Love the music of the new Usha sewing machines commercial. Really Indian classical and soothing to the ears. It's a nice simple ad, no frills and makes a point subtley about its presence.
Can't say the same about the Prestige ad though. Its an exact replica of the Futura ad. Maybe an attempt to reiterate its leadership in the category. But, as market leader shouldn't you be setting a trend and not following it? And even if you do observe and follow, atleast do it differently!
The new Docomo 3G introduction ad is not great shakes, I mean its feel good and stuff but I particularly did like in this piece of commercial was the last slot when the guy finds the needle in the haystack.That thought is profound and amazing.
Speaking of 3G, yesterday's Times of India carried an article with a headline that stated that the 3G rates were going to be 66p/sec. I was very curious and wondered how it could be that expensive and quickly delved into the write-up, only to realise that it was 0.66p/sec and not 66p/sec. Times of India needs to seriously realise the tremendous faith people have placed on its shoulders as a bearer of true news and the least they could do is have their desk team proof read and copy check the headlines for starters! Ofcourse, if this was done deliberately in order to grab eyeballs...I am sorry, but I am just plain let down.
Tried the skittle.uk application facebook yesterday and thought it was good fun! Loved the whole call centre scenario happening in the background. Really interesting and interactive.
Looking forward to more innovation and ice breaking thoughts!
Wednesday, November 10, 2010
Obamania
A brand manager's fantasy come true.
Barrack Hussein Obama. The most powerful man in the world at the moment. 44th President of the United States.
The power comes from the title itself. Strong.Commanding.Forceful.
But, what about brand Obama? The charisma, the charm.
The Obama campaign is a genius in marketing excellence. It makes for one of the most interesting case studies.
The planning, the execution - all so perfect. Short term tactics, long term strategies - ingenious.
Despite all the odds being against him - being black, Muslim middle name, Kenyan- everything that Americans hate. They still chose him. This success can only be attributed to the brilliant marketing campaign.
What I liked especially was the superb market segmentation and targeting. That was so spot on. Huge thumbs up for using the digital medium and viral so constructively for the cause.
It paid off rich dividends and the rest as they say is history. Joy to Obamania.
Barrack Hussein Obama. The most powerful man in the world at the moment. 44th President of the United States.
The power comes from the title itself. Strong.Commanding.Forceful.
But, what about brand Obama? The charisma, the charm.
The Obama campaign is a genius in marketing excellence. It makes for one of the most interesting case studies.
The planning, the execution - all so perfect. Short term tactics, long term strategies - ingenious.
Despite all the odds being against him - being black, Muslim middle name, Kenyan- everything that Americans hate. They still chose him. This success can only be attributed to the brilliant marketing campaign.
What I liked especially was the superb market segmentation and targeting. That was so spot on. Huge thumbs up for using the digital medium and viral so constructively for the cause.
It paid off rich dividends and the rest as they say is history. Joy to Obamania.
Kiss and Tell
Observe the brand space around.
Every moment there is so much happening. What goes around, comes around and essentially the market is flooded with hordes of me toos doing the rounds.
Somethings just catch your eye and hold onto your attention. As a consumer. Most things just fail to do so.
Why? There seems to be a genuine dearth of ideas. Strange. Is it because companies are unwilling to risk anything new for fear of failure?
Wish more brands had clarity of their goals and plans. Simplicity in their thought process. Creativity in their execution.
Most marketing spaces being used by marketers for their beloved brands seem to be lacking that touch of relevance to the real needs of the brand. Once that is cracked, half the problem is sorted.
Research is the key. And more than mere numbers in terms of quantitative analysis. In-depth qualitative research will throw light into the underlying nuances of the brand.
Dig deeper dear brand custodians and the battle is won. Go ahead now, kiss and tell.
Every moment there is so much happening. What goes around, comes around and essentially the market is flooded with hordes of me toos doing the rounds.
Somethings just catch your eye and hold onto your attention. As a consumer. Most things just fail to do so.
Why? There seems to be a genuine dearth of ideas. Strange. Is it because companies are unwilling to risk anything new for fear of failure?
Wish more brands had clarity of their goals and plans. Simplicity in their thought process. Creativity in their execution.
Most marketing spaces being used by marketers for their beloved brands seem to be lacking that touch of relevance to the real needs of the brand. Once that is cracked, half the problem is sorted.
