Tag: bingo

  • Brands, Activism & Morality

    A while back, someone had joked on Twitter that by 2025, babies will be born outraged. But in 2020, the joke, at least in Indian advertising, is that when the Tanishq brand manager begins to think of a campaign, #BoycottTanishq starts trending. When I was writing the article on brands and empathy for Business Insider, I realised it would need a lot of effort for brands to go beyond signalling.

    However, with inequities becoming even more of a pressing topic, and the expectation from brands to be active participants in society – activism to action, is there an inevitable movement that we will see? And hence, this post on brands through the prism of activism and morality, from the perspectives of a consumer and a brand marketer, and the safety of an armchair.

    “We are living in an era of woke capitalism in which companies pretend to care about social justice to sell products to people who pretend to hate capitalism.”

    Clay Routledge
    (more…)

  • Kkyunki Everyone is Doing It

    So if I’m a good brand manager, I should be doing a viral too, that seems to be the rationale behind virals these days. I’d written about it a few days back.

    What provoked this post was the latest viral from (nah, you go see it and come back, then we’ll talk). Ok, lazybones, i know you didnt click, now how is the damn viral supposed to work if you don’t!!!

    Anyway, Bingo and i share a dislike for the same thing, the thing which has joined the elite club that until now only had Bollywood and Cricket – Balaji Productions. I got to know of this viral through a mail from Ekta Kopper with a subject line ‘Kyunki is Bache ka Baap kaun hai”. And before you do my character assassination mentally, I dont like oats, wild or otherwise. But it was still a neat hook 🙂

    And thus it was that i landed up at this c2w creation, which is a spoof on any of the gazillion soaps from Ek Tha Kapoor, complete with a five digit episode number, bahus and a tulsi lookalike. (damn, i let it slip that i watch the soaps :|) . The good part is that the spoof is done well, and the funda of the flavor (achaari masti) has a synergy with that of the TVC – i.e. best way to confirm pregnancy, but…..

    It has a predictable ending albeit a cute one, but more importantly, does it make the viral cut? Only time will tell. I admit its way more VFM than shooting a 30 lakh TVC, but then they’re doing a TVC anyway. Meanwhile, full marks to the Bingo guys for trying. Even their ‘Mad Angles’ TVCs actually broke the clutter, me thinks. Also, they’re genuine in their web efforts (this was an earlier one- http://www.bingeonbingo.com/login/login.asp)

    until next time, what’s the programme now? 😉