India: New techniques to build brands

The advent of cheap DVRs and the growth of social media are transforming the advertising and marketing landscape in India, according to the head of Hindustan Unilever.

Speaking at the Goafest 2013 Advertising Conclave, and reported in Campaign India, Nitin Paranjpe said: "We need to start reinventing the model of building brands."

Paranjpe observed that much had changed in the world of advertising in terms of the mediums and the technology. "But at the heart of it, nothing has changed with advertising. How we do it has undergone significant change."

He pointed to the falling price of DVRs. "Once the DVR comes in, there is virtually no ad played at home on TV," he noted. 

Paranjpe also said he thought the price would fall further, potentially to Rs300, and that recording facilities could become a standard feature of set-top boxes. "It's not just possible, it's very likely to happen," he stated. read more http://www.warc.com/LatestNews/News/EmailNews.news?ID=31228&Origin=WARCNewsEmail

One outcome of this trend, he suggested, would be the end of the 30-second TV commercial as the pre-eminent advertising vehicle. 

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