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

Devina Joshi | agencyfaqs! | Mumbai, December 05, 2007
It’s no

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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

“Yes, art does imitate life,” says Brijesh Jacob, ECD, Grey Worldwide, who was with Lowe when he conceptualised the Greenply ad. In Greenply’s ‘case’ (no pun intended), Jacob and his team took inspiration from news clippings on long drawn out court battles such as those for the 1993 Mumbai blasts and the Jessica Lal murder. Keeping in line with the Greenply humour, the brand wanted an ironic and satirical backdrop to bring forth the product’s durability concept.

“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

The Indian film industry caught on to this form of cinematic expression a long time ago, but advertising continued to hide behind the burden of having to tell a product story. So, what’s different now?

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

If such an association is so fruitful for brands, why has it not been done thus far? Past ads for Fevicol which had a politician unable to get up from his coveted chair because of the adhesive (signifying his unwillingness), and Brooke Bond tea (showing a woman with strength of character stopping an unfair demolition of premises, and later sipping her 'strong' tea) seem to be exceptions. Also, ads for The Times of India ('A day in the life of India') or Tehelka ('Jhoot Bole, Kauwa Kaate') can be exempted from this debate as the advertised product itself is in the business of narrating the bitter social/political truth. In all, barring some adhoc ads, marketers at large tended to give social issues a miss.

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

Nitesh Tiwari, executive creative director, Leo Burnett, makes nothing of it. “In all probability, it wasn’t a conscious call by the advertiser to feature a social cause as the creative expression for these ads,” he says. Tiwari rubbishes the thought of brands using socially relevant themes for their communication in the long run, as it may end up compromising on the brand’s personality. “Just for an execution or two, it’s okay,” shrugs Tiwari, but he clearly wouldn’t advise brands to talk communalism and politics for too long. “It will make the brand sermonising and, hence, boring and contrived,” he says.

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.

© 2007 afaqs!

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