Something out of nothing: Rob Middleton

MUMBAI: 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.

According 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 of time.

What 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.

In 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 limits.

Music 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 promo.

Humour 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.

Lastly, 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.

Latest Reads
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories