Speaking at the PromaxBDA 2012 held in Mumbai on 23 and 24
May, Astro creative director Rob Middleton enthralled the
audience with a stimulating presentation on the topic 'Something
out of nothing'. The session focused on creating good quality
engaging creative on tight budgets.
to Middleton, "There are four pre-requisites to a good
television promo. Content, communication, chop (the editing)
and copyright. The biggest television taboo would be a lack
of belief in self." He firmly supports the belief that
whatever a channel or brand does, if done properly, can be
used a tool for mini-positioning. This helps create brand
presence and map it in the consumer's psyche over a period
a brand's logo stands for, bear more importance than how it
looks. A brand's manner of communication is as important as
its 'look' in the market space in order to leave an impression
on the consumer's mind. In this case, the communication objective
should be to leave an impression through effective expression.
case the budgets do not permit the extravagance one would
want, one may use techniques like type face and simple graphics
to make interesting promos. The use of animation takes the
production to a different level while maintaining the budget
is another element that can be used to enhance a promo. Experts
believe that nearly 80 per cent the audience's reaction on
a promo is through its music. More than music, it is the sound
that it used. A clever assortment of everyday sounds can make
for a very good audio piece. The trick is to synchronies the
audio with the video and the context of the communication.
A seamless integration of the four elements makes for a good
always sells, he added. Infusing humour in the promos not
only makes for a good viewing, but also helps brand recall.
It is common knowledge that commercial with a humourous twist
are faster in catching the audiences' fancy and may even be
the topic for discussion. All this contributes to establishing
a brand in the consumer's life.
he said that investing in technology makes sense as it helps
reduce cost in the long run. With technology emerging as an
ally, the avenues of creativity are ever increasing.