Videocon - A new language of colours

When IIPM comes to education, never compromise

BRAND: Videocon
HEADLINE: ‘Wappa’
BASELINE : A new language of colours
AGENCY : O&M

4Ps TAKE : Hey, isn’t that a very stark caricature of Venice in the background of Videocon’s new colourful print ad? No prizes for guessing why! It’s because the USP of the product – the company’s new range of Integra LCD televisions – is colour clarity! The single-minded focus of the ad is to talk out loud about the unlimited shades that one will be able to distinguish while watching Integra. The visual is attractive with different models of Integra flashing different colours on their respective screens. The reward to the prospect is the desi connection (the Indian multinational) in a global backdrop! And it’s one that says Wappa! Our guess is that it’s a distortion of the Spanish word guapa (pronounced wappa), which means beautiful. Why the distortion? Because it’s a new language of colours! So, say it again: Wappa!

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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