Advertisement Battles

Ad-Mania of Superbowl

2011-02-08T11:02:00.001-08:00

After a long I am back on blogging and trying to give some variation after finding time from my busy schedule.

It’s a season of Super Bowl so my topic of today is about Super Bowl Ads. Firstly let me tell you what is Super Bowl. For all of you who don't know, the Super Bowl is the NFL Championship, for American Football. American football is a sport that is pretty much just rugby with pads, time-outs, a little break in-between every play, and cheerleaders. Super Bowl is not known for its Game but for the money spent on Ads during this tournament. Every years billions of dollars are spent on the ads in this tournament. Ad agencies tries to make the ads most innovative and funniest for this tournament. And even people watch the tournament more for watching ads and getting entertained through ads.

Watch what Super Bowl is !!!

Now the question is that, does the money spent on Super Bowl ads makes any sense. Most Super Bowl viewers are more interested in how funny a commercial is as opposed to what it's trying to sell. More over in Super Bowl ads the competition remains so much that so many ads are shown and it becomes impossible for the viewers to remember any of the ads.

Take last year's most popular advertisement. That one featured Betty White, but does anyone remember which product she was representing? If viewers remember anything about Super Bowl commercials, they remember the celebrities, they don't remember the brands.

The Who.. Performing at Superbowl

Super Bowl advertising really proves one thing: consumers are fickle. While big businesses spend big bucks on commercials that air during the Super Bowl, most viewers aren't rushing to the stores to pick up the latest products rapped by the likes of Justin Beiber. Marketing is about making a sell. When big businesses figure that out, maybe Super Bowl spending will decline.

This year's run of Super Bowl advertisements saw its share of winners – and plenty of losers, right?

From resurrecting Doritos, dogs serving Bud Light, a Skecher celebutant to socia networking sites, this year's Super Bowl sponsors had a variety of creative ideas in store for its viewers.

Some advertisements were hilarious, and some were quite boring to say the least.

As for humor, it might be fair to say that the Doritos chip ads can claim bragging rights over the other slew of sponsors.

Definitely a viewers' favorite, the "Healing Chips" ad brought a 91 percent positive rating on www.foxsports.com/ads, the official site for the advertisements.

The good folks over at Bud Light also showed their company spirit, especially in their "Dog Sitter" ad that featured a middle-aged man offering to help dog sit while his friend leaves the house for a night.

Shifting to later that night, the dogs have been trained to host, spin music, and wait on party-goers. The ad showed one of the dogs acting as a bartender while issuing out ice cold glasses of Bud Light. Now that's a mind boggler for you, but it still pulled in an 89 percent approval rating.

There were other sponsors such as McDonald's and Bridgestone anthropomorphized animals and pets in such a way to gain viewership and popularity for their advertisements.

Bridgestone's "Karma" ad was the highest rated at 97 percent.

E-trade made a statement this year by using the "talking baby" in its run of advertisements. However, the concepts and dialogue consisted of dry humor that slowly turned into an unsuccessful joke. Still, it was very popular with viewers.

Aside from being sponsored by some of the world's most lucrative franchises, it was evident that even the most popular companies couldn't quite hold up their end of the deal.

Skechers went out of the ordinary this year when they chose to collaborate with "celebutante" Kim Kardashian in hopes of boosting the demand of its new line of workout shoes.

It was a very nice try, but it was obvious that regardless of Kardashian's new found fame and popularity, the viewers weren't buying that one the least bit. It received a 30 percent approval rating. That's about the same as the public's approval of Congress.

Instead of entertaining, some advertisements pushed the limits of taste

One Doritos ad featured an effeminate man on break during a regular day at work who gave off the impression that he would do anything for a bag of Doritos chips – even if it meant licking leftover chip bits off the fingers of one of his male co-workers.

The stereotype of promiscuous gay men was blatant, and the use of the stereotype was not an easy pill to swallow for some.

After this Sunday, surely the world of advertisement media can now be compared to sports. You win some. You lose some.

Sprite: The game of Punch lines… clear hai

2011-01-09T11:08:00.001-08:00

The coke’s side of life is very different. It is full of happiness and joy, this is what coke was trying to show in one of its Ad Campaign that says ‘The Coke Side of life’. The product has no definition of itself that what it is. Is it a energy drink, or a refreshment or a fruit drink or a drink to make a person healthy or active. It features none of them but it has established itself as a drink that brings joy into people’s life, that makes people closer to each other and a drink that is used to enjoy the party.

Think for a while that was it possible without advertisements? Or was it possible to sell a product that has not any merit but is only a drink and if said in simple terms, is a cold drink only? The drink used as substitute for water that can make your throat cool for sometime and that can give you relief from summer for sometime. Could there be any better substitute to water? Still the Cola Manufactures are able to substitute water. This is said clearly by the Punchline of Sprite, “Bujhaye only pyas, Baki All Bakwas”. This all is made possible through Advertisement Tools. And the punch line/tagline plays a vital role in doing that. As these lines are used to spread the message that ad of a particular product wants to convey.

The Sprite’s Punchline was able to deliver what it was trying to convey and got huge success in the very beginning. But CocaCola had continually been experimenting with its punch lines. For instance, Coke launched sprite in India in 1999 and at that time the product was launched with the tagline as “Bujhaye only pyas, Baki All Bakwas” that was changed to “All Taste, No Gyan” later on. All the ads of Sprite have been complete nonsense without much creativity and innovation but still they performed well except few. The main reason behind that might be the taste of the product and the brand value of Coca-Cola that made most of its Ads a success.

Coke(Sprite) challenged Pepsi(Mountain Dew) into the battle by making fun of Pepsi in its Ads:

Want anything more.. All Taste, No Gyan

The ad is spoofing the tagline of Pepsi- Ye dil mange more. The scene is something like the scene of our mythology(Mahabharata). It is not clear what the ad wants to convey but it is indirectly making fun of the tagline of pepsi(Ye dil mange more) by showing that a person wants the person drinking Sprite to do something more. But he replies “Kya more”, then he says to sing and fly kites etc. The motive of Ad is to show that persons doing something more are just making fun of public. Watch the Ad above, then it will be more clear.

