Cadbury’s Kuch khaas hai advertisement is a perfect example of old wine in a new bottle. There was a time when brand stories were told in the form of interesting copies published in newspapers.
This was replaced by video and now there is no dearth of either medium or media. With time, the art of story-telling has evolved and now stories are no longer created for just one platform or form of video, rather various renditions are made.
Yet some would call it a lost art. “There are many lost arts. In today’s world, we don’t know what works anymore. People use the word ‘viral’ loosely and how and when people use which form of media or medium to consume content varies. The environment is very tricky and is very difficult to cut through the clutter,” R Balki, film-maker, told BrandWagon Online.
