• Inside Intel

    A video that was shared yeterday on Facebook by a friend got me to check out Intel’s latest global campaign – Sponsors of Tomorrow. I then remembered that a few days back I’d seen a half jacket (a page takeover on pages 1, 2) in TOI, which talked about the same thing though it seemed a cobranded effort with TOI called Innovators of tomorrow. [Disclosure: I work for the Times Group.]

    The campaign videos on YouTube were quite interesting. In addition to the ‘Rock star’ and ‘Oops’ TVCs, there are also videos of real employees at intel (is that the same Ajay Bhatt referred to in the Rock star video?) and an interactive ‘In the future i want..‘ which featured random people interviewed at the Times Square, and billboards which displayed these ‘ideas’. I was a bit intrigued by the campaign, and a Google search took me to the press kit and the official site.

    While the tagline is ‘Sponsors of tomorrow’, the campaign’s communication strategy seems to be two pronged – one, to expand on the line, and show what happens behind the scenes and how through innovation, they aim to be the ‘sponsors of tomorrow’, and two, to promote the people behind the technology. What got me intrigued was the execution.

    The single line take outs from the videos were – “Our big ideas aren’t like your big ideas”, “Our rock stars aren’t like your rock stars”. While the videos are indeed funny and convey the perspective clearly,  I wonder if those are the kind of statements, that will really inspire people to send in ideas. From the Innovators of Tomorrow effort and the website, there seems to be an agenda of interactivity, since it calls for ideas.

    On innovation and technology. Somewhere, hidden in the press release, I saw a sentence that amounted to “Its not technology, its what technology can do for them that’s important to people”. It’d have been great to see Intel expand on this and show consumers what Intel technology has made possible and what it is attempting to make possible. The global site wasn’t very impressive. “You on tomorrow” is the interactivity effort there and I promptly filled up “in the future I want__________” with “websites that load faster” and that wasn’t being frivolous. Maybe I’m reading too much science fiction, but even the 2128 Delhi video wasn’t very futuristic – holography and body scan after 19 years isn’t exactly the kind of advancement a bleeding edge  technology giant like Intel should limit its imagination to, IMHO.

    People behind the technology. Funny videos and self deprecating humour is great, the point is made. But if they wanted to showcase the people behind the efforts, this seems to be a better thing to have promoted – employee blogs. (the first comment is worth a read) And better ways using different platforms to get the people working on the technology to share how the technology they work on helps improve consumer experiences, lifestyles etc. That might generate a little more involvement than ads showing how Intel’s rock stars are different, and interactive games that deal with suiting up an engineer!! As a consumer this just made Intel geekier for me. What happens inside Intel is  definitely important, however, what it does to life outside could’ve been a more effective communication from an interactivity perspective. What do you think?

    until next time, I don’t think Intel will sponsor tomorrow’s posts 😉

    The views expressed here are solely mine, that really should go without saying. But we live in an evil world. 🙂

  • Wild Spice

    Relax. Its the name of a restaurant. 🙂

    We heard about the place sometime back from Balu, and since it was just past the swine flu season, thought it a good time to check out some Coorgi stuff (read pork). The restaurant is located on Residency Road right after the Museum Road junction. (map) There isn’t any parking facility for four wheelers, maybe you can use the paid parking on the Brigade Road extension, 2 wheelers can park in front of Imperial. Its quite  a little hole-in-the-wall and you’re likely to miss it if you aren’t looking for it.

    The ambience just about passes muster and the place obviously caters to a regular crowd that really doesn’t mind the peeling wall paint and broken tiles. Its quite dimly lit and there is no air conditioning. But hey, we came for the pork, so let’s get to that fast.

    The single page menu begins with a quote attributed to Conficius (sic) ” A family that dines together grows sideways together”. We were obviously in the mood to be living examples. You could choose from roti/chapati, rice – hot snow balls/ rice noodles (though they didn’t have the latter when we asked for it), veg dishes  – dal, beans, rajma, sprouts, pumpkin and even a rasam, ghee rice and its combos (veg/ pork/ mutton/ chicken) whose costs range from Rs.45-85, or the plain rice versions of the same, or even chapati meal combos (Rs.50-75). The menu ends with a few juice options and another quote “For a healthy life, choose your restaurant like you would choose your spouse”.

