Coke Shadow Ad: BANG on Social Networking lifestyle...

Coca Cola has come up with its new Shadow campaign commercial, as its next step under the Brand Theme of "Open Happiness". Through this commercial, coke has tried to hit hard on the personal gap that has been created among people due to the todays' social networking lifestyle. The Story Board has also given a major focus to the aspirational sense of the youth by giving a new punch line to this ad "Coke Khule toh Baat Chale" and showing how a boy and a girl came in contact with each other through coke, who were strangers and sitting alone with there laptop. Also by featuring its new Brand ambassador 'Emran Khan', coke has done its best in targeting to the youth audience.

McCann Erickson has really done a great effort in bringing up such a beautiful stroy board, live. Although, it has also becaome the first ever commercial in India that has first aired via mobile and online media, and later it aired on the TV Channels.

Big news is, that now most of the youth oriented brands are slowly moving toward pitching the space of Anti 'Social-Networking lifestyle'. We will have some more Brand names to come up soon.

CHIVAS REGAL New Print Add: Wait, Think and Be Sorry!

Recently, CHIVAS REGAL came up with a new advertisement in Print. The messaging used in this is a very lucrative but offended one. Yes, it makes you to wait and introspect yourself in terms of yours' social circle, tastes, and mainly your capacity to pay for the product.
Such kind of advertisements definitely gives an impact over the TG and pre-level TG, but again is this right to make them feel sorry for not consuming the product? Well, i say it is right, if the product is so premium like CHIVAS. Although this message communication of this advertisement also entacts the positioning of the brand in the mindset of its audience; it also ignites, urge and aspire the TG to one day consume CHIVAS REGAL.
Suggestion for 'Non-Premium Brands' - Please don't ever dare to try this strategy...!

Cadbury’s “Shubh Aarambh” TV commercial HIJACKED!!!

In a very recent update, first time in the history of Indian Advertisement, a product has HIJACKED the TV commercial plot of another Brand.

By now, we all have been very familiar with the Cadbury's Shubh Aaranbh commercial (in which at a bus stop, a young boy offers his company to a girl to drop her till home).

Recently, Airfone has aired its latest TV Commercial for its "Music Tweet AF 202" model. In this commercial, the story has taken a step ahead..... the same artists (Girl and a Boy) in same attire are now sitting in a bus and are going towards their home, with the conversation happening over Music. The background music is very near to that of Cadbury's and the aura is also same.

By this act of Airfone, the question now arises that, whether it is the start of new fab in Indian Advertising Industry. Whatever the case may be, but one thing is sure "Viewers will enjoy it".

Rural/Semi Urban BTL : Is it really an easier task!!!

BTL and BTL techniques have a very strong execution and impact over the relevant TG in the Urban and Metro cities in India.

But this is not the right action area for BTL. The main purpose of using BTL techniques is to get in touch with the remote consumers of your product. And these remote consumers are awaiting to be experimented in terms of market in the Rural and Semi Urban parts of the country. Still, around 68% of Indian population is in these areas.

But, the big questions arises when we get into this arena. Yes, right from the conceptualization of Idea, to the feedback generation from the TG... each thing has to be done very very cautiously; keeping in mind the Social Strata, Cultural background, Literacy & Income level, lifestyle, Adaptation capabilities, Exposure level etc.

And if you are planning to cover a vast rural and semi urban market... please ensure that you already have the properly defined route-plan in place, with the general information of weather cycle.

Ideation in BTL: Plz take care of client's ROI

If you are working in a BTL industry; then it is important for you to know...

"You are not an artist/painter/sculpture so as whatever new and different you will make, client will take it on any cost...!"

Here, the reality is different. Client has limited budget and so his requirements; and so it is very important for you to design something that can give him a better ROI. No doubt, everyone like imaginative ideas; but again when it comes to costing; the client takes a step back.

It is always good to think hatke; but before doing this, please judge the potential of your client.

Big B endorsing Zen Phones: Whose Gain & Whose Loss???

Mr. Amitabh Bachchan and Zen Mobile has atlast "come together". Although if we talk about the Brand persona of Zen Mobile, it has nothing to do with that of Mr. Bachchan, but somehow, it may solve its major problem of being considered as a below average phone Brand in the market.

Today, Mobile Phone market in india has been segregated into two levels. One is of Premium category which includes smart phones like Windows Mobile, Apple I phone, Nokia N & E series etc. and Second is the Locally made or assembelled phone ranging from Rs. 700 to Rs. 6000. Mobile Phone Manufacturers are mushrooming at all places in India.

And yes, ZEN Mobile do have a very potential market in TIER II & III cities; but will getting endorsed by a premium personality like Mr. Bachchan (who has endorsed the brands like; Cadbury, Dabur, Reid & Taylor etc.) will add the premiumness to the brand, whose phones are ranging from just Rs. 1300 to Rs. 6,000 (approx). Or, if the motive was just to appeal to the thier TG then, I am sure, with same effectiveness much cheaper options would be available for the organisation.

Big Question to think upon........

But Of Course, I would be more interested in analysing the ROI model of the organization...

AUDIT Agency for BTL Activation: MONSTER IS IN...

YES... The news is correct...!!!

Clients are distributing their budgets even in BTL projects. They are paying a part of it to the Audit Agencies, that tells them the success rate of an activation, once it gets completed.

A situation which is not as simple as it seems to be.....

In fututre it may happen that, various agencies may open up their own Audit wings, whose sole purpose will be to highlight flaws (reasonable or un-reasonable) of work done by their competitors. It may create an unhealthy competition in the BTL industry.

As it is, the industry is not fully organized; and this practice will ultimately widen the gap. I am not saying that Auditing of BTL is not necessary. But, i just want to make all Brands to check that, the BTL Audit for any activation should not be done by the competitor of the agency; otherwise they may get the manipulated feedback.

One Liner for "Branding"

Recently during a webinar, i encountered with another query;
Define 'Branding' in one line...?
As per my views, i replied
"Psycho-graphical representation of any product/service/experience/place is Branding".

BTL is not for Premium Brands: A Myth...

As industry is constantly increasing its spending share over BTL, in comparison to the ATL; Premium Brands (catering to the niche consumer segment) are a bit hesitant. They feel that BTL is not for them. They have their reasons behind it. They say "BTL may not give the proper communication of their brand positioning", "BTL may not match the classy look of their Brand". etc.

But, let me make this thing very clear to all; that actual origination of BTL & Guerilla Marketing is for the Niche Premium Products only. Yes its true, and if you are doubting on this statement then just answer to yourself "Who has the time to watch T.V. the whole day? (Niche or Normal segment consumer)', 'Who can only be traced either at his own work place or POP? (Niche or Normal Segment consumer)'. So, for whom we actually need the BTL and Guerilla Marketing?

Dear Readers, Normal segment of consumers can easily get the communication of the Brand through TVCs, it is the premium niche consumer segment for whom the innovative approaches of contacting and communicating were initially devised. It is just the extended usage of BTL tactics, that has made it usable for mass product also.

And my message to 'Premium Brands', "Don't let the oppurtunity go waste to contact your TG in the most personalized and innovative manner" or, you will find a mass brand emerging as a Premium Brand very soon.............

BTL: A light in the DARK Market

Dark Market is something, that always excites all agency players to work in as they have the large pool of money and resources. But when it comes to actual execution, most of them don't find them fit in.

BTL has surely shown a ray of hope in the market which till yet was dependent on just "Surrogate Advertising". Believe me, the direct consumer contact through BTL has given a very effective results to this industry that operates in DARK Market.

Just a few consideration you have to take, and the Market is ready for your activation in terms of Sampling, Brand Communication etc.

All products that comes in the DARK market has a very high involvement of the consumer while purchase. This makes BTL much more important tool for competitors in this area to eat other's market share.

Above the Line , Below the Line, Through the Line - What is this "Line" ?

A very common Question in the agencies...

But, all have different view point over this "Line" and its representation ... and so do I.

The "Line" as per me is the Line beyond which you can personaly interact with your TG.

ATL do not cross this line. BTL always work beyond this line. TTL always cross the Line in a mid way.

Yes, this is a Line beyond which promises made in ATL do not work; here with BTL you have to actually make those promises (made about the product, whether it is about Positioning, Quality, Feature etc.) come true.

R U paying for being BRAND LOYAL...?

Any time you do repeat purchase of your favorite brand, and your mind is a bit doubtful about it; then it is the time, you should ask your self, "Should I stick to this Brand, Is it worth for being loyal?"

Generally, we consumers are emotional fools. Until unless any strong reason comes on our way, we avoid changing our brand choice. I am not saying that being Brand Loyal is bad. I just mean to say that keep your eyes and ears open for other brands also, in the market.

It is the time when consumer is not even king, but he is the GOD. At this point of time, all Brands are trying their best to give their best to their god. So, think again when you do a repeat purchase for the next time..............

Sorry Brand Managers for this blog of mine..........!!!

One Liner for "Marketing"

In a very recent meeting, some one has posed a question to me. "Mr. Brand Boy, can you give just a Single Liner for the whole concepts of Marketing ?"

Really, I had never thought about such questions, because i believe that for a subject like 'Marketing', the definition changes at every fraction of a minute.

But, still I tried to answer it in a very gentle manner, and began to think...... and yes, i came up with a liner, that is;

"To fulfill consumer's dream; and to make people see dreams of being a consumer is Marketing".

"Save Our Tigers" ... But, what's the Outcome of it ???

"SAVE OUR TIGERS", a very well known campaign by Aircel. A somewhat also a successful campaign; but only till its promotions and marketing.......

"But, what has actually happened to those 1411 Tigers in India?"

"What steps has been taken by Aircel, in saving those 1411 tigers?"

Don't you people think these are some of the Questions that Aircel should have answered for. I myself don't know, when this campaign is over; and if it has to get over like this; then why it had started.

I believe, that Aircel should have shown some accountability in telling us (general public), about the results or execution of the "Save Our Tigers" campaign. They should have shown the same interest, as they shown in publicising their Brand.... ooooooooooopss sorry, i mean the Campaign...!

But, I think they are successful in saving atleast 1 TIGER :-)

New Tag Line of BMW - "Joy is BMW" ...

"Joy is BMW" is ought to be the next stage of "Sheer Driving Pleasure".
BMW is pefectly on their line track of their Brand Personality.
If we see the essence of their tag lines;
"Sheer Driving Pleasure" - A pleasurable driving which is very different from all. (Note: The weightage here is given to the "Driver", and the pleasure he will get while driving a BMW. This means more comfort, controls for the driver).
"Joy Is BMW" - "Joy is Timeless, Joy is BMW". Taking their concern for driving further, BMW is now highlighting the emotional outcome of their previous tagline (Sheer Driving Pleasure), which is "Joy".
So, we can say, that BMW is increasing their reach not to the Target Customers; but in the target customers i.e.; the niche marketing strategy.
Customers for BMW are not those who use to sit on the Rear seat. But, they are those who loves to have the steering in their hand; and of course the 'Jogger Dial' besides them :-)

The concept of "SUBMARINE MARKETING" ...!

Yes, it is the new entrant among the "Concepts of Marketing"...

"Submarine Marketing" as the name signifies, it takes the route through the secretive BTL; and get directly into the usage place of the product.... (in the hands of the end consumer).

The main objective is to give a secretive in hand experience to the end consumer; and then changing his/her purchase preferences.

Once it is operated in a specific market area, the product replaces the competitors' product in the end consumers' house, without even going through the eyes of competitors, channel partners, retailers, and any public communication medium.

Benefit of this Concept : Acting upon this concept, wont even let the competitors to sense the marketing of your product; forget about their instant reactive strategies.....

Rin v/s Tide - The Brand War

The new Rin commercial is really an alarming act for the Advertising Standards Council of India (ASCI).

Truely, a very direct attack on the competitor; and that too from all fronts, i.e.; through slogan, punches, advert plot. But, does such kind of advertisements should be their as per the ethical principles of Advertising; or, have we gone to the level of "Saam, daaam, Dand, Bhed".

No doubt that this will start a new level of Brand War on ATL. But, again, are advertisements good for the market, where Brands loudly talk about the "authority of Consumers" and their due importance. Does, government's 'Jaago Grahak Jaago' campaign, has something to say on this act of HUL? Big question to answer....

What I can see is, that presently consumers have nothing in their hand to do anything in such cases of advertisement wars.

So, now, lets wait for the Tide's reply...........

What makes a "Brand", in the market; is it the 'Product Features' or, the 'Class of Users' ?

Dear all, it is one of the most controversial fact about "Branding" that I came across...

Actually, a manufacturer or the provider creates only the 'Product Identity'. With the specified identity product enters and performs in the market.

And, by the time the product is being purchased and consumed by the TG consumers, it strengthens its features which becomes its USP and finaly, the Product Identity; which after regular and repeat performance becomes the "Brand Identity", that is the "Brand" in itself.

{Taking an example of "Rolls Royce": The car was introduced with some of the very different features, which became its USPs (like: Fully customized features, Pricing etc.). And when the creame class of the consumers started using the Rolls Royce car, it slowly became the status symbol; and today a "Brand" in itself. Same happens with Brands like; Gucci, Armani, Hugo Boss etc.}

Turning to BTL......!!!

Below the line...
that is where all are turning too.......! but it is actually for whom??? MNCs, Large Scale Industries, SMEs or for just cottages...