Research is the key. And more than mere numbers in terms of quantitative analysis. In-depth qualitative research will throw light into the underlying nuances of the brand.
Dig deeper dear brand custodians and the battle is won. Go ahead now, kiss and tell.
Sunday, November 7, 2010
Season Sales
We had joy, we had fun, we had seasons in the sun...I love that song.
I am sure every marketeer in India must be happily humming just that right now at this very moment.
Diwali, the festival of lights is a great time to sell as it is viewed as a great time to buy.
People - nay consumers right out the old and ring in the new. New curtains, new sofas, new utensils, fresh coat of paint, that home theatre system, the latest car that has hit the stands, long visits to the parlour, dream holiday in a great package tour...every seller has a field day!
"Season" sales as it is so aptly termed. Its a time to rejoice. It a time to revel. It a time to rake in the moolah.
Marketers get to showcase their best work. Advertisers put their best creative foot forward. Brands are shining.
The stock market rockets to a new high. Trade pandits and temple pandits alike have a great business going.
The consumer doesn't mind putting all his savings into that dream home. The jewellers are gleefully doling out gold at new highs.
Everyone- the buyer and seller alike is high on life. And consumerism.
Swagatam festive season. Shubh Deepavali folks!
I am sure every marketeer in India must be happily humming just that right now at this very moment.
Diwali, the festival of lights is a great time to sell as it is viewed as a great time to buy.
People - nay consumers right out the old and ring in the new. New curtains, new sofas, new utensils, fresh coat of paint, that home theatre system, the latest car that has hit the stands, long visits to the parlour, dream holiday in a great package tour...every seller has a field day!
"Season" sales as it is so aptly termed. Its a time to rejoice. It a time to revel. It a time to rake in the moolah.
Marketers get to showcase their best work. Advertisers put their best creative foot forward. Brands are shining.
The stock market rockets to a new high. Trade pandits and temple pandits alike have a great business going.
The consumer doesn't mind putting all his savings into that dream home. The jewellers are gleefully doling out gold at new highs.
Everyone- the buyer and seller alike is high on life. And consumerism.
Swagatam festive season. Shubh Deepavali folks!
Thursday, October 28, 2010
Advertainment - an urgent need of the hour
Bucket of popcorn, cans of coke , comfortably tucked legs into your favourite comforter, lounging on the couch with a remote in the hand.
You are happily watching your favourite sitcom running on air. And then, just when things are getting very interesting there is a pause in that moment.
A pause that nags, annoys, irritates the hell out of you. Its an ad break. Each of those 30 seconders screaming for your time and attention when you are so not in the mood to let them into your life.
So, what should a smart marketeer do? Instead of ticking the consumer, turning him off, tuning him out - involve him/her. Make him a memorable and interesting commercial.
The commercial could move him, make him weep, laugh uncontrollably.essentially entertainment him.
An ad owes this to its end consumer. You have got to give him his time's worth of entertainment if you want him to take you seriously.
And you better give that to him.
A TVC must entertain.
:Lawyered" as Marshall from "How I met your mother" would say it!
I thus rest my case.
You are happily watching your favourite sitcom running on air. And then, just when things are getting very interesting there is a pause in that moment.
A pause that nags, annoys, irritates the hell out of you. Its an ad break. Each of those 30 seconders screaming for your time and attention when you are so not in the mood to let them into your life.
So, what should a smart marketeer do? Instead of ticking the consumer, turning him off, tuning him out - involve him/her. Make him a memorable and interesting commercial.
The commercial could move him, make him weep, laugh uncontrollably.essentially entertainment him.
An ad owes this to its end consumer. You have got to give him his time's worth of entertainment if you want him to take you seriously.
And you better give that to him.
A TVC must entertain.
:Lawyered" as Marshall from "How I met your mother" would say it!
I thus rest my case.
Tuesday, October 26, 2010
Jingle all the way...
"Lime and lemony Limca"... a brand that has believed in the power of music. It is the power of a string of words set to music. Easy and catchy. Memorable more like it.
Limca may have changed its tune with time. Yet, the one constant is the fact that it still composes its own jingle. Charming.
The Titan music has remain unchanged through the passage of time. Frooti has retained its "mango frooti, fresh and juicy"
In the new ads, I like the Pond's youthful and fun song, the Lakme song, ...each one conveys the message of the brand so perfectly and well. A true brand message carrier.
A jingle creates an impact. It leaves behind a trail. It can charm its audience and makes it unforgettable. The brand lives on then in the black box of the consumer for a long long time to come.
The human mind loves good music. Music is therapy and music makes learning simpler. While trying to market an expensive yet complicated product to the consumer a jingle will work wonders. E.g. the UPS ad that makes something as mundane as logistics sound so good. Or say the brand wants to reposition itself to a larger target set. E.g. "Kuch khaas hai" cadbury's song or the "We are the blackberry boys" musical. These jingles worked wonders for the brands.
In the past, we remember most of the old jingles as there were very few brands per say. But, in today's day and age, a brand needs to jostle for space and do everything in its capacity to position itself in the desirable top of mind recall section. Jingles is definitely a sure shot way of doing so.
The world's moving towards interactive media. A jingle will fit in anywhere...TVC, radio, virals, newspaper. Remember when a month ago Volkswagen ran a talking commercial in the newspaper. It created buzz though the budget must have definitely shot through the roof.
But, the point remains that a jingle is evergreen and must be creatively composed, customised to suit the brand requirement.
I can't help but smile thinking about Charlie Sheen in Two and half men...the famous jingle writer who works from home, makes millions of dollars composing jingles and lives in his sprawling Malibu beach house overlooking the pacific ocean.
So, not only does the jingle work for the brand, it also seems to be weaving its magic for its maker.
Let's jingle all the way to that!
Limca may have changed its tune with time. Yet, the one constant is the fact that it still composes its own jingle. Charming.
The Titan music has remain unchanged through the passage of time. Frooti has retained its "mango frooti, fresh and juicy"
In the new ads, I like the Pond's youthful and fun song, the Lakme song, ...each one conveys the message of the brand so perfectly and well. A true brand message carrier.
A jingle creates an impact. It leaves behind a trail. It can charm its audience and makes it unforgettable. The brand lives on then in the black box of the consumer for a long long time to come.
The human mind loves good music. Music is therapy and music makes learning simpler. While trying to market an expensive yet complicated product to the consumer a jingle will work wonders. E.g. the UPS ad that makes something as mundane as logistics sound so good. Or say the brand wants to reposition itself to a larger target set. E.g. "Kuch khaas hai" cadbury's song or the "We are the blackberry boys" musical. These jingles worked wonders for the brands.
In the past, we remember most of the old jingles as there were very few brands per say. But, in today's day and age, a brand needs to jostle for space and do everything in its capacity to position itself in the desirable top of mind recall section. Jingles is definitely a sure shot way of doing so.
The world's moving towards interactive media. A jingle will fit in anywhere...TVC, radio, virals, newspaper. Remember when a month ago Volkswagen ran a talking commercial in the newspaper. It created buzz though the budget must have definitely shot through the roof.
But, the point remains that a jingle is evergreen and must be creatively composed, customised to suit the brand requirement.
I can't help but smile thinking about Charlie Sheen in Two and half men...the famous jingle writer who works from home, makes millions of dollars composing jingles and lives in his sprawling Malibu beach house overlooking the pacific ocean.
So, not only does the jingle work for the brand, it also seems to be weaving its magic for its maker.
Let's jingle all the way to that!
Friday, October 22, 2010
The dove has flown away...
I like Dove. It took me a while but it grew on me bit by bit and I got used to its presence. Happily comforting.
I, for one believe in change. I realise that it is the only constant.
However, change for the sake of change.Not happening. Change that doesn't serve any purpose. Again not done.
HUL is a global giant. Their systems and processes are aped the world over.
So, why then did the Dove team decide to change the 5th P? Packaging.
Dove had its own unique identity. We recognised a Dove pack in the store by its shape, colour and yes overall packaging. It was a core differentiator.
I am sure there was enough research done before they went ahead cutting off its advantage.
The new Dove pack is not bad. However, it can easily pass off for a Pantene. Or wait even a Head and Shoulders. Has the marketing warfare come down to this? Same packaging? Identical peas in a pod?
Personally, the way they swept the mystery shampoo campaign right under Pantene's nose was brilliant. It was a true reflection of how in today's consumer has no patience with mysteries and surprises. He/she wants to know it asap!
So, why do a me-too now? Why be a follower?
The dove has flown away. It remains to be seen how it could be retrieved.
I, for one believe in change. I realise that it is the only constant.
However, change for the sake of change.Not happening. Change that doesn't serve any purpose. Again not done.
HUL is a global giant. Their systems and processes are aped the world over.
So, why then did the Dove team decide to change the 5th P? Packaging.
Dove had its own unique identity. We recognised a Dove pack in the store by its shape, colour and yes overall packaging. It was a core differentiator.
I am sure there was enough research done before they went ahead cutting off its advantage.
The new Dove pack is not bad. However, it can easily pass off for a Pantene. Or wait even a Head and Shoulders. Has the marketing warfare come down to this? Same packaging? Identical peas in a pod?
Personally, the way they swept the mystery shampoo campaign right under Pantene's nose was brilliant. It was a true reflection of how in today's consumer has no patience with mysteries and surprises. He/she wants to know it asap!
So, why do a me-too now? Why be a follower?
The dove has flown away. It remains to be seen how it could be retrieved.
Monday, October 18, 2010
CWGing Brand India!
"Need gold? Saina hai na!...Breadminton Champion!"
The quintessential Amul hoarding at the famed Tilak bridge, Dadar speaks accolades about the recently hosted CWG at Delhi.
CWG represented India in its true spirit - complicated, controversial yet collectively composed and catapultingly creative.
What worked for us was the fact that the bar was set at almost a naught after the ghastly spate of scandals surrounding the event.
As fellow Indians, we were angry and outraged at having blown away such an awesome opportunity to showcase brand India to the world at large. We held our heads in shame and muttered unspeakable curses under our breaths and at other times the octave was set much higher.
Yet, when the time came for unearthing the commencement of this prestigious event, we sat glued to our television sets nervously anticipating the outcome.
The opening ceremony was a sight for sore eyes(in this case sore hearts) from Hariharan's Swagatham to Rehman's Jiyo Utho...it was spectacular!
The events that followed had us winning 101 medals and finishing numero deux after the folks from down under!
We held our heads in pride and devoured medals tally report in the same way that we religiously check for cricket scores! It was infectious...we rooted for our athletes and egged them on. It was water under the bridge.
India was shining again!
The closing ceremony took place with our blessings and this time the world sat up and took us seriously as well! We performed with grace and dignity and we tearfully bid farewell to Shera.
CWG certainly was not controversy free. It most definitely was tainted in more ways than one. We still have a lot of questions - answers that we rightfully demand as tax-payers of this mighty nation!
Yet, we need to commend the fact that we rose like a phoenix from its ashes and did Brand India a whole lot of good! Very good in fact!
CWGing Brand India ... cheers to that confluence!
Thursday, October 14, 2010
Voodoo...Voohoo...naah!
I am positively spooked out.
Its eerie and weird. Scary and haunting. Creeps you out. Freaks you out. Like, totally and completely.
The look, the feel, the settings, the colour, the camera angles,the model...oh my goodness...how could they kill something so magical and make it so maniacal instead? How?
Check this out and we may continue our tete a tete - http://www.youtube.com/watch?v=gFedfnR5seI
This is blasphemous.I am hopping mad.This, is so not Kerala. The Kerala, I know is lush green and gorgeous. It is indeed God's own country. There isn't a single part of this exotic locale that is untouched by an aura so mystical and divine. It's splendorous in its hues and colour palette options. Every place looks like picture perfect and ready to go postcardish!
Why, then may I ask, has this been showcased as some remote tribal village in Africa practicing voodooo and black magic?
Why, is the music so not Indian and so horror film like with its strange wails and intonations?
Kerala was and always will be a top tourist destination of India. This happened totally through word of mouth through the ages. Social Media offline if I may say so!
If, you are making an advertisement to showcase to an international audience you need to be responsible enough to recreate something that truly captures the essence and spirit of this wondrous commodity.
A huge thumbs down to an ad that attempted a ghastly homicidal attack on an unaware beautiful victim.
Its eerie and weird. Scary and haunting. Creeps you out. Freaks you out. Like, totally and completely.
The look, the feel, the settings, the colour, the camera angles,the model...oh my goodness...how could they kill something so magical and make it so maniacal instead? How?
