Marketing Move

What kind of social network will win in future?

noreply@blogger.com (Unknown) — Mon, 05 Dec 2011 12:45:00 +0000

Lot of analytics, reports & case studies are available, which talk about "how social media is beneficial for companies?", but very few are on understanding of users and their motivation. The answer to above question lies in understanding users.

If we ask basic question like, what prompts users to log in to particular social network?

The answers which we get are
(a) to be in touch with friends/family (relatives)/professional contacts
(b) to know what people around you are doing with their life
(c) to share videos, photos, thoughts, ideas etc.
(d) to pursue specific activity (music, movies etc.)

But if we twist this question a bit and ask, what could be user's motivation or need to remain active on particular social network for more than 2 months (approximate figure), we can find the meaningful answer. Because even after log in to some of the social network, user remains inactive.

Just like any other social experience, every human mind needs acknowledgement. Acknowledgment for the self concept, the person he wants to be, his ideas, his analysis, his point of views and his decisions etc... And as world is getting flatter, this need shows more prominence than ever.

Any networking site, which provides this acknowledgement functionality effectively (read as user friendly), will win eventually. For example, the first page you visit after login in Orkut is profile page & in Facebook wall. This minor change in Facebook made it better acknowledgement provider than Orklut. We can find umpty numbers of example for the same such as like, comment, reply on comment to specific person using "@" etc...

So the key to any social network is to develop features that help user to get more acknowledgement & facilitate them to provide acknowledgement to others. Who ever does it better will have a bigger pie.

P.S. : I am open for debate on the views shared. let me know what you think and we may develop better understanding. Thought about this post came forward during discussion with my friend Abhilash and I would like to acknowledge that.

Out of the box : Sony Cyber-shot

noreply@blogger.com (Unknown) — Thu, 04 Aug 2011 13:24:00 +0000

Creative Agency: Saatchi & Saatchi, Argentina
Production: Garlic Films, Madrid

This ad campaign won Silver in Film Lions category at Cannes 2011.

What is so special about this campaign?

a. Idea & products core benefit (or USP) integration

b. Ability of the idea to make icons like Einstein & Marilyn as brand ambassador yet product remains the hero

c. Simplicity of message

Only pain point is the potent of this idea to get 360 degree is not utilized, especially at social media front.

English Town’s this is my story: Digitally fantastic

noreply@blogger.com (Unknown) — Sat, 23 Jul 2011 15:54:00 +0000

Creative Agency: Saga Film

English Town brings digital advertising experience, which makes you feel good about yourself. Just by uploading your picture on video creation platform, you can make story of your future. This viral puts you in the heart of the story.

This campaign has seen early success because its viral potentialities. According to a report, 1.5 million page views and 3,00,000 personal videos created. As per Englishtown's facebook page, on average user spent 6 minutes and shared the story with 3 persons.

To make video for yourself. Click here.

Even though communication is highly engaging, the idea soft sell the product. Strong integration of product with the idea is missing. To understand this point we can take reference of Intel’s ‘the escape’. Here, product is sold along with the idea and experience at every stage. There is high probability that people may remember 'their story', not the product!!

Moments, Mind & Marketing (Part:1)

noreply@blogger.com (Unknown) — Fri, 22 Jul 2011 02:42:00 +0000

There is ‘another moment’ in the ‘current moment’.

This ‘another moment’ is the base on which ‘current moment’ is evaluated. Here, we talk about moments in-terms of experiences.

‘Another moment’ is combination of ego & desires. Ego is culmination of the past experiences. Desire is what one want as future experience. Every ‘current moment’ where consumer evaluates the product, both ego & desire come in the picture. Ego & desire are always positively co-related.

E.g. when a girl is purchasing fairness cream, ego can be past experience of fair woman getting unfair advantage and desire can be getting the same advantage using the product (perceived as easier way). Desire should match what product promise.

All efforts of marketing fraternity are towards knowing ‘another moment’. It is the total premise of consumer understanding. Consumer will never know which ‘another moment’ becomes decisive. As a marketer, it is the larger part which we should know.

I would like to leave you with a question. Can we influence to someone to buy anything (other than actual necessity), who does not have ‘ego’ & ‘desire’?

Lessons from an ad man by Rory Sutherland

noreply@blogger.com (Unknown) — Wed, 20 Jul 2011 16:59:00 +0000

Rory Sutherland is Vice Chairman of the Ogilvy Group UK, OgilvyOne and President of the Institute of Practitioners in Advertising. In this interesting talk he brought the point, how by changing perceived value can increase satisfaction than modifying real value.

Funny AD!!

noreply@blogger.com (Anonymous) — Fri, 04 Jun 2010 08:45:00 +0000

Launch ad of a brand called Wonder bra.

Virgin Mobile: Think Hatke (different)!!

noreply@blogger.com (Anonymous) — Sun, 16 May 2010 15:37:00 +0000

Virgin Mobile’s Segment:

Virgin Mobile has smartly selected the segment. They are targeting to the age group of 15 to 30 years. In this young country, potential of this segment is approximately 400 million subscribers. They are early adopters and innovative. They make longer out bound calls and significant users SMS and VAS services.

Campaigns this year:

After Launching GSM service, Virgin Mobile has launched three campaigns this year.

In their first campaign, they are trying to promote their group calling plan “Doston ka network (network of friends)”. The message of the campaign was “ think together, think different”. Watch this Campaign here.

Second Campaign was built around IPL. This online campaign was named as “Indian Punga Leauge”. More than 100 videos were posted on the Indian Punga League's website. They have also created micro sites on Facebook, YouTube, Orkut and Twitter.

Recentlythey have launched their third campaign this year.

Watch more ads from this campaign here.

This campaign communicates various ideas to get more incoming calls to your Virgin Mobile so that one can get more talk time. Three TVCs are launched under this campaign as of now. This campaign is built on the insight that youth always find new ways to reduce their mobile expense. Every idea is in accordance with its positioning “think hatke” (Think Different) and effectively capture the insight. Short, crisp and hatke (different) ideas, not only communicate the message effectively but also give you good reason to laugh. In Virgin Mobile communication, its dedication to its positioning is remarkable. Certainly, these ads will reinforce brand image and also promote its new plan.

Ranbir Kapoor and Celebrity Endorsement:

Ranbir Kapoor and Virgin Mobile is perfect fit. Choosing celebrity for a brand is tricky question. First of all, particular person can be chosen as a celebrity or as an actor for a brand. E.g.: Emami Fair & Handsome used Shahrukh Khan as celebrity where as in Airtel’s “Baat karne se hi baat banti hai” campaign Sharman Joshi is used more as an actor. Here in these communication pieces, Ranbir as an actor does not impose you to buy product to be like him or to get fan following like him. In these TVCs, approach of putting Ranbir as an actor really worked well with the TG.

Credits to Bates 141:

Agency should be involved in the selection of brand ambassador. Most of the time clients select endorser and ask agency to write something around celebrity to sell the product. The question is, “are we selling the person or the product?” and not necessary selling your endorser help you to sell more products of yours. I don’t have details what option Bates 141 had but it has done remarkable work. Even if in the case of building story around Ranbir Kapoor, their efforts to be in line with their positioning and brand image should be appreciated.

Very few times Ad agencies do same as what they say. Bates 141 has really thought “hatke (different)” for this brand and asks you to do the same.

Credits

Creative agency: Bates141
Regional executive creative director: Sonal Dabral
National creative director: Sagar Mahabaleshwarkar
Copywriters: Sapna Ahluwalia, Nikhil Panjwani, Sonal Dabral, Sagar Mahabaleshwarkar
Art director: Manish Darji
Account planning: Dheeraj Sinha, Khushnuma Daruwala
Client servicing: Nutan Sooda, Sachin Ramchandani
Production house: Curious Films
Director: Vivek Kakkad
Post-production studio: Prime Focus
(Credit source: campaignindia)

Thought: Even one after other good campaigns, Virgin Mobile is having smaller pie in Telecom Industry because only good ads don't guarantee for brand's success, other factors are equally important.

Wisdom From Wizard: David Ogilvy

noreply@blogger.com (Anonymous) — Sun, 28 Mar 2010 15:55:00 +0000

No doubt that David Ogilvy is among those rare breed of admen who believed that the purpose of advertising is to sell. No doubt that he is one of the most influential people in advertising. He was also called as father of modern advertising.

Here, I have tried to find out some of the best quotes of David Ogilvy to get insight about what he meant by the word “ Advertising”.

The best ideas come as jokes. Make your thinking as funny as possible.
The consumer isn't a moron; she is your wife.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
What you say in advertising is more important than how you say it. If it doesn't sell, it isn't creative.
The advertisers who believe in the selling power of jingles have never had to sell anything.
A good advertisement is one which sells the product without drawing attention to it.
Advertising is only evil when it advertises evil things.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

One of the very few interviews of Mr. Ogilvy, the Adman:

This video is quite long, approximately 54 mins long, but you got to listen what he says about advertising.

Airtel: Baat Karne Se Hi Baat Bantee Hai

noreply@blogger.com (Anonymous) — Wed, 24 Mar 2010 07:32:00 +0000

Indian Premier League 3 is all set and as we know, it is the beginning of war between brands. Telecom players are investing their millions of rupees in these 45 days. Vodafone, Airtel, Idea and Aircel are in the battle field.

Background:

Group Company wise % market share - Feb'2009
Sl. No.	Name of Company	Total Sub Figures	% Market Share
1	Bharti Airtel	78070271	28.22%
2	Vodafone Essar	54449342	19.68%
3	BSNL	67468025	24.39%
4	IDEA	39278790	14.20%
5	Aircel	7086781	2.56%
	All India	276657495	100.00%
Group Company wise % market share - Feb'2010
Sl. No.	Name of Company	Total Sub Figures	% Market Share
1	Bharti Airtel	124619205	30.55%
2	Vodafone Essar	97229874	23.84%
3	IDEA	62143629	15.23%
4	BSNL	61004235	14.96%
5	Aircel	34860993	8.55%
	All India	407914988	100.00%

Telecom industry in India is growing very fast. Subscriber base increased from 27.66Crore to 40.79Crore, which shows the growth of 47.46% (in terms of subscription). Approximately 13Crore new subscriber added to telecom industry. Airtel has 12.4 million subscribers and Vodafone has 9.7 million subscribers.

In 2009, Vodafone launched Zoozoo Campaign during IPL season 2, which was one of the most successful campaigns of the Indian advertising. It helped Vodafone to get bigger market pie and Vodafone emerged as a bigger threat to Airtel. Within one year (from Feb. 09 to Feb.10) Vodafone’s Subscriber base increased almost 78% over previous year. At the same time, Airtel’s subscriber base increased approximately 60%. Market share of Airtel and Vodafone is respectively 30.55% and 23.84% respectively.

Airtel's new Campaign:

Fore more Ads click here.

Now, Airtel is on air with 5 new TVCs (for STD, Roaming, SMS, Night Calling and Mobile Internet) starring Sharman Joshi. Sharman Joshi is relatively new and successful face especially after 3 idiots. His charming personality, youthful attitude and good acting skills make him better choice for brands.

Each ad is slice of life. Asking for extra money from Dad, convincing Professor (Dean) for college festivals, sending text to girlfriend or dealing with girlfriend's brother are the situations faced by majority of the youth. Above all, simplicity of ads and expressions from Sharman makes it worth watch.

“Baat Karne Se Hi Baat Bantee Hai” is the line we use in daily life and thats new tagline for Airtel's TVCs. It also fits well with the “Express Yourself” tagline.

However, Airtel has stopped using “Express Yourself” as super (from last campaign staring R. Madhavan and Vidya Balan) . If Airtel plans to discontinue with the earlier tagline then it is a big mistake. Definitely, “Express Yourself” is a bigger and better domain. Airtel brand stands for communicating what you feel. No doubt that “Baat Karne Se Hi Baat Bantee Hai” is a good tagline as well as it is extension of “Express Yourself” but they could have used it as a message. For me, “Baat Karne Se Hi Baat Bantee Hai” is about utility/usage but “Express Yourself” is about feelings, emotions and definitely a bigger umbrella which can cover variety of things under it.

Overall, it is another good campaign from Airtel. Combination of good copies (scripts) and good endorser will definitely influence the TG. Kudos to Rediffusion Y&R team!! Good Work Guys!!

Credits:

Creative Agency: Rediffusion Y&R, Gurgaon, India

Copywriter- Vasundhara Kaul, Utsav Khare
Creative Director- Deepesh jha, Jaideep mahajan
Art Director- Shameem Mohammad
Visualiser-Vishnu Das
Account Management- Naman Vardhan, Abhik Santara
(source: afaqs.com)

Tata Docomo- Do the new

noreply@blogger.com (Anonymous) — Tue, 09 Mar 2010 16:35:00 +0000

Tata Docomo has entered in to Indian Telecom Market and created its own space. It is the first successful GSM mobile service provider who has capitalized pay per second tariff. Tata Docomo has marketed this pricing innovation better than the previous mobile service provider Loop Mobile [formerly BPL mobiles.]

Launching ads of Tata Docomo focused on two aspects: (1) Building brand image (we are new in cluttered telecom market and we do new things) (2) registering brand elements (Logo, name and tagline) in TG’s mind, which in any case brand should do at launch stage. This launching strategy worked for TD (TATA DOCOMO) because ads were small, simple and with the right marriage between creative and media created enough buzz and expectations.

Next Stage they brought back the tariff plan pay per second and it was marketed well. They got first movers advantage and brand lived up to the expectations of “Do the new”. Simultaneously TD was also showing ads for brand building (like TD train) for registering its signature tune. Various tariff plans, continuous brand building and promotional activities helped TD to be one of the fastest growing GSM service providers.

Recently TD came with two TVCs [(1) Black Eye (2) Boxers] to capture the growing interest of youngsters in social media. First TVC communicates that, Tata DOCOMO BuddyNet members can browse and chat on 5 social networking sites namely Facebook, Twitter, Orkut, Linkedin and Nimbuzz for free. Second TVC says that through BuddyNet friends can share and gift talk time.

BLACK EYE:

BOXERS:

These TVC are based on the premise that youngsters likes to share everything. TVCs talks to TG in their own language, taking experience and expressions from their life. Younger generation believe in staying in touch and helping friends. Youth is very active in social media. For them it is an easy way to stay with friends and share day to day experience among the group members. These TVCs communicates this idea in effective way.

These TVCs are funny, simple and short. I hope to see some more ads for promoting BuddyNet to youngsters in their own language. Draft FCB + Ulka has done good job for designing communication.

Fender Guitars

noreply@blogger.com (Anonymous) — Fri, 19 Feb 2010 18:55:00 +0000

Fender is a very successful guitar brand. Its heritage is more than 60 years old.

Fender is promoting its brands through Different print ads in Romania. They have associated each ad with some events/big thing of past or present. These ads are suggesting that in history, its guitars have created more impact than some of the big events.

See these ads and Enjoy!!!

It is nice to see big brands like Fender taking social media very seriously. This brand is quite active on social media sites like Facebook.

Credits:
Advertising Agency: Publicis, Bucharest, Romania
Executive Creative Director: Razvan Capanescu
Art Director: Dragos Ometita
Copywriter: Cezar Panait
Illustrator: Vali Petridean

Hippo: Delicious Baked Munchies

noreply@blogger.com (Anonymous) — Tue, 09 Feb 2010 11:32:00 +0000

Market dynamics:

In India the branded snack category is approximately of 6500 crore and is growing at the rate of 20-25 % per year. Competitors in this market are Pepsi Co’s Frito Lays (with Lays, Kurkure and Uncle Chips), ITC’s Bingo and Parle Product’s Musst (Bites, Stix and Chips) and Sixer.

Hippo has been launched under five flavors: Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli and Yoghurt Mint Chutney. Each variant will be priced between Rs. 5 and Rs. 10, initially.

Communication:

Creative Land Asia every time comes with the surprises by bringing new clutter breaking ideas. Some of them have potential sustain over very long period. Be it Saint Juice’s “Juice the way god meant it to be (100% juice, nothing else)”, Frooti’s “why grow up”, LMN or Appy, all most all ideas have potential to establish the brand.

Hippo’s commercial trying to convey that the root of all the evil is hunger and Hippo has the answer for it. Hippo is a sweet cook and he cares for all. He is disappointed with few people in the world because they don’t understand what the biggest enemy of humanity is.

Another aspect of this TVC is of sharing. After watching the commercial consumer is influenced to do the same in real life (but it is not true in the case of every ad). E.g.: When customer sees Coke’s ad (Open Happiness) or Dairy Milk’s ad (Kuchh Mithas Ho Jaaye), customer recognizes the emotion attached to the product. In most of the cases, when customer feels or want to feel the similar emotions in real life situation, he/she will buy the product. TVC of Hippo in same way influences the viewers to share the love by giving others Hippo Munchies. Since love and share situations occur in life very frequently, so consumer can identify themselves in such situations.

Music, incidents and lyrics are so nice that people can enjoy this TVC. Ad conveys the message in such a simple way that viewers can easily understand it.

When it comes to individual website of the Parle Agro's products, either they are incomplete or not the detailed one. The ideas behind the brands have the potential create wholesome experience for customers even through social media, because most of the ideas are fresh and young, which appeals the youth. Youth spends their good amount of time on social media, so this opportunity should be leveraged.

In the end, I would like to say Hippo’s TVC is good one and It can really help to build desired brand image in the consumer’s mind.

Top Digital Audio

noreply@blogger.com (Anonymous) — Wed, 13 Jan 2010 16:34:00 +0000

I came across few ads of Top Digital Audio production, which has attracted attention of many eye balls. Both the Ads are interesting and funny. They convey the importance of their product in very simple way.

After doing research I came to know that Cat Sound Audio Production has print ads based on similar concept. They have tagline of “Sound makes the difference”. Top digital has picked the same idea from the same kind of product and made two TVCs from the print ads of Cat Audio Production.

We know that products are same, offerings can be same and concept is also almost similar the only difference is medium of communication!!

I felt it is copy paste. Let me know your opinion about it.

Simplicity!!

noreply@blogger.com (Anonymous) — Sun, 10 Jan 2010 11:02:00 +0000

These are print advertisements of a yellow page company called Etisalat. They caught my attention because of simplicity and ability to communicate the message. No further description is required to understand the message.

Advertising Agency: Lowe Mena, Dubai, United Arab Emirates
Creative Directors: Sanjay Mathur, Mark Lewis
Art Director: Mansoor A. Bhatti
Copywriter: Wilton Ackeer
Account Direcotr: Stephanie Pegani

Cheers to Adworld!!

All marketers are lovers!!

noreply@blogger.com (Anonymous) — Tue, 05 Jan 2010 05:20:00 +0000

While writing this title and thinking about this topic made me laugh but truth remains the truth. The truth is all true marketers are lovers. I am sorry but I don’t want to comment on vice versa.

I think marketer is the person who practices the marketing management in the true sense. Marketing management, as we all know, it is defined by Kotler as, “the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value”.

But the basic requirement for marketer to make a successful brand is he/she must love his brand and customers, rest all the things will follow. All the big brands, which we are buying or want to buy, are created by some passionate lovers, who loved their brands more than any one of their customers.

I have an example; CMO ABC was very passionate about his product, which is very famous tea brand. ABC knows almost everything about tea. He knows how to make tea, in what proportion what should be added, different types of tea and much more. He acts like an encyclopedia of tea. He visits houses of its customer to know about them. He also teaches them how to make good tea. Because of his awesome track record in building strong tea brand he was offered to be CMO of leading car brand, but he doesn’t love cars, as you know he is in love with tea. When somebody asks him on a product launch about what different variants this particular car has, he doesn’t have sure shot answer with details.

At the same time, I know one auto driver, who is in love with his auto rickshaw. He has almost all the facilities in his auto. He has nicely printed visiting card. He offers 24 hours service. He listen the conversation of customers, try to identify their mood and play songs according to that in their own language. At the same time he notices the reactions of the passengers to know whether they like particular act or not. He has beautiful arrangement of lights, which goes hand in hand with the music. The bumpy road ride becomes enjoyable journey and end of the day that’s what you want to give your customers.

I think (I feel like repeating it), the basic requirement to make any successful brand is to love your customers and your brand, rest all things will follow. Definitely yes!!

Parle Monaco Smart chips: Smart khao Smart Raho

noreply@blogger.com (Anonymous) — Sat, 26 Dec 2009 19:44:00 +0000

Parle Monaco comes with brand extension to tap 10-15% market share in the health snacks category. The product is really tastes good. Smart Chips is available in four flavors – Macho Masala, Simply Salted, Tangy Tomato and Crazy Chat.

Indian snack food market is worth of 1.34 $billion and growing at 15-20 percent yearly. The unorganized sector, worth $1.56 billion, is also growing at 7-8 per cent. Parle has extended its Monaco brand to register its product in consumer’s mind.

If we talk about product, it is positioned as non-fried chips. Smart chips are baked one. They claim that, because it is baked and not fried, it is healthier. Positioning is good and it will give early movers advantage to this brand. Smart chips is endorsed by Aamir Khan.

Campaign is communicating that if you are not eating smart chips, which are baked chips, you will need XXL T-shirts in the near future. Duration of TVC is one minute; same message is repeated trough out the TVC, to appeal different set of people. There are few things which are good in it. Back ground score is nice, which goes with the momentum of the TVC. Entire TVC is going in good pace, but its repeated sequences make it little bit less interesting.

The campaign is developed by Vipin Dhyani, Founder & Creative Director, Thoughtshop. TVC is directed by Amit Sharma and produced by Hemant Bhandari of Chrome Pictures.

Kotak Life Insurance: Faidey ka insurance

noreply@blogger.com (Anonymous) — Wed, 16 Dec 2009 14:43:00 +0000

I watch live cricket matches on TV because this is the best time when I can see new TVCs. I am more interested in between two overs than in the over. Personally, I tend to avoid TVCs of financial products. They talk the same thing, in same language, in same way and on almost similar platform.

And now I am happy. Really!! Kotak Life Insurance brought smile on my face. Latest TVC of Kotak Life Insurance is having something new in it. It doesn’t convey the message in the same way but hits on bull’s eye.

Regarding communication, insurance or any financial products have few problems (1) Because of so many players and so many TVCs talking on the same platform, TG will not easily differentiate between the products (2) most of the TVCs are not much interesting except few and (3) product characteristics, which makes it more difficult to advertise.

New idea relating to product’s USP should be communicated, but in insurance most of the time the “Selling Proposition” is not “Unique”. All the insurance players talking about the same stuff like trust, reliability return, extra return, super return and more return.

This TVC is also saying the same thing but the way of telling things is different. This TVC will hold you on the seat for few seconds and give you nice laugh. The core message is not much of different but presented nicely. For next TVC, they should keep all the characters same and make new ideas on these characters, which will help in brand recall and association.

To retain interest into product and to create buzz, this brand should try to adopt new ways and carry forward the momentum of the idea for the next TVC.

New Beetle: Recreating Legends

noreply@blogger.com (Anonymous) — Wed, 09 Dec 2009 16:15:00 +0000

Beetle is a small car with big numbers. Beetle is not only remembered for its highest numbers of sold units but also for one of the most remarkable campaign of 20^th century by DDB. Beetle was launched in Germany in the year 1938.

Earlier, the positioning of the Beetle was “think small”, which eventually became one of the best positioning. William Bill Bernbach was the person behind this great brand, who made it this small car actual “Volkswagen”, which means people’s car. Now they changed it to “recreating the legends”.

Talking about the TVC, it is simple, plain and to the point. TVC showed that what beetle stands for. It doesn’t require any kind of introduction. TVC indicates that everyone admires it and every person irrespective of “who and what he is?” wants to feel it. The TVC is targeting young executives and couples. It is priced very high in the Indian market.

Idea is not new but I felt somehow it is executed well. TVC is able to maintain the interest till the end. Personally, I felt Beetle deserves better launch TVC than what it has now, may be because of his brand equity and my perception for its previous advertisements.

Mudra is the agency and Nirvana Films is the production house for this TVC.

For more ads of Beetle click here.

Coca-cola: The most valued brand

noreply@blogger.com (Anonymous) — Tue, 01 Dec 2009 17:17:00 +0000

Coca-Cola is one of the most valued and admired brands across the globe. According to Interbrand, it tops the ranking in global brand 2009 list. The brand value is approximately $68.7 billion. Click here to see the source and methodology of analysis. It has presence in 200 countries with approximately more than 3000 products.

