Advertising & The
Future
Where was it? Where is it likely to head?
Harshil Karia

A Little Bit About Me
I Like Be‘Foxy’ By
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Lets take a look at
Indian Advertising Today

Industry Overview
Brand
or Agencies Media
‘Client’
Brand
Consultant
Specialist
Creative M
Boutique P
In - House B

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 AGENCY
IT’S A BUSY PLACE

If You Let Go off the Fancies
Advertisers build brands. Brands save time.
Brand = COLLECTIVELY, WHAT PEOPLE SAY,
FEEL & THINK ABOUT YOUR PRODUCT,
SERVICE OR COMPANY.

Marketeers Research
to 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 t wain 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
Rs. 62,12,628/-
Google Ad - Sense

Behavioural Models Instinctive Search
http://www.youtube.com/watch?v=nQbVD5hlddk&feature=related
Sensor based
More Intuitive

few more Indian ads
that i like
(If you aren’t bored already!)

http://www.foxymoron.org
http://www.theconstantobserver.blogspot.com
http://www.twitter.com/harshilkaria
Thank You
harshil@foxymoron.org