CATCH THEM YOUNG!!! - McDonald's

https://www.youtube.com/watch?v=xaRCKkVEme4


The new Mc Donald's commercial of Girlfriend - Boyfriend (featuring two kids) is a great example of a  very famous saying in consumer market which is "CATCH THEM YOUNG!".

Through the commercial, the brand has tried to reach to the psychology of today's children who are actually getting to know the meaning of the words like 'Girlfriend / Boyfriend' much faster, then what it was in earlier time.

Although the brand has gone a step ahead in showing the male and female psychology through kids, by showing the boy asking the girl if she is demanding, and checks if he has that much money to get her that Mc Aloo Tikki burger.

In short, its sweet and right to the point add commercial……..!!!

"CHANGE BLINDNESS" - A Syndrome!

It is a very known fact that a normal human brain works on a power of 15 watts. Hence, it is biologically not capable to notice those changes which are made in a flash of a time or just made on an unimportant base. In psychological terms we call it "Change Blindness", and here is where, the Brand Makers play their game.

Yes it might seems to you that your favorite brand/product is same and unaltered for last so many years, but you will be surprised to know that lot many things into it have been removed/added and altered.

But the brand will play with your "so called 15 watts powered brain" and will project the product packaging in such a manner that your brain will not be able to notice those changes. 

BEWARE CONSUMERS!!!

Its not always necessary for BRANDS to follow Consumer Trends, sometimes things may also work the other way round!!!

Yes... it has really worked. Since long, BIG 92.7 FM (Delhi) has positioned itself as a radio channel for nostalgic music lovers. No doubt it has been favorite among middle aged target group.

On the other hand, the other radio channels were kept on playing new Bollywood numbers, to be the first choice of youth. And, there was nothing wrong in doing that, as the same was Consumer Trend also.

But what actually happened is, those prominent radio channels who were playing latest numbers, were actually having very less choice of songs for their listeners; hence they were playing few selected numbers repeatedly every hour. (I really dont know why they have not applied an empathy on this as a listener).

But BIG 92.7 FM.... because of its positioning and taste of its own TG created a huge list of songs for its listeners. The icing on the cake was few shows like Yaadon ka Idiot Box with Nilesh Mishra, and the new one Suhana Safar with Anu Kapoor, has really created magic among the target listeners. The left out young females were tapped by Big Memsab. I have my opinion that, now youth are really getting interested towards these shows of BIG 92.7 FM, and whenever this youth is tuned into this channel, they also feel nostalgic era songs more meaningful, and can relate themselves easily with the same.

Also, the channel has shown very responsible attitude towards not bugging up its listeners with unwanted series of advertisements. The channel has proved one saying again: 'Slow and Steady wins the Race'!

You are living in a SUPERMARKET...!!!

Strange, but it's true... you are actually living in a Supermarket. 'Supermarket', yes thats the new name of houses/mentions/vilas/apartments etc. in today's world.

Starting from your day with an Alarm clock (which may be an APP in your new cell phone), when you stretch your hand from your bed for a NEWS PAPER (you have multiple choices of brands) after which the brand of your TEA, and of course how can we forget those TOOTHPASTE and other TOILETRIES. Get freshen up with the newly launched SHOWER GEL and get inside the cover of any famous APPAREL & DEO brand. And here is your breakfast table ready with a varity of FLAKES (no matter if all of them ultimately have to get drowned into the milk and tastes the same) and FRUIT JAMS. Now as you are ready for your office, dont forget to take your latest LAPTOP and an impressive PEN. Here comes your CAR (big question to ask, which brand???). As soon you reach to office, its time to set your work station holding so many multi branded STAIONARY items. And of course its not only work, its about SOCIAL NETWORKING tooo, so on which portal you are most active? Anyways, its time for lunch, and you have a long menu to choose from SUBS, PIZZAS, BURGERS, or any other Branded Cuisine. So, its time for again a branded tea break, this time don't forget to serve hand made but branded COOKIES to your clients........!

Its evening, and your partner must be waiting for you to watch a movie..... oh by the way which MULTIPLEX CHAIN do you prefer the most? And believe you me, if you even tried to end up this evening without a branded ICE CREAM/FOOD... you better be ready to see your partner in a furious mode. Your evening might end up here, but today you were lucky and you got the invitation ;-), but hey hold on.... do you knw which FLAVOUR she likes??? ;) aah u might not get end up thinking about it, and suddenly you realise, tat it hardly made any difference, except those mosquitoes as u forgot to open the power mode of your MOSQUITO REPLENT tonight. True but Strange, u r in a SUPERMARKET...!!!

Becoming 'Public Brand' through BTL...???

For last three months India and young indians are very sincerely witnessing the rise of few public leaders, which are not directly linked with the politics, but they are trying their level best to deal with the same. Although, all of them have made their short term objectives clear by fighting for the same, but still the cat is not out of the bag. Anyways, we are not here for discussing their objectives or intentions, but about how public is so useful in creating and supporting a person and establish him as a brand.

India is now going to be the country with largest young population very soon, and so the warmth in the blood of its countrymen. In such a scenario, if any product/service/person has its positioning right, with a good by-services (yoga, meditation, education, social welfare etc.) then getting the support is not much difficult now; its just that your communication to them should be right. And one cannot ignore the vital role that online media is playing through various social platforms. What you need is just a good PR mileage through BTL platform with online integration.

Well such recent examples of massive support by the general public through BTL tools like road shows and online integration, has shown an oppurtunistic way for the brand makers... for their upcoming products and services.

Cheer Up all 'Brand Managers', youth in India is ready to follow ...!!!

How could a Brand say like this???

I want all you people to read this add in image...! It was an ad on facebook on Valentine's Day. I felt it being one of the most annoying advertisment by any Big Brand, that too on a Big Day.

Ok... let me ask this question to all of you.... what do you mean by the term "Undeserving Friends" (as used in this ad). I find this a very contradictory term... how can a friend be an undeserved person, and if at all the person is undeserving then how can be they are called as our friends.

Posting such kind of ad by such a big brand that too on V-Day, has actually shown the mean mentality of the brand. Even if the brand was trying to get the negative Publicity; in my opinion such ad has gone towards the over negative direction.

BTL is not a Sales Model, its a Promotional Tool

India is still in a growth stage for BTL and Branding industry. And in coming 10 years it is going to be the biggest BTL market in the world. It is really appreciating that corporate thinkers have forecasted and understood the consumers' insight today itself, well in advance and have given a positive response to Non-ATL Brand activations.

But the problem lies herein.....! Various Sales Managers have taken BTL activation as a sales tool, and are trying hard to prove the same too. In some of my recent meetings, I have came across the situations, when the Top Management of the Brand has asked me to use BTL as the one and only on-spot sales and revenue generator model. And the worst part is , they only wanted to rely on such activation as a complete sales chain.

I admit, that the main objective of any Brand or Marketing activity is to ultimately increase the sales. But all these acts as a pursuador, motivator, an indirect mode of creating urge and curiosity among the consumers. Same is the BTL and other Non-ATL activations. Such activations are meant to promote your product, not to sell it there and then.

If such mindset continues among the Sales fraternity of corporate, then this will lead to the death of this industry, without even it reaches to its Maturity stage.

BTL is just to support Sales Team, by working with Brand and Marketing Team. It is a Brand Builder and Promotional tool. Sales Team... plz don't take it as just a 'Sales Tool' for immediate results.

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.

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 :-)