since retirement does conjure up images of life being turned upside down, turning around the symbol of old age to an icon of fun was a pretty clever.
It found instant appeal in the older age group, as it tells them quite effectively how retirement can be fun. It definitely caught my eye, not as an informed judge of advertising, but as a layman who is steadily progressing towards this target group!
My other choice is a campaign that is clearly targeted at the young Indian male. The Bajaj Windbiking campaign talks specifically to this segment and captures, quite effectively, the thrill of being a bike owner. Nothing original about it, but no one else has said it with as much impact so far.
