EXPERIMENTERÉ

Indian advertising has witnessed dramatic changes like no other country has, in the world. The transformation reflects the socio-economic changes the world is going through. In the last 50 years advertising has also underwent a lot of changes as far as consumer durable goods is concerned. Post 1943, when India was about to gain independence was still reeling under the euphoria of freedom, its people were facing acute fundamental problems such as food and other shortages, inflation challenges, ongoing war (Indo-Bangladesh)/China/Pakistan/Srilanka/The North East Insurgency India was in fact a reality, the harsh one, such more than the current, then politicians, like Morarji Desai, Indira Gandhi, must have imagined. Poverty and political unrest buoyed the uncomfortability and even more. The 70’s Show Business- It started here Untill the mid 70’s more professionals from the advertising industry started entering the advertising scene. MBA grads from the IITs and IIM’s almost half of...

The basic object of positioning a brand is to make people feel that there is no satisfactory substitute of a product. Adapting a strong position is not a sheer passive act, rather it is an intentional effort to influence events. It needs sidelining, ignoring, seated business targets to favour of others. Post success a product will reap increased sales/profits and a consumer franchise who will finally believe that there is no satisfactory substitute. Dilip Ray believes in branding first and positioning later. He says, “Lots of products have gone haywire over the years. They constantly keep aspiration levels high and reminding that a product is there.” In a heavily competitive space ME TOO products will hardly make a difference, a product has to get ingrained inside an audience’s mind. Prof Subroto Sengupta an author once said, “a product must find a definitive place in an individual’s perception inside a world of products.” In other words the product should find a strong position ...