Speaking on day one of Ad Stars 2015, Sonal Dabral, chairman and CCO, DDB Mudra Group, underlined the 'The Magic of Culture'. He emphasised the importance of being able to cull out insights relevant to the local market and then applying it to communication, as the festival kicked off on 20 August.
He cited Pidilite's bus ad created using the insight of there being transportation issues in rural areas of Rajasthan.
Dabral explained, "India is a developing country and there (a large number of) people who live in poverty. But what Indian people have done over the years is, we have a term called jugaad, which is that we are able to find a cheap and ingenious solution to a problem."
With the example of Happydent's Tera dil roshan ad (Palace) commercial, he noted how local and cultural insights in communication can make a big difference.
He also spoke about Fevi Kwik's Fish-catcher ad. In its own way, it subtly played on the socio-economic difference between the two protagonists in the film, he said.
Touching upon the India and its 'various gods', Dabral spoke of the 'Health Cha Shree Ganesh' campaign, which combined insight and health issue for Nutralite.
The presentation would not have been complete without the Tanishq remarriage ad. According to Dabral, the brand started conversations on a social issue with this film.
Yet another example from India was Gondappa, which drew its strength from health issues plaguing the nation, for brand Lifebuoy.
(The journalist was in Busan on the invitation of Ad Stars and hosted by organisers.)
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