Video: "Every stream of communication will flourish for next few years in India"
Abhijit Avasthi, NCD, Ogilvy India shares his view on futuristic advertising trends post Cannes 2013 and his take on cause marketing
Cannes 2013 saw a range of work and variety in methods of communication. Abhijit Avasthi, National Creative Director, Ogilvy India shares his view on futuristic advertising trends post Cannes 2013.
Avasthi believes that India is currently in a place where all forms of advertising and communication will flourish for the next few years. This is simply because of the wide range of products and services that are coming in – from the most basic to the most evolved.
“The kind of consumers out there include people who can barely manage two square meals a day but they also buy soaps and salt, as well as high-end CEOs and entrepreneurs who pick up luxury products such as yachts and watches. Every stream of communication is going to flourish in next few years, including traditional forms such as film and print,” said Avasthi.
We have seen a definite increase in the use of cause marketing as a form of communication with popular campaigns such as Killer Jeans by Grey Worldwide, Tata Tea and Idea Cellular by Lowe Lintas and Partners, to name a few. However, Cannes 2013 showed a significant number of cause marketing campaign in the winners’ list. So is cause marketing going to see a marked increase in India as well?
Contrary to other creative leaders who believe cause marketing will definitely see an increase as a form of communication in India, Avasthi believes that for a consumer who is spending his money from basic means, he would rather be interested in knowing the product credentials and what it could do for his life, as opposed to adopting a very altruistic approach.
“We will see both approaches; some brands will adopt the social approach, whilst others will go the product-oriented way,” concluded Avasthi.
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