MxMIndia

Category: ADVERTISING

  • The social media agency has hired Valentina Sanna as Managing Director for Singapore operations

    Gozoop sets up SE Asia ops, hires MD for Singapore

    [updated]

    By A Correspondent

     

    Three-year-old cross-functional digital agency Gozoop has announced the geographical expansion of its business in Singapore. After successfully setting up in Dubai, the company has ventured into the lucrative South East Asian market will strengthen its position as a leading digital agency.

     

    The operations in Singapore were established with the objective of tapping the growing potential of the digital market as well as cater to the agency’s clients. Some of them are Pong’s Laksa, Novamobili, Streetdirectory and Food4Blood Group. To lead the operations of the Singapore branch, Gozoop has brought on-board Valentina Sanna, who comes with cross-geographical experience of working with start-ups and digital companies.

    Commenting about the development, Rohan Bhansali, CEO of the agency, said: “Gozoop’s endeavour is to build world class online presence for world-wide brands. International diversification is one of our long term strategies.” He further stated that working with different brands in different geographies has given them a rich cross cultural experience. This leap reinforces the fact that the agency does not rely on a singular market and is looking forward to build a universal footprint.

    Speaking on the expansion, Ahmed Naqvi, Managing Director (India) and Co-Founder, Gozoop said, ‘Expansion of operations in other geographies was a conscious decision as our operations in Dubai took off exceptionally well. The South East Asian market brings immense opportunities and productive scope for business, and hence, it is vital to our international expansion plans. To manage the workforce and clientele in Singapore, we have brought Valentina Sanna in her current role as Managing Director.’

    The digital media agency has rendered its services to brands like Mad Over Donuts, Rajdhani Thali, High Street Phoenix, Hakassan, Tim Hortons, Xpress Money, Cold Stone Creamery GCC, Kate Spade and Commercial Bank of Dubai to name a significant few.

     

  • Media companies must never forget one hard truth: If your staffer behaves shoddily, it directly damages your brand's name, writes Anil Thakraney

    Anil Thakraney: Are reporters adequately trained?

    By Anil Thakraney

     

    If you happen to know this dude called Narayan Pargaien, please tell him never to come face to face with me. If he does, I am going to sit on top of his shoulders and make him give me a ‘lift’ when Mumbai’s streets get flooded with gutter water. In case you haven’t heard, not only did this News Express reporter do something totally disgusting in flood ravaged Uttarakhand, he has brought global disrepute to the entire Indian media, the world press is busy sniggering at us. (The firangs love, love, love stories like this from Incredible India.) Here’s the link to his shameful deed: http://www.youtube.com/watch?v=RMq7KPgynU0

     

    This incident reminds me of another equally sickening one I personally witnessed in Nagapattinam, in the after-math of the tsunami. A TV reporter found a very old woman wailing by the beach, she had lost her entire family. Our chap started filming her, and began demanding she wail harder so that it looks ‘good’ on television. He even encouraged the unfortunate lady to beat her own chest. Even better television!

     

    I hope the rest of the Indian television reporters conduct themselves better on the field, but such incidents are a reminder of the woefully poor quality of training that happens in the media companies. We like to call ourselves ‘The Vibrant Indian Media’, but do all these channels/portals/newspapers bother to educate their reporters before letting them loose? I seriously doubt it. Pargaien has been sacked, but is that the solution? This is like punishing the traffic havaldar who got caught for accepting a fifty buck bribe, and hoping that the problem is solved.

     

    Most Indian media barons are reeling because of cash crunch, we are all aware of that, but they simply have to find a way to invest in training so that their reporters and cameramen conduct themselves with dignity while covering a story. Despite the mad rush for ratings and scoops, there have to be specific dos and don’ts outlined with a clear warning: Follow them or get out. Each media company must never forget one hard truth: If your staffer behaves shoddily, it directly damages your brand’s name, since he/she is representing you to the public. Therefore ignore training at your own peril.

     

    PS: This outdoor campaign from IBM scored big at Cannes this year. Richly deserved, I say. Such a simple but powerful idea. While Balki envies work done for Gujarat Tourism, this is the sort of work that makes me feel jealous.

     

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • The effort post the appointment of Umesh Shrikhande as CEO would be to grow the business and the organization, make it a more well-rounded agency and ensure it stays as nimble as it is now.

    1 Minute View: Taproot gets more rooted

    [updated]

     

    It was heartening to know of the appointment of Umesh Shrikhande as Chief Executive Officer of creative powerhouse Taproot India.

     

    For any creative enterprise to succeed, its creative talent must be allowed to flourish and not get bogged by the nitty gritty of running the business. In Mr Shrikhande, the Taproot co-founders Agnello Dias and Santosh Padhi have got someone who has similar values and rooted to reality.

     

    Now the effort would be to grow the business and the organization, make it a more well-rounded agency and ensure it stays as nimble as it is now.

     

    And who will he report to? As per Mr Padhi: “Though on paper, he will report to Aggie, he is not hired for that… he has been hired to take certain calls and just inform us and keep us in the loop”.  According to the information we had when the Dentsu stake buy happened last year, Taproot was to stay independent within the Dentsu system.

     

    But those are finer details. What’s important is for a collective effort to take the agency to the next level. Win more business, win more awards, do great work and have a large set of happy clients.

     

  • Do creative folk have to show reckless driving to demonstrate power and zip in a car, asks Anil Thakraney

    Debrief: Maruti Swift: More reckless driving

    By Anil Thakraney

     

    Shots of rash, reckless driving in adverts give me the frights. Most car makers do this (as also movie makers), and then some idiots go ahead and emulate the stunts on the streets, leading to tragic results. Therefore there’s no point really in singling out Maruti Swift for such irresponsible advertising.

     

    In addition, Maruti has named the brand Swift, and therefore it gets very tempting for them to show high speed because the car has to live up to its name. Also, this particular brand targets young India. And so they have to show youngsters speeding, and this is a lethal combination. One recent study has indicated that a majority of the road accidents in Mumbai involve those in the age group of 21 to 30 years (Maruti Swift’s desired segment).

     

    The commercial itself is pretty stupid, nothing to report on that. Basically, lads and ladettes going crazy in their Swift. The question all creative people must ask themselves is this: To demonstrate power and zip in a car, do we literally have to show reckless driving? Isn’t it possible to achieve this by using the power of lateral thinking? I would urge my pals in the ad world as well as their clients to chew on this. Because we must never forget that you can buy a driving licence in India for a few hundred bucks. And then take some lives for free.

     

    Rating: (On a scale of 1-5): 0. Thoughtless stuff.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • The four Indian creative whizkids have been appointed to the London International Awards 2013 juries. Judging is scheduled to take place in Las Vegas in early October

    Prasoon Joshi, Sonal Dabral, Santosh Padhi & Roopak Saluja on LIA 2013 jury

    By A Correspondent

     

    Sonal Dabral

    Sonal Dabral, Prasoon Joshi, Santosh Padhi and Roopak Saluja have been appointed to join LIA’s 2013 prestigious juries. The judging is scheduled to take place at the Wynn/Encore Hotel, Las Vegas in early October.

     

    Sonal Dabral, Chairman/CCO of DDB Mudra, Mumbai returns to join the 2013 TV/Cinema/Online Film Jury which will be led this year by Ogilvy’s Worldwide Chief Creative Officer, Tham Khai Meng.

     

     

    Prasoon Joshi

    Prasoon Joshi, President South Asia of McCann Worldgroup, Mumbai will sit on the Non -Traditional Jury, led by Leo Burnett’s Global Chief Creative Officer, Mark Tutssel.

     

    Santosh Padhi, Chief Creative Officer/Co-Founder of Taproot India, Mumbai will join the Print-Poster-Billboard Jury, presided over by David Guerrero, Chairman & Chief Creative Officer, BBDO Guerrero/Proximity, Philippines.

     

     

    Roopak Saluja

    Roopak Saluja, Founder/CEO of The 120 Media Collective, Mumbai joins the 2013 TV/Cinema/Online Film – Production/Post-Production Jury, which is led by Jonathon Ker, Executive Producer at paydirt, Los Angeles.

