Top Story

e4m_logo.png

Home >> Advertising >> Article

Reporter’s Diary: Mesmerised by the giants of advertising

05-November-2011
Font Size   16
Share
Reporter’s Diary: Mesmerised by the giants of advertising

If you ask me, the flavour of the week was definitely AdAsia 2011.

It was not really Monday blues but a day of ad-vantage. All roads led to the Taj Palace that day and for the next three days… for that was the chosen venue for AdAsia 2011. As everyone knows, it is the biggest marketing, media and advertising congress and was last held in India in 2003 and this time it proved to be a blast.

Technically, the starting point was a party on Sunday, where people from far flung countries, some attending this event for the first time, mingled and partied hard. To keep the glamour quotient high, there was a slice of Bollywood thrown in… by now everyone knows you cannot go wrong if you have anything to do with Bollywood. Boman Irani kept the delegates in splits, while Shah Rukh Khan, fresh from the high impact of his recently released ‘Ra.One’, did his charming song-n-dance number and, let me tell you, had everyone shaking a leg or wanting to shake a leg with him.

There were a host of speakers from all parts of the globe and we heard the rules of advertising and, in fact, communications being broken with elan. We rode the wave with game changers, who were fiercely changing the rules of the game. We decoded the new consumer, got into the minds of the female consumer, took a hard look at India 2020, learnt ads should be acts, that it’s a trust-deficit world today which must be changed, that we should pursue Big Ideas in the ‘now’ world, ideas, which should “dare to move the world” and so on… The underlying message was: rewrite every rule and you can only gain from it…

But, what everyone waited with bated breath was to listen to Chairman and CEO of PepsiCo – Indra Nooyi, and when she spoke, I felt the wait was really worth it.

The party theme continued every day both for lunch and dinner and we savoured Kerala food and God’s own country came alive in front of our eyes… the Vietnamese evening was charming too. A fitting finale was the last day’s evening, where one got to experience Bollywood at the Kingdom of Dreams.

The happy feeling actually flowed into Friday, which is actually very welcome as it heralds the weekend… I was getting ready to make plans, but got a rude shock as I read the headline of a daily which screamed: ‘Petrol price raised Rs 1.8/ltr even as oil cos make profits’. I mean, a petrol hike, yet again! The ‘midnight deceit’ that was going to take a heavy poll on the pocket, that is slowly and steadily becoming lighter.

So, after times well spent, it was time to take a reality check and I confess, unlike a popular brand of fast food, I’m not lovin’ it!

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking