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The 4Ps B&M list of India’s 100 Most Effective Campaigns in the last decade is largely subjective, compiled after speaking to a cross section of CEOs, agency and marketing heads, brand gurus and media planners. But to get an idea of the ‘effectiveness quotient’ of the creative guys out there, we conducted a separate qualitative survey among top agencies in India to capture their impressions of campaigns in the last decade. Enjoy...
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half…” said US merchant Jon Wanamaker, pioneer of the now ubiquitous department store concept. Ever since he spoke those golden words, millions of advertising minds across the world have been trying to work out ‘which half’ of their advertising budget works for them! Or better still, how to increase that half to a distinctly better figure; or gaining more bang for the buck.
With time, there are some who claim to have cracked the mystery (well, almost!) and there are still others who continue to expect ‘different results’ even as they do the same thing over and over again. The questions are numerous. How do we spend our budget wisely? How to achieve effective audience responses? Have we captured the customer demographic properly? Has my special offer reached the target audience? Which media vehicle has to be used at what time? And the answers are getting more and more complicated with the cloud of media clutter & consumer apathy hovering menacingly over their heads.
In the midst of this backdrop, 4Ps B&M teamed up with Indian Council of Market Research (ICMR) to conduct a survey among 50 advertising agencies in the country. The survey was conducted in Delhi, Mumbai, Kolkata, Bengaluru and Chennai. Most of the ad agency branches were also covered under the purview of the study. The creative directors, executive creative heads and others were contacted for one-on-one interviews. Conducted using a structured questionnaire design, the interviews prompted our creative respondents to list their top 5 all time favorite ad campaigns of all time, with regard to the impact they made on the audience, whether it be in terms of increased sales, improved brand equity or in terms of how they generated a buzz in the market that lasted for years after the campaign itself faded away into history.
And the ad campaigns that have emerged victorious are indeed epitomes of creativity. But besides that, the thread that’s common to most of them is the use of a strong emotional plank to send the message across. This is true for the 11 campaigns, those of Vodafone, The Times of India, Idea Cellular, Bharti Airtel, Cadbury, Bajaj, Liril, Tata Tea, Kerala Tourism, Incredible India & Pepsi. The exceptions are Happydent, Fevikwick, Tata Sky and Fevicol. The other stark conclusion from the list can be drawn from the fact that a pathetic 5 campaigns out of the 15 have had the luxury of celebrities in the campaigns, out of which Aamir Khan features in 2 (and none of our cricket stars)! Only goes to show that you can go with or without a celebrity, but you can ill afford to substitute true creativity!
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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