MxMIndia

Category: SANJEEV KOTNALA

  • Sanjeej Kotnala was surprised at the lack of advertising by tea brands during this election

    Sanjeev Kotnala: Missing the taste of tea in the elections

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Chai Garam Chai. Tea is my favourite hot drink. It rejuvenates and recharges. It helps you stay awake and it comes in all possible formats. So much so that you can often define how you want your tea. It can be strong- in truckers’ language – 100 KM tea- or the silver service tea with a touch of milk. You could have it with sugar, sugar-free, with Jaggery, salt or even butter. There is Tapri-waali chai people swear by and some prefer the cutting khullad tea at the station. Everyone has their own favourites. And while we are at chai- let me suggest you read the Khyaalon Ki Tapri , a collection of poetry by Meraj Hasan ‘Meem’ best enjoyed over a cup of cutting chai.

     

    I love a well-made tea; however, I have toned down my consumption with age. My weakness for tea is well known among friends and relatives. but the whole family knows my weakness for tea. I love strong tea, where the tea leaves have been allowed to boil for some time in the water that has mashed Ginger pieces. In the last three decades, I moved from Taj to Bagh Bakri to Brooke Bond Red Label and settled for Society Masala tea. Each has its own taste.

     

    The tea category in past has done some great advertising that I can watch repeatedly. All about awakening the body-mind and soul, initiation or re-building of relationships and more.

     

    However, I was a bit surprised at the lack of advertising by tea brands during this election. Even though the election states are major tea consuming markets.

     

    Were the brands playing safe? Not that I am aware of some ground-level activation.

     

    I see Anoop Nautiyal and Abhilash Khandekar lamenting on Twitter about the low voting percentage in my native state- Uttarakhand. And, I think that tea brands have missed an opportunity there.

     

    My respect for tea brand advertising started from the Lipton Tiger tea time– the kadak chai– and the tiger in the woods. At that time, I did not know how ads were filmed, and this one was as kadak (macho) as a tea brand could get.

     

    Tata Tea The True Awakening.

     

    Tata Tea took on elections and corruption in a big way. One of the few commercials that one can watch again and again. And the best part, they still make sense and are relevant to the situation.

    The one ad was about the voter asking the candidate for his qualification- and the brand suggesting ‘subah Utho Nahi Jago’ left its mark. Then the brand took the subject to a new situation like the Airport, where ‘Yeh mahashay Nahi jaantey yeh Kaun hai’ brought a smile to the faces of the audience, appreciating the thought.

     

     

    And I do think that some of us could have, if possible, shared this SOOCH BADLO ad by the brand in this election. If not the tea brand, the state of Uttarakhand does need such communication. It could have helped awaken the sleeping voters.

     

    https://youtu.be/vuH3a1QAIek

     

    Abhi Alarm Baja Nahi Hai ad by Tata Tea openly challenged and took the subject head-on. The national situation at that time provided a perfect context for the call for action. However, one must say that nothing has really changed, and the ad still remains relevant for the category, contextually and conceptually.

     

     

    And, of course, the brand’s simple response to the Chai-paani call was equally relevant. I am not sure how much the situation has changed in this context. However, if I am to believe what I read and hear. In that case, Chai Paani is still in the system, and the communication is relevant.

     

     

    BROOKE BOND- BONDING TOGETHER

     

    Brooke Bond has been a brand that took on the idea of reconciliation and fair judgement, ethical values and awakening of a different type. The Brooke Bond Prejudice ad was one such example.

     

     

    Brooke Bond did the Father and Son Khumb ad a few years back. It was a simple storyline with much simpler non-intrusive product brand integration that touched you emotionally.

     

     

    Brooke Bond took the ‘Swaad Apnepan ka’ to a new level of acceptance of live-in couples. A subject that was still much taboo at that time.

     

     

    Brooke Bond Red label extended the game of these relationships with their secularism ad- between neighbours from a different community. The resistance, the hesitation and the final tipping were well captured. And then they another ad along similar lines of two friends with varying restrictions of communities- ‘Swaad Apnepan ka- Maa Ko Sorry Bol Dungs’.

     

     

    Wagh Bakri Relationship

     

    Wagh Bakri tea took on husband-wife relationships to a new level of explanation and adjustments. Both the ads are well made for their time, and well, even at the cost of repeating myself – they are still relevant.

     

     

    Wagh Bakri also had a series of three films – Doosto Waali Chai, Sister Waali Chai and Papa Waali chai. Each picking on one relationship and linking it to the collective sharing of tea. There was also one National integration film– with tea as the link- but it was too soft for kadak tea lovers.

     

     

    Not everyone’s cup of tea.

     

    Yes, I miss this contextually purpose-led communication by the brands. Can these not be redesigned and calibrated? Why do brands move out of such excellent associations? Must every proposition be killed after some time? Does it compulsorily become stale? Or do we creatively fail to inject the newly evolved context to deliver equally impactful communication?

     

    The above three brands are examples of finding a nice space- which is relevant and strongly associated with the category- and then they seem to have moved on.

     

  • Being well-prepared to defend their decision and creative helped Adidas save itself from a backlash, writes Sanjeev Kotnala

    A Campaign Well-Handled

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAdidas showed a 5×5 grid of 25 different pairs of the breast to promote its New Sports Bra. And it vigorously defended the same.

     

    I remember how an NGO demonstrated self-check for female breast cancer using male breasts – as the female picture was not considered safe.

     

    I cannot be faulted for recalling the Laawaris film song “Aapka To Yeh Pasina Khoon Se Bhi Kheemti / Aur Apne Khoon Ki Keemat Yahan Kuch Bhi Nahi“. And for a pleasant surprise, I saw limited and comparatively mild social media angst around brand communication.

     

    Was it because it was Adidas? Or was it that they were not only well-prepared to defend their decision and creative, but had logic, patience and perseverance?

     

    The original tweet read: ‘We believe women’s breasts in all shapes and sizes deserve support and comfort. This is why our new sports bra range contains 43 styles, so everyone can find the right fit for them’.

     

    Later, the hashtag #SupportIsEverything was added to the post under the rational support to promote body positivity. And that, in my view, pulled the plug from future protests or complaints.

     

    Objections:

    Yes, there were complaints of people suggesting that the communication was ‘Not Safe For Work- Not Suitable for Work’ and, more so, not fit for young adults. There were comments, and people questioned the new thing that Adidas was suggesting. Everyone knows breasts look different and are different. That the social platform is hugely public forums and hence such nudity is a No-No. Some even going to the extent of questioning will Adidas now show the male organ for shapes and sizes for the male support garments.

     

    Support:

    On the other side, one person said: “My wife is one of the women who volunteered to be photographed for this new Adidas campaign. At first, I was very uncomfortable with it, but my wife and her sisters sat me down and taught me the importance of body positivity & female autonomy. I now understand and support Adidas.” Kudos to the person and the woman participating.

     

    Another tweet read: ‘Why does this need to be considered borderline soft porn but men’s bare chest is not. It is time to get over it. The more we see things like this, the less sensational it is.’ It does make sense.

     

    Women were supporting it. Some of the reactions were, ‘This is beyond great! I’m excited to try and fully support this’, and ‘Amazing on normalising the female body all the way and providing the support that our body actually asks for’.

     

     

    Adidas Reaction:

    Now, anyone can predict that there will be polarised reactions. But interesting is how the brand reacted.

     

    Seems Adidas anticipated the possible objections and was ready with the answers. They knew how to defuse the situation.

