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Social responsibility: Are we witnessing a paradigm shift in the ad industry?

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By Rituparna Chakrobarty

A unique trend has slowly emerged over the past few years that is creating waves in the advertising world. The 30 seconds advertisements not only give you a break from the nail cutting scene while endorsing their products but also disseminate a strong social message to the society and its people.

Times are changing

In earlier days the responsibility of creating awareness among people was confined to the Government only. But overtime, this tendency has changed. The private advertising agencies are coming forward and trying to share this responsibility along with the Government.

In the world of globalization, the advertising standards have been changing. With a little humor, the ads connect with the life of the viewer and try to arouse various feelings.

But why should brands choose to include social messages in their advertisements rather than just resort to sensationalism or an appeal to the baser human instincts?

So why do they do it?

The success of Tata Tea group’s “Jaago Re..” has shown the advertisers the power of social messages in ads. Campaigns presently followed by Parle, the Litter campaign and Amul’s butter campaign on World Cup series of 2015 are a proof that including something moral or social can increase the efficacy of ads.

Firstly, such campaigns help the brands come across as a socially responsible and mature. It helps them to prove that they are not merely making profits by selling their products to the consumers.

Secondly, it helps in creating a long lasting impression in the minds of the consumer. The consumers get emotionally attached to the advertisements.

Advertising beyond products

Tata Tea Group (Jaago Re..)

These ads tackle the most crucial and sensitive nerve of the society which we face in our everyday life like corruption, unqualified leaders, disobeying  the rules and regulations and common man’s ignorance to cast the vote. They talk about everyday issues and present them in a clear way.

Parle litter campaign

The commercial was set up to encourage the viewer to use dustbins at public places. Parle also participated in the Swachh Bharat initiative taken by PM Narendra Modi. This ad tells the personified dustbins that ask the people to use them.

 Amul World Cup fever

Utterly-butterly delicious Amul butter has been in the market for more than 50 years and has changed the perception about advertisements. Their recent ad campaign regarding India’s performance in the International Cricket World cup since 1975 till 2015, shows a number of eminent Indian cricket players during various breadth taking matches of the past.

Perhaps the advertisements with something relevant to say have a wider reach and people get easily convinced by them. They portray the brand as something more than just a money minting enterprise but as a socially responsible entity which serves a greater good.

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Gujarat Elections: The Fight to the Finish between Congress and BJP

The counting of votes for the Gujarat elections will begin on December 18 at 8.00 AM

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The Gujarat elections have brought the BJP and the Congress in close contest with each other.
Women on their way to the polling booths in Gujarat on December 9, VOA News

 

  • The Gujarat elections have brought the BJP and the Congress into a close contest over the seats.
  • The exit polls predict a victory for BJP.
  • The counting of votes will begin at 8.00 A.M. on Monday, December 18.

The Gujarat elections, which were carried out in two phases on December 9 and December 14, will finally come to its culmination on Monday, December 18, as the counting of votes will commence from 8.00 A.M. The Gujarat polls, over which seasoned BJP politicians such as Narendra Modi and Amit Shah  have locked horns with the newly appointed president of the Congress, Rahul Gandhi, have been subjected to numerous speculations and predictions, ever since the two political parties have launched themselves into relentless campaigning for the various constituencies.

The Gujarat elections have brought the BJP and the Congress in close contest with each other.
Rahul Gandhi kissing his mother after being elected as the President of Congress on December 16, 2017, VOA News

Congress vs. BJP: Who will Win the Gujarat Elections

The campaign for the Gujarat assembly elections has been a vehement one for Prime Minister Narendra Modi, who has extensively referred to the growth index and other statistical details while enumerating the virtues of the BJP government. His developmental policies, such as the Ujjwala Yojana through which free LPG gas facilities were provide to households below the Poverty Line, have made him immensely popular among the women of Gujarat. Modi’s appeal as the ‘son of the soil’ has earned him support in the urban and commercial hubs of Gujarat, in spite of the brewing discontent over demonetisation and the imposition of GST. The BJP has also succeeded in securing the support of the tribal people of Gujarat, who were previously considered as a stronghold of the Congress.
However, with the trio of Hardik Patel, Alpesh Thakor and Jignesh Mevani, Rahul Gandhi seems to have infused young blood into the Gujarat elections, and has thereby attracted a significant number of young voters. Hardik Patel, with his political acumen has become a potential threat for the BJP, as multiple scandalous tapes of him as well as his aides have not decreased his popularity. In North, Gujarat, Saurashtra and Kutch, people seem to be disappointed with the BJP government, since the much-applauded ‘Gujarat Model’ has failed to solve basic issues in their lives, such as shortage of water.

