“The best way to predict the future is to create it.”


A walk down the city streets during the after-work hours these days, would show you a very different life of the hardworking labour class. Low cost smartphones and the latest revolution that was brought in by Jio has given all of them an access into a whole new world of entertainment and information that is creating aspiration in the section of our society that was never pulled in the economy. Though as single units, they might not look like a big change, but even a proportion of the 80 million migrant population can collectively change the face of consumption patterns in the country. Smart phones single-handedly have led to a revolution around us; the target groups are evolving, touch points for brands are changing, shopping pattern are way different, accessibility and experience are the new parameters for quality, but the world of advertising has failed to catch up with the pace of innovation.

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As any new pathbreaking technological evolution is accepted by people, the brand powerhouses start adapting themselves, they are followed by the marketing firms who tweak their strategy as per the brand’s need and then the advertising companies move towards the change only when pushed. Ad-agencies are not pre-empting the changes and adapting themselves but are being the laggards, and this gap could be as much as 2 years! In an era when technology is changing with the blink of eyes, 2 years is enough of a time to make you irrelevant and you may be consumed by what is being termed as ‘Digital Darwinism’.

Look at what’s happening in the Industry, many brands are losing their equity and connect with customers and are increasingly being commodititized. For instance, let’s consider the Airline industry, the companies have lost their brand value and the entire business has become a price war zone. People choose the cheapest flight and are not willing to pay any premium for a brand. One of the reasons could be that companies have failed to tell their stories to their consumers. Once, the television was an engaging medium, people had time to spare and TV commercials served as effective medium for brand communication. But now, the world has shrunk into the 5.5” mobile screen and brand communicators have not been able to tap that medium effectively yet. Although social media campaigning and digital marketing are a ‘talk of the town’ these days, but the innovators are moving far ahead as we are trying to figure out what hashtags and keywords make users click. The Siris and Cortanas are slowly becoming an integral part of our daily lives, our gadgets are becoming more intuitive and intelligent, chatbots are taking over communication, in such times shouldn’t advertising be moving on along the same pace? How do we integrate a brand with the modern-day J.A.R.V.I.S and F.R.I.D.A.Y, and gain the customer’s mindshare?

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Seamless connectivity, accessibility and quick service are no longer a tool for customer satisfaction and retention, they now are hygiene factors; if you’re not quite there, you’re off the evoked set, may be, forever. The factors like quality, better features, design innovation, though are still relevant, but they are not the only ones that would differentiate you, there are so many others offering the same. To find a place in the customer’s top of the mind recall we need the brand communication to be an experience that would keep the customers at ease and weave into their lifestyle perfectly; the message needs to be unified at various brand touch points, from the customer support service to the UI/UX experience.

A big revolution that awaits us in the very near future is Internet of Things, or IOT. We’re talking of a world where not just our phones and tablets but even cars, refrigerators, air conditioners would all be intelligent enough to know just what we need. These devices become store houses of data, giving novel insights into customer’s buying pattern, preferences, lifestyle and choice drivers: data that was previously unobtainable. The marketers will have several opportunities to deliver more relevant communication to the consumers and it might not be in any ad-format we know as of now. We’re heading towards an unpredictable era. Is the advertising industry ready for such a change, from being just a communicator to being an integral part of the service design and orchestrating a brand campaign?

We need to gear up and participate in this evolution, as the strategy guru Peter Drucker put it, “The best way to predict the future is to create it.”

First published in Business Standard on the 2nd Jan 2017 

The Long and Short of it.


Stories are the earliest forms of communication known to mankind, they have stood the test of time; we share lessons, morals, beliefs and any kind of emotion through our stories. Advertising is no different and I have always believed that advertisers are story tellers. Today as advertising is adopting the modern internet space, we are experiencing the next level of storytelling by advertisers – the long format advertising, usually 1-5 minutes duration. They are fast becoming the popular new kids on advertising block. It’s encouraging to see advertisers keep a purpose and an emotion at the heart of the story and the products placed in the background, it sure reflects the maturity that the society and the advertising community is undergoing.

But as we speak today about 90% of these stories don’t serve this purpose and fall short of touching the core. I hope we don’t fall in the trap of long format for the sake of it. A long format ad is no different from a good short ad or good film making, the principles remain the same. Take for instance one of the most viewed ads on internet; the ad for a French toilet paper brand Le Trefle, the Emma ad, this was actually a 40 second TVC or Ambuja cements ad with wrestler Khali which is just more than a minute.

Now is the right time to reflect and realise the power of such a format and ensure that this is not reduced to being an extended TVC by just changing the duration from 30 seconds to 3 minutes. It’s time we realise it’s not about the duration, but the determination to highlight a purpose and bring about a change; it’s not about the number of hits, it’s about the number of hearts touched; it’s not just about ‘likes’, it’s about Love; and it’s not about product selling, but story-telling.

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British Airways “fuelled by love” online campaign by SapientNitro India

The 10% long format ads that work are conceived, written and directed to do justice to the duration and the space. The Fortune Oil’s Daddi ad, Nestle’s stammering standup comedian and cartoonist ads, Lifebuoy’s Gundappa, Google’s reunion, British Airways’ ticket to visit mum, Skymet weather’s help the farmer initiative and the likes are some that prove this point beyond doubt; and that content on the internet should be less aspirational and more authentic. There is this Wagh Bakri Tea ad that tells the story of a wife who leaves her husband, he realizes her worth and then reaches out to get her back in his life; I love the video but the last 1.5 minutes of the 4 minutes video is spent on the clichéd pack shots, underwater shots of tea leafs in boiling water which obstructs the storytelling. I so wished they stayed away from those typical TVC type shots.

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Ambuja Cement’s Khali campaign by Publicis India

It’s time we realise the fundamental difference of the audiences in this space and the possibility that it offers. The audiences here are active unlike the passive audiences sitting in front of the TV set, here they can engage with the purpose, with the brand. They can comment, join the purpose, create more content; hence we should invite them to engage and make them a part of the story, help them contribute. Like the way a Lifebuoy’s Chamki does, it picks a real life story of one family, gives out a larger message and asks the viewers spread the message ‘Help a child reach 5’.

There are some myths prevalent in this space like long format ads costs nothing, but for anything to go viral you need to have a reach till it gains traction and there after it’s the content that will help you take off. The next myth is that length is not an issue in the internet space, but the reality is that maximum people drop off after 15-20 seconds which will count as your hits but they haven’t seen your story, so better aim for depth of engagement.

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Nestle India’s ” Fauja Singh’s #100AndRunning  online campaign by SapientNiro India

To sum up we should work on the Inspire , Interact , Amplify framework. We are still to amplify the internet space to its fullest, for starters we can enable viewers to just click on products they see in the video, donate for the cause, interact with the people they see etc Eg DBS ChilliPaneer. For instance you can even link to e-commerce by interacting either by a click or drag the room they see in an online furniture store into the shopping cart, which should then break it into all the products shown and the viewer can then add or less items and then transact. All these and much more can be done in this space but it all starts with a relevant story that is well told.

*This Article was published earlier in an online publication.