Social messaging in advertising…
"MONOJIT LAHIRI examines this new and exciting genre that’s grabbing eyeballs and attention and challenging the old order that defined advertising solely as a one dimensional, sell-sell-sell game!"
Advertising is the public face of marketing
with an uncomplicated, one-point-agenda-to make products disappear from the shelves to the right hands and homes, with consistency and speed. Over time, areas like patriotism and social service have deployed advertising, but, at best, they were cute to watch tickling the feel-good glands… at worst, boring and preachy. Predictably these efforts came from the government quarters. Typically the issues tackled were ‘safe’ ones, never remotely touching sensitive themes like caste, religion or politics. As far as they were considered, these subjects were taboo and totally off-limits.
Much water has flown under the bridge since those politically correct and sanctimonious times with ‘Social Messaging’ coming centre-stage as a powerful, persuasive and significant agent of social change. Ravi Naware (chief executive, food division, ITC) lays it on the line when he says that way beyond the much touted CSR, “consumers today seem to be interested in more than just a great ad or quality product. They are interested in products that echo their own values.” Adds Ajit Varghese (MD, Max India, an ageny that works closely with Britannia), “We are witnessing a strong trend where brands are utilising issues that surrounds the consumer’s immediate environment and addressing them through mainstream ads.” Advertising, from time immemorial, has been consistently bad-mouthed by a section of society labeling them as shameless promoters of excess and useless mass consumerism. This has been fiercely defended by the ad fraternity citing examples where advertising has indeed attempted to be an agent of social change. As this issue goes into print, at least three ads of this ‘genre’ are presently occupying center-stage and inviting both attention and admiration.
"MONOJIT LAHIRI examines this new and exciting genre that’s grabbing eyeballs and attention and challenging the old order that defined advertising solely as a one dimensional, sell-sell-sell game!"
Advertising is the public face of marketing
with an uncomplicated, one-point-agenda-to make products disappear from the shelves to the right hands and homes, with consistency and speed. Over time, areas like patriotism and social service have deployed advertising, but, at best, they were cute to watch tickling the feel-good glands… at worst, boring and preachy. Predictably these efforts came from the government quarters. Typically the issues tackled were ‘safe’ ones, never remotely touching sensitive themes like caste, religion or politics. As far as they were considered, these subjects were taboo and totally off-limits.Much water has flown under the bridge since those politically correct and sanctimonious times with ‘Social Messaging’ coming centre-stage as a powerful, persuasive and significant agent of social change. Ravi Naware (chief executive, food division, ITC) lays it on the line when he says that way beyond the much touted CSR, “consumers today seem to be interested in more than just a great ad or quality product. They are interested in products that echo their own values.” Adds Ajit Varghese (MD, Max India, an ageny that works closely with Britannia), “We are witnessing a strong trend where brands are utilising issues that surrounds the consumer’s immediate environment and addressing them through mainstream ads.” Advertising, from time immemorial, has been consistently bad-mouthed by a section of society labeling them as shameless promoters of excess and useless mass consumerism. This has been fiercely defended by the ad fraternity citing examples where advertising has indeed attempted to be an agent of social change. As this issue goes into print, at least three ads of this ‘genre’ are presently occupying center-stage and inviting both attention and admiration.
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