Add2Ad

King Don Ring Wrong !

2012-01-12T22:05:00.000-08:00

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 !

Namesake or fake !

2011-09-18T22:15:00.000-07:00

Ad By: Automobile companies

The name on the automobile shows its identity.

Automobile and Telecom are two industries that seem to never saturate, be it their brands, products, ranges, prices or be it their advertisements. Considering the size of respective target markets, automobile has less competition to match up the need and want of its customers as compared to the telecom sector. Automobile sector has to tactfully handle its strategies to reach its market as it needs to invariably understand that the spending capacity of its target customers is way too dynamic with today’s economy. With such a changing and responsive environment, automobile has to be ready well in advance to reach the right target market at the right time. To identify this right target, the market can be defined in specific manner based on certain parameters - demography, socio-economic parameter, geography to name a few. Once identified, automobile conceptualizes all the marketing strategies around the same.

The demography and socio-economic are such parameters that are indirectly reflected and communicated through the role plays in the advertisement, that are part of entire marketing. Geography is another parameter that is directly addressed and noticed in most of the automobile advertisements these days. When an automobile company designs its tv commercial, it displays the product and its features. While the product is shown, the camera shooting the commercial is unable to miss the number plate put on the vehicle (this also emphasizes that it is not allowed by law to drive a vehicle without its registration plate/number plate). Few companies choose to put the name of the model there and others put a number plate that shows the registration of the vehicle at a particular state. As seen in the advertisement of Ford Figo- Tamil Nadu (TN) registered car, Ikon & Fiesta- Delhi (DL), Maruti Swift- Karnataka (KA), Estilo- Uttar Pradesh (UP), SX4- DL, Honda Accord- Rajasthan (RJ), Jazz- Maharashtra (MH), VW Polo & Jetta- MH, Tata Nano & Indica- MH, Fiat Punto- MH. In a country with almost indefinite number of states, it is interesting to see how an automobile company decides on a particular state for its entire communication. There can be only three reasons to choose one amongst many- the company wants to reach customers in that particular state, the company manufacturing unit is present there or the company is headquartered there. In case, none of them is the reason for same, then it definitely leads to a sense of association or else a sense of apprehension for those who notice. If there is no compulsion of putting a registration number there, the brand should undoubtedly try to avoid the same for not losing on an association that could have been otherwise possible.

The name (of the state through registration number) shown in the advertisement should be for sake of reaching its specific target market else it stays meaningless and somewhere come across as fake communication.

The name in the advertisement talks about the strategy.

Tool called "We make the tool"

2011-06-19T09:15:00.000-07:00

Ad By: Saatchi & Saatchi

Lenovo is just making the tool !

Whenever a brand decides to market itself, the first question in everyones mind, even of a non marketer is who is the target audience. The entire communication is designed keeping the target audience at the center but how many communications actually read out that "You" are the target audience. The purpose of every marketing strategy is to take the attention of audience, create an interest towards the brand, resulting into a desire for the brand and an action from the target audience of being associated with the band. However, most of the brands are unable to complete this journey by either not taking the attention or else not able to create an interest after taking an attention. There is no end to creative designs and ideas that become the point of discussion for all viewers but usually all those creatives are the discussed point and not the product or brand.

Lenovo comes with a creative which took the attention only with its content, the content that took the space on entire ad space for its huge font size but more than that it took the space in mind of its readers for the message it convey. The message says "We make the tool, you make them do"and it is so simplistic in nature that it reaches the readers mind in a very subtle way. Lenovo doesn't brag about their technology or expertise in their offerings, instead they say that all they offer is just a tool and is not worth anything if the customer is not with it. The customer do the thing that makes a tool worth what it is. This communication suddenly makes the reader and ultimately the consumer feel special. There is a brand who is not just telling about its proficiency and is just not saying that customer is god but is making a perfect balance. The customers won't be able to do things they want to if they don't have the right tool and the tool would be of no use if it doesn't have its doer.

Its difficult to be simple and strong. Lenovo is perfectly making a strong communication with a very simple creative. If any brand is able to make the audience feel special and is able to sustain the attention beyond that moment of notice, then the audience in itself becomes the brand ambassador for life.

Consumer is making the tool do !

Flush the Confusion !

2011-05-19T04:12:00.000-07:00

Ad By: Mall Revenue Generators

The area most frequented and most ignored.

In todays time, hangout for people in and around metro cities is the nearest or farthest (for experiencing a change) mall to them. Counting the footsteps in each mall irrespective of what it offers is possibly an employment avenue now. The malls are competitive in terms of outlets they offer, the carpet area they have, the aesthetics, the crowd, the food court, and even the washrooms. When the uncountable crowd reaches this competitive mall, there is a high probability of more than 50% of them to visit the washroom of the mall. Without a need of experience, it is certain that the washroom for men and women, both are equally good platforms for advertisers. While there would be hundreds of ad in a mall but they wont take our attention the way less than ten ads would take in a washroom of a mall.

When the walls of a place where you are present completely for a specific purpose are filled with supposedly washroom centric brands, then there are no doubts about the attention taken by those advertisements. Till the time attention remains on the advertisements, it is insightful and definitely talks about the kind of brands the mall support. But the moment, it is observed that the brand in the ad is different from the one used, it ruins the entire image of the brand in ad, brand in use and the marketers of mall. In one of the premium malls of Vasant Kunj, Delhi, it shows the shower fittings of brand Grohe in the advertisement but the fittings used otherwise are from different brand. Definitely, the mall would not have showers fitted and thus can be debated about the difference in brands. But at the same time, when a brand is placing its ad in presence of another brand which belongs to same domain, then it dilutes the image of each brand. Grohe comes across as unconfident of their other range of products and seem to be certain about showers only thereby not placing their product in the right place but just the ad of the product which has no use there.

Generally, placing such ad does not make a difference to the brand as hardly any one observes what they see and what they use at such places. But it is definitely an onus on the brands to understand where they are placing themselves while positioning themselves in the market. More so, it is an onus on the marketers of respective malls who portray themselves to offer the best. They should certainly make sure that what they advertise they believe in it. It is no less like Ranbir Kapoor advertising Nissan but driving Volkswagen. So, audience is smart today to notice even the unnoticed and hence it is very much necessary to make sure the avoidance of any such confusion of brands.

The area most frequented is also most significant.

Balance mind ! Scooter can wait!

2011-03-22T10:42:00.000-07:00

Ad By: BBH

Try to convince them about balance !

TVS Wego is certainly trying to convince its audience about the balance feature that the new scooter has. The usual ingredient of an automobile advertisement are present in this ad too so as to make sure that it is served right. Handsome guy driving the vehicle, smart girl always happy to be pillion rider, interesting background music, beautiful roads that are seldom found in India, some crowd who are present on road for sole reason of ogling at girls (not the product) and last but not the least- the product itself. TVS Wego thrills everyone watching this new ad that highlights the USP of product as its balance. They create a pleasant surprise story that ends with telling the balance of vehicle as reason behind this setup.

The ad starts with complete calmness when two couples are minding their own business and are being responsible citizens by stopping on the red signal. Suddenly, everything changed - the calmness vanished, the life of two couples turned into ego of two ladies, responsible citizens became irresponsible passionate dancers who even forgot their helmets for their passion of dance. Two ladies look into each other's eye and one look to other lady made the guy lucky. They realized that the men they have is better than the other one and each lady shows some move to other that how smart she is to do impossible things on a scooter. They don't care for safety, for traffic rules or regulations, for the guy who is actually riding the scooter when she is making all efforts to wobble it, don't even care about the third lady hand that comes in between. The point of focus in the entire ad and in the background music is that how proud the lady is about herself and her partner. The entire ad didn't talk responsibly about the product but instead was a clip to show the human nature wherein girls hold ego in front of each other and guys hardly care about anything whats happening on their back.

The dance poses, the moves, the flexibility of ladies indeed at the end gets justified when it shows that because they were on TVS Wego they were able to do all these tricks. But certainly, the concept is not full proof. If they had to highlight the balance, they could have shown one scooter supporting the feature and the other one failing to do so. When a vehicle is talking about balance, then the viewer is not interested in knowing that would he fall if he dances on the vehicle. He is interested in knowing if vehicle would be able to balance his body in difficult situation or in bad road conditions. The ad doesn't even show that ladies are proud of their vehicle, the way it comes across is that they are proud of themselves only. It only showcases a shallow mind of the riders in the ad and not specifically the balance of vehicle. Even if we ignore all these, an automobile company can not afford to miss on safety regulations like wearing helmet.

When can't convince them, confuse them!

Ad aches with Quakes !

2011-03-13T04:35:00.000-07:00

Ad by: Times of India (Delhi | Gurgaon)

Once upon a time there was a NEWSpaper.

There were days when the pages of newspaper were flipped to know about the world. What so ever was small or big that was needed to be known to the masses had newspaper as its source. Today also the same pages are flipped but the purpose is not just "news", but also to know the exciting offers in huge stores in the vicinity, to explore the best travel packages in the proximity. The number of pages are more, the size of same is larger, the colors used are various, and also the list of sources for this content is humongous. When there is no constraint for relevant content then why the advertisements are only way to sustain. The blame is not to the advertisements that are using the space of newspaper but the blame is to those who portray the most significant piece of news as onus because of these advertisements.

It won't need to check the boundary of own nation to understand the plight of fellow nation, Japan after the quake that shattered the power which was just below the superpower of the world. Each living thing present on this planet is by all means standing along with the nation in this time of pain. Our media sources are reaching to the places for us to know every bit of what is happening or what is not happening there. The front page of every newspaper on Saturday,12th March 2011 talked only about "Japan". But the front page was not the only page, and the quake was not the only subject for the mention. The 6th page of TOI, Delhi wherein 2 pages are dedicated for Gurgaon news (circulated in Gurgaon only) had a huge advertisement. The ad said "Japan Circle trip". The worse part is that this kind of ad (package of Japan) was never seen earlier and this day when the country is in pour of problems, there is an ad for tour. The technicality of procedure of placing the news and advertisements on specific dates is understandable but the people who run such powerful medium should know that what responsibility they hold. Even if the ad was blocked for particular date and section, there was no way that it couldn't have been stopped. It is a shame that even the obvious is complicated for people today and the humanity is just human business now.

The ad should have been cancelled, if that was not possible, the circulation of paper should have been stopped, if that was also not possible, an additional note should have been given to explain it, if none of this is possible in todays world where solutions come before problems, then the easiest task would have been to shut the business. May be there should be a role of "Human sensitivity" in media house who keeps a check that humanity is not missing in spree of reaching humans.

These days we have papers.

Break becoming Kitkat Break !

2011-03-02T10:47:00.000-08:00

Ad By: JWT

Look for a break in life !

Nestle came up with a chocolate few years back and gave it a positioning which was very rare and very obvious at the same time. They say "Have a break ! Have a kitkat !" and none of us can deny that we crave for chocolate most when we are tired of the routine life.With this positioning they hit two targets- one of reminding people that when they want break they look for chocolate (mostly) and second of making Kitkat synonym to chocolate. So having a negativity associated "Break" is a rare act for a brand and chocolate is about having breaks is the obvious act. The same legacy of "break" and "Kitkat" is been shown in the squirrel ad which has been coming from almost an year. The ad is few of those ads that leave a refreshing impact through the ad story and through the product.

Two young guys sitting in a park with their laptop. One of them is completely engrossed in the work and is shown in a hurry, the other one is already exhausted and is wanting to have a break. It reminds to many youngsters their days when they have lots of work to do in a short time, so they plan to go to a calm and peaceful place (like a park here) so as to have better concentration. The exhausted guy takes a break by taking out Kitkat and breaks one stick in the unconventional manner in which Kitkat was previously shown breaking in all communications. The moment he enters this break, he is in different world. The world where smallest of things are so beautiful, so engaging and so obvious. All of us at some point of time when sitting idle have observed squirrels doing their acts. It is the most insignificant part for any one but if we look at it closely, it is the most significant thing which made us pass our idle time. The moment for that exhausted guy came to a stop, he could see what his still busy friend could not. The connect becomes even more close when the song and dance attached to the act has been the one which is a bollywood number that each and every listener has enjoyed with fun element inside. The ad doesn't irritate the viewer with information flooded about the product, it doesn't tell you to become the best person by using this product, it simply highlights the importance of small break which we all long for.

Every element of the ad is rightly showcased to make it the obvious refreshing package. We all look for calm places, we all are in rush in our busy lives, we all crave for chocolates, we all notice squirrels, we all sing and dance along fun filled romantic bollywood numbers. Bringing all this obvious in front of us, Kitkat has certainly made a unique position for itself. And with this, for many, break is not just a break but a Kitkat break now.

Look for a Kitkat in Life !

Negative connect for Netconnect

2011-02-19T09:54:00.000-08:00

Ad By: Grey Worldwide (India) Pvt. Ltd.

Ads show what we idealize !

The purpose of any ad for any product or service is generally to have a brand connect. The connect to the brand happens only when the viewer is convinced that the brand is telling a story which he would want to have for himself. The audience want to take up only those things which make them or their lives perfect and an ideal one. From having the strongest teeth which Shahrukh tells to having engine oil which Sachin trusts, almost everything is framed around perfection. But with times changing and customer evolving, the perfect stories are getting too cluttered. When everyone tells about the same perfection, the customer is confused about the truth and is convinced about the lie. Audience might want to see what is perfect but would connect only to what is true. The truth is more of practical than correct, is more acceptable than acknowledged. Even if the truth shown is negative side of audience, it doesn't offend them rather it brings them in zone of comfort.

Reliance Netconnect ad shows how each one of us behaves when our flights land. The wheels just need to touch the runway and we are in process of doing exactly opposite of what the announcement is asking us to follow. The seat belts are loosened, the mobiles are switched on, the luggage overhead might go away with the flight so we fetch it earliest possible. We all do this, some of us agree to it by ourselves, others are forced to do it because of others. Whatever the reasons be, this is a normal behavior of maximum number of consumers. The reason to this behavior is not the attitude of doing wrong things but it is about being impatient for things that are supposedly not making any difference to right. It is impatience which forces each passenger to be first one to get off board. It is impatience which irritates anyone if the speed of net is not fast enough and is making us wait. We are impatient if net is not fast and we would disconnect it numerous times to reconnect it without waiting. Thats what Reliance Netconnect shows that a lady on business tour as shown by her attire, is like one of us who is impatient and wants to stay ahead in life without waiting for minimal things.

Audience definitely connects to it because it shows the real customer. It shows its fine to be wrong but also subtly puts it across that how the product of this brand could be part of your normal imperfect life. A brand claims of understanding the customer, showing what is part of their lives is much better understanding than telling or making them realize what should be part of their lives.

Ad connects better if it shows what we are than what we idealize !

Add an ad in an ad

2011-01-14T10:16:00.000-08:00

Ad By: Various

Benefit to two in cost of one!

The advertisements were generally considered as a platform wherein one product is talked about so as to take attention towards that one product. However, the ad today is not just about product but more about attention. The brand should be able to grab the attention of the audience, in process if the product centricity vanishes then that is taken as worthy. Similar effort for attention is co-branding wherein two brands come together in active and passive format. One brand develops an ad and forms a concept which culminates with discussion about that brand but in the process we also see the presence of another brand (passive brand). The passive brand is not talked about or mentioned but its presence completes the ad story.

The latest ad of Lava Mobiles wherein a guy with some other brand mobile is given candy for a change of money whereas when a Lava mobile user comes for a change he is handed over with Surex condoms (S placed instead of D to keep it obviously unobvious). It is a very strong depiction for defining the target segment for the product. A learned, smart and sensible customer would have condoms and likewise for Lava Mobiles. Though it somewhere leaves an impression of being a male centric mobile. Another example of co-branding is the advertisement for Everyuth face wash where in when the ad starts it shows a set up of an open restaurant with few females sitting across a table. The table places the cans of Sugarfree Dlite and until the face wash is introduced, the strong presence of cans reflects as if the ad is going to talk about the healthy (sugarfree) drink for young females. Both the products being from Zydus group makes the best out of a single platform. More so in the ad with our most widespread endorsers from Cricket. The cricketers endorse a pain relief ointment with Aircel branded team t-shirt. So their communication actively is about ointment but passively without verbally mentioning a word they show their association with Aircel. Such ads are good idea to deliver about a product or a brand when they make the ad story strong and does not interfere with the main concept. But when a product is placed without any contribution to the story then it gives a very lame look to the entire concept and ruins the image for all the products.

A very different and interesting co-branding came across when a brand used the other brand but did not show it or mention it. The mobile handset company Airfone used the already popular and acknowledged couple of Cadbury ad to show their story. The couple in Cadbury ad sits at a bus station and talk about guy’s mom, the same couple in same constume is now shown seated in the bus in Airfone ad. The girl takes the conversation left in Cadbury further in Airfone ad by mention of guy’s mom. The Cadbury ad was already known to audience and it was an amazing act to take the attention without investing much into it. The sequel of ads is an innovative way for a brand which understands its size in the market and thus acts wise by leveraging on a big brand without disturbing the essence of either.

It is an interesting and mature advertisement strategy when two are highlighted on one stage. It certainly benefits two though unequally wherein it is difficult to decipher which one benefits more.

Air tells about new AIRTEL !

2010-11-18T23:46:00.000-08:00

Ad by: JWT

Any change is difficult to manage.

Airtel has undergone a change that has called so many apprehensions which are now becoming a difficult task to manage. The black, white, red combination word starting with capital A was known to every living soul. Suddenly, the web is crowded, people are talking and Airtel building on NH8 is changed. The new logo is artisctically written small 'a' above Airtel with its letters in lower case and dominating red color against white background. Along with logo, the tune that existed for more than 10 years is also changed, this time again by AR Rahman. All these changes are showcased by new advertisement having a new concept. So, Airtel has gone for a rebranding. Just like, Vodafone had undergone or rather when Hutch was acquired by Vodafone. Hutch was a strong brand but still it had gone thru that rebranding making it even more stronger today.

Airtel had to take this challenge of having a change. Indian telecom market is saturated and this makes competition for Airtel really difficult. This became a reason for them to cross the boundaries and become Indian MNC with presence in 18 countries post Africa based Zain's acquisition. So today they are the 5th largest telecom company, with 200 million users in India, 40 million in Africa and 10 million in Bangladesh, Srilanka. Primarily 3 reasons justify the Airtel rebrading: Speak internationally, Connect with youth across all geographies, Sync with 3G services. Airtel needs to appeal to several markets now being meaningful to all of them, and at the same time depict that it is an MNC brand with presence in many countries. Thus the new logo which seems to be inspired by Zain makes it more appealing to masses across the world because of its simplicity. Likewise, the dynamism of the logo and tune turns to be more modern, vibrant, and friendly so as to reach the youth across globe. Also, Bharti Airtel spent $23 billion for 3G services and thus they need to get prepared for them to balance the investments made.

The Airtel subscribers or non-subscribers across the nation held a connect with old Airtel. Sudden change in everything associated with the brand certainly leads to an abrupt disconnect that takes the consumer away from the brand. As a brand, it is understandable that to meet the market need a rebranding was compulsory. But at the same time, it is an equal responsibility of the brand to understand that what its market needs. A new logo is acceptable only if it is more dynamic than previous one, a new tune is enjoyable only if masses can't stop humming it after listening to it once, a new ad is watchable only if it reaches masses' heart. From a brand like Airtel, who gets 2 million viewers on first day of introducing world's first voice blogging service- Airtel Blog, much more is expected. Airtel has annoyed its customer base by giving them what they don't desire and taking away what they always adored.

Hopefully, the impact of change washes away with time.

SMS- Superbly Messed Service !

2010-09-23T03:15:00.000-07:00

Ads By: Slim Belts, Property, Insurance, Education courses, ETC

You have a New Message.

TA-, TD-, TM-, AD- and many more ! There is certainly no one today whose inbox is not flooded with messages carrying these prefixes. This mode of reaching to customers is not restricted with any kind of boundaries. Anytime of the day or night, there could be a beep on mobile phone trying to educate us about latest Sauna belts, numerous real estate choices that have been made especially for us, various distance learning courses that would take our career to new peaks instantly, so many banks trying to make us healthy and wealthy. There is no escape to them, there is no end to them, but also there is no need of them.

These bulk messages have become such constant source of irritation that a sight of standard format on phone screen and it is deleted even without reading beyond three alphabets. The new TRAI regulation has insisted to restrict the Sender ID for these messages to minimum 6 characters. Three character specify the SMS service provider and from where it has originated followed by a hyphen. So when we see AD-Something, it signifies that "Something" is using bulk SMS provider based at Delhi (D) which uses Airtel (A). Likewise TA means Tata Andhra Pradesh, TM means Tata Mumbai, BA means BSNL Andhra Pradesh and so on. Thus, these initial 3 characters act as caution that what follows this is just a bulk message and carries no personal significance. Though there exists an option of sending Do Not Disturb to 1909 and get rid of this bulk but somehow some options are just feel good factors and not solutions.

In around 3000-4000 Rupees a month, these companies try to reach out their customers through these messages and get their attention. They certainly gather the attention that they are clearly identified and deleted without any apprehension. Such kind of mobile marketing spoils the brand image and comes across as a cheap marketing stunt. If the purpose of these messages is to take attention then certainly it is a negative marketing which makes a consumer feel that how insignificant he has been considered to become part of a bulk list. These messages would be beneficial in cases when there is a need to inform about an event or activity that has temporary existence and thus requires immediate spread. Too much of anything indeed ruins the importance and now all messages starting with typical 3 characters have lost their viewers.

New Message with 3 characters in beginning are meant to be deleted.

AB with ABC of KBC

2010-08-26T06:24:00.000-07:00

Ad By: Leo Burnett

Amitabh Bachchan - preparing the nation's people to prepare themselves !

There would hardly be anyone who would not know about Kaun Banega Crorepati (KBC). And all those who know it also know it as a property of Amitabh Bachchan (AB). With such widespread audience already registered with the name, the relaunch does not really need much introduction. AB humming the tune of KBC is enough to declare that its coming back. Besides the most famous CID series, Sony screen is now taken by the commercials talking about KBC. From the announcement of its come back, to declare dates for registration and to gather eye balls, KBC has not missed anything in around 20 days. The launch came in a big and creative way by bringing the commercial during Indian Idol Finale which had the maximum audience glued to Sony at that time. From there starts a journey of promotions which is going to reach its destination on October 11 thats when the KBC goes on air. The marketing plan has been very creatively laid by placing the launch on birthday of Amitabh Bachchan so whatever the reasons be but TRP on October 11 for Sony is going to be record breaking.

Following the announcement in Indian Idol Finale, there has been so many commercials talking about KBC that these promotions themselves are citing a story giving out new facts every day. Bringing life to the enthusiasm associated with KBC, the TV commercial leaves audience to discuss who is father of Akbar. A child asks his father this question and father laughs over it. Father doesn't leave it with a laugh but shares this as a joke with his friends and also with new people he meets. Father is shown amazed that how can his son ask him such silly questions and that such questions are not supposed to be considered relevant. A night before when father is on hot seat with AB, son again asks the same thing before sleeping but father didn't find any sense in it. As expected, on hot seat, the first question which is considered to be the simplest question asked by AB was same- Who was Akbar's father? AB with complete sarcasm points that this must be so simple that even son would be able to answer. Father's head goes down, he is embarrassed and son had no reaction or action to deliver.

Certainly, the dual purpose of commercial is served. It definitely brings along the entire family to follow the series and also puts it across that the series is not going to be that easy now. The question is shown as a difficult one in entire commercial that the father thinks that such difficult answers he is not supposed to know and AB also ends it in his witty way by giving his sarcastic comment. KBC has been about knowledge, about entertainment and about watching it with complete family. The commercial certainly makes sure presence of all this in its communication. Also, it is a bigger win for a commercial if its audience gets discussing it off screen also. That happens in a big way with this commercial when people actually flaunt that they do know who is Akbar's father and say " Humayunnnn Obviously ! ".

ABC of KBC is properly communicated.

Parachute - Per Ad Sales Shoot Add

2010-07-27T04:15:00.000-07:00

Ad By: McCann Erickson

"Khubsurat hai badna"- Hair and Brand

Parachute has made a position for itself in market today that for major part of customer base Parachute is synonymous to Hair Oil. Be it credited to its years of existence or to its product quality or its brand awareness, everything confines to its marketing strategies. When a product gets old, it also gets experienced and with that experience comes along a pride which bounces an attitude of arrogance. With that kind of product lifecycle, a brand is ought to mess with its marketing campaigns. But Parachute has wisely taken care of its communications at every stage. From right brand ambassador like Asin and Anoushka Sharma to right tagline of "Gorgeous Hamesha" and "Khubsurat hai badna", it knows how to maintain the brand features.

The new ad talks about journey of a girl in her life where every moment becomes a milestone when she gets certain new learning developing her into a newer better person. The ad starts with a lady in saree elegantly standing besides a window and remembering her days gone by while running her fingers thru her hair. Starting with short hair when she is with a friend dressed in casual jeans, moving to a subtler attire where she gives gift to a house maid carrying her hair little longer and then shown considerate about emotions of her mother while dressed in suit and having even longer hair this time. The gesture is very broad and simple. They don't try to claim the immediate benefits of product rather very beautifully show that it takes a long journey to get those long hair like it takes a long journey to become a better person. Slowly, we move ahead in life and every small incidence leaves us with some impression where we learn something and constitute it in our character. Likewise, the nourishment for hair is used for life and it becomes part of life that stays along to keep us growing.

The point put across is as clear as lame it is. Though it is clear that they want to talk about the journey of life and wants to show that Parachute should be a part of life but at the same time it also leaves a very lame impression. It doesn't encourage much about the product characteristics as it is instead showing that product is kind of slow resulting and it might take ages to get desired form. But perhaps, at this stage of lifecycle, a brand doesn't really need to bother to prove its product characteristics, rather only needs to show the significance of its presence. At the end, ad leaves with a beautiful thought of growing and growing beautifully.

Khubsurat hai badna from inside and from outside.

Enter, Print, New, Revenue :Entrepreneur

2010-06-15T03:31:00.000-07:00

Ad By: Entrepreneurs

Enter into business, print about the new idea and generate Revenues !

The tough competition and easy choices have turned many into entrepreneurs. The tough competition and easy choices have increased the scope of advertising. Every one in their every day life think of some revenue generating new ideas and many amongst everyone move forward to materialize it. Resulting, we know of many entrepreneurs today in their late 20s or early 30s who have either seen difficult times or have casually on a coffee table started with their business ideas. It doesn't take 25 years now to become big overnight. The stories of entrepreneurs existed earlier also but they were not known like they are known today. Reading about success story of small business was an occasional thing in some business magazine. There were few channels who gathered such info and shared it through print media telling them as an inspiring success story.

Now, with marketing medium getting dimensionless, there is no end to subjects that are exposed and informed. Amongst, various mediums, print media is the most prominent one that has grown despite of technological advancements that acts against it. Magazines today are carefully segmented and within various segments there exist a huge competition. They still carry the success story but today the way they are segmented and targeted, the purpose of sharing those stories is entirely changed. More than a story or news, they are source of revenue for both the content maker and content publisher. The content maker (Entrepreneur) shares about his business idea in a specific magazine evaluating who is the target segment of his business and which magazine is followed by that segment. The reader would certainly acknowledge the business that is shared in an authorized magazine and would follow it. The publisher is certainly benefited from the revenue generated. It is wise to merge the resources in this way so as to get win win situation.

Entrepreneur who makes videos for families understands that Femina would be the right choice as woman readers of Femina carry that emotional quotient to acknowledge the significance of product offered. Thus, her story is a success story in Femina which is presented as to motivate woman audience but also gives information about the product creating interest towards it which would encourage more sale. Likewise, small businesses for whom the target segment is youth -college or corporate people share about themselves in a section of Outlook Money. It is indeed interesting to notice the way various resources are utilized now.

Significant part of entrepreneurship is definitely marketing !

Volkswagen Vows !

2010-05-27T23:19:00.000-07:00

Ad By: DDB Mudra

Das Auto = "The Car"

Volkswagen started their campaign in India, not by coming with their brand name but by showing themselves as Category name. They emphasize on "Das Auto" in every communication which means "The Car" in German language. So when they started to reach the Indian customer, they didn't try to pitch in with their product features or with their German engineering expertize or with their well known brand name, they took a bigger challenge of making their name synonymous with automobile category - Car. Like in earlier days, for middle class of India, car meant Maruti; same way in todays highly cluttered automobile industry, Volkswagen wants the Indian customer to think of Volkswagen when they think of Car. Establishing the brand name in minds of audience, Volkswagen take it forward by presenting their international product in the most local way.

The tv commercials for "Polo" from Volkswagen came after interesting, eye-catching newspaper print ads. The tv commercial ads in series of 4 were equally noticeable and interesting. The product is targeted for Middle class with price starting from around 4.5 Lakhs and thus in every communication, it comes across that how well they have understood their target segment. A middle class family who would consider buying this product would be someone who is learned, knows about competitive world and so could be someone from corporate world with formal attire and sleeves folded, tie loosened by the end of day. When he makes a purchase decision for high involvement product like car, he tries to find out maximum information about all the basic features of car like fuel efficiency, ground clearance, safety etc. He would trust it only after he finds about it himself. This is how car is purchased in Indian families after lot of research and discussions about it. So, Volkswagen hits on this very obsession of finding about features, presenting a corporate individual in his Maharashtra registered car (MH 02 BM 1199) who tries to test his car for few specific features. The moment he takes a sigh of relief that his car cleared the test he himself put in front of it, he finds himself in a problem for challenging the obvious. Showing how they understand the thinking of their customers, they attempt to remove all apprehensions any customer carry, by voice over in the end saying Engineers have already tested the vehicle so customers don't have to bother themselves by doing it again. That is indeed like getting inside the consumers mind. Though it might also leave a negative feeling for a part of audience who might take an offense for showing them to land in pool if they try to challenge the brand but then there is very little difference in reality and optimism.

Earlier, Volkswagen has been taken as International brand who are too good but even the best needs to get better with Indian road conditions. In this campaign, they have replied to this very challenge by giving proof that how Indian road conditions are well taken by "Polo" from Volkswagen. Also, they don't miss out in mentioning that its still German Engineering but is Made in India. That is the like making best German Engineering better for Indian conditions. Though they shoot in South Africa to show Indian conditions but that is fair enough until the point is put across well. They seem to have taken care of every minute thing and indeed get noticed in midst of high competition of automobile where every car ad looks almost same.

360 Degree campaign showing German Engineering. Made In India.

Catch the Ketchup !

2010-04-29T02:34:00.000-07:00

Ad By: Contract Advertising

Curious for Ketchup brand?

We know of several ketchup brands, few for their Javed Jaffery comic ads, few for their long old existence and few for their sophisticated and different appeal. Midst this, comes another international brand which tries to be more than local in their approach. Field Fresh Foods, a joint venture between Bharti Enterprise and Philippines based Del Monte launched two variants of its sauces (not ketchups)- tangy and fruity Twango and Sweet and spciy Zingo. Del Monte has been into producing packaged food items such as canned fruits, olive oil, pasta, olives and now when they come to add some new flavor thru their sauces they have been very cautious in reaching the consumers head or heart or stomach or just the taste buds.

The product like sauces is generally taken by the ladies or by the young people. So considering that, ad aptly shows a lady and few young guys. Moreover the lady taken is Shefali Shah who is a well known actor and is well recognized by Indian ladies and youth. As product is trying to target middle class and is avoiding to show themselves as some international brand, so the ad is shot in a train with a lady having a samosa (Indian snack shown may be to show connectivity). Lady is trying to put sauce on side of her plate and is irritated as sauce is not coming out of the sachet. It is to note that either she has not even opened the sachet or sachet is empty implying she must have already eaten another samosa as the one shown here looks untouched. So the problem is not her liking towards taste of sauce but towards the packaging. Other shot shows few guys who were comfortably sitting in standing train but suddenly thought that they should leave. One of the best looking guys amongst that group is for some reason carrying a bottle of sauce in side pocket of his bag where people generally keep water. He offers sauce to the lady and put it over her samosa so that she gets only one bite of it and while he is doing this, lady is so mesmerized looking at him that she ignores her samosa completely. Though generally ladies of Indian families teach that one should never take anything from the stranger but guess thats not applicable for young guys who travel in train. The lady got lost in taste and she wants to know what is it that has tempted her taste buds so much. She is now on spree to find out the brand of the sauce. Punjabi lady dressed in salwar kameez like Kareena Kapoor of Jab we Met jumps out of the train and starts her chase. She is shouting, screaming, running, jumping to catch the guy but no one around notices her to pass her message further. She is climbing stairs where no one is there but she certainly knows what direction guy has gone. Though it is a train journey so train must have stopped at any station but still it is confusing to understand what they are trying to show. Punjabi lady chasing metro city guy leaving a station that has Mumbai board outside it but having AP registered taxis running on road with Rajasthan kind of buildings around and chai wala with turban. May be thats an effort to show that they are reaching "entire" india. Once she finds from him which brand it is she is satisfied and returns. She just wanted to know it for her curiosity, not that she wanted to have more of it and the guy is also fine in throwing away his bottle of sauce to her.

The ad is very predictable and obvious story line. Though the effort is nice by taking a good endorser but with this kind of product and brand endorser, there could have been much more to experiment. The video takes attention but losses it till the end.

Should have been desire for ketchup brand.

Tanishq - An ishq for jewellery or wedding

2010-04-27T00:39:00.000-07:00

Ad By: Lowe

Jewellery for wedding ceremonies !

It is a kind of trend of "our" generation that parents push children to marry and children deny it. Be it guys or girls, the youth is independent and unlike earlier days does not count marriage as priority in life. For them being settled in life is more about being settled with a steady and crazily paying job. Parents also are now very much understanding in terms of taking the point of young generation and giving them liberty to decide the path of their life. But still they are parents who know their responsibilities and thus know that they can't force children to get married but can surely try convincing them. So, it is a sweet battle between independent children and understanding experienced parents.

The new tanishq jewellery ad shows a same kind of set up wherein there is a young daughter who is independent and carries an attitude towards life along with her sensibility towards parents. She is shown driving car with her parents and dressed in a very subtle way like a modern day learned girl. Also, she is shown to dressed in a saree and to speak politely with her parents which shows how much she knows her core traditional values. All in all, the character is shown like the best balance possible for todays young girl. Father, in the front seat is shown worried and is throwing all possible facts about a guy with which he thinks the daughter might get fascinated and agrees for marriage. The character of father is rightly shown to be a logical head of the family who wants to put everything in place in the family. Mother, who looks super confident knowing that whatever father is trying to do is useless and just sits silently in back seat observing his trials. She spots a tanishq showroom and leaves the car saying with complete sarcasm that father and daughter can continue with whatever they were trying to do. Mother takes attention of daughter with beautiful jewellery. Daughter casually picks a jewel and starts to try them. Tanishq staff eventually dresses her into a bride and asks her when is the wedding. Mother's sarcasm again gets active and says "Oh Wedding Jewellery ! Sorry we are not interested". While, every jewel is taken off from daughter, she realizes that she cannot have them unless she marries. She asks about guys name to initiate the wedding topic again. Father is like in heaven not able to understand how come suddenly she is interested. Thats when the sarcastic, confident, silent mother sends an sms to father that its been so long but still he doesnt know anything about ladies. Indeed ! only a lady would know about fascination with jewellery. Saying same is Tanishqs punchline in the end of ad- Jewellery that makes you want to marry.

The ad is beautifully done capturing all the emotions that exist in family, all the bonds that exist in members of family, all hesitations and desire that exists in different generations, all gaps that exist between the ages and genders. Jewellery is always an emotional asset for ladies and understanding the mind set of the target audience is the best that has been taken care of here. Nobody can be left without a smile after viewing this ad, be it parents or be it daughters (sons are definitely not the target segment).

Jewellery for ceremonies before wedding ceremonies !

Come Plan with Complan

2010-04-20T23:23:00.000-07:00

Ad By: Leo Burnett

Plan height with Complan !

Almost each one of us has grown with Complan or Horlicks. May be not consuming it but knowing about it. Neither our parents told us nor it was informed in schools, but still we have this thought registered in our heads, that these health drinks are very important in a child's growth. Thanks to our best informer, television that has been showing since ages how a child grow (Growth in terms of height). In so many years, so many kids who endorsed the brand in their tiny times have taken Complan or Horlicks and with resulting increased height moved ahead into world leaving endorsement space for a new kid. The yellow mug holder, huge size t-shirt wearing "I am a Complan boy" kid after taking Complan for years is now a hunk Shahid Kapoor along with pony-tail "I am a Complan girl" who is today known as cute Ayesha Takia. Those were the time, when customer just knew these health drinks play important role in growth of kids and it has been such an obvious fact that many times we hear these names in bollywood movies also. Complan made its space in consumers mind earlier with its punch line "I am a Complan boy/girl" and now they are still remembered discussing that those kids were Shahid and Ayesha.

Today when we see the ads of these health drinks, there are 3 things that remain same in any of the brands. First, how low height is humiliating. Second, Boys for endorsement (Not girls). Third, Scientific proofs and claims. Kids who are most glued to television see that how low height children are teased and how much important it is to have good height. It is kind of divide and rule wherein you are smartly trying to target the children (who play important role in purchase decision making) but more than that you are ruining their thinking. Then, why only boys are shown as competitive to have good height. In India, there is a major population who still consider boys to be superior to girls and thats why it becomes even more important for such strong media to bridge that gap. May be, these companies should survey that how height is equally important for boys and girls. Also, showing a nutritionist wearing a white lab coat and saying "It has been proved" does not add to any authentication for todays learned consumer.