 

The Gujarat elections have brought the BJP and the Congress in close contest with each other.
Prime Minister Narendra Modi addresses the voters at Kalol, in the outskirts of Ahmedabad on December 8, 2017, VOA News

Gujarat Elections: The Exit Polls

The Gujarat Polls of 2017 have often been hailed as one of the closest competitions faced by the BJP government during its 22 year long tenure as speculations are rife regarding who will win the Gujarat elections. However, in spite of the unyielding campaign by the Congress and Rahul Gandhi, the speculations hint towards another victory for the BJP in the state. An aggregate of nine exit polls in Gujarat show that the BJP is expected to secure 162 seats, while 65 seats may be secured by the Congress.

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Rise of PM Modi and roar of subversive forces

To counter PM Modi opposition leaders are desperately getting aligned with anti-India forces

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Narendra Modi
Prime Minister Narendra Modi (Wikimedia commons)

– By Salil Gewali

If your son makes friendship with the difficult and longtime enemies of your own family/clan then how do you describe him and how do you feel about your future? Will it not be likely to open the door to countless tragedies? But in India, such thing is now being openly celebrated. For past couple of years or more the political leaders of certain parties have been taking the wrong step forward in having closed-door meetings with the leaders of Pakistan/China. What transpires among themselves is obviously against the present government and the nation’s fundamental ethos. Those leaders have often been heard to be sympathetic towards the terrorists or those who “roar against the nation” or against its patriotic values. Yes, those leaders jump forward to defend them who wreak havoc with the “peaceful citizens”.   Some leaders are apologetic that certain NGOs/media/religious bodies should not be harassed in the name of fighting the terrorists and ISIS. This is how country’s leaders defend the dangerous postures of dangerous outfits. Will this trend not invite greater troubles to the nation in future?

One wonders how the apex judiciary of the country just allow the political parties to pour out their pent-up anger before the leaders of neighbouring countries who are always aggressively in the combative mood. Why is the Supreme Court silent on such blatant subversive activities?

Very recently, one senior leader of the national party even scoffed at Prime Minister Modi by calling him a depraved being “Neech”. What are the criteria for one being morally low? Has PM Modi fallen short any standards of the integrity since he works sincerely hard and formulates innovative plans and schemes for the greater welfare of the nation? Well, has he not been constitutionally elected by the people of this country? Why the media is less aggressive and more defensive for those “transgressors” who wield daggers behind the cloak.

Whatsoever be the political dispensation at the center, such open rebellion against the government will not augur well for the nation and its 1.25 billion citizens.

Salil Gewali is a well-known writer and author of ‘Great minds on India’. Twitter Handle @SGewali

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Amul wishes Anushka Sharma and Virat kohli auspicious wedding

Amul made a pictorial representation in which the Amul girl is adorning Anushka and Virat wishing the newly wed couple for their successful marriage.

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Amul wishes Anushka Sharma and Virat Kohli for their auspicious wedding.
Amul wishes Anushka Sharma and Virat Kohli for their auspicious wedding. IANS
  • Amul’s pictorial representation of wishing Anushka Sharma and Virat Kohli for their wedding

New Delhi, Dec 12: Indian dairy company Amul, through an innovative ad, has wished newly weds cricket star Virat Kohli and actress Anushka.

The company on Tuesday tweeted an advertisement where the little Amul girl is seen dressing Anushka’s character, while Virat’s character is seen holding a plate of bread and butter.

The advertisement reads: “Kohli sajaake rakhna… mehndi lagake rakhna. Amul, Vi Rush for maska.”

It was attached to a post caption: “Amul Topical: Much awaited Indian cricket captain — Bollywood actress marriage!”

Virat and Anushka’s nuptials were a close family affair in Tuscany, Italy on Monday afternoon. It was a hush-hush affair at a luxury heritage resort Borgo Finocchieto, a little over 100 km away from Florence. (IANS)