After writing the post about Limca, I just surfed through Coca-cola’s main website to see where they have launched Limca. But when I surfed through the site, I felt that Coke is trying almost everything that is available in text book of marketing. Company has global marketing budget over $1 billion.

Website is very essential part of any business, irrespective of scale, size and product. Website is a tool by which organize communicate with their stake holders.

If we talk about, Coca-cola’s website, it is hard to describe it in one post. It reflects the coke’s positioning, which is “open happiness”. Coca cola’s website tries to communicate, what exactly it is doing for its stake holder. The main website is having the links of various website. Through this other websites it wants to create extraordinary experience of being related to this brand.

There are various links for Coca-cola store, my coke rewards, Coca-cola community center, world of coca cola, live positively, my diet coke and face book interface. The CSR activities, which coke is following, are also communicated through it. These activities are Coca-cola’s polar bear fund and scholar ships. It is very hard to describe all things in one shot.

Coca-cola is putting almost all the marketing concepts in to application and building superior brand experience. Here few things one should notice (1) Creating superior virtual experience though website (2) Adopting various marketing moves (3) Rich in content website.

The marketing moves adopted by Coca-cola puts this brand in top notch. I refer to all the marketing students and professionals to visit all the sites of Coca-cola at least once to get the feeling of marketing moves made by the brand.

Friends the lesson is “it is not only about the product, but what you create around the product that makes the difference.”

Insight

noreply@blogger.com (Anonymous) — Tue, 24 Nov 2009 13:37:00 +0000

Advertising is the art of convincing people to spend money they don't have for something they don't need. -Will Rogers
Advertising is the art of making whole lies out of half truths.-Edgar A. Shoaff
Advertisements contain the only truths to be relied on in a newspaper. -Mark Twain
The most truthful part of a newspaper is the advertisements. -Thomas Jefferson
Advertising is the rattling of a stick inside a swill bucket. -George Orwell
Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it. -Leo Burnett
Advertising: the science of arresting the human intelligence long enough to get money from it. -Stephen Leacock
You can fool all the people all the time if the advertising is right and the budget is big enough. -Joseph E. Levine
Kodak sells film, but they don't advertise film. They advertise memories. -Theodore Parker

Limca – Doobo taazgi mein

noreply@blogger.com (Anonymous) — Tue, 17 Nov 2009 22:26:00 +0000

Limca is a brand from Coca cola. From many years, Limca is consistent with its positioning of freshness. This time Limca came with another ad campaign with tagline “doobo taazgi mein”. In earlier TVCs, they were using tagline, “fresh ho jao”.

Recent TVC:

Primary objective of this campaign is to reinforce Limca’s brand image. Continuing with the same jingle and message of freshness, taking ad to underwater, O&M and Coca Cola wants to create the same success they had with previous campaign last year.

Personally I liked the TVC. Freshness and water have old connection. This TVC is targeting young couples and their leisure time. It communicates that when they are enjoying their free time, they can use Limca for freshness.

Earlier TVC (2008) :

Last year, Limca came with a TVC, staring Niketan Madhok and Sushma Reddy, with very soft & catchy jingle. The ad was shot like a promotional trailer of a music album. Over the period of time, TVC became so famous that youngsters started demanding to play that ad in various music channels, because of soft and soothing sound track and nice picturization. After that they came up with bigger version of TVC, approximately of 2 minutes, which you can easily get from YouTube. The song was sung by Cara Lisa Monteiro.

So the crux is create something that even your TA like to see and they demand for it. It will directly help for brand recall.

If we compare both the ads, previous TVC score higher in terms of many aspects such as visuals. Recent TVC is also good but failed to beat the standards set by the previous TVC. According to experts, execution could have done in better way.

Here, important aspects are that they have tried to make communication very simple with very nice music and visuals. Proposition offered by Limca is same and consistent.

OOH:

Limca is also promoting itself through outdoors in various malls of Delhi & bus shelters. They have used an aqarium in various malls of Delhi & NCR region. A Limca’s logo floats in the aquarium freely. This innovated concept is interesting and definitely will catch the eye balls.

According to industry expert, Limca is spending 20% of its ad budget for OOH.

With this post I like to share another,but one of the oldest Limca's TVC, staring Salman Khan. See this TVC and Enjoy!!

Insight

noreply@blogger.com (Anonymous) — Thu, 12 Nov 2009 08:50:00 +0000

This new series in Marketing Move will give you insight about what well-known personalities think and say about advertising.

A great ad campaign will make a bad product fail faster. It will get more people to know it's bad. -William Bernbach
A good advertisement is one which sells the product without drawing attention to itself. -David Ogilvy
Our job is to bring the dead facts to life. -William Bernbach
Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product. Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product message. -William Bernbach
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. -David Ogilvy
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand. -Rosser Reeves
The man who stops advertising to save money is like the man who stops the clock to save time”. -Anonymous
Advertising is the most fun you can have with your clothes on. -Bill Cosby
Advertising is legalized lying. - H.G. Wells
Advertising is 85% confusion and 15% commission. – Fred Allen

Fun time!!

noreply@blogger.com (Anonymous) — Fri, 30 Oct 2009 20:41:00 +0000

Sometimes adman creates something, which one can never forget. Some of the ads are master piece. In the beginning of the TVC, one can’t understand about floating images, but at the end, same person feel amazed to see the style in which message is communicated.

I don’t want to discuss that whether this TVC is good or bad, normal or great, dumb or intelligent and cool or “not cool” , but I am sure next 60 seconds is going to be fun (provided you are watching this TVC first time).

Enjoy!!

American Tourister: Survive Mumbai Survive the World

noreply@blogger.com (Anonymous) — Wed, 28 Oct 2009 10:00:00 +0000

A luggage is an interesting brand to deal with especially when it comes to communication. One can talk about many things, but it’s true that basic remains same where ever you go. What we look in luggage and the answer is durability, sustainability, quality, performance and style. American Tourister communicates about most of them (except style) in their recent TVC.

American Tourister has positioned itself as “The tough international luggage”. “Survive Mumbai Survive the World” is a new ad slogan of their TVC. The brand was launched in India in the year 2004. Previously account of this brand was handled by TBWA, now it is with Contract Advertising. This brand was promoted through print media when it was launched. This is the first time this brand is communicating through TVC.

When this brand was launched they have promoted it as “Great bags at affordable prices” and “Around the World with American Tourister”.

TVC is nice, simple and realistic. It communicates the message clearly; if it can survive the busiest place in India then it can survive anywhere. Concept is really interesting and execution is well done. It keeps the interest alive till the ad ends. Definitely a good ad!!

American Tourister can come out with more real world situation which can reinforce the message more deeply in to TG’s mind. Focusing on same idea with more entertaining situation can help brand in great extent.

Some of the print ads of this brand which were launched last year. (agency : TBWA)

Park Avenue: Play the Lead

noreply@blogger.com (Anonymous) — Sun, 25 Oct 2009 20:34:00 +0000

Park Avenue is India’s premium life style brand for formal clothing. It offers complete range of business wear for men and women. It is from the stable of Raymond. This brand was launched in the year 1986. Park Avenue, as a brand, represents youth, freshness, innovativeness and leadership.

Like other apparel brands, Park Avenue communicate through print, OOH, fashion shows, TVC and some other PR activities. Most of the apparel brands (especially premium) focus on print media. I think TV as medium offers much more (within more or less same budget) if media planning is properly done.

Up till now this brand came up with two TVCs. (1) Non iron shirts (2) Business team (recent one, shown below).

This brand has tagline “Play the lead”, which completely suits the brand persona. Concept of TVC is old but executed well. According to me, TVC reflects what brand stands for. It will definitely get the attention of TG. Models, sets and music create the good atmosphere for the TVC. Now, the success depends on the media and the frequency of the TVC. If it is well managed then it will definitely help the brand.

In this TVC they could have shown few shots of the accessories offered by the brand within same time frame. In last frame super comes with the URL www.parkavenue.in, which will open some other page. The correct URL is www.parkavenue.co.in (which they should have taken care of).

This TVC is conceptualized by Adrian Mendonza (NCD, Dentsu) and directed by Amit Gupta (production house is The Reel Company).