Category: Advertising

  • Of content being king

    actually in this case, what triggered the post was a queen. For those of you who haven’t been watching MTV, do take a look at this.
    While I’m not sure about the origin of their latest positioning (its my MTV), and how their content is fitting in, I’m sure that as far as their advertisers go, they’ve been at it for a while – creating customised ads for clients that pass on the client’s brand attributes in absolute MTV style. I remember the stuff they had made for Xbox, and recently, the Vodafone song, though i didnt find that very appealing.
    In an age where every ad practically screams out for the customer’s mindspace, the MTV brand of humour is definitely a differentiator. I’m sure a lot of my friends might watch MTV to see glimpses of Rani Bonkeshwari (the link earlier) 🙂 , and that is where MTV scores a win-win. I really hope they don’t overdo it, and keep giving us stuff thats good.
    and i bid adieu while you enjoy

  • To boldly go

    where no other tv crew has gone before…. what had perhaps started out as a spoofy ad on how television channels report even the most inane news as breaking news, ballooned into a series of ads on a whole range of products, and before we know it, its a trend, that every fmcg worth its salt wants to ape.
    Salt, lets start with that… the ad goes this way, a guy is brushing his teeth, when all of a sudden, a tv crew barges in and gives hima lecture on having Active Salt in your toothpaste and obviously xyz is the only brand that has it… there are similar ones for stains on clothes (multiple brands – powder and soap), stains on vessels,and so on….
    D says she would love to meet that ‘Vanish’ lady and get her to remove the turmeric stain on a handkerchief. apparently the damn thing didnt work on it when D tried:)
    I have a bigger fear, what if soaps get into the act, followed by Kamasutra?

    until next time, ad shads

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  • Contrabrand

    And they asked in desperation, If you had to choose between sin and God, weaver, what would you choose? And he laughed and he said, Sin, always sin. Sin is fun, sin is forbidden, sin is, what shall i say, so sinful. They should forbid God as they forbid sin, then maybe he would become far more attractive and we would all be drawn to him.
    God’s Little Soldier, Kiran Nagarkar
    The concept, if you think about it, is not an unknown one in marketing, its called positioning. On the contrary, it is one of the pillars, and in this era of commoditisation, it is all the more significant. So it’s not altogether surprising to see brands like Chlormint, Mentos, Happydent and Orbit veer away from the expected trajectory, in their advertising.
    There is some spring mention of the product in the ads, and the emphasis is on making the ad as ‘different’ as possible. From the weird cow doctor to a town getting lit by shining teeth and from ‘dubara mat poochna’ to noisy footwear in a classical concert, the ads are entertaining, to say the least, and show an abundance in creativity.
    But a small dipstick i did, (unsurprisingly) proved my hunch- the ad was remembered, and appreciated, but what was the brand again?
    So what’s upsetting the apple cart – commoditisation or hypercreativity?
    What a bunch of cretins you have for your devotees, oh Lord, he laughed out loud. The fools would sever you from your creation.
    and i bid adieu while you chew on it.

  • Reclamation cost

    If you have been watching the cricket series or i guess, even television in general around this part of the world, you couldn’t have missed a (literally) screaming red Tata Safari asking you to reclaim your life.. I have seen around 3 print advertisements of this, and the copy is amazing, have a look here if you havent seen them yet… in fact i liked the entire concept of’reclaim your life’, i would have even bought the SUV, but it starts at 6.4 lakhs..
    And hence a small issue with the enire concept.. if i do decide to buy that awesome red colored machine, i’d have to take a loan, since old man Ratan doesnt know me from Jack…that leaves me paying off a reasonably big four figure sum as emi.. now assuming that most parts of the machine would be non edible, that necessarily means i have to be working on a salary that allows me to also spend on stuff that i can eat, and wear and all those other things that unfortunately are the hallmarks of civilisation…
    that reminds me of the old joke about the city guy who sees a man sitting by the river, fishing,and asks him whats his daily catch.. then goes on to teach him a thing or two about business, on how he should invest in a bigger fishing rig, get rich, build a processing plant, get richer, start exporting, get even richer and then take a vacation, and maybe go fishing, at which point, the man quietly points out that thats exactly what he is doing now…
    so the point being, if its all about reclaiming life, is buying an SUV worth 6.4 lakhs exactly the best way to start? or maybe i am just not the target audience 🙂

    until next time, wonder if the ad has a disclaimer..