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Covid 19 Presents An Opportunity For A Renaissance In Advertising: Boman Irani

Irani was speaking at the webinar on Celebrity and Brand Business, presented by BW Marketing World and Alchemist Marketing Solutions

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The Indian economy has been hit hard by Covid-19 crisis. Just like all the other sectors, the marketing and advertising industry is reeling under loss too.

At a webinar on Celebrity and Brand Business, presented by BW Marketing World and Alchemist Marketing Solutions, actor Boman Irani said that  covid 19 was a new start, a change that we have to adapt to. He also refused to accept the current scenario as the ‘new normal’ and said that we will find a solution and get back to our previous ‘normal’.

“We have not had great creativity in advertising in many years and this is the time when creative people should write more creative stuff. What happened to the great advertising that we had a few years ago? I think of the times of Subbir, Nomita and Prasoon Pandey’s direction and creativity that took place then. I think we have lost that. Maybe it’s a time when we open up. Let  there be a renaissance in advertising.”

Some of the other speakers on the webinar were: popular actor Taapsee Pannu, Sundar Raman, Former CEO, Reliance Sports & Ex-CEO, IPL, Satayaki Ghosh, CEO, Domestic Textiles, Aditya Birla Group and Swarnim Bharadwaj Global Brand Director, Unilever. 

Taapsee Pannu highlighted how brands’ and businesses’ approach has changed towards celebrities as an endorser of their brands.

“Things have started getting pushed. So, definitely, there will be innovation, not just in the brands, the associations, but also the way, the celebrities are going to present themselves and also in the kinds of creatives. There will be innovation of all kinds at all levels. There will be an extremely aggressive kind of marketing happening or extremely hesitant kind of happening” said Pannu.

She also underlined the growing importance of digital content in the wake of traditional platforms going for a toss owing to covid induced restrictions. “As everybody can see, the digital world is going to be more than ever, after this. Because the television and print will take a little while to get back to normal. I have always felt that – Success is about using the current resources you have in hand and making the best use of it,” added Taapsee.