Wonderful Advertising

In the current scenario when people are increasingly turning ad blind, it is imperative for companies that they devise novel methods to advertise their wares. And the single biggest tool they use these days is the media. If effectively used then you can get advertising worth millions for free. The key point is to be remarkable, to be newsworthy. To deliberately do stuff so that you catch the media’s eye.

I saw a rather wonderful example of that today. Harrod’s has hired an Egyptian cobra to protect a pair of ruby- sapphire- and diamond-encrusted Rene Caovilla sandals. Totally frivolous you say, so what? Almost every single newspaper seems to have that story. And that’s publicity worth lakhs for a few hundred bucks...