K Subramanian, planning director, Rediffusion | DYR, has been awarded a Certificate of Merit at this year's Annual Atticus Awards, handed out by the WPP Group plc. Subramanian won the Certificate for his work titled 'Aligned Disruption: The Quest For a Differentiated Proposition Through Cultural Understanding', which illustrates the possibility of creating meaningful disruptions in consumer mindspace by understanding the impact of popular culture (in this case, advertising) on category discourses. To establish the hypothesis, Subramanian's award-winning paper 'studied in detail the rational and emotional cues that determine the buying centrifugal of the young Indian male', a press note from Rediffusion states.
Speaking on the achievement, Subramanian is quoted in the press note as saying, "While brands need to differentiate in an extremely competitive marketplace, it is equally important that this is done within the local cultural context, as audiences need to relate to the brand to secure effective buy-ins. This is one of the few instances worldwide where a formal understanding of culture through the prism of advertisements has been attempted."
The Atticus Awards, for record, are given for original published thinking on subjects of relevance to communications services companies and their clients, and are open to all WPP employees worldwide. This, incidentally, is the second Atticus Award that has been bestowed on an Indian advertising professional this year. Kunal Sinha, vice-president - Discovery, O&M India, is also the recipient of a Highly Commended Certificate at this year's Atticus Awards. Sinha won his Certificate for his paper 'Ogyani - Knowledge, Entertainment, Networking'. © 2004 agencyfaqs!