In engaging discussion, Mr. Partha ( BBH Advertising Mumbai) highlighted that the recession has brought the marketing fraternity on their toes. It has made them question the holy cows and cliches that we have adopted in the past. Recession is the time to re-invent, become more agile and lithe.Some important pointers to keep in mind:
1)Avoid the closed eye maharaja syndrome - Indian airlines was very proud of its "Maharaja" who never opened his eyes in all the 360 deg communication in its illustrious career...!
Well, it shows...! :/
2) Sridevi syndrome: Value for money syndrome. (Actress sridevi over emotes in all her movies, to deliver value for money). Over doing things and in your face advertising doesn't work.
3)Consumer doesn't think "switchgear"
Understanding wht is relevant to the consumers is important. Believing that the consumers are savvy, educated, well informed and judicious makes you deliver better value.
4) Geetha from Gorakpur syndrome: Every time a new approach or radical strategy is proposed, people have this inherent tendency to to reflect whether Githa from gorakhpur can understand it, without actually questioning the tenet whether every communication or strategy is targeted at Gita frm gorakhpur. Instead of building your communication on the lines of LCM build it on HCF.
Had fun attending this session!
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