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Tag: Manini Contractor

  • Cultural sensitivity in advertising: Navigating diversity in India’s marketing landscape

    Cultural sensitivity in advertising: Navigating diversity in India’s marketing landscape

    Mumbai: India, a country woven with a tapestry of diversity and a melting pot of cultures, presents a unique challenge and opportunity for marketers. Its kaleidoscope of cultures, languages, and traditions necessitates a nuanced approach to advertising that respects and embraces this diversity.

    Showcasing India’s Diversity

    India boasts unparalleled diversity that manifests in its myriad languages, traditions, and customs. From the vibrant festivities of Diwali to the solemnity of Eid, the country is a melting pot of celebrations and rituals that vary across regions. Acknowledging and showcasing this incredible diversity forms the bedrock of effective advertising strategies.

    In-depth market research: Understanding the audience

    Thorough market research is the cornerstone of successful campaigns in India. The significance of understanding the cultural nuances and preferences of a diverse audience cannot be overstated. This research lays the foundation for crafting campaigns that resonate with people from various cultural backgrounds.

    Linguistic diversity: Tailoring campaigns for local audiences

    India’s rich linguistic diversity demands a thoughtful approach to advertising. While standardized national campaigns may have a wide reach, tailored local campaigns resonate more deeply with specific audiences. The impact of language in advertising is profound, bridging the gap between brands and consumers.

    Cultural sensitivity: Respecting symbolism

    Cultural sensitivity is paramount when leveraging symbols and cultural references in advertising. A keen awareness of the nuances within diverse cultures helps in avoiding misinterpretations or insensitivity, thereby fostering positive brand perception.

    The significance of Indian festivals in Advertising

    Aligning advertising strategies with major festivals is a powerful tool for brands in India. Campaigns crafted around festivals like Holi, Durga Puja, or Christmas resonate strongly, fostering emotional connections and positive brand associations. Successful campaigns during festivals have showcased the cultural ethos and values, resonating deeply with the audience.

    The influence of local celebrities

    Celebrities have long been leveraged as a marketing/advertising tool by brands thanks to their stardom and the credibility they hold among the masses. We can even go so far as to say that they have emerged as a driving force in Indian advertising. Their ability to connect with local audiences fosters credibility and relatability for brands. Leveraging local icons helps in crafting narratives that strike a chord across diverse cultural landscapes.

    Inclusive advertising: Narratives and cultural backgrounds

    Inclusivity in advertising involves showcasing diverse cultural backgrounds and narratives. Ads featuring individuals from different cultural backgrounds create a sense of representation and belonging among consumers, strengthening brand loyalty.

    The pivotal role of social media

    Social media and digital marketing play a pivotal role in breaking down regional boundaries. While offering opportunities for brands to connect with diverse audiences, it also poses challenges in maintaining cultural sensitivity in a borderless digital space.

    Cultural representation: Positive imagery and avoiding controversy

    Positive cultural representation is a cornerstone of successful advertising. It involves showcasing cultural elements in a respectful manner while avoiding controversies or stereotypes that might offend certain groups.

    Bottomline: Embrace diversity for long-term success

    The diverse Indian market holds immense potential for brands that navigate cultural diversity positively and responsibly. Cultural sensitivity, when integrated into advertising strategies, not only builds brand credibility but also fosters long-term customer loyalty. Understanding and embracing the multifaceted cultural landscape of India is not just a marketing strategy but a testament to a brand’s commitment to inclusivity and respect. Cultural sensitivity can lay a strong foundation for brands seeking sustained success in India’s diverse and culturally rich marketplace.

    The author of this article is Excellent Publicity strategy director Manini Contractor.

