Part 4 of my e-book, It's all in the head (and it's not what you are thinking!)

It’s all in the head (and it’s not what you are thinking!) – Part 4

Triggers that helped me crank up my copy:

3)      Humor in my Copy:

It is a recurring feature in Indian ads. We love to make people laugh, and that’s a good thing. When the world is rife with vendetta and vengeful killings, we bring a breath of fresh air with humor in ads with some good, clean family entertainment.

So yes, it’s a good thing that despite the troubles with the world, and in our lives, we still have the time for a good joke and a laugh. And yet, I am conscious of the fact that I am about to contradict myself when I say that humor doesn’t sell soap, it merely entertains. Would you agree, at least in part?

Yet, between one Indian adman and another, there seems to be a plethora of humorous Indian ads. Some really funny, and a few teetering towards the risqué...

 And then we are cruelly cautioned that humor is serious business. Abstain, or else...!

I cannot recollect very many Indian ads - perhaps you would like to enlighten me - where humor has been used and the product been a roaring success, barring for a few like the zoo-zoo ads.

I must confess at this point that I remember some good ones, and even chuckle at the memory those ads conjure in my mind. And yes, I might just buy... But that would have to be because I didn’t mind losing a bit of money because, hey, I liked that ad, and (chuckle), it was so funny! But would I buy a heavy duty item, such as a car, because it was, oh, so funny? Wouldn’t my family plead that I get a little serious here? 

And if I wouldn’t buy a car on a whim as a consumer, then can I as a copywriter, spend the client’s money on a whim, because it’s a good joke?

But let this ranting not deceive you. I too have been guilty of using a bit of humor, even if I have a backup plan to get serious with it. The client still has to pay for my jokes, a pretty expensive joke at that. 

For what it’s worth, here are two of them. They are both for a hair oil product. Enjoy...

[Name of Brand] - Hairy Solutions for the Bald and the Bountiful

And 

Ab moochon par bhi asar dikhayein

(And now it shows its effects on mustaches too)

Funny? Maybe. But would it sell the client’s product?

 As Jeffery Archer writes...

... Only time will tell!