I’m quite an Aamir hater these days, after his unpalatable sense of humour, and that has prompted me in the past to be a savage critic of most ads that he does. Of course, I really feel that he has not been used correctly, but I have always wondered if I was being objective enough.
So when I read that Titan has brought out a new TVC as part of its rebranding exercise, I thought it would be an interesting exercise. Do have a look at the TVC here. While the line – Be More is definitely new (though it reminds me of a Nokia commercial) I’d have to differ with the afaqs PR release if it means to say this is a brand new positioning. It is only carrying forward the old ‘Whats your style’ positioning. In fact I dare say that this path starts about here (it might be before, but at least this) and is well on its way towards the latest TVC by this.
Having said that, the ad has been executed very well. It exhorts you to rise above your daily mundane existence and experiment with life – get down at an unknown station, take tickets to a random town, learn from your own mistakes.. And thankfully even the humour looks good on Aamir- not to resemble your passport photo for more than three months, checking out a girl while meditating and saying ‘Explore’. The ad ends with a reminder of how, during childhood we had so many dreams, and asks you to ‘be born, everyday’
And so, while the ad theme does remind me of the Tata Safari ad – Reclaim Your Life ad, the usage of Aamir, for once, is great. For a while now Aamir has been reinventing himself regularly, whether it is in terms of the variety of characters he plays, or the style statement of each – Dil Chahta Hai, The Rising, Fanaa, Taare Zameen Par and the latest Ghajini, each character is unique, and most often, radically different from the earlier avatar. This quality of Aamir fits this ad perfectly, only I feel that some brands have already thought of this before. Remember the Coke series of ads, this Toyota ad featuring Aamir and this one too, which says ‘What role are you playing today?’?
So what? So nothing, just saying that Titan really hasn’t done anything radical, and if repositioning is the idea, maybe its important to position the brand ambassador differently.
until next time, tighten
Traditional media, and specifically the print media, don’t seem to be too worried about the web being competition. Possibly justified, since, unlike their counterparts in the US, their circulation numbers don’t seem to be dipping. Which is perhaps why, they don’t think much of web 2.0 or the potential it offers to them. For now, they’re satisfied with saying that they are on the web too.
In fact, the TV sites like CNN IBN and even NDTV to a certain extent looked much more closer to what a media site should be, online. Even they have some way to go before they can take on, say a CNN. I recently saw India Today’s site, which shows some promise.
But I’m wondering if the story of traditional media websites and pure web players is a little like the old hare and tortoise story, roles played respectively. Consider this, the JuxtConsult 2008 report says that checking news is the 4th most common activity that Indians indulge in, on the Internet. The same report shows Yahoo as the most preferred site for this purpose, with MoneyControl and CricInfo taking the top spots in Financial News and Cricket news respectively. At a circulation of 31.46 lakhs, why doesn’t TOI find a place there? If we take into account that the Internet in india is still at a nascent stage, don’t the already popular dailies have a good chance of replicating their success on the internet, especially if they start early and already have a good credibility factor in that space?
And this is not restricted to English media. With every online player realising the importance of vernacular, even the regional language players cannot afford to stand and watch. Which perhaps Malayala Manorama has realised, because the last few days saw a flurry of activity in pushing their website as well as their matrimonial site. One could say that the latter is a late entrant, but in both cases, MM is heavily leveraging their strengths in traditional media. This is of course, in addition to the news channel and radio stations. Perfectly poised, I’d say.
Meanwhile, on another and what I would consider a more dangerous front, there are entities like Instablogs, which in addition to a wonderful design, does a superb mix of news and user generated content, including the recently added user-generated-video-news, all of that based out of Simla. Sigh. Not to forget webdunia, which though does not boast of a cool interface like the former, is doing very well on the regional media front.
With the rapid penetration of the mobile, the increasing access of the internet through mobile, and the vernacular factor, I’m wondering if the race in India will buck the regular trends shown globally, and suddenly swing in favor of the new media players, while the hare is caught napping.
We really shouldn’t be seen there, because it’s a pub, and we don’t drink. But then, its more than a pub, and I get to listen to some of the best rock that’s played at any food joint, in Bangalore and a bit of jazz sometimes, so that’s how we are seen there.
On the Indiranagar 100 ft road, you’ll find it (when coming from Koramangala) on your left after the CMH Road junction (the building after Domino’s). Two wheeler parking is easily available, but since the metro construction is going on, you’d be advised to park your four wheeler in one of the bylanes nearby.
Stones belongs to the same species as Pecos and Mojo. Like I mentioned, we go there for the ambience and the music. The place is dimly lit and the walls are adorned with some good graphics of rock legends. There are some good seating options, and they really play the music loud. So don’t go there when you’re in the mood for mouthing sweet nothings, shouting matches, game on 😉
Stones would be an idea place if you’re the drinking kind. I’m not sure of the costs of beer, but KF costs Rs.45 for a mug and Rs.225 for a pitcher, hope you can adjudge the price factor from that. But the food is what drags teetotallers like us here, and you won’t feel too left out, since they serve water chilled in beer mugs. 😀
You can take your pick from various preparations of chicken, pork, beef, bacon, sausage, prawns, mussels, fish and don’t worry there’s enough stuff for the veggies too. And to go with that, you can have the regular paratha, naan, rice stuff and in addition Kerala Porotta, Dosa and Appam. There are a lot of relatively difficult to get Mangalore, Goan and Kerala preparations here, and you even get a Pork/Beef fried rice.
Our regular fare here is the dosa chicken curry combo and a chilly beef. The beef will give the Kerala preparations a run for their money, and boy these guys take the chilly very seriously. The chicken curry is boneless and I haven’t come across that taste anywhere else. The closest thing perhaps would be the Mangalore chicken curry we get in the coastal cuisine restaurants. The dosa too has a very special taste, the wife says its because they add butter. It really doesn’t matter but it tastes great!!
The cost for our regular fare comes to just over Rs.300. Yes, it’s a bit above the general parameter of value for money, but we’ll still keep dropping in regularly, because the value is above the regular parameter of only food, it’s the place.
Ph: 41481572/3/4