The 10-second challenge

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fe Bureau: Jun 21 2011, 02:48 IST

Tags: Lunch | Challenge | TV Campaign | IPL

What can be done in 10 seconds? ‘Not much’ is what a snail would say while crossing a street; ‘A lot – I can get my lunch’ is what a cheetah would say chasing its prey; ‘I can either catch the train or get late for dinner if I miss it’ is what an office goer would say while returning home and ‘I can either be successful in getting the message across or look for alternate employment’ is what the creative director of an agency would say while finalizing the TV campaign for his client.

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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