Evolution of Advertising: From Selling Products to Building Brands

Subhendu Ray

Over the years, the advertising industry has undergone significant changes, and the it is presented to the public has changed dramatically. In the past, advertisements were seen as a tool to simply sell products and services, but today they have evolved into being an integral part of the brand-building process. This has led to a change in the way advertisements are designed and presented to consumers.

One of the most significant changes in the industry has been the emergence of social media. Social media platforms like Facebook, Instagram, and Twitter have become incredibly popular, and companies have started using them as a cost-effective medium for advertising their products. This has allowed companies to create more targeted advertisements that are designed to appeal to specific groups of people.

Social media has played a significant role in the growth of the advertising industry in India. The number of social media users in India is expected to reach 448 million by 2023, making it an attractive platform for companies to advertise their products. In 2020, the digital ad spend in India grew by 10%, with social media advertising being the second-largest contributor.

Another trend in the advertising industry has been the rise of influencer marketing. Companies are collaborating with influencers who have a large following on social media, and these influencers then use their platforms to advertise products and give their reviews and experiences. This has made reviews and ratings an important part of the advertising process.

According to a report by Influencer.in, the influencer marketing industry in India is expected to grow to INR 2,200 crore (approximately USD 300 million) in 2023.

Storytelling has also become an essential aspect of advertising. Companies are now using stories that resonate with the audiences and create a more emotional impact making their advertisements more relatable. A good brand story draws the attention of potential customers and helps in developing trust, which eventually leads to enhanced brand image.

By telling the story of a brand in a compelling way, companies can create a more significant impact on potential customers and build trust in their brand.

For example, the "Daag Ache Hain" campaign by Surf Excel portrays the message that stains are a part of life and that children should be encouraged to play and explore.

In addition, product placement and integrated advertising are becoming popular in India. Advertisements are being integrated into television shows and movies, creating a more seamless and authentic experience for the audience. For example, in the movie "Dear Zindagi," the character played by Shah Rukh Khan is a therapist who uses a specific brand of tea in his sessions, which helped promote the brand in an authentic way.

Overall, the advertising industry in India is evolving rapidly, and companies are adapting their strategies to stay relevant and effective in a changing market. A unique emerging trend is that advertisements are becoming an integral part of the main story in reality shows, serials, or part of an RJ’s narrative in FM radio channels. This helps to make advertisements more creative and innovative and also helps to build valuable brand awareness in an authentic way.

This is quite evident that the advertising industry has undergone significant changes in recent years, and these changes are likely to continue in the future as well. As new technologies emerge and consumer behavior evolves, companies will need to continue to adapt their advertising strategies to stay relevant and effective. Advertisements that are designed to be emotionally engaging, relatable, and authentic are likely to be the most successful in the years to come.

 

Travelogue: "Vietnam's Socialism Provides Greater Social Security"

 Subhendu Ray

At a time when socialism seems to be losing its essence in India and communal harmony is being greatly compromised, a short visit to Vietnam has given me a unique exposure to a country that prioritizes social security for its citizens. Vietnam, led by a Communist government, has been fighting to develop the country based on socialist ideology since its establishment.

What sets Vietnam apart from other Southeast Asian countries is its focus on social security. Vietnam has a social security system that provides basic healthcare, education, and pension benefits to its citizens. The government is committed to investing in public services, including healthcare and education, to improve the quality of life for its citizens.

Today tourism emerges as a significant factor contributing to Vietnam's economic growth. The improvement in air connectivity between India and Vietnam has made the country a prominent pocket-friendly tourist destination. The country has been able to develop its tourism industry, offering beautiful landscapes, historic sites, and a rich culture to visitors.

During my recent 8-day visit to Vietnam, I saw how the government's commitment to social security has resulted in a strong sense of community among its citizens. People seem to have a deep respect for their government, and there is a sense of unity and common purpose among them. The country's focus on socialist principles has helped create a society where the government is seen as a partner, rather than an adversary, in the pursuit of a better life.

