IAA tells us how advertising can save the economy

• Even as government tries to revive businesses and industry, their efforts are incomplete without advertising that reconnects consumers to their favourite brands, says IAA in its print ads.
• The campaign has been created by R K SWAMY BBDO and will be driven in the media by GroupM as their contribution to the industry and the economy.

The International Advertising Association (IAA) has launched a multi-media communication campaign as a part of its contribution to help revive the economy.


IAA Chairman and World President Srininvasan Swamy, says, “marketing investments provide maximum returns. And it is a well-known fact that advertising provides the vital impetus to the economic engine of every nation. To elaborate, advertising causes an economic chain reaction that (a) generates direct sales and jobs (b) generates indirect sales and jobs among the first level suppliers to the industries that incur the advertising investment and (c) generates indirect sales and jobs among all other levels of economic activity as the sales ripple throughout the economy. And of course, it builds brand loyalty and gives the consumer the right to choose. It is rightly said that in good times it pays to advertise and in extraordinary times, one simply must advertise."

Adds Punit Goenka President India Chapter, "I am very glad this important campaign is being kick-started in India. The creative team has used much-loved brand imagery to bring home the point. This is needed more than ever today. I hope Chapters around the world adapt this idea and use it in their respective geographies.

The campaign has been created by R K SWAMY BBDO and will be driven in the media by GroupM as their contribution to the industry and the economy.