| Topic : Advertising - Local talent v/s International talent |
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Marketing & Branding |
BattleGround for Sales Professionals |
Media Mughals |
13 more ...
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Activity:
Question posted: 04 21 2009 04:56:43 +0000,
3 answers, 728 views, last activity
07 06 2010 20:18:08 +0000
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Now that we have global partners shaking hands with Indian counterparts to form an agency that will in true sense of the word be a 360 degree approach to world advertising, where do we as indian professionals stand vis a vis our international counterparts?
Indian advertising professionals can be compared on par with that our international counter parts because international market is an evolved market with good education levels among the consumers at large. So the international advertising professionals can come out with path breaking communication that need not be basic in nature.
Whereas we need to keep our communication such that it appeals to a primary school pass out or uneducated consumer, to the well educated consumer. Given this diversity of our country, our advertising professionals have to come out with path breaking commercials that not only communicate the brand message but touches the heart of the consumer cutting across varying educational, societal and linguistic barriers. All of this in 30 to 60 sec of commercial time.
Our communication is such that it sticks to the heart and ensures a good brand recall - for eg., current aman ki asha campaign, Idea mobile, Fevicol , Asian paint, Godrej Hair dye, Airtel, are some of the many that touches the right chord with the audience. Our communication produced by our professionals do win recognition in international award functions like Cannes etc., I feel we are on par with our counter parts or at times better than them given the tough ask that we go through with reference to our audience.
in terms of appeal and content indian advertising companies have served the most diverse instincts ,sentiments ,and values of indian masses which are diffrent from rest of the world where one advertisors has luxury to satiate (to certain extent ) common culture which is not the case with india ,so comparing them with their counterparts abroad is unfair .but ads like zoozoo has potential to stand in par with best in the world whereas brands like amul and tata salt brags the sense of belongingness of individuals in this country towards family values and joy of togetherness.
Some semblance to the fact that globally a brand is managed by an agency that has now entered a strategic collab with an Indian partner to forward the same brand communication or a different strategy here in India. Where do we as ad professionals stand vis a vis our international counter parts??
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