Advertising - Present Context

When you hear Neighbour's envy, Owner's Pride even today reminds you of ONIDA TV and its devil. That is the power of advertising. This hugely popular ad compaign went on to become the folklore in Indian advertising history. For that matter, even Hamara bajaj or I love you rasna, made history one with patriotic advertising and another with the sheer charm of Rasna girl.

Coming to the present scenario, there are hugely popular ads and others simply for time pass as one has to either see the ads imposed upon them during the commercial break or browse the other channels when watching the TV. Lets talk about that a bit.

At present, list of hit ad compaigns include, Hutch with it becoming synonimous with the boy and the faithful dog following him, Airtel for the soothing A R Rehman music or for 'express yourself' slogan, Raymond ad with slogan 'The Complete Man' and Amul's ads with 'Taste of India' and the most hilarious ad of Cloremint - Dobaara math poochna. These are only the samples and the list is pretty much longer than that. Anyway the liking of an ad is entirely an individual opinion.

On the other end, there are ads which are there only for the sake of filling the time slot in the TV schedule. Look at the ad by battery company : A dwarf man comes to Amitabh bachchan asks for a battery and when he gets it he becomes a tall man. Ad ends with a saying something like isme kuch hai. What are they trying to convey the potential buyers - not clear. Just nothing. Another ad of a detergent powder reducing its price. A woman sending money order to her father with the money saved by the slashed detergent powder prices. That too Rs.3/- less in half Kg pack. Just think how many months she has to buy that detergent powder and save before sending a money order.

Advertising now has widened its scope. Till few years back they covered mainly newspaper, television, hoardings in cities. Now you have ads on
  • in-door advertisment in public buses.
  • radio ads with FM radio becoming popular in metros and spreading its wings into second string towns.
  • ads in mail sites often annoying for the e-mail user.
  • google ad sense redefining the internet advertisement.
  • TV and newspapers still hold their share since they reach the most audience.
Wondering about the growing number of ads in the middle of programmes in TV and sometimes you feel enjoying the ads. With this trend, will there be channels dedicated only for advertising? (just kidding). Not strange though since cable networks in some parts have a local channel dedicated only for advertisements with ads on real estate and commercial enterprises of the local area.

Ads influence our decision to buy any commodity, so in the near future there may be personalized advertisements. You will sure buy a product which has come in an ad rather than a unknown brand.

Reliance Communication Ad Campaign

Shrinidhi's criticism about Reliance Communication's latest ad campaign is simple and straight forward. Are the features talked about in the ad is exclusive to Reliance's product/service? Is it the USP of their offering?
If you really look at most of the ad campaigns particularly for first generation products, most of the times the information content would be generic in nature. That is, they can be applicable to most of the products of that class. The difference is only in terms of how the whole information is pacakaged and communicated in an attractive and inspiring manner. I also feel in such cases, it is good for the customers/potential customers because it provides basic features of the product as a group. To that extent the campaign works to the benefit of the overall market.
Then, if that is the case what is the relevance of Shrinidhi's criticism, one may ask. Personally, I think in such ad campaigns what we must look at is:Do they overpromise? Is the ad promises something that is not there? Because, in most such cases,the customer does not have prior experience with the product. So there is a tendency-particularly in respect to price-on the part of advertisers to two things: one,inflate the value of features and two,deflate the real cost of acquisition and usage.
Congrats for picking an ad which is worth reviewing.
S.Gnanaharan.