MxMIndia

Category: ADVERTISING

  • Anil Thakraney on how The Times of India report on the tortuous time a lady exec with an artificial limb had at the airport ought to have got the version from the security staff

    Anil Thakraney: Reportage must be free of bias

    By Anil Thakraney

     

    For the benefit of young journalists reading this post, I want to discuss the importance of the play of a story, and I shall illustrate this with a report that the TOI fronted a few days back. This is not to fault the newspaper, undoubtedly they carried the said story with noble intentions, but it’s an interesting example to highlight how the story gets played out is often as important as the story itself. It’s about this lady executive who wears an artificial limb, and the torturous time she had passing through airport security. Here’s the link: http://timesofindia.indiatimes.com/india/Airport-check-of-artificial-leg-leaves-marketing-executive-in-tears/articleshow/21027950.cms

     

    Now, we have to feel sorry for Suranjana, indeed, our heart goes out to the lady. You suffer from a serious disability, and then you are made to undergo high stress at the airport. Clearly this is not on. However, the problem is this: Because it’s a news report, you expect the story to be objective in nature, after all, this is not an opinion column. The play by the journalist is biased in this case, and the report doesn’t bother to give us an adequate version from the airport security staff. As a result, the reader is left with the impression that the security personnel at airports are heartless, insensitive souls, and this could be far from the truth.

     

    For example, even as I feel sorry for differently abled passengers, and understand their plight and want them to travel in comfort, I have to say this story actually reassures me. Because this means our airport security personnel are going about their work as per the book and minus any emotion. In short, they are doing their job. We live in terrible times, and canny terrorist can and will look for innovative methods to create trouble. And therefore we need kickass security. When you look at the situation from this angle, your view gets changed. And this particular play of the story would also be incorrect, because this too is a subjective opinion, and has no place in a news report.

     

    The other concern is, such a biased story in a powerful newspaper would put unnecessary pressure on the security staffers, compelling them to be lenient with those who are differently abled. Is that such a good thing? You know the answer to that one. I know that the Indian media is getting increasingly subjective in its reportage, and television anchors do it every single evening, but I do hope the TOI, a paper that I have read and respected from childhood, doesn’t fall prey to this practice.

     

    So then what should ideally have happened? In my opinion, report neutrally. And then run a campaign on how the government can help evolve sensitive security procedures for the differently abled, but without compromising safety.

     

    PS: Brilliant commercial from Land Rover. This is the magic that happens when a talented filmmaker, cinematographer and the agency art director work together to create a sparkling ad. You can watch this one again and again and not get bored.

    [vimeo width=”400″ height=”220″]http://vimeo.com/65104233[/vimeo]

     

    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

     

  • A compromise is imminent by getting broadcasters and advertisers to agree to a weekly ratings release and CPT as the currency

    Broadcasters-advertisers bhai-bhai?!

     

    By A Correspondent

     

    Frenetic activity has been on to hammer out an amicable and workable solution to the television measurement imbroglio.

     

    While advertisers are adamant, broadcasters who MxMIndia spoke to, also believe that the environment is much in favour of a settlement. “The market’s bad and a withdrawal of any advertising will be like the final nail on the coffin,” said the sales head of one of the networks. “Also, it’s not just the seven broadcast networks which will suffer, the entire television sector will go down.”

     

    But a back channel has been initiated and a compromise is imminent. A senior employee of a network who is not a participant of the discussions informed that one thinking is to get broadcasters to agree to weekly ratings and advertisers to accept CPT. The debate will be on niche and news channels. While broadcasters insist on monthly issue of numbers, advertisers don’t want any of that. “I don’t belong to a news channel, but why don’t they agree to a middle-ground like fortnightly release for news and niche players,” said the employee.

     

    An industry analyst is hopeful of a compromise because broadcasters have traditionally wanted a more frequent release of numbers, in fact at one time they even desired a daily release. Also, CPT is a proposition made by advertisers and media agencies in the first place.

     

    What’s important is that all parties must sit together agree to either work with the BARC technical committee or set up an interim joint industry committee/body.

     

    “Any further loss of time will cause much damage to the entire broadcast sector as people have already started weighing the efficacy of the medium over others,” a senior broadcaster told MxMIndia.

