Month: May 2008

  • Insurance Maxims

    I bet all of you guys who’ve been following IPL would know Sanju by now. Sanju, who just gets lost in his iPod music, can’t hear his wife calling him, and ends up scaring the living hell out of her. And she’s not easily scared, judging by an earlier Vodafone ad 😉 In case, you really don’t know what I’m talking about, take a look at it here.

    The Sanju situation is something that could happen to us at any point of time, and i think their understanding of the consumer mindset has been bang on target with this one. All of us, who know we’re not exactly in the healthiest of states, but haven’t done much about it since we believe in our immortality. The ad execution keeps you glued to the storyline, expecting the worst and finally delivering a ‘Oh thank God’ moment’, but leaving the message behind loud and clear. Its a story that I can identify with, and that makes it powerful.

    Its part of a series of communication from Max New York. The other two that i have seen are this and this. Though the ‘child’s dreams’ path is a heavily trodden one (HDFC’s ‘Haan, Papa’ comes to mind immediately), the other two themes were pretty good and managed to strike a chord, at least in my case. And they’re definitely a good context led follow up for this.

    The last one is the guy who’s been giving up his own dreams at various times and having his decisions forced upon him by various things like parental approval, family, its stability and security, children’s future etc, and finally during old age. The implementation is classic, as every time he almost takes a decision he sees his ‘responsibilities’ appearing before him. This one is for pension plans, and ends with its message to finally end those compromises. Again, very easy to identify with. Much better than this, for instance.

    While its easy to say that most communication these days aims for slice of life scenes, its something very difficult to execute, especially since most brands like to hog footage. The difference in this set is that it gives the story most importance, gives a context and then shows how the product offers a solution. Incidentally, I also liked the humour pitch that was in vogue earlier –  this from TATA AIG, and HDFC’s take on other financial products like Savings or Mutual Funds. I wonder why HDFC didn’t adopt this tone for insurance, maybe they felt it was too serious a subject?

    All well and good, but i always wonder about the role of brand vs performance as a factor in decision making as far as financial products go. Yes, you wouldn’t choose it if you didn’t know about it, but is heavy TV advertising the most optimal way to build equity?

    until next time, i guess TVC works as some kinda insurance 😉

  • Born tough, but advertising ruined me

    Change. Thats exactly what I’d like those Ceat guys to do about their campaign. After their TVC started airing, it took me this post to understand exactly what they meant by the ad, because I was too busy trying to figure out what was happening to notice the logo change. Also happened to see more from the same family like this, this, and this. Just because change is a constant does it mean you have to force it to happen? Couldn’t see anything wrong with a positioning like ‘Born Tough’, unless of course they either hired a new marketing head or a new agency, who, by now would wish they had the original rhino’s thick skin judging by the reviews I’m reading online.

    I wish someone could’ve explained by now what exactly has changed and why, because if i happen to see that guy on the road, I just might dip my hand into the wallet and offer him some….. change. I wonder why they didn’t tie up with TOI for their Chennai launch, after all the campaign said ‘Next Change’. The possibilities just go on – the guy sitting on a beach and the super going ‘Sea Change’, CEAT changing the model, and the old guy walking with a tee saying ‘Ex-change’, and so on.

    For a product like tyres, wouldn’t it be better if they concentrated on the product, retail and distribution, and talked about its benefits rather than talk about change. After all, the category that the brand operates in should be kept in mind before deciding on communication strategies. This kind of stuff begs something similar to that old KF-Jet-Go Air jpeg that made its rounds. In this case, MRF coming out with something on the lines of ‘No Change. Still the best’.

    Oh damn, now i can see the banner ads on rediff too!! Like the author of the post i mentioned earlier suggested, by this token, a tee should end all concerns regarding a brand’s identity change. And continuing with his take on ambient ideas, here’s one, while driving on a mountain road, you see a theatre playing ‘Darr’. A little way ahead, you see another theatre, guess what movie is playing there?

    until next time, tough luck

  • Views

    …and we lament, ‘Oh, he has changed’, without pausing to consider the objectivity of the statement. We like people to stay whoever they have been so long, because it then means we don’t have to alter the patterns we have set for them, and when, in our view, they alter themselves even a wee bit, we frown, and even that small changes causes a butterfly effect on the set of patterns, however irrelevant they might be to the particular change.