All Taste.. No Gyan

The ad is spoofing Mountain Dew. The guys enters the shop demanding Dew(I wanna do(dew)) but the shopkeeper dint get what they are saying. And then, someone translates that they wanna do(piss). The ad is indirectly making fun of the brand- Mountain Dew.

I still remember the time when the ad of Sprite used to say, “Deewano pe naa jaao, apni akal ladao”, yes this was also line of punch for an ad campaign of Coke’s Sprite. Coke kept on changing the punchlines for Sprite as it was getting the cut throat competition from Mountain Dew. This rivalry gave birth to a new punchline i.e. “Seedhi Baat, No Bakwas”

What the company wants to show about its brand through all these taglines is pretty unclear. The first tagline straightly says that the product is made as a perfect solution to the thirst only. The punch line was having sufficient potential to compete because this was telling the USP(Unique Selling Proposition) for the brand that it is simply a thirst hunter which no other cola is. After positioning itself different from colas, sprite tried to alter its image to a position that it is the only brand that people likes most because of its taste(All Taste…). Here the brand became confused in what to convey and ultimately got ineffective. Then again, it is difficult to say that why the brand was repositioned as a brand of minded fellows(deewano pe naa…). The brand lost its equity just because of its experiments and buckled under Mountain Dew.

Darr ke Aage Jeet hai… Mountain Dew

But still it tried to regain its equity by doing some new experiments with its new punchline that indicates that it’s a drink for those who love Straight Forwardness(Seedhi baat…). In.com, in an effort to provide an innovative branding solution to Coca-Cola India’s lemon-lime beverage brand Sprite, has woven Sprite’s tagline ‘Seedhi Baat No Bakwaas’ into its email service by associating the Inbox and the Trash folder with ‘Seedhi Baat In’ and ‘Bakwaas Out’ respectively.

After that the brand again changed its tagline to “Clear Hai”. Look at this ad with such a bullshit that conveys no message and have no meaning yet it is success. In this way the ads are targeting youth of today those who loves nonsense:

Refreshing Sprite.. Clear Hai

The ad goes like stupid conversation with a frog- the sprite colored frog. The frog wants the kiss of the man drinking sprite, to become a princess. The ad shows that even frogs are crazy for sprite. The message is silly and funny both, as no one would like to kiss a frog, yet it is catchy.

It is remarkable to know that lastly the brand came up with a tagline that was the combination of all its previous taglines, “Seedhi Baat, No Bakwaas… Clear Hai”. This campaign have more creative ads in its portfolio than any of the previous one. The Ads are more funny with less non-sense.

Seedhi Baat, No Bakwas… Clear Hai

The two ads shows that how smart are the Sprite people.

Seedhi Baat, No Bakwas… Clear Hai

The Unclear goals and unrelated taglines affect the brand image and equity. Unclearly defined target market creates problems in positioning and hence occurred such kind of problems. That was not the case with the Sprite even after having stupidity in its Ads.

The brand was much clear on its goals since beginning and positioned it as a product for juveniles through its stupidity. And though it was successful in beating its direct rival i.e. Mountain Dew. Mountain Dew positioned itself as a dink for those people who have dare to do something challenging, since beginning”Darr ke aage jeet hai”. No Doubt the campaigns of Dew were also fantastic with sufficient innovation and message in it. That is the only reason that both of the brands have developed their own brand equity.

Sprite has not applied AKAL and still made people DEEWANA of it… Clear Hai.

Mascots as Trade Symbol

2010-12-19T13:07:00.000-08:00

The brand of any company or product is known by certain pictorial representations. These pictorial signs can be Logos, Symbols, Trade Marks, Mascots etc. that attracts the attention consumer and soon the product starts getting known of that picture. Let us see some of the Mascots which got big success in attracting the interest of consumers.

Shera - The Mascot

Shera, mascot of the XIX Commonwealth Games 2010 Delhi, is the most visible face of the XIX Commonwealth Games 2010 Delhi. His name comes from the Hindi word Sher – meaning tiger. Shera truly represents the modern Indian. He is an achiever with a positive attitude, a global citizen but justifiably proud of his nation’s ancient heritage, a fierce competitor but with integrity and honesty. Shera is also a ‘large-hearted gentleman’ who loves making friends and enthusing people to ‘come out and play’.

In Indian mythology, the tiger is associated with Goddess Durga, the embodiment of Shakti (or female power) and the vanquisher of evil. She rides her powerful vehicle – the tiger – into combat, especially in her epic and victorious battle against Mahishasur, a dreaded demon.

Shera embodies values that the nation is proud of: majesty, power, charisma, intelligence and grace. His athletic prowess, courage and speed on the field are legendary. He is also a reminder of the fragile environment he lives in and our responsibility towards the protection of his ecosystem.

There are some Mascots in Indian history who have gain tremendous success. Let us discuss about some of them.

Mascot Name: Gattu

Representing: Asian Paints

Created By: R.K. Laxman

This Gattu character got a big success in advertisement industry. It was able to appeal the nerves of the common man. This mascot shows the love of Gattu with Asian Paint that how desperate he is to paint. Look at the passion and zeal of that boy that he has painted his arms and legs even.

Mascot Name: Amul Girl

Representing: Amul Butter

Created By: Eustace Fernandes

Amul girl, dressed up in polka dots with blue hair and orange face, ruled the hearts of millions of Indians, since 1966. The ad became a roar with the tagline 'Utterly butterly delicious Amul'. The Mascot attracts the attention of Kids and Children, ultimately tending the elders one even to buy it. Advertisements are many in India yet nothing can score higher and privileged than the iconic Amul girl, which turns 44 this year, is all set to enter the Guinness Book of World Records for being the longest running campaign in the world.

Mascot Name: Maharaja

Representing: Air India

Created By: J Walter Thompson

The success of Maharaja is not hidden from anyone. What Maharaja has given to Air India might not have been given by anything else in the history of Air India. This cartoon is making the customer feel like Kings that have been served with pride. Air India is trying to give Royal Hospitality to their customers with this Mascot

Mascots are playing vital role in giving the feel of Relatedness to the customers and are very helpful in Brand Promotion.

Strategic Battle among Top Noodle Brands

2010-12-16T11:40:00.001-08:00

Noodles market in India is not any smaller. Its around Rs. 1500 crore business in the country. Even one percentage share in this big market is worth the investment and time. When you say noodles, it pretty much mean Maggi Noodles in India. Yes, over the past one decade Nestle has been a monopoly in the noodles food segment. Maggi is the market leader with 70% market share ( Business Standard). A huge market with one major market leader is definitely an attractive one. That is one of the reason why so many players have recently launched their brand in this segment.

Few years back Reliance tried to capture the Maggie’s market with its Noodles under the private label of Reliance Select but it was not successful in doing that. Now this year the two well known FMCG players HUL and GSK have introduced their own brands of Noodles. Knorr is from HUL and Foodles is from GSK. They have launched their Noodles in variants of tastes and ingredients. Nissin’s Ramen Noodles is the most renowned brand in the World for Noodles but that is for Non Vegetarians. After all Sunfeast. Between, where is ITC in instant food segment? Yes, ITC entered the Noodles market with its Sunfeast Yippee.

So this was all about their Strategic Battle, now let us talk about their Advertisement Battles.

MAGGI(Nestle)

What do you understand from the advertisements of Maggi?? Watch them carefully… The ads indicates towards something, and the ads are informative.

The ads of Maggi are micro family oriented especially Mother and Kids. The special focus is on the time saving factor that the noodles get prepared in 2 minutes only. One thing is very common in the ads of Maggi. Moms are wearing yellow in all the Ads- Yellow, the Maggi Color.

Maggi after establishing itself in the category of Instant Food, now launched Atta Noodles ‘Taste Bhi Health Bhi’. Yes the ad is emphasizing on the 2 factors, one is Health and other is nutrition. But we cannot ignore the main factor that is the main reason of targeting it esp. to Mothers(wearing yellow), that is it can be prepared in 2 minutes only. So, it also attract kids and children so that whenever they will demand the food will be ready.

Maggi Atta noodles contains processed vegetables in it and it promises the diet equal to 3 chapattis, with this it gave birth to the competition bringing other players to come up with noodles having vegetables in itself.

Now the companies are trying to bring more variants to this sector. Now watch he ad campaigns of Knorr.

KNORR(HUL)

Knorr in order to compete Maggi followed the same Funda of targeting Micro Family esp. kids and mom but here the message is different to some extent. The ads indicates towards Fun and Entertainment and the variants in flavors.

The ads are cartoonised in order to attract kids, so it is very clear that the target audience are kids even here. So that Moms can serve delicious food to their children. The cartoons are used to indicate the flavor – Lemon & Tomato- Iska Magic Hee Aur.

Knorr is the king of Soups as Maggi is of Noodles. Now maggi has launched its soups and knorr has launched its Noodles to show their rivalry. But knorr gave a new dimension to the category of soups and noodles by launching its Soupy Noodles- khaa ke pio, pee ke khao.

Knorr endorsed Kajol for the ad of its soupy noodles. The reason behind taking Kajol is her Motherly figure. Kajol is married and has kids so the product could not have been advertised by any other icon. Everyone has seen the Mania of endorsing Kajol in the ads of Alpenlibe. So taking Kajol as the Brand Icon of Knorr is not a bad idea.

Lets see what targets Knorr will achieve in the category of Instant Food.

Horlics Foodles(GSK)

The Ads of Horlics Foodles doesn’t make it clear that what different or extra it is providing to its customers. A child is eating Noodles and Mom is running behind him saying that Noodles fir-se NO, and then there is tug of war using Noodle fibre between Moms and Children – NO Bunty NO. The reason of war is that Noodle word starts with NO that itself says that don’t eat noodles. Then Foodles appear sliding the earth in the same style as in out Mythology during Samundra Manthan. The line Noodles mein NO nahin … Ab aa gaye Foodles doesn’t gives any message but the purpose of the ad is just to catch the attention of TV viewers rest it is just emphasising on the word Foodles so that the customes doesn’t get confused between Noodles and Foodles, leading to the purchase of Foodles only, saying that we should not eat noodles but only Foodles. This is the new style of competitive branding in which a new name is given to the whole category i.e. Noodles is given the name of Foodles.

Sunfeast Yippee(ITC)

The Yippee is challenging the market of Maggi directly. Maggi noodles gets very sticky after a few minutes of cooking. So Yippee giving that message through its ads that Yippee noodles don’t get sticky even after a long time. And the ad is taking help of Cricket to catch the attention. Yippee as targeted Kidz

Yippee has come up with a sort of innovation in the size and design of it Noodles. As Maggi slices are rectangular one but the yippee noodles are round shaped, to give the ease in cooking. The round shape is for the purpose so that there should not be any need to break the noodles into pieces while cooking and the noodles come into the pan as it is. There is one more advantage of that, it gives the real feel of eating noodles because the strings don’t get break and the long noodle treads get into the mouth.

This was all the Advertisement Battle in Instant Food sector, that has just started breaking the monopoly of Maggi. And now lets see where it will come to end.

No Idea Get Idea: Mobile Number Portability

2010-12-10T12:25:00.001-08:00

On one hand where Airtel is on the verge of Rebranding itself with new Logo, Tune and Campaigns, on other hand one of its rival telecomm company is busy in generating new ideas. I hope you might have got that of which company I am talking about. Yes, I am talking about !dea .

As the name suggests !dea always comes up with some new ideas to appease its customers. Sometimes it brings some social messages like save trees by reducing the use of paper and sometimes it brings education for all.

Teach Everyone with !dea Mobile

There are various ads in which !dea is found to be not discussing its services but just giving message to the public that what they can do with an !dea phone. The message are like bringing democracy through !dea or eradicating the language barriers through !dea .

No Language barriers if you have !dea

So the ads of !dea are known for bringing new ideas to people suggesting new reasons to buy !dea .

After getting the Green Signal for MNP- Mobile Network Portability, !dea launched its campaign for MNP before the launch of the service, leaving no chance for its competitors to capture its market share through this MNP service. The service will allow the users to switch the mobile operator without changing the number. And !dea is seeking for its rival’s customers to switch over to it’s network. We can very easily identify the level of SWOT analysis done by Aditya Birla Group.

!dea is trying to attract its Rival’s market share on the basis of following 4 basic issues:

1. Unnecessary balance deduction

If you have unnecessary balance deductions then switch to !dea

2. Excessive Mobile Bill

Switch to !dea if you have excessive mobile bill

3. Network Problems

Switch to !dea if you are stuck up with Network Problems

4. Wait on Customer care number

Get !dea to reach customer care immediately

!dea , very selectively has given the name to its campaign – No Idea? Get Idea.

The campaign says that if you have no Idea that why you are facing these problem then switch to !dea . The Ads shows the scenes of 4 different places – Office, Parking, Lift and Bus that shows its approach in targeting the places too. If you are in Bus, Office, Lift or in Underground Parking you will get the Network and Services of !dea , this is the approach in showing these places.

The company is expanding its business right now, though it is one of the initiator of mobile services in India with the name of ESCOTEL, yet it is still growing.

Here I have an Idea – The Idea is that I need the valuable comments of my readers about what more I can add to my posts and what are the areas of improvements.

WHAT AN IDEA SIR JI… tin tin tining

So, everyone please comment…

Airtel’s Rebranding: More of Global than Indian

2010-12-08T11:24:00.001-08:00

After the busy schedule of 2 weeks, again I am back with some interesting and exciting facts about Advertising. I am very sorry from my readers for not posting since a week. Last time we discussed about the strategies of Bajaj and Hero Honda. But this time I am here with some different stuff.

Everyone knows that the logo of Airtel has been changed. And I know that everyone is thinking that why Airtel changed its logo and what was the strategy behind that. India's telecomm giant Airtel underwent a total makeover - it has a new logo, a remixed signature tune and a re-launched ad campaign. This massive investment has been made to create a new global identity for the Airtel brand. After global acquisition with Zain Telecom (African telecom company) Airtel felt the need to change its logo. Airtel is going to be a multi billion company worldwide. Airtel has acquired a whole lot of companies like Zain in Africa and Warid in Bangladesh. The company is trying to gain an international image -- a “new, modern, more friendly and accessible” image in the minds of all the users in these various countries. It has been changed in the supervision of advertising agency J Walter Thompson also known as JWT. It is first time after 15 years when company has changed its logo completely.

Just look at the NEW logo of airtel

And now look at the Old one

Which one is more attractive??

The capital A has been replaced in the logo
The red color is the prominent color in the new logo. Red color is for heritage, energy and passion.
The lowercase is to signify humility.
The font wants to showcase a dynamic force of “unparalleled energy”.
Competitive Advantage: The new logo looks very similar to that of Vodafone and Videocon. Even the color and background makes it similar to Vodafone.
Earlier Airtel’s logo was un-understandable by the people who don’t understand english, as the word Airtel was a part of Logo. Now, the logo provides global advantage.

Now watch the New and Old TV ads of Airtel…

New Ad with New LOGO, caption and tune

Ad with old LOGO and tune

Which one is more appealing??

The new commercials feature foreign models. It makes Airtel a global brand.
The second Ad is the old one. The ad is very inspiring that correlates the past of telecomm industry with India

Now listen the New and Old Airtel Tunes

The latest Airtel TUNE

Airtel NEW Signature tune

The Previous Tune

The old sizzling Music

Which one is more pleasing??

For the rebranding of Airtel’s new logo company has spent Rs. 300 Crores. The new identity of the brand will be transparent all across India, Shri Lanka, Bangladesh, Africa and Seychelles.

Airtel with the new LOGO also has introduced a new positioning statement -- Dil jo chahe pass laye and what’s more, it even has a new JINGLE which is of course made by tweaking the old one and making it more techno. And let me say something – the old jingle was miles ahead. Melodic and pleasing.

Whatever rebranding Airtel is doing under the supervision of JWT, but as per me it is not going to effect Indian market favorably. In my eyes the old logo was more catchy and old tune was more pleasing and melodious. And as the airtel is endorsing only the foreign models in its Ads, it may adversely effect the brand image. If airtel would have created another Ad similar to the Ad shown above the ‘Ad with old LOGO and tune’, it would have impacted the Indian market positively. India is known for its tradition and culture, so endorsing Indian models, showing Indian roads and buildings could prove to be more effective in the Indian market.

But, yes ofcourse the reframed Ad Campaign is significant in the Global Space and yes it will definitely bring advantage to the company on International Levels.

A complete Ad.. including new logo with animation and music.

I usually says that Innovation has no bounds. Innovation always bring some positive results. And same is the case here that everyone can feel and smell the innovation in the reframed branding strategy of Airtel. Though its effect in India is under suspicion yet its significance on the Multinational Levels can’t be underestimated.

Strategic Battle : Bajaj v/s Hero Honda

2010-11-25T08:03:00.001-08:00

Bajaj has captured the market in India at a very high pace competing international players like Honda, Yamaha, Suzuki etc. The company has made a good reputation in the minds of customers. Bajaj was king in Scooters Manufacturing till 1990 but the entrance of new bikes and cars hit the scooter industry badly, and there was sudden downfall in the sales of scooters. As scooters were giving almost the same mileage which cars were giving but the bikes were giving the mileage more than the double. Moreover scooters were used by the retailers to carry goods from wholesalers to their shops, now this work started done on bikes and by cars too.

Bajaj started its business somewhere in 1960s with the launch of Vespa-150 under the license of Piaggio of Italy. After that it launched Bajaj Chetak and it became the leader with this launch. Bajaj got tremendous success in a very short duration. Later on in the year 1985 Hero Honda entered India with the launch of its CD-100 causing threat to Bajaj. Here Bajaj was going to hit badly, but Bajaj analyzed the situation very well and did a joint venture with Kawasaki Japan to compete with Hero Honda. The first bike which Bajaj launched was KD-100 in the year 1986. Though it was not successful and was not able to compete with CD-100 but this started the ADVERTISEMENT BATTLE among them. Here Bajaj was stickled to its scooters of which it was king and Hero Honda was focusing on its bike, and were giving ads of the same.

In 1994 Hero Honda launched its new bike, Splender. The launch of Splender hit the Scooter’s Sale badly. The bike was an excellent example of Mileage and Handling. Here it was very difficult for Bajaj to stay in the market for long as some other big giants like Yamaha and Suzuki were also trying to capture the Market. But kept on searching for new Ideas and innovating its vehicles and somehow managed to hold a big stake in the market and maintain its faith. To fight with the growing demand of Splender, Bajaj launched Caliber in the year 1998, and that was a big hit from the court of Bajaj. This gave birth to the Strategic Battles between the 2 companies

Bajaj kept on innovating the design and hunting for advanced technology and remained successful in searching the solutions for good mileage and pickups. It took a while for Bajaj to establish faith and trust in the minds of customers for its bikes. Earlier Bajaj was following the same concept for advertising which the Hero Honda is yet following. Look at the above ads of Bajaj. The ad are showing the love of people for Bajaj Scooters. It is showing that the Bajaj is making relations strong and as it is an Indian vehicle, it can change the face of the nation. “Naye Bharat kii nayi tasvir, HAMARA BAJAJ”

READ MY PREVIOUS POST TO WATCH THE ADS OF HERO HONDA

As I mentioned in my PREVIOUS POST, here you can observe that this concept was earlier opted by Bajaj and now followed by Hero Honda. I am here, talking about the concept of focusing on Indian Traditions and Culture, showing Families, focusing on relations and passion to do something for the nation. These all things were done by Bajaj in previous years. And these tactics proved to be the nerve of the Nation. Look at the above ads, the thing will be very clear. The ads are showing the roads, the handling of scooters on these ‘kaccha’ roads, then family and children and their relationships. This all made Bajaj to develop faith in the hearts of the customers and arouse emotions in their heart towards Bajaj.

Now, instead of following the same pattern Bajaj has changed its way way of Advertising its products. Instead of touching the heart and nerves of the audience Bajaj is trying to bring innovation in its ads by showing some epic or some idea behind its ads. It is true that Bajaj has spent millions on researching the newer technologies and variants in designs. Apart from that it is also true that Bajaj has spent quality time and money with its Advertisement Partner MICA to bring innovations in its Ads. Watch these videos of Bajaj Pulsar Ads, here you will find many innovative ads in this video.

Watch the innovation in this Ad that shows 3 DTSI models of Bajaj.

Here one thing more is very clear that whatever the bike Bajaj has launched, it has a purpose to compete another bike of Hero Honda.

Bajaj launched KD 100(1986) to compete with CD 100(1985), Caliber(1998) to compete with Splender(1994), Legend(1998) to compete with Street(1997), Pulsar(2001) to compete with CBZ(1999), Discover(2004) to compete with Passion(2001), Wind(2003) to compete with Ambition(2002), Caliber115(2003) to compete with Splender Plus(2003), CT-100(2004) to compete with CD Dawn(2003), Pulsar 220(2007) to compete with Karizma(2003) and now NINJA(2010) to compete with Karizma ZMR(2009). During this period various other models were also introduced by both the companies and some were mere modification. But it was not significant to mention all the models.

So this was the Strategic journey of Bajaj in its Battle against Hero Honda. Keep visit Advertisement Battles to read more such Battles.

Pattern of Ads followed by Desh kii Dhadkan

2010-11-17T13:57:00.001-08:00

Most of us are passionate about bikes esp. boys and even some of the girls even. This is the sector where Ads of Bikes are also watched with passion, where the heart beats of people are also attached with the Ads. And most of us might have got that of which company’s Ad I am talking about. Yes…. It is Desh Kii Dhadkan … HERO HONDA … Dhak Dhak Go.

Hero Honda has a strategy of following a similar pattern of its Ads. There are some things which you might have not noticed but today I would like you to see that pattern from my eyes.

Ok, now watch some of the Good Ads of Hero Honda

1. 3. 4. 6. 9.

2. 4. 8. 10.

3. 4. 6. 9.

1. 2. 3. 4. 5. 8. 10.

1. 2. 3. 4. 5. 6. 9. 10.

1. 2. 3. 4. 5. 7. 10.

1. 2. 3. 7. 10.

LAST THE PERFECT ONE… (FULL LENGTH AD)

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

The advertisements here are following the following pattern:

1. The advertisement has a song or classical music

2. The song is sung in a chorographical way with men on bikes i.e. riding bikes according to music.

3. The Ads are showing the emotions and feelings for the bike

4. The Ad shows the trust and confidence of people on Hero Honda

5. Its taglines Dhak Dhak Go (or) Dhesh kii Dhadkan tries to attach heart beats along with emotions of people.

6. Most of Ads are showing Hero Honda as a family brand instead of focusing on any particular bike brand and symbolizing that all the Hero Honda guys have different zeal and enthusiasm.

7. The ads shows that Hero Honda makes Relations Strong by showing happy faces of friends or family members in its ads.

8. Special focus on its Riding, Handling in traffic and in Jams

9. Trying to correlate with sports or sportsmen and shows passion to do something for the country.

10. Shows its Style, Design and Looks.

In Hero Honda’s more than 60% of the ads you will at least 60% of these characteristics. I have done a brief analysis and have marked the numbers of these points under each of the ads shown here. And readers are free to to comment on what they feel about these pattern points.

VW Phaeton: Handcrafted Luxury

2010-11-10T01:45:00.001-08:00

Volkswagen is known for its innovative Ad Campaigns. The innovation can be easily seen in Newspaper Ads, TV Ads, Banners and Internet etc. When VW launched its Phaeton it tried to establish it as a vehicle of Emperors of traditional times. That’s why the Ad says “Dear Emperor, Your car is finally here.”

