There are several nuances in understanding the friction and hybrids between the advertising agencies, magazines, and the advertising brands.
According to Lutz Kothe, Chief General Manager, Marketing and PR, Volkswagen India, the future for 2013 and beyond will be challenging if a 360-degree approach is not adopted. Citing the ‘Plant a seed’ campaign by Volkswagen, Kothe said that the campaign not only earned the company sales volumes, but eventually placed the German car maker among the top three innovative and inspiring brands in India. As may be recalled, Volkswagen has been using the print media India quite innovatively to come up with some much talked about campaigns.
Josy Paul, Chief Creative Officer & Chairman, BBDO, India, feels that magazines can never die as “they are like babies”. He said, “You feel, touch, smell, and play with magazines like you do with a newborn baby.” He presented some interesting campaigns done across the globe through magazines that have been huge successes and stressed that a medium such as magazine has a USP that will not fade way with time.
Paul’s thoughts were echoed by Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group. Dabral cited the examples of The Economist, The Woodward, and FHM magazines to highlight how magazines across the globe come up with innovative and unique campaigns that have hit the reader’s desired (from the magazine’s perspective) nerve.
Satyaki Ghosh, Director, Consumer Products, L’Oreal India affirmed that he would continue advertising in magazines owing to high impact they generate. However, at the same time he stressed that unless the objective does not achieve a certain benchmark, it will not be considered to be innovative.
Speaking on innovation, Lutz pointed out that an idea can come from anywhere in the street, and added that one should not look for certain innovation sources only. While Paul felt that innovation is nothing but a maximised from of media, Dabral emphasised on uniqueness factors such as intimacy, which keep the magazine as the tapped medium alive and robust.
Lutz Kothe, Josy Paul, Sonal Dabral, and Satyaki Ghosh were speaking during the panel discussion on ‘Advertising creativity and magazine media’, at the Indian Magazine Congress, being held in Mumbai on February 14 and 15, 2013. Anant Rangaswami, Senior Editor, Firstpost moderated the session. The conference is being organised by the Association of Indian Magazines.