Advertising by PSUs (CWG 2010)

January 19, 2011 1 comment

Many of us continue to hear about the CWG that India hosted last year; unluckily it has become the scamming “Bad Boy” rather than a feather in India’s hat of achievements. Looking back at the games, I recall one positive from these games. I call it a positive because I’m trying not to be critical. Those of you wondering what I’m talking about – try and recall the advertisements you viewed on Doordarshan during the games. Remember anything unusual or different? PSUs branding themselves with some pretty innovative advertising – I don’t know about you but that was a new one for me.

For those of you still blinking like an old lamp, I hope this refreshes your memory:

The above “Human Train” ad was aired by Indian Railways (IR) during the CWG. YouTube stats show that the ad received over 45,000 views in the 1st week. Produced by none other than O&M, the commercial is set in the streets of Kolkata and Read more…

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Innovation in Advertising – “Roadblocks”

November 28, 2010 1 comment

Ad clutter is every marketeer’s nightmare. As the number of channels go on increasing and viewers keep drifting from one to another, catching a prospective consumer’s eyes & ears has become far more difficult. Life was simpler when TV and Doordarshan were synonyms. Innovation has been the key to facing this challenge, and one such example is that of “Roadblocks”.

So, what are roadblocks? No, I’m not referring to the conventional traffic barricades, though these too serve a similar purpose – ensuring that traffic (in our case – the consumer) “stops and gives notice”. Technically, a roadblock refers to exclusivity across a certain number of ad slots for a single client over a given time frame. They can range across television, radio, print and even online. Worth noting is the fact that “roadblocks” are generally very expensive and efficient usage through innovative ideas is very essential. Let’s see whether you remember any of the following:

Volkswagen – Print – Nov 11, 2009 – Blocked all ad space across all editions of Times of India… The roadblock included a spread of Volkswagen’s various brands – Jetta, Passat and Touareg. According to the company, their aim was to creative awareness about the German brand and the technology behind it, prior to launch – to co-create a single-engagement proposition in order to create a huge impact in terms of volume sales. With the launch of new brands like Beetle, the target group of VW has changed and this roadblock was aimed at reaching a majority of it. The campaign was also complemented by ads in ET, which directed readers to TOI and a TVC which many of you might recall…

Hindustan UnileverTV – Sep 17, 2009 – Blocked ad slots across the Star network (10 channels) for 4 major brands of HUL (Lifebuoy, Dove, Ponds and Fair & Lovely). A similar roadblock was repeated Read more…

Moving to 3G… (Post 2 of 2)

November 26, 2010 Leave a comment

The story began with that of one giant, Bharti Airtel. It continues now with that of another – actually a combination of 2 others, Tata and NTT Docomo (50% market share in Japan’s Mobile Telecom Industry). The joint alliance which began in November 2008, has after 2 years of it’s existence become the first private operator to launch 3G services. Of course, they were soon followed by Airtel and shall possibly face competition from Vodafone in the next few months, but they did create a milestone.

Before moving onto their actual campaign on 3G and the related TVCs, a bit about the Docomo logo and how they’ve beautifully used it in their communication. If you see the letters of Docomo, you’d notice the use of some standard and non-standard shapes (the “C” reminds me of Pac Man; and they’ve nicely captured that image in their ads too). In almost all their ads, these letters have been used as various objects very creatively. Just to give you an example, check out the ad which came during Ganesh Chaturthi period.

And this is not the only one. They have such ads for almost every festival and every VAS (value added service). I’d have to surely ask a friend of mine working with Tata Docomo, whether Read more…

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Moving to 3G… (Post 1 of 2)

November 22, 2010 1 comment

How many of you have seen the new identity of Airtel? If not, then check out the logo and signature tune below.The unveiling of this new logo and signature tune (also by the maestro A R Rahman) coincides with the launch of their 3G services in India, which was done through a voice call between Sunil Bharti Mittal and none other than the great SRK.

Just like the old Airtel tune, this one also includes some words (though meaningless to most of us as they’re apparently in some African language). If you listen carefully, you’ll see that at the beginning and also in the backdrop, it includes a piece of the old tune. I’ve heard mixed reactions from listeners and many have felt that it’s no match to the old one. But let’s be fair people; anything new takes time to settle in our minds, especially when it’s predecessor has a huge fan following. Personally, I love it – the tone has a nice beat.

As far as the new logo goes… though they’ve stuck to their original brand color red, without which they might have totally lost their identity, the fonts have changed. The new logo comes with a symbol which appears to be the hip cool cousin of the letter “a”, and seems to convey where Airtel plans to go from here. In an interview with ET.NOW, Airtel CEO, Mr. Sanjay Kapoor stated that the logo also resembles a human form and represents the humility which has always been at the core of Airtel’s culture. I’m not sure how many consumers would actually be able to see such a resemblance, but Read more…

Do what you love… Love what you do

November 21, 2010 Leave a comment

Ring any bells? I’m sure you’ve heard that simple but strong tagline quite a few times over the past few weeks. Yes, BlackBerry – the once “official” is making a bold attempt at becoming the “cool”.

BlackBerry (BB) phones are a huge status symbol across India. You’ll see individuals who don’t even know how to sms properly flaunting them. However, you don’t see too many from Gen Y holding this brand. The reasons – Obvious. BB phone features aren’t something that suffice for a teenager and the options available at similar prices just beat them in the race for mind share. I guess, BB has finally realized that this shall not work for an Indian population becoming younger by the day. In comes the strong new campaign with our youth as the target. Check out the TVC below:

This ad has linked the concept of “Do what you love, Love what you do” to the youth. It speaks the language of teenagers – “multitasking”. While the words in the TVC speak about Read more…

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