The next big 'A' in advertising : Ambient?

The next big 'A' in advertising : Ambient?

Priya Iyer
New Delhi, Jul 23 (PTI) A water fountain spouts blood. A dog walks around with a leash around its neck, ominously suspended in mid-air. No, these are not attempts to create a sci-fi thriller but ambient advertisments.

In a market with with millions of brands, each vying for the consumer's time and attention, advertisers are resorting to such 'unusual' ideas to woo customers.

Ambient advertising is a form of advertising done in a non-traditional media or using a medium in a way it has never been used before either as part of the mainstream campaign or as a stand alone activity. It helps brands be more a part of people's lives, say ad professionals.

"Ambient advertising is a brand message that hits you when you least expect it. It is not restricted to any size, shape or format. They have no boundaries. And that is what makes it so refreshing," says Rajiv Rao, Executive Director, O&M, Mumbai.

"More and more consumers are moving from just transactions to experiences with the brand. Ambient helps break through the clutter and reach out to all," says Grey Group CEO, Nirvik Singh.

The blood spouting fountain was part of a promotional campaign for a horror film festival and the dog with the "unmanned" leash was to a promote a film, 'The Invisible' premeiring on a popular television channel.

"Advertisers are always trying new ways to reach consumers, use spaces which have not yet been used," says Jignesh Maniar of ON Media. PTI