Top Story

e4m_logo.png

Home >> Advertising >> Article

Consumer storytelling as an industry has become less indulgent with prologues: Ambarish Ray

01-January-2015
Font Size   16
Share
Consumer storytelling as an industry has become less indulgent with prologues: Ambarish Ray

Ambarish Ray, Director & Vice-President, Metal Communications speaks to exchange4media about the highlights of 2014 and the trends that prevailed the advertising industry.

What are the key highlights of the advertising industry in 2014?

Advertising in India in 2014 has somehow become more about the consumer as a human being and less about archetypes. I think because of the economic turmoil and resultant financial belt tightening, consumer storytelling as an industry has become less indulgent with the prologues. The consumer, the context and the plot is all there largely to the big campaigns of 2014.

Is there any industry specific trend that you have seen emerging?

Very powerful and highly human stories are the trend. Not that there was a dearth of these earlier but they are now more of an imperative rather than the habits of good brands doing deeply thoughtful advertising.

There is also an emerging trend of being very, very abnormal in plot construction or execution to break the clutter. Personally, I welcome this as I feel this is a necessary phase in the growing up years of advertising and engaging storytelling. Leo Burnett had said something about always coming down in the morning with a sock in one’s mouth if getting noticed was really paramount. As long as we keep that in mind, there is no problem being different.

Which is the best advertising campaign that comes to your mind for 2014?

Most definitely, the Platinum TV led campaign that we just made (finished about a month back and currently on TV). I am a little limited in my adulation that way - I believe METAL’s work is the best by far.

What are the challenges that you see facing the advertising industry?

Getting digital. Getting the consumer in a human way and getting paid relevantly yet well enough.
 

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Industry analysts expect the infusion of foreign capital to drive not only the retail market but also the advertising industry as a result.

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Inform...