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Indian advertising today is recognised globally, thanks to some outstanding creatives being delivered from our country by the entire advertising fraternity (View Comments)
A correspondent
Posted On Wednesday, December 09, 2009 at 11:28:04 AM
Anita Gupta, senior vice president and managing partner, JWT Chennai discusses the scope and the future prospects of the Indian advertising industry and suggests ways through which it can achieve stupendous success globally
1) How has the ad industry in India developed over time?
Indian advertising today is recognised globally, thanks to some outstanding creatives being delivered from our country by the entire advertising fraternity. With the kind of work and talent getting international acclaim, I see the opportunities to be endless. Agencies also have come a long way from being small- and medium-sized companies to becoming well-known brands in the business. With the global buzz surrounding the Indian economy and its possibilities, it is only natural that the Indian advertising industry also starts falling in line.
2) With India’s advertising industry receiving global accolades, what should an agency’s strategy be to bag a greater share of this international clout?
As an agency, even though it caters to a region, it should never limit its work to a particular region. Being in charge of global brands and multiple pan India brands, each agency should always play a national game and deliver strategy and creatives keeping in mind the national as well as global audience.
3) How can an agency strike a balance between sound planning and creative execution?
I believe that successful brands are an output of a sound strategy culminating into great creatives. Both functions are equally important and the departments need to work hand in hand.
4) How important is it for the success of the company to ensure that people’s expectations are met?
Taking a cue from what Abraham Lincoln once famously said,“as an industry, advertising is of the people, for the people and by the people” . For me, it is very important that my team is happy and motivated because our success or failure is hinged directly to the success/happiness of our team members.
5) What challenges do you foresee in this sector?
Today, I see communication move from the traditional media to the digital space. Also, the growing importance of the mobile as a promotional tool, the bend towards experiential communication, etc all indicate that, as an industry, we need to change the way we have communicated so far. Our communication needs to have messages and touch-points with consumers where he/she can spend maximum time with our ideas. And hence, agencies should orient one’s strategy and creatives to cater to this. sheetal.srivastava@ timesgroup.com
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