MxMIndia

Category: ADVERTISING

  • The TVC for premium fragrance brand from Godrej Consumer Products Ltd (GCPL) launched recently

    CreativeLand Asia creates Fresh Aer

    By A Correspondent

     

    The TVC for premium air fragrance, aer, by Godrej Consumer Products Ltd (GCPL), went on-air on November 5. Conceptualized and executed by CreativeLand Asia, the 35-second ad communicates the ability of aer to spread delightful fragrances in cars simply with a click of a button. It marks the entry of aer into the air care segment.

     

    The advertisement opens with a young man sitting in a common hatchback car. During the ad he realises that aer does not make unreasonable promises such as the car being magically transformed into a bigger and more expensive one after. It simply states that by ‘clicking’ aer, one can simply enjoy invigorating fragrances in the car. It communicates the most important aspects of aer – invigorating fragrances and unique mechanisms.

     

    The TVC was supported by a print campaign as well, wherein the readers of Bombay Times and Delhi received a delightful whiff of aer fragrances from the newspaper.

     

    Sunil Kataria, EVP, Marketing & Sales, GCPL said, “The 3 distinct fragrances – Cool Surf Blue, Fresh Lush Green and Petal Crush Pink along with aer’s unique brand positioning, make it stand out in the air care segment. The TVC compliments the invigorating and quirky aspects of the brand and communicates exactly what aer promises to deliver – a delightful experience!”

     

  • Bollywood rules on the idiot box, no matter if it's an entertainment or a news channel. These guys either use to it make a lot of easy money, or to 'grace' the studios to plug their upcoming films

    Anil Thakraney: Complete Bollywoodization of TV

    By Anil Thakraney

     

    The other evening I was wildly switching channels to find something interesting to watch (a usual pastime, haha!). And on every single channel I was attacked by the Bollywood frat. At one place, Bachchan was having a good time with SRK and Katrina Kaif. Elsewhere Salman Khan was busy with his famed pelvic thrusts. On another channel Ajay Devgn (his spelling, not mine) was seen promoting his new flick. Then there was some hot gossip about Deepika Padukone on a Hindi news channel. Not to speak of the ‘ThinkFest’ which had a whole lot of ‘intellectual’ filmi types walk into our living rooms. And I am not even going to discuss all those hundreds of ads that feature our movie stars.

     

    Yup, it’s been happening for a while but now it looks like a complete take-over has happened. Bollywood rules on the idiot box, no matter if it’s an entertainment or a news channel. These guys either use to it make a lot of easy money, or to ‘grace’ the studios to plug their upcoming films. Quite frankly, I am quite fed up of the same faces. Let me also add here that this is a peculiarly Indian phenomenon, nowhere else does it happen in the world.

     

    So then what the hell happened? Where are the television stars? Don’t we have enough homegrown TV talent to keep the audiences enthralled? I think there is. But the poor folks are not being given opportunities to shine, so they have stayed under the shadow of the movie stars. Television chiefs will tell you it’s because the audiences are in awe of the big screen actors. I totally disagree with that. I think the culprits are the TV honchos themselves, they lack the guts to experiment, and they run to cinema biggies to cover their backsides.

     

    Who’s to say Ram Kapoor won’t be fabulous on KBC? How do we know Sakshi Tanwar won’t glam up a reality show? Or maybe even Barkha Dutt as the Bigg Boss host? Don’t laugh, it is quite possible! Thing is, no one even imagines these possibilities. And to think these TV stars will come at a fraction of the cost of movie stars.

     

    I am really hoping to see this change. Don’t want to see the same faces on TV every single night. Don’t.

     

    ***

     

    PS: This is bad news for Obama. Clint Eastwood has dissed him in a political ad. Eastwood is a hugely respected star in the US (there isn’t one single Bollywood hero who equates that power in India) and his views may hurt Obama. Also, bear in mind that Romney didn’t, at least directly, hire Eastwood’s services, this is what the man seems to really believe. And that’s more bad news for the incumbent Prez.

     

    [youtube]http://www.youtube.com/watch?v=PH3mK8gHW-8[/youtube]

     

     

     

  • Shah Rukh Khan and Katrina Kaif star in an ad for two new sensuous variants of Lux soap – Peach and Cream & Strawberry and Cream – in their first ever endorsement together

    SRK, Katrina team up for Lux ad

    By A Correspondent

     

    Bollywood stars Shah Rukh Khan and Katrina Kaif star together for the first time come together in an ad campaign for best-selling beauty soap bar, Lux. They will endorse two new sensuous variants, Lux Peach and Cream & Lux Strawberry and Cream.

     

    In 2005, Shah Rukh Khan came onto the brand to feature in a memorable TVC with Hema Malini, Sridevi, Juhi Chawla and Kareena Kapoor. This time, the product he endorses has a fragrance created by world renowned perfumer Didier Gaffet. Inspired by the perfume Kenzo Flower and keeping in mind the sensory preferences of Indian women; this Master Perfumer has created a fragrance that’ll make Indian woman feel elegant and polished. In Shah Rukh Khan’s own words, “The fragrance of Lux reminds me of being happy and being in love.”

     

    Shah Rukh Khan and Katrnina Kaif’s sizzling chemistry can be seen radiating through the campaign, which has been shot and directed by French director Juan Delcan. The Sufi-inspired music score is by Gulzar and sung by Sonu Niigaam. Katrina has been styled by leading Bollywood fashion designer Rocky S.

     

    At the shoot, Shah Rukh Khan also said, “I’m happy to be associated with Lux yet again! The fragrance of Lux will captivate you just as it has made me ‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings out the lover in me.”

     

    Katrina Kaif added, “Lux for me is a very special and iconic brand; it symbolizes beauty. When I think of Lux, I think of fun and spontaneity. Lux embodies a type of a woman rather than just soap and of course the fragrance that embodies sensuality. Lux’s amazing fragrance makes the whole experience of bathing fun!”

