“Ideas Mela” – What an Idea, Sirji!!! – Part 3

It may still be a long way to go to reach the iconic status of that ad line – “You have come a long way, baby!!!”  of Virginia Slims cigarette but this line – “What an Idea, Sirji??”  is for sure within India atleast getting there as one of the most memorable ad lines of our times.  And for the campaign itself the silver lining was the use of SMS poll among people by the Aam Admi Party (Now don’t ask me what’s this 🙂 🙂 ) to check if they should form the Government in Delhi or not. And not surprisingly Idea cellular re-ran their old TVC with a changed voice over – “Dilli mein Sarkar banana chahiye???”  Smart stuff.

 In part 3 of this series –“Ideas Mela” – What an Idea, Sirji?? ,(you can read Part 1 and Part 2 here and here) I talk about few more campaigns which have used media differently and smartly to take their messages across to their target audience.

At the airports these days (Mumbai for sure) it is difficult to miss the branding presence of a new travel portal called Musafir.com with Sachin Tendulkar as its brand ambassador. Instead of plain vanilla panels and standees,.. Musafir has deployed quite a few Mobile charging terminals with their branding ofcourse in vantage points at the airport – a great way to connect with aspirational travelling public.

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On the 26th Dec, 2013, the Times of India newspaper became “Engines of India” thanks to the Half Flap innovation.  The ad for Honda City engines I think hit the bull’s eye with just that one release.

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Talking of Times of India and innovation, the other good idea which comes to my mind is of Oral B Toothpaste. On the 6th of Jan, 2014, they reproduced the 1st page of yesteryear TOI paper of 6th Jan 1963 with a half page ad for Oral B toothpaste which said – “You wouldn’t want yesterday’s newspaper. Why would you want yesterday’s toothpaste???” taking a dig at their longstanding archrival Colgate!

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Oflate, I have noticed that PVR Cinemas have become showcase for interesting creativity. In my last post I remember sharing an instance. They have interesting ways of plugging promos of upcoming movies in the movie hall. For example, as part of their package of commercials before the movie, they show clips on maintaining theatre etiquette,… (no cell phones, no smoking,..) I remember when I went to watch a movie in January the film Gunday was about to be released.  The pre-show clips were featuring the Gunday stars – Ranveer Singh and Arjun Kapoor. This doubles up as social messaging as well as promos for the new movies.

But in terms of social messaging, this one by the Mumbai Municipal authorities I think tops the chart. In order to deter people from boarding and alighting from running trains, the authorities used artists dressed up as “Yamaraja” to communicate the perils of such stupid acts to commuters in Railway stations. I am not sure, how many days they did this. But the sheer PR mileage you extract of such ideas is enough to keep this on top of the mind for few days.

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Advertising in Cabs or Cabvertising is fusty stuff these days. We see this very commonly for many brands. But what Ambi Pur, a car freshener product did was interesting and is worth mentioning. Apart from using the car freshener in the cabs, which creates an interest among people, they also went one step ahead of selling the product if customer is interested at the end of the ride in the cab itself.  Brands these days are using the sort of time available during a car ride to sample their products as well as even sell like Ambi Pur did.

The recent Loksabha elections indicated that political advertising has come of age in India. With the use of different media and platforms, brands – parties in this case in particular the BJP took political advertising to a completely different level.  Sample this. On the day the BJP manifesto was released, I tweeted a message with #BJPManifesto and lo I get a direct message from Narendra Modi’s handle with a link to the party manifesto!!!  Also among various other media which the party used, I read about the party distributing large “branded” umbrellas to road side vendors,.. to beat the summer heat at Varanasi where Narendra Modi was contesting. That the umbrella is a metaphor for protection was not lost on people I would surmise.

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Can you imagine a FMCG company running a radio station? Well that’s what Hindustan Unilever does in India. The country’s largest consumer goods maker has come up with a free radio-on-demand service to reach out to villagers in remote areas. And it seems its lone channel — Kan Khajura Tesan, or ‘centipede station’ — is already the largest radio station in Bihar in terms of subscribers. This is how it works. Any mobile phone user in Bihar can give a missed call to a specific number to immediately get a return call that will play Kan Khajura Tesan for 15 minutes. Besides a series of entertainment programmes, the channel of course plays advertisements of HUL brands. Apart from reaching the message across of its products, the company also gets to know who is listening which is the missing link in mass media advertising. Kan Khajura Tesan – I think this takes the cake for “What an Idea, Sirji??”

P.S : Talking of Ideas and their impact – One Spelling mistake in the title of the book made it an instant hit helping to sell millions of copies in just few days and the mistaken title was “An idea can change your wife”  🙂 🙂  – What a mistake, Sirji???

