• Home
• News
• Advertising
• Media
• Directories
• Community
• Jobswitch

• Creative Showcase
• Storyboards
• News
• Interviews
• Account Movements

Why Indian advertising isn’t ‘politically’ correct any more

Recently, a couple of Indian ads have dared to use a political/social reality as the creative backdrop. Controversies which wouldn’t have been touched otherwise are now beginning to make their presence felt in advertising.

It’s no secret that Indian advertising tends to borrow from reality. But there’s a catch: Over the years, advertisers and ad agencies have stuck to the safe version of reality – human insights and, if need be, category truths. Rarely has a brand been brave enough to go beyond its own storytelling space and touch upon the ugly social, political and communal issues that continue to haunt India.

Lately, however, a few brands have drawn on a social/political reality as the backdrop for their communication. Cases in point include the recently launched Idea commercial (featuring brand ambassador Abhishek Bachchan), which has caste differences and a subsequent riot sequence as its foundation. On similar ‘reality’ lines is an ad for Greenply, which is a satire on India’s judicial system, and the Tata Tea TVC, which has a young man questioning a political candidate’s qualifications to govern the country (awakening with Tata Tea, instead of just waking up). So, what’s with the reality check?

Brijesh Jacob

“These issues have always existed; due credit to the clients for supporting such creatives,” remarks brand consultant R Sridhar, partner, IDEAS-RS. “Usually, clients shy away from controversial topics.” Sridhar attributes the rise of such commercials to the evolving Indian psyche, particularly that of the youth. Nowadays, this segment is quite interested in current affairs and their surroundings, egged on by movies such as ‘Rang De Basanti’, or even by the media hyping up things. “Indians now have a more open psyche and willingness to state their point of view,” adds Sridhar, “a phenomenon that is reflecting in our advertising as well.”

The courtroom in the Greenply commercial

Says Sushant Dash, deputy general manager, marketing, Tata Tea, “It’s all about going beyond a consumer insight and looking at the bigger, societal picture in which a brand can operate.” Dash is of the opinion that a lack of awareness of social issues is hardly a problem; it is the inertia that has set in, which a brand should target. In other words, going all preachy on your TG may not be such a good idea. In the long run, Dash advises, it will help a brand differentiate and be socially relevant, if not bring about an immediate revolution of sorts.

A riot in progress, in the Idea ad

Madhukar Sabnavis, country head, discovery and planning, and regional director, thought leadership, O&M India, says, “In the past, ad agencies and advertisers sought solace in broader insights that were close to the product.” He terms the new breed of adverts as “an evolution of creativity”. However, Sabnavis cautions admen to take up causes that are relevant to the category/brand and not force a fit. “A light-hearted or sensitive route is the way to go,” he recommends.

A still from the Tata Tea ad

The man behind the Idea ad – Nikhil Rao (group creative director, Lowe) – comes to the defence of his ‘idea’ with the thought that laughing at our own shortcomings or highlighting a social inadequacy is something every Indian can identify with, which makes this kind of advertising entertaining. “If you laugh, it’s easier to digest a bitter pill,” he says.

It may be fair to conclude that with this new wave of social reality in advertising, perhaps it is not only the Tata Tea consumer who’s awakening – the ad industry may be, too.