MxMIndia

Category: SANJEEV KOTNALA

  • So let it be this one: This is the second part of a series

    Sanjeev Kotnala: In the end, there is always a problem. And a consultant

    So let it be this oneThis is the second part of a series.

     

    By Sanjeev Kotnala

     

    The owner, Babujee Chuni Lal Sethana, was sitting on his chair with a high backrest, giving it a throne-like effect. He wore his original Rado watch with pride and had a Sheffer pen in his pocket. A pen he rarely used. The branding and marketing consultant, our dear Vermajee, faced him.

    Vermajee surveyed rest of the screen tiled with the pictures of National Sales Head with his zonal flunkies and the marketing team on the zoom screen. He realised that the pretty young talent’s mic and the video were off. Vermajee made a note of it. He must tell Babujee’s to give the young talent all the freedom. We expect a young intern to contribute, that is the purpose of having them in the meeting. It was as simple as that. Or was it?

     

    LOCKOUT BLUES

    Babujee was shaken by the impact of lockdown impact. In his life, Babujee was known to build. Lockdown and Covid-19 were unprecedented events. The losses were mounting. There was no improvement in the cash flow situation. The earlier overdraft limit was already breached. Babujee was thinking of heavy discounting to release cash stuck in the system.

    The marketing team was demanding budgets to invest in the market. They wanted to focus on products where the Brand still commanded a decent position and margin. The sales head was of the view that marketing investments were like fertiliser, helping growth. It was like seeds to the pigeons. It pulls customer in. The recent e-commerce sale has shown the degree of suppressed demand waiting to explode.

    Babujee was not so sure.

    Babujee asked Vermajee for his recommendation. Vermajee was also facing these difficult times for the first time and knew that whatever he said is going to be a punt. He will score a brilliant century or will be bowled out of his contract.

    Babujee confided in Vermajee. That was reassuring. He said, ‘the next generation is not at all interested in the family business. To them, the legacy means nothing. They have entrepreneurial DNA and want to do their own business. He does not understand their overnight ideas and business model. If only I would have known, I would not be working so hard’. Babujee added, ‘I thought I was creating it all for them, and now all I hear is about some silly start-up they want me to fund. Not till I am alive… and I don’t even know if they want me alivce’.

    Vermajee was primarily a brand and marketing consultant. Ok, he was also innovation and creativity facilitator. But then he was not expected to have answers to everything. Babujee unnecessarily gets him involved. How Vermajee enjoyed contributing to a primed-up audience. But, this was completely different.

    Vermajee felt like Krishna and looked at his Arjun, waiting for the discourse to begin in the Post-COVID-19 Mahabharat in the market place.

     

    SO, THUS SAID VERNAJEE

    ‘Poot Kaput toh ka dhaan sanchiye. Poot Sapoot toh ka Dhaan sanchiye’. 

    Means, if the kids are brilliant and exceptional, what is the purpose of saving money, building an empire. They will create their own business and write their own destiny. And if they are not good, they will do is waste what has is created.

    Every one of us has a responsibility to the future generation. But Babujee, you have built this empire and given seed money to them, so that they can put their business model to test. You have also categorically said there this business may not be available for them to come back to, in case they fail. I know, you never agreed to have a Plan B, a backup. You know, if they have this backup, they will definitely fail in the market. I hope they don’t. I also consult them, and I think they are on a good wicket.

    Babujee why have you lost heart. This is part of life, a part of the business. Things happen, and you know it, you have seen it all while building this empire from this small town. Maybe, right now things are bad. But, you have always said, business comes full circle. Have you forgotten what you started with? The risks you took and the confidence you had. Just your dreams, a few thousand in hand. These kids are your grand-daughters. Let them have a go.

     

    WE ARE INTERDEPENDENT

    What you have today is your creation. People helped. I helped, but the decision was always yours. This is your dharma, your niyeti. Your destiny. Yes, you can leave everything and lead a life full of comfort. The business will easily pay-out enough for a dignified life. However, you will lose your peace. I know. You have to keep working.

    You have two wives. This business and your wife. And you have been a great family man, you have managed both. The business was always like the girlfriend you never had. Demanding,

    Remember, even in the lockout, people were searching for your Brand. They tried what they felt were clearly the potential replacement. Trust got challenged and tested, but nothing that cannot be quickly rebuilt. People, fortunately, have short memories.

    You stopped all marketing initiatives, and that a wrong decision to make. I understand, funds needed to be prioritised. Now, you agree that the comeback would be better if we had remained in contact with the audience. We would have stood for them and their changing needs. WE needed to be the Sonu Sood of business

    The customers trust the products you offer. There is a symbiotic relationship of interdependence. They look forward to your name on it, and that is enough for them. Mere 120 days cannot just wipe out the association of decades. We will prime the market.

    You have no right to deprive them of the Brand they have grown with. A brand they look forward to. The Brand that is the legacy all about. You must follow and trust in God. Everything is of importance, and nothing goes waste.

    karmaṇy-evādhikāras te mā phaleṣhu kadāchana

    mā karma-phala-hetur bhūr mā te saṅgo’ stvakarmaṇi

    (You have a right to perform your prescribed duties, but you are not entitled to the fruits of your actions. Never consider yourself to be the cause of the results of your activities, nor be attached to inaction.)

     

    MANAGEMENT IS DECISION-MAKING

    Management is nothing but choosing an alternative based on the currently available information. None of us can make the right decision all the time. You and I, all of us, make mistakes. As new and relevant data keeps coming, we are expected to be agile and tweak or change or strengthen the path we have taken. In the process, try controlling and ensuring the right perception in the mind of consumers. Afterall this perception adulterated with reality and filtered through their own biases is all that matters. Nothing has changed, nothing will change from the Kurukshetra of Mahabharat to the Mahabharat of the Market place. 

     

    THERE ARE ALWAYS ALTERNATIVES.

    You always have a decision to make. You still have alternatives.

    No alternative is not Nirvana, it is the state of helplessness. You can decide to make the Brand a legacy that people will remember, until some better brand comes into the market, fulfils the newly redefined or the original gap. The life and legacy of the Brand is dependent upon the organisation you create and the market you operate in.

    While you could be the Brand. You could be the idol. You could be the reference and referee for every decision you take. You could be your legacy that is remembered. At the end- remember- only the relevant Brand survives.

    dehino’ sminyathā dehe kaumāraṃ yauvanaṃ jarā।

    tathā dehāntaraprāptirdhīrastatra na muhyati॥

    It says boyhood, youth and old age come to the embodied Soul in this body. In the same manner, a wise man is not deluded with the attaining of another body. But it does not obey your dharma, and your dharma Babujee is to fight with your Brand in your Kurukshetra.

     

     

    HOW I DO THAT. CAN I DO THAT?

    These frames of confusion will remain. The doubts will remain. But, you must not allow them to stop yourself. Yes, Babujee. If someone can do it, then anyone can do it. But it is a process. It demands consistency and authenticity. It requires a clear objective as to what you want to be and why do you want to be that.

    TELL ME, VERMAJEE

     

    Well, that will be another assignment. Because at the end. Only the Brand Survives. In the end, there is always a problem & a consultant to simplify.

    ……………………………..

     

    Vermajee closed the Zoom window, logs in the browser and orders two books on Gita and its learning. He looks at the mirror, smiles at his performance and them pours himself an extra-strong glass of his favourite poison. Post-Lockdown he needs it, and today he earned him. Vermajee remembers one of his guru; Martin Lindstrom, and reiterate’s his pledge; My loyalties remain with the Brand. 

     

    Sanjeev Kotnala is a Brand and Marketing consultant, an author and a compulsive doodler. He can be reached at S_kotnala on twitter.

     

     

  • PowerPoint ki-Kasam, a good consultant, can force-fit his pet solution and strategies to any solutions, writes Sanjeev Kotnala

    Sanjeev Kotnala: Consultants have solutions before you have a problem

    By Sanjeev Kotnala

     

    A consultant has limited scope and very niche knowledge. But, PowerPoint ki-Kasam, a good consultant, can force-fit his pet solution and strategies to any solutions. Presenting the third and concluding part of the series

     

    PRESENT TIME.

    Have you ever watched boiling milk? Kaushik, the owner of ‘Super Track One’ consultancy, asked.

    Not getting any answer, he continued. ‘It takes time, nothing seems to happen for a long time and then saala it just rises. It rises fast, and unless you manage to control the fire, it spills over. Simple. But even when it overflows and you are happy that at least milk boiled. How will you react, if someone tells you the milk has cuddled? That’s how I am feeling right now. I have invested in ages working on the brand. I Kept motivating them. Shown them new dreams: distribution and all. And now when I made them sign the celebrity power couple, shoot a film and take the brand on TV. I am here not drinking to celebrate, but f*%&ing drink to forget. I am from Bihar. I studied management and created great campaigns. So what If today, I live in Faridabad and service client’s in Noida, I Kaushik knows how to make Paneer our of cuddled milk. Ask Vermajee.

    I looked at Kaushik, he did not seem to be the same person I had spoken a few days back. Then he was when he was on top of his world, the TVC was finally going to release.

     

    BACKGROUND.

    Yesterday, I received a call from my friend and a great consultant; Vermajee from Faridabad. He told me, ‘Kaushik will f*&%ing commit suicide. Kotnala, please speak to him. Saala Kaushik is drinking too much, and I think he is depressed. Yeh. Mumbai advertising-waalo ne uski le li hai Bhai. I will be with him in the evening. F&*% Corona, it’s our friend who needs us right now’.

    I knew Kaushik was strong. But then there is no point taking a chance with such things. What pressure could Kaushik be feeling?

    Kaushik always cribbed about nepotism in family-owned businesses and a coterie of consultants operating in Mumbai advertising-marketing consultancy circles. So, he shifted to Delhi and then to Faridabad. His expertise was owner-driven business.

    In the evening, I took Kaushik from Faridabad and my favourite Consultant friend Vermajee from Ghaziabad on a zoom call. I was ready to give Kaushik close listening.

     

    BACK TO THE PRESENT.

    Kaushik had not finished. ‘Big consultants and advertising agencies are not willing to dirty their hands. They sit there in multi-storied building’s and wait and watch people like me work. I take the milk and simmer it long, long enough to boil. Then they land up like vultures to eat the Rabdi. Never mind, I know vultures don’t eat Rabdi’.

    He continued pouring his heart out. ‘It takes time Bhai, it takes time. You educate the client. You must do it slowly so that the client never knows he is being educated. It’s an art. Make Babujee understand the need and the potential. Make the combined family see sense in the proposal, and then it is time to deliver. Oh, one has to make Bhabhi understand. Then there is the next generation sitting in the meeting with their ideas from some management school abroad or LinkedIn knowledge. You have to align them and make them see the picture’.

     

    MASLOW HIERACHY OF A DIFFERENT NATURE.

    ‘A brand does not start with a Cannes award-winning advertisement. Not from day one. Forget Cannes, brands cannot think of winning at the GoaFest or Delhi ad club. They have a different level of understanding and needs. Woh Kaun tha saala Passlow need-want hierarchy waala.( who the hell that was Passlow who talked of need-want hierarchy).

    ‘Maslow’, I corrected him.

    ‘Yes, Maslow. Then listen to kaushlow now, yeah it sounds nice. A consultant in an owner-driven organisation has to build trust and become a part of the family. Understand not only Passlove ( I did not correct him again) hierarchy but Kashlow hierarchy of the clients. And then be real professional. Don’t allow the wrong hierarchy to lead the right opportunity. You understand’.

    ‘I do’, I told Kaushik. There was no other option.

    ‘With time, you slowly make the family synchronise their vision, desire needs with the category and brand’s needs. I am a professional. I won’t do anything silly. Why should I topple established relationships? The client gets the creative they deserve. And I ensure it is the best within the constraints’.

    I was impressed by his passion and energy into what he was speaking.

     

    CELEBRITY TO CELEBRATE STATUS DELIVER INTANGIBLES.

    ‘Even if the client blows all the money to sign the celebrity. The product has to be nice and must deliver functionally’.

    ‘Do you think we signed celebrity for the consumer? Ghanta’.

    ‘Bhabhi liked Aif and Babujee was fida on Reena. Couple deal. Eek lo, dushrey par 50% off. I said, sign even the son. Or ask the couple to have him at the press conference. Could not manage, small-time brand. It would have broken record on Instagram for sure’.

    ‘Celebrity couple film dealer conference and sales meet mai challegi. Since the announcement of Aif-Reena as the brand ambassador, the email box is full. Rakshit Bahi has to even change his mobile number. So many dealership enquiries. The salesforce is sold on targets, you know why? Because, if the situation improves – Reena will come for the sales meet and award the best performers. Saala aab Lagda Godha bhi thoroughbred jaisa bhagta hai’. ( now, even the lame horse is racing like a thoroughbred).

    Abhi Dekh, Phate Doodh ka Paneer Banata hu. ( I will make cheese out of cuddled milk).

    ‘We have released the second film. People are talking. Suddenly they know the brand. Kamrey mai ujjala ho gaya Bhai’. (the darkness is over, there are bright possibilities).

    I looked up as if I was getting the synopsis of Marketing Gyan.

     

    LOOK FOR THE POSITIVE.

    ‘Mai Kaushik Hai, Kya Bola Kaushik ( I am Kaushik), I will never allow Mumbai Grugram consultant to take a bite out of my client. Aur liko. Aur likho ( write, write). Bhabhijee kush hai. Bhabhijee Kush, She shook hand with Aif’.

    ‘Babujee and son are busy visualising record-breaking revenue possibilities. And I tell them, this twitter is what 2-3% of self-claimed influencers. Hardly any from our B2B community. Ghanta assar padta hai ( There will be no impact)’.

    ‘Facebook and Instagram I managed to manage likes. Bhabhijee’s friends have liked the film, and they want to meet Aif and Reena. I promised I will do that in the next shoot. The agency is writing the next script in some exotic location’.

    ………………………………..

    Kaushik was the right talent for the market and the category. I was worried, sudden exposure will make the vultures strike. But then that is his business. And Vultures may not see viability in the business for some time. They want Lakhs as retainer-ship per month, Babujee will give Ghanta.

    ………………………………..

     

    A FEW DAYS LATER.

    ‘Ha bol Kaise call Kiya yaar’. Kaushik was back to being Kaushik, my friend.

    ‘Nothing. Just felt like. Was thinking how would you react and Vermajee was worried. He said you were drinking’.

    ‘Oh, that was a celebration’.

    ‘Celebration!’

    ‘Yes, few next generations in the owner-driven business and agencies handling such accounts have contacted me. They want me as a retainer and advise them on how to make Bhabhijee and Babujee see the importance of advertising. I am already talking to Balwan, Saamir and my favourite Husmita Sen for the other brands’.

    ‘F*&^ing I am rocking. Think I will even write about it in linkedIn’.

    ‘Bola na Phate doodh se bhi Paneer nikaunga’.( I will make cheese out of cuddled milk)

    ……………………..

    Sanjeev Kotnala is a brand marketing consultant and educator. He writes for MxMIndia every Wednesday. His views here are personal.  You can reach him via Twitter at @S_kotnala

     

  • Every communication cannot be award-winning, so should critics take a walk? Sanjeev Kotnala discusses

    Judging Communication Differently

     

    By Sanjeev Kotnala

     

    A TVC or DVC or any other video needs to be judged in its totality. We all have our own palate for judging them and brand them as good or bad. We must realise, there will be frames you did not like and could have been done better. The casting, editing, script, dialogues, direction- there are multiple possibilities of areas to excel and go down.

    If communication is achieving its objective and is strategically sound for the brand, then everything is fine, and critics can go take a walk. However, we are in an industry where we value judgment and get affected by the buzz around the communication. We forget that the real test is in the market.

    Every communication cannot be award-winning, but it should be an award-winning output for the time, money and media weights deployed behind it. Hence always maintained that one must invest more in creative product to ensure the best production even at the cost of losing some media investment. A good product exposed fewer times will give a better result than a Bad product exposed many times. No argument there, yet we all end up making the same mistakes.

     

    What if the audience does not watch it completely?

    That is the area where the creative and the planning must take the blame. If the audience doesn’t watch long communication as a habit, then the communication should be trailered to their acceptable length. And suppose the audience watches longer versions but is partial to you in not watching your creative completely. In that case, you know where the finger must point. This should not make you go after the myth called perfection because at some stage the input of time and efforts will start hitting the law of marginal returns.

     

    But audience will judge

    Oh, despite whatever we all may want, the reality is that the audience is bound to generalise and slot a communication. Brand it, likeable and enjoyable, good or bad and the desired message may reach them, or it could be lost forever. Brands that do multiple communication in a process divide their risk.

    In recent times, I have watched a few communications which caught my attention. It may be their concept, art, execution or even edit that first clicked with me. And honestly, with almost all of them, I found some issue. In cases where I did not really know the answers, I used one of the two favourite client comments. ‘Kahi Kuch Kami reh gayi’ and ‘Maza Nahi Aaya’.

    So here I share a few of them.

     

    Colloquial Communication:

    This is one of the better pieces of communication. It is simple and speaks in a language and a tone that is so universal. It is iterative, but it is not dull. KAANO PAR ZIMMEDARI  is such a subtle take and summarisation of request to wear the mask.

     

    Skin in the Game:

    Motilal Oswal Mutual Funds new communication is about building trust within the investing public. Here, the traditional wisdom is amplified; ‘Trust the owners who Trust Their Business’. It is a logic that no one can counter. The brand claims that the company and the promoters are the largest investors in their AMCs equity funds.

     

    Pride in Local Talent & Quality:

    Pepperfry promotes ‘Swadeshi Sale’ while celebrating Indian artisans and adding the assurance of superior quality. The films promise edgy style and design, traditional expertise passed through generations and International quality from Ratangarh. Again simple communication which is loveable and trust inspiring. Time to check out some furniture from Pepperfry.

     

    Positivity:

    There been too much Positivity and Immunity. Brands talk motivational when the audience is fighting to keep the head above the water. Positivity now sounds repetitive and irritating. The PHONE PE commercial is too late in the day talking of possible normalisation of the situation. Stating that we will get comfortable with the new normal as we did with the old. Montage shots tick up all the right situations and do make you feel better. Love the two-generation interacting over PhoePe. Definitely, the brand could have done better.

     

    The Answer Changes Everything:

    What do you want to do when you grow up? A question we all have answered in childhood ( when we knew nothing), professional studies interview, job interview, marriage meeting and many more times. The question did not change, the answer does. What about what you want to do post-retirement? That’s HDFC INSURANCE asking the question, #Whenyougrowup. The idea does not tease as the story is out quite early. It misses the feeling of freedom and at my own terms.

     

    Side Track:

    The two brands which have expertly experimented within their zone are Snicker and Mountain Dew, yet their communication always had a freshness. However now SNICKERS  is confused and MOUNTAIN DEW turning Patriotic. Somehow I liked the International ad of snickers better. What is your opinion?

     

     

    Opportunity Hunting:

    A viral hit. Shared on WhatsApp with regularity. You would have seen it. Roger Federer Surprised two school-going fans Vittoria Oliveri and Carola Pessina in Italy by playing a  match on rooftops. The brand Pasta brand Barilla made it happen and rightly contextualised the message, “pasta brings people together.”

     

     

  • Like every client gets the creative it deserves, every audience gets the content it deserves, writes Sanjeev Kotnala

    Who would you blame for the ongoing Media Trial?

    Published with the permission of ace cartoonist Satish Acharya

     

    By Sanjeev Kotnala

     

    I am not sure what is this media trial all about. As a Sushant Singh Rajput (SSR) fan, his death was a shock to people like me. The only time I interacted with SSR, was during ‘Shudh Desi Romance’ promotion in 2013.

     

    Honest to god, I don’t think SSR can commit suicide. I have no reason to say so, but that’s what I believe. And it is perfectly acceptable if you believe otherwise. We should leave it to the investigating agencies and the judiciary to get to the bottom of it.  That’s how it should be. And is never going to be.

