With the Union Budget slated to be announced tomorrow, India Inc has all its eyes for pro-business announcements this time around. In candid interaction with exchange4media, N. Chandramouli, CEO, TRA, shares his expectations from this year’s budgets. He shares insights from three vantage points—the tradition brand, the advertiser, and the new-age internet player.
What brands want
For brands to invest, they need to see long term stability. Lots of promises have been made, but not kept in the past. Today, big businessmen, who have been government supporters, are rising up and asking the government to act. It’s been 9 months since the new government came to power, and nothing substantial has come out from brands. Too much of sloganism has been going on, which will kill the brand called “PM” if not strong pro-business measure come out of this year’s budget. The “act” is far less than “say”. This should come to an equilibrium. Business entry is not easy in India. This year’s budget should aim at making the entry process smoother.
What advertisers want
Unfortunately, the concerns with advertising have been going on for too long. Advertising is like candyfloss—bite it, and it just shrinks, there is just too much volume with much substance. As the audience matures, it needs more than just candyfloss advertising. It is looking for good content. Approach of Indian advertisers has not grown, even though the audience/consumer has. The persons who are investing into advertising, need a clear cut metrics to understand the needs of the audience/consumers. There is a need for private bodies to come and join other media. A measurement body (like us), going to various media organizations, and getting funding to generate mutual interest, not a money-making sham exercise, should be supported by the government. That’s something I would really look forward to seeing in the budget.
What e-commerce and digital businesses want
Regulation should be minimal, but Uber kind of instances should not happen. Government is not running at the pace that it should be running. While sales like the Big Billion Day should not be regulated, you cannot have another Alibaba in the country. You can’t be getting a Snapple instead of an Apple product. One key thing that needs to be majorly looked at, and taken care of is the way cyber cell divisions are run in the country. Old, almost-retired policemen, who can barely operate a computer, are designated to take charge of cyber cells in the country. The cyber monitoring system in the nations desperately needs to have some focus. Somebody says something benign on the internet and that kid is arrested. That shouldn’t be happening. The crimes need to be defined. We need fresh budgets into cyber regulation. That’s the need of the hour.