“The first and worst of all frauds is to cheat one's self...... All sin is easy after that.”
Ram looked confused and that was no news for Guru for Ram always looked so. This time they had pitched and won a famous Kerala jeweller with show rooms across the world catering to the gold crazy mallu’s and others who got charmed by the sheen of the yellow metal.
Sagarika could be moved into this account.. said Ram, ostensibly because as a female she would know more of Gold and could do a better job than males …..
What the hell.. she shouted…. Have you ever seen me wearing gold? For that matter I don’t even know how much does it cost,….she lamented and fell on the bean bag…
Do you at least know how do they sell gold? …asked Guru the magnificient…. I mean… kilos, meters, liters…?
Shut up…. U ass… she screamed….
See Sag, Ram and Guru… pitched in the strategy guy Naresh , stroking his long beard on which the whites shared an equal space with the blacks…
It is simple… the Kerala gold market is messy,huge and confused…. He said with his glasses slowly dragging down as if slipping by the revelation….
So..? The other three looked at him for the next episode….
So… when a market is already confused our job is easy... We don’t have to create the confusion… we will add on to the noise, keep repeating the same things, 916 and all the bla bla…
916 is there everywhere people.. said Guru… as if only this guy of ours have it…
It is there and it is mandatory but how will the idiot who buys know it… he will think GR888888888 about it… said Naresh with sarcasm at the Indian buyer and disdain at their buying habits…
We will have to have something else now that 916 is being said by every one….
Hmmm…. Murmured Sagarika…. Some thing… will that something click…?
Not just something… something which means something…. Corrected Naresh… like the ASLI SWAD ads.. which amended the category behavior and induced adults consuming chocolates…
Guru let out a yawn at the gyan that the strategy guy let loose….
We should entertain them…. amuse them… said Sagarika with a glee,,,,
Come on Sag….. said Ram with his eye brows arched up in disbelief… when was the last time you bought gold because the seller entertained you….
This is not in the impulse category my dear… clarified Naresh…. You gotta give them pay offs….
Like?..... asked Ram even as Guru slowly leaned over to him half asleep… the afternoon Saravana bhavan lunch was acting on him…
Like we should declare something that is there with everyone… or that could easily be there with everyone but we will flaunt it as if we discovered it…
Like what…? Every one will have ..916… said Ram…
The purity claims.. the claims of tradition…added Sag
The variety and fashion to choose from.. said Naresh….
The price tag… said Guru with a stupid smile….
The other three got stuck….
What did you say?.... shouted Naresh
Well… rrr… I am sorry…. Dat was just fun… said Guru….. I take it back…
No No… said Ram…. Guru..you said it… isn’t it Naresh….?
Wow.. man… that is amazing… muaahhhhhh,,,,,,,,,,,,,,,Sagarika jumped and kissed the hapless guys cheeks… her large frame and the mass of flesh almost crushed him to death….
The price tag…. We will make it the triumph card…. our new USP..........Eureka……. Shouted Naresh as he stood up dancing…..
We did it ..we did it…. shouted Ram and Sag as they danced with Naresh over some strategy which for Guru looked like a group of kids dancing over some cheap toy….
He sat there unable to decide… was it real??? Or are the guys just making fun???
***************************************************************
The angry wife met her husband at the door........ There was alcohol on his breath and lipstick on his cheek.
"I assume," she snarled, "that there is a very good reason for you to come waltzing in at six o'clock in the morning?"
"There is." he replied, "Breakfast."
To be continued >>>>>>>>>>>>>>>>>.................
Showing posts with label USP. Show all posts
Showing posts with label USP. Show all posts
Tuesday, May 12, 2009
Monday, January 05, 2009
Pardon me Rooserda...
Originally published on 1 Jan 06 and republished on the "Best of Adformula series"...
A woman came home just in time to find her husband in bed with another woman.With superhuman strength borne of fury, she dragged her husband down the stairs to the garage ,tied him to a pillar and put his manhood in a loop and tied it in to the wall .Next she picked up a hacksaw.
The husband terrified, screamed, "Stop! Stop! You're not going to cut it off... are you?"
The wife, with a gleam of revenge in her eye, said, "No. You are. I'm going to lock the garage from outside and set on fire."
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Not every ad guru accepts the theory of Unique Selling Proposition (USP) which Rooser reeves of Bates made decades ago.... Many disagree with the idea that ads should have a single and strong idea to sell successfully..But none disagree that ads should have strong ideas to be able to sell , whatever you name it and too many ideas will bomb on the face for sure.. Remember vicco turmeric..?USP's can be inherent in the product- can be made along with the product and then communicated through good advertisements, or can be simply 'discovered' after the product is made and before communicationis thrown on to the air.
