To attract buyers, the automobile industry needed to create advertising that connected with consumer's emotions, said Piyush Pandey, executive chairman and national creative director, Ogilvy and Mather. | |
| Addressing the Society of Indian Automobile Manufacturers (SIAM) annual convention here today, Pandey said most of the automobile advertising was merely an extension of product catalogues. |
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| "Companies are trying to tell consumers about all the technical details of their cars and two-wheelers in a 30-second ad jingle. It is a wrong assumption that every product will make sense to all kinds of people," he added. |
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| In the last two years, the automobile sector, along with consumer durables, has emerged as one of the biggest spenders in the Rs 9,000 crore Indian advertising market. |
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