MxMIndia

Category: BLOGS

  • Some names are enough to get brands instant recognition. Listed are 5 players whose's brand equity brands can benefit from

    The Anchor: 5 IPL players brands can ride on this season

    By Tuhina Anand

     

    1. Sachin Tendulkar:

    Good ole Sachin is the God of cricket even if the man himself has been telling everyone around that he is just Sachin. With his 100th 100, brand Sachin is in news. His handing over the baton of Mumbai Indians to Harbhajan Singh to concentrate on the game once again shows that for Sachin the game always remains his utmost priority. He is dependable, trustworthy and what we call ‘lambi race ka ghoda’ which he has proved time and again.

     

    2. Mahendra Singh Dhoni:

    Captain Cool has a lot riding on his shoulders. Having led CSK to re-create the IPL magic and win IPL 4, all eyes are him once again. MSD is picture of poise under duress and that’s a great attribute that brands can cash on.

     

    3. Chris Gayle:

    Return of the prodigal, that’s how Gayle’s IPL 4 stint can be aptly summed. He entered RCB last year as a replacement in the middle of the series and then created ripples by leading his team to the finals. This year Mumbai Indians were keen on having him on their side though RCB managed to retain him. Being among one of most recognized and popular players of IPL, his brand equity is currently high, which brands can benefit from.

     

    4. Virat Kohli:

    The 23-year old is already hot choice for brand endorsements. Being touted as dream player for ODIs, Kohli is being projected as a youth icon. He is endorsing around 10 brands including PepsiCo, Fair & Lovely, Titan Fastrack, TVS Sports Motorcycle among others. He still is behind Sachin and MSD in terms of number of endorsements so brands get on the Kohli brandwagon.

     

    5. Lasith Malinga:

    The Sri Lankan playing for Mumbai Indians has created quite a stir with his unruly locks and fierce bowling style. He is amongst the most popular faces of IPL and his quirks and style only adds to his appeal. Malinga, the name is enough for brands to get instant recognition.

     

  • Not the same old – there is always something new to look forward to, and Rajneesh Chaturvedi tells us what that is, in this edition of the IPL.

    The Anchor: The top 5 things we can expect from IPL 5

    By Rajneesh Chaturvedi

     

    #1 Watch out for new sponsors:

    Look out for and identify new brands that will be using IPL in their marketing communication, all for the first time.

     

    #2 New campaigns and Innovations:

    Watch out for new and innovative campaigns in IPL this year. Traditionally Vodafone has always launched new campaigns around IPL year on year, and every year we see some or the other innovative advertisements on the ground and on air. This year too we can expect new and innovative campaigns during IPL.

     

    #3 What’s new from Max this year:

    It would be interesting to see what Max has to offer, considering that the advertising and media fraternity is slightly apprehensive of the ratings this year.

     

    #4 New on-ground experience for viewers:

    What are the new things viewers can expect – the entertainment, the opening ceremony, all this is related to the experience a person gets in the stadium across the 12 venues.

     

    #5 New IPL winner?

    Last but not the least – are we looking for a new IPL winner this year? Last two IPL seasons, we had the same winner – Chennai Super Kings. Will we have a new winner in season 5?

     

    Rajneesh Chaturvedi is the National Director, MEC Access.

     

  • It is a competitive market where players need to have the ability to constantly create content that is engaging and innovative. They need to be adept at technological evolution and have the foresight to adapt content over multiple and mobile platforms.

    The Anchor: Monica Tata on 6 reasons why running a kids’ channel is no child’s play

    By Monica Tata

     

    The kids’ genre is the largest genre in terms of viewership after mass genres like GEC contributing to 18.3 per cent of the viewership pie (Source: TAM Media Research | TG: CS 4-14 | Market: All India | Period: 2010 – Wk 3 of 2012).

     

    Although it caters to kids, being a successful player in this genre is no child’s play. It is a competitive market where players need to have the ability to constantly create content that is engaging and innovative. They need to be adept at technological evolution and have the foresight to adapt content over multiple and mobile platforms.

     

    #1 Single TV Households

    One of the biggest concerns of special interest channels like kids’ channels is the phenomenon known as ‘The tyranny of the single TV households’. In India, a majority of households have only 1 TV set which are controlled by parents during prime time hours. This is why GECs dominate the television viewership pie. Today, over 85% of kids also tune in to GEC channels. Thus the task becomes even more challenging to sustain and increase the viewership of kids’ channels. Kids’ channels’ need to constantly reinvent their content and packaging so that there are novelty factors to the channel that excite kids and at the same time, maintain familiarity so that kids don’t lose connect with the channel.

     

    #2 Target audiences

    It is the only genre which is fortunate to receive a new set of target audience every five years. Kids between the ages of 4-14 years being the core target audience, content and programming needs to be aligned with their entertainment requirements, perceptions, behavior, social and cultural ideologies, geo-demographics, etc. Kids also change their mind very easily basis what they or their friends think is ‘cool’ or not. Thus, it becomes imperative to stay ahead of times and ensure that content created for the target audience has the potential to be molded and refreshed from time to time.

     

    One such shift noticed in 2011 with regard to the viewership habits of kids is that they prefer to watch fewer shows on kids’ channels than before and have begun to spend more time per show. Thus, although the viewership for the number of shows has reduced, the overall category viewership remains mostly unchanged.

     

    Gatekeepers are another important factor to consider while trying to reach the core TG. *48% of parents always exercise control over what their kids watch. This means that if the parents are not happy with the content that is being aired on your channel, chances are that the kids won’t be allowed to watch it. Content on the channel should be considered safe by the parents for their kids. Another way to expand the viewership pie is by creating content that can be viewed by adults as well.

     

    #3 Content

    With consumers having a much wider choice of channels, ownership of quality content is increasingly being seen as a key differentiator for broadcasters. Once, Cartoon Network was the only kids’ channel airing international content, fast forward to today, and there is a plethora of kids’ channels airing classic international content (like Tom and Jerry), anime cartoons (like Hagemaru), local live action shows (like M.A.D) and the latest craze – Indian animated content (like Roll No. 21 and Chhota Bheem).

     

    Another way to garner success for content is to make it fun and engaging for gatekeepers as well as 66% of parents watch TV together with their kids. For instance, POGO has continued to hold the title as ‘The No. 1 Kids and Family Channel’ thanks to shows like Chhota Bheem and Mr. Bean that are among the top three rated kids shows by kids and adults. *(Cartoon Network New Generations 2011) Engaging and innovative content with storytelling and strong characters at the core is the focus for broadcasters of kids’ entertainment.

     

    #4 Animation

    Creating animated content is a time consuming and expensive process. Although we have taken it up as our prerogative to boost this industry via our ‘Desi Toons’ strategy, there are several challenges. Firstly, in order to truly make animation travel across borders, the storyline and characters need to have global appeal and resonate with kids irrespective of cultural and geographical borders. In this scenario, it becomes difficult to make mythology content travel which is what a majority of studios pitch to us. We have had some success in terms of shows like Kumbh Karan and movies like Arjun: Adventures of the Ice Lotus which have managed to do well in other regions of Asia Pacific because their plot is more contemporary.

     

    Another challenge is the outsourcing business models that animation studios have in place. This model makes it reasonable for large film production houses to outsource animation to India but for broadcasters it becomes quite expensive. Animation studios and broadcasters need to arrive at a happy settlement wherein there is a cost effective quality model.

     

    #5 Role of language/dubbing

    India is a vastly multicultural and multilingual region. This factor, initially, proved to be a challenge to expansion of viewership markets as content available on kids’ channels consisted of international shows available in English. Broadcasters began to realize the potential of dubbing content in local languages so that the channel could be consumed by the masses across India. Thus subsequently, kids’ channels were made available in Hindi, then Tamil and Telugu and now even in Marathi and Bengali.

     

    Content providers are taking this a step further by now transcreating scripts of international shows in local languages and not merely translating them. Shows based on humor are that much more hilarious if they capture the colloquialism and nuances of the language.

     

    #6 Beyond Television

    In today’s multi-screen playground, it’s not uncommon for kids to consume content on more than one platform. This represents huge opportunities for broadcasters to expand the presence of a brand or a character in the mobile and online space through smart phones, tablets and computers. Moreover, broadcasters and content houses are increasingly working towards building anytime anywhere access to content.

     

    The contribution of content to the digital success cannot be undermined here as well. It is important to leverage popular content on television to these online and mobile platforms in appropriate formats that are engaging, innovative and unique. For instance, Chhota Bheem’s popularity on-air has definitely contributed largely to the success of www.pogo.tv. ‘Chhota Bheem Balloon Blaster’ is one of the most popular games on pogo.tv which allows fans to connect with their hero through a game. The site has seen immense success with about 500,000 unique viewers per month. Apart from prime television when it comes to appeasing kids, merchandising is one of the most powerful tools to connect with them.

     

    Merchandising, today, has transformed into a global arena; providing an array of international and local brands to choose from. We are witnessing a healthy rise of various kinds of merchandising in every product category. Kids want to have their favourite characters with them (in the form of stationary, bags, lunch box, bottles, clothes, toys, etc.) wherever they go; be it school or outside or at home!

     

    For instance, Cartoon Network Enterprises (CNE), the licensing and merchandising division for Cartoon Network and Pogo, has reflected the growth of the industry by reaping profits and growing by almost 70 per cent in 2011 and has added 680 SKUs. CNE Products are now available in over 5300 retail counters across India. With the advent of 3G and the digitization deadline in sight, the prospects of growth in terms of market penetration and revenue accountability from subscription models in nothing but encouraging to invest the kids’ genre.

     

    In spite of these challenges, the performance of the kids’ genre in 2011 is an indication of the potential and growth of this market with the right mix. The genre not only recorded growth but also saw the entrance of new channels like Sonic and growth in regional languages as well with Marathi and Bengali feeds. In Tamil, for example, the share of Kids is higher than News. Many automobile, telecom, financial services and grocery products now target kids as well, which means this genre will continue to be attractive to advertisers in years to come. From that perspective, there is no looking back for the kids genre with infinite growth possibilities provided ‘Content remains King’.

     

    Monica Tata is General Manager, Entertainment Networks, South Asia, Turner International India Pvt Ltd.

     

  • It's actually one huge outdoor party, where the Page 3 types and other minor celebs get to shake a leg in front of cheering masses. Not my idea of a relaxed evening. I'd prefer to watch Crime Patrol and Balika Vadhu.

    Anil Thakraney: Why I shall duck the IPL

    By Anil Thakraney

     

    Like every year, this year too I shall give that circus called the IPL a quiet miss. As far as I am concerned, this is anything but cricket. It’s actually one huge outdoor party, where the Page 3 types and other minor celebs get to shake a leg in front of cheering masses. Not my idea of a relaxed evening. I’d prefer to watch Crime Patrol and Balika Vadhu. As usual. Though I have to admit I will, very reluctantly, drop by now and then. Only because I am a paid writer and can’t shut myself out of anything. Not even trash.

     

    Anyways, here are my big problems with this tamasha:

    Because there have been such dubious results in some of the matches in the earlier seasons, you have to wonder if the IPL isn’t a hot-bed for match fixing. Let me put it this way: I would be entirely surprised if the tournament turns out to be all clean. Good story for tabloids in India. A massive expose crying out to happen.

     

    Because the IPL has become a VRS scheme for retired cricketers. A pension plan for the old, burnt-out boys. Ex-players like Ganguly are an embarrassment to watch. And Dravid, in this format, fits in as nicely as I fit into a Page 3 bash. Not really interested in watching this joke.

