Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has recently penned an article for ET Brand Equity from The Economic Times titled Colour Clues, Full-Page Ads and the Art of the Teaser.
The article begins with Zomato’s recent nameless red front-page advertisement, which became an informal test of brand recognition. Without revealing its name or logo, the brand relied on its distinctive colour, typography, tone of voice and a few carefully placed clues to get people guessing. The article places this campaign alongside Karl Fazer’s iconic blue advertisement in Finland and revisits several memorable full-page and teaser campaigns from India and abroad. It also examines how teaser advertising works and the role that surprise plays in capturing attention and stimulating curiosity.
