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
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories