Is it about Creating Expectations OR Managing Expectations?


Most advertising theorists would espouse the mantra, that success of brands & their campaigns are based on creating needs or plugging need gaps by building aspirational end points. Classical approach does base all its benchmarks on the most clutter cutting & memorable communication that sells big dreams. Of course that works, but a peek into WHEN IT WORKS will help us maximize those moments. Like:

a. When a deprived average Joe finds the brand, ‘nectar’ (especially if the void is social & visible) – e.g: Fair & Handsome

b. When his wallet is not stretched, he is willing to indulge in whatever has the sticky factor (also involves low value, low-medium involvement products) ~ e.g: Fastrack Bags

c. When services are being offered, the movement from awareness to consideration is
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The Good, Bad & Ugly of Indian Advertising. As told to Campaign India by Anil Nair, CEO, Law & Kenneth


Circa Late 80s: Heard a jingle and warmed up to the brand. Liked the concept of relationships that leave memories and flourish through time & travel. Jingle: Kal bhi aaj bhi aaj bhi kal bhi. In yaadon ka safar toh ruke na kabhi. Brand: V.I.P Luggage

The headiness of poetry in Indian advertising or the importance of relationships hasn’t waned since. Joining this powerhouse of entertaining, creative, on your feet world was inevitable. And after 17 years of enjoying the hits & misses, highs & lows, I don’t feel a veteran at all in an industry where the average age is around 30.

My professional life started after the great economic liberalization but the impact of the same had a lot to do with how the industry progressed thereafter. A…
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