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