My Yellow is brighter than yours
This morning I had to cut through the clutter on my mobile device – too little space left was the device’s big complaint. Rummaging through the photos – I found quite a few that tell the story of Indian brandscape – which includes homegrown, international and aspiring local brands. Everyone trying to outdo the other in shouting louder, looking brighter, positioning (purely in terms of location) cleverly. Here is their story in a visual form…
Hear me loud (not so sure about the clear bit): in a bustling Hyderabad city crossing – 4 mobiles service providers vie for attention. From Airtel sponsoring dividers to Vodafone repeating itself 13 times, the phone companies are desperate to be seen. And the competition is getting tougher.
Vodafone takes on rival service provider Idea, pitching in with a brighter yellow that is traditionally associated with Idea. Vodafones modular visual system allows it to use a multitude of colour palettes. Notice the strategically positioned Reliance ads, right over the entry to an underpass.
As malls are plastered, pasted and covered with ads, the newly launched IndusPride beer attempts to create some space for itself by wrapping itself over the metal detector at the entrance.
The auto/tuk-tuk man capitalises on the few square inches behind the driver’s back support, by installing a static ad display unit. The backlit unit keeps rolling ads vertically.
The Bangalore Police too aren’t far behind when it comes to the job of nabbing attention. This battered car on a crane, a temporary installation, drives home an essential message!
Despite the new Vinyl wars, the handmade signs also flourish, albeit in the back alleys and on the back of express trucks!