Ad agencies vs Consultancies debate gets real

25 Jan,2018

 

 

By Prabhakar Mundkur

 

So far, the debate on advertising versus the consultants was a theoretical one because it was not affecting the Indian market yet in any significant way. Companies like EY, KPMG, and PWC have been very active in digital marketing overseas but this capability was still not very active in India.  But with the launch of Deloitte Digital in India on January 12, the landscape is likely to change.  One will have to wait and see how the launch of Deloitte Digital willaffect  competitionlikrGroupM, Dentsu-Aegis and IPG Mediabrands.  Rakesh Barik – Technology Consulting, Deloitte India told the press, “Unlike existing creative agencies, we understand the business also.  We will help companies digitize their core”.  By implication it does mean that creative agencies don’t understand the business of their clients, something that has been troubling the advertising industry for some time now.  What’s more contrary to popular opinion ,the consultancies have been acquiring  talent in creative, designing and research, making up for their traditional lack of skills in this area.

 

Hotstar’s Employer Branding Campaign

Hotstar is a live streaming app that lets you watch your favourite shows, movies, sports and live news on-the-go. Most often its funny how we are able to see brands only as consumers of it.  So strong is our consumer perception of brands that often we may not even consider them as employers.  In fact, so strong is the value proposition to consumers that companies have to take a special effort to make a value proposition to its future employees and this is exactly what Hotstar has managed to do in its latest employer branding campaign.  The latest campaign from Hotstar positions it as a tech player to attract the best tech talent, which no doubt has several competitive options in the country today.

The campaign makes you see Hotstar in a new light.  As a tech company that could offer the youth an interesting challenge.  The ‘Dare or stay there’ baseline is provocative enough for young techies to seriously consider Hotstar.

 

Amazon Go 

No wonder Amazon is being referred to as the ‘tech giant’ these days in the press. It’s no longer just the ‘online store’ or ‘e-commerce giant although its immediate competition might love to see it that way to serve their own purpose.

 

With Alexa becoming the preferred personal assistant and taking giant strides forward, Alexa is not just a home assistant but is also taking control of cars (Ford has just adopted Alexa) and our other devices and possessions.

 

Amazon now takes the pain out of shopping – no queues and no checkouts in their Seattle store. Just pick what you want from the store and get charged to your Amazon pay card on the way out. That’s the experience that Amazon offers at Amazon Go. The faqs on amazon.com had this to say about Amazon Go.

 

What is Amazon Go?

Amazon Go is a new kind of store with no checkout required. We created the world’s most advanced shopping technology so you never have to wait in line. With our Just Walk Out Shopping experience, simply use the Amazon Go app to enter the store, take I the products you want, and go! No lines, no checkout. (No, seriously.)

I  liked the commercial because it made the concept of the new store really clear. It was really functional advertising which is a great way to launch a new brand.

 

Indian men are not the only ones to touch their junk?

For a long time now, there has been some public criticism of how Indian men touch their junk. A dermatologist friend of mine explains it away as tropical climate with a lot of heat and dust which could create conditions that justify this despicable Indian habit, especially amongst some classes of people.  But a new TVC from Columbia may imply that the habit is not unique to India.  The Colombian League against cancer has found a hilarious but gross way to make men aware of testicular cancer.

 

This is an insight that is waiting to be used in the Indian market.  Everybody is going to identify with it.  In fact, I am wondering why no one has exploited it yet.

 

 

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