Simon Atkinson’s Post

#MediaBriefExclusive: In an exclusive interview with Mediabrief.com, Kartikeya Tiwari, National Creative Director at FCB Kinnect, discusses the ‘When in Love’ campaign conceptualized for TATA.ev. Tiwari shares insights into the inspiration behind the film and its alignment with Tata.ev’s brand values. He also elaborates on how the campaign’s message aims to position Tata.ev as the preferred brand for consumers, emphasizing understanding and trust, while also delving into the media mix and target audience for the campaign. link in the comments #mediabrief #exclusive #leaders #marketing #advertising #media

#Schbang's latest stint on spreading awareness this #WorldCancerDay reminds me why I like to play a devil's advocate while brainstorming ideas/strategy for a brief. In a client-agency scenario, the ideas shared today to tackle a brief seem unrelated to a business objective but since it's interesting in terms of execution, has potential to go viral and is sold as a "wow campaign", it goes through. Sometimes I wonder if the 90s era was not only good for Bollywood, but also gave a lot of hit ad campaigns that till date stay unbeaten hands down. The campaigns that made me choose this career path in the first place. However ads and campaigns today are just mockups of what someone has already done and has been successful. People have lost sight of something as simple as the "classic fevikwik tvc" can be an amazing campaign with a high recall value. They want to tie up with a celebrity who has no relation to the brand (are not even a consumer of the brand themselves), catch attention by any means possible or spend huge monies on multiple channels. The shift in the mindset is extremely off putting with no one to listen to logical reasoning, neither on the agency side nor on the client side. Have you ever faced such a time when a campaign you felt was completely off but still went through? #Ads #AdAgency #Campaigns #Awareness #madovermarketing

"We have a tea brand, Tapal, where we had Fawad Khan making and serving the tea to his wife. And suddenly, we saw other brands started creating a more equal relationship structure on TV. You start seeing this impact of how one image can then start creating more and more change and eventually, starts changing and shaping attitudes because something becomes a cultural norm." Nida Haider, Managing Partner of IAL Saatchi & Saatchi, shares her thoughts on the role that advertisements have in influencing cultural attitudes. Naveen Naqvi - #advertising #stories #narratives #culture #shifts #change #pakistan #VCastOnline #VCastStudio

Simple words and insightful ad!

‘Bigg Boss’, the iconic reality show, continues to dominate India’s entertainment scene, particularly in southern states, proving to be a major force for brand visibility and consumer engagement.... Read More At:- https://lnkd.in/gMncjYp9 Bigg Boss #realityshow #entertainment #brand #BiggBoss #news #NewsUpdate #newsfeed #dailynews #IBWNews

• How many ads in the ongoing IPL have you found memorable?  • Is advertising becoming more banal? • Are Indian Advertising campaigns losing their magic? Abhijit Avasthi, founder Sideways Consulting (and the former Creative Head of Ogilvy India; Subhash Kamath former CEO of BBH & Publicis Worldwide, India and my take in this piece by shuchi bansal in the Hindustan Times. Key reasons: 1.      Overt shift to Performance Marketing. Leads & performance attributes (driving action like downloads, clicks precedes creative retention) 2.      Dependence of Celebrities where the idea is secondary.  61% of the ads in the first 37 matches of this year’s IPL were celebrity based. 3.      Marketers lack of comfort with ambiguity and not able to back bold and pathbreaking creative. 4.      Short-term client agency relationships Link to the article in the comments section below.

Very insightful ! Just facts and pure facts served with logic !

Came across this article today morning. The fact is that Indian ad campaigns started to lose their brilliance quite some time back. Mindless use of celebrities (as per this article a vast majority of ads broadcast during IPL used celebrities) just to garner eyeballs probably captures initial attention but peters out quickly. There are hardly any insights which can be crafted into a great story with a compelling proposition. Ads are now mostly about downloads (gaming companies), as VC investments require quick results. Long term brand building and stickiness are no longer a priority. There were a few gems in between like the initial campaigns of Dream 11, but they are a rarity. Even good brands known for great storytelling (during earlier times) nowadays resort to poor quality creatives running at high frequency ( thanks to huge media spends) to deliver their message. No wonder hardly any campaign is memorable now. #advertising #branding #media

More brands are turning to yesteryear Bollywood legends like Zeenat Aman and Sharmila Tagore for endorsements. Here's what I think of this trend: #LinkedInInsiderIndia In a transformative industry paradigm, Bollywood icons Zeenat Aman, Neetu Kapoor, Sharmila Tagore, and Neena Gupta are securing game-changing deals, propelling them into influential positions in brand endorsements. Beyond the nostalgia factor, brands are tapping into their reinvention prowess and stereotype-breaking abilities. Witnessing this evolution prompts a reevaluation of how legendary figures redefine brand promotion dynamics. My encounters underscore the impact of authenticity and adaptability in their narratives, enhancing brand resonance. Consider the ripple effect on consumer perception and the broader cultural narrative. Embrace the transformative power of these legends. #BrandEvolution #AuthenticInfluence #IndustryShift #LegacyReimagined #LinkedInInsiderIndia

Performance marketing is obviously one of the reasons and why not If it gives you much better ROAS.