  • Brands boost Ad spending in the festive season and ICC World Cup frenzy: Excellent Publicity’s Manini Contractor

    Brands boost Ad spending in the festive season and ICC World Cup frenzy: Excellent Publicity’s Manini Contractor

    Mumbai: During the ongoing ICC World Cup 2023, brands and advertising agencies are strategically aiming for a strong return on investment (ROI). This World Cup is of particular significance as it is being played in India after 11 years. The extended break has prompted a reevaluation of marketing strategies, pushing brands to innovate and adapt to the changing landscape of sports marketing. Through focused campaigns, partnerships, and creative activations, these entities seek to not only engage passionate cricket fans but also make a lasting impact on the global stage.

    Excellent Publicity, founded in 2011 by Vaishal Dalal and Manan Joshi, is India’s premier advertising agency. It began as a transit advertising agency and later expanded into various offline media. Today, it offers various advertising services, including media planning and buying, social media management, digital marketing, sports marketing, corporate gifting, and influencer marketing. With over 300,000 media options and a network of 10,000 vendors, Excellent Publicity serves businesses in metro cities and tier I and II cities in India, and has set its sights on the Middle East and North Africa (MENA) region, with Dubai as its primary launchpad. The company aspires to become a leading global advertising agency, targeting revenue of INR 125-200 crores within a year and aiming to be listed on BSE NSE in 2029-30, backed by a unique value proposition.

    Manini at the age of 17, I discovered her passion for creativity, and her journey began. With a background in Mass Communication and Advertising from Sophia College in Mumbai, she honed her skills in various media formats. Manini later pursued a Master’s in Advertising and marketing in Toronto, gaining valuable insights. Currently, she works as a media manager in an advertising agency, specializing in sporting events like IPL and PKL, and also serves as a visiting faculty member, teaching creative brand brief development. Her career is a fusion of her love for creation and effective communication.

    Indiantelevision.com in an email interaction with Excellent Publicity strategy director Manini Contractor on the ADEX, spends during the festive and ICC World Cup

    Edited excerpts

    On the festive season coupled with the ICC World Cup been for the brands in terms of Ad Spends, reach, and ROI

    The festive season coupled with the ICC World Cup has been a significant opportunity for brands to increase ad spends and reach a wider audience. Many brands saw a surge in ROI due to increased consumer engagement during this period. Moreover, some brands have strategically aligned their campaigns with cricket events to maximise reach and engagement. The estimated money to be spent by brands during this season is somewhere around Rs. 20 billion, with one 10-second ad spot going as high as Rs. 3 million.

    On brands today dividing their spending between TV and digital

    Brands are increasingly shifting their ad spend towards digital platforms due to the growing online audience. However, TV remains important, but digital channels offer more targeted and measurable advertising options. The division of spending varies by industry and target audience, with many brands adopting a multi-channel approach.

    On ADEX and the brands be stretching their spends

    Ad expenditure (ADEX) peaks during major events like the IPL. Many brands plan to maintain or increase ad spending through the 4th quarter to leverage the IPL’s massive viewership. Advertisers may allocate a portion of their budgets for specific IPL-related campaigns. Notably, there was a record drop in TV sponsors and rise in Digital sponsors in the 2023 edition of IPL and looking at that it is believed that the tide will go on and IPL 2024 will also see a similar trend.

    On brands not depending only on performance but also on traditional mediums

    Brands have started to recognise the importance of both performance-based and traditional advertising mediums. Traditional mediums like print and outdoor are still relevant for certain industries and branding efforts. Moreover, many brands are adopting a hybrid approach, combining the benefits of digital performance marketing with traditional brand-building methods.

    On the comparison to 2022, to the first half of 2023,  and the jump been in terms of Ad spends

    The jump in ad spends can vary greatly by industry, with some sectors experiencing substantial growth while others remain relatively stable. Many brands increased their ad budgets in response to changing consumer behaviours and the growth of e-commerce. Specific percentage increases in ad spends would depend on individual brand strategies and market conditions. The first half of 2023 had the biggest sports festival, IPL, which saw an estimated Ad spend of Rs. 6000 crores.