     

    One interesting detail; the brand’s re-engineered product line was developed by an all-female team. They worked on it after learning that 90% of the sportswomen don’t wear the right size bra.

     

    Adidas did take down the communication from social media but continued with it on their website and outdoor.

     

    Reacting to the mild protest, Adidas went on the offensive to defend the action.

     

     

    Rationalisting the Argument:

    Adidas said: ‘It’s perfectly natural to have breasts. We are happy to celebrate that and won’t be taking this down so we can keep doing so. We want future generations to feel body confident, which is why this gallery is so important to share’.

     

    Now, this is so tough to object to this inclusive approach.

     

    Additionally, pledging their support to sportspersons, Adidas further added, ‘A sports bra is the single most important piece of workout apparel for those with breasts. The confidence and support it gives can significantly impact someone’s performance and ability to stick with the sport. That is, Adidas has re-engineered its entire portfolio, catering to more bodies and workouts than ever before. The images were designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount.”

     

     

    Net-Net:

    Whenever brands try to live at the edge and go test the boundaries, there will always be two audience types. Polarisation is expected. All it takes is pre-indexing the communication on the SMEAR index, anticipating the possibilities, being ready with counterpoints and having conviction and patience to bear the storm.

     

  • But a significant societal change requires working at an individual level, writes Sanjeev Kotnala

    Ads, promotions galore on Women’s Day

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.

     

    Advertising is always ahead of the curve, reflecting aspiration and desire. Brands try to mirror evolution of women and changed status on and around women’s day. A life full of unconstrained new social flexibility and age-old constraints.

     

    The purpose-led intent of the brand and its advertising fails to nudge a behaviour change or change the life of women. But, this focused women’s day advertising and brand associations bringing attention and focus to inequalities, non-inclusive, exploitation, unjust norms, and expectations must not stop. They are the reality check and a good reminder.

     

    Socially we have come a long way, and we collectively accept the new emerging scenario and challenges. However, when we look deep, we remain the same in more ways. 

     

     

    NOTHING CHANGED.

    Trust me, other than for the minuscule population, women’s day is like that dinner in a marriage or the political rally full of promises. In a short time, every evidence of the celebration is removed, and the promises are forgotten.

     

    Everyone tries to exploit the opportunity. In Mumbai, a sizeable residential society and the Municipal corporation representative celebrated Women’s Day last week. The corporator is also a woman. Speeches happened; examples of achievements were shared. And at the end, women were given a branded Tawa and pan as a gift. PR opportunity over. It tells how much nothing has changed.

     

    On TV, debates and conclave on women’s interests happened. Newspapers devoted pages, and FM will bring stories to life. Digital will have its moment marketing, and that’s it. Most probably, at most debates, it will be a male-dominated panel. Or perhaps not.

     

    Even today, sharing household jobs and load still sounds like ‘Share Her Load’, and we know we have not moved further.

     

     

    WE HAVE BEEN OVER-AMBITIOUS.

    I think somewhere, we have missed a trick. We are trying to move too fast. We want tectonic impact without grassroot changes and acceptance of role, responsibility, and contribution resulting from gender inequality. And we have moved to discuss women’s role in Climate control. We have missed the basic need to nudge behavioural change in terms of Gender respect, gender equality and inclusiveness.

     

     

    NO SHIFT.

    In 2021, MTV said: ‘There is more to a girl’s Life than Shaadi ‘. Facebook featured a woman football coach to make a statement. Ijazat Hai by OkCupid reminded you that women still need permission for everything she does! Most try to establish that running and maintaining a home is not her and not only her responsibility.

     

    In 2022, the 121st Women’s Day celebration is no different.

     

    We are still in the same area and area. The brands are trying to establish and talk of a similar thing. Designing a world without a glass ceiling and barriers. We still work with contrived expectations. Prega News harps how women can carry both worlds. The world she is expected to- her home and the world of her job responsibilities.

     

     

    Wow skincare demonstrates the power with #SheMakesUs. Kalyan jewellers push for I am more than enough and tries trending #BreakTheBias.  Hera uses International women’s day as a cover to launch and even includes a hashtag  #NoMoreCompromise in the creative; such initiatives undermine the efforts of other well-intending brands.

     

    Greenlam Industries, in a very contrived way, try encouraging gender equality. Still, it is not her right.. #CanDare, #Impossible, and such Hashtags appear and disappear like the celeste bodies.

     

     

    MISSING CHAPTER.

    A special mention to Whisper for ‘Keep Girls in School’. This initiative will go a long way and will have a considerable impact. We need more dedication from brands- ‘Missing Chapter’ is a move in the right direction. And yes, I wait to see the wall paintings that the brand wants to use to raise awareness about mensuration.

     

     

     

    WE HAVE BEEN STUPID.

    We have always kept high expectations from purpose-led advertising. Yes, the right communication is known to trigger behaviour change and nudge society toward the right direction, but they are rare and few. A significant societal change requires working at an individual level.

     

     

    THERE IS HOPE.

    It will be wrong to say that all efforts are wasted, and no change has happened. The new generation is far smarter, more cued for their acceptance and rights. I do think the tsunami of change is just ahead, and the process will only get accelerated. Till then, let’s raise a toast to the new generation of aware women and wish that things do change.

     

     

    YOU CAN MAKE A DIFFERENCE.

    Forget the buzz associated with International Women’s Day, and forget its existence. Go, celebrate the women in your life. Whosoever is important in your life. Your grandmother, mother, sister, wife, daughter, daughter-in-law, friends and relatives.

     

    Start afresh. Start small.

     

    Listen to their ambitions, desires, barriers, and complaints. And make some positive contribution to their life. Start treating them as equal. Allow them to express be inclusive in education, social interaction and freedom and flexibility. Give them the freedom to be listened to and act.

  • Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age, writes Sanjeev Kotnala

    For, some ‘daag’ are ‘achche’

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaHoli Hai. Bura Na Mano Holi Hai. And if it’s Holi, can Daag (dirt spots) be far behind. Despite the government’s proposed control and appeals from environment groups, it’s Holi after many years. So all are eagerly awaiting the day, ready for some fun and some Daag.

    There is therefore no surprise that Surf Excel has extended its ‘daag achche hai‘ – a 17-year-old campaign insight with yet another Holi film in 2022.

    Holi and Daag and detergent go hand in hand. After all, even the ignorant Hindu agrees that  Holi is all about remixing-forgiving-cleaning and recreating the magic of relationship.

    There is only that much advertising magic in ‘Daag Achche hain’. And the craftiness required to keep it alive with newer expression and intent is getting tougher with every passing year.

     

     

    ‘Jo rang bachpan lautaye, woh rang achhe hain‘. (Dirt spots that can bring back the childhood- are good)- a desire to bring alive the child within and enjoy childhood is a nice thought.

    The mega-solution suggested by the kid in the film is unexpected and not of her age. A stretch of the imagination. Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age. They are too woke. Childhood is hidden behind the tricky crafty twist and finding the solution to every problem.

    The first time it did with the puddle, it was fresh and made you appreciate the thought. “Daag lagne se agar kuch achcha hota hai, toh daag achche hai na? (If something good comes out of staining, stains are good).’ It was definitely fresh.

     

     

    Overall the new 2022 version does the job. Its cast, execution and straining vocal collectively make it a feel-good film. It does not evoke a wow and does not push the viewer to see the brand differently.

    In the campaign journey, kids have played with dirt and stained their clothes, and in the process, they solved some problems. Remember the kid watering the pitch, the sack race buddies and the so emotional ad of the teachcher losing her pet.

