Year: 2008

  • Citi Zen

    There are a couple of Citibank ads that started appearing late last year. I haven’t been able to find it anywhere on the net, finally got one of the storyboards here.

    This one shows a ‘home’ scenario where a woman complains to her husband about how his brother (Amar) has brought his financial planner to meet their father. The husband is very happy that his brother has become responsible, but the wife feels that the brother is eyeing their business. Later, the father says that since Amar has become smart in finance, and should handle their new factory. While the brother is happy with it, his wife is shown fuming.

    There’s another office scenario where a junior is shown to become smarter and is offered a new project, while a colleague warns his senior that he is trying to leap over him. The ads are only meant to convey that after using Citibank’s services, a person becomes smarter in his finance. I’ve seen a few comments on the net which don’t appreciate the execution/storyline of the ads, but i have a different view of it.

    Set in the context of a corporate/domestic life that has an abundance of back biting and ‘success at any cost’ mantras, and product and brand communication that has no qualms about accepting it that way and portraying it too, it shows a person who’s confident enough about his own skills to not feel threatened and is magnanimous enough to be happy about another person’s growth. To me, that’s a value statement in itself, and a refreshing one at that. I really don’ t know if it is by design, even if it is not, I (also) read it that way.

    until next time, efficacity

    Meanwhile, the cola wars are back, its Youngistan vs Thums up. Catch the video here (courtesy this)

  • Temptations of the West

    Pankaj Mishra

    A commentary on life in the subcontinent, that vividly portrays issues that pertain to the region- from the university politics of Uttar Pradesh to the lanes of Bollywood and from Ram Janmabhoomi to the plight of Kashmir, and thats only one country.
    It also shows the role of Pakistan in the cold war, its dealings with the US , the mujahideen, communists and the rise of the Taliban in Afghanistan. Touches on Nepal and the Maoists vs Monarchy tussle. Most importantly it also throws light on how religion can fuel the fires of jihad (Afghanistan) as well as serve as a cohesive force that becomes a source of cultural identity (Tibet).
    While it could be claimed that he does not devote the deserved attention to each part of the sub continent and therefore leaves the work incomplete, what I liked was that though Mishra tries his best to remain objective in his understanding of the issues, he is also not dispassionate, and tries to bring in a perspective that reflects the views and experiences of the resident population. If you’ve read his earlier work, ‘The Romantics’, you’ll feel a sense of deja vu, not just in the content, but in the tone too.
    Read it at a good time since the outcome of a lot of things discussed in the book is happening now – Prachanda’s triumph in Nepal, the return of the Kasmiri pundits, the Tibetan protests.
    The other good take out was his projecting of Buddhism as possibly the last bulwark against capitalism. No, I’m not a communist anymore, but strongly believe that our society needs an anti thesis, an option against the unbridled arrogance of money.

  • Going Glocal

    Heard here that Yahoo had launched its local search. I had been quite impressed by Yahoo Cities earlier, and had started referring to it more and more for events in the city. My only grumble was that i couldn’t get a feed for it. In addition to events, they also have news, answers, maps, travel, blogs, videos and podcasts, a forum among other things.

    There were a lot of the usual suspects missing from the list above, so when i read the news, i assumed that this would be complementary, and to a certain extent, it is. I was kinda disappointed because i had thought that Cities would be scaled up to include the missing parts too.

    Yahoo Local has listings of restaurants, pubs, fitness centres, and a host of other services that are a part of the regular city life. Some of the data is provided by Indiacom and users can also add businesses. The site also asks for reviews, which means Burrp, Needgrub etc will face heavy competition, especially if Yahoo promotes this through city targeted (say) email bursts. Don’t know about Burrp, but Needgrub has carrots for reviewers.

    On other fronts, it also means competition for Ask Laila, Guruji, Sulekha, mycitybuddy, buzzintown, just dial, Yulop, KyaKare, and Onyomo, who at one point of time was way ahead. Also, the other name that springs immediately to mind is a certain company called Google, who had gone local sometime back. I also saw another step from them recently. But i think Yahoo has upstaged them in this case. Meanwhile, I don’t use Yahoo Maps and cannot therefore comment authoritatively on the same, but given the crowd above and the kind of services some of them offer, Yahoo’s integration of Yahoo Maps may not be a quantum leap. Also, I was quite disappointed with the directions within the city that Yahoo gave (although vernacular is a good start). At least in Bangalore, this one is much better, the only snag is that nobody updates one ways!!! And that, in Bangalore, is about as dynamic as the average Indian politician’s loyalties.

    But like i said earlier, I wonder why they have developed Cities and Local as two separate entities. Wouldn’t a one-stop-shop be much more useful to the average user in this case? For example, given that most events happen at public spaces like auditoriums, malls, hotels etc, and these find a listing in Local, what additional value can Cities bring to the table? News can also be easily integrated into Local, especially if it can be made sub local.

    If a combo happens, what I’d be really be happy to see would be a customised search toolbar and say, a widget, that gives me local news updates as well as updates on events happening around town. With messenger, Yahoo Groups etc the possibilities, as the cliche goes, are endless.

    In fact, a local website could be the perfect platform to get into social networking with a twist. The site would already have the skeleton ready – think about it – you are interested in buying a book, there are listings of bookshops, the community gives you reviews and the shop that gives you the best discount, they can even recommend similar books…. similarly with plays, music, food, and all the other things that you entertain yourself with. Instead of a global scene like Facebook, you can actually start realising the virtual life… no, i didnt mean poke!! Hold Scrabulous tournaments, go trekking, organise Flixster quizzes, find people who enjoy similar movies and actually watch it with them…. Real Social Networks, get the drift?

    until next time, no more locally challenged?

  • Separate Lives

    They had all said that marriage was not an easy thing. It was a balancing act, and one which posed new difficulties as soon as you thought you had it all planned out. That was just before she got married, and now almost a decade had passed.Yes, it was quite a lot of what they said, but that was only part of it.

    Truth be told, she was a happy woman now. She had a great love life, something women of her age could only dream about. Sometimes, more often than not, on weekdays, he took a day off from work and spent the whole day with her, ready to do her bidding. For instance, he was taking her shopping today, and when they returned, he had promised to cook lunch for her. And it was not even a weekend. Bliss.
    They had a great time shopping, it was amazing how much of a help even a man could be in shopping, if he put his mind to it. And he was a great chef, that was a well proven fact. In fact, after she tasted his menu of the day, she asked him why he wouldn’t think of it as a career.Speaking of careers, her husband was a high profile corporate executive. He earned enough not to mind her frequent shopping trips. That reminded her, she’d have to leave now to get back by the time he returned from office. After all, she couldn’t allow such a great life to be disrupted by a suspicious husband.
    Yes, they were right, married life was a balance, one that took quite some acting.

    until next time, vows and woes

  • On the right track

    Saw the new Fastrack TVC on air –  Shut up and Move On, but I didn’t see it there first. Fastrack is a brand whose communication i try to follow, simply because i feel that somewhere they’ve got the pulse right.  Of course by doing that, they also end up making customers who don’t fall in their TG demographics (me, for example :D), but thats fine so long as they keep their TG is happy.

    So when i read here that a new campaign was on, i googled for the new TVC. Couldn’t find it, and then suddenly remembered that Fastrack is also on Twitter, and knowing the way they’ve been updating, I was sure I’d find a link, and i did. And that’s what’s cool about Fastrack. Not only do they get their communication right, they also experiment extremely well on platforms like Orkut, Facebook and Twitter, which means, unlike the usual lip service that’s done regularly by brands, this one’s actually interested in social media. Even their website seems to be on a wordpress platform.

    A search for fastrack on Orkut would throw up quite a few pages with dozens of fan clubs, the largest one having more than 23000 members. Facebook has a few pages and at least 2 fairly large groups. Around 70 followers on Twitter. Just goes to show how well it can work when a good product is also a brand that is willing to have a conversation with its customers.

    Even their regular communication smacks of attitude. I remeber a print ad that had a ‘No conditions apply’ with the image of a bull sitting on a closet between ‘no’ and ‘conditions’. Liked it so much that i checked the sale out, and thats how i bought my first Fastrack watch. So Fastrack’s brand manager, take a bow 🙂

    Coming back to this ad, it is apparently targeted at singles between 15-25, and has an underlying theme of the generation’s penchant for instant gratification and variety seeking. While they have weaved in Fastrack quite well into a good storyline, i really didn’t like this one as well as say, this, but i think that’s more a problem with the basic premise rather than execution. The basic premise being the promotion of superficiality, especially in relationships. Yup, it perhaps is just another sign that I’m really not the TG 😉

    until next, don’t SUMO , have your say

    PS. Meanwhile, the other blog celebrated 5 years of existence yesterday 🙂