MAM

Looking for the missing creativity in print ads

As a society, we are more about width rather than depth today

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/02/10/looking-ads.jpg?itok=vRmnJXpc

NEW DELHI: Who says print is dead? It is certainly not for the advertisers, and many media planners will vouch for the medium. If you count yourself among those believein numbers rather than words, the latest dentsu report points out that despite the Covid-imposed shrinkage, print advertising amounted for 25 per cent of overall media spends by advertisers in India, earning a total of Rs 13,970 crore. TAM data shows that the Unlock period witnessed a spike of 4.8X in average ad volumes per publication per day. 

However, while print is not down and out when it comes to the matrix of reach, revenues, and media mixes, it is slowly atrophying in terms of creativity; lacking the brilliance of print ads of the past. And this isn’t just our nostalgia talking – the advertising industry agrees with this notion. 

Brands like WhatsApp are still purchasing jacket spaces, the BMWs of the world are putting their monies in the mastheads of national dailies, and two leading e-commerce colossuses are waging wars against each other on the “front” pages of leading newspapers, but most of them fail to evoke the good old feel of advertising that sparked emotions. Leela Chitni no longershares her beauty secrets in thoughtfully-crafted long-form ads (Lux), no one is looking for nude models (Johnson & Johnson), and no brand’s trying to make its white stand out (Tide).

While there are sporadic stabs at creativity, like the #ItsNotOk campaign by Truecaller, most brand communications have become transactional in nature. There are absolutely no attempts made to evokefeelings that earlier print ads managed to do, opines NihilentHypercollectiveglobal CCO KV Sridhar (Pops). 

“Today, print ads are more about gimmicks; buying a jacket or one of the many front pages of a paper. They are restricted to buying eyeballs and not inflicting emotions. The print ads of today cannot make a person laugh or cry, or angry for that matter,” he shares ruefully. 

DDB Mudra Group CCO Rahul Mathew concurs. “I do feel, as an industry, we’re losing our command over the word and interest in print as a medium. Today, print ads, either, scream like the point of purchase material or bore like pages out of a technical manual. Though the irony is that the print category, at most award shows, often leave me dragging my jaw across the room. Which also shows that creativity can flourish in print, but somehow we aren’t allowing it to,” he notes.

But what are the factors contributing to this step-motherly treatment of print medium?Experts believe that the key problems are lack of intent, good creative talents, heightened focus on alternate media at the expense of print, and the general structure that modern-day agencies are working on. 

“I think one of the biggest reasons for the creativity in print ads getting neglected these days is the disconnect between the creative and media sides of modern agencies,” says Pops.“Back in our time, we used to sit with the media team. I have worked closely with the likes of Sashi Sinha, wherein we could explain to the planner that a half-page ad will make better sense for the sort of creative we have envisioned and not a ten by two. They proceeded with the planning based on that and vice versa. Now, these two teams do not communicate at all. All of this eventually impacts the quality of work they are producing.” 

dentsu creative chairperson India and Taproot Dentsu co-founder & CCO Agnello Dias remarks that neither a lack of creativity nor a lack of investment in talent is to blame for this state of affairs – rather it’s about priority. “All hiring and rewarding seems to be focused on film creative talent which is not a problem but often it is at the expense of print writing. Why can’t we judge and reward creative talent for print AS WELL AS film rather than instead of it? Till a few years ago, most creatives were good at print and film, not one or the other,” he points out.

Dias also feels that as a society we are more about width rather than depth today, which has eventually resulted in creatives and brands ditching the old form of print advertising. “We want to see more and feel more rather than see deeper and feel deeper. Brands have always tended to find the shortest route between what they say and what sells. So it has a snowball effect and over time, one fuels the other.” 

In such a scenario, is there any hope left for the medium to retain its old glory? Certainly! 

Pops commends the efforts made by brands like Nestle and Croma who are making efforts to keep the true spirit of creative advertising in print alive. The latter is a partner with Times Of India’s “Power of Print” initiative, which seeks great print ads from agencies and takes the winners to the Cannes awards. 

For Dias, more efforts are required in honing new talent. “Read more. Ads. Books. Articles. The more one consumes, the more it will seep into your creative expressions,” he advises.

Pops suggests that the creative maestros of the past like Mohammad Khan and Christopher D'Rosario should be asked to lead the younger generation and teach them the craft of curating perfect, emotionally riveting print ads. And the agencies will have to take the lead in calling them on board as mentors. 

Mathew quotes his agency’s founder and creative powerhouse Bill Bernbach – “An idea can turn to dust or magic, depending on the talent that rubs against it” – to state that the need of the hour is to replace the idea with the medium and that will help every young copywriter or art director dejectedly looking at a print brief. 
 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/29/bse.jpg?itok=8UujfJRK
ISDM registers on Social Stock Exchange, rings bell at BSE

Mumbai: The Indian School of Development Management (ISDM), a pioneering institute dedicated to developing and strengthening the domain of development management has rung the bell at the Bombay Stock Exchange (BSE) after formally being listed on the Social Stock Exchange (SSE).

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/29/13.jpg?itok=KtHFuLmr
Raj Kamble of Famous Innovations gains global recognition

Mumbai: Famous Innovations founder and chief creative officer Raj Kamble has been nominated for the Global Agency Leader award, making him the only Indian to be nominated for the prestigious award. The awards recognize the best agencies and leaders in the advertising industry that have demonstrated...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/29/lee-cooper.jpg?itok=NimhEJnU
Lee Cooper launches summer campaign 'Life Is Out There'

Mumbai: Lee Cooper, a fashion brand, has launched its summer campaign for 2023, with the theme "Life Is Out There". To promote the campaign, Lee Cooper has launched a series of digital and social media activities, including a video campaign, influencer collaborations, and a hashtag campaign #...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/29/12.jpg?itok=ED9r5Y_4
Country Delight to offer treat to consumers’ ears with jingle

Mumbai: Country Delight, a dairy brand offering milk products, and kitchen essentials, has launched a jingle that has been composed by music maestro Dr Ilaiyaraaja. The background music will add dynamism to the logo and tagline of Country Delight and bears the distinctive elements of the brand like...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/29/rubeena_singh.jpg?itok=OQWFCM0i
I try to lead from the front because I believe it is one of the most effective ways to inspire one's team: Rubeena Singh

Mumbai: Today, women are breaking the glass ceiling in every sector. Beyond all this, there still exists a patriarchal mindset. Not many women are in the C-suite taking important decisions. And, of course, there still exists pay parity. This Women’s Day, we, at Indiantelevision.com, are...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/28/media-expo.jpg?itok=QR0D2qP0
Media Expo celebrates 50 years with huge turnout

Mumbai: The 50 edition of Media Expo concluded as a successful event highlighting the transition towards innovative, sustainable and eco-friendly advertising solutions. With product showcases from 178 exhibitors including 17 percent new participants on the show floors, the event garnered a record-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/28/sbi1.jpg?itok=sGK_mqLx
SBI launches its coffee table book – The Banker to Every Indian

The State Bank of India (SBI), a financial institution, is thrilled to announce the launch of its coffee table book 'The Banker to Every Indian' which celebrates 75 years of Indian independence and SBI's glorious 200-year history.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/28/bbdo2.jpg?itok=NPF5VSkY
BBDO India's Ariel #ShareTheLoad wins six new medals at AdFest

BBDO India's Ariel #ShareTheLoad campaign has once again made waves in the creative industry, winning six prestigious medals at AdFest. The award-winning campaign, which shines a light on gender inequality in India, earned one gold, two silver, and three bronze medals across Effective Lotus,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/03/28/wieden.jpg?itok=N73mxb_B
Wieden + Kennedy India bags mandate for Clove Dental

The independent creative agency was awarded the mandate without a pitch, on the back of culture-shifting work for brands it has created across a wide spectrum of categories. More than just being a communication partner, Wieden + Kennedy will be collaborating with Clove to unlock business growth...

MAM Marketing MAM