“If you have a product that’s targeted well and the advertising reaches the target, it will do well. India is no longer a cheap market, you have to be very careful where you advertise,” advises Deepak Shourie, Director, BBC Worldwide Channels, South Asia.
“The worst kind of advertising is the one which is neither hot nor cold, sort of lukewarm… Advertisers are sometimes spending a lot of money to go under the radar – spending so much money on a front page ad that doesn’t say anything. That’s the dilemma we face,” says Wain Choi, VP & Global Executive Creative Director, Cheil Worldwide.
“If you compare the development of India with China, there are areas of strengths and weaknesses, but there isn’t a huge gap in any aspect. But in digital communication, the gap is massive. I don't understand it - there is a lag in India and it is not a consumer lag… Clearly, there is a marketer lag here, which I think is at its worst in Mumbai,” says Miles Young, CEO, Ogilvy Worldwide.
“Unfortunately, in media industry marketing is still known as hoardings and just promotions. We need to understand that the most core job of marketing is to understand consumers better and develop an insight. And then ensure that those insights are used when you develop your brand…” says Amit Chopra, CEO, Hindustan Media Ventures Ltd.
“For us, the growth of the category is paramount. One key area that can grow the category is the presence of more of local languages on the web. This year, we are looking at how we can make our service available in six different languages,” shares Arun Tadanki, Managing Director, Yahoo! India.
“Whether there is Phase 3 or not, radio will grow to 6 per cent from the current 3.5 to 4 per cent of the ad pie. The first push in that direction will come from ratings itself,” says Apurva Purohit, CEO, Radio City. “Whether there is Phase 3 or not, radio will grow to 6 per cent from the current 3.5 to 4 per cent of the ad pie. The first push in that direction will come from ratings itself,” says Apurva Purohit, CEO, Radio City.