     

    We all want answers. We have been served different version. One version is by the Mumbai Police, and they have done everything to close the case. There is a version by the people seemingly involved and in know of things. And yet another  in the media trial on channels like Republic. 

     

    SEEKING WHAT ONE BELIEVES IN

    Yes, everyone other than the culprits and associated influential stakeholders want the real truth. The chances that we will ever know the whole truth are getting weaker by the day. And what if it is not the truth that people want to hear. The truth the media trial had been amplifying and pushing. Anything less than that is not acceptable to many. Everything else  will be a blotched corrupt investigation.

     

    There are polarised camps. People glorifying media trials, they regularly push the already strained limits in the name of follow-up investigative journalism. And another set that wants the law to follow its own course. Both camps have their reasons for the path they follow.

     

    The cacophony of noises in the media trials on TV news channel is high. A different game seems to be on. And everyone is tuning-in to see what is new. For some inane reason, the expectancy of some big news and exposure is builds up every day. It is natural when Politics, Bollywood, Money and Drugs intersect.

     

    In media trials, theories and scenarios are being created and destroyed on an everyday basis. So, the truth starts getting complicated. All theories supporting suicide seem hollow and of murder seems far-fetched. 

     

    MURDER OR SUICIDE- BOTH EQUALLY GOOD FOR BUSINESS

    Is it still about Sushant Singh Rajput death by Murder or Suicide?

    Is it not an over-amplified high decibel media trial?

    Is it not only about the fight between ‘TAK’ ( as Republic calls Aaj Tak) versus Republic Bharat?

    Is it about the emergence of new anchors and street journalism?

    Is it about the survival of the constitutional rights of a person under the classic approach of innocent till proven guilty?

    So, we have one lot of journalists from Republic conducting a media trial. Taking onto themselves the task of being the detectives, investigative agency and the jury. They seem to have a visible bias and firm conviction.

    On the other side, India Today, NDTV and CNN-News18 seem to play the game safe for unknown reasons. To me, the interview of Rhea by Rajdeep Sardesai was too soft and coached to a large extent. Looked as if the interviewer was mouthing pre-agreed questions, Rhea with an opportunity to table her version. There is nothing wrong it.

    I hope the channels have internalised the roles they wish to play. I hope they have made an open-eyed conscious decision on how far will they go in pursuing it. How low will they stoop? 

     

    BIAS-PRESSURE and a SQUEEZE

    Frankly, I like and endorse Arnab when he says: “Bias is a part of investigative journalism, you have to believe in something and go after it”. And I equally dislike the armchair journalism of Rajdeep Sardesai. A lot more is expected of him. However, I am not sure if with the media trial, are they doing a service to the audience they represent?

     

    Seems, the media is under pressure. It can no longer remain biased. It is forced to be polarised. Everything is up for scrutiny and to be tweaked and  coloured differently.

     

    RHEA INTERVIEW

    There are always more than two ways to see things. Come what people may say, I expected the girlfriend to be less chirpy in the interview, but it does not make her a murderer. She is listed in the FIR that does not make her guilty. She is one of the accused.

     

    I have no right to comment on her behaviour. It’s her life, One cannot understand her internal inner dialogue. But we live in a society and if we expect the fellow member to work within the laws, norms and the unwritten rules and expectations.

     

    The accused must be provided equal opportunity to be heard. So, when Republic is publicly shaming Rhea in a very biased media trial, it seems the other channels giving her an option, is a really a case of balancing the act. 

     

    HOW WILL IT END?

    The irresponsible behaviours of multiple stakeholders have ensured that there may never be a clear verdict, a fool-proof-case, like the Aarushi murder or Suhaib Ilyasi case. The war will continue in the courts for long. In the end, someone will be proven right and wrong in the eye of justice. Then, it will not matter what opinion you have.

     

    A media trial impacts many lives. Rhea case is no different.

     

    So, if Rhea comes out as a victim with no direct involvement, who will bear the cost of destroying her life? Who will be responsible for it? Will, the person doing ‘Bhism Pratigya’ then take a willing exit from media?

     

    No game should be one- sided like media trials. Everything cannot be under freedom of speech and journalistic immunity. 

     

    MEDIA NUMBER GAME

    The  voyeuristically inclined audience continues to watch the channels. The new numbers tell a different story. No doubt the channel even gives a  high pitched running commentary while Rhea travelled from the place of interrogation to her home. It was the silliest of the follow-up. Everyone knew nothing will happen. No answers will be given. Yet the audience watched it in a loop. Maybe the next round something different will happen.

     

    And I expect the audience to continue to watch till there is some other mega episode to rule the national mindset. 

     

    WHO IS AT FAULT?

    The channels cannot be faulted for the way they are covering the SSR episode. They do so because we continue to watch. The TRP numbers are clearly skewed towards the high-pitched pre=conceived clearly biased journalism catering to a majority of TV audience.

     

    So what comes first, the coverage or the refusal from the audience to watch what is served.

     

    Think about it.

     

    Like every client gets the creative it deserves, every audience gets the content it deserves. It is time to check for polarity in our expectation and behaviour. To evaluate what role, we the audience are playing in these media trials and giving shape to the content we are served.

     

    Sanjeev Kotnala is a senior business and marketing strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

     

     

  • Brands should stop thinking of testing waters but be real aggressive in communication and marketing, writes Sanjeev Kotnala

    Sanjeev Kotnala: Time for Brands to go ‘All In’ this festive season

    By Sanjeev Kotnala

     

    Festivals have a lot of consumption propelling elements built into their rituals, processes and experiences. The experience include elements that push consumption. Festivals are social connect programmes. Groups like families and friends find a reason to come together and celebrate. People invest in a replacement, renewing and purchase of items. The feast is part of celebrations, so is gifting. Even donating is part of the process.

     

    Festivals are about a FRESH START in life. Can it be the fresh start the economy needs?

     

    There is hope. By divine design, Dassera and Diwali are delayed with the Mal Mass between Shradh and Navratri. And, how the consumer behaves is entirely dependent on how the Unlock-4.0 and next 30 days go with Coronavirus. There is not much of prediction that can be done.

     

    SOME LISTENING – A

    I was listening to ‘Journey with the master’, Chapter 20, ‘Chinmaya Jivan Drashan’, on the app ‘GITA 365’. Here is what I listened to and thought of the waves of uncertainties in the ocean of business opportunities..

    It is nature of the ocean to have waves. And if you want to take bath in the sea , you must know how to play with the waves. Don’t stand there like a piece of rock, complaining each wave dashing on to you. Your complaints will not make the waves coming. Understand that is the nature of the sea. Learn to play with the wave.

     

    PRE-FESTIVAL STATUS

    Currently, the consumer is trapped. There is fear. And this fear and the resultant precautionary behaviour is far more visible in the bigger towns than the tier-II and III. However, the cash flows are severely impacted in the smaller cities. The result, impulse purchase is out. Basic necessities are the only things being bought and that  too shows a decreased demand. Luxury goods are a mixed bag. Super-luxury items which are price-insensitive anyway are the least impacted.

     

     WHAT NEXT?

    Now, if and only if there is positive news  of decreased mortality or the availability of the vaccine, the market may see a turnaround. Unfortunately, as I write, it is looking impossible.

    Brands must realign to the situation. Maybe rewrite the code for their existence and purpose in the life of the consumer. Just being positive won’t help.

     

    SPIRITUAL LISTENING -B

    If the waves are small, you jump over the. If the wave  is too big you duck under it. No wave can stand on top of you to punish they are ‘agamapayino anityaha’, they are impermanent, they come and go. Learn to play with the waves. Enjoy the game.

    But if you stand there and complain, Is there a God? What is justice? Why am I being beaten by the waves? You will be beaten down.  Just as the rock on the sides are beaten up by the waves. You will be beaten up blue and red.

     

    BRAND OPTIONS

    The brands can continue with the obvious extra care, precaution, things WILL BE good, we are in it together, and we are doing okay kind of communication. OR they can take the communication to things ARE nice. This is the new life, and there is a way to live and to celebrate. The brands can take the situation head-on.

     

    IGNORE AND REBOOT

    It may be advised that the brand communication stops reflecting and reiterating the precautions about the pandemic. Everyone knows them. Better to stop investing in consumer education and focus on Brand education. Get functional and give the consumer a reason to indulge.

    Forget about the negatives. Forget about the jobs lost; they are not in the consumption subset. Forget about the fear people have as that will only curb purchase and consumption decision. Brands can still be humane, play on emotions and happiness. Nothing stops a brand from being positive and caring by reflecting and not necessarily amplifying the pandemic safety guidelines. Remember, unhappy people don’t celebrate – don’t purchase.

    Remember to forget a small moment of unhappiness you need a bigger unhappy moment and to forget anything a smallest of happy moment is enough.

     

    SPIRITUAL LISTENING- C

    The waves have no compassion. It has its Rhythm. If you want to play with them you have to enter into their rhythm.  Similarly in the world of happenings around, if you stand there as an incompetent fool and complain that my life is like that, everything is “tragic-tragic”, more and more tragedy you are inviting upon yourself.

    Face them diligently , understanding that this is the game. Nothing is permanent in the world. The ‘Infinite Reality’ alone is permanent. And that permanent reality- no harm shall ever come to it. That is my true nature understand that – act on in the world outside.

     

    ALL IN

    Brands should stop thinking of testing waters but be real aggressive in communication and marketing. This quarter is the defining quarter of this financial year. There is no benefit in holding back and waiting for Q4.

    The brand is already defeated in the market and the sales team mind when it thinks of sustenance media investment during festivals. When the thought of pushing the advertising marketing savings into the depleting bottom line is discussed in management forums. Don’t waste, don’t splurge, be strategic and go ALL IN. The brand is bound to benefit not only in the short but also in the long run. Act on in the world outside.

     

     

  • The book is the result of scenario build-up by a team of marketing and advertising professionals and a guest contributor, writes Sanjeev Kotnala

    Sanjeev Kotnala: Review of ‘Here Today-Here Tomorrow’

    By Sanjeev Kotnala

     

    Unlock 4.0, the latest version been announced. May be we will never again live the way we did before the lockdown. What if the chase of the promised solution – the vaccine is long drawn. What if there are other waves of such viruses.

