India @75: Vinodhini MU on walking a fine line between being thoughtful & provoking

As India celebrates 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.

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.

“When it comes to the mass Indian mindset, it seems the message from thought-provoking ads have always had to walk a fine line between being thoughtful and being too provoking (for some),” remarked Vinodhini MU, Associate Creative Director- Copy, Chimp&z Inc, in an interaction with Adgully.

While the science- research, stats, and cultural sensibilities behind simple Indian insights hit the mark, commercials are also an art form.

“And what is art if it doesn’t provoke some kind of thought?” she asked.

“Again, examining this view through the lens of positive impact has been a tough one, considering some of our best, need I say, ‘award-winning’ commercials have been met with scrutiny,” Vinodhini said, adding, “Nevertheless, here are a few ads that aim to usher in new thoughts. They are impactful, trigger recall, and convey a strong brand value:

No.1, and a personal favourite, ‘Behave Yourself, India. The Youth Are Watching’ – The Hindu. Up next, we have another one from Ogilvy India, a sensitive subject conveyed in a thoughtful manner, Google Search – The Reunion. Finally, another winner from Ogilvy India for HUL, Lifebuoy – Roti Reminder. It definitely struck all the right chords to inculcate good hygiene, and educate the consumer, even in the pre-pandemic era.”