In continuation with some of the initiatives undertaken by the Subhas Ghosal Foundation that take a ‘different’ look at the Indian advertising fraternity, the latest is a ‘48-hour Write-In’. This initiative which commences from November 24, 2006 brings together some of the best minds in advertising and marketing and ‘Brands under Fire’.
The presenting partners for ‘Brands under Fire’ are CNBC TV-18 and Allianz.
Brands seem to face more than their share of problems. Some of the biggest case studies in the past years have been the Unit-64 debacle, worms-in-Cadbury chocolates episode and controversy over pesticides in bottled water and colas.
The 48-hour Write-In begins with facts on these cases collected through media reports, Internet articles, personal, telephonic and email interviews with the brand custodians, consumers as well as organisations like the CSE.
The 48-hour Write-in is designed as a two-day get-together of industry big-wigs, business leaders, and high profile executives, who are also writer philosophers, thinkers, visionaries – more importantly people ready to write.
The potential participants include Rama Bijapurkar, Gerson da Cunha, Santosh Desai, Vijay Gokhale, Kiran Khalap, Pranesh Misra, Shripad Nadkarni, M G Parmeswaran, Roger Pereira, Gita Piramal, S Ramchander, Shekar Swamy and Shiv Viswanathan, among others. The initiative is driven by Ivan Arthur and Kurien Mathews.
The task in front of them for these two days would be to use the existing material on the four cases as a platform for their personal points of view. They may analyse, evaluate and pillory the strategies and the advertising done by the four brands on this particular occasion; they may share their views on how they would have done it themselves; they may refer to their own personal experiences with similar cases or they may just generalise on the subject of advertising’s response to adversity.
The 48-hour Write-In will start with a short discussion on the subject and exchange4media would report on these discussions.