An explosion of brands, consumer choices, multiplicity of media, squeeze on talent and focus on profit over creativity is posing challenges for the advertising industry. Can it regain its mojo?
They call it Goafest and the branding is apt enough; the annual get-together of the advertising industry is very much a festive occasion, with an incredible number of awards being handed out to the great and good in the creative field. In between the wild partying and bouts of introspection, it’s all very ego-massaging and self-congratulatory—this year, an incredible 419 awards were handed out. (Last year, there were 318). The Oscars, the most watched award show globally, are given in just 25 categories.
Here’s the bottomline: Goafest faces virtually the same problems it did when it was instituted a decade ago. Amidst the bright lights, the vodka shots and the blaring music, what’s gone missing are the marquee ad agencies and industry gurus. Over the years, India’s leading agencies—such as Ogilvy & Mather, Leo Burnett, Creativeland Asia and BBDO India—have boycotted the event for various reasons, not the least being the credibility of the award process and the standard of judging. This year highlighted another concern—the lack of creativity. Goafest 2016 featured not a single Grand Prix award-winner in the creative and media fields. These categories attracted a total of 4,460 entries.
هذه القصة مأخوذة من طبعة April 25, 2016 من Outlook.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة April 25, 2016 من Outlook.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Wah, Taj
Armed with the steely spirit of Tajness’, the staff members at Taj Hotel in Mumbai put themselves in the line of fire to save the lives of the guests on 26/11
Exciting Breakthroughs in Breast Cancer Treatment
In this interview, Dr. Kanchan Kaur discusses advancements in Indian healthcare, the rise of women in medicine, and critical insights on breast cancer treatment and awareness
Ratan, Ta-ta
Many in the Indian industry think they have lost a moral compass in the passing of Tata
Plutarch's Mine of Poetry
Poet, writer and former IPS officer Keki N. Daruwalla has left behind a towering literary legacy
The Memory Keeper
Much of Han Kang's fiction traces the impact of the violence inflicted on ordinary lives by authoritarians and the burden of historical traumas
A Ploy for Self-Coronation
The ONOE proposal to synchronise elections puts the dynamic democratic process at risk
Time to Abrogate Bitterness
The National Conference's win in the recent assembly elections is a mandate for transformation, not celebration
'We Lose Our House Every Day'
With nearly one in every 100 people in India living under the threat of eviction, the weight of anxiety, fear and confusion has become an inescapable reality
THE PROMISE OF INDIAN MANAGEMENT EDUCATION IN CONTEMPORARY TIMES
The question of whether ‘politics informs economics’ or vice-versa has been looming large for decades now, but has hardly been as prominent and critical as today.
SHAPING TOMORROW'S LEADERS
The Power, Challenges, and Future of Business Schools in India and Beyond