     

  • The company is currently scouting for a creative partner for its Skybags brand

    VIP Industries appoints McCann as creative agency

    By A Correspondent

     

    Leading luggage manufacturer VIP Industries Pvt Ltd has announced the appointment of McCann Erickson as its creative agency for VIP brand. The company also said that it is currently scouting for a creative partner for its Skybags brand.  The business has moved both its brands -VIP and Skybags from its incumbent agency Ogilvy and Mather

     

    Commenting on the development, Sudip Ghose, Vice President, Marketing- VIP Industries said, “We believe that McCann has the potential of leveraging our innately strong brand and providing the thrust to take it to the next level. ”

     

    Prasoon Joshi

    Prasoon Joshi, executive chairman and CEO McCann Worldgroup said, “VIP is among India’s most prestigious brands. We are proud to partner a brand of this stature and heritage. We look forward to doing great work on the brands and a long-term relationship.”

     

  • GroupM's Dialogue Factory to now be 'the largest' experiential marketing company in the country… with over 3500+ projects it is also 'the most experienced'!

    GroupM merges Dialogue Factory and Dialect

    By A Correspondent

     

    GroupM has announced the merger of Dialogue Factory and Dialect to provide end-to-end experiential marketing solutions for their clients. From ideation to execution, the company now boasts of having successfully completed over 3500 projects. This also makes the new GroupM Dialogue Factory ‘the largest’ experiential marketing company in the country and also ‘one of the most celebrated’ with close to 100 metals (local + international), notes a communique. Dialect has been a Special Business Unit (SBU) for offering BTL and micro-marketing solutions to clients.

     

    CVL Srinivas

    “Dialogue Factory is yet another initiative of GroupM that is helping shape the market. We are seeing a lot of traction in the experiential marketing space. Dialogue Factory is our end to end offering that can provide strategic value to clients in this space. We have a strong creative and implementation team that will complement our existing activation strengths. In addition, Dialogue Factory will leverage all the expertise we have built up in GroupM be it Insights, Analytics and Measurement or Digital”, says CVL Srinivas, CEO GroupM South Asia.

     

     

    Dalveer Singh

    “We specialise in using new age networks and interactive technology platforms to create brand experiences which have the perfect blend and balance of both Digital & Physical eco system,”, says Dalveer Singh, Head-Experiential Marketing Asia Pacific who will head the new merged entity.

     

  • Amitabh Bachchan fits in perfectly given his naturally pleasing demeanour and a strong legacy. And because he doesn't directly sell cement, the ad feels authentic, writes Anil Thakraney

    Debrief: Binani Cement: Big B at his best

    By Anil Thakraney

     

    Finally, an ad with Bachchan I like. Binani has used the star intelligently, this isn’t the usual mindless stuff Big B does. They have used the idea of endless parental love, and juxtaposed it with long lasting cement. But the comparison has been done smoothly, with dignity.

     

    Bachchan is speaking to us from inside his study. He talks about how parents’ love is eternal. Even after they are long gone, their presence gets reflected in our eyes, our mannerisms. In the old pictures and in the everyday things. The star connects this with his own parents, as he fondly caresses objects that remind him of his own family. Binani arrives only in the end, with their punch line: Sadiyon Ke Liye.

     

    Nice, for many reasons. Cement is a generic category, one brand isn’t really different from the other, and so it makes sense to try and build an emotional bond with the consumers, and the ad does precisely that. Next, the setting is real; Bachchan fits in perfectly given his naturally pleasing demeanour and a strong legacy. And because he doesn’t directly sell cement, the ad feels authentic. The script is heart-warming, the words have a lyrical quality to them, you will discover your own parents in the ad. Full marks to the writer, this is inspired writing.

     

    Lastly, a pat on the back to Binani for showing everyone how to use a celeb in advertising. Sadiyon ke baad, Bachchan rocks in a commercial.

     

    Rating: (On a scale of 1-5):  4. Perfect casting. Endearing execution.

     

    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

     

  • Anil Thakraney remembers the sting he did for Mid-Day on Mumbai's dance bar girls where he danced with them, picked on one girl, showered money on her, and… Well, read on 🙂

    Anil Thakraney: A night at the dance bar

    By Anil Thakraney

     

    No, I am not jumping up and down with joy now that dance bars will return to Mumbai (unless Shri RR Patil finds a way to circumvent the SC order). This is because I am not a dance bar man, chucking hard-earned money in the direction of girls gyrating shabbily to Bollywood item numbers isn’t my idea of a night out. Also, some of you might be wondering why I am discussing this issue on a media and marketing portal. Well, the answer is simple: Dance bars remind me of the coolest sting I have done in my journalistic career, don’t think I have had so much fun at work, and I want to relate the experience for those who might have missed the story which was carried in Mid-Day.

     

    The year was 2005. Patil had ordered the closure of dance bars in the state, his main reasoning was that dance bars are actually pick up joints, that the dancing girls are prostitutes. This got me thinking. Why not suss if the girls are indeed prostituting. Dressed as a filthy rich but sex-starved businessman from Rajasthan (gold chain and all), and accompanied by three photographers pretending to be friends, we hit four of the most happening dance bars in Mumbai on a single night. At each place, I would order beer, enjoy the ‘performance’, shake with the gals (though that’s usually not permitted) and zero in on one. Shower her with lots of cash (billed to Mid-Day, of course), and leave a little note in her hand that contained my cell number. It was clear: If the young lady was indeed a prostitute, she would call for sure. I was a cash-rich dude, after all.

     

    Guess what? Days after, not one dance bar babe bothered to contact me, not one. Mid-Day fronted the sensational findings, much to the annoyance and dismay of RR Patil. The minister, unable to deal with the result, got busy dissing such ‘debauched’ style of journalism, haha. But I had super fun doing the story, which explains why it’s still fresh in the mind. Imagine being paid to dance with pretty girls, flirt with them, shower them with money and invite them for a ‘personal’ meet. Ah, what career can be better than that?

     

    By the way, I must add a few of my pals, and Tarana (then a jock with Radio Mid-Day), made a snide and hurtful remark. That it was possible the four girls didn’t want to sleep with me for all the money in the world. Ouch, ouch, ouch! This is what Patil should have said in his defence, but to expect our rural netas to be witty is like expecting pothole-free roads in monsoons.

     

    PS: Cool ad for a butter brand. Wonderfully captures the joy of cooking, and it’s shot beautifully too. Makes you want to rush to the kitchen and create magic.

     

    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

     

  • For the next five years, Anil Thakraney advises the channel to towards creating more game-changing programmes

    Anil Thakraney: Balika Vadhu on Colors was a game-changer

    By Anil Thakraney

     

    Hard to believe it’s been only five years, it feels like the channel has been around for a very long time. In a short time, Colors has managed to create a niche for itself in the Hindi GECs segment. This must not have been easy, given that Zee, Star Plus and Sony had already established themselves long before the new player arrived. Since ratings play a cyclic game (one big show can catapult a channel to the top rung), I don’t go by numbers. But it’s clear that Colors has made an impact on the viewer’s psyche, and congrats to the team for that achievement.

     

    I must also state for the record that their flagship serial, Balika Vadhu, is the only Hindi soap I currently watch. This is because the serial feels very real, in the lives of the protagonists we see glimpses of our own. Indeed, Balika was a game-changer when it arrived on the scene because it broke the genre of the over-the-top, garish, unbelievable soaps that used to rule till the year 2008.  Since then, Balika has gone on to inspire other soap-makers. Colors needed such a kick start programme to get instantly noticed.

     

    However, sadly, the rest of the channel’s programming hasn’t really been different, their serials haven’t shown the same freshness. Bigg Boss, the reality show, may not garner big ratings, but it keeps Colors buzzing on Twitter, which explains its continued run. I have never been a fan of this dimwitted show for just one reason: The channel deliberately invites the demented sort as guests, hoping that their shenanigans will get the viewers hooked. My view is, this can be achieved with witty, interesting, feisty people. We don’t need morons for entertainment. Here’s hoping Colors will keep this in mind for the future.

     

    For the next five years, I would advise the channel to return to its roots, and passionately work towards creating game-changing programmes. In a previous post, I mentioned why producing American quality serials is very dicey in Indian conditions, therefore a Homeland or a House of Cards will be very difficult, if not impossible to do. However, that doesn’t mean the channel can’t push the envelope. Now that the best of Bollywood talent is beginning to take television fiction seriously, the smart channel will be the one that exploits this opportunity quickly, teams up with the hottest young writers and directors, and puts out programming that’s offbeat and interesting. Is Colors up for the challenge? That is the question the channel’s leaders need to ask themselves as they blow the five colourful candles.

