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They are all over the place. Textile shops are vying with each other to cash in on the Deepavali mood to earn a few thousand rupees more. So, all the major stores have gone in for breathtaking ads.

While The Chennai Silks ad has a very tuneful jingle (though some of the words are garbled!) the other ads depend heavily on visuals.

RmKV, celebrating its Thalai Deepavali in Chennai, has stolen a march over other shops with its timely launch of the zodiac silk sarees (with the mundanai woven with the zodiac sign), and its Cinderella pavadai for kids.

Pattu pavadai, which used to be a must-buy for Deepavali some 20 years ago, has been largely ignored by youngsters of today. They think it is too old-fashioned to be worn in today’s hi-tech world. But RmKV spiced up the pavadai by weaving the story of Cinderella – a universally loved theme – into the pavadai border and caught everybody’s imagination. The cherubic kid, who narrates Cinderella’s tale (in the TV ad), has added to the charm of the ad.

The ad has reached people living beyond Chennai’s borders. “When I went to the shop to buy the pavadai for my cousin’s granddaughter, they had run out of stocks. A shop assistant said they had not expected such tremendous response to the ad and that they were selling 100 pieces per day,” says Saraswati, shopping for her cousin who lives in Ooty!

That is the power of advertising. And maybe it will also kindle further interest in pavadais!

AdVenturer