Brands have to take a back seat and tell human interest stories

MUMBAI: At a time when the world is moving towards the digital medium, can advertising be far behind?

Indeed, the last couple of years have seen several brands and agencies falling back on this space to reach out to their consumers.

D&AD?s CEO Tim Lindsay and president & Dare CD Laura Jordan Bambach who are in the country to address the forthcoming seminar (organised by Kyoorius) on Building Brands via Digital Media, shared some valuable insights on the subject with

On the fast blurring line between traditional and digital advertising in India, Tim quips: ?Probably there are other markets which are further ahead when it comes to digital; and this is simply to do with the penetration of tablets, laptops and smart phones. Mobile is highly developed in this country and will only amplify. Therefore, digital advertising and marketing will develop in a separate way in India.?

Still to recover from jet lag, Laura adds: ?It is quite an exciting time and I can see the behaviour change and there is a more digital approach in various campaigns; which is more worldwide, but it is there here as well. The change in advertising message is becoming more purposeful.?

Speaking about the trend of viral videos, Laura says they would work better if people had an interesting story to tell rather than the brand putting forth its message. ?The brand has to take a back seat and tell a human interest story. Not all viral campaigns are good, there are many bad ones as well because they don?t tell you the story you want to hear,? she says, pointing out that videos which are entertaining, funny and have a human angle are likely to click with the viewers.

Also the co-founder of SheSays, an international volunteer organisation encouraging women to take up digital creative careers, Laura feels things are changing now as more and more women are not only entering the field but also reaching high positions. ?There are a quite a few women in the higher ranks and the things are looking up in India as well,? she says.

Asked to point out the two important advertising trends of 2013, Tim talks about ads and campaigns having moved more towards story-telling apart from the increased engagement of people through branded content and added efforts by companies to take their CSR activities more seriously. He cites the example of Unilever?s latest Project Sunlight (Unilevers Project Sunlight promises a brighter future) . ?In India, HUL?s Lifebuoy campaigns have been very successful. Be it the village one or the stamped rotis,? he says.

In the coming year, Tim feels there will be more acquisitions including digital acquisitions of smaller agencies which will only serve to increase their credibility and sustainability.

Both Tim and Laura feel that hereon, the digital space is only set for a further boom, with agencies milking the medium to reach out to as many people as possible.

Latest Reads
iProspect India launches initiative to empower women

iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

MAM Media and Advertising Digital Agencies
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories