The 10-second challenge
Creativity in TV ad campaigns has now to be delivered in 10 seconds flat. And there were many such 10 seconds available in the just-concluded Indian Premier League tournament (IPL). With the ICC World Cup and then the 74 matches in IPL 4, the 10 seconds actually result in many hours of ad spots. Cricket being an opium for the masses of India, the effort to get their attention to sell a product in the midst of all the excitement of a match cannot be anything less than executing a war plan. The time available is both the canvas as well as the limitation. Hence, creativity in developing a campaign may have no limit, but its ‘performance’ has a 10-second timer.
As if the challenge of the 10 seconds was not enough, the execution of the campaigns and delivery of important product messages needs to be completed between two overs where there are already many ‘spot
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