Sunday, November 14, 2004

This is how Television ads should be

An hour watching television and one can't help but take notice of the plight of the Indian advertising industry. You wouldn't come across any interesting and eye catching television commercial just as creativity seems to have been thrown out of the window in quest of 'mass appeal'!

So when Tata Group's new Television commercial was released some days ago, it was a refreshing change. The advertisement is woven all around the group's core idea 'Live your values', the values being Faith, Skill, Partnership, Honesty, Teamwork, and Respect.

The commercial starts with a child walking towards his waiting friends followed by an intensely fought football match in rain, highlighting all the above mentioned values during the course of play. Togetherness, team spirit, right attitude and sportsmanship are all conveyed splendidly through the commercial.

Image courtesy:


Sister Sunshine said...

Doesn't it harm Indian advertisers that their ads are not compelling? I mean, the primary purpose of advertising is to convince people to obtain your product. If the ads are boring, no one will *remember* the product!

Some of the best American ads make you want the product so badly you might even consider *stealing* it. For example, there has been an excellent batch of ads done for Mitsubishi cars... these ads actually make you want to stop what you're doing and turn around to look at the screen because they're so well-made and interesting!

enginerd said...

It's not that Indian ad-men lack creativity as such. There are some real genius out there who, from time to time, turn in some of the most enthralling campaigns. The problem I feel is with the Indian consumer mindset and the way most people comprehend this mindset.

For far too long now, Indian advertising has remained a slave to big names,like movie stars and sports personalities. Products are therefore *remembered* not by the ad or its concept in particular, but by the personality appearing in it. This star influence to an extent is acceptable, but in Indian scenario, it has definitely gone overboard and it is only resulting in suppression of the possibility of more interesting and eye-catching ads.