s far as teaser ads go, HSBC's (Hongkong & Shanghai Banking Corporation) recent use of the technique must have been quite satisfying. A series of ads, purportedly released by the Society Against Home Loan Disorder, listed various forms of home loan disorders. It also referred people to a website, www.homeloandisorder.com or asked them to SMS queries to a number. The Society, the ads said, aims to enable young Indian homeowners to live life without any change even after a home loan.

The multimedia campaign - press and outdoor, radio, internet, a campaign-specific website, road-shows and SMSes - by Contract Advertising worked like a dream. The teasers covered six metros and other cities including Nagpur, Coimbatore, Jaipur, Chandigarh, Indore, Baroda and Ahmedabad.... more