Creative commercials and
Advertising Industry
Ogilvy and Mather (O&M), the top rated advertising agency
of the country had a tough task in hand in year 2007 to announce the entry of
its client firm ‘Vodafone’, which had recently entered in the Indian market
with the “Hutch is now Vodafone” campaign. The advertising firm took the task
with all edges and came up with the most successful and most entertaining TV
commercial of the year 2007; remember the Zoo Zoo’s for the Vodafone – the
eggshell like character telling a new Value Added Service (VAS) story each
time. The TV commercial was at the top of the list of ‘top 10 advertisements’
of the year 2007 and was the talk of the town during the second season of IPL
(Indian Premier League).
The
main reason behind the success of this TV commercial was the special creativity
put into this low cost commercial. Though the advertisement was of low cost
budget yet it was successful in delivering the message in clear and exact form.
Unlike its competitors, there were no valuable brand ambassadors but still the
commercial was highly successful in grabbing the attention of huge base of
audience.
Every
TV commercial that we watch, whether it is Cadbury GEMS funny commercial with
‘no umar for lalluch’ tagline or Coca-Cola’s emotional ‘Open happiness’
campaign; is a result of complete creativity. Though some of the commercials
have come under a severe criticism from many spheres for many reasons; like the
AXE deodorant’s commercial has been under clouds of criticism in India for its
obscene & poor content or Vodafone’s
commercial in which it has shown a dubious chemistry between two
teenagers has been highly criticized on the name of teenage UA content. And
some TV commercials fail in communicating the message to the targeted
customers. You can recall the AXE deodorant TV commercial that was shown
frequently during this year’s addition of Cricket ASIA cup. In addition to
being an obscene advertisement, the commercial has completely failed promoting
its main message or generating any good response. Poland based advertising
agency, Ammirati Puris Lintas Warzana, who was behind this campaign has failed
to understand the social cultural values of India. But even after all this,
almost all the TV commercials are a picture of creativity planned with a pinch
of entertainment, fun, or emotions.
Few
years back, the TV commercials were nothing more than a smartly crafted
interruption to our favorite movie, reality show, or to a live game or cricket
or football. But the truth is a different story altogether. Advertising is one
of the key activities for potential business and is equally important as
producing something using raw materials, or as capital, human resources, etc.
Publicizing that the business offers to the targeted customer is called advertising,
which forms the integral part of marketing, and an essential pre-condition for
selling.
The
advertising companies in India use multifaceted talents and ideas to carryout
successful campaigns for their potential clients. With the advent of radio, TV,
print, outdoor, and more recently the web, the advertising industry has been
able to gain much potential and growth. By an outlook analysis in the year
2010, advertising industry was valued at a rich value of es
`
–
13, 200 crore, and is expected to grow by 23% this year from the corresponding
figures of the last year.
Come
what may, the advertising industry is certainly revolving around a mature and
creative sphere. The Industry in TV media is coming up with new creative
commercials during every sort of event like IPL 5, reality shows, screening of
blockbuster movies, etc, to tap a huge base of targeted customers. The Indian
industry is also making enormous use of social, print, or outdoor media to
generate responses using viral or surrogate forms of marketing. Advertising
agencies spend a whooping `-2,000 crore every year to carry different
creative, innovative, and sometimes confusing advertisements.
