VARCA, GOA: In an increasingly shrinking world, an ad message not only needs to be precise but sensible as well. A certain amount of self regulation is required on part of the brand and the creative minds behind an ad campaign in order to maintain the parameters of decency and not to step outside the boundary wall, said Leo Burnett national creative director KV Sridhar (popularly called Pops).

“We are dealing with two things. First is the current scenario where print and TV dominate the ad landscape. In this case we may monitor and modify the objectionable ads. Second is the future where Internet or any other medium may dominate and we don‘t know yet whether we will be able to monitor/regulate the ads as we do now. It is better to be governed by principles than by rules,” Sridhar noted.

Speaking at Goafest 2012, Sridhar went on to compare the science of marketing to the art of flirting. If done with charm and panache, both parties involved will enjoy it and have a good time. If the act borders on crass or inappropriate, it is most likely to land the individual in trouble with a slap on his face. But if he crosses the lines of decency and respect, he may even land up in jail. The advertising scene today, according to Sridhar, falls in the second category and should employ self regulation not to crossover to the third and land in more trouble.

Every industry has two types of people - those who care and those who don’t. The former category will always be sensitive towards the interests of those around them. There is a need to be sensitive towards the multiple ethnicities, cultures and communities that co-exist in the world. It is not only the humans that one needs to be sensitive towards. Animals and environment also need to be considered in the same light.