Pradeep Dwivedi, Chief Corporate Sales Officer, Dainik Bhaskar Group and jury member for the Prime Time Awards 2015 (scheduled to take place on January 28, 2015) talks about the challenges of creating integrated, creative and strategic TV campaigns that remain true to the brand’ salience.
What are the challenges in creating and strategizing of advertising campaigns on TV today in India?
As a client and active participant of the media and advertising industry ecosystem, I believe that the biggest challenge for any ad-campaign on TV today is to create sustainable differentiation in messaging, while staying true to the core of the brand promise. Very often we see campaigns that are great, but not suited well for the product or service at hand and create more dissonance than affinity. Yet, you do come cross true gems that deliver on this integration and those are the campaigns that stand out and deliver real value. So that strategic challenge is not in conceiving a brilliant creative, it is to ensure the relevance of the creative endeavour to the brand’s salience.
What are the essential ingredients needed today for a TV campaign to break through the clutter and make a brand stand out from the rest?
I would say that simplicity and credibility are two attributes that make for enduring creative visualisation in a TV campaign. Whatever be the storyboard, the storyline must embrace values of human goodness to be distinct amongst the clutter, contrary to the perception that a shock value or contrarian stance is the only way to get attention.
Where do you see the future moving towards for TV campaigns in terms of trends in India?
One clear trend is segregation of campaigns for digital from TV. Today, many campaigns are created for TV (typical 15/20 second spots), and amplified on digital, assuming a differentiated attention span but same audience profile, and use longer versions of the TV creative in their digital avatar. However, the reality of the marketplace is very different. We will see a lot more of purely ‘made for digital’ campaigns vis-a-vis ‘made for TV and adapted for digital’. This will call for a different audio-visual creative thinking depending on the canvas/screen size, and needless to say a new set of media planning and trade skills, both on buying and selling side. The other noteworthy trend would be leveraging of a wider array of regional, genre-specific TV channels in a more inclusive manner, compared to GEC, Cricket or Bollywood Centricity today. The proliferation of alternate Sports based TV opportunity, or mythology/faith based media has demonstrated the efficacy of alternate models, and this will continue to grow exponentially, given the continued presence of media-dark markets in the country as well as under-penetration of advertising as a whole.