It is somehow seems to me, the way by which MNCs are taking advantages, that generally SMEs or, Cottage industries enjoy...! Yes, it is "Direct Consumer Connect"...
When you are going through BTL, u are actually going below the hard line of Distributor, Dealer, Retailer; and reaching directly to the end consumer. MNCs do have their Marketing Budget. and a common phenomenon in that budget is that, the share of BTL is increasing in comparison to the ATL.

It is also a way, to know your consumers better, to pass on the benefits directly, and to get the unaltered feedback from the market.

Believe it or not, BTL is playing a major role in creating a strong PR.
BTL has brought all scales of industries at one single platform of activites. the only difference is the largeness of the BTL reach, which is in respective of the Budgets.

Are you targeting the Right Target ?

Yes, a very important Question to answer...
We all are so much busy in our Marketing and Branding policies, that we overlook the importance of targeting the right TG in our Marketing/Promotion activities.
The same case I came across with very recently, when I found out that a big corporate which is conducting 'n' types of Promotion activities both ATL and BTL; which are actually giving the correct message, correct meaning, but to the wrong TG. Result = Low Sales.
Yes, it happened, and it is not very abnormal, when we all are very much busy with our microscopic view towards the Branding and Marketing policies; over and above the 'Brand' and 'Market'. It is not that, their policies had any problem. It is because when they were actually implementing those ATL/BTL policies on ground level execution, they were engaging wrong TG, and that too unkowingly.
"So, before getting ready to show your archery skills, choose the correct Target Board".

What is Brand Taxonomy ?

Yet another term in the world of Branding...
'Taxonomy' by word means the way of classifying things in a scientific manner, as per their features, benifits, constraints relationship with other similar things.
"Brand Taxonomy" comes in Picture when a Mother Brand, comes up with new sub-brand. Under this, we classify the Brand and Sub-Brand relationship. This also includes the essense of Brand Identity, Brand Image, Features, Benefits and Constraints that the new sub - brand has inherited from its Mother Brand.
Example : Nestle - All major Brands and their respective sub-brands of Nestle, enjoys the same Brand Image and Identity in the market. (Same is the case with Maruti Suzuki, ITC Wills Cigarette etc.).

What comes first, "Product" or "Brand' ?

We all see that company start manufacturing a product, and then deciding about the Branding Strategies...
But let me tell you all, that in actual, Branding Strategies starts even before the manufacturing of the Product.
The time when we paper down the concept of new product, its features, its TG; at that time we are actually working on the premier stage of Branding, which is "Brand Development". It is always the concept that comes first, then the Product. And with concept, we mean Brand Development. So, first comes the "Product Identity", and then its performance in the market, and its users makes it as a "Brand".
This what the same difference is between the 'Inventions' and 'Discoveries'. In 'Inventions', concept comes first and then the product; while in 'Discoveries', Product comes first and then its usage and concept.

Branding Technique - Product Life Cycle stages

This is how I connect the concept and need of 'type of Branding Technique', with the Product Life Cycle... stages.
PLC Stage - Branding Tecnique;
1. Development - Brand Development
2. Introduction - Brand Introduction (Prior to Product)
3. Growth - Brand Activation (during Product Growth)
4. Maturity - Get Ready for Brand Renewal
5. Declie - Prepare for Brand Cannibalization (if Renewal not possible)

Brands : Concept of "Photosynthesis"

(Picture Source : Wikipedia)
Well, hard to believe, but its true...
'Brands' do work on the concept of 'Photosynthesis'. The 'Deliverables' with core Product & Services (Carbon Dioxide) and the correct projection of 'Brand Image' (Water) results in a positive Market Share & Trend (Sugar) in the mind of Consumers, which with the support of Purchasing Power (Oxygen) and "Want" results in Business.
But the question is who plays the role of "Light".
Interesting, Light is the Medium, Mode or in short, the perfectly positioned "Brand Connect Strategy".

Some small business houses ask me, "Is it necesarry to have a 'Brand' in the market ?"

I reply to them... "No Not At All..!"
If your organization is not doing any thing special, specific, different, extra in terms of Product/Service - delivery, features, pricing, communication, VAS etc., then it is not at all necessary to have a 'Brand'.
U can be then very easily strive in the market, like any other Tom, Dick and Harry competitors of yours.
"If you can live without your 'Name', 'Image', 'Identity' and 'Recognition'; its up to you."

Brand is actually what ?

Brand is the Projected Personality of not only the Product or Services. But it is the Projected personality of the whole deliverables, which also includes VAS, CSR and any initiative by the concern, whether economical ur non-economical.