Month: May 2008

  • Zoom In

    On one hand, i see the TV media guys, sprucing up their websites to improve engagement with users. On the other hand, I also read about how they are sharing content with pure play internet channels. I guess it will be a while before we see exactly how TV and internet will co-exist and still make money.

    I’m still figuring out Blinkx only slowly, especially since another entity of a similar kind caused me a lot of heartburn when i checked it out. In my first attempt at Hulu, they refused to show me most of the stuff I wanted to see, citing some regional reasons. I was so looking forward to seeing some Simpsons episodes 🙁 In my second attempt, i had to be operating from the US to see anything at all. Blinkx, however, operates on a video search level, though in the future, I wonder how much of a distinction there will be among a youtube, hulu, blinkx etc especially if content – professionally created or uder generated, will be shared everywhere. Will there be someone interested in keeping their content exclusive, or will it be too risky not to share it? Its something I’ve yet to understand. This and this, though old, might throw some light on it.

    Meanwhile, the other big news today is the launch of in.com. WATBlog says Web18 might have spent 2 C for that domain. I thought of taking it for a pin and have been told that it might take a couple of weeks since my mail id is in a queue. In typical Indian fashion, they told me that jumping the queue is possible, if i give my mobile number. But since I’ve been inundated with SMS relating to everything from commodities to movie tickets to holiday packages to jobs and everything in between, I decided to pass. Unfortunately, even WATBlog’s username/password combo doesn’t seem to work anymore. You can also read about it here.

    While its competing in the quite cluttered horizontal portal space, it already has a tangible differentiation with the homepage. I’ve always liked Web18’s moves even though they took the concept of niches to an extreme, and now this one seems likely to set a new benchmark for Rediff & Co. Come to think of it, com.in would also have been a cool name, maybe with a teaser like “Com.in soon”. “In.come soon” also has a nice ring to it. Haha, okay, i shall refrain. 🙂 They also have a presence on TV which is also on expansion mode. That almost makes them a ‘one of a kind’ entity here, except for, of course The Times Group. Incidentally, i saw an ad of Zoom yesterday (below)

    It claims to have 23 applications on Facebook. Now, I consider myself fairly active on Facebook, and have never come across a Facebook application from Zoom. Can someone enlighten me, coz i love Bollywood trivia games. Incidentally, if you consider yourself a Heroes fan try out my quiz here.

    until next time, kisko dekho?

  • The Cybergypsies

    Indra Sinha

    For all those who consider themselves cyber wanderers, this is a must read. It shows us glimpses of the net before it became the www. It talks of the mid eighties to nineties when early cybernauts roamed about bulletin boards (BBS) and multi user domains/dungeons (MUD) creating their own versions of reality in extravagant roleplays.
    In what seems to be almost autobiographical, it is the story of Bear, a copywriter who is unable to get over the cyber addiction that threatens his marriage, and who still finds time to help the Kurdish cause and the victims of the Bhopal Gas tragedy, and go about hunting clues to meet his virtual friends in real life.
    It also talks about his various co-habitants on SHADES and VORTEX, virtual worlds, who, along with the worlds they created, perhaps played a large role in defining what the net is now. A disconcerting thought is that a lot of issues discussed in this book stille exist in one form or the other, and especially in this part of the world, the impact of the internet has still not been seen.
    Personally, i winced when i realised (after buying the book) who the author was, because another work of his (The Death of Mr.Love) had really irritated me with its pale climax, but this one was a pleasant surprise, though his complete irreverance for chronology can be a bit confusing at times. 🙂
    It is an extremely good first person view of the early days of the net and an excellent read for anyone who has any interest in the early uses of this medium, and can wonder how it must have been then, in the imaginary worlds they made and shared.

  • One up

    While watching the nation’s current pastime yesterday, those irritating screen-side-and-bottom takeovers started happening, but there was one creative that made me smile. It had two popups (both with what looked liked an actress caricature). The first said “I will expose if the script demands it” and the second said “I will expose if i get enough money”. Guess the brand….. Sprite – Seedhi baat, no bakwas.

    I read an interesting post the other day on tag lines, about their ownability, and how integrating the brand name into the tag line makes it more powerful. What struck me when i saw the ad yesterday was the tagline of Sprite, and that also got me thinking about its competitor- 7up. As i’ve said before I was a huge fan of Fido until they started using for such nonsensical stuff as this and this. I did enjoy the female leads though. 🙂 And while this was definitely better, they regressed with this. I really wonder what they were drinking when they came up with ‘Bheja Fry, 7up try’. Why stop with Bheja, i say, maybe you could do some ambient stuff in restaurants with ‘Pomfret Fry, 7up try’ and ‘Chicken Fry, 7up try’. The possibilities are endless. 7up, keep trying.

    And while that was happening, Sprite obviously thought about the entire thing, and came out with this positioning. And as though following a script, Pepsi played into their hands and they came out with a killer spoof, that fitted their positioning completely. Sprite has to be commended for a wonderful follow up to their earlier ‘Sprite bujhaye only pyaas, baki sab bakwas’. Remember that, in turn that evolved from ‘Sprite –clear hain‘, and take a look at this. The wonderful thing for Sprite is that they have taken a completely generic positioning (Mumbai Mirror and Bangalore Mirror launched with a ‘Lets cut the crap’ line which is saying the same thing – seedhi baat, no bakwas, but with a different set of words) and made it into their own.

    With so much of beating around the bush/implying/connoting happening, they can take any subject and make a creative around it, and across media, because they have a brand promise which they can easily fulfill – quenching thirst. At the same time, note that they’ve evolved a very appealing proposition from that basic drab premise that every soft drink can make a claim for.

    Notice that both brands have their names in the tag lines, but look at the difference. I really would’ve loved to see Fido playing the brand ambassador for the Sprite line (he fits really well because that’s where he started out), but that, i guess, would be asking for too much.

    until next time, upstaged

  • A colorful personality

    She was always interested in colors, ever since she was a child. Not that many people appreciated her work, but she couldn’t care less. She had a way of mixing the most varied of colors and producing what she thought was sublime harmony. Of course, the masses never seemed to agree with her, but she was sure if the critics got a chance to see her works of art, they would fall short of words to praise her with.

    And that was the only thing that kept her going inspite of the harsh words from her parents and all those who came in contact with her works. But even her detractors would have to admit, those that came in contact were profoundly affected.

    Once she grew up, she decided to focus her energies on fabric. Though the opportunities that she got were not many, she tried her best to do justice to all the ones she got. The brickbats continued to come, but she was not to be deterred.

    And today, she had decided to create a work of art that would knock the air out of whoever saw it. And knock the air out she did, as I could only gape in shock as our maid nonchalantly showed me my new bottle green corduroys that now sported violet gashes in strategic locations.


    until next time, maid to disorder

  • Brand new lock

    We’ve seen Vodafone going through a massive exercise, we recently saw Ceat going through a painful exercise, and softly, quietly, like the brand its always been, Godrej has unveiled its new look recently.

    Godrej, Can I Win My Ex Back for me, has been about locks. That’s the product in which I’ve seen the logo the maximum number of times. Although Cinthol happened to come a close second. (Cinthol has also gone in for an entire rebranding exrecise, about which i wrote earlier.) The Godrej TVC is decently executed, with the brand shown as shaking off a stern fuddy duddy image and moving onto a more ‘likeable’ and trendy avtar. The total spend on this exercise seems to be in the tune of Rs.30 crore. But are they making better locks now might be a badly timed question, i guess.

    I’ve always wondered about the kind of money that brands spend on such exercises. The attempt is obviously to change the perception about itself in the consumer’s mindspace. But how much care do they take to ensure that the attitude change percolates down to the lowest level, and specifically the departments that interface with the customer? And as a customer, do i really expect the Vodafone employee to suddenly become chirpier and more pleasing in their interactions after their new customer care ads? The other point is that I rarely have that interaction because i can do all the things that needs to be done through the net. Similar is the case, with say, financial products.

    When i see a Shoppers Stop, a Megamart, all changing their colors/looks/shapes and going for a complete overhaul, and spending massive amounts of money and energy on these efforts, I always wonder whether the end customer really cares about it at all. Is ‘rebranding’ an exercise that’s done when brands get tired of the % off, new schemes and other tacticals and have no more stories to keep themselves relevant in the mind of the consumer? More importantly, in a constantly changing landscape, where one wrong YouTube video can wreck your brand’s image , should you be putting such a lot of eggs in one basket? Shouldn’t the focus be on customer touchpoints, be it real or virtual?

    until next time, kuch to log kahenge, logo ka kaam hai kehna 🙂

    Can I Win My Ex Back