    And that was what i discovered the last time I checked – ‘our view’. In many cases, it may not be the person that changes, but only our view of him. Our views, which change constantly as a result of all the experiences we keep having. Our views, which keep adding layer after layer, filter after filter,so that the tint that we see once may never be seen again.That perhaps is why the youth are not able to have a child like innocence in their perspectives, and the middle aged can never find their youthful exuberance in their views, and so on…

    And so, the next time, i say ‘You have changed’, I shall perhaps do a quick review of what really has changed.


    until next time, next change

  • Tandoor – Koramangala

    Yes, really, i say. At the Oasis complex on the Intermediate Ring Road, the building which has Lifestyle and Spar. Tandoor is on the same floor as Polynation, Fire Wok, Sanjeev Kapoor’s Yellow Chillies, Cream & Fudge Factory, Bull & Bush and so on. So you won’t go hungry there even if you don’t get a place in Tandoor. But since we went with a single minded purpose, we reserved in advance and after many weeks, found some kindred souls who believed in the concept of reservation. (no not the controversial type, the normal table booking kind). For those who want to go there to watch IPL (as their ad says), there are about 4 tables which could offer you a view, so let the objective be food.

    They gave us a ‘table in the centre of the room’ for two, which wasn’t quite appealing, especially since the group at a nearby table gave us looks that could be read as being snobbish. So we bullied the staff to give us a better one.

    The menu, though looks better than the MG Road one as far as aesthetics go, is much lesser on content. And they don’t serve liquor, I think the MG Road one does. I especially missed the Patiala on the menu, the Murg kind. So, while there were around 3 shorbas and a few starters to choose from, we skipped them, since the Tandoor quantities are usually large.

    We ordered a Shahi Fish Tikka (served on a sizzler), a half Kadai Chicken, a butter naan and an onion kulcha. The fish came first, and the fowl didn’t follow as quickly as we’d have expected, especially since we had explicitly asked for it to be brought with the main course. So it wasn’t in as hot a state as it should have been eaten in, and that perhaps was the reason it tasted so bland. The kulcha was a very young one, it hadn’t been allowed to grow to its full potential. But the naan was. Dont expect the same quantities as the Tandoor on MG Road, the chicken was just about enough for two, though it tasted quite good.

    The service was good, except for the late delivery, for which they apologised. The ambience could’ve been better, and they could’ve avoided the flies, especially since they were on the house, er, houseflies ;). Bad ambience, bad PJs !!! All of the above cost us (hold your breath) just below Rs.950. (It took us a while to get our breath back, you? )That, plus the options weren’t enough to convince us on dessert.

    Tandoor: 4th Floor, Oasis Mall, Koramangala Ph: 41747008/9/10

    Map at Zomato

  • Mark diya jayein?

    Like any normal working blog, this one too is affected by the general laziness that appears around this time of the week. So, this will post will be a potpourri of sorts.

    First up, this site that i got to know about from here. (!)Yureekah, still in alpha stage, tells you where exactly brands are placing their ads online.  First request, if I have already given you my details once, please allow me to login and not repeat the process everytime i decide to visit. And no, I don’t want the computer to remember me. While it is most definitely not comprehensive, basis a couple of searches I did for Indiatimes Mail and a few other brands, I think the thought needs to be appreciated. It definitely has the potential to become a great tool, not just for knowing where brands place ads, but going a step further and analysing why they’ve done it, and perhaps in the process figuring out better places and ways to reach your own target audiences. Forget the media part, it even showed me a couple of creatives that I hadn’t seen earlier. Read more about them here.

    Meanwhile, a quick query, am I the only moron to not figure out the feed for agencyfaqs digital (not the general site feed, the digital section feed)? I’ve been spoilt by feed readers and am regularly missing out good reads!!

    The other site which i came across today is this. PracharThis, an Indian social bookmarking widget. Hmm, but first, ‘Roshini’, through ‘her’ (same) comment on almost all the sites i frequent, managed to get my attention. Whether zis (Nice Post !You should use an Indian social bookmarking widget like PrachaarThis to let your users easily bookmark your blog posts.) is a nice way of promoting the site is quite debatable. (What do ya mean I’m just peeved at being ignored by even spam? 😉 )

    Meanwhile, what does it do? Like any other widget which you can add to your blog, it allows you to add the particular site to  humsurfer, Indianpad, Tagza, all desi versions of Digg and that is definitely not something I’ve seen any other widget do. This is in addition to the regular digg, facebook, stumbleupon, del.icio.us etc that one regularly sees in such widgets. So its definitely a value add for the regular users of the digg clones, and adds a desi touch to social bookmarking widgets, but how much really is that value? I think a better understanding of the unique extra sites is required to answer that question. Any volunteers?

    Meanwhile, you can get the code for the widget (for blogger, typepad, wordpress and general websites) on the homepage itself. Good. Also, what i did find there were quite a few good links to some Indian blogs, so perhaps a nice add on would be to prompt me (when i use this widget to save a url) to visit similar urls (similar to a ‘people who added this also added..)?

    until next time, well fed?