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We can say things directly and creatively


In advertising, saying things directly is not the order of the day. In other words, conveying message through subtle way is usually considered as a sign of creativity. But, this print ad for vanarai shows us that, in advertising, you can say things directly and at the same time keep the way of communication on a creative route.

The ad, developed by McCann Worldgroup, aims to make awareness about the negative impact of wasting water. The message is conveyed through two images in which same persons are portrayed. In the first scene, we can see poor people waiting desperately for water around a tap. At the same time, a lady is carelessly wasting water in the kitchen while she is talking over her cell phone. The second image shows the same situation and persons, but with one important difference. This time, the lady in the kitchen is careful in not wasting water and the poor people at the other side are getting water.

The ad creatively comes across the message that you need to be very careful about the usage of water, as even a seemingly silly action can cause misery to some people at the other side.


Advertising Agency: McCann Worldgroup, Mumbai, India

Regional Executive Creative Director: Prasoon Joshi

Executive Creative Director: Ryan Menezes

Art Director: Sandip Gaikwad, Milind Palav

Copywriter: Lolita D’souza

Photographer: Saish Kambli

Via: I believe in advertising

Dr Prem Jagyasi

Dr Prem Jagyasi

Author, Chartered Consultant, Personal Branding Expert & Global Trainer at DrPrem.com
Author of several life improving guide books – Dr Prem is an award winning strategic global leader, successful chartered consultant, personal branding expert and global trainer.  Dr Prem has traveled to more than 40 countries to work with above 150 international organisations and to speak in global conferences. Dr Prem has published several guide books and numerous niche websites which have millions of reader across the globe.
Dr Prem Jagyasi
Dr Prem Jagyasi

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