MxMIndia

Category: HARD KNOCKS

Anil Thakraney’s view on adland, medialand and more

  • As Vinod Mehta, the editor of Outlook mag says, in our profession we must always remain spectators, and never try to become players. However tempting it is to dive into the arena.

    Anil Thakraney: Always the spectator. Never the player

    By Anil Thakraney

     

    Quite saddened to hear that a fellow journo may have abetted the murder of crime reporter J Dey. Mind you, the allegations against her have still to be proved in the court of law, so we will know the facts only after the legal process is done.

     

    However, here’s a concern and let me first illustrate this with a little example. I had once gone to interview the Maharashtra Power Minister, armed with some tough questions on the frequent power outages in the state. He was already surrounded by 20 fawning reporters from the state’s vernacular press. And the mantri insisted I do the interview with all of them seated in the background. He said he had to rush to Pune for a meeting, and would not have the time to meet me separately. Yes, I had taken a prior appointment but these silly things don’t matter to netas. With not much choice in the matter, I agreed. And after each serious question, the minister would loudly guffaw and make fun, looking to his audiences for support. And yes, the reporters behaved like his cheerleaders, and would also laugh as he laughed. Of course, this didn’t matter to me at all, and I went on firing. This is because when I do an interview, it’s like making love, my entire attention is on the subject, and as Metallica sang, nothing else matters. But it doesn’t need too much intelligence to figure that the reporters had either sold out or were desperate to sell out. Or at the very least badly wanted to bond with the powerful man.

     

    The reason I share this incident is because, as Vinod Mehta, the editor of Outlook mag says, in our profession we must always remain spectators, and never try to become players. However tempting it is to dive into the arena. As Radiagate showed us, close proximity to power and pelf is seductive. It is very tempting to go heady and jump over to the other side. And delude yourself into believing you can do it too. Those who have fallen for this attraction have almost always burnt their fingers. It’s always a fatal attraction.

     

    No, we can’t bat like Sachin. We can’t act like Amitabh. We can’t be politicians. We can’t be underworld dons. We must remain who we are: Spectators. Whose only job is to observe, report, analyse, have a beer and go home.

     

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    PS: Shekhar Gupta is a below-average interviewer on TV. His show on NDTV is a downer. But this one I watched shell shocked. Dear Ekta, plunging necklines DON’T work on all women. In your case, it literally makes for a dirty picture. Avoid.

     

    http://www.ndtv.com/video/player/walk-the-talk/walk-the-talk-with-ekta-kapoor/217039?hp

  • India is a vast, complicated, multi-layered nation. There is room for every kind of business out here. Co-existence is indeed the soul of this nation.

    Hard Knocks: The retail FDI tamasha

    By Anil Thakraney

     

    Total bullshit is going on over the subject of FDI in the multi-brand retail market. India is a vast, complicated, multi-layered nation. There are all sorts of market segments out here, based on all sorts of classifications… social, economic, regional, etc… each with its own needs and behavioural patterns. There is room for every kind of business out here. Co-existence is indeed the soul of this nation.

     

    Take a drive down Bandra in Mumbai. At a traffic signal, affectionately parked next to each other, you will notice a Benz, a Nano, a Luna and a bicycle. Ditto in a Punjab village. A loaded farmer would flaunt his latest Rolex. While one of his minders is eyeing that brand new 20 inch colour TV. Similarly, there is a market for Tesco. And a market for Nilgiris super market. And a market for the guy who runs the local kirana shop. Because there are various market segments they cater to. And even within each segment, a consumer would have different needs at different times. A housewife will want to indulge in a super store. But back home in the evening she will call her kirana guy for six eggs and pickle.

     

    And if at all there is increased competition, isn’t that a good thing for the consumers? Retailers will have to improve their offerings and service. The grocer in my building complex is a smart chappie, he’s already seen the future. Not only does he promptly send me maida and bread, he also helps with paying my electricity bill and offers to get appliances repaired, for a small fee.

     

    So basically, the whole tamasha is about the opposition parties trying to show the Congress-led UPA in a poor light. By scuttling their ideas. And the only thing they’ve managed to achieve is to get the anti-corruption bill off the agenda, as the parliament fights over retail chains.

     

    Who would have thought Walmart could trump Anna Hazare. Happens only in India.

     

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    PS: Quite liked this ad from Chrysler. Talking tough, talking steel, talking business. Detroit’s fighting back, and how! Also, aggro, spirited singer Eminem is the perfect guy to represent them. Good one.

  • The so-called old-world creative directors, who have been weaned on TV commercials, will continue to thrive because TV isn't about to die in a hurry in this country. But when it comes to using the digital media for their clients, these TV heroes are zeroes.

    Anil Thakraney: Adland blues – where the ‘uncles’ don’t understand digital & ‘dudes’ don’t know Real India

    By Anil Thakraney

     

    One subject that keeps popping up when I meet senior creative directors from the ad world is the challenge posed by new media. And it’s a bit of a worry for everyone because India, unlike developed nations, is placed on a very interesting media matrix.

     

    On the one hand, we have the so-called old-world creative directors (most of them also chairmen of agencies) who have been weaned on TV commercials. Their entire focus and creativity is concentrated on the tube, they can only think TV (not even print!). And they will continue to thrive for many more years because unlike in the western nations, TV isn’t about to die in a hurry in this country. However, these TV hero ‘uncles’ are zeroes when it comes to using the digital media for their clients, and that’s obviously a big weakness. Their understanding of the opportunities offered by the social media space, for example, is very poor. In fact, both Balki and Piyush haven’t even registered for either Twitter or Facebook, that should give you an idea of their disinterest.

     

    Which is why they rely on the ‘young geeks’ in their offices to figure out the use of the digital media for their clients. The twenty-somethings who live their lives purely in the virtual world. The problem with these nerds, on the other hand, is that they don’t understand the traditional media at all. In fact, drowned in their comps/pads/mobiles 24X7, these techno-wizards are disconnected from reality. Therefore incapable of coming up with ideas that are born out of the nation’s culture and beliefs.

     

    For a Kolaveri sort of viral magic to happen for brands, this twain shall have to meet. Either the senior CDs make sure they spend energies to understand and bond with the digital space. Or, they ensure the bachchas in their agencies spend at least half their waking hours getting to know Real India. There is no third way out.

     

    This chasm is no good for the health of the brands they handle.

     

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    PS: A review of Suhel Seth’s book has got the author all worked up. And the feisty man has been busy dissing the article writer, calling him a ‘loser’, ‘unemployed economist’, ‘a lowdown’, etc. Apparently, Seth later deleted the sweet tweets. Here’s the link to the said review. Must-read stuff.

     

     

    http://www.caravanmagazine.in/Story.aspx?Storyid=1189&StoryStyle=FullStory

  • Are reality shows over-hyped in the desi entertainment channels? Are they worth all the effort and the expenditure? Is too much expectation being loaded on them?

    Thakraney: Sony after KBC. Reality shows must face the music

    By Anil Thakraney

     

    I really don’t know what Sony’s revenue model was for the recently concluded KBC. As in, did the channel actually make money on advertising and sponsorships after deducting the massive costs? Which include phenomenal sums going to the host Big B, not to speak of all the prize monies (Mr Sushil Kumar alone walked away with five crore rupees). Maybe they did make a little profit on the show, maybe they did not. But here’s what has happened immediately post the show: On the ratings chart, the channel slipped to No 3 from its position of No 2.

     

    Now, traditional programming logic suggests that expensive reality shows and blockbuster cinema films play the role of a magnet, of getting a channel some stickiness with the viewers. Having come onto the platform, viewers would taste the regular fare on the channel and hopefully stay on. Well, KBC doesn’t seem to have delivered on that promise. After enjoying the show, clearly many viewers defected to the other channels. This naturally raises a doubt in the mind: Are reality shows over-hyped in the desi entertainment channels? Are they worth all the effort and the expenditure? Is too much expectation being loaded on them?

     

    There are no easy answers to this one. But one thing is clear: You can tempt patrons into a restaurant by offering an outstanding dessert, but they will only return if the food is delicious. You can’t build loyalty through window dressing. The idea should be to first build a powerful back-end… which is to create super regular programming. And then run a huge reality show, so that viewers like what they taste when it comes to the ‘bread and butter’ shows.

     

    In this context, one has to wonder if Sony put the cart before the horse. Star Plus’s consistent No 1 position should provide a way forward for other channels: Which is to first do the basics rights. And then dial Mr Bachchan’s number.

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    PS: LOL! Watch this ad for Snickers. A good example of how to (literally) use research methods in advertising, AND make it work very nicely!

  • The 'on-hold' status of FDI in multi-brand retail sends the message that India is a country of uncertain climate and even shakier governance.

