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Asked
as to what marketers need to do to build brands, Biyani said,
"Brands are ephemeral. Each brand has a lifetime. After
a couple of decades, a brand changes in response to the kaleidoscopic
market. For example, our brand Bare has evolved from jeans
to casual. Perhaps Big Bazaar will also undergo a change in
time."
Dabral,
however, maintained that a brand retains its core values in
spite of the market changes.
The
panelists agreed that celebrities are overused in ads and
that at times such ads fail to build a connect with the target
group. Biyani also admitted that Future Group's association
with Himesh Reshammiya did not work.
In
his parting speech, Dabral said, "We should ignore national
boundaries, and select the right persons for an ad. We need
to treat an ad like a baby so that it enjoys a long, happy
life. All we need is the right attitude both from the agency
and from the client."
The
event also witnessed the presence of a number of luminaries
from the Indian ad industry including ad legend Alyque Padamsee,
Prahlad Kakkar (of Genesis Films) and Piyush Pandey (South
Asia executive chairman, O&M).
The
triumvirate was felicitated by the event's prime sponsor Xerox
India, whose director of production systems group Vipin Tuteja
used the occasion to unveil Wacky Talky 2008, a book
that will feature stories from the ad fraternity.
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