NEW GLOBAL INDIAN
Indian creativity - Pasting Creativity
Written by Sanjay Banerjee Monday, 08 August 2011 00:00
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Sanjay Banerjee reports on the Journey of an Idea, which explores the creative insight and intellect of advertising industry.
Indian creativity has traveled many distances to emerge as a champion flannel to the Cannes. Every year, there is a clamor for awards at the various adman shows across the globe and Indian creativity has been growing in stature overtime. The past decade has been able to add value to the creative insight and intellect for the contemporary advertising Industry. Today, the creative's of the land has tested the travails of time and have learnt to withstand the tests that consumers have posed, with Elaine. Lalitaji is no more a one chanced innovation that will augur your organizational bandwagon for a long systemic time period; as a creative yoyo man you need to innovate and add value at each step of your planning cycle. There cannot be a one time wonder creative, but a factory that should be able to dish out multiple thoughts in a cyclical manner due to the competitive pressures in the domain. Creativity is no more just about creating an idea but a whole process, which has become a part of the strategic planning mix within organizations. Today, consumer habits have changed dramatically to include various segments and thinking patterns in the purchase decision-making. And advertising has played its own part in helping consumers make better-informed buying decisions.
Time travel post independence will showcase how ideas have journeyed in these years. From black and white to color, from unilateral emotions to multivariate ones, from common man to the rich man, from one medium to many mediums, from mass to segmented etc. The idea has had a time travel, which needs introspection. Since the creative paradigms are changing, with the changing consumer mindset.
Indian creativity: Pre Independence & the era between 1950 – 59
This was the time when a young India was emerging from the dust of petulance to a horizon of freedom. From a time of hatred to a nation of optimism. Indian Advertising had a deep influence to these emerging trends. This was the period in our country when many industries were getting set up; Democracy was fresh in Indian psyche – and so was the democratic set up within the advertising domain. Burmah shell started a new trend by using transit advertising on Vans to propagate the message for kerosene. The new age of advertising slogan started shaping up when the same company used the slogan' fill up and feel the difference'.
It was the time when cinema advertising came up with 2 – 3 minutes film of various advertisers packaged in a capsule. Cinema was the only audiovisual medium that advertisers had at that time. Calcutta (Nee: Kolkata) got the first Ad – club in 1956 with press syndicate getting the top honors in terms of being the leading advertising agency. Pre-independence in the year 1946, S.K.(Bobby) Kooka designed the legendary Maharaja the mascot of Air India. It portrayed many shades during its initial years, some of the moments to mention are the two cases; Queen Elizabeth was expecting at that time, and taking a cue from it the Maharaja was drawn up in a feminine attire, knitting on a rocking chair, with the bump of an expecting mother. The other occasion was when the Indian Cricket team got defeated at the hands of the neighboring Pakistan it said 'Pak up and fly'. Creative insights like these apart from the strong characteristics of the mascot propelled Indian aviation to the global landscape to which the world was envious. And post independence it was National Agency created Murphy Baby, which still holds credence today.
Another creative masterpiece of the era was R.K.Laxmans 'Gattu'. It was envisaged to connect with the rural Indian population with lesser educational knowhow. Asian paints still uses the mascot in its communication with a dripping brush but gattu surely has lost his sheen due to the influx of digital modes of promotion in today's world. Since these were the days, when media had more linear structures to reach out the target audience the emphasis was to create long lasting imagery connects whereby getting large share of audience recognition. These trends set the ball rolling to the next decade, which saw some classical events – the biggest of which was Man landing on the moon. The era of exploration had begun in the Indian creative cycle and that's going to have an impact on the subsequent generations.
Creativity in India between 1960 – 69
Amul girl, one of the most recognized mascots in the Indian Advertising Industry was created during this period. She has been given role-plays from sports personality to politician, from the schoolgirl to the activist depending on the mood of the country. A character, which has defined to brand pundits the value of revitalization. The mascot still looks contemporary in the current social media culture and steps up to show the versatility of the creator. The 60's saw the first advertising convention in Kolkata, where Dr.Keskar a prominent advertising personality of the time stated that 'advertising in India should be Indian in thought and content' a defining moment in the advertising journey.
