Startups are everywhere today. According to a NASSCOM report, India ranks third in the world with 4,200 startups. The country is also the world’s youngest start-up nation with 72 per cent founders below 35 years of age. Taking inspiration from this trend, the advertising world is using the startup concept in several new ads as seen in the latest campaigns by HP and OLX.
The television commercial by HP, conceptualised by BBDO India, plays off the tension between the ‘old soch’ of middle-aged office goers and the ‘new approach’ of young entrepreneurs. With millennials challenging conventions and going beyond the expected, the campaign aims to capture their ‘bend the rules’ attitude.
Josy Paul, chairman and chief creative officer, BBDO India explains, “Technology is changing the codes we live by – at home, at college, at play and at work. We are witnessing a collapse of old hierarchy, and the barriers between work and play are vanishing. The whole idea of an organisation has reversed. We felt this is a different and interesting cultural crossroad to work with. The idea is relevant for everyone.”
The campaign by OLX also showcases the idea-driven millennials with a passion to be successful as two brothers discuss the logistics of starting a new company. Shayondeep Pal, ECD, Lowe Lintas lays out the concept of using startups, “This is OLX’s first buyer-focused campaign and the key task was to remove the stigma around buying second-hand goods without being preachy about it. Our pitch for this message is to the youth of this country. For one of the films, we used young India’s startup phenomenon to capture the go-getter attitude of today’s generation, subtly integrating the efficacy of OLX as a buying platform.”
The Nasscom report indicates that by 2020 there would be about 11,500 startups; employing over 2,50,000 people. Previously, the startup concept was also used in a TVC by Idea where two friends start a restaurant by learning from IIN.
Lloyd Mathias, marketing director, Consumer PC’s, APAC & Japan, HP says, “Today’s youth has a different understanding of life — their heroes are often people who follow alternative paths to great success. Instead of treading the well-worn path of a corporate job, they prefer to tread the road less travelled, thus giving rise to the startup culture. The notion of startup culture works well with our target group because it brings a feeling of aspiration and confidence.”
shubhi.tandon@digitalmarket.asia
(This story was published in BW | Businessworld Issue Dated 14-12-2015)
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