My marketing teacher would always exclaim during presentations "Advertising should be man biting dog and not dog biting man". What he was meaning was a presentation should have a punch and deliver the message in no uncertain terms. Loud and Clear.
In the era where marketing costs are rising exponentially it is imperative that advertisers give a bang - a big bang for customer's advertising budget.
Thus the advertising cut out of Chennai Express a typically Bollywood potboiler came as a pleasant surprise. I was on my way to Pune on 23rd night and I saw the cut out in Hyderabad International airport.
The single strategically placed cutout was a huge attraction. The cut out resembled a train compartment. There were curious onlookers trying to peep into the compartment itself. Needless to say there was nothing in the compartment!.
I think the bigger element of attraction was the stark contrast between a swank airport and the cut out of a Hindi movie titled "Chennai Express". What a thought provoking creativity. An advertising cut out of a train in a airport. Talk about figure and ground principle. A very clever idea and a brilliant execution. Hats of to you Rohit Shetty.