In this Complan ad, a young lady mother of a small boy comes walking with a tray in her hand and saree draped around her. She shares an year ago story when nearby kids used to tease her child for his low height. Though those kids themselves were of almost same height, just that camera alignment made them look longer. The mother says she was not going to give up and thus asked her kid to do everything possible. The kid looks so dull and sad as if his height has been the only important thing for everyone around. Whenever kid is upset, mother pacifies him with an expression that can demoralize anyone happy. Suddenly, comes a nutritionist like an angel to save the family from all their problems. The kid is going to get a drink which would increase his height at double rate. In that case, nutritionist should also mention the duration of consumption. With double growth, it is awkward to look longer than normal size in an age. Mother is a proud lady now with her head reaching sky because now her kid has got good height. Wow ! what sense of achievement. The kid is now on other side as now he teases another kid with his height. So what if he is standing on a bench/ table (not covered by camera) and then comparing his height with other kid. This teasing story goes on and on.

Advertising is surely important to remain in minds of consumers but it is more important to take the challenge of changing times and not getting changed with times. If Complan would have simply stuck with its old punchline of "I am Complan boy/ girl", it would have shown that how times change but not the brand. It is important to adapt yourself in competitive world but that never asks you to leave your grounds.

For kids, its the growth that matters not just the growth of height !

S.P. Jain - Twin to win !

2010-04-10T02:48:00.000-07:00

Ad By: ?

SPJain takes all pain !

From the days of taking SP Jain name casually assuming everyone knows about it to the days when every word is articulated to educate people how global we are, the journey for the brand "SPJain" is interesting for many known and unknown or rather for many said or unsaid reasons. The educated lot of India is certainly aware about SPJIMR, simply for the education standards it has maintained from ages. It was never so easy to get admission in post graduation program of SPJIMR and when one used to get in there, from the day 1 he has changed his life or rather from day 1 he has made his life big. The high standards have been so strong and firm that whatever comes from such brand would be seen with respect and appreciation. So it happened with the Global MBA program which started with Singapore, Dubai and now Sydney. There has never been any doubt about the concept as surely Management program expects the graduate to be up ready for international market and so this program gave quick (1 year) global experience.

When MBA was a choice for few and not obvious for many, there was hardly any marketing seen around for these educational institutes. The maximum that they required space in a section of newspaper was to inform people about dates of admission. There was never a need to prove yourself though the count of leaders today and then is not much changed. In past also, there were introduction of new programs, but the applicants (read it consumers) carried the onus of finding about them. Institutes hardly had any need of reaching out. We blame it on time, on competition, on changed consumers view and it all directs that scarce is always better. Definitely, when scarcity (for anything) is just left in dictionaries, there is need to market yourself, there is need to take attention, there is need to make yourself needed. Today, the ads are not just for awareness but for recall. So when such legend institutes understand the need of going global and thus offering global programs for MBA and now BBA, they also clearly show how much understand the need of marketing it.

For so many obvious reasons, we cannot argue about the need of marketing or need of these programs today. But certainly, taking all knowledge of marketing from one of such institutes, we definitely can argue about the way it is marketed. It is said that the campaign should be able to take Attention, creating Interest and then Desire of having the product/service thereby leading to Action. But does that hold true for any product/service. Looking at Twin city graduation program ad, certainly does all that as who would not get tempted with the good brand name who offers beautiful cities and the mentioned cuisines. We market to sell but we market the cities to sell education. The content of ad starts with negation- "program is not for everyone". There is a huge crowd in India who want good education from good institute but they have not aspired to be global citizens. For them, this is a huge discouragement when they don't feel welcomed. The 2nd para starts in a way that gives a feeling that they forgot that they were actually talking about academics and not some vacation package (Yes, academics are important). It is understandable that you need to highlight the global parameter of program but the things cited like culture and environment are obvious for anyone who reads such ads. The focus should be more on global education than on global culture, environment or cuisine. The ad ends with "no tall claim, simply a promise!", it is indeed dangerous to put anything like that on public forum. Anyone please share GMBA print ad for 2008 if available (pun intended !)

There is nothing wrong or unacceptable when its about reaching your customer but definitely you are reaching masses through this medium and a global perspective is expected in such case.

What Pun to sell PUNTO

2010-03-31T23:06:00.000-07:00

Ad By: Bates 141

Fiat Grande Punto in India is Left Out !

Italy's leading car maker Fiat Motors and India's most acknowledged car maker Tata Motors had a joint venture to come into Premium B segment hatchback car with new Fiat Grande Punto. It has indeed brought a change in hatchback cars in India with its design from world renowned Giorgetto Guigiaro giving consideration to having a crafted style for its aerodynamic and sporty presence. The car is launched in India with 3 engine options- 1.4 litre Fire Petrol, 1.3 Litre MultiJet diesel and also 1.2 litre petrol (so as to reap in the excise benefits). The 4 varying trims- Active, Dynamic, Emotion and fully loaded Emotion PK are priced in range of Rs. 5- 6.5 Lakhs. With such pricing and positioning, it competes with rival models from Hyundai and Maruti. Earlier, when Fiat has come up with anything, they have tried to mould themselves according to need of "Developing Countries". This time when they come with Grande Punto, they understand the way Indian automobile industry is emerging, and so are cautious for not repeating the mistakes thereby targeting specifically "Indian market".

When such an high understanding is reflected in entire marketing by taking care of Product, Price, Place then how can the other P of 4P's be ignored- Promotion. While they act so cautious in bringing their product to India, how can they show a product which is not for India. Fiat Grande Punto is shown thru a video on television wherein it is shown to excel and leave behind all other vehicles. But when they show this, they are showing a "LEFT HAND DRIVEN" vehicle. Targeting Indian market which is a right hand driving market and asking them to buy the vehicle by showing a left hand driven vehicle. Though you might be saving on your marketing expenses but you have dealt with a very high opportunity cost. If the ad reflects that you are not concerned about Indian regulations, then how can the product be trusted for its performance, how can it entice anyone when you are not sensitive to their thinking. The ad otherwise certainly show the claimed sporty character of vehicle but unfortunately no one in india would be able to flaunt that sporty character with the left hand drive (No Pun intended !)

Everything counts! Every P is important or else its just left as Pun! The consumer is very intelligent today and the target segment for this vehicle is certainly very learned and informed people. When they make a decision for high involvement product, they tend to notice every small and smallest thing related to it. Taking the communication casually is a big thing for the audience to notice which might forbid them to become consumers.

India is Right !

SHARMAN- The SHARed MAN

2010-03-27T03:22:00.000-07:00

Ad By: Not Sure (Share if known !)

Ad By: Rediffusion Y&R

Sharman Joshi ad- Airtel (In Air) & Nokia (No Notice)

Sharman Joshi, the youngest and the most confused idiot of 3 Idiots is now on spree to bring attention of everyone towards their mobiles. He is such an awesome actor that he can bring life to any product or any service. And thats what we are seeing these days. The product Nokia and the service Airtel both are the dominant players in their own fields within telecom industry.

Sharman Joshi was seen on television sending sms to flatter a girl and with his cute act, he took no time to become discussion topic everywhere. Everyone knows that Sharman is saying "Baat karne se hi baat banti hai". There are series of acts now, one better than the other but each one leaves with a grin that defines the cuteness of ad campaign. Like came the Zoozoos of Vodafone, now the Sharman Joshi ads of Airtel are on top of mind for everyone capturing a big share of heart and holding giant sized share of conversation and voice. They have indeed taken the attention with these ads, but Airtel has also changed their communication with them. Earlier, they said "Express Yourself" which carried a better emotional connect than todays "Baat karne se hi baat banti hai" which is more practical. It is a wise decision to take the most vibrant endorser in a dynamic style having a concept which connects with each that constitutes audience. Having made such wise decisions, there was not much of a need to change the tagline "Express Yourself". It somewhere weakens the brand image. It is acceptable that the new tagline is giving a theme and bringing a stronger bond but with such high standard of marketing, definitely there are ways to separate the theme statement and the tagline.

When Sharman Joshi is becoming news with 3 Idiots and is getting noticed in Airtel ads, Nokia also took him along to endorse their Nokia 5300 Xpressmusic mobile handsets. He is taken along with Adah Sharma, the beauty of 1920 movie wherein the cute couple is out in a store to shop for Adah. She is trying different attires in trial room while he waits outside for her to show different looks. Sharman flirts with another foreigner lady playing different songs on his mobile for this lady and for Adah. At the end, she is annoyed and he again plays another song from his mobile. The ad carries Sharman Joshi, a mobile handset, telecom feel, notorious character, and fun. It carries everything that exists in Airtel commercials. When Airtel has already got so much attention, then midst of this bringing another ad by different brand is like getting enrolled for risk. Nokia has certainly gone unnoticed for majority of audience. The audience has enjoyed the concept and presence of Sharman Joshi with his own peculiar acts but when the act ends they hardly notice what product/ brand it was talking about. It is definitely a very wrong use of your resources. Having Sharman Joshi and Adah Sharma, there are wonders that could have been done by telecom giant Nokia who is known for his expertise in being different. Besides this, the ad is been shot by same cinematographers as movies "Kites" and "Dostana", Mr. Anyanka Bose who generally shoots only film. Nokia is carrying the best with them but still they are left unnoticed. I am sure how many of us have counted this Nokia flirting commercial as one of the ads when counting all Airtel commercials.

Marketing is more about timing.

PEEK is in AIR thru CEL

2010-03-16T03:42:00.000-07:00

Ad By: Dentsu

E-Marketing for E-Mailing !

No end to revolution in technology throwing variety of gadgets in market with spaces in pockets been taken by new devices. Devices that connect you to the world. Everyday we see new mobile handsets coming up which offer so many new tools that we might just not be aware of even after year of usage. When world is busy adapting itself to complexities of technology, there is someone in market who is trying to take us back to simplicity by sorting out different stuff in different devices. The new device "Peek" brought into market by Aircel comes with convenience of checking emails (only emails) of around 3 ids on a phone look alike device. So it tries to capture a vast market between between basic functional device and top end Blackberry market. One end thou cheap but doesn't give facility of e-mailing and the other end thou gives all facilities but is too much of price for masses. Peek tries to make these ends meet.

Peek is advertised as e-mail handset. Gives a new email alert with a blue light on top and is advertised as thinnest email checking device ever. The device is priced at Rs. 2999 (near to very basic phones and too low as compared to high cost smartphones) but there is a cost of connection - post paid or prepaid which is around Rs. 897 more from the pocket. Keeping safety into consideration, security lock is provided and also all data is deleted if password is attempted to enter more than 10 times in a row. With all this into product and with all the concept in minds, there are certainly many who are convinced about the offer but criticism always take bigger seat than appreciation. So when there has been a dare to bring revolution of simplicity in complex world then there must be some complexity in way it is put across to audience who defines the market. Simplicity there might let it go simply ignored.

Suddenly came into notice that the sites which are most frequently visited these days has got an ad from Aircel and this time not for saving tigers but telling to Peek. Social networking sites, technology updates, cricket news in times of IPL, all carry the ad for "Peek". "Internet marketing" is the used marketing tool. Target is people who are mostly on go and never want to miss their emails while they are not around their laptops/PCs and who cant afford or not interested in smartphones. When they are using internet they have already checked their emails and are browsing different sites. They might just not realize the need of email handset at that moment and would not understand the significance of product that time. When they are on "go" they might me missing their email and if told them at that time about Peek, then certainly it is impossible for them to underestimate the significance of product. Newspaper ads, magazines, ads in AC coaches of trains, Metros, Television, there are many traditional ways which are more than required to capture the audience. Though these include a high portion of cost but then indulging into non traditional ways to identify new ways of tapping on customers is all whats required to market yourself.

Marketing is no use if market is not knowing about it.

Met Row of Ads in Metro

2010-03-12T00:14:00.000-08:00

Video is to give idea how it all works

Even Dead space speaks now !

The Metros are the much talked about topic in India and especially Delhi where every month some deadline is met to run new lines. It has been a significant source of pride for each one of us who dreams and see India progressing. The same progress has been taken many steps further. Earlier, the tunnels in which the metros were running were only dark spaces which were considerably a dead area for any action. But recently, the aggressive marketers have tapped into this dead area to advertise and to take attention of daily commuters. The concept has been into practice in UK and Europe but is brought to India recently where Kotak Life becomes first one to take on lease the stretch between Chandni Chowk and Kashmere Gate.

Termed as in-tunnel advertising, C2E Technology Labs brings the ad in dark tunnels of Delhi by collaborating with Delhi Metro Rail Corporation (DMRC) and with support of Submedia which is a US based company that has patented the technology for this kind of communication. Earlier there was no technology for utilizing this area because of fear of fire and considering the safety norms. But with technology killing all challenges came up with “Reverse Film” application wherein the thought was to reverse the way audience watch a movie sitting still in the theatres and the film rolls. For in-tunnel advertising, it is the other way with audience rolling and the film is fixed. So the steel made display boxes with dimensions of 1.2m -1.4m in length and 25-40cm in thickness are installed on the tunnel walls which can house the images of ad. The images are placed frame to frame and are lit by the fluorescent tubes placed inside. The boxes are laser cut and keep into account the distance between the audience and image boxes , the speed of train when in front of particular box and therefore the boxes are calibrated for each transit system. Besides metros, elevators and escalators use the similar methods to capture audience attention on a go.

Kotal Life has a 15 sec spot just before it enters Kashmere Gate station when passengers are attentive looking out getting ready for the exit. In the darkness of tunnel, it is almost impossible to miss notice the sudden glow of images. For this 15 seconds ad, 180 panels are put over 200 metre of distance. With over four lakh commuters every day, it is certainly capturing masses and getting noticed where least expected definitely leads to increase brand awareness and brand recognition. Besides these, large portion of commuters are the one for whom this is a daily routine and hence looking at it everyday surely enhances the brand recall. The audience is not distracted with anything else and has no choice of changing the view so they are forced to look and know about the brand. Moreover, it is considerably a cheaper affair than broadcasting a movie ad over television where you are dependent on viewers interest to get noticed. Besides the brand itself, it also leads to a source of revenue for DMRC.

Credit it to technology, marketers, creativity, adaptability, versatility, but surely way to go in advertising.

No escape from advertisements!

Paint is No Magic

2010-03-10T03:18:00.000-08:00

Ad By: Ogilvy & Mather

Asian Paints make Magicians sweat !

When we think of paints, we think about the kind of paint, the texture, the shades, the looks, and also we think how long lasting it would be. There are few paints in the market who use bollywood actors for endorsement, others who use kids and few others who use the family. Who so ever endorses the paint but the common element in all of them is "Ghar". Though paint is a need of every infrastructure around us but still almost every paint company shows their paint as an important element of making "home only". In India, paint is not only the timely necessity but also about bringing new life and light. For same reasons, majority of Indian families get into painting their homes during festival season of Diwali. The new look of house is a family affair wherein everyone gets together to decide on paint type and on colors. But at the same time, Indian families are hardly into painting their homes themselves rather they hire external people for doing this job and generally these people themselves suggest the type of paint or paint brand. Amidst this, it is not so necessary to show the paint brand as a "home" building thing and to show that how affectionately families paint their houses "themselves".

May be to take the paint to next step and to show that it is much bigger than just building home, Asian Paints got into advertising their Apex Ultima paint by showing a huge castle. The ad begins with an introduction of a great magician who comes in front of audience with a claim that he would make castle disappear. He shouts "Aabra ka dabra" and the cloth is dropped on floor only to find that a structure of castle is still standing behind him. Everyone is perplexed and confused when he went to touch the wall and realized that its just the paint. Though the idea is indeed striking and different but when you have to verbally announce everything and tell that they are trying to show a particular thing then the whole creativity goes in vain. No idea is great if it has to be explained and is not self explanatory. If a gentleman needs to announce that the person is a famous magician, if a lady has to tell that he is gonna make castle disappear and if another lady needs to explain in the end that its just the paint then the idea is not executed. If the actions in itself would have explained what is happening in that huge set up then that would have really been a great idea with even better execution. The USP of paint is its long life and thats certainly conveyed in the ad but i am not sure if anyone observes the ad completely in first view. It is able to take attention only when it is seen more than once or twice.

The ad is though conceptually very strong but is not convincing enough. Moreover when magician is shown worried that his magic trick has failed and later he wipes the sweat over his forehead, it gives a negative vibe. Also, the audience today is learned and educated, they know what magic is all about and understand the truth behind it so showing them a magician doing this trick, it is worth thinking that what worth it shows of the product. Asian Paints holds a benchmark when they came with ad having "Sunil Babu". That ad is still remembered for its simplicity and for a subtle humor it carried. They always had superb ideas and concepts but may be in rush of giving higher claims they are taking themselves for granted and missing on execution.

Magicians is surely not the target market segment.

Is It Marketing? - IIM Jobs

2010-03-03T23:08:00.000-08:00

Ad By: Compilation of Team (IIMJobs)

What to market on job portal?

Every job seeker and job doer is aware of IIM Jobs today. And possibly major traffic it draws is from post graduates. The job portal differentiates itself from other job portals because of the kind of jobs it shares. Its not just another pool of jobs from companies and consultants but rather a site where top headhunters post the job profiles and mostly for post graduates or experienced people. The layout of site is also very user friendly as it creates no chaos, is hassles free and gives you just what you want with jobs conveniently categorized. There is no need to define your own parameters for job search or to define which location is preferable. Its just the category and everything is in front of you to chose with complete details. The popularity of job is seen from the no. of hits it shows. What you need is simply present and you don't have to get irritated with useless things given.

With such great understanding of your audience why you need to put advertisement on the side columns which are most irrelevant to the audience. The audience is well learnt, well experienced and well informed. It needs to be understood that they are not teenagers who have just graduated and are not sure of their career path of about their choices in life. These people are really not seeking an MBA degree that they should be told about any institute which can make them "MBA". These people are on the website because they are seeking job and not because they should be told that they must take their career to "next level" by enrolling in some course. To some extent, it makes sense to share about the courses on such sites but then the job portal should maintain its USP by making sure what and which course is being highlighted. Probably sharing about short term or part time courses would be more insightful for the audience than to make them realize that you are in need of some change and not in need of addition. Adding to your profile is more convincing than changing your profile.

Besides the logical aspect, there is an emotional aspect which should be kept into consideration while you are dealing with consumers who are either unemployed or wrongly employed. How exciting it would be for them to see that they have a site from where they can gift their loved ones. Gifting "Valentine Gift Hamper" in month of March showing a teddy that says "I Love You". Is it to add humor that your current job scene might take your loved one away so better gift them something and secure future? Definitely not. When audience is browsing for finding a job they are definitely in no mood of showing their love for anyone. Instead of buying that gift from that website they would pool that money with some consultant at that time.

Definitely dont market emotions !

High RIN @ Low TIDE

2010-03-01T22:02:00.000-08:00

Ad By: Scion Brand Incubation

Ad is to tell or sell?

On Friday (beginning of weekend), all eyes were widened to see ad from HUL for their brand Rin in which they do more than direct comparison with their competitor P&G brand Tide (Tide Natural rather). The ad not only speak the product attributes of Tide which they claim but also hit their marketing theme of "Chauk gaye?" by making the kid speak in end "Ye aunty kyu chauk gayi". When such comparison is being made, the ones who were ignorant about Tide features earlier, they also now know that Tide is about better whiteness, contains fragrance. In about 30 seconds of ad, 25 seconds are given to show "Tide Natural" and only last 5 seconds tell that ad is actually about "Rin". The rivalry between these two brands is on since long when HUL reduced its price by 10-15% percent when Tide was offering 20% extra washing powder. However, here HUL is clearly making comparison with Tide variant "Tide Natural" which is comparative to the Rin price. But this variant comparison is not so prominently noticed in the ad.

When the market is so cluttered with brands and their promotions then it is unethical on a consumer part to give his verdict if some campaign is ethical or not. There are judicial bodies to frame the laws and to lay fundamentals which define the ethnicity. ASCI (Advertising Standards Council of India) has defined a code of conduct and if a brand is adhering to them then the onus is entirely on consumer to decide whats wrong and whats right.

HUL has aptly put everything in place by adhering to the facts and also by mentioning "Schematic representation of superior whiteness is based on Whiteness Index of Rin Vs Tide Naturals as tested by Independent Lab" in the footer of the ad which proves they have their facts clear well in place. Also, the timing of the ad has been appropriately chosen on a Friday when weekend starts. Though they have not missed any legal obligation but they remain aware that P&G would surely take them to court. But before the court reacts and hearings start the ad is already spread across consumers by its repetitive forecast over the weekend.

In past there has been many such instances of comparison- the famous Complan & Horlicks rivalry, global ad for comparison of Apple and PC using Microsoft. Certain indirect comparison we see today for Onida where they playing with words mention about Nokia "No Kia". When there is so much cut throat competition, there is nothing like ethical or unethical in marketing yourself. But the entire purpose of any campaign is to convince your consumer to buy your product. HUL certainly conveys to consumer here that their product is better than the competitor but also if leaves behind a very negative feeling for such old brand "Rin". They exist in the market from the times when there was hardly any competition so certainly they have better ways to communicate their worth than by themselves saying that they are trying to fight with new competition in market. The advertising is getting so creative now that the giant like HUL could have devised a more creative out of the box way to reach its consumers. Comparative marketing is rather turning into negative marketing.

Sales report awaited !

Juhi ka Raj in Rajma

2010-02-28T04:55:00.000-08:00

(Video includes making of ad too)

Ad By: JWT

Its all in the Family !

Think of Kurkure and probably you wont think of its taste first but would visualize Juhi and a fun colorful dramatic scene. Fritolays says "Tedha hai par mera hai" whenever they share a story for Kurkure. Thats true for the product (Kurkure) which is twisted in shape but is owned and eaten with fun. Similarly, the target audience for Kurkure is entire Indian family. The family which has got all kinds of twists in its members and is constituted of all such "tedhe" members. But whatever be the type, the members still remain the members and thats what makes it "my family". So here again "Tedha hai par mera hai" holds true. This similarity in its product and its audience is possibly the USP for Fritolays which is presented in its communication. Juhi Chawla, a renowned female actor who is also a family women indeed acts as a best suited brand ambassador.

Now kurkure comes with a new flavor of Rajma which is considered to be the best special food in North India and specifically in Punjabi families. So the obvious choice for presenting it becomes to show it in a Punjabi way. Punjab is known for its fun filled living style and is thus most closely related to bollywood. So all that mixed brings on our screens the new Kurkure Rajma ad. The ad is shot in location near to Gurgaon (NCR, India) where they have field as found in Punjab. It begins with a scene in house where few guests have come and the elder lady of house is doing everything possible to be the best host of world. She offers them Kurkure Rajma mentioning that special snack is for special guests at home. This is to show that like Rajma is generally a special food in front of guests likewise is Kurkure rajma. While showing this set up, special attention has been given to very minute details. Like the way elder lady (Juhi) sits with her feet over other knee, the way guest lady is indifferent and sceptical about what other lady is offering, the way the guest speaks to lady asking whats so special in the snack, everything has been given typical bindaas punjabi attitude. The fun of looking at Juhi in that get up reaches the peak when a call out for "Ma" is heard and she goes running in the field. The excitement of meeting son makes her run further ahead and she hugs scare-crow. Also while she is running, people following her carry an umbrella with "Ma" written over it. And the other side Raj acting like Raj from Dilwale Dulhaniya le Jayenge movie wears jacket with "Raj" written on it. It is to make visible that "Raj" and "Ma" are coming together. They hug, they get togther, "Raj" and "Ma" join together to become "Rajma" popping the packet of Krukure Rajma. Its so dramactic and dumb that even knowing that how baseless and without meaning it is you don't miss to crack with laughter.

There are few brands who take the endeavor to show themselves as dumb, funny and dramatic. These brands possibly don't get into campaigning for selling their product but rather they just get into brand recall acts. Kurkure is definitely one such brand who doesn't compare itself with any other snack variant but just tell that its fun to enjoy the product with your family.

Drama ! Twists ! Kurkure ! Family !

Dirty Dancing / Eating

2010-02-22T22:28:00.000-08:00

Ad By: Ogilvy & Mather

Temptation of silk !

Yet another effort from Cadbury to show that how "Meetha" plays a role in celebrating happiness. Through all its communications till now, Cadbury has tried to tell that the chocolate or their chocolate is part of celebrations in life. However they have somehow confined it into small boxes for special occassions like being happy on 1st day of month for getting salary, being happy after getting compliment from boss, being happy to give first dance performance on stage. The concept of celebrating happiness is similar to what Coke adheres itself to. But what coke says is much more pleasing that how happiness lies in every small moment of life unlike Cadbury for which happiness is about significant occassions.

The campaign is put across through two TVCs. One, where guy is happy after his boss has complimented him for the wonderful celebration. Indeed, there cannot be a happier moment than this. In the conference room, he takes out his silky chocolate and starts relishing it. He gets strains of his shirt, he gets call from his wife but he ignores it all and continues to relish it. The purpose is very obvious that they want to tell you would forget everything when havin this chocolate and would enjoy it like a baby messing up everything on and around you. If this is how they show it, how encouraging or tempting it would be for anyone to have it in their office where they know they would make mess having it. Second, where girls are heading towards the stage for giving their first bharatnatyam performance. They are so excited about it that they want to cherish the moment by relishing the chocolate. Mess again ! The chocolate is all over. First girl is waiting on stage waiting for other two to follow. How encouraging or tempting it would be to have the chocolate in such situation when you see that it might just spoil your much awaited moment.

