René Seifert - Entrepreneur & Global Citizen

It dawned on me today that there was still something from India when I was riding the S-Bahn in Munich and the voice announced: "Marienplatz, please disembark on the right side. Passengers with 'mobility impediment' disembark on the left side." I always get a grin on my face about these obviously overly-overly political correct expressions. And then I remembered: There was still something from India where things tend to be outspoken in a much more explicit way (but not in sex, to just make sure we are talking about the same thing.)

This little something was an advertisement which greets all passengers in Udaipur (Indian State of Rajasthan) when then walk from the Tarmac into the small terminal of the airport. Right above the counter for pre-paid taxis, here it is. One of the best T.I.I.'s ("This is India") I have ever some across. If you want big-size, click here.

Apart from the very unique design, the selection and allocation of graphical elements, the content is king. Please turn the attention first to the right side where this poor guy is crawling on the floor looking pretty miserable. Already the sub-title "before operation" reminds me of these commonly used weight-loss "before-after" pictures. And indeed on the right side there is "after operation". But the hammer comes in the alleged quotation of the person: "I was a burden on my family […,] I am now a source of support." Yep. As Winston Churchill used to say: "When you are going through hell, keep going." Haha. By the way, there are so many subtle messages hidden in this billboard. So note how the fellow is just in his underwear in stage one on the floor and how neat and presentable he looks "after operation". 

Now let's turn our attention to the left where Diana Haiden is holding the hand of the young boy. (By the way, if you google the name, the correct spelling is "Diana Heyden"; but never mind.) Well, Diana Heyden is - as quoted beneath her 'testimonial' - "Miss Word". Wow. I didn't know that there was a "Miss Word". Could be something like an election for the best looking writer-chick. But no, you might have guessed already, it's JAFT (=just another f*** typo). For reference, here she is: Diana Heyden, Miss World of 1997. Olé, olé.

All in all, an advertisement which has been carefully crafted with all ingredients of successful and widely respected communication instruments. When I run (or should I better say "crawl") my next marketing campaign, this creative director is for sure on my team. High Five!