Endorsement
Infringement…
Our
life is filled with media and endorsements. Day in and Day out we have
endorsements related to all the things of our lives. From morning tooth paste
to night’s sleeping mattresses, we have media suggesting us how, when and what
to use and what not to use. As a customer we are bombarded with so many choices
that it becomes difficult to lead an otherwise simple life.
The
things doesn’t get simpler with our favorite media personalities endorsing the
products which we otherwise are not satisfied with. This throws the customer in
a major dilemma. Our evergreen stars like Amitabh Bachchan and Aishwarya Rai
ask us to invest in Gold, the next minute we have Akshay Kumar asking us not to
keep the Gold at home instead to take a Gold loan. Confusion!
A
daily customer has to go through a difficult decision making for purchasing a
commodity. Toothpaste to be taken as per the suggestion of Madhuri Dixit or
Sonam Kapoor. Morning breakfast go by Bipasha Basu or Deepika Padukone. Wear myntra
or yepme or flipkart. Travel by Shahrukh’s Hyundai, Ranveer Kapoor’s Maruti or
Akshay’s Honda series which provide 60kmpl mileage. It’s not only the
commodities that the celebrities have a say about. They also effect the
personality of the customer by providing them solutions for personality
development. Shahrukh Khan’s fair and handsome ad showing how he has become the
King of Bollywood with the help of the cream, how Horlicks helps in increasing
the height and development of the brain of the children, how wearing Raymonds
will give you a rich attractive look and driving Maruti Ciaz will induce the
crowd to make way for you. The list is
endless and every day you see a new ad and a new product in market just adding
on. Some ads also show how the human emotions can be maneuvered like Airtel
which shows how you can impress your father to get you a free coverage, how a
wife can compel her husband for an anniversary gift, how the daughter in law
can win the mother in law’s heart by a dish washer etc.
The
ads will be in full swing when there are any so called special occasions.
Valentine’s Day is the best example to see how much advertisements have created
an impact in our lives. Before, hardly anybody used to know the importance of
February 14th in the calendar. But today, we have 7 days before
February 14th jotted on the calendars. Rose day, Teddy Bear day,
Chocolate day, Ring Day and finally the big gift varying from diamond, gold,
electronic gadgets and recently even homes. These are just some examples of
marketing gimmicks which have influenced the crowd’s mind that this is how
Valentine’s Day is to be celebrated. This lands the lovers in trouble to shop
because by doing otherwise they should be ready to face the wrath and also be
questioned of the intensity of their love for their beloved.
We
also have some informative advertisements which contains message for public such
as Polio drops day, Cancerous effects of Smoking, Aamir Khan’s mehmaan bhagwaan
samaan campaign and others. Some really do stress on the current issues like
saving water, electricity for future generation, Vidya Balan endorsing the
importance of having a lavatory at home for cleanliness and hygiene, right to
education for all children etc. These type of advertisements do make us wonder for
a minute that whether we are being a responsible citizen.
Advertisement
is a method of marketing which creates a perceived need or desire in the
consumers mind. It is mainly targeted to create awareness to the general
public. However it has gone a step ahead in influencing the daily life of public.
The product companies have to ensure hiring a good marketing or advertising
agency to sustain in the market. Many good products have perished from the
market as they could not advertise the way that impinges the customer mind. The
marketing agencies also started charging the companies a bomb to do the
advertising. Public however is ignorant that indirectly they are being charged
for the advertisement of the product. Pepsi and Coke which hardly costs Re 1.50
we are paying Rs 20 minimum for it. The majority of the extra amount we are
paying towards the advertisements and marketing that the company had to do for
us to buy the product. And it all depends on the mind behind the ad that how
good they can influence the general public to buy, no matter how bad the
product is.
The
advertisements have not been restricted to products and services alone. But it
has gone a step beyond to advertise personalities. Best prototype being our
recent Prime Minister who climbed up the ladder straight from being a Chai Wala
to India’s renowned politician by having the best of PR. The transformation
from Narendra Modi to Brand Modi should be taken as one of the management
lessons for the future budding marketing students. It’s the perfect example of
how to successfully implement a marketing and branding campaign. Advertising
legends such as Ogilvy & Mather's Piyush Pandey, McCann Worldgroup's Prasoon
Joshi and Sam Balsara of Madison World lent their skills at various levels.
Good Advertisement agencies, some Catchy lines like NaMo and Ab ki baar Modi
Sarkar and a personality to carry it, a clear cut combination of marketing
strategy for BJP’s full sweep win in Indian elections. The personal websites of
PM like twitter, facebook spanked the public into getting mesmerized by the
constant updates of his activities. Irrespective of the developments, the step
taken by Modi indeed did strike the right chord leading to the
birth of a leader.
We cannot deny the
pervasive influence of advertisements in our life. Willingly or unwillingly we
are going to get effected by the media and endorsements. One way advertisements
do provide us with the knowledge of different products and services at the same
time we may be subjected to many falsified information. Maybe we should just
have a mentos and dimag ki bathi jalao to thoroughly introspect what we want or
take a mountain dew and go ahead trying different products till we are
successful kyunki dar ki aage jeet hai..
No comments:
Post a Comment