Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan

community…faster.

Divergent thinking—namely, the ability to find unusual and nonobvious solutions to a

problem

Fluency Originality Abstraction

No. of relevant ideas proposed in response to a given question

Elaboration Resistance to premature

closureAmount of detail given in a response

How uncommon or unique the responses are

Ability to consider a variety of factors when processing information.

Degree to which a slogan or a word moves beyond being a label for something concrete

The extent to which an ad contains brand or executional elements

that are different, novel, unusual, original,

unique, etc

Fluency Originality

AbstractionElaboration

Resistance to

premature closure

An original ad comprises elements that are rare or surprising, or that move

away from the obvious and commonplace.

Is the ad “out of the

ordinary”?•Does it depart from stereotypical thinking?•Is it unique?

Aesthetically appealing verbal, visual, or sound

elements.

Unexpected details or extend simple ideas so that they become more intricate

and complicated

Blending or connecting normally unrelated objects

or ideas.

Unexpected details or extend simple ideas so that they become more intricate

and complicated

• Launched in 2009• Especially targeted IPL

with large frequency of advertising

• Ads renewed each day to create excitement

• Relatively cheaper ads

• ZooZoo cute, humorous and delivered message about one VAS per day

• Most watched advertisement in social media

• Ads Helped increase brand consciousness, brand image and sales

• Targeted mainly for youth• Use taglines to create a

youthful brand • Uses youth icons i.e.

young actors and sportspersons as brand ambassadors

• “Hinglish” taglines

• Yehi hai right choice Baby, Aha

• Yeh Dil Maange More !• Pepsi ye pyaas heh badi• Yeh hai youngistaan meri

jaan• My Pepsi My Way• Change the game• Oh Yes Abhi

These slides were created by Vatsal Sharma,IIT Kanpur, as part of an internship done under the

guidance of Prof. Sameer Mathur(www.IIMInternship.com)