"A good campaign can emerge out of any region if the brief is good & the client is brave"

Industry experts at the Creative Circle roundtable held at Epica Awards, while highlighting various aspects of advtg in India & the Middle-East, said that advtg is about public engagement & understanding human insights

e4m by Twishy
Updated: Jan 28, 2014 8:49 AM
"A good campaign can emerge out of any region if the brief is good & the client is brave"

Do you understand the difference amongst various creative approaches followed on the global scale? What are the differences, similarities and shared goals of advertising between India and the Middle East?

The Creative Circle held at Epica Awards hosted the roundtable that highlighted the various aspects of advertising in Indian and the Middle-East.

Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning Ogilvy & Mather India, shared the two ads of the Cadbury Shubh Arambh campaign. He said, “The inspiration for these ads came from the Indian culture. The campaign is a dimension of the big cultural truth. Cadbury decided about ten years ago that their competition is Indian sweets. They have very rich cultural connotation in India. The campaign has a deep connect with the Indian audience because the association with sweets is very much ingrained in the Indian culture. All human beings across the world have the same set of emotions, however when we get into culture, then the rituals connected with these emotions could be culture specific.”

Josy Paul, Chairman & Chief Creative Officer, BBDO India shared the Visa ‘Dream to advance’ campaign. He said, “This is the first time that Visa did something like this in India and the inspiration came from the client. Uttam said that the infrastructural issue in the country is a bit problematic and many people in the country are excluded from the financial positivity. There was an internet explosion in the country and we said that why not find that one place in the country where people are completely cut off, but can still achieve their dream using the Visa card. We shot this ad in a peaceful place in Kashmir. This film started with a huge traction.”

Komal Bedi Sohal, Chief Creative Officer, Rediffusion Y&R shared the Tata Nano commercial celebrating awesomeness. She elaborated that this brand was started with the dream of Ratan Tata when he was sitting in his car and looked out of the window and saw a family on the scooter. He decided that he will make a car that is affordable and everybody on the street had the safety and the comfort. It was made by the Indians for the Indians. “It took off very well, but it ran into some trouble. Affordable is not necessarily considered to be aspirational. The demographic was changing and this commercial took a huge shift because we did something so outrageous and so much fun celebrating the Indian youth and celebrating the whole awesome platform that this car was borne out of. The campaign was a huge hit on the digital platform and the perceptions about the car started changing after the ad,” she added.

Bechara Mouzannar, Chief Creative Officer, Leo Burnett MENA shared McDonald’s campaign and explained that the Gulf has a lot of expats and the local people are in the minority. The expats spend most of the time working and they hardly have any time to spend with family. Women also rely on the chief of the family to go for an outing. They decided that McDonald’s should change the way it communicates and go into the reality.

The second campaign was about addressing the gender inequality in Lebanon by empowering women. The agency thought of tackling the problem through people’s daily vocabulary to get back the rights of women in Lebanon. It was created by ladies within the agency. The local campaign became a global one and changed the mindset of the society. He highlighted that advertising is about public engagement and understanding human insights.

Mark Tungate, Jury Chair, Epica raised a question about whether the clients are changing or not. Paul added, “The subjects that we talk about are a little bit more than just the commerce. It is about contribution and becoming a platform rather than just becoming a slogan in people’s heads. We don’t have to struggle and it seems that everybody is on the same page.”

Advertising in India is evolving with the emergence of digital. Television still remains the main medium, but digital and experiential activities are catching up. Sabnavis said, “Clients are evolving and they are now asking that will this idea get viral?”

The experts also agreed that a good campaign can emerge out of any region if the brief is good and the client is brave.

Held in association with exchange4media, the presenting sponsor of Epica was the Patrika Group and the associate sponsor was Colors. 

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