effectiveness of advertisement
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being scaled down to one ad, expectedly, the Bollywood-based script is the one going into production. “Bollywood won on familiarity.
The problem, many a time, is that what starts as merely a reference point to elucidate things at a presentation becomes integral to the ad. Conjecture.
Some believe the rampant proliferation of Bollywood is a function of the times. “We’re moving towards the celebrity culture, which leads marketers to resort to Bollywood,” says Titan’s Chawla. Sanjay Bhutiani, business director, BR Films, adds that consumers today want to be perpetually entertained, and “advertising too is seeking to entertain rather than intrude”. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
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