I have moved
Wednesday, February 04, 2009
I have moved my Marketing blog to following URL:
posted by Jas @ 12:03 AM, ,
When ads forget the connect, focussing on gloss only
Sunday, October 12, 2008
Union Bank of India
New Tagline: Your Dreams are not your alone
IDBI (Industrial Development Bank of India)
posted by Jas @ 5:08 PM, ,
Now loyalty programs in search engine
Thursday, July 24, 2008
With information gaining vital importance in our daily lives, many people have started saying that we have entered an information age since last few years. IT companies are covering the distance between zero and billion in the shortest time for any company. The media has seen a bursting high in last decade as information has never been so easy to interchange, and when information is bombarded in our lives so heavily the next major thing is searching for the right information. So stress has been lately on how to structure the information, index it, make relationships between various information units so as to have a meaningful search. To reach this we need heuristic information, where the 'thumb of rules' are identified from experience.
* Searching: 1 point;
* Voting: 2 points;
* Commenting: 3 points;
* Friend referral: 25% of each friend's points.
"We're not trying to provide users with an alternative income, but the Scour points programme is a good way for us to reward users for helping to build up the community, to refine search results beyond the ordinary algorithms," concluded Yomtobian. Scour.com is owned and operated by ABCSearch, a part of Internext Media Corporation.
You can visit the search engine at http://scour.com
posted by Jas @ 1:09 PM, ,
Billboards, viewerships and efficacy measurement
Friday, June 06, 2008
As Puru Gupta put it in his blog, measurement of the efficacy of the traditional media is no longer treated with enthusiasm by the industry professionals and new requirements and expectations are emerging for innovation, insight, experimentation, and measurable returns. There is a need for much more precision in targeting consumers. A whole lot of money is being spent on understanding consumer and making sure the product is a bang on.
Now just look at this publication by BCG, Darwin Pays Visit Advertising. According to it, the traditional value chain has been disintegrated and has led to an evolved framework in the advertising industry with “targeted marketing” as their measurable goal (see BCG Exhibit). A concerted effort is being made towards an integrated, holistic campaign across alternative channels. And this surely needs more investment and budget. Measurement is getting much more attention and investment today—as much as 5 to 10 percent of total initial spending. What is being measured is changing as well. There’s no point in determining how many consumers have seen an ad if you don’t also measure how effectively awareness leads to purchase. Many companies are experimenting with new ways to isolate and test the impact of such key factors as the advertising mix, range of coverage, and message on each targeted segment. The results will go into a knowledge database to help ensure that future campaigns projected to generate high returns get ample funding, while those with lower projected returns get cut.
Quividi’s technology has been used in Ikea stores in Europe and McDonald’s restaurants in Singapore, but it has just come to the United States. Another Quividi billboard is in a Philadelphia commuter station with an advertisement for the Philadelphia Soul, an indoor football team. The Philadelphia billboard was installed by Motomedia, a London-based company that converts retail and street space into advertisements. It installed the A&E billboard in association with Pearl Media, a Butler, N.J., company.
Meanwhile, privacy concerns about cameras are growing. In Britain, which has an estimated 4.2 million closed-circuit television cameras — one for every 14 people — the matter has become a hot political issue, with some legislators proposing tight restrictions on the use and distribution of the footage. People when told about the camera get uncomfortable about being captured. Billboards anyway have a old problem, it distracts (but thats what it is supposed to do, no?) and that isn't too good a thing on a road! Whatever, these billboards are here to stay, and for long, way long!
posted by Jas @ 9:13 AM, ,
Vodafone pug gets new avtaar
Monday, May 05, 2008
Here is the latest ad:
posted by Jas @ 10:16 AM, ,
The baby logos of automotive car giants
Saturday, April 26, 2008
“It is never too late to have a happy childhood"
- Tom Robbins (American Novelist. b.1936)
Artists! They never fail to amaze me, a imaginative Piscean :)
PS: Click the thumbnail image below to see full resolution image.
posted by Jas @ 12:50 AM, ,
DLF - The entertainment's daddy
Sunday, April 13, 2008
The ad starts with a lady delivering twins but the irony is that the father of the kids is unknown. The twins are named as 'Ranjan' and 'Mano'. During the next eight years, it’s become the norm for people such as the local pujari (priest), kiranawala (small shop owner) and chapris (roadside romeos) to torment the kids with the question, “Kab aayega tumhara baap?”, and to tease their mother lecherously.
Tired with all this, the three lead a hopeless life. One day the mother thinks its enough and decides to jump in a well; but suddenly the bells in the temple ring and the kids holler for their mother, saying, “Maaaaa! Baaaapppuuuu!” in a typical Rajesh Khanna style. The mother knows that the wait is over. She puts red sindoor in her hair and enters the house. The scene is hilarious as the voiceover says: “Aa gaya Mano-Ranjan ka baap (father). DLF Indian Premier League. Sirf Max par.”
The best part is that if you are watching the advert for the first time, you won't get any idea of what is going to happen. The names are spelt as Ranjan Mano, with only once going as "Mano Ranjan". Its not easy to hold on to the idea when you know you have got a winning ad coming out.
Going by the public appeal, this is one of the most funny and clever commercials currently on air. Its a simple idea, executed really well. Ads like this more often than not, go wrong in the execution phase, but this one is bang on the target. That filmi eighties kind of look and dialogs from Indian cinema, perfectly suit this ad.
Rediff wrote that , ‘An industry source said BCCI had allocated roughly Rs 100 crore as its (IPL) advertising budget,’. And aptly mentioned by Adholik, normally with such high bugdets, creativity goes for a toss, because its easy to get all the stars with such money and have them sing and dance, shoot it on camera and call it an ad. But thankfully, things din't become figurative over here.