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By hook or Cook!!!

“For a great marriage, men must cook” – this headline of an article which appeared in ‘The Hindu’ caught my attention. You can read that here. The piece articulates that men must use food and cooking to build strong enduring bonds with their wives for peaceful and mutually fulfilling marriages. It set me thinking. Not that my marriage was wobbling but could do with some elements of surprise I thought. When was the last time I went to the kitchen to cook? If you discount the instances of preparing tea, rustling up dosas or putting together your breakfast cereals, it’s been a while. Really a long while.

My mind flashbacked to the time before marriage when as a bachelor, I did cook. My rendezvous with cooking started while in Mumbai just as I got into my 1st job at Godrej. I lived with my elder brother who was also a bachelor that time and our cooking experiments commenced. Mostly we cooked our own dinners on weekdays and on weekends the lunch. When we felt bored or we got late, we ate outside. The understanding was that whoever reached early will start the preparation like cutting the vegetables and keep the rice ready while the other will join to finish doing the rest of the stuff.  Unlike many would think, cooking was interesting and exciting. Particularly if you end up cooking something which was palatable (when you cook, almost everything is extremely palatable – that’s a different thing 🙂 🙂 )

Being a South Indian and a Tambram in that, our choice was limited to making the sambhars, rasams and the vegetables.  As a strategy (OMG, isn’t this word the most misused word these days???), we decided that we will keep repeating the same till we perfect it. So I think we must have made rasam for atleast one full week and may be sambhar for the next 10 days 🙂 :).  When we completed 1st quarter of cooking the end results were not bad. We started adventuring to next level of difficulty in the cooking game – I mean more exotic dishes,..  post that. So as self-cooking continued, one started losing weight ( 🙂 ) and became lean and mean.

But from the time marriage happened, it was time for the enthusiastic wife to take over. She was also learning the ropes and it was best for me to keep away from the kitchen completely.  Coming back to the present, when I read the article it struck on me – Why not enter the kitchen again and surprise the wife? Though the wife knew that I was cooking earlier she never got a chance to endure my cooking. So last Saturday morning I grandly announced to the wife that I will cook a full meal that day and that she should just relax. And one important pre-condition was that she should not be seen anywhere close to the kitchen till I finish. (You know otherwise what happens 🙂 ) Though reluctant, she complied.

Since the mission was also to impress the wife, I decided to keep the menu simple with some staple stuff like rasam (yes) and potato podimas (yes ofcourse) and get away easily. Little did I realize that life is not so easy if you are out of touch. I started with keeping the rice in the cooker along with the paruppu (dal) which is needed for the rasam.   As I reached out for the dabbas, I could see many dabbas with different paruppus. Now which is the dal which goes into the rasam was the question. After a round of hinky pinky ponkey and applying bit of logic concluded that it is indeed tuvar dal which is the ingredient. 🙂

20 mins into boiling the rice in the cooker – there is no sign of the whistle in the cooker. Lessons from Mechanical engineering on what happens when a safety valve malfunctions unnecessarily kept coming up. Did I put the gasket and other fundamental questions arose. After another futile 20 mins. I decided to force open the cooker to see what the heck is going on.  If you have a faint idea of what forcing open a cooker means – you will understand what would have happened. The dal had overflowed, the rice had overflowed and it all resembled a Dal kichdi!!! And the kitchen- remnants of modern art!!! So the next thing was operation clean up (without making much noise ofcourse so that the wife doesn’t realize what’s going on) and a repeat of keeping the rice and dal again to cook. This time took extra care to see that water is not too much and all. After waiting with bated breath for another 10 mins. the whistle blew and “operation rice” went through smoothly.  I did a whistle podu for myself. 🙂 🙂 Followed then with making the potato vegetable and rasam. Having completely forgotten the measurements of salt, masala,.. several trials and more errors ensued. Fortunately no much adventure in making the rasam and the potato vegetable.  I was almost done.

After serving all what I rustled up, it was judgment time. The rice had to be cooked twice. While the 1st time suffered due to excess water, the second time was less of water and hence was bit Vethu Vethu (dry).  The rasam was fine though it could have done with more rasam powder and be spicier. The potato vegetable was extra salty.  But for these “small” hiccups the experience was worth it!!! The daughter surprisingly found it tasty and ate the food without much ado. The wife was more generous and said it was not bad at all.  And she said, “You are cooking really well, why don’t you do this every Saturday???”

Oh man, that author’s prediction was really working 🙂 🙂

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Toon Courtesy: The Hindu