Marketers Tapping into the Power of Young India
You can see that young India is powerful when you see the umpteen ads on television that are selling products specially targeted to a young demographic. Pick three products that you see continuously on television and you will note that they are all talking to a very young, but a very powerful young India. Power comes when you have the power to make decisions, may they be regarding just yourself, but having that power is a great thing.
Telecom companies are targeting only the youth, because they have the power to switch from one mobile subscriber to another without a thought. Cars are selling to the young urban professional, real estate developers are talking to a very young audience, because this audience has high disposable income and therefore the power to make decisions, unlike their parents at their age.
Large corporate packages and the ability to spend money as per their will is giving them confidence to take charge of their lives. However, while marketers are having a field day, a few of them are using this medium to drive in a dream of social change as well. Tata Tea to start with has a beautiful campaign going on that requests people to stand up and fight against corruption. They are talking to young India, an India can make the right decisions.
Advertising is a very powerful medium, and the people who are crafting it are also very young. They believe in change, so they talk about change. Even Idea cellular takes social messages and conveys them so that the future of this country can be better if you understand what is wrong around you and try and make a difference yourself.
This is not enough though, we have an attitude to perceive advertising as entertainment now, sharing ads of social networks and talking about how funny it is or how creative it is, is what the conversations are limited to. The message is somewhere lost in transit and any amount of bombarding may or may not achieve its objective.
Submitted By :Kanilka Khybri
No comments:
Post a Comment