Check this out and we may continue our tete a tete - http://www.youtube.com/watch?v=gFedfnR5seI
This is blasphemous.I am hopping mad.This, is so not Kerala. The Kerala, I know is lush green and gorgeous. It is indeed God's own country. There isn't a single part of this exotic locale that is untouched by an aura so mystical and divine. It's splendorous in its hues and colour palette options. Every place looks like picture perfect and ready to go postcardish!
Why, then may I ask, has this been showcased as some remote tribal village in Africa practicing voodooo and black magic?
Why, is the music so not Indian and so horror film like with its strange wails and intonations?
Kerala was and always will be a top tourist destination of India. This happened totally through word of mouth through the ages. Social Media offline if I may say so!
If, you are making an advertisement to showcase to an international audience you need to be responsible enough to recreate something that truly captures the essence and spirit of this wondrous commodity.
A huge thumbs down to an ad that attempted a ghastly homicidal attack on an unaware beautiful victim.
Thursday, October 7, 2010
I got mail!
The doorbell rang. I got up to answer it wondering who would it be in the middle of a hot day!
It was a man in the khaki uniform and a bag. It was the postman!
The familiar sight of the local postman was a like a breath of fresh air.
He held up a blue paper to me with the stamp and the address penned down on one side and a lot of stuff filling up the other side and the other half of the little sheet as well."For me?" I accepted it very proudly.
An inland letter from my paternal 86 year old uncle from Rourkela is a quarterly phenomenon. In today's age of email and skype and chat and buzz and twitter and facebook and flickr...an elderly man still picks up a Cross fountain pen, opens it , fills it with camlin royale blue ink, and writes"My dearest Sow.Samyukta" and proceeds to give an update in old Victorian Indian English(you know) accentuated with the right questions in return.
For me the very act of receiving and reciprocating through this channel of communication is such a rejuvenating exercise.
Its amazing really, a unique brand identity and a truly clutter breaking exchange.
Hanging on to our roots and simultaneously adopting newer channels is not such a bad idea after all. Infact its this very culmination of the old with the new that makes it so exciting.
Brands out there could sometimes perhaps resort to this medium as a means of direct marketing. A consumer is bound to revel in this public display of affection!
Wednesday, September 29, 2010
Bug Bytes
The bug has bitten me and how!
I am smitten. I am charmed. I am wooed.
In a continuum to my previous post" The tale of the town crier", my stance on the suave and swish of social media marketing has certainly been strengthened.
Couple of days ago, the old romantic in me was reminiscing about the ads that I grew up with, the jingles that we sang and tap danced to as little kids courtesy All India radio and Doordarshan.
Every time, the smell of jalebi wafts in the air, I am reminded of the adorable Dhara kid. I happened to put this up as my facebook status message and lo! and behold!
Everyone had a story to tell about their favourite commercial - from Vicco to cadburys to Nirma to Pan Parag.
It was amazing really - nostalgia, reminiscence,memories were few of the catch phrases which got associated with the ads in question. And all it had taken was one message on a social networking site to start the viral effect.
In contrast, if someone were to make a pop-up or a banner, pay monies and put it up on the same site, I have my serious doubts about the no. of clicks it would really generate.
I observed a similar social effect when I had commented on the inclusion of an Indian Chef in Masterchef Australia. Unexpected sources began rapidly sharing their experiences with the show. Individuals who had never heard or watched the show on Star World expressed an interest and even asked details like the timing and airing days etc.
I wonder again if a poster or email or a telemarketing call from the makers of the show could have generated this kind of buzz around it. Top that - for free!
Traditional media is great. It has served us well and will continue to do so. But, technology has given us social media marketing which if used effectively and wisely can create a spiralling viral effect using the best possible modus operandi. That of the human touch. Virtually.
Tuesday, September 28, 2010
The tale of the town crier 2.0
We often hear people saying what can be marketed, what cannot, what should and what shouldn't.
Little do they realise that each one of us here is a brand. We possess attributes, identity, nomenclature, personality, strengths, weakness, associations, competitors etc.
We have our quirks and our super qualities. We are an entity in ourselves. Each one of us is endowed inherently with a USP that we can call our own.
We have families that we are extensions of pretty much like an umbrella brand shielding us in its glory.
Our product category is "human race". We strive so hard to study, work, learn, process, progress and prosper. We set goals and timeframes so that someday the world shall know us. We shall be powerful brand names to reckon with. Famous lineages... branding, right?
Think about it, the Bhagvad Geeta, the Holy Bible, the Holy Quran, the Old Testament each one is a brand key in itself.
