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?

Clients, Creativity and Credits

We listen to several methods of making an organisation innovative in many training programs. We read books of Edward De Bono to try new techniques to spark creativity. In between, we have fun with our new imaginations like walking in rain ( as seen in Limca ad ) , fighting for Slice jumping on the top of a mini lorry, or do a mouth watering dance performance ( Coca Cola or Pepsi) , or walk wearing boxes(Maruti Estillo).

Advertising firms are in a fix and it is often exasperating when Client comes to you with almost the same set of requirements, but the creatives will have to give a different set of expressions, for the same target market. So, the situation is quite similar to :

In order to find a fresh approach, we ourselves try to follow our own rules. But finally the Boss finds it..


But when it comes to applause, recognition and credits, most often in many organisations, something happens- its not surprising, it is so- The Boss is Always Right!..

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....

Jiyo Ab Mentos Zindagi

Amusing, Humorous and Bindaas- If we can describe mentos advertisements in three words, so be it. If you don’t know how to walk in to a silent hall, better watch “mentos” ads in idiot box. This would not be a problem for women because they are gracious “cat walkers”.

If it seems to you that “mentosians” are genius, don’t worry. You can just ask a query at ‘mentoshelpline’ here.

If you are fed up with “love problems”, (oho!...it seems men are interested), Kanjula Kakkad or Nymphia Contractor will help you. If you are an aspiring receptionist, just lend a copy of ‘ 7 habits of Highly Effective Receptionsits’ from Kanjula.

But to become a 'mentosian' like her, you would need a wealthy father ( to get some pocket money) and like Nymphu, better keep your official age secret. You should also have to be like 'Vierdo Pablo' who is eloquent in nonsense subjects.

But at least, you will have to eat mentos regularly and begin giving valuable 'mentos' answers. Some of my friends are too good at it. Beware of the competition!..

And finally, do a sneak peak and fill your pockets with mentos as she does..you need not have too much junk food..dimag ki batti kabhi to jalao na..!

And something serious, the advertisements are able to understand the young minds who especially like doing what they like. It keeps the young and adolescent interested!..

Midweek Musing !!!

"Advertising is the 'wonder' in Wonder Bread."

- Jef I. Richards (1995), advertising professor, The University of Texas at Austin.

tuborg - the hero bottle !!!

Noble Graphics Creative Studio, the advertising agency behind the advertising and branding of this alchohol brand is located in the capital of Bulgaria, Sofia. Founded in November 2001, NGCS has been behind the sucess of many a brands, in that part of the world. This advertising cannot be considered as world class or class apart, but the usage of the bottle as the visual hero is appreciable, not forgetting the pioneering and pathbreaking ideation and execution of Aboslut and Heineken ads. Tuborg how ever is all out in the net world with games and flashy net resources to reach the target ,everywhere....

The customer is the king .... of utopia

I am back ,, and i flew back from Chennai to Cochin in Air Deccan (Yes .. the simplifly airline). It was scheduled at 10.45 in the morning, which was not going to happen i knew.Experienced heads had warned me that the common man's airline never keeps up the time and 2- 3 hours delay was a routine which the flier's ( most of them first timers ) accepted without much of complaints, as they took it to be a wonderful oppurtunity to go around seeing the mind boggling airport architecture.. i waited and waited and no response- the only one air deccan employee, who kept on saying that it will be coming, had no clue, as to when it is going to happen.

Of course Airdeccan made life fruitful for many..

Many who couldnt even think of flying could now fly, bewilder at the marvel of this wonderful human discovery, could now ply through clouds which they knew only as abode of gods...

Many who could only look those who had the good fortune to fly, with eyes of envy and disgust,could now check in , and board and even see airhostesses with plastic smiles.....

But the inordinate delay, and no explanation whatsoever put me into doubts... do the customer have a choice..? or is it just a mirage?? I could see apart from Air Deccan, Air Sahara, Paramount, King fisher, Jet, Spice, Indian airlines... and a lot more ..clearly a welcome change in the Indian skies but.. what is the ground result..?

simpliwait..?? simpliyawn..?? simplicurse..??

My apologies if i sound pessimist, but i believe in results and they simply are confusing... i may fly with Air Deccan again, because it saves me a lot of money for me and my company but that is it..
The customer is the king.... the king of utopia...

Elephants for sale..now with easy EMI's***

The only reason i see, why many Indian families don't own an elephant is that they have never been offered an elephant for a rupee off and easy EMI schemes. The Indian consumer is in a buying spree but all of them arent idiots, at least the middle class is not, and any talk of the innocent, naive consumer being taken for a ride by cunning ,manipulative marketers should be taken with a pinch of salt.

'Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need.... You buy furniture. You tell yourself, this is the last sofa I will ever need in my life. Buy the sofa, then for a couple years you're satisfied that no matter what goes wrong, at least you've got your sofa issue handled. Then the right set of dishes. Then the perfect bed. The drapes. The rug. Then you're trapped in your lovely nest, and the things you used to own, now they own you'...... I am just quoting Chuck Palahniuk who seems to me, was one of the most ardent pessimists ever lived.

True, there are products which we dont need... but is it because of lack of awareness that we end up buying.. or is it the basic human habit(a bad one , ofcourse) of displaying vanity that we end up buying.. True i 'need ' clean clothes , and a transport to my office and back ,but should i actually 'want' a L G washing machine and a Maruthi Swift for that.. Wouldnt the good old methods be enough?

See the ad above..For decades now, such ad's been cris crossing our attention ... Awareness is not an issue at all.. Every one (even my neighbour... he gulps the nicotine and tar from at least two and a half packets of cigarette, every day) knows the ill effects and advertising has been of immense importance through out the world in propagating the ill effects of cigarette smoking- both passive and active.( 'doubtfuls 'pls see the ad above)

So what? Have people quit smoking? Havent the number of smokers increased? So is it about what we are saying? how we are saying?(The great Ogilvy vs Bernbach arguement about 'what' or 'how to say that what' looks meaningless ) Or is it 'to whom, are we saying?.....

Arent a large section of our people exposed to media? arent the youngsters media savvy?? and still if they want to smoke, it could be because they want to, inspite of the ill effects it produces( that they know)..

so we know what we are doing.. but when it goes wrong some of us put it on the advertiser.. the media...

To validate my point , i know i will have to wait till the day some marketer will sell branded elephants with EMI schemes attached......

Let me rest my case here.

*** conditions apply


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If we had no faults of our own, we would not take so much pleasure in noticing those of others. ---Francois duc de la Rochefoucauld

"My girl is slightly pregnant"

In 1969, Samm Sinclair Baker( yes ,the guy whom the then ad world called an "ungrateful dog") wrote and published "The permissible lie", which simply exposed the world of advertising.It shocked the world.. The plain speak which stripped ad men thread bare, was nothing short of a blasphemy, but even after decades nothing much has changed.... advertising ,observers accuse, still remains the same.. the same duplicity and pretensions galore...

Who are to blame for this state of affairs ? who will bell the cat..?

Much has been researched and written about advertising and its ill effects in the society.Advertising, “is the rattling of a stick in the swirl bucket of capitalism ” said George Orwell. It has been blamed as responsible for all the ills of the society.Even i( "even" because advertising had been my profession and passion, even now) do accept that it contibutes to the negatives, but it contributes along with others like cinema and internet. Can they be banned because they have bad effects too? The option ,for advertisers will be to stick on to truth as far as possible.. say truth, even hide unpleasent truths but never say a lie...

Ever since the dead and gone residents of Pompeii advertised for marriages and wine, and perhaps even before that, advertising has been the art, science and what we know it today, and what we (ok. most of us) don’t know, is, was and would be the soul of marketing activities. To put it simply, “If Marketing is a whore house, Advertising is the pimp. (For those who took it as offensive), if Marketing is a flower, Advertising is the fragrance”.

So the customer has to alert..The advertiser will sell the client{(the one who makes soaps)(remember the fairness granules )} and will up to an extent be bothered about the client only.One who thinks that a skin which will put coal to shame can be be transformed into something which will glow and reflect, deserves to be fooled.Any house wife who gets carried away by cleaning liquids(liquid bleaching powder added with fragrance and a brandname,which you pay a premium price) which cleans dark, dirty lookin floors(which generally are made dirty during shoot using powdered graphite or such materials) making them glow like polished metal ,is inviting the marketer to beguile her. Any fool will get the kind of advertising he deserves.. As someone from the advertising industry quipped about "too many accusations"about "misleading advertisements" - 'if there are men to eat dog buscuit, why the hell are you barking?.. I dont agree fully to that piece of arrogance.But i will surely say that, the customer should wake up to the reality that no fairness creams shall make a dark skin fair.. it is simple science.

So the people who dont know this science should be fooled and marketing jaggernauts (the same giants make fairness stuff here and tanning stuff in the west) allowed to reap all the profits? Certainly not. But 'caveat emptor' is always better. It is simple.. very few advertisers admit that they lie. " The permissible lie" as Baker called 'slight 'exaggerations- some do accept they do.but it is like admiting that "my girl is slightly pregnant". isnt it?

Footnote:"What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public". ~ Vilhjalmur Stefansson, 1964