Mediature

Every advertiser, every marketer Irrespective of the campaign budget, wants that his campaign should be disruptive. Something which has never been done before which will catch the fancy of the consumers and create buzz. Every piece of content must go viral. And the managers from agency brief many publishers/partners as well as try their own hand at making the campaign unique with a pinch of innovation and impact. And no reward for guessing that most of the time the outcome is not as expected. The way it works is a brand manager wants to max out their agency on the role. The agency guys, bombarded with big ticket ideas from partners feel frustrated due to low budget and end up just doing the tick work. In this hustle bustle the brand positioning and the consumers it wants to engage with is  made to sit on the last bench. It just becomes a cheap shiny golden feather which must be worn not for the consumers but for the stakeholders and the aam janta at large. A...