 "Get set for more ads with politician-villains")
A few years ago, Idea Cellular ran this commercial as one in the ‘What an idea, sirji’ series. This is how the company described the commercial: “Imagine all of us participating in the progress of our country. By directly contributing to it. Imagine the improvement we could bring about. Imagine having a say. To those that really matter. Imagine having a medium to voice your opinion. Imagine that medium was your mobile phone. Idea’s fourth theme in the “What an Idea” series speaks about “Participative decision making”.” [Watch the ad here ]
[caption id=“attachment_511537” align=“alignleft” width=“380”]
Screen grab from the Tata Tea Ad[/caption]
Before the Idea Cellular commercial, Tata Tea had run a series of TVCs panning corruption and politicians. A politician is canvassing for votes - and is stunned when the voter asks him for his qualifications.
Last week, The Hindu released their new TVC - the first in the recent past that does not do battle with their competitor, The Times of India. The focus? Politicians and their behaviour in parliament, seen through the eyes of today’s youth.
Creative directors are obviously looking at what is popular in society - what concerns consumers, what their ambitions, fears and aspirations are. The Hindu commercial is a reflection of the consumer’s disgust with what we see in parliament.
Today, the non-stop coverage of corruption, of misbehaviour by politicians, of their arrogance is resulting in popular backlash against the political classes, visible in comments on social media and comments on articles that focus on politics.
Impact Shorts
More ShortsThese comments will allow creative directors to quickly gauge popular sentiment. When do see a clear trend, they will attempt to ride that popular wave - as Ogilvy has done for The Hindu.
Get ready for more commercials which take swipes at politics, corruption and politicians.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.