    We ordered a couple of rice rotis, a ghee rice – mutton curry combo, a Coorgi pepper chicken dry and a Coorgi pork dry. I would’ve liked to try a fried fish too, but wasn’t sure if it’d be too much. Hot fluffy rotis, though they took a while, and such awesome pork that D, who isn’t a erm, natural pork eater like me, ended up eating the pig, like a ….. you get the idea. In fact, though the chicken was quite good, it was completely eclipsed by the pork. The ghee rice was the other highlight, reminded me of the stuff I used to hog during college days. Excellent. I didn’t fancy the mutton curry much, though it was coconut based, but D liked it. we had to order a couple of chapatis more and again, it took a while.

    All of that, including a mineral water – Rs.15 :D, cost us just over Rs.250. If you’re looking for a fine dining experience, stay away, but when in the mood for some good pork, in a college/PG hangout ambience, complete with ABBA music in the background, do check it out.

    Wild Spice, #1, Cariappa Bhavan, Field Marshall Cariappa Road (thats Residency Road for those who didn’t know), Ph: 09880381009

  • Birds of the same feather…

    When he entered the place, there was already a crowd. All he wanted was to be able to have some decent conversations. He realized that he’d have to find a handle if he were to make any headway. And then he found her and realized it was possible to have a conversation amidst 140 characters.

    until next time, my second anniversary dedication to Twitter. 2 days from now 🙂

  • Zoozoology..and more

    The jury is still out (and perhaps permanently so) on who actually won the IPL – the fake IPL player or the Zoozoos. Both massively popular, they even have conspiracy theories built around them – the identity in case of  the former and the inspiration(cached) in case of the latter. There is even a minority who claim that actually the Deccan Chargers won, but that really isn’t relevant. 😉

    I thought the Zoozoos were adorable. The usage of Mallu food terminology in the International Roaming ad added to the fervour. I remember starting at least 2-3 conversation threads on Facebook and Twitter, the ‘people behind the zoozoos’ image i shared on Twitpic got more than 250 clicks, and I saw quite a number of online and mainstream articles on them. Yes, there were many real conversations as well across age bands. There is no doubt in my mind on the amount of buzz that was created.

    As per the afaqs article, the Vodafone brief seemed to be very clear – increase the awareness of VAS services among new acquisitions in a manner that would really stand out.  A small number of people I spoke to managed to remember the VAS services associated with each ad. I felt that the lateral interpretation of the services, or rather the rendition of that, made me try to connect before the ad ended, so it worked for me.  I even started seeing them in unrelated contexts. But a lot of people just remembered the zoozoos. Just like they remembered the pug. Now the association betweenthe Zoozoos and Vodafone would be established easily, I think, since the competition was Madhavan and Vidya Balan.

    But then, there are these little things that happen outside advertising and in the consumer experience space. Like the ‘Hutch’ that appears as the network on my phone screen. Last week, I got this call from a Vodafone customer care executive, who informed me that I could pay my bill by ECS, and that was more convenient than my current way of paying by cash. Nice, but the only snag was, I’d been using ECS for more than 3 years now. I now wonder how my billing happens smoothly.

    All of this made me think about two things. One, whether brands are thinking about segmenting their existing and potential user base, and then further evolving strategies and communication basis this. So, while the Zoozoos were extremely entertaining and informative, I really wondered about relevance. Did the Zoozoos change my perception of Vodafone? Would there have been a difference if Airtel or Reliance brought out the Zoozoos? Not just to me, who is often irritated by the Vodafone service (like many others in Bangalore) thanks to coverage and call drops, but other user segments as well.  Is this way of communication just a function of the media vehicles that are in use now, which allow very limited ways of segmentation? Will the internet and mobile really change this thinking?

    Two, from a slightly larger perspective, will buzz marketing become an end in itself? Somewhat like the trending topics on twitter, which earlier gave an indication of what the ‘happening’ conversations on Twitter were, but now are just self fulfilling memes. The Twitter reference indicates unhappiness but the original query is in all earnestness. Buzz marketing with no trackback to the brand strategy? Is this more tempting when we’re dealing with a real time way of connecting and communicating? How does this stack up against building brand equity over large timeframes? Does it matter anymore? Or is a positive history of buzz marketing sufficient? In the case of Vodafone, they succeeded in creating so much buzz that editorial space in mainstream dailies were devoting space to them. Online, there were FB groups and Twitter mentions and posts after posts. I could write about engagement and conversation in social media, but where does all that lead to? Where do the Zoozoos go from here? Do they continue to be brand mascots, or are they good enough only for a buzz? Good enough to increase TOM and therefore affect sales in a tactical way?  So, is frequent buzz marketing + good consumer experience = brand strategy? Meanwhile, if the buzz has been generated, can we put up a few more towers and spruce up the data centre?

    until next time, omnibuzz

  • Heard from myself

    As it appeared at blogadda.com. Thanks Harish. 🙂

    Interview with Manuscrypts

    ‘Manu is a carbon based life form, quite similar to you, but he has a much tinier carbon footprint,  he claims, but then his consumption is usually his own words’. LOL. This is the trailer of the person whom we have interviewed this week for you.  A fultoo humorous person by heart, foodie, Manchester United fan (We need a party from you for their triumph :) ). We have none other than Manu Prasad aka Manuscripts with a Y interviewed for you. You are gonna have a rollicking time reading the interview.