     

    How grim can the situation be? How bad can life be?

     

    The book, ‘Here Today, Here Tomorrow: Short tales from a Pandemic Future’ is about the possible future scenarios in the Covid-19 era. It is a result of scenario build-up by a team of marketing and advertising professionals and a guest contributor.

     

    A strategy paper titled ‘As India unlocks, six ways our lives have changed forever’,  written by the team was published in Mint. The team was  Prabhakar Mundkur, Priyadarshini Narendra, Sanjeev Roy and Mythili Chandrasekar. After an excellent response to the article, the team had an option to attempt another paper on the future. However, they decided to use storytelling, to write short stories and share the possible alternative futures.

     

    Will there be a cure? When? Who will discover it? Will India have access? At what cost? What about the Virus – how will it mutate? How will it manifest, spread? What will it respond to? How will that impact vaccine development timelines? How long will the government intervene to drive people behaviour? With what degree of control or success? How will the balance health and economy play out to its conclusion? How many waves of lockdowns? Some of the questions we have been asking. And there has been- no clear answers.

     

    Good or bad news, none of the questions gets answered in the book ‘Here Today, Here Tomorrow’.

     

    As no one can answer. No one can predict. Hence storytelling becomes an apt tool in painting the possibilities.

     

    Each of the five stories works on different assumptions on Covid-19 and where it could lead. ‘Nirmalay’s News’ by Priyadarshini Narendra, ‘Sheena’s Good Deed’ by Prabhakar Mundkur, ‘Mrs. Kumar’s Day Of Remembrance’ by Sanjeev Roy, ‘ The Big Idea’ by Priyadarshini Narendra and The Divide By Aiyana Menezes; A 16-year-old sci-fi writer and aspiring biotechnologist.

     

    In my view, ‘UNMASKED; Stories from inside a PPE kit’ by Mythili Chandrasekar is not a story but another preface identifying the questions impacting us today and will define the possible future.

     

    When you read, you realise that the possibilities echoing in the stories have every chance to be the next reality, if not with Covid-19 then some new virus entering the system. The authors have primarily picked a scenario that the cure or the solution is long to come. So, they have more of a doomsday scenario with a possible escape hatch.

     

    The stories are engaging. There is an exciting playoff between human emotions, desires, needs and the way they can get impacted. The authors are very creative in scenario build-up, and each of the short stories in itself is an example of good storytelling. The stories are fast-paced and easy to read.

     

    My only grouse is that all scenarios in the book are gloomy. Each author has only worked on one possibility – not finding an early cure for Covid-19, its mutants and variants in the near future. Is that because fear sells better. Or hope is what keeps the human working. Or because if the cure is found and easily manageable, there is no need for ‘Here Today, Here Tomorrow: Short tales from a Pandemic Future’. I hope none of the scenarios plays out in any part of the planet.

     

    Prabhakar Mundkar, one of the contributor says, to make it more easily palatable to everyone, from an academic-oriented reader to the man on the street, the team chose storytelling to communicate possible scenario build-up, so

     

    The book reiterates that it is not an attempt to predict because no-one can. It is instead an attempt to identify a spectrum of possible futures. These are emerging human stories about emotions and relationships. It is to make the readers think about families, careers, fears, anxieties, hopes and how the dreams might look like in the future.

     

    Here Today, Here Tomorrow’ is not about guidelines, but about provocation.

     

    The Kindle version of ‘Here Today, Here Tomorrow’, with its five short stories is priced at Rs 222. It is costly for the Indian market. But, here is the good news. The proceeds go to Akshaya Patra, where one child can be fed for a whole month at just 1£. Now, enjoy reading the five short stories with their very possible scenarios. Go pick the book and pay for 2-3 kids monthly meal. Mayb e that’s why this book promotion has an interesting line ‘To Feed a child for a month, devour this book’.

     

    Here Today, Here Tomorrow: Short tales from a Pandemic Future. Mundkur, Prabhakar; Narendra, Priyadarshini; Roy, Sanjeev; Menezes, Aiyana. 

     

  • The 5Cs, tourism should focus on, writes Sanjeev Kotnala

    Now is the time to build Tourism

     

    By Sanjeev Kotnala

     

    Travel and hospitality business has opened to a considerable extent in Unlock 4.0. However, the Covid-19 induced mental lockdown continues.

     

    Tourism is critical. It has a multiplier effect on the economy. And the economy of certain places is entirely tourism-dependent.

     

    People have been living a life of restlessness in this period of uncertainty. They were forced to adopt a very in-door in-house lifestyle. Now, quite a few are itching to take their well-deserved vacations. Many are undecided. And a lot more, just not willing to risk it.

     

    The one thinking about vacation is full of doubts. They need to be nudged. Tourism needs to not only convince them of the destination pull but convince them of the safety.

     

    Domestic Travel Focus

    Families and couples have started discussing possible vacations during the festival period. Most are considering, 3N4D or a full week-long single destination trip. Hesitant to step out, they are mainly looking at intra-state and predominately domestic travel.

     

    Changing Needs

    To stay, people say they would prefer a private villa and houses or places they can completely own to create their sanitised bubble. They are willing to rent a car for local travel and eat out less often.

     

    They are not looking at adventure but a place to rest and enjoy. Places where privacy is guaranteed, service is stress-free and the environment; sanitised to their satisfaction. Not sure how the situation plays out, everyone wants free cancellation.

    They have simple needs. Adherence to safety and hygiene norms. Proper isolation and sanitisation. Predominately contactless service. Private pools and bars. Free high-speed complimentary WIFI. A sumptuous breakfast buffet. TV, and if possible a FireStick for OTT content they love to watch. These can tilt the choice and help make the decision to take the pending vacation.

     

    Vacations are no longer just a personal experience, They are more of a shared experience on social platforms. Hence memories need to be captured to be shared. And at times, this photogenic landscape or jaw-dropping experiences ( for the viewer) can help decide the destinations.

     

    Recalibrate The Promise

    Recalibrate the communication to address Indian audience; which has been under house arrest for the past six months. This recalibration is a need across all segment; Health, Religion, Adventure, Heritage, Nature or Wildlife tourism. As and when the places open up, expect a considerable skew towards religious travel.

     

    Tourism boards and the destinations must re-think and re-craft the re-aligned experience and destination proposition.

     

    Domestic Traveller. Domestic Destination.

    International inbound tourism remains doubtful. It is time to focus on the Indian population and give the domestic traveller its due.

     

    The experience expectations of the Indian audience is different.

     

    The domestic traveller is not going to religious places in search of peace but to thank God and pray. They are not visiting heritage sites not a deep dive in history, but for ticking off and picture opportunities that they can share, telling others, they have been there. Unlike the foreigners, local cuisines is not an adventure in spices for them. And the lake or the forest an ecosystem to explore.

     

    The vibrancy and cultural spectrum of India are not enough to nudge and excite the domestic traveller. However, a mountain still pulls a person living in coastal areas and beaches pull the north Indians. Temples, forests and backwaters have their own followers. Nevertheless, an authentic experience of their region can be an alternative worth exploring. They are not looking at exploring the unknown. They want to be sure of what they will get.

     

    Tourism needs to invest in redefining the proposition like God’s own country, The heart of Incredible India, One state Many worlds, The Awesome Assam, Jaane kya Dikh Jaaye and others from the domestic traveller perspective. Then they can fight within the consideration set for the final choice.

     

    The domestic traveller wants everything sorted. They willingly adapt to situations. But, they hate multiple discussions and confusion in planning. Stop confusing them with vague ideas and presenting a menu card of possibilities. Invest time to arrive at the positioning and what experience is being offered and then stick with it for some years like God’s Won Country, Vibrant Gujarat. Choices and changes confuse people. It forces them to  delay decisions. Take the best offering and experience and go all out with it.

     

    Tourism campaigns must work as a resume, just to make the recruiter interested enough to call for the interview, ultimately the in-face interaction ( tourism experience) will work.  So, they must be functional and do their job- winning awards or not should not be the consideration.

     

     

    5Cs of Tourism

    Tourism campaigns have mostly talked about Destination, Experience and Memorise. However, the tourism industry may be better served evaluating it through the 5C1D filter.

     

    Curiosity

    Tourism communication should not be a complete communication unless it is a package tour. That role is best done by the websites, brochures and the take-ones.

    Tourism communication must be a visual delight and a tease of an experience. It should still speak the language of possible experience. It must raise the curiosity levels enough to create the desire to find out more or to visit.

     

    Confidence 

    In the current era, it must enhance the confidence of the traveller. They must get a feeling that the travel will be safe, and there is nothing to worry about. Recently while I was searching for a nearby weekend trip, one of hotel explained their sanitisation protocol. According to them, my room will be ready and sanitised 48 hours before my arrival. It will remain unoccupied for 48 hours before I check-in. The other one was a bit cheeky. They said, in case we fail to see the staff, we should not think of it as a Ghost Hotel, but that the staff is following contactless service.

     

    Comfort.

    More than the bed and the mattress or the shower and the bathtub, it is the feeling of relaxation, of things moving smoothly with no stress. A complimentary high-speed WIFI, with a Firestick TV, could add to the comfort experience. The frequency of change of bedlinen is a small point, but it does matter.

     

    Customised

    Even if the destination and the hotel are the same, a lot of customisation can be done. Include express check-in and check-out. Special food requirements. What about providing Blue-tooth speakers or Carvaan for listening to songs. Car hire and customised sight-seeing trips may work better than pushing the often cribbed half-day complimentary city tours.

     

    Convenience.

    The hassle-free experience from hotel to point-of-interest. The hop-on-off city. Single ticket/pass for all monuments, heritage sites and museums. Room service. Housekeeping. The ease of movement all within the safety and hygiene bubble.

     

    Build It Up

    Tourism destinations and boards should invest in major destination and experience content on social media and Print. Make the current and past exploders share their real experiences. Incentivise the traveller with gifts/contest to share their experience. Films have so much power as a tourism influencer, so when the shooting resume, maybe enticing producers to shoot at dominant tourism areas.

