Campaign India Team
Dec 30, 2010

The Big Debate: The good, bad and ugly of Indian Advertising: Ajai Jhala

As part of our year-end special, we reproduce the thoughts shared by industry captains on the good, the bad and the ugly of Indian advertising, in conversations with Campaign India. Read what Ajai Jhala, Chief executive officer, BBDO/Proximity India, had to say.

The Big Debate: The good, bad and ugly of Indian Advertising: Ajai Jhala

Observations of the changes I have noticed after being out of the country during the entire 1990s.

Big agencies are still creating the big ideas but within the conventional framework.
The second frontier (TV led) has given way to the third frontier (interactive. not online led).TV programs (with a lot of help from Endemol) have become more entertaining than TV ads.
Brand management has gone up stream. CEOs/CMOs are the new brand managers.
The best planning seems to happen in the creative department.
Long range communication planning is being outsourced to consulting companies.
There have been a few Cadbury UK Gorilla type of breakthrough campaigns.  But one has even come close to achieving the depth, width and stature of the Honda UK Power of Dreams brand idea.
The idea of authority has given way to the authority of ideas.
There is an acute shortage of female creative talent. 
Media have muscled their way to the top table.Agencies have become gentrified and lost touch with the artists who flourish on the edge.
Indian pop culture (cinema, art, design) is showing us the third way- meaningful entertainment.At last a lifetime achievement award with greater emphasis on achievement than lifetime. 
Agency compensation has headed southwards and is impacting the ability to attract and retain talent.
Brands are increasingly thinking national but acting regional.  

Source:
Campaign India

Related Articles

Just Published

2 days ago

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

2 days ago

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

2 days ago

Affordable, not cheap: Cracking the code on value

Affordable brands thrive by meeting emotional needs, using smart packaging cues, and moving beyond price cuts, explain Ipsos India’s UU and Synthesio lead and country chief client officer.

2 days ago

Rust never sleeps, but it can be outsmarted

AM/NS India’s new ad pits steel tech against cartoonish corrosion, turning rust into the most animated villain this side of Hollywood.