Srinivasan K Swamy, CMD, RK Swamy BBDO, in an exclusive chat with Hindustan Times, said the emergence of new media is causing creative disruption and proving to be a great leveller. Swamy will chair an international brand summit in Bangalore this month. Excerpts:
Where exactly is the creative disruption occurring due to new media?
The mobile and internet have completely metamorphosed the media scene, causing creative disruption. This disruption is taking place at three interconnected levels: the consumer, media and technology, through television, the internet, social networking websites, mobiles and others. Brands are increasingly looking at these spaces. There is a much greater challenge for them to stay in touch with consumers. Technology has become a great leveller, bringing about parity products much sooner than before, leading the age of media convergence. The current generation of young consumers in India is similar to that in developed nations.
Have Indian brands realised the potential of disruption as a philosophy?
Digital media are changing the industry paradigm. Earlier it was print, TV, radio or billboards. Now it’s targeted advertising.
Is advertising being re-calibrated?
Increasingly, before making a buying decision, consumers are searching the internet. Digital ad spends too are going up. Social networking sites will become more relevant in 2010. The new age consumer consumes a lot of media and entertainment and receives over 3,000 distinct advertising messages each day. The advertising industry is certainly seeing new times.
We still don’t have a global brand from India. Why?
With more depth in the market besides Infosys, we will have more global brands emerging from India, with 2010 setting the platform for the next 10 years. Indians are not lagging behind... Our journey in the global space has just begun.