Vietnam's experience shows that socialism can be a viable alternative to the dominant economic model of neoliberalism. While there are certainly challenges associated with socialist governance, Vietnam's success in achieving social security and economic growth suggests that it is possible to strike a balance between economic growth and social welfare.

Vietnam is undoubtedly a unique travel destination with a rich history, vibrant culture, and friendly people. Our trip was filled with fascinating experiences, from exploring the bustling cities of Hanoi and Ho Chi Minh City to discovering the serene beaches of Vung Tau and Long Hai and the tranquil Mekong Delta in Cambodia. The country's economic growth and focus on social security are notable, and the hospitality of its people is remarkable.

One of the highlights of our trip was the cruise ride in Ha Long Bay, which was awe-inspiring. The Thang Long water puppet show was another unique experience that showcased the country's cultural heritage. The military history museum and the Imperial Cathedral in Hanoi provided a glimpse into Vietnam's past, while the Ben Thang market and Independent Palace in Ho Chi Minh City offered an insight into its modern-day lifestyle.

The people of Vietnam are courteous, respectful, and always willing to lend a helping hand. We were impressed by their love and pride for their country, which was evident in the way they maintained cleanliness and orderliness on the streets.

The motorbikes, which are ubiquitous on the roads of Vietnam, are a unique feature of the country. It was fascinating to see how the traffic flowed smoothly without any honking, despite the huge number of motorbikes. However, it is essential to note that traffic accidents remain a significant concern, and the country is taking measures to improve road safety.

As a non-vegetarian, I was excited to try out the local cuisine in Vietnam. While I enjoyed some of their delicacies like pho, coconut tea, and coconut ice cream, I was not entirely satisfied with some of their other famous dishes. Therefore, we had to look for Indian restaurants like Namaste Hanoi, Namaste India, and Banana Leaf.

Our new year's eve at the Walking Street was a memorable experience, and we were amazed to see how clean and tidy the street was, despite the thousands of people who had celebrated there the previous night. Overall, our trip to Vietnam was an eye-opening and enriching experience that left us with many fond memories.

My visit to Vietnam has given me a unique perspective on a country that is committed to socialist principles and is reaping the benefits of its investment in social security. The country's focus on public services, such as healthcare and education, has created a sense of community among its citizens that is inspiring to see. As India struggles to maintain communal harmony and revive the essence of socialism, Vietnam serves as an example of what can be achieved when a government prioritizes the well-being of its citizens.

 

 

Singhu stages a republic of protest

Subhendu Ray

Subhendu Ray

The phrase "United we stand, divided we fall" was first said by John Dickinson, one of the founding fathers of the United States. Today, this phrase can be seen in action at the Singhu border, where thousands of farmers from Punjab, Uttar Pradesh, and Haryana have been peacefully protesting for two months against three farm acts passed by the Indian parliament in September 2020. Despite the lack of adherence to COVID-19 guidelines, no positive cases have been detected among the protesters. The protest has become the largest in human history, with people of different backgrounds and ages coming together in solidarity.

The protest is not without its critics, with some dismissing it as a politically motivated movement to defeat the Modi-led government. However, the Singhu border protest is a testament to India's cultural brotherhood and unity in diversity, which has been compromised by religious intolerance, social inequality, and economic deprivation. The farmers' movement shows a gesture of solidarity and interdependence between groups, extending beyond mere inclusion.

The protesters have shown incredible selflessness and unity, with no shortage of food, shelter, medical aid, and other basic amenities needed for a decent life. Sikh protesters from different parts of Punjab dominate the movement and sweep the roads every hour, keep the makeshift toilets clean, and maintain hygiene while cooking and serving food. Volunteers from across India have come to extend their services for free, providing services like ironing, washing clothes, tailoring, and running makeshift kitchens to feed the revolution. Many have left their well-paying jobs to volunteer at the protest site full time.

The Singhu border protest is not just a movement of farmers but a movement of all Indians. As one protester put it, "This is actually not a movement of the farmers. This is a movement of all Indians." People from different walks of life are fighting for a national cause, inspiring others to stand in solidarity. The protest is a reminder that unity and interdependence are crucial in overcoming divisive times.