The Ad is focusing on the Taj Mahal that is made by hands by the greatest craftsmen and then it compares the luxury of the car with the same and named it as ‘Handcrafted Luxury’. Later the company introduced the Chariots to show the Handcrafted luxury.

Forest Preview

Battlefield Preview

Wedding Preview

The name Phaeton is derived from Phaeton, the son of Phoebus in Greek Mythology and the Phaeton Auto Body Style matches with the type of Horse Drawn Carriage of that time. We can notice that its Chariots are also showing the Car as Carriage that is drawn by the Horses in the front. Here three different situations are shown- one is forest, second is battlefield and third is wedding. These 3 situations are also taken from Greek Mythology- Forest, where emperors used to go for hunting and entertainment too; Battlefield, because most of the times emperors were to fight in the battlefield; and Wedding, as it was an essential part of their lives. That’s why Volkswagen describe this Car as their ‘Premium Class’ vehicle.

Volkswagen Phaeton advertisement is created by DDB Mudra Group, Mumbai, India. The ad’s are influenced by Indian folk art.

In-Game Advertising and Advergaming

2010-11-03T05:34:00.000-07:00

Most of you love to play Games, some of you resort to go to PlayStations, some of you have just bought your X-Box and some of you have opted for Nintendo. But whatever it is that your choice is, how are you taking In-Game advertising and what exactly is Advergaming. Many of us enjoy gaming unconditionally, this is precisely the reason why gaming companies have begun to look in India as the next big market. Sony launched its PlayStation 3 in 2006 and it’s Microsoft that hit the ground running in India with the X-Box 360. The world gaming market was expected to reach 43 billion US$ that was just of 19 billion US$ in 2005. A new report from research group JPR says the PC gaming market is worth over $20 billion, and that more gaming PCs have been shipped than PS3, Xbox 360 and Wii combined.

Just because of that the demand for Virtual Space and Virtual Real Estate for the purpose of Virtual Branding is increasing. So what are advertisers doing to keep up with this growing gaming population. Virtual Branding is taking basically 2 routes – In game Advertising and Advergaming. Advergaming consists taking a product and building a game around it and then showing that to as many people as possible if done right this can be a very effective marketing tool and the other option is In-game advertising. The basic difference between these two is that while Advergaming consist of building a game from scratch around your product, In-game advertising means placing your brand within a preexisting game world.

The good news for advertisers and marketers who are consistently complaining about the clutter in the real world is that these game world remain largely untouched by Advertising therefore gaming could open up new ray of opportunities and ways of communicating with the growing consumer base.

Advergaming

With banners, pop-ups and email newsletters gaining reputation as clutter and junk rather than effective online advertising tools, brand marketers continue to search for successful formulas for Internet Advertising. They may have found it in a new trend called “Advergaming”.

Advergaming is a practice of using Videogames to advertise a product. For Example, McDonald launched a game named as ‘McDonald Land’ and Doritos launched a game ‘Doritos Dash of Destruction’

With the growth of the internet, Advergames have proliferated, often becoming the most visited aspect of brand websites and becoming an integrated part of brand media planning in an increasingly fractured media environment. Advergames theoretically promote repeated traffic to websites and reinforce brands. Users choosing to register to be eligible for prizes can help marketers collect customer data. Gamers may also invite their friends to participate, which could assist promotion by word of mouth, or "viral marketing."

Sometimes sporting games are created for the same purpose. The advertiser puts its banners on all sides of that game. As shown in this Image, RITZ BITS SANDWICHES has put its banners on all sides and at the surface of this football court.

So this is Advergaming when a game is prepared just to promote a brand.

In-game Advertising

In-game advertising (IGA) refers to the use of computer and video games as a medium where virtual spaces are sold for advertisement purpose to the advertisers. And sometime whole real estate property from a game is sold virtually which can be used, updated and modified in any way by the advertisers.

In 2005, spending on in-game advertising was US $56 million, and this figure is estimated to grow to $1.0 billion by 2014 according to Massive Incorporated.

Look at the photo album below. These all photos are of Ads from popular games. McDonald has marked its presence in most of the popular games, so everyone knows the name of McDonalds. Following that, Subway has bought remarkable space in the games like Counterstrike. The virtual real-estate is strong target of Soft drink Manufacturers and food chains as through advertising in Games they put an impact on game lovers that they start preferring only these brands.

There are some challenges too in In-game advertising. The environment should be suitable to the brand and should not destruct the brand image. The ads of food chains in violent games like counter strike may hinder its brand value, and a particular product may start getting known for its violence. That’s why the sporting games like FIFA, Tennis etc. are more preferred places for food chains and soft drink manufacturers.

In-Game Advertising Album

VIEW SLIDE SHOW

DOWNLOAD ALL

Google Made It Easy

We see ads on most of the websites as Ads by Google where advertisers have to pay per click for their ads, in the same way now Google ads will be displayed in the Online Games within their virtual spaces. Watch this video to know more.

Endorsing Ads in Online Video Games is a brilliant idea by Google. Watch this video…

In Game advertising has been made easy by Google’s AdSense. For In game Advertising Google has partnered with following companies to promote this service.

List of Marketers

These companies are promoting this In Game AdSense service

List of Publishers

This is the list of Gaming sites where Google AdSense Ads are being published. These publishers are providing some slots for AdSense Ads in their online Games. So, with the launch of AdSense for In-Games we can expect brighter scope in this Area.

Irrelevant Message in Ads

2010-11-02T11:41:00.001-07:00

After watching Masculine Rat now you are very much familiar with the kind of innovation in Ads that is just for the purpose to make the TV viewers laugh and to make them watch the Ad in spite of changing the channel. In this race to tend people stick to the channel during Ad, lots of unrelated Ads get prepared, where the only purpose is to keep the viewers tied to a particular channel and make him laugh by an Ad. The message given by such ads is completely unrelated and unproductive with special focus on the Brand Name. These Ads begins with catching the attention of viewers, then developing the interest giving them a sort of joy & laugh and ends with focusing on Brand Name and Product. Watch this Ad and then it will be more clear.

The ad shows a boy who is doing the nonsense after eating Snikers Cruncher. He started doing crunchy activities and hit his car with a Hut. The as has no relevance with the Product. If we talk about message then it was that after eating crunchers you will become mad. The only thing was that it was a sort of mad story which was binding people to think what’s next and it focused on the Product Name at last creating the hunger for Crunchers.

I am not able to get what the Ad wants to show, except that it is emphasizing the word Doritos by relating it with Dog. From beginning to end the Ad is displaying the The Wrapper, A Snack(a piece in Boy’s Hand) and Brand Name putting the three in the minds of customers. The motive of showing wrapper is just to develop the its image in the minds of customer, showing snacks is to show that this is the real product which you are looking for and Brand Name is to remember the product and identify it when you will find it in the market leading to the purchase finally. If we look at the message it is again completely irrelevant that shows that Doritos makes Dogs smarter that Human. The Ad is full of fun and humor so does the perfect branding of the product.

Hehe… again a very funny and totally irrelevant Ad. Everyone is punching other without a reason. But the flow of Ad is so good that it is compelling to watch the full Ad. And at last as I told you that these kind of Ads focuses on the Brand name at the last, this Ad also focuses on the logo of Volkswagen and this silly campaign of VW ‘play punchdub at vw.com’. Though the campaign is silly but if it is able to develop the interest of the customers, such campaigns get so much hike that these get successful.

Masculine Rat – Innovation has no bounds

2010-11-01T00:00:00.001-07:00

We keep on talking innovation and creativity in this blog. But what this creativity is for an Ad – It is showing an ad differently with an innovative message. The Ad below is a perfect example of that. Watch it and enjoy…

The Ad shows that how a rat rescue itself from death after eating Nolan’s Cheddar. This Ad is a perfect example of idea, innovation and concept. I am sure that after watching this Ad there must be smile on your faces. Stay tuned with me with such a smile on your faces and wait for the next blog to be posted very soon.

Innovative placement of Ads

2010-10-30T05:26:00.001-07:00

Exams are over and I am back once again. So today I am going to show you the real kind of advertisements which are not the posters only but are placed in such a way and at such places where there is real environment that these ads look real. I know you are not getting what I want to say. Just look at these Photographs and after that you will you will understand what I want to say.Aseema charitable trust wanted to promote the cause of educating street children amongst the affluent citizens of Mumbai. Being apathetic to this need, they had to be shaken up and made aware. For this purpose the ubiquitous storm drain is transformed into an ‘Abacus’. In this way school was brought to the street. Their target was affluent residents of a high end housing complex in Mumbai.

Britannia cheese introduced its low fat version in the Indian Market. An effective ambient innovation was required to drive across the point that low fat cheese can really help. For that purpose a creative sticker was placed between two seat numbers in trains to catch the attention of regular commuters, office goers etc. The purpose was to show that fat is comparatively less.

Moser Baer had the challenge to create awareness amongst the target audience about the great storage capacity of its pen drives. For that Moser Baer created a disrupted idea that would catch everyone’s attention on the road. A fabricated base of pen drive was attached to the local goods carriage trucks that run within the outside cities. The result was that consumers were found talking about this outdoor innovation. Enquiries have also been reported at the retail stores post the event. Apart from creating the awareness about the storage capacity of its pen drives, the campaign also helped customers choose from other available options.

Deliberate efforts were made to make the ad of Orient Fans innovative and more attractive. The innovation is like that due to the air of orient fans everything is blowing. Its tagline says ‘More Air Everywhere’ and in this ad the air is so much that the posters surrounding it are torn and are blowing. What an AMAZING IDEA!!! Wow

The Ad is of SimplyMarry.com and the knot is tied just above the Road to catch the attention of passersby. The red Scarf is indicating Bride and White one is indicating Groom. Again its an excellent example of Ad innovation.

This is an Ad of a Drill making company. Just look at the placement of its Ad. The Ad promises that it can drill through anything and its placement promises that it can even drill through mountains and can create tunnels!!! LoL . Here the concern is just that how the innovative placements of Ads are more appealing and catchy.

Right Ad at the right place works a lot and can bring more than what is expected.

Samsung: Making of 3D Ad for Its 3D TV

2010-10-17T14:46:00.001-07:00

Samsung took a big step in Home Entertainment by launching FIRST 3D LED TV. Samsung got the edge as it was first company to come up with this technology and no doubt its promotion was very good. The preparation for bringing the LED TV into the market was not less than the efforts it might have made to develop this technology. The company promoted the TV mainly by putting big banners on all the agencies of SAMSUNG and by doing advertisement on TV. An amazing 3D Ad was prepared to promote the 3D TV to show the real world into the TV and to make it feel like we are watching an event. To show this thing the Ad need to be very effective and live.

Look at this Teaser first:

Samsung took 8 months for the preparation of this 3D for the promotion of 3D TV. This shows that Ad building is not easy, its more rigorous process than launching and promoting the product. To make this Ad live the company dint left any efforts which it can make.

Let us watch the making of this Ad.

The biggest challenge was to show 3D image in a 2D image as the Ad is going to be broadcasted on 2D TVs. Some shoots are taken in Buenos Aires of Argentina as the City is clean and contemporary, not bland. The team spend 3 days in Buenos Aires shooting outside and rest is done in the studios. Some 3D effects are given by moving camera and rest you can see in the Making that how handheld moves were made with cameras. All the mathematical measurements were taken to replicate the waterfall move.

Now have a look at the Final Ad that is prepared after so many efforts.

The ad is trying to show optical illusions throughout the city. Its a fun commercial where people are discovering 3D images in their everyday environment. The ad tries to make the feel as if you can touch it what is seen on the screen or as if you have portaged into another world. The music ‘Trickle’ is given by Morgan Van Dam.

