If you happen to gawk at this for a couple of seconds, the effect is quite hilarious—and yes, cheeky. The pic below is currently being displayed on several billboards in Karachi, Pakistan thanks to RG Blue Communications, an ad agency who’ve just had a lightning bolt idea for marketing sanitary napkins. You read that correctly: sanitary napkins.
Of course, explaining the not-so-subtle cheekyness involved is unnecessary. What is necessary though, is to delve into the mind who came up with it. So here’s Munir Bhatti, art director for RG Blue Communications: “I could have also shown a girl like other ads have. But the idea was to make it very different and to use the word WikiLeaks — and that’s what this is.”
The Creative Process Behind the Campaign
The creative process behind this campaign is as intriguing as the ad itself. Munir Bhatti and his team at RG Blue Communications wanted to break away from the conventional and often clichéd advertising methods used for sanitary napkins. Typically, these ads feature women in various scenarios, emphasizing comfort and reliability. However, Bhatti aimed to create something that would not only stand out but also spark conversations. By leveraging the globally recognized term “WikiLeaks,” the campaign cleverly plays on the idea of leaks, making it both memorable and humorous.
The choice of using a term associated with significant global news and controversies adds a layer of sophistication to the ad. It’s a bold move that risks offending some but also has the potential to resonate deeply with a more progressive audience. This kind of daring creativity is what sets RG Blue Communications apart in the competitive world of advertising.
Strategic Placement and Future Plans
Also, business development honcho for RG Blue Communications Amjad Hussain adds that expansion is on his company’s sights: “There are a couple of billboards; one is near the Expressway and the other is in Hyderi. There will be one in Karsaz next week.”
The strategic placement of these billboards is no accident. Locations like the Expressway and Hyderi are high-traffic areas, ensuring maximum visibility. By placing the ads in such prominent locations, RG Blue Communications ensures that the message reaches a broad audience. The upcoming billboard in Karsaz will further extend the campaign’s reach, potentially attracting even more attention and sparking further discussions.
We ourselves believe this is quite a timely work of ad cleverness. After all, in a world inundated by products, the advertiser’s job is to make that emotional connection with the faceless public, most especially the ever-important target market. Bravo, RG Blue! Bravo!
The campaign’s success can also be attributed to its ability to tap into current events and popular culture. By using a term like “WikiLeaks,” which was a hot topic at the time, the ad becomes instantly relatable and intriguing. This kind of relevance is crucial in modern advertising, where consumers are bombarded with countless messages daily. A campaign that can cut through the noise and make a lasting impression is a rare achievement.
Moreover, this campaign highlights the importance of humor in advertising. While sanitary napkins are a serious product, the use of humor makes the ad more approachable and less clinical. It humanizes the brand and makes it more relatable to the everyday consumer. This approach can be particularly effective in markets like Pakistan, where humor is a significant part of the cultural fabric.
Via Gearlog
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