Tag: Dhoni

  • DOODALL (Dhoni, OODA Loop & Life)

    I don’t watch cricket anymore, but did catch the video of Dhoni’s very colourful exchange with Manish Pandey in the 2nd T20 vs South Africa earlier this year. Interesting as it was, what really caught my attention was how Dhoni calmly hit a six in the very next ball! Think about it – you’re annoyed about something but able to quickly not just get over it, but do a spectacular job in the next few seconds! This not a one off incident, because this is essentially how the man earned the “Captain Cool” moniker.

    I related it to this fantastic long read at Farnam Street about how fighter pilots technique quick and accurate decisions. It’s called the OODA loop and the letters stand for Observe, Orient, Decide, Act. Daniel Kahneman’s Thinking, Fast & Slow is one of the most insightful books I have read, but I wished there would be an application guide on how to practice it in daily life. I think the OODA loop is the best practitioner’s guide I have seen. (more…)

  • 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)

  • Something in common

    A few weeks back, I read a book called ‘Patna Roughcut’. Its one of those nice little books that reminded me of ‘The Wonder Years’, except that this one is non linear even in terms of narrators (not just narrative). While it is set in Patna and Delhi, I could identify a lot of the stuff – something I described in my short review as “you know you were a kid in india in the 80’s ” moments.

    A few days later, I had a conversation with someone on GTalk, about Thums Up and Frooti and all those drinks that existed in the 80’s and 90s, some of which, like Gold Spot and Sprint don’t even exist now, except in our memories. I realised that inspite of the vast distance between us, in terms of geography, we had a few culture icons that transcended it. That includes consumer items like those soft drinks, ads like Surf-Lalitaji, Lijjat Papad, Rasna, serials like Humlog, Mr.Yogi, Buniyaad, books – Amar Chitra Katha and Indrajal and many other things.(if you have been reading this blog post 2005, you might like to read that post, its one that’s very close to my heart)

    I wonder whether there’s an inverse proportion between the maturing of a country/economy and the common memory of generations. I can imagine the earliest generation of our free country, who had a bond – they’d rejoiced on Aug 15th, 1947 and then watched, or sometimes, suffered, the horrors of partition. Later generations who could associate with Jawaharlal Nehru’s socialist monuments (from dams to PSUs), the assassination of Indira Gandhi and where they were when they heard it, the triumph of a cricket world cup, and for us liberalisation and a new economy that changed everything forever.

    And while we have an SRK, a Tendulkar, a Dhoni, perhaps even a Vishwananathan Anand that binds us, in essence we’ve boiled down to Bollywood and Cricket as our icon providers. Everything else pales in comparison, and is at best, a regional influence. A single DD channel doesn’t find a place now even in our favourites, and the same goes for brands across categories. Sometimes I wonder, when the post 2000 generation is all grown up, whether they’ll only be able to relate to those whom they’ve known through some earlier association, like a school or college, and relate only because of those shared memories. Are they missing out on a large collective consciousness, one in which even this generation can relate to someone of their own age, simply because they’ve grown up in the same era? Maybe there are icons that I know nothing of, after all I belong to an earlier set. 🙂

    until next time, nostalgia trips 🙂