Ziebart - power of ambient advertising.. !

A great example of how ambient advertising can work wonders... It is aimed at car drivers and in a place like middle east where heat can eat people, such messages hit at the SPOT where it burns, can work wonders.. The frying pan as a symbol of heat can be extended to other images like a hot tea pot and boiling water etc.... simple and yet piercing !!!

Advertising Agency: Percept Gulf, Dubai
Executive Creative Director: Prashant Sankhe
Copywriter: Wayne Fernandes
Account Manager: Saurabh Ail, Hafsa Qureshi
Art Director: Pramod Surwase
Illustrator: Ratheesh Radhakrishnan
Photographer: Prakash Brags
Other Credits: Carlton D'Cruz

NB:- click on the pic to get a closer view...

Ad Funda --- Ambient advertising ?

"Ambient advertising is advertising through an unusual medium”.


Instead of advertising one's product through TV, radio, prints or hoardings on the pavements, these ads creep before the viewer when he least expects it. The whole idea of ambient advertising is to be clever and catch the eye of the target even before they realize that they are a target…..

The mouse pad user above, is going through a state of ecstasy for being able to browse under a micro mini with his hands and even click and squeeze, when slowly but surely the AXE brand name is squeezing into his mind, in a process of passive learning...

Newspaper, TV and other main stream (above the line, as they call it) advertisements usually cost a huge amount for one insertion,( If the size of the newspaper advertisement is not significant, it goes unnoticed) but when it comes to ambient advertising, it helps in establishing individual connect( to an extent that is), and is more reasonable in terms of cost ( but cost effectiveness is always questionable).

The idea of gifting apple baskets with a company's logo stuck on each apple to their premium clients, helps build a personal connect, and also builds good business but among a selected group of people.. After all …..how many Apples?

Even though ambient advertising has made a place by having massive shock value, it is not strong enough to force out the more conventional forms of advertising.( not that I am a devil’s advocate here and is ALL for the Advertising as we know it, but..) For branding we still need to rely on print and electronic media and that is true.. after all conventional advertising is like marriage, there may be a better option but what is it? Can some one say?





The amounts of advertising and marketing, people are exposed to daily have gone beyond belief …. At the petrol pumps, in the movie theatre, in washrooms and lavatory, during sports and even charity shows —advertising is impossible to avoid….. even space is not left…..the Russian space program launched a rocket bearing a 30-foot Pizza Hut logo, and some companies are investigating the possibility of placing ads in space that will be visible from earth.

Marketers are pressed to find even more pioneering and insistent ways to cut through the "ad clutter" or "ad fatigue" of modern life. Some accuse such efforts into getting ambient as "environment pollutants." Others worry that this deluge of advertising will create a backlash with consumers and they may walk off….

And why not... ? when a brand stares and hangs on to you from 23 different outdoor media formats like billboards, bus shelters, elevators, Volvo bus wraps, complete train wraps, LEDs at railway stations, and national highway boom barriers and where not, like sprite did in its sprite express campaign, people may feel trapped and that cannot always make the desired result.

If it is done in an optimum dose it would be taken well I guess..


Here is what I saw in the net....

A good example of this is the outdoor campaign Euro RSCG has executed for Good People India, a job consulting company based in Gurgaon.Good People India has stayed away from advertising since it was set up eight years ago by Neena Sagar. Initially, the company handled job profiles mainly in the field of advertising.

Both Sagar and her husband, Vidhu, have worked in advertising, Sagar for 10 years. So, they were well networked in the field. Now it is also getting into job profiles in marketing and, thus, feels the need to be more visible.As a result, when its creative agency, Euro RSCG, came up with an innovative outdoor idea, Good People India decided to talk about itself, spurred on also by the lower advertising costs induced by the prevailing recession.

