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By:

Prateek Sethi

1 October 2024 at 3:15:42 am

Too Much Content, Too Little Craft

In the age of user-generated content, Indian automotive brands must rediscover the craft of storytelling amid a sea of visual noise. By 2026, India’s automotive brands are producing more visual content than at any point in their history. Scroll through social-media feeds and one encounters an endless stream of gleaming SUVs tackling Himalayan passes, hatchbacks threading through monsoon traffic, and owners proudly posing beside their new machines. Launch calendars are crowded. Marketing...

Too Much Content, Too Little Craft

In the age of user-generated content, Indian automotive brands must rediscover the craft of storytelling amid a sea of visual noise. By 2026, India’s automotive brands are producing more visual content than at any point in their history. Scroll through social-media feeds and one encounters an endless stream of gleaming SUVs tackling Himalayan passes, hatchbacks threading through monsoon traffic, and owners proudly posing beside their new machines. Launch calendars are crowded. Marketing pipelines rarely rest. User-generated content (UGC) pours in from every corner of the country.   On the surface this abundance looks like progress. Engagement numbers are strong. Real owners are visible. Brands appear present in everyday life rather than confined to glossy advertisements. In a market where purchase decisions are often shaped by peer opinion as much as by engineering specifications, the rise of UGC seems both natural and welcome.   But beneath the sheer volume lies a growing problem. While automotive brands have embraced participation, many have diluted coherence. The result is a visual ecosystem rich in quantity, but increasingly inconsistent in quality, tone and intent. Faked authenticity has been prioritized and often at the cost of craft, clarity, and brand memory. Visual storytelling, once shaped by deliberate craft, has become fragmented.   The next phase of automotive storytelling in India will not be about choosing between professional production and user-generated spontaneity. It will be about learning how to shape both.   The UGC paradox User-generated content has undeniably transformed automotive communication. After all, nothing conveys credibility quite like a real owner describing a long highway drive, or capturing a dusty trail from behind the wheel.   In India, this authenticity carries particular weight as buyers often rely heavily on community recommendations.   Yet, today, brands are encountering what might be called the ‘UGC paradox’ wherein engagement is high, but recall is weak. Content is abundant, yet visual identity is fragile and coherent storytelling becomes harder to sustain. Over time the brand ceases to speak and instead merely hosts.   Part of the problem lies in the relentless pressure to remain visible. Digital platforms reward frequency and algorithms favour those who post constantly. For marketing teams, the temptation to keep feeding the machine is strong.   But brands are not algorithms and visibility alone is not communication. In India’s fiercely competitive automotive market, where mechanical differences between vehicles are narrowing and emotional appeal increasingly shapes purchasing decisions, indiscriminate content production carries real strategic risks.   Endless Content The first is the erosion of premium perception. Even mass-market brands rely on a certain aura of aspiration. When a brand’s feed becomes a chaotic mix of uncurated images and videos, that aura can quietly fade.   The second is the loss of visual distinctiveness. When every manufacturer shares the same kinds of owner clips - cars against sunsets, SUVs splashing through puddles, interiors filmed from shaky phones - brands begin to resemble one another.   The third risk concerns the most important marketing moment of all: product launches. These are events where companies invest heavily in production, messaging and design. Yet when surrounded by a constant stream of casual content, even these carefully orchestrated narratives struggle to stand out.   This is where the older discipline of visual stewardship needs rediscovering.   Production houses and visual-communication specialists were once central to automotive storytelling. Their role was not simply to film cars attractively but to translate engineering, aspiration and lifestyle into coherent visual narratives.   In the era of UGC, their relevance is returning but in a different form. The real purpose of great production lies in knowing which moments to elevate and which to leave untouched; understanding how raw material can be refined without losing its authenticity.   In a content environment saturated with owner footage and community contributions, curation counts. Someone must decide which user stories genuinely reflect the brand’s character and which do not.  These decisions cannot be made solely through dashboards or engagement graphs.   The craft of visual storytelling which is shaped by taste, cultural awareness and production experience remains indispensable. There persists a common suspicion that professional production inevitably undermines authenticity. Many marketers fear that involving specialists will ‘over-script’ reality or sterilise spontaneous moments.   Hybrid Approach In practice the opposite is often true. Modern production is less about control than direction. Rather than replacing real voices, skilled production partners can function as narrative editors. Their role is to translate everyday experiences into stories that carry emotional clarity and visual coherence. A subtle change in framing or a more deliberate rhythm of editing can transform a simple owner clip into something memorable.   This matters particularly in India, where visual cues often carry layered cultural meanings. Aspirational imagery, landscape symbolism and everyday lifestyle markers shape how audiences interpret a brand. Finesse, in other words, is not artificial. It is intentional.   The most future-ready automotive brands in India will not abandon UGC. They will architect around it. This hybrid approach allows brands to scale authenticity without sacrificing identity.   Production houses and visual communication experts play a critical role here in ensuring those voices collectively sound like the brand. Today, the most progressive automotive brands in India will recognize a simple truth that authenticity does not mean absence of craft.   As visual noise increases, brands that invest in refinement, coherence and storytelling leadership will stand apart.   User voices will remain essential, but without expert stewardship, they risk becoming fleeting moments of noise rather than lasting brand equity. And the role of production houses and visual communication specialists, far from diminishing, is evolving into something far more strategic as guardians of quality in an age of excess.   (The writer is founder and creative director at Trip Creative Services, an award-winning communication design house. Views personal.)

History repeating in West Bengal after 17 years

Updated: Oct 21, 2024

History repeating in West Bengal after 17 years

Not very long ago on a scorching mid-October afternoon in 2007 the city was witness to a massive protest rally which had thrown normalcy out of gear. People sweated it out for hours in their vehicles at the seven-point crossing of an important thoroufare without any grudge. Some even got down to join the protestors and lend their voices to the slogan demanding justice for a bright young man, Rizwanur Rahaman, who was found dead on railway tracks under mysterious circumstances. His fault: aspiring to love and marry an industrialist’s daughter.

Rahaman, a computer graphic designer, had sensed what his interfaith and interclass marriage would bring. He sought police help after registering their marriage under Special Marriage Act. But instead of assistance what he got was threats to come out of this marriage and forget the love of his life. The then Police Commissioner of Kolkata, Prasun Mukherjee, known to be close to the industrialist, took matters into hand. Rahaman was under tremendous torment. And what followed was suicide. Mukherjee not only derided Rahaman’s audacity to marry a rich man’s daughter, he justified the industrialist father-in-law’s opposition as natural because of the huge gap between the financial and social status of the two families. Besides, he let his subordinate officers, a trio, to drive the young techie to a breaking point. And all this happened in the Buddhadev Bhattacharjee regime, with the chief minister choosing to lower the blinds.

One sees reflection of the then Police Commissioner Mukherjee in the way the current Police Commissioner Vineet Goyal and the way he handled the case of rape and murder of the junior doctor from the word go.

The victim was discovered raped and murdered at one corner of the seminar room. Not only did the hospital authorities try to pass it off as suicide, the police allowed a lot of discrepancies like registering a case of unnatural death and then lodging an FIR 15 hours after the body was discovered, allowing the scene of crime to be compromised and evidences being tampered. Many of these had come under severe indictment of the Supreme Court. So with time, the cry for justice for the victim also became a cry for removal of the Police Commissioner, who allegedly botched up the case and possibility of a proper investigation to nail down the culprits.

Echoes of similar demand were also heard 17 years ago against the Police Commissioner in the Rizwanur Rahaman case. But realizing public pressure building up against the government and Mamata as the Opposition leader likely to extract political mileage, the CPIM patriarch Jyoti Basu intervened and within a fortnight Bhattacharjee removed the top cop and four other IPS officers. The tension calmed down but by then the invincible Left got a taste of public outrage.

The arrogance that one saw in Buddhadev Bhattacharjee in trying to shield his Commissioner initially has returned amplified manifold. Bhattacharjee was ultimately accountable to his party. All said and done at the end of the day it was the party and its ideology that pulled the strings and not individual leaders, no matter how powerful they were. In the Trinamool Congress regime, Mamata being the be all and end all of her party and government has no one to show her the light. Rather she prefers being her own light. And therein lies the problem.

There’s no one to oversee or overwrite her decisions either in the party or at the bureaucratic level. In fact no one dares to question her judgment.

If she feels in this festive season with Bengalis biggest festival, Durga puja, just a month away, police commissioner Vineet Goyal cannot be relieved from his duties, so be it. If she feels there’s no one to replace Goyal and his intelligence and understanding of law and order, so be it. Rather she thinks Goyal with his vast experience of tackling law and order during festivals is the need of the time. To the growing public demand of the police commissioner’s ouster, she has asked people to be patient.

But patience is running out as more and more skeletons are tumbling out of the cupboard. Every day more and more state Medical Colleges and Hospitals are throwing up horrifying tales of high-handedness and excesses being exercised by a section of medical fraternity, owing to their proximity to the ruling party. Besides, allegations of examination paper leaks, mass cheating, passing exam by bribing appropriate authorities and sexual offences are coming to the fore. More and more women are gathering courage to speak up how pursuing a career in medical science in Bengal is becoming traumatic and in some ways gender offensive.

Even as chief minister prefers patience, the Indian Medical Association and National Medical Council are watching and taking prompt action against doctors involved in corrupt practices, rackets and threat tactics. Sometimes it’s wise to act on time.

Interestingly, justice can take its own sweet time to act but providential justice or poetic justice is sure to strike. And what can validate this better than the way Left’s youth icon Meenakshi Mukherjee lunged forward to stop the hearse of the rape and murder victim being rushed out of R G Kar for a quick and quiet burial of the case. Had not Meenakshi and her comrades created the ruckus and raised questions over a secretive post mortem and a hush-hush cremation, delivering justice would have been impossible. Many are seeing a reflection of the young, fearless gutsy Mamata Banerjee of the yore in Meenakshi. Many are seeing future hope and deliverance.

History is repeating itself. The writing on the wall is all too clear but, as Nemesis would have it, the vision of the power that be is getting blurred, the brain fogged.

(The writer is a senior journalist based in Kolkata. Views personal.)

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