tag:blogger.com,1999:blog-74455582826460974632024-03-05T11:37:29.356+05:30Third Umpire on BrandingRamanujam Sridhar, CEO, brand-commAnonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.comBlogger458125tag:blogger.com,1999:blog-7445558282646097463.post-69271364862724531312018-08-23T16:26:00.000+05:302018-08-23T16:26:14.359+05:30UberEats recycles Cadbury, Dhara, Nirma ads from '90s<div dir="ltr" style="text-align: left;" trbidi="on">
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UberEats recycles Cadbury, Dhara, </span><span style="font-weight: normal;">Nirma ads from '90s</span></h4>
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<span class="txt-grey-med" style="background: transparent; border: 0px; color: #999999; font-style: italic; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">By <a href="http://www.afaqs.com/news/reporter/index.html?reporter=Abid-Hussain-Barlaskar" style="background: transparent; border: 0px; color: #474747; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; transition: color 0.3s ease 0s; vertical-align: top;">Abid Hussain Barlaskar </a></span><span class="txt-grey-med" style="background: transparent; border: 0px; color: #999999; font-style: italic; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">, afaqs!, New Delhi | In <a href="http://www.afaqs.com/news/archive/index.html?cat=Advertising" style="background: transparent; border: 0px; color: #474747; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; transition: color 0.3s ease 0s; vertical-align: top;">Advertising</a></span></div>
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<span style="background-color: transparent;">Last updated : August 23, 2018 12:23 PM</span></div>
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All in a bid to entertain consumers into ditching Swiggy, Zomato.</div>
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<span style="background-color: transparent;">Most Millennials and some others who were exposed to Indian television during the '90s will surely recall ads like Dhara's 'Jalebi boy', the Cadbury Dairy Milk girl with her strange dance on the cricket field or even Nirma Super's 'Deepikaji' with her 'paar ki nazar' for 'sasta' options. Hitting the nostalgia button, online food delivery platform Uber Eats' latest digital campaign - 'Purane prices, Naya app' - brings a little bit of those three iconic ads back to life. The campaign is a collective of three digital ad films titled - The Flatmates, The Classroom and The Office - each one cashing in on the popularity of those three classics.</span></div>
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<tr><td style="text-align: center;"><img alt="Dhara's TVC featuring the Jalebi boy" border="0" class="img_box_b sti_reset" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/dhara_%20jalebi.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; height: auto; left: auto !important; margin-bottom: 0px !important; margin-left: auto; margin-right: auto; margin-top: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; text-align: left; top: auto !important; vertical-align: top; width: 610.719px;" title="Dhara's TVC featuring the Jalebi boy" /></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><b>Dhara's TVC featuring the Jalebi boy</b></td></tr>
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<img alt="Uber Eats' digital ad The Flatmates" border="0" class="img_box_b sti_reset" height="179" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/ubereats_flatmates.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; float: none !important; height: auto; left: auto !important; margin: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; top: auto !important; vertical-align: top; width: 610.719px;" title="Uber Eats' digital ad The Flatmates" width="320" /><span class="sti-share-box" style="background: rgba(250, 250, 250, 0.8); border-radius: 10px; border: 0px; box-shadow: rgb(204, 204, 204) 0px 0px 3px 0px; display: block; margin: 0px; outline: 0px; padding: 4px 0px; position: absolute; right: 0px; top: 0px; vertical-align: top; width: 38px; z-index: 999;"><span class="sti-btn sti-facebook-btn" data-network="facebook" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-twitter-btn" data-network="twitter" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-google-btn" data-network="google" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-linkedin-btn" data-network="linkedin" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-pinterest-btn" data-network="pinterest" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span></span></div>
<span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Uber Eats' digital ad The Flatmates</strong></span></a></div>
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Apart from maintaining a similar jingle, storyline and rehashed dialogues, 'The Flatmates' video features the original Jalebi boy, Parzaan Dastur. In this rendition, Dastur, now all grown-up, leaves his apartment with bags packed as he feels quite ignored by his flatmates. However, he promptly returns when he finds out they've ordered biryani via Uber Eats.</div>
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The second ad, i.e. 'The Classroom', pays homage to the famous Dairy Milk TVC complete with the famous 'Kuch khaas hain' tune and corresponding wild dance routine. Here, the girl is portrayed as a student who celebrates a successful food order placed on Uber Eats while still in class.</div>
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<img alt="Dairy Milk Cricket ad" border="0" class="img_box_b sti_reset" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/Cadbury%20Dairy%20Milk_cricket.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; float: none !important; height: auto; left: auto !important; margin: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; top: auto !important; vertical-align: top; width: 610.719px;" title="Dairy Milk Cricket ad" /><span class="sti-share-box" style="background: rgba(250, 250, 250, 0.8); border-radius: 10px; border: 0px; box-shadow: rgb(204, 204, 204) 0px 0px 3px 0px; display: block; margin: 0px; outline: 0px; padding: 4px 0px; position: absolute; right: 0px; top: 0px; vertical-align: top; width: 38px; z-index: 999;"><span class="sti-btn sti-facebook-btn" data-network="facebook" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-twitter-btn" data-network="twitter" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-google-btn" data-network="google" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-linkedin-btn" data-network="linkedin" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-pinterest-btn" data-network="pinterest" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span></span></div>
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<img alt="Uber Eats' digital ad The Classroom" border="0" class="img_box_b sti_reset" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/ubereats_classroom.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; float: none !important; height: auto; left: auto !important; margin: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; top: auto !important; vertical-align: top; width: 610.719px;" title="Uber Eats' digital ad The Classroom" /><span class="sti-share-box" style="background: rgba(250, 250, 250, 0.8); border-radius: 10px; border: 0px; box-shadow: rgb(204, 204, 204) 0px 0px 3px 0px; display: block; margin: 0px; outline: 0px; padding: 4px 0px; position: absolute; right: 0px; top: 0px; vertical-align: top; width: 38px; z-index: 999;"><span class="sti-btn sti-facebook-btn" data-network="facebook" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-twitter-btn" data-network="twitter" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-google-btn" data-network="google" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-linkedin-btn" data-network="linkedin" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-pinterest-btn" data-network="pinterest" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span></span></div>
<span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Uber Eats' digital ad The Classroom</strong></span></a></div>
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The third in the series, 'The Office', showcases a new-age office-going 'Deepikaji', but one who shares the same 'paar ki nazar' (a keen eye) for the best options available just like her counterpart from the '90s ad. While the Deepika from the original TVC chooses the cheaper and better Nirma Super, the new one opts for the newer, more affordable Uber Eats options over the alternatives.</div>
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<a href="http://www.afaqs.com/advertising/creative_showcase/index.html?id=63728&media=TV" style="background: transparent; border: 0px; color: #474747; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; transition: color 0.3s ease 0s; vertical-align: top;" target="_blank"><div class="sti vertical style-box" style="background: transparent; border: 0px; bottom: auto; float: left; height: 219px; left: auto; margin: 0px 0px 7px; max-width: 100%; outline: 0px; padding: 0px; position: relative; right: auto; top: auto; vertical-align: top; width: 216.844px;">
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<span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Nirma's TVC featuring 'Deepika Ji'</strong></span></a></div>
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<img alt="Uber Eats' digital ad The Office" border="0" class="img_box_b sti_reset" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/ubereats_office.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; float: none !important; height: auto; left: auto !important; margin: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; top: auto !important; vertical-align: top; width: 610.719px;" title="Uber Eats' digital ad The Office" /><span class="sti-share-box" style="background: rgba(250, 250, 250, 0.8); border-radius: 10px; border: 0px; box-shadow: rgb(204, 204, 204) 0px 0px 3px 0px; display: block; margin: 0px; outline: 0px; padding: 4px 0px; position: absolute; right: 0px; top: 0px; vertical-align: top; width: 38px; z-index: 999;"><span class="sti-btn sti-facebook-btn" data-network="facebook" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-twitter-btn" data-network="twitter" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-google-btn" data-network="google" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-linkedin-btn" data-network="linkedin" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-pinterest-btn" data-network="pinterest" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span></span></div>
<span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Uber Eats' digital ad The Office</strong></span></a></div>
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The videos have so much more than mere "Easter Eggs" that allow viewers to reminisce; the comparison is quite obvious and makes a bold statement in today's digital-first arena, especially for online food ordering platforms which are still spreading their wings.</div>
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The ads were conceptualised by the in-house creative team at Uber Eats.</div>
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<a href="http://www.afaqs.com/advertising/creative_showcase/index.html?id=63739&media=TV" style="background: transparent; border: 0px; color: #474747; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; transition: color 0.3s ease 0s; vertical-align: top;" target="_blank"><div class="sti vertical style-box" style="background: transparent; border: 0px; bottom: auto; float: left; height: 345px; left: auto; margin: 0px 0px 7px; max-width: 100%; outline: 0px; padding: 0px; position: relative; right: auto; top: auto; vertical-align: top; width: 610.719px;">
<img alt="McDonalds Dilip Kumar ad" border="0" class="img_box_b sti_reset" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/McDonalds-Dilip-Kumar-ad.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); bottom: auto !important; display: inline-block !important; float: none !important; height: auto; left: auto !important; margin: 0px !important; max-width: 100%; outline: 0px; padding: 0px; position: relative !important; right: auto !important; top: auto !important; vertical-align: top; width: 610.719px;" title="McDonalds Dilip Kumar ad" /><span class="sti-share-box" style="background: rgba(250, 250, 250, 0.8); border-radius: 10px; border: 0px; box-shadow: rgb(204, 204, 204) 0px 0px 3px 0px; display: block; margin: 0px; outline: 0px; padding: 4px 0px; position: absolute; right: 0px; top: 0px; vertical-align: top; width: 38px; z-index: 999;"><span class="sti-btn sti-facebook-btn" data-network="facebook" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-twitter-btn" data-network="twitter" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-google-btn" data-network="google" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-linkedin-btn" data-network="linkedin" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span><span class="sti-btn sti-pinterest-btn" data-network="pinterest" rel="nofollow" style="background: url("../images/sti-button.png") no-repeat transparent; border-radius: 2px; border: 0px; cursor: pointer; display: block; height: 24px; margin: 4px auto; outline: 0px; padding: 0px; text-indent: -9999em; transition: all 0s linear 0s; vertical-align: top; width: 24px;">Share</span></span></div>
<span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">McDonald's' ad featuring spoof mimicry of veteran bollywood actor Dilip Kumar</strong></span></a></div>
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<b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">ALSO READ:</b> <a href="http://www.afaqs.com/news/story/51919_Zomato-mocks-its-critics-with-apology?utm_source=ALSO%20READ&utm_medium=NEWS%20ALSO%20READ&utm_campaign=NEWS%20ALSO%20READ" style="background: transparent; border: 0px; color: #474747; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; transition: color 0.3s ease 0s; vertical-align: top;" target="_blank"><b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Zomato mocks its critics with an apology</b></a></div>
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<b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">afaqs! got in touch with Namita Katre, head of brand, strategy and campaigns - Uber Eats, to find out more about 'Purane prices, Naya app'.</b></div>
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<img alt="Namita Katre" border="0" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/Namita_Katre.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); height: auto; margin: 0px 0px 5px; max-width: 100%; outline: 0px; padding: 0px; vertical-align: top;" title="Namita Katre" /><span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Namita Katre</strong></span></div>
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In Katre's words, the ads were more of a tribute to the iconic ads of the past and aimed at evoking nostalgia while still delivering the brand's message.</div>
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"We went back to the brands like Mondelez and Dhara and shared the idea that we were interested in recreating their ads as a tribute. We carried only the basics like the storylines and music, which are symbolic. Although we haven't named the brands, the ads are a compliment," Katre says.</div>
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Speaking about the selection of the three ads chosen for the campaign, Katre says, "We had a lot of iconic ads to choose from, but we picked the ones which had the strongest emotional connect with viewers. Some scored more than others and had a better connect for us to be able to weave in a message of not only '90s nostalgia but '90s prices too. They provided us with a rich creative springboard."</div>
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We also asked about the 'naya-purana' tag that is a bit edgy in a new-ish genre like online food ordering and delivery. Katre explains that the 'naya' or newness of Uber Eats simply means that the brand isn't amongst the first movers in the online food delivery space. "We are the newest kid in the block. This messaging helps us convey that Uber Eats is a new app while inviting people to get on-board because of our value for money offering," Katre states.</div>
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About why Uber Eats chose to go ahead with its in-house creative team instead of roping in an advertising agency, Katre explains, "We use agencies who are external partners depending on what we are working on. On this one, it was the in-house team's understanding of the nuances of value communication, the category, the competition, and more than anything else, speed, agility and nimbleness that our internal agency brought to the fore. We do work with external agencies occasionally when we are looking for fresh perspective and the depth of a collective experience."</div>
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<b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Turning to industry experts:</b></div>
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<b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Ramanujam Sridhar, CEO and founder of Brand-Comm, is of the opinion that although the ad films did a fairly good job at cuing a '90s memory, they seem self-indulgent and made from an ad person's perspective.</b></div>
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<img alt="Ramanujam Sridhar" border="0" class="img_box_right" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/Ramanujam_Sridhar.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); height: auto; margin: 0px 0px 5px; max-width: 100%; outline: 0px; padding: 0px; vertical-align: top;" title="Ramanujam Sridhar" /><span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Ramanujam Sridhar</strong></span></div>
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"The idea was 'purane zamane ka prices'. McDonald's did something like this some years back with a spoof/ mimicry of veteran Bollywood actors while delivering a brand message of a pocket-friendly price from a previous era. It's the same thought. Again, invoking memories of '90s ads and the brand's price point is a bit stretched," Sridhar says.</div>
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"The brand has tried to replicate them quite well; the only question is - could there have been a more creative way of looking at it? Advertising is not as mainstream as films or music. Maybe people do remember ads from the '90s, but is it the most important thing? Three popular songs from the '90s could have been a better deal," Sridhar adds.</div>
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Speaking about the selection of the ads, Sridhar says, "I think Rekha, Jaya and Sushma, from the Nirma jingle, were more popular. The Dairy Milk ad was popular, the Dhara ad, I'm not so sure; but will the average person recall all these ads?"</div>
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<b style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">The ads from the 'Purane prices, Naya app' campaign, are more like a breath of fresh air for Ashish khazanchi, managing partner, Enormous Brands.</b></div>
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<img alt="Ashish Khazanchi" border="0" class="img_box_right" src="http://www.afaqs.com/all/news/images/news_story_grfx/2018/08/53504/Ashish_Khazanchi.jpg" style="background: transparent; border: 1px solid rgb(234, 234, 234); height: auto; margin: 0px 0px 5px; max-width: 100%; outline: 0px; padding: 0px; vertical-align: top;" title="Ashish Khazanchi" /><span class="story-caption" style="background: transparent; border: 0px; clear: both; color: black; display: block; font-size: 12px; font-style: italic; margin: 0px 0px 10px; outline: 0px; padding: 0px; text-align: center; vertical-align: top;"><strong style="background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: top;">Ashish Khazanchi</strong></span></div>
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"In an environment where every brand is trying to ride on meaningless platitudes of purpose and meaning to get traction with the youth, this one gets the love in a cheeky way. The casting for the ad referencing Dhara is a minor coup. Somewhere we've forgotten that brands do have a purpose and it's not always to imbue the consumer's life with highfalutin meaning. I miss that about advertising. My feeling is, so do the consumers. We no longer live in a time where you create an ad and it stays forever. The pace is more important. It has been done well. There might be minor flaws, but they are not relevant," Khazanchi says.</div>
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About the selection of the ads for the campaign, Khazanchi says plainly, "I like the Dhara and Dairy Milk ads more, but the Nirma ad could have been different."</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-52154383286101343962018-06-12T14:17:00.000+05:302018-06-12T14:17:26.893+05:30When a crisis befalls a brand, what should the brand ambassador do?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkuuQ8XcTk9oIvwjLSGCe5Ui_I0EyxZvAK3yBrmQlAWu2tU0WJ1bGRzlF0pWaMuihqyDXUIdp3u2086ItKmnY4SgujfPhxa0714AgE4rFTF9UFbsZTspdul2RAjaUWqAb3x2inoV4ipVF6/s1600/timthumb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="350" data-original-width="620" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkuuQ8XcTk9oIvwjLSGCe5Ui_I0EyxZvAK3yBrmQlAWu2tU0WJ1bGRzlF0pWaMuihqyDXUIdp3u2086ItKmnY4SgujfPhxa0714AgE4rFTF9UFbsZTspdul2RAjaUWqAb3x2inoV4ipVF6/s320/timthumb.jpg" width="320" /></a></div>
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Amitabh Bachchan and Horlicks have been at the receiving end of public scrutiny for a few days now. Nutrition Advocacy in Public Interest, a national-level advocacy group, has written to Bachchan asking him to not endorse GSK Consumer Healthcare’s milk food drink Horlicks.</div>
