Story Telling in Print Ad

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In this Kurl-on ad, the images used depicts what happened to Mahatma in South Africa and he became a freedom fighter. There are three factors which can be learned from this ad. 
1. Story telling (South Africa Train incident)
2. Using humor (bouncing)  
3. Relevance of the product for the above two factors (story and humor). 

We are all fond of stories and a moral in it. The story of Mahatma is known to us, here the seriousness of his story is converted into humour with the brand (product) attached to it, the feature of the product (spring) especially. Brand elements criteria like the memorability and the likeability strengthens the impact of this ad. Humour engages the audience and the ad frees itself from the clutter. Irrelevant use of appeals and celebrity may hurt the image of the brand. Humour appeal and the story told and its relevance to this ad will occupy a space in the minds of the customers.

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