"The campaign projects IPL more than a sport. It redefines the entertainment by taking this sport to a new level," said Max VP marketing T Gangadhar. The radio campaign has a different treatment as it is a listener's medium. Out-of-home (OOH) hoardings displaying the IPL event have been erected in 150 towns. Besides the channel will have on-ground promotional activity across India as the tournament approaches.
"Males were always skewed towards cricket but with a 360 degree approach our attempt is to get the entire family to view IPL as the matches are scheduled for prime time," added Gangadhar. The biggest challenge is to predict the viewership, admits CD Mitra, CEO, Optimum Media Solutions: "It is a big gamble for all those who have invested in it and also for those who haven't. For most programmes the value and money is preceded by some evaluation. But in case of IPL the variations of prediction are very large."
posted by Jas @ 8:39 PM, ,
Bajaj Pulsar - Corporate Ad
Sunday, April 06, 2008
Story of success for Pulsar starts with the elder son of Rahul Bajaj coming to India and pushing for higher power bikes. Bajaj had been making mainly scooters and had small range of bikes with technological collaboration with Kawasaki. To prove himself, Rahul gave his son Rajiv (fresh post-grad in engineering from Warwick then) made a new plant - Chakan (near Pune). And that is from where a new bike called Pulsar rose from the ashes of Bajaj Scooters! And a good part of the success is also attributed to the 'Definately Male' campaign made by O&M for bike's launch.
According to agencyfaqs, the birth of the "Definitely Male " campaign is interesting. The creative honchos found the new product from Bajaj distinctly different. It was Bajaj's first bike without Kawasaki label. The new bike was an R&D and design marvel. Pulsar was designed by the renowned design house Tokyo R&D. O&M knew that the communication of this brand should also be different.Starting with lot of ideas, O&M stuck upon the Big Idea of India's He-Bike. Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy". The Big Idea was to position the bike as World's first bike endowed with a Sex ( Gender).Thus born the classic campaign of all times " Definitely Male". The campaign together with the design and performance catapulted the brand into stratospheric sales level.
Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience. This helped Bajaj to change its target audience to 21-35 years.
Unlike its old ways of doing things, Bajaj did not rest with the laurels. It knew that Pulsar is the golden key to control the entire bike market. Hence Pulsar got undivided attention from the company. In 2003 another milestone event happened in the product lifecycle of the brand. Bajaj launched its new technology DTSI. DTSi stands for Digital Twin Spark Ignition which delivered more power and efficiency. The increased performance of the brand took Pulsar to greater heights. 2004 and 2005 saw some cosmetic changes in the brand which excited the customers and thus cementing Pulsar's position in the market.
I agree with Bajaj here that its high time they start focusing on the brand image of Pulsar. The adverts now need not to target sales but the brand building - to make Pulsar reach the status of a cult bike. These kinds of adverts, mainly seen from biggies like Nike, Coca Cola, Dove etc make you gasp and maybe even clap! And this ad is no less. Take a look here (ad culled from YouTube)
posted by Jas @ 12:17 AM, ,
Cannes Winners 2007 - A creativity treat
Thursday, March 13, 2008
Then there is amusing Smart car´s Backseat. The amazing thing of the Smart commercial was that all scenes were filmed especially for this spot with employees, their friends and families acting as the characters.
The poetic Breathe in, Breathe out for Greenpeace.
Shown at the Superbowl for BudLite, the commercial He has a BudLite. Expressing a guy point of view, it was shown brilliantly!
For Shera Ceiling Board the truely tragic Shakespearian Gecko. It infact was one of the most famous virals of last year. Another highly passed on viral that too won a lion was Happy Dent with the funny and vivid Happy Dent Palace.
And last but not least the hilarious The Breakup by Microsoft. It was shown at the Night of Lions in Germany as an opening for the sponsor of the Cyber Lions.
Nike - body by dance (Spanish)
Bullet - Execution (Amnesty International)
Created by Ogilvy. Directed by Tim Piper
Coke Happiness factory
Blind Students Hostel
posted by Jas @ 1:50 AM, ,
Margabi Eye Hospitals go guerilla on carrots
Sunday, March 02, 2008
One must appreciate that it was a completely novel idea of using the carrots in supermart to attract one's attention to eye care. Carrots, known well for its high Vit A content are taken to be best natural source for healthy eyesight. But to comment on ad's effectiveness I would like to know about the class to which the store was catering to. Point is that guerilla campaign has to be very customer specific. The place of execution should be one where you will find lot of intended customers. Now to define the intended customers for a private eye hospital, I would say that it has to be SEC A and B; with disposable income high enough to take care of normal family expenses. As Maslow pointed out, your basic needs need to be taken care of before you delve in these issues present on higher side of ladder.
At the same time I feel that the campaign could have been more vocal. Just asking one to come to hospital for knowing what is good for eyes may not move one to go for a check up or catch information from doctors, who are anyway busy enough to sit with you and discuss the good, bad and ugly stuff for eyes! They could have offered a free eye check up or could have arranged for an eye camp and advertised for it. We must not forget that a normal healthy person would not ideally want to gofor check up as there is a kind of cognitive dissonance there, its not the desired state as we all want to be see ourselves fit and believe that bad wont happen.
Advertising Agency: Fortune Promoseven, Oman
Copywriter: Vikramaditya Maity
Illustrator: Renjith pillai
Released: November 2007
Via: Ads of the world
posted by Jas @ 4:15 AM, ,