    Hard Knocks: Crossed signals over FDI

    By Anil Thakraney

     

    I often wonder why international corporates even want to invest in a messy country like India. Why do they wish to take on all the headaches of operating inside such a chaotic nation. The answer, I suppose, is the market saturation in their own lands, and a raging desire to capitalize on the booming spending populace of this third world nation. Which makes the suits risk an entry into this snake pit.

     

    Well, all I can say is that these companies are either gutsy or desperate or both. If I was an international investor, I would quietly park my money in China. Or even Vietnam and Indonesia. And fly over India. Look at all the tamasha that just happened over the issue of FDI in multi-brand retail. And now it’s been put on ‘hold’… an euphemistic way of saying that the government chickened out of the deal. Here are the three messages we just sent to the global businessmen:

     

    1> The Indian PM is lamer than a lame duck. He has the vision, but lacks the ability, wherewithal and support to push new projects through. That, not just his rivals and allies, even his own party men can upset his plans at any time.

    2> Even if the FDI in retail bill gets passed, which is now a very remote possibility (even Baba Ram Dev doesn’t like it!), it’s left to the various states to accept or reject it. So you could be present in Delhi and Mumbai but missing in Bangalore, Kolkata and Chennai. And when the state government changes, there’s no surety the new government won’t kick you out of the city. So there’s never any hope of stability.

    3> Goons of various political parties are always ready for some action on the streets. So to pacify a particular vote bank segment, there’s always a chance that they will strike your super expensive store. Shattered glass panes, damaged wares and bruised business could be just a stone’s throw away.

     

    Yes, India is a hot destination for dhandha. But only for the steely, hardy, brave risk-takers.

     

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    PS: Quite liked the rich tributes various TV channels paid to Devsaab immediately on the news of his death. The best package was put out by Times Now (pretty much non-stop coverage) and Aaj Tak (the only channel that told us some untold Dev Anand tales). The only disappointment came from NDTV. On a day like that, when the whole nation was humming Dev’s classics, they ran an hour-long, maha-boring prime time show on parliament adjournments. From the sublime to the ridiculous.

  • In his fantasy, the mantri overlooked one critical ground reality: Leave alone the fact that it's impossible to pre-screen millions of posts, the Indian Constitution guarantees every citizen the right to free speech.

    Anil Thakraney: Sibal in Blunderland

    By Anil Thakraney

     

    I think Shri Kapil Sibal lives in a world of fantasy. Much like Alice in Wonderland.

     

    If you recall, the portly mantri made a sensational ‘discovery’ not too long ago. He claimed there was NO loss to the country in the 2G spectrum scam, and the figure being bandied about was in the media’s wild imagination. Yeah right, Alice.

     

    And now he’s back with another dreamy idea: To gag the internet. I guess the loyal minister had a wondrous vision the previous night in his journey to Wonderland. Where he imagined millions of Indians collectively sucking up to Sonia G and family, even as scams raged in her backyard. I like Kapilji’s idea of Wonderful India. Except that it in reality it isn’t Wonderful India. It’s Incredible India. Where politicians loot and plunder the nation freely, and lord over the junta on the basis of the good ol’ ‘Divide & Rule’ policy.

     

    In his fantasy, the mantri overlooked one critical ground reality: Leave alone the fact that it’s impossible to pre-screen millions of posts, the Indian Constitution guarantees every citizen the right to free speech. And when that right is misused, the courts decide on the fate of the alleged abuser. If we follow this principle when it comes to the traditional media, why must the digital media practise censorship?

     

    It’s simple, really: You defame someone, promote communal hatred or indulge in any writing/creation that’s illegal, you face a court trial and if convicted, you get punished. A tweet or a Facebook update can as easily be retrieved as a newspaper article or a television bite. In fact, Mr Suhel Seth is currently battling a lawsuit because of some allegedly defamatory tweets on ITC. So there you are.

     

    Basically, the man’s logic is so steeped in unreality, even little Alice would be confounded. What must worry us even more is that this nation is ruled by such fantastic ministers.

     

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    PS: Great work from Coke. Very touching. Keep a handkerchief on standby.

  • TV debates? Better spend the time watching a reality show. A porn star any day for me over a narcissistic, gassy TV anchor

    Anil Thakraney: The TV gas chamber

    By Anil Thakraney

     

    It’s been a long time since I watched a TV debate. Because I found, much after a lot of torturous viewing, that it’s a huge waste of time. Might as well watch Bigg Boss 5. It’s far more interesting, at least the participants are fresh faces and they look glam too.

     

    Here are some reasons why TV debates suck big time on our news channels.

