Future of Advertising
“kyunki daag achha hai”
It hasn't caught on yet in the U.S., but a global ad campaign for
Unilever's cloth washing detergents sold in INDIA as Surf excel, in France as Skip, and by other names around the planet hailing that "Dirt is Good," is considered by experts to be a perfect example of a new path for marketing in the 21st century.
The marketing push merges memorable images of children
Splashing in mud with a customer-engaging social message, "every child has a right to play and explore." Some claim the ad helped push Singapore to increase recess time at its academics-heavy, stress-inducing schools.
The early success of Unilever's advertising strategy is exactly the type of information that company marketing executives and ad agencies need to discuss as they struggle to develop new ideas to handle the cataclysmic changes in technology and communications. That has altered the ways companies interact with customers. But until now, there has been surprisingly little coordinated effort to re-invent the science of advertising or to rewrite the basic manual of what advertising strategies don't work and which ones do and under what set of circumstances.
The Future of Advertising Project aims not just to change the techniques that advertising managers use, but also to promote broader and more radical changes in style that are possible in advertising, where a running two-way dialog with consumers is not just possible but critical to success. With the public's trust in business so badly damaged in the wake of the economic meltdown, Wind is bullish about the potential for advertising to promote social change, such as with the Unilever push for both cleaner clothes and for child recreation. "Unilever new ad is saying that, in addition to your business message, how can you have a positive social impact?".
To increase its sell companies are more focused on effective advertisement, in the time of meltdown, for which they include social message.
Future of advertisement business is mostly depending on effective and creative ads which have social message. Tata tea ad “Uthoo Nahi Jago” is another effective ad have social message, motivating youth and society, for social cause.