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The advocacy group wrote an open letter to Bachchan after the brand announced its association with the star. The group asked Bachchan to withdraw his association with the brand on the grounds that Horlicks has high sugar content and that its consumption can lead to obesity in children and non-communicable diseases later in life.</div>
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While Bachchan has not come out with an official response on whether he will disassociate with the brand or go ahead with the deal, whatever decision he will make is unlikely to impact his brand image much.</div>
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Considering his celebrity status and the nature of the controversy, this one is likely to blow over. But what should brand ambassadors do if they find themselves associated with a brand that has landed itself in a controversy?</div>
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BestMediaInfo.com spoke to a few brand experts to know their take on the same.</div>
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Sharda Agarwal</div>
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According to Sharda Agarwal, Co-founder, Sepalika, there are two kinds of controversies: one is where the brand ambassador and the world in general is aware of the ill-effects of the products, for example any cola brand, and the other is when you cannot foretell the problem a brand might fall into, for example the Nirav Modi case.</div>
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“Horlicks falls under the first category. The brand is seen as unhealthy by a large section of the people. Here, both the brand and the brand ambassador are subject to a certain level of due diligence. When a brand approaches a brand ambassador it will check whether the person is in sync with the persona of the brand. The same should be undertaken from the brand ambassador’s side as well. It is not just about popularity, a brand ambassador should see whether the brand furthers his/her image as well,” Agarwal.</div>
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Agarwal puts the onus of research and background check on the celebrity before taking up an endorsement opportunity and accessing whether the brand fits the ambassador’s personal brand image.</div>
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In 2017, Virat Kohli had refused to renew his multi-crore deal with PespiCo on the grounds that the product was unhealthy.</div>
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This is in all fairness a preventive measure but what happens when you are already involved with the brand and a controversy breaks out?</div>
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Since the 1970s, Nike has been accused of using sweatshops to produce their footwear and clothing items. While Nike initially denied the accusations and shirked responsibility saying they had no control over what happened in factories overseas, the brand eventually owned up to their responsibility in ensuring proper working conditions and remuneration for their factory employees. Beginning in 2002, Nike began auditing its factories for occupational health and safety issues.</div>
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For a celebrity associated with the brand during those years, it would have been very difficult to know about the sweatshops till the issue came out in open. In such a case there are a few steps that a celebrity can take.</div>
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According to Sam Balsara, Managing Director, Madison World and Madison Communication, if such a situation arises, the ad featuring the ambassador should be taken off air.</div>
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“Basically, both the brand and the celebrity should agree that this is a marriage for a limited period of time. But should certain circumstances lead one or the other to come into a controversy, possibly the best solution is to suspend the ad till the controversy dies down,” said Balsara.</div>
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Vibha Desai</div>
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Vibha Desai, Director, Vibha Desai Consulting, is of the opinion that brand ambassadors should put a clause in their contacts that makes it possible for them to terminate their association with the brand if the brand finds itself in a controversy.</div>
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“Once you have signed a contract, there is very little that one can do. The only way to deal with such a scenario is to include a clause in the contract that would make the contract null and void should anything of the sort arise,” said Desai.</div>
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While it is easy to ask a brand ambassador to distance herself/himself from the brand it is not that simple once the contract has been signed. But Ramanujam Sridhar, Founder, Brand-comm, said that the ambassador should still dissociate from the brand in order to safeguard their personal image and brand value.</div>
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Jagdeep Kapoor, MD, Samsika Marketing Consultants is of the view that just like brands drop celebrities when they find themselves in a quagmire, celebrities too should have the same right.</div>
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Snapdeal decided not to renew their contract with Amir Khan because of the actor’s comments on the perceived intolerance in the country. More recently, ABC, an American commercial broadcast television network, decided to cancel the reboot of their show Roseanne after the lead star of the show, Roseanne Barr, made some racist comments on Twitter.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-33138027185059876012018-05-24T17:04:00.001+05:302018-05-24T17:04:17.039+05:30Ad spend may get a boost as consumption picks up in rural<div dir="ltr" style="text-align: left;" trbidi="on">
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Ad spend may get a boost as consumption picks up in rural</h1>
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With spending in rural going up on the back of a prediction of good rainfall, higher minimum support prices for crops, various government welfare schemes and increased infrastructure spending, major brands are likely to loosen their purse strings on advertising and marketing</h2>
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The period of lull for India's media sector may end soon as the adex of FMCG players, auto companies and mobile and electronics brands is likely to see an uptick in the coming months.</div>
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What may bring cheer to the country's top media houses is the increased consumption in rural India, which has grown at more than 13% in the last fiscal and is projected to grow even more in the current year on the back of expectations of a good rainfall, increased government spending on welfare schemes and infrastructure before the next general elections and also the festive season that will kick in from September onwards.</div>
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Sale of farm equipment such as tractors has already been in the fast lane for some time now. Urban is also witnessing a similar growth consumption, though not as high as in rural areas.</div>
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"There has been an increase in demand from rural. Rural is doing very well now. We saw an improvement in 2017 and in 2018, we are really gung-ho about rural. Rural is the economy that is going to grow pretty fast, said Parle Products Category head BK Rao.</div>
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Patanjali's spokesperson, SK Tijarawala said, "The rural market has picked up. Today, someone from the rural area is also looking to consume the same things as the urban consumer. The difference between urban living and rural living has been reduced. GST has also played a role in this as it has made the entire nation a single market."</div>
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Patanjali intends to spend 15% more towards rural marketing spend in the current fiscal.</div>
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The biggest gainer of this growth in consumption is likely to be FMCG and auto companies and they could be the first ones to put in more money towards advertising and marketing.</div>
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Several research and media agencies have predicted the adex to be around Rs 54,000 crore in the current financial year with TV and print getting a share of 38%-37% each.</div>
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Mansoor Ali</div>
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"As far as Hamdard is concerned, we are increasing our spend in rural every year by 15-20%. We believe that there is a lot of growth potential in rural areas. So, we are investing more in direct distribution, activation in rural areas, and other marketing activities," Mansoor Ali, Chief Sales and Marketing Officer, Hamdard said.</div>
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Sandeep Verma</div>
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Sandeep Verma, President, Bajaj Corp, said, "In FMCG, advertising spends increase because there has been increase in consumption in rural areas which depends on last year’s good monsoon and various steps taken by government such as better minimum support price for crops. Putting more money in the hands of farmers and the rural consumer increases their disposable and income boosts consumption. After a sluggish growth in the last two years, everyone is expecting robust growth from rural as the economy is coming back on track."</div>
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"Immediate impact of a good monsoon is always on consumer durables, automobiles or other categories for which people plan with the prediction. We expect rural market to grow at 1.5 times of urban growth. This year the growth is expected to be better than the previous year. Advertising spend across categories is expected to grow at 14-15% while our ad spend growth will be slightly higher at 15 to 18%," Verma added.</div>
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Talking about Parle's advertising and marketing plans, Rao said, "Yes, we are spending more on marketing in the rural markets. First and foremost, we are doing more leg work and trying to reach more outlets and more villages where there is no access. We are trying to reach as many retail footprints and retail outlets as possible. That itself is basically offering great service. Ensuring your product is distributed to the smallest of villages or outlets in the hinterlands is extremely challenging and it is expensive as well because there are lots of costs attached to it but by virtue of us having one of the robust distribution channels in the FMCG space we are at an advantage and we are further improving upon on our retail footprint in the retail market so that will continue as an initiative. Besides that, even on the media front we advertise on Doordarshan. It forms an important mix of our media which helps us reach the rural market. There are the free-to-air channels like Star Bharat or Anmol or Utsav and so we make use of all these platforms to reach the rural audience."</div>
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RS Sodhi, Managing Director of Gujarat Co-operative Milk Marketing Federation (GCMMF), said, "In the last 2-3 years, cost of raw materials has reduced considerably but MRPs has not reduced. So, when you get slightly more margin and register volume growth, you are likely to spend more to further accelerate the growth. Earlier, margins were under pressure because of several reasons such as demonetisation or GST. Now that the growth is back on track, ad spend is bound to increase. If I talk about our products, I have never seen such kind of volume growth across our entire range of products."</div>
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Brand and marketing experts feel digital will also drive demand in the rural and some companies could also consider spending more on digital to reach out to rural consumers. Ramanujam Sridhar, Founder CEO, Brand-comm, said, "Globally when you try to evaluate how an economy is doing, developed economies keep looking at things like automotive sales, etc. In our case, over the last few years, there has been a real boom in the automotive sector, whether it is two-wheelers or four-wheelers. So, the overall mood is quite positive."</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-43414901790532075562018-04-12T12:12:00.001+05:302018-04-12T12:12:56.949+05:30Here’s Why Brands Won’t Dump Salman Khan Despite the Court’s Conviction<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTzRwu7YsqjOTGbzmexm1g18HbMqcSVjve6SQy2mHU5bi_KG2Por7Q__EmEBUaVG3017KiRKlm8CMsMtYJ9Eh4An-f9LmVrnQQhzeZXlGeTmqarDmSxz-uhgKwsheC-JfJzh5gekb4yYky/s1600/heres-why-brands-wont-dump-salman-khan-despite-the-courts-conviction.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="1420" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTzRwu7YsqjOTGbzmexm1g18HbMqcSVjve6SQy2mHU5bi_KG2Por7Q__EmEBUaVG3017KiRKlm8CMsMtYJ9Eh4An-f9LmVrnQQhzeZXlGeTmqarDmSxz-uhgKwsheC-JfJzh5gekb4yYky/s320/heres-why-brands-wont-dump-salman-khan-despite-the-courts-conviction.jpg" width="320" /></a></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">The main highlights of the last week was Salman Khan being convicted by a Jodhpur Court and the actor being sentenced to 5 years in prison for killing an endangered animal. However, after spending just two days in jail he was out on bail. The incident was enough to ruin a person’s professional career and cancel all his brand endorsement contracts.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Several media reports pointed that ‘Brand Salman’ was slated to take a hit and the share prices of brands associated with him could witness a drop. Trade analysts estimated that Rs 400-600 crore could be at stake with Khan.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">However, none of the brands associated with Khan have even flinched. How is that possible? Is brand ‘Sallu Bhai’ (as he is popularly known as) so powerful that despite being found guilty in court, a brand such as Relaxo Footwears could release a new TVC featuring Khan just yesterday like nothing ever happened?</span></div>
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<article class="news-img-left" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: -8px 0px 0px; padding: 0px; vertical-align: baseline;"><a href="http://www.adageindia.in/marketing/news/cp-plus-signs-salman-khan-as-its-cctv-ambassador/articleshow/60763661.cms" style="-webkit-tap-highlight-color: rgba(17, 17, 17, 0); border: 0px; color: black; display: block; font-family: Retina; font-size: 16px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 19px; margin: 0px; outline: 0px; padding: 19px 0px 0px; text-decoration-line: none; vertical-align: baseline;">CP PLUS Signs Salman Khan as its CCTV Ambassador</a><div class="authors-meta" style="border: 0px; color: black; display: inline-block; font-family: Outsiders; font-size: 12px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 32px; padding: 0px; vertical-align: baseline;">
Published <span class="published_on" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">on </span><span class="dateloaded_h" data-date="2017-09-20 14:28:44" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">2017-09-20.</span></div>
</article><article class="news-img-left" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><a href="http://www.adageindia.in/marketing/news/Yellow-Diamond-Ropes-In-Salman-Khan-as-Brand-Ambassador/articleshow/54415782.cms" style="-webkit-tap-highlight-color: rgba(17, 17, 17, 0); border: 0px; color: black; display: block; font-family: Retina; font-size: 16px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 19px; margin: 0px; outline: 0px; padding: 19px 0px 0px; text-decoration-line: none; vertical-align: baseline;">Yellow Diamond Ropes In Salman Khan as Brand Ambassador</a><div class="authors-meta" style="border: 0px; color: black; display: inline-block; font-family: Outsiders; font-size: 12px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 32px; padding: 0px; vertical-align: baseline;">
Published <span class="published_on" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">on </span><span class="dateloaded_h" data-date="2016-09-20 11:23:46" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">2016-09-20.</span></div>
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<iframe allowfullscreen="" data-widget="iframe-video" frameborder="0" height="416" src="https://www.youtube.com/embed/EWLGKelpQyw" style="border-style: initial; border-width: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; max-width: 100%; padding: 0px; vertical-align: baseline; width: 999px;" width="100%"></iframe></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">AdAge India team spoke with a few brand experts in the industry as to what makes brands stay with Khan despite his actions.</span></div>
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<b style="background-color: white; border: 0px; color: #111111; font-family: ExchangeBook, Arial, serif; font-size: 20px; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; letter-spacing: -0.5px; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Fan Following Matters</b></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">It is no secret that Khan has a massive fan following. Fans make a beeline outside theatres when his films hit the screens no matter how good or bad those films are. He is the bad boy of Bollywood and has been a frequent visitor to court for several cases. However, youth still relate to him and it is this following that the brands that have hired him as the endorser look at.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Shubho Sengupta, Brand Consultant (Digital) says that everyone knew that Salman would spend one night in jail and get out. “Every year he seems to be spending two nights in jail. Brands have become very immoral. They will move only when there is some public outcry. They will never take a step on their own. Despite the man being clearly guilty, the brands have not moved. He is still a super hit, so why rock the boat,” he says.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Another brand expert also pointed out that many brands in India do not have strong conviction as majority of the people in India too don’t have a strong conviction regarding anything.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Ramanujam Sridhar, Founder and CEO, Brand-comm says, “If we see what happened with the Australian cricketers who were recently caught in the ball tampering issue, there was a huge outcry in Australia after which even their Prime Minister too had to intervene. I don’t see that sort of outcry from people in India. Khan has a huge fan following in the country. There are people like me on Twitter who are not influenced by Salman, but we are few and are not the target audience of the brands he is endorsing. So, it doesn’t impact him and brands continue to endorse him.”</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">There is also the fact that unlike large multinational brands that have strict guidelines for their brand ambassadors, many Indian brands do not. They care about how much mileage they can get from a brand ambassador regardless of how it is achieved. MNC brands that Khan endorsed such as Thums Up have gradually moved away from him. Now, what remains in his kitty are largely Indian brands such as Relaxo Footwear, Emami, Dixcy Scott innerwear, Appy Fizz, Astral Pipes, among others.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">K V Sridhar, Founder and CCO, HyperCollective says that if he is physically not in jail and his films do well at the box office then brands will endorse him. “At the box office, he is doing well and he started Being Human organisation to try to redeem himself for things he did wrong. So, there is still demand for him in advertising, because he is still in the free world. Everything is only a question mark right now. Multinationals will have an issue. Only smaller brands will be willing to back him as they want to gain awareness and popularity despite anything he does. Most of these will be the Indian brands who are not answerable to anyone. But international brands have strict guidelines,” he says.</span></div>
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<b style="background-color: white; border: 0px; color: #111111; font-family: ExchangeBook, Arial, serif; font-size: 20px; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; letter-spacing: -0.5px; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">The Wait and Watch Approach</b></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Many of the brand experts say that the brands that endorse him may have adopted a wait and watch approach as they know he would be appeal and get out of jail.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">Lulu Raghavan, Managing Director, Landor says, “I think partly it is because no one knows what is happening. One day he is jail, the next day he is out. It has to do with the law of our land and how long it takes for these verdicts. He does seem to have a huge popularity. But the hesitation of brands is maybe nobody wants to be hasty, because it is not clear what is going to happen to him.”</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">However, it is this wait and watch approach by brands that has put into question the credibility of the Indian legal system, points out Saurabh Uboweja, CEO and Chief Brand Strategist, Brands of Desire.</span></div>
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<span style="background-color: white; color: #111111; font-family: "exchangebook" , "arial" , serif; font-size: 20px; letter-spacing: -0.5px;">“Despite the conviction, which basically means you are a criminal even if you are out on bail, it is quite amazing that brands have decided to stick around and take a wait and watch approach. Honestly speaking it is a tight slap on the Indian legal system. It shows how ineffective it is at trying hold people accountable for their crimes. And if brands are comfortable with endorsing him, it doesn’t speak very highly of the brands themselves. I think brands should have taken a slightly stronger action,” he says.</span></div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-22870288016862528082018-04-11T14:28:00.000+05:302018-04-11T14:28:26.819+05:30Yeh brand maange more<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZbgZA0m4T9e6bus3YiKaQGS4OwT_5kRH7v5MlhjkTqDmslsvSShadXEKM9lx9Mfi0XQIsgTl_RyKAFaITTYg3SaMj3z2GSoforg75X_05jXkfb-6vFIQsJF0pQ4OIayNZHMaoEDYiC1Me/s1600/670515-ambassadors-041118.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZbgZA0m4T9e6bus3YiKaQGS4OwT_5kRH7v5MlhjkTqDmslsvSShadXEKM9lx9Mfi0XQIsgTl_RyKAFaITTYg3SaMj3z2GSoforg75X_05jXkfb-6vFIQsJF0pQ4OIayNZHMaoEDYiC1Me/s320/670515-ambassadors-041118.jpg" width="320" /></a></div>
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Time and again brands have leveraged upon the charisma and star power that celebrities, especially Bollywood stars and cricketers, bring. And more often than not, many brands have gone ahead and simultaneously signed on more than one sports or movie star as ambassadors.</div>
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Brands (like Pepsi) have hedged themselves by having a mix of cricketers and Bollywood stars as ambassadors, “to appeal to different segments of consumers,’’ says advertising and branding veteran Ramanujam Sridhar.</div>
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But in this digital economy, where social media rules the roost, the role play of celeb ambassadors has undergone a transformation.</div>
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Appointing more than one celeb as a brand ambassador is known for driving in greater market penetration, securing larger consumer mindshare and raising brand salience, says Vijay Subramanian, founder partner and co-CEO, Kwan Entertainment. “But brands need to have a well-defined strategy in place before signing on multiple ambassadors. They need to define the purpose of the association.”</div>
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Experts say more than promoting a product or a service, the key role for multiple ambassadors is to get interactive with the brand’s existing and potential customers. To convey the brand’s message through an engaging story that appeals to different demographics.</div>
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“The evolution of the digital era has changed the way marketers approach their consumers. From an era of mass communication and broadcast messages, it is now more about mass personalisation and being interactive,” says Pavan Padaki, brand practitioner and author of Brand Vinci: Decoding Facets of Branding. The brand ambassador is now much more than a mere clutter-breaker or a brand recall tool. From a time when celeb ambassadors merely held the product and eulogised its positives before the camera, it is now about the celebs sharing credible views and connecting with their fans with their emotions and beliefs “in the context of the brand they are endorsing,” says Padaki, explaining that brand ambassadors need to be deployed thoughtfully to bring the brand story to life in multiple fresh ways for an active engagement, bringing in relevance to the ever-changing (digitally-savvy) consumer’s habits and interests.</div>
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The recent MakeMyTrip commercials featuring Alia Bhatt and Ranveer Singh in different get-ups is a convincing attempt at using the might of two stars to promote the brand in a meaningful fashion, feel experts. Despite their distinct personalities and the different roles they play in the commercials, they engage with the audience in a quirky manner and tell the brand story (of how to be a smart traveller by booking through the MMT app, getting discounts, great deals, etc.) through their own ways.</div>
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Using multiple ambassadors is no longer about playing safe, nor is it a show of strength, feel experts. “The question is can the brand story be expressed better with a single or with multiple ambassadors? Brand ambassadors are an asset and a channel to address different segments of the audience,” says Padaki.</div>
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Therefore, having a well-defined agenda is vital, says Subramanian. ‘’Without it, it doesn’t matter how many celebs brand signs on, for the bevvy of stars will have little to no tangible impact on the market outreach without an overarching strategy.”</div>
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Padaki says multiple celeb ambassadors can be deployed to connect and build relationships at a more “micro level, catering to varied cultures and tastes. Each ambassador can connect with his/her own fan base to inspire, induce trust and weave their personal lifestyle and beliefs around the brand story. With multiple ambassadors, it is now possible to address the brand story in multiple ways, both collectively and as individual celebrities.’’</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-19414418012393862092018-04-04T09:13:00.003+05:302018-04-04T09:13:48.082+05:30BALL-TAMPERING: BUCKS DON’T STOP HERE AS A HOST OF SPONSORS SNAP TIES WITH AUSTRALIAN PLAYERS, TEAM<div dir="ltr" style="text-align: left;" trbidi="on">
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It is business as usual for IPL and Indian cricket. The fans cheer Chennai Super Kings, back in the league after a two-year suspension for role in 2013 spot-fixing scandal, during practice recently</div>
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The recent ball-tampering episode caused tremendous outrage among the Australian public, and sponsor response in the country was swift. ASICS ended its ties with David Warner and Cameron Bancroft, LG dropped Warner as brand ambassador, and Weet-Bix dumped Steve Smith. While these were individual tie-ups with the banned trio, even one of Cricket Australia’s major sponsors, Magellan, terminated its three year deal signed last August.</div>
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These actions are in stark contrast to the response of sponsors in India after the Indian Premier League (IPL) spot-fixing scandal of 2013. Even after three players were arrested, Pepsi, then the IPL title sponsor had said that they remained “committed to the property.” Kent withdrew advertisements featuring one of the three players, S Sreesanth, but continued as sponsor of his franchise Rajasthan Royals. Pepsi eventually pulled out more than two years later in 2015 only to return as associate sponsor for home international games.</div>
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What explains this difference in sponsor responses in the two countries, when the issue of spot-fixing should have arguably caused more outrage and damage than ball-tampering did?</div>
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Mirror spoke on the issue to three prominent advertising and branding veterans, who elaborated on a few broad differences between the two cultures. Among them were the public tolerance for corruption and the way celebrities are treated, which in turn determines how sponsors react.</div>
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“We are complacent about corruption. We don’t have moral spine,” Prahlad Kakkar said. “The common man understands figures up to a lakh. We don’t even understand the astronomical figures that are thrown about in scams. Someone such as Nirav Modi escapes abroad after not repaying thousands of crores to banks. We make some noise about it for a few days and then it is back to normal.”</div>
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Not only is outrage in India weaker, its nature is also different, according to Santosh Desai. “Power seeks to extract its price in India. Negotiating for opportunities is a part of life here. Rules do not apply and it is not seen as a big betrayal. Outrage is not deep in India. There is a gossipy element to it. It becomes a talking point in the news, people start talking about how much Indian stars are paid. Nobody did that in Australia. So the nature of the outrage in India is more transactional than moral.”</div>
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Both Desai and Sridhar Ramanujam said the outdoorsy, sports-playing culture of Australia was also a factor in their fans’ immense anger.</div>
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“Even the Prime Minister got into it in Australia. Steve Smith did not understand the extent of the negative reaction in Australia initially when he said he would not resign as captain,” Sridhar said. “The sponsors did not have an option at all. National pride was offended.</div>
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“And if you do a random sampling of Indians, the majority will say the Australian reaction was over the top. We are a lot more forgiving about these things as Indians. We are fairly casual.”</div>
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Kakkar gave the example of Salman Khan and Desai that of Mohammed Azharuddin when talking of how India has lax standards for its celebrities. “It is a relationship founded on admiration. They are held to a celebrity code, and not a hero code,” Desai said.</div>
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“The celebrity culture is different in India. A celebrity abroad has to use the products they endorse,” Sridhar said. “But a Shah Rukh Khan can sell a Santro when his preferred car may be a Pajero. A celebrity is viewed as an entertainer in India. And advertisers are guided by consumer preferences.”</div>
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Would Indian cricket consumers, and in turn, advertisers react differently had the spot-fixing happened in an India match as opposed to in the IPL?</div>
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Desai said it would not have made much difference, but Kakkar said it would, for then patriotic feelings would have been hurt.</div>
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“Fixing at national level would have been different. But if it is Hyderabad v Pune who cares yaar? That kind of fanatical following has never been there for cricket anyway, the kind that you would associate with say, East Bengal or Mohun Bagan in the past. And now, especially with the IPL, it has become tamasha or entertainment.”</div>
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All three experts agreed that cricket was too important a property for advertisers to ignore in India, ethical considerations notwithstanding.</div>
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“Cricket is too big in India, you cannot afford to miss out on it,” Sridhar said. “Large mass brands cannot miss out on the game. ‘Cricket is king’ is an understatement in India.”</div>
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Essentially, because the Indian public does not get too worked up about corruption and celebrity behaviour, advertisers follow their lead in being more tolerant of taint.</div>
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“In the heat of the moment, there may be calls for doing something drastic in Indian companies because there are people involved after all,” Desai says. “But eventually saner minds prevail, calculation overrides ethical considerations, that ‘let us wait and watch, let us be pragmatic.”</div>
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Outrage is not deep in India. There is a gossipy element to it. It becomes a talking point in the news, people start talking about how much Indian stars are paid. Nobody did that in Australia</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-11986869162454897902018-03-23T10:35:00.003+05:302018-03-23T10:35:44.757+05:30Product placement, a subtle marketing strategy<div dir="ltr" style="text-align: left;" trbidi="on">
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A brand can ride on a film’s popularity without paying the costs such endorsement would entail</div>
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Let me start with a story. Over 25 years ago, I was the regional head of a large advertising agency. One day, we got a call from one of our clients, a large cycle brand in Madras, as Chennai was known in those days. They wanted us to evaluate a proposal for an in-film placement. There were a couple of bright young MBAs from Bombay and they were recounting their story; quite effectively too, I must add.</div>
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They had obviously done their homework; they said that their film was about the competition between two schools — one, an elite, snobbish private school; and the other, a government school where the hero was studying. The annual face-off involved high drama and the deciding event was to be the cycle race. The young men said the ‘hero’ would use our client’s brand of cycle, an ordinary roadster, and beat the geared cycle of the ‘villain’ from the private school!</div>
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There was to be enough opportunity to show the brand in all its glory and it was slated to be an incredible part of the film’s climax. While it seemed interesting, we hummed and hawed as we were not sure, it was beyond our ad budget and so we told the client that maybe it wasn’t a great idea. How wrong we were! The film was <i style="border: 0px; margin: 0px; padding: 0px;">Jo Jeeta Wohi Sikandar</i> and the hero, Aamir Khan, who in later years went on to become a legend. In hindsight, it was a great opportunity for in-film product placement that would have made our brand recognisable across the length and breadth of this country. But, boy had we goofed up!</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Things have moved on …</b></div>
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Over the years, there has been a major improvement on this front as more brands have jumped on to the product placement bandwagon. Younger, savvier film producers continued to make interesting films and TV commercials, and wove brands into them by way of engaging story lines so that they didn’t stick out like a sore thumb.</div>
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Some older readers would remember the successful movie <i style="border: 0px; margin: 0px; padding: 0px;">Taal </i>featuring Aishwarya Rai, who was at the top of her career; along with her was the bottle of Coke that she kept sipping intermittently. If she was happy, she sipped Coke; if she was in love, she sipped Coke, and the message being subtly reinforced to a gullible audience was that Coke was for the great moments in your life. Here was a ‘commercial’ that you couldn’t skip or move on to a different channel!</div>
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There’s no greater value than naming a movie after your brand, as we saw in <i style="border: 0px; margin: 0px; padding: 0px;">Mere Dad ki Maruti</i>, that acted as an effective product placement for the Ertiga.<br />
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<span style="border: 0px; margin: 0px; padding: 0px;">Yes, in-film placement is here to stay, even in television serials that are often more popular than films for a section of the target audience.</span></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Enter the brand manager</b></div>
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Over the years, there has been a subtle and yet, significant change in the world of marketing and that is the increasing importance of the brand manager. Today, the brand manager calls the shots. He looks at opportunities for the brand without worrying about what the ad agency will say or do. He looks at the costs and benefits of options presented to him.</div>
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He knows that people can blank out advertising — they skip channels with impunity. Brands have to be subtle in their selling and that is where a strategy like product placement may be considered. Today, rather than ‘in your face’ product placement, or merely having the hero and heroine dancing in front of the brand logo, subtle possibilities exist.</div>
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A brand’s essence can be seamlessly woven into the plot of a film. A brand can easily ride on a hero’s or a film’s popularity without paying the phenomenal celebrity costs that endorsements would entail.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Time to be different</b></div>
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Branding is all about being different and standing out from the competition. Today, in this media cluttered world, one must constantly look for new opportunities to be distinctive.</div>
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Often, we may think the solution is a high-decibel TV commercial shot in New Zealand and costing a bomb. But it need not be. It can be an in-film placement that is strategic, relevant and subtle. So it’s important to scan the environment and keep an open mind to spot the right opportunity. This could provide the extra push your brand needs!</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-42052022221180255912018-03-21T13:54:00.000+05:302018-03-21T13:56:29.896+05:30In-depth: Understanding the rural consumer and how to market to them<div dir="ltr" style="text-align: left;" trbidi="on">
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With more and more brands trying to increase their footprint in rural India, what must a marketer keep in mind when reaching out to a rural consumer?</h2>
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When a bicycle maker chanced upon a village in Rajasthan that believed in gifting the groom a bicycle on his wedding day, it believed it had struck gold. But soon it realised that there was something peculiar about the custom. The colour black is considered inauspicious and so gifting a bicycle without any black part was proving to be difficult. After all, you can’t do away with wheels or chain of a bike. Villagers were buying bicycles and painting over the black parts in a bid to keep the tradition alive. This is when the bicycle manufacturer decided to introduce an all red and silver bike to the village. Yes, even the wheels were red. The bikes were, obviously, a raging success.</div>
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Like this anecdote goes to prove, India is full of little eccentricities. Fully understanding this country would be impossible considering the fact that people, customs and even language changes with every few kilometres.</div>
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In that case, how would a marketer go about marketing his/her products? Traditionally, marketers in the country depended upon a socio-economic classification system that divided the populace of the country into SEC A, B, C and D and helped the marketer define his target audience. Over time, flaws were discovered in the system and the need for a new and improved system was felt. This made way for New Consumer Classification System or NCCS. While this new system did cover all of India, unlike SEC which was restricted to just urban areas, the fact remains that for the longest time marketers assumed that the rural population fell somewhere between SEC/NCCS C and D or if we are being really generous then somewhere SEC/NCCS B and D.</div>
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The rural consumer was, by default, assumed to be poor, with little or no education and limited purchasing power. But that perception is changing. Brands are starting to realise that the rural consumer is as diverse and different as the urban consumer and that they too have the purchasing power that they are looking for. It isn’t surprising then that brands are looking beyond metros and trying to increase their footprints in rural India.</div>
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“Brands should resist viewing rural Indian consumers as a homogeneous group. There are various segments of consumers within India’s hinterlands and each consumer segment is different from the other. The drivers of behaviour and also aspirations of a rural consumer vary from an urban consumer. Rural demand is largely driven by agricultural harvest unlike the salaried class in urban India. Our approach is to win our consumers’ trust by understanding what their needs, gaps, pain points are and then accordingly customising our strategy and offerings to meet their expectations,” said Nandagopal Nair, Vice-President, Corporate Communications, V-Guard Industries Ltd.</div>
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There was a time when brands had little to no budget to market to the rural audience and that meant taking something they had created for the urban market and praying that it worked for them in the rural markets as well. But that is not the case anymore.</div>
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“Earlier, brands did not have any special budgets or special strategy for the rural markets. But in the last two decades things have really changed. Now brands have realised the importance of the rural markets and have specialised teams to take care of these markets. Not only that even the communication, packaging, placements of the products, as well as the one to one connect with the consumers has increased. The overall budget for BTL has gone up when compared to ATL for these markets,” said S Venkatesh, Marketing Director, RW Promotions.</div>
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But how difficult or easy is it to market to rural consumers?</div>
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Venkatesh feels that it is more difficult to market to a rural audience than an urban audience simply because of how vast this country is.</div>
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“Yes, it is difficult to market to the rural markets – India being such a vast country it is almost a continent and factors like different languages, diverse cultures, diverse eating habits, diverse living conditions, different economies in different states makes it very difficult for the marketer to work,” said Venkatesh.</div>
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BK Rao</div>
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But BK Rao, Deputy Marketing Manager, Parle Products, thinks that marketing to a rural consumer is in fact much easier.</div>
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“While reaching a rural consumer is difficult, I would say that marketing to a rural consumer is easier than marketing to an urban consumer. The reason being, a rural market is relatively uncluttered when compared to an urban market. If you look at the number of brands that a rural consumer is exposed to v/s an urban consumer, there is a huge difference. It is far more difficult to appeal to an urban consumer because they are spoiled for choice,” said Rao.</div>
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According to Rao, more than appealing to a rural consumer the challenge lies in reaching a rural consumer. It is true that distribution is a problem in the country and that brands that have been able to work around this problem, device solutions and lay down a strong distribution network have thrived in rural India. But the game is changing with the emergence of e-commerce. The Amazons and Flipkarts of the world, assisted by low data costs and increased internet penetration, are able to bring brands to rural customers that they could not reach before.</div>
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“The sharp divide between urban and rural, that used to exist say 20 or 30 years ago, is no longer present. E-commerce players have been able to reach out to the consumers living in non-metros and bring brands to them that used to inaccessible,” said Ramanujam Sridhar, Founder CEO, Brand-comm.</div>
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With all these factors, making rural an alluring market for marketers, what should marketers keep in mind when trying to reach rural consumers?</div>
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<strong style="border: 0px; box-sizing: border-box; color: #333333; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Simplicity:</strong></div>
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Simplicity seems to be the universal code when it comes to reaching out to a rural consumer. Communication has to be crisp, simple and should serve a purpose. Giving the example of an ad by Nokia for their 1100 handset, Sridhar said, “The rural consumer then, used to look at mobile phones as a luxury. So, they came up with a campaign which talked about the features of the phone, essentially giving out the message that it is not a vanity product.”</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/9xRC9gELdeo" style="border-style: initial; border-width: 0px; box-sizing: border-box; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;" width="560"></iframe></div>
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Similarly, the recent ads by e-comm giant Amazon focus on everyday people and the choices they offer to the regular Indian consumer. There is nothing ‘rurally’ about those ads, argues Sridhar but they appeal to a wider audience and the insight that Indians love options.</div>
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<strong style="border: 0px; box-sizing: border-box; color: #333333; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Consumption pattern:</strong></div>
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According to a leading marketer, one of the key difference between rural consumers and urban consumers is their consumption pattern.</div>
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“Rural consumers are more likely to consume smaller packs. One-rupee packs of products like shampoos and smaller packs of toothpaste get consumed more in rural areas. One reason for this trend could be the fact that people in rural areas earn money more on a daily or a season-to-season basis rather than a monthly basis. For example, a farmer will make money when his yield is good. Whereas an employee in an urban setting gets a monthly salary,” said he.</div>
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<strong style="border: 0px; box-sizing: border-box; color: #333333; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Leveraging technology:</strong></div>
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Rural India has leapfrogged over the desktop phase and gone on to embrace mobile phones and therefore, it is important for brands to be present where their consumers are.</div>
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“Brands are innovating in their approaches in a bid to win rural consumers’ trust. Technology is enabling brands to leverage ‘newer’ platforms like internet and mobile (WhatsApp) to communicate to the consumer in rural India. Just being physically present in these markets no more ensures brand’s success,” said Nair.</div>
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<strong style="border: 0px; box-sizing: border-box; color: #333333; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Influencers:</strong></div>
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A leading finance company of the country, when giving loans on vehicles like tractors or trucks, started enlisting the people who they were selling their loans to as their brand ambassadors. Once, the person had paid off his/her loan, the company would ask them to go to neighbouring villages and take the people over there through the company’s schemes and services. Thus creating a credible brand ambassador for themselves.</div>
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Nair also bats for the involving local influencers when reaching out to rural consumers.</div>
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“There are myriad ways to reach the rural community/consumer. For example, when introducing a product to rural areas, partnering with local influencers – teachers, doctors, panchayat head, etc. – can be a vital part of an outreach programme,” said Nair.</div>
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<strong style="border: 0px; box-sizing: border-box; color: #333333; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Packaging:</strong></div>
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“It is important to reach out to the rural consumer in his/her language and I am not talking about the text here. It is possible that a rural consumer understands the language of colours. Visual appeal is very important. In fact, people go to stores and ask for products based on colours or the packaging,” said Rao.</div>
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It is, therefore, important to understand and consider the rural audience as a separate entity and try to create communication specific to their needs and wants and not peddle something that worked for them in the urban markets.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-41238483041040163662018-03-13T18:19:00.001+05:302018-03-13T18:19:42.777+05:30Make it interesting!<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJtwleq1sCTMprXtr6cwEUuhBIws_NardT3PnrMFL0kKW3HZzcbKlNms8fdCCQAXYg5qtVf86hxGk2YrSm6xQjrhb_ywDqFtXbx13_5ztfKIhfjjru7ahRjtGNPk_wHQyd6TtoISeDIgXy/s1600/Education_3225538g.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="667" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJtwleq1sCTMprXtr6cwEUuhBIws_NardT3PnrMFL0kKW3HZzcbKlNms8fdCCQAXYg5qtVf86hxGk2YrSm6xQjrhb_ywDqFtXbx13_5ztfKIhfjjru7ahRjtGNPk_wHQyd6TtoISeDIgXy/s320/Education_3225538g.jpg" width="320" /></a></div>
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If you want viewers to snap out of their apathy and care, make the communication different</div>
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The sad reality is that many of us are extremely apathetic to social issues, however important they may be. To be brutally honest, we don’t give a solitary damn! Many of us are too focussed on ourselves, our needs and our immediate family, and it’s difficult for us to think beyond ourselves — of the immediate community and of the world at large.</div>
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Communication, however, can play a big role in making us aware. But it has to be interesting, grab our attention and be <i style="border: 0px; margin: 0px; padding: 0px;">not boring</i>.</div>
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The trouble is that we equate serious subjects with ‘lecturing people’. What is the first thing that comes to your mind when I say ‘lecture’? Boredom (Just ask my poor students!).</div>
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As David Ogilvy said, “You cannot save souls in an empty church”. Interest the viewers, get their attention and hope that they will be roused from their apathy.</div>
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One of the long-standing examples of communication that really impacted viewers was the ‘pregnant man’ ad done over three decades ago. The advertising agency that created it won accolades.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-8t-nGVqofgJ2xdeP0LBkTU9WovQtYIhV4fcFUhUyvmmSVRpU89lYN8DxEqxLgbbaJHWpfsOoRFPxV8x4Jf1zOYGr58N9TmXpGdjWB1x5YXwvZqyhh-pGQEYTyPp9wNFJmFvmDsB8OGED/s1600/AD_3225535c.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="319" data-original-width="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-8t-nGVqofgJ2xdeP0LBkTU9WovQtYIhV4fcFUhUyvmmSVRpU89lYN8DxEqxLgbbaJHWpfsOoRFPxV8x4Jf1zOYGr58N9TmXpGdjWB1x5YXwvZqyhh-pGQEYTyPp9wNFJmFvmDsB8OGED/s1600/AD_3225535c.jpg" /></a></div>
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his ad created waves and even made it to the cover page of <i style="border: 0px; margin: 0px; padding: 0px;">Time</i> magazine! Why was the ad so successful? Because it was based on the consumer insight that men, who have to be careful, don’t take precautions while having sex and more importantly, don’t care because it doesn’t affect them! Would they be more careful if they were the ones who got pregnant, questions the ad, making a viewer think.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Creatively solving problems</b></div>
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India is a diverse country with a multitude of problems. Often, these are unique to this country. Where else can you find people scared of using the word ‘condom’? We are a nation of shy people who shy away from saying ‘condom’ and perhaps even shier of using it, if our population growth figures are any indication.</div>
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So here are a series of commercials that show how uncomfortable different people are — be it a policeman, a lawyer or even a coolie in a railway station — even uttering the word. These commercials were done some time ago, but they still make for interesting viewing. The buzzword here is ‘interesting’, because if the creative doesn’t catch people’s interest, the entire communication can go waste.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/mKwnA6RUlnU?start=6" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/zR81t1U4Hyo?start=8" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/rscXp5q5hMc?start=8" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Social = boring?</b></div>
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India is a vast country, and not everyone is up to date with today’s developments and advancements. A lot of people don’t even realise the value of basic things such as the need for toilets.</div>
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They need to be communicated to, and for decades, the government has been sending out messages on a variety of issues, whether it is population control, digitisation or even cleanliness. Sadly, a lot of the communication is boring and dull. It has the stamp of ‘Directorate of Advertising and Visual Publicity’ in every frame. Consequently, these messages are largely ignored. Here’s a sample of something that we get to see.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUX90RnjnnUXJka-2juWn2qM4-kNA-JR8Z8sHbnn_IJniEEa-dQD_ZmVJ4XNclIA6EAEe4XvsWaSUhLbBlYGND4-fY2ELXeP46ClT1ghd3TSMCaDOUxhPujk9FhgyIFj-P0UVZW6B3B39J/s1600/Rly.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="550" data-original-width="1272" height="138" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUX90RnjnnUXJka-2juWn2qM4-kNA-JR8Z8sHbnn_IJniEEa-dQD_ZmVJ4XNclIA6EAEe4XvsWaSUhLbBlYGND4-fY2ELXeP46ClT1ghd3TSMCaDOUxhPujk9FhgyIFj-P0UVZW6B3B39J/s320/Rly.jpg" width="320" /></a></div>
<span style="font-family: "Open Sans", sans-serif; text-align: start;">Don’t you think it could have been more creative?</span><br />
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So, what’s happening here? Crores of rupees are being spent, but very poorly, in my opinion. What will elevate it to the next level? Clearly, it has to be more creative and that is where it fails.</div>
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Now let’s take this discussion further with a recent film.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Not so sanitary</b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhopVxwRA19W-ad5O9aU_XP80-OV0Fc7zU3v5iA0USkj8CH8FRyO1RCmY2s_nLb8nUmoXZug1J3VEEs4nZ3iL3lnfp76IEaItuK_LuTtAkJ17jC8E5S3jyoDLJoN6mSV39Hb6HMyMkHfKMd/s1600/pad.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="292" data-original-width="210" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhopVxwRA19W-ad5O9aU_XP80-OV0Fc7zU3v5iA0USkj8CH8FRyO1RCmY2s_nLb8nUmoXZug1J3VEEs4nZ3iL3lnfp76IEaItuK_LuTtAkJ17jC8E5S3jyoDLJoN6mSV39Hb6HMyMkHfKMd/s1600/pad.jpg" /></a></div>
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<b style="border: 0px; margin: 0px; padding: 0px;"><span style="font-weight: 400; text-align: start;">Recently, I watched an interesting film, </span><i style="border: 0px; font-weight: 400; margin: 0px; padding: 0px; text-align: start;">Padman</i><span style="font-weight: 400; text-align: start;">, which, for all intents and purposes, could have been made into a documentary. It was dealing with a sticky subject. It addressed the issue of getting women to use sanitary napkins, which were earlier unaffordable. It is based on a real-life story of a revolutionary man, who had the vision and passion to transform rural India.</span></b></div>
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While the thought was powerful, executing it on-screen could have been boring. It needed someone from advertising to transform it into an emotional and inspiring movie, with enough gripping situations and characters that made for an inspiring and entertaining film. I am sure films like this can actually lead to a change in behaviour and action.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">So what’s the lesson?</b></div>
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The lesson is simple. We have enough causes to communicate in this vast, complex country called India. The reality is that lots of money is being spent. But the question we should be asking is: How is this money being spent? Is there a better way of spending it? Is there a better way of accessing the best creative minds in the country to work on these causes and bring them to life?</div>
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I am sure agencies want to do exciting work and win awards for their creativity. Public service advertising, when done interestingly, can move people while winning accolades at the same time. Let’s make it interesting for the creative people in India to work on these social projects. You will be surprised at the dramatic change in interest and action that will happen.</div>
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But will we do it?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-3306751286561856182018-02-28T14:18:00.004+05:302018-02-28T14:18:48.135+05:30Does same celeb ambassador for decades help a brand?<div dir="ltr" style="text-align: left;" trbidi="on">
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In early February, Aishwarya Rai Bachchan dazzled Australians by appearing in a black fishtail-style gown with a perfectly fitting lace bodice embellished with gemstones. The former beauty queen was attending the launch of a Longines boutique in Sydney in her capacity as the Ambassador of Elegance for the Swiss premium watch brand. Rai has been the face of Longines since 1999 and more recently, the endorser of French cosmetics brand L’Oreal since 2003. Likewise, her Bollywood counterpart Shah Rukh Khan can boast of South Korean automobile giant Hyundai retaining him as their ambassador for two decades (and more).</div>
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Brands are often seen changing their celeb ambassadors as the seasons change, bringing in currently reigning icons and younger faces to portray the brand’s evolving qualities. Why then do certain brands prefer continuing their association with a particular celeb for years together?</div>
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Brands are all about the long-term, about consistency; and if the celebrity too can be ‘long-term’, it’s a rare phenomenon, says advertising and branding veteran Ramanujam Sridhar. He says Hyundai (for example) have acknowledged the value of Shah Rukh to the brand’s launch, success and growth. “Shah Rukh has been involved with the launch of the company, when it was not so well-known here and SRK was the big brand. His ads ‘Should I or Shouldn’t I’ certainly made waves. His charisma and appeal to women helped the brand as he did commercials with Preity Zinta. It’s a tribute to the resilience of the star and the consistency of the brand owners that the association has endured,” says Sridhar.</div>
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Just like in any partnership, long-term associations, especially when they continue to stay relevant, are always good for a brand, says Jiggy George, founder & CEO of brand management and licensing company Dream Theatre. According to George, the brand and the celeb must continue to evolve and echo the same DNA. “The celeb’s performance equity must continue to grow in such associations and if that is not the case, the association can run the risk of being out-of-touch,” says George.</div>
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Moreover, having the same ambassador enhances brand recognition and recall, say experts, as the celeb becomes the signature of the brand, helping the message to get delivered faster to the consumer.</div>
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However, the drawbacks of the same face for a brand are too many to be ignored. Long-term associations with a celeb can do more harm than good, says Kaustav Das, CEO of creative agency Ralph & Das.</div>
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Firstly, says Das, the brand’s fortunes get inexorably linked to the celeb’s fortunes. If the celeb faces a controversy or his or her performance sinks, it impacts the brand. “Secondly, celebs age and their personality matures over time. But brands have to evolve and stay fresh all the time. Celebs cannot necessarily evolve to comply with a brand’s re-set vision,” says Das, who feels that hiring celebs ‘’is the conventional wisdom of lazy marketers.”</div>
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Having different ambassadors helps maintain freshness in a brand’s communication, say experts, “As new celeb endorsers address changes in consumer preferences. It also helps to send out a new message or advocate a novel product or service with a new celeb.”</div>
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Do mascots like the Amul baby or Air India maharaja stand a better chance over celebs then?</div>
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“Perhaps”, feel experts. Das says the mascot can evolve. “A fine example is the V-Guard kangaroo evolving after 40 years. Or the Qantas Airlines kangaroo that has undergone changes over the years.”</div>
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Mascots can never get into controversies, says Sridhar. “But the challenge is that they have no appeal of their own and it has to be entirely created. But brands like Amul have managed to do it over the years.’’</div>
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Mascots can also be used to convey topical messages (like the Amul baby) “without having to resort to long-term planning, co-ordination, shoots, etc. But mascots have to be created and invested in over decades to turn legendary,” says George.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-76623806244485773392018-02-23T14:35:00.001+05:302018-02-23T14:35:57.958+05:30Making inroads in India<div dir="ltr" style="text-align: left;" trbidi="on">
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India has provoked Google, which is not a big advertiser, to look at traditional mediums of advertising</div>
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I have always been enchanted by the subtle and not-so-subtle manner in which brands try to become an indispensable part of our lives. As someone who grew up in Madras, I was intrigued by the average Tamilian’s dependence on <i style="border: 0px; margin: 0px; padding: 0px;">The Hindu </i>newspaper and a cup of piping hot coffee to start his day. If this did not happen for whatever reason, you would witness chaos!</div>
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Today, I observe an even greater dependence on another brand — Google. When we were children, we were taught ‘Mata, Pita, Guru, Daivam’. It means your father, mother and teacher are God. Today, most people would cheerfully say ‘Mata, Pita, Google, Daivam’ — so complete is the domination of the technology major in our lives!</div>
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<span style="text-align: start;">While Google continues to be one of the most valuable brands in the world, it has historically not been a large advertiser. Yet India, the land of infinite possibilities and enormous challenges, has provoked Google to look at other mediums to advertise for the vast Indian middle class. Despite the digital medium being the fastest-growing in India, print and TV tend to be extremely important for this vast population.</span></div>
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India may soon become the country that has the largest smartphone population in the world, but no advertiser can afford to ignore the traditional media. Do you remember the high profile launch of the Google phone with full-page newspaper ads?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Indians and directions</b></div>
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India can be a misleading country in more ways than one. Directions and signs are rarely found. People tend to ask others for directions and people are always willing to help — even when they haven’t the faintest clue of where that place is!</div>
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This does not seem to deter people from asking, and later, curse the people for misguiding them. The dependence on maps is minimal.</div>
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However, Google is slowly but surely changing this. A few years ago, I became a total convert and an unabashed admirer of ‘Googleavalli’, as my family cheerfully calls the lady who flawlessly guided us through Mannargudi and Mayiladurai (Mayiladuthurai) . While a majority of young, tech-savvy urban youngsters have taken to Google Maps like a duck takes to water, a number of others haven’t.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Advertising can make a difference</b></div>
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<span style="text-align: start;">A lot of Google’s acceptance happens through word of mouth. India, however, presents different challenges given its diversity and complexity, in addition to the issue of poor connectivity. How do you reach out to people of different demographics and psychographic status, who live in the same city and struggle with the same traffic snarls?</span></div>
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This is when Google started its city-centric outdoor campaigns aimed at inducing more people to use their maps. Here’s a sample of what the brand did some time back.</div>
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The ones that followed on television showed smart, young people who stayed away from crowded roads caused by marriage processions and victory processions after the inevitable cricket match. One of India’s most frustrating feature is the absolute lack of concern that people have for everyone else, and nowhere is it in greater display than on the streets. Which is where Google Maps comes into play.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Of marriages and tension</b></div>
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The most recent commercial is an interesting one, as it is set in a typical Indian wedding scenario with its share of tension and drama. The bride’s mother is tense and starts worrying about the garlands, that haven’t reached the marriage venue yet.</div>
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She keeps calling florist, who keeps getting stuck in one traffic block after the other, even as he keeps saying ‘<i style="border: 0px; margin: 0px; padding: 0px;">paanch </i>minute’ (five minutes), like most Indians who are invariably late for most places and events say. There is an element of humour, as the lady uses the same ‘<i style="border: 0px; margin: 0px; padding: 0px;">paanch</i> minute’ technique to delay the florists’ payment!</div>
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So what do we learn? That even big, global brands like Google realise that India and its consumers are different. It may be a vast and often untapped market, but you do need a strategy to tap it. To equate it with Mexico or Philippines would be replicating the mistakes other big multinationals who have bitten the dust here, make. As Steve Waugh, the Australian cricketer discovered, you need to embrace the country and its people before you attempt to conquer it. The same philosophy applies to its consumers too.</div>
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Are you ready to embrace India and its consumers?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-73990021575441592682018-02-14T11:21:00.000+05:302018-02-15T13:00:41.287+05:30Why public relations companies need to be creative<div dir="ltr" style="text-align: left;" trbidi="on">
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PR persons must learn to think innovatively and provide clients with useful information</div>
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The first word that comes to mind when one thinks of advertising is ‘creativity’. Other phrases or words that might come up are ‘out of the box’, ‘different’, ‘whacky’ and even ‘weird’ (a reference, perhaps, to some of my advertising brethren’s choice in clothes and hair styles). One thing, however, is pretty clear: an agency’s creative abilities help brands get noticed and move the consumer to action. Agencies often get new business only on the basis of their creative talents.</div>
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My question is, should the related field of public relations also adopt creativity as its very motto in today’s challenging times? This leads me to an important question: what exactly is creativity?</div>
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Peace activist and artist Mary Lou Cook said, “Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.”</div>
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My submission is that PR companies have a strong need to re-brand and reorient themselves as “the other creative communications agency”. Why do I say that?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Today’s challenges</b></div>
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Let’s step back to look at public relations in today’s scenario. Despite the proliferation of social media and various other platforms, it is still difficult to get a story across in the media. A far cry from the earlier days, when all you had to do was to meet the journalist and, lo and behold, you had a front page story! Those days, there were fewer companies and the media had to hunt for stories. The main skill-set that PR executives needed was the ability to build relations with media and clients. The phrase ‘wine and dine’ was often unfairly used to describe a PR agency’s work.</div>
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Today, with a bevy of verticals, numerous PR companies pushing their clients’ causes and the media becoming increasingly selective in what it will carry, the challenges have become more pronounced.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The power of a story</b></div>
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One of the main reasons why people love advertisements and, at times, prefer watching them to television programmes, is that advertising has powerful stories driving its content. The Samsung customer service ad for India — where the service engineer faces numerous obstacles, including a tree-blocked road and mountainous terrain, to get a TV repaired so that blind children can watch their hostel-mate participate in a singing contest — topped the list of most-watched ads on YouTube in 2017, with over 150 million views!<br />
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What sets it apart? It is simple, has an element of surprise, is touching but does not go overboard, and isn’t soppy. I believe the power of the story made it hugely popular. So, where’s the analogy for PR companies and what must they do?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">What’s your pitch?</b></div>
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Today, to put it mildly, journalists lead stressful lives. They work under myriad pressures and ever-shrinking deadlines, even as they compete with their colleagues to break stories or move up to the front page of their respective newspapers. Then, why should they read your pitch? They will read a press release if it is well-crafted, caters to the current interests of the reader and is brief. Remember the saying ‘Brevity is the soul of wit’.</div>
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I wish our PR executives would write to the point and better so that they capture the essence of the content in a few, well-chosen words rather than in voluminous paragraphs that sorely tempt the recipient to press the delete button.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The way forward</b></div>
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Sadly, the PR industry does not train its young people as well as it ought to. So, the bright young people manage on their own initiative and ability while the rest just about get by. While maintaining relationships is important, it is difficult for youngsters to build a rapport with older, more experienced journalists. But there is a silver lining. The media will welcome you if you are an expert on your client and their vertical. It will love you if you can give the story a nice angle that is not only about the client but is also interesting for the reader.</div>
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Can you tap into a current trend? Can you provide information that the journalist might otherwise take hours to find? Can you help the journalist without asking for your pound of flesh? The challenge, therefore, is for PR companies to train people to think differently and innovatively, and write succinctly. Then we will have a breed of PR professionals who think brand, think media and think creatively.</div>
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When that happens I will call it a day!</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-29930578250088353242018-02-06T12:47:00.001+05:302018-02-06T12:47:33.451+05:30The campaigns, they are a-changing<div dir="ltr" style="text-align: left;" trbidi="on">
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A lot of brands keep changing their ad campaigns, even before they have outlived their usefulness</div>
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When do clients change their ad campaigns? Usually when they believe that their consumers are getting tired of them. The reality, however, is that clients and agencies get tired of their campaigns much before the consumers do. That’s because clients see their own campaigns so many times — in their conference rooms, as part of agency reviews and every time they have a visitor.</div>
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Consumers, however, have a million other things on their mind. They don’t spend time in conference rooms. They are too busy standing in queues, ensuring their family has three square meals and in figuring out their children’s homework! And throw in around 900 TV channels they have access to, and it’s a miracle that they actually remember their house address, much less your brand!</div>
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And yet, brands keep changing their ad campaigns, sometimes even before they have outlived their usefulness.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Pugs multiply, creativity diminishes</b></div>
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How many of you remember ‘Hutch’, the mobile service? Or their advertising? Well, it is difficult not to remember the dog, a pug, that the brand introduced. Clearly, the advertising had created a brand property in the pug, which I am sure would have scored highly in all advertising recall studies.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/2MHM9ktpp20" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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While the pug featured in more commercials than a few Bollywood stars (and even escalated the price of pugs in India, if rumours are to be believed), it was part of several memorable commercials. This ad shows the boy’s faithful friend following him everywhere and ending up on his bed, the final message being the network follows you everywhere.</div>
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Let me once again reiterate my peeve with the brand’s advertising, which is true of all mobile service providers in India — ‘It has no relation to the actual level of service or coverage in the country!’ Sadly, as a consumer of Vodafone, I cannot really believe the claim of the network following me everywhere, as it has not been my experience with the brand.</div>
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Most recently, Vodafone came out with another commercial, that features another young boy being followed by a whole group of pugs. And the commercial has an astonishing claim — that it adds a tower every hour! Wow! Some clock! This claim seems as outlandish as saying Afghanistan is the greatest cricket team of all time, just because it made it to the Under-19 World Cup semi-finals in New Zealand.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Where is Hari Sadu?</b></div>
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Do you remember the old Naukri ad? It features an ill-tempered, evil boss who is universally hated and aptly called Hari Sadu. The boss’ assistant tells him the restaurant he wants reservation at, is on the line. Even as he tries to book a table for two, the man on the other end of the line seems to have a problem getting his name right.</div>
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At this time, one of his subordinates offers to help and does so by giving a cheeky expansion of the name — H for Hitler, A for arrogant, R for rascal and I for idiot — to the absolute delight of his peers and the shock of the boss. The tagline from the brand said, ‘Guess who has just heard from us?’</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/eKdkAIDMhis" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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Clearly, a lot of young people leave their jobs because their immediate supervisor is insufferable. And while the ad may have offended a few employers, I think it was quite popular with younger people, whose bio-datas populate the brand’s website.</div>
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The brand recently changed its commercial for a more functional, less edgy and perhaps even less interesting one, featuring a number of bored, unwilling employees who have to be dragged to work on a Monday. Naukri offers itself as the alternative to a boring life at work — by helping them land jobs they will actually enjoy.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/wKs-fTXQBgY" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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Now, irrespective of whether or not you’re looking for a change, which ad do you find more interesting? I realise that the brand has changed its positioning, but as a consumer, do I really care?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">And men will always be men</b></div>
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Let me end with a new commercial, where, a young man wanting to impress a young woman on the road, attempts to change a car’s punctured tyre, presuming it was hers — only to realise later that it wasn’t!</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/ILR3rK6memg" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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But why do I prefer the earlier commercial, which features two guys with paunches (resembling mine), who suck it in with great effort to impress a young woman?</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/womIhdHHwPQ" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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This is the eternal challenge — changes happen in both agencies and clients’ offices and those normally result in new advertising campaigns with different executions.</div>
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But is change always for the better? You tell me!</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-77972732606053405612018-01-24T14:42:00.003+05:302018-01-24T14:42:29.802+05:30The advertising year in retrospect<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin6Z05xJorU4hBRcPYLAnLZrKtdL6IKGO6lKCGETjcOEKWI2Rfrljy6e6BlaGCMG9WOh5J82jeiqGdz5oYCFUoBwFrw_kMswKvrIHzbES_3Z1HKxLO6EhpSOwZ5BW8l3JBuQmizfhUvwop/s1600/Bloc.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="667" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin6Z05xJorU4hBRcPYLAnLZrKtdL6IKGO6lKCGETjcOEKWI2Rfrljy6e6BlaGCMG9WOh5J82jeiqGdz5oYCFUoBwFrw_kMswKvrIHzbES_3Z1HKxLO6EhpSOwZ5BW8l3JBuQmizfhUvwop/s320/Bloc.jpg" width="320" /></a></div>
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The best advertising is simple, has a powerful idea — and makes you wish you were in it</div>
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How was 2017 as a year for advertising?</div>
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The industry did grow, particularly in areas such as digital, but I won’t focus too much on the business side of advertising. Rather, I will look into the business of advertising, which is all about making ads and TV commercials.</div>
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As an avid consumer of TV advertising (I strongly believe that the advertising in India is better than the programming), I have my own views about them — some of them are quite strong, even if I am not the target audience for many of the products being advertised. Which means that I can be truly objective about them!</div>
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If I have missed out some nice ads (which is inevitable in an exercise of this nature), you can put it down to a combination of old age, selective amnesia and boredom.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Broad trends</b></div>
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Were there any broad trends that were observed? Was there too much reference to sex and sexuality, openly or obliquely?</div>
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Actually, though certain categories like deodorants and fragrances continue to use sex to sell their products, the references seem a lot more muted now. Even Fastrack, which has a reputation for being in-your-face, is only mildly flirtatious in its commercials.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/DdhS8EDUTfo" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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There has also been the emergence of hitherto unadvertised categories, such as perfumes, making their presence felt. Here is a commercial for Fogg, which talks about how a perfume is a great gift that reminds the recipient of the giver.</div>
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It is also worth noting that Fogg, the deodorant, went back to its earlier advertising of ‘Fogg <i style="border: 0px; margin: 0px; padding: 0px;">chal raha hai</i>’, showing how the deodorant brand is actually a phenomenon sweeping the country — even at the borders, if the advertising is to be believed!</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">It’s a woman’s world</b></div>
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For too long, we have lived in a man’s world, as they seem to call the shots in the world of business. Consumer marketing is all about women, who make decisions for household products. But 2017 was different — we witnessed it as being the ‘year of the women’, especially in advertising.</div>
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There were a number of commercials that spoke up about women’s equality and portrayed them as equal to the men in the household. There was an initiative by Star Plus, the channel that ran the ‘Nayi Soch’ campaign, which showed Aamir Khan as the owner of a sweet shop. In the ad, he acknowledged the role his two daughters played in taking the business to the next level.</div>
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The commercial’s message, that your daughters can scale up your business even better than your sons, is brilliantly captured in it.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Yn9otCkjfh8" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The right to a half</b></div>
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Two other ads stood out for me. The Benetton ad is forthright and says women have a right to half of everything — including the power to decide, which has been denied to them for ages. But then, the brand’s advertising has always been about attitude, and this commercial only reiterates that.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/GCl3Rq6w-1o" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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Tata Tea, another brand that has believed in exhorting its consumers to act, addresses gender equality, and shows how it is learnt and is not inborn. In the ad, a mother allows the son to go to play badminton, while she asks her daughter to stay back and learn to cook, because otherwise, people will say she hasn’t been a good mom.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Talking about issues</b></div>
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Brands are realising that it is easier to talk about interesting issues in an engaging way than to hard-sell your brand’s attributes. It gives them the flexibility to address these issues in a longer format that YouTube provides, unlike mass media advertising on national channels.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/6sdkFQg91XA" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Romance in the air</b></div>
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My favourite commercial, however, is of Dairy Milk Silk, which features two young college kids and how once they start messily eating the chocolate, they hear trumpets and violins — or bells and whistles, if you will!</div>
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It’s a young person’s commercial and I am sure the target audience is the young adults and children, who can’t wait to grow up and get out of childhood. I am sure they would like to experience the wonderful emotion depicted so entertainingly and endearingly in this commercial.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/EYjj3VDGmYs" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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As can be seen, the best advertising is simple, has a powerful idea — and makes you wish you were in it! In this case, it would have made you wish you were in the frame, eating chocolate with the girl you love!</div>
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Well, there’s no harm in hoping, is there?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-14623786952299214462018-01-24T13:06:00.001+05:302018-01-24T13:06:06.196+05:30What an Idea, Sirji!<div dir="ltr" style="text-align: left;" trbidi="on">
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It is very difficult to build a brand property which could be a campaign idea, a tune or a tag line</div>
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I have an unreasonable liking for Idea, the mobile services brand. And this proclivity has to be understood slightly differently. I used to head the advertising agency that launched Birla AT&T in Pune. It was great fun and a challenge to work with a demanding American client, who was solidly behind the agency.</div>
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Those were the early days of the mobile phone in India and people frantically called each other from the cheaper landlines, when they got calls on their mobiles — the rates were that prohibitive!</div>
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Things moved for the brand once Lowe Lintas, as it used to be called in those days, started working on the account. I started following it even if I didn’t subscribe to the service. One of the first things that drew me to the brand was the signature tune, that had a piece composed by Ilaiyaraaja.</div>
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For my generation, he was God. Here’s one of the earliest commercials, showing a variety of people using the mobile phone. For me, what made the commercial memorable was the music and that signature tune, which became the ringtone for Idea users. For the brand, it became its property that it has held on to steadfastly over the years.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/ElEk97jwNxU" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Social messages</b></div>
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One of the ad differentiators, that set Idea apart from its competitors Airtel and Vodafone, was the focus on social messages. They used Abhishek Bachchan to great effect in quite a few commercials.</div>
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But here is one of my favourites. This one is about children from the village, who are unable to get admission into a city school because of paucity of space. In such a situation, Idea steps in and helps the children get the best education, thanks to its network.</div>
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It has a fairy tale ending, with a bright village girl becoming the student of the year to the absolute delight of the school principal, who is Abhishek Bachchan, the face of the brand for several years. This commercial had the ‘What an Idea, Sirji!’ theme.</div>
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Nothing is more delightful for a copywriter than for his line to become a part of the editorial in every newspaper. How often is it that something innovative in the news been headlined with the brand’s line? To me, that is a testament to the creative product’s excellence and how much it has become a part of the mainstream. And this element, of having a social message, has continued to differentiate the brand.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Walk when you talk</b></div>
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I could talk about several commercials of Idea that I liked, but I will stay with one simple, highly-effective commercial that again features Abhishek Bachchan. This one exhorts people to walk while they talk, thus creatively ensuring that people stay fit even as they keep talking endlessly on the phone!</div>
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One never knows why agencies lose clients, especially when they have been handling the same brand for years. However, I believe in the adage that clients are won on great creative and lost by poor servicing. The Idea account has moved to another agency after several years. Here’s the new commercial.</div>
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<iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/m4elNryrkn4" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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It’s interesting how, sticking with the social message genre, it talks about subjects that are getting increasingly popular, such as women empowerment and how women need to get stronger — and, of course, how a network can be a part of this strength.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Don’t throw the baby out with the bath water</b></div>
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Clients and agencies tend to get tired of their advertising campaigns even if the customers don’t and are often guilty of dispensing with good promotions before they outlive their usefulness. In this case, however, even though the latest campaign was done by another agency, they found the social message campaign relevant and powerful enough to be sustained, albeit with a different execution.</div>
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Remember, it is extremely difficult to build a brand property which could be a campaign idea, a signature tune or even a tag line. If customers remember something other than your brand name, you should consider yourself fortunate and compliment the advertising agency for persisting with the same.</div>
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But it is even more creditable that despite the change, both the client and the new agency have seen that some ideas can be extremely powerful and should be continued and even improved upon, as in the case of this commercial, which talks about how a video can change your life. This shows that company has recognised the importance given to videos by today’s young consumer, the primary target audience for mobile services.</div>
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So think once again. Must you change? And if yes, how do you do it for the better?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-5683300120063988202018-01-12T09:35:00.003+05:302018-01-12T09:35:34.612+05:30Can a personal brand win an election?<div dir="ltr" style="text-align: left;" trbidi="on">
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Superstar Rajinikanth is the latest silver screen hero to take the plunge into politics</div>
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December 31, 2017 was a day for fireworks, celebrations, and popping of champagne corks in most parts of the world. However, for the political leaders in Tamil Nadu (or at least for some of them) alarm bells began ringing!</div>
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Rajinikanth, known around the world as “Superstar”, finally announced that he will launch a political party. Mind you, he has been threatening to do this for as long as I can remember, so the announcement didn’t come a moment too soon. Let’s not forget that Rajinikanth is from the South India , where there is a unique culture in which people from tinseltown make it big as political leaders; whether it was NT Rama Rao in Andhra Pradesh, or MGR and Jayalalithaa in Tamil Nadu.</div>
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At the risk of being slaughtered, thanks to the internet, I think Rajini is perhaps a bigger brand than the doyens of old. But the question is, will his personal charisma and brand lead him to power, even as he vows to contest from all 234 assembly seats in Tamil Nadu in the forthcoming elections?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Political leaders can be brands</b></div>
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The world has seen several political brands, be it Abraham Lincoln, Winston Churchill, Adolf Hitler, Gandhi, John F Kennedy or more recently, Narendra Modi, they all had strong brand associations. Lincoln stood for equality of blacks; Churchill was stubborn and refused to give up; Gandhi stood for non-violence, and so on.</div>
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Rajinikanth’s strongest association is his ‘style’, which may or may not cut much ice with the political masses. But I am sure he has the following to cause some disquiet amongst his opponents. He has to refine his positioning and offering, which has a greater relevance for voters.</div>
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Promise, big promise, effectively worded is what moves the masses. Remember “blood, sweat and tears?” “<i style="border: 0px; margin: 0px; padding: 0px;">Garibi hatao</i>”, that Indira Gandhi used to great effect, “Labour isn’t working” which swept Margaret Thatcher’s Conservative Party to power, or “<i style="border: 0px; margin: 0px; padding: 0px;">achche din aane wale hain</i>” that ensured a Modi landslide (even if there is no talk of that now).</div>
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Similarly, if Rajini is to follow in the footsteps of MGR and Jayalalithaa, he has to craft his own positioning that will be a much lower common denominator than the spiritualism plank that he has taken to launch his party. I am sure the king of punch dialogues that Tamil Nadu loves will come up with his own slogan for the future of his party.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The time is right</b></div>
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Successful brands always seem to gauge a gap in the market. There is a crying need for them; and that’s where Tamil Nadu is right now. With the passing of Jayalalithaa and the continuing illness of M Karunanidhi, there seems to be a complete void in leadership.</div>
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The people of the south India, particularly in Tamil Nadu, seem to strongly believe that they need film heroes and heroines to save them! What bigger hero than the ‘Baasha’ to save the people of Tamil Nadu?</div>
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It is also in the same breath that we need to speak of another film star — Kamal Haasan, who has also started a political party, perhaps only on Twitter. But I am sure he realises the opportunity and the gaping void in Tamil Nadu politics that is yearning for leadership and direction.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">What of the future?</b></div>
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I am hardly a soothsayer and we all know the hazards of making forward-looking statements, particularly in the stormwaters that Indian politics can be. Merely launching a new party or great credentials may not be enough. Rajini has to demonstrate that he understands politics as well as he understands films. He needs to find a position that is better crafted than the interesting platform of spiritualism. He needs to have a proper team, as fans might give you loyalty but they are yet unproven in politics or administrative capability. Rajinikanth needs a strong promise that will click with the people who may be disillusioned with the Dravidian clique and the fact that Tamil Nadu is no longer the dominant state it was. Clearly, the Dravidian oligopoly is not working.</div>
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Tamil pride and anti-Hindi as clarion calls have outlived their usefulness. Sadly, the Tamilian psyche seems to believe that giving and accepting bribes is okay as long as the job is done. However difficult this may be, Rajini must change the passive acceptance of wrongdoing which is rapidly dragging the state down.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Light at the end of the tunnel?</b></div>
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It is too convenient to expect dramatic things to happen overnight. But given the increasing discontent in the state, and the disenchantment of the people, perhaps the time is right for personal branding to come to the fore.</div>
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Maybe Rajini can take a leaf out of MGR’s book. MGR would never drink or smoke in movies and women always wooed him! Every Tamilian completely believed the screen persona of MGR and thought that he could do no wrong and eventually voted him to power. Rajini has similar credentials. He is a decent guy, God-fearing and free of controversies. More than anything else, he is a leader with a large following.That might tilt the balance, <i style="border: 0px; margin: 0px; padding: 0px;">just</i>.</div>
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So let’s wait to see what the people of Tamil Nadu have to say about the latest personal brand in politics.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-5477515040328733852018-01-05T16:09:00.000+05:302018-01-05T16:09:03.243+05:30A brand new logo for a struggling old city<div dir="ltr" style="text-align: left;" trbidi="on">
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Designing a logo isn’t going to save Bengaluru, a city that is bursting at the seams</div>
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On December 24, Bengaluru got itself an extremely interesting and striking new logo. This had several firsts to its credit. It’s the first time an Indian city has had a logo. Many cities in other countries already have distinct logos and identities. (Remember, the “I love New York” logo and campaign that made its way onto T-shirts, caps, pens and mugs?) Another feature of the new logo is that the design was crowd sourced and chosen from 1,350 entries. The design, with its blend of English and Kannada, also subtly draws attention to the tagline ‘Be U' or be yourself.</div>
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The State government, while feeling justifiably proud of its latest creation, talks about creating and marketing merchandise to the bevy of tourists, both local and international, who flock to the already crowded city. Let me state upfront that I find the logo distinctive, colourful and striking, which are all laudable qualities in choosing and identifying a logo when multiple alternatives are presented.</div>
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But, as someone who has lived in Bengaluru for almost my entire working life, I have certain suggestions to the city and its administrators on the branding front as a brand is not only about a logo or colours. I really love this city, or at least what it used to be, so all my comments should be viewed in the spirit of the anguished cries of someone who is getting increasingly frustrated living here.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Brands need strong logos</b></div>
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A logo is the visual representation of a brand and the first thing that brands invariably do when they have a name in place is to design an identity that is distinctive, has certain strong colours, and stands apart from its competitors.</div>
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Companies have also discovered that consumers remember shapes and when reinforced often, they will creatively recall them in the context of that brand. Who doesn't remember the Nike swoosh that is so powerful, you may not even have to write the name Nike when you are referring to the brand.<br />
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Children remember the “golden arches” of McDonalds and are drawn to it when they are anywhere near a mall; never mind the brand’s current problems in the North and East India.<br />
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But these brands and the many other successful ones we have come across, have more to them than a strong logo and a visual identity. This is precisely my bone of contention with the Bengaluru logo. While it is commendable that the administrators have finally realised that Bengaluru has the potential to be a brand, they are, in my opinion, a bit late to the party.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The most recognised city in the world</b></div>
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Bengaluru has always had several tags. It was initially, rather derogatorily, referred to as the “pensioner’s paradise”, as many old people, suitably clothed in mufflers, were seen walking in the gardens of the city. The widespread greenery soon earned it the distinction of being the “garden city”; something that I quickly realised the truth and value of when I came from a parched Madras in 1980.</div>
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Then, with the emergence of software majors such as Infosys, Bangalore, as it was known then, became the “software capital of India”. People who lost their jobs in software got used to the expression “Bangalored”. The city was a boom town and grew on its own accord with capricious politicians who allowed even greedier builders to build anywhere and gave away lakebeds for development.</div>
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The traffic is a nightmare, roads non-existent and garbage reigns everywhere. Any outsider who comes to Bengaluru complains about the roads (or lack thereof) and the traffic. The city spawns jokes such as: “In the US, people drive on the right side of the road, in the UK, on the left side and in Bengaluru, on what is left of the road”. But the government was secure as Bengaluru next became the “start-up capital of India”.</div>
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Mind you, it is important to remember that a large part of Bengaluru’s development happened without any special effort from the government and, in many cases, despite the government. In fact, many global players bitterly complain about the lack of infrastructure and governance.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">What of the future?</b></div>
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Now that the government is taking credit for the new logo, it can also formally recognise that Bengaluru — as it’s now known; another harebrained change — can actually become a brand that is known and respected world over. This cannot happen cosmetically, by designing a logo. It is time to realise that the brand needs a champion who can guide the city to its destiny. It is time to realise that there are other important stakeholders: the people who live here, the investors who come from across the globe, and also the tourists, who are presently being targeted.</div>
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The government is sitting on a gold mine of a brand. Only if they realise its value and nurture it can the brand hold its own globally; and the government can hold its own not just on the strength of design but on political will. And that, my friends, is what is lacking. Let’s build on the equity of brand Bengaluru now that we have made a beginning with a new logo.</div>
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Is anyone listening?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-77253674128912717672017-12-27T09:09:00.003+05:302017-12-27T09:09:42.704+05:30Consistency in advertising is key to brand recall<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>Whether it takes digs at competition or uses poignant narratives, a brand must advertise regularly</b></div>
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Brands constantly strive to challenge leaders and gain noticeability and market share against the well-entrenched competition. This is a universal occurrence across categories. Pepsi by, constantly trying to challenge Coke, has acquired the status of a challenger.</div>
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In the early days, Apple used to take digs at IBM, which was a leader, and then continued to make fun of Microsoft with its deficient Windows program that was full of bugs. Advertising has always been a means for brands to get the consumer’s attention and eyeballs. They use radical means to attack their competition , usually a leader.<div style="border: 0px; float: none; margin-bottom: 20px; padding: 0px; text-align: justify;">
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They often use comparative advertising as a strategy. Here’s an ad that Apple did in its early days, welcoming IBM. People might have been forgiven for thinking that Apple was the bigger brand, welcoming a smaller player! The truth, of course, was different.</div>
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Pepsi has always tried to tell its consumers, subtly and not so subtly, that it is the young, hep brand and Coke was the fuddy-duddy one meant for older consumers. Research too has shown that Pepsi is a brand for the young and the young at heart and their advertising, over the years, has carefully perpetuated this image of youthfulness.</div>
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Here’s an old ad featuring the famous Hip Hop recording artiste MC Hammer, who suddenly starts singing like Frank Sinatra when his Pepsi is swapped for a Coke.</div>
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<iframe allow="encrypted-media" allowfullscreen="" frameborder="0" gesture="media" height="315" src="https://www.youtube.com/embed/ckz2JzamVP8" style="border-style: initial; border-width: 0px; margin: 0px; padding: 0px;" width="560"></iframe></div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Playing with emotions</b></div>
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I must be one of the few people who used Savlon in a Dettol-dominated market. Who has not used Dettol for his knee wounds after a game of football or after early morning nicks and cuts?</div>
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If my memory serves me right, Savlon, the minor competitor, used to be a brand made and marketed by ICI, a company which no longer exists in India. My dad used to work in ICI and we had an affinity for their products. Imagine my delight when I recently saw an ad for Savlon, a product that I thought no longer existed!</div>
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Unlike the Apple and the Pepsi commercials that were in-your-face and cocking a snook at their competition, this ad is a warm, emotive commercial built on the basic emotion of a mother’s love. It features several children who, after falling in a heap after jumping over a relay or falling while doing gymnastics, cry out in pain, always call for their mothers. The commercial talks about how Savlon is like the mother’s love, that you can always trust.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Does advertising work for brands like Savlon</b></div>
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When brands wish to grow, there two big marketing challenges that they must overcome — that of reach and resources.</div>
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Fortunately, Savlon is now a part of the ITC stable, a company that is well-served on both these fronts. We all know it is a major force in the FMCG segment, thanks to its enormous distribution and the range of its products.</div>
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Savlon, which earlier used to be with Johnson and Johnson, sees a great opportunity in the hand wash market, where it competes with the likes of Dettol and Lifebuoy. Both of them are well-entrenched brands that have a tremendous brand salience and very visible advertising.</div>
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But ITC will back Savlon and support it with what it needs.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Consistent advertising is the key</b></div>
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Even as I watched the Savlon ad, it struck me that this was perhaps the first commercial I was seeing of the brand in ages — and therein lies the rub. Advertising cannot be on a stop-start mode if brands are to survive and flourish.</div>
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They need to be nurtured through a smart strategy and effective execution, and to get into the monthly shopping list of preoccupied homemakers is not easy. Your brand is not on the top-of-mind for them. It is your job to think, dream and eat your brand. Keep reminding them of your existence with advertising or they will forget you for someone who woos them more!</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-73439640225839290812017-12-19T09:19:00.001+05:302017-12-19T09:19:10.633+05:30Will your ad be remembered thirty years later?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyb0E3NIvfZFM6nKjsxq_wv8ibwKEF1WmoLwQb9JYOKJychPGbrSDniTcHFoDsoxhSdEFYZ4pcQF4ucngAkjprCjz-PGzY6503bmC2zhV1qoL-Wjufbb1lW45ecC9RW_AjxxJ2gS1dZFCq/s1600/bloc25_Liril_1_jpg_3215052g.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="667" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyb0E3NIvfZFM6nKjsxq_wv8ibwKEF1WmoLwQb9JYOKJychPGbrSDniTcHFoDsoxhSdEFYZ4pcQF4ucngAkjprCjz-PGzY6503bmC2zhV1qoL-Wjufbb1lW45ecC9RW_AjxxJ2gS1dZFCq/s320/bloc25_Liril_1_jpg_3215052g.jpg" width="320" /></a></div>
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Whether today’s ads will be reminisced about in the future is the challenge ad agencies face</div>
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<i style="border: 0px; margin: 0px; padding: 0px;">“Those who forget history are condemned to repeat it” - George Santayana</i></div>
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My first session for students of advertising management or people who join the advertising industry fresh is one titled “The times they are a changing”. It’s a historic look at ads from the last thirty years, particularly in India; as I strongly believe people should have a sense of history of the industry to which they belong. The reactions are two-fold from the audience, which is usually made up of young students and budding professionals in the advertising industry. “Oh I remember this ad!” is one nostalgic response, and people generally sing along with some of the jingles. After all, we were a radio generation before we graduated to black and white television. The other sobering observation, particularly from those about to join the industry, is interesting too: “do you think we would be able to make ads as good as these so that people will watch them thirty years later?”</div>
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It is this reaction that inspired this piece you are just going to read. Let me also quickly tell you that sometimes we tend to view our past through rose-tinted spectacles as we are aided and abetted by nostalgia and a sense of “those were the days”.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">A peek into the past</b></div>
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Since I entered advertising in 1983, I have very strong memories of a few ads — none of which I was involved with, but which I still liked as a consumer of advertising and more importantly as a student of advertising. The first one, which you have all seen and which I have personally shown a few hundred times, is the ‘Liril girl in the waterfall’ ad. I also remember that this ad was shown primarily in cinema halls and I know people who would go early to the theatre to watch this ad! People knew the model’s name, the waterfall where the commercial was shot and just about every possible detail about the ad! Amazing, considering this was in a day and age when the internet was unheard of! Watch it once again:</div>
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Another ad that I really liked was the ad for Rasna. While there were several, the cute girl eyeballing the camera and saying “I love you Rasna” was special to me. Perhaps because I worked for Mudra in those days and we were particularly proud of our work for the brand. Here’s the ‘coffee, tea, or Rasna’ ad, the idea for which might have been borrowed from a titillating book titled “coffee, tea or me” which featured the adventures of an airhostess. Strategically this ad was designed to promote drinking of Rasna when people returned from work tired, on summer evenings.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;"><i style="border: 0px; margin: 0px; padding: 0px;">Mile Sur….</i></b></div>
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Here’s one more commercial that every one of us must have watched hundreds of times. The commercial “<i style="border: 0px; margin: 0px; padding: 0px;">mile sur mera tumhara</i>” must have been aired thousands of times on national TV, and featured some of the greatest musicians of the time along with actors and cricketers who ruled the roost then. Arguably one of the best public service campaigns of the eighties and nineties, the ad certainly made us feel nostalgic and made us realise the complexity of our country and its diversity which could still lead to unity.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">So where do we go from here?</b></div>
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Let me quickly tell you that there were other ads that were equally worthy of a mention that I liked, but I chose these three off the top of my mind. Who can forget the Hamara Bajaj ad?</div>
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The point is that there were quite a few ads that were memorable, likeable, and long-lasting in their popularity. These ads had simple ideas, were executed powerfully and had a greater share of voice and mind, as there was primarily only one channel, Doordarshan. But it would be simplistic to characterise their success primarily to the lack of competition. They succeeded because they represented the times we lived in then in a manner that was endearing.</div>
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This leads me to the present challenge and the test that all advertising agencies could be subjected to. How good are today’s ads, when we talk of history and posterity? Will they stand the test of time? I am not sure I know the answer to those questions but I do know that this could well be a benchmark that advertising agencies can strive to reach.</div>
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Let’s not make ads that will just be fine for today but will also stay on in the memory of consumers much longer. How do we do that? It’s simple. You don’t need to go to New Zealand, just focus on the simplicity of the message and the clarity in execution to achieve that.</div>
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And yet, how many commercials can you keep watching again and again? That’s the challenge that advertising agencies must face today if their work is to be remembered tomorrow.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-29889269111614925432017-12-08T09:59:00.001+05:302017-12-08T09:59:40.246+05:30How different is your brand?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>A cause for concern is that most of the brands’ differentiations happen </b></div>
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<b>only in advertising</b></div>
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What makes brands successful? How is it that certain brands have managed to remain strong over the years? While a multiplicity of reasons can be attributed to the success of brands, they usually have two important characteristics — they are relevant to their customers; and they are different from their competition.</div>
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The most important word in branding in my vocabulary is the word ‘different’. Sadly, brands find it easier to <i style="border: 0px; margin: 0px; padding: 0px;">talk </i>about differentiation than to actually make it happen. The really successful brands keep differentiating themselves all the time and are not content to sit back and lean on their past laurels.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Not a mere slogan</b></div>
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It’s difficult to have a discussion on successful brands without talking about Apple. Its ‘think different’ slogan was much more than just a motto— it was a way of life that permeated the company’s culture and its functioning. It challenged the status quo and changed the way the world computed, listened to music and used the mobile phone.</div>
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During my childhood, the Sony Walkman was a market leader. But then, the iPod, which enabled you to have around 1,000 songs in your pocket, was launched and the Walkman became history. It was certainly different and the market lapped it up.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Closer home...</b></div>
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While India has always been viewed as an attractive market by MNCs, they still struggle to come to terms with certain basics about it the country. It is true that the absolute numbers are much larger than several countries of the world, but the fact is that India is a price-driven market. Indians will patronise acceptable quality at affordable prices.</div>
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We don’t want sophisticated or over-engineered products with fancy prices. We will buy shampoos, but prefer the sachets, with its low purchase risk and affordability.</div>
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This is the difference a brand like Chik brought to the Indian market. Soon, the single-serve revolution spilled over to almost every other FMCG product, and today, multinationals too have realised the value of this difference, thus jumping on the bandwagon.</div>
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India has witnessed a tremendous surge in mobile demand over the years, and today, it has overtaken the US in terms of smartphone sales. It was in this market that Tata Docomo (as it was known then) introduced the concept of per second billing and asked the consumer to be smart by not paying for more than what he actually used.</div>
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This made the larger competitors follow suit, thus benefiting the average consumer, and helped the fledgling operator get a foot in the crowded and yet vast Indian mobile services market.</div>
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The brand was noticed by consumers because of this difference. It made the competition sit up, take notice and reluctantly follow suit.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Advertising: the only differentiator?</b></div>
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Traditionally, advertising agencies are paid to think out of the box, and to come up with differences in communication strategy and execution which makes their client’s brand stand out from the competition.</div>
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But my reservation is that the clients are abdicating their responsibility of doing things differently by leaving it exclusively to the advertising agency. As a consequence, the only ‘different’ thing that happens with brands is in the area of advertising! Very little can be seen on the brand or on the service delivery front.</div>
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This cannot be a long term proposition and brands need seriously introspect if they are actually doing something different.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Are we living in the past?</b></div>
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There is another side to the coin too. While some companies do innovate and try something different, the results so far have been mixed. An important question we ask clients is ‘What have you done different recently?’ This usually stumps clients. They are so close to their brand that the only differences they are proud of seems to have been done years back.</div>
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That implies that nothing significantly different has happened recently. This is certainly a problem. We have an adage in advertising that says: ‘You are only as good as your latest campaign’. Which means any company is only as good as its current team. The same analogy can be applied to branding as well — a brand is only as good as its latest differentiation. So, however difficult it may be, come up with a difference that sets you apart.</div>
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So get down to work and do something different for your brands. Today.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-17247955111437091492017-11-27T11:53:00.003+05:302017-11-27T11:53:29.081+05:30Why Brands Need A Larger Purpose?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">Why do brands exist? Because they help companies make money? Because consumers’ lives are better by using them? Because investors want to invest in those companies that have successful brands? While there is an element of truth in each of these statements, the reality is that many brands and businesses have existed and even prospered historically because someone had started them in the first place, and the next generation of entrepreneurs continued to do more of the same, at </span><a class="thl" href="http://www.exchange4media.com/topic/times_1235.html" style="background: rgb(255, 255, 255); border-bottom-color: rgb(63, 113, 226); border-bottom-style: solid; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: initial; border-right-style: initial; border-top-color: initial; border-top-style: initial; border-width: 0px 0px 1px; box-shadow: rgb(63, 113, 226) 0px -2px 0px inset; color: #5d87c7; font-family: Roboto, sans-serif; font-size: 16px; margin: 0px; outline: 0px; padding: 0px; transition: all 0.2s; vertical-align: baseline;">times</a><span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;"> improving their processes and ending up making them more successful. Yes, there are many brands that have been successful and have been so for years now. But if we look at the really successful brands (some of which have even become iconic) there is a larger truth about them. They all have a purpose clearly articulated by the founders that drives the brands, its employees and which impacts the consumers too as they continue to remain loyal to the brand. Let’s look at some of these brands that we have grown up with, used and admired.</span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;"><b>A life without Apple?</b></span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">No discussion on branding is complete without a fleeting mention at least of Apple. What did Apple do? It’s not only that they produced superbly-designed products that consumers fell in love with. They challenged the status quo. They changed the way people looked at computers, the way people listened to music and later challenged the way consumers looked at mobile phones. Here’s a commercial that best embodies the philosophy of the brand and its visionary founder. </span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">This leads me to make a fairly important point, a larger purpose impacting humans can make a big difference to the long term future of brands and what better example than Apple to demonstrate this.</span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">And where will you go for your cup of coffee? </span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">Another interesting modern day brand is, Starbucks, and the purpose? Schultz being inspired by the coffee shops in Italy and realising the integral part the coffee shop played in the average Italian’s life thought about the USA and creating a “third place” in the average American’s life, knowing fully well that the American merely alternating between work and home. Why not create a “refuge” he thought? And then went on to create “rewarding everyday moments” in each one of his outlets all over the country and the world for that matter.</span></div>
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<b><span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">Matha, Pitha, </span><a class="thl" href="http://www.exchange4media.com/topic/google_697.html" style="background: rgb(255, 255, 255); border-bottom-color: rgb(63, 113, 226); border-bottom-style: solid; border-image: initial; border-left-color: initial; border-left-style: initial; border-right-color: initial; border-right-style: initial; border-top-color: initial; border-top-style: initial; border-width: 0px 0px 1px; box-shadow: rgb(63, 113, 226) 0px -2px 0px inset; color: #5d87c7; font-family: Roboto, sans-serif; font-size: 16px; margin: 0px; outline: 0px; padding: 0px; transition: all 0.2s; vertical-align: baseline;">Google</a><span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">, Deivam </span></b></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">An ancient Tamil proverb says: “Father, mother and guru are good.” In today’s world, one might have to include Google!</span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">Can you think of a life without Google? I for one can’t. Even if I have to travel to far-flung places like Mayiladuthurai who do I rely on? I rely on the lady with the American accent who reels off tongue-twisting Tamilian names that have foxed many Punjabis, with great aplomb. And that’s just one app. How can a student get through college without Google and here we were who studied masters without access to calculators for exams! And what’s their mission, “to organise the world’s information and make it universally-accessible and useful”.</span></div>
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<b style="color: #2d2d2d; font-family: roboto, sans-serif; font-size: 16px;">So where do we go from here?</b></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">While examples are always inspiring and often reassuring, they might not be of much use if one has been in business for years, making money year-after-year repetitively, often doing more of the same. It’s perhaps time to step back and ask why we are in business. Very often, in today’s world of preoccupation with the performance of the quarter, are we missing the bigger picture? It’s perhaps time to think not only about business, revenue, collections, top line and bottom line but also about the human purpose of enterprise. How do we impact the lives of the people who ensure that our business has been around? How do we demonstrate that they matter to us? How do we touch their lives with our products and services in a more interesting and engaging way than we are currently doing?</span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;"><b>So why are you in business?</b></span></div>
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<span style="background-color: white; color: #2d2d2d; font-family: "roboto" , sans-serif; font-size: 16px;">All of us have answers to questions like “how” to do business. But how often have we thought of “why” we are in business. Sadly, it is not an easy question to answer. Let’s remember too that all consumers like stories, even about brands. So what’s your brand’s story? And how is that involving humans? It is in determining these that will set apart your brand and why should we only discuss brands like Apple, Starbucks, Google or Nike? Which will be the Indian brand that will be spoken of in the same breath? And what will be its purpose that will be its point of difference with the competition? I am an optimist and am waiting for the future for Indian brands to make a difference to the world.</span></div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-22903964745585497542017-11-22T15:50:00.001+05:302017-11-22T15:50:25.440+05:30IndiGo manhandling incident has little impact on the brand, business<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPb6sHaUTUzVvdj07DVXFR169gpBCJKpevTIV8_juYe1XkZr3v6JKZrI6eMHEoobnuN7uuP5mQ0CyBuisLwdGo4-U-cz4DCIlmgHQy0adIW4Z9GGRZRGrZJx1cAEx6YdY101OdXwJc5MyP/s1600/BL22_P6_INDIGO_3211669f.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="359" data-original-width="600" height="238" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPb6sHaUTUzVvdj07DVXFR169gpBCJKpevTIV8_juYe1XkZr3v6JKZrI6eMHEoobnuN7uuP5mQ0CyBuisLwdGo4-U-cz4DCIlmgHQy0adIW4Z9GGRZRGrZJx1cAEx6YdY101OdXwJc5MyP/s400/BL22_P6_INDIGO_3211669f.jpg" width="400" /></a></div>
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<span style="color: #444444;"><i>Though the incident triggered social media anger, there was no immediate commercial fallout, say experts</i></span></div>
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<span class="upper" style="outline: 0px; text-transform: uppercase;">MUMBAI, NOVEMBER 21: </span></div>
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On November 8, India’s biggest low-cost airline IndiGo found itself in the middle of a PR disaster. A video doing the rounds in social media showed the airline’s staff allegedly manhandling a flier after a Chennai-Delhi flight. What followed were jokes, memes and calls for boycott, all of which a public apology from the airline’s CEO didn’t appear to stem.</div>
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But now, more than 10 days later, IndiGo doesn’t appear to have suffered commercially from social media anger. The online travel agents that <i style="outline: 0px;">BusinessLine</i> spoke to said that in the days since the video became public, bookings on the airline — which enjoys close to 40 per cent market share in the domestic circuit — remained as strong as ever. Agents say there have been no requests by passengers to cancel their IndiGo flights or reschedule to another airline; neither has the airline had to drop fares to retain passengers.</div>
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So was #saynotoindigo nothing more than an empty threat? How much does negative PR affect the commercial aspect of a business? “Almost never in the short run,” said Ramanujam Sridhar, CEO, BrandComm. “The brand might take a beating for a while, but it’s still a good airline. Our sentiment for how we see the airline as treating its passengers is separate from the airline’s performance in getting you efficiently from one point to another. For a business to lose customers, there needs to be repeated negative experiences. Right now, I think most fliers see this incident as a one-off for IndiGo.”</div>
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IndiGo did not respond to a request for comment.</div>
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It’s even tougher for customers to express their unhappiness with a business in an oligopolistic industry like aviation, according to Paresh Vaish, Partner, EY. “IndiGo has among the most comprehensive coverage for domestic routes; so for a lot of fliers, the airline is sometimes the only option. Also, customers tend to separate the individual’s experience from the brand itself. So while Rajiv Katiyal (the passenger in the video) might choose to never fly IndiGo again, the chances of everybody else following the same way are slim.”</div>
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The only exception, Vaish added, is when passengers are concerned about safety. “Take Malaysia Airlines for example. After the MH370 disappearance, there was a significant drop in bookings which brought the carrier close to bankruptcy.” Brand guru Harish Bijoor concurred. “Sometimes, we may not like the brand but still use the product because there aren’t any other options available.”</div>
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Mahesh Reddy, Secretary General, Air Passengers Association of India, believes while the immediate commercial fallout of such incidents might be negligible, they don’t bode well either for a brand or the country’s image. “We’re speaking to airlines and asking them to train their apprentices and staff better. We’re also pushing for this with the ministry. Such incidents must not recur.”</div>
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<b style="background-color: white; color: #3b3a39; font-family: Georgia, "Times New Roman", Times, serif; font-size: 14px; outline: 0px;">Mature markets</b></div>
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“I think a commercial backlash is more likely in mature markets in the West where expectations of customer service are much higher,” Sridhar said. “Indians are slowly getting there. Right now, when we take to social media to complain, we’re just trying to shame the brand into doing better. We want to say that the behaviour is not acceptable; we’re not going to take this lying down.”</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-75406319628302950612017-11-16T10:06:00.000+05:302017-11-16T10:06:05.421+05:30When will IndiGo learn from its mistakes?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvLAfGX_ZtYURjLlBiYHRuD2haiofSaRX29C5wyasP6_LkMT1ysaq-MD9fGbGVKnvRBcmRA6tbxCPs25JuVt2H3TKEYvsNb-bBeeyIpiRHxg9QapCcE_ft6EvPY4NFV2_K2k7RdUEpcDOp/s1600/INDIGO_3209662g.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="667" height="298" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvLAfGX_ZtYURjLlBiYHRuD2haiofSaRX29C5wyasP6_LkMT1ysaq-MD9fGbGVKnvRBcmRA6tbxCPs25JuVt2H3TKEYvsNb-bBeeyIpiRHxg9QapCcE_ft6EvPY4NFV2_K2k7RdUEpcDOp/s400/INDIGO_3209662g.jpg" width="400" /></a></div>
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It must remember that training is crucial; every single employee is a brand ambassador</div>
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I am no great admirer of IndiGo Airlines, let me state that up front. They are too full of themselves, constantly telling us how they are on time, once again. I must confess that they are generally on time and that is a great boon if you live in a city like Bengaluru, where the air traffic is as unpredictable as the weather and even a few minutes delay can throw your entire schedule out of gear.Yet, they become strangely silent when they are late, blaming the air traffic control.</div>
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And they are reasonably inhumane as they ruthlessly offload passengers who come even a few seconds late, without bothering to look at the genuineness of the case. Yet, even their detractors might hesitate to gloat over the airline’s current predicament, after the recent fracas in which a passenger was manhandled by staffers. The sorry incident demonstrates, more than anything else, that companies obstinately refuse to learn from the mistakes of others and insist on making fresh ones themselves.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">It can’t happen to us!</b></div>
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Crises are not new, nor are they ever going to go out of fashion. If anything, they are going to multiply in the digital world. But it seems to be a bit like our attitude to death. We somehow seem to think that it’s not going to happen to us, even when we are attending someone else’s funeral!</div>
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Airlines, by the very nature of the industry, with frequent customer contacts, multiple moments of truth and the shared use of several common services such as airports and air traffic control, which are handled by others, are more prone to trouble than other industries.</div>
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In the latest case, of course, IndiGo doesn’t really have an excuse as its employee and ex-employee are clearly to blame, even if there was severe provocation. Yes, it was not a flight attendant but a logistics person. This brings to mind what Disney used to talk about: every employee is either “on stage” or “off stage”, depending on whether he/she is facing customers or not. A janitor in a theme park is equally important because the visitor is going to ask him/her for directions. They are, therefore, all brand ambassadors, so it’s not enough to merely train the stewardesses and the people at the counter. The person who guides you on to the bus is perhaps more prone to the stresses and strains of customer contact and its risks. Though, in this case, it seems the passengers are the ones who are at the receiving end of the violence.</div>
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Every business, whether it is an airline, a mall, a hospital or a garment factory, is prone to crises. In the age of social media, the crisis can actually put forest fires to shame, so ruthlessly and violently does it spread. Speedy response is of the essence and IndiGo has been lethargic in this respect, given that the incident happened quite some days ago.</div>
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The smarter companies work closely with their communication agencies to catalogue a list of crises that can besiege their business and have a contingency plan to minimise the risk. The focus is on damage control. How can they keep the crisis from trending online? Can the PR company make sure that the ticker of a news channel does not include the company’s brand name? Can they move the news from page 1 to page 7 of a newspaper over a period of time? Can they hope for a bigger crisis to happen to someone else so that their crisis is forgotten?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Don’t gloat over someone else’s crisis</b></div>
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While it is natural for competitors to gloat over IndiGo’s crisis, my suggestion to them is this: look out for a similar or an even larger crisis that can come back to bite you. It may seem cute to create memes or send funny WhatsApp messages mocking the other company but we live in crisis-filled times and it speaks well of a company which stays dignified when someone else is going through a tough time. Who knows what might happen in the shifting sands of business? Keep your head even as your competition is losing theirs. This says a lot about a company’s leadership.</div>
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And the lesson to learn for IndiGo is simple. When you keep blowing your trumpet at every possible opportunity, you are opening yourself up to criticism when something goes wrong. If I sounded harsher than deserved, it is simply because I am a customer and I prefer my service provider to let others do the talking.</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-55700494741615687072017-11-08T17:17:00.001+05:302017-11-08T17:17:10.068+05:30Is Virat going soft?<div dir="ltr" style="text-align: left;" trbidi="on">
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<b>Recent ads featuring Virat Kohli show a hitherto unknown side of the cricketer</b></div>
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What comes to your mind when I say Virat Kohli? Champion, competitor, intense, aggressive, in your face, loud, brash... You could reel off these adjectives and for most part, you wouldn’t be off the mark. The overriding impression, in my mind at least, would be of unbridled aggression.</div>
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In fact, Rahul Dravid, who is the quintessential well-behaved cricketer, said in a recent interview that some of the things that Kohli says before a series makes him cringe!</div>
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Whilst Rahul Dravid may might have effectively signed himself off any major coaching assignment with the BCCI with this statement, it raised my own estimation of him for speaking his mind and echoing the sentiments of people like me. But what’s all this got to do with Virat’s alleged softness?</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The king of celebrities</b></div>
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Virat is not only the undisputed number 1 in One-Day batting rankings, but he is also one of the richest sportsmen in the world, as per the latest <i style="border: 0px; margin: 0px; padding: 0px;">Forbes</i> list. So he’s clearly a hot celebrity endorsing a whole range of brands, including the <a href="http://www.bloncampus.com/columns/third-umpire/will-virat-kohli-be-indias-michael-jordan/article9558958.ece" style="border: 0px; color: #0088cc; margin: 0px; padding: 0px; text-decoration-line: none;" target="_blank"><b style="border: 0px; margin: 0px; padding: 0px;">tremendous Puma deal</b></a>.</div>
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Yet, most celebrity advertising is similar looking as it focuses on the celebrities, their demeanour and achievements. Using Virat’s example, a usual ad would show him celebrating, shaking a triumphant fist or smashing the ball over the ropes as despairing fielders watch helplessly. No one is really sure whether this advertising and the celebrity, who is so highly paid, is actually helping the brand, given the number of ads and brands the same celebrity endorses.</div>
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So how does one break the clutter? The answer, as always, lies in the script: the often ignored component in celebrity commercials. Can we show a new dimension of the celebrity rather than the clichéd, similar ships-that-pass-me-in-the-night visuals? Yes, we can. How? By showing a side to the celebrity — Virat, in this case — that was hitherto unknown. The following commercials demonstrate this.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Are you a younger sibling?</b></div>
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If you are a younger sibling like me, you know what it is to be ignored, to be taunted and be asked to get lost by your elder brother or sister, as they carry on with their secretive business! Although the situation itself is not new, one can easily relate to this commercial.</div>
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In this ad, the game begins with the picking of teams. And guess who is left out? The youngest kid in the block. As the older kids speak to him derisively, Virat solicitously asks him whether he would want to open the batting for his team. And in a surprise twist, the kid belts out runs all around the park.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">The new improved Virat</b></div>
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The commercial that really caught my fancy, however, is the one that shows Virat in a completely new light. In this, he is wearing a <i style="border: 0px; margin: 0px; padding: 0px;">kurta, </i>and talks about common themes that you and I can relate to. He says how he does nothing on Sundays and just as he is about to take off in his car, he is called for a game of cricket by kids who, cheekily, ask whether they should give him batting.</div>
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Mostly, the commercial shows Virat’s softer side as he talks about traffic jams and playing <i style="border: 0px; margin: 0px; padding: 0px;">antakshari </i>with his family.</div>
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<b style="border: 0px; margin: 0px; padding: 0px;">Do they? Don’t they?</b></div>
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The romance-rumours of Anushka and Virat have been doing the rounds for years now. Now, there are rumours of their intended wedding!</div>
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This commercial is set in an actual wedding, and has Virat and Anushka decked in traditional clothes. Looking at the couple tying the knot, they discuss what the bride and bridegroom might be promising each other. The commercial actually ends on a sentimental note.</div>
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Interesting, more so for a brand like Manyavar.</div>
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Celebrity endorsements often end up as double edged swords, as the commercials are so eminently forgettable. Which is why script writers must strive that much more to beat the clutter and explore new avenues like the personal lives and emotions of celebrities rather than use their exploits to catch our fancy. Yes, perhaps there is another side to Virat Kohli that I did not know existed. And I like it.</div>
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Do you?</div>
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Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.com0tag:blogger.com,1999:blog-7445558282646097463.post-64851746148826011562017-11-02T17:49:00.003+05:302017-11-02T17:49:38.693+05:30After Tinder, Happn stepping up the dating game: Here's how<div dir="ltr" style="text-align: left;" trbidi="on">
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With 14 million swipes per day, the dating app is garnering popularity globally</div>
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Challenging the concept and the market of shaadi.com are many dating apps, which are targeted at freewheeling millennials in India. The most popular app in the country, is also the global favourite, Tinder with 14 million swipes per day. Breaking expectations that it will cater mostly to millennials, a large number of Baby Boomers are using the app, along with users from Tier-II and Tier-III towns, indicating its unchallenging popularity.</div>
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“People do not call it Tindering but it is just as popular. Any new brand that comes will have to create the same kind of appeal, ubiquity and applicability. New apps might match the depth that they have in terms of database too, because the ability to match depends on the number of users which is already high in India,” believes Harish Bijoor, the founder of Harish Bijoor Consultants, a private label consulting firm.</div>
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Yet, the market of dating apps, is buzzing. A large number of global and local apps, be it Woo or Truly Madly are making ripples in their own way. The most notable of the challengers is the French dating app, Happn which launched last year. The app came in with a big-bang ad campaign featuring Hrithik Roshan. The app is built on the concept that a chance meet with a person can turn into a possible date, with a little bit of help from technology.</div>
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Unlike Tinder which matches people based on age, location, common friends and interests, Happn romanticises meetings, in a truly French manner. It matches people who would have met otherwise too, and brings them together based on the grocery stores or laundromats or coffee shops that they visit. Their India ad, narrated by Roshan, shows two people bumping into each other, getting attracted and walking away hoping to meet later.</div>
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Experts believe that Tinder and Happn occupy different market segments and cater to different needs. “Tinder has a USP which few other apps can match. Happn’s USP is different and might not appeal to Indian sensibilities where reservations are higher. In India, the odds of a person one sits next to on a bus, not having the best of intentions on mind, is much higher,” says Anil Patrick, CEO at Thinking Hat Corporation, a branding and content management company.</div>
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Happn too seems to realise this. The app which launched last year, set a target of a million users in a year, even as they kicked off to a good start with 200,000 users. Tinder, on the other hand, came to India after it was an established brand abroad, and also had the first-mover advantage unlike Happn. “Any later entrant will have to play the catching-up game. Even when global majors like Uber and Amazon came to India with established players like Flipkart and Ola, they had to work towards being seen as an Indian brand catering to Indian situations and emotions,” feels Sridhar Ramanujam, CEO at Integrated Brand-Comm.</div>
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Tinder has failed to Indianise itself and its so-called ‘Sanskari’ ad failed to connect with its users, though it did not have any devastating effect on the usage itself. The ad, which came under considerable online ridicule, shows an Indian mother approving her daughter going on a Tinder date, with a tagline, ‘It’s how people meet.’ This is starkly different from its American ads, as one of them shows two people getting bored on a date and simultaneously searching for others during the date, with a tagline, ‘The only dates that matter.’</div>
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In India and abroad, Tinder has earned the repute of being popular for casual dates and hook-ups, which users seem to have taken to, even in India. Happn successfully occupied the sweet spot of romance in the many countries that it launched abroad, setting itself apart from the frivolous nature of online dating. If the French app wants to market that as its USP, it might be a long journey in India.</div>
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Dating is a relatively new concept in India. The market is catering to two different segments of population, those who are interested in getting married and those who are looking for something casual. And both these poles are occupied with strong brands. “If there is any space within dating that is not hook-ups, Tinder can cater to that too,” observes Bijoor.</div>
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<li style="box-sizing: border-box;">While Tinder has failed to Indianise itself, it still has the first-mover advantage</li>
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