     

    Says Barbara Levy, President of LIA of the appointments, “It is a reflection of the great creative work that consistently emerges from India that we have appointed Indian jury members across such a broad spectrum of media. To have the honour to have some of the most highly ranked Creative Officers of India’s most awarded creative businesses is something that we are extremely proud of, and is in keeping with our commitment to have the world’s most creative work judged by the world’s most creative people. We look forward to welcoming them and working with them in Las Vegas”.

     

    The complete LIA Jury can be viewed on the website: www.liaawards.com  The LIA Call for Entry Deadline is currently the July 15, 2013

     

  • Companies carve out family names to weird combinations to capture attention

    What’s in a name? There’s some method in the madness!

     

    By Mitul Thakkar

     

    Among the many traits that made Steve Jobs a phenomenon was his uncanny way with names. In an age when computers came with names like Type 704 and their makers were at best called Computing-Tabulating-Recording Company – the former name of IBM – Jobs took a leap of faith and named his firm Apple. And among its product line were a Macintosh, a Lisa and a Newton.

     

    Well, that’s one way to capture attention: by humanising your company or product. Yet, the history of incorporation reveals naming a company or a product is anything but predictable.

     

    A certain Tulsi Tanti, for instance, was sure that a combo of wisdom and funds is what will keep a firm going. So back in the 60s, he named his first textile venture Suzlon – ‘Suz’ or wisdom and ‘Lon’ the way Gujaratis pronounce the word loan. Subsequently, Tanti diversified into wind power equipment-making. The name, which had more to do with corporate strategy than with the product line, stayed.

     

    Well, personal names are still favourites – Adidas from founder Adi Dassler, McDonalds from their family name, Audi for the Latin of Horch (founder August Horch’s name was already being used by his previous auto manufacturing firm), Bridgestone for English of founder Shojiro Ishibashi (means Bridge of Stone in Japanese), Tata Sons, Aditya Birla Group et al. Names of the places of origin are also commonplace – Nokia for the Finnish village, Adobe Systems from the Adobe Creek that ran behind the house of co-founder John Warnock, Cisco is the short form of San Francisco, and back home, makers of one of the world’s selling biscuit brands, Parle.

     

    A Little Meaning can Go a Long Way

    Parle Products chairman Ramesh Chauhan says the group’s – and the product’s – name harks back to their humble origins from the Vile Parle locality in Mumbai in 1929. “But now people keep thinking that because of Parle brand, the place came to be known as Vile Parle,” he says.

     

    Brand consultant Harish Bijoor believes that when it comes to the art of corporate naming, the Bard of Avon has the final word. “Believe in what Shakespeare said – what’s in a name? You can promote any name and the brand becomes iconic by its sheer ubiquity even when there is nothing in a brand. Best brands are often created from evidently meaningless words,” says brand consultant Harish Bijoor.

     

    He could have been talking about one of India’s marquee tech names, Wipro, which actually derived from Western India Palm Refined Oil Ltd. The company started as a modest Vanaspati and laundry soap producer. Or Haagen-Dazs, a meaningless name invented in 1961 by ice-cream makers Reuben and Rose Mattus – European-sounding names were considered ‘classy’ then.

     

    Yet, a little meaning can go a long way. Tata Group combined two words for its jewellery arm Tanishq which is a combination of Tata and Nishq or gold coins in Sanskrit. In Urdu, it stands for ‘tan’, meaning body and ‘ishq’ or love. One of India’s oldest cosmetic brands, Lakme, traces its name to a French opera.

     

    Often, the product and services brands become so much part of the market without consumers knowing their roots. For instance, the father of White Revolution, Verghese Kurien, named the first cooperative dairy Amul, the short form of ‘amulya’ or priceless. Amul was also an abbreviation for Anand Milk Union Limited. Anand, a small town in central Gujarat, later became the epicentre of the Kurien-led cooperative dairy movement.

     

    Similarly, the Shah family-promoted textile and garment maker Garden Vareli’s plant is located in Vareli village of Surat district in South Gujarat.

     

    Gujarat-based FMCG giant Karsanbhai Patel named his washing powder Nirma after his daughter Nirupama. Instead of using the family name or symbolizing product feature, the Desai family of Gujarat opted a curious name for their brand of tea – Wagh Bakri, meaning Tiger-Goat tea. According to the company that claims to be the third-largest player packaged tea player in Indian market, “Wagh Bakri symbolises the co-existence of one and all creating long lasting relationships in society by dissolving differences over a good cup of tea.”

     

    Pradeep Jain, managing director of Karbonn Mobiles, sat down with his co-promoters for a brainstorming session over tea to decide the name of the company, which is now one of the top five handset makers in the country. They zeroed in on Carbon within an hour. Jain considered the number 7 extremely lucky, so an extra ‘N’ was added for luck, making the official name Karbonn. He was not superstitious about using alphabet ‘K’; a little research revealed that a jewellery chain was running their business under the same brand name. To avoid any registration issues, they changed the initial letter from C to K, making it Karbonn. Evidently, both ‘K’ and the extra ‘N’ worked for the Indian company competing against multinationals.

     

    For every entrepreneur conscious of what his product/company’s name mean, there are a few who are willing to fly off the handle. Like Jagdish Suri, chairman of Gurgaon-based Amir Chand Jagdish Kumar Exports. When he launched his brand of packaged basmati rice in, he chose to call it ‘Aeroplane’.

     

    “Around the world, children and adults alike are fascinated by aeroplanes. Hence, we branded our basmati rice as Aeroplane. With a universal name, it is easy to be pronounced and branded,” says Suri.

     

    Somewhere in their corporate HQs, you can see makers of Parachute coconut oil and Wheel detergent cakes nodding to the age-old wisdom of Suri.

     

    (Inputs from Madhvi Sally & Gulveen Aulakh)

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • CFA Institute, a global association for investment professionals, has appointed Ketchum Sampark as its PR and social media agency

    CFA Institute awards PR-SM mandate to Ketchum Sampark

    By A Correspondent

     

    CFA Institute, a global association for investment professionals, has appointed Ketchum Sampark as its public relations and social media agency in India following a closely contested pitch. The PR mandate for CFA Institute will be managed by Ketchum Sampark’s Mumbai Office.

     

    Ketchum Sampark will manage both traditional PR and Social Media communication programmes in India for the CFA institute.

     

    Confirming the appointment, Terry Lee, Director of Marketing and Communications, Asia Pacific, of CFA Institute said, “Ketchum Sampark’s expertise in the financial services sector and its creative ideas for a holistic communication approach for CFA Institute in India were the key differentiators in awarding the mandate..”

     

    Ajay Sharma

    Ajay Sharma, Managing Partner, Ketchum Sampark, said on the mandate: “We will provide strategic counsel and work on outreach plans for CFA Institute with various stakeholders.”

     

  • Tata Steel's former Head of Communications killed himself without leaving a suicide note, therefore no one can be certain of the real reason behind his death, notes Anil Thakraney

    Anil Thakraney: Deshpande: The truth died with him

    By Anil Thakraney

     

    Let me state upfront that whatever we journalists/columnists write on Charudatta Deshpande’s suicide is speculative in nature, and I don’t do speculation, not even in the stockmarket, leave alone journalism. This is because Tata Steel’s former Head of Communications killed himself without leaving a suicide note, therefore no one can be certain of the real reason behind his death.

     

    What is instead being bandied around is, yes, speculation. There are theories floating about the alleged leak of confidential information about the company to a trade press journal, and the subsequent persecution of Deshpande by his colleagues at Tata. There are allegations of phone tapping, the executive being ‘bullied’ into signing bonds/ documents, etc. All hearsay stuff. The Tata group has launched an internal enquiry, so we’ll have to wait for the findings. Though if the enquiry is being conducted by the group itself, one has to wonder how objective it shall be. An independent enquiry would have been befitting.

     

    That said, let’s assume for a moment that Deshpande was indeed being harassed, and that indeed was the reason behind the suicide. One thing bothers me about this situation: Deshpande was a tough journalist before he shifted to corporate communications. His former colleague at The Indian Post, Salil Tripathi, has this to say about the man (courtesy: Mint): “We knew Charu was a tough man, a reporter who had covered crime, politics, and business, and was not one to get intimidated easily. Those of us who knew him-for years or months-knew that beneath his calmness, there was a cool mind which figured out what was going on.” For someone of such a background and temperament to wilt under organizational pressure does sound a bit strange to me. And for a person who’s been a professional journalist to not leave behind a revealing note? Had age and PR mellowed the man? Like I said, we don’t know and we’ll never know.

     

    I have only one clear opinion in this matter: Politics and power play happens in the corporate world all the time, and it can sometimes get very dirty. If you are at the receiving end of it, you have just two choices: Deal with it. Or hand in your resignation letter. And if the organization has crossed the line of politics and has begun illegally tormenting you, then blow the whistle. File a police complaint. Or call a press conference. But self-murder? Ermm, that doesn’t make any sense to me in this case. And the sad truth is, Deshpande’s death will always remain a mystery. Alas.

     

    PS: Speaking of suicide at workplace, Misery Bear’s predicament reminds me of my own terrible days in the ad agency client servicing department. No, my phone wasn’t tapped nor was I being forced to sign dodgy documents. I was simply unable to suck up to the clients. And yes, the nearest watering hole proved to be a life saver. 🙂

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • In Week 2 of her new column called Loud & Clear, Ritu Midha writes on three controversies that have been discussed much in the media over the last few weeks

    Ritu Midha: Thriving on controversies

    By Ritu Midha

     

    Three big events in the recent past became large media events – the IPL of course, Phaneesh Murthy’s office romance gone sour, and, interestingly, the Cannes Film festival- not for what we won, but for what Indian female stars wore at the red carpet!

     

    Though the media tried its best to give Naxal killings a frontbench too – mysteries of a life alive won over the macabre of murder and gore.

     

    Perhaps a nation – tired of mutilated human lives in form of rape and murder- looked for an escape – and media dished out more of what they wanted. As a friend loves to say, ‘you deserve what you get, you get what you deserve!’

     

    And after all, how long can one continue to watch one single genre! 😉

     

    First, the IPL final – the stadium was full, Srinivasan bulldozed his way to give the trophy, and social media was set ablaze with criticism. Chennai lost, controversy won.

     

    Mumbai Indian’s victory lap and dance – looked like putting up a brave front, even Bhajji could not pull it off convincingly!

     

    One wonders if the only option news media had was to cry hoarse about it – and show things-gone-wrong 200 times a day. Wouldn’t a blackout by media send a much stronger message? But then, ratings would be a calamity – and they matter much more than any moral responsibility that we in the media might pretend to have!

     

    And on to the Phaneesh Murthy case. Not to say what he did was right – it definitely was not! And if the corporates are rewriting their code of ethics in this backdrop – they are doing the right thing. But my question is why did the lady in question keep quiet till the time she became pregnant? What was she waiting for? Why can’t we as women create noise when it is truly required? Are we so insecure? If one raises the voice, it is heard – if not the first time, one needs to shout a bit louder second time around. But shout one must – if one doesn’t,one may well be considered a partner in crime. More so, when it comes to well-educated women professionals at senior positions.

     

    Media took a moral high ground here! A massage to female employees of media houses – your organisation is anti-sexual harassment, anti-complying to your boss’s overtures, you can raise your voice – time is now! If the iGate lady (Araceli Roiz ) could do it – why can’t you? Come on… now!

     

    It would be great to see media companies setting an example here, and resolving all such cases in their own organisation. Be the example, and maybe see your brand salience go through the sky. Good CSR is a big audience puller too.

     

    Have no knowledge of what should be worn at Cannes Red Carpet – so would pass it!

     

    IPL would be back next year – too much money riding on it. Perhaps, about time, betting here is made as legal as in horseracing, with everyone betting, everyone would watch it with a hawk’s eye for fixing signals – and help clean it. We already have players are bought and sold in auctions, so nothing really wrong about betting?

     

    Office romances converted into sexual harassment would continue -and media would play the Pope.

     

    As for women at Cannes, it is none of my business – and I kinda enjoy them being rated on what they wear in the biggest film festival in the world, instead of their histrionics in front of the camera! As long as it does not reflect on my organisation’s, my nation’s and my pride, why should I care!

     

    Meanwhile, waiting for the next controversy to break – survival ka sawaal hai!

     

  • In Week 3 of her new column, Loud & Clear, Ritu Midha makes a case for truly surprising newspaper advertising – which does not include the now-ubiquitous false covers.

    Ritu Midha: Off with the false covers!

    By Ritu Midha

     

    To begin with a digression, even as I have print on my mind I mentally think ‘Facebook’ alongside. Facebook has succeeded in conditioning many a mind by the simple questions it asks in its status update field. The new kid on the block – changing consumer behaviour with tiny masterstrokes! But this is just an off-the-cuff observation. On my mind at the moment – really – is print.

     

    What is with the false covers on newspapers! Frankly, now if a newspaper lands on your doorsteps without a false cover – it, err, in a weird sense of way appears nude! Now tell me – if you are 30+, and if I ask you which was the last false newspaper cover that made you take note, and your answer is still Indya.com – Well I already rest my case!

     

    I am sure there must be plenty of customized research proving that noticeability of products promoted on false covers is higher than that on inside pages… and more! But is RoI (whatever be the measurement) directly in proportion to the monies spent on it? Does noticeability mean higher brand recall? Is yes, then what is all this noise about contextual advertising?

     

    One, of course, remembers a few print innovations that had nothing to do with false covers, but worked extremely well. Be it product sampling, a car promotion, first creative innovation for a soap with bubbles on the page (it has become mundane now), or experimentation with aroma!

     

    However, these innovations are increasingly taking a back seat as the false cover syndrome takes over. So much so that on occasion, a newspaper is endowed with not one, but two false covers! If I might add, I would love to understand what spiel do sales guys give for the second false cover to be sold. As effective as the first false cover – but at 50 percent rate? Some research to prove the same would be a big help, please!

     

    Print, at the moment, is in the danger zone. However much we shout from the rooftop, the fact remains. There is an effort on increasing reach and distribution – focus on smaller towns, and one does hope it works well for the newspaper industry.

     

    But does it imply that run-of-the-mill advertising in newspapers (including false covers) will become far more effective? At the risk of sounding risque – one needs to check out fake ads to realize what print advertising can be all about!

     

    It is time print woke up and smelled the coffee! And strove towards creating advertising that is far more effective!! The wow factor has to come back! Indya.com has to cease being the benchmark. The clients have to give right brief, ask right questions and push for right solutions. Let go of the false covers – return to me my newspaper, where the headlines that shocked and surprised stared at me when I picked it up. And I promise to take note of ‘noticeable’ ads in my morning newspaper and all the supplements it comes with.

     

    Ritu Midha is a senior journalist and web strategist based in Mumbai. She is also Consulting Editor and Editor – Special Projects, MxMIndia.

     

  • Are the audiences listening to you, asks Ritu Midha in Loud & Clear, a new weekly blog on MxMIndia which will appear every Thursday

    Loud & Clear. A new weekly blog by Ritu Midha

    By Ritu Midha

     

    I had a delightful experience the other day. My neighbours’ grandchildren are down from Delhi, and as is common up North dropped by to meet me and my ‘family’ (consisting of two small dogs and a maid). As I usually work from home, I am found on my laptop for the large part of the day, and same was the case that day too. The elder one – a ten year old girl had some interesting queries about Internet, however, it was the younger one, a boy about seven-eight years, who bowled me over, “Aunty aap computer pae Internet karti ho?” Me: “Haan beta.” He,”Aur Internet pae?” Me: “sab kuch.” He: “Sabbb Kuchhhhh? You are even crazier than papa!”

    Well!

    Makes me realize that I spend most of my waking time in front of the computer – and more than 70 percent of it on Internet – Googling, researching, mailing (increasingly lesser and lesser – long live smart phones), and the biggest chunk on social media. Some time goes on news websites also – especially to follow up on news I find on Facebook updates, or in early morning newspapers. The biggest calamity is television – and though it sounds ridiculous – barring IPL. I do realise I am an exception rather than a rule – untypical of my age and gender. My being in the digital space for more than 15 years, being an extremely nuclear family and staying in Mumbai, can be blamed for it.

