The age of mediocrity


Mediocrity has become all-pervasive. Is it the signs of time or is it just in my head but I look around and see it everywhere… especially in my profession… not that I have done anything outstanding in the last one and half-year that I have moved back to advertising but hey… I can’t be faulted for that!

Consumer… insights… compelling communication… these don’t matter anymore. It is all about “I have this product… it has just great features and I know that all I need to do is communicate them and people will just line up to buy into what I am selling”. This is not an actual quote but it is the mindset that is driving the communication.

“Designed for Humans” says the tagline of Samsung Galaxy S III… eh what?? Are they trying to say that other phones are¬†for animals? including Galaxy Note and Galaxy S II!

Saw this commercial for Rin the other day… all these women.. with nothing better to do.. gathering up by the hundreds to hear Kaajol talk about yellow fighter (I think it was called that)… So what women is this brand talking to? Seems like this is the only concern women have in their lives… white shirt. It’s a different matter that in today’s office environment, I hardly ever see a white shirt! even my kids don’t have white shirt as part of school uniform!

And of course… the less said about all the deo commercials.. the better…

Vodafone crap during the IPL… Maruti Ertiga commercial full of age old cliches… or the TVS Apache commercial with a tagline – “Scarily fast”.

The consumer, I don’t think is even bothered with the communication anymore… they probably follow the buzz on the web… read reviews… be part of forums and make their choices because those times when the commercial break used to be more entertaining than the program itself are gone…

I could go on and on… but no point to it… self-absorbed is what brands have become and to boost the topline and bottomline, agencies are also churning out stuff that gets the billing…. After all… for the awards, they anyways create scam stuff…

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