Time and time again, we have seen the world thrive on big ideas. Be it in the political realm or in the corporate world, big ideas have changed the way we perceive things. Lately, we have noticed that big ideas are shrinking and people no longer accept big ideas as a norm. Consumers are challenging the brands to engage in more meaningful conversations and not just on \u201cIntellectual Advertising\u201d. We\u2019ll come to that part later, but today\u2019s article will predominantly talk about the rise and fall of a big idea in the corporate world.<\/p>\n\n\n\n
Welcome to the Hyper-local Era<\/strong><\/p>\n\n\n\n Today, brands no longer follow the one-size-fits-all motto. Thinking of one big idea no longer serves the national purpose. The brands have to funnel down the communication strategy to address the commonest person in the audience base. Consumers are demanding value more than variety.<\/p>\n\n\n\n The most recent BournVita Campaign targeting the parents for forcing the kids to choose a career they do not like has stirred some controversies in the ad world. The campaign, #FaithNotForce took the conventional BournVita jar and turned it into toilet cleaner, tissue box, soap box, egg carton, and ketchup bottle and drew a parallel between how the jar became something it didn\u2019t want to become, just like the kids are forced by the parents in terms of their career. This \u201cBig idea\u201d didn\u2019t fly well with the current parents as they argued that this idea would have worked a decade ago when the parents were still orthodox and the career options weren\u2019t that extensive. Today, parents are broad-minded and accept the choice of their kids\u2019 careers and even their sexual orientation. Coming to buying the \u201cForced Packs\u201d of BournVita, consumers were of the opinion that the brand lost its purpose here. A product that\u2019s meant for mass consumption will be used solely for its utilitarian purpose. Take that away and the \u2018soul\u2019 purpose (pun intended) is lost.<\/p>\n\n\n\n Death of Big Ideas<\/strong><\/p>\n\n\n\n Gone are the days when \u201cJaago Re\u201d, \u201cDaag Acche Hain\u201d and \u201cFevicol ka jod\u201d campaigns were widely extended across all platforms for years and still made sense. Today, consumers do not really care about the brand. What does the product has to offer, does it relate to, is the product offering practical, and what value does it hold? All these questions need to be addressed and a mere big idea cannot really do the job. Performance marketing is something that has emerged to answer these questions.<\/p>\n\n\n\n These are two different generations \u2013 one that made \u2018big ideas\u2019 go global and win metals in the international ad fests. Another generation, that\u2019s winning big too, but taking a stand by breaking the big idea down into smaller value-driven communications that reach the right set of customers and fulfill the purpose. It\u2019s not that the magic of a big idea has faded away. The magic is dispersed across various channels and still works wonders. Take Zomato for instance \u2013 it doesn\u2019t have any big idea on the plate, yet has become a name synonymous with food delivery across the nation. Good, bad and ugly reviews are part of the game, but they have sparked conversations and that\u2019s the need of the hour.<\/p>\n\n\n\n At 3 Dots Design Pvt. Ltd., we are of the opinion that ideas are the key to connecting brands with their customers. It doesn\u2019t matter if the idea is big or small, if it has the potential, a \u201cSutli Bomb\u201d can be as powerful as a \u201cGrenade\u201d and that\u2019s what we believe. With a team of experienced content writers, graphic designers, creative artists, strategists, brand managers and digital executives, we love to spread the magic of advertising by crafting continuous creative communications. If you wish to see more of what we do, please visit www.3dotsdesign.in<\/a> or get in touch with us at contact@3dotsdesign.in<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Time and time again, we have seen the world thrive on big ideas. Be it in the political realm or in the corporate world, big ideas have changed the way we perceive things. Lately, we have noticed that big ideas are shrinking and people no longer accept big ideas as a norm. Consumers are challenging […]<\/p>\n","protected":false},"author":1,"featured_media":1295,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[523,524,525,37,266,6,256,174,77,335,267,165,111,40,29,49,128,20,54,62,60,25,124,357,141,522],"tags":[211,213,706,75,208,703,35,697,705,365,704,104,209,166],"yoast_head":"\n