There is no match between advertising industry of Pakistan and India except talent and creativity in which the former excels, while the Indian advertising industry with a Rs 118 billion budget is much bigger than the Pakistani industry with a meager budget of Rs 12 billion.
These observations were made at a seminar on "Showcase India and Pakistan", organised by the Marketing Society of the Institute of Business Management (IBM) on Saturday. Speakers and audience at the seminar were welcomed by Academics Director Danish Karim, who explained the objectives of the seminar.
The seminar was arranged to mark the 10-year celebrations of the institute to apprise the students of the modern marketing and advertising trends in India and Pakistan and the role of emerging communications and media.
Associate Professor of Marketing Abdul Qadir Maulvi said the seminar was aimed at apprising the students of similarities in advertising and marking industry of India and Pakistan and how the change in environment mainly in communications was affecting the industry.
He said that earlier there was only one television channel in the public sector, but now several new TV channels had sprung up in the private sector.
The speakers included Farhan Ahmed of Hongkong and Shanghai Banking Corporation; Faisal Wahab of Lariplex; Jamal Mir of Prestige Communications, Sohail Ansar of Mindshare, Zafar Siddiqui of Gillette and Ijaz Wasay of Sui Southern Gas Company (SSGC).
Suhail Ansar said in his presentation that the size of industry depended on the size of economy and that was why Indian advertising and marketing industry was bigger than Pakistani industry.
He said that in Pakistan, the advertising industry started picking up about 10 years ago with the development of economy, adding today the industry had developed many popular local brands.
The emergence of the new TV channels had provided more opportunities of communications and the audience coverage had been greatly enhanced, he added.
The Indian advertising industry made progress because there were management professionals at the helm of affairs of advertising agencies, whereas Pakistan lacked professional management.
To a query, he said the efficacy of the TV channel greatly depended on the quality of programmes because in that case, the viewers did not quickly switch over to another channel.
Jamal Mir, in his presentation, said that few years ago there were no sliver lining in advertising agency in Pakistan, but now a lot of positive work had been done.
He said that marketing background of the people at the helm of affairs was more important than the talent and capabilities for the progress of the industry.
Referring to big names in Indian advertising, he said that new challenges had been accepted in the industry, and added for the first time in the history of Lux soap, a male artiste Shahrukh had been shown in its advertisement.
He referred to many popular Pakistani brands, and said the Pakistanis must learn the advertising and marketing techniques from the Indians.
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