Do unconventional ads work for start-ups?

The intention is to stand out and appeal to the young crowd but experts say these ads are not relevant all the time and a few of them are making errors too


Breaking many stereotypes, the new Jabong video shows plus size models, skinny men wearing high heels, men with bridal nose rings etc.
Breaking many stereotypes, the new Jabong video shows plus size models, skinny men wearing high heels, men with bridal nose rings etc.

With over 2 lakh views in about two weeks of launch, Jabong’s new 43-second video advertisement titled—Be You—is an instant hit among millennials. Breaking many stereotypes, the video shows plus size models, skinny men wearing high heels, men with bridal nose rings etc. The full version is two minutes long and has recorded 60,709 views so far. It begins with a catchy voice-over, “I am not a match, I am not a catch, your mom won’t call me suitable.”

Unconventional ads are not new for the start-up ecosystem which has had a handful of them of late. The motive is the necessity to stand out and appeal to the young crowd. However, according to experts, these advertisements are not relevant all the time and a few of them are making errors too.

“People are experimenting with all kinds of formats. In the bargain, some are making errors. Many of them are doing things which are not cool at all. It is extremely important to have a pulse on young consumers like he is today. Youth changes every six months, brands need to update their understanding of youth every six months. Even the bad language has changed. Fundamentally the F word, for instance, has lost its status among young people. If you are using that, you are so 2014. It is extremely important to update your vocabulary,” said Harish Bijoor, chief executive officer of brand and business strategy firm Harish Bijoor Consults Inc.

Here are a few top unconventional advertisements by start-ups:

Urbanclap: The 2.43-minute-long video shows a father not being able to accept his daughter’s relationship with another woman. It is only after his wife reminds him of their time, when their parents were against their marriage because of the two being of different religions, that he sits back with a photo album consisting of pictures of his daughter and her partner. These photos make him realise the dynamics of modern day relationships. This leads him to believe that love has no boundaries as he accepts his daughter’s relationship. The video which was published earlier this month has got 30,180 views so far.

See here .

Amazon: This four-minute video is a compilation of multiple spots where people are asking for more options for products and services with the popular jingle “aur dikhao” (show more). In the middle of the video comes an eight-second spot which shows a man trying to buy condom from a chemist who is giving him options of different flavours available. Suddenly, an assistant from behind peeps out singing the jingle “aur dikhao” slyly. The video was posted in May 2015 and has garnered over 20,104 views so far.

See here .

Trulymadly: In August, dating app Trulymadly came up to the fore asking girls to go boy browsing. The 1.3-minute-long video shows girls nudging each other looking at cute boys and checking them out while sitting in buses, college premises or even during office presentations. A catchy jingle and interesting conceptualisation earned the video huge recognition on the social media. It has garnered 1,06,124 views so far.

See here .

Lenskart: A sensuous advertisement shows a couple putting on clothes looking into the reflector sunglasses of their partners. The-33 second video talks about the reflector sunglasses from Vincent Chase available on Lenskart. Published in June 2015, it has garnered 3,20,105 views so far.

See here .

Mobikwik: The 31-second video shows a nude man getting his portrait painted when his phone rings. It is his grandmother on the line asking him to pay the electricity bill online. The ad portrays that despite being in difficult positions, customers can pay bills in a hassle-free manner. The ad which was published in June 2015 has got 428,364 views so far.

See here .

Abof: The 33-second video talks about the “F” word, how it helps people in getting heads turning and jaws dropping. It is only in the end that it says that F in this case stands for fashion. Released in April, the video has 3,00,847 views so far.

See here .

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