The orientation in buyer Behaviour was shifting from it being product oriented to marketing; with more professionalism setting in among the agencies. Some of the notable domain experiences which formed a part of the changes during this period were Audits, National Readership surveys, measurement and usage of more photographic elements in advertising idea creation than just about mascots and characters. This is the time when Indian Cinema was also changing from not only being Black & White to it adding colour in its scheme. These changes had a lot of impact on the advertising industry too; when creative minds like Kersey Katrak, Sylvie da cunha, Josephine tuor were working around with the Indian Brands and creating a global mindset for Indian Consumers. This was not just the decade when Moon was conquered but this was the decade when creativity broke out from being mundane to add humour, entertainment and Visuals into the delivery.
The decade saw some notable works like the Liberty Shirts Campaign, Taj Hotels Campaign that still ring a bell to the consumer class of the era. Distinctive stylization was the name of the game and it was here to stay.
India & creativity 1970 – 79
India went nuclear during this period. The world too was changing, with an American president going down to assassinators, Munich Olympics getting jeopardized due to terrorist attacks. This was the age when the world faced a different kind of war which was not direct as in the likes of World Wars I and II; but where the unrest was being vented out through completely different psychological and physical events. Creativity too was shaping up very differently around this period, Media helped leverage on that with its own set of ramifications that it came up with.
The depiction of the common man was more set with the social uprising that was being seen everywhere. Creative campaigns were filled with different issues being highlighted in their campaigns – ranging from emergency, to the political drama, the societal flaws etc. Lifestyle studies like the VALS and segmentation research became a norm for the advertising community. Ideas were getting manufactured in a factory of sensitivity, being tested before the launch – the change was everywhere to be seen. This was the era when, emotional appeal was played onto the hilt and drawn up to generate a renewed vigor in the flagging consumer habits. New scions were getting in this sector from domains like Music, Films etc. Prahlad Kakkar, Mohammad Khan, Subhash Ghoshal were changing the way creativity was going to take shape in the future. They came with creative background of the Movie's and were adding value to the advertising industry with their own set of learning's. The era of lifestyle changes were clearly visible across borders.
1980 – 89
This was the most critical time for India, when we as Indians were maturing from being learners to doers in various fields. India Won the World cup in 1983, a landmark achievement which was set to change the landscape of creativity in our country, to Rakesh Sharma stepping out in the moon. These were events, which showed the emergence of new India to the world. Amidst all this we also faced with the misadventure of loosing a strong leader, a leader who had brought about change and pride to our country Mrs.Indira Gandhi. This was the time, when India saw the emergence of Television, as a kid of the time I remember the convergence of society to see serials / soaps like Humlog and Buniyaad; this was also the era when people were setting aside all their agenda's to watch Ramanand Sagars Ramayana. These were household watch items and television as a medium had arrived. That was the time when Doordarshan was the cynosure for all and we cherished the same.
Advertising at that time did not suffer from too many complications; it was one message for all. From the non-imitable lalitaji to hamara bajaj; it was all a realistic rendition of the people on the street. Every penny spend by an advertiser was yielding its returns in millions because of the non-diluted viewership of the medium. Ideas were finding a place in peoples lives and transforming the way people used to consume products. Public Sector Advertising came into the forefront, with SAIL telling people that there is a little bit of SAIL in everyone's lives, the message from them was simple that was to showcase a unified India. This was an era, which can be termed as the landling year of Indian Advertising on the global Map. A decade, which brought transformation in the Journey of an Idea.
1990 – 99
'This one little step for man, one giant leap for Mankind' – Neil Armstrong.
This is how this decade can be defined, where the small steps made in the previous decades were seeing the fructified results in the current era. India was no more a product oriented economy but was shaping itself to a brand oriented stature. Indians were getting sloshed with new options due to the relaxed liberalization norms setting in. They were also learning the ways to live in a coalition political atmosphere and over all India was changing to take the next big step. And this confidence was showing in the creative fraternity too; new names were turning on to be connoisseurs of the industry, from here people like Prasoon Joshi, Piyush and Prasoon Pandey, were all striving to recreate history. Brands like Maggi, Pepsi, Coke, Reckitt Benckiser were finding a foothold in the Indian Consumer Mindset. We as Indian were was learning new terminologies in Marketing domain like Ambush Marketing, Guerilla Marketing etc. which gave rise to Pepsi's competitive campaign slogan during the 1996 cricket world cup 'Nothing official about it'! A clear potshot at Coke the sponsors of the event. This was the time when celebrity led advertising was finding its feet both in terms of Reach and in terms of advertising revenue. And all this because of one God of Cricket 'Mr.Sachin Ramesh Tendulkar' who had stepped out on the Indian Soil adorning the Whites and blue across the different formats of the Game. Sachin turned on to be a household name, every cricketers dream and so was he for the advertiser. He changed the marquee of celebrity advertising, out from the clutches of Cine stars to a whole world of sportsman then and now.