     

    1. The same dull and sleepy faces. The same spokespersons of various political parties hop from studio to studio each night. Each a big bore, and each clueless about his/her leader’s real agenda. And compelled to support any idiotic dictate from their bosses. If you are glued to your idiot box when people like Abhishek Singhvi, Chandan Mitra and that lady from BJP pontificate each evening, you badly need a life.

     

    2. Because news channel editors and their assistants are too lazy to make an effort to discover new voices, we are stuck with the same ‘experts’ each evening. Suhel Seth, Shobhaa De, Prahlad Kakkar, etc, are now telling us how to decode every news item. From terrorism to FDI in retail to the Kingfisher mess to harassment of women. In such a vast nation, is it so difficult to find new voices? And more importantly, voices of people we can trust and respect?

     

    3. The entire concept is fraudulent. Because the anchors deliberately pick people with extremely polarised views, the debate becomes an exchange of gas. Like a school boys’ discussion. No one ever concedes that the other guy may be making a valid point, even if he/she feels so. That admission will appear to be a sign of ‘surrender’ on a TV debate. So the participants keep yelping at one another rather than talking to one other. I particularly avoid watching debates on theBhopalgas tragedy. Because gassing levels shoot through the chimney on those days.

     

    4. The anchors, who are supposed to be neutral, almost always throw in their two bits, thus adulterating the show by injecting their own agendas and biases into the discussion. This murders the concept of a debate, reducing it to a charade. I have often noticed that the much celebrated, award winning anchors lose their patience with guest speakers whose views they don’t approve of. You call this a debate? I call it nautanki.

     

    Like I said, better spend the time watching a reality show. A porn star any day for me over a narcissistic, gassy TV anchor.

     

    ***

     

    PS: Everyone is appreciating Mr and Mrs Aamir Khan for going public with their surrogate baby. There is even talk of making the couple spokespersons for surrogate parenthood. Well, methinks we are giving the couple too much importance out here.

    Aamirbhai had NO option but to reveal the truth in the media. How else could he have explained the presence of a bachcha in the house, with missus having shown no signs of pregnancy? Trust some people to jump at making virtue out of necessity.

     

    Anil Thakraney is a Mumbai-based columnist and commentator and is a former adman and editor. He is Editor-at-Large, MxMIndia. The views expressed here are his own.

     

  • It's very clear by now that, drunk on the TV media's fan-like support, members of the team have become arrogant and Dubya-like in their attitude. The 'my way or the highway' deal. How healthy is that approach for democracy, we all know quite well.

    Anil Thakraney: Cut the Anna crusade

    By Anil Thakraney

     

    It is fashionable to credit the social media for Team Anna’s stupendous run. They have managed to hilao the government big-time, and it is often said their oxygen is the support provided by tweeters and facebookers. I totally disagree.

     

    The real fuel for Anna’s campaign comes from the television media. It is they who, in their childlike enthusiasm, have converted the saint from Ralegaon Siddhi into a god-like cult figure. And quite frankly, I am not surprised. It’s our TV media’s belief that any story that generates ratings must be given liberal play, even if it demolishes every tenet of good journalism. From no angle can you justify the role played by the assorted news channels as crusaders and poster boys for Team Anna. When the social media does that, it becomes understandable. Because the virtual world consists of individuals fed up of corruption… dudes who don’t really comprehend the complexities of the Lokpal bill, and are basically venting steam. That’s fine. But for professional journalists to become recruitment agents for Anna is simply an appalling situation.

     

    Anyway, what’s done is done. Team Anna is threatening Hunger Strike Part 2, this time from the ‘salubrious’ Mumbai. At least this time around the news channels must respect the principles of journalism and desist from going over-the-top on the coverage. Because it’s very clear by now that, drunk on the TV media’s fan-like support, members of the team have become arrogant and Dubya-like in their attitude. The ‘my way or the highway’ deal. How healthy is that approach for democracy, we all know quite well.

     

    Bottom-line: Let Team Anna fight its own battles. Report the story, like any other story, and no more. There are other interesting ways to get good ratings. Try village horror stories. At least they don’t threaten Indian democracy.

     

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    PS: Wieden + Kennedy’s London office has found a charming way to wish you this season. The agency has set up a window outside their office, from where passers-by can take part in the celebrations. Lovely idea.