     

    Because the tournament is infested with controversies. Not a single thing about the IPL sounds aboveboard. Right from the dodgy auctioning process to team ownership issues to the TV rights scandal to allegations of money laundering… there are rats lurking everywhere under the glitzy red carpet. Who on earth would want to waste time on such an incredible tournament.

     

    Because there is an almost zero regional flavour in each team. I still cannot bring myself to support the Mumbai team, most of the players continue to be from other regions. Ditto for other teams. Just to give you one example: Dhoni is as far removed from Chennai as Gorakhpuri flicks are from Amma’s DVD collection. So there is no real passion for the game. It’s time pass at best.

     

    Because it’s no fun watching Neetaben and her chubby boys jumping and dancing post the match. I suspect their own (now ex) team captain, Sachin Tendulkar, gets pretty scandalized by their shenanigans. Maybe that’s why he opted out of captaincy. So that ben hugs Bhajji instead.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=fLzsKm7sEG0[/youtube]

    Because the IPL is anything but cricket.

     

    ***

     

    PS: Haha. A real cool ad from Axe. On how to keep pace with a totally flirty girlfriend. So much more fun than all those silly ads that feature women chasing the Axe man around. And a super script too!

     

  • Anurag Gupta says he would like to see demand for internet media driving up pricing and a situation where some internet media start selling at premium rates and shed their discount pricing tag.

    The Anchor: Anurag Gupta on 5 things that should change in internet advertising

    By Anurag Gupta

     

    #1 I would like the internet to be regarded as mainstream media, sooner rather than later. It is inevitable that digital advertising will overtake other media like television in revenues. This has already happened in many other countries and I would like this to happen in India as well. Digital advertising today contributes to as little as 3-4 percent of total media spends; I would like this to zoom to double digits over the next two years.

     

    #2 Unfortunately since ‘content’ is easily available online and it is free, we are seeing a huge devaluation of the value of content in the online world. I would like online content to get its due from the advertisers. I would like to see the demand for internet media not only driving up pricing, but also create a situation where some internet media companies start selling at premium rates and shed their discount pricing tag.

     

    #3 Today digital advertising is predominantly sold as ‘performance’ media. I reckon more than 70 percent of all digital advertising happens for performance, and this segment is growing faster than brand advertising spends. While I personally love performance advertising and my company DGM India is at the forefront of delivering ROI to advertisers, I would like to see much more brand budget being allocated to the internet.

     

    #4 The internet is one of the most measurable advertising media. I would definitely like advertisers to be willing to pay for using cutting edge technology that can monitor and measure their internet spends in a better manner which goes beyond just impressions and clicks. For example, I have routinely seen advertisers who spend large amounts on digital advertising using free tools like Google Analytics when it comes to measurement.

     

    #5 I would like to see the emergence of global Indian media companies in the digital space operating at the scales of Google, Facebook, Twitter, LinkedIn etc.

     

    Anurag Gupta is the Managing Director, DGM India Internet Marketing Pvt Ltd.

     

  • There is nothing wrong with the TVC per se, it's the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business.

    Debrief: Tata AIG Life: A public service ad?

    By Anil Thakraney

     

    Good values = Great future? Hmm. Not really sure about this. Else every decent bloke would be Mukesh Ambani. However, the Tata AIG Life guys are convinced about this theory.

     

    Their new TVC tries to say that a strong foundation is essential for a person’s future. And they have equated foundation with values. The ad features a young gal who wants daddy to meet the love of her life. But the dad is a bit of a khadoos, and believes that the new generation lacks values. However, our smart dude arrives and promptly touches khadoos daddy’s feet. Khadoos is much impressed and this sounds like good news for the lovers.

     

    There is nothing wrong with the TVC per se, it’s the script that plays out on our soaps every prime time evening, and so uncles and aunties will love all this feet-touching business. So that’s cool. The problem lies in its link to the brand. The story takes so long to reach its climax, the Tata AIG Life spiel gets hurried through in the end. A voiceover rattles off something about a good investment start for better returns, but that’s blink and miss stuff. Almost like a statutory warning.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=enHvyXJ-INU[/youtube]

    Net net: The TVC establishes Tata AIG Life’s own values, that they must be a bunch of nice guys. But what exactly these nice guys can do for your hard earned money gets left almost unanswered. In short, as they say, operation successful but the patient died. Tch, tch, tch.

     

    Rating: (On a scale of 1 to 5): 2. A pleasing commercial that does little for the brand.

  • In Freaking News, which will now appear every Tuesday and Friday, Ranjona Banerji reviews the fare in the morning papers and the nightly news. And sometimes the afternooners, the newsmags and all that's on the Web

    [MJR] The night of January 16 strikes again!

    By Ranjona Banerji

     

    It seems to be a strange rule these days that no matter what happens, the Indian army has to upstage it in the news stakes. The Indian Express, with its story about army deployments towards New Delhi which “spooked’ the Government of India stole the focus away from the US’s $10 million bounty on Pakistan’s Hafiz Saeed.

     

    The newspaper has truly put the cat among the pigeons with its dramatically written story which implies that even if there wasn’t a coup attempt by the army, the government was definitely shaken.

     

    The timing of the movements of these two divisions, one airborne, towards the capital was also seen as suspect – January 16, the day the army chief filed his case in the Supreme Court over his age issue. According to the Express report, standard operating procedures about troop movements had not been followed.

     

    TV debates obviously went ballistic. But for all the bombast, the participants were skewed in favour of the army with lots of moustachioed gents pointed out how such a thing could never happen. Other participants – usually journalists – said that the Express story was not a surprise and that a website had come out with the facts in January itself. I did not manage to see Shekhar Gupta, editor of Indian Express on TV, but he was quoted by one of the channels as saying that once they got the story they could not suppress it from the people.

     

    This is from the Express website: “The Indian Express’ report ‘The January night Raisina Hill was spooked: Two key Army units moved towards Delhi without notifying Govt’ has, as expected, prompted widespread reaction.

     

    “The report is a meticulous reconstruction and a very sober interpretation of the movement of two key Army units towards New Delhi on the night of January 16-17. Investigated over six weeks and written by Editor-in-Chief Shekhar Gupta; Chief of Investigative Bureau Ritu Sarin and Deputy Editor and Chief of the National Bureau Pranab Dhal Samanta (with help from Assistant Editor in the Investigative Bureau Ajmer Singh), the report draws on highly credible sources.”

     

    “They have chosen to be anonymous and the newspaper is committed to protecting their identity. The Indian Express’ sent a detailed questionnaire to the Army and the Ministry of Defence and accurately reported their responses in the report. These responses were reiterated by them on Wednesday.” The note ends with: “And in the tradition of its commitment to journalism of courage and the readers’ right to know, it will continue its investigation into the events of January 16-17 and the questions these raise.”

     

    TV debates are often circumscribed by the need for bluster and “patriotism” of the sort that is worn on your sleeve is very common. Not a single panellist on Wednesday night could offer an explanation or even consider why a reputed newspaper would carry such a story without any proof. It is easy to understand that print journalists would be jealous of a scoop – though at a senior level you are expected to rise above that.

     

    It is also possible that “patriotism” even in the media means you have to draw a line somewhere about how much you can embarrass important institutions.

     

    I wonder. Jingoism which masquerades as love for your country is dangerous in any form. The job of the media is to ask uncomfortable questions. I find it very interesting that so many in the media are unable to ask the armed forces difficult questions.

     

    Members of governments and political parties are quizzed every night on TV. Why should anyone else be exempt?

     

    It seems apparent that there is a deep division between the army and the government. It is equally apparent that there are schisms within the army itself and different camps are batting for different generals. All this needs to be examined and exposed.

     

    There can be little doubt that the Indian Express has pushed a few boundaries and a few buttons here. TV is incapable of showing the depth to deal with this story. Let’s see how far print can take it.

     

  • I cannot understand why the industry hasn’t yet thought of a powerful communication plan against drunk driving. In fact, it is a booze company that should take it up, and seize the opportunity to build one of its brands. And in addition, project an image of being a socially aware organization.

    Anil Thakraney: Needed: Campaign against drunk driving

    By Anil Thakraney

     

    Two recent tragedies in Mumbai involving drunk driving have again put the problem in the spotlight. Despite all the policing and the possibility of doing jail time, people continue to hit the wheel inebriated. And this happens in all urban areas. The Mumbai police has once again taken to the roads with a vengeance, but clearly that’s not the solution.

     

    The change, as it’s usually the case, must come from within. And this is where marketers and ad agencies can play an important role. I cannot understand why the industry hasn’t yet thought of a powerful communication plan against drunk driving. In fact, it is a booze company that should take it up, and seize the opportunity to build one of its brands. And in addition, project an image of being a socially aware organization.

     

    Isn’t that far better than indulging in those silly (and unethical) ‘Make it large’ sort of surrogate ads? Where daaru is sold disguised as soda, water and playing cards. So much wiser to do a good deed. And yes, one would like to do business with people who care for humanity, or at least people who are perceived to be good souls. Like the Johnnie Walker guys, who have been running the international ‘Drink Responsibly’ campaign with positive results. Here’s one commercial which features cricket legend Vivian Richards:

     

    But for India, we need much more compelling stuff, as we desis tend to be enormously apathetic people. We seriously lack civic sense. And if the marketers don’t come forward, I would urge the ad agencies to take proactive measures, and create solid campaigns against drunk driving. And if social responsibility doesn’t sound like a hot enough proposition, the chance of winning major ad awards should be music to the ears. Whatever works. Because I do believe here’s one public problem where the industry can play a role. It’s not something policing will be able to tackle.

     

    [vimeo width=”400″ height=”200″]http://vimeo.com/11741651[/vimeo]

    So go for it, people. It’s a great opportunity to make a real difference out there. Cheers!

     

    ***

     

    PS: Ms Arundhati Roy is at it again. She’s written yet another looong essay in Outlook mag on how greedy corporates, in connivance with politicians, police and the bureaucrats, are damaging the lives of tribals through illegal and immoral mining operations. Here’s a rejoinder to her diatribe, and it points out glaring factual errors and other blunders in Roy’s scathing arguments. That is why I have always believed this very fine writer must stick to penning fiction.

     

    Link: http://girishshahane.blogspot.in/2012/04/annotating-arundhati.html

     

  • Unless a brand can stay relevant enough for customers (existing and prospective) they are in serious danger of losing mind share – and therefore eventually, wallet share, says Abraham Alapatt

    The Anchor: Abraham Alapatt on 5 Ways a Brand survives with intense competition

    By Abraham Alapatt

     

    1. Relevance:

    As a category gets crowded and differentiation gets blurred, the biggest challenge for a brand to survive both with existing customers (survival) and to appeal to prospects (growth) is to become and stay relevant to the customer’s life and lifestyle. Unless a brand can stay relevant enough for customers (existing and prospective) they are in serious danger of losing mind share – and therefore eventually, wallet share.

     

    Category relevance may be relatively easier in some categories that are frequently used/discussed – cars, mobile phones/providers, FMCG and personal care products, fashion and lifestyle  and so on, because category relevance is a given. The challenge for brands in these categories is to remain constantly relevant to the customer’s evolving needs and aspirations in these categories where competitors are constantly changing the boundaries of relevance either at product/service/technology level or at a brand/imagery/status level.

     

    On the other hand, brands operating in relatively less “involved” categories like furniture, cement, insurance and others – need to constantly find ways to “create” category relevance and then brand relevance to stay relevant within the category. They usually attempt to do this with innovations, service +1s, etc.

     

    2. Personalization:

    Again, as categories (and brands within them) grow exponentially, “impersonalization” in product/service/process begins to become the norm – to handle the growing number of customers and resultant demands.

