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And don’t even think of confusing these ads with a desi connect, with those run-of-the-mill corporate social responsibility endeavours. Instead these zingy communications are engineered to give respective brands the oomph factor to rise above the clutter. Says Shrivastava, “Through this ad, we have taken thought-leadership in the segment and steered clear of the me-too/ my-network-is-better approach that other telecom players have taken.”

At this point, it may be worthwhile to differentiate between ads with a social sensibility and patriotic advertisements. Sure Tata Namak has come up with a tagline as bizarre as ‘kyonki maine desh ka namak khaya hai’ and the Rajnigandha paan masala ad talks of Indians buying off the East India Company today, because they ruled over the country for years (sic!); and there’s a deluge of brand communications (remember AR Rahman and Airtel’s Vande Matram album), around every Independence Day celebration, geared to appeal to the patriotic sentiments of the junta. Besides, the Hamara Bajaj campaign stands as a towering and long-running testimony to nationalistic jingoism that makes for successful branding initiatives. But new age ads with a social fervor are far outclassing these, both in terms of creative kudos as well as their ability to rise above the clutter. Such communications peddling their unique brand of Indian-ness come packed with slick and sexy storyboards, and are in tune with the times, to appeal to the young and aspirational demographics of the Indian market. And while the make-believe advertising world, showing a lot of skin or backslapping humour is not going to do the disappearing act anytime soon, a new breed of advertising is clearly emerging, which seeks to associate with the realities of everyday life for an average Indian.

So brands that earlier flogged beauty, confidence, motherhood, glamour, et al, are now exploring new and real areas of consumer connect. Kumar Subramaniam, President, Meridian Communication believes that attaching themselves to social causes and establishing an everyday bond with consumers is a good way to make the brand connect. “As a country, we are moving up the chain with increased prosperity and fulfillment of basic needs. Across categories, most products and brands have moved beyond offering basic category benefits. And these brands are now on the lookout to connect with consumers at a deeper level,” he explains.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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