Stretching the ad rupee

Well the good thing is that the ad industry, or at least the more enlightened elements in it have taken a massive reality check. They’ve stopped waiting for times to miraculously improve. Instead the focus is now shifting toproviding enhanced customer value. How do you package products to focus on customer benefits? How do you bundle offers so that the consumer is tempted to open his wallet? How do you increase mindshare without increasing your share of ad spend? The advertising rupee has a much more challenging task than ever. And ad agencies are finally rising to the challenge.

So what are my predictions for 1999, in the Indian Ad scenario? First the focus on special offers, price bundles and other such incentivisation will continue. Maruti has lowered its prices, Akai continues with their free VCDs offer, and Dove soap has a three in one package offer. Symbolic for the first day of 1999.

Second, many big spenders will adopt a dual agency strategy. The days of having a Rs 10 crore ad spend and parking it all with a single agency are going. Now clients are appointing a smaller agency for, say 20 per cent of their budgets, for special hardsell advertising. This keeps both agencies on their toes and allows the marketer torespond to challenging and changing market conditions.

Third, a larger portion of the budget will be allocated to non mass media activities. There will be greater focus on direct marketing, event marketing and public relations. Often when mass media is used it will be part of an overall event or special excitement creating effort.

Fourth, there will be a subtle shift back to relying on newspaper advertising, at the cost of television advertising. Newspapers give you faster results than television or magazines. Radio will continue its comeback, specially if FM can get its act together again. Lastly, new categories will enter the arena of more sophisticated and better packaged advertising. Look at the way real estate projects are advertised nowadays, and slimming parlours, even pay in parts holidays. These are new categories, going forth to create consumer demand by packaging their wares in a whole new way, this will continue.

Will 1999 be better than 1998? Well, it will be, provided we in the ad industrymake it so. In every debacle their lies opportunity. Three years back I used to present my creative portfolio with the title great advertising ideas, and feature lots of lovely large colourful ads. Basically if we work at it, the year will work out for us. Happy New Year.

The author is National Creative Director Joint Communications.