Once upon a time we played Cricket !!! - Part II

Part II of Guest article by Vipin Nambiar - Manager (Space selling) at Indian Express, Mumbai who also happens to be one of my beloved students.

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Match between Break or Break between Match?

Boundaries, 4’s, 6’s, OUT, CATCHES etc... It rather became a cliché. All these are supposed to be terms used in the game called Cricket. These terms have almost gone into oblivion and been rephrased into some statements.

All Harsha’s, Jackman’s and Shastri’s are busy shouting these…

Oh my goodness, It’s a “DLF Maximum” Indeed a “Citi Moment of Success” What a good “Karbonnn Kamal Catch” Billy Bowden’ funny signals for a “Maxx Mobile Timeout”

Brands are ubiquitous…….. Licking the cream out of every moment of IPL…...

Amongst all the heavy duty campaigns of Save the Tiger, an animal called Mongoose is getting all the attention. Even those left out 1411 Tigers would have badly wished, why the inventor not named the bat after them. IPL is all about that…... Fun and Frolic with much awaited climax and anti climaxes.

In this IPL season we could not see any transformations like CEAT & Godrej (Logo change ads) and Vodafone Zoo Zoos in IPL 1 and IPL2 seasons respectively, thereby helping us to reach a conclusion that this platform is a better place to build Brand Value. It’s a 45 days realty show with a mega final. So the media planning and account planning for a brand also should be in sync with the continuity of the show.

Mobile phones to Consumer Durables to FMCG’s to Soft Drinks, every one trying so hard to get a fair pie of the FCT. Consumer Durables making the platform count to enhance the sales of summer season through ads of AC’s. Mobile operators claiming better network coverage’s and pushing their various VAS (Value Added Services). Soft Drinks finding better ways to quench thirst this summer. The sudden spurt of new Mobile Phone players in the market made Nokia to keep silent this time and paving way for Rookies Maxx, MicroMax, Karbonnn and Videocon…… LG and Samsung are also in the race. Insurance companies are making the most by emotionally blackmailing the audience. So every product category is here to make an impact to get the desired attention. Hope to have a win-win situation for all...

All have one simple strategy – VOCIFERATE. When others are shouting, let’s also do it…

About IPL 3 Breaks, I could sum it up like this – Chaos, Confusion and Obscure.

Best, Bekar and Bewildering …

If there is something called Best IPL ad this time, the whole credit goes to Airtel and Sharman Joshi. Flow of ads being spectacular and recall being the highest, Airtel takes the centre stage this time surpassing Vodafone Zoo Zoo’s. Somewhere the repetitive quotient did not help much for Vodafone. Still it is a crowd puller. Though not 3-4 times (like IPL 1), we wait for the new episode of Zoo Zoo every match and watch it fully at least once.

Oongli Cricket, a new cricketing concept by IDEA is a good IDEA, just to optimize their SMS push. Decent one by Abhishek, his peon and seductress secretary.

Battle between Pepsi and Coke, the clear winner is Coke by all means (cute and smart faces of Imran Khan and Kalki Koechlin and the nice background score), because for many reasons the Ranbir and later on Sanjay Dutt’s teaser not even funda is bewildering all the way. Hope at least the ‘ reveal ad ‘will do some justice. Opinion by some college going DUDES about this ad somewhat stated like this - “Youngistan ka Wow Sucks”.

One more reason to get irritated in this hot summer is the Akshay Kumar’s Micromax Mobile ad. The all hehehehe’s and hahahaha’s was indeed BEKAR. Stupid Chef and nettlesome laughs made me just turned on my channel from SET MAX, the only one time in IPL…….

Now the tale of the best , bekar and the bewildering continues... come back for part III...

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Tail piece :- During a Test match between the West Indies and England, Michael Holding was to bowl to Peter Willey........ The commentator at the time, Brian Johnston, described the action, quite accurately, as "The bowler's Holding, the batsman's Willey".... need less to say that the whole stadium burst into an uproar of laughter... !

Mont Blanc-The new Gandhi...an !