Coronavirus: a lifetime lesson for humanity

Subhendu Ray

The COVID-19 pandemic has brought the world to its knees, creating a new normal of fear, isolation, and lockdowns. The human race, once considered invincible, has been humbled by a tiny virus that has taught us a lesson about life and exposed the fall of man. Despite our advances in science, technology, and weaponry, we have become timid and frightened living beings in the face of this pandemic. It is a stark reminder that above all is humanity, none else.

Centuries ago, the poet Sri Chandidas wrote these words, "Shobar upor manush shotto tahar upore nai" which means, “Above all is humanity, none else.” Is it still true? Certainly not. Today, humanity is facing the biggest challenge ever, a challenge of survival, livelihood, and above all global recession. Today, it is proven again, nothing under the earth is above nature.

COVID-19 has exposed the fragility of our human existence, reminding us that nothing is above nature. When the virus first emerged in China, we thought it would not impact India much, but it came with a vengeance, turning our nation into a valley of death. Locked in our homes, we are all struggling to survive, whether rich or poor.

The pandemic has humbled us, teaching us several lessons along the way. We have learned that money cannot buy everything, especially not life. We have learned to appreciate the simple things in life, like the beauty of the natural world. We have also learned that science is above faith, beliefs, and religion. In the face of a pandemic, we are all simply helpless humans.

Despite the despair and uncertainty that COVID-19 has brought, there is hope on the horizon. Many nations, including India, have claimed to have developed a vaccine that could bring an end to the pandemic by early 2021. This pandemic has been a great teacher, reminding us of what is truly important in life and forcing us to reevaluate our priorities.

As we look to the future, we must remember the lessons of COVID-19 and never forget that above all is humanity. We must come together as a global community to ensure that the world is better prepared for future pandemics and that we do not repeat the mistakes of the past. We must learn to live in harmony with nature, rather than trying to dominate it and embrace the values of compassion, empathy, and kindness. In the end, it is not our power or wealth that defines us, but our humanity.

Hairy tail

Subhendu Ray

Hair loss is a common problem that many people face, and they often wish they could reverse the aging process that has naturally taken a toll on their hair growth. However, for many individuals in certain parts of India and Bangladesh, hair loss is a blessing. This may seem strange, but it is true. In this blog, we will explore how hair loss is earning a livelihood for hundreds of families on both sides of Indo-Bangladesh border.

Cross border smuggling of hair has become a new trend in some villages of North 24 Parganas, Murshidabad, and Nadia districts in West Bengal. Hairs are either smuggled from Bangladesh or collected from bordering Indian villages and sent to many wig manufacturing units. Hundreds of people, mostly women, in bordering areas in Bongaon sub-division of North 24 Parganas in West Bengal are actually surviving on lost hair.

According to Palashendu Roy, convenor of Charuigachhi Light House Society, a community-based NGO in Bongaon that works on border issues, “Many people who were involved in cattle lifting and human trafficking before the border was fenced, have started smuggling hair from Bangladesh.” Karimpur 1, Karimpur 2, and Hanshkhali are some of the districts in Bangladesh from where hair gets smuggled to India.

“It is easier to smuggle hair from Bangladesh as BSF men generally do not harass them for smuggling of hairs. Besides, it is also easier to throw them over the fences as the sacks full of hairs are very light in weight,” said a hair smuggler, who requested anonymity.

Hairs are collected from many villages in Bongaon subdivision, including Charuigachi, Boaldaha, Kalmegha, Aropota, Arshingri, Tangra Colony, Sutia, Bashghata, Banglani, and Begamgram villages.

“We have hawkers who collect hairs of women from many villages bordering Bangladesh. They buy a kg of hair for Rs 1000 to Rs 1200. However, for less than a kg, one has to exchange them with kitchen utensils. Finally, these go to wig manufacturers for Rs 1800 to Rs 2000 per kg,” said Palash Chattarjee, a hair dealer of Bongaon.

Collecting lost hairs of women and selling them to wig manufacturing industries in Murshidabad, Beherampur, Lalgola, and other parts of the country has become a lucrative business in these bordering villages, said Toyeb, a hawker.

