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Nina Varghese

Chennai , Oct 15

BESIDES cutting through the clutter of outdoor advertising, the recent billboard campaign for Prime Roasters had some of Chennai's women's libbers up in arms. What annoyed some was that the message on the billboards was aggressive and maybe not quite tastefully done.

But, Mr C.S. Amudhan of Winds of Change, a Chennai-based creative hot shop, which has been creating quite a stir, said that it was not meant to offend, but to stand out in the clutter of billboard advertising.

Winds of Change (WOC) is three years into the business (with about Rs 2 crore turnover last financial year). Mr Amudhan plunged into this high profile business of hidden persuasion with no prior experience in advertising. An engineering graduate, he started by managing events and then went on to create billboard ads for some clients. Mr Amudhan said that in most cases, the lack of baggage worked and a common sense approach was welcomed by the client.

A classic example, he said, was for a flat promoter who was under pressure during the recession as it found that there were many unsold flats and much of its capital tied up.

The high profile outdoor campaign — No Rent No Rules — did not focus on the flats at all but on the aspect of owning a place of your own. Mr Amudhan said that after the outdoor campaign followed by a newspaper advertisement, 42 flats on Nelson Manickam Road in Chenai flats were sold out.

WOC caters mainly to the retailers such as Chennai Silks, Hi Style, Textile India, and Aran to name a few. Mr Amudhan said that most of his clients do not have large budgets and they do not also have the time to wait for results. The outdoors has worked well for these clients, he said.

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