     

  • All the excitement in India over Romney versus Obama reminded of that lovely proverb: Begaani Shaadi Mein Abdullah Deewana

    Anil Thakraney: The Obama Drama

    By Anil Thakraney

     

    Some observations on the media coverage of the US Prez elections, and a couple of notes on the politics of it.

     

    Obamaji’s biggest strength is his public speaking skill, his charisma on stage. This not only keeps the Americans enthralled, it must have prompted many to press the button on his name inside the polling booth. Wish Maun Maun Singh had a millionth of the guy’s charisma, we might have tolerated the assorted political scams with a slightly cooler head.

     

    I watched only NDTV and Times Now for the election coverage. No, I didn’t skip the other channels because I don’t approve of them, it’s just that there’s only that much I can handle on an election that doesn’t affect my life even remotely. In fact, all the excitement in India over Romney versus Obama reminded of that lovely proverb: Begaani Shaadi Mein Abdullah Deewana.

     

    Abdullah reminds me of J&K CM Omar Abdullah analyzing the elections for us on NDTV. Bichare se Kashmir sambhalta nahin, and he’s got the gall to discuss American politics.

     

    Watching Dr Prannoy Roy on air is always a delight. Not just for the sense of proportion he brings to the table, but because of his innate calmness and neutrality. Really wish his protégées (including those who’ve left him), learn something in television journalism from the man. As for NDTV’s coverage itself, it got a trifle boring as they went too deep into the US micro politics. Dr Roy can’t help it, I guess, since he’s a passionate psephologist. But I’m quite certain his audiences felt a tad restless.

     

    Arnab Goswami, on the other hand, had the right idea. He chose to focus only on the relevance of the election to the sub-continent (and he kept reminding us of this super cool angle). But then he went ahead and invited the same thakela faces on his show, the same gents who indulge in the usual Indo-Pak tug of war. Therefore this show became dull as well.

     

    I did try out CNN International for a bit, but the reporters appeared too excited and too busy exchanging friendly banter with one other. Never a good idea this, because this mutual bonhomie can, and often does, alienate the viewer.

     

    As for the big picture, sadly, the American politicians are making the same deadly mistake their counterparts make in India. They have totally polarized the nation, and have divided it into different vote bank communities. This lethal strategy will come back to haunt them one day. We Indians know the sort of suffering political fracturing brings to the nation.

     

    ***

     

    PS: PETA has decided it’s time for real ‘shock and awe’ to make you go vegan. They have used veggies in their latest ad as a phallic symbol, with absolutely absurd results. If this doesn’t prompt all the size-obsessed hunks to opt for sabzi tarkari, nothing will.

     

    Link: http://www.huffingtonpost.com/2012/11/05/stay-firm-and-fresh-peta-_n_2076499.html

     

     

     

  • The Creative Head at Draft FCB Ulka, Kochi, has released his first book 'The Vicks Mango Tree'

    Adman Anees Salim turns author

    By Ananya Saha

     

    Anees Salim, Creative Head at Draft FCB Ulka, Kochi, has released his first book about the Emergency. Called The Vicks Mango Tree, it has been published by HarperCollins. With a canon of Indian literature about Emergency, Mr Salim said, “Yes, the Emergency has been widely written about. But, for a writer, the darkest period in India’s history never loses its charm as a subject. The Emergency had captured my imagination very early in life, even as a schoolboy, and let me add that The Vicks Mango Tree is not just about the elements of the Emergency that should be criticized, it is also about the elements that should be laughed at.” However, he is hopeful that readers will find a different take on the topic through his authored fiction.

     

    When asked about his passion for writing, “To me, working on a creative brief and writing a book are two entirely different processes. I don’t think one process makes the other any simpler, unless you want to write a book on advertising or a novel set in the ad industry. But I do think advertising could be the ideal day job for a writer. This is the only day job I would do, and I am qualified to do. I would be a big misfit in any other industry,” said Mr Salim.

     

    Mr Salim, a dropout and proud of the fact, joined advertising in the late 1990s. He started his career as a trainee copywriter with Draft FCB Ulka.

     

    The adman is also authoring three other books. ‘The Blind Lady’s Descendants’ will be out in January 2013. Published by Amaryllis, the book tells story of a Muslim family living in a little known town. The book is in fact the suicide note of a young man named Amar Hamsa, who witnesses the slow decadence of his family. ‘Tales from A Vending Machine’, published by Harper Collins, will be a funny account of Hasina Mansoor, a 20-year-old girl running a tea vending machine at an airport lounge. A huge Bin Laden-fan and a fierce critic of America, Hasina is a keen observer of the sweeping changes in the Indian aviation industry. The book will come out in April-May 2013.

     

    The fourth book – Vanity Bagh – will be published by Picador. It would sketch the picture of a tiny Pakistan inside a big Indian city against the backdrop of a serial bomb blast. The book should be in stores by the second half of 2013.

     

    With a full-time advertising job, which in itself translates into whacky hours; how does he find the time to write? “In both the publishing and the advertising industries there are strict deadlines. I don’t claim to be an expert in managing time. But I sleep less, and start my day very early,” he quipped.

     

    While Mr Salim hopes that the book does well and readers find a different take on Emergency through The Vicks Mango Tree, we are enamoured by the name.

     

     

     

    From the Blurbs:

    A few months after a state of Emergency has been clamped onIndia, Raj Iyer, a fledgling journalist living in the alley of the Vicks mango tree, goes underground, to resurface some years later in a corner of theMunicipalParkas a bronze statue. No ones sure exactly why he has become so famous, though there is talk of a book being written on him, which hails him as a modern hero of Mangobaag.

