Category: Advertising

  • IPL – Can we have some cricket please?

    Notice, that its not a break from cricket. Mine is almost a contrarian stance from the cricket pundits as well as a section of the players and viewers who feel there’s too much of cricket on TV. To me, the latest form makes me feel as though I’m watching an NBA playoff (i don’t, still.. 😉 )- celebrities, entertainment, and a game that a lot of people are passionate about. Also, its a testament to the times we live in, similar to what’s happening on the web. Tests- Journals, ODI – Blogs, Twenty20 – Twitter… dwindling attention spans….

    The campaigns did their job, maybe thanks to the media avalanche, and although there were concerns that the ‘karmayudh’ was a rip off from an old Fox TVC, it didn’t gather enough momentum to dislodge the creative+media strategy, nor did the internet ban (Internet Prohibited League, anyone?) Meanwhile, many teams created websites and TVCs. SRK created controversies and a music video. Airtel has created an Indian Fantasy League and a facebook app for it, although it does strange things to my facebook page layout. In addition to the Bollywood team owners, Akshay Kumar and Hrithik Roshan were seen endorsing teams. And, as a result of all this and many other things, which I’ve not been able to catalogue, like the names and phone numbers of the cheerleaders, the viewership just skyrocketed.

    So, what’s the problem? The problem, I feel, is that I’m reminded of the way Bollywood functions now. The satellite rights, the mobile rights, the overseas rights are all sold before the script is heard, and the movie is declared a hit even before the audience decides whether its right for them. So, whether its a hit or a flop, its a hit anyway financially. In between all this left, right and centre hitting, the public is a mere spectator. Yes, that is their role, I agree, but being the end audience it feels very undemocratic. The connect is that HypePL, at least it seems, has gone so overboard in making sure its sponsors are pleased that it doesn’t spare a thought for the user who is viewing primarily for the cricket. So, by pushing that ad in, if the bowler so much as hesitates in his run up, you’re spoling the experience for the user. And brands which are doing it beware, you might be getting eyeballs, but each eyeball is a negative equity score. I already hate that irresponsible girl who can’t remember to get her damn tie, or keeps her socks in the right place. With lesser frequency, I might have loved it. More on that tomorrow. Hutch (yeah, no publicity for your new brand name), Hyundai (iRRITATING), go look up the word ‘overkill’

    until next time, Let TVCs not kill the cricket star, sign up here

  • Reach out

    Last week, I read an article that gave the ‘share of the pie’ picture of different media in India. As expected, print is still king, though TV is fast catching up. Internet is still fighting to touch 2%. Meanwhile, something else i read quite sometime back says how an online video ad gives an 84% recall as against a 54% for the same ad on TV. So, why wouldn’t brands be more digital than TV?

    I might be over simplifying it by putting it that way, but the power of the medium seems to be only measured by its reach. And that’s when the marketing gurus (including self proclaimed ones) are crying themselves hoarse saying that engagement is the key (at least until we get the new term). So, then, is everyone trying for a balance? Similar to Nikhil‘s comment on a post a while back, are marketers using offline for reach and online for stickiness? You wish. Thats generalisation, but there are too few examples for me to not generalise.

    While it is claimed that it is the lack of broadband penetration that is preventing the web from manifesting its true potential, I think, from a marketing standpoint, its also the mindset. If engagement was the mindset, don’t television and radio also offer some opportunities, at least some, if not the multitude that the internet provides? Interactivity still means SMS contest, without context.

    So, its all pointing to the fact that different media are used with a simple logic – x numbers of my TG can be reached through that medium. And what do we do after reaching them – Why, show them our ad, what else? And until that midset changes, would it really matter if our broadband penetration suddenly zoomed?

    until next time, reach out, engagement in?

