Essence is Essential !

Ad By: Wieden + Kennedy

Beautiful things MAKE beautiful things indeed !

While the entire cosmetic brands industry is busy in convincing ladies (teens to thirties, beyond that no product can help you and thats why are not shown as target market anywhere) of all age that their product will change their lives leading them to fame, success, love and more, there is one brand that connects you with it instead of forcefully trying to connect itself to you. "Forest Essential" is the brand running their same ad from past 2 years but is still as fresh as their product or models. When a lady thinks of buying a cosmetic product, she certainly values it if its expensive but more importantly she is always concerned about the artificial products and chemicals that it carries. While the other cosmetic brands try to tell her that it will give results that the lady is looking for, Forest Essential is simply saying that you are wise enough to understand "Beautiful things MAKE beautiful Things" indeed. 

The visuals and background music of the advertisement are beyond discussion. No one can argue that it is so appealing that there are moments when a conversation is paused when these super beautiful things (read models) come walking/moving in the forest with a heart beating music, and mind you not uttering a word or giving a "i feel so beautiful" smile. What is more interesting and profound is the classy way they communicate 3 things through one message (tagline). Firstly, the beautiful ladies in beautiful ambience catch your attention, telling proudly that the brand stands for beautiful makers. A company/ brand is established by its makers and clearly we know we have beautiful makers here. Confidence in the brand established ! Secondly, the product is made of natural ayurvedic products, which is otherwise boring and is not easily or rather excitedly taken up by today's market who usually falls for vibrant and loud entities. They show oils, herbs and other natural ingredients from the forest coming together in such a beautiful way that the audience can feel the beauty of nature sitting in their television room. Confidence in the purity of product established ! Thirdly, whatever a brand communicates, at the end of it the purpose of its origin is to make the product user more beautiful (from whatever he/she is). The beautiful brand and the beautiful product before closing their story, tells you that we make beautiful thing "You". Confidence in yourself established ! What more a customer wants - Confidence in Brand, Product, and Yourself ! 

The most essential things are most beautifully covered by the brand. The essence of the brand is not to make you a achiever rather to tell you that if the basic ingredients and makers are beautiful then there is nothing else that matters. "Forest Essential" has definitely changed the way ayurvedic products are looked at, the way cosmetic brands are looked at, and the way advertisements are looked at- they don't need to change every season or year, they are sometimes eternal like your brand !

If its Beautiful, It is Essential Forever !

Change the Fame !

Ad By: JWT

Shortcut to Fame- Change the Game !

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

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

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

Long strategy to fame- Add in name !

King Don Ring Wrong !

Ad By: Credit to Shahrukh Khan

The ringtone plays at 3:35/5:45 in the clip

Don movie is almost synonymous to Shahrukh Khan!

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

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

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

Shahrukh is supposedly synonymous to marketing !

Namesake or fake !

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"

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 !

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!

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 !

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 !

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

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

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 !

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 !

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

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

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

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 !

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 !

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

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

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 !