     

    The Vicks Mango Tree is the story of the tiny fictional region of Mangobaag andIndiaas she limps through twenty- one months of suspended civil liberties, half-hearted revolts and stern censorships. It is also the tale of Teacher Bhatt, Rabia Sheik and Shankar Iyer, ordinary people in pursuit of their middle-class dreams, and local legends like Maharaja Muneer Shah, Miss Myna and Dr Abid Ali, who live and die in the dying light of a glorious past.

     

    Full of odd characters and piquant situations, and alive with the politics and possibilities of a not-so-long-ago time inIndiashistory, The Vicks Mango Tree is a compelling first novel.

     

     

  • India TV has come up with a campaign, "Bharat Se India Tak", which talks about India TV's ability to crossover to the right audiences across the length and breadth of the nation

    India TV’s new trade campaign

    By A Correspondent

     

    India TV has come up with a unique communication to further reinforce its leadership position in the Hindi News genre. The campaign, which is constructed to communicate countrywide reach and varied viewership of India TV, is unique in more ways than one.

     

    “Bharat Se India Tak”, as the name suggests, will talk about India TV’s ability to crossover to the right audiences across length and breadth of the nation; audiences that are worthy target groups for a wide array of national & international brands trying to reach out to the vast and rapidly evolving Indian market. India TV has planned a highly innovative execution to communicate this proposition and it is sure to catch the attention of the entire industry.

     

    India & Bharat, the two words are usually used to emphasize the rural-urban divide in our great nation – where India cues genteel, urbane and upwardly mobile even as Bharat connotes the rustic and perhaps backward hinterland. Of course, reality is scarcely that simple and beneath the superficial contrasts, there are strong linkages that bind the two together. India TV, as this campaign reveals, is one such common denominator. Looking forward, it is critical that this exaggerated segregation be retired and this campaign takes a step in the in the direction of unequivocally asserting, “Bharat or India – We are one people.”

     

    The campaign reminds stakeholders of India TV’s history of consistent leadership, in the towering skylines of metropolitan India – the great cities of Delhi and Mumbai that are home to a vast consumer base with high disposable incomes. At the same time, it talks about channel’s loyal and committed viewership in the rapidly transforming prosperous interiors of the country where burgeoning incomes are creating millions of first generation consumers eager to embrace new lifestyles and experiences.

     

  • August saw a significant increase in complaints against ads because of the pickup by the National Advertising Monitoring Service (NAMS)

    Pro-active monitoring sees more complaints being registered with ASCI

    By A Correspondent

     

    During the month of August 2012, the Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) upheld complaints made against 23 advertisements out of 30 from various sectors like Education, Healthcare and FMCG with media houses. During the same period it did not uphold complaints against 7 such advertisements. The sharp increase in complaints is largely due to the National Advertising Monitoring Service (NAMS) which sand picks up a large number of misleading advertisements across sectors.

     

    HINDUSTAN UNILEVER LTD (*) – Rin detergent powder: As per the complaint, the TVC claimed that “only Rin has yellow fighters that brighten dull yellow clothes”. The advertiser needs to provide scientific proof in substantiation of these claims. The CCC considered the technical data provided by the Advertiser. The CCC concluded that the use of patent used by the Advertiser did not mean that the same benefit of brightening dull yellow clothes could not be claimed by using any other technology. The claim that “Only Rin brightens dull yellow clothes” is false and misleading as it is not the only detergent to do so. The advertisement contravened Chapters I.1 and I.4 of the Code. The complaint was UPHELD.

     

    HINDUSTAN UNILEVER LTD (*) – Pepsodent Germicheck Magnet: As per the complainant, the Pepsodent Germicheck pack that he brought which was 200g for Rs. 64/- had an offer of Pepsodent G 40g free. The free 40g toothpaste is not Pepsodent G, which is better quality toothpaste, but the free 40g toothpaste is also Pepsodent Germicheck. This is a promotion gimmick. This offer is false and grossly misleading the consumers. The CCC concluded that whilst an offer of Pepsodent G 40 gms free was made, what was given along with the pack was Pepsodent Germicheck. The promotion message on the pack was misleading and contravened Chapter I.4 of the Code. The complaint was UPHELD.

     

    HT MEDIA LTD (*) – Hindustan ki Lehar: As per the complaint, the advertiser claimed that Hindustan ki Lehar “has a circulation of 12 Lakh copies”. The truth is that, as per the ABC (Audit Bureau of Circulations) Jul-Dec 2011, their circulation figures were 6.9 Lakh copies across 9 editions while the other 3 editions were not reported by the ABC. The CCC concluded that the claim, “Hindustan has a circulation of 12 Lakh copies”, was not substantiated by an independent research organization. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    DIVYA BHASKAR GROUP – Divya Marathi: As per the complaint, the promotional material of the advertiser claimed that Divya Marathi has 5 editions (in Aurangabad, Nashik, Jalgaon, Ahmednagar, and Solapur) which are the “No.1 dailies by circulation”. This claim has no reference to source; the figures given are completely different from the circulation figures given by the ABC (Audit Bureau of Circulations) and are misleading. Apart from that, they also quoted baseless and incorrect circulation figures for Lokmat publication. The CCC concluded that the claim of Divya Marathi being “the No. 1 daily” was not substantiated by an independent research organization. The publicity material contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    DIVYA BHASKAR GROUP – Twice the readership in Bhatinda: As per the complaint, Dainik Bhaskar has claimed that “their readership is twice that of competition in Bhatinda city”. However, the truth is that – a) the only existing currency to measure readership in India is the IRS. b) The IRS does not report figures for Bhatinda separately. c) There is no basis on which this claim can be made in Bhatinda. The advertisement is false and is likely to mislead the public. The CCC concluded that the claim that, “Dainik Bhaskar’s readership is twice the readership of the competition in Bhatinda city”, was not substantiated by an independent research organization. The advertisement contravened Chapter.I.1 of the Code. The complaint was UPHELD.

     

    DIVYA BHASKAR GROUP – Ahead in readership in Patiala: As per the complaint, Dainik Bhaskar has claimed that “their readership is 20% more than that of the competition in Patiala city”. However, the truth is that – a) the only existing currency to measure readership in India is the IRS. b) The IRS does not report figures for Patiala separately. c) There is no basis on which this claim can be made in Patiala. The advertisement is false and is likely to mislead the public. The CCC concluded that the claim that, “Dainik Bhaskar’s readership is 20% more than that of the competition in Patiala city”, was not substantiated by an independent research organization. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    CAVINKARE PVT LTD – Fairever Fairness Cream: As per the complaint, the advertiser claimed that Fairever Fairness has a natural fairness system with saffron, milk and wheat germ oil that prevents skin from darkening and gives clear smooth skin. The advertiser needs to give scientific proof in substantiation of these claims. In the absence of scientific proof, the CCC concluded that the claim, “the cream prevents the skin from darkening”, was not substantiated. The advertisement contravened Chapter I.1of the Code. The complaint was UPHELD.

     

    ULTRATECH INDIA LTD: 18 Again – Vaginal Tightening and Rejuvenation Cream – As per the complaint, ”18 Again” claims vaginal tightening and rejuvenation of the vagina and it says “Feels like a virgin”. The TVC also shows an old lady ordering the product. The entire TVC represents vulgarity, in light of the generally prevailing standards of decency and propriety, which would cause widespread offence particularly among women. The advertisement contravened Chapter II of the Code. The complaint was UPHELD.

     

    EMDI INSTITUTE OF MEDIA & COMMUNICATION – The print ad claimed that EMDI is “India’s Largest Media Institute”. The advertiser failed to provide comparative data of other leading brands and other necessary data as proof. The CCC concluded that the claim that EMDI is “India’s Largest Media Institute” was not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    TVC SKY SHOP LTD – Dr. Slim Tea – The print advertisement claimed that Slim Tea being an herbal tea can help lose weight effectively. It can improve your immune system”, “Shed kilos of extra fat, weight and inches”. Herbal Tea or any other type of tea cannot deliver weight reduction. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated with clinical trials. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    TVC SKYSHOP LTD – Full Gliding LG Touch Screen: As per the complaint, the Complainant ordered an LG mobile phone from TVC Skyshop Ltd. in May 2012 for a special offer price of Rs.5890/- plus Rs.250/- for delivery charges. The phone was delivered two weeks later but the phone supplied was not an LG phone but some other brand. The touch screen was not working properly and the QWERTY key pad numbers were not functional. The pouch supplied did not fit the phone. The CCC concluded that the mention of the LG logo contravened Chapter IV.2 of the Code – “Advertisements should not make unjustifiable use of the name or initials of any other firm, company or institution, nor take unfair advantage of the goodwill attached to the trademark, or symbol of another firm”. The complaint was UPHELD.

     

    LIDA BIOTECH PVT LTD – Lida Slimming Pills: The print advertisement conveys that one pill a day, with no need of exercise and diet can help lose 8-15 kg and 30 inches all over the body without any side effects. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    NIFE INSTITUTE OF ENGINEERING – As per the complaint, the advertiser claims that NIFE (Institute of Fire Engineering) have provided jobs for 3000 to 4000 students per year. This claim needs to be supported with necessary data. . The CCC concluded that the claim mentioned in the advertisement was substantiated to the extent of around 3000 students employed whereas the range of students mentioned was a wide range of 3000 to 4000 students per year, which is misleading. The advertisement contravened Chapter I.4 of the Code. The complaint was UPHELD.

     

    GLOBAL HEART FOUNDATION – As per the complaint, the advertiser claims treatment within 35 hours without Angiography, Bypass or stent Angioplasty. Enhanced External counter pulsation therapy (EECP) and Natural Bypass is done without operation, and diagnosis. The CCC concluded that the claims mentioned in the advertisement and cited in the complaint were not substantiated adequately. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    SIGMA INSTITUTE OF MANAGEMENT & TECHNOLOGY – Diploma in Hotel Management: As per the complaint, the advertiser claims that Sigma Institute of Management & Technology gives 100% Job Placement in 5 Star Hotels or 200% Money Back Guarantee. The CCC concluded that the claim of “100% Job Placement in 5 Star Hotels or 200% Money Back Guarantee” was not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    BRAD ENTERPRISES – Brad Eye Glass Remover: As per the complaint, the advertisement claims, “Remove eyeglass with 100% Ayurvedic eye drops”, “Helps reduce eyeglass 0.5 per month”, “Helps remove cataract without operation”, “Helps diabetes patients, darkness”, “No side effect”. The Website claims “Cure various eye problems with 100% Ayurvedic eye drops by reducing eyeglass number” and “Improve eye vision”. The advertisement misleads eye patients into not using eyeglasses and to rely on the eye drops. The advertisement also misleads diabetics into rely on this product. The print advertisement claims and the website claims need to be substantiated with data from independent research. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    SISTEMA SHYAM TELESERVICES LTD – MTS Mblaze: As per the complaint, the advertiser claims to be India’s Fastest Internet service provider. The advertiser needs to substantiate the claim with comparative data in relation to other leading brands as proof of being the fastest internet service provider in India. The CCC concluded that in the absence of comparative data, the claim “India’s Fastest Internet service provider” was not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    TELEBRANDS INDIA – Chimaxx Daily Walke: As per the complaint, the advertisement claims that with Chimaxx Daily Walker one can “lose weight lying down without exercise, diet, jog or taking pills”, “Fights Diabetes, Blood Pressure and helps lose weight”. The CCC concluded that in the absence of scientific proof the claim that, “with Chimaxx Daily Walker, one can lose weight lying down without exercise and that it fights diabetes & blood pressure” was not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    NIRMEETI HEALTH CARE PVT LTD – Obecu Capsule: As per the complaint, the advertisement claims that Obecu capsule helps “Tummy Tuck and reduce weight”, “No dieting, No exercise, No side effect”. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    M S RAMAIAH INSTITUTE OF TECHNOLOGY – 100% Placement in 2011-12: As per the complaint, the claim, “100% Placement in 2011-12”, seems exaggerated. The advertiser should prove this by providing details of employment of every student who passed out from MSRIT in 2012. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated. The advertisement contravened Chapter 4 (e) of ASCI Guidelines for Advertising of Educational Institutions & Programs and Chapter I.1 of the ASCI Code. The complaint was UPHELD.

     

    ESCORTS LIMITED – Farmtrac 40 Tractor: As per the complaint, there is a wrong interpretation of the concerned product feature. The advertisement compares wheel base of the 2 tractors, and claims that Farmtrac 40’s slightly longer wheel base provides better stability in haulage work. The CCC concluded that the comparison of the two tractors on only a few factors is likely to mislead consumers that the Advertiser’s product is better than the complainant’s. The advertisement was misleading by omission and contravened Chapter I.4 of the Code. The complaint was UPHELD.

     

    BHOPAL SAHAKARI DUGDH SANGH MARYADIT – Sanchi Namkin & Sada Matta: The print ad claims that Sanchi Namkin and Sada Matta “improves immunity power”, “decreases heat”, “improves digestive System”, “provides minerals”, “helps to reduce weight”, “prevents you from bacteria of cancer”. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated with clinical proof. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    MANGALAYATAN UNIVERSITY: The advertisement claims that Mangalayatan University is “The Best Emerging University in India”, ” Over 85 of India’s leading companies have already made over 450 offers to MU students”, ” Highest offer of rupees 5, 68000/- and overall placements of 85% & MBA 96%.” The Advertiser should provide statistical and comparative proof to substantiate the claims. The CCC concluded that the claims made in the advertisement and cited in the complaint were not substantiated. The advertisement contravened Chapter I.1 of the Code. The complaint was UPHELD.

     

    During the month of August, the CCC also received complaints against 7 print advertisements. The complaints were received against the advertisements of “Whirlpool Cooking Appliances”, “Massey Ferguson Tractors”, “Hemor Rite”, “Metro Group of Hospitals”, “Graphic Era University”, Best Brown Rice, Mohak Hi-tech Speciality Hospital. However, as these advertisements did not contravene ASCI’s codes or guidelines, the complaints were NOT UPHELD.

     

     

     

  • The time is up for professional cinema critics. The only thing that can possibly save this dying species is if they quickly re-invent their craft and find innovative ways to keep the readers engaged

    Anil Thakraney: Death of the film critic

    By Anil Thakraney

     

    Apart from all the gassing and the plugging that goes on in the social media, there’s one common tendency I have noticed, regardless of what the tweeter/Facebooker does for a living: To immediately post his/her two bits on a movie that’s just been released. (Even as I write this, my timeline is awash with tweets on Jab Tak Hai Jaan.) Speed is of essence; you have to post on the weekend of the release, Monday is too late. In fact, I often wonder if some people rush to the multiplexes ONLY to be the first out there with a micro film review, such are the times we live in.

     

    And here’s the thing: many social networkers (including film directors and movie stars) take these little reviews quite seriously. And this isn’t entirely surprising, these posts can and do affect the fortunes of a film to a significant extent (well, at least in the urban areas). In the olden days, we would pass the word around though direct interactions or phone conversations. I still recall all the excited exchange when Sholay was released, even though I was a bachcha. We would gather around during the school recess to discuss the movie. All this word-of-mouth took time to take effect and that’s why Sholay, which started out rather poorly, took its time to pick up. Social media updates now play the same word-of-mouth role, except that they are lightning fast. Which is why I guess these posts aren’t taken lightly, even if the ‘reviews’ are by cinema amateurs.

     

    And this means no one really reads the newspaper film reviews anymore, or at least many people take very less interest in them. Folks have already discovered what the movie is all about, and there’s nothing more to find out. Which is why I believe the time is up for professional cinema critics. They will sooner or later have to pack up and leave. The only thing that can possibly save this dying species is if they quickly re-invent their craft and find innovative ways to keep the readers engaged. I don’t know what these new tricks can be, but they have to be found. The traditional format of reviewing a film is pretty much finished.

     

    Yet another reason why I so adore the new media. It’s constantly challenging the old world. Innovate. Or perish.

     

    ***

     

    PS: Interesting interview with Golden Globes presenter Ricky Gervais. And all the questions pertain to the man’s views on today’s journalists and the entertainment media. All journos must read this. Chances are very high that Indian celebs think pretty much the same of desi reporters.

     

    Link: http://www.cjr.org/cover_story/questionable_taste.php?page=all

     

     

  • Khumaar, a musical event organized in his personal capacity by Bipin Pandit, Chief Operating Officer of The Advertising Club, will be held in the first week of February 2013

    Bipin Pandit’s Khumaar show in Feb ’13

    Bipin Pandit

    By A Correspondent

     

    Khumaar, a musical event organized in his personal capacity by Bipin Pandit, Chief Operating Officer of The Advertising Club, will be held in the first week of February 2013.

     

    Billed as a quality show for corporates, Khumaar is backed by a team of 18 pprofessionals who meticulously select and present songs and music that aim to stay as close to the original as possible. So far the shows that have been held have attracted well-known names such as Suresh Wadkar and Roopkumar Rathod, and have been well received by audiences which have seen participation from the advertising, media and marketing fraternity.

     

    The thought of starting Khumaar came to Mr Pandit following his career over 20 years as a professional Hindi compere, combined with his command over Urdu and skill in mimicry. Khumaar presents old Hindi musical hits from great films of yesteryear, with ghazals, Sufi songs and a qawwali interspersed for variety. A selected few new songs are also presented.

     

    Khumaar also serves a social purpose by supporting the activities of an NGO, Light of Life Trust, and the CPAA (Cancer Patients Aid Association). The Light of Life Trust does a variety of good work that includes reinstating dropout girls to school, providing help to people with terminal illnesses, and free medical attention.

     

    At February’s Khumaar, the first half will be themed around Romance, and will salute three romantic superstars – Dev Anand, Shammi Kapoor and Rajesh Khanna, as also the legendary Yash Chopra. The show will also pay homage to actor Joy Mukherjee with some great Rafi numbers. The show will be webcast live on www.bipinpandit.com.

     

  • Where I feel a little let-down is in the execution. The thought is there, the passion is missing

    Debrief: Dulux: Needs a dose of passion

    By Anil Thakraney

     

    So, it appears that the ad world having finally discovered young Farhan Akhtar, it’s time for this ‘new cool’ actor/director to strike it rich. He’s all over the place these days. However, I must say the Dulux guys, for their Velvet Touch brand, have used Akhtar a little more effectively in their new ad.

     

    The commercial equates an individual’s ideology and attitude with the colour he/she chooses for the wall. Akhtar plays the anchor and delivers the voiceover as poetry, and this he does well. So there’s a rock-star wannabe who opts for the red shade. An environment-friendly architect settles for green. And so on.

     

    I like this approach. Because it strikes at the core of what a consumer really wants from his/her paint, after the tangible factors are in place (reliability, durability, wash-proof paint, etc). Which is that the colour on the wall must in some way reflect the resident’s personality. (I, for one, am very serious about painting my walls deep black, the only thing that stops me is I am may not be able to spot a visiting cockroach!) In this context, Dulux is on the right track.

     

    Where I feel a little let-down is in the execution. The creative hasn’t done justice to the idea of a shade matching the person’s desires and ambitions. They haven’t been able to take the concept to a higher emotional plane, this looks like half-baked creative. The thought is there, the passion is missing. I can visualise stunning, engaging ads using the play of human beings and colour, with or without the services of Farhan Akhtar.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gMrvbl6oEbo[/youtube]

    Rating: (On a scale of 1-5): 2.5 Good idea, needs to be fleshed out.

     

  • Will it be a cracker or a damp squib? Advertisers are optimistic and observers pin hopes on the men in blue as they take on England in cricket until end-Jan

    Enough backers for payback series?

     

    By Johnson Napier

     

    The India-England cricket series that kicks off from November 15, 2012 is being billed as a revenge or payback series by most scribes who follow the sport closely. Be it the media, analysts, critics or even players/commentators, virtually all are going gaga about how the current series would be the one to watch out for as India will be fighting to prove its mettle as being the best in the business. The fact that the men in blue were thrashed badly by the Englishmen the last time they played each other makes the cause even more compelling. But is the prevailing sentiment as positive as is being made out to be, or will it be a tough ask for the channel as it begins its quest to draw in more audiences? And, more importantly, what is the response that can be solicited from the advertisers who of late are opting to stay aloof from their association with the sport?

     

    To begin with, the good news is that the tournament begins at a time when most of India is in the mood for celebration what with the festival season already underway. So while partying, visiting relatives and relaxing would be top of mind for most it would also mean being able to sit at home and watch Sachin Tendulkar or Virendra Sehwag get India off to a roaring start. And that’s what is leading everybody to believe that the Series will at least kick off on a high note.

     

    Ayaz Memon

    Anticipating a huge response, senior journalist, sportswriter and now commentator Ayaz Memon is hopeful that the current series will be a success. As Hindi commentator for the current series, Mr Memon sounded positive: “I feel the pressure is more on India as they have to prove a point on the home turf. The fact is that India hasn’t lost a home series since 2004, and also the record since the last 12 months hasn’t been good so the pressure is squarely on the Indian team. Also the team is not in peak form as can be inferred from their recent performances across other tournaments. So one can expect the Indian team to put up a compelling fight, to say the least.”

     

    Backing up his claim, Mr Memon said that the channel has been doing a good job promoting the series. “I will be doing commentary for Star in Hindi and I can tell you that they have done a good job in building up the tournament and promotion-led activities. Even on the print platform the exposure has been pretty good. But we will have to wait and see how it pans out over the next few weeks. But I am sure that the viewership will be higher than the previous Test matches. The fact that you have Sachin Tendulkar playing in the series along with Yuvraj, Harbhajan and also Kevin Pietersen from England etc, I think it will be a marquee series.”

     

    Balakrishna

    Backing Mr Memon’s optimism is PM Balakrishna, COO, Allied Media, who said, “From a cricket and sentiment point of view, I feel people are looking forward to the series. It is being touted as the Grudge Series going by the promotional activities that are being carried out by the broadcaster. The audience really wants to see India thrash the English. So based on the hype, I expect to see more crowds at the stadium and also more ratings for the broadcaster.”

     

    But while the initial sentiment seems bright it is definitely not easy predicting results before the start of the tournament. The prediction becomes even more difficult when the series begins with a Test match and not ODIs or T20 that can guarantee some decent TVRs. When asked about the possible ratings that can be expected, Mr Balakrishna said, “Test matches have never been about ratings like ODIs or T20. But maybe because of the fact that this is a long holiday week, one can expect high ratings at least from the initial match itself. While it would be difficult to hazard a guess, I would be happy to go with an average TVR of 2-3.”

     

    Kartik Sharma

    Kartik Sharma, Managing Partner, Maxus India was more forthright, saying, “Any cricket tournament involving India is always unpredictable but exciting. As Indians, we obviously want our country to win but a sport like cricket is always difficult to predict. If you ask me, the sentiments are purely driven by the results of the first few matches. And going by our ability to digest defeat, we Indians don’t really fare well in that department. By that I mean that if we lose a match or two, we tend to divert our attention to other sports or television properties. But then again, this being a festival/holiday season I expect at least the first few matches to have a decent viewership as people will be at home and thus would be able to watch the matches. By nature, Test matches anyway do not draw in more audiences compared to what the T20 or ODI matches do. So I am expecting an average TVR of 2+ for Test matches and an average TVR of 4+ for ODIs.”

     

    Mahesh Ranka

    Presenting another factor that could guarantee ratings or dismiss them, Mahesh Ranka, CEO, Indus Sports asserted that it may even depend on the opponent playing against India: “If it is Australia or even England, there could be some decent ratings expected, as these teams are ranked higher compared to what a Bangladesh or Zimbabwe series would draw. The thing about England is that we lost to them badly when we went there so hopefully, we can look forward to avenging that result through the current series. And if India happens to win the first match, you could expect more audiences (in the range of 20-30 percent more on the base figure) who will come in for the second match, and so on.”

     

    But in the overall analysis, Mr Ranka is of the opinion that the current series will not have anything great to offer in terms of viewership, at least as far as the Test matches go. “The ratings that Test matches have thrown up in the recent past kind of puts everything under the scanner. Though people (particularly media) tend to hype any tournament, Test matches have never really managed to draw in the audience (viewership). That’s because people have their own mindset behind watching any match and advertisers will always have to move along taking into account the risk of losing out on viewership.”

     

    On the interest shown by advertisers, Mr Ranka said, “From an advertiser’s perspective, one has to always look at why cricket is typically watched: it is brought for reach. There are two things to that. Firstly it is the festival season where advertisers have monies to spend and whether it is cricket or no, they will eventually spend at this time of the year. The rates that could be expected for Test matches in the current series would be in the range of Rs 50,000 to 1 lakh for ten seconds.”

     

    Taking a diplomatic stand Mr Sharma said, “The advertiser sentiment depends on the packages that are being offered by the broadcaster and there are various deals in store. But I wouldn’t be able to comment if the rates are more or less compared to the previous tournaments.”

     

    Presenting a bullish outlook, Mr Balakrishna said that from the advertiser’s standpoint, the sentiment seems pretty positive. “Against the backdrop of digitization, one genre that is the least affected always is cricket, as the sport is not always about being CPRP-led but also about hype and other such factors. So I do see a positive resonance to the whole series from an advertiser standpoint. Also, I am sure that the channel would have factored in the tough economic scenario and therefore would have come up with a competitive package for the advertisers, making it a win-win for both of them.”

     

    So whether it will be a winner or a dampener, what the India-England Series is managing to do is turn the spotlight back to cricket. Which is a good move considering that the recently held Champions League tourney didn’t go down too well with audiences. The icing on the cake would be if India manages to whitewash the team from England. TVCs have been saying that India “Angrezon ki band bajaayega” – that is, will thrash the English. Music to our ears or hitting the wrong notes? The game will tell.

     

  • Always popular with the multinational FMCG companies, pretesting of ads is now in its Golden Age

    Is metric-driven advertising killing creativity?

    By Ravi Balakrishnan

     

    A car commercial prominently featuring a child hits the market in 2011 to a tepid response. Advertising industry sources believe the child was included purely because kids score well in ad pretesting. If the pretests were anything to go by, both client and agency believed they had a blockbuster on hand. However, a year later, the brand revamps its communication, featuring a youthful bunch of friends embarking on a spontaneous road trip.

     

    A prominent Indian FMCG receives ideas for commercials from competing agencies during a pitch. It then runs these through ad pretesting programmes. The enthusiasm with which the scripts are greeted is among the factors in deciding the agency partner it opts for.

     

     

    Beat the Test

     

    Let’s assume you’ve got a huge ad pretest coming up. It’s giving you the jitters you thought you’d left behind for good with the last college exam. Except several creatives in the know claim to have figured how to game the system at least some of the time and let a script sail through with minimal damage. The caveat being the jury is still out on this from a marketer and research agency point of view. Keep in mind there are no carved in stone rules or a 100% success rate, but here are some of general guidelines.

     

    1. It’s not too hard to find people in the industry who believe that the best TV script from a pretesting point of view will include all of the following: a celebrity, a child and a dog. While one cannot really recall an example which foists all three on a viewer, it’s no secret that children especially babies, pets and celebrities or judicious permutations and combinations of these do very well at pretests. So try to include a precocious tot chiming in with some bon mot, an áww’ inducing mutt (real or animated) or see if you can replace a generic model with a cricketer or Bollywood film sensation du jour.

     

    2. If the marketer has demanded script options, don’t fret. There are still ways of getting your favourite film made. A creative at one of India’s biggest agencies vividly recalls the time two of his scripts went in for test at the animatic (a roughly animated storyboard of the main film) stage. It was highly likely that the plain vanilla script would score better than the more radical idea. And so the creative claims he slipped in an Amitabh Bachchan clone doing the voiceover for the idea he preferred. Sure enough, it scored better at testing. Even if a celebrity is beyond your grasp or perhaps irrelevant to your script, their equity with the audience can still be leveraged.

     

    3. Sure, we said something very similar when we were telling you about the best ways to win an award. But given the multiple benefits it offers, try to make a friend of your client. Brand managers and CMOs even in notoriously process driven organisations have been known to flout company policy when it comes to ideas they are personally passionate about, signing off scripts that failed the pretest, or modifying the parameters it’s being evaluated against, so it does better. Just make sure that the film you create is worth the risk of bucking the system.

