Success of an Advertisement - "60- IAPMID"

Lets start a new series on this blog- "Ad- Bioscope". Lets create a platform to discuss Indian advertisements. The delivery of advertisement could be anything TV, Print, OOH, Digital etc.
I have created a small principle to evaluate ads, "60-IAPMID"

where in IAPMID stands for the following

First Impression (Does this ad bring smiles on your face?)
Right Audience (Do you identify with this Ad?)
Service Promise (Do you know what will this service/ product deliver?)
Message (Do you get the message?)
Impact (Do you still remember the ad ?)
Differentiation (Do you find all the ads similar (in a competition)?)

This principle involves around "You"- that is a customer. The best ad/ commercial is the one, which scores 60 on "60-IAPMID" rule.

"Get More from us"- Anchor

Anchor,  India’s leading  manufacturer of electrical materials like switches and wires, is running a huge branding exercise, largely visible in Mumbai. The major punch line is “Get More from us”, we are now Anchor by Panasoic.

This campaign is certainly a high visibility and high impact exercise in Mumbai, if someone visits the city, chances are very less that he misses this campaign. As Primetime outdoor agency, which is a OOH agency of this campaign has put in all efforts to place this ad at every possible visible area.

Surprisingly this campaign is launched in more than 100 towns and cities and announcing company’s association with the parent brand i.e. Panasonic but somehow as compared to Delhi, Mumbai seems to be major spending area of the company as Anchor ‘s headquarters in Mumbai. The major objective of campaign is to show that the brand is associated with more products than only Switches .

The company has very smartly used outdoor media to promote various products at the same time saving the cost of print or TV. Using outdoor media, they can certainly launch various message statements and target the large audience at the same time.

Primetime Outdoor used a wide media mix including hoardings, unipoles, bus back panels, bus shelters, station branding, gantries, Meru Cab branding, utilities, 

Metro station branding, wall wraps, LED screen, in train branding, kiosks series, and many more to give the brand a lavish spread.