Dharmendra Satapathy

Monday, April 28, 2008

Disruption

In the cluttered environment for today, where everything from advertisements to telecallers to websites to IPL matches are jostling with each other for your attention, it is imperative that unless your communication is not disruptive it will not get the attention being sought. In this day and age human attention is really a scarce commodity. The brand Havells has built their brand in a relatively short period by opting for a media strategy which was around cricket for cricket is the only game which has come close to breaking media clutter and getting a large mass of audience glued together. Having chosen cricket the next good thing to do is to create communication that is interesting and unexpected. In other words disrupt. Their communication around their products comprising of lights, fans, fire-proof wires etc have done fair justice to this theory. Their communication agency seems to have given them good advice for building their brand. DNA Money this morning has carried a story on the father of disruption. I have pasted the story for your reference