Thursday, July 24, 2008

BSNL.. where ignorance is a bliss !!!

The biggest problem in communication is the illusion that it has happened !!!!

It is basic stuff and no great thing I am going to reveal here in today's sermon.....

You can't persuade your audience if you don't know much about them..... Knowing your TG helps you to shape your message in a way that's most likely to gain their acceptance. That's all the more important when your goal is to persuade, and not simply to inform, your audience.....
So what.. you say?? we all know this ...you say??? ... well read on...

Persuasive communication aims to convince people to take some form of action says the text books...after all, you must get your TG to change their attitudes and belief or you must reinforce the attitudes and beliefs they already hold. That means you must have a thorough knowledge of your audience before you prepare your communication.rite? They should feel like...yup.... wow... they r talkin to me....

The series of BSNL advertising that have been going round the air, for quitesome time,made me think...
What do they mean? Do they know what they want to sell, say and sit at home relaxed after that? A celebrity can make half your job done, but in this case, the atrocious waste of that resource, is so appaling and awful that one shudders to think that the industry isnt aware of the basics...?
The guys at the agencies that made them should go back to their schools, at the earliest....


Of course the pretty Zinta gal had been there , an unmatch though, jumping ,dancing and singing, holding phones with funny BSNL sub brands glaring out of them vying for attention in the previous ads (?), now here celebrating stupidity,refusing to marry a guy who dont have a BSNL at home ( That is the latest in the series of " Be Indian Buy Indian" tamasha) and alas.. telling the Indian folks dat BSNL is the best (oh yeh...?)It is an abysmal ad.. like all of the predecessors and if one goes by the anticedents, it isnt going to get any better.....
Any number of factors can affect how your TG will react. These can include their experience, education, job or professional background, age, gender, ethnic background, cultural differences, and more..... more and more... competition for eg...
How long can BSNL ASSUME that they are superior and worse they are the only player???
How long can they keep self admiring about the reach and network ( forget the GSM to CDMA transition and the delay that is so typically public sector like and the capacity crunch that adds to the pandemonium) and stop being innovative and inspired?
How long can Grey world wide and EURO RSCG keeps their eyes shut to the reality that the PUBLIC SECTOR scene is changing and hence discern the need to be sensible and creative ?
And that they now are and will have to compete with the private players????


You'll need to address your listeners at the level of their existing knowledge and that is just basic stuff boss... in this game of marketing communication, the right quantity and quality is the game and the rule of the game... Yes the rules havent changed dude but the game has changed..
See the above market pie for instance.. see the complexity, the number of eaters, and the way the cake is divided... see the way its growing and growing.. see for Gods sake, how its getting murkier and murkier.. and see how your brands (BSNL broad band, BSNL landline,BSNL internet,BSNL mobile,BSNL MPLS-VPN,PCO,Shoppe, TRIPLAY ,VSAT, Connecting india.. oooophhhhh) sounds stale, slow and slouching..... see the CDI and the BDI ...jargons they are, just in case simple talk dont make eyes open......
Truth is by nature self-evident. As soon as you remove the cobwebs of ignorance that surround it, it shines clear said Gandhi the Mahatma, but who cares... eh..?
It is plain... sit and watch all the ads that are on air in the category and then see also yours...
Still if you think urs is some thing WATCHABLE then go on....
After all the truth is incontrovertible, malice may attack it, ignorance may deride it, but in the end; there it is.......
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Tail piece: What’s the difference between ignorance and apathy??
I don’t know and I don’t care

3 comments:

Dileep said...

Nice blog!
I would like to add that all of them including BSNL, Airtel, Reliance, Vodafone and Spice...had given me " a bad experience wid customer" kind of incidence! They are looking to eat away customers rather than holding them!

finally "gold, diamond or platinum" ( imean soverign metals as symbols for all these service providers) nothing glitters.. nothing is Gold!

Anthara sharma said...

Its nice to see u back sabu.. and BSNL is a comedy of errors. As you rightly said the agencies are to be blamed, for this fiasco. The Chalta hai attitude when it comes to dealing with the PS clients makes it this worse. Probably this industry never learns !!!

Anonymous said...

its a fuck all ad....

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