Date:01/10/2005 URL: http://www.thehindubusinessline.com/2005/10/01/stories/2005100102460800.htm

Back Where disruption leads to better returns

Preethi. J

Bangalore , Sept. 30

DISRUPTION - not in the context of disorder, but as a synonym for breaking the mould, thinking out of the box and revolutionising, is the new catchword in advertising. This is a new phenomenon sweeping across the advertising industry, which might be able to boost your business.

Disruption is about challenging conventional thinking in the market. Not only does this work on advertisements, but also while creating the corporate culture in a company and brand promotion during events.

Great brands need to create a connection to their customers. The fastest way to reach their users is by shaking up their conventional approach to advertising.

By taking a risk with an atypical advertising model, companies will now be able to reach out to a larger customer base than their regular target, said Mr Gavin Heron, Managing Director, TBWA, Shanghai.

A striking example of disruptive advertising is Kerala-based newspaper Malayala Manorama. By calling themselves the top "channel" in the State, they placed the newspaper in competition with TV channels and other media - something that has never been attempted, said Mr Benny Thomas, Vice-President, TBWA, India.

TBWA, an advertising firm, was the first to offer disruption as a service. The company's CEO wrote the first book on it in 1996. TBWA claims to have a proprietary methodology for disruption. Disruption is not about wild, wacky ideas, according to Mr Thomas.

"It is, in fact, the safest route to take when advertising." Disruption will also increase the longevity of a client and will allow ad agencies to charge a premium for the service, Mr Heron told Business Line.

TBWA conducted a workshop here on the future of media and advertising and is currently conducting one on the future of Bollywood.

TBWA also teaches courses on disruption at premier institutes such as Indian Institute of Foreign Trade, Symbiosis, Indian Institute of Technology-Bombay and Faculty of Management Studies, University of Delhi on "Scenario Planning".