Times were changing fast; love was the flavour of the era dominated by bollywood movies. This also found a space in Indian Advertising creative outlook, came along the times when clients asked for this particular emotion in their campaign graphics – and some great positioning bits that came as a copy were 'Khush Khaas hai, Kuch Baat Hai Zindagi Ka' from Cadburys dairy Milk and 'For someone you love' from Amul chocolates in the similar category. This was an era, which dominated in changing consumer perception towards creativity, which helped in giving a fillip to the Industry in terms of getting the right talent pool for future.
2000 – 2009
Here came the word called Innovation; no one was looking at ideas anymore but at innovations that creative honcho's could dish out in their campaigns. It was an era where Media was no more just about Television and print but it had taken various ramifications in the form of Radio, Internet etc. This was a generation, which was restless with products and ruthless in their consumption choices; they needed something more in every purchase that they made at a value they could afford. It was no more a 'one size fits all' syndrome for an advertiser but an age for customization. Brands were no more consumed because they were brands (ie. Name, term, Logo, Symbol) but if they were relevant in their everyday lives.
Similarly Brands were no more bothered about long term associations in terms of consumer connects but were working on the smaller connects that they built for a shorter duration to have a long lasting effect. The idea in this age had a recurring story layout with imagery built on sustainable platform. It was no more a static or unilateral thought but a dynamic series of events that built the core character of the action point. Brands used various avenues to connect with the consumers like storyboards, lines and cryptic words, which had multiple stories starting from a teaser to the final drawing board.
The message no more had a monologue parameter of one to many but it turned on to be one on one idea exchange point. Below the line communication was a serious competitor to all above the line mediums, which not only helped in connecting brands to consumers but connecting people to people to build on activism of purchase and usage.Gone were the days when a plan could be successful with just Mass Media options, which burnt oil in the media planners lives with the burgeoning media mix at his disposal due to the new platforms of delivery. The Industry was no more a sub 10000 crore juggernaut but it had reached an enviable 20000+ Crore in its size; leaving aside an equally enviable number for Below the Line and Direct Marketing platforms. In this period the idea traveled a long trek and turned onto become an innovation – a catchphrase to build creative futures.
2010 – Beyond / The Future
Today when we embark on the journey to celebrate our 64th year of Independence; it dawns upon us to generate the right idea connotations in the contemporary world. Today, an idea has many wings in terms of reach out methodologies. The consumer is more concerned on innovation, but on the value that an idea can help generate good purchase habits. Therefore the creative mindsets need to define these attributes similarly. Gone are the days when you could have sold products through Mass Media, the buzz word now is does your brand have a social Media approach? Is it helping in building a better word of mouth (WOM) and viral similarly.
Facebook, Twitter, youtube generates more Word of Mouth to an Idea than many other messaging platforms put together. The dynamics are changing for sure.Messaging is no more 'I have a product, you need to buy it but I have created a product which will add value to your life'. So is the case of an Idea – its just not that 'I have a Great Idea, but I have a Valuable idea which will multiply profits for you.' Today, Makarman creates more buzz on the social circle than the original spiderman. So what has happened to our very dear idea in that case – it has sincerely stood against all odds and transformed with time whenever necessary into various manifestations to propel itself out of the testing times. It has added various trade dressing elements to itself to identify from the clutter so that you remember him even when he is not around – Vodafone's Pug, Zoo Zoo are great themes to define the same. This is the time when the entire industry is looking forward to the next big thing in the current decade, and I feel the time is near when we will start hearing about the same.
So the next time your friend says 'What an Idea, Sirji' you must remember the various curves it might have taken before reaching you, without breaking much sweat on its way; that's the power of an Idea!
