'Ads should speak the language of target group'

For effective advertising, it is important to be aware of region-specific choices and tastes and not bank on a universal idea for all target audience, according to advertising industry representatives.

Speaking at a seminar on 'Current trends in advertising', organised by The ICFAI School of Marketing Studies, R Seshadri, director, Anugrah Madison Advertising Private Ltd, said that rural people like simple and straightforward communication.

Elucidating through brands like Samsung, Babool and Asian Paints, Seshadri explained that what might work for the urban audience may not go down well with the rural folk.

"It is important, therefore, to think in the local language and address the specific problems of the target audience through your communication," he added.

Santha John, managing director, Mindset:eyw Advertising Pvt Ltd, explained how different advertising programmes were designed for HSBC based on the kind of audience in each city.

"In Vizag, for instance, a Hello HSBC programme was evolved wherein the target audience was invited to visit the facility with a guardian and experience the working conditions. This was because Vizag had some cultural issues with regard to allowing girls to work at odd hours. In comparison, we used media vehicles like FM radio and outdoor advertising in a city like Bangalore," she added.