Changes in advertising – for better or for worse? Padamsee and Pandey observe
Media experts have time and again commented on the weakening of advertising as a discipline over the years. From the increase in scams to the decrease in icons created by advertising, jingles that stayed forever and a campaign to remember – the grievance list goes on. Alyque Padamsee and Piyush Pandey spoke on these issues in a new series, ‘Provocations’, organised by the Subhash Ghosal Foundation.
Media experts have time and again commented on the weakening of advertising as a discipline over the years. From the increase in scams, black-book advertising and shortcuts as seen in some celebrity ads, to the decrease in icons created by advertising, jingles that stayed forever and a campaign to remember – the grievance list goes on. Alyque Padamsee and Piyush Pandey spoke on these issues in a new series, ‘Provocations’, organised by the Subhash Ghosal Foundation.
The intent of the evening was clear – Padamsee would provoke Pandey on the changes that had taken place in Indian advertising. Padamsee began with his belief that Indian advertising, TV in particular, had become generic – case in point, according to him – Fevicol, great ads but where is the product in the ad? Pandey was quick to reply, “TV isn’t meant to do a salesman job. Brand building doesn’t happen by giving three reasons why your product is better than someone else’s. One mustn’t forget that an ad is an intrusion into people’s life and when you intrude you have no business educating them. What an advertiser is looking for is a product window and that is what good ads are today.”
Padamsee went on to argue that while such ads might work in a no competition category, it was difficult to have them in a fiercely competitive segment. Pandey didn’t refute that, but was again quick to point out that Fevicol not having competition was a myth. “In fact, every city has its own ‘kol’. At the national level, there was competition which was killed, but it is the local products, which are more of a concern – a glue at the end of the day is glue,” he quipped.
Taking from here, Padamsee brought out another point – do awards drive the nature of an ad? To this Pandey replies, “While I agree that an ad has to be memorable and clutter breaking, we are seeing too many ads that aren’t hard hitting but funny and unusual and even awards are bestowed on such ads. Is this in any form driving that kind of advertising?” “Look at Surf Excel. That is a great straight ad,” he added.
Another point that the gurus debated on was surrogate or scam ads. Replying to Padamsee’s questions whether scams happened in advertising, Pandey agreed that they did. “However, you must know how to distinguish. Some people call one-off ads scams, but I don’t think so. Then there is proactive advertising and some great ads wouldn’t have happened – whether it is Lalitaji or Zor Lagaa Ke Haisha – if it wasn’t for the agency proactiveness. I wouldn’t call those scams,” he added.
Regarding the treatment given to women in advertising, Padamsee accused present day advertisers of just presenting a grinning housewife. Accepting this fact, Pandey defensively said that he tried his best to avoid it.
While speaking on the topic of bold ads and the objections that bodies like ASCI could raise, Padamsee asked how could an agency fight for its creativity, even when it came to clients? Pandey replied, “Nothing succeeds like success, so showing some of the past successful works help. At some level, persuasion helps. Also, you have to stick your neck out once in a while when you are convinced. And then of course, you can always take the client out and get him drunk.”
Broaching then the subject of shortcuts in advertising, Padamsee began with the use of celebrity in advertising and how that had played its role in depleting creativity. Pandey replied, “Yes, that is disgusting, but there are examples where they have been creatively used too, and one of them is Aamir Khan in ads like Coca Cola and Titan. I would say in this case that the pressure to use a celebrity to deliver the maximum is on us.”
Replying to Padamsee’s remark that creativity per se was receding in Indian advertising, Pandey said, “I would not make a sweeping statement like that. In fact, the level of creativity in Indian advertising has gone up and we should be proud of that. People are accepting many new things today, which is a good sign for us.”
Padamsee questioned Pandey on the subject of the sudden emergence of Hinglish in Indian advertising. While Pandey agreed that the blame had been put on him several times, he had never used Hinglish in his works.“The whole funda of Hinglish is a myth. There isn’t even a single ad in Hinglish that was successful. That said, what people are doing is using more everyday language and you see these trends in movies as well, which the more youthful they are, the more they use such language,” he added.
The gurus’ repartee continued on several other points as well and the subjects like the casting couch were also brought up. However, another key point came forward when a question was posed on whether an advertiser should use or like a product before working on it. Pandey replied, “You have a responsibility as a communicator and you have to do it, whether or not you like the product.” Padamsee, on the other hand, said, “You must at least try it, otherwise then you are only swindling the consumer.”
Words never heard before? Not really, but there was no denying that two men of passion spoke on the industry they love and have contributed much to, and when they spoke, the crowd listened in rapt attention.
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