You know that feeling when you wake up with a throbbing pain in head;
can’t focus on any work, read, sleep, talk to anyone or do anything that you
would love to with luxury of time? And the only choice left is surrendering to
the designs of this offensive universe that appears to be conspiring against
you and much to your surprise, you end up watching the television or flip
through pages of magazines looking at the advertisements and feel furious
for having wasted so much time! Well, yesterday was one such day.
No, I am not complaining about content of the programmes on television
as I barely had patience to watch any for more than a few minutes but while
trying to divert my attention from the pounding in head, I incessantly went on
channel surfing and was amazed watching lots of advertisements that made me
realize how despite having so many gifted brains in industry, having won so
many national and international awards and recognition, most of the Indian
advertisements are still so far removed from reality of its target
audience!
Advertisements are constant battles for occupying minds of consumers and
converting them into buyers. Role of an advertisement is to portray
product/service with its value propositions in such way that it caters to the
needs or create new needs, aspiration for the target audience. Generally,
in this process, the needs are magnified and advertisers play on
aspirations of the consumers, subtly shaping their mind-set. Sadly, in a
society that prefers to be defined by the brands it uses, where one’s social
standing is judged by the lifestyle and the constant consumption, the impact of
advertising is huge and is woven deeply with our daily lives. Obscene amount of
money is spent on advertising but how relevant and effective are our ads really?
In recent years, Indian advertising industry has given us some brilliant
creative and effective ad campaigns but when one looks at the advertisements in
general, its difficult to ignore the fact that the advertising world has not
yet grasped the rapid pace with which the real world of its target audience is
changing. Sadly, it is still stuck in stereotypes that have been used since
decades.
Seemingly, sensible girls lose their sanity and wrap themselves around a
man just because they wear a certain brand of deodorant. A conventional Bengali
woman gives in to the seduction, enchanted
by irresistible fragrance of the deodorant worn by a hunk, amidst the huge family celebration.
Young men flaunt their bikes and girls fall for them as obviously, there
can't be anything more attractive than a guy with great bike!
Young girls aspiring for better social and professional prospects HAVE
to have perfect skin colour (read fair), teeth, hair and make- up and how can I
forget lingerie for the support, else they are doomed.
Housewives/mothers, irrespective of their education and background have
only one goal in life; to cook and serve food to the family 24/7. In fact, they
are so committed to the cause that all they do in life is lead a very boring
life which is reflected in the way they are dressed (if it is a mother above
thirty, she HAS to tie her hair in high bun and wear specks)
Today's smart kids know better than their educated parents! I am aware
how kids influence buying decision in certain category of products but a young
kid telling his uncle which insurance policy to buy, or telling his mother
about nutritional value of certain food and daily dose of calcium?
A cricket celebrity boasts about how to "patao" (woo)
girls with use of certain mobile phone.
Men are always macho teenagers fashionably cool and the new generation
young kids are Einstein reincarnate just because they are very comfortable with
technology!
I can go on and on about the mindless advertisements. I believe, the
acumen of advertising depends on being aware of times we are living and its
context with the message of the brand. Most of the ads portray
stereotypes. Women are projected as sex symbols or epitome of virtue and morality! Men are always strong, protective and in control. I doubt, consumers
can engage with ads/products that fail to strike a chord with its audience. There
is nothing wrong in selling any products but
there is a way to go about it. There is a very thin line between creative
expression and sloppy, irresponsible job.
The people I see around me (and here I am referring to people from
across all classes and categories) are smart, proud, responsible citizens of
this country playing important role in society and contributing great deal.
They know their minds well. And no, not all men are macho, teen-agers rebels
and all children super intelligent. Women have mastered the art of finding
balance between family and work, traditional and modern. They are absolutely
clear about what they want and don’t shy away from it. Today’s woman knows about products and its value. She knows everything under the sun including which fragrance of condom she would prefer to be used and can say it without sounding sleazy. Its time Indian advertisers woke up to this reality and respect the fact that Indian consumers are not morons!