What does a brand stand to get when they associate with icons?

Instant fame and image transition?

Easy recognition and differentiation, particularly in cluttered categories?

Aura diffusion from the icon to the brand that gets associated?

And what if the answer to the question is "all of the above "?

Can they go ahead… ?....theoretically it seems YES is the answer but in practice though a yes may not suffice, always,,,….
Mont blanc limited-edition commemorative fountain pen in honor of Mohandas Gandhi, is the brand in question (and for the uninitiated,) German luxury pen maker Mont blanc launched the $24,763(12 Lakhs in Indian rupees) pen just in time for the 140th anniversary of the birth of the Mahatma, the man who shunned foreign-made products, and stood for simple living and austerity … Just 241 commemorative fountain pens will be sold — a nod to the number of miles Gandhi walked in his famous 1930 "salt march," a mass protest against salt taxes levied by the British that dealt an early blow to their control over the subcontinent.

The pens are handmade, adorned with Gandhi's signature and a saffron-colored opal. Made in18 K gold, rhodium-plated nibs display an intricate hand-engraved depiction of the 60-year old Gandhi (quite a work one must admit…) They come with an 26-foot golden thread that can be wound around the pen to invoke the spindle Gandhi used to weave plain cotton cloth each day.(What an Idea sirji!!) The pens also come with a commemorative booklet of inspiring Gandhi quotes. And of course to ward off allegation of sumptuousness and opulence, the company launched a cheaper line of 3,000 roller ball and fountain pens which retails for 167,000( $3,205 ) to147,000 ($3,642).

Even that is stratospherically so out of contact for the vast majority of Indians, many of whom don’t know how to write, leave alone a Mont blanc… Over 450 million Indians struggle by on less than $1.25 a day…. Remember India is 134 th in Human development index in a recent world wide ranking…Gandhi successors and their Trusts have been taken care of in terms of big donations and hence they don’t find any fault in the product idea… but needless to say, debates, discussions, controversy and litigation is already on air…

Ok ! Now the ethics in the product idea, design and the positioning apart, does this match really makes any sense…?

Purely from Marketing and Marketing Communication angle isn’t it an imperfect alliance?

For me it looks like a bad marriage as it don’t gel… Gandhi and opulence is as stupid a combination as Elizabeth Taylor and parsimony … !!! Why it is that, two distinct brands with two different and diametrically opposite brand values have to be super imposed? Gandhi is a powerful icon, a brand that has its value that stems from the basic DNA of the brand –austerity and self rule…. Mont blanc Gandhi edition is just a misnomer, king of all the mismatches,,,,,….

No I am no Gandhian who opposes the use of Gandhi in Advertising,, why should I when Tushar Gandhi thinks it is ok? Why should I when I have seen and felt good with such ads like the one that you can see here...

I am just against the mismatch but who cares..?

Now I am waiting , for Johnie Walker( keep walking!!!) to come up with Gandhi special edition of their stuff.. after all he walked all the way to Dandi for the salt march…

Tail piece :-

At a local coffee bar, a young woman was expounding on her idea of the perfect mate to some of her friends."The man I marry must be a shining light amongst company. He must be musical. Tell jokes. Sing. And stay home at night!"

An old granny overheard and spoke up, "Honey, if that's all you want, get a TV!"

The Brand Economist

The Economist has a brand value as one of the best magazines for general information as well as on business. It covers news from all over the world and puts it briefly and succintly with honesty. But they also do a brand building exercise. See these advertisements. I like them because they have clarity in their messages.

Wow! Wow Sports Brands!

Tiger woods, recently earned $87 million as endorsements last year, Phil Nickelson lagged behind him by $48 million. Manchester United's merchandise revenue was $23.6 million and had ticket revenue of $132 million. So fans are so adamant about their brands and why?

All have a love to become famous, almost everybody like games. We play games even at work! All are inspired by legends!

Jimmy Connors and Boris Becker, Pete Sampras and Roger Federer, Pele and Maradona and many!..

"Golaazoooooooooo! Brazil", we have heard it many times again we will!

Teams are brands. Teams become legends too. Teams become more than individuals themselves like Manchester United, Real Madrid and Boston Red Sox!..

What Motivates us? Oh! even if we don't feel or even if we are sceptic, it is natural to be fond of games and players bcoz we are and we believe:

Freedom and adventure
Hard work is good. Success follows from hard work
People can improve themselves. Tomorrow is better than today
Caring for others, particularly the underdog
Being ‘young at heart’

So sports endorsements and sports professionals in advertising becomes one of the most common tools! and so be it!

Orange ..pink and now red !!..Hutch is now Dead !!!

Orange,pink and now red
hutch to vodafone,set is the bed,
will the dog be now left dead?

Its an infeeling that I have when Vodaphone takes over Hutch, in a cruel tale of corporate takeover, merger or aquisition, whatever it is , a gonnabe case for the strategy sessions in business schools, the colour change is what bothers and amuses me. In fact regular readers of this blog would have got irritated by my scathing atttacks on the ever changing colours of Hutch and my admiration and fascination for its communication which I feel was one of the best that Indian advertising has been able to give us in the last ten years or so....







The history of makeovers in Hutch is quite interesting....From the initial MaxTouch over a decade ago, the brand was converted into Orange in 2001 (one may recall the ‘Hi!’ campaigns). Later, it was made Hutch elsewhere and Orange in Mumbai. Following this, in 2005, Hutch moved away from its orange-coloured logo and went all pink (simultaneously, Orange, too, was integrated into Hutch in Mumbai). well ! the brand identity changes vs the continuity of good services and network is what the questions is ,now......it seems people dont mind the color or the panting dog as long as the service is there.... but Hutch is now red is a bit unimaginable(Red is strongly synonymous with India’s other largest telecom provider Airtel)..even other wise this change is colours from an academic perspective is a bit odd, but so was orange to pink.....

Vodafone, it is learnt, will come in with innovative and discounted plans. So, if Reliance can do a 777 handset, Vodafone is slated to launch a 666 handset at the lower end. This will fit in perfectly with the company’s plans to try and capture the mass market.Whether it is going to confuse the already embattled Indian buyer or is it going to make things easy, is to be waited and watched while the pug runs around still, as the new bosses have promised to retain the now almost legendary brand symbol along with the cartoon charectors of the boy and girl, whenever a new service is announced.....

Now the oft praised and well applauded client agency relation, between Hutch and O&M may be reviewed and changes desired by the new team...The global advertising agency of Vodafone, Weiden and Kennedy, has also entered India last week, raising some speculation in the ad industry about a future shift in creative responsibilities from Ogilvy and Mather to Weiden.well that is bad news for O&M but one hopes that the brand and its communication continues with the same charm and be in touch with us for ever.... While the business and marketing part seems to be bright with the entry of this global giant, and with the deep pockets they seem to be having ostensibly as the media plan that they have made and touted as the first time in India, when the new change is going to there everywhere, from this night, in the entire star network and even others(a full-fledged launch across television, print, outdoors and the Internet is coming up ..) my worry is the dog, less due to the animal lover that I am, and more becuase of the ad guy that I am... Hutch ads was a revolution as well as a revelation..... the rest is history...

And the future, is simply unpredicatble...!!!

Nothing But the Name!

Only just a day after UTI bank changed its skin to become Axis bank, it was announced that UTI bank has become one of the 50 most valuable brands in India. Brand Finance valued the brand at Rs. 829 crores.

Oh, we knew what we were giving up," says Hemant Kaul, President, retail banking, Axis Bank.For UTI Bank, "Axis" was selected from a list of over 50 possibilities. Given the bank's growing interests in other Asian markets including Dubai, Singapore and Hong Kong, a "global-sounding" name was imperative. But is it more than "old wine in a new bottle?" See it here.

Simple Advertising Highly Irresistible!

Meow, Meow, Meow Mix...Going against tradition

Meow Mix, a brand which is owned by Del Monte Foods, is working on an online campaign now. The pet food retailers, who were confining themselves to print or television advertising, were adopting offbeat methods to get curious eyes and customers.

The brand Meow Mix had developed affinity do something different in advertising.
It was born with a campaign “the cat food cats ask for by name”. There are many jingles sung for cats. Earlier, when Meow Mix was in the hands of Cypress group, they opened many pop-up retail outlets – Meow Mix Café and reality TV shows Like “Meow Mix House.” Then the next effort was much more interesting. Under a new slogan called “Think like a cat” for Meow Mix, it published a promotional book, online video clips and a website- meowmix.com.

This campaign had lots to give to cat lovers. Meow Mix Acatemy, a faux cat academy, brainchild of a Del Monte’s agency – Grand Central Marketing (GCM) , guided them to learn about feline tastes, how to exercise like a cat and catnapping and a mock dean called “Cat Cora”. Catalogs, curriculum and other associated things were also available for use. Even celebrities like Kat DeLuna and Big Pussy (Vincent Pastore of “The Sopranos”) took part in promotional shows and they organized a quiz Cat Aptitude Test in meowmix.com. Read more about Meow Mix Acatemy here.

Mathew Glass at GCM says, “The goal of unconventional campaigns is to forge strong emotional bonds between cat owners and Meow Mix.” It identifies and interacts with “cat parents”- those who think cats as family members.

The Del Monte cat book- The Meaning of Meow: Understanding and Caring of your Cat, and it is likely to be into the “best sellers lists” as there are many cat lovers. Tracy Locke, the agency which Del Monte corresponds now, has developed customized programs for supermarkets, drugstores and discount stores, selling Meow Mix daily. These “impression generating events” are sure to captivate the cat lovers. Yes, a little bit about money now. Meow Mix spends more than $10 million a year on ads in media too, because they are competing with brands of Nestle Purina in the market.

The efforts are unique, innovative, off-beat attention catchers, like any advertising campaign should be. But, we cannot fancy this idea for all types of products. Further, each campaign must have a distinctive style of communication, but it highlights the importance of developing social as well as online network through campaigns.

PS: Now, they have done so much for the cat lovers. But are cats loyal to the owners, dogs are good pets, aren’t they?

Harry Potter and Bookworms from the Muggle-world

Who will be awake in dark hours of the night, with gold rimmed glasses, reading a book heavier than bible, covering herself, with thick jackets, under a mosquito net? Definitely, not my sister, I thought. The girl who would throw the broom stick and walk away has started giving it due respects. The fairy tale had given an added zing to everything she does now.

But ten years ago, a lady sat, gloomy and focused, along with her daughter at Nicholson's café at Edinburgh, and was busy scribbling in her notebook, whenever a spurt of creative imagination entered her mind.

In her own words,

"The feeling of who I was badly damaged by suddenly finding myself a single parent on benefits". "So I wrote to protect my sanity. I have always written and so it was a way of continuing to be me, despite all the ghastly circumstances."

Joanne Rowling and her daughter Jessica became regulars in the café. It was difficult for her to get the first copy of the book printed and published. Now, when the record-books swell, counting the numbers, of Harry Potter books sold, the smile never fades, from her face.

The "Harry Potter" fans where waiting for a climax between Lord Voldemort and him. The loose threads in the story slowly began to entangle themselves in the web, when the 4th book in the series came out.

The magical characters in the book became characters in reel and the films became Hollywood money grossers. Jo, as J.K Rowling is often called, was basking in the warmth of fans, and had already been a billionaire. But the plot was already laid in the spoiled curse. A speculation was created before the launch of the penultimate book that Harry would die! - How clever was the publishers! It raised the anxiety level and curiosity of Potter fans.

The 7th and penultimate book in the "Potter series" was selling at the rate of 220 copies a minute, during the first 24 hours of its launch in Tesco stalls in UK. All the other books in the series had been in best sellers' list, with more than 300 million copies being sold. they were also translated into more than 60 languages. Out of 13 million printed copies of " Deathly Hallows", more than 2 million copies are now in the possession of the book fans.

The launch of " Harry Potter" books were often backed with promotional campaigns. A host of celebrations ( 300 events in Canada alone ) were also conducted to promote the books. The fans have also become crazy about "Hogwarts School" apparatus, that many toys were also made on the basis of story line. Being sceptical about the fame, it was also alleged to be promoting witchcraft.

Chrysler, which was finding it quite interesting had launched a combined promotion in 2001. Coke, which did not want fall behind came out with "Live the Magic" campaign with Harry, which attracted criticism. Gary Ruskin, executive director at advertising monitor Commercial Alert, remarked "Coke has transformed Harry Potter into a marketing wizard."

All said and done, what is in it for us to learn?

We have to believe in our inner talents. Our imagination is worth our life. If it isn't a book, it can be a popular advertising campaign. A word from mouth! - Yes, word of mouth marketing has to be taken seriously. Understand the senses, if it gives you, hardly any vibration, it is neither likely to influence others. Go forward to meet your customers (Rowling set an example by reaching out to the kids, making them happy); they are the best friends. Will media, won't media? If you are runaway success, media is likely to follow you!

And what else like "Sherlock Holmes" of Arthur Conan Doyle, is "Harry" likely to be reborn?

Branding Countries! Branding Ourselves!

During the last decade, we have seen major initiatives by nation states to advertise themselves. In order to distinguish themselves, and to project a halo of attraction globally, they advertise themselves as a paradise with several features like- vivid culture, friendly people, safer nation, panacea for all illnesses ( am referring to health tourism), growing economy and like.

Here we see, Claudia Schiffer, adorned in German flag, a feast for our eyes, projecting Germany as a place for safer investments. Some of these advertisements have appeared in magazines like The Economist and Fortune . It says Germany- A Land of Ideas!

La, la Brazil- the Vengaboys song is quite a memorable one. This commercial for brazil tourism speaks of the Carnivals, the culture, its samba dance wersions, the freedom and joy that this latin American country proudly posseses. Some of us do know that Lula's land had become a major attraction due its bio-fuel ventures.

Malaysia- Truly Asia- This small piece of landscape, a nation which projects itself as a place - where we would find a mixture of all Asian cultures is one of the cheaper tourist destinations.

Thailand- the small Asian nation, also called the 'Land of White Elephants' is one of those countries in Asia with a rverberating culture, ethnic dance forms and a land of hospitality. A land where we find pagodas, chaityas and stupas is mainly known for its hospitality!

And India, a place where I live, is a land of different cultures, staying tolerant with each other, existing and growing- a culture which normally finds ways for evolution!. Here, we project our nation for its sustaining vivid culture, growing economy for investments and a place where you would get rejuvenated. A different experience altogether giving a spiritual consciousness too.

Amul Makhanwaali ! - Taste of India

Many incidents happen daily in India, the second largest populated country in the world. Some of these become news items, some escape our eyes. Our newspaper dailies would die if there are no issues to discuss about, media make some of them sensational. Then the rest of its done by Indian Janatha, who would like to get more attention by staying in the news. But Amul, brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), adds humour to some of the events and gives it a lighter side. Shakira danced swinging her hips, in front of crazy fans and sang "Hips Don't Lie" from her album oral fixation. Amul found her lips more interesting!

Vaji Vaji!.."Shivaji", one of the recent films of super star Rajnikanth, still showing at the theatres and which media and fans, recieved with huge passion was not left unnoticed. Amul gave credit to his stellar performance this way!

The heat wave, which set North India on fire to almost intolerable 42 degrees. Amul sympathised with the Indians - Umbrellas were not enough!

When Shilpa is on the media, It is something sensational. Now, everyone had understood that she just can't stop dreaming, by not being in a tabloid or the other. Richard Gere's Kiss, in an AIDS awareness Show- Jo Kuch Jyada Hee Tha!.. Amul ko aisa laga!..

Kabhi Kabhi Cheeni Kam Khao.. ( Eat some less sugar!).. because if sometimes we live long and find love, we needn't be afraid to get married. So eat delicious Amul Butter and be healthy!

We didn't leave Angelina Jolie alone. It was one of the opportune moment, when a Hollywood film was being made in India, remembering Daniel Pearl- " Mighty Heart". But she brought with her mighty companions- the personal security staff. Amul found it amazing!

Nothing has ever escaped Maakhanwaali's eyes. Amul advertisements have always found some incidents and presented them in a good taste!

Making of 'Fastrack' Storyboard

Have we ever thought how difficult it would be to tell a convincing fairy tale story to make a crying kid happy? Its quite difficult, as we become older, we become less imaginative and more logical. Then how tough it would be to prepare a storyboard for commercials, which lasts only for few seconds to one minute.

Neil Labute said once , " I wanted to tell a story that interested me as much in the telling as in the watching. " This is what the creatives and 'storyboard' writers would want to accomplish. Not only that, the fast moving commercial, should stay in viewers' minds.

Without any celebrity fanfare or any endorsement, the fastrack watch commercial stays different. The guy wearing a watch on his belt is surprised to see that others are impressed, and a little bit crazy. In the beginning, he hears a whistle and girls bend over to take alook of his new watch. then, he finds kids hanging upside down on a wall and smiling. Girls find him more amusing than ever.

" What's the time, Yaar?", one girl asks the other and the guy realises that everyone is looking at his watch. The ad ends with a note " How many do you have?". Its inspires young minds, speaks about the style and the target market, quite in a humorous but with a prettier angle to it.

So think again.. when a story board has to be prepared for an advertisement. It has to linger in our minds and we are short of time..Just few seconds to make a long lasting impression!

Brand Rajini-" Naan Correct-Aga Varuven"!

Rajni had been the talk of the town for the last two weeks. Our friend "Guru Ranganathan" unravelled him for us and we added some finishing touches.

"Naan eppa varuven, eppadi varuvennu yarukkum theriyadhu, aana varavendiya neratthil correct-aga varuven." ("When I will arrive, or how I will arrive, nobody will know, but I will arrive when I ought to." ) - is one of Tamil Superstar Rajni's dialogue.

True to this dialogue, its so convincing that his fans, media and film critics are dumbstruck with inspiration about his new film "Shivaji"- not sparing any words in the vocabulary. Film industry is quite 'queer'- some hyped up films will end up with huge losses, where as an unlikely film sans superstars would gross decently well....

Analyst report says that only one out of 671 new product ideas ever makes it to the market and hits it sale and profit target!.
But here is a paradox!!!! as soon as the customer hears that his favorite brand is coming up with a new product he has booked it in advance with out even knowing what the product is!!!

But brand "Rajni" is quite inexplicable- the film was made for Rs.65 crores ( its mentioned in public that Rajni was paid a whooping 17 crores, along with a revenue sharing contract). The film is likely to gross more than 60 crores of rupees. The tickets for the first two weeks were already sold out 5 days before release of the film. Rajni fans have painstakingly stood in queues and paid exhorbitantly ( Rs 500-1000 for single ticket- the first week), for getting a chance to see him on reel. He's quite easily approachable in real as one of the fans remarked " Rajni never acts in real." For something they have not seen, Rajni fans are ready to empty their pockets blindly believing in his skills and style.

After all, How has Rajni done it?

Considered as demi-God of South India, his skills and mannerisms are appreciated, copied. Rajnikanth is popular for his flamboyant dialogue delivery and characteristic mannerisms. Rajnikanth's movies has been mass entertainers. Synonymous to style,when you observe any kid in Tamilnadu ,they use the phrase “Rajni stylu” for any bravo act they do!His USP is his one liners in the films, no other actor uses it in Tamilnadu. His fans in Tamilnadu are crazy about his one liners.

In the 1992 film, Annamalai, he says,"Naan solrathaiyum seiven, sollathathiyum seiven." - I will do what I say, I will also do what I don't say."

His films are also grounded with "good winning over evil" theme , and fall in line with stories of 'local-Robinhoods'. Apart from Tamil, Rajinikanth has acted in over 160 movies, including Telugu, Kannada, Malayalam, Hindi and Bengali. Andha Kaanoon, Hum,Chaalbaaz are some of his HIndi sitints. He also had a brief stint in Hollywood with the movie Bloodstone in 1988.

