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Our Bureau

MR VIJAY JACOB PARAKKAL, Vice-President and General Manager of Brand David Communications

Chennai , Jan. 9

There is no formula for new ideas. They can come from any source. For example, your mother does all the work at home. But how many of us go to her and tell her: "Mom, you do everything for me," and give her a hug or a bunch of flowers?

"You will see a 70 million watt smile on her face, and that is an idea for advertisement," said Mr Vijay Jacob Parakkal, Vice-President and General Manager of Brand David Communications. He was speaking to students of Stella Maris College as part of the Business Line Club lecture series.

There aren't any rules in advertising. "Most of the time clients expect us to come out with something new every time for advertising their product. Advertising, therefore, requires lots of creativity. Advertising is also time-bound and works under deadlines," said Mr Parakkal.

A humorous touch is found to be very effective in advertising. If the advertisement can succeed in bringing a smile at the audience's face, then the product will get instant result. "You don't need words always, even pictures speak a thousand words."

On how much an advertisement helps the product to grow or sell, Mr Parakkal said that ads are information.

"It can inform the good things of the product. But the product needs to deliver continuously in terms of quality."

To another question that some advertisements talk about certain things that are not in the product, he said:

"A certain amount of liberty in creativity is taken here. But most of the facts that advertisements convey are based on clinical trials."

More Stories on : Education | Advertising | Tamil Nadu

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