     

    Successful brands (especially in service categories) use this opportunity (provided by current market leaders being “impersonal”) to target a growing set of customers and prospects who are disgruntled with this and who demand/seek a higher degree of personalization or customization, by tapping into their innate need for recognition and acknowledgement.

     

    Customers (especially the more educated/affluent) increasingly demand to be “recognized” as individuals/names and not merely by a number/ID. Brands in the service space that manage to balance the need for this personalization with the added economic price that this entails are able to not just retain their existing customers, but actually grow their business because they do this effectively. Banks, especially the private-foreign banks and airlines demonstrate this well, using highly developed HNW programs with exclusive personalization privileges to their most valuable customers.

     

    3. Relationships:

    In tough times, the power of relationships to sustain and grow business cannot be overstated. The most powerful marketing brands, actually invest more heavily in building customer/prospects relationships during slow/recessionary periods as they see the very tangible benefits of this intangible asset.  So whether it’s an Apple (that grew/grows exponentially even when their peers like RIM/Blackberry are going out of business) or an Indigo Airlines that breaks even and declares record profits while the aviation industry is reeling from its worst years in recent history – there are enough examples to suggest that powerful brand-customer relationships can see brands through the toughest competitive phases.

     

    4. Transparency & fairness:

    Across the world, one of the most frequently used attributes used by loyal customers of their favourite brand and (alternately, one of the most often heard causes for customers to reject/move away from their existing brand) is transparency/fairness of dealings or their absence.

     

    Customers expect a fair and transparent relationship with their brands. So from the advertising to the salesperson’s pitch, from the showroom experience to the call centre response, from the application form to the statement/bill, from the welcome letter to the post sales complaint/service handling – brands that want to survive a hostile competitive environment, need to ensure that their processes are simple, easy to understand/use and their technology platform capable and robust enough to ensure error free billing/service and so on.

     

    Banks like HDFC inIndiahave demonstrated that fair, understated and transparent efficiency work with customers as well (if not better) than some of their peer banks that are a lot bigger, flashier and more aggressive.

     

    5. Consistency of service quality:

    Seemingly the most obvious, but sadly often the most overlooked. The mobile network that is often down/out of range, the bank ATM that is down often, the mutual fund that delivers consistently below the benchmark index/market, the car that breaks down often – these are often the most likely causes for customers to move away from their existing brands – especially when competition is tough and enticing them with juicy deals.

     

    Poor or inconsistent service obviously does little to retain customers during these testing times. Brands that want to survive and even grow during tough competitive times, would do well to review their basic product/service delivery quality and consistency to ensure it is on par if not better than peers – or run the risk of losing their customers much faster and easier than they gained them.

     

    Abraham Alapatt is Senior Vice President & Head – Brand & Corporate Communication at Future Generali India Life Insurance Company & Future Generali India Insurance Company

     

  • The latest expose on the cops is a reminder that Tehelka must do many more sting operations

    Anil Thakraney: Tehelka: Must drop bombs

    By Anil Thakraney

     

    Very good sting operation by Tehelka. Totally in public interest, and their findings are pretty frightening. They have carried out a sting on some Delhi cops to find their sensitivity (or the lack of it, as it turns out) to rape victims. And as we all might have suspected, yes, the stung cops’ attitude is medieval. They do believe women often ‘ask for it’. And this in turn leads to lackadaisical investigation process.

     

    This particular sting operation reminds me of the kickass way Tarun Tejpal started out his Tehelka. It used to a bomb factory, the sensational website carried out many stinging exposes, and each one shook the nation. Subsequently the portal faced the wrath of the then government and went through horrible financial difficulties. All this is well documented and discussed so I shan’t go into the sordid details.

     

    However, some years down the line Tehelka was relaunched as a rather serious magazine. Tarun seems to have left the edit room, and now the stings are few and far between. I don’t know the mag’s exact readership figures, but am quite certain they aren’t earth shattering. And that’s because the brand has lost its edge, its USP; it shut down the bomb factory.

