Future Media, the media company of the Future Group, has announced a session that aims to serve as a platform to bring together creative gurus from the Indian and international advertising fraternity to share their learnings and views on in-store communication. The programme, scheduled for May 19 in Mumbai, would be an evening of creative ideas, of view points, of case studies on how to reach consumers through media in the ambience of consumption, with a focus on television. It would be an evening of writing rules on engaging captive consumers, who often have an attention span of less than 30 seconds.
Craig Mapleston of Bates 141 Singapore would share learnings from across the globe and the creative mind; Leo Burnett’s KV Sridhar, who had started with black and while print ads and has stayed on all crests of media, would share his view on how to embrace the potent form of this new screen – the in-store television. Some creative minds would show how advertisers could adapt their films to make it more engaging.
Speaking about the programme, Partho Dasgupta, MD & CEO, Future Media (I) Ltd, said, “Specialised creative development is at an evolution stage of like any new form of media. The event is an endeavour to create awareness and to seed the thought of specialised execution for in-store television communication.”
He further said, “No one created jingles specially for radio when FM radio was introduced a couple of years back. Today, there is full force churning fantastic radio ads. The industry is aware that what works on satellite television may not necessarily work on in-store TV. For instance, commercials for in-store TV must be of short duration and must lay more emphasis on the visual aspects rather than on audio because the final screening will be in an audio-neutral consumption environment. We will try and showcase such case studies in effective creative development for the medium.”
In April, Future Media’s in-store television network brand Future TV had announced a contest titled ‘Gone In 30 Seconds’, inviting short films on genres like humour, social messages, etc., that would be aired on the TV network. The programme would also have a felicitation ceremony for the contest winners.