    Campaigns must also explain the state level Covid-19 sanitation and travel protocol to enhance confidence. Still, one must not overplay it to create panic.

     

    Expectation Vs Experience

    Vacations are about Expectations, Emotions and Experiences. When the expectation and experience match, they create a achieve of memories are retrieved and replayed, shared and commented. They are what feeds the loop and installs the desire to experience in the traveller’s network.

     

    A traveller goes for vacation multiple times while planning while anticipating and waiting for the trip to start, during holidays, and while reliving or sharing experiences. And, a good experience must cover all the touchpoint and experiences. It is excellent when the experience is better than the expectations. Hence, the tourism campaigns have to promise what can be delivered also educate the traveller on how they can make the experience better.

     

    ……………………….

    Some of the inputs on possible consumer behaviour have been derived from a survey of 254 respondent across India, reached through social network.

    …………………………

    Sanjeev Kotnala is a brand and marketing consultant with 32+ years’ experience. He is continuously on the lookout for new challenges and assignments. He writes on MxMIndia on Wednesdays, and sometime more often. His views here are personal

     

     

  • Print and News has a bright future and how the big and small entities play the game will decide their future, writes Sanjeev Kotnala

    An Opportunity to Refocus for Newspapers

     

    By Sanjeev Kotnala

     

    My first reaction on one of the leading newspaper titles doing a 128-pagination in a Tier-II town, was to congratulate them. The title cautious claimed: ‘probably the highest ever pagination for any newspaper in India in recent times’. Apparently, the readers waited and welcomed the hawker delivering the newspaper with traditional tika. The title delivered higher pagination in other cities before delivering an 80 pager in Gujarat. Wow!

     

    I know what all goes into making it possible. How the teams strategise. How sales teams work on every front to deliver what could be showcased as a return of advertiser’s confidence in print. A brilliant move just before the festive period. Ads generate Ads in the newspaper business.

     

    It rightly claimed that the newspaper is still the most trusted information source. However, its claim of higher pagination reflects editorial excellence or advertisers’ interest, or revival of market situation should be taken with a pinch of salt. The PR release reiterated the point referring to a report that Tier-II and Tier-III cities are expected to lead the economic revival.  The title used the pagination story to even hint at them capturing the advertising spends across the markets it operates in. Maybe for that day, otherwise it is stretching things a bit far.

     

    The CIRCULATION safety net

    There is good news on the circulation front. The newspapers in the non-metro markets have reported catching up to the pre-COVID period circulation numbers. They claim of achieving 85-90% of circulation. That definitely is a show of confidence and engagement by the readers.

     

    The DOUBLE delight

    Meanwhile, an English Newspaper with some lagged insight and understanding of readers changing life behaviour served a double delight on Saturday. Understanding the readers having more time to spend, they decided to deliver two newspapers. Yes, two newspapers – two front pages, two business pages, two of everything possible. (The last Sunday though had only one edit and one sports page). Wow, this one was really reader-centric, twice the content. This newspaper has been at top of the newspaper marketing game and if you dig deep maybe you can smell marketing brilliance in the move. 

     

    The FAULT lines

    However, when I spoke to people in the market, I did not see advertisers and readers aligned to the newspaper publisher’s strategic moves. I reached out to our consultant friend Vermajee who has solved many issues for me. I met him over a cup of tea. He laughed at my designer mask and commented, ‘How can you be so blind to miss out seeing it from the readers and advertisers’ point of view. How you cannot read between the headlines and the retweets’.

     

    Vermajee’s VALID questions

    He looked at the visual documentation and asked a simple question. How often have you waited for the newspaper hawker? How many times have you rolled out such elaborate welcome kit? I said none. So, he raised his thick eyebrows pushed the specs on his nose and said, ‘Having answered the question. I must agree, it is excellent, even if it was staged. Marketing needs it’. I just agreed.

    Now, as for the content. The higher pagination or the double delight. Does it mean that on that fateful day there was too much news or the publication till now was not covering all the news? It tells you that the efficient and effective sales teams with strong market control have managed to get advertisements to fill the additional pages the management has strategically decided print.

    More pages cost money. The subscription price does not change. The hawker may demand more commission. Newspaper title do not print additional pages without a revenue justification.

    So, to keep the ad-edit ratio in some manageable limit, you need content. And with no tsunami of news flooding globally – you fill the additional space with featured articles and non-topical write-ups. That’s editorial excellence.

    Do not ever forget, people buy newspaper for News and topical issues.

    Moreover, readers know their newspapers. They have a peculiar way to navigate through pages. This is a critical part of the whole newspaper experience.

    So, when a reader who is habituated to 18-20 pages, is suddenly given 80 or 120 pages split into subsets, the reader is naturally at a loss. The readers are blind to the pagination and do not know the path beyond what the reader reads every day.

    The reader reads what he or she reads every day. The rest of the pages remain orphaned. To make ads seen on these pages, the publication must depend upon content pointers, advertisement placement or contest.

     

    ADVERTISERS are smart.

    Every client knows that a regular advertisement will get lost in on a day with higher pagination. To be seen, it has to be of a large size or positioned well or it will attract fewer eyeballs.

     

    Now, on a particular day, advertisers have been pooled in for relationship selling. They may have been given an offer they couldn’t resist or found too tough to refuse. Or they sold the concept of needing to prime the market. Or better still the newspaper created a new opportunity like Akshaya Tritiya.  The brands and local business seems to be ‘going all in’ this time.

     

    Now notice, editions carried higher pagination on different dates. Safe to presume there was no specific reason to advertise on these days. Start of Adhik Mass or end of Pitra Paksha or Mahalaya is no reason. Though the title did carry articles suggesting auspicious dates in Adhik Mass and that it was one in 160 days phenomenon. Trust. Normally, it is advised not to initiate any auspicious activities in Adhik Mass. But that debate is not for us.

     

    Whatever it may be. It is a marketing-sales win. One must congratulate the teams for it. The real test is coming now. Like every year, there are specific dates and days like Dussehra, Aksahya Tritiya, Dhan Terras, Ashtami, Diwali when pagination is expected to go up. Can the pagination go up on rest of the dates?

     

    READER’s JOY.

    Vermajee was in his element. Not all readers or shall I say consumers hate this navigation issue with double delight or higher pagination. Parchoon ki dukaan, tea vendor welcomes it. It also adds some radhi. Retired people, and the digital phobic people, who read newspaper start to end, welcome it. For the head of the family, that is mostly male, it is a shield of privacy, have you not heard. ‘papa ko disturb mat karna paper pad rahey hai’ ie don’t disturb your father he is reading the newspaper. Higher pagination, double delight all adds minutes and at times hours to the effectiveness of the shield. The question remains, how does the younger generation react and there is no good news there.

     

    Newspapers must manage the E-SQUARE-GAP.

    Every activity, including the reading of a newspaper, works on the principle of E-SQUARE GAP. Now E-square Gap is represented on two dimensions. Expectation and Experience. This is how perceptions are made or broken. Vermajee took a sip of his coffee and continued.

    Newspapers have an opportunity. The news channels are hardly doing the job and the social media is full of question marks. With low expectations, they can deliver a hugely positive experience. This can only happen with right, relevant and differentiated content. More advertisements, higher pagination or with a highly confusing double delight experiment add to the experience.

     

    And when they manage the E-square gap for the readers and the advertisers, newspapers will be in the win-win zone. The okay segment to operate is Low expectation- high experience and high expectation- high experience. One can survive with Low expectation- low experience, but a high expectation-low experience is just digging the grave.

    For example, the newspaper engages the readers when it masks the face of a minister while covering the news. When it says ‘Hum Aapka Chehra Nahi Dikate Jab Aap Mask Nahi lagatey’. ie, we won’t show your face if you don’t wear a mask. The newspaper makes a statement. This brilliant work was done by Dainik Bhakar in their Ratlam edition. There has to be more of such things.

    The newspaper does not have to claim to be the voice of the masses, the masses must identify it as the voice of the masses. Vermajee looked pleased with his master mantra and asked his secretary Aish to note it down. I knew it was going to cost me a bottle. 

     

    Vermajee believes Newspaper STILL has a lot of power

    The story that ‘Newspapers are dead’ is an old story where the bluff has been called many  times. It is still growing, though digital is making headway. But then digital is suffering from so many questions. That we will question some other day.

    Newspapers still remain the trusted information provider and the opinion maker. It is a dominant media, though with decreasing engagement. The polarisation of readers is a reality along with the not so favourable age skew.

    The attempts to get the new generation interested will continue with declining interest and confidence. The migration of readers to news digital avatar will keep showing mixed results.

    The titles need to give a reason for the audience to pay and invest their time. And it is possible. News sites like The Ken, Campaign, Wall Street Journal and National Geographic are already doing such work basis their content quality.

    The power will remain skewed towards the more significant titles. The smaller newspapers will slowly ease out of the ecosystem. The rate at which this happens depends upon how the newspapers manage the E-square gap.

    How they manage the digital migration. If they find ways to engage the new generation.  If they realise that they are in the business of NEWS and not necessarily NEWSPAPER. Where differentiated, maybe niche and relevant content are more critical than pagination or the format.

     

    EXPERIMENTS and EXPERIENCE.

    Print and News has a bright future till the time there are publishers willing to defend their turf, understand changing audience, new emerging consumption patterns, experiment, and experiment again.  Some experiment will always lead to criticism and maybe unexpected results. But that is part of the business.

    Dainik Bhaskar, Dainik Jagran, Rajasthan Patrika, Eenadu, Malayala Manorama, TOI and Hindustan Times are newspapers that are doing a great job. Hope they could have worked collectively for a larger cause.

    The edit-advertisement ratio has to improve further to be in sync with the media consumption pattern.  The subscription rates have to go up dramatically to reduce the dependence of advertisement. Possible. Can they trust each other and collectively take a call- is not a question – just a dream as the answer is known to most of us.

    The tea got over and I took leave of Vermajee. Vermajee fired his last question: Okay, so double delight because the reader has more time to invest. Then why not on Sunday Too- or that would have been too much. Or why not new format news at a glance on other days? What will I do without my dear consultant friend Vermajee?