A bright yellow sign with the message, 'Jobs Available – Goodpeopleindia.com', was attached to the window cleaning trolley of Infinity Towers, a glass façade building in DLF Cyber City, Gurgaon. A cutout of a hand with a pointed finger was attached to one side of the trolley, pointing towards the various company signs on the building. These signs included those of Orange, WNS, STAR Sports, STAR Cricket and ESPN. The maintenance staff move the trolley up and down the building in the afternoon as they clean the glass.

As a result, the finger points at various floors at various times, indicating job positions available at these companies and at all levels from the top management to the welcome desk.The campaign was ideated by Euro RSCG and executed in association with MPG Active.

I just hope that at the end of the day this serves the purpose and it is not over done !




Nothing kills love and marketing like an overdose of it !!!!

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also see for more of the same topic .... here...

My other blogs :-

continuous confusion & business of B schools

OOH>>>>>>dats great !!!

who said space is a constraint in OOH?

whoever has said shall either swallow it or think again?

Officially ratified by the Guinness Book of World Records as the largest advertisement ever seen, the world's biggest billboard grabbed the attention of football fans flying into Vienna Airport for the closing stages of Euro 2008.

Covering an area of more than 50 football pitches, online betting company Betfair spent the last four months growing different kinds of plants and proclaimed...'NO.1 FOR FOOTBALL AND STILL GROWING....

Plants were choosen carefully and the process was laborious.. the list here for the garden enthusiasts and the video for the others..("No.1" & "GROWING" is made of rape seeds(8kg)+ mustard seeds(10kg),"FOOTBALL" made of Grass seeds(40kg),"AND" with French marigolds (more than 53,000 plants,"STILL"with Poppies (10kg seed)"FOR" made of EarthBorder & Camomile (70kg seed) and the background made of Wheat (9 tonnes of seeds)....the'Betfair' logo of Cotton )....



Amazing effort to spell out the message 'NO.1 FOR FOOTBALL AND STILL GROWING!' aint it???

With dimensions of 1380m by 316m and total area of 436 000m2, local farmers and horticulturists worked on the field since February 2008. It can be seen on the final approach to Vienna International Airport. The advertisement's official record title is 'The World's Largest Advertising Hoarding'.
The billboard area is equivalent of 50 football pitches and you could fit approximately 4 847 222 footballs in it, or Vienna's Ernst Happel Stadion (venue for the final) 8.9 times. The length is the equivalent of the Eiffel Tower laid end-to-end 4.2 times or…1.7 times of Burj Dubai and he time frame went like this...

8 February 2008: Measuring of the field
28 February: Sowing of camomile and wheat
Early March: Measuring of the letters with a total of 650 measuring points, duration: two days. Afterwards ploughing of the slogan
25 March: Sowing of the grass
7 April: Sowing of rape/mustard/clover
15 May: Planting French marigold
1 June: Creation of Betfair logo with lime and cotton geomembrane

Now that is meticulous planning and a hell lot of effort there.... see it to beleive it.......and to reach out to a TG of 1 million viewers and the publicity that they have got its all worth the effort...... It has of course taken over the Dubai banner ad of Ad-air which measured 20,000 square meters but the big question is...

Will this stuff be able to replace the advertising as we know it...? the main stream tradition??

Mannequins- Moving With Your Finger Tips

It was evening. In the dim light somebody was working at the stall. I saw a woman moving in between mannequins and dolls. She may be the store designer. She was taking care of those statues, as if they were her children. I was waiting to see what would happen. After half an hour, in dim red and yellow lights, mannequins dressed for party was looking like bewitching beauties, waiting to entice the pedestrians.

I turned my head to the pedestrians. They went as if nothing was happening in the shop. Some shoppers, who came through the front door, did not notice, the work behind the curtains. I felt pity for the store designer. Was it her fault? I would say emphatically "no!!'. But, modern customers have no time to stare. When their mobile phones ring, when the milling crowd shoves them from one point to another, while waiting in the queue, while finding parking slots, while looking at the clothes and trying them, the crowd turn their heads, out of frustration and miss the beautiful work of store designers.

But the modern technology has found some solutions to attract the generation of computer game players and mobile TV onlookers. In the Digital Retailing Expo in Chicago, a mobile-enabled digital mannequin was displayed. It allows consumers to customize the model's clothes displayed on the screen using their cell phones as a remote control. Allowing mobile owners to use mobile phone like a remote control to surf or communicate with large screens in storefront windows, cafes, bars or city streets and converts passive out-of-home networks into interactive marketing networks, creating a closed loop between the web, mobile phones and retail spaces.

Hmm......indeed it will be a treat to eyes, if the digital mannequins walk in the ramp, change clothes according to your wish, smile, dance and pause!..but shouldn't we realise that such advertisements using mannequins have become old fashioned, because our consumers' are moving at a faster pace than we have ever imagined. And another truth is that, we wouldn't ever feel satisfied with clothes, unless we try them on.

Oh! We cannot forget these oldies!

How many of us recall the advertisements in the '80s and the '90s, when the Indian advertising industry, mainly concentrated on the print to influnce the populace. we have often found Aishwarya in the newest ones, like that of Nakshatra, which was considered one of the best among recent ones.

The Garden Vareli advertisement is sensual and who wouldn't fall in love with sarees?

This is a co-branding effort : Lee Cooper and Sheetal. Its abstract, simple and conveying the message.

Vimal Suitings- Its not one of those- just in case ads that anybody would put, just to remind customers. It stands unique because of its copy, presentation and the background.

Oh! In those days too..Who wouldn't ogle? yes, if you were looking for something trendy, just to make yourself more popular among social circle, you would have tried it!..That was what the advertisers and Phoenix shoes makers would like you to do!

Invading the content ...(Part 8)

continued from part 7>>>>>>>>>

Partnership

Partnership is an unholy alliance as perceived by the TG, between the advertiser and the broadcaster. In effect it is the cumulative effect of too much of importance to products placed in programmes, too many products moving in and out of scenes and frames, and products engaging in sales talk amidst the programme. Partnership leads to what the TG thinks as surreptitious advertising, which is “the representation in words or pictures of goods, services, the name, the trademark or the activities of a producers of goods or a provider of services”. Cinema researchers have found this to be compromising the artistic integrity of movies accusing them of being ‘just long advertisements’ . Based on the level of Integration and the level of explicitness product placement on the silver screen can be split into three--Implicit, non integrated explicit and integrated explicit . The more explicit it is, the more will be the partnership visible and in television, unlike cinema, it is visible promptly.

The audience intolerance threshold appears when the TG can clearly foretaste a partnership where the thin line between obvious advertising and subtle product placement vanishes and both become one and the same. Here the TG can glimpse that it is done to serve advertising, the broadcaster intends it, and it is capable of misleading the public.

The solution

Programme sponsorship is the least disliked of today’s funding mechanisms, and even
Advertising is reluctantly accepted. While TG has differing opinion as per the different secondary data available, one thing is understood- the audience intolerance will be more severe in its after effects in case of excessive product placements in TV. This study leaves enough scope for further research in that aspect. To conclude the observations of this paper, let me suggest some solutions to avoid the TG entering the Intolerance Threshold.

Avoid relating to children

Keeping children from the influence of advertising and parents from the influence of advertising on children. Remember that Children have limited capability to make a distinction between advertising and editorial content.

Avoid surrogate acts

Viewers accept product placements generally and if it is sublime. But when products, which cannot be advertised, otherwise (Alcohol, Cigarettes etc) appear as product placements – underplayed or out in the open, it will be counter productive. Researchers have found this to be true .

Stay away from news / current affairs, religion and children’s content

They are serious involvement programmes and it is better not to be very significantly present in such programmes to avoid the risk of audience intolerance. Asianet news time on prime time used the idea mobile jingle on air when the final wrap up of news occurs at the end of the half an hour programme.

Stay in Game shows and sports film, entertainment and drama

These genres are generally of less involvement type and of commercialized nature and the TG generally accepts product placements. Parading and prominence are tolerated but patter and partnership will be despised. Programmes that look like, they have been conceived to sell the sponsors products will be a flop. The example of the Hindi film ‘Yadein’ with its outrageous product placement done for ‘Pass Pass’ is a much-discussed one.

Use it to enhance realism

Product placement is generally well received when it enhances the realism of a programme, and when it is relevant to the script in what can be called as ‘Editorially justifiable’ and is not too prominent. Advertisers having too much editorial control will not be accepted by learned societies.

Use it in the background

Background product placement is considered as the best. Products that you do not actually notice may work better than the ones you do.

Practice self-regulation

This is a wonderful tool of subtly communicating to the TG, virtues of products and brands without putting them into displeasure is used optimally. But before the golden goose is slaughtered, the Indian advertising industry should evolve some code of conduct for the advertisers, media houses and the programme producers to make sure that the fate of spot advertising and sponsorships doesn’t repeat here too.

They are: -

A)-The genres of programming in which product placement should be permitted should be decided and a consensus should be arrived.
B)-The challenge the four p’s of audience intolerance threshold poses to the whole idea of product placements in TV programmes should be taken head on.
C)-The measures needed to ensure viewer transparency and their trust in editorial integrity should be listed out and regular check has to be maintained
D)-The role of the Advertising Standards Council of India in the whole self regulation frame work should be decided and a mechanism for complaints if any should be activated
E)- Measuring of effectiveness of product placements would be made more beleivable and authentic, for all the parties to effectively use them without dispute and desperation.

the final say :-

Product placements in TV is defenitely growing ,on par with if not over and above cinema.TV programmes have more advantages like low shelf space as compared to cinema , which all the parties- practitioners of product/brand placement, including clients, ad agencies ,PR firms,production firms, and independent agents -all of them will have to listen. Product integration should be the aim, not merely product placements. If this formula is kept in mind, the production costs can be shared, more captive audiences could be reached, and with more impact than spot advertising or sponsorship, demonstrate brand usage in natural settings, make the programme more realistic and authentic, be cost efficient and yet remain liked and not hated.
‘together,the advertising world should remain committed to save this golden goose and not succumb to the vampire - named greed’.

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THE END !!!

Invading the content ...(Part 7)

Continued from part 6..>>>>>

Parade

Too many products finding a place in, is more dangerous than prominence to one or a few products, which appear in a programme. Parading of brands in a programme, is making brands appear one by one in a given programme- be it a game show or a teleserial. If this happens, it is due to the producer’s/ broadcaster’s/ advertiser’s insatiability to make quick money. The brands necessity to appear in a frame as the hero’s pen or the heroine’s fairness cream or the game show host’s cheque book should look natural and should go along with the script. However in some cases it is the brands ability to spare a big sum of money rather than its inevitability in the script decides on its presence in the silver screen. Here again, it is the type and nature of the programme, which decides on how soon the TG will enter the threshold intolerance point. Feelings like “it didn’t need to be there”, “ so many of them” etc among the TG will give them a feel that they are sold for a bargain.

In a game show like ‘Khul Ja Sim Sim’, parading was done without much of audience frustration and they stepping into intolerance, whereas in a teleserial like ‘Kyonki Saas Bhi Kabhi Bahu Thi’ it may look anomalous that the heroine’s cosmetic brands and the hero’s apparel brands are paraded in an audacious display of deceit. A situation where such parading swallows the main story line is a ‘phagocytosis’, where the intolerance threshold point starts. Reality shows but, as i observe them is careful in this aspect. Not that they dont allow parading but are cautious to make sure that Passive learning happens without the intolerance creeping in...

