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Karthik Srinivasan Karthik Srinivasan is an Influencer

Communications strategy consultant. Connect with me for corporate workshops on personal branding. Ex-Ogilvy, ex-Flipkart, ex-Edelman. No paid posts - my words are not for sale.

Can an ad agency create an ad film, which, when you see it, you'd like to see more of? That's largely what the agency The Womb does, for Britannia Pure Magic Choco Stars. The creative device used enables that clever 'want to see more of' need - behavior of each star/zodiac sign! So, if you, as a Scorpio (I am one!), see one ad about how Librans eat Pure Magic Choco Stars, you'd be at least mildly curious to know how Scorpios eat the same biscuit :) And hence, the agency has created 12 ads, one for each zodiac sign! Of course, your 'satisfaction' with the depiction of your star sign's way of eating the biscuit may vary wildly. The script for each of the 12 ads uses sweepingly generic traits popularly associated with each star sign. For instance, 'air of mystery' + 'magnetic appeal' has been used to concoct a 'Scorpio way to eat' the biscuit. Or consider Cancer - the ad uses 'generosity' as a prominent narrative drift. But then, that's largely what is possible with the use of zodiac signs too. Within these limitations, I think the agency does a good job of framing the biscuit's eating ritual. More than the product itself, the creative device leads to curiosity about 'my way', and that's a neat gateway to introduce the product. And yes, all the 12 ads play back-to-back, here :) #advertising #marketing #creativity #creative #zodiac

Parth J Dave

Crafting Bespoke Furniture for Homes, Offices & Hotels | Furniture for Architects, Developers & Interior Designers

2mo

While the traits may be broad, the real win here is the engagement it creates by aligning the product with something personal. 

Doyel Chawla

Is it wrong to say something just because it sounds 'cool'? Is it wrong to say it as long as you know it's not completely irrelevant? Isn't that how words first hit (touch) you?

2mo

I'd love to even rewatch this! And, I definitely had friends on my mind to laugh along and share this too. This is beautiful 🤎 This is usually a rave when it's posted in carousels where you deliberately leave people hungry for more and waiting for the part 2. But to see this visually is an altogether different sensory and emotion! The best part? They actually did the childlike voice! Like that. That is detail and crazy 🤍 Wait, forgot to add that 'how you'll eat?" is so warm and cute

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Aneesha K.

Content Strategist @ Exhibit & TopGear Mag India | Corporate Communications

2mo

I love the creative concept and execution! Most people I know enjoy reading about Zodiacs, even if just for fun. I found everything to be accurate, except for Capricorn. It would have been great if they showed the Capricorn analyzing it a bit, looking at the ingredients, and then eating it. It's hard to win a Capricorn's trust, and they tend to be calculative with everything. I felt that part deviated from the typical traits of Capricorns. PS: I'm not a Capricorn, I'm a Leo! :) But some of my closest friends are Capricorns.

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Somsekhar CV

Expertise in External Communications | Corporate Communications | PR, Branding & Image Building | Crisis Communications | Stakeholder Management | Public Policy, Public Sector & Government Project Communications

2mo

and in the same way can it be created how each social media influencer (Platform wise - Insta, Tiktok, FB, X, LinkedIn etc) and (Category wise - Finfluencer, Healthifnfluencer etc), sees/reacts/consumes the biscuit ….and create more engagements…as here it looks like the primary focus is on engagements …just a thought..🤔

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Gurneet Kaur Bhatia

Google| Ex-Unilever| Ex-ITC

2mo

While I did end up seeing a lot of them to see the “cancerian way”. The challenge is deployment of these 12 videos at scale (that is of essence here) hyper personalised to the star/sun sign.

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Sarika 'Panchhi'

Bringing you 100% clean skin wellness. Complete transparency, no faff. Founder and CEO, JiViSa Wellness.

2mo

I waited for the Saggitarian video to come, like I'm sure the other audiences did too, but equally also enjoyed them all. And what I loved the best was how the creativity doesn't drop in any. Will I buy the biscuits, maybe not. But I definitely consumed the content.

Ranjith Kumar Gokul ⚡️

Product Management | Neo Banking | Open API Banking | Mashreq Dubai | IIT Bombay

2mo

In the ad, whenever the background voice says “sooooooo much chocolate”, there’s a disclaimer right at that moment stating “2.9% dark chocolate” 😀

Aishwarya S.

Ex Unilever | Ex Nestle | Effie Jury Member | Award winning marketer | Brand Strategists | Engaging Brand Storyteller | Customer-Centric Strategist

2mo

I was super impressed by the voice over for each video...does 👌 perfect... I am curious if that tone was retained in the translations and dubbed versions

Pratik Gupta

Film maker | Senior Producer | Director | Visualizer | Storyteller

2mo

Although I know how I eat, I was still waiting for mine... Got hooked and saw others too... What's intriguing is that I started comparing and judging..lol.

Anita Rajagopalan

Creative Consultant | Marketing Visionary | Helping Brands Innovate, Scale, & Succeed

2mo

Strong brand recall, interesting association created with zodiac signs and well produced. Would be curious to know how this idea has been extended across channels and also has it impacted sales?

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