     

    The latest expose on the cops is a reminder that Tehelka must do many more sting operations. They can continue to do the intellectual stuff, but what will get them serious readership is if the bombs get dropped on a regular basis. And the team doesn’t need to worry anymore. The Indian media has grown real mighty in the last decade, and if Tehelka were to get persecuted by the government circa 2012, the entire Indian media’s weight will fall on the ruling party like a tonne of bricks. Surely Tehelka needs to forget about the past. It will never repeat itself.

     

    And most importantly, I do believe that with the sort of mess that goes around in this nation in all walks of life, there is an urgent need for many intelligently done sting operations. Obviously those that serve a larger public purpose, like their sting on cops. And Tehelka is good at this game, no one does it as smartly as they have been known to do.

     

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=fi8CLGqOAIg[/youtube]

    Yes, Tarun Tejpal must come out of his self-imposed exile. And re-open his ammunition factory.

     

    * * *

     

    PS: Good advice from Brit author Martin Amis. On the importance of avoiding dead words and clichés in writing. Valid for both, literary writers and copywriters.

     

  • One learns from every profession but it's a different learning if one has had a dramatic shift in professions, says Nayyar

    The Anchor: Anita Nayyar on 6 things she has learnt from being in the media business

    It seems like a lifetime that one has been in the media business. One learns from every profession but it’s a different learning if one has had a dramatic shift in professions. From being a Microbiologist & Pathologist to the business of Media has been a long and interesting journey.

     

    Passion pays:

    Passion pays tremendously. Inspite of a dramatic shift in profession I realize that it was/is my passion to excel in whatever I do, has paid off in my career.

     

    Adapt as you progress:

    Key to success is to be always ready to adapt oneself especially in the fast moving and evolving industry like media. From full service to media brands, from implementation to strategy and planning, from traditional media solutions to integrated solutions, from media to communications, from media planning to communication planning.

     

    Eye for detail:

    As they say “God lies in the details”. In the fast paced, unorganized world of media and advertising unplanned and non implement-able big ideas fail to make impact of any kinds.

     

    Hardwork & Dedication:

    There is no shortcut to success. Hardwork and dedication are the key ingredients to a good professional recipe. Especially when you don’t have any mentors. Get known by your work.

     

    Multiple solutions:

    It is important to always have multiple solutions; it reduces the chances of failure.

    Alternates are keys to media solutions.

     

    Never repeat mistakes:

    In media you are allowed to make a mistake only once hence, never ever repeat a mistake, it costs.

     

    Anita Nayyar is the CEO, India & South Asia at Havas Media

     

  • Good approach. By demonstrating the scheme laterally, they have made the Docomo offer get wings.

    Debrief: Tata Docomo: Entertaining and effective

    By Anil Thakraney

     

    The Tata Docomo guys have done a bizarre thing in their new campaign. They have made hottie Ranbir Kapoor, their brand ambassador, dress up as a really old man. A crime in itself, but one that could have been overlooked if the advertiser had at least put out a little reason why the young actor was made to go geriatric.

     

    In the commercial I watched (and there are many more), Kapoor plays a cheating old down-market restaurateur. He insists on serving three idlis per plate, and if the patron wants only two, well then, too bad. Kapoor will still charge for three pieces.

     

    It’s Tata Docomo’s way of selling their ‘Pay for what you use’ scheme. As in, unlike the old, cheating Kapoor, they will only charge for what you use.

     

    Good approach. By demonstrating the scheme laterally, they have made the Docomo offer get wings. A direct route would have been pretty cold and boring.

     

    And this approach immediately becomes entertaining. Nope, you won’t tire of the commercials even on repeat exposures. Must say, so much better than those horrendous Ranbir Kapoor talk shows that Tata Docomo used to inflict on us.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=YC-tq7XJ0Ew[/youtube]

    However, I still have one problem: Why is Kapoor decked up as grandpa? Why, why, why? Why take a sexy man and then totally kill his sex appeal? Why?

     

    Rating: (On a scale of 1 to 5): 3. Lateral route works.