|
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"!
|
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. 
