question hour. Evolving advertising

Evolving advertising

A professor of mine told us that advertising themes and executions change year on year. He did give us a few examples, but all were within the Western context. Could you give me two within the Indian context?

Kolkata

Madhura, sure. Let me pick two different categories.

Let me start with financial products. In India, women were shown to be beneficiaries rather than participants in the past. The intended portrayal was that of a “potential widow” rather than the contributor to the cause at hand, whether it be savings, insurance or pension funds.

Today it is different. The approach is that much more equal and participative.

Let’s move on to automobiles. In the old days, the woman was the beauty accoutrement in an auto. She had to be in the seat next to the driver or at times in the seat behind with the husband at the wheel. Today, she is at the wheel as well. Still not there really, but she is getting there.

She is not the beauty alone. In the case of the two-wheeler category she is there in the rider’s seat. If at the wheel, she is speaking the language of empowerment.

What is the gold and diamond priority with rural customers? I have a business in a rural area.

Guntur

Mahantesh, priorities keep changing with generations.

Today, however, there are rural folk who always save in gold and silver for weddings and domestic calamities alike. Jewellery is seen to be of dual value. One that is cosmetic, that establishes social standing, and the other is the functional one that helps you with spending of the good and bad variety alike. A wedding would be a good one, a health alarm would be a bad one.

Importantly though, the allure of the metal is larger than the allure of the stone. As you climb into more and more prosperous homes, you will see the stone enter into use. As for lower end homes, it is all in the metal. Gold and silver, for a start.

Do CSR and brand-building now go hand in hand? How?

Bengaluru

Mohan, brand-building as per my definition, is a thought that touches peoples’ minds and lives.

To that extent if one looks at the fact that a particular company is focusing on a CSR activity, it is a thought. And that thought needs to be percolated into the minds of hundreds and thousands.

Now that is a branding task. So, PR agencies need to interact very closely with branding organisations, including the ones in the company. The role of PR has to be in close connect with the marketing department of a corporate enterprise.

It’s wrong to divorce the two because the moment it happens, it implies that marketing has nothing to do with the CSR, which is wrong. The CSR activity is the umbrella under which everything is going to flourish in the future.

Also, people are getting soft now. For instance, I am a consumer drinking coffee at Costa Coffee. What is Costa Coffee giving back to society? Is it a good social person? Costa Coffee has to invest in becoming and showing itself to be a good social person. Starbucks has invested in CSR globally and it showcases that beautifully through the products that come out through its chains. It has got the ‘green language’, the ‘eco language’, and the ‘organic language’. It says, “I source from destinations which are far away, where people cannot find markets, so many children are getting educated somewhere.” Over a period of time, CSR becomes an indispensable part of the face of marketing activity. Nicely done, really.

Harish Bijoor is a brand domain expert and CEO of Harish Bijoor Consults Inc. Mail your queries to cat.a.lyst@thehindu.co.in

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