Page 50 - IBT Sept 2021 (1)

Advertising Industry FROM PERILS
TO POWER

What were some of the adverse wall paintings, billboards, leaflets, etc. In Bangladesh,
effects of the pandemic on the traditional modes of advertising will not change too much. Of
advertising sector? How did the course, it will be impacted. In a conversation with some of the
sector respond and innovate in core members of the advertising and communication sector, we
view of the challenges that arose?
What are the lessons the industry are already thinking of whatever way we can move so that we
has learned? remain relevant to the consumer. As I have mentioned, at the
In any adverse situation, the first cut the onset of 2010 and the digital disruption brought on by it has
industry makes is on advertising certainly made an impact causing traditional modes to take a
because its relevance diminishes. This hit. We were concerned about film-making, but OTT platforms
pandemic was a little different, in the have offered the space for filmmakers, actors, sound
sense that the sector took a hit, more specialists et al.
specifically the creative aspect of the
sector took a hit. In person events like Can you give us an understanding of the kind of
messaging and content clients are requesting for?
fashion shows, talent shows were The brand is up for sale. Advertising offers the chance to hype
impacted, reality shows also took a hit.
These shows are sponsored by brands up the sale. Now, during the pandemic, when it comes to
messaging, clients have moved towards socially responsible
and therefore these shows fall within
the parameters of communication/ messaging such alongside. Another thing brands are trying to
do is they are trying to be interactive on social media or digital
advertisement.
Concurrently, the pandemic also drew media. There is a chase for influencers now and these
influencers are now becoming the vehicle for brands to further
people to the screens. It became a point
of engagement. Therefore, media buying their cause. Earlier they were
the big screen or small screen
was not affected which is also a part of
advertising. Another thing brands stars, now the new avenue
for brands are the social
Content on the OTT platform is a major
player in the communication world now. are trying to do is media influencers.

From what we observe, the OTT they are trying to be Can you share some of
platforms have started to flourish. interactive on social the most notable
Nowadays, people are saying that the campaigns Asiatic has
next big platform for advertising will be media or digital undertaken during the
the OTT platforms, e.g. a brand may be media. There is a pandemic?
placed in a popular platform, the chase for influencers At the beginning of the
platform has amassed a big fan now and these pandemic, we did a campaign
following, that brand subsequently gets with BRAC where Kuddus
the relevant visibility. influencers are now Boyatis rendition “Jaina
Asiatic has pioneered the advertising have the mediums changed, but the way in which people work becoming the vehicle Cholen, Maiyna Cholen “
sector of the country. As one of the has also undergone a massive shift. What is a trend in the advertising for brands to further created adequate awareness
market leaders, can you give us an Through the 90s, another round of changes started taking sector caused by the pandemic that about the “dos and don't s”
overview of how the advertising realm hold in the way communication visual advertising was done. is bound to become a permanent their cause. during a pandemic. Then we
has evolved over 50 years? An advertisement meant one entire minute of “promotion of a fixture going forward? Also how did another campaign with
There have been big changes in the brand or service” for television, cinema, or radio advert. Of has consumer behavior changed? popular actor Chanchal
advertising sector. When it started prior to course, there were the cut-down versions of the advert. Peoples’ behavior has undergone Chowdhury, Dilara Zaman, and other Super Stars gave out
my joining, there was a simple way of In the 90s, advertising and communication started to take on change. With prolonged necessity to stay messages to educate people about social distancing, hand
interacting and communicating with people longer forms, especially social communication messaging e.g. homebound, regular things like parties washing and follow other relevant health guidelines. This
– we had press and cinema. Television was if you wanted to tell anybody about health services, family and “in-person” get-togethers have been campaign was done by Asiatic for UNICEF.
there too but in the mid-60s it wasn’t the planning, education – these messages would be achieved minimized. The digital medium is
dominant form of media, but slowly it through protracted campaigns like a drama that would run for getting people together through FB, Does Asiatic use big data in its advertising operations?
became an integral medium for the industry. 52 weeks to ensure viewers were instilled with a message/s in Instagram, Twitter, and Tiktok Do you think such targeted ads will become the norm?
Radio was also an important medium for the each episode. engagements. After the pandemic is Since we do work with notable clients, we do have big data
industry. After 2010, another shift began taking shape in the contained, people will continue relying specialists. Big data allows for very niche customer targeting,
In the studio of an advertising agency, advertising and communication sector when social media on digital media. e.g. say you’re 25 years of age, you are interested in fashion,
everything was done by hand. The layout came into the forefront, and digital communication became a In your opinion will the rise of and you like the songs of Arnob – these metrics can be used to
was made, each word was carefully cut out big player in the market. Till date, this has been the biggest dependency on technology and send a personalized gift. With big data management, you can
and pasted – it was a completely manual shift and the scenario has changed a lot. For advertising, there digitization, will traditional modes translate the information and do targeted outreach.
process that is significantly different from have been waves of change, and where we have landed today of advertising become obsolete? Technology-driven, focused advertising is being generated
how the industry runs today. So, not only Traditional modes include television, through the usage of big data.
is a different realm altogether.

48