Piyush Pandey: In India, people watch TV for ads

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http://www.firstpost.com/business/piyush-pandey-in-india-people-watch-tv-for-...

The censor board's rejection is minor; rejection by the public damages a brand," says Piyush Pandey, Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia.

In post-reform India, the consumer is surely king. Every product category is crowded which means two things: choice and price wars. While the choice may be welcomed by all, it presents a problem for the consumer—how does he choose and what does he choose?

That's where advertising comes in. Communicating through hundreds of TV channels, radio stations and print publications, brands vie for the attention of the consumer through commercials and print ads.

What is the role of advertising in today's environment? Do brands, in their effort to get noticed and gain market share get tempted to cross the lines of fairness and decency? How can they stay away from this?

Pandey should have the answers. After all, the agency that he heads, Ogilvy & Mather, creates the communication of a basket of products that you buy, including Cadbury Dairy Milk, Vodafone, Fevicol, Indian Railways, Asian Paints, BCCI, ... the list is virtually endless.

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