Indian web portal, Rediff.com recently underwent a major revamp to offer an improved and uncluttered look to its users. The change was initiated by the international website of the portal.
The old text laden homepage has now given way to cleaner version which features a search bar, a few news stories and eight icons for different channels such as news, movies and its online services namely, Rediffmail, My Page and iShare.
The new homepage does not display any ads and offers minimum content thus acting more like a gateway to its information and services. The new look of the site has also set the platform for a clean mobile interface which will be crucial when internet goes mobile on a large scale in India.
Along with the revamp, Rediff also appointed a new creative agency, BBH Mumbai to advertise about the new website using the most relevant platform. The ad firm launched a campaign a few weeks ago on the new user friendly version and a new brand idea named ‘Just Your Stuff’.
Shot by Benji Davies and Jim Field of Frater Films, the ad film opens in a bathroom to show a man taking a lazy bath in the bathtub. Then suddenly a toy duck in the bathtub starts singing the song “Your love lifted me higher”. As the surprised man gets out of the tub to record the singing duck, other objects in his apartment start making animated movements leaving the man visibly amused. The ad then ends with ‘Just Your Stuff’ as its sign off.
The ad tries to depict a man celebrating ‘his stuff’ – things he loves to use in the course of his day and draws a parallel with today’s internet users who know exactly what they want in the time they spend on the Internet.
The managing partner of BBH, Priti Nair explains, “The net savvy people are a different clan altogether. They are bound to take illogical steps and are exposed to a lot more in terms of the Internet.”
The ad targets slightly evolved users of the Internet aged between 14-28 years.