MAM

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/uri.jpg?itok=jl5zkjUq
Movie Partnership PUBG - URI: The Surgical Strike

Movie promotions broke new ground when URI: The Surgical Strike, produced by RSVP (Ronnie Screwvala Productions) Movies, became the first Indian movie to join hands with PUBG Mobile to launch a surgical strike on Pochinki, one of the largest and most popular towns in the game’s maps.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/kos.jpg?itok=9V866YG8
Marico India appoints Koshy George as CMO

Marico Ltd has appointed Koshy George as chief marketing officer, Marico India. In his new role, George will be responsible for leading the brand marketing initiatives of the company.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/neo.jpg?itok=6DO7-wz5
NeoNiche partners DG7 for omnichannel experience

NeoNiche Integrated, an award-winning, experiential marketing company, has entered into a strategic partnership with DG7, a full-service digital agency that specialises in providing B2B digital marketing solutions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/collage.jpg?itok=orQHYg2K
Leo Burnett India wins creative mandate for Cholayil’s flagship brands

Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura, and Krishna Thulasi for its entire existing product portfolio and future launches.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/monk.jpg?itok=MhLORLHM
Monk Media Network unveils new brand identity on third anniversary

To mark its third anniversary, Monk Media Network - digital marketing agency, with content, social media, and video production at its core - unveiled its new logo, recently.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/ipros.jpg?itok=qnsEqNc4
iProspect India strengthens creative team with two new hires

iProspect India, the digital performance agency from Dentsu Aegis Network has announced two new additions to its creative team; Bobby Thomas and Dhanesh MS, both of whom will join as creative directors.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/jeep.jpg?itok=PSYkWSlw
Jeep Compass bids adieu to mediocrity in new campaign

FCA has unveiled a new integrated campaign ‘This Is It’ for its flagship model, the Jeep Compass. The campaign has been conceptualised and created by Leo Burnett India. The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/Karthik_Srinivasan.jpg?itok=VpGQ_XhI
Regional representation in creative teams can help reduce blind spots: Karthik Srinivasan

If you’re not in tune with the intricacies of a different language, you’re going to land yourself in a soup. Just like Google’s voice assistant Alexa a few months ago when it had censored the word “chhod” (meaning ‘leave’ in English) from a number of popular Hindi songs, as it confused it with an...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/la.jpg?itok=-iO8mQND
L’Affaire, a luxury lifestyle Soiree by Godrej Group set to create a surreal experience this February

L’Affaire, a luxury lifestyle platform by the Godrej Group, is back with its third edition and is all set to bring together the who’s who from across Mumbai.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories