“Idea Extension Trap”!!!

Al Ries and Jack Trout the “Art of Positioning” gurus in their best seller – ‘Positioning – The battle for your mind’ devoted one full chapter on what they call as the “Line Extension Trap”. They claimed that Line Extension whereby marketers having built a successful brand in one product category extend the same brand to another line of products is a trap. A vicious trap which as per the marketing gurus ends up diluting the core promise of the original brand.  A Ponds talcum powder which has been a very successful brand when extended to a tooth paste confuses the consumer and eventually fails. And there are more examples. But in business, line extension is often the trap which the brand managers walk into with their eyes open with their advertising agencies in tow.

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These are the times of “Big Ideas”. And I see the same extension happening on good ideas. For example once an advertising communication idea once does well as measured by the viral and viewership statistics the temptation is to flog it again and again.  This, without realizing that the idea is already way past the best before date. A telling example of this is the Star Sports’ Mauka Mauka campaign. The first spot (see here) on this now familiar campaign was conceived before the Indo-Pak encounter in the league stages of the ICC ODI World Cup in 2015. With the background of the previous Indo-Pak meetings at the Cricket World Cup which have all been won by India, the spot featuring a Pakistani fan waiting desparately for a Mauka (opportunity) to celebrate a Pakistani win was bang on. The idea, the story and its execution no wonder caught the fancy of millions of fans and the commercial soon became a case study for viral marketing! It also spawned a variety of spoofs which added to the value of the Idea. So it was not surprising that Star Sports followed it up with another Mauka spot for the next India match which again became popular. Having smelt blood, the broadcaster decided to flog the Mauka Idea. India exited the World Cup in the Semis, but the Mauka spots didn’t. Now as the World Cup progressed, Mauka spots started to get boring, repetitive and almost were like being thrust upon the audience. One year later, for the ICC T20 World Wup, Star Sports was back as the official broadcaster. So did the Mauka ad just before the Indo-Pak match. Only that this time, the story line looked unnatural and the ad fell flat in terms of idea and execution. Now this is what happens when marketers (Star Sports in this case) waltz into the “Idea Extension Trap”. Star Sports is not alone and there are many others in its August Company.

Vodafone for one. I feel that the mobile service provider with its once adorable pug has also fallen into this trap. For its 4G launch (watch here), it has tried to resurrect the charm of the pug which few years ago did wonders for Hutch with its “Wherever you go our network follows” campaign. The pug again was brought into action when Hutch became Vodafone and it wanted to popularize their “Happy to Help” stores. But now in this Vodafone’s 4G launch campaign, the pug is looking tired and jaded (atleast in our eyes) and the campaign when compared to the Airtel’s 4G campaign doesn’t stand and that’s in my humble opinion.

In the big screen also oflate, idea extensions have become rampant. The original Hrishikesh Mukherjee’s Gol maal was a classic and will remain one. This is one film which got remade in almost all major Indian languages. But the subsequent Rohit Shetty imitations of Gol maal in the form of Gol maal returns, Gol maal 3,..  will remain just that.  Lowly imitations of an idea which has now been flogged to death. Rohit Shetty went one step ahead by milking the same Gol Maal idea in another name – Bol Bachchan!!

This bug of Idea Extension is most prevalent in TV programming content. A successful format gets packaged, repackaged and extended and finally kills the original idea. When Kaun Banega Crorepati becomes a roaring hit with Amitabh Bachchan in Hindi, the producers extend the same KBC format to different languages with regional stars. The fact remains that there can be only one Amitabh Bachchan. The regional shows turn out to be pale imitations of the original big idea.

Is this trend of extending and flogging ideas which have worked in the past, due to pressure on time or pressure on cost, or a thought out strategy or plain laziness or a combination of all these is a matter of conjecture.  But one thing is very visible and clear. The temptation to walk into the “Idea Extension trap” is real and looks like may not recede in the near future.

Post script: Now here’s the irony. Having tasted enormous success with their 1st book –‘Positioning – The Battle for your Minds’, where they warned marketers of the “Line Extension trap” authors Al Ries and Jack Trout did exactly the same thing. Extended the “battle” concept to their next book and called it ‘Marketing Warfare’!!!

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Long lasting Budget Wishlist!!!

Tomorrow, on the 29th Feb 2016 as the finance minister “rises to present the budget of the Union for the year 2016-17”, he also raises a lot of hopes. In the media in India in the past 1 week or so, it’s been raining wishlists from the budget. As an Aam Admi, I also got tempted to join the bandwagon to submit my own wishlist though I know very well that it’s too late to incorporate even one from this (Wait a minute, may be one can be). But I still go ahead and here’s my list of 10 things which I would like to see change around the budget atleast in my life time.

Here we go:

  1. First up, do away with this archaic “Halwa ceremony” where the FM participates to prepare Halwa in the North Block office along with the staff who are going to be holed up for few weeks in isolation running upto the budget. What’s this Halwa got to do with the budget making? On the other hand, “Halwa Kudukarathu” (Giving Halwa) in Tamil is a euphemism for taking one for a solid ride😁😁! So unless the Govt. actually meant this only every year, they should stop this. And what’s this FM and team posing every year stirring up the Halwa😩
  2. On the day of the Budget, one familiar sight every year you can’t escape is the FM posing with a shining new “Brown Brief case” just as he enters the parliament. To me this brief case symbolizes extreme colonialism which we find it difficult to shrug off. In British parliament also same thing happens to date. (For more on the history of the “Budget Bag” pls click here).  For a country, which boasts itself as an IT behemoth and all that jazz why can’t the FM just walk in with a high capacity pen drive or a lap top instead of this antiquated brief case??? Won’t that be cool?

Budget pic3. And as the FM reads the budget speech, it’s usually from a huge bound document supported by a wooden stand crammed with facts and figures. How will it be if the same is presented as a power point presentation – with slides to the point with graphics? (something we could see in this year’s Economic Survey presented by Arvind Subramanian and team)

4. I don’t know when or who started this trend of sprinkling budget speeches with Shayari??? I do know that FMs like Manmohan Singh, Yashwant Sinha and now Arun Jaitley (Not to mention P.Chidambaram and his Thirukural couplets) get into shayar mode in the course of the budget speech but with limited effect. While it’s good to keep the speech which tends to get boring interspersed with some couplets, poetry,… more often than not it looks thrust upon and not in a flow. As if the British left that also as a rule! Some good self-deprecating humour could be a better option!

5. What is this thumping of the desks by the treasury benches for every outlay announced? It’s now obvious that outlay in itself doesn’t mean anything. Before the FM starts reeling out budgetary allocations, I would like to see the FM starting with the “Outcomes” from the outlays of the top 20 items in the previous year and explain how it benefited the people at large. That will give us some idea as how “our” money has been utilized and for the Govt. an opportunity to boast their report card. This can be followed by the outlays for the next year with clearly expected outcomes from the same.

6. And what is this “ranking” business the media resorts to by the Industry captains immediately after the budget? We have now seen that the devil is in the detailed explanations that surface later. So any ranking without understanding the fuller provisions according to me is an exercise dipped in frivolity.

7. And when is the last time you have seen industry captains giving a thumbs down to the budget?? It is generally a mega thumbs up or atleast a thumbs up with conditions attached. The feedback is always ‘right” and seldom “honest”. So why get into reactions from the Industry which are any way far removed from honesty?

8. Any why do the pink channels get excited and scream about the way the Stock market reacts to the budget?? We have now seen many times in the past that the Stock Market reaction to the budget is knee jerk and not borne out of any proper analysis of the after effects of budget proposals.

9. And why do the pink papers – The Economic Times in particular come out with a blockbuster issue the next day of the budget with the full budget speech and the myriad annexures??? Just upload on the net and leave it to the discerned to access if they need. Saving trees and the environment can just start here!

10. And finally, instead of the FM just making a once a year marathon appearance why not present a review of the budget and the progress made on outlays once every Qtr.? This will help us understand which ministries are performing and will aid PM to separate the wheat from the chaff!

I admit that my wishlist is more on the “method” and not on “matter” and “form” rather than “content”. One of my earlier posts (read here) delved on that a bit. Hopefully we get to hear something sweet in the leap year budget speech tomorrow which will leapfrog our economy. And are not dished out the greasy “Halwa” we Tamilians abhor.

“Viral” fever and the Marketing “mauka”!!!

As India kicked off its campaign to defend the Cricket World Cup with a high-octane league match with its arch rival Pakistan, for Star Sports it was a perfect ‘mauka’(opportunity) to milk the moment. And how it did!!! With a very interesting commercial which is now part of marketing folklore showing a Pakistani fan eagerly waiting for the mauka to celebrate a Pakistani win in vain in the last 5 world cup encounters. The ad had all the ingredients to make it “viral worthy”. Soon the commercial indeed went viral and is even today much talked about. Newspapers wrote about the ad, online editions carried the link, In YouTube the ad got a few million hits, the ad got shared in social media platforms like Twitter, Facebook, WhatsApp,… and also got written about in innumerable blogs,… No wonder the makers decided to spin the one ad to a ‘Mauka Mauka’ series as seen thro’ the eyes of the same Pak fan for all India matches so far. If you notice, while the 1st spot (the India-Pakistan) one was shown again and again, the subsequent ones were just aired few times just enough to carry the story further. Because by now the Mauka fever had become viral and you, me and all of us became Star Sports’ unpaid brand ambassadors by sharing the every new ‘Mauka’ spot as soon as it was aired!  And that is the point I am trying to drive in this post. For a marketer trying to promote his/her brand it makes sense to make the commercial “viral worthy”, sit back and relax as consumers multiply the reach of the brand.

Mauka

For small brands with limited budgets, this approach comes as a panacea to achieve high share of voice with low ad spends. And for big brands this gives the potential to get more bang for the buck! This (to make their ads viral worthy) seems to be a very simplistic and obvious solution in front of marketers. However a casual review of the TVCs which we see day in and day reveals that this approach may not be so obvious. In a typical day except for 1 or 2 TVCs which are viral worthy the others are mostly the usual drivel. For example, on the same day of the Ind-Pak match there was just another ad which was viral worthy. That was the one for Fevi kwik – again smartly playing with emotions coinciding with the Ind-Pak encounter while at the same time driving home the brand’s promise – ‘Todo nahi, Jodo’. Brilliant stuff.

So what makes an ad go viral?? My take:

And the best part is some of the good viral worthy ads spawn off spoofs (as seen in the Mauka series) and other versions (did you know a slow motion version of the Ind-Pak fevikwik ad was created and uploaded by somebody which is really funny) as well which keeps the brand top of the mind for extended periods!

For small/start up agencies/production houses one such viral campaign is enough to leap frog them to stardom. Who had heard the name – Bubblewrap Films before the Mauka, Mauka campaign?? Or for that matter who knew Vishal Malhotra the model who is the Pakistani fan in the campaign a month ago?? Now I do!!

In the pre social media/smart phone/internet days a good ad will be just talked about may be by a few people who are interested in the subject. In these times, they don’t get talked about but they get shared, and shared many times over across many platforms.

So a new brand, limited budget with mass offering??? A smart idea would be to spend time and resources to create an ad that is spot on viral worthy, have a few releases with the limited budget and then make sure to leak the links in all social media platforms. (Ironically, even a day after the Ind-Pak Fevi kwik ad was released, its link was not uploaded on YouTube!!!) And then follow it up with plugs in the media about germination of the Big Idea, making of the commercial,…,…

Just one note of caution. It’s not just ads which are viralling today. Songs, documentaries, jokes and so many sundry stuff. So, soon it will become a battle to win in the viral space as well.

And once I finish this post I am going to share this in different platforms not missing the ‘mauka‘ to viral this post!!! (And contributing to the viral velocity of the ads ofcourse!!!)

Postscript: It’s another matter that an Ind-Pak encounter that too in a World Cup doesn’t need promotion at all. But Star Sports had to promote it due its obligation/commitment to its sponsors, advertisers,.. I guess. Having said all this, I do feel that the Mauka, Mauka campaign is now getting a tad boring. What was natural in the 1st 2/3 spots seems artificial now and is losing steam!!! So there the other lesson – Even a What an Idea, Sirji when over flogged becomes – What a boring idea, Sirji!!!

One has now lost count of the ‘Mauka’ spoofs hitting YouTube every day now!!! And they seem better than the Star Sports version of the Mauka ads being released now 😦 😦

Sir, a Plus budget!!!

In India, come Feb, it’s time for the release of the mother of all blockbusters – “The Union Budget”. While even the blockbusters of the Khans are just in the vicinity of few 100 crores, this one flies in the space of thousands and hundreds of thousand crores. Isn’t it interesting, that the whole nation awaits with bated breath to find out how the Govt. of the day is going to spend “it’s collective” money in the next 1 year??? So too I was yesterday, when Arun Jaitley the Finance Minister rose oops sat down to present what I would think as one of the most significant budgets in recent years for our country.

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Since yesterday afternoon, we have been fed with hours and hours of programming in all current affairs channels with experts dissecting the budget. After having gone through these boiler plate stuff for so many years, I get a feeling that the reactions are mostly pre-determined irrespective of the content of the budget. As in, the verdict on the budget is along expected lines. Panelists from the ruling front sing panegyric paeans on the budget while those from the opposition usually sing the “disappointing” tune rather petulantly :(. Also for experts. For those with leanings towards the Govt. of the day, it is a transformational budget and for those in the other side of the divide it is “trashformational”!!! And for CII – any budget is a 9 on 10 budget!!! This satirical piece – Budget Criticism 101 from The Unrealtimes I feel is not a satire at all but the Annual reality 🙂 🙂 . So I thought why not analyse the budget through a normal aam admi prism devoid of any ideological/political tilt?

As a responsible tax paying citizen of the country, I look for the foll. In the budget:

  • Does the budget spell out initiatives which can fuel growth in the Indian economy? Overall Economic growth brings in investments, increases jobs for all, raises salaries,…,…
  • Is there any transformational/game changing idea (or is it Big Bang) which has longer term impact for the country? – Like De-licensing, Gram Sadak Yojana, Aadhaar, GST,…,…
  • India is notorious for its archaic regulations and laws. Is the Govt. doing anything to make life simpler for doing business – local or foreign?
  • What’s in it for the poorer sections of the people – which is still significantly big in our country?
  • Finally what are the signals being sent by the Govt. of the day?

Looking at the Modi-Jaitley budget from the above perspective, my sense is that they have presented a “Smart” budget. They know very well that the expectations of all sections of the people are very high and had to do the balancing act to appease everyone. At the same time, elbow space for tough decisions is only available in 2015 and 2016. Beyond that the Govt. gets into re-election mode.  It appears to me that, from whole lot of things they need to do (which they have promised) they clearly prioritized the ones which needed to be attended to in this budget. And put off a few for the future. And I feel that’s the way to go.

  • The budget indeed brings in focus back to economic growth without being apologetic about it. Focus on infrastructure, Corporate Tax cut, Job creation,.. signal that.
  • Though there are no new transformational ideas in this budget – to be fair to Modi – he didn’t wait for the budget to announce a few. Ideas like the Jan Dhan Yojana, Swachh Bharat Abhiyan and Make in India – all transformational ideas were kicked off last year itself. This is a welcome sign. Finally GST gets a final deadline.
  • Cleaning up gets a lot of attention. Whether it is Swachh Bharat, Clean Ganga or for that matter Black money cleansing!!!
  • The Universal Social security net for all Indians is an interesting initiative. That it is through the insurance route comes as a relief. Otherwise India could end up suffering like most of the European economies with very high long term liabilities.
  • The Govt. has clearly for this year atleast prioritized on domestic investors rather than foreign if one looks at the introduction of SETU fund …and no major FDI relaxations.
  • The pandering to salaried class interests with more income tax cuts or other gimmicks have been I guess postponed for years closer to 2019!!!
  • Again things like flowing money to Smart Cities, Digital India are on hold in this budget. Means could tap the private route for these initiatives or will be taken up in the coming years when tax collections are more buoyant with better economic growth.
  • I see a lot of critiques on the increase of Service tax rate from 12.6% to 14% which will overall shrink our wallets. But I think this is a clear attempt to prepare all of us for the introduction of GST which will be at a higher rate of may be 16%!

Any budget proposal will have its share of misses. And there were a few in this too. However overall, I think it is a Smart, Working, Balanced budget which sets the tone for the economy to grow in the coming years. Taking up a few important issues and implementing them is better than announcing a slew of initiatives and outlays and messing up the outcomes. So in that sense Sir, it is a Plus budget!!! And I guess the FM scored well if not a centum!!

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India has indeed reached a sweet spot. We must now be in a hurry to change its status from #WorkinProgress to #JustArrived!!!

“Ideas Mela” – What an Idea Sirji !!! Part – 4

 “All the forces in the world are not as powerful as an Idea whose time has come” – thus said the famous French writer Victor Hugo on the power of Ideas. I think today the world – whether it is managing an enterprise or Governing a nation thrives on 2 I’s – Ideas and Implementation. In marketing and communication, “What’s the Big Idea???” is the question often asked but with few answers. Great Ideas are few and far between. Hence the need to celebrate the power of great Ideas and the people behind the same.

In these posts “Ideas Mela”-What an Idea, Sirji!!! series, I share interesting marketing Ideas which I come across which have used unusual and innovative media which made me say “Wow”. These posts are not about great marketing campaigns (there are so many) but “Big Ideas” hidden in “Small places”, novel ad placements, innovative media adoption,…  If you have not, do read my earlier posts Part 1, Part 2 and Part 3 and here’s some great stand out Ideas from the recent past:

  • For a great Idea, concept is the Key. Yes, in the Tata Zest car Campaign, that literally was the case. Readers received The Times of India (TOI) paper dated 26th Aug, with a “Car Key” and an invitation to test drive the car. A smart innovation to a normal full page ad which would have been just an also ran.

TOI,Zest

  • It’s now well documented that BJP ran a Hi voltage 3600 campaign in the last Lok Sabha elections. “Abki Baar Modi Sarkar” resonated all over. But the stand out phenomenon was the way they used social media to reach out which I personally got to experience. On the day the BJP Manifesto was released, when I tweeted using #BJPManifesto, lo I got a direct message from Narendra Modi’s twitter handle, thanking me for the message with a link to the full BJP Manifesto. Anybody who tweeted with that hashtag got this response. Normally I don’t read manifestos of parties and so I believe do most of us. But on receiving this, I did do a quick read of the party’s promises.
  • Talking of promises, a marketer’s job is always to communicate the brand’s promise effectively to the customers. And what better way to do that than providing an experience. So when Emami launched their men’s deodorant – HE, they chose the International Men’s day to spread the brand promise, well literally. The TOI newspaper of 19th Nov. smelt nice of the HE Deodorant, making the product stand out or rather smell out. (Though this is not the 1st time a brand used the smelling newspaper route – HUL used It for their coffee as well before)

Emami HE

  • HUL has been a torchbearer in India for marketing innovations. So was not surprised when they chose to tag along with the Prime Minister’s social awareness campaign – Swachh Bharat Abhiyan to promote their products. “Toilerforbabli” was an interesting social media campaign supported by Domex (a sanitation related product) where they goaded people to blog about sanitation, cleanliness,.. and invited people to join their effort to make India’s villages “open defecation” free. Read more on this campaign here. The brand and cause association makes it a Big Idea.
  • At times, you find great Ideas parked in unforeseen places. In the parking lot of a mall for example. At the parking lot of Mumbai’s Inorbit mall, the automatic entry gate was seen wrapped with branding of a store (Me n Moms) that was in the mall. As cars stop in front of the gate for a few minutes to collect the parking ticket, this branding cannot be missed. A brilliant Idea which I am sure that doesn’t cost a parking lot.

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  • If you have been through the passport issue routine in India recently, you would have experienced the waiting ordeal. As I was killing time, watching whatever was dished out on the TV screens there, I was impressed to see a pop out spot for Godrej Safes running continuously which said something like– “Keep your passports safe in Godrej Safes!!!” Again the placement of the spot takes the cream for a fantastic Idea.
  • I have said this in my earlier “Idea” posts. I have always found interesting Ideas at PVR Cinemas in Mumbai. A few days before the film PK was released, the guys at the cafeteria were wearing this PK T Shirt as part of its promos!!! Thankfully they did wear something unlike the alien in the movie!!! The whole marketing campaign for the film was excellent and this bit was quite interesting. Do you remember seeing this???

PK promo,122014

  • And among interesting Ideas this one which I just saw couple of days ago takes the cake. There are many ways to caution people not to drink and drive. And a toll naka is one of the apt places to remind this I guess. And it is more apt is this reminder is served by Lord Yamraj (God of death) himself. So here it is a seemingly innocuous banner at the Mumbai Airoli Toll Naka which cautions people not to drink and drive with a visual of Lord Yamraj on the side view mirror which prominently says “Objects in the mirror are closer than they appear”!!! I don’t know who came up with this Idea but hats off and What a brilliant Idea, Sirji!!!

Airoli Toll

 In the meanwhile, Idea Cellular the brand behind the “What an Idea, Sirji???” continues to impress with its latest campaign – called “IIN” – Idea Internet Network!!! What an Idea!!! Till the Idea for the next blog post, cheers!!!

Towards Swaasth and Swachh Bharat!!!

It’s not often that you get up early on a Sunday morning and go on a long drive. But when I did that this wannabe winter morning, it was nice. Oh, not just because of the weather or the lazy weekly off feel.  There was something more surreal.  Enough to conclude that the change we have been yearning to see in India is finally happening.

The Eastern Express Highway stretching from Thane to Kurla was nearly empty as if it was a “Sena Bandh day” of yore. But hold on. The highway was empty, the service lanes on both sides of the highway were not.  Right along the stretch of the service lane – ladies and gentlemen, boys and girls of all ages, sizes and shapes were seen – some jogging, some running and some walking briskly. The many cars seen parked in the side meant they have all come from not so near places. As I moved further, I could see people huddled together and putting up banners of their upcoming locality marathon. (Is there any activity these days without the proverbial marketing I wonder?) It looked like they have assembled for the practice runs.

Further ahead on the highway, an impressive volume of youngsters were cycling attired in fluorescent colours (as is the norm) in groups. Just about as I was begin to wonder if all this cycling and practicing for marathon running are just upper middle class or “US returned Desi” phenomena, I saw a group of young boys and men. Under the vast span of land under a flyover these guys mostly bare footed and in vests and shorts were seen carrying out some exercise regimen with a leader in the centre. (In Mumbai the areas under the flyovers mostly left vacant without any landscaping,.. come as a succour for many group activities – Exercise, Humour club, Bhajan Mandalis, Street play rehearsals,…,…)

Cycle 1

So it appears that India or for want of empirical evidence may I say Mumbai has caught on to fitness adroitly these days or so I found today. And that this phenomenon cut across different strata of society comes as a welcome news if not as a surprise.

On my return, we took the famed L.B.S Marg which runs parallel to the Eastern Express Highway. By now it was already 9’o clock and not so early morning anymore. The tea vendors were busy whipping up Cutting Chai (for the uninitiated in Mumbai a half cup tea is called a Cutting Chai or simply Cutting) along with Vada Pav and Bun Maska to a variety of men lazing around with the morning newspaper. (In my house reading a newspaper in the morning is always associated with lazing around 😜) But along the long LBS Marg there were another set of men engaged in loftier acts.  In what could be mistaken for some Aam Admi Party (AAP) event, Jhadus of different hues were being deployed and the pavements and street corners were being swept diligently. Now it dawned upon me that the Prime Minister’s call for a Swachh Bharat was indeed being taken seriously by his countrymen and the effect is trickling down. Mind you there were no cameras. So these were not Netas or film stars cleaning “already clean roads” in their locality😜. Or as somebody wondered these weren’t instances of celebrities sweeping hard “dried leaves” again and again under shady trees😜😜. Or for that matter they weren’t as we saw in Delhi staged scenes of Netas cleaning after accumulating litter 😠. Or not as I saw a few days ago – a group of people cleaning for a couple of minutes and then taking pictures with banners of their party for the next 10 minutes😠😠. In reality these were common men young, middle-aged and old cleaning with a lot of seriousness not just in one place but in different spots and stretches along the road.

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And as I turned on the FM radio, RJ Malishka was heard talking to one Mr. Deshpande of a local community help group. In Dadar Shivaji Park area the civil society and Municipal Corporation have agreed upon to have a competition on which wards are cleaned and maintained better.

When the Prime Minister flagged of this now famous Swachh Bharat Abhiyan” to turn India into a clean place by 2019 by a symbolic cleaning act and goading people from all walks of life to clean and clean, I was wondering if India will become clean by just cleaning. Ergo in my earlier post (Read here) I said that Swachh Bharat Abhiyan is not about cleaning but ceasing the need to clean. I realize today that, as aam admi get involved in cleaning (as I witnessed today) may be they will stop littering and will stop their near, dear, friends and folks from littering as much as possible. More importantly, they will convey a strong message to their children and kids around on maintaining a clean surrounding. Well that atleast is the hope.

The visible seriousness I saw over Swaasth & Swachhtha this morning has spawned a new hope in me.  That Mumbai and indeed India is changing and changing for the good. And as the Prime Minister enjoys his dinner this evening in Sydney he can feel proud of himself and have an extra drink. For, his campaign for a ‘Clean India’ has hit the right spot and has begun to work.  Wait a minute – did I say “extra drink?? Oops, read that as Nimbu Paani😄😄

While on this, here is LOL one from Satish Acharya:

sba1

Stir up to Sell – The New Mantra(d)!!!

 I don’t recall many ads in the recent past which have kicked off such a huge debate as the new Airtel ad which went on air last week.  If you are one to miss that, do watch it here.  Twitterati is divided in the middle as to if the ad is reinforcing male/female stereotypes or breaking. Or for that matter if the ad is trying hard to be feminist when it is not and so on. As is the wont these days, when social media buzzes on something, can the main stream media be left far behind?? I must have pored into atleast 10 columns trashing or eulogizing the ad.

This is one interesting debate on TV !!!

While the ad breaks new ground in showing a successful woman who is giving stern work instructions to her male subordinate in the 1st half, in the second half, the same lady is shown as a better half cooking dinner for her husband who is incidentally the same subordinate at office. The common critical take in the social media is questioning this apparent stereotyping of women – as submissive where the lady inspite of being a successful career woman has to don the dutiful wife role at home and cook food.  Coming on the heels of the now famous quote of Indra Nooyi that “Women can’t have it all” the response to this ad has been pretty predictable. Somehow the narrative of a successful career woman but cooking food for her partner at home has not been consumed well.

airtel ad

In all this debate on the ad what is being missed according to me is the strategy behind the narrative of the ad itself. Which is, to take a contrarian position, stir up a storm and be top of the mind for a good few days there by get more bang for the buck spent. And this trend in advertising has not started with this Airtel ad. This goes back quite a few years. In the past marketers were more circumspect in adopting this “Stirring up a storm” strategy to sell their products. So you saw this once in a while like the Liril waterfall ad of yore or the ad for Tuff Shoes where the models Milind Soman and Madhu Sapre were wearing just a snake and so on,..

But oflate, I guess marketers and their advertising counterparts have become more belligerent in adopting this strategy to hawk their wares and get their space under the Sun.  So we now get see more and more ads which go against established stereotypes.  As per me, in Indian advertising Balki of Lowe and his team has been one who have used this quite effectively and often. The Havells ads for fans usually go against the grain. Same for some of the “What an Idea, Sirji” commercials for Idea Cellular.  The Jaago Re campaign for Tata Tea also I would say fall in this category of ads.

Few months back, Tanishq the jewellery brand from Tata kicked off debate and interesting conversations in the media with their ad celebrating remarriage of a woman. Watch it here. Again clearly a story which charts new territory, (shows a dusky bride, bride walks along with a small girl to the mandap, the girl is her daughter, the groom carries the small girl along while doing the pheras,…)  sparks a huge debate and eventually garners a lot more interest for the brand. (Incidentally Lowe has been the agency behind all these campaigns!!!)

This recent ad for Brooke Bond Red label tea by Ogilvy India is another example of going against the tide to garner attention. The Hindu-Muslim plot (normally avoided in commercials) in the story is the new twist. There is always this threat of a strong over powering story shadowing the brand itself in ads. Like in this case while I remembered that it was a tea ad, had to drink few cups and wake myself up to recall the brand 😦 😦  This happens.

Recently, the series of ads for Kaun Banega Crorepati  (KBC) by Leo Burnett India have also been treading this path and have met with a lot of keen interest. The two spots I saw (see here and here) as part of the campaign shatter established stereotypes.  Not that great ads are required to evince interest in a successful show like KBC with Amitabh Bachchan as the anchor. But I guess they also have to sustain the interest after so many seasons.

Coming back to the Airtel Ad conceived by the agency Taproot India, my own view is that it is a sweet ad, executed very well. There is nothing in the ad which goes against woman as the social media debates make us to believe. As per me, there is nothing regressive in a woman cooking and as long as she wants to cook a nice meal and enjoys what she does (like it is shown in this TVC) to demonstrate her love to her hubby, there is nothing wrong.  Same is true if its vice versa – husband cooking at home.  I have to allude here to my earlier post – By hook or Cook!! here 🙂 🙂

So want your ads to work big time?  Take a contrarian position, stir up a storm and the idle armchair minds in the social media (me included) will debate and do the needful for you. As far your brand, with all the unpaid buzz around the ad, will laugh its way to the coffers.  That’s some home cooked food for thought 🙂 🙂 🙂

P.S: Now, only if Airtel can make their network as effective as their ads 😦 😦