     

    Two films from an agency are up for research. The creative director who is present at the pretesting session is shocked to hear one of the scripts which features a scene in a restroom being referred to disparagingly as “the toilet film.” No consumer, he argues, will claim a preference for a film with such a descriptor.

     

    Almost every ad person with a few years (or maybe even months) in the business has some research related horror tale to narrate. Of late, a number of the stories are focussed around ad pretesting. It’s a process in which scripts in the form of animatics or in rarer cases, a rough cut of the film are presented to consumers for their feedback.

     

    Always popular with the multinational FMCG companies, pretesting is now in its Golden Age. “Its growth has been much higher than the overall growth of the market research industry,” admits Vivek Gupta, senior vice president of research firm IMRB. And it’s not just the usual suspects like FMCG, but telecom, automobiles, retail, clothing and financial service brands who’ve all been recent converts. Some of this has been a natural progression. Says Shubhranshu Das, executive director and head of Ipsos ASI, India “Previously you were talking to the consumer but now you need to build a dialogue. As brands extend their reach the nuances change.”

     

    The vast majority though just blame it on the recession. Among the largest gainers is Millward Brown whose Link is widely acknowledged as the most popular pretesting regimen. Says Muder Chiba, Millward Brown’s managing director – Mumbai and chief marketing officer, India region, “In a slowdown, people do not have enough money to throw around. Many marketers start focusing on getting a metric driven culture. The second reason is getting discipline in the fuzzy areas of branding and communication.” Adds Mr Gupta, “The need to monitor every rupee spent and being sure about airing the most effective campaign has led clients to be more favourable to pretesting rather than a post mortem (post launch) when the money is already spent on an ineffective campaign.”

     

    However the discipline has almost no fans in advertising. It’s successfully managed to infuriate both creative types who swear by instinct as well as planners and suits who see in pretesting a direct challenge to the rigour they apply to business. Says Ambi Parameswaran, executive director and CEO, Draftfcb + Ulka, “If this test is all it takes, why is there a need for anyone other than writer and research agency? Why go through three rounds of meetings with a client, arrive at a script that all of us love and then bury it, if it fails research? It’s effectively saying your judgement is worth nothing.” A small panel of 200 consumers in a single city is starting to wield a disproportionate amount of influence and often end up determining whether a film gets made or scrapped.

     

    Besides, some films just cannot be researched. Maverick director Michel Gondry is famously said to have walked into a pre production meeting with Smirnoff empty handed, claiming the film was all in his mind. What he went on to make, a melange of action sequences that all start with a view through a Smirnoff bottle went on to become one of the most iconic ads for the brand. Citing this tale, Abhijit Avasthi, national creative director at Ogilvy argues, “I believe if you ask the man on the street to name 10 commercials, 8 of those will be ones that have not been researched.” He believes that animatics and storyboards, the stock in trade of pretesting can never convey the scale and scope of a finished film. Nor can they be used for off kilter scripts like Vodafone’s Zoozoos.

     

    Chiming in is Sunil Kataria, EVP – marketing, Godrej Consumer Products Limited, “If you were to consider the Hrithik Roshan ad for Cinthol from 2008 versus 2012’s Alive is Awesome – the scale of visuals in the latter creates the cut through. No matter what you do in animatics, conveying that is impossible. Ads that are clearly about product led benefits are more researchable.”

     

    According to the ad men, a number of ads fail in spite of pretesting. They see in this evidence of some disturbing trends. The first is that a lot of advertising that passes muster is of the plain vanilla variety which makes no discernible impact on the consumer. The second is that pretesting is often done asking the wrong questions and for the wrong reasons. And the third is that it is a cynical exercise by some clients to not accept personal responsibility for a disastrous campaign, having ticked a box that exonerates them. Mr Avasthi says, “There are marketers who use it purely to save ass and there’s no hope for them. There are systems that reward taking risks and others that reward not failing. It depends on which system you are with. Only the really intelligent guys know what to filter.”

     

    Ad agencies claim to welcome pretesting geared at fine tuning commercials and alerting them to cultural nuances. Some marketers like Godrej claim to be more creative friendly and don’t do the “go /no go” research as a matter of policy. However given that marketers are backing pretesting all the way through, it looks like advertising agencies have little choice in the matter. Both independent studies by brand owners and of course by research agencies themselves indicate that pretesting has the desired results. If a film that emerges from this process is almost never a clutter busting, Cannes Lion sweeping masterpiece, it’s not something that bothers either client or researcher. Says Nilanjan Mukherjee, head – marketing, personal care products, ITC “We engage extensively in pretesting. It has helped uncover significant insights in brand communication such as identifying high points of interest, effective product demonstrations and the role of celebrities and children in delivering higher interest and persuasion.”

     

    If there’s anything to be optimistic about, it’s the fact that research driven companies like P&G and Unilever are also starting to be counted among the most creative. A spokesperson for P&G says, “We believe research encourages creativity. It gives us that deep, strong insight into our consumers’ everyday life which enables our teams – both at P&G and our agency partners – to come up with breakthrough innovation. Strong business results reinforce this.” Research for instance helped P&G determine that its communication on Project Shiksha, an education driven initiative needed to change. Consumers wanted to know the real impact of their contributions, rather than be reminded about how they could contribute. Says the spokesperson, “Pretesting is an opportunity to stop, introspect and make modifications to strengthen our communication.”

     

    However with several marketers including the ones new to the process still using it as a final arbiter on the life and death of a script, frustrated creative people are starting to create ads exclusively meant to score well at pretests. A grim Mr Parameswaran says, “Scams are a by-product of a system where a creative guy feels he cannot get an interesting ad through.”

     

    Source:The Economic Times

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