Shivaji Dasgupta
Over the years, brands have moved unavoidably from the promise business to the delivery business, the evidence of performance superseding the seduction of imagery. This irrefutable development in tandem with the peer-to-peer influence in customer journeys has also redefined the role of traditional advertising â upheld cleverly by Cred and ignored knowledgeably by brands still relying on old-school advertising.
Lest all of the above sounds rather mysterious, let me simplify objectively. Once upon a time, brands were in the business of making sweeping claims, occasionally bolstered by shallow facts and often at the realm of wishful superstardom. A pattern pursued by the legendary Ivory soap, the early years of liquor and cigarettes, automobile giants and even my neighbourhood photographer Sisir Studio â they promised a marital match on the strength of a single pre-bridal photograph in the era of arranged unions. The other day I noticed a celebrity in a prin