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Indian ads touch upon social issues in order to hit a chord among audiences

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Indian ads
Indian ad promoting their "Touch The Pickle" campaign. Image source: aww.com.au

New Delhi: A growing number of Indian ads seem to be touching upon social issues like gender stereotyping while marketing products, and hitting a chord among audiences.

Why should laundry be a woman’s job? asks a new TV commercial for a detergent. It features the father of a young, working woman who gives voice to inequality in homes.

So are Indian ads coming of age as far as gender sensitivity is concerned? Yes, say many, although there are still those fairness ads that equate success and happiness with the skin tone of a woman. Or a man.

But coming to the ones that have positive messages riding on them, the latest ad of Ariel’s “Share the Load” campaign has gone viral on the social media, a testimony to its popularity. Sharat Verma, associate brand director of Fabric Care, P&G India, said that commercial approach is a part of a bigger movement of making ads that are more purposeful and meet the needs of consumers.

“According to a study by a private agency that we have supported, two out of three children in India agree that washing clothes are only their mother’s job. And 73 percent married women agree that mothers teach household chores to only their daughters, not sons. But ironically, 79 percent fathers would want to get their daughters married to a man who will help with household chores. This campaign, therefore, takes the conversation on social inequality within households forward,” Verma told reporters.

The best ads also avoid a sermonising tone.

Another one that won many hearts was a sanitary napkin’s ‘Touch the Pickle’ campaign. Challenging the age-old superstition that associated menstruating women with ‘impurity’, the ad hit a chord with the masses and went on to win the Glass Lion at Cannes. A new award category, the Glass Lion seeks to honour work that challenges gender stereotype.

Josy Paul, chairman and chief creative officer of BBDO, the agency behind ‘Touch the Pickle’, said that ads with social messages are a response to what is happening in society.

“There are 10,000 videos released in a day around the world. To make your presence felt in such a rush, you have to connect to the audience. We try to identify a conflict, like gender stereotyping or gender inequality in education and resolve it. The brand does well commercially because it touches the people, and the social message also goes through,” Paul said.

BBDO’s ad for Visa Debit Card was another video that challenged one to think of solutions to age-old problems. Set in a village in Rajasthan where girls drop out of school because they have to walk miles to get water, the protagonist purchases sewing machines online, and then gets tailor-made saris for the young women with alphabets on them. This way they can learn to read from each other’s saris while going to get water.

K V Sridhar, chief creative officer, SapientNitro India, says that Indian advertising has come a long way and with people wanting to break norms and challenge stereotypes, the ad world has started reflecting it. “A campaign is all about treatment and if a big brand is able to treat bold concepts subtly, then the message will be disseminated in a better way,” he said. “It will also encourage smaller brands to follow suit,” he added.

Ragini Sharma, an advertising professional, however, opined that ads such as the ones mentioned or which have a social message, do not necessarily imply that change had arrived. “But there is definitely a shift. I mean, for every one ad that touches you or makes you think, there will be three others that, well, don’t. There’s however no denying that movement ads are becoming very popular,” she said.

Paul agrees and adds that the ad world is moving ahead from slogan chanting to becoming platforms of unmet needs. “Honestly, you don’t know what will do well. With social media, you now get the immediate reaction. All you got to do is be as authentic as possible. True empathy creates a following,” he said. (Azera Parveen Rahman, IANS)

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GES 2017 : Ivanka Trump in Hyderabad charms the women centric Global Entrepreneurship Summit co-hosted by India and United States

Being invited by Prime Minister Modi, Ivanka Trump is in Hyderabad for GES 2017. The event is focused on women entrepreneurs from all across the globe, this is the first time GES is being held in South Asian country

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Ivanka Trump visited India for GES 2017
Ivanka Trump in Hyderabad (VOA)
  • Praising Prime Minister Narendra Modi at GES 2017, Ivanka Trump said,”from your childhood selling tea to becoming PM, you’ve proven that transformational change is possible.”

  • Prime Minister Modi emphasising on bilateral relations said,”the GES 2017 event not only connects the Silicon Valley with Hyderabad but also showcases the close ties between the US and India.”

Ivanka Trump, daughter and adviser to US President Donald Trump arrived Hyderabad to attend Global Entrepreneurship Summit, GES 2017 co-hosted by India and the United States. The three-day summit, from November 28-30, is being held at the Hyderabad International Convention Centre (HICC) and Hyderabad International Trade Expositions (Hitex).

Ivanka Trump in Hyderabad
Ivanka Trump, daughter of U.S. President Donald Trump, speaks during the Global Entrepreneurship Summit (VOA)

Ms Ivanka Trump is leading a delegation of senior White House officials and American entrepreneurs. The theme of this year’s summit is ‘Women First, Prosperity for All’ and will include 1,200 young entrepreneurs from different parts of the world, mostly women.

“I encourage everyone here to come together, learn from each other and find new ways to lift barriers in our society so that women are free to innovate, empowered to succeed and able to leave our children a brighter future,” Ivanka Trump told delegates in the event’s opening speech Tuesday.

Ivanka’s appearance with Modi at the opening of GES 2017 was preceded by a bilateral meeting which the Prime Minister Modi described as “wonderful”, before they went out to meet entrepreneurs who showcased their work for presentation. Being women centric event, two of the India’s most powerful women External affairs minister Sushma Swaraj and Defense minister Nirmala Sitharaman were also present.

GES 2017 : Ivanka Trump in India
Ivanka Trump with Prime Minister Modi (Narendra Modi Twitter)

The summit began with cultural events showcasing India’s rich culture. This year’s summit theme clearly demonstrated the commitment of the India and United states to the principle that when women are economically empowered, their communities and countries thrive. India is one of the country where women are at highest pedestals in social and professional life.

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Ivanka also gave credit to the Modi government for lifting 130 million people out of poverty. “Women still face steep obstacles in starting, owning and growing their businesses. We must ensure women entrepreneurs have access to capital, access to networks and mentors,” Ivanka said to loud cheers from a packed enthusiastic audience.

Ivanka’s visit also affirms that the Trump administration sees India as a major strategic partner in south asia and wants to engage with India more. Growing trade and business between India and United States sends a strong signal to the world.

by SHAURYA RITWIK, Shaurya is Sub-Editor at NewsGram and writes on Geo-politcs, Culture, Indology and Business. Twitter Handle – @shauryaritwik

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Facebook, Google, Bing and Twitter Join The Trust Project to Help Users Combat Fake News

In their bid to combat fake news and help readers identify trustworthy news sources, Facebook, Google, Twitter and several media organisations have joined the non-partisan "The Trust Project"

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To Combat Fake News
To Combat Fake News Facebook, Twitter , Google have joined 'The Trust Project'. PIxabay.

San Francisco, Nov 19: In their bid to combat fake news and help readers identify trustworthy news sources, Facebook, Google, Twitter and several media organisations have joined the non-partisan “The Trust Project”.

“The Trust Project” is led by award-winning journalist Sally Lehrman of Santa Clara University’s Markkula Centre for Applied Ethics.

Starting from Friday, an icon will appear next to articles in Facebook News Feed.

When you click on the icon, you can read information on the organisations’ ethics and other standards, the journalists’ backgrounds, and how they do their work.

“Leading media companies representing dozens of news sites have begun to display ‘Trust Indicators’. These indicators, created by leaders from more than 75 news organisations also show what type of information people are reading a” news, opinion, analysis or advertising,” the university said in a statement.

Each indicator is signalled in the article and site code, providing the first standardised technical language for platforms to learn more from news sites about the quality and expertise behind journalists’ work.

“Google, Facebook, Bing and Twitter have all agreed to use the indicators and are investigating and piloting ideas about how to best to use them to surface and display quality journalism,” the university said.

German press agency DPA, The Economist, The Globe and Mail, the Independent Journal Review, Mic, Italy’s La Republica and La Stampa, Trinity Mirror and The Washington Post are among the companies starting to go live with “Trust Indicators” this month.

The Institute for Non-profit News has developed a WordPress plug-in to facilitate broader implementation by qualified publishers.

“An increasingly sceptical public wants to know the expertise, enterprise and ethics behind a news story. The Trust Indicators put tools into people’s hands, giving them the means to assess whether news comes from a credible source they can depend on,” Lehrman explained.

The eight core indicators are: Best Practices; Author Expertise; Type of Work; Citations and References; Methods; Locally Sourced; Diverse Voices and Actionable Feedback.

New organisations like the BBC and Hearst Television have collaborated in defining the “Trust Indicator” editorial and technical standards, and in developing the processes for implementing these.

“Quality journalism has never been more important,” said Richard Gingras, vice president of news products at Google.

“We hope to use the Type of Work indicator to improve the accuracy of article labels in Google News, and indicators such as Best Practices and Author Info in our Knowledge Panels.”

“The Trust Indicators will provide a new level of accessibility and insight into the news that people on Facebook see day in and day out,” said Alex Hardiman, Head of News Products at Facebook.

A growing number of news outlets are expected to display the indicators over the next six months, with a second phase of news partners beginning implementation work soon. (IANS)

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Send Your own Nudes to Facebook to Stop Revenge Porn

Facebook is testing a new method to stop revenge porn that requires you to send your own nudes to yourself via the social network's Messenger app

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Send your own nudes
Send your own nudes via messenger app to yourself.Pixabay.

Sydney, Nov 9: Facebook is testing a new method to stop revenge porn that requires you to send your own nudes to yourself via the social network’s Messenger app.

This strategy would help Facebook to create a digital fingerprint for the picture and mark it as non-consensual explicit media.

So if a relationship goes sour, you could take proactive steps to prevent any intimate images in possession of your former love interest from being shared widely on Facebook or instagram.

Facebook is partnering with a Australian government agency to prevent such image-based abuses, the Australia Broadcasting Corp reported.

If you’re worried your intimate photos will end up on Instagram or Facebook, you can get in contact with Australi’s e-Safety Commissioner. They might then tell you to send your own nudes to yourself on Messenger.

send your own nudes to yourself
Facebook is coming up with a method to prevent revenge porn if you send your own nudes to yourself. Pixabay.

“It would be like sending yourself your image in email, but obviously this is a much safer, secure end-to-end way of sending the image without sending it through the ether,” e-Safety Commissioner Julie Inman Grant told ABC.

Once the image is sent via Messenger, Facebook would use technology to “hash” it, which means creating a digital fingerprint or link.

“They’re not storing the image, they’re storing the link and using artificial intelligence and other photo-matching technologies,” Grant said.

“So if somebody tried to upload that same image, which would have the same digital footprint or hash value, it will be prevented from being uploaded,” she explained.

Australia is one of four countries taking part in the “industry-first” pilot which uses “cutting-edge technology” to prevent the re-sharing on images on its platforms, Facebook’s Head of Global Safety Antigone Davis was quoted as saying.

“The safety and wellbeing of the Facebook community is our top priority,” Davis said. (IANS)