Advertising & The Future

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

A Little Bit About Me I Like Be‘Foxy’ By !quot;#$$%&$' !quot;#$%&'()*& !quot;#$%"'(quot;)*%quot;

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

http://www.befoxy.in	51
http://theconstantobserver.blogspot.com	20
http://www.slideshare.net	14
http://www.theconstantobserver.blogspot.com	6

Advertising & The Future

by Harshil Karia on Oct 01, 2008

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Advertising & The Future — Presentation Transcript