Unit 4: Hutch Ranga Shankara Theatre Festival Campaign (India)

 

 

 

 

    

Campaign at Java City 

 

 

I found this Campaign really helped me understand about the theories of

communication such as Cultivation theory and Agenda setting function.

(The story of how the campaign started and its results are posted

above).

·         Agenda setting function:

Ogilvy & Mather (India), the media agency who has created this advertisement, has succeeded in increasing the importance of the ‘interest in theatre’ issue in public’s mind through repeating the ads with the ending message “For more drama come to the Hutch Range Shankara Theatre Festival.”

A media’s influence depends on public’s direct experience with the issue and whether it is obtrusive or unobtrusive. In this case Ogilvy is an expert. The media created a campaign with real life incidents and filmed them with hidden cameras. This provided the target audience direct interaction with the campaign, therefore, they remember the ads. Not only the witnesses were influenced, the ones who watch it through TV were also convinced because the campaign does not look like a stage at all. Moreover, the audience has the right to choose to come to the theatre or not. In other words, it is unobtrusive, thus created more effect among the audience.

·         Cultivation theory: Resonance

Ogilvy also did a good job in getting the target audience’s attention through making the ads matching their daily life experience. Indians are extremely curious about other people’s lives; therefore, creating something that raise up their curiosity would be a wide strategy. Ogilvy hence created a “double dose” effect on their audience.

More amazing to know that this campaign only cost Ogilvy & Mather, India $625, but its results are unbelievable.