Auto ads should be emotive: O&M

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.

"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.

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.