Tuesday, 22 September, 2009

a*******y : That nine letter word

I’ll keep it really short n simple… coz seriously this does not deserve a second thought …

Politicians : plz stay were ever u want to as long as u r paying for it….
Journalists : plz don’t give this the undue mileage… that’s the only thing politicians want out of this..

Crux of the matter: Mr Rahul… u waste more resources going by a train… plz fly down to next destination n plzz no point travelling eco class with 8-10 guards around simply do that business class n be more discreet.
Please we want our Future PM( well I like the idea of it) to be up n abt… n reach a conference more relaxed..

We the people: we need to stand up against what mayawati is doin in luknw… wastin thousand of crores...
I loose my sleep that we don’t have basic amenities n U.P. …. Imagine what this money could have done for the people in real need…

A*******y is not what we require out of our politicians… common sense and accountability is what should reflect out of their actions...

Friday, 18 September, 2009

Advertising is Dead Long Live Advertising

One fine day we woke up and saw the writing on the wall – ‘Advertising is Dead’
What does this mean to these brands – Fem, Catch, MDH, Dalda, Nirma… etc

The thing is these Co.’s need to advertise to survive, sustain or grow themselves , Through the good old ‘Idiot Box’
So what do people mean when they say ‘Advertising is Dead’ – they mean that the conventional way of advertising through the ‘Idiot Box’ or the radio, the Print media is over and no longer relevant.
Because who sees these Ad’s anyways, Don’t we all just flip channels , running off to see what’s on other channels, so what’s the use many would wonder of such advertising.
Does a 30% increase in sales seem good enough to you?
Well that’s what Fem achieved when it advertised during the reality show “Rakhi ka Swayamwar’ .
Or the classic case of ‘Happy Dent White’ which had to pull of its ad’s off air as its stocks were sold out.
This is what good Ad sense can achieve on conventional mediums.

Now , we all agree the future lies in going online. Where the facebook’s of the world have become a part of daily life for millions of people world over.
This is where we can find ocean of space to advertise on, at the same time a platform wherein we can pin point our target audience to the T (i.e. demography etc)
Going online also enables you to quantify and qualify your ‘Reach’.
Pepsi launched it’s “My Can” online, it witnessed 2.7 million visits to it’s website within 10 days , this personifies the unique benefit with online advertising – here the consumers reach out to us advertisers.
Well another thing we must know is that Pepsi hasn’t come up with new TVC for quite some time now. Even with the extended summer and its competition being aggressive, and they are not on the internet either.
Before we come to any conclusion we must acknowledge the fact that when we talk about advertisement with respect to India we have got quite a unique market altogether.
Co.’s need to be present in both the conventional medium as well the as the cyberspace. We agree that ignoring the web would be rather costly.
For India the growth has just begun…n things are only set to improve …both for the TV and Internet as a medium….
So Coke n Pepsi .. we want to see u out there on our computer screens…
n MDH masla are well placed on the sas bhau serials…..
With rural consumption in expansion mode and the growing acceptance of MNC brands.. these markets will keep the oil burning for TV n radio…
N for as us Farmville mates… let’s check out the new gadget on the net….

Who ate my pie?

I had all the eye balls, they all seemed to like it.
Infact they enjoy seeing it again,
but they are not buying it .
What’s up….

Idea came up with the new campaign ‘walk when u talk’.
When you see it you say hmm, this is a nice ad.
I as a consumer would want to see it again.
And the ad does resonate in my mind.
But I don’t go out and get an Idea connection, I personally dread it.
Vodafone serves me better. All my friends have it, hence I get to call them for free.
That’s the answer my friend. That’s what we must be looking at..
Even though I paid 150 buck to get 1000mins free ..abt 15 paise Per min.
I still assume I don’t have to pay nothing…
Same goes with what a friend of mine. He wants to get a new Idea connection for his Driver as its just 15 bucks... as for me, you should have guessed it by now,Vodafone..
i got it for my cook because I can call my him for free…

Thus we as marketers as Business leaders, as a manger must realize that its not just eyeballs we need to capture… it is the wallet ( sorry but I am blunt)

Look at Aircel, I till date haven’t come across a single person with an Aircel number.
I have seen their ads in up in the hills where u don’t even dream of getting an signal (totally inhabited mountains 120 kms off Shimla)
Now they had a running campaign but no gain…
Advertises think they can CAMP for A period of time and GAIN….sorry folks.
In the case of Aircel I believe that they must have chosen a different concept.
They were launching their services at a place where they are virtually unknown.
So if their connection can do wonders on the net doesn’t appeal to the mass public…
What they (consumers) wanted to see and what Aircel should have shown is the price points.
· Cost per call
· Cost per sms
· Cost of new connection..
· There service differentiation
Aircel may have the same or even less rates… but nobody got to know that… and no one would spend time trying to know that…

I remember when Idea was launching in Delhi,
they had this tagline – ‘an idea can change your life’, they din use any celeb’s.
As was the norm then… they had a tune and all that but also the buzz, that they’ll provide incoming for free (seems like a century back isn’t it) .
And that was the real rockstar for idea, people used to call it’s helpline no. long before it started operations. Now that’s a case when a customer is climbing the wall to reach out to you, one rarely gets to see that. Even this incumbent of yours tried the helpline but it was always busy but worth a nice tune.
And yes I did switch over to Idea back then from magic (by Airtel) Idea did change my life. I could talk to my girl friend and text her for free all the time.

Now we also had the launch of virgin again no one I know is a virgin(pun intended)
Good ads…. They even had the price points mentioned, very aggressive as well, they paid you for your talkative ways.
But...(yes there’s a but with them as well)
They were not accessible you couldn’t actually find them around.
I may be wrong but here’s one TATA association which din’t work… coz’ many were confused whether TATA INDIACOM had just simple changed their NAME.
In retrospect there is one more problem with both Aircel and Virgin, their target audience…
For a service provider to shift me to itself would require a shift in the world….
College students and working professionals usually don’t get swayed easily.
So one has to make ads that targets the mass. The common man, the person which is a first time user.

For I did have the best ad…but still don’t understand who ate my pie….