     

    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

     

  • Male clients in India don't get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, writes Anil Thakraney in this review of the new Tanishq TVC

    Debrief: Tanishq Mia: Very real, very well-executed

    By Anil Thakraney

     

    Another good ad from Tanishq, must say the team is pretty consistent. The commercial for Mia tells you the brand understands the aspirations of today’s working woman, of her desire to excel in her work AND look beautiful while she’s at it. But there’s a slight problem with the treatment, I’ll come to that shortly.

     

    In the ad, the control freak lady boss commands her junior to forget about wearing jewellery for a critical meeting, she wants the client to stay focussed on the presentation. But our feisty gal gives two hoots, and lands up for the meet decked up in her fancy Tanishq Mia earrings. Naturally, the boss isn’t amused, but the exec makes a winning presentation, and so it all ends well.

     

    A bossy she-boss is a cool idea, there are plenty of these dominating types in the corporate world. Also, the situation is very real, an older woman would secretly resent a much prettier younger employee. The problem is, you disobey such a tyrant boss, you better be ready with your resignation letter. Ms Cruella will make life miserable for you even if you happen to be a star performer. Which is why instead of a happy ending, this situation leaves me with a nasty feeling that our gal is in big, big trouble. To counter this, I would have altered the dialogue a bit. The boss issues an army-like command, even though it’s delivered gently: ‘Lose the earrings’. What if she said, ‘Honey, you sure you want to wear jewellery for the meeting?’ This would indicate that the boss isn’t really a tyrant, and that means the disobedient employee’s job is safe.

     

    Another little problem: I can tell you from experience, male clients in India don’t get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, though it guarantees to win you the business. 🙂

     

    Rating: (On a scale of 1-5): 4 The ad is already a topic of discussion in the corp world

     

    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

     

  • Parle G goes digital with author Ruskin Bond as a guest blogger for microsite 'TheFutureGenius.com'

    Parle Products ropes in Ruskin Bond for digital campaign

    By A Correspondent

     

    Leading biscuit and confectionary-maker Parle Products is all set to extend its promotional campaign for its flagship brand Parle G into the digital arena. With this, the campaign enters into its next phase and ropes in renowned author Ruskin Bond as a guest blogger to write for its microsite – TheFutureGenius.com. The edutainment site, TheFutureGenius.com is an interactive portal where parents can interact and share videos, audio clips and documents to showcase their child’s talent.

     

    Mr Bond will be contributing two articles every month, which will be letters to the children, talking about tales about life in the mountains, adventure, nature or simply the beauty of life. The microsite also has counselling section called – Genius Gyaan which features advice from experts to help the parent discover the genius in their kid. Along with Mr Bond, the company has also roped in a journalist and blogger Kiran Manral and a kid blogger who will write for the brand on issues related to parenting and upbringing of children.

     

    Mayank Shah

    Commenting on this, Mayank Shah, Group Product Manager said, “The response we got for the campaign on the digital medium has been tremendous and it helped us reach out to the audience effectively. We are now looking forward to leverage this and for the same we have got the renowned author Ruskin Bond on board. With this, we are looking forward to bringing alive story-telling. This will give us an opportunity to interact with our core target group and build a strong relationship between the brand and them.”

     

  • JW Marriott Bengaluru, Big Bazaar, Whirlpool, Investors' Clinic and The Institute of Neurosciences – Kolkata have chosen MSLGroup for its PR and social media duties in June and July

    It’s raining clients for MSLGroup!

    By A Correspondent

     

    MSLGroup, the Publicis Groupe’s public relations and social media network, has announced a slew of business wins during June and July 2013. These include JW Marriott Bengaluru, Big Bazaar, Whirlpool, Investors’ Clinic and The Institute of Neurosciences – Kolkata. The value of the business is not known.