     

    Link: http://achoirofyou.com/

  • Rahul Dravid warns that not thinking about the fan is one of the reasons for the fast-diminishing crowds at Indian stadia. And how this portends very badly for the future of the game. It's TV that is busy slaying the goose that lays the golden eggs

    Anil Thakraney: Treating the fan like shit

    By Anil Thakraney

     

    Everyone’s talking about Rahul Dravid’s speech at the Bradman Oration. It is sharp and insightful. And it proves that the man is not just a great batsman, he’s got a thinking brain when it comes to the sport. Jammy makes many pertinent points about the dangers to cricket, but one that caught my attention was on disrespecting the fan. Quite coincidentally, I had alluded to this in an earlier post.

     

    Dravid warns that not thinking about the fan is one of the reasons for the fast-diminishing crowds at Indian stadia. And how this portends very badly for the future of the game. He is right, of course, and I believe it’s TV that is busy slaying the goose that lays the golden eggs. Because the BCCI earns almost all its revenues from television rights, they have paid scant attention to the stadia. The last time I made the mistake of going for a one-day match, it turned out to be such an awful experience, I swore never go back, even if someone paid me a whole lot of money to do so. Stinking, dirty toilets. Crowd mismanagement. Shortage of drinking water. Very uncomfortable seats. It was like the organizers were saying to me: “Who asked you to come here, you idiot? Go home and watch.”

     

    Dravid categorically states that it is no fun for the players either. That it is depressing playing in front of empty stadia. Really hope the BCCI is listening to him and takes urgent measures to sort this out. If they won’t take the rest of us seriously, surely they must pay close attention to what the experienced cricketer has to say. He can’t be wrong.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=qr4bK63WxXY[/youtube]Here’s the link to Dravid’s speech if you haven’t watched it yet. In addition to his views, the suits must pay attention to his style. Dravid makes very serious points, but he doesn’t bore the audience. Something to learn from here for those who speak at seminars. Boring speakers who never fail to put us to sleep. (One of the main reasons I politely decline invitations to seminars.)

     

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    PS: Completely wacko ad from BurgerKing,Russia. It’s over-the-top and bizarre, perhaps an indication of the desperation caused by their declining market share. But you have to say one thing: At least they’ve made the burger the hero!

     

     

     

  • While I can understand the producers wanting to promote Don 2 – even planting those cheap 3D glasses inside newspapers is okay to a point – Shahrukh must understand that his continuous presence in the media is going to hurt his charisma in the long run. How much of the star can we take?

    Anil Thakraney: Doesn’t SRK get it?

    By Anil Thakraney

     

    Oh no! Don 2 (it actually should be Don 3, because the earlier Don was a rip-off of the original Bachchan film) is all set to hit the cinemas and we will have to sit back and ‘enjoy’ Shahrukh Khan’s nautanki, as he shuttles from one TV studio to another, desperately hawking the flick. He just did ditto for Ra.One and pakaoed the hell out of everyone. The popular Twitter joke at the time was: The only thing left for SRK to do is to insert breaks during the film’s screening, so that he can plug it!

     

    Did the media hero’s 360-degree effort for Ra.One save the film? Despite all those tall claims on initial collections (which would have happened even if Khan didn’t do the studio rounds… his name anyway gets lots of folks interested), the film was dissed by all and sundry and reportedly lost some money. So what is the use of all this mad self marketing?

     

    Now, while I can understand the producers wanting to promote the film – even planting those cheap 3D glasses inside newspapers is okay to a point – Shahrukh must understand that his continuous presence in the media is going to hurt his charisma in the long run. How much of the star can we take? In fact, I gave Ra.One a quiet miss because the last thing I wanted after his full-on blast in the media was more Shahrukh Khan. Sure, the content-starved TV channels will welcome him with open arms. Because it gives them a chance to talk about all issues unconnected with the film, including SRK’s opinions on how to end communalism in this nation, and how to send a man to Uranus (okay, I made the last one up). But what good does all that fluff talk do for the film’s fortunes?

     

    Dear SRK and all the other stars: Guys, spend all this moolah and energy on creating sparkling content. Two, zealously protect the mystique around your own image. And three, leave the TV studios to the netas and to Mr Suhel Seth.

     

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    PS: I sincerely hope Anna’s Jan Lokpal bill gets passed in toto by the government. Not because I believe it will end corruption, but because I don’t want Team Anna doing their number from Mumbai. The traffic is already a mess out here, and we just can’t handle another frenzied public spectacle.

  • The multiple financial scams under the UPA-2 rule have not just tarnished the nation’s image, they have made India a highly suspect destination for business

    Anil Thakraney: An open letter to the PM

    By Anil Thakraney

     

    Dear MMS,

     

    You complain that India Inc’s negative comments are disappointing. You are apparently displeased about what the suits have to say about your government. That the UPA’s policies are quite depressing for business in India.

