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".