“Basical
ly, it should be viewed as a public manifestation of corporate India’s new-found pride and confidence of being Indian and to that extent, it appears both legitimate and appropriate to tap into their pursuit of bonding with the consumers.” He cites the example of the classic Cadbury ad unfurling the flag and some infrastructure ads as good “fits.” As for others, “It’s cashing in on the mood of the day irrespective of focus or perspective… nothing unusual in this genre.” Regarding the quality, he believes, it’s an individual call. Good agencies are likely to produce good work, while mediocre ones will produce what they produce “and that’s true across every genre across the board. Don’t blame the messenger. He’s just the piano player!” Another school of thought puts it down to nothing more than “insecurity.” A decade and a half ago, hardly any communicator could ever dream of (seriously) creating and running an ad that would push a brand riding on Independence Day emotions. One guy started – maybe for novelty value. Other followed and suddenly it wasn’t about logic, selling or focus at a professional level.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
ly, it should be viewed as a public manifestation of corporate India’s new-found pride and confidence of being Indian and to that extent, it appears both legitimate and appropriate to tap into their pursuit of bonding with the consumers.” He cites the example of the classic Cadbury ad unfurling the flag and some infrastructure ads as good “fits.” As for others, “It’s cashing in on the mood of the day irrespective of focus or perspective… nothing unusual in this genre.” Regarding the quality, he believes, it’s an individual call. Good agencies are likely to produce good work, while mediocre ones will produce what they produce “and that’s true across every genre across the board. Don’t blame the messenger. He’s just the piano player!” Another school of thought puts it down to nothing more than “insecurity.” A decade and a half ago, hardly any communicator could ever dream of (seriously) creating and running an ad that would push a brand riding on Independence Day emotions. One guy started – maybe for novelty value. Other followed and suddenly it wasn’t about logic, selling or focus at a professional level.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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