    Manuscrypts

    Q: When and why did you start blogging? Was it out of curiosity or something else?

    A: April 29, 2003- 6 years ago. In my defense, I was relatively young then and as many young people go, I was reckless and had the urge to attempt things that were utterly disproportionate to one’s potential. In fact, just a few days before that, I even got married! Now, judging by the content of the blog initially, you could be pardoned if you thought that I was in shock over that incident but as people in bliss (or denial) would tell you, its actually quite a pleasant experience. Notice that I went all over the place without answering the simple question so yes, I really just wanted to ramble. Still do and hey, its not good manners to laugh at other’s disabilities.

    Rediff in those days was promoting blogs a lot on the homepage and that ‘Start your own blog’ link had this shining, winking, hypnotic effect on me. So I began with a verse and as you can see, from there, it just got worse.

    Q: What topics do you generally blog about?

    A: After the initial euphoria of writing and reading and then re reading my own words, I stumbled upon a curious, befuddling fact. On hindsight, there was obviously nothing curious or befuddling about it, nobody was really interested in me. So I moved from me to meme and wrote stuff about popular culture that captured public interest anyway. Thankfully many of these were of genuine interest to me too. Overall I’d say that I’ve come back to me and the descriptor of the blog – “manu scripts with a y“.

    I chronicle my experiences and usually question and explore them. These experiences could be anything from the books I read to the movies I see, the character of people I come across to the places I go for a dine out.. Anything that gives me food.. for thought….Its my journey..a lifestream. So there is no content strategy per se, just some contentment for myself and those kind enough to read me. Oh, okay, I desperately attempt combinations of wit and profundity. :)

    Q: Do you ever get stuck when writing an entry?  What do you do then?

    A: Ah, the blogger’s block. After years of meditative practices which included hours of sitting in a dark room and alternately crying and praying to God, I have attained a perfect state of detachment. So I shamelessly write on. :)

    Q: Do you earn revenue through your blog? How does one go about it?

    A: Like Twitter, Facebook and many other web 2.0 services, we’re still considering various revenue strategies. Its only been 6 years since we started, so its still an early stage start up, no cause for concern. I even tried those ‘Buy me, Google’ banners for a while. Now I just keep hoping that just around the corner are a few VCs who’ll appear and tell me “V C Potential”.

    Manuscrypts quotes

    Ok, seriously, I did try to add cents to my account through Ad Sense, but it backfired on me when some well meaning people just kept on clicking. So I am a recipient of the tyranny of the evil Googzilla monster – they deactivated my account. I never bothered after that.

    Q: How important is it for the blogger to interact with their readers? Do you respond to all the comments that you receive?

    A: To me blogging is about two things – expression and perspectives. Much as blogging is about expression, I also believe that the process is completed only when someone responds to that expression.

    Manuscrypts quotesI give my perspectives and hope to receive my readers. I really am thankful that I’ve never been at the receiving end of any ‘flaming’ exercises, or maybe I ain’t just not hot enough..Sigh. I do respond to all comments, albeit with a couple of weeks delay sometimes. If someone has been kind enough to read what I write, and then take pains to give his/her view, the least I can do is respond. But having said that, I can also relate to what (for example) a Seth Godin is doing when he removes the commenting option from his site. In my case, I obviously don’t get that number of comments, hehe, but more importantly I believe the blog is as much the commenters’ as its mine.

    Q: How, in general, would you rate the quality of Indian blogs? Share your favourite five blogs.

    A: Its unfair to rate. When I rate, I make the mistake of judging someone’s expression based on my likes and dislikes. That’s not objective. But yes, I sure have my favourites. And that’s really much more than 5. Tys, Mo, Cynic, Arunima, Austere, SwB, Ideasmith, Meeta, Kavi, Vimoh, Dina, Shefaly and that’s perhaps the most incomplete list you’ll find. My ‘Site Seeing‘ and ‘Brandwagon‘ lists are better lists. They make me laugh, they make me think, they make me feel connected. Thank you all.

    Manuscrypts quotes

    Q: What do you find to be the most gratifying aspect of blogging?

    A: A comment that says “You made me smile” or “You made me think“. I am happy when the latter happens and positively thrilled when the former happens.*

    *Conditions apply. Subject to change when my revenue strategy fructifies. ;)

    Q:  Can you share with our readers, a light hearted funny incident from your life?

    A: Life has this huge expense account with me. Many of its jokes are at my expense. A lot of the 55 word stories on the blog are autobiographical. I refuse to disclose more details.

    Q: ‘Being a Joker fan, the idea is to put a smile on your face :}’. That is a thing not everyone can do with utmost ease as you do. have you ever felt that you needed someone to make you laugh in your difficult times?

    A: Oh well, the Joker is twisted, so I twisted his words too. As for me laughing, I sometimes humor myself into thinking I write well. But seriously, if I do make people smile, I can only say I am thankful for the gift, for that’s just what it is. Like I said before, many of those bloggers I mentioned are gifted with an excellent sense of humor, and there’s always The Onion, and Twitter.

    Manuscrypts Quotes

    Q: You have a blog for Brands and Social Media which is very interesting! Brands have started making their presence felt in Social Media, How do you think can Brands benefit from using Social Media for their businesses?

    A: Well, I started it because that’s what I do for a living – the brands part, that is and had views on the subject. The benefits from social media are something that each brand has to answer for itself, basis the objectives it sets. And these brand objectives cannot be isolated from what the corporate does on other fronts – from product planning and development to marketing communication to HR policies to Environmental & Social impact and so on. Social media has the potential to be useful in almost all organizational functions- after all there are enterprise and consumer tools and services, simply because at the basis of it, its a two way communication device. Listen.Introspect.Apply.Repeat. :)

    Q: Manu is a complete foodie as we all know and you write some amazing restaurant reviews. Have you got any feedback from any restaurants as yet?

    A: No Comments. That’s what I get for my intense gastric labour. I mean, come on, I run the risk of an upset tummy, high cholesterol levels etc, and dish out one review after another and only two restaurateurs have ever had the guts to comment. I really can’t digest it. So dear readers, its upto you now, subscribe to my feed, and comment. I have to admit though, those reviews get the maximum views on the site. And that’s when I almost believe Bush’s statement on Indians and our food consumption.  ;)

    Q: You are ‘Ex- Carnatic Vocalist’. We are sure your fans would have loved to hear you croon carnatic classics. Why didn’t you give us the opportunity to do that :) ?

    A: There’s a reason why its ex. Sometimes when you try to crowd source appreciation, it goes terribly wrong. But seriously, its one of those things that require quite some dedication. That was a trip until about a decade back, though one of these days, perhaps I’ll make attempts to get back on trail. If my beta testing proves that the page views won’t drop, I’ll share stuff. :)

    Q: What promotional techniques work best for you and why?

    A: As you can see, I started the interview with a link to my blog. Ta-da. You didn’t click on it, right? Early on in my blogging life, I realized that too, so I don’t try. So no hype, just type. But yes, there are a few things that help – directly or indirectly.

    For instance, commenting on other blogs. Not that ‘Nice post’, ‘Interesting post’ type of generic comment, but do try to appreciate posts that interest you and where you sense that the blogger has sincerely tried to communicate with you.. or even himself. It helps both. I have the RSS feed subscription displayed, and hope for the right buttons to be pressed. I also tweet my posts (not an auto updater, but manually). So feed, and bird feed, that’s about it. :)

    Manuscrypts Quotes

    Q: Which tools/plugins do you use to efficiently manage your blog? Any widgets or tips you would like to share with our readers.

    A: Well, for a long while, I only had wordplay, but ever since wordpress happened to my life, I realised that a lot of plugins actually brought in some great functional benefits. So I’d plug the following – YARPP (Yet Another Related Posts Plugin), Lifestream, Mobilepress, and that’s just a few. You have to figure out your needs, and you slowly realise that thankfully those plugin developers have usually thought of that before you. :)

    Tip: Even the WordPress Site stats plugin works, you just have to stare at it long enough.

    Q: What is your advice to someone who wants to start a blog?

    A: Start. and don’t forget to mention me (with link please) in your About page, as that final push that got you started. Oh, okay, mention Blog Adda too :)

    Woahh! Thanks for making us and our readers smile. Keep writing such wonderful posts and eat in the best restaurants :)

    and this is how, they responded on Twitter.