Huge MSN web site ad – the page background!

I came across this a couple of days ago and found it a novel (at least for me) way to get the message across to the viewer. The huge MSN web site ad is not ‘intrusive’ in the true sense of the word but does change the ‘complexion’ of the page.

In a bid to get more people to pay the income tax, the Indian government has gone online. Maybe the ads on TV and signboards were not sufficient or maybe they just wanted to test waters with the web media. Though it’s good to see the Indian tax department using the internet to get the message across, their ad on the MSN web site leaves me with many questions. What is this ad all about?

Ad on MSN web site extends to the page background

Since the Indian financial year is coming to a close (31st March), the income tax department of the Indian government is beefing up its efforts to collect as much tax as possible. As you can see from the screenshot, in addition to placing standard size banner advertisements around the web page (there are two above the fold), the ad ‘theme’ is extended to the entire background.

However, the background image is kind of depressing; the man pictured seems really distraught. And don’t miss the pill pack… probably for headache, eh? I would have preferred something encouraging. Thus, instead of showing a troubled man who’s finding it a pain to pay taxes, a collage containing pictures of skyscrapers, highways, defence systems etc. would have had a better impact. It gives a positive outlook to visitors and subtly informs how the money collected from them in form of taxes is going to benefit the country.

It’s this background image that prompts me to ask a couple of questions:

• Is the ad to meant educate people or does it serve as a warning for tax evaders?
• Does the worried man and the pills indicate it’s a pain paying taxes or a pain filling the form?

I suppose people would gladly pay taxes if they get to see an upbeat image of the country. Get rid of that constipated chap holding is head in worry. Have a lively collage that shows a ‘dynamic India’, to use a cliché.

Update – 26th May, 2010
Another large ad on MSN web site – this time from Tripadvisor.in