     

    Jaideep Shergill

    Commenting on the new business wins, Jaideep Shergill, CEO India, MSLGroup, said: “We see that more and more clients in India are looking to partner with consultancy firms which are able to provide added value which goes way beyond execution capabilities. Therefore, we are very pleased to once again re-enforce our position as the choice of top brands in India looking for a partner to support their businesses and brands through strategic communication and engagement”.  MSLGroup was known as Hanmer MSL and Hanmer & PR earlier.

     

  • The agency claims it bagged the Star Network account last year when it in fact has only part of the account of the television network

    ‘Indian Consultancy of the Year 2013’ Perfect Relations claims winning entire Star network account when it hasn’t

    By A Correspondent

     

    Valerie Pinto

    As reported earlier, Perfect Relations was awarded ‘Indian Consultancy of The Year 2013’ by the Holmes Report recently. Last week, after the MxMIndia report appeared, the agency issued a press release highlighting the same.

     

    The Perfect Relations press release claims the agency has secured several coveted pitches in the past year including that of the Star Network. While we were unable to verify the claims on all accounts won, we do know that only part of the Star India business is with Perfect Relations and not that of the entire network as the press release would make us believe. MxMIndia confirmed this with the PR head at Star India. Perfect Relations handles PR for only three of the Star India channels.

     

    We hope that the information given to the Holmes Report wasn’t with a similar half-truth.

     

    Meanwhile, the communique quotes the agency’s CEO Valerie Pinto saying: “Having helped in the creation and the evolution of India’s communication industry for over 20 years, and being the advisory for more than 2500 clients, Perfect Relations is pleased that its effort in pioneering the role of growing this industry has been recognized.”

     

    Dilip Cherian

    “We are also pleased with the Holmes Report instituting new awards that recognize the need and complexities of the evolving PR industry,” said Dilip Cherian, Founding Partner, Perfect Relations.

     

  • The pressure must go on till we see real change, not just when it comes to the food-safety of kids in Chhapra, but all over India, writes Anil Thakraney

    Anil Thakraney: Is the urban bias finally disappearing?

    By Anil Thakraney

     

    Nitish Kumar must have been quite shocked. Not just because of the death of many children, whose only fault was to consume a free meal, but because of the kickass reaction from the media. Must say even I am pleasantly surprised. The story was covered extensively, and some channels/newspapers are still at it. That the tragedy happened in a rural area of Bihar, to rural kids, did not dampen the enthusiasm. It’s great to see this, because the desi media is usually obsessed with stuff that happens to the middle class Indians living in urban areas.

     

    Imagine if a similar incident had happened at SoBo’s Campion School or at Dehradun’s Doon School. What if twenty three kids had died after eating crap from the cafeteria? Yessir, shit would have hit the ceiling mighty hard. The media’s affinity for the urban areas is understandable to an extent. For one, journalists feel a sense of identification with the middle class, because these are ‘people like us’. Additionally, editors are often compelled to think urban, because that’s what interests the advertisers. A Pepsi or a Coke will quite obviously want coverage of Mumbai and Delhi rather than Chhapra and Vellore.

     

    As a result, stories of ‘unwashed’ rural Indians often get ignored. We have to ask ourselves this question: The sensational Delhi gangrape and murder on a moving bus… what if it had happened in Harihar or Gorakhpur? Would the media backlash have been equally strong? I suspect not. Clearly, this bias is not good for the nation’s future, folks living in low profile towns and villages are Indians too, their lives are just as important and precious.

     

    But the Bihar tragedy tells me things could be changing, and if so, it’s high time. Am glad with the nonstop coverage, the pressure must go on till we see real change, not just when it comes to the food-safety of kids in Chhapra, but all over India. I usually find fault with the Indian media but this time I would like to congratulate all the journalists. Nitish Kumar has been put on the mat, and that’s the way it should be.

     

    PS: Haha. Aussie Air Force decided to get cute in this recruitment ad for engineers, they put out a complicated puzzle. Only after solving the puzzle, applicants would find the number they needed to call in order to apply for the job. But a typo in the ad brought the advertiser a great deal of embarrassment. Moral of the story: It’s okay to do a smartie ad. But make sure it’s created by smart people.

     

    Link: http://www.dailymail.co.uk/sciencetech/article-2349782/Job-ad-challenged-readers-solve-maths-puzzle-backfires–TYPO-impossible-solve.html

     

    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