And there’s room for more social campaigns…
The
baritone voice of Big-B that endeared millions to Star TV when he was hosting Kaun Banega Croreopati has also enlightened the lives of millions. The marketing campaign for Polio –‘Do boond zindagi ki’, starring the mega star has helped greatly to eradicate polio since 2003 when it was first launched. But that perhaps is just one in a slew of social marketing campaigns that are having a nation-wide impact today, their number having taken a huge leap of 10% just in the first half of 2007 as against 2006 (according to AdEx, India). Priti Nair, National Creative Director, Grey Worldwide, confirmed the same to 4Ps B&M, “There has definitely been a rise in proper social advertising with TV as a big medium.” Amitabh Bachchan tops the list with 65% campaigns in his kitty and other celebs follow the bandwagon closely. But compared to government led advertising in the space, unfortunately those big moolah earners (corporates as well as NGOs) have remained uncharmed by social advertising per se, comprising just 17% of ad-spends in the segment. Explains K.V. Sridhar, NCD, Leo Burnett, “That’s because most social campaigning is by government and the impact is as low as 10%-15%.” He blames the low impact to ineffective content.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
The
baritone voice of Big-B that endeared millions to Star TV when he was hosting Kaun Banega Croreopati has also enlightened the lives of millions. The marketing campaign for Polio –‘Do boond zindagi ki’, starring the mega star has helped greatly to eradicate polio since 2003 when it was first launched. But that perhaps is just one in a slew of social marketing campaigns that are having a nation-wide impact today, their number having taken a huge leap of 10% just in the first half of 2007 as against 2006 (according to AdEx, India). Priti Nair, National Creative Director, Grey Worldwide, confirmed the same to 4Ps B&M, “There has definitely been a rise in proper social advertising with TV as a big medium.” Amitabh Bachchan tops the list with 65% campaigns in his kitty and other celebs follow the bandwagon closely. But compared to government led advertising in the space, unfortunately those big moolah earners (corporates as well as NGOs) have remained uncharmed by social advertising per se, comprising just 17% of ad-spends in the segment. Explains K.V. Sridhar, NCD, Leo Burnett, “That’s because most social campaigning is by government and the impact is as low as 10%-15%.” He blames the low impact to ineffective content.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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