Wednesday, August 18, 2010

PATRIOTISM AS PROP

Do the dozens of ads, religiously flooding the publications every Republic and Independence Day, make any sense or carry any weight? 4Ps B&M spoke to some evolved souls to seek answers

Cigar czar Chetan Seth offers a light touch. He compares this exercise to “event management” and believes that “it provides the government agencies and public sector undertaking furms a great, legitimate outlet to spend big bucks, paying homage to whatever is the flavour of the day! In the normal course, not being an FMCG or ad-driven product or service, the Sarkari guys have no need to advertise. These events provide rare and eagerly awaited opportunities and they freak out... In the process, a great time is had by all!”

Lloyd Mathias, the savvy CMO of Tata Teleservices Ltd has his own professional take. “It’s true that come these days, lots of brands seem to leap onto the nationalistic bandwagon, flashing empty patriotic slogans and the tri-colour to display solidarity with the spirit of the day. Most times, (like the hordes of PSU ads) it’s done without imagination, creativity or focus.” However, Mathias believes, if a brand anchors it and establishes a relevant and powerful connect with patriotism – like the fabulous Pepsi Freedom ads in 1997 commemorating India’s 50th year of Independence – then it could result in powerful and memorable communication. Otherwise, mostly, it’s lazy marketing and a sheer waste of money.

Veteran Nargis Wadia (founder and Chairperson of Interpub, whose gorgeous presence rocked the sixties and seventies!) believes, “Context is the key. The Gandhi-fronted Montblanc ads are silly and amateurish attempts at leveraging patriotism in advertising. The challenge is to identify and establish, in a creative and memorable manner, products, causes or concerns with a suitable brand-fit”. The last words appropriately must come from a bright mass communication student, Anupama Sharma. Bringing all her youthful optimism into play, she opines, “These ads may not be great examples of creative excellence, but who cares? Life is about passion and emotion and these occasions allow us to express them with patriotism full-on! Do birthdays, anniversaries and special days happen every day? Don’t we celebrate them with feeling? We are an expressive, over-the-top people. Why should our flavour of patriotism differ? We are like that only, yaar!”

Monojit Lahiri
For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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