“The crying baby gets the milk.” This old saying is becoming increasingly true in today’s day and age where each brand is trying to outshout the other. On television, it is the cell phone brands, the telecommunication brands and the e-commerce brands which are pouring in money to be heard above everyone else. Outdoors, everywhere you turn you see either a jewellery brand or a housing company brand making its presence felt. Clearly, every category is not in a position to invest these kind of spends to create impact.

So what does a marketer do? I guess what he/she has always attempted to do. Simplistically, create impactful advertising which can cut through all this clutter. To do this, a brand has to have a point of view and not just create good looking ads.

To be effective, the point of view has to be relevant, consistent and has to address an issue relevant in today’s context. It has to have the ability to create conversations, only then will it stand out and take its place in the sun.

The recent Raga ad on television and the Fastrack ad on outdoors are examples of brands with a definite point of view.

(Ronnie Talati is Senior Vice-President & Chief Marketing Officer - Watches and Accessories, Titan Company)

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