The Business section of a paper had an article on Lenovo moving its entire Creative development to India.
“This could very well be Indian advertising’s moment of reckoning.
Lenovo, the world’s third largest personal computer maker, has decided to outsource all – repeat all – its international marketing-campaign activities to India, the first time a global corporation has done so. “
Big mistake. Whoever thought India was ‘the’ place to move high end creative work to. It is cheap, no doubt. But its cheap in every sense, cost and creativity too. India is the place to find good Engineers and Doctors. You get it – technical talent. At this point of time, good creative talent in India is not only rare but has completely deserted the media field.
I might be wrong here because there are some Highest Paid Person’s Opinion’s (HiPPO) which are contrary due to which Lenovo decided on this move. The WSJ says, “Mr. Deepak Advani got the idea for the hub because he was impressed by the slick Lenovo ads that Ogilvy’s India team had created for the Indian domestic market”.
I wonder, how can he refer to these ads for Lenovo as slick (just ignore the first 20 secs of the VO at the beginning).
All I have to say to marketers is that India’s time will come in the creative fields. Till then, don’t be penny wise and pound foolish. You are going to spend millions in making these sick ads and then airing them.