  • EnGROSSment

    Yesterday’s, and for that matter today’s big story has been the apparent ‘Daraar’ in the Malaika-Arbaaz marriage, and the subsequent revelation that it was some sort of half baked PR gimmick for a skin cream. Poor Mumbai Mirror had to even apologise to readers, though thats okay. Why? Because it throws light on the fact that the divorce of a star brother and an item girl morphed into reality show judge can make the headlines. You can read all about it here, here and everywhere. But that’s not what this post is all about.

    I’ve already written about my views on endorsement. While i understand that it makes sense in some cases, the above skin cream debacle makes  endorsements look really gross, but that perhaps is only a result of the reader’s/viewer’s obsession with  the lives of others, but then again, is that media created?  Also, why am i digressing??!!

    While stars endorse brands, they themselves are brands. So like every brand, they have a lifecycle, and like every good brand, they try to leap onto the next growth curve and avoid the decline part, by constantly updating and upgrading themselves and sparing no effort in trying to make themselves constantly relevant to the audience. The sports stars can only do it with performance. And they all get slotted – Dravid with stability, Sachin with stability and sheer brilliance, Dhoni as the new Indian spirit and so on. Movie stars have it slightly easier as the kind of movies they are seen in and the kind of activities they are seen doing (remember SRK and the whole OSO promotion hungama during the cricket match) all contribute to their brand attributes. But over a period of time, the kind of ads they do also decide their brand image, which is perhaps why stars are increasingly choosy about the brands they associate with. It also explains why an SRK would do a ‘Panchvi Pass’ to reach the highly monetisable kiddy brigade which Aamir (TZP) and Hrithik (Krrish) have already tapped.

    Which brings me back to the girl who danced on the train, and increased her star power. This gimmick would’ve heavily reduced her credibilty factor. So, while this stunt created  buzz once, would the public believe it the next time she endorsed a toothpaste with that toothy smile? (that’s in case they were believing it all this while). Arbaaz doesn’t have to worry because no one asks him to endorse anyway. The ‘stars’ are now blaming the tabloids and the PR guys, but the damage is done. This might be a good lesson for the stars who agree to act out brand scripts that clearly impinge on their personal lives, and its most definitely a lesson for the brand guys who resort to such half baked gimmicks, that clearly take the consuming public to be sub moronic.

    The best comment i got on this issue was when i broke this news to a twitter friend. She said, “Are you sure it’s for a skin cream? Would’ve made perfect sense for Fevicol”. 🙂

    until next time, are endorsements only skin deep? 😉

  • Ménage à trois ?

    And finally the battle is on. The one that most people in the media fraternity would’ve been waiting for. TOI has finally launched in Chennai, amidst a lot of fanfare, and has succesfully provoked two of its three resident English publications. More on that in a bit.

    While the planning has been going on for years, I feel that TOI is late, by about 3 years, around the time that Deccan Chronicle took its baby steps outside AP. This was around the time that TOI was beginning to pull away from Deccan Herald in Bangalore and establishing itself as a clear leader. This momentum should’ve been carried on to Chennai too. From its experience in Hyderabad, TOI should’ve realised that DC is not to be taken lightly, and understood its intentions.  But then, thats water under the bridge.

    What have the resident publications been upto? Indian Express has woken up just in time (thats debatable) and launched a new brand campaign, and a new look, complete with tagline – ‘100% steel, 0% gas’. While it does sound a bit like an infrastructural mutual fund, the ads per se were quite interesting, sporting a graffiti look and tabloid style provocative lines.

    The Hindu, in what i believe, is a strategic faux pas as far as timing goes, has reduced its cover price from Rs.3.25 to Rs.2.50. They look to be rattled already, and that’s a wrong signal to send out, especially from the market leader. The least they could’ve done is timed this earlier so that it didn’t look like a reaction.

    Deccan Chronicle has been conspicuously silent. It is inching closer to the Hindu and currently priced at 1.50. Wonder if they will revert to their old pricing, if TOI eats into their share.

    From the looks of it, TOI might succeed in becoming the second paper in the Hindu households and possibly the first paper for the new entrants to the city. Exactly the situation in bangalore a while back. But Hindu is no DH, since they’ve already started supplements which are supposed to bridge the need gap, which The Hindu per se, cannot do. And thats exactly what the biggest barrier for TOI is, a habit. One that it will try to circumvent by inculcating itself as a habit to the new Chennai residents.

    Chennai reminds me of Panipat. To tell you why would entail a short history lesson. The first battle of Panipat resulted in the founding of the Mughal empire. Against the massive resources of Lodhi, Babur’s guns proved to be the ace. Not dissimilar from the price war that DC unleashed on Hindu. And while Babur won, and DC is a close second, it might be just a matter of time. Those of you who have seen Jodhaa Akbar or paid attention to your history teacher (her history lessons, cheapos 🙂 ) would understand the pivotal role of the second battle. If not for a freak archer, it would’ve prevented the Mughals from establishing their empire, it changed India.  For Hindu, Chennai is home, one that has to defended at all costs. For DC, its second home, and critical to their plans of becoming the masthead of South India. For TOI, its one more significant step towards becoming the only significant player to have footprints across India. Who will blink first?

    until next time, or is it fourplay?

  • Brand or Ambassador?

    India’s success story and the rapid rise of consumerism has resulted in a feast for anybody who comes close to being a popular person. No, I didn’t mean your favourite office peon, what i had in mind was actors, cricketers etc, and the has-beens in those categories too. I even saw Shatrughan Sinha endorsing some TV the other day. Complete with Khamosh and Big B baiting!! So what’s more important – brand or ambassador?

    I’ve always wondered about endorsements and the value they add to the brand. I think there are some categories where rival brands have been used as some sort of proxy battleground for rival stars. Look at the cola battles – SRK and the B family are in the Pepsi camp, while Coke has Hrithik and Aamir. Wonder where Ash is though. She’s been on both sides. There’s also car manufacturers – Aamir for Toyota, SRK for Santro, and the Big and small B for Maruti Versa. The other interesting arena is handset manufacturers. I don’t know if you’ve noticed,  but there’s a neat battle brewing there now that Aamir has been roped in by Samsung, because with SRK pitching for Nokia, and Hrithik dancing to Sony Ericsson tunes, we’re over company phase and into crowd phase.

    Like I said, I’ve always wondered about endorsements. I can understand the endorsements for sports brands by sports people and even John Abraham (reebok did a decent job in Goal too).  I can understand clothing brands and accessories being endorsed by filmstars. I can even understand the cola wars because everything is about an edge over competition. Besides its a commodity. Similar for Abhi B for Idea and SRK for Airtel. Hey, Hutch ne to kutte ko use kiya, phir bhi bik raha tha. What does that say about those two? 😀 I’m on the borderline for Dhoni and Saif for Kurkure and Lays respectively. I thought ‘Whats the prograaam’ did the trick for me and Juhi did a decent job with ‘Kya family hain’.

    But what i really can’t understand is how Hrithik, Saif or SRK can do the trick for Acer, Lenovo and HP respectively. Isn’t that a product which is bought after much research and analysis on features? Will it sell just because it features a movie star? Don’t logic and rationale play a lot of role in the purchase decision? Is that a quality that the filmstars are famous for? Most importantly, these are also increasingly customised purchases, would you really consider a laptop just because Saif features in it (maybe because it recognizes faces, yes, but that could’ve been anybody’s face in the ad).  And honestly, i dont believe in that ‘getting the attention of the consumer’ jazz. If the product is good, its reviews will say so, and will also say so if its not. Similarly for mobile handsets and even cars, though Toyota did a reasonably good job by matching Aamir’s traits with the car. Whatcha think?

    until next time, mera wala paint or saif’s wall color?

    Update: Todays’s (28/03) Times Business carries an article vindicating the post, at least more or less :)… the timing is not by design 😀