MAM
GUEST COLUMN: The harm that good ads do
Mumbai: If you want to greet somebody in the morning, two things are essential. First, you have to say ‘Good Morning,’ not ‘Good Night’ or ‘Good Afternoon.’ And second, you should say it pleasantly. If this combination goes haywire, you won’t get the other person to say ‘Good Morning’ to you, and with a smile.
What to say is the ‘strategy’. How to say is the ‘creative’. Effective communication is a perfect blend of content and presentation.
The job of strategy is to set the message right. And to do that, it has to get the objective right. It should be a precise and well-defined objective. The objective must be in terms of a shift in feeling with reference to the brand in question. And then, to achieve that, the specific message has to be precise like the tip of an arrow. Sharp.
A creative’s job is to say ‘Good Morning’ but in a way that is interesting and engaging. Saying it with a blank face and with a serious voice won’t cut any ice. At the same time, a creative cannot say ‘Good Night’ in the morning howsoever enchanting the way it is said in. Your audience will like the smile and the charm but won’t get that you wanted to greet them with a ‘Good Morning.’
When the strategy is right, it may be basic, it may be obvious, but if it is right, the job of the creative is to engage the audience in a powerful manner. And only an emotional approach can engage the audience in a powerful way. Emotions can be of any kind, including humour, which is one of the most powerful emotions used for communication.
Things start behaving like life when we forget this basic principle. When we create ads that are very engaging but they don’t say ‘Good Morning’ or ‘Good Afternoon,’ they might confuse people but in a very engaging and charming way. The road to disaster is paved with charming ads. God forgive them for they know not what they were supposed to convey.
And while they don’t communicate what they were supposed to, they obviously don’t get the right result, which is primarily contributing to the brand image and secondarily, helping sell the product. When the batsman doesn’t score the runs in spite of hitting some beautiful shots, the selectors start believing that those shots must not be used again. While the real culprit is the strategic miscalculation while executing these shots.
Clients start believing that since these charming ads aren’t working in the long run, charming ads don’t work. They don’t see the bigger picture and become wary of ads that are highly creative. And they go back to dull and boring ads which they believe work for the brand.
We need to understand and distinguish between four kinds of ads:
1. Boring ads based on wrong strategies.
2. Boring ads based on the right strategies.
3. Highly engaging ads based on the right strategies.
4. Highly engaging ads based on wrong strategies, and
No 1) Boring ads based on wrong strategies are certified and guaranteed disasters. Nothing can save them. Everything is wrong with them. Life looks quite pointless after watching them. Something immediately dies inside you.
No 2) Boring ads based on the right strategies are mediocre and will bring average results for the image. Look around, the world is full of them. These are donkeys walking in the right direction. But they are donkeys.
No 3) Highly engaging ads based on the right strategies are the darlings of the industry. Everybody wants them. Though, not everybody recognizes them. There is no debate on these. They build factories.
No 4) These are highly engaging ads based on wrong strategies. These are the good-looking villains which do the real harm. They are like ‘Asurs’ in the guise of ‘Apsaras’. Because of them, you don’t get the message right. They say “Good Evening” in a beautiful voice at 7 am, leaving the audience charmed, confused, and lost.
These ads give a bad name to the really good, charming, engaging, and creative ads. Clients become wary of all creative and clutter-breaking ads. Once bitten, twice shy. The Cred Rahul Dravid ad is the epitome of this category. Highly engaging and disruptive, but leave the audience asking “Arre kehna kya chaahte ho bhai?”
(Kapil Mishra is a brand and creative Consultant at Indiassetz, where he oversees the entire marketing, social media communication, and advertising. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)
Many drivers assume basic coverage is just a formality until an accident involving someone else brings legal notices, compensation claims, and unexpected financial pressure. At that point, the real importance of car insurance becomes clear. A single road incident can quickly create obligations that are difficult to manage alone.
In this blog, you will learn how third-party online cover supports legal safety, what it includes, and why securing it online is a smart first step.
Why Third-Party Insurance is Legally Mandatory
Indian motor law requires vehicles used on public roads to carry third-party liability cover. The intent is to protect the public by ensuring there is a recognised route for compensation when a vehicle causes harm to others.
If a vehicle is driven without this cover, penalties can apply, and the owner may have to pay the compensation amount personally if legal liability is decided against them. This helps ensure that people who suffer loss are not left without support.
How Third-Party Online Insurance Works
When third party car insurance is purchased online, the proposer shares vehicle and personal details, pays the premium, and receives the policy document in digital form. The cover applies during the policy period and provides legal liability protection for others arising from the use of the insured vehicle.
If an incident leads to a claim, the process usually involves reporting, submitting required papers, and following the steps set by the authority handling the matter.
What is Covered Under Third-Party Insurance?
This cover is designed to pay for losses suffered by others when legal liability is established. The response depends on the policy terms, the evidence, and the decision made during the claim proceedings.
Bodily Injury to Third Party
If someone else is injured in an accident involving the insured vehicle, the policy can cover the insured person’s legal liability. Compensation is assessed using medical records and other supporting documents, along with findings on responsibility. Payment is made based on the final compensation amount decided in the case, as per the policy terms.
Property Damage
If another person’s property is damaged, the policy can respond to the insured person’s liability for that loss, within the limit mentioned in the policy. The amount is generally based on documents that support ownership and the assessed repair or replacement cost. Timely reporting and clear paperwork can reduce delays in assessment.
Legal Support During Claim Proceedings
Third-party claims can involve notices, hearings, and filings because they focus on legal liability. Under the policy terms, the insurer may assist in organising documents and managing parts of the defence process through appointed representatives. This can support orderly communication and reduce missed deadlines.
What is Not Covered
Third-party cover is narrow, so some common expenses are excluded. These exclusions are common, but the exact details depend on the policy terms.
● Damage to the insured vehicle is not covered, including repair costs.
● Loss or damage to the insured person’s belongings is not covered.
● Injury cover for the owner-driver or passengers is typically separate.
● Claims linked to use that breaches policy terms may not be payable.
● Contractual promises beyond legal liability are generally not included unless stated.
Why Buying Online Strengthens Legal Safety
Buying online does not change legal duties, but it can make compliance easier to maintain and easier to prove. Digital records also support clarity if cover dates are questioned after an incident.
● Digital issuance can reduce the risk of an accidental gap in cover.
● A stored e-policy can be retrieved quickly when proof is requested.
● Receipts and time stamps help confirm when the policy was active.
● Online renewals can support timely payment and avoid lapsed cover.
● Clear documents make limits and required steps easier to understand.
Conclusion
Third-party liability cover is a direct step towards legal protection because it covers losses suffered by others when a vehicle causes harm. It supports compliance and reduces the risk of penalties for uninsured driving. Buying online can help keep policy documents, dates, and receipts easy to retrieve during checks and claim proceedings. When the cover’s scope and exclusions are understood in advance, it becomes easier to stay compliant, prepared, and confident on the road.
