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Advertising often has to marry a rational promise with an emotional one and I think the Prestige commercial did a great job of doing both.
social currency and talk value.
sometimes it results in stone pelting, especially in our country where there are enough stones on the roads and enough idle minds and hands to throw them.
Firstly, women in urban homes are a lot more educated than their mothers. So the big educational gap between the husband and the wife has narrowed dramatically in just twenty years. Given this education, the woman is a lot more vocal in expressing her desires. Advertising captures this eloquently. Secondly, couples are moving out of their home towns, more often than ever. This movement in itself has forced the couple to become more self-sufficient, putting more pressure on the man of the house, who now needs his wife’s help and cooperation to carry his new burdens. Thirdly, growing financial
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‘Choola alag chalta hai, lekin hum saath khana khate hain’
WomanMood I, done in 2001, showed that6: – The woman sees herself as the ‘Annapurna’ – provider of the food in the house; but she is not too happy cooking – The husband-wife gap has reduced but only on the surface – Man is clearly the provider and the head of the household – Kids are the focal point of the nuclear family – Working women are aspirational, but they are evaluated by how good a homemaker they are – Health largely meant cleanliness and family health Now let us fast forward to 2015 and see what the new pillars are: – The woman has become more assertive about her decisions for
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have to work together for the betterment of the family – She believes that she has to work both for financial reasons as well as self-growth – She needs her ‘me’ space and time with her friends – Kids are to be given higher education to become independent The changing dynamics
‘Productization of Services and Servicization of Products’.
This is directly related to people’s fascination with infants and baby animals. Neotenous characteristics include large, round eyes and high foreheads that remind us of infancy, innocence and naivete.
the first ever Indian ad to win the prestigious Cannes Lion for television was an ad credited to the agency Nexus Equity for Ericsson mobile phones in 1996.
DIGITAL VIDEOS: Brands are discovering the joy of long format storytelling with the opening up of the digital medium. Interestingly, the first to use this in a big way was the auto major BMW with its ‘Hire’ series of films, done even before the birth of YouTube. Match that for innovation.
the power of the phone, young entrepreneur VSS Mani set up Justdial services to give you instant answers to your problems. His service too gets almost all its calls from mobile
Arun Nanda – he topped his batch at IIM-A; the first batch – and Ajit Balakrishnan – IIM-C alumnus who went on to set up India’s first online portal, Rediff.com. I was excited to meet my new colleagues and one of them was Rajiv Agarwal, an IIM-A graduate. He too had chosen the perceivably more risky option of advertising after saying ‘no’ to marketing.
Rediffusion
Milton Glaser to her office with a batch of posters. While they were ‘oohing’ and ‘aahing’ over them, he pulled a piece of paper out of his pocket and said, ‘I like this, what do you think?’; it was the ‘I love New York’ logo with a heart in the place of the word love. Bang, ‘I ♥ New York’ was born. Possibly the most imitated of all tourism logos4.
It is not as if Indian advertising was held captive by film music or classical musical formats. In the ’90s, Parag Trivedi – he passed away at a very young age – used to conduct day-long workshops to get mainly advertising agency creative executives familiarized with western classical music. He used to take the listeners through the emergence of various musical forms in the West, starting with the Gregorian chant to the rise of classical music during the Renaissance.
