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Hope

Agency: 
Published/Aired: 
November 2008
3151
Description: 

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

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

Comments (35)

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Highest Rated

khronos's picture
khronos
Activity Score 998

i LOVE it !! GOOD JOB !!

MindDrift's picture
MindDrift
Activity Score 1170

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?

verners's picture
verners
Activity Score 4

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

Guest's picture
Guest

The fan dry the tear

KIGN's picture
KIGN
Activity Score 31

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

CGilb09's picture
CGilb09
Activity Score 572

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?

Tweet tweet: @ThisAbility

jdog's picture
jdog
Activity Score 58

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.

CGilb09's picture
CGilb09
Activity Score 572

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.

Tweet tweet: @ThisAbility

jdog's picture
jdog
Activity Score 58

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.

thash's picture
thash
Activity Score 2

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

thefakehuman's picture
thefakehuman
Activity Score 410

Done!

- Life Feeds on Life -

chinaski's picture
chinaski
Activity Score 951

where are the pupils of the kid?

KbxAds's picture
KbxAds
Activity Score 943

hmmm this is good, why didnt it win at cannes

jdog's picture
jdog
Activity Score 58

Excellent! Wish I had done it.

Soup Nazi's picture
Soup Nazi

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.

viresh's picture
viresh
Activity Score 165

cool.

Guest Commentator's picture
Guest Commentator
Activity Score 58

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.

vikram8857b's picture
vikram8857b
Activity Score 94

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

Vikram

smohnish's picture
smohnish
Activity Score 9

Very good idea....

vishnu1's picture
vishnu1
Activity Score 53

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 !

eldeadevis's picture
eldeadevis
Activity Score 306

Concept is: More fans bought, less tears.

jackmoore257's picture
jackmoore257
Activity Score 203

So? This one is pretty flat.

Prakash Jayashanmugam's picture
Prakash Jayasha...
Activity Score 85

..good and simply conveyed

..

Prakash Jayashanmugam's picture
Prakash Jayasha...
Activity Score 85

..good and simply conveyed

..

Guest's picture
Guest

Wow!!!! Superbb idea.

Guest's picture
Guest

Wow!!!! Superbb idea.

Guest's picture
Guest

Idea & Execution Mind Blowing.

arvin's picture
arvin
Activity Score 341

good idea and nice photography

Guest's picture
Guest

No connect at all. Bad.

louie_wang's picture
louie_wang
Activity Score 160

well done.

Guest's picture
Guest

salt trails from the eyes????

Guest's picture
Guest

marvellous job

pencilreturns's picture
pencilreturns
Activity Score 99

very good art direction..

goosh's picture
goosh
Activity Score 4

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.

jgkar's picture
jgkar
Activity Score 2

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..

khronos's picture
khronos
Activity Score 998

i LOVE it !! GOOD JOB !!

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