Is the Indian advertising idea becoming 'export quality'? - Part II

(Continued from yesterday.)

Yesterday, we analyzed how more and more multinational clients are using advertising ideas created in India for their communication needs in other countries. Here we look at the reasons behind India's emergence as a pan-regional resource base, and its implications for Indian advertising.

To begin with, a lot of this ‘export of ideas' has happened purely due to clients' needs. "This is the result of the fact that more and more MNCs are becoming active in the Asia-Pacific region," Pranesh Misra, director, Lowe, opines. "And it has to do with this globalization trend, this need for a centrally-driven marketing communication. Previously, clients with presence in different countries were happy allowing each country to do their own thing, in isolation. But now with the clients themselves getting networked better, they are asking, why reinvent the wheel every time? If something has worked well in this market, why not extend those learnings to similar markets."

Similar markets. That explains why almost all the export/adaptation of Indian ideas is limited to South East Asia and other emerging markets. "Clients are looking for ideas that can travel," says Sorab Mistry, chairman and CEO, McCann-Erickson India. "Exportable ideas and mnemonics that can be communicated simply across similar markets." He adds that MNCs no longer see New York and London as the polestars for developing markets "simply because in India, you have a good example of a market that is going through the same stage of evolution. India is certainly a ‘point of light' for advertisers."

The point is, what is it about Indian advertising that instills confidence in multinational advertisers? The answer lies in better people and better processes. "India has the experience, the resources and the creative talent - just what clients are looking for," says Arvind Sharma, managing director, Leo Burnett India. It also has to do with the client's target audience. "Ten years ago, advertisers were targeting the top-end consumer across most developing markets," explains Misra. "But now, they are looking at the masses. And historically, India has a very good understanding of the mass-based consumer. We know what works. And our knowledge base is now coming in handy."

But it's not as if India is the only country in the region that has sold to the masses. China, and, to a lesser extent, Thailand and Vietnam, have been doing the same. "The Indian thought process is better tuned to the idea of a global village," counters Mistry. "We have the strength of talent because of good business schools, and we have the strength of the English language."

Mishra agrees. "We have better strategic orientation because we have recruited better talent. In most South East Asian countries, a lot of the advertising is actually driven by expatriates from evolved markets. So while they do have very sound knowledge of the top-end, the mass communication may not be on target." The irony of this is that the advertising from some of these South East Asian markets (Thailand, for instance) has actually won accolades at various international award juries, including Cannes. "Yes, they might be winning awards for individual pieces of work, but how many of them can create advertising that gets under the skin?" asks Mistry.

Interestingly, opinion is strongly divided over the extent to which India's performance at global awards has any bearing on this. Some believe that a multinational client bases his decision on how creative the agency is, which is based on the agency's showing at awards. "From a global perspective, according creative responsibility is basically a reputation game," feels Sharma. "The stronger an agency's creative reputation gets, the more the client will entrust responsibility. In India's case, it is driven by our performance at award shows, which is why we should continue to push our reputation here." Sharma believes that an agency's track record on market performance (in localized markets) has a lesser role to play, however impressive that track record might be.

Mistry doesn't agree one bit. "Winning awards is good for the agency, but clients want ideas that work in the mainstream, that's all," he is emphatic. Misra too is clear that market results are the only way agencies can get recognition. "Awards tend to look at creativity in isolation of the market conditions and the brief," he says. "Awards recognize craftsmanship. Clients want results."

Nishi Suri, executive director & head of Mumbai office, O&M India, believes it's actually a bit of both. "Winning awards is a great platform for recognition," she says. "There's a lot of prestige attached, no matter what people say. Clients do look at you with renewed interest, for they think you are capable of doing good work. But awards aren't the only things - you have to prove your idea works in the market. But yes, awards certainly open the door."

Whatever be the reasons, the fact is that, in a small way, Indian ideas have started making an impact on regional advertising. And that calls for applause. So will this trend grow in strength in the days to come? Everyone thinks so. "We have outstanding people here, so I am sure the trend will grow," Sharma is confident. "We just have to keep doing better work."

"This is a very healthy trend, and it reflects our growing creative and strategic skills," says Madhukar Kamath, managing director & CEO, Bates India. "With India doing better in terms of business, people and awards, client confidence is gaining. And as stronger ideas get developed here, more respect will come. I can surely say that individual agency offices in India are coming along as a potential centers of excellence vis-à-vis advertising."

"As far as media is concerned, I can say we are far ahead," feels Arpita Menon, head of Lodestar Labcenter. With the kind of talent we have here, we can develop stuff that is conceptually strong across the world. We stand a very good chance in the area of research. Already, ANALYTICi (FCB's worldwide enterprise offering technology-driven solutions for iCRM) has shown interest in doing things together."

"We seem to have the right bent of mind. India certainly seems to be developing as a creative hub for the Asia-Pacific region," Misra agrees. "And our reputation will build on this."

To which Suri adds, "Our talent is being recognized globally, so in the next few years, global companies might want to use Indian agencies to lead brands out of India to non-US and non-European markets. I certainly see that possibility, that too at a stage when it is more than just a glimmer of hope." © 2002 agencyfaqs!