Do you think FMCG brands provide a greater opportunity to do creative work and also ensure success because these ads get noticed easily?
A. Joshi: FMCG products generally fall into the impulse category of purchase, where the money required for purchasing the product is minimal. From a consumers perspective, the risk involved in making a purchase decision for an FMCG product is less vis–vis the other categories. But in a way, this increases the risk factor for the advertisers and marketers, as the consumers purchase decision is dependent on whether he likes the ad or not. If a consumer likes an ad, he will certainly try the product. On the other hand, if he dislikes an ad, he will start hating the brand, which will again influence his purchase decision. So, this increases the responsibility of the advertising agency to come up with a creative ad that is liked by the consumers. Failing this, the brands sales figures may get affected directly.
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