Creativity? What’s that?!

IIPM: An intriguing story of growth and envy

After reeling under slowdown for most part of the last one year, the Indian auto sector has a reason to rejoice as the recently passed festival season has been the best in terms of banking volumes since the slowdown struck. And to further encash on the frenzy, auto majors have announced a slew of launches in order to ensure adrenaline rush. So be it Chevrolet Cruze, refreshed Honda Civic or Indigo Manza, all are trying to create the desired waves in the industry. The up-coming period is crucial for the auto sector and great emphasis is being laid on advertising to enhance brand visibility. However, a quick look at the TVCs of auto companies gives a sense of deja vu as creatives of most of them are similar. Invariably, viewers get to see similar ads describing the features of the product and when it comes to brand building, creativity comes much later in the picture. Explains Ayyappan Raj, Business Director, McCann Erickson, “You can’t be much different in your approach while making an ad for auto as it also needs to explain the features of the product offering.” Take the case of Maruti’s Swift ad or Hero Honda’s Karizma ZMR ad – both undoubtedly create the desired excitement but are not clutter breaking by any means. But as Raj adds further, “The bottomline is that the ad should be able to get the initial desired volumes.” This makes it all the more imperative for the ad-frat to choose the conservative way.

Pawan Chabra

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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