    All of them were wonderfully directed, and they mostly brought a smile to the face of the viewer. But, I am not sure if it has the same pull- surprise and engagement. The template of kids’ freedom to get dirty, the wokeness of the solution needs a mega uplift.

     

     

    And the extensions at times open for debate and discussion. ‘Rang Laaye Sang’- the Hindu-Muslim unity raised many eyebrows, and questions were raised. And if such questions (Daag) are raised on such communication, I agree ‘Daag Achche hai’. Though I know, like the Tanishq ad, people will always rightly question if the reverse could have been true or even thought of.

     

     

    One does appreciate some of the extensions of the campaign. ‘Agar ungli pe daag lagne se achhi sarkar banti hai, to daag achche hain’ . If the staining of a finger results in forming a good government, then the stain is good was good and is relevant even today.

    Many may disagree with me- but then the daag of disagreement is achcha for further thinking. Maybe we have stretched the thought too far for too long.

     

    Daag– Not A Flaw- But An Opportunity To Better.

     

    Daag– the dirt stains symbolise imperfection- a defect- unwanted. Chaand pe Daag. The daag on izzat is defined by the Bollywood masala films. Wherever expectations are not met, Daag is imprinted. If the kid does not qualify in an exam- Daag on the family. If a movie does not run- a Daag on producer- actor- director’s career. A dent on the car- a Daag on its beauty. Pimple on the face-  Daag on the face.

    Daag may be as versatile as OSHO’s famous narration of the other four-letter word. Daag is just a flaw- temporary or permanent. And has always been an unwanted aspect of life.

    Surf Excel have, in the past, done wonderfully well to remind that flaws only make her human. And that flaws/Daag/stains can be as transient as the stains on the cloth. That the flaws in relationships, in society, and may be in the individual attitude could be more than repaired- removed and amended. However, the brand should remain cautious of the dirt it refers to.

    Some dirt should never be cleaned. It is an essential part of life, and it helps create society and retain human flaws.

    Some emotions that the woke brands and intellectuals find archaic and unwarranted actually make life what it is. There is no point in practical life to be DEVTULYA- like God- and then even God has flaws. And somewhere, the kids and elders in Surf are so Devtulya that they make the consumer realise- Saab Daag Achche Nahi hai.

     

     

    Style Note: Achche is spelt variously by people: Achhe, Achhe or an accented Achché. MxMIndia spells with with Achche. Here and in the Achche Din Aane Waale Hain line – Ed

  • 'The Kashmir Files' is the truth that was more trampled than any other truth in the country, writes Sanjeev Kotnala

    Sanjeev Kotnala: The Kashmir Files – Shaken and stirred

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    ‘The Kashmir File’ has taken off like a movement of silent protests. It is clearly an unheard, unread, muted, censured history of modern India- which many stakeholders collectively prevented the masses from knowing. Its existence has been denied. Termed a planned voluntary exodus instead of the genocide it was. ‘The Kashmir Files’ is the truth that was more trampled than any other truth in the country. A country running with its own unique concept of biased secularism that most don’t understand or subscribe to.

    Some films must be made, and some must be watched. Some are made late, and a few find celluloid expression early enough. But, it does not change the reality.

    Go watch The Kashmir Files in case you have not watched it. Be shaken and stirred emotionally and mentally with the ruthless massacre that led to the so-called exodus of Kashmiri Pandits from their own land.

    We should hang heads in shame as we never saw the reality. As we did know nothing and did nothing. Maybe we are not capable of doing anything. The Kashmir file shows you one of the incidences in Indian current geopolitical history, where the majority turned minority and had to flee their land. Hindus have fled in most cases of such atrocities.

    Don’t worry if this article does not read like a typical film review. Kashmir Files is not an average film. It is better experienced than appreciated through a few words in an article. And I am happy to see that it is tough to get the tickets during the weekend for the movie.

     

    DID IT REALLY HAPPEN?

    It was a question few people raised after the movie, and many are still unwilling to see the reality.

    1990, I was 27 years old, living in the capital, and trust me, there was nothing in the media. So, it is natural for people to question. People have heard stories in bits and pieces, just like they would hear about a natural calamity. No government then and later did much to bring the facts to life or address the issue of Kashmiri Pandits.

    It is absolutely genuine to ask, how is that possible?

    When a mere breaking of a wall, stopping a train, and arrest of a student leader make international news. How did this genocide not make the news? How come the centre, the state, and the citizen remained immune to it.

    The centre and the state full of involved stakeholders stooped the news, and the citizens remained immune to a truth they did not know.

    Not raised in the movie, but here I ask, what was the role of the combined opposition. The combined opposition of that time must answer what stopped them from initiating an action to make the Government act.

     

    THE KASHMIR FILES- TRUTH THAT SEEMED A LIE

    When you hear Krishna (Darshan Kumaar) in ‘The Kashmir Files’, say, “Kashmir ka sach Itna sach hai ki jooth hi lagta hai”,  it sinks in. It never came out as the Government, and the media worked in tandem. Turning a blind eye to the massacre.

    As I grew up, I heard more from my Kashmir friends and people in the position to know. My Kashmiri friends and their family tell me that after 32 years, The Kashmir Files is as honest as it can be. However, it still projects a watered-down version of reality. And, I have every reason to believe.

     

    HISTORY CAN REPEAT ITSELF.

    How will you react if you are forced with an option of ‘Raliv, Galiv yaa Tchaliv’, i.e. convert into Islam, die or leave Kashmir? That was what Kashmiri Pandits were told, and to top it, they were asked to leave without their women!

    I don’t have an answer on What I would do or How would I behave. Maybe I will be as scared and flee. Maybe, I will fight. However, when I look at the changing situation, demographics and the ever-volatile love-hate relationship in many parts of the nation, I have no doubt that such incidents will not be re-enacted at many more places.

    Unless voices like Kashmiri Pandits are given justice. Unless the country does not wait but takes preventive action. Unless every one of us feels ashamed of the past and get prepared for the future. Unless, unless, unless… And this Unless is so worrying.

     

    THE KASHMIR FILES- BE READY TO BE SHAKEN.

    The dramatisation is an art. Kashmir files need it for storytelling to transport you to ground zero and make you feel the reality, pain, emotions, and torture.

    It may be tough to differentiate the absolute truth from the picturised fact. The reality may be between or beyond the polarities.

    Even the best of the warning did not prepare me for the movie. And I silently wept in shame. No, there were hardly any tears.

    You must take the courage to face what you have been negating. Watch it to support The Kashmir Files.

     

    YES, THE SCENES UPSET YOU

    Some scenes in The Kashmir Files have been talked about more than others.

    Sharda Pandit (Bhasha Sumbli) eats rice soaked in her husband’s blood to save her father-in-law, Pushker Nath Pandit (Anupam Kher), and her sons.

    The re-enacting of the 2003 Nadimarg massacre where more than 20 Kashmiri Pandits were killed. The cruel area commander leaves Pushker Nath Pandit alive so that there is someone to tell what happened.

    The speech of the professor interested in keeping a different narrative alive for her own agenda.

    However, many more scenes will shatter the emotional shield of the most hardened. People find them repulsive as their immunised framework does not have benchmarks to comprehend such a possibility, a reality like it.

     

    DON’T HOLD BACK.

    If you have a tiny bit of emotions for co-citizens and understand what you see on the screen, it may not be possible to hold back your feelings. And you should not hold back; it is a wake-up call for justice to Kashmir Pandits and maybe a precursor to the future.

     

    STAR PERFORMANCES.

    Anupam Kher is a star performer, and here, he had the additional emotional base to go beyond. Maybe it has given him the opportunity and the emotional strength to deliver a role of many lifetimes. As Pushker Nath Pandit, he is as good as you can get.

    Pallavi Joshi is brilliant, and she makes you hate her character, which is the reward for an actor. One must talk about one specific shot. Towards the end, when Pallavi Joshi’s ever hopeful knowing smile slowly dissipates before the reality unfolds before her, you are again presented with the capability of this underrated and underutilised actress.

    Darshan Kumaar is good. Mithun Chakraborty is nice. There are so many brilliant performances, and it is tough to say; they are acting.

    Not to forget Chinmay Mandlekar, who delivers a perfect layered performance as Bitta. His performance needs to be watched for its vignettes and the layered changes. He is pivotal to the whole story as the central villain.

    The main villain, in my view, the fovernment and the interested state political stakeholders, get away with minimal framing.

     

    THANK YOU, VIVEK, FOR KASHMIR FILES.

    Vivek Ranjan Agnihotri has managed to do what others couldn’t do in the past 32 years. The effort is praiseworthy, and the passion and dedication are clearly reflected.

    Thank you from all of us, who may not be Kashmiri pandits but fellow Indians who now feel the pain. And I think I will finally watch your other film- The Tashkent Files.

    And, it makes you understand how come after Article 370 is abolished, statehood is given– there is no reverse movement. The scars are deep and brutal to heal. The mistrust is high, and frankly, when things have been allowed to go on for far too long- one can’t blame the Kashmir Pandits.

    The film does not open old wounds; it just makes the nation acknowledge its role in the genocide. Why did no one act when families after families of lakhs of Kashmiri Hindus were being killed in Kashmir? It may even lead to a lot of hate generation and mistrust among communities, but that is a cost the nation may have to pay for not acting on time.

    NET-NET.

    The movie has delivered what the production team may have wanted from it. And it is getting high recognition and appreciation. Word of mouth is strong about the film, and the increased screens reflect its success. It has brought alive a chapter that many of us did not know existed.

    I want all of us, including the minorities, to watch it once. Support this movie and do not watch the pirated version.

     

    NOTE: This is not against a community- majority or minority. It is about the angst of Kashmiri Pandits and the misguided section leading the Genocide. It is a wake-up call for the government not to remain silent and proactively prevent such things from happening in the future. And yes, to ensure that the Kashmiri Pandits get the justice they deserve.

     

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

     

  • Every brand wants clutter-breaking ads but at times they are just a waste of time and resources, writes Sanjeev Kotnala

    Ads that Break the Clutter

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe audience is never waiting for the advertisement to appear. If the content is engaging and involving, the advertisement break is not welcomed. Hence, the brand communication must be designed for the audience to take notice. It must have the clutter-breaking capability and a robust communication-brand association. Sometimes, execution-style becomes the differentiator, a brand association device and the clutter-breaker.

    The recent QR code Super Bowl ad is one such example. In the Indian context, the Flipkart ads with adult-kids and https://youtu.be/efRNKkmWdc0ZooZoo of Vodaphone and even the Pug were such clutter-breakers. Sometimes brands use references to old classics and nostalgia as clutter breakers. Remember the Aaj Tak black and white TVCs. However, clutter-breaking execution styles and devices in communication may not always give you a positive ROI and impact.

     

    UpGrad Hybrid – Real Clutter-Breaker

    Having experienced online education as a student and instructor/facilitator/teacher, I must confess I am not a fan of online education. Something is lacking. However, I love the UpGrad Online campaigns addressing the working executives and promising career enhancement with online education.

    The new UpGrad ad with Amitabh Bachchan presents a hybrid model trying to break the belief that studies abroad are limited by financial status.

     

    This UpGrad TVC by Womb is different. It uses the angry young man image of Amitabh Bachchan as a clutter-breaker. He is on a rampage, questioning why such UpGrad programmes were not there when he wanted to study abroad, and the brand tells him he can still do so. The film scores as curiosity builder and engager.

     

    Cred Breaks Clutter And Builds On Past.

    Enough has been said about CRED’s earlier campaign featuring celebrities. It was strategically a clutter breaker idea before delivering the promise of reward points.

    https://youtu.be/lRDNFMAkMN4

     

    Cred is back with another clutter-breaker idea. And I am a sucker for strategic continuity in style. However, this one takes the cake. I have no way to measure the success of the earlier campaign, so I must trust the brand team; they must be onto something good. Otherwise, who would burn money behind these clutter-breakers? This time Cred used famous advertisements from the golden era of Indian advertising as a precursor to its message. The first ad talks of ‘Sadharan Inamo ko bolo tata’– say bye-bye to ordinary prizes, a take on the Nirma ad.

     

    I hope there are more ads in the series. We will at least have some laughs while still wondering the point of such ads? These devices work the audience exposed to the old referred advertisement. They may even engage the new generation with a curious WTF expression. Maybe there is more to it. Maybe.

     

    Slice Cards Changes Gear

    Slice cards’ recent advertisement uses its differentiated execution as a clutter-breaker. These are short and fast-paced TVCs delivering the message- Slice For the fast one. Too fast for me- I needed to slow it down to get the message. Maybe I am not the TG. Earlier, the brand has used slow-motion as a device to deliver the message. But this clutter-breaking device does not seem to work.

    https://youtu.be/casGBFWVh6E

     

    Jaquar Double Take To Clutter Break

    Jaquar, the brand known for nath fittings, once again attempts to communicate its presence in the lighting segment. It uses its strength of bath fittings to help create a clutter-breaking visual representation before delivering the message. The new  JaquarTVC uses imagination as a clutter breaker. For a more detailed journey of Jaquar lighting, read the Karthik blog. See the brand’s earlier attempts in the lighting category since 2016 and how the clutter-breaking device in the latest ad plays on its strength.

     

    Dinshaw’s Tactical Break- Leveraging Known Communication.

    Some time back, Dinshaw’s, the leading brand of milk, milk products and ice cream in central India, ran an outdoor campaign based on other well-known communication lines. It was a short, tactical campaign. The headlines played with famous ad lines enhancing better audience engagement and creating a buzz in the market.

     

     

     

    NET-NET

    Clutter-breaking communication is not new. Every brand wants clutter-breaking ads. They have their own strategic devices and creative ways to do so. When it is strategically aligned, as in the case of Vodafone, Flipkart, Jaquar, AajTak and UpGrad, it works and delivers. However, at times they are just a waste of time and resources.

     

    Disclaimer. The author is associated with Dinshaw’s as a brand and marketing consultant.

     

  • Many alumni have changed logos in their professional life, so why the fuss about the IIMA logo, asks Sanjeev Kotnala

    Being Emotionally Stupid about Logos & Structures

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt is a late realisation. I have been stupid and emotionally biased like a classical armchair activist while commenting on IIMA’s attempt to redevelop old structures. How silly and self-centred I was! My alma mater, ‘The Indian Institute of Management, Ahmedabad’, planned demolishing or replacing old Loui Khan-designed dorms with a new structure. At that time, it was painful for me to think of the campus without those beauties. But have they not outlived their extended life and could no longer be restrengthened? In fact, they were safety hazards.

