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.

3 comments:

kaaloo said...

Also, I like Bajaj and Pepsi ads.

Shrinidhi Hande said...

Onida is one of the product which is fighting for market share in consumer electronic since decades and its still hanging on to its "Owner's pride, neighbour's envy" concept. Though the ads have been creative and interesting, the product is yet to gain any noticable market share. Their product range is small too.

So good luck Onida...

Hi Kaaloo, pls specify which Bajaj and Pepsi ad you liked...

Shrinidhi Hande said...

Thanks Raveesh for giving a good overview of entire advertising industry. we always see the ad and forget. We should spend some time to identify people who worked for these ads, their efforts and strategies, that will be more useful to us from management perspective...