Samsung did the positioning of its product very well directly into the mind of consumers. Now everyone knows 3D LED TV by the name of Samsung, not by any other company. I hope my readers might have enjoyed the making of 3D and might have learned that how the ads are created and how much preparation is required for them. I will try to keep on posting something new and innovative about Ad Industry which will help you to gain interest and increase your knowledge.

VW Vento: Talking Ad in Newspaper

2010-10-16T09:19:00.001-07:00

The ad world is so dynamic that no one can presume that what is going to happen and when and how. Its hard to know what is going to happen and its very hard to know that how it is going to happen. I am here talking about the innovation in the ad campaigns of Volkswagen for its new models.

The Speaking Newspaper: Talking Print Ad

On Tuesday, 21 Sep 2010, readers of The Times of India and The Hindu in Mumbai, Delhi, Bangalore, Pune and Chennai woke up to the surprise of their newspaper ‘speaking’ to them about the Vento, the first ever advertising campaign of this type in the world. Its first time in the ad history that Newspapers started speaking. If you don't believe just look at the video when Times of India and The Hindu started speaking. The Advertisements concepts of marketing are getting changed completely.

Look at this 16 sec audio ad in The Hindu and the Times of India and be ready to keep your fingers under your teeth!!!

This is the Ad Campaign of VW Vento. The company want those to listen who have stopped listening the ads, those to see who have stopped seeing the ads And company want those to pay attention who have stopped paying attention to the Ads displayed on the Newspaper. Any how the company wants to attain the Attention of Everyone by doing something different and creative. By showing such kind of ad in TOI and Hindu the company is targeting not only business class but the service class too.

Now look at the TV Ad of VW Vento.

VW Vento: Crafted with so much passion, its hard to let it go. The passion of employees, workers and team members for Volkswagen is clearly shown in this Ad. The ad showing a girl clinging to the car, engineers loving the engine, workers touching the logo, mangers hanging with the car and all the team members showing the passion that its hard to let the Vento let go, that all shows the emotional bonding the car has with its employees working in the workshop. The Ad tries to develop the emotional relations with its employees as well. So this is how the new Volkswagen Vento is trying to develop relationship with the customers by directly hitting their minds.

Lux: Musical Ad Campaign

2010-10-14T13:46:00.001-07:00

Lux is known as the Soap of the filmstars. Lux invented the concept of celebrity endorsements and that was what gave them a highly differential positioning. Now everyone has a celebrity endorser. So, they really need to up the ante on their product and find an essence that goes beyond the whole ‘soap of the film stars’ positioning. I still remember those days when lux was known only because of Aishwarya Rai, later on Priyanka and Katrina replaced her.

Now the soap is not endorsing the filmstars only but the music too. Now a days you can see all the lux ads with a music by Shankar Ehsaan Loy i.e. ‘Sone se bhi sona lage’. The companies are now making efforts that a product should be known not only by some celebrity, or some cartoon or sign, but by some music too. The product SHOULD NOT ONLY BE SEEN but SHOULD ALSO BE HEARD. Making the product hearable so that whenever the music of a particular product is going on, the listener should have the feel of that particular product. Earlier only Telecomm companies were doing that by releasing Airtel Music, Reliance Music etc.

JWT India is handling the account for Soap from Hindustan Unilever Limited. Look at the trend which JWT is following for LUX Soap Ads with the music of Shankar Ehsaan Loy.

Look at this ad carefully.. The ad is focusing on the softness of the skin after using LUX soap. Katrina’s touch with a man gave him a feel of smoothness. The ad is trying to establish the image of LUX as the Soap of the Models, that models becomes smooth after using that soap.

The ad is again focusing on the feel of smoothness and softness.

Aishwarya Rai is seen in the lux ad after a long and with completely new look and feel. Earlier she used to come alone for the ad of LUX but now she and her husband are seen together in the ad of LUX. Again you can notice the same music by Shankar Ehsaan Loy i.e. Sohne se bhi sona laage. Both are seen in completely new look as they were never seen before. It starts with Rai Bachchan blindfolding Bachchan. He then tries to catch her, but she keeps getting away because her skin is very soft. He eventually grabs her, only to realize that he’s caught hold of the maid. Bachchan becomes the third man to appear in Lux ads after Paul Newman and Shah Rukh Khan. The Couple is featured in a Lux advertisement for a whopping amount of Rs 7.5 crore.

Asin is now Brand Ambassador of LUX after Aishwarya, Priyanka and Katrina. Wish the same music campaign but with some modulations in the music. This time the beats are different and with female voice. The ad is focusing on the golden skin with soft touch.

In all the four ads HUL is trying to to develop the image that LUX is the soap of Filmstars/Models/Celebrities and it makes the skin soft. So, the ad is targeting those people who wants to look like Film stars and the customer could feel that they they are now celebrities after applying that soap.

Virgin Mobile: Think Hatke

2010-10-12T14:03:00.001-07:00

Virgin Mobile is know for its innovative commercials. These commercials are capable of attracting interest of the users, irrespective of their impact on the sales. But here the main thing is that, the ads are able to bind people on TV. Have a look at one of the best ads of Virgin.

The ad is all about an idea that how a girl befools her parents to go for outing with her Boy Friend. Though it was successful in getting the attention of viewers but it was not much successful in getting business for Virgin Mobile because the ad is very less about the product, but more about the girl and her parents. In the whole ad it was not clear that how the Virgin Mobile make people to ‘Think Hatke’ and the ad was not able to show the role of Virgin Mobile in this prank.

But one thing is very clear that such kind of innovative ideas do the branding of a product perfectly, and the Ad starts getting known of that particular brand.

Hummer: Son of Monster & Machine

2010-10-09T15:31:00.001-07:00

I was going through the ads and I found it appealing and innovative. Have a look on this ad and then think for a while and then imagine the work of Visualizer in Ad Industry.

So this is a love story of a Giant Robot and a Godzilla that gives birth to Hummer. The ad is appealing in the sense of it innovation and the message it is conveying. This ad depicts the strongness of Hummer as it is shown as a son of Strong Objects. The ad is meant to target Sporty People and Adventure loving people who dares to challenge any Monster and are ready to fight with any machine.