Patter

Patter is defined as a beguiling attempt at persuasion, a long-winded or slick sales talk. It is tedious for the audience members when, for instance a heroine of a popular serial laments that her ‘particular’ brand of hair oil (the name is carefully repeated during her cry) is not to be seen and as a result, all her hair is going to fall in no time, it is an enticing way to bamboozle and sell.
If ads in normal commercial breaks do irritate people when facts are not presented straight and unambiguous, product placements then definitely make the TG intolerant if it engages in patter.
The logic applying here is simply that during an ad break, the TG is aware and even expects the presence of glossy and astute messages which may have to be taken with a pinch of salt but not during a television programme. In product placement however, the heavier the brands purse is, the more are chances that the script and dialogues get swayed like a coconut tree in blowing wind. Here then, it will look artificial and arousal levels will be zero and it will produce no recall as research with movies have established .Advertisers should get clue from research findings, which state that not all product placements are effective. When such sales talk happens in a programme, in which the TG is engrossed, it leads them to audience intolerance threshold.

Fighting for the kiss !!!

A phenomenal commercial!

Everyone wants skin as soft as a baby’s bottom, right?
Wilkinson let the metaphor inspire their latest razor commercial in which a husband grows envious of the pampering his wife is giving their child. In an attempt to win back her affection, he uses his secret weapon—the Wilkinson Quattro Titanium razor...... cliched but marvellously executed.... The computer-animated commercial goes on to show baby and daddy duke it out in a fight for kisses.

“There was a time when babies had a great life,” the commercial begins. “The softess of their skin got them all their mom’s attention. Then one day, fathers discovered a special weapon… from now on, fathers and sons can fight on equal terms. Men can now take revenge and win back their wives.” ...

I had a good laugh on this ad, with my wife sharing the bliss.. Now thinking of getting a new blade....

A lesson from the past...

This is a really old Rocky and Bullwinkle opening clip complete with a General Mills product placement. a good lesson for the agency idiots of today..... I admire how products were made a part of these old shows rather than today's method of somehow sneaking in products and giving us creeps. Hell, we know you can't have a show without
advertisements, you might as well make it blatant but not to try folling us ,the audiences.......

Invading the content (Part 1)

Moviegoers, for quite some time now, have been encountering what is referred to as Product/Brand placement woven into the cinema, as a part of it. It is a well-researched topic, and all possible angles of the issue have been researched, in India and abroad. In television, however a big gap exist between the phenomenal growth that is happening in product placements in TV programmes and the actual quantum of research that is happening.

Invading the content is a serious attempt in this regard (the funny ones that I have done before ,can be read here) after going through studies conducted about cinema so far and wherever needed have drawn parallels with TV and at appropriate instances have justified that Product placements in TV is distinctively different vis a vis Cinema. I am trying to trace the evolution of product placements as a Brand promotion/communication tool, establishes the reasons for increasing product placements in Indian TV scene, discusses measurement of cost effectiveness of such placements and as a concept propose a ‘model’ to determine the deciding factors of audience intolerance, which shall be named as the ‘Audience Intolerance Threshold Quadrangle’. It also proposed some generalized suggestions aimed at advertisers to prevent the audience stepping into intolerance threshold. This is a modified version of my paper in the same name ,which appeared in he Journal of Marketing Communication last year.......

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Ramya Krishnan, the once silver screen diva of the south, stands tall in the center of a set made to look like an Egyptian palace or interns of a pyramid, proudly displaying glittering jewellery and glowing habiliment and proclaiming the names of a famous Chennai silk shop, and the Chennai jewellery shop where she located them from. The audience applauds, women bedazzled and men suspicious ,and the programme is titled ‘Thangavettai’or ‘the gold hunt’, which appears in the popular Tamil channel- Sun TV on prime time.

Product placement* in TV shows is a near to common phenomenon these days. A Lux sponsored fashion show weaved into the storyline of the popular Star Plus serial ‘Kahin To Hoga’, or an actor engrossed in a ‘Fair & Lovely commercial’, again as part of the storyline of yet another Star Plus serial, Kumkum — product placements, in television, is clearly on the rise. In cinema it has shown growth for quite some time now .The effect of product placements in cinema has been a much-researched topic but, the effect of product placement on TV programmes is an area yet to be researched fully, for different reasons. Invading the content is an attempt to throw light on this promotional tool and its interesting and growing influence, in India.

