This is the India Unbreakable campaign done by Rediff Y&R. This campaign was done after the Mumbai Unbreakable camapign
The above picture is of an adoption campaign done by O&MGo to the multiplex for a movie, switch on your TV, or tune into any FM radio station, and sooner, rather than later, you’ll be bombarded with a public service message, whether on conserving ground water, AIDS awareness and prevention, child adoption or how you can help the law enforcement agencies in their fight against terror. They are, almost without exception, slickly produced and expensively mounted. According to ad inventory data for 2006 compiled by TAM Adex, “social advertising” as this genre is called, is the top advertising category of ads on TV. Between January and November 2006, social advertisements saw a 90 per cent growth in volumes on TV over January-November 2005. So what’s the buzz all about?
“The objective of social advertising is to change public attitudes and behaviour, thereby stimulating positive social change,” says Sandeep Goyal, CEO, Dentsu. Incidentally, this was the agency that created the Mumbai Unbreakable campaign for the Mumbai Police following the 7/11 blasts in that city. “Social causes are now defining corporate vision and brand stances. Hence, they are seen as part of total branding exercises,” says R. Lakshminarayanan, CEO, Mudra Marketing Services.
Another noticeable change in social advertising is the massive increase in the levels of professionalism in this area. Explains Sumanto Chattopadhyay Group Creative Director, WHICH AGENCY: “Since the work is mostly pro bono, creative people get a free hand while working with this genre of ads. That is probably what results in the high quality of these campaigns.” M.G. Parameswaran, Executive Director, FCB Ulka, however, says that today, organisations are willing to pay for social campaigns. John Hopkins Centre of Communication’s AIDS Campaign ‘Jawan Hoon Nadaan Nahi’ created by FCB ULka is a Rs 10-crore campaign. Dentsu’s Creative Director Adrian Mendonca adds: “Social advertising is coming of age.” Result: the planning, execution and evaluation of these campaigns are now accorded the same importance as regular commercial ones. “Also, the absolute sums of money being spent on social advertising have increased substantially—our estimate is that the budgets could be running into several hundred crore, especially if one monetises the media exposure,” says Lakshminarayan.
(Published in Business Today in February)
“The objective of social advertising is to change public attitudes and behaviour, thereby stimulating positive social change,” says Sandeep Goyal, CEO, Dentsu. Incidentally, this was the agency that created the Mumbai Unbreakable campaign for the Mumbai Police following the 7/11 blasts in that city. “Social causes are now defining corporate vision and brand stances. Hence, they are seen as part of total branding exercises,” says R. Lakshminarayanan, CEO, Mudra Marketing Services.
Another noticeable change in social advertising is the massive increase in the levels of professionalism in this area. Explains Sumanto Chattopadhyay Group Creative Director, WHICH AGENCY: “Since the work is mostly pro bono, creative people get a free hand while working with this genre of ads. That is probably what results in the high quality of these campaigns.” M.G. Parameswaran, Executive Director, FCB Ulka, however, says that today, organisations are willing to pay for social campaigns. John Hopkins Centre of Communication’s AIDS Campaign ‘Jawan Hoon Nadaan Nahi’ created by FCB ULka is a Rs 10-crore campaign. Dentsu’s Creative Director Adrian Mendonca adds: “Social advertising is coming of age.” Result: the planning, execution and evaluation of these campaigns are now accorded the same importance as regular commercial ones. “Also, the absolute sums of money being spent on social advertising have increased substantially—our estimate is that the budgets could be running into several hundred crore, especially if one monetises the media exposure,” says Lakshminarayan.
(Published in Business Today in February)
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