From the Series
“I think words have a lot of power,” says Naresh Ramchandani, communications and advertising partner at Pentagram’s London offices and wordsmith extraordinaire.
Ramchandani believes that advertising – which is so often an unwanted intervention – has to be disruptive and attractive in order to get anyone’s attention. Great communication needs to have a good and appropriate balance of visual design and language.
“The combination of those two things gives it a little bit of anarchy and some dignity too,” says Ramchandani. “I always start from the assumption that no one is interested.”
Ramchandani talks about that campaign he created for Maxwell Cassettes, where they played with mistaken lyrics to show that the Maxwell’s sound quality was much better than average tapes. He also talks about the simple-yet-effective “Chuck Out Your Chintz” campaign for IKEA, which encouraged British women to get rid of their old fashioned furniture and decor.