SELLING IDEAS WITH A HEART

Nagarjun “Nag” Kandukuru

VP – Global South Strategy, ThoughtWorks

DEPICTION OF WOMENIN ADVERTISING

“Women are soft and gentle, but they hit things.

If your wife hits something in a Volkswagen, it doesn’t hurt you very much.”

Millennials offer hope

[Fair&Lovely Ayurveda]

WHAT OTHER ADs CROSS THE LINE?(Causal/tacit sexism?)

SEXIST ADs <-> EVERYDAY SEXISM LINK?

The consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.

““

[Liril: Waterfall]

[Gillette: Solider for Women]

DEPICTION OF RACE /MINORITIES IN ADVERTISING

WE’VE COME A LONG WAY BABY, BUT…

[Popchips: Raj]

WHAT CURRENT DEPICTIONS WOULD APPEAR SHOCKING IN 20 YEARS?

[Tanishq: Remarriage]

[Havells: Hawa Badlegi]

[Google: Reunion]

“SMOKING – CANCER LINK UNPROVEN”

CYNICAL USE OF PR

“FOSSIL FUEL INDUSTRY - CLIMATE CHANGE LINK UNPROVEN”

PR BY VANDALISM

CSR as PR HOGWASH

IMAGE MANAGEMENT

WHAT OTHER PR PRACTICES ARE UNACCEPTABLE?

PREYING ON THE DEFENCELESS(Let’s ponder the consequences)

TARGETTING CHILDREN

BRAND NAMES AND THE TRUTH

ON-LABEL COMMUNICATION

CONSUMPTION IS HAPPINESS?

[Coke: Ummeed wali dhoop]

[Dove: Talk to your daughter]

DECEPTIVE POSITIONING?

MANIPULATION?

CONSUMER PROFILING

PRIVACY VIOLATION?

OTHER HOT BUTTON ISSUES

EXCESSIVE INTRUSION?

ADs ON DODGY TV SHOWS?

UNCRITICAL ACCEPTANCE?

CELEBRITY ENDORSEMENTS GONE WILD?

$28m/year Sub-subsistence wages

BLACKHAT SEO

SHOULD AMBUSH MARKETING BE BANNED?

WHY NOT ALLOW LATE-NIGHT LIQUOR ADs?

No easy answers

• Is subliminal advertising OK?

• Is comparison with an identifiable

competitor OK?

• Is product placement in movies OK?

MEDIA DIVERGENCE OFFERS HOPE

[Lifebuoy: child reaches five]

WHAT COULD YOU DO?

Culture Communication

“I have the right to earn a living!”

“If I don’t do it, someone else will.”

“What can one person do?”

Society

You Client

The only thing necessary for the triumph of evil is for good men to do nothing.

““

Edmund Burke

AN OATH FOR COMMUNICATORS?

WRITE DOWN 3 THINGS YOU WILL NEVER DO

MY PRINCIPLE

SCHOOL OF CHANGE LEADERS?

BEHAVIOURAL ECONOMICS MARKETING ETHICS