effectiveness of advertisement
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their personal aspirations to cloud their business decisions.”
Ad agencies, however, cannot be completely absolved of doing likewise. Ad executives can’t stop gushing when faced with the prospect of working with the likes of Amitabh Bachchan, Shah Rukh Khan or Aamir Khan, and ad filmmakers have been known to overlook the limitations of scripts to get a chance to work with big Bollywood faces.
And the rationalisation arguments can be eye-opening. “We felt that the Titan brand had to consistently innovate. So we signed on Aamir Khan as a simple deviation from the past; as a leader we needed to drive the category,” says Ajoy Chawla, business head, Titan Industries.
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