Hinduism, Christianity, Islam, Judaism each one is a brand name.
Temples, Churches, Mosques, Synagogues each one is a a source for locating the right TG for the brands mentioned.
The swastik, the cross, the crescent moon, the star each is a brand logo unit.
Bhajans, masses, namaz, readings each one is a tool for word of mouth advertising for brand building.
Anything and everything is a brand. We can't barricade and decide what can and cannot be marketed.
Any brand worth its salt has been publicised, promoted in some form or the other. Rewards, recognitions, accolades are the ultimate means of establishing certain brands.
Today, we have boutique outfits of PR and Celebrity Managers who have sprung from the realisation of the importance of the "human brand".
The most commonly used one more often than not is simply word of mouth. The friendly neighbourhood mom and pop store to the prestigious school in the locale area to the famous music teacher they are all examples of brand building through positive word of mouth.
Personally, Social Media Marketing is the apt space to be in today's age and times. It's free. It's fresh. It's flying. It is a brilliant concoction of the written word, credibility of the brand ambassador (the individual penning down stuff here!) and mass appeal to the right audience.
What a superb mechanism to reach the right people, spread the word, gain insightful feedback often real time and maintain a transparent open dialogue.
It gets the brand closer to its users and forms a more direct connect, more credible and sustainable than say a print, TVC or even direct marketing.
And the best part is that it is devoid of financial costs and merely involves a good old human dialogue with the interface of state of art modern technology.
The bottomline being - so long as mankind survives, so will the town crier in each one of us evolving and manifesting the old fashioned way albeit with an uber twist!
Little do they realise that each one of us here is a brand. We possess attributes, identity, nomenclature, personality, strengths, weakness, associations, competitors etc.
We have our quirks and our super qualities. We are an entity in ourselves. Each one of us is endowed inherently with a USP that we can call our own.
We have families that we are extensions of pretty much like an umbrella brand shielding us in its glory.
Our product category is "human race". We strive so hard to study, work, learn, process, progress and prosper. We set goals and timeframes so that someday the world shall know us. We shall be powerful brand names to reckon with. Famous lineages... branding, right?
Think about it, the Bhagvad Geeta, the Holy Bible, the Holy Quran, the Old Testament each one is a brand key in itself.
Hinduism, Christianity, Islam, Judaism each one is a brand name.
Temples, Churches, Mosques, Synagogues each one is a a source for locating the right TG for the brands mentioned.
The swastik, the cross, the crescent moon, the star each is a brand logo unit.
Bhajans, masses, namaz, readings each one is a tool for word of mouth advertising for brand building.
Anything and everything is a brand. We can't barricade and decide what can and cannot be marketed.
Any brand worth its salt has been publicised, promoted in some form or the other. Rewards, recognitions, accolades are the ultimate means of establishing certain brands.
Today, we have boutique outfits of PR and Celebrity Managers who have sprung from the realisation of the importance of the "human brand".
The most commonly used one more often than not is simply word of mouth. The friendly neighbourhood mom and pop store to the prestigious school in the locale area to the famous music teacher they are all examples of brand building through positive word of mouth.
Personally, Social Media Marketing is the apt space to be in today's age and times. It's free. It's fresh. It's flying. It is a brilliant concoction of the written word, credibility of the brand ambassador (the individual penning down stuff here!) and mass appeal to the right audience.
What a superb mechanism to reach the right people, spread the word, gain insightful feedback often real time and maintain a transparent open dialogue.
It gets the brand closer to its users and forms a more direct connect, more credible and sustainable than say a print, TVC or even direct marketing.
And the best part is that it is devoid of financial costs and merely involves a good old human dialogue with the interface of state of art modern technology.
The bottomline being - so long as mankind survives, so will the town crier in each one of us evolving and manifesting the old fashioned way albeit with an uber twist!
Monday, September 27, 2010
Where art thou?
We have witnessed the steady disappearance of some our most loved characters.
These were personalities we resonated with. They struck a chord deep within and bonded like old pals did.
We loved them and we hated them. Sometimes we wanted to hi fi and low fi them, give them a bear hug and at other times shrug our shoulders nonchalantly when we didn't quite agree to their points of view.
Love them or hate them , we thought we couldn't do without them. We thought they would hang around with us forever. We never really imagined a life without them.
