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Decade in Analysis-Part XIII: Constructive disruption defined the initiative of the advertisement world in the decade gone by

February 19, 2010 2:41:59 PM IST
Enkayaar, Bollywood Trade News Network
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While significant changes were affected in the world of cinema during the last decade, and quite a lot of those momentous changes have been brought into relief by our ongoing series, Decade in Analysis, it also needs underlining that the world of advertisements also in a big way evolved in the decade gone by. It developed affinity with the world of cinema in a big way and quite a lot of professionals from the world of advertisements walked over to the films, while film stars were used in an imaginative manner for promoting social messages.

Impact on Advertisement World from the World of Cinema during the last decade



World of advertisements used the disruption in a very creative manner and build a two-way bridge with the world of cinema during the last decade. Cinema personalities, be it Amitabh Bachchan, Shah Rukh Khan, Aamir Khan or Abhishek Bachchan, all used their charisma to drive home the importance of socially relevant issues.

Pulse polio was a campaign that was floundering in a big way, till the time Amitabh Bachchan decided to add his weight and might to it, and pronto the campaign got a much needed shot in the arm. In the similar manner when Aamir Khan was roped in as the brand ambassador of "Atulya Bharat" programme, his sheer presence contributed in a big way for improving the image of India across the globe. Abhishek Bachchan's ad campaigns associated with Idea were built upon socially relevant issues and it was in a way responsible for setting the social agenda in the public discourse. In the same manner, Sushmita Sen led a band of actors who created awareness about the breast cancer and other complicated health related issues of women.

Graduation of film stars to television in a big way was facilitated by the spread of the dish television across the country and the film stars also found that there could not be a better way to increase the fan following than to associate with the social campaigns. As by its very nature, television is interactive and it has been the catalytic factor for more and more stars joining the campaigns of various kinds to increase their visibility.

With the advent of young breed of advertisement professionals and their sharing space with film stars in ad frames, the decade also saw migration of quite a lot of ad world professionals into the film industry, noted among them being Rajiv Menon, Balki, Santosh Sivan etc. They brought the notion of sharp cuts into the film world in a big way, a feature that describes and defines the advertisement industry. The moment of such disruption in the world of cinema and advertisement indeed can be defined as the moment of "creative disruption". Even the world of music and cinematography was not left untouched by the creative disruption. Be it Kunal Ganjawala or Kailash Kher, they all migrated from singing jingles to becoming full-fledged play back singers.

With the new decade on the anvil it is hoped that the world of advertisement and cinema would bond with each other like a "Fevicol" joint that would be beneficial for both of them.

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