Wednesday, 16 November 2011

The Best Copy Ever

 Condé Nast India launched its first corporate campaign this year, for its three key publications- Vogue India, GQ, and Condé Nast Traveller.The corporate campaign will target media planners and brand managers, with an elite target audience  with reasons that make it the perfect outlet for luxury advertising.
The campaign is made by Tarpoot  India. The copy they come up for the campaign is absolutely brilliant in my opinion. I know, I know - I'm familiar with the whole 'copy is dead' slogan that is passed around like a ____  in the ad world, and the evolution of print that promotes super light copy, and heavy design in advertisements. But Taproot takes this mantra and throws it out of the window. It successfully challenges and counters this statement. For the first time in a long time I have came across an ad that doesn't rely on impressive visuals and graphic design/ witty tag lines to sell the product/service - instead it provides an almost poetic copy based on solid facts.
Agnello Dias, chairman and co-founder of Taproot says, "Condé Nast made it clear that it was not a product they wanted to talk about but luxury as a concept which made the work more interesting. In terms of insights, we decided to counter the Indian perception of luxury as needless indulgence or superficial - something that is not a basic need. So the tagline of the campaign, 'The necessity of luxury'. We say that luxury is another word for progress and stands for human aspiration."
Is'nt that a genius spin on the whole idea of luxury?? I've enlarged the copy for each print ad( they have minor differences) , do read it its quite nice. Also its completely normal if you feel a little jealous  of India's growth.

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