An advertisement that fails to connect with its target audience can threaten the very existence of a brand according to ad men who spoke at a forum organized by this program. An advertisement that fails to connect with its target audience can threaten the very existence of a brand according to ad men who spoke at a forum organized by this program. They said some Indian produced commercials broadcast on local TV have not found a cultural fit in Sri Lanka.
Lack of a cultural connection can affect the brands they are promoting.
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“Without relevance and identification, connection and bonding do not take place. If I don’t identify that person or brand to be part of my lifestyle or culture I might remember it but it is not within my life. So in the issue of bonding cultural relevance is a must,” said Ryan Jayatunga, Managing Director, Minds FCB.
He was speaking at a LBR LBO advertising and marketing forum discussing culturally relevant marketing communications.
However a top executive of a local FMCG company also said that localizing every commercial isn’t the solution for building market share either.
He said localizing niche multinational brands would only