     

    But then, there is another generation – addicted to the Internet.

     

    The irony, however, is that one still notices the ads on television the most – clutter be damned, remote be damned – and even if the creative is not that good, most of the ads I remember are audio visuals. Some print ads too seldom go unnoticed – electronics – when they are full page and offering discounts, and of course, automobiles. Here, I guess, I am more typical of my generation if not my gender.

     

    Coming back to the Internet, what was the last ad you noticed on Facebook – and when was that? Caught you there! A highly involved environment – engagement at its best – but the users are engaged with each other, and not with Facebook. And so, notice what other people are saying much more than what the advertisers are saying there.

     

    If not today, in less than a decade – one would notice that quite a few audience-dense media options are not effective advertising vehicles – and those that are, would suffer from thinning audiences. A catch 22 for advertisers!

     

    Not trying to be prophetic, and predicting doomsday. Just thinking out loud! Are the advertisers and media professionals not realizing this? Am sure the concerns are being raised in many a boardroom. But, sadly, we would keep looking outwards – wait for another region, another country, another market to find a solution – and then adapt it to Indian market.

     

    But this time around it might be a recipe for disaster – we would be the youngest country in the world by the year 2020. And the solutions we need might be mighty different from what other countries are looking for. Is it time to spread media budgets thin – and ‘hope’ to take a person by surprise by being at a place least expected? Or, to go extremely mass once again – at least someone would take note? Or, to really plan a strategy that enables you to reach your target person – and not target group in an effective manner?

     

    The solution lies in making advertising more effective in high involvement environment, and in making effective advertising media more audience-dense. How? If I knew the answer I would be working in a media agency of repute!

     

    Ritu Midha is a senior journalist and web strategist based in Mumbai. She is also Consulting Editor and Editor – Special Projects, MxMIndia.

     

  • The moment a journalist becomes a PR professional, he/she turns into a pariah in the media world, notes Anil Thakraney

    Anil Thakraney: PR kiya toh bhi darne ka!

    By Anil Thakraney

     

    So I was dining with a few senior journalists on the weekend. The issue of Charudatta Deshpande came up, and somebody mentioned how stressful PR has become due to the intense pressure these professionals face from both, the clients and/or their own bosses. Since I have never worked in PR (in fact, my key result area is to undo all the good work they do, hehe), so I have no first-hand experience of this function. But yes, one can easily imagine life must be very difficult for these guys in the world of cut-throat media, I don’t envy them at all.

     

    Some journalists prefer to move to corporate communications after they’ve done their bit in the media. This could be either because they couldn’t cut it in journalism, or they desire a cool, well paying job before they walk into the sunset. The corporates like to hire journalists because of their ‘expertise’ in communications, and because of the belief that having been a part of the media, they will bring with them powerful ‘connections’. This is where the trouble lies. The moment a journalist becomes a PR professional, he/she turns into a pariah in the media world. (Unless that person is a foxy operator like Ms Niira Radia, but that’s another story.) Therefore these so-called connections are of little or no use. A good editor will characteristically keep PR professionals miles away. And when the corporate communications head isn’t able to bring in ‘favourable’ press, it gets the senior executives very disappointed, even angry.

     

    Then there’s a flip side to it. When the PR person promises interesting, inside information to journalists, in order to get them interested in the organization, he/she ends up playing with fire. Because one can never be sure which information is kosher to share and which needs to be concealed. This tight rope walk can be very stressful, one can never be sure where this very thin line lies.

     

    In short, PR nahin kiya toh trouble. And PR kiya toh bhi trouble. No wonder there’s so much anxiety. I think I’ll stick to journalism even though it doesn’t pay as much as corporate communications. I don’t get invited to glitzy parties, I don’t get the perks, I don’t get to hobnob with the rich and the powerful. Chalta hai. At least I get to sleep like a baby.

     

    PS: The TOI has introduced an app called ‘ALIVE’, which helps you download photos and share them with your pals. All very nice. But when they used ‘ALIVE’ on this particular image, it gave me the shivers. The positioning of ‘ALIVE’ makes you think poor Ishrat Jahan is still around. Gasp!

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney