‘Sustained impact is more important’
Deepika Warrier, VP Beverages Marketing PepsiCo India
I think recognition is important and I think recognition comes from the awards. But the million dollar question is what should be recognized. I think as a fraternity we are spending valuable time and energy in recognizing great brand building, and when I am saying brands, it is not CPG or FMCG brands, I mean brands could be people or events too. I think we should be recognizing work that delivers sustained impact which could be in terms of equity, long or short term sales, or something which engages the consumer’s attention, captures their imagination and inspires them. My request to the advertising fraternity is: Let’s not forget the reason why we advertise. Advertisement is being created to communicate the emotional and functional EHQHfiWV RI EUDQGV LQ D FRQWHxW ZKLFK EXLOGV WKH cultural authority or persuasiveness and in a sustained PDQQHU. $GYHUWLVLQJ LV GHfiQLWHOy QRW VXSSRVHG WR mesmerize. Sometimes it can become a little self indulgent in terms of its story telling with some disruptive ideas which shocks the consumers. But ZKLOH RQH-RIIV DUH JUHDW, OHW’V ZDLW IRU WKHP WR flRZHU.