     

     

  • One never knows with religious symbols what could trigger a backlash, writes Sanjeev Kotnala

    Jack makes it Count as Ikea offends Zed

     

    By Sanjeev Kotnala

     

    There must be something in the drink that the liquor companies keep coming back with these insightful and motivational campaigns. No, I do not doubt what stiff drink can do to you, but wonder if the creative team is high on the same brand they are selling. Now the ‘Make it Count’ campaign by Energy BBDO for the brand Jack Daniel asks you to ‘Do what you always wanted to do’. It is something any person who has ever hand a drink will empathise with.

     

    We all know, a drink definitely is a facilitator for such acts. My friend Vermajee, the highly respected brand and marketing consultant, is in absolute awe of these copywriters who find new genuine ways to express the same feelings and emotions.

     

    The brand spokesperson wants us to believe that the campaign reflects the bold spirit of the founder, ‘Mr Jack’ by inspiring the audience to do something they always wanted to do. One may doubt the first part, but the second part is absolute truth, ask anyone who has had enough.

     

    When you do ‘What you always wanted to do but for some reason never did’, you do feel great. The question is, does it count? No, and that’s why the brand says ‘make it count’ by cutting across the most common denominator. After all, the brand is proudly served in fine establishments and questionable joints.” ”

     

    DOING WHAT YOU ALWAYS WANTED. MAKING IT COUNT

    The act of throwing the phone into water, or the caddy taking the shot or someone silly on the nth drink calling for the drink on him. I am a bit confused on this ‘Make it count’. At the same time, I understand ‘What you always wanted to do,’ And if this is the kind of things Jack Daniel drinkers, first time or otherwise want to do, well the drink must get off my bar.

    You know what the spokesman is drinking when he says, “The values of Jack Daniel resonant around the world and translate beyond our whiskey-making into something with larger cultural impact.”

    In the  Campaign article, the spokesperson says, “Make It Count is a simple articulation of living boldly and making the most of every moment.” Wonderful- Give him another drink.

     

    IMPULSIVE ACT DOES NOT COUNT

     

    Vermajee had a classical rejoinder. It does not count, if doing what you wanted to do, and doing it boldly is an answer to the trapped impulsive urge. It only counts in life, when it is a result of a thought out, open-eyed conscious act. And for a change, I think he is bang on.

     

    INDIA CAMPAIGN

     

    Verma saw the short clip of ad in Spanish and read somewhere that the campaign footprint covered India. He laughed and then told me, he was thinking of possible regional versions, in case Jack Daniel decides to do a Punjabi, Marathi and Bengali version. Moreover, he wanted to know if it will be Jack Daniel soda, cut glasses, adventure trips or condoms- that will make it count.

    The above is inspired by the article in Campaign India and facilitated by three rounds of Antiquity Blue topped with soda over Mangalorean Namkeen Mixture of Namkeen. I never liked JD, and I have a polarised taste- so though I would love my Black Label or Teachers I would enjoy my Old Monk more, and in Punjab, it is always VAT69.

     

    IKEA OFFENDS ZED NOT HINDUISM

     

    We are trapped. We have highly sensitive and insecure religious groups, or someone is pulling a fast one. The recent advertisement of Ikea in Australia that incorporates yoga  postures must have been watched more after the client decided to not-promote if. Oh, it is available on YouTube.

     

    It seems that someone called ‘Universal Society of Hinduism’ objected on Ikea trivialising yoga  and the company apologised. It further clarified that the yoga ad was unpromoted on social media, and Ikea Retail Australia will not re-activate it.

     

    Wow no withdrawal, just unpromoted! And ‘Universal Society of Hinduism’ thanked IKEA, urging them to completely withdraw. And then everyone goes home happy having averted a crisis.

     

    I fail to understand how the use of Yoga offends Hindu Sentiment. No sentiment was hurt with the commercialisation of the path to god in Hot Yoga, Beer Yoga and even Bikram Yoga. And even the movie PK did not offend.

     

    UNIVERSAL SOCIETY OF HINDUISM AND SOMEONE CALLED RAJAN ZED

     

    Universal Society Of Hinduism ( USofH) started in the mind of Hindu statesman, Rajan Zed one who claims to represents Hindus. His claim to fame, offering Hindu prayers before 17 other legislative bodies, including in Nevada, California, New Mexico, Arizona, Utah and Alaska and campaigning against the commodification of Hinduism and Hindu symbols in American culture.

     

    His campaigned causes list is long. It included a campaign against the use of the image of Lord Ganesha on an outdoor store’s yoga mat towel. Against Virginia brewery for naming a Spanish milk stout Hanuman. Against the use of Ganesha image on urban Outfitters duvet product. Against Converse shoes using Hindu deity pictures on shoes. Against the use of Lakshmi and Ganesha symbols on Gold Gambling slot machine. Against Amazon on for the use of Hindu deity pictures on leggings. And against Adidas Holi shoes. I don’t know what was so offending in case of the Adidas shoe called ‘Hu Holi’ with faded coloured canvass.

     

    You must give to him for his efforts and consistency but with no organisational members does he represent Hindu or Hinduism. Its Facebook page updated until 2013 has less than 2000 people liking it. When the NewsMinute site says that Using religion to gain popularity and single-handedly making it a phenomenon is something that can be learnt from Rajan Zed. Or maybe, not. You tend to agree. Rajen Zed has properly positioned himself well enough to be heard and acted upon.

     

    USofH is a nondenominational religious-philosophical-cultural-educational organisation ( wow) was established in 2011 headquartered in Reno, Nevada. Its objective Mission and Vision include providing worldwide Hindu identity, enhance understanding of Hinduism, spiritual renewal, and to foster interreligious dialogue along with having friendly relations with non-Hindu communities. That’s what the sketchily put website of USofH tells you.

     

    IKEA NON OBJECTIONABLE YOGA AD

    Here are some screen grabs from the Ikea Australia Retail Yoga promo DVC in case Ikea really withdraws it completely. Throughout the clip, a woman is working out against a blue background. She is doing a guided yoga session and holds a specific yoga pose. When she does that, products similar to posture framework appear on one side of the screen. That’s it. Harmless.

    I do not know what is offending in it?

    I would like you to tell me if I am missing something and how is this offending?

    One never knows with religious symbols what could trigger a backlash. It usually is something best to be avoided. However, that is escapism. Time we stop corporates to be held ransom to irrelevant objections from people who are trying to hijack representation.

     

    I say so without help from Jack Daniel, Antiquity, Teachers or Old Monk.
    Because only thought out open-eyed conscious decisions count.  

     

     

    Sanjeev Kotnala is a senior marketing and business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

  • Sanjeev Kotnala on the Tanishq and the controversy around it. "I find nothing wrong with the ad… In fact, I find it a decently good ad," he writes

    Intent does not count in a troll-defined world

     

    By Sanjeev Kotnala

     

    For me, the  Tanisq Ekatvan (Unity or Oneness with Divine Consciousness) advertisement appeared first in a WhatsApp group. A group that is reasonably levelheaded. The post read, “https://youtu.be/t3dJtFoVWWM,  the trolls have got this ad pulled off the air. Let’s spread it as widely as possible.

     

    What do you think happened next? 

    We did not ask why the ad should be spread widely? However, eight of us saw it in the next 2 minutes and started discussing the advertisement, the story, the trolls and the brand. It is safe to presume that this must have happened across a hundred and thousands of WhatsApp groups. Keep this thought parked at the back of your head.

     

    Tanishq Ekatvan Content

    The story of a Hindu girl marrying into a Muslin family. The Muslim family adopting one of the Hindu rituals to see their daughter-in-law smiling. A thought of unity, inclusiveness and togetherness. However, the big political trolls saw it otherwise—an opportunity to keep alive the hatred and polarised emotions.

    It was trolled to such an extent that the Tanishq took it off from their official digital platforms. Maybe the nearness to the festival season influenced the hasty decision of bowing to the trolls. Being a commercial entity, it made sense. But there are other things that, according to my dear friend and a familiar person, the Consultant Vermajee thinks makes no sense. I am surprised, how most of us, the myopic in-sighters lose the sight of sinister possibilities that the Trolls can expertly visualise.

    Somewhere someone commented on the Tanishq ad. The person said, ‘the Hindu Trolls should understand that it is the Muslim family, which is adapting to the Hindu Rituals, they should be happy’. However, a large section of voice on the social platforms challenged brand Tanishq to do the same communication with the roles reversed. A Muslim Girl Marrying into a Hindu family and the family adopting a Muslim ritual for her. Well, one can anticipate how bad the backlash could be. I am sure, no smarty at the client-side considered such a possibility.

     

     

    Personally, I find nothing wrong with the ad. In fact, I find it a decently good ad.

     

    Why Integration Is Tough.

    The buzz on social platforms will make us believe that no one wants to see a better tomorrow. No one wants re-integration of regions and religions. Unfortunately, we seem to be trained now to see ulterior motives in everything positive. Maybe the current situations make us believe the impossibility of the task. In the process, we are creating our cocoons. We are alienating ourselves. We believe the hatred-filled narrative presented to us on the social and political platforms and Toxic channels.

     

    Some Voices.

    I like the same voices on twitter. @RosheeLc tweet’s, “It’s unfortunate that a creative ad of the Tanishq brand is pulled out just because it is distasteful to a particular section of the society. The basic premise to launch any ad should be to target the heterogeneous audience that endorses its belief system and sees value in it”.

    @Ambimpg says, “This is a wonderful ad. I said so in a media interview. But trolls being trolls.. @TanishqJewelry has withdrawn the ad. Maybe Diwali season is too close for comfort”.

    A voice not held in high esteem by me, Chetan Bhagat tries to take a high stand without evaluating a business decision. He tweets, “As a TATA group company, expected #Tanishq to be fairer and braver. If you have done nothing wrong, if you have shown something beautiful about our country, don’t get bullied. Be Indian.

    Be strong”. A voice @Srimatesh tells Chetan, “Absolutely. And it takes a real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd”

     

    Absolutely. And it takes real spine to own up a goof-up which they promptly did. Kudos #TanishqEkatvam #TanishqJewelry #TanishqAd

    — श्री ಶ್ರೀ ?? (@srimatesh) October 13, 2020

     

    And I am appalled by a voice that I respected now acting silly. Kangana Ranaut tweeted, “As Hindus, we need to be absolutely conscious of what these creative terrorists are injecting into our subconscious, we must scrutinise, debate and evaluate what is the outcome of any perception that is fed to us, this is the only way to save our civilisation #tanishq“. And the tweet was running with thousands of likes!

     

    This advert is wrong on many levels, Hindu bahu is living with the family for significant amount of time but acceptance happens only when she is carrying their heir. So what is she just a set of ovaries?This advert does not only promote love-jihad but also sexism #tanishq

    — Kangana Ranaut (@KanganaTeam) October 13, 2020

     

    Social platforms will make us believe that more people are against the advertisement. It will tell us that the highly polarised voices are getting appreciated. It is definitely a sad state of affairs.

     

    Consultant Vermajee Debates

    Tanishq is a big brand and a Tata company. It must be having decent-sized agencies on its roll. The agencies must be alive to the current situation on the ground. They must know the prevailing sentiments that the minority in the majority and the majority in the minority have against each other.

    In such times, how could the agency be so blind, as to propose such a goody-goody- we-all-are-same-blood-Hindustani inclusive communication. Unless it was a strategic call. Unless the brand expected to be trolled for it. Unless the brand believed, trolling will give them more eyeballs than a typical media investment can. Unless they think, the buying decision of the people who can afford Tansihq will not be impacted by the trolls.

    With such a communication, the client-agency teams would have done scenario building and planned their defence and an honourable escape.

    If the agency failed to advise the client to take an open-eyed conscious decision and have a backlash management plan ready. In that case, they should not hold their position. What was their Consultant doing? Talking of being hyperopia with a myopic skew.

    Dinesh Gopalan a friend and IIM-A batchmate puts it in the right perspective. He says, “love jihad is real. Excessive political correctness is not good. It is good to call a spade a spade. The ad needs to be taken down.”. It is a point-of-view that Vermajee and I may not wholly agree with. We like a true Consultant would add, “if you do this as a part of an open-eyed decision, then be willingly stand up for your right and don’t take the advertisement off”.

     

    The Question Remains.

    Till when will the freedom of expression be denied to the advertising profession. When will we ensure that polarised voices do not pressurise business entities to withdraw their communication? Something so harmless; unless seen with polarised eyes and mind. Till when will the creative expression and storytelling need to be watered to be politically and socially acceptable to every Tom-$@&# and Harry.

     

    Should We Get Back To Storyboard Approval?

    I worked in the only-Doordarshan era. The period when we would submit a storyboard for approval. No one shot without approval. No one knew what could be objected to. Invariably the approved storyboard would come to the rescue if any objections were raised later-on.

    It seems we need a communication approving body with members representing regions, religions, caste and professions which would approve the script. And even that may not be a complete assurance for any objection on a later date but will be better than the state of anarchy we face today. I don’t see it as sarcasm or a retro mindset. What we are doing is retro.

     

    PostScript.

    Someone said- if only Tanishq could have added at the end- Jago Re Jago Hindu Jago re. And it really summed up the picture.

     

     

    Sanjeev Kotnala is a senior business and marketing strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

     

  • The consumer may not be your wife or your girlfriend, but the brand is like a parent, sibling or a friend, writes Sanjeev Kotnala

    Sanjeev Kotnala: Should brands as social entities be sensitive to reality?

    By Sanjeev Kotnala

     

    I said “brands are no different than people. They must follow the same process’. This was in reaction to Ambi Parameswaran’s question, what to do when your brand faces rejection? Retreat into a shell or face-process-learn-reboot? (Read his book SPRING– The art of bouncing back from rejection) .

     

    A brand may breathe and show signs of what we call being alive, but they have a life of their own. They emote, engage and have relationships, attitude and persona. Brands share the same societal ecosystem as their consumers. Naturally, blood is drawn, when brands digress from the expected script that is defined by the more assertive, aggressive elements of the societal network having a higher share of voice and influencing ability,.

     

    Freedom of expression (an oxymoron) allows the citizens a certain leeway in expressing themselves. There are set coordinates and line they must not think of crossing. Similarly, brands are expected not to take significant liberties ( creative or otherwise) in their attempt to engage, involve and build bonds with the target segments. If they do, it will backfire, and that must not surprise us.

     

    Tanishq Ekatvam Reference.

    Recently, Tanishq released a TVC titled Ekatvam. It showed a mother-in-law happily organising baby shower (Godh Barai) for her daughter-in-law. A simple situation. Just another life event for a jewellery show in familiar emotive surroundings. A boring ad and catalogue advertising.

     

    The layer of interfaith marriage makes it more engaging, engrossing and relevant. So it is now, a Muslim Mother-in-law and a Hindu Daughter-in-law. Mother-in-law without disruption. This minor tweak set the house on fire and caused a backlash amplified in social media. It then fanned into communities as controversy got coverage and people started debating and discussing it.

     

    Want to understand the meaning of Ekatvam collection. Beauty of Unity- Karigars, watch this audio visual. Here is another Tanishq Ekatvam ad; of the 4 ads that was developed for a collection that brings artist and workers from across the nation together to create the Unity Collection. And it has no bite.

     

    Did the brand think that this Coivd-19 crisis and the social warriors have cut across the deeply fragmented social fabric? Did it believe people will be more open to such a situation? Or did it really think it was no big leap of creativity, no disruption?

     

    Truth is nothing changed, Nothing will change. Watch the  interview of Amit Akali, Founder , MD and CCO of What’s Your Problem, the agency that did the Tanishq ad.  Know what was the whole idea.

     

    The Consumer Remains Unrepresented.

     

    This is no big deal. In the history of co-existence of the two communities, such marriages exist, and these rituals also co-exist. It all depends upon your experience, expectations and the biases you see things with.

     

    The consumer can differentiate between the reel and real life. They do understand storytelling and allow for creative liberties. Don’t they idolise on-screen Muslim heroes who are married to Hindu girls in real life? They accept films with similar narratives. They have other more significant problems in their life to solve then to find fault with ads, movies and books. Remember the history books in school always talked of British and Mughal times! And no one said anything for a long time.

     

     

    Cornered Citizen Take Safe Sides. 

     

    However, when citizens are asked to comment on such communication, they are forced to take sides. The intellectual try sound logical. The leaders with insecurities and the armchair fastest finger first social platform activist try polarising the narrative.

     

    Politically, socially accepted POV in sync with community thinking is naturally the best ( safest) side for the common man. Hindu Bride Muslim Bridegroom equals Love Jihad. A complete No-No. A Muslim Bride and a Hindu Bridegroom. A bigger no-no. Any other combination like Hindu- Parsi- Christian – South Indian- North Indian would have found a far better acceptance.

     

     

    Brand Is Part Of Social Ecosystem.

     

    The consumer may not be your wife or your girlfriend, but the brand is like a parent, sibling or a friend. Hence, consumers have expectations. But if the gap between experience and expectation widens to become unbridgeable, someone needs to raise and other means to teach the entity a lesson. They must remain within the expected coordinates.

     

    That Tanishq withdrew the  communication is no surprise. A right decision! There is no need to be stupid and risk the lives of the employees and damage to the shops. May be it is a wrong decision. It opens up a way for future backlashes and blackmails. The brand should have been sensitive to have foreseen the possible reaction. This is an apparent failure on the part of the brand to do so. That is one side of the story.

     

     

    We Have Confused Social Fabric.

     

    We are progressive, not progressed. We try being inclusive if we are allowed to do it with stated exclusions. We are gender-sensitive when we have no other way. We break the rules when we are sure we will not be caught. We are sensitive to our insecurities. Our social system is hell-bent on creating a polarised internal algorithm that will never allow such communication to be accepted publicly. More so, in the current scenario with divisive political, where every event gets strongly labelled as a majority-minority issue. Where caste, religion and regional support and favouritism is widening the already deep chasm. In these cases, hatred is a minor emotion of release. This is definitely not the right time for such communication. Or it is if one has the strength to stand behind it. Maybe it is too late in the day that we talk of inclusiveness or too early. I hope it is the latter as that leaves some hope.

     

    We all understand that you don’t judge a side with few examples and don’t hold the whole community responsible for few instances of wrong doing or high pitched divisionism. We must understand that it is true for the majority and the minority and hence no finger pointing is necessary. Till the time media keeps pushing the hate agenda- strapped into eyeball game- the positivity will never be allowed to surface to be recognised and appreciated. Maybe religious association and naming should be stopped across all crime. Otherwise in a country where the seventh generation fights for the crime and revenge against the forefathers, these seemingly new wounds will take time to heal.

     

    The Root Cause.

    It is silly that even after some 70-plus years the wounds have not healed. The Partition was not just the partition of land – it was of religion too. Yes many of the minority remained back as they traced their roots to a particular area and considered themselves as Hindustani- Indian. However, the doubt-the fear overpowered the genuine smile, unity and trust. The politics of division and vote-bank based favouritism along with un-equality of treatment of the majority led to tectonic cultural and religious pressure building up. It flares up at the smallest of the opportunity.

     

    Marriage is a very integral part legacy of a family. We may be inclusive and briming with equality- most Hindu will tell their kids- marry anyone but not a Muslim. This is an inborn bias of hatred built as a cultural upbringing that cannot be ignored.

     

    The repeated incidents in the recent history has only enhanced the issue. Majority fears the possible Islamisation of the nation and the senior leaders of the community do nothing to answer these fears.

     

    The radicals and the hardliners within the Sanatan are now open voices that is questioning secularism and staking claim to dominate the nation psyche. Don’t think that in near future we will see any change- but the efforts need to be made and someone has more efforts to make and demonstrate the intent. Otherwise the Intent does not count in a world defined by the trolls.

     

    Industry Associations Make Serious Noise. 

