Formality Hatao, Coke Pilao

I had been approached by Afaqs on the new campaign created for Coke India, by McCann Erickson. Coca Cola moves ahead of it's "open happiness" proposition and positions itself as the perfect drink for social gatherings.

I am of the opinion that there is nothing earth-shattering about the ad and it uses the old concept of family occasion or social gathering. It is just one more execution of the core theme of Coca-Cola on happiness, family, occasions and togetherness.

The old couple carrying a bottle of Coke is more like a 'Gift' or the joy of giving Coke. This isn't Coke trying to enter the tea/coffee space and I dont think they could make a dent there either.

You can read all my thoughts on the campaign and coke's over all strategy in this piece in Afaqs here.

Datsun In India

India is a "have to be present in" market for most brands and Datsun is now being launched here as well.

Given its global story and the negative perception of its products, my two cents in this Business Standard article on what it will need to do to gain Market Share and consumers in India.

When ads are better than soaps

The advertising industry realizes that the remote control is an even more potent destroyer of poor advertising than clients and is hence pushing the envelope more and more to ensure that we don’t switch channels. 

The Tanishq ad was memorable

For my take on advertisers, television viewing habits and programming you can read the full article at the Indian Television website.

Pitch Brand 50 awards

I was recently part of a jury for the Pitch 50 brand awards, that comprised Ramesh Thomas of Equitor and other stalwarts and academic professionals.

Together we have awarded various brands for their innovative practices in fields such as the bottom of the pyramid, digital execution, for remaining timeless and for creating significant campaign-oriented buzz.

For the full list and all the details on Pitch 50 Brand awards, do check out http://issuu.com/pitchonnet/docs/pitch_july_2013/7?e=4762695/4650057

Must Advertising be insensitive?

 

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Keep it simple, if you can!

On the heels of a crowded, elongated, often boring cricket World Cup that still managed to end brilliantly was another one-day series. You could brand it as the (former) titans versus (the perennial) minnows. Okay, let me try to be simple as that is what I am advocating here – it was Australia vs Bangladesh. And so brilliantly was the itinerary planned by the ICC that if Australia had won the World Cup as they had done on the last three occasions, then they would have flown straight to Dhaka from Mumbai with the World Cup (even if it would not be the real one) in their bag, gloriously hungover, to boot. Of course, Dhoni ensured that Australia was not inconvenienced and remained coldly sober as they quietly flew in to Bangladesh after a rare quarter-final defeat. The low-key series happened even as the diehard Bangladeshi cricket fan (what a glutton for punishment) faithfully turned up thrice in a week at the stadia only to watch his team get trounced (again).

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In praise of cute kids

People have an unreasonable liking for children and dogs and nowhere else does that liking make itself apparent more than in television commercials. Remember the McDonalds “swing’ commercial where the child smiles and cries with every movement of the swing as the signage keeps appearing and disappearing?

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