Hope

Agency Network: 
Published/Aired: 
November 2008
Like
22
Views
11225
Khaitan:  Hope
Khaitan Print Ad -  Hope

Description

Print advertisement created by JWT, India for Khaitan, within the category: Retail Services.

Caption

Every Khaitan fan buy makes a small contribution towards an underprivileged child.

Advertising Agency: JWT Mumbai India
Creative Directors: Shammsunder Gooud
Art Director / Copywriter: Shammsunder Gooud
Photographer: Avadhut Hembade
AVP & CSD: Sayam Bhadra
Illustrator: Vijay Nanaware
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Highest Rated

thefakehuman's picture

Done!

thefakehuman
Activity Score 402

- Life Feeds on Life -

MindDrift's picture

Cute kid. Nice cast. But I don't get the concept?
Why does the boy's tears look as if they were waxed? What's going on here?

MindDrift
Activity Score 1154
Art Director
verners's picture

Concept, I'm sure, relates to beautiful movie "Slumdog Millionaire". Main character in this story is very similar to boy in this poster.

verners
Activity Score 4
Graphic Designer
Guest's picture

The fan dry the tear

Guest
KIGN's picture

wow that really good idea i liked the waxed idea when ppl tears dry cuz the fan u bought it like your way to help the kids
really good that was my first comment in Ads of the world glad to post it here

KIGN
Activity Score 31
Student
CGilb09's picture

I definitely wasn't getting the correlation between the fan and dried tears until you explained it. Do people make ads anymore that are both effective for consumers AND clever?

CGilb09
Activity Score 570
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

jdog's picture

Does "effective for consumers" mean creating work that has no subtly whatsoever? Your argument is hackneyed. This ad is clever and well executed. It has stopping power and surprise.

jdog
Activity Score 58
The Firehouse
CGilb09's picture

No, but it also means creating ads that aren't so subtle that no one gets them. And since when did maximum subtly equate to great work? Great work, in my opinion, achieves results AND is clever. Not just one or the other. Advertising is a business just as much as it is an art form.

Maybe it's become I'm a Gen Y-er and I just see things differnetly, but I would never even stop at this long enough or waste my brain power to try and figure it out. I want my messages fast, I want them now, I want them clever and direct. I see dried tears, I think: the boy was crying,there were tears and they dried. Period. Cool story. Next page.

CGilb09
Activity Score 570
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

jdog's picture

Compassion is not an instant gratification commodity nor can it be elicited through a slap in the face. It's quite frankly a weak excuse to suggest that a consumer, Gen-Y or otherwise, will not stop and take in an ad that resonates with them. Some will, some won't. That's the reality.

Also consider the media context of this ad. I presume it will be at least an A2 poster or a full page newspaper commercial. (Creative team your comments here?) The size and the quality of the photography are impactful in and of themselves. A LITTLE more time with it and the surprise is revealed. Here's my beef: if we continue to treat consumers like they are a bunch of inane, illiterate and emotionally limited idiots advertising can only contribute to the retardation of society.

This ad is the antidote for advertising at it worst.

jdog
Activity Score 58
The Firehouse
thash's picture

wow exllnt IDEA. I love the idea. Superb.....superb....superb

thash
Activity Score 2
thefakehuman's picture

Done!

thefakehuman
Activity Score 402

- Life Feeds on Life -

chinaski's picture

where are the pupils of the kid?

chinaski
Activity Score 951
Copywriter
KbxAds's picture

hmmm this is good, why didnt it win at cannes

KbxAds
Activity Score 944
Copywriter at Surat, India |

www.be.net/karanbhatia

jdog's picture

Excellent! Wish I had done it.

jdog
Activity Score 58
The Firehouse
Soup Nazi's picture

Beautiful, I got the concept instantly (wonders at those who didn't?). A beautiful example of the art of subtlety. Well done, would be proud to have this work in my book.

Soup Nazi
viresh's picture

cool.

viresh
Activity Score 165
Art Director at epic cycle
Guest Commentator's picture

its not jus the money that goes to the under privileged, but also the fan, so the poor kids tears are dried. a lotta jwt guys are spamin in here.

Guest Commentator
Activity Score 58
vikram8857b's picture

i didnt get it anyway... concept is not clear.

vikram8857b
Activity Score 92
Collateral |

Vikram

smohnish's picture

Very good idea....

smohnish
Activity Score 9
Art Director Mumbai jwt
vishnu1's picture

very obvious and a little exaggeration, man can you not come down to reality a little bit, is such a thing really possible, yaah attracting the audience is good but that should not be at the cost of sensibility.RIGHT !

vishnu1
Activity Score 53
Creative Director |

Vishnu Vardhan

eldeadevis's picture

Concept is: More fans bought, less tears.

eldeadevis
Activity Score 306
Draftfcb México
jackmoore257's picture

So? This one is pretty flat.

jackmoore257
Activity Score 199
Prakash Jayashanmugam's picture

..good and simply conveyed

Prakash Jayasha...
Activity Score 111
Creative Director at quirkee |

..

Prakash Jayashanmugam's picture

..good and simply conveyed

Prakash Jayasha...
Activity Score 111
Creative Director at quirkee |

..

Guest's picture

Wow!!!! Superbb idea.

Guest
Guest's picture

Wow!!!! Superbb idea.

Guest
Guest's picture

Idea & Execution Mind Blowing.

Guest
arvin's picture

good idea and nice photography

arvin
Activity Score 335
Guest's picture

No connect at all. Bad.

Guest
louie_wang's picture

well done.

louie_wang
Activity Score 158
Art director in linksus,china /Central Artistic university
Guest's picture

salt trails from the eyes????

Guest
Guest's picture

marvellous job

Guest
pencilreturns's picture

very good art direction..

pencilreturns
Activity Score 99
Creative Director
goosh's picture

I think advertising must grab attention first and then deliver a message. In this case, the beauty of the picture will make you turn to look at it, and then after reading, you get the point; it's a kid that stopped crying cause he recieved assistance. I definetely wouldn't think that a 'fan' dried the kids tears, they're simply dry (I don't know the reason, in any case, it would be mere speculation cause there's no clue about it). Great casting, great picture, great work.

goosh
Activity Score 4
jgkar's picture

It is really good ad and the concept is simply great, but the only concern is that it will takes some time to get the real message to a retard like me.. Just amazing..

jgkar
Activity Score 2
khronos's picture

i LOVE it !! GOOD JOB !!

khronos
Activity Score 970
Copywriter
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