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.