The self confidence, and the way Indians communicate with the rest of the world, shows there is a sea change in their attitude. The same reflects in the way the Indian Advertising, Media & Marketing sectors are evolving over the years also. While the quality of the work being done here was always talked about (although with some colonial hang ups), now the volume of work has gone up too. Even the work being done abroad is also bringing accolades and of course, more business.
They can Talk in Different Languages
Finally, it has been accepted the Indian advertisers have learnt to talk in different languages, thus catering to the needs of both urban and rural markets. The pockets of the Indian consumers have grown deeper than ever, which explains the increasing ad spends of various companies across the board. In terms of media consumption, the common man is free to choose what he chooses to view and when. The reason is - the dividing lines between mobile phones, television and Internet are getting blurred faster than ever which has led to fragmentation in the media sector.
The World is Dangling in Between
The world is not completely real anymore, neither it is completely virtual - we are still dangling somewhere in between. The advertising and media services are still trying to manage a semblance of compromise between age old storytelling and the new world of consumer control. On the ground, it just means whatever they create or come up with engages the readers, rather than alienate them.
Surround the Consumer
Today, all the Advertising, Media & Marketing agencies believe in the concept of 360 degree communication with the consumer. This term includes all sorts of services such as web banners, print ads, TV, websites, outdoor promotions, rural communications and public relations. All these services are available from a single source, the ad agency - be it the content creation, artwork, recordings, or performance of the advertisements in the real world.
How do You Stay There?
The world is highly competitive when it comes to competing for fifteen minutes of fame (you don't get more than that anymore) - everyone wants it. Capturing a space in the minds of the people is of paramount importance and everyone is doing his or her best to make sure they are remembered in the market. The only trouble is, the fame thus achieved is short lived, because the next fifteen minutes belong to someone else... if you somehow bag the next fifteen minutes also, you have done great job. The Advertising, Media & Marketing sector are constantly coming up with new ways to be credible in the eyes of their target markets, and it is their versatility which decides whether they will be relevant in tomorrow's market or not.
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