But, we were forced too. And it hurt. Worldover marketeers and advertisers strived hard to create long lasting characters that would probably outlive generations and the brand itself.But, we in India had decided the time had come to pull out the plug and get done with the so called fuddy duddy personas once and for all.
Remember when the little boy in shorts with a can of paint and an unruly tuft of hair got brushed away. Yes, Asian Paint's Gattu has left many a heart broken.
Then, came the time for the roly poly jolly good fellow in red exuding warmth and Indian hospitality to bid adieu. We couldn't contain our emotions when he disappeared into the clear blue skies never to be seen again. Air India's Maharaja was the king of good times indeed.
He made us envious. He made us proud. He brought out a little possessiveness, a tinge of craziness and a fierce sense of competitiveness. He was the suave cocky guy who made us swoon with his shiny bald plate, lopsided wicked grin and evil talons. His banishment into the dark dark nights is something we have not quite recovered from. Onida's devil was the ultimate in uber cool.
I love the little Amul girl for being around and entertaining us with her witty observations and smart Alec comments. Her smooth words cut ice with all of us. Literally.
Mascots can connect in a way like nothing else does. No brand ambassador or real brand personalities can ever replace them. Creating them perhaps is not such a tough thing to do. But maintaining them most certainly calls for a lot of patience and hard work. Thats what is cutting edge ultimately.
Here's appealing to all marketeers and advertisers out there to bring back our mascots. There couldn't be a better persona to epitomise everything that your brand stands for. Hail Mascots!
These were personalities we resonated with. They struck a chord deep within and bonded like old pals did.
We loved them and we hated them. Sometimes we wanted to hi fi and low fi them, give them a bear hug and at other times shrug our shoulders nonchalantly when we didn't quite agree to their points of view.
Love them or hate them , we thought we couldn't do without them. We thought they would hang around with us forever. We never really imagined a life without them.
But, we were forced too. And it hurt. Worldover marketeers and advertisers strived hard to create long lasting characters that would probably outlive generations and the brand itself.But, we in India had decided the time had come to pull out the plug and get done with the so called fuddy duddy personas once and for all.
Remember when the little boy in shorts with a can of paint and an unruly tuft of hair got brushed away. Yes, Asian Paint's Gattu has left many a heart broken.
Then, came the time for the roly poly jolly good fellow in red exuding warmth and Indian hospitality to bid adieu. We couldn't contain our emotions when he disappeared into the clear blue skies never to be seen again. Air India's Maharaja was the king of good times indeed.
He made us envious. He made us proud. He brought out a little possessiveness, a tinge of craziness and a fierce sense of competitiveness. He was the suave cocky guy who made us swoon with his shiny bald plate, lopsided wicked grin and evil talons. His banishment into the dark dark nights is something we have not quite recovered from. Onida's devil was the ultimate in uber cool.
I love the little Amul girl for being around and entertaining us with her witty observations and smart Alec comments. Her smooth words cut ice with all of us. Literally.
Mascots can connect in a way like nothing else does. No brand ambassador or real brand personalities can ever replace them. Creating them perhaps is not such a tough thing to do. But maintaining them most certainly calls for a lot of patience and hard work. Thats what is cutting edge ultimately.
Here's appealing to all marketeers and advertisers out there to bring back our mascots. There couldn't be a better persona to epitomise everything that your brand stands for. Hail Mascots!
Friday, September 24, 2010
The sojourn begins...
Not too long ago...there was a dearth of good advertising...
Slowly and steadily things began to change.
Recently we have witnessed some outstanding and 'memorable' ads which deserve top of mind recall.
There seems to have been a creative burst and superb ones at that...
A good piece of advertising creative makes me really happy...
My current favourites being the "We are the Blackberry Boys" in TVC...encapsulates the aspirations of the TG bang on...
Outstanding digital innovation by Volkswagen...it was a perfect marriage of audio+print...picking up the paper yesterday with a live ad in my hands made my day! Though I must admit that the costs involved would have funded 3 excellent TVCs and activation programmes as well. Yet, since the brand is in its first stages of establishing connect, I guess its disruptive and clutter breaking!
Social Media Marketing used superbly by Hippo to track inventory through twitter! Future of marketing is most certainly social media.
As an ardent marketing fan, I have to admit that these brought back the little miss sunshine in the dark field of great ideas...
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