* Product placement is defined as the inclusion of, or reference to, a product or service within Cinema or a TV programme in return for payment or other valuable consideration.
[As per The Ofcom Broadcasting Code (UK), published in May 2005].

To be continued >>>>>>>>>>>>>>>>>>

Consumer generated..... any VIRGIN ideas?

Every body seems to be behind consumers... not to sell to, but to get them generate content for you but one thing is quite forgotten, when you want your share of consumer-generated content then you have to give people the right tools and the right incentives .Nikon sent out a bunch of new D80 cameras around and asked people to take pictures. Then Nikon collected the pictures and put together in flickr and made an ad .Virgin mobile also did almost the same here but the difference is that they never asked the people in the pics ,as its just from flickr and they dont have to. But is it right? but seeing this discussion,I doubt, whether the old logic, everything is fair in love war and advertising is still valid????

The economist..The creative bulb !!!

a good marketing communication
should be simple and speak for itself !!!

give me my daily bread !!!

Advertising Agency: Tropa, Curitiba, Brazil
Creative Director: Juarez Zaleski Jr, George Stein
Producers: Jeferson Thauny, Zaza
Additional credits: Juarez Salvador Jr
Released : June 2007

Below the line and below the belt...the P&G vs Lever saga....

An optometrist was instructing a new employee on how to charge a customer:

"As you are fitting his glasses, if he asks how much they cost, you say '$75.' ...

If his eyes don't flutter, say, 'For the frames. The lenses will be $50.'...

If his eyes still don't flutter, you add ...'Each.'

Its about how u say it...properly said, you can do it!!!!!

Tide has created India's Longest Clothesline to illustrate the superior value that Tide offers consumers. A first ever, Tide India's longest clothesline ran around the famous Necklace Road on the perimeter of the historical Hussein Sagar Lake...... says a news item, which I ran a cross, this morning.....

I have got amused ever since I saw this in NDTV profit some days back and was interested by the developments. Not that I am afraid that "The end of advertising as we know it" is atlast happening, but am amazed by the scale at which it is..... It has entered the records as a unique Limca Book Record but it also has raised the level ,tone and the importance of the 'below the line promotion' stuff as they call it. Arc Worldwide, Leo Burnett’s integrated marketing division have done it excellently well and with an ease that made others awestruck. Celebrity Homemaker and Actor Ramya Krishnan, as they describe the endorser , appeared in the streets along with the Tide team and scores of onlookers and could pull a large crowd who gathered to see more of the film star and her spotlessly white attire and less of course of the packet of tide and "how much" one packet can wash....

Ms. Vidya Murthy, Brand Manager, Home and Personal Care, P&G India said, "Our Consumer Research indicated that the homemaker's primary concern is her family's well-being, and thus she believes that one of the ways she can contribute to the family is by making the most of her budget. She wants maximal value from her brands and the Tide India's Longest Clothesline is proof of the economic efficiency that Tide offers."

Very true, even though its not much a great revelation... we all knew it long back right???? still Ms Murthy is genuine compared to what the endorser had to say......

Ramya Krishnan said, "The Tide India's Longest Clothesline brings to life what I as a consumer experience everyday. As a homemaker, I find Tide a great fit for my budget. I urge homemakers across Andhra Pradesh to experience the great savings by using Tide daily."

Oh !!! come on Ramyaji...You seriously think that we are gonna beleive that? Where you and the average home maker...?

Still the attempt is simply stupendous and the charm that its has created is all marvellous...

Below the line, well thought about and executed is all about getting more for spending less !!!

And what is the competition doing?

Well they are not simply hanging their fate in the clothline and getting dried off.. INFACT the whole thing started with Lowe lintas and Surf excel taking the now famous time tested Dhabba walla route campaign...Yes the same Dhabba walas, who formed a case in Harward on Logistics , whom the Prince of wales came and marvelled at, whom Sumantra Ghoshal is supposed to have asked Fedex to learn a lesson or two from, and whom in the past, radio mirchi and ICICI bank among others have creatively used in their below the line promotion efforts....

