High profile head 
honcho of PNC, Pritish Nandy however scoffs at any mention of advertising being associated with truth or reality. “To me, advertising is nothing more than a 30 second recreational capsule designed to provide a breather from the brutalities of India’s newscape. Into this, of course, is insidiously built-in the profit motive.” Warmed up, he offers his views on advertising’s depiction of woman. “It’s very interesting. They throw up two stereotypes, neither of which is anchored in reality! The first is the “firang” model, the sassy and sexy international (Kate Moss?) import who sashays across up-market glossies, Sunday supplements as also our TV screens. The creators of this persona believe that teaming with the brand owners, they can successfully hawk style, attitude and looks because, after all, what you see is where the action is! This leads to the conviction that consumers will surely buy into this image because in today’s globalised India, the Western look, style & pizazz is the flavour of the moment.” This tragi-comical colonisation of their mind, Nandy believes is, mercifully, not shared by the Indian consumer and reflects the ad fraternity’s total disconnect with reality. It brilliantly symbolises what today’s India is NOT!
“The second is the homegrown Kanta Bai / Lalitaji model. This representation attempts to propagate old-fashioned values of thrift and choices. The models also are (consciously) unglamourous, plain, non-threatening, cosy and cutesy hitting the security zone and evoking visions of the virginal, innocent, blissful past. Pity is, that it symbolises India of yesterday, not today! It is a corny and romanticised version that just doesn’t resonate with today’s life and times.”
honcho of PNC, Pritish Nandy however scoffs at any mention of advertising being associated with truth or reality. “To me, advertising is nothing more than a 30 second recreational capsule designed to provide a breather from the brutalities of India’s newscape. Into this, of course, is insidiously built-in the profit motive.” Warmed up, he offers his views on advertising’s depiction of woman. “It’s very interesting. They throw up two stereotypes, neither of which is anchored in reality! The first is the “firang” model, the sassy and sexy international (Kate Moss?) import who sashays across up-market glossies, Sunday supplements as also our TV screens. The creators of this persona believe that teaming with the brand owners, they can successfully hawk style, attitude and looks because, after all, what you see is where the action is! This leads to the conviction that consumers will surely buy into this image because in today’s globalised India, the Western look, style & pizazz is the flavour of the moment.” This tragi-comical colonisation of their mind, Nandy believes is, mercifully, not shared by the Indian consumer and reflects the ad fraternity’s total disconnect with reality. It brilliantly symbolises what today’s India is NOT!“The second is the homegrown Kanta Bai / Lalitaji model. This representation attempts to propagate old-fashioned values of thrift and choices. The models also are (consciously) unglamourous, plain, non-threatening, cosy and cutesy hitting the security zone and evoking visions of the virginal, innocent, blissful past. Pity is, that it symbolises India of yesterday, not today! It is a corny and romanticised version that just doesn’t resonate with today’s life and times.”
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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4 comments:
Today india is truly globalised
like india iipm is also globalised
iipm is the best b school across india
we love iipm because it is great Business school
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