Adapted campaigns: Putting creativity on auto-pilot or giving it wings?
Advertising in India has been peppered with international ads adapted to the Indian context. While concepts like ‘Dirt is good’ (‘Daag Achche hain’) have worked, there are others that fell flat. e4m finds out what India’s creative brains think about such campaign, what works and does not work...
Internationally acclaimed ad campaigns have been finding their way into India, either in an adapted form or merely translated. There was Pepsi’s international ‘I am the rising’ campaign, which was aired in India with a Hindi soundtrack. Similarly, L'Oréal has been using Indian models spouting the translated line or their international campaign ‘Because you’re worth it’ (‘Kyunki aapko naaz hai khud par’). Ponds, too, has come up with such a campaign for its Indian audiences.
This concept has been working quite well for some brands, for instance, Surf Excel, where the ‘daag’ has literally been ‘achche’ for them. Likewise, the ‘Bleed Orange’ concept used for promotion in Holland during the FIFA World Cup became ‘Bleed Blue’ for Indian fans during the ICC World Cup.
However, there have been instances where such attempts have failed to take off. Coke’s ‘Open Happiness’ is a case in point. And then there was Coke’s ‘Burrr’ campaign, which didn’t go down very well with the Indian scheme of things, though internationally it has done quite well.
Own versus adapted
Adapted campaigns do not leave much room for Indian creative brains to work on. How excited is a creative head to work on something which is not his own per se? Or does the adaptation and execution part still give them something to look forward to?
Rajiv Rao, NCD, O&M, said, “There is always a great joy in creating an original idea and campaign from scratch. So I don’t think any creative person would be jumping in joy to rework or adapt an idea in the local flavour.”
On the other hand, Agnello Dias, Co-Founder & Chief Creative Officer, Taproot India, remarked, “If it is a stimulating execution that needs to be adapted in the local context, one can make it exciting if one keeps an open mind. If not, it is not really exciting.”
When asked how challenging the task of adaptation was, since not all ideas were global, Dias said that it depended on how much was set in stone. According to him, sometimes even the ‘executional mandatories’ were set, which then became an “auto-pilot” kind of job. “But if it is a one-line premise, then one can do very interesting things,” he added.
Rao felt that most global campaigns were very simple and universal. He noted, “Obviously, the campaigns that do not have a universal idea fail miserably in India, or anywhere else for that matter.”
Advantages
The question that comes to mind is what are the advantages of such campaigns, since so many are following this module. According to Rao, such adaptation gave a tone of identity, similarity and universality across the globe. He added that it also ensured that the campaign idea did not get lost in translation. Dias added here that the advantage of adaptation was that if it was a conceptual breakthrough, then the tougher part of convincing a client to stick his neck out had already been done. According to him, the best adapted campaigns were ‘Surf -- Dirt is good’, ‘Pepsi -- You got the right choice baby A-ha’, and ‘Tide -- Surprising Whiteness Stripe’.
While it’s true that universal ad concepts establish paradigm and position for a brand, are there certain products or categories that do well with adapted creative advertisements? Replying to this, Rao said, “I think super premium brands don’t need any kind of adaptation. I don’t need to see an Indian adaption for a Ferrari or Louis Vuitton.” On a similar note, Dias too said, “I think the luxury segment can pull it off as consumers at the extreme upper end tend to have the same universal mindset and triggers in all parts of the world.”
It goes without saying that while adapting and translating an ad from its international context to Indian, one needs to do so with subtlety and finesse, otherwise it becomes a futile exercise. Moreover, the cultural context to which it is being adapted (in this case Indian), has to be kept in mind as the act of translation is not merely that of audio (language) and visual mediums, but also that of cultures. The Surf Excel ad campaign of the little toddlers going to school and getting their clothes dirty brings forth a most endearing picture in mind as it draws a very ‘Indian’ picture in mind. Similarly, Pepsi’s ‘Youngistaan’ proposition too has been successful in appealing to the youth.
However, the scepticism in the market regarding adaptations is inherent and is here to stay. To universalise an ad might have its advantages, but such an attempt could fail miserably as we have seen in the case of quite a few brands. A ‘one size fits all’ attitude cannot be taken and advertisers would have to be wary of it. Expressing his concern, Dias said, “I have always been sceptical about one campaign for all kinds of markets. I do not think it is very sensible most times.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp