Why advertising needs to spark a dialogue in today's media landscape

The recent resurgence of Malayalam cinema piqued my interest. During an internal meeting, colleagues from various regions were passionately discussing films like ‘Manjummel Boys’, ‘Bramayugam’, and ‘Aavesham’. As a Keralite who grew up watching the classics of the 80s and 90s, I was both surprised and proud. I was surprised that a non-Keralite pegged these movies at a higher pedestal and happy that Malayalam movies have finally crossed the language barrier among the masses. These conversations made me watch all these movies, which I might not have done otherwise.

 This observation sparked a parallel with the advertising world. While video content dominates ad spend (with estimates suggesting 70 per cent of ad expenditure), how often do ads truly spark conversation today? Surely, a brand's core objective is to achieve widespread recognition. However, in a fragmented media landscape where Indian consumers encounter a staggering 1,000-5,000 ads daily (depending on the source), how can a brand stand out unless it becomes part of their daily dialogue?

Consider FOGG's "Kya Chal Raha Hai" campaign from 2014-15. It seamlessly integrated into the target audience's everyday conversations when it was launched close to 10 years back. Fast forward nine years, and replicating that success might be challenging. The reason? Advertising is no longer a linear, one-size-fits-all approach.

This is exactly what happened with the 2023 relaunch of the "Kya Chal Raha Hai" campaign. While it retained the original theme and idea, it failed to capture the same level of excitement among young audiences. My observation of this is because the campaign lacked a presence on platforms like Snapchat and Instagram, where the target demographic is most active. There were no memes, or KOLs, not many activations that were spoken about - essentially, no elements to spark a conversation. For a brand targeting teens and young adults, known for their large social circles, the complete absence of conversation around the campaign signifies a missed opportunity.

Beyond fostering brand meaning, a conversation has a significant impact on brand consideration. Humans are inherently social creatures, and positive brand mentions in everyday conversations, whether on WhatsApp, Instagram, or forums, can trigger a chain reaction. These discussions can lead to further research, create aspiration for the brand, or even purchase decisions. While the underlying concept remains the same, the conversation landscape has shifted dramatically – from offline gatherings to online platforms like WhatsApp, Instagram, Snapchat, and forums. This underscores the critical need for ideas to seamlessly transcend across mediums and platforms. 

In light of these changes, it's worth questioning the continued reliance on traditional metrics like GRPs (Gross Rating Points) and TOMA. Perhaps a more holistic approach is necessary, one that prioritises conversation volume and brand intent/consideration as key performance indicators (KPIs).

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.