India @75: Sahil Siddiqui on the unifying force that is advertising

As India gears up to celebrate her 75th year of Independence, we at Adgully are tracing the journey of Advertising and its contribution to the Indian society at large – whether it is bringing about a change in mindsets, or a societal pattern, or empowering different communities or ushering in new thoughts – basically, Soch badal ke rakh diya.

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Our aim is to collate 75 most impressive and significant ways in which Advertising has impacted India over the decades. For this, we are reaching out to the Advertising Honchos of India to share the most significant contributions of Advertising to the Indian society and why they consider them to be important developments. We will serialise the story on Adgully’s website in the lead-up to the Independence Day this year in this special series: India @75 – Through the Advertising Lens.

In conversation with Adgully, Sahil Siddiqui, Vice President, Creative Strategy, WATConsult, highlights two key aspects of Indian advertising – firstly, how advertising started Indians on the journey to be global citizens, and secondly, how we Indians are diverse in location, but connected by preference.

#1 - Helped Indians become global citizens.

Indians have historically been people comfortable with being defined by their collective – family names, village, city, state and even country. This collectivism had been driving every familial and social decision for us. The pursuit of a ‘self-identity’ did not come naturally to the Indian mindset until advertising made it possible. With each print, TV and radio commercial selling things to make your ‘own life’ better. it became possible for Indians to see themselves as distinct and self-centered. This can also be seen as the Indian psyche learning to seek pleasure and comfort, just like the West, and in doing so, advertising started Indians on the journey to be global citizens.

#2 A new way of Unity in diversity.

The size and geographical multiplicity of India have always guaranteed a diversity in beliefs and practices. A famous truism about India says that it feels like you are entering a new country every hundred kilometres. Yet, for a country so diverse, somehow unity has been the defining trait of India thanks to the Independence movement that brought everyone together nationally for a single mission. After independence, it can be said that the only unifying force has been that of advertising, even more than cinema. While cinema would still cater to regional considerations, advertising has been singular in its communication. Irrespective of your place on the landmass of India it can be said with confidence that everyone seeks Maggi, Surf Excel, Colgate and Maruti 800 equally, and in doing so, we are diverse in location, but connected by preference. Unity in Diversity.

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