     

    Well, Sirji, the industry leaders have every reason to feel disheartened and negative about theIndiastory. If at all, I would say they are being pretty mild and cautious in their observations, because they can’t afford to upset the assorted politicians and bureaucrats in your team. Backlash from an upset government can be rather hurtful.

     

    Before you sulk over their comments, let’s examine your own track record since UPA-2 came to power: In the last one year alone, fuel prices have spiralled out of control, sending the economy for a toss and making the inflation figures go through the roof.

     

    As if that was not bad enough, the rupee is getting weaker by the day, and has now hit an all-time low. What is particularly pathetic, is that all this is happening under the leadership of a man touted as a master economist.

     

    I am not going to discuss the crashing infrastructure in the metros (many firang suits are known to take a sharp U-turn the moment they emerge from the Mumbai airport) because it’s too damn depressing. But I must point out that the multiple financial scams under your rule have not just tarnished the nation’s image, they have made India a highly suspect destination for business.

     

    In fact, the Anna Hazare campaign has made India look like a global clown on the world stage. And by the way, your complete mishandling of the Anna team hasn’t helped matters at all.

     

    And oh, just what happened with the FDI in multi-brand retail idea? You did not have the skills and means to push it through. At the very first sign of protest from the opposition leaders you ducked for cover. How encouraging is that for India Inc? It doesn’t end here. Your various ministers are often at war with each other, and as a leader you seem to have no control over their bickering.

     

    Sir, it’s a long list of gripes, and frankly I don’t want to put out the laundry list and destroy the New Year festive mood. But let me just say this: Instead of feeling bad, you should be thrilled that despite your government’s abysmal performance and dubious policies, many business leaders continue to be bullish on India.

     

    Thank them rather than complain. Happy New Year!

     

    * * *

     

    PS: Fantastic presentation at the BAFTA by acclaimed screenplay writer Charlie Kaufman. Totally from the heart, and an eye-opener. A must watch not just for those in the movie business but for all creative people.

     

    Link: http://video.bafta.org/services/player/bcpid1089742060001?bckey=AQ~~,AAAABxWZS7k~,uLPjGIDNpTm4SaHbu0n1-QlyJhJ3l3ls&bctid=1314090439001

  • Is pulling off misleading ads enough?

    Anil Thakraney: Rap on the knuckles that leaves no mark

    By Anil Thakraney

     

    According to a report published on this website, the ASCI has very recently upheld complaints against as many as 17 ads. Here’s the link to the full story:

    http://www.mxmindia.com/2011/12/ascis-consumer-complaints-council-upholds-complaints-against-17-out-of-25-ads/

    Considering this figure pertains to ads that ran during just a two month period (July and August 2011), one has to say it is a rather large number. This indicates that Indian ads are on overdrive when it comes to either making tall claims or offending the consumers. Now, while I can understand brands being pulled up for ‘offensive’ material and their ads being knocked out, we must question if that punishment is enough for misleading ads.

     

    Of the 17 culprits, the majority are ads that carry exaggerated/false claims, thus misleading the buyer. Car ads that boast of incredible mileage. Companies that offer ‘freebies’ to consumers. Ads that diss rival brands by putting out unscientific research studies. Tutorial classes that make dodgy claims of ‘best faculty’ and ‘most successful’ students. Detergent brands that claim to remove all sorts of stains without an authentic study to support them.

     

    Here’s the problem: Substantial damage is done by these misleading ads by the time they get yanked off the media. A number of students would have enrolled in such dubious coaching classes. Many car buyers would have bought the brand, suckered by false mileage figures. And a number of housewives would have purchased the detergent powder, only to discover that the stains never disappeared. Which is why some advertisers will continue with this wrong practice as there’s no deterrent or punishment beyond the ad being killed.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=K-_rf2jVxxY[/youtube]

    My own belief is this, purely on grounds of ethics: Industry leaders must come together and impose monetary penalties on adverts making false claims. So that there is some fear put into the minds of mischievous brand managers. And funds collected from these punishments can be donated to charitable causes.

     

    I know this is an industry portal, and we must speak for the industry. Still, efforts need to be made so that under no circumstances does the end consumer get taken for a ride. Because we must never forget that we all exist because of her and him.

     

    ***

    PS: What do you do when match day falls on Valentine’s Day? How can football fans pass on messages of love to their partners? Well, Puma shows the way.