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Advertising Is Taking an Artistic New Direction and We Love It!

Brands are pushing the envelope, and ditching the ordinary.

TBI RADIO SHOW

This article has been published in partnership with Raymond.

They say it’s not easy to make it as an artist. But sometimes you catch a break! We found a few brands in India that have paved a way for these artists and gave them a platform. The result was nothing short of exquisite pieces of art.

A brand can be an excellent platform for such an artist to bring out this special ability, and tell an epic story to an audience.

Now, few brands go down this courageous road. After all, not everyone has the time to get engrossed in something meaningful in today’s fast-paced digital world. But if a chance is taken, and things work out, the result is mind blowing. An interesting story is born, and the audience is captivated. There is a real change.

A brand that has recently given a platform to an artist to showcase his talent is Raymond. The brand’s advertisement stars Jugpreet Bajwa, an Indo-Canadian singer and writer known for his deep, raw poetry. The advertisement has him talking about the qualities of the colour black and it is very impressive. Bajwa explains how black goes beyond the realms of being just a colour. It signifies a beginning. Black is thus, the colour of all beginnings.

And the ode to the feeling of black is a beautiful minute-and-a-half video – even more striking when you realise Bajwa is visually-impaired. This narration of the attributes of black opens the perspective of the listener, leading it to a new direction — that fashion is not just skin-deep.

This brilliant story challenges conventional notions. Have a look at the video here:

Among others, Nescafe’s highly-popular advertisement of RJ Rishi instantly made a mark. The RJ brews his cup of coffee every morning and waits for callers to his show – who never call. But the RJ does not give up. Instead he asks people to call and vent since no one is listening anyways.

The phone doesn’t stop ringing after! A beautiful instance of turning an unfavourable situation into a great one.

Sometimes artists face barriers, that later become an important part of their art. Such is the story of Bhavesh Patel, the visually-impaired photographer.

In ‘Perfumed Portraits’, an ad that shows how a fragrance can redefine a woman’s beauty, Bhavesh uses the fragrance of Bollywood Actress Katrina Kaif to form a vision in his mind, guiding every click. The Lux experience redefines beauty, and takes it beyond what the eyes can see. Bhavesh proved that in ever way – Amazing!

Going ahead, let’s talk about athletes for whom the struggle is real, especially when they are faced with physical disabilities. Those who triumph, literally go through trials by fire to emerge victorious.

Such is the case of Devendra Jhajharia, the Indian Paralympic Javelin Thrower who won gold in the 2004 Athens Summer Paralympics Javelin Throw, and another gold at the 2016 Rio Summer Paralympics in the same event. The athlete had made a promise to his daughter, that he would bring home a gold medal. He worked hard, and pushed the envelope. So deciding to highlight this ‘smile maker’, Britannia gave him an international holiday to celebrate him, creating an amazing video in the process and giving Devendra a platform as well!

Thus, artists and brands can together script a unique tale-one that leaves the viewer with a poignant thought at the end of it.

RJ Rishi has no one calling the radio landline, until one fine day, he implements a genius plan. Image Courtesy: Youtube.
RJ Rishi has no one calling the radio landline, until one fine day, he implements a genius plan. Image Courtesy: Youtube.

Let’s hope many more take up this noble challenge.

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