SMS and radio dethroned TV in 2002 - Alyque Padamsee

MUMBAI: It's time for some GodSpeak once again. Former Lintas boss and advertising and marketing guru Alyque Padamsee is gung-ho about the explosion in radio and SMS in 2002. In fact, his view is that the two new media vehicles put television and the Internet in the shade.

He added that the multipurpose interconnectivity-oriented medium of SMS will present multitudinous opportunities for ad agencies in 2003. He lamented the fact that ad agencies didn't leverage the SMS medium as much as they should have in 2002.



We present some of Padamsee's views on Indian advertising in 2002:

New phenomenon in 2002:

The advent of radio in a bigger and better avatar was the most defining moment of the year 2002.

However, the big breakthrough that literally changed the name of the game was SMS through mobile telephony. SMS is an amazing, exciting and technologically advanced medium.

Unlike a TV set, mobile phones and WLL (Wireless in local loop) handsets are part and parcel of a person's life. The beauty of SMS is that a mobile phone or WLL handset accompanies the person at all times.

Within the next three to five years, the penetration will increase and engulf the consumer markets. People from all walks of life will carry mobile phones or WLL handsets.Through SMS, ad agencies can target different target audiences with customised messages.

It is a creative challenge for ad agencies to develop messages for the medium of SMS.

Over dependence and mega spending on celebrities:

In the year 2002, ad agencies took a short cut. Instead of innovating around creatives and media planning, they adopted the easy way of using celebrities.

Agencies sought well-established icons - Big B or Sachin Tendulkar or even the "new-on-the-scene" Virender Sehwag - and tried to piggy back on these celebrities.

It worked to a certain extent as the India is the land of Gods and Goddesses. People love to imitate achievers rather take on the challenge of doing something different on their own.

Television in 2002

In 2002, television was in a rut! A few reality shows here and there and one or two new programming ideas - nothing else!

Instead what one witnessed is the monotony of Kyunki.. and Kahaani... The next in the series might be Kyunki daadi bhi kabhi beti thi.

Sadly, there were no major programming initiatives witnessed on the childrens or kids channels. Marketers didn't leverage the pester power of the what I call "junior citizens" (not kids)! As far as buying decisions are concerned, it is these junior citizens whose control over the remote is increasing day by day.

There are instances of children suggesting lipstick brands, automobile brands and even mobile phone brands to their parents and relatives who don't have time to watch television.

What is interesting is that certain TV shows developed around advertising - for instance StoryBoard on CNBC - actually elevated advertising into an entertainment spectacle.

Most memorable thing shown on TV in 2002:

Pepsi's Sumo wrestler ad was the best thing I saw on TV in the 2002. It was sheer magic and would have given the soaps a run for their money.

Will the consolidation of media buying give it an edge over creative aspects of advertising?

Creativity is the name of game and it will rule over all the other functions of advertising.

Ads are no longer about selling goods. They are about entertaining people through a combination of visual and audio-visual techniques.

I have coined a new word or terminology - "Advertainment"!

In 2003, Long live "cricketainment" and "advertainment"!

Latest Reads
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
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories