PRINT ADVERT: AL AIN WATER

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Hello folks. Hope everyone is having a great weekend 🙂

So here I am with my first ADVERTISING post, actually the first of the many unique ADs that I will talk about here.

Considering the beautiful festival of Ramadan is going to start in Dubai, I am going to be talking about this ad which is by Al Ain Water, a product of the AGTHIA Food and Beverage Company. I came across this particular ad some time back but I always kept it with me because it was different.

It was a print ad published in the Weekend lifestyle magazine. What really caught my eye was its simplicity in its’ art and design. It would definitely catch your eye, as you are scrolling through the bright colours and design of the other contents of the magazine and all of a sudden there is a black background in front of you.

The eyes of the reader instantly go to the text. It is a simple, easy to read font,the classic white on black background.The italics on the font make the text look like words pulled out of religious books or manuscripts. The ad itself gives you a rather peaceful/calm vibe to it.

The messages are positive, inspiring and motivating. As only ‘ramadan kareem from al ain water’ is in blue, it is different from the rest of the copy, focusing your attention on the brand.

The brand creates a positive image in the reader’s mind with the way the copy is designed, as the brand name/product is not in your face, its subtle. It is only there to build the relationship, by wishing you and your family well.

The key image in this ad is of the young girl praying. It is a simple image though the angle in which it is taken in isn’t. It looks like she is praying, though she has water in her hands through which you can see the reflection of the moon, suggesting the brand’s water is so pure you can see a clear reflection of the moon. The focus of the image being on her hands.

I love how simply yet clearly they have communicated the messages, keep us in your prayers /we are with you in your prayers or our water is as pure as your devotion. It is the key promise that focuses on having purity in your thoughts, water etc.

At the top and bottom right side, you have the logos of the product and the brand for it. The Agthia logo reassures the consumer that the product is pure and safe as it suggests natural, organic, wholesome living. The Al Ain logo representing lush green mountains, blue skies and fresh waters with the help of the colors and illustration are also aligned accordingly.

The slogan for that particular ad ‘keeps you moving’ suggests a healthy lifestyle fueled by growth and success. I love this form of story-telling, where these mini chapters which come together to send out a beautiful uniformed message to the reader/consumer, which is subtle yet heart-warming.

You don’t quite need to show the product itself, as Al Ain Water is an established brand, which runs on its values of tradition, culture and heritage.The reasons to believe in this advertisement are both emotional and rational. The name Al Ain Water is easily recognizable as a quality brand, with a quality product so no introductions there.

As it is the holy month of Ramadan, Muslims as well as non-Muslims have a soul-cleanse, if I have to say, meaning positivity for the body and mind leads to positive actions. This is what the advertisement enforces in its images, typography, color and language. There is no major promotional aspect to this advertisement, more to do with restoring the confidence of the consumer with the brand.

So here goes, hope you guys like it and if you do have any other ideas or thoughts about this or any other similar ad you may have come across, let me know. It would be great to have a healthy discussion, it encourages creative thinking.

🙂

 

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