     

    There was a suggestion, and I endorsed it. Why not make the new structure keeping the old façade. Simple solution. Quite stupid, really. The old dorms were designed in a different era, when student’s and institute’s needs, desires and ambitions were different. The students and faculty were happy walking on Stanford Ramp, climbing Harvard Steps or crisscrossing the Loui Khan Plaza. With time, the new campus developed. It was a concrete structure. It used the current technology and newly defined dreams, aspirations, and needs of the students, faculty, and the institute.

     

    The alumni and faculty lobby were against the change. For the alumni, it is the famed pallu of Indian mothers. They deservingly draw much strength from the established imagery of IIMA and thus change is simply unacceptable.  Why get emotional about such things. Why can’t we accept that things will not be the same?

     

     

    The story is repeating itself with a proposed logo change. Most brands have undergone logo changes to revitalise and contemporarise and to reflect the changing world culture. Many of the alumni who are raising their voice against the IIMA logo change have changed logos across products and services in their professional life. But the IIMA logo is the Holy Cow! It has a different emotional connection and recognised worldwide. In truth, the association is with IIMA, the name. and outside academics, the jaali and the Sanskrit words under the current logo may not be well-established.

     

    The voices are questioning a lack of inclusiveness and transparency. How can they forget that management and marketing by nature is non-democratic? Someone must stick the neck out, take a call and move on. Logo and identity change need not be an all-inclusive process, and every stakeholder need not be engaged and involved.

     

    I would like to think that IIMA Board has followed the process. And if that is right, the rest of us should live with the decision and move-on. The institute for long has been in the news for unwanted reasons.

     

    Management, including marketing, is all about taking an open-eyed conscious decision with the available information and moving on. No one knows if the decision will be right or wrong.  And the voices can also not guarantee that their decision would be the right one.

     

    Some stakeholders are hell bent on stopping institute from taking decisions and I find no difference between them and the opposition in national politics or the farmers at the Delhi border. The agenda is simple, oppose whatever is done.

     

    Change is a constant, biases are permanent, and evolution is part of the process. But no, the voices forget it all. They show great lapse of rational and logical thinking the institute is known for.

     

    I suggest let’s move on. If there is a constructive, positive suggestion or recommendation, table it at the proper forum but be willing to accept the decision, even if it goes against them.

    I, for one, refuse to continue evaluating with emotional bias.  I realise I am not even a close stakeholder. After commenting the last time, I have not even tried to find out the status.

     

    The realisation was complete last Saturday. The class of ’87, IIM Ahmedabad, met online to discuss 35th reunion at the alma mater. I realised,the reunion is about memories and meeting friends. The institute is a small but integral part of it. It does not matter where the reunion happens if the batchmates enjoy their togetherness. There is nothing great about reunion at the institute. Why get emotionally drained at the not-so-well-kept dorms? Why experience the alienating concrete campus at IIMA? Why wander around like in an open zoo with hardly anyone knowing you?

     

    The truth is, we stick to groups made of memories. The institute is just the foundation of such groups.  If you understand ‘Na mano Toh Pathar – Mano Toh Bhagwan’, you will understand the utter nuisance and emotional stupidity in case of the Loui Khan designed dorms and the logo.

    ………………………………..

     

    Personally speaking– I find there is no need to change the logo. The new proposed one (as shared in WhatsApp group) are chunkier and lack the grace. There is no need to have different logo for national and international markets.

     

     

  • to formally close an unfinished story, asks Sanjeev Kotnala

    Should I attend Goafest…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI wish Goafest 2022, the flagship Industry celebration of advertising excellence and networking all the best. But will Goafest 2022 be different this time? Only time will tell. Goafest  has given birth to many stories. Reunion of friends. A cold, arrogant walk-by competition. Too many drinks and loosening of the tongue. Awards appreciated and criticised. A simple meeting of eyes and a friendship of decades. Expectations and imaginations play havoc with the sense of direction at Goafest. Everyone wants closure, even if Netflix insists on a script with a sequel possibility. So, here is one.

     

    It is an old story. One where I tried hard to find the closure. It all started in Goafest 2016 and remained unfished till 2021. There was no Goafest in 2020 and 2021. It’s a long story but maybe worth a read. Even if I say so.

     

    EPISODE 1. THE BEGINNING. GOAFEST 2016.

    It is 2am, late last night at Goafest 2016. The after-hours party is in full swing at Grand Hyatt, Goa. I am tipsy and am having meaningless conversations with friends in the reception area. Soon by tomorrow afternoon, you won’t find signs of Goafest here. I can’t dance to save my life, so I am outside the after-party arena where youngsters are busy outperforming each other. While I think, what the hell I am doing here, something magical happens.

    I find a young lady politely asking me if I have cigarettes to spare.

    Me, young at heart, who was lonely in the group of friends and colleagues, obliges. I have enough. And even if it was the last one, I would have still given it to her.

    She seems alone, and maybe her friends are inside. She lingers on smoking expertly, and we start a conversation that meanders across topics that I have no memory of. The after-hours Vodka must be confusing the beer foundation laid through the day.

    We talked for some two hours, or so it seemed. I never asked her for her name, and I don’t remember if she told me her name. I am sure she would never remember me. She had no reason to do so; what if she had borrowed and smoked 3-4 cigarettes with me. I remember she was working in digital space and planning to pursue an MBA from one of the IIMs. Like every IIM alumnus, I let her know I was from IIMA.

     

     

    ALL THAT I REMEMBER.

    I have a faint memory of the slightly tipsy lady in her mid-20s. She was wearing a light pastel dress and smoking. She had a dimple on her left cheek; maybe it was the right cheek. She wore a silver ring with Neelam. I remember telling her Neelam and Saturn. Even said that she could not be Taurus because she was wearing Neelam. And, she said something about her sting harder than the bite- and so I thought she was scorpion- this was a late realisation.

    Few of my friends tell me that they left us together and moved on, as it seemed we were on a different trip. I sat on the ground, looking up at her. She stood stylishly in her pastel dress, playing and ruffling my hair. That’s all I remember…

     

     

    EPISODE 2. UNFINISHED STORY. Woh Nahi Aai

    For one whole year, the memory lingered, and I tried many ways to search for us. So, nearer the Goafest 2017, overestimating the power of Twitter and my reach in a moment of desperation, I twitted, ‘Dear young lady, if you are attending the Goafest, do connect. And yes, you can find me around 1230, you know where. I did not mention A.M or PM. Forgot even to ask my limited industry followers to RT for reach. However, few well-wishers still re-tweeted. I even declared my intent on my blog and the weekly column on mxmindia.com. Clearly, I was hoping for a miracle, for my message to reach her, and it was ‘Mission Impossible’.

    Here was a complex situation. My identity was out in the open. My tweets, as well as the article, carried my not so exciting mugshot. I, on the other side, had no way to tag her. All I had was a faint memory of an overtly tipsy lady smoking with me and having a purposeless conversation.

    At Goafest 2017, Night #1, I left the awards function early. Took a luxurious bath and made my way to the bait area, and I waited for the full three beer bottles and four cigarettes. Someone must have been laughing at my cost. I questioned my expectation while taking a long walk back to the room. And I tweeted an update ‘Woh Nahi Aayi’.

     

     

    MESSAGES KEEP THE HOPE ALIVE.

    Goafest 2017, Day 2, two emails landed in my inbox late in the afternoon. Both suggest a meeting and are full of cryptic clues. The e-mails came within two hours of each other from two different IDs. The writing style clearly indicated they were from two different people. Men will be men, and I am no different. I happily accepted the challenging invite.

    I had no option but to wait at the designated area. I lazily smoked and slowly sipped on my Kingfisher. My eyes scanned the site, and nothing happened. So, after a long sluggish wait, I give up. Dejected, I dragged myself to the room.

