Do the dozens of ads, religiously flooding the publications every Republic and Independence Day, make any sense or carry any weight? 4Ps B&M spoke to some evolved souls to seek answers
Come Republic Day, or Independence Day, or the birth or death anniversaries of Gandhi or Nehru – and a zillion ads, with differing degrees of engagement, conviction or focus, blitz our publications. Why? What is their basic agenda or objective? Do they achieve ‘it’? Aren’t they wasting the tax-payers’ money? Does anybody care to see them? In short, who is doing what for whom?
Leo Burnett’s hi-profile National Creative Director (NCD), Pops Sridhar is first off the block. He summarily dismisses most of these ads as “sheer tokenism, sycophancy and outstanding examples of how not to project landmark events of national importance!” However, he believes, that these affairs – for the evolved and sensitive communication practitioner – present amazing opportunities to showcase the nation’s new-found pride and confidence as being up there with the best. Celebrate their sense of self-reliance, their glowing image in the League of Nations as a vibrant democracy making huge strides, deleting forever their erstwhile complex of the white man or their goods and services. “I am not sure this has been done with any consistency. Connecting the core values of a product or service with the nation’s vision and values can be a fascinating and exciting challenge, if leveraged intelligently. However, there should be a brand-fit – like the patriotic ‘I don’t want to go abroad’ Hero Honda TVC or Hamara Bajaj, Mile Sur... TVCs – otherwise, it will appear corny, clichéd and contrived like most ads of this genre.”
Political commentator and media personality Paranjoy Guhathakurta adds his spin to the debate. He agrees that there is definitely mega-posturing and wearing-patriotism-on-my-sleeves factor on an over-drive “as clearly manifest in these rather embarrassingly inane ads. They can only be matched by the hysterical brand of patriotism emerging from the NRI fraternity. Distance – for them – lends enchantment, I guess! However, despite this lapse and the fact that a disturbing divide and disparity continues to define our amazingly complex land, we continue to remain a solid democracy and zap the world! This needs to be recognised, understood and celebrated. Seen in that light, these ads are doing their job for whatever they are worth. They may not be the most creative, imaginative and professional examples of advertising excellence, but the intent is honourable and well-meaning.”
Come Republic Day, or Independence Day, or the birth or death anniversaries of Gandhi or Nehru – and a zillion ads, with differing degrees of engagement, conviction or focus, blitz our publications. Why? What is their basic agenda or objective? Do they achieve ‘it’? Aren’t they wasting the tax-payers’ money? Does anybody care to see them? In short, who is doing what for whom?
Leo Burnett’s hi-profile National Creative Director (NCD), Pops Sridhar is first off the block. He summarily dismisses most of these ads as “sheer tokenism, sycophancy and outstanding examples of how not to project landmark events of national importance!” However, he believes, that these affairs – for the evolved and sensitive communication practitioner – present amazing opportunities to showcase the nation’s new-found pride and confidence as being up there with the best. Celebrate their sense of self-reliance, their glowing image in the League of Nations as a vibrant democracy making huge strides, deleting forever their erstwhile complex of the white man or their goods and services. “I am not sure this has been done with any consistency. Connecting the core values of a product or service with the nation’s vision and values can be a fascinating and exciting challenge, if leveraged intelligently. However, there should be a brand-fit – like the patriotic ‘I don’t want to go abroad’ Hero Honda TVC or Hamara Bajaj, Mile Sur... TVCs – otherwise, it will appear corny, clichéd and contrived like most ads of this genre.”
Political commentator and media personality Paranjoy Guhathakurta adds his spin to the debate. He agrees that there is definitely mega-posturing and wearing-patriotism-on-my-sleeves factor on an over-drive “as clearly manifest in these rather embarrassingly inane ads. They can only be matched by the hysterical brand of patriotism emerging from the NRI fraternity. Distance – for them – lends enchantment, I guess! However, despite this lapse and the fact that a disturbing divide and disparity continues to define our amazingly complex land, we continue to remain a solid democracy and zap the world! This needs to be recognised, understood and celebrated. Seen in that light, these ads are doing their job for whatever they are worth. They may not be the most creative, imaginative and professional examples of advertising excellence, but the intent is honourable and well-meaning.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
No comments:
Post a Comment