Mather undoing good work

It was Mather Projects who went away from run of the mill advertisements and had some refreshing communications. They made a brilliant use of hoardings. The style, content and visuals broke the clutter and succeeded in conveying favourable brand values.

They now run a campaign - 'the real mather lifestyle'. What a poor tag line? The 'real' is so unreal. The ads convey a desirable lifestyle for the discerning but the money is not well spent. The TV commercial looks like a Nescafe ad. The lady seems to relish the moment but is that enough to convince a prospective buyer? She could have been shown feeling and caring the interiors rather than sipping coffee. Hoarding ads are a mess. Why do they need a lady and a shot of the interior side by side? One has to hunt down the advertiser's name. The brand name and logo are the last ones you will notice in the ad. Mather got something interesting to convey but failed to convey it well.

(I consult Anzera Properties, a competitor of Mather.)

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