Monday, June 11, 2012

Change the Fame !

Ad By: JWT

Shortcut to Fame- Change the Game !

There are few brands that don't need any campaign for their product promotion. They are so much part of everyones day to day life that all they need is different campaign for buzz innovation. Pepsi, Coke, Maggi are few such brands. When these brands advertise, their purpose is not to register their product into minds of customers, rather their sole intention is to stay in mind of masses and be always a topic of discussion. Having big celebrities as their brand ambassadors, doing activations in not so cornered places of big cities, buying all the inventory possibly available with television, newspapers, magazines; these are few endeavors taken by them resulting which not a single living human is unaware of their name. 

Following the trend of buzz, Pepsi has recently started something which they name as their new campaign- Change the Game. It definitely creates a buzz in mind when it is not clear what they are trying to say. Are they saying that all the money they have spent in taking up gods of one of the religions (read cricket) is meaningless and waste. Are they saying that all the money they have spent in getting the international players do some animated acts is just to tell them that India can make even those legends change their game. The cricketers play football and footballers play cricket, but at the end of that robotic act cricket wins (somewhat). So does that mean, Pepsi wants to say any sport would change into Cricket in India. Certainly not ! Hence confused sperm. Even if for a moment, the idea is taken and everyone is convinced that change the game, then from now on cricket fans should move towards football. Few months later, these converted football fans should move towards hockey, then boxing, then wrestling, with no end to the list. After all, "change" the game would remain constant and thus would keep changing the game once established. 

What is shown is not what is conveyed. It would be better to "Add" the game than to change the game. When you bring along legends of two sports, you are adding two pictures in one frame and not removing one to replace with other. If a brand tries to change the mindset of each consumer, it might result in loss of trust. Using a positive sentiment like "add" is risk proof option than to loose fame with rebellious word like "Change".

Long strategy to fame- Add in name !

Thursday, January 12, 2012

King Don Ring Wrong !

Ad By: Credit to Shahrukh Khan
The ringtone plays at 3:35/5:45 in the clip
Don movie is almost synonymous to Shahrukh Khan!
Bollywood is altogether an industry where competition is about marketing the movie and the product/service brands. Shahrukh is one such leader of that industry who is known as the marketing guru and such a marketer who he is also a part of the management institute where lessons of marketing are taught. While the story for his way of marketing his movies is unending, the number of brands he endorse is also not an easy number to keep the count of. The movies he make and become part of are marketed so well that the movies are acknowledged with his name, like "Don" not really is a movie now but is another name for Shahrukh. Thats his impact on movies and the range of his brand endorsement goes from face creams, automobiles, electronic appliances, beverages to mobile phones. One amongst these brands is Nokia, who has Shahrukh as its brand ambassador from seemingly always. 

In the movie Don that has and is about Shahrukh, everything invariably gets connected to him. If there is something that is shown in the movie then that is the perception of the audience that they would believe this is done by Shahrukh. So, in such scenario when mobile phone is playing an important role by ringing at every such scene that looks like turning point of the movie, it is difficult to miss noticing the "Sony Ericsson" ring tone filling the sound space of movie hall. Shahrukh is the brand ambassador for Nokia and movie has ringtone of Sony ericsson at every instance. Though it completely sounds like Sony Ericsson ringtone but if it is not then also it is not difficult to get confused with them (Read this as disclaimer). If there is any particular significance of Sony ericsson in the movie then that is not conveyed. If there is no significance, then what was the necessity of putting any acknowledged ringtone like this which leaves no impact than diluting the image of the "Don !". Another if, if at all there was a dire need of putting some mobile handphone acknowledged ringtone then Shahrukh, the marketer should have ensured putting Nokia and nothing else. For someone who notices this, dilutes the image of Shahrukh, the Don and Nokia, but yes applauds for Sony ericsson for such dominance. 

A marketer lives by the examples. It is easy to ignore such kind of small things while offering something as huge as Don to the market but it is unmatched smartness if even such small things are taken into account. 
Shahrukh is supposedly synonymous to marketing !