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Disruption in advertising: a new leaf

Enkayaar, Bollywood Trade News Network
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In the field of advertisement, disruption is the creative change, which builds and further enforces the affinity of the brand with the end user. Indian advertising scenario is undergoing an interesting phase of disruption and the kind of campaigns being aired is an evident testimony about the same. One of the interesting disruptions that has recently happened and which underlines the changing role a girl is having in the family of her parents is reflected through the recent HDFC Standard Life Insurance Campaign where the girl gives the money to her father to buy a new car, and no under currents are associated with this whole process. The message being driven home through this point is that the girl should not be considered a "paraaya dhan", and this is probably for the first time such a campaign has been devised. Apart from helping in building the brand recognition this advertisement would also be considered a significant milestone towards women empowerment. As a matter of fact, HDFC Standard Insurance Life has positioned its brand on the premise of self-esteem to stand out from the crowd.

The second disruption worth mentioning is the Kurkure advertisement featuring Juhi Chawla which is a smart take on the character of Shah Rukh Khan from MAIN HOON NA. No one else could have been able to copy the persona of Shah Rukh Khan and done it in a humorous manner, as Juhi pulled it off. Juhi Chawla in fact is having a charming second life through the advertisement campaigns more so that of Kurkure and the visibility that she is getting is much more than what she had even as an actor. Here disruption is also working in an interesting manner for Juhi Chawla as an actor as well as it has repositioned her as a lady who has a distinct flair for comedy and the campaign that she is associating with is being built around that premise.

It is the power that disruption has in the career of the film stars which is emerging as the catalytic factor for the stars to give precedence to advertisement campaigns as also to give their best shot to the campaigns. The image building that Abhishek Bachchan got through one Idea campaign is a living testimony to the same, as it built around his persona of being a tough character with the heart of a child.

Disruption also has a debilitating effect in the sense that if the star persona dominates that of the character then it becomes really difficult for the star to derive mileage from it. The failure of stars as successful brand icons owes majorly to this fact that the star continues to dominate the story and the brand and not the other way around. No wonder, super stars of the yester years rarely appeared in advertisement campaigns, as the brand image that they had in the prime of their life was difficult to be shrugged aside for the cause of a brand. But these stars, when they mellowed in age, emerged as success stories, and the success that Amitabh Bachchan and Hema Malini have attained in the field of advertisement is a clear pointer to the same.



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