demonetisatrion

Will the slump due to demonetisation be met by a return to consumerism?

New year, new consumer

Business Standard

Wednesday's reports in leading newspapers about a group of ministers mooting a heavy penalty on celebrities for misguided endorsements, thereby holding them liable, has set the proverbial cat among the pigeons. People, who I never expected to hear an opinion from, all had an opinion. "Celebrities are liable; they get such fat fees." "No, no, the clients are liable, they make the real moolah." "But what about the agencies that actually create the myth?" Opinions flew thick and fast... and then lunch got over and they all went back to chasing their tasks.The debate, however, is far from over. Celebrity endorsements are becoming an everyday discussion point between clients and agencies what with the  clutter of advertising and a plethora of undifferentiated products. How does one engage with one's consumer especially when you are the last in line and have really nothing different to offer? A celebrity endorsement can be a short-cut to delivering a message that otherwise may have gone unno

Hemant Misra

Hemant Misra

Hemant Misra

New year, new consumer

Hemant Misra: Why guide when you can penalise?