BSNL.. where ignorance is a bliss !!!

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

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

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

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

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


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


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

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??

The fun gun!!!

Ed finally decides to take a vacation. He books himself on a Caribbean cruise and proceeds to have the time of his life--until the boat sank. He found himself swept up on the shore of an island with no other people, no supplies...nothing...only bananas and coconuts.

After about four months, he is lying on the beach one day when the most gorgeous woman he has ever seen rows up to him. In disbelief, he asks her, ‘Where did you come from? How did you get here?’

‘I rowed from the other side of the island,’ she says. ‘I landed here when my cruise ship sank.’

‘Amazing,’ he says. ‘You were really lucky to have a rowboat wash up with you.’

‘Oh, this?’ replies the woman. ‘I made the rowboat out of raw material I found on the island. The oars were whittled from gum tree branches. I wove the bottom from palm branches. And the sides and stern came from a Eucalyptus tree.’

‘But, but, that's impossible,’ stutters Ed. ‘You had no tools or hardware. How did you manage?’

‘Oh, that was no problem,’ replies the woman. ‘On the south side of the island, there is a very unusual strata of alluvial rock exposed. I found if I fired it to a certain temperature in my kiln, it melted into forgeable ductile iron. I used that for tools and used the tools to make the hardware.’ Ed is stunned. ‘Let's row over to my place,’ she says.

After a few minutes of rowing, she docks the boat at a small wharf. As Ed looks onto shore, he nearly falls out of the boat. Before him is a stone walk leading to an exquisite bungalow painted in blue and white. While the woman ties up the rowboat with an expertly woven hemp rope, he could only stare ahead, dumbstruck. As they walk into the house, she says casually, ‘It's not much, but I call it home. Sit down please. Would you like to have a drink?’

‘No, no, thank you.’ he says, still dazed. ‘Can't take any more coconut juice.’ ‘It's not coconut juice,’ the woman replies. ‘I have a still. How about a Pina Colada?’

Trying to hide his continued amazement, he accepts, and they sit down on her couch to talk. After they have exchanged their stories, the woman announces,

‘I'm going to slip into something more comfortable. Would you like to take a shower and shave? There is a razor upstairs in the cabinet in the bathroom.’

No longer questioning anything, Ed goes into the bathroom. There, in the cabinet, is a razor made from a bone handle. Two shells honed to a hollow ground edge are fastened on to its end inside of a swivel mechanism. ‘Wow! This woman is amazing!’ he muses, ‘What next?’

When he returns, she greets him wearing nothing but vines-strategically positioned-and smelling faintly of gardenias. She beckons for him to sit down next to her. ‘Tell me,’ she begins suggestively, slithering closer to him, ‘We've been out here for a really long time. You've been lonely. There's something I'm sure you really feel like doing right now, something you've been longing for all these months. You know...’ She stares into his eyes.

He can't believe what he's hearing: ‘You mean---’, he swallows excitedly, ‘I can check my email from here?!’

With that piece of fun gun my ,advertising blogging season is starting again... Welcome back folks!!!

Return of the prodigal son!!

I am back almost unhurt after a failed experiment in what I thought was the next logical step in my career. It was a chain of plans, which I made and others did on my behalf and here I am , back doing what I like doing the most -teaching,advertising and blogging. Hope to get back Adformula to its old glory and golden days.

While I settle down, read this story and assume what I had been going through in the last two months !!!...

Boss said to Secretary: For a week we will go abroad, so make arrangement.

Secretary makes call to Husband: For a week my boss and I will be going abroad, you look after yourself.

Husband makes call to secret lover: My wife is going abroad for a week, so lets spend the week together.

Secret lover makes call to small boy whom she is giving private tution: I have work for a week, so you need not come for class.

Small boy makes call to his grandfather: Grandpa, for a week I don't have class 'coz my teacher is busy. Lets spend the week together.

Grandpa (the 1st boss) makes call to his secretary: This week I am spending my time with my grandson. We cannot attend that meeting.

Secretary makes call to her husband: This week my boss has some work, we cancelled our trip.

Husband makes call to secret lover: We cannot spend this week together, my wife has cancelled her trip.

Secret lover makes call to small boy whom she is giving private tution: This week we will have class as usual.

Small boy makes call to his grandfather: Grandpa, my teacher said this week I have to attend class. Sorry I can't give you company.

Grandpa makes call to his secretary: Don't worry this week we will attend that meeting, so make arrangement.

Come back >>I am waiting !!!