Branded table mats which said... ‘Kuch Khana, Kuch Girana… Surf Excel Hai Na' , an extention of the‘Jaise Bhi Daag Ho… Surf Excel Hai Na' campaign, which they had unleashed in response to Tide's attempts to position itself as the only stain remover kinda..... this time they had the RK Laxman touch, the cartoonist made the pics for the mat and signed on it, so that it would be hard for you to throw it away and for a sum of 1.50 rupees per mat the dhabbawalla was all too willing to deliver it to the lunch rooms where staining do happen quite often........

Its heartening to me to see this street fight.... because it is creativity, it simply is innovation and innovation brings challenges..to reach more people and more eyeballs and stay there and percolate into the brains.... Marketing communication is supposed to do it and supposed to do it first..... The problem that today we have, is that, its all addressing the eyes and nothing for the brains... the next generation, will end up, I am afraid with bean sized brains and baloon sized eyes, looking like antellopes......

Well done my beloved industry !!!! simply superb.....!!!

Tail piece :-"If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks."

- Leo Burnett, quoted in Denis Higgins, The Art of Writing Advertising: Conversations with Masters of the Craft (1990), Lincolnwood, IL: NTC Business Books, p. 26.

Tata indicom.....virology!!!

Creativity at its best...
How I hope that they had some matching media plans too!!!... Tata indicom offlate is turning aggresive and I see a stance here, a winning formula........ looks like the Computer savvy gen is the target of this virals, which soon is gonna appear in selected channels like MTV..... while I dont dare to question the logic( im sure they may have some ,after having spent so much), I guess its should reach more eye balls and more number of times. As of now, for me it was fun watching.... have your microphones ready folks.... see it here ...

oldtimer...new approach !!!

is there a better way to advertise and get noted???

La La Shakira........ its Money Spinning!

Shakira’s performance was second most expensive show in India, first being that of Michael Jackson’s. The young college going Indians, who didn’t have swelling pockets, had to shell out 2650 or 3650 for the show and these young things were begging literally to find free passes for the show. Over 20000 passes…oh that means around 100 million
rupees from the show. People also crowded around Shakira’s albums for a week at Planet Ms and Music Worlds…

The shows like these often generate huge revenue and fan following. Not only that, it often bring new offers for upcoming artists. When music would also go global, who knows.. We are likely to hear Latin music in hindi albums and movies too.. Choreographer Farah Khan was quite impressed! And even Shakira was so fond of her that, she personally invited Farah to her show. She was also likely to sing in “ Om-Shanthi-Om”, an upcoming bollywood movie.


From her show for the American Idol program, it was believed that it boosted sales of “Oral Fixation vol.2” , from 50000 copies a week to to 81,000 copies a week.. So shows, are one of the best forms of promotion for cassettes and CD companies, for the performers, as it would boost sales, as they come in contact with more people and by the way creating huge fan following. Nokia, Reliance Industries, Kingfisher, Planet M etc were co- sponsors of the event.

Sometimes you may get lucky, bcoz Madonna did, Michael Jackson did, Shakira did, Kylie Minouge did…so why wouldn’t we?

Many companies seems to have fallen in love with the ‘events method’ like Virgin Airlines, Kingfisher and many others. Hey, advertising community, are you listening?

head ache !!

Now what can the lazy creatives say? Every head ache ......even the worst of clients can be given the best of ideas, for their problems...... ad agencies
but have to get out of their ivory towers for sure.... This one really stands out and illuminated ....

The world is flat ..!!

New ways of promoting your service... with ensured OTS and with less expense .... such stuff really helps.... hits the bulls eye for sure...Well your ad agency creatives will really have to think to be successful ..but again it is your money Mr Client... anyways..see this...