IIPM set to beat economic slowdown
Just-exited-from-Ogilvy, Creative Director, Titus Upputuru offers his take. “There are advocates in India whose daily job is to pick up stuff that they deem to be incorrect of offensive. I remember I did this ad when I was with TBWA. It was against marble excavation. I wrote a headline that said ‘Somebody please stop this guy from hitting his mother on the head repeatedly with the hammer.’ Now that was supposed to be in the context of mother earth and stuff. But a huge hullabaloo was created saying we are encouraging violence against mothers. Now isn’t that crazy? And we had no option but to stop the next lot of releases. I guess there should be a body that has better representation from the industry who have the discernment to check if the ad is really misleading.”
Ujjal Sinha, CEO of the Kolkata-based ad agency, Genesis, believes that it is more posturing than the real thing. “I would like to see who or which body has the guts to throw Big B, SRK or Sachin Tendulkar in the cooler! Does every promise that they dish out through their endorsements to attract the desired response, resonate with solid facts that can be proved? Highly unlikely.” That at least something (at long last) has been done in this “surreal area” seems to please school teacher Radha Iyer. The 30-year-old believes that it could well work as a ‘warning’ to both companies and celeb endorsers, forever doing their bindaas, irresponsible number in this space. “Hopefully, they will look before they leap,” she adds.
Are they? Will they?
As this goes into print, Sani Fresh has signed on TV star, Saakshi Tanwar as their brand ambassador; Bollywood’s new sensation, Asin [Ghajini] has been scooped up by Tata Sky and Shahid Kapur has signed the dotted line for VIP travel gear brand. Is there a brand-fit between product profile and celeb profile? Will the consumer product promise really deliver the goods… or will misleading claims, riding on red-hot celeb-endorsers, continue to blaze away? Authoritative and high profile voices have lauded this move and are of the belief that it would definitely create “transparency between all parties involved as also encourage ad agencies to get genuine clients. It would also work as an effective filter and weed out irresponsible hustlers, while protecting consumers, ad agencies, companies and celeb endorsers from getting duped.”
Rhetoric or resolve? Only time will tell… in the meantime stand by for a fresh slew of celeb endorsements with mobile number pay cheque fees! Oh, also take a close look at prisons in your friendly neighbourhood lock-up for a whole new and starry version of Jailhouse Rock!
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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