Time is ripe for creatively charged ads that resonate well with consumers: Kanika Mittal

Mittal, Head, Marketing and Brand Communications, Reebok India stresses on the non-negotiability of making a TV campaign that is based on a relevant insight and is powered by a creative script

e4m by exchange4media Staff
Updated: Nov 20, 2014 8:03 AM
Time is ripe for creatively charged ads that resonate well with consumers: Kanika Mittal

TV has been the favourite medium for marketing, reaching all segments of target audience across categories.

Speaking about the key elements of advertising on TV, Kanika Mittal, Head, Marketing and Brand Communications, Reebok India, shares her views on memorability of TV campaigns, the importance of creativity mixed with relevant insights and future trends in advertising. Mittal is also a jury member for exchange4media Prime Time Awards to be held on January 21, 2015.

What do marketers look for the most in a TV advertising campaign?

The objectives of a TV campaign vary broadly, from being brand-led like solidifying the new positioning of a brand, creating top of mind recall and salience, or making an emotional connection with the consumers, to being more on the tactical side like communicating a new promotion, a new technology or introducing a new variant. Despite the multitude of TV advertising objectives, what would delight any marketer is the memorability of the campaign. How memorable is your campaign – consumers could love it or hate it but they should not be able to ignore it. If your campaign is memorable, it comes with the double benefit of successfully communicating your messaging of that particular campaign and thus meeting your objective, as well as forging a long lasting relationship with your consumer. I think a great script coupled with the authentic production values and tunes that sing their way into a consumer’s heart are the main ingredients for a TV campaign, as long as they rightfully blend in the desired brand messaging and objectives. Reebok’s ‘Live with Fire’ Brand Film was aimed at repositioning Reebok as a fitness brand and featured John Abraham, Nargis Fakri and MS Dhoni in an inspirational avatar showcasing fitness like it’s never been seen before, with an intent of encouraging more and more people to embrace fitness as part of their lives. The campaign was a resounding success and helped Reebok build the right association with the consumer’s mindset.

Are brands today more result oriented or does creativity matter more in TV campaigns?

Both are intrinsically linked to each other. Results cannot be achieved with TV campaigns that get lost in clutter and don’t create any impact with consumers. A brand could ride on the media visibility for some time, but till the time the communication doesn’t break ice with the consumers, the brand would not be building any equity in the market.  Making a TV campaign that is based on a relevant insight and is powered by a creative script is non-negotiable if you want to get noticed and not be a splash in the pan.

With talent in direction and production on a rise in India, and the onset of foreign production houses, the time is ripe to create creatively charged films that resonate well with the consumers. What the industry needs to really make the needle turn on this is cost efficiency. We need to move away from the idea of big budget films as propellers and move to making space for a wide array of resources that put focus on the content of the TV campaign before fancy production values, and thereby deliver good quality digital and television content at lower costs. Agencies and brand should explore ways and means to create idea driven, low-cost, impactful films which will help to increase the frequency of creating films, induce freshness for brands, and keep them top of mind and encourage non TV advertising brands to join the foray, thereby increasing the overall pie itself.

Is specific or contextual targeting of TV campaigns looked at more keenly by brands or do viewership numbers matter more?

Contextual targeting is a clear winner because it allows the relevant TG to see the ads, and thereby give more value to marketing dollars being spent by minimizing spill or wastage. While there is a drop in overall frequency or numbers, one must remember that the apex in your TG is watching it and that matters more. In order to best analyse the impact of this trend one must starting applying different metrics to the measurement of a campaign instead of going by traditional reach or frequency parameters.

Where do you see the future moving towards for TV campaigns in terms of trends in India?

I believe TV advertising in the future will largely play in the following 3 broad areas. Akin to the film industry which is categorized into different forms of entertainment (comedy, action, drama etc.), very soon advertising will also adopt this terminology and use the following handles to center their scripts around. The below represent the Indian consumers and it will help to have a predefined genre to play in, and then work backwards to create a campaign relevant to the category and brand objectives. The other trend in the future will be more and more brands adding an engagement angle to their TV campaign by having a digitally led call to action. This will allow for two way conversations between brands and consumers, and convert TV from traditionally being a top down communication medium to a medium that paves the way for one on one conversations, integrating the strengths of Television and Digital Advertising.

1.       Emotional Appeal
2.       Humour
3.       Drama – by way both of effects or story

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