Food, clothing and shelter are a defunct concept. Pizza, Pantaloons and Penthouses are millennial. Humans are not born with these needs. Needs are created by the environment that we exist it and eventually making them accustomed to it. After a series of luring attempts, the buyer becomes a habitual consumer and a brand loyalist.The conventional concept has been redefined beyond the traditional dimensions. A fairness cream and an electric razor would probably not exist in the 'to buy' list if it wasn't for a 'need' that was generated in the potential user. This is an age of innovation where novice and products with far greater utility are constantly being created. Probably, this moment while you're reading this, somewhere in the world a new idea was generated, in someones head which will take form over a period of time.Globalized markets lead to greater availability and requirements which are nurtured through constant reinforcements via ads.
A bicyclist wants a scooter, a scooter rider wants a car, a car driver wants a plane to fly in. We are never satisfied and are always looking to climb up the ladder. Greater aspirations are linked to superiority which can only be proclaimed through a lifestyle shift. Even an epicurean is not the ultimate. As mentioned right in the beginning, this is a vicious trap. What is it that drives to buy products which are more desirable and at the same time try different genre of products? It is what is told, and what is followed. In every society there are people who make trends and those who follow it or so to say, adapt. It is not the survival of the fittest or the fastest but the one, who is most adaptable to change.
Gone are those days when ad's merely occupied print, radio, television and outdoor spaces. This is the era of creativity and daring to be different. The potential monetary sources are increasingly vulnerable and exposed to subliminal advertising. This is a strong impetus to foster action. Marketers have occupied every possible medium, for instance, the digital space, to pass on the message to millions of users. Usage of sounds, repetitions, attractive images, videos, viable content etc. is the new 'how' which is constantly evolving. Marketers all around the worst are in a constant thrust to find 'new' ways which are not quiet in the face!
Advertisers at the same time, are becoming more sensitive towards consumers. Monologue is replaced by dialogue. Communicating the potential benefits is replaced by providing value proposition. Focus is shifted from mere selling to branding for generating loyalists. They are no longer unscrupulous monsters, who are unconcerned with the experiences that they promised to deliver. Brands are repositioning themselves to fit the trends. Ad's are calibrated in manner to meet the purpose.
Ever thought of a life without these ad's? Life would have been much simpler and less complicated in terms of choices. People would have purchased the popular product and been content about their existential state. There wouldn't be any enmity or grieve. Serenity of nature would have been untouched. It would probably, be a Utopian state of existence.
Albeit, market penetration is greater in some markets than the others. The reason being the culture. Advertisers do not only influence but are themselves influenced. They need to change course on the basis of market conditions. A consumer in Punjab would be more likely to be bent overall than a consumer in Kerala in terms of extravagant spending. At the same time arms need to flexed on the basis of how potent would acceptability of a product will be in a certain region. Ad's don't always work if mindlessly thrown out.
Living in a resurgent India, we are evolving towards enhanced consumerism. India also being one of the biggest youth centrist market. Advertising industry cannot be neglected in terms on the impact that it generates. The real villain lies within us that refuses to be plebeian. Ad's just play along the deep rooted sentiments of the society which require a way to vent out.
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