Rajni- My name is Shivaji...

Born as Shivaji Rao Gaekwad in Karnataka, he also had his humble begininnings. While juggling with different jobs to make a living, he worked as a bus-conductor in state transport corporation in Bangalore. From smaal roles, he has extended his helping hands to people, in his own way. He has widely helped many in film industry, and has plans to open hospital and schools. Although many anticipated that he will enter into politics, he's relatively shy of media and reluctant to be a politician. And more over he is the only big ticket celeb left without being exploited by brands.... he refuses to endorse brands however big they are and maybe because when he sees ,no brand is bigger than him....

He is a good case for the ad guys around as a perfect example of a good brand with consistency and integrated communication !!!

"Naan oru dhadavai sonna nooru dhadavai sonna madhiri." - "If i say it once, I've said it a hundred times." .... he said so and the whole world seems to nod their head....

Now this is the ad war !!

with that middle finger this ad war seemingly came to an end..... Games advertisers play !!!!

Ukkarungo...Bingo sappidungo..!!!

Im sure you have seen it... those bingo ads which have at last broken the hell of clutter that was ravaging in the category.... ITC determined with all the money and muscle and more importantly with a mindset tuned to strategy and success, is making the waves even here in a category ravaged by unorganised players and infinite brands....



If the earlier flamingo ads rocked, the glad bangles one made us glad and giggle... and almost took out our breathe ,till the last minute when one sees the ad for the first time...



Now dont get upset that the product benefit aint clear and the promise isnt made and all such stuff....the category is such that the clutter breaking is important... bakki sab...Well u said it.... Bakwaas !!!

Good advertising from Ogilvy and Mather
...!!!

the Hutch ad.. eskimos are here

The latest from O&M for Hutch search engine services.....Cool classy and composed !!!

Whats cool about the ad??
Its simple...
whats classy ??
It builds this suspense that is so very unique and makes sure that it is maintained till the last shot...
whats so composed??
It has no brauhaha.. its slow and yet vibrant,so very convincing...

Kudos to the O & M team... creativity still survives.....

HP ..turing IT on its head !!!

Click on the ad to see its full glory...cool work guys !!!

Advertising. is the game of IQ ...imagination quotient I mean ....

Love Bites, Musst Bites or Dog Bites- Which is your hot favourite?

We like to bite, don’t we? Chips, French fries, biscuits and what not? - Parle Musst bites too. But I am a little afraid to try it because I don’t know whether my friend would bite me out of love, or out of being jealous, or because she had seen the “musst bites” advertisement .

Comments from the makers:

Shalini Desai , brand manager, Parle Musst bites says , “Most of the snacking category has its communication harping on the feel good factor of sharing and caring. It was to be positioned as a product that was so tempting that its consumer would actually feel possessive about it and go to weird lengths to protect it. “

Santosh Patil from O& M commented that “Today’s youth speak a different language, one which is wacky, humorous, edgy and individualistic, so subtlety was not an option for us.”

Yes, it’s different from that of “KurKure”, where Juhi and family eat up jumbo family packets or that of “Lays” where Saif and friends are having a party. They don't seem to be tempting!..

Our own Munna Bhai would say,
“ Apun zara busy hai, tere girl friend ko ek packet musst bites de do, kaam ho jaayega”

Budlight...get bannned !!!

Dirty? yes.. but my salutes to the mind that thought it ...visualised it... or observed it... that is the key to good advertising
!!!

Electrolux- it really sucks !!!!

It really sucks, this advertisment
, inspite of being a good out of the box stuff, I wonder how the markets would have reacted .. would they have rushed to buy?? because it SUCKS???

Go air !!! We have not changed ....

Now that is heights of competition,literally !!! Refer to the previous article on the same topic and have fun>>> cant imagine what Jet airways and its agency would be thinking now...? is it not the opening of a pandorras box...? a can of filthy worms...?