Professionals mull over existence of ‘fun’ factor in advertising
In a panel discussion called at the occasion of the Mumbai launch of Sandeep Goyal’s ‘The Dum Dum Bullet’, professionals – both from advertising and the corporate circles shared their views whether fun was no more existing in the p
In a panel discussion called at the occasion of the Mumbai launch of Sandeep Goyal’s ‘The Dum Dum Bullet’, names like Shanta Kumar, Geetanjali Kirloskar, Sunil Alagh and Kamlesh Pandey shared their views on the most common issue doing rounds in the advertising circles presently – whether the ‘fun’ has gone from advertising? O&M’s Geeta Rao moderated the discussion.
Rao warmed up the session explaining that the situation in the 80’s and 90’s portrayed advertising agencies as glamorous and highly paid profession and many people switched to be a part of it. However, somewhere down the line, the scene has altered and professionals today, constantly complain that the fun has gone from advertising.
Taking the cue, Kirloskar opened the discussion. In her position, where she knows the industry – both as an insider and an outsider, she expressed that every five to seven years the advertising industry needed an issue to bother itself with and this was the latest one. Said she, “A few years back it was whether advertising was not professional enough and then it was the in thing to be creative and not to look creative. Now it is this. Everywhere I go, I meet people talking about this, writing books on this but I think it’s just another issue we want to concern ourselves with.”
Giving it a different light, Alagh quested whether fun has gone out of ads or the process of advertising. He stated, “To a large extent, fun has gone out of the process of advertising. Professionals today have lesser self-belief. It could be because of cutting budgets but today the fun of taking a risk and having one’s own conviction has surely gone from advertising.”
Pandey took the discussion forward from here saying that ‘fun’ really had not gone away from advertising. “If you remember even in the earlier days, there were just a given number of people having fun,” said Pandey, “Today, it is the same number having fun. In that sense, nothing has changed. What has changed is that while earlier, it was all about being a writer or an art director, today it is all about designations. These things have begun to matter more than the essence of what the professional is doing.”
He explained further that today, the scene misses an account director who had faith in the work of his creative and tried hard to convince the client. This brought to fore Kumar’s argument that the competition has changed in today’s scene. “You took risks then, when the competition was not so stiff. Creative people don’t want to take the responsibility of the creative work that sells today. Most advertising happens in the months of December and January. As a profession, the fun hasn’t gone from advertising. But it sure has gone away as a business. Today it’s all about covering your ‘a’. Advertising is about people. It can’t be boring.”
With this, Kirloskar also reiterated that today it was very important to not lose the client. She said that a reason why people didn’t take risks was because they ran the risk of losing if not the client than a significant portion of the billing. Kumar added, “The consumer too somewhere had just became a number for the professionals than a real face.”
Alagh finally added, “Professionals today are not seeing the real world of the consumer. They are not traveling by trains and busses to see what the real consumer is all about. Advertising is about story telling. And you have to be experienced to understand the real environment to tell a good story. That is what is constantly going away from advertising.”
With this, Rao ended the discussion saying that while there were such diverse opinions on the subject, she was one of the professionals of today who still considers advertising as the most fun profession one is in.
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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.
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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.
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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.
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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."
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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."
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