Sulata, a villager from Tangra Colony in Bongaon, said: “For the past three years, we are living on lost hairs. More we lose, more we earn.”

Hair loss is a source of income for many families in these areas. It is essential to note that this practice is not only illegal but also exploitative of women's bodies. Hair smuggling is just one of many illegal activities that occur at border areas. Such practices often lead to exploitation and harm to vulnerable people.

Hair loss, a common problem for many, is a source of income for some. Hair smuggling is an illegal activity that occurs in certain parts of India and Bangladesh. Although it may seem like a strange practice, it is a harsh reality for many people. It is crucial to find alternative, legal sources of income for these communities and discourage such exploitative practices.

Chitmahals Become Safe Haven for Militant Groups, Threatening Regional Security

Subhendu Ray

The Indian enclaves, also known as Chitmahals, along the Indo-Bangladesh border have become a safe haven for Indian and Bangladeshi militant groups due to their unique geographical setup. The enclaves are surrounded by Bangladesh on all sides, making them detached from the Indian mainland, and therefore inaccessible to Indian police. At the same time, since these enclaves are legally part of Indian territory, Bangladeshi forces are also bound to stay away from them. This peculiar geographical setup has made these enclaves the perfect location for militants to set up training camps.

Intelligence reports suggest that there are about 130 such enclaves that have become the go-to spots for militant groups like the Kamtapur Liberation Organisation (KLO). The militants operate with impunity from these enclaves and often organize attacks that have led to the displacement of residents of nearby villages. Despite this, the Indian government has been reluctant to address the issue and has failed to provide basic facilities such as citizenship, voting rights, education, healthcare, and social security to the residents of these enclaves.

Moreover, the political parties of Bangladesh have been demanding a full-time open corridor for Bangladeshi nationals through the Teen Bigha corridor, which was established in 1992 to allow Bangladeshi citizens to cross it. However, despite increasing demands from the Bangladesh government, the Indian government has allowed only a 12-hour window for crossing the corridor. Bangladesh has also refused to allow a 3-km long Tetulia corridor for Indian nationals, causing further tensions between the two governments.

The situation is complicated, as the deprived Chitmahal dwellers are caught in the middle of this dispute. While the militants continue to operate from these enclaves, the residents of these areas are unable to access basic facilities and live in constant fear of attacks. The Indian and Bangladeshi governments need to focus on addressing the issues faced by the residents of these enclaves and come up with a solution that would prevent the growth of militant activities in the region.

The Indian enclaves along the Indo-Bangladesh border have become a hotspot for militant activities due to their unique geographical setup. The Indian and Bangladeshi governments need to focus on the residents of these enclaves and come up with a solution that would prevent the growth of militant activities in the region. It is time for both governments to work together to ensure the safety and security of the residents of these enclaves.

Policing via social networking

The latest updates on Delhi's traffic condition are just a click away now. Delhiites can get in touch with the Delhi Traffic police through popular social networking sites such as Twitter and Facebook.
By logging on to Twitter, you can get to know about the con- dition of Delhi traffic, which roads you should take and which to avoid, to reach your destination.
By logging on to Facebook, you can share your views on the traffic management initiatives. The rising Internet penetra- tion among Delhiites has prompted Delhi Traffic police to go the social-networking way.
And the innovative idea seems to have clicked.
"People have started com- municating with the traffic police through Facebook and Twitter in bulk," said a senior traffic police officer.
"Through Facebook, we pro- vide information about new plans, initiatives and challenges, and also make the users aware about the traffic situation in the city. Besides, we seek sugges- tions, reactions and views from responsible citizens of Delhi," said Satyendra Garg, Joint Commissioner of Police (Traffic).
"Through Twitter, we update them about events, processions, rallies, road congestion, acci- dents etc. The management of traffic in Delhi during the forth- coming Commonwealth Games is a big challenge as well as a great opportunity," he said further.

The story appeared in Hindustan Times on May 17, 2010.

Link: epaper.hindustantimes.com/ArticleText.aspx?article=18