Consumer is more than king!

Interactive advertising is the new buzz in the Indian market and advertisers are trying to connect the consumers in the mainstream. In fact, I believe it has transformed the whole idea of branding and media planning. With increasing influence of the youth, consumers are no longer just the “target audience”, but they actively participate in deciding key advertising strategies.

Advertisers are like incredible dance partners who know when you are going to take a sudden step and how to develop a solid chemistry with you. Recent example of India’s largest watchmaker Titan joining hands with Radio One for their brand’s “Move on” campaign highlights the changing face of advertising industry. I strongly believe that it’s a win-win scenario for both advertisers and consumers. Consumers get a significant brand connection through participation and companies are able to keep an eye on changing trends.

The interactive tilt, which was started few years ago, is becoming more visible now. Companies like PepsiCo, Intel, and Kingfisher have also adopted same strategies in the recent past and I am amazed to see the response by consumers throughout the world. 94.3 FM got more than 5000 SMS and 3000 calls during one week of Titan’s campaign and listeners came up with many innovative ways of using brand’s tagline.

Encouraged with rising disposable income of Indian consumers, more companies are expected to follow interactive strategies in the times to come. As a prospective consumer, no wonder if I get a chance to fly a fighter plane or swim with the whales. Advertisers will be able to create ads based on what consumers want, and not just what clients want. More and more ad contests, brand participation and innovative platforms are set to take the industry to next level. I can foresee the trends emerging out which involve consumers into lasting relationships and give them more choices in terms of interactivity.