Contrary to popular perceptions the second route isnt that bad.. saw the latest G4H ad's ? ,which are making Kaliappa Chettiar laugh like never before..( Mr. Chettiar owns Sri kaleeshwari mills which is the proud owner of Goldwinner, the cooking oil brand)..but USP' which the ad agency discovers for and on behalf of the client ,many times do back fire.. synclova 5's made it then but today people are less idiotic.
Listen to this...Samm Sinclair Baker in his classic 'The Permissible Lie ' told us this story..
In a typical meeting, a client told his agency men... "our canned item is slipping in sales.We need some new exitement in the advertising. we are going to redesign the label to give it a NEW look. so come up with a New improved campaign with lots of big - big promises.. move fast"..
Some one asked- " any thing new or improved inside the can?"
The client glared."what the hell kind of a question is that? I would have said so if we did that..only the looks will be NEW..Whose side are you on anyhow?
The questioner wasn't on any side very long.He was fired from the agency.
Now hear this...
"You saw this"- yelled the creative guy- " fair and whatever has come up with fairness granules... what a proposition..now they are gonna make more airhostessess... God we are gonna sink"...
"And see this"- cried another guy- "fair fever guy has come up with" fairness enzymes" ...
"Goodness gracious.. what are we going to do? Our farfairest will definitely want to retaliate"..
"Let us discover a USP for him.. ummmmm" .. said the strategy guy.....what about fairness microbes?"
"Yuck"-said one guy- "it irritates..it gives me creepy feeling.. a negative image"..
"Is it? then how about' fairobes' ? "
"Wow.... wonderful"-said many
"but what is fairobes?-asked one
"who knows and who cares"?... that will be farfairest' s USP here after..
"forgive us Rooserda"- quipped the Bengali account planner.
"And we will use it until they start sensing reality, then change it .. public memory is short."-said the branch head.
"Now shall we call the client?"
*************************************************************
Advertising has really changed our thinking. This morning my wife put on eye shadow, eyeliner and eyelashes. I said, "What are you doing to your eyes?" She said, "I'm making them look natural."
A woman came home just in time to find her husband in bed with another woman.With superhuman strength borne of fury, she dragged her husband down the stairs to the garage ,tied him to a pillar and put his manhood in a loop and tied it in to the wall .Next she picked up a hacksaw.
The husband terrified, screamed, "Stop! Stop! You're not going to cut it off... are you?"
The wife, with a gleam of revenge in her eye, said, "No. You are. I'm going to lock the garage from outside and set on fire."
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Not every ad guru accepts the theory of Unique Selling Proposition (USP) which Rooser reeves of Bates made decades ago.... Many disagree with the idea that ads should have a single and strong idea to sell successfully..But none disagree that ads should have strong ideas to be able to sell , whatever you name it and too many ideas will bomb on the face for sure.. Remember vicco turmeric..?USP's can be inherent in the product- can be made along with the product and then communicated through good advertisements, or can be simply 'discovered' after the product is made and before communicationis thrown on to the air.
Contrary to popular perceptions the second route isnt that bad.. saw the latest G4H ad's ? ,which are making Kaliappa Chettiar laugh like never before..( Mr. Chettiar owns Sri kaleeshwari mills which is the proud owner of Goldwinner, the cooking oil brand)..but USP' which the ad agency discovers for and on behalf of the client ,many times do back fire.. synclova 5's made it then but today people are less idiotic.
Listen to this...Samm Sinclair Baker in his classic 'The Permissible Lie ' told us this story..
In a typical meeting, a client told his agency men... "our canned item is slipping in sales.We need some new exitement in the advertising. we are going to redesign the label to give it a NEW look. so come up with a New improved campaign with lots of big - big promises.. move fast"..
Some one asked- " any thing new or improved inside the can?"
The client glared."what the hell kind of a question is that? I would have said so if we did that..only the looks will be NEW..Whose side are you on anyhow?
The questioner wasn't on any side very long.He was fired from the agency.
Now hear this...
"You saw this"- yelled the creative guy- " fair and whatever has come up with fairness granules... what a proposition..now they are gonna make more airhostessess... God we are gonna sink"...
"And see this"- cried another guy- "fair fever guy has come up with" fairness enzymes" ...
"Goodness gracious.. what are we going to do? Our farfairest will definitely want to retaliate"..
"Let us discover a USP for him.. ummmmm" .. said the strategy guy.....what about fairness microbes?"
"Yuck"-said one guy- "it irritates..it gives me creepy feeling.. a negative image"..
"Is it? then how about' fairobes' ? "
"Wow.... wonderful"-said many
"but what is fairobes?-asked one
"who knows and who cares"?... that will be farfairest' s USP here after..
"forgive us Rooserda"- quipped the Bengali account planner.
"And we will use it until they start sensing reality, then change it .. public memory is short."-said the branch head.
"Now shall we call the client?"
*************************************************************
Advertising has really changed our thinking. This morning my wife put on eye shadow, eyeliner and eyelashes. I said, "What are you doing to your eyes?" She said, "I'm making them look natural."
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