Advertising In India

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Does 360 degree advertising campaign work?

Posted by advertisinginindia on February 20, 2010

We are hearing all the time that the traditional media is soon going to disappear and that brands that do not adhere to new innovative ways of marketing and advertising will be forgotten in the consumer’s mind.  Innovative usage of media is the need of the hour and clients should stop spending their money on traditional advertising mediums like print and TV. However, when a marketer is churning out a 360 degree campaign, should he spend on these traditional mediums or should he only use the new innovative mediums of advertising that are available to us today? This seems to be a million dollar question!

Let us first clarify what is 360 degree marketing? This strategy is a detailed process where every piece of information concerning a particular brand is communicated to the target audience through all possible channels.

Advertising gurus believe that a consumer has shut his brains to advertising in places he knows he is going to be bombarded with various ads. Hence, today a marketer should try and reach his consumer when he least expects it and in places most unlikely. This will help the brand to be registered in consumer’s mind.

Many CEOs of reputed agencies also feel that 360 degree marketing is just a buzzword, quintessentially it is nothing but using all the possible advertising mediums to hit the consumer from all sides.

Now, to answer the million dollar question, does 360 degree advertising campaign work? Well, according to me, 360 degree advertising campaign or an integrated marketing campaign is what works really well in a country like India because of the diversity of population in the country. Whatever people may say, I feel traditional ad mediums are here to stay for long because we have been born and brought up watching television ads and reading papers! Old habits indeed die hard. Though I also agree that the brand should be innovative in terms of its message and content and can also try new mediums of advertising but it can surely not ignore the traditional ‘roti,kapda,makaan’ (food, clothing shelter) of advertising!

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Television Advertising in India

Posted by advertisinginindia on March 30, 2009

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Television advertising in India has is one of the fastest growing markets in the Asia Pacific regions of the globe. Since the Indian television is on a threshold of a major technological change, with new distribution technologies like digital cable, DTH (Direct- to – home) and IPTV (Internet Protocol television), television on advertising is surely going to take on a new role. Because of the increased interactivity in content and niche programming styles catering to very specific target groups, advertising on television too is going to be more focused and will definitely draw more eyeballs. Moreover, today, TV enabled mobile handsets are gaining popularity in India. This might change the nature of TV advertising. Bharti, Vodafone and Reliance will provide their channels on mobile handsets. Times Now, a 24 hours news and current affair channel from the Times Group was first launched on Reliance mobiles and then on the regular TV sets. Reality formats are popular amongst television and they lay emphasis on audience interaction. SMS voting and in-programme advertising has become a key ingredient in most of these shows. This too gives new scope of advertising. Because of the increased audience fragmentation, both the advertisers and the broadcasters are constantly on their toes.

Also, the launch of six DTH platforms in India will create innovative advertising spaces. In fact the incoming of the DTH services in India is being viewed as a healthy development for the advertising and the television industry. There has been a 29% growth in TV advertising in during the first quarter of 2008. Hindustan Unilever Ltd. was the number one television advertiser during the first quarter of 2008. At the same time, many companies are refraining to use this medium because of the clutter and lack of focus in the medium.

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