Diwali is a big circus for those in the business of selling. It’s the time when the consumer struts around the market with money in her wallet. No marketer can afford to ignore her and no agency can ignore the marketer chasing her. The result: A deluge of festive ads, some good, some not so good and some, no good at all. Yet, Prathap Suthan is touched by the spirit and hard work that goes into making these fireworks
Welcome to the time of clichés. Life is more pleasant, the air is nippy, you can walk a day without scratching itches, and sweat puddles have long since disappeared.
I love this season. I really do. If you are in an advertising agency, or if you have anything to do with advertising, you know this is harvest time. This is when every brand that has any relevance to consumers, will be on its best behaviour and wear its gaudiest smiles.
If you have goodies to sell in the market place, you don’t really want to ignore the ‘I have money in my wallet’ radiance of the zillions who come thronging. This, indeed, is the time of plenty. The great shopping fiesta of this incredible land!
No Scrooges anywhere. Working credit cards everywhere. Homes need to look good, rooms need to look good, bodies need to look good. Clients, meanwhile, discover additional budgets. Well, if they miss the Diwali bus, their balance sheets won’t buzz. Simple!
In all my years, I haven’t had a client who ever complained about Diwali sales. At worst, it would have been just 50% over targeted figures. Not the 200% or the 300% he or she secretly vied for. For advertising agencies, this is when manna can splash down as pretty bundles. Promotions, increments, bonuses, etc., are all dependent on this cornucopia.
Obviously, it doesn’t take a Sherlock Holmes among us to figure out why Diwali holds the encouragement to turn most of us into porky pigs running after rich truffle. Most of the suited-booted multinational boys may not want to admit this, but there’s a basic survival philosophy we adopt at this time.
Every client is a potential spender, and every client has a reason to advertise. All we need to do is to take a triple jump and make an inspired connection before we run off to Mumbai to make the big Diwali films.
I am a prolific sinner, and I have