Coverstory pg[2]: A renaissance in Indian advertising

A Renaissance In Indian Advertising
(Contn.)

The tools of the trade

Better believe it: advertising is a sophisticated business now. It could be a function of the market's readiness for high-end advertising tools. It could be the result of global parents spreading their munificence in terms of best-in-class advertising tools and techniques. It could even be attributed to the insistence of transnationals that their agencies adhere to global advertising standards in terms of planning and execution. Or, it could be a combination of the three. Whatever be the reason, as Kapoor of FCB Ulka says, ''the tools and insights are finally in place now.''

Reasons for the renaissance

1) the prospect of the opening up of new segments like healthcare and insurance

2) the increased ad-spend by dot.coms on traditional and non-traditional media

3) the increase in competition, which is seeing the entry of new companies and new campaigns

4) the discovery of new market segments for specific products at specific prices

5) the emergence of advanced media planning techniques that facilitate optimal choice of media

6) a strong demand for desi ads, owing to the success of Pepsi's Dil Maange More ads

7) international affiliations that make available best-in-class advertising systems to Indian agencies

8) the coming of age of integrated communications, which helps agencies manage brands better

9) the willingness of MNCs to make adjustments in the treatment of advertisements

10) the crossing of the $100 million mark by many agencies, causing a spurt in international interest

These tools range from the simple total Thompson Branding (an HTA tool borrowed from JWT) that emphasises the creation of a sound strategic platform, to the extremely complex 'road map' advertising that is followed by McCann, which seeks to integrate the agency's several individual proprietary researches such as McCann Pulse, McCann Brand Footprint, McCann Adworks, McCann Media Process, and McCann Selling Strategy. Far more important than the tools themselves is the importance that is assigned by agencies to two functions: media planning and (the born-again) account planning.

Their relevance can't be overstated. The target of today's advertising is far more evolved than the target of yesterday's. Avers Ivan Arthur, 58, National Creative Director, HTA: ''There is a NEO-visual literacy at every level. Audiences weaned on (an overdose) of satellite television are looking for ads that go beyond the simplistic.''

Expectedly, the big idea that is the soul of any advertisement is far more refined than what it would have otherwise been. The big idea comes through effortlessly in the Onida Candy campaign, which not only ushered in the idea of coloured television sets, but more importantly, spearheaded the concept of personal 14-inch colour television for young people. In fact, this has worked so well, that the company has extended its offering to 21-inch CTVs-'a big Candy for the big kid.'

The execution, too, doesn't display the rough edges that most Indian advertising used to in the past. Factor in an army of new economy companies willing to stretch the limits of what's acceptable in advertising-like the case of Indya.com (a horizontal portal) that actually splurged Rs 2.7 crore on one ad (a dummy front page) in The Times of India, a concept that was revolutionary in its ability to influence a newspaper to change its editorial look-and you end up with ads headed the One Show way.

Even if one were to ignore new economy companies, the fall-out of this mix of science (the slew of advertising tools now available to agencies) and art (the scope for adventurous creative execution) is evident in the ads on show on the tube and the papers. Thus, when Nestle India commissioned McCann to create an ad for its Nescafe (re-launch), the agency first used McCann Pulse, its consumer insight market research tool developed by its global parent to gather insights into the mind of the customer. Having realised that aspiration was the most relevant advertising proposition, the agency set out to shape this into an off-beat ad about coffee and the ''taste that gets you started with'' for Nescafe.

Clearly, advertising agencies are honing their skills in creating distinctive (and effective) ads. Says Prem Mehta, 55, CEO, Lowe Lintas: ''The quality of advertising is going up. But creativity needs to be seen in the context of deliverable ideas; ideas that work in the market and are strong enough to push sales of the product.''

Surfing the growth wave

If there's one area where the renaissance-and it is that, what with rational growth ruling the roost- hasn't worked for advertising, it is human resources. At one level, agencies need more people, and need them fast. Agrees R. Balakrishnan, 36, Executive Creative Director, Lowe Lintas: ''There are young people drifting into advertising, but there are lots of (employment) avenues for such people now. It is really becoming difficult to find people passionate about advertising.''

At another level, the billings per employee of Indian agencies do not compare well with those of global agencies. ''If the global norm is between 1.5 and two people for every million dollars of billings, in India it is around seven people for the same amount,'' says Mistry of McCann. That bespeaks an inefficiency that needs to be addressed sooner than latter.

Still, that fly in the ointment isn't going to spoil the party. Advertising budgets have lost the anaemic pall they acquired during the recession and look healthy; clients are open to bolder ideas (and not particularly concerned about the size of the logo); the audience seems to have acquired the ability to appreciate the finer nuances of creativity; and agencies find themselves equipped with the latest international advertising tools and technologies. Surely, this renaissance must produce a Da Vinci or two.

Issue Contents Write to us Subscriptions Syndication