    As I was swiping my room key, my phone beeped with an SMS notification. It read, ‘Sorry could not meet. There were friends who she could not shake. Another follow-up message instructed me to Meet tomorrow at the same place but not to call or reply to the message. She had already left the venue.

    I checked on Truecaller, and it showed the caller’s name as Priyanka*. It was tempting to send her a funny reply, but I stopped myself. She was clear, and I was not supposed to send her a message. Why spoil my chances!

    There was also an e-mail. Similar message but signed with a different name. I was confused but decided to play along. Now, all I could do was wait. Tomorrow would be my last chance to meet them, and there was nothing to lose.

     

     

    EPISODE 3. SIDETRACKS.

    My friend from Engineering, Shailendra Singh, posted at GOA with the Indian Navy, came to meet me with his lovely wife. I was worried he may ask me for dinner, and I would have no way to duck. Fortunately, as they had another function to attend, they left by 6 pm.

    Another friend Satinder Pal Singh (IIM Ahmedabad 87 batch), working with Nestle in Goa, came over. He was more than an hour late from his scheduled time. I met him in the room and, without any delay, opened the beer. Sometime later, he suggested going out for dinner as he had driven some 20km to meet me, I could not refuse.  The only condition I was to be back by 1130 p.m. I knew nothing much will happen. However, how could I leave it to chance. With pregnant possibilities of ‘What-if’. While I went with Satinder to ‘Junction’ at the Mall in Dona Paula, my heart and mind were at the Goafest. The beer and food took their time between two friends. Satinder dropped me at the hotel a few minutes past midnight. I was short on my appointment.

    Time was of the essence. I changed, splashed some perfume, redid my ponytail, checked my stock of cigarettes, and hurriedly made my way to the reception area.

     

    EPISODE 4. PARTIAL CLOSURE. KOI TOH AAYA.

    Night 2 of Goafest 2017. At the designated hour, I reached the reception area. There is a PYT sitting in one corner. She walks up to me, and she wants to borrow a cigarette, and a code has been broken. I smile, and she smiles back. I know Meeta* is not my MissGoafest2016. We talk, and I feel it is a waste of time.

    Meeta is standing with her back to the after-party arena. There is no dimple on her cheeks. I see another girl scanning the area, our eyes meet for a second, and she walks up to me. She speaks slowly but with confidence. ‘Finally, you have a smoke to spare’. I smile and offer her the pack. I have enough to spare today.

    Priyanka, Meeta and I are meeting for the first time. They agreed they wanted to play a prank. If I was to ask my mathematician friends to calculate the probability of two girls independently deciding to play a trick on a guy like me at Goafest! He would answer without calculation. Zilch.

    They had observed me last night and were touched by my harmless dedication that they decided to meet. Thanks, Pratap Bose, for that single re-tweet.

    The girls were bored at the after-party. They have been with the same colleagues for the last two days. Both of them had independently sent me cryptic messages. It seems my focus and dedication to the cause impressed them. They have seen me waiting, smoking and drinking at the registration area. ‘Aapki Talash Ke Fan Ho Gaye Hum’ Priyanka joked. ‘They don’t make a man like you anymore’. Meeta joined in. Surprisingly, I believed them. I smile. There is not much to do.

    We end up in my room, and I have enough stock of cigarettes and beer. We finally call it a night at 3:30 A.M. they have an early flight to Mumbai. No promises are exchanged to remain in touch. And none is needed or expected.

    I believe Miss2016, with the dimple on her left cheek, did not attend Goafest 2017.

     

     

    EPISODE 5 THE UNFINISHED STORY. GOAFEST 2018- 2019.

    Hope is a silly thing. The gap between expectation and experience is the reason for all problems. Once again, in 2018, I thought I would be lucky. I shared my story and expectations in 2018 to meet Miss 2016. But neither MissGoafest2016 nor Priyanka or Meeta showed up. I gave up the hunt. There is a limit to being optimistic. But, I still wanted to meet MissGoafest2016 to finally know if she had the dimple on the left or the right cheek.

     

     

    EPISODE 6. LIFE IS FULL OF SURPRISES.  

    In 2021, I was looking for Brand managers for one of my consulting clients. There is a resume that impresses me, and a zoom call is scheduled in November 2021 with the lady candidate. I noticed that she had a dimple on her left cheek. She is a young MBA with three years of experience. She kept smiling and was very confident.

    ‘Midway through the call, she randomly asked me- ‘So, do you have a cigarette to spare’. It took me a moment to realise, and then she confirmed she was my Miss Goafest2016. The interview derailed immediately. We started talking about my chase and hunt and how she had enjoyed it from the sidelines, knowing it was her but could tell no one. In the end, she told me, she was not in for the job – but wanted to end my agony and let me put a face and name to it.

     

     

    EPISODE 7. I DECIDED.

    Recently Shalini* once again called me in March. She was all bubbly and confident like ever. She told me she had registered for Goafest 2022, and maybe we could share a smoke and more in May. I was all smiles for a moment, and then I told her NO- maybe this year I will give Goafest a pass.

    She was a bit irritated and asked if she was the reason for my decision, and I could not tell her the truth. I am still not sure if I should attend Goafest 2022. Or should I break my record of attending every edition of Goafest – an industry event that I love and have  always written about. And I heard her mumble ‘Coward’.

    What would you do? Tell me should I attend Goafest 2022?

    The question that haunts me is, What if she is telling the truth and what if she is lying? And what are the possibilities if I did attend Goafest 2022?

    Netflix Interested?

     

     

    DISCLAIMER: *The names have been changed to disguise the identity. This is a true story. Ture but not necessarily the complete truth. My desire to meet her again has been sincere and innocent, and I know to differentiate between fantasy and realistic fantasy

     

  • Advertising, ease of playing and the low entry cost have made many of them socially accepted, writes Sanjeev Kotnala

    Gambling or Game of Skill?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaPolarised views are part of life. Most of us may have polarised views on gambling, drinking, smoking, pornography and prostitution. Ethics and morality are always contextual and comparative. However, there is confusion when it comes to gambling disguised as a ‘Game Of Skill’. I don’t have extreme views about it, despite being overexposed to their unrepentant, hugely dominant share of screens near me.

     

    I am an impulsive gambler. I love it. Whenever abroad or in Goa, I visit casinos. And if nothing else, I am known to bet harmlessly on random things. I have taught the basics of casino games to many and have seen wealth created and destroyed, sometimes within a few hours. Moderation in gambling has been the key for me. And fortunately, till now, life has been easy as the opportunities were fewer.

     

    As an advertising and marketing person, I am willing to put my expertise into helping anything that is not illegal. That would include gambling apps (game of skill) acceptable and completely legal in many Indian geographies.

     

    In the last few years, legalised gambling with cricket has grown manifold. Dream 11, My Circle and what not. Everyone tells you, you can win big though it carries the possibility of financial risk and may lead to addiction.

     

    Advertising, ease of playing and the low entry cost have made them socially accepted. Around the dinner table, parents and kids discuss their teams and their earnings in the morning.

     

    These new-age gambling companies have been the rebel, masquerading their luck-based game as a game of skill and convincing decision-makers. In sharp contrast to permission to app-driven platforms, Deltin Daman, a brick-and-mortar casino in Daman, is waiting for approvals to start.

     

    Some late entrants are still waiting as this type of gambling is not legal everywhere in India. There are apps playing Share Market within the share market. New forms of skills and talent demanding games are entering, including cryptocurrencies.

     

    Like any other gambling, the gaming apps are instinct-based, and expectations are fuelled by past experiences. Imagery is designed and amplified due to the possibility and desire for easy money and not necessarily adventure or entertainment. Many gamblers on these apps see money as one of the social discriminators and are just wishing for the jackpot.

     

    A small win is enough to amplify the flight of their dreams and exponentially enhance their chances of further participation. In other terms, move towards the ultimate spiral of addiction and financial doom. None of them likes to listen and acknowledge that, in reality, they are funding others and moving towards addiction. Remember, the house never loses.

     

    I believe playing these team selection based skill games needs no more skill or talent than picking the winning single-digit lottery. It is uncertainty and luck. It is nothing but an open-eyed conscious gamble where past performance is no guarantee of any future performance, and results are entirely luck-based. This is true for the gambler and the players they pick. So, where is the question of skill?

     

    Self-regulation is merely not doing anything illegal. In this case, it is limited to carrying desired mandated warnings. The business inherently wants more and more people to play more and more often. There are no algorithm-driven cut-offs and sudden flag-offs to flash out the out-of-characteristics betting. Just because minor loopholes and legal armour breaches allow the floods to enter, do we open the floodgates? It seems that is the way these apps see it.

     

    In ads, we showcase how the horses worked hard, supported by their close ecosystem to reach the pinnacle of their success, so you can now bet on them. The bigness of a possible win. We keep telling the audience: dream big, and gambling will help you realise their dreams. And someone kidnaps the experts to learn the game of skill. It is so upfront that the most vulnerable audience starts treating it as truth.

     

    Every gambling app defence is it is a game of skill. I know that blackjack, poker and even our local teen patti or chaucer are more skill and less luck-based than making an IPL team. The spate of these app advertisemetns, funding and persuasion- will make it seem like the whole industry is one way or the other connected with these gambling apps.

     

    Knowing that nothing will be achieved. The dice are clearly loaded in favour of the betting apps, and the decision-makers have given them the status of being a Game of Skill.

     

  • Brands need to work extra hard to be counted and associated with the property, writes Sanjeev Kotnala

    Clean Bowled! Brands not doing justice to IPL

    Picture source: BookMyShow.com

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIn 2018, I wondered if IPL could ever be the Super Bowl of India? With the IPL then attracted – it was a natural question. The last few years have demonstrated the expectation was hugely misplaced. 10 team format, suspect performances of marque teams and legends, high media cost, and fragmented audience, IPL has lost the chance of ever being Superbowl of India, at least in terms of advertising, media and communication.

     

    This year ads breaking on IPL have left much to be desired, and I am surprised that some of them even made it to the screen. It places a big question mark over creative, strategic, media and clients and their decision making.

     

    It always makes sense to invest in creativity. And more so when the associated media cost is as high as 14-16 Lak per 10 seconds. Good advertisements help in enhancing media efficiencies and resultant ROI. IPL is still the event to bank on. An excellent creative exposed less frequently is far better than a mediocre creative released more frequently. That’s the truth and not a secret. Everyone knows it, yet only a few seem to believe and act on it.

     

    There is a concern about IPL dropping viewership, and everyone has their list of probable reasons. But, IPL is still the Superbowl equivalent in India but fails to get the brand and creative attention and excitement.

     

    We have had our own share of excellent ads exploiting the opportunity IPL presents. One cannot forget Vodafone ZooZoos, Amazon Chonkpur cricket team, and Flipkart Kids. Initial ads from Dream11 were refreshingly fresh, and Airtel took creative leaps time and again. Even the Cred frenzy we have seen is a good example. However, in 15 years of IPL, creatives that became the talk of the town and a subject of discussion across the nation have been few.

     

    Even the high media cost and sponsor’s share of the time have not stopped brands. Some 84 new brands advertised in the first 30-odd games of IPL. Not much can be said for their creativity. The ads don’t grow on you, but they tire you and fast become a blind spot.

     

    FOGG still makes sense with their multiple situations. Dream11 had a dream until one realised their thinking seemed illogical. MyCircl11 used a creative device for your attention and then fizzled out. Cadbury, with ground staff focus, stands out but is not really a surprise; they have been exploiting opportunities, and IPL was no different. On the other hand, brands like Kamala Pasand, Vimal are mere passengers- you did not expect much other than adding the list of celebrity endorsers. However, the title sponsor’s Tata Neu has also disappointed in its pre-launch and post-launch ads.

     

    It is time for the client and the agency to re-evaluate their strategic investment in the game. Re-evaluate their media vs creative cost and time weights, including the number of edits and films they need to make to properly exploit IPL. The brands need to work extra hard to be counted and associated with the property.

     

    The audience comes to watch their teams and favourite sportsperson perform. Ads will always be an irritant. The challenge remains to create advertisements that the audience will engage with and want to watch. I think only Vodafone ZOOZOOs or Amazon Chonkpur scaled these heights and set the benchmark. And no brand has come near Vodafone in terms of exploiting the opportunity.

     

    All have read the pitch right. Brands in IPL need to be sustainably disruptive with their communication and creative device for desired audience engagement and ROI. And the media data does not really capture this essence, and IPL alone cannot do the magic for the brand.

     

    We have had a few brands attempting creative devices to capture audience imagination, taking disruption to heart. And few like RuPay wasting away the opportunity, and the ads are not hilarious.

     

     

     

  • This will be the first time he’ll not be there, but there’s no better Goafest-er ever than Sanjeev Kotnala

    Long live Goafest

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaSo, it is final; I will miss the post Covid edition of Goafest. In fact, the first Goafest I will miss. I wish the industry event a grand success.

     

    I am sure the organising team has done enough to rejuvenate the format. I hope it continues to have fun-filled moments, networking opportunities, higher marketer attendance, and afterparties, where stories happen. Undisputed scam-less Awards, and that will not be too much to ask!

     

    My decision not to attend Goafest got nothing to do with the unfinished story and just that there are some commitments life served as a warning. I will keep writing and try to keep up with my frequency and consistency benchmark.

     

    For a few, it will be their first Goafest and, for some, their last. Most participants would have been at Goafest before. The more times they attend the fest, the more blind they tend to become, accepting Goafest the way it was and the way it is. Maybe this time it will be different.

     

     

    Goafest – Nostalgia.

    Goafest has seen it all, and I am nostalgic about it.

     

    THE EARLY MTV DAYS

    I remember in the initial editions when I checked into Hyatt, I was surprised to see a small, well-crafted small bag. It was a small, sponsored gift, and it had a strip of Aspirin to take care of the hangover, a mouth freshener in case you need it, and a condom. I think it was MTV who sponsored the gift.

     

    RAIN DANCE

    Regular Goafest participants would have polarised views on the afternoon rain dance, a standard feature for a few editions. It later became a bit of a nuisance with more crowd on the visitors’ gallery than on the foam-filled floor. Save water campaigns, and a few other reasons stopped it in 2018.

     

    THE INDUSTRY MAGAZINES.

    Authorised and unauthorised Goafest magazines are part of the festival. Four different titles were fighting the audience’s limited attention at one point. The content was more pictorial, with the same set of people featured in most of them.

    Dainik Bhaskar was the first to do the 3-D edition for Goafest. Personally, these magazines outlived their utility as social media has taken over.

     

    AFTER PARTIES

    The late-night beach parties were phenomenal. Later they moved indoors to avoid the 10.30 pm ban.

    Dainik Bhaskar’s Passport Party’ highjacked one such Thursday evening gala. It was people who came early on Thursday but were not part of the Knowledge Seminar that evening. Oh, those days, the first-day seminar was by invitation only.

     

    HYATT IS IN THE NEWS.

    2014 edition, everyone was busy checking how much time the lift takes to travel between the floors at Hyatt Goa. And in 2016, the indoor swimming pool at Hyatt was more crowded than the afterparty, causing many other residents discomfort.

     

    WATER SPORTS AND EARLY BEACH EDITION.

    Water sports were a major attraction when Goafest was held at the Cavelossim beach. Then after a mishap, water sports were stopped and rightly too.

    Those days one walked a reasonable distance before hitting the huge AC seminar hanger. It was fun as the path took you through a mela type street with stalls. In the subsequent few editions, these stalls became more of sponsor technology stalls- google was the best ever stall- and then the fest moved indoors

     

     

    DRINKS ON THE HOUSE.

    The beer on the house for almost 24 hours has been free to be rationed through allotted coupons. By 2016, much beer was being consumed, and the attention from the knowledge seminar was challenged. I even suggested doing away with free beer. Hopefully, beer and drinks will continue.

     

     

    THE AWARDS AND THE MOMENT

    The awards kept expanding at Goafest to the extent that you could congratulate anyone post-award night, and you would not be wrong. Then awards were rationalised and redefined in sync with the industry evolution and changing trends. Hopefully, we have a far better awards night.

    The selfie moment on stage was a good initiative but has outrun its excitement. One award night, someone used the swear words on stage; other than that, it has been trouble-free.

     

     

    SPEAKERS

    Goafest has seen a strategic move from being just functional oriented speakers to covering a large spectrum of subjects and possibilities. We can always debate if the speakers and their subject interests and engage the audience. However, the film stars and sports personalities drew more attendance than anyone else, and I don’t think that will change.

     

     

    THE ENTRIES DISPLAY 

    Participants’ visit to entries display area has always been an area of concern. They fail to recognise the treasure in there. The organisers tried everything possible to push people to visit the display area but never succeeded. The loss is entirely of the participants, and hopefully, it will change.

     

     

    THE SPONSOR STALLS AND FREEBEES

    In initial Goafest editions, sponsors would trust a gift to every passing participant. And that’s where the laptop bag came in handy. The best one ever was sponsored by Discovery. Slowly, they have moved to strategic games and activities to win goodies. Hope the games and activities are more engaging and exciting and the gifts or utilities better than in earlier editions. There is that additional charm in playing to win something really classy.

     

    THE TEAM

    From the time Goafest started, a core team of industry stalwarts have managed it. They have done a great job, but they have been less appreciated. Three cheers to them.

    But, very few young members of the fraternity are getting into action in managing and organising Goafest. It is not about succession and handing over the rein; it is about sustenance, continuity, rejuvenation, and reviving. Or maybe the transition is so smooth that one has missed the induction of fresh blood and young representatives.

    I am not complaining when they have been doing such a great job?

     

     

  • …all aiming for digital preview and viral shareability, writes Sanjeev Kotnala

    Deeds say a lot more than ads on Mother’s Day…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTechnology day, Valentine’s Day, Armed Forces Day, Day of the Underprivileged, Language Day, Mother’s Day, Father’s Day, Women’s Day and many more. There are too many special days. The brands keep trying to discover or create a higher-order purpose to engage the audience. Many of them are just lip service.

     

    As a brand and marketing consultant, I advise clients to comment on special days if they have done something substantial in that area. Otherwise, if they insist, just wishes would do.

     

    For some categories, these days are a perfect fit. The brands have to say or do something different. Find an unexploited nuance that they can associate and better are seen aligned to. This communication may be for a short duration, but the communication is serious. The efforts put into the communication are at par with any other communication. All aiming for digital preview and viral shareability on social media. Nothing wrong with it. Brands and their strategic creative associates are expected to do this.

     

    Mahindra: Acts mean a lot more than ads

    We have seen many Mothers’ Day communication without brand association or heavy brand plugins this year. Some work, some don’t. But the one that worked for me is significantly simpler. It is an act, not an ad. It is not merely words but deeds. And because of the way it has been done with subtle simplicity, it is far more authentic and emotional. That is Anand Mahindra’s tweet sharing the company fulfilling the promise of providing a new home to Idle Amma.

     

     

    ID: Overload Brand Integration

    Compare it to the heavily (not heavenly) emotional ad from ID full of product placement. At times intrusive product placement. The communication could have been equally or far more effective if the packs were not so forcefully integrated. They are still stuck with #KHANNAKAYA and in-the-face brand placement. But this time, the emotional content is high.

    Remember, when the message is completed in mind, it leaves a far more substantial impact- than when the brands try to spoon-feed their association. The thought is excellent, but the execution could have been far better.

     

     

    BANDHAN BANK: Mother – the biggest banking inspiration

    If you must integrate the product or the brand, it can be done subtly. Bandhan Bank has done this nicely and in a way that most households would relate to. It is lovely the way banking products are positioned and explained. A similar thought is voiced by Aavas Funanciers  but due to different visualisation and all centred within the classroom lacks lot more impact.

     

     

    PANASONIC: Good cause, weak brand link

    Meanwhile, Panasonic takes on a good cause- making Mother-care part of Childcare. And it should be – because healthier moms make healthier families. But the brand product and the thought seem too distant and unrelated. What’s happening here?

     

     

    DSM GROUP: Good connect, focussed approach

    DSM group operates in the area of animal and human  Nutrition and Health. It original name is Dutch State Mines, but now it would want DSM to read as Do Something Meaningful. They have been focused on Immunity development. Hence their communication in past has talked of #InvestInIron #InvestInYourImmunity and now again pushing #InvestInIron. The communication though created around #WorldAnaemiaDay (Nov 26) is relevant on Mother’s Day too. A case of clearly identified relevant purpose and objective under #ProjectStreeDhan

     

     

    PREGA NEWS: Connecting with imperfect mother

    Then there is Mankind Pharma which keeps surprising you with their communication. The brand in the past has demonstrated strong insight-oriented work with Women’s Day– so there is consistency in approach and tonality. This time, they do it brilliantly for Prega News  with #SheIsImperfectlyPerfect and something that will touch each mother. Why should perfection be demanded from every mother? Why the mother should always be under pressure to be perfect? Perfection is, in fact, a myth and imperfection a part of life.

     

     

    NET-NET

    And yes, if the brand really focuses on the special days, they can make an impact, thus creating or at least initiating a solid relationship with the audience. Yet, one has seen more ads than acts. The audience wants proof of preaching and questions the degree of involvement with the cause. Something that the brands must reconsider in the changing media and market scenario.

    In that space, the Cadbury dairy milk digital campaigns like the , promoting local businesses, and the recent IPL behind the scenes are far more effective and relevant. There is something for the other brands to learn.

     

     

    MOM of a different nature

    Meanwhile MOM ( Methods of Madness by Scarecrow M&C Saatchi) sends a heartfelt video message for sons and daughters of India’s creative families. If you have anything to do with creative communication, you must watch these sessions that MOM has carefully recorded for you.  You will get to hear Prashant Godbole, Agnello Dias, Bobby Pawar,  Kalpesh Patankar, Ashish Khazanchi, Sajan Raj Kurup, Arun Iyer, Emmanuel Upputuru, Josy Paul, Viral Pandya, Vikram Gaikwad And  Dave Dye, Definitely a motherly moment.