Although the idea cadbury is trying to put across is understandable that their is cuteness in having the chocolate. But leaving aside the practical flaws mentioned above, the guy in boss's cabin and girl backstage doesn't look that cute either. It comes as if they are forcibly trying to look cute by just messing it up on their face, hands, clothes. All the more, what they show is not even true. The chocolate in actual is nowhere that silky to melt like what they show. Its like any other normal chocolate. May be if cadbury moves to a next step or leaves altogether their previous stand and shows how chocolate is delight in depression then may be they do something different with a real difference.

Mess of chocolate milk !

Back 4 ur Back

2010-02-12T04:12:00.000-08:00

Ad By: DraftFCB Ulka

Jobs are back ! Show ur back to boss !

Who could miss the Naukri.com advertisement saying Jobs are back. The reason could be anything- victims of recession (Seriously !), the worst boss on earth, or just "Hari Sadu". The comeback of ad is huge than comeback of jobs. The first ad from Naukri.com came in 2006 when an employee assists his boss communicating his name by telling its full form. The ad was appropriately set across the very much reason for most of the people to leave their jobs. Majority of people want to quit their job because they find their boss to be "Hitler" "Arrogant" "Rascal" "Idiot".

This time the ad comes back with same theme explaining how ruthless the boss is but more than that it brings along a celebration. The celebration of New year, to bid bye to recession and to celebrate that jobs are back. The ad was released first online and then was taken on television. This seems to be an interesting act as the audience and consumers for Naukri.com are precisely the online people so thats the most suitable medium to connect with them. Probably, earlier when Hari Sadu was launched, it was not noticed so much but when it comes back again, it makes further more hilarious and is further more noticed and further more talked. Whenever job portal is advertised, it is more of serious business and shows that how they help in our career path or to gain better salaries but unrealized fact is that an employee might just carry on with his job if he has a superb boss. There is hardly any employee who skips making fun of his boss. With example of Hari Sadu, might just be possible that now every boss is having varied full forms with their doors closed.

Its funny, its witty, its interesting, its registered, its definitely everything that "Hari Sadu" is not.

Jobs & Hari Sadu come back ! How unfortunate for Hari Sadu

Uncomplicate for Complicated

2010-01-30T04:18:00.000-08:00

Ad By: JWT

Uncomplicate still carries Complicate along !

Insurance was always a significant product. Adevrtising was always an important channel to sell it. Competition in Insurances is new. Creativity in advertising these insurances is further new. There are so many insurance companies coming up with their marketing campaigns today that even unreached customers know about the product now. All these products have been trying to communicate the importance of insurance for a life and after. But the joint venture of Apollo Hospitals Group and Munich health called Apollo Munich Health Insurance (previously Apollo DKV Insurance) moved a step ahead by not introducing the product rather introducing its features.

The ad created by JWT is definitely not new as its a complete replication of global ad of Absolut Vodka also called Absolut Anthem. The concept and execution is not new but the idea is certainly new which says "Lets Uncomplicate". Health insurance products carry emotional responsibility to connect with people who can be consumers but all these people are afraid of complicated methods, papers, jargons used in the conduct. Hence, understanding that every person today knows the importance of product, Apollo Munich tries to take their fear out and tell them not to be afraid of all these formailites. They welcome consumers saying they are here to uncomplicate all the complications. It is indeed interesting to see the visual where kids are running around word "Blah Blah" n taking out wool leaving behind "Lah Lah" which is pleasant.

But, to whom Apollo Munich is taregetting as its customer is slightly confusing. If we broadly segment the Indian population into 2 categories of urban and rural then there is a big difference which cannot be matched using one campaign. The urban is educated, learnt and is comfortable with complicated formalities. Rather it would not be an exaggeration to say that more complicated you present duch a product to urban segment more seducing it is for them. So telling them "Lets uncomplicate" is not much required. But if rural segment is our target then just using the tagline "Lets uncomplicate" doesnt sort things for them. The way ad is presented in english talking about taking jargons out of words, bitter out of medicine, fear out of face, touble out of treatment, the rural audience would hardly understand the objective.

The idea to uncomplicate is nice, concept is not fresh, audience is not certain but inspite of all this, the effort is seen in giving a new face to a product like Health Insurance.

Uncomplicate to Uncomplicate!

Ageing is Living

2010-01-02T09:28:00.000-08:00

Ad By: Ogilvy & Mather

Experience of Past & Dreams of Future !

SBI is possibly the oldest bank in India and when we think about times when concept of Bank was conceptualizing, State Bank of India stand among leaders. Today when there are many more banks than the number of zeros in ones account, SBI is still holding its position for its trust and long living relationship. It is one of those, who move ahead with time but stand strong with roots. With such brand image of a bank, offering a Life Insurance Plan is an endeavor that must come across as an emotional asset for a customer more than being a financial asset. This is precisely what the new ad is doing.

Every individual knows the value of Life Insurance in todays learned world but specifically in India, it becomes an emotional requirement than a practical decision. Definitely, such product is targetted for young people who are in run of starting and settling their lives. So, the ad aptly starts with a young couple driving in silence when they don't have words in between but still hold certain gestures that want to communicate something to each other. The lady turns on the music in try of changing the mood and probably to distract mind. Husband turns it off precisely to take the attention of his wife. On the way, certain things pass by. A nice car, an icecream kiosk, all on their journey on long road with rain acting as problem. But husband sings along and turns that problem into joy conveying to his wife that how all desires would be real tomorrow. The song says that when they would age, that time also they would love each other equally and husband adds on that the same fun, same luxury, same teasing would live life long. Its a beautiful gesture. Any viewer imagines himself there having similar life filled with joy. The purpose of ad is there on met as viewer has imagined himself there because it built into him the confidence. The confidence is building stone for turning that viewer into a customer.

The ad rightly targets at right audience, targetting even more rightly at sentimental value by showing dreams. The black and white picture acts even more enforcing which connects it with SBI all time documentary concept. Its a pleasing ad and thats all what matters in communication.

SBI is indeed experienced to know dreams of future.

Smart 4 Smart

2009-12-30T10:43:00.000-08:00

Ad By: Thoughtshop

Smartest acts Smarter to sell Smart Chips !

The world is getting conscious about healthier food, companies are getting conscious about their product offerings in multiplying competition, advertising agencies are getting conscious about their ideas with oceans turning blue (or call it blue ocean strategy simply) with more creative minds shaping their views now. Probably all this consciousness led to Smart Chips endorsed by Aamir Khan.

Parle has been in market of snacks since ages and practically all Indians know the brand for its "Feel good" snacks. There is no doubt about the brand recall when we talk about Parle. But equally undenied fact is that brand recalls the brand image of being a "feel good" snack. Today, every consumer is wanting a snack which is feel good as well as "do good". That do good factor is obtained from healthy diet food with which Parle had never been associated in past. So when they try to meet this customer need of "do and feel good" snack they need to make sure that they convey this in their communications to consumer. Taking Aamir for endorsement of such product is definitely a well thought idea. He is an icon who is called perfectionist, who is known for his smartness in whatever he indulges himself into so definitely he is right choice to talk about "Smart" product. However, right resources can do no good unless right concept binds it together. Aamir is a thinker and not an action man who would be expected to jump off the buildings, run over streets, dive into cars. He rather looks funny and bit awkward in noticing people and handing over them hugely sized T-shirts saying "You will need it".

The product and advertisement would have been more convincing if it informed people that "Smart Chips" are not only healthy but also tasty. It would have been more pleasing to see if Aamir's jumps weren't there. It would have hit more masses if along with hugely sized Ts, few smaller sized Ts were given to obese people along with Smart Chips. After all cannot ignore the fact that we might offend some part of that mass with T-shirts of that size.

Just the name is not enough to be called "Smart"!

Lux Abhi Ash

2009-11-07T04:24:00.000-08:00

Ad By: JWT

Couple Double Trouble !

Hindustan Unilever has been doing everything possible for their brand Lux. From varying endorsements of Shah Rukh n Aishwarya to varying product features, every trick has been picked but how much it has paid. How much it has helped to double the sales. This time, HUL has come with a new variant of Lux which consists of beauty oils for soft skin like never before (Sounds like a product every girl would fall for). For such a special product, the communication to audience be striking enough that they wouldnt have slightest doubt about buying it. JWT already had powerful name associated with Lux brand called Aishwarya Rai that is now Aishwarya Rai Bachchan. When the name has added value, JWT made best out of it by adding its value to Lux. Mr. Abhishek Bachchan got invitation to join her gorgeous wife for selling Lux.

If the ad is just heard and not seen, its amusing. Its interesting to sing along and it takes attention that even if you are engrossed somewhere you would definitely lift your eye lashes to look at the video of this audio. But when the screen shows beautiful Aishwarya in her bath tub using beauty oil Lux soap and then moving to her husband who is engrossed in his newspaper, its so predictable that she would take his attention with that frangrance. Pitching about beauty oil in soap and seducing husband with frangrance is bit contradictory. The USP of product is misplaced or just missing. And its amazing to see that Aishwarya is needing Lux to take Mr. Bachchans attention. She plays around, enjoys the feeling that she is beautiful with Lux but then how did Abhishek got onto the maid passing by ignoring her frangrance, softness and ignoring even the size.

The concept is very much mundane and very much predictable. Just taking big brand names doesnt give liberty to ignore the concept. Though the good music is able to take attention but the expectations fall under ground looking at the video in which Aishwaryas natural beauty is also missing along with Abhisheks attitude.

The couple is not able to double the sales or attention but troubles the mind with lousy concept.

Dil Titli Ad Mystry

2009-08-26T10:26:00.000-07:00

Ad By: JWT

Advertisement has got everything but the product !

It starts like a filmy story where little girl and little guy are friends and they exchange gifts in childhood. So little hero of this movie gifts her little love a butterfly neck piece (Titli comes to play its role). And a quick sudden twist in story- family of little guy shifts to some other place in their "DAV" registered car. In a second, guy is grown up, Saif and he is in search of his lost childhood friend with her childhood picture. So people with this kind of mind are buyers of Airtel Digital TV. The little girl with a hair band on her head is also grown up into Sarah now but she still follows same hair style and the girl of this time who changes her accessory more than her clothes is still wearing that butterfly neck piece (Dil is indeed titli). Saif is tired of roaming around streets and getting stuck in traffic where he exchange signs with few people on road (including Sarah wearing same butterfly). Finally with all hopes lost, he returns and switches on his Airtel Digital TV. He is amazed to see that the girl whom he met in traffic was the same childhood friend. Airtel Digital TV gave such a clear picture that he could clearly see the neckpiece on the girl. Interesting that such clear picture is given but it is more interesting that journalist shooting that scene focussed on exaclty what Saif wanted to see. Any decent television where the picture is so centered and focused would definitely give desired results. The differenticating point would have come across if the girl was in background and was in a mob where it was difficult to locate her but Airtel Digital TV made everything so crisp that even minute details are big. The ad has been tried to give an interesting turn like in typical hindi movies by introducing Kareena. When Saif reaches to meet Sarah, he come across Kareena and suddenly all his desire change and he goes for Kareena. Again ! Interesting people are shown as users of Airtel Digital TV. Only if product loyalty was also well considered. Saif and Kareena are the most talked about bollywood couple today and Airtel has made the best out of given opportunity by giving people a gossip they like.

The ad definitely has a interesting, romantic, humorous, delightful concept. But somewhere the purpose of advertsing has completely changed now. The ad is meant for a product but now advertising agencies focus more on the aspect that how can they make their ad more talked about. Same is followed here where the buzz is definitely created by Saif and Kareena. Even more buzz is created by the beautiful butterfly music (Dil Titli) which is sung by Atif Aslam. His music has highlighted the ad much more. There are many ads where product and ad show a mismatch but still they leave a positive impact. Here, product is very strong and the ad is even stronger but still it leaves a mixed impact. A stong concept, strong actors, strong product have even stronger responsibilty on them. They cannot afford to miss on minute details. But still, kudos to JWT and Airtel the way they have taken audience attention.

Buzz is all that matters!!!

Dirty Champion !

2009-08-17T03:13:00.000-07:00

Ad By: Lowe

Kids- champion for dirt ! Surf Excel- champion for removing that Dirt !

Unilever has always made a difference, atleast with Surf Excel. The previous ad when little boy fights with mud for his little sister left everyone with wide mouth open. That ad suddenly brought a element of liking for dirt. In India, kids playing is not confined to closed rooms or to sophisticated playing areas. Rather, these are the kids for whom every place and every thing is big sport! So they are the biggest logistics company that handles and transports dirt from world to home. The ladies of Indian homes specifically the mothers personally look after cleaning of clothes especially of their children. So when kids come back home after tiring fun carrying every possible strain on their clothes, the instant reaction of every mother is scolding them looking at difficult strains that she would have to get rid of. Thats a never ending process that once or many times happen in every Indian household. So what can be a better way for a detergent company to connect with the actors of this daily play, the mother and the kid. Surf Excel has rightly registered with audience "Daag Ache Hai !". The way they portray this message is amazingly beautiful and the cute act of kids never miss out bringing smiles on the viewers face.

Following the same concept of "Daag Ache Hai !", Unilever brings in the new ad where again kid make every generation look upto them saying that kids would always be cute champions! The ad starts with a notorious kid in school who is having best of his times in absence of his class teacher. He is having fun alone doing mischevious acts and making wierd noises but midst of all this he still enquires about his teacher that where is she missing. Thats the element in kids that they don't show emotions but definitely take them along inside. He discovers that dog of class teacher (Rosy Miss) has died. School timings get over and he reaches Rosy Miss home doing all notorious kid acts on his way. Looking at Rosy Miss, he felt that she is badly missing her dog and so he gears up to cheer her up. He barks, he runs, he lies down, he sits, he plays, he throws ball like the dog. Without thinking of hurting himself or getting his clothes dirty, he is having such joy in acting like Rosy Miss dog just to make her smile for once. That is what shows the innocence of kids and the emotional attachment they possess.

The ad certainly makes the audience smile and again the brand is registered in minds of viewers along with the punchline "Daag Ache Hai !". Surf Excel has been a brand of excellence and it has never lived short as far its product characteristics are concerned. The brand awareness is maintained at its peak by maintaining this consistent brand image. Today, whenever anyone sees Surf Excel, they cannot miss recalling "Daag Ache Hai !" for once.

Surf Excel is indeed champions by communicating through all time champions- kids.

Please Help ! -5 Star

2009-07-14T01:05:00.000-07:00

Ad By: Ogilvy & Mather

Chocolate is about sadness and happiness. 5 Star didn't miss either of them in their new ad campaign. 5 star is the second biggest brand in chocolates from Cadbury lagging behind just Dairy Milk. The brand has always been loved by all chocolate lovers because of its taste and is well recognised by its Golden pack since 1969. The marketers for 5 star never had to bother about the sales figure of the product as it is well accepted in the market and is considered as premium chocolate by middle class youth consumers for whom the price is slightly more when looked at the quantity offered. So, the communication made to the consumer of 5 Star is not to sell it but to maintain its brand image.

The ad very wells takes attention of the audience in this new ad. A young guy sits to relax in a park with his 5 Star chocolate. He seems to be all set to get lost in his own world. Somewhere it shows that how a person feels relaxed when he takes a chocolate. Thats what chocolates are known for. Giving a good feel when tired mentally/ emotionally or anyhow. Next it moves to a thief who is obesrving this guy and very well knows that once he takes 5 star he would be lost in other world and won't know when things with him would be moved off. He is shown as taking advantage of 5 Star consumer who loses his senses. But a subtle humour is added when other thief comes up pointing that a thief should not leave his moral values. He explains to his colleague that we should understand the condition of 5 star consumer and should not take advantage of a helpless person. It says- Be a responsible citizen and help 5 star consumer. Interesting ! Humorous ! And somewhere also leaves a tinch of social responsibility that help others. In a very distinctive manner, they have explained about high taste of 5 Star. This is to pitch in the positivity of product by a negative portray.

Seriousness of humour well showcased !!!

Salary Dependent Chocolate

2009-07-12T08:29:00.000-07:00

Ad By: Ogilvy & Mather

Is it about the happiness of getting pay or the pay itself?

Cadbury has always maintained in their communications to its customers that this chocolate is a company in every event of happiness. Sounds something like Coca Cola. But still the way two showcase the similar theme leaves a different image in minds of consumers. The new campaign from Cadbury also tries to speak on same lines which says that 1st day of month is Pay Day for working person in India and it is a day when every one is happy. So this day when everyone is happy, they celebrate it with Cadbury Chocolate. Till the point, the intention is to show that its the moment of happiness thats why cadbury is present there, the ad seems to be ok. But that sole intention doesnt come across ad so clearly.

The advertisement starts with a boring traditional office setup where a middle class man is working and his boss comes congratulating him for getting his pay on Day 1 of the month. The man is very happy and he is singing dancing with the earned cash in his hand. He keeps singing that he is happy but with that he also keeps flaunting the money he has just got. During that celebration only, he hands over a chocolate to his kid. Certainly it shows that Cadbury is present when he is happy but also it gives an impression that its his salary that he has just got with which now he is able to afford buying chocolate for the kid. If they wanted to show happiness and cadbury then they could have shown that as soon as he gets his salary he distributes cadbury to whole office as he is sharing his happiness. Just giving to the kid on Day 1 with salary hints more towards his affordability. Moving forward in the ad, it shows wife is waiting for husband to come back home in time so that they can go for movie. Again, how does it show that the family- husband and wife love having cadbury at this moment of happiness.

The execution of the ad is interesting and different giving it a look of 50s and similar kind of song in background. Also, it perfectly conveys that in India, for a middle class family, 1st day of the month when they get their salary is a very important moment of happiness. Thus, although the ad successfully conveys that Day 1 is moment of happiness for everyone but somewhere it also gives a feeling that its more about affordability. Besides that, it is correct to maintain a consistency in brand image by saying it is a company in moments of happiness but it is known that chocolates are best to move out from sadness. So may be Cadbury can show turning a sad moment into happy moment for someone. Also, this particular ad restricts the target segment for Cadbury chocolates. According to ad, it is for middle class working professional who gets their salary at regular intervals. Interesting ad but something missing is making it confusing.

Chocolate is for everytime & everyone.

Talk + Walk = What an IDEA SirJi !

2009-07-07T05:11:00.000-07:00

Ad By: Lowe

An IDEA can indeed change your life. For Good or for Bad, depends on self.

There are so many cellular connections in market today that leave aside chosing one, people carry more than one connection in their more than one pockets now. Amidst so many new entrants coming with so many new offers and packages, there are few who have reached consumers mind and have now taken permanent residency there. IDEA is one amongst those few. Their customers know them and they know their customers even better. So now after such a long stay in market they dont have to tell their customers IDEA's competency in terms of cellular connections. Rather, if after such a long tenure in the industry they speak about their expertises in their services then they are themselves ruining their image by competing with new comers. So now they are at a position when they just have to remind the audience that "An Idea can change ur life". Thats exactly what they are doing in this ad- Walk when you Talk !

Amongst so many issues to worry, one hugely discussed is that technology has ruined health of human today. So many times, we hear elders saying that in their times, everything was self done and now this technology has made everyone its slave. The ad starts with same note of worry. But then an IDEA clicks to Doctor (Not just the Doctor but Abhishek Bachchan) that who says you need to stay still and talk. The company shows social responsibility by acting upon a social concern. Giving an idea which actually makes so much of sense that you can walk while you talk so that adds to some exercising. The ad is very thoughtful and besides putting the thought creatively, the concept covers everything starting from stating the problem, giving a solution and then showing the results. Moreover, IDEA stays with what they always say "Ek IDEA jo budalde aapki duniya".

When something is good for someone then there is definitely someone who think bad about it. When IDEA says walk when you talk, there are few who says that it can lead to accidents and thus a cellular company should act responsible by not giving such kind of messages. The stated concern is true as we have few examples also about same. 2 years back a film director of Bengali films got killed while shooting at a Railway station, because he was walking while talking animatedly on his mobile and unmindfully started walking between the tracks. He collided head on with an oncoming local train. But then, we should understand that in every aspect of life risk is inevitable. It is our thinking and understanding that how maturely we take suggestions. The idea is to walk and talk but not to walk with closed eyes. For that matter, so many people jog on roads with their ipods earphones plugged in. If accident is the concern then such products should be taken off from the market. Thus, the concern is worth giving a thought but the thought should be moulded with self maturity.

IDEA just gives idea, its on self how to change life with it !

Openin Happiness in Library

2009-06-25T10:49:00.000-07:00

Ad By: Wieden + Kennedy

Place cannot bar happiness !!!

Coke believes that no reason can also be some reason to open happiness. From new bike in locality to senior citizens playing carom, anything can become a happy moment when Coke is accompanied with it. And now this time it is Library. The most unexpected place that can be turned into a happy place. But Coke seems to have no bars. The ad starts from a library (ends also at library) where everyone has their eyes in books lying in front of them, reading thru those boring books with a pen/pencil running from home to end. The obvious expression of boredom on face of guy and girl who are sitting across the table and supposedly reading their books. The guy looks around and tries to break the silence dipped in boredom with the girl. He starts by sketching a guy on his hand that waves a hi to girl. The thought thats obvious in everyones mind when viewing this is that guy is trying to hit on girl and just acting smart to impress her. The reply expected from girl is that she puts him off showing her smartness more than him. But No !!! She replies back with same difference. Another sketch, this time on her hand and in a more smarter way. The conversation is on with sketches on hands taking it along. Interestingly they take the story further with hands full in swing. Now enough of conversation and its time that they get along in some way. How can Coke be missed out when its about happiness. Happiness of two people getting closer. Guy amazingly draws a coke bottle on his hand. To which girl replies with Glass getting filled with Ice (Has to be "Thanda" Coca Cola). The girl gestures a yes by turning her glass towards coke on guys hand. Guy smartly opens the bottle and in the library, both bring their hands together so that coke gets in the girls glass. Wow!!! Cool, interesting, youthful though i also feel slightly kiddish but fun idea.

Only if they could also show that guy was also interested in the Coke and was not just interested in hitting on to girl then that would have been like "The Coke Effect". Or when the camera zooms out, showing other people sitting in the library, that time other people can be shown as bringing their hands also towards that guy. But still, Coke has always been interesting in their ideas and executions. Earlier ads has been on lines that how simple small things of life are important and are worth making moments of happiness. This time its about any place can be turned into stage to open happiness. Creative for sure. Coke maintains its image in the entire tenure.

Coke opens when happiness is already open !!!

Dent = Happy

2009-06-24T22:56:00.000-07:00

Ad By: McCann Erickson

HAPPY DENT...Justifies the name everywhere. Indeed !!!

Leaving behind such a "dent" in heads of audience that they just cannot escape noticing it. Its noticed in such a way that anyone wonders how do they think so simple yet so big. Always leaving behind a "happy" feeling.

The previous ad from Perfetti for Happy Dent which was also said to be the Best Advertisement is still so fresh in minds of audience that today also you can find it in any discussion about advertisements. Kudos to brilliance n creativity, they didnt choose to play safe and stay with an acknowledged successful campaign. Rather before it washes out from heads, they have new concept to cover the earlier dents. Again, the idea is so simple about a jungle and a village which starts on such a simple base that you are perplexed to see the way it concludes. A transport vehicle of Happy Dent broken down in a jungle and few elephants passing from there crushing them all. Day sets and like earlier days of Raja Maharaja (In previous Ad), Happy Dent again brings the brightness. They have never moved away from what they want to say. Any innumerable ways they have used to bring Happy Dent close to people but all they say is brightness lies within Happy Dent. Besides the superb execution of simple concept, the music in background compliments the entire picture. The video, the audio, the idea, the execution, the dent, the Happy feeling...makes it "The Ad".

The advertisement is definitely interesting but the best thing about it which is always there in Perfetti products ads is that they are equally interesting everytime they are seen. Surely, it is talked about, it is known around, what more is required to reach the consumer and get your product rolling.

When you win the race once, you are liked; when its repeated then you have to take onus of being champions. Happy Dent needs to meet the expectation of its viewer and consumer everytime now. Doesnt seem tough though !!!

Mark never lets U c Dark !!!

2009-05-28T21:04:00.000-07:00

Ad By: Lowe

A Marker can be a life saver. Thats what Camlin shows. The advertisement starts with such a sad set-up. The typical Indian village scene at time of some demise. A man on his death bed and the whole village is surrounding the house, the ladies start mourning, there is cry all over. The lady, the wife of man who just took his last breath is sitting besides the bed in state of shock with no expression. Other ladies start removing her bangles, all the jewellary she is wearing, everything that symbolizes a married lady. Supposedly she is a widow now so the vermillion mark is also supposed to be removed. Every lady tries but could not. Huh?? A surprise to the audience who is viewing it for the first time. And an irresistable laughter. Suddenly a sad situation takes a hilarious turn. Flash !!! Lady goes into memories when her husband as daily ritual has to put vermillion mark on her forehead but he used a Camlin permanent mark instead. Its an interesting way to show that how simple things bring smiles on our faces. The moment when he uses that marker was a moment of smiles which portrays their bond. And at the end when the marker could not be removed from her forehead, its amazingly shown that you just cant take it out of your life now, its permanently with you. The husband gets back to his life. Hilarious but touching, impractical but sensible, insignificant but important. The marker could actually bring smiles on everyones face, in everyones life. So a marker never lets you see darkness in life.

Not sure how much this ad encouraged consumers to purchase Camlin marker but surely the consumer mind is purchased. Simple things can make big differences.

Decipher the Signal

2009-05-21T20:20:00.000-07:00

Ad By: Ogilvy India

"Fanta Ka Signal Loud Bunking is Allowed". But what is the signal- Drink Fanta or Bunk? Fanta has always tried reaching the youth in some or the other manner. They have always spoken something which is a part of youth life. Today, this generation demands nothing more than their freedom. After all impatience is the new life. So they seek to get free from all liabilities. They don't want to waste their time in boring school/college, social family dinners, boring dates. They just want to skip all that and have their time out with friends. Youth knows it inside but don't express it verbally outside. They like this careless attitude inside but from outside they have to be part of every politically correct thing. So when Fanta tells them that its ok to bunk then they indeed hear it loud. They like listening to it. Although it doesn't matter to youth and they hardly await anyones consent for doing what they want to. Its not that they hear Fanta telling them this and so they follow it. Its just they feel "connected". And thats what all is required for making yourself heard in pool of advertisements.

Besides taking an interesting concept, Ogilvy has picked an interesting endorser. Every youth knows Genelia D'Souza today especially after her movie "Janne Tu Ya Janne Na". The movie was about life of youth and the advertisement also targets youth. She is known for her bubbly and chirpy character so that adds all the more life to concept. Thus, it portrays a fun filled life for youth. They say that the signal is about bunking and its not saying that drink Fanta. But the purpose is well sufficed. The ad is able to take space in minds of audience and thats enough for Fanta to keep the association.

So at the end Who cares whats the signal, just get heard !!!

Revenge Sells

2009-04-20T08:07:00.000-07:00

Ad By: Rediffusion Y&R

Papaji's Love or Hatred

Bollywood and Cricket are 2 loves of India. Aamir Khan to bollywood and IPL to Cricket has given altogther different dimension. These are 2 craze of India which are kind of religiously followed. And the current time is the appropriate for both the passions to stay on peak. Its the time of much awaited IPL. Almost all channels in front of Indian Audience are tuned to same beat, the beat to see who beats whom in IPL this time. The youngs are enthusiastic about the match and youth is the major mass of country. Moreover, in household, youth are the ones who control the remotes of television besides women. But when its about matches, even women give up.

So Tata Sky chose the very right theme at very right time. The nation is getting crazy to watch IPL and Tata Sky tells them that watching Cricket with Tata Sky is experience to love. They say the picture quality offered is commendable. So who would not get attracted towards it when its told that here is a mean to watch your favorite sport better. The ad is made interesting with never seen before look of Aamir. He is known for his experimentation and here also he hasn't missed the chance. He is old, he is wacky, he is practical, he is revengeful, he is simply interesting in the ad. It says that Tata Sky has left youth with no concern for elders. The old man is furious and doesn't like the way Tata Sky is given more importance by his kid than to him. Shows that even elders know and agree that Tata Sky is synonymous with good picture quality. Smartly, put across that all age groups know the quality of product. The ending leaves the audience smiling showing notorious Aamir. Kid respectfully says "Papaji" and shares his sorrow of Tata Sky been stolen. The old Papaji gets a sense of Achievement. Nothing missing. Point well put across.

Tata Sky can make further sequence of the ad where Papaji also misses Tata Sky and IPL.

After all, Papaji cannot compete Tata Sky.

I M patient BROAD band

2009-04-19T05:25:00.000-07:00

Ad By: Rediffusion Y&R

Impatient to get more Impatient

The youth !!! The word in itself gives a sense of impatience. Generation is excited, learned, vibrant. Generation is impatient. It carries an attitude that they know it all and if they dont know it then they are eager to know it all. For them, it was once said which today holds true that "Time is Money". Guess, they are the ones who best understand the value in it. They cant leave their time on disposal of some technology which keeps them waiting.

The advertisement brings it on in a way as if they are blaming or abusing Youth for being Impatient. They can't wait for elevator to come, they can't wait for clock to hit correct time, they just can't wait. But for youth its what takes them ahead. Its their impatience which makes them move fast and reach their destiny before time. They agree that yes they are impatient and thats what brings shape to their life. Somehow negative always registers in mind and thats what Airtel is trying to do. Its kind of provoking but thats whats making it even more interesting. The fast ad runs around technology and takes a pause at "Impatience". The target segment well receives the message. There are around 11 Million internet connections in India of which 5 Million are in household. Also, almost half of 81 Million users of internet in India are below age of 25 Years. And thats THE YOUTH. Airtel has hit the major segment in a major way. They are fast seeking fast speed in every aspect to have a fast and new style of life. Airtel offers youth what they want and rather youth is encouraged to be what he actually is expected to be.

Impatience is surely making Life of Youth New !!!

Cannot for Can

2009-04-17T09:09:00.000-07:00

By: Dharma Productions

Actors Act for Action

News surround the world and today there is hardly any news left which is either not about bollywood or not reacted over by bollywood. Good or Bad, Happy or Sad, Old or New, if its from Bollywood, its heard, its seen, its interesting !!! Bollywood knows its power today and what role they play in minds and hearts of India. They know if they say something to their audience, it would interest them, it would take their attention and thats what they have taken advantage of.

General Elections 2009 are near and country is bombarded with Political parties talks. Its said that too much of anything is bad and thats what happens when citizens hear so much from parties that they instead of making a decision or choice, they get ignorant towards it leading to few votes, fewer decision makers for country. Later not only these few decision makers but the whole country get united that time to crticize the chosen choice. Thats where unity is seen- country saying "kuch nahi ho sakta iss desh ka" (Nothing can be done). Thats true and thats what this ad reminds the country that Yes!! Nothing can be done for this country. Truth is a pinch. Ad says the truth. Ad is giving a pinch. People relate to it because somewhere sometime somehow they themselves have said this - Nothing can be done - CANNOT !!!Words are striking.

When striking words come from bollywood young actors then they are even more heard. Young generation is considered more mature today, more exposed to reality of world so when youth says something then the worth in itself is given. Karan Johar brings along Abhishek Bachchan, Priyanka Chopra, Shahid Kapoor, Sonam Kapoor, Farhan Akhtar, Reteish Deshmukh, Deepika Padukone, Ranbir Kapoor, Kareena Kapoor, Imraan Khan and Asin pointing fingers towards nation saying that what they say cannot be changed can only be changed by YOU. Young actors hit everyone that Cannot be changed into Can by themselves only.

Although the actors which talk in ad have no background which gives their audience the confidence that what they say must be true and sane but still its Young Bollywood. The speakers may not be so convincing but what they speak and how they speak through their fingers raised is definitely convincing. The message is well conveyed and understood to masses. An ending with few seniors backing their words would have convinced the unconvinced.

Fingers turn negative into positive!!!

Dhoni Browse AIR wid CEL

2009-04-16T04:17:00.000-07:00

Ad By: Dentsu

Journey from Region to Nation

Telecom industry is one industry which in a way does not need any target segment. It has left no age, no gender, no income group, no profession, no location untocuhed. It would not be an over statement saying that mobile connection spreads like water today. And for something like water, any source is taken. Likewise, consumers have so many options today for mobile connection that they are kings to choose any at anytime. In such tough competition, telecom players need to be very particular in what they offer and what they market.

Aircel, a leader from South forays into market of North and West region. While moving from one region to show their presence in whole Nation, that too in regions where players like Airtel, Vodafone, Idea already dominate, Aircel has taken a big challenge to make people talk their language. They have not let any channel untouched. From social networking sites like Facebook to TV commercials to Banners to all kind of Print Ads everywhere Dhoni is seen browsing on his cell. But what do they wish to communicate? Aircel is about networking, browsing or connectivity. The impression that is left after seeing Dhoni talk about Aircel is that Aircel keeps you going in any situation. Aircel aptly takes Dhoni for endorsing their brand because its time of IPL and who can be better to express success of moving from region to Nation. But as a consumer, when he takes a mobile connection, there has to be some connection that he needs to feel with the brand which would drive him to buy it. Aircel shows that when you are stuck in midst of some problem, then their connection offers you solution for everything by browsing through. But does that strike to masses. Do mass market of India connect to this concept of browsing. For major segment of India, mobile connection is about talking and connecting but Aircel does not talk about it. Although there is no corner where we don't see Dhoni with his Aircel but everywhere he is engrossed in browsing not talking or connecting.

There is a slight gap which Aircel needs to fill in with which they can reach masses. Aircel is known in South, why not use the success story for other region of India. Indian Consumer is happy to talk, why not show them that Aircel makes you talk, talk and talk with additional talk by connecting in many ways through browsing.

So share the region with nation !!!

Save Save Save !!!

2009-04-15T05:23:00.000-07:00

Ad by: JWT (James Walter Thompson)

Yet Another gyan or some real substance ???

Who doesn't know saving is all about gaining. But still how many of us follow what we are told or what we already know. Global Warming, Conserve Energy, Depleting Resources are words which are always around these days and expect us to react. All generations today are proactive and understand their responsibility but still all encouraging words from all sources don't last long. We understand ! We React ! We forget ! But the seriousness of issue doesn't deplete anyhow.

In midst of economic downturn, when everyone is trying to save on money, the video advertisement for Save Fuel in a very light mood and striking mode says that how easy it is to save upto 20 percent of money. The idea is not to save money but to save energy. The consumer behavior is changing in today's scenario of economic downturn and in any way he wish to save money. The ad introduces very right message at even more right time. Also, it is noticed that children play a very significant role in making decisions in families now. Parents themselves take pride in taking sane suggestions from their kids. The ad uses the right attribute of lesson from kids in a very healthy manner. Very minute details have been taken into consideration which are conveyed by showing intelligence of kid. In burning hot weather outside, the father sips coffee inside with air conditioning of his car. Without car glasses down, kid sees the movement of things and understands that engine of other vehicle outside is on. Depicts the sharp acumen of kid with which he expresses his future plan to father. Father gets speechless. The striking thing is when ad appeals to spare some energy for kids also to waste and not waste everything by themselves. The lasting impression freezez inside with a smile. The ad leaves an impression and certainly message is retained by audience.

However, just to remove that last bubble from the vaccum space, the ad can be reinforced through Radio Announcements. Standing in traffic of India, when viewer himself experiences the situation that moment reinforcement of same words through radio would turn all engines off and would keep the smile on. Also, it is known that restarting engine frequently wastes more fuel which could be technically correct but the viewer should understand that actual message is not the technical aspect but the emotional aspect. If it would have been technical it wouldn't have been everlasting.

So its just not Save Save Save !!! but Save Smile Save Smile Save Smile !!!

Sabke Naino mein Nano

2009-04-14T05:29:00.000-07:00

Ad by: Rediffusion Y&R

Buzz or Fuss !!!

Who in the world doesn't know about Nano right now. The lower end families have already in their minds decided the color of their Nano to which they are switching after their long time maintained 2-wheelers. The middle end families look forward to have luxury life of having more than one car in the family. The high end families don't have to think much before buying a gift for their grown up children now. Thanks to TATA Nano !!!

Its already there !!! The Brand Awareness is Already there !!!

So does TATA really need to penetrate into market through these Print Ads or through TV Commercials. The brand is already registered into minds of the consumer, now the endeavor remains to convert that into brand usage. The Print Ad here encourages to buy Nano so that one can fit his family into a small car. So is the highlighted point about car is that its Spacious?? Nano is known for the 4-wheels that a lower end person gets at an affordable price. So why to confuse a consumer. He is happy to get the talked about vehicle of country. He is not concerned if that vehicle is advertised in newspaper/magazine/ TV. Nano is a pride for every person of the country because it is a reason for smile of so many families. The smile which they get from the comfort and the luxury of a 4-wheeler. So why not let consumer stay happy with that feeling without confusing him with other features of the product about which he is probably not even concerned.

The buzz that TATA wants to create for Nano already exists. The buzz was created long back when the concept was introduced. To reinforce the Brand image, TATA can try rolling out few cars on the road. Road Shows and Test Rides are ways through which vehicle can be seen on road. Today, there cannot be a bigger enthusiasm than seeing Nano run everywhere on Roads.

So why not spread the word that Buzz which was created is worth it !!!

Whats Written is Purchased

2009-04-12T11:40:00.000-07:00

Whats WRITTEN is Read
Whats Read is Heard
Whats Heard is Thought
Whats Thought is Considered
Whats Considered is Chosen
Whats Chosen is PURCHASED

Thats the Power of Print Advertisement. If we can make a consumer read about us then we have won the half battle of taking his hand towards his wallet. The rest half is won by making him read what he wants to. If he reads what he desires then he is more than happy to empty his wallet and fil his pocket with our product. Thats the Power of Print Advertisement.