Advertising & The Future

Where was it? Where is it likely to head?

Harshil Karia

A Little Bit About Me

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I Like

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Be‘Foxy’ By

Lets take a look atIndian Advertising Today

Industry Overview

Brandor

‘Client’Agencies Media

BrandConsultant

CreativeBoutique

Specialist

In - House

MPB

The Numbers

India Media Forecasts

Creatively Changed

http://www.youtube.com/watch?v=HrwG5jvMeFk

...

http://www.youtube.com/watch?v=mbJ_nF26eis

And Now

http://www.youtube.com/watch?v=4Gdqe47_v_I

http://www.youtube.com/watch?v=bnkcVaVgERk

INSIDE AN AGENCYIT’S A BUSY PLACE

If You Let Go off the FanciesAdvertisers build brands. Brands save time.

Brand = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY.

Marketeers Researchto gauge mindsets - see, hear, interpret

• “24 x 7”, “ASAP”, “1 second” – Expressing a sense of urgency

• “Rocking”, “kick – ass”, “buzz off”, “scoot”, (lets) “bounce”, “piss off”, “f*** off”, “lets head” – Symbolizing action orientation

• “Full – on”, “Max(imum)”, “awesome”, “f*** all”, “eww”, “soooooo”, “toooo” (both used before describing something), “I’m f***ed”– Comfort with extremes

• “Guys” (for a group of boys and girls), “dude” (for girls as well), “bitch” (used interchangeably for boys and girls), fag (calling men and women both) – Fading gender differences

• “What’s happening?”, “What’s up” (instead of hi or hello) – A desire to always want to do something

One example of gauging mindsets - This helps people like you build great products as well. Such insights are the future.

Result - ‘Insight Based Creative’

Dove Campaign

http://www.youtube.com/watch?v=Ei6JvK0W60I

...

http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related

The Other Route

Adidas

http://www.youtube.com/watch?v=FkHmV0s3PjE

The Future is where the twain shall meet

Marketing built into products

• Products will have to market themselves

Advertising will become supportive

• It will add value only through content to create the buzz.

• BMW Films - Add Value Through Content. Make the audience enjoy.

• Speed Racer gifts on Facebook

• Social Media

http://www.youtube.com/watch?v=e3R9IpAQ6xo

Precision

Google Ad - Sense

Rs. 62,12,628/-

More Intuitive

Instinctive SearchBehavioural Models

Sensor based

http://www.youtube.com/watch?v=nQbVD5hlddk&feature=related

few more Indian ads that i like

(If you aren’t bored already!)

Thank Youharshil@foxymoron.org

http://www.foxymoron.orghttp://www.theconstantobserver.blogspot.com

http://www.twitter.com/harshilkaria