Looking Below

Increasing competition in goods and services is requiring advertising campaigns to create bigger impacts on consumer choices.





Increasing competition in goods and services is requiring advertising campaigns to create bigger impacts on consumer choices. Apart from traditional mass media advertising, companies are now showing interest in below the line activities.

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Advertisers are also keen to create experiences for consumers around products to build better brands.

Negombo is full of smiles these days.

Vipul Costa is showing his pearly whites to the camera.

He is not the only one.

People are queuing up to take part on a new wave of advertising.

Signal toothpaste, is on a mission to capture 30 thousand smiles as part of their "Sinabowewa" ad campaign.

Going around the country with their mobile studio, photographing people's smiles, Signal is trying to get in to the Guinness Book of World Records.

Participating in an event like is an exciting experience for Vipul.

"TV commercials are normally about what we see everyday. But mobile campaigns like these create brand recall even after you go home," sa