Advertisement is quite a paranoid in India. Its purpose is still felt to be quite rudimentary in letting organizations communicate people about their offerings. Yet, there are some, who feels a certain potion of crudity and provocative assortment is important for unlearned buyers to test some of the products. Thanks to the vigilance wing of the “Advertisement Standards Council of India” (ASCI), not many organizations or advertisement agencies are sorting to the vindictive way of putting things.
Our take today will ball around the prima-facie facts and figures of advertisement in India which is still a matter of eschew and ignorance for many CEOs, senior managers to executives, ad agencies and even business management graduates.
It is an imbroglio when Brand Management is taken as a namesake of advertisement in solidarity. Although in that case, ad turns out to be visual-media oriented packages.
The purported growth of advertising was made evident as more companies and market leaders started showing keen interest to put it into their cart. One such example is DOVE introduced by HUL decades ago. When Ogilvy and Mather (O&M) was approached to take care of the product through visual sensations, they put forth the mastery of a legendary repertoire by bringing the ad campaign DOVE IS 1/4th MOISTURIZING CREAM. The immediate year’s sales figures were found growing up to 20% and in coming years, it triggered to even 96% of the initial forecast.
The walter however, kick starts as in one of the ad summit a brand expert once inquired a female audience whether they use DOVE as face soap or body soap. The reply was obviously what DOVE has figured out for it today! Imagine 15 years ago, the brand bearers had no clue they are summoning upon face soap but not a body bar. This is indeed not a success story as the potential customers are now being lured away in the maze of premium range face wash and other lulling assortments. Also on the other bank, it hasn’t ordained to body soap as Indian minds are quite lousy to learn the goodliness of moisturizers on their skins.
HUL in its weirdest nightmare couldn’t possibly pet the idea of a marketing communication team for continually scrutinizing customer base, co-branding and customer associates in order to make a pool of strategies that could contribute into this articulate putrescence of brand equity. For the advocates of advertising, it is necessary to understand a powerful visual media should arise out of a magnanimous market power as the recent Coca Cola “open happiness” campaign by McCann Erickson mastermind Prasoon Joshi (Umeed wali dhup, Sunshine wali asha..)!
For many FMCG and white goods, this is yet to be coveted as on macro-view they are facing a vehemently diversified market with mind-defined preferences.
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