Well. Spotted and how! No, you aren't browsing through Yatra's insta page. It's a front page advert in today's TOI (Mumbai), in which the brand looks like it's trying hard to speak Millennial tongue. Through this print ad, the OTA brand tries to push an acronym towards the reader - YBOF(Yatra Big Outing Fest).
Will the TG bite? Or does the brand need to work a touch harder to inject its own little four-lettered acronym into the popular urban lexicon?
Front page ad by online travel company Yatra, appeared in today's Mumbai TOI
What will it take for a brand to invent and sustain an acronym such as this one? We asked a couple of advertising professionals.
According to Manish Bhat, founder-director, Scarecrow Communications, if an advertiser wants a catch-phrase to resonate with people to the point of becoming colloquial, it should “ride a public life insight” first. The Yatra folks could consider creating a jingle around that phrase, he muses. A digital video with people singing 'Y.. B..O..F..la la la...', perhaps? (We're dancing to YMCA in our heads).
Ex-Ogilvy hand Abhijit Avasthi, founder, Sideways, doesn't really buy our assumption that the brand is trying to get this acronym (#YBOF) into the Gen Y lexicon. Discarding our premise, he says, “It's just a hashtag to shorten the name of the sale.”
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