Ravi Shharma, Chief Business Officer, Bobble AI
Campaign: 30 Seconds of Silence
Brand: Calm
Agency: In-house
– As told to Alokananda Chakraborty
Why the campaign rocks:
Calm, a popular mental health app in the US, launched a wonderful campaign during the 2024 US elections. In today’s day and age, when there is a tsunami of voices and sounds all around us, brands keep striving for newer ways to reach out to their audiences and garner their attention. I believe that coming up with a silent ad under such circumstances was a masterstroke by the brand.
The timing of the ad placement amplified its impact, as it was aired on channels such as ABC and CNN during the election results.
The ad presented a sharp contrast to the cacophony of election coverage during that period. There is an actual serenity that the ad brings to the minds of its audience. The first message on the screen — “We bought this ad space to give you 30 seconds of silence” — immediately connects with its users and assures them that the brand is willing to go the extra mile for its consumers.
The ad delivers wonderfully, reminding the audience about the importance of silence at a time of discord.
