While The Government has for long Relied on using on-Ground Intervention Exercises To Persuade People to Improve Their Wellbeing, of late the use of commercial Media to Publicise a Social Message has also come in Vogue. Mirroring that intent, even India inc. Has Jumped into The Fray Of Social Advertising, Albeit With a Commercial Intent. 4Ps B&M analyses The Year 2010 Social AD trends.

The ‘Socialists’ inc

Ever since Theodre Levitt wrote Marketing Myopia in 1960, marketing has undergone a paradigm shift. And to the extreme. An increasing number of firms in the 2005-10 period went insane, attempting to market a social cause than the product itself. Print, as evidenced, benefited the maximum in terms of growth but TV in sheer volumes of social advertising was way ahead. Aircel’s Save the Tigers, Tata Tea’s Jaago Re and other campaigns, each managed a great brand recall, but whether the campaign worked to increase sales, is still an open question. 2011 has seen a drop in such social message investments by India Inc.
Drink tea, Better Society, duh!

Perhaps inspired by Gerhart Wiebe’s question, “Why can’t you sell brotherhood and rational thinking like you sell soap?” companies throughout the 2010 year invested both in print and television to promote one or the other social message. If one were to analyse whether the trend was increasing or decreasing, no such specific movement can be seen, as the investments in social advertisement have increased for a few months and then decreased and then increased again. Still, March 2010 saw the TV medium getting the maximum social ads, while May and October 2010 evidenced the maximum print social ads.

In India’s Ad History, how many Businesses and start-ups have been powered by Women Bosses? and how have They Fared? 4Ps B&M’s Consulting Editor Monojit Lahiri does a speed-profile Snapshot of a handful of such Women and Focuses on the latest edition of a firm called Curry-Nation headed by The Ubiquitous priti nair to prove The Obvious!
Let’s face it guys, it really is a man’s world. And although women are just as smart and effective – and proving this conjecture true everyday across diverse male-dominated domains – it’s still, mostly, men who call the shots. Sad (or not!), it is but true. Otherwise, wouldn’t there be at least a handful of the gentler sex heading some of the top 20 ad agencies? Mercifully, there have been some glorious – brave, gifted, dynamic, fearless – exceptions who have cut loose to script their very own success stories.

Sure, there was the gorgeous Nargis Wadia in the late sixties and seventies, but it was Elsie Nanji (the founding partner of Ambience, rated as one of the hottest creative shops in its very first year of existence!) who set the ball rolling around two decades ago. Trained by the redoubtable Mohammed (Enterprise) Khan, Nanji has been a multiple-award winner at most of the revered shows, both at home and abroad. Presently, she is a Managing Partner of a design cell of Publicis Worldwide, Red Lion and today has established it to be one of the top five design brand outfits in the country!

Next up is Preeti Vyas, Chairperson of Vyas Gianetti Creative (VGC). Widely hailed as one of the country’s foremost creative minds, Vyas launched VGC in 1997 with the single-minded focus of transforming a sluggish market into an exciting aesthetic space through “strategic design and communication solutions”. Ranked among India’s greatest brand builders, with branches at New Delhi and Bengaluru, VGC continues to demonstrate amazing entrepreneurial chutzpah and be a true game-changer for their clients.

And so on to Priti Nair! Short, dusky, flashing cute dimples and distracting nose-ring, don’t ever begin to be deceived by the looks of this tough, feisty, fearless, gifted, much-awarded and acclaimed professional powered with creative artillery and ammunition designed to blow you away! Priti’s entrepreneurial venture, Curry Nation, has literally spiced up the ad-nation since its launch. But was it the woman in her which led on to her firm being called what it is?

The dimpled smile appears along with her very special take: “Weird as it may sound, it has to do with my passionate patriotism and passion for food! We are a multi-layered and multi-textured entity, as a nation. Same with our food. So, shouldn’t that, seamlessly, translate into our advertising DNA? Hence, the name!” Priti apparently wasn’t too worried about breaking away from a hi-profile designation in a globally respected agency (Managing Partner, BBH) – and that was because “after two decades in the business, I think I had done time and owed it to myself to do the kind of work I wanted to do, the kind of people I wanted to team up with, the kind of clients and brands I wanted to associate with, the size and direction I wanted to go with – on my own terms.”

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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