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BW Businessworld

Cheap Skates

Advertising and PR agencies should publicise freebie events and make some money

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Do you know people are looking for freebies all the time these days?

What do you mean by that?

If there is a birthday party then the person tries to get a sponsor for everything right from the cake to the venue, eats and decorations.

Oh that's great they save a lot of money.

But earlier it was considered a big thing to spend lakhs of rupees on a birthday party?

That may be then, but now everyone is looking for free things.

Yes I have realised that. The other day a millionaire's daughter's wedding was totally sponsored by the venue, decorators, cater, and even the designer of the clothes.

That sounds crazy why?

Because all the sponsors got free publicity and you know how expensive PR and advertising is these days.

Oh yes that is so true. It was clever of the sponsors to think of this idea of getting free publicity.

Also haven't you seen how celebrities and Bollywood stars wear the most expensive foreign brands and then talk about them to the press?

Yes I have noticed that. It must cost a lot of money to buy all these expensive clothes, shoes, bags and jewellery.

Not at all, they never pay for what they wear. It's given free to them for the night or they are even paid to wear them and the brands get free publicity.

So I suppose everyone is happy.

Yes that is correct. The other day a restaurant needed publicity for it's opening but couldn't afford to pay all these Bollywood stars to attend.

So what did the owners do?

They tied up with a top fashion brand that provides free clothes to Bollywood stars and beauty queens, so the guest list was very celebrity heavy as the stars and beauty queens attended because of the brand and the media gave lots of free publicity to the restaurant.

Oh that is a really clever way of getting your cake and eating it too.

Even fashion weeks are getting sponsors for the shows so that things are paid for.  But very often it backfires a bit.

How is that possible?

The press never mentions the sponsors' names and only the showstoppers' pictures are printed. At times even the designers' names are missing.

That is really a sad state of affairs when people try to get free things all the time.

That is not all, now whenever there is a celebration of anniversaries, book launches, lit fests, film fests, film awards, beauty contests, even graduations at colleges of fashion, acting institutes, seminars, lectures, workshops, alumni get-togethers, schools, designers' weddings/birthdays, colleges, sports days they are all sponsored.

This is fantastic.

But I feel sorry for the advertising agencies that are losing business. The sponsors get free publicity without advertising.

Well there is a very thin line between freebies and cheap skates. Maybe now advertising and PR agencies should publicise these freebie events and make some money.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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marketing and advertising events wedding party

Meher Castelino

Author is a fashion blogger

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