MAM

Will work closely with IBF and ISA to meet BARC deadlines: Ambi

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/07/29/ambi.JPG?itok=xKszCBqR

An advertising person constantly strives to connect market research data to insights to come up with a winning campaign and who better to understand it than MG Parameswaran aka Ambi. The brain behind the transformation of Ulka Advertising into Draftfcb Ulka Group (now FCB Ulka), the former IIT-ian with a sharp wit and a way with words knows his subject at the back of his hand.

The man, who has seven books to his credit in which he has penned down insights from his 35 year long working career in advertising, is the new president of Advertising Agencies Association of India (AAAI).

The newly elected executive council will meet in next 10 days and as he takes charge for the year 2014-2015, Indiantelevision.com’s Meghna Sharma speaks to him on the key focus areas, awards and much more…

Excerpts…

What are the five things you will focus on as the new AAAI president?

The new elected executive council will meet to deliberate on what should be the key initiatives, but from the top of my head, I think we need to move on the following points with speed:

- AAAI will literally move to its new office in the next six months; this is a spacious office located mid-town. We will create facilities for our member agencies to use (for outstation agency members it can be a big boon).

- AAAI will endeavour to work closely with IBF and ISA to ensure that the BARC deadlines are met and we have a world-class television measurement system in place soon.

- AAAI will try to help member agencies face the challenges of the future; targeted seminars and workshop on the business of advertising will be a priority going forward; but first we will ascertain the demand for such programs.

- Talent development at the grassroot level will be a priority; we will see if we can leverage the online medium to help reach top class training to smaller cities and towns of our country.

- AAAI has played a vital role in the development of sister organisations; we will endeavour to build strong bridges to all the other industry organisations including ISA, IBF, INS, Ad Club, IAA, IMAI, Outdoor Association, Radio Association, Cinema Association etc.

To sum it up, we will ensure that AAAI serves the purpose of all its member agencies, big and small, in big cities and in small cities and help them stay vibrant and profitable, play a more meaningful role in helping their clients and the society at large.

In the next year, what will be the focus area – seminars or awards – for the organisation?

Awards were never the be-all and end-all of the AAAI. Unfortunately, that gets the maximum media coverage. Many things that AAAI does, like helping member agencies collect outstanding amounts from clients or helping media organisations collect their rightful dues are not as exciting to write and read about. Further, many of these are really in the private domain. AAAI is an industry body set up the help ad agencies do their business better, serve clients better and do well. Towards this end AAAI has held workshops, created forums and also hosted award shows. We will continue to do all that.

In the recent past, many objections have been raised regarding obscenity in advertisements. Do you think there is a need for stricter rules?

 All ads have to follow the norms laid down by society. AAAI was one of the founding partners of ASCI and I think ASCI, in the last few years has made its process a lot more efficient and effective. All the big advertisers have signed off that ASCI will have the last word. Similarly all media organisations have agreed to abide by the ASCI rulings.

Obscenity can come at you from any category, undergarments, perfumes etc. If readers feel any specific ad needs to be pulled off they should complain to ASCI. The process is well laid out on its website.

 Having said that, let me reiterate, an ad has to be measured against what is prevalent in society at large. At one time no Hindi movie showed a man and a woman kissing. That has become a norm today, and some heroes / heroines are vying to set new records. The society is also changing rapidly enabled by the rampant spread of digital medium. So our standards for measuring ads should also become more flexible. What was obscene 10 years ago may not be seen as obscene today. One needs to factor in the variable that consumers are not morons; they do see ads with a tinted pair of spectacles, especially ads that promise miraculous results, like deos.

Finally, it is ASCI’s turf to decide what they think is permissible and what is not.

Also, how do you plan to get back the lost glory of Indian awards?

Awards play a useful purpose to motivate young people to stay engaged in the advertising industry. There is nothing to beat the joy of receiving an award in front of your industry peers. AAAI will work closely with Ad Club to ensure that we have a transparent mechanism in the jury process. Efforts will be made to ensure all the key agencies participate in the Awards. Please remember the Abby Awards belongs to Ad Club and has a wonderful history backing it. That will not be allowed to fade away.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/tata%20%281%29.jpg?itok=aKRtixQr
Tata Capital launches profile-based under-Rs 15 lac loan app

A Tata app uses a highly sophisticated algorithm to evaluate financial and alternate data for detailed credit analysis – ‘myScore’ and is completely paperless mobile application which provides instant loan offer using end-to-end loan application within five minutes! The myLoan app is available on...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/nitti%20%281%29.jpg?itok=4lQ_Giq_
NITI Aayog, Nestlé India, Tata Global & Parle Agro execs pocket Excellence Awards

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) jointly announced the first ever champions of excellence who would be felicitated at the Goafest on 7 April 2017.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Alia-Bhatt.jpg?itok=s3RV8akR
Gionee unveils campaign by Mullen Lintas

MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/oppo-deepika.jpg?itok=nE3rlV_2
Oppo launches F3 Plus, kickstarting 'group selfie' trend

MUMBAI: The ever-evolving global smartphone brand Oppo, kick started the ‘Group Selfie’ trend today by launching the new Selfie Expert F3 Plus, priced at Rs 30,990. The F3 Plus features the brand’s first dual front camera including a first-ever 120-degree wide-angle Group Selfie Camera. The F3 Plus...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/inside.jpg?itok=HQIeD6UD
Biggest advertisers on television during first eleven weeks of 2017

BENGALURU: The Music genre represented solely by Indian music company Super Cassettes Industries (Super Cassettes) was the third largest TV advertiser in terms of ad insertions during the first eleven weeks of 2017. The biggest TV advertising genre is of course a cliché – the FMCG genre followed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/vivo-ipl17.jpg?itok=iNCfLrxt
Don't miss a single Hot IPL moment

MUMBAI: Hotstar, India's leading video-on-demand platform has launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/fastrack2.jpg?itok=arKksj7y
Fastrack signs multi-year partnership with The Music Run

MUMBAI: Fastrack, an iconic youth accessories brand, has extended its association as the Presenting sponsor of The Music Run™, the fastest growing event in the mass running and entertainment space globally.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/MIB800.jpg?itok=RHZfbqeL
Audo-visual, electronic media greatest beneficiary of Govt ads in 2016-17

NEW DELHI: A sum of Rs 5.0983 billion was spent on government advertisements through the audio video and electronic media.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/23/Ranveer_Singh-DurexIndia.jpg?itok=-tVA_evR
Ranveer Singh continues Durex association with denims

MUNBAI: Bollywood superstar Ranveer Singh reinforced his association with Reckitt Benckiser’s condom brand Durex. The actor has now decided to endorse the rubber maker’s new denim product line - denims. Singh tweeted about the announcement today along with a teaser video from his official handle @...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories