Year: 2009

  • The heat is on…

    You know its summer when you see the various soft drinks launching their ‘season collection’. Coke, Pepsi, Thums Up, Mirinda and Sprite have all started bombarding the channels with their respective ads. Meanwhile, I was really surprised to know that Sprite is now the #2 soft drink brand in the country after Thums Up, the brand refused to die. This happened in October 2008, and since then Sprite has not only cemented its position (at 15.6%) ahead of pepsi (at 13%), but is also closing in on Thums Up (16.16%) (via Economic Times)

    So, let’s begin with Coke’s TVC. Coke has brought the ‘Open Happiness’ theme (which i’d written about earlier) to India, and has started the campaign with an ad featuring Gautam Gambhir. (because he’s an opener? ok sorry) The ad shows how the game of cricket (with Coke) adds fun and refreshment in our lives and builds community  by sharing our moments of happiness together – in this case, a cricket match. Gautham Gambhir brings to life a regular hangout joint by offering ‘ a dost free with every Coke’. The wife uncharitably commented that a free dosa might get more response!!

    httpv://www.youtube.com/watch?v=S59gN7bl6As

    I honestly wasn’t impressed with the ‘Open Happiness’ theme anyway- Coke has done much better campaigns before, and this has cemented that opinion. Unless the remaining ads do wonders, I doubt if that opinion will change.  In fact I got thinking about Coke’s Slumdog association, rather dissociation, which i wrote about earlier. If they had allowed that association, the Oscar win would have gone wonderfully with the theme, and the Oscar is a global thing. They could’ve even done a cheering ad at the bottom of the screen whenever SDM got an award. (at least in the repeat telecast). Oh well, why cry over spilt cola.

    On to Pepsi’s latest TVC. With the cricket team in action, and IPL coming up, it looks like Pepsi has (thankfully) decided to shelf R.Kap and D.Pad for a while, and move on to Dhoni and Co. This is continuing the path of “echoing youth sentiment” – the last ad talked about how padhai wasn’t the only way to success, and this one talks of how people use their connections (jaanta hain mera baap kaun hai?) to get ahead in life. The concept, though a bit jaded, might actually work because of the execution (Sehwag’s wig’s contribution must be noted)

    httpv://www.youtube.com/watch?v=M2xS3P_Ejjg

    And now Sprite. I had written sometime back about how Sprite is going about things in a very methodical manner. In plain words, I think they have a strategy, and from the numbers it seems to be working. Clear Hai !! They’ve added the  no nonsense approach to their product benefit of slaking thirst and the renditions have been great so far. As a massive Fido Dido fan (7 up) I can only grudgingly admire. Brilliant. They have released two ads recently, but they really don’t measure up to the earlier work.

    httpv://www.youtube.com/watch?v=KtQr9gwb_-I

    httpv://www.youtube.com/watch?v=6-vVSEDOWmA

    The positioning has gotten a bit diluted, I felt, maybe the later ads will be better. Lets hope someone gives them something to spoof on. And meanwhile, the big news is that King Khan, after Pepsi’s non renewal of his contract, will now say ‘Baki Sab Bakwas’. Yes, he is Sprite’s new brand ambassador!! Coke has the most awesome Bollywood portfolio now – Aamir for Coke, SRK for Sprite, and Akshay for Thums Up.

    Speaking of which, Thums Up has also released its TVC, which features Akshay in a double role.

    httpv://www.youtube.com/watch?v=dVQUcO4GMus

    The typical Akshay-Thums Up ad, all slick action and stunts, centred around “will do anything for a Thums Up”. Wonder if Pepsi will spoof like last time.

    I also saw a couple of Mirinda ads, featuring Asin, very entertaining ones, but with a distinct south Indian flavour, which, am not sure will work across India (especially the market ones, which relies on wordplay a lot)

    httpv://www.youtube.com/watch?v=65DbA-baZYA

    httpv://www.youtube.com/watch?v=Esp026fOXlE&NR=1

    The smaller 15 second ones which would work for a national audience don’t reach the same level as the ones above.

    httpv://www.youtube.com/watch?v=iCiZ6ZCiDQ8

    httpv://www.youtube.com/watch?v=em8_fbMGRKI

    7 Up has been silent so far. I hope they do something good with Fido Dido, which is a lot to ask for, considering the work so far. I couldn’t help but wonder the good use that Fido could’ve been put to in social media. This is the only brand which is instinctively identified with a character, and in a medium in which people like to talk to people and not brands, Fido could’ve served as a wonderful front end for the brand. His coolness wowed one generation, if someone thinks hard enough, he could easily wow many more too. Will he make a comeback with the new Pepsi lemon drink – Nimbooz? I, for one, hope he does.

    With the uninspiring 7Up and even Mirinda, Pepsi really has no flanking products. Coke, on the other hand, has two of its brands at the top. Pepsi needs a miracle now, to claw back. I have a feeling that Sprite is getting ready for the war for the top spot, and Pepsi played into their hands by releasing SRK. Thums Up, with Akshay at #1, and within touching distance Sprite at #2, with Shah Rukh. With these two sharing icy cold vibes these days in real life over the Bollywood #1 position, I think, we have a thriller on our hands.

    until next time, cold war!!

    PS. Interesting tactic by Coke – Don’t Dew it, a 24-ounce Vault (Coke) free with any purchase of a 20 ounce Mountain Dew (Pespsi)

  • World Views

    Sometime back, a work related trip took me to two completely different worlds in the same city – one, a software giant’s well designed campus, and the other, a market area. I’ve been in Bangalore now for 6 years now, but still can’t claim familiarity with a lot of places.

    The tech park was exactly as I had pictured it, from the large amount of written matter dedicated to it regularly in newspapers. Large and well laid out, with its own studio, food courts and bustling with activity. The activity is not techies just slaving in front of monitors, though I am sure that happens inside too, but having animated conversations over cups of coffee, cycling between building blocks, discussing a cultural activity happening in the next few days, and some even  watching the world go by.

    Gandhi Bazaar isn’t exactly the most written about place in newspapers, probably because its residents are not as appealing to the readers of the newspapers I read. But it is bustling nevertheless – the granny in the bullock cart surrounded by flowers, multitudes of roadside sellers, trading everything from vegetables to fancy jewelry to toys to clothes, a lot of happy, smiling faces drifting in and out of shops. I saw faces that just blended into the surroundings and others that didn’t perhaps belong there. (like me)  From where I stood watching, I couldn’t see any branded outlets around that I recognised, but in the vicinity you could get the best coffee and masala dosa. Pleasures of a different kind, but great ones nevertheless. Anything more would sound condescending.

    These are two worlds separated by a few kilometres, but almost isolated from each other, both worlds unto themselves, oblivious to each other, except for the few who occupy both. I can imagine the young local huduga who is now a techie and handles both worlds with ease. I feel happy for him, and hope he realises how lucky he is to be part of both these worlds – one  that helps him stay grounded and the other that helps him fly high.

    One planet, so many different worlds, and so many different stories.  A lifetime wouldn’t be enough to experience. This thought created a sense of deja vu, and sure enough, a search yielded this post. I guess the lessons of Nude Ellie are seeing a change of perspective.

    until next time, deja view 🙂

  • Brands & Media Metrics

    Rajesh Lalwani raised an interesting point in his post a few days back, on how the performance of a social media campaign should not be judged solely by the buzz it generates, since a lot of conversations flow ‘below the surface’ i.e. emails, telecons and face-to-face. I’d also add Chat (the GTalk type) and DM.

    My reply consisted of several parts, and some of it got me thinking on the concept of ‘measurement’.  Among other things,  I felt that, relatively speaking, it is more convenient to measure buzz (a social media search or even a Google search) than the ‘below the surface’ versions. You really can’t track what I speak with someone else on GTalk. But more importantly I felt that this love for measurement stems from a need for control.

    So I looked back at the brand campaigns around, the media used and the measurement. Following is a rant.(and is quite India specific) Though its extremely relevant, I shall, for now, ignore brands’ following a ‘campaign strategy’ at the cost of brand strategy. Generally, the campaign would consist of Outdoor (billboards), Print, Television, Radio and *new* Internet. So, lets see the measurement criteria for these. Outdoor – you can’t go wrong with one on Brigade Road- Residency Road (that’s Bangalore) junction, everyone goes there. Print – XYZ has circulation and readership of …. Television – XYZ channel and the TRPs it delivers. Radio – say RAM and listenership. While there are numbers and numbers, there is really no way to figure out exactly how many people saw/heard the ad and responded (not even if you put call centre numbers/email ids/call ins).  The sales spike that happens on the day the ad is released is the indicator of its success in print. If ‘people’ saw/heard it, TV/Outdoor/Radio has worked. Yes, I’m generalising, and I do know what value market research can offer. And so Internet. Now the internet obviously needs to match up to the awesome quantitative measurement options that the other media provide. 😐

    And so the brand guys waited for the net to show some real numbers. And it did, as it was bound to. Depending on who you ask, this number could now vary anywhere over 28 million users. ComScore puts India’s net population at 32 million, and within that, the social networking population at 19 million, Orkut firmly leading with 12.8 million. The figure reminded me of the leading English daily’s readership – as per IRS R2 2008, it was 13.3 million. 🙂

    And while the numbers rose, the digital sellers walked in with the stats and taught the brand guys CTR, CPC, CPM (no, that’s not political)  and to use banners and site takeovers and microsites on the net. The measurement criteria was made up of numbers. So, the internet with the amazing CPT (cost per thousand) it provides, is no longer an afterthought in a media plan (Thanks to R, who gave me her valuable thoughts on media planning). Pay for Performance was the mantra and its pillars were leads and clicks.Is that a problem? Not by itself, but when you consider the potential the medium offers, and how it can be used for measurable branding, its not a problem, its an injustice. To quote from this wonderful article on the subject

    In fact it is precisely this cult of accountability that is getting in the way of the digital community progressing from clever marketing handymen to the architects of brand success….So long as the digital community clings to its obsession with accountability over effectiveness it will remain in the unedifying position of creating engaging brand fluff on the one hand and highly measurable but largely pointless direct response advertising on the other.

    All these are not unknown issues. WATBlog’s panel discussion in Delhi covered much of this. And with all this playing in the background, arrives social media. And it won’t make sense because brands only use media on a campaign to campaign basis, and social media is about the brand’s strategy and a consistent presence- building an audience, listening to them, asking their views, collecting insights, making better products, and so on. It is not about statistics and definitely not a get in-bombard with ads- collect leads-get out deal. Besides, measurements are more qualitative!! The criteria that mass media provides for measurement are almost irrelevant here, and rightly so!! Because in social media, the crowd responds, they talk to each other, and if you don’t participate, and attempt to treat it like a broadcast medium (the way the measurement based web is being treated), someone is likely to have fun, most likely at your expense. And in social media, what a brand says is less important than what the brand’s consumers say.

    Like the general web before it, it is only a matter of time  before the social web  reaches a scale which forces brands to use it. I hope they don’t use it like broadcast media, and instead learn to use it – not as a templated solution, but as a subjective, evolving mechanism.

    until next time, cast away

    Note: i have nothing against mass media. It has its uses. I have a problem with this social media measurement obsession, without the correct metrices and by involving it only from a communication perspective and not the other parts of the brand’s life cycle, and finally stating that it’s just fun and doesn’t work for brands.

  • Kaayal

    Kaayal has been on our radar for some time now. And when they announced a Malabar Biriyani festival from Feb 26th – Mar 1st, we decided there couldn’t be a better time.

    When coming from Koramangala take a right turn at the 12th main junction, at the every end, take a right and then, a left at the next junction. (where you see a ‘Fresh’ outlet) You’ll see Kayal on the right after about a 100 metres. Its opposite Miranda High School, and on the second floor. Parking is a lil bit of a bother.

    Kaayal, which means ‘backwaters’  is the quintessential Mallu restaurant, with a few props thrown in for good measure. While you get all the regular Kerala dishes here, the Biriyanis were the highlight. So we ordered a Chicken Biriyani and a Fish Biriyani and a sambhaaram (buttermilk) while we waited. The sambhaaram was about as spicy as it could get, but good.

    The Chicken biriyani was very much like the ones we Mallus get in restaurants at home, complete with the egg, thats conspicuously missing in the versions usually found in Bangalore. D was quite miffed that her fish biriyani didn’t have one, but I guess it did make sense – limiting eggs to chicken biriyanis 😀 The problem with both was that the masala hasdn’t really seeped into the chicken/fish pieces. We also ordered a Beef fry, which we had been warned about earlier – that it usually was a bit rubbery. Unfortunately for us, it was quite a correct warning. All the stuff could’ve been better. :|Might go back some other time for checking out the regular Mallu stuff.

    All of the above cost us a bit over Rs.250. Value-for-money as most Mallu restaurants go. (no we don’t consider Coconut Grove mallu on that parameter)

    Kaayal, 1647/1 , 2nd Floor, Jeevan Bhima Nagar. Ph: 25205578

  • The man.. the machine

    A while ago, I’d written about my fascination for lifestreaming, and the role it could play in storing our memories and giving it context. In fact memories and the possibility of losing them have always been food for thought for me.  One memory from a long time back, when I was an avid reader of Doctor Who books,  is of one of the Doctor’s villain sets – Cybermen – a fictional race of cyborgs. From Wikipedia

    Cybermen were originally a wholly organic species of humanoids originating on Earth’s twin planet Mondas that began to implant more and more artificial parts into their bodies as a means of self-preservation. This led to the race becoming coldly logical and calculating, with emotions usually only shown when naked aggression was called for.

    The connection. I saw an article recently on what has been called Homo Evolutis (original video here). Human beings have been the dominant species on the planet for a short while now, and as the author explains, there’s no guarantee that the current situation is a stable one. And in this context is seen the beginnings of speciation, in broad terms the evolution of our own species.

    The author talks about three different tracks of speciation -prosthetics (from limbs to hearing aids and beyond), stem cell and tissue engineering (where we are reaching a stage when a single cell can be rebooted back to its original factory settings and can rebuild any part of our body,  and lastly, a track to improve the brain. The author says that the last track will be the slowest to evolve, but the one with the maximum impact.

    And these tracks would create a new race or races- in fact a prosthetic body part, a plastic surgery etc are all the common manifestations of this process. As technology becomes more advanced, it will become affordable to a lot more people. From a physical perspective, who wouldn’t like body parts whose wear and tear can be controlled, an end to pain and suffering. And it doesn’t stop there, because we’d like to have the best physical abilities that any species has in terms of moving, seeing, hearing, strength etc. From the mind’s perspective, an organ that could upgrade itself to store more, to experience more, to work faster, to be more accurate. And it doesn’t stop there – reading others’ minds, telepathy…

    We will see the beginning of all this in our lifetime. The progress might be slow, so slow that perhaps later generations wouldn’t realise how we’d lived without most of the artificial things that they would be taking for granted. How would this affect the experiences of life that we go through now – joy, sorrow, pain, ecstasy, spirituality?  How long before what we call human would give way to a being that would probably exist forever, possibly without living? Will they even realise it when it happens?

    until next time, a man made man….