Top Story

e4m_logo.png

Home >> Marketing >> Article

Aspiration: A walk down memory lane

13-August-2012
Font Size   16
Share
Aspiration: A walk down memory lane

It was the era of 1980s that saw the dawn of the most interesting marketing concept of consumer aspiration. International players began to test Indian waters, creativity at new advertising agencies created new aspirations, and Indians learned not to feel bad about feeling good.

Winds of change began in 1982. It was the year of Asian games in New Delhi which showcased India’s ability to host an international event, and was the year of springboard for the creation of a nationwide television network. Television coverage increased from 25 per cent to 74 per cent of the population between 1980 and 1989. TV also opened new window to a more attractive lifestyle.

In 1984, Rajiv Gandhi became India’s sixth Prime Minister and brought in the Ray Bans and Reeboks. He set in motion the first turn of the telecom revolution with the creation of MTNL in 1986, Public Call Offices (PCOs) took telephony to rural areas, the grip that the ‘Licence Raj’ had on the nation’s economic throat was loosened somewhat. Taxes and tariffs on computers, airlines and others were reduced and businesses and individuals were allowed freer imports. As a result of lower income and corporate tax rates, people had more money in their pockets.

A host of new products, both Indian and international, were launched during this period. New cars (Maruti), new bikes (Hero-Honda, Ind-Suzuki, Kawasaki-Bajaj) and new washing machines (Videocon) tempted the consumer. Among the consumer products, Titan watches commenced operations in 1987 and Pepsi entered India by the end of the 1980s.

Advertising agencies got new business; many agencies were launched as the opportunities in a new market-oriented economy beckoned. Mohammed Khan started Enterprise, Ashok Kurien started Ambience and Mudra became the first corporate Indian agency, launched by Reliance industries. By the end of the decade, India could bring down the curtain on its socialist constraints. In the meanwhile, aspirations stopped being a bad word.

Brands today know to build an aspiration that is close to reality and that’s why consumers today are ready to experiment with the brand offerings. Communication industry is now seeing a massive developmental explosion. Aspirations, thereby, have become the pulse of this dynamic industry making it the most vibrant one.

The above insight is from the book Adkatha, The Story of Indian Advertising. Late Bal Mundkur, Founder of Ulka Advertising and Gerson da Cunha, Ex-Chief of Lintas and Communications Advisor to various Central Ministries, got together in late 2010 to put together the best of the best work from Indian advertising which was never seen or heard before. While Mundkur rose the necessary funding, Da Cunha took charge of the content. They roped in Anand Halve and Anita Sarkar to write the book. The result is a beautiful coffee table creation, lavishly illustrated – a mirror of the profession and business through the decades.

Compiled by Priyanka Nair

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.