     

    The industry bodies have collectively stated their support of a brand’s right and freedom of creative expressions within the law of the land. These collective statements is a good beginning. One can understand why the voice was unfortunately silent when Manforce hoardings were forced to be taken off during Navratri in Ahmedabad.

     

    Anyway, don’t know what the associations can do other than what they have already done. Can they help follow-up exemplary positive action? Otherwise, it remains a false sense of solidarity. Personally, I am not sure what they can do.

     

    Jungle Law.

    The law-of-the-nation is one thing, the brands have to be sensitive to the unwritten rules and norms of the game. After all, the brands and any corporate entity survives, grows and services within the existing social ecosystem.

     

    Brand Purpose.

    I hope that Tanishq was not trying to over-reach, and the communication was never a social message or purpose-driven like their sister brand of tea. Purpose-driven would insist that the brand think’s twice before withdrawing or is ready to take the battle forward. Yet, even with purpose-driven brands- withdrawing is a possibility. By doing so, you are no coward, you show courage to live and fight another day. And for the brands out there in this chaotic world in search of purpose, let me iterate, every brand does not need to have a brand purpose. And even if they have, it does not need to be stated. Finally, if you have a purpose, that you believe in and are willing to push it at any cost- well go-ahead.

     

    Caution Zone.

     

    India is a land of diversity. Through ages, there is an element of distrust that has been built-up. The current social-political situation is further fuelling the fire. To most of the people, inclusive co-existence is not an answer.

     

    Brands in this part of the world, have to be cautious while making a statement on Region, Religion and Rituals, Politics and Politicians, Caste, Language and dialects, Gender, sex & sexuality. It is not that other subjects cannot result in any backlash, but the chances may be less. In case the brand does not have a guideline defining their level of tolerance level on such subjects, they better frame one now.

    Brand Image 

    Brand Image is a long term investment, It is the summary, a synopsis of all past experience and expectations. It does not get affected by one single incident like Tanishq. The loyalist will find arguments to defend the brand’s action, or they will just take note of it and move forward. In this case, the fringe sitters anyway do not define the market or the business. However, no-one wants another misadventure soon.

    The consumers are large-hearted and know what creative liberties are. Once is a mistake, twice maybe a coincidence, third time it is a conspiracy and a statement from the brand that it is refusing to read the signals and learn fast.

     

    ADD-ON

    Here are two recent communications that I thought I must share and allow you to think of the creativity, brand purpose and sensitivities.

    A communication from the Fairness Cream now apologising about her earlier approach and tonality- and says- just like Nikki in BiggBoss-14, I am the same game, I can’t change myself, so what I will do – I will call it GLOW. It is never fair to just change the name and then keep reminding of the earlier name. Wow, see how sensitive the brand is towards societal malice.

     

    And this one, from SAVLON an ITC brand. Features Swapna Augustine, a foot artist from the Mouth and Foot Painters (MFPA) Association. ( I support them and personally, it creates the bias). Sharing handwashing and its importance. It is inclusive as she tells how she does everything with a difference and then if she can take care of personal hygiene by washing her hands ( feet) why can’t others.

     

    Sanjeev Kotnala is a senior marketing and brand strategist and educator. He writes on MxMIndia on Wednesdays. His views here are personal.

  • Is it better to run a serialised film than a series of them, asks Sanjeev Kotnala

    How Many Ad Films are too Many in a Campaign?

     

    By Sanjeev Kotnala

     

    Brands make multiple television or digital video commercials (TVC/DVC in short,  referred hereafter as ad films) to engage their audience and deliver the message. They are mostly various expressions of the same idea. So, how many ad films should a brand make? Or, how does the team decide how many should be made? Or, why create a series of ad films? That is not counting the edits and adaptations into regional languages.

     

     

    Why Multiple Ad Films?

     

    There are possibly so many highly logical reasons that may push the client and the creative to look for multiple ad films:

     

    • The client believes in iterative expressions.

    • There is a budget to make multiple ad films.

    • The creative is of the point of view that the concepts need clarity.

    • The media agency needs it to keep the audience engaged when the ad frequency is high.

    • The campaign runs aggressively across a property like IPL, and hence audience gets bored faster.

    • To take advantage of economies of scale in production.

    • To justify the high fee of a celebrity.

    • The communication aims to change behaviour and hence more ad films.

    • The concept is so disruptive that we better have more ad films to explain.

    • The idea is so strong that it demands multiple ad films.

    • The idea is weak, and with multiple ad films, we minimise risk.

     

    I am stopping listing reasons knowing that there could be many more for such a strategic decision. But the questions kept bugging me, and soon I found myself with my dear friend, consultant Vermajee, the Management Guru. Last Friday, over Antiquity Blue topped with chilled No 1 club soda, served in steel glasses, I got enlightened on the subject. Being Navratri, drinking was banned at home. So, we parked his SUV under a banyan tree on the Western Express Highway within sight of a ‘No Parking Zone’ sign and chewed on the subject along with Faldhari Chiwda. Vermajee shared his gyaan and opened my eyes. He usually does have that impact on me.

     

    Ad Films Earlier – Vermajee’s Time

     

    Some few decades back, when Vermajee was part of the agency circus, the brands were happy with one TVC at a time. Maybe one TVC per season. Some TVCs lasted many seasons over TV, Cinema and Rural Vans.

     

    It was not the creative teams lacked ideas. The act of making a TVC was time-consuming and very painful. You had to really work hard. Work in detail. Post work was astronomically costly. Budgets were sacrosanct and less clutter in the media. The clients as usual finicky and khadoos, wanting a Merc at the cost of a Maruti.

     

    The client today is no different. Even then, they did not understand that creative and advertising was an investment, not an expense. They fail to see, it is better to invest in good creative even at the cost of the media budget and expose it a less number of times. Cutting production budget, making an average TVC and exposing it more number of times is a bad idea.

     

    Yes, some clients made TVC throughout the year. If you made a judgmental error in one, there was not much to worry as the next TVC was on its way.

     

    However, we were absolutely sure of our craft but a bit unsure of consumer understanding. The research was used as the master key for campaign support and approvals. The scripts and even at times the edits were pre and post researched. It was too costly to change anything at a later stage, not that changes did not happen.

     

    Vermajee Gyaan

     

    Vermajee explained the difference between episodic series (procedural) and serialised ad films. He reiterated the need to judge an ad film more on strategy and impact, likeability, memory and engagement than anything else. He empathised on the law of marginal returns. Vermajee said: “the client and creative along with media must risk raising the question about the number of Ad films and must stop when they stop adding value to the campaign”.

     

    The Case of Multiple Ad Films

     

    Here, the same story is repeated with a slight twist or a change of character. Each of the films is complete, and you don’t lose much, not watching all of them collectively or in a particular series.

     

    The recent Cred communication is an example. Film celebrities like Anil Kapoor, Madhuri Dixit and Bappi Lahiri audition for Cred. They perform in their signature styles but are rejected. They are so overexposed that one completely forgets the Cred ad of last year, which is more explanation-based.

     

    People question the creativity in the Cred campaign. There is a huge awareness buildup for Cred, and the single-minded message is clearly established. I don’t have data for app downloads and usage. Recently, we saw  Alka Yagnik- Udit Narayan auditioning, which makes me think that the brand missed an opportunity in using influencers and UGC.

    In another version of this, you have the same proposition and intent but the playground and the story changes. The episodes remain independent and complete in themselves. It works brilliantly with a simple message and some emotional engagement.

    Dream11 seems to have been successful in campaigns in this style of multiple ad films. Dream11 last year #YehGameHaiMahan with multiple fils – Bush or pipeline, Dhobighat, old friends etc. pr the campaign #kheloDimaagsey. This year the Dream11 campaign #YehApnaGameHai features Dhoni, Shikar, Rohit and others.

    One of the best examples of it is Thanda Matlab Coke. Here Aamir Khan played different roles from the Punjabi farmer, Pahadi guide, to Bengali babu and some more. Well, one can not forget the ZooZoos.

     

    The Serialised Ad Film

    Here the multiple ad films that are following a pre-defined narrative. There is a link between them. Sometimes subtle and sometimes overt. They are best watched in series or totality.

    The story moves forward with each ad film, keeping the audience engaged in the campaign. There is a surprise packet of what next. The character layers get unravelled with time.

    Some years back we saw Amazon  Chokpur cheetahs; India Ke Sapno Ki Apni Dukkan. A small town bunch of cricket players and their coach. The ad films are still remembered with films like Dhyani’s Birthday, Introduction, Kab Khelenge 2020 and official song among others.

    Nowadays we are seeing something of serialised ad films by PhonePe ads featuring Aamir Khan and Aliya Bhat. The Chaiwala,  Kiskepass, safety and more. This time, the functionality is overpowering, it is making its point, and the interplay of characters is excellent. However, will it really become a true serialised ad film set is yet to be seen?

     

    The best I have seen in the Indian context is Tata Sky Chota Recharge. The campaign kept the audience glued. In fact, they were rooting for the teenagers to meet and love to blossom. The brand message delivered simply. In such cases, when the audience gets hooked, they want more of it.

     The attempts of true serialised campaigns have been far and few. Such creative requires commitment and a willingness to carry the collective risk. But like gambling, the response and gains are equally large. 

     

    Reminder: How Many Ad Films?

    :: Always look at multiple Ad Film from Brand and the strategy point of view.

    :: Always evaluate the content and multiple ad films in the context of the newness of the message, brand, service, media budgets and complexity or simplicity of communication.

     

    Invest in creative development even at the cost of media budgets. An excellent creative product exposed less will always pay back far more than a bad/mediocre/average creative exposed more number of times.

    Evaluate from consumer interest engagement point of view than the jury and judges at the awards point of view.

    No need to make more films just because you have a good script. As you may end up hitting marginalised returns and underexpose other films.

    Go ahead and do multiple ad films if they really add to the brand message understanding or clarity, emotions and association.

    Maybe Dream11 did not need all the films and Cred could benefit from serialised rather than a series of films. Perhaps, the client-agency-media teams on these brands know better the reason for multiple ad films, and when did they hit the curve of marginalised decreasing returns or maybe they can do with some more films.