"Trust and belief in advertising has gone down" : Goafest 2013
The desperate desire to stand out has led to a lot of misleading commitments. Brands should realise that the consumer is no longer gullible, say industry experts
Horlicks may help your child become taller, sharper and stronger and Kellogg’s Special K can help you become as thin as Bollywood actors. These claims by brands make us ponder over many questions such as ‘Where does the agency come up with ethical claims?’ ‘When does the CEO and agency want to do comparative advertising?’ or ‘When does an agency step in to say that the strategy is not right?’
According to Sunil Alagh, Founder and CEO, SKA Advisors, all great campaigns have never come out of research. Hindsight plus foresight gives us the best insights. He believes that half of the advertising today is created outside India. Not a single ad can be approved without going to the head office. “Good strategy is a set of winning choices,” he said.
The unrealistic claims by many brands have also led to a decline in trust by consumers. Nitin Paranjpe, MD and CEO, HUL said, “Trust and belief in advertising has gone down.” According to him, the desperate desire to stand out has led to a lot of misleading commitments. Brands should realise that the consumer is no longer gullible and will not buy anything sold to them. “We need to break this notion and the sooner we realise it, the better we are. It will not happen overnight, we need to change the way we think,” said Paranjpe.
According to Harit Nagpal, MD and CEO, Tata Sky, “The biggest culprit is the asterisk that states the ‘conditions applied’. Many ads from the industry will have the finest of asterisk which you will not realise. If brands can make a promise not to put an asterisk, then they are forced to speak the truth.”
Arunabh Das Sharma, President, Revenue, Bennett Coleman stated that the desire to stand out with unrealistic claims has created a lot of problems for the industry. RS Sodhi, MD, GCMMF (Amul) added that both, the agencies and clients are responsible for this because of lack of any good, creative and differentiated idea.
However, Arundhati Bhattacharya, MD, SBI Capital Markets said that maintaining standards is very difficult and internal communication is important in every agency. “An agency handling an account like us has to think in a very different manner,” she said.
In today’s world, digital and new media is gaining prominence. Experts believe that increased spending on the medium will create better opportunities. Suresh Bandi, Deputy Managing Director, Panasonic India said, “Agencies are not interested in spending on new media and digital because clients are not spending a lot of money. Agencies will develop taste for this once the clients’ budgets grow for digital. Nagpal added that this is a global problem and the nature of the medium is very interactive, which requires in-depth understanding.
The speakers were a part of the panel at the Advertising Conclave, Goafest 2013.
Goafest 2013 coverage on exchange4media is presented by Patrika group.
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