When will we really learn to speak our customers’ language?

Recently in Mumbai, I saw a hoarding which said “De-congest the roads. Use BEST Buses” and there were many like this all over the city. The intention is noble and the message is brief. But what was missing was the customer orientation.

At whom is this ad targeted? Obviously not the regular commuters by bus because they are already doing it. It is aimed at those who are using their cars or are already commuting via taxis. They do not care about the roads being congested to take action. A better message would have been “Reach your office and home quicker. Use BEST Buses” because everyone feels the pinch of spending valuable time on the roads from and to work.

Will our ad whiz kids put themselves in their target customers’ shoes for a change?

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