Howling Hawkers

"Darr ke aage Innovation hai" for Mountain Dew

noreply@blogger.com (Mayur Pathak) — Fri, 26 Sep 2008 07:13:00 +0000

The outdoor innovation is simply getting better by the day. Hats-off to Platinum Outdoor, a Madison Group company, who, once again has come out with an out of the box idea to do something different and break the conventional innovation clutter. A lot of care has been taken in execution and as a matter of fact some execution looks very very tedious if not impossible.

I wish the guys at Platinum Outdoor continues the good work.

Check out the campaign Mountain Dew.

It looked stunning in nights. Kudos for the agency...

SC sets aside the ban on mobile vans in Mumbai

noreply@blogger.com (Mayur Pathak) — Thu, 11 Sep 2008 05:43:00 +0000

Finally, after four months of hues & cries by mobile outdoor property owners, the Supreme Court has lifted the ban which was imposed in Mumbai, in may this year. The prohibition on mobile vans carrying advertising messages was enforced after a PIL filed by gynecologist, Dr Anahita Pundole and other residents of Mumbai.

On the other hand, Supri Advertising, one of the petitioners confronted this judgment and said, since May 2007 the mobile hoardings were displayed only at the allocated places and van stayed at each spot for only 2 hours.

Well, now when the ball is in media owners' court, not only they but the advertisers, media agencies as well as the hoardings are also smiling.

"India Leads" at Cannes Lions 2008

noreply@blogger.com (Mayur Pathak) — Tue, 24 Jun 2008 13:38:00 +0000

The "Lead India" campaign from JWT put India in high spirits after winning the most admirable “Titanium and Integrated Lions” at the Cannes Lions 2008. It was already raining lions for India, but the true moment of joy came when JWT team picked the coveted Titanium trophy for TOI’s “Lead India” campaign. Click Here to view the truly deserving ad, enjoy!!!

Apart from this, India also won 22 more Lions in various categories.

The great car ad crusade...

noreply@blogger.com (Mayur Pathak) — Thu, 29 May 2008 08:16:00 +0000

BMW came up with a nice Ad...

Audi needed to answer...

And when the war is provoked, how Subaru can lag behind...

Then came last word from Bentley Chairman...

It can't be better than this

noreply@blogger.com (Mayur Pathak) — Thu, 22 May 2008 11:47:00 +0000

A poignant ad film....

Brings the spirit of compassion and humanity to the surface which in innate into our hearts…

Donate eyes and cheer the spirit of being human

Respect National Anthem

noreply@blogger.com (Mayur Pathak) — Thu, 22 May 2008 10:53:00 +0000

The rise and rise of Digital OOH Media

noreply@blogger.com (Mayur Pathak) — Tue, 20 May 2008 12:46:00 +0000

They are everywhere – huge plasma screens greet you at the airports, restaurants, hospitals, retail chains, banks, etc – infact, everywhere. Besides indoors, huge digital billboards can also be seen on roads.

Indian advertising is greeting the new media, the “Out of Home TV” a TV which follows consumers, educates them on the products or services, helps them making purchase decision and above all entertains them and interacts with them.

With the increasing trend of more and more people spending more and more time out of home, it is the right time for this media to evolve and grow. Already there are almost 7-8 big players who are setting up screens and uplifting the face of Indian outdoor advertising. With addition of almost 800-1000 screens every month there is no stopping of this media juggernaut.

There are more than 8000 screens in the big cities in India and the trend is not only restricted to metros and mini-metros but tier II cities and small towns are also getting there share in the pie.

Currently the advertising spends on this format is miniscule, about less than 0.5% of total advertising spends but is expected to grow up to 5% by the end of 2010, which in terms of money would be 1500 Crs.

But what is it that differentiates digital OOH media from traditional outdoor? Well, the quick reaction would be:

· More attractive than tradition outdoor media – moving images, sound

· Able to reach non-traditional places such as – saloon, gyms, buses

· Engages the consumers with the use of web 2.0 technology

Everybody is keeping a close tab on the initial reactions of the consumers and trying to understand the efficacy of the medium. With so many players already in the market, increasing numbers of screens, deep researches on the contents and wide segmentation, it is clear that the media is rising, but in the celebration of rise of the media of the future, few questions which remains unanswered are:

· What is the basis of costing the media? Why flat rates?

· Why there are differences in the costing patterns across different media owners?

· And last but not the least, what are the tools for measuring the advertising effectiveness?

Advertising in the Digital Age

noreply@blogger.com (Mayur Pathak) — Tue, 20 May 2008 12:45:00 +0000

From: marketingfacts,

Its getting in... in a mammoth way

noreply@blogger.com (Mayur Pathak) — Tue, 20 May 2008 12:44:00 +0000

Wake up!!!

The sun of new era has risen up. The digital age is here and growing very swiftly. Everybody’s connected consistently, people opine, exchange thoughts, tells what is crap and what isn’t share, interact, indulge and DIGITAL is becoming the centerpiece of all.

Blogging, blackberry, iPhone, podcasting, bluejacketing, mobile gaming, internet, MMS, bluetooth, MySpace, Orkuting, you tube, Flickr, linkedin, mobile search, picasa, second life, meebo, e-bay, wikipedia, social networking mobile web.

Welcome to DIGITAL & INFORMATION AGE

The age in which web is fueling a critical movement of social interconnectedness and community, people are using digital and information technology to influence the decision of each other and are not much relying on the traditional media, institutions and course.

Advergaming

noreply@blogger.com (Mayur Pathak) — Mon, 11 Feb 2008 09:50:00 +0000

Advergaming is the practice of using video games to advertise a product, organization or viewpoint. It’s always a challenge for advertisers to get consumers not to ignore their advertising but for some, that’s taking a turn for the better with advergaming. Mobile advergaming is gathering pace with more advertisers opting to include it in their brand campaigns.

ATL advergaming: At first a company provides interactive games on its website in the hope that potential customers will be drawn to the game and spend more time on the website, or simply become more product aware. The games themselves usually feature the company's products prominently.

BTL advergaming: BTL advergame technique consists of advertising within a game itself. Since the intent of in-game advertising is commercial rather than political, some consider such advertisements to make up a category of their own. However as with the above mentioned BTL advergame forms, it is the techique by which the propaganda is purveyed rather than the nature of its intended audience which defines in-game advertising as a subset of BTL advergaming and not its own category.

TTL advergaming: A rare form of advergaming, TTL advergames involve the use of URL hyperlinks within the game designed to induce the player to visit a webpage which then contains BTL advertisements. The technique used to tempt the player into visiting the intended URL varies from game to game.

Tryvertising

noreply@blogger.com (Mayur Pathak) — Mon, 11 Feb 2008 09:41:00 +0000

Tryvertising, which is all about consumers becoming familiar with new products by actually trying them out. Think of Tryvertising as a new breed of product placement, in the real world, integrating goods and services into daily life in a relevant way, so that consumers can make up their minds based on their experience, not messages.

Think 'obvious' activities like handing out product samples, and more subtle, integrated product placements that are part of an experience or solution. Product placements that become part of the landscape, part of the real world where consumers hang out and certainly don't mind trying something as long as it makes sense to them.

NEW BREED OF TRY-OUT STORES

A new breed of try-out stores popping up around the world. They differ from experience and lifestyle stores (think Apple, Nike, Prada) in that they try to mirror consumers' domestic settings. Even though they don't fully fit the TRYVERTISING bill, since consumers actually have to go to these stores instead of the store and try-out products coming to them, they do explore interesting 'post-advertising' models. Check out the following spottings from the world of cooking, cleaning and bathing.

Buzz marketing

noreply@blogger.com (Mayur Pathak) — Mon, 11 Feb 2008 09:25:00 +0000

Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Historically, buzz marketing campaigns have been designed to be very theatrical in nature. The advertiser reveals information about the product or service to only a few "knowing" people in the target audience. By purposely seeking out on-on-one conversations with those who heavily influence their peers, buzz marketers create a sophisticated word-of-mouth campaign where consumers are flattered to be included in the elite group of those "in the know" and willingly spread the word to their friends and colleagues. Although buzz marketing is not new, Internet technology has changed the way it's being used. Buzz campaigns are now being initiated in chat rooms, where marketing representatives assume an identity appropriate to their target audience and pitch their product. Personal Web logs (blogs) are another popular media for electronic buzz marketing campaigns; advertisers seek out authors of the "right kind of blog" and trade product or currency for promotion. Instant messaging (IM) applications are also being looked at as a vehicle for carrying out buzz marketing campaigns with either humans or IM bots doing the pitching. As with all buzz campaigns, the power of the IM model relies on the influence an individual has in an established small network -- in this case, his buddy list. As technology continues to facilitate the delivery of a electronic buzz marketing message easier, and software applications make message deliveries easier to quantify, some advertising experts predict that electronic buzz marketing techniques will become a standard component in all cross-media advertising campaigns. Others warn that abuse of this potentially powerful electronic marketing technique will be its downfall.