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.
 

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.