Flipkart runs full thematic variations on their ads. I don’t want to stab them.
Indian ads can be great, but they are insanely repetitive. On Star World, for example, they’ll show the same ad twice in the same commercial break and sometimes seven or eight times during a show. That gets old really fast. Whether the ad is good or bad, it actually sours me on the brand. So, here’s a thought. If you’re buying that much space, why not introduce slight variations in the ads?
They don’t have to be different ads, just different takes of the same scene. Switch some people around, show a different angle, whatever. I understand that perfection is important, but so is perception. The ape mind is designed to pick out differences in our environment and to learn to ignore things that stay the same. Even slight changes in an ad can keep my brain from burning out and make me more likely to buy your shizz.
Take this Mapmyindia ad. It was cool once, maybe three times, but I’ve seen it dozens of times and now it’s just annoying. This they could change subtly and at least avoid that psychic irritation of seeing the exact same thing over and over again. Have the guy buy something besides jewelry and chocolate, or have a different thematic message (remember kids birthdays). Those would be ideal, but you have to go back to the agency and get some creative done.
At the least, however, just change the light (have it be evening) or some of the buildings. Even switch the placement of GPS units at the end. Introduce a slight variation on the music. Subtly change the speed.
Even if I’m not paying attention to the ad, those slight differences would subconsciously catch my eye and I’d watch it again rather than cursing the company for showing me the same thing over and over again.