Category: DAS KA DUM

  • Das ka Dum with Dr Bhaskar Das | On Friday, the Effies will happen. In a scenario where all adspends must be RoI-driven, is there space for creative awards? Effectiveness and effectiveness alone must be the yardstick for ad awards. What say?

    Bhaskar DasAnother tricky question to answer, but our Wizard with Words doesn’t duck it. Here’s Dr Bhaskar Das in the January 11 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. On Friday, the Effies will happen. In a scenario where all adspends must be RoI-driven, is there space for creative awards? Effectiveness and effectiveness alone must be the yardstick for ad awards. What say?

     

    A. The days of a binary answer for most of the business challenges have become irrelevant. It ought to be ‘AND’.  In the instant case, one can engage in endless polemics on which one to opt for. Even Effectiveness needs Creativity and Creativity needs Effectiveness. An RoI is a combination of factors – tangible and intangible – that contribute to creating brand dominance or leadership. They don’t happen in isolation. Both have its merits. The skill is how to use various consumer touchpoints/ emotions, be it cognitive, affective or olfactory, to appeal to the served market. An ‘either-or‘ approach could be self-defeating. In the same way, digital touchpoints are complemented with analog craftsmanship. Consumers are not just algorithms. They are human beings with normal feelings and not just patterns as determined by regression equations.

     

  • Das ka Dum with Dr Bhaskar Das | If people are willing to pay for content offerings like Ken or Morning Context, why are our newspapers so scared of upping cover price? Or is it that they are unsure of their content?

    Bhaskar DasIf this column were to continue till 2033, we would be asking the same question. Be that as it may, here’s Dr Bhaskar Das in the January 12 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. If people are willing to pay for content offerings like Ken or Morning Context, why are our newspapers so scared of upping cover price? Or is it that they are unsure of their content?

     

    A. I must admit that even I wonder about that the same. Why no one acknowledges the Elephant in the Room: the business model plaguing the sector. With changing times, one needs to accept the criticality of high quality content that makes audiences decode a signal from the noise. And they are ready to pay for it, as you have rightly mentioned some examples. An over-dependence on advertising is an anachronistic model of running a media business which is getting affected by fragmentation of attention and format. This is resulting in inter-category migration of revenue. The old model of using low cover price as an entry barrier for new players is outdated in the context of Content as King and when consumers are spoilt with choices and loyalty has become fragile.

     

    So, brand loyalty has to be earned in a sustained manner. I think success is a bad teacher and extrapolation of past success to future is a game that can’t be played anymore.

     

    One can learn from Messi. Of course, Argentina, as a country, isn’t learning, let alone companies. Easier said than done. Business as usual is intoxicating.

     

  • Das ka Dum with Dr Bhaskar Das | With so many news channels carrying fake news, would you say that ‘kite-flying’ should be the Indian news TV media’s official sport, and Jan 14/15, the News Channel Day in India?

    Bhaskar DasPlease don’t laugh. Yes, we actually asked this question. And our Wizard with Words answered it. So, here’s Dr Bhaskar Das in the January 13 edition of Das ka Dum. Have a great, festive weekend. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. With so many news channels carrying fake news, would you say that ‘kite-flying’ should be the Indian news TV media’s official sport, and Jan 14/15, the News Channel Day in India?

     

    A. The question appears to me to be a sweeping generalisation and you have painted all news channels with the same brush. Today’s consumers are not so gullible that they accept fake news as real. Cross-verifications are always done by communities of shared interests and from other trusted media like print.

     

    I liked your creativity of kite-flying and linked the high incidence of fake news in post-truth world to actual kite-flying day but it’s too dystopian and you needn’t be so pessimistic. Consumers are more intelligent than what one perceives.

     

  • Ranjona Banerji: Is the destruction of a town not enough for media to wake up?

    By Ranjona Banerji

     

    Ranjona BanerjiI’m sticking with Joshimath. Because I am intrigued that in spite of clear evidence of government sanctioned and approved construction and the, ahem, “dream” project of the Prime Minister leading to the destruction of this Himalayan town, our courageous media outlets are unable to come out and say it.

    I found this marvellous line in an India Today report “decoding the reasons” behind the collapse of Joshimath. The section about the Badrinath section of the Char Dham Yatra project says: “The project has been on the hitlist of environmentalists”. Well, the environmentalists were obviously correct about putting the project on their “hitlist” because all their fears have come true in the worst possible way. Not only that, the highway project is presented as a some great boon, in spite of the untold damage it has done to the Himalayas. Which this report is about.

     

     

    Thus, the gold standard of journalism manages to write a report listing the reasons for the collapse of Joshimath, include the Char Dham project and yet somehow take a dig at environmentalists without mentioning that they were right.

    Such levels of fear of politicians have now surpassed all democratic levels and taken us straight to authoritarian regimes. All right, all right, we know that already. But it still surprises me, I don’t know why.

    https://www.indiatoday.in/science/story/rapid-urbanisation-tectonic-faultlines-decoding-the-reasons-behind-joshimath-sinking-2320673-2023-01-12

    The immediate problem for Joshimath is the proliferation of hydro projects in the Himalayas. The town is sandwiched between two projects, both of which were damaged in the Chamoli glacier burst of 2021. But as this report in The New Indian Express, by those pesky environmentalist and activist types, the problems caused by the Char Dham project are never far away:

    https://www.newindianexpress.com/opinions/2023/jan/13/joshimath-disaster-a-result-of-deliberate-negligence-2537265.html

    The last point in this 10-point report by NDTV on Joshimath mentions widening roads – without further clarification – as a cause for the destruction of the town:

    https://www.ndtv.com/india-news/in-joshimath-danger-zone-demolitions-resume-after-new-deal-10-points-3686339

    It also allows the chief minister to get away with saying that “Sending a message outside Joshimath that the entire town is sinking is wrong. It will adversely impact the local economy”. That the town has effectively been destroyed by political pressure and collaboration is thus neatly sidestepped. And responsibility shifted to those who warned about the collapse of Joshimath rather than those who caused it.

    Nothing to see here, people, move on. The Prime Minister himself cannot be questioned. Not in person because that is verboten. And rarely by proxy or just by shouting at street corners because of intense fear. He therefore is off on his usual publicity jaunts. Currently, welcoming people to the vibrancy of India. As long as vibrations below your feet caused by bulldozers and earthmovers don’t destroy the ground you’re standing on.

    What will it take to wake the media up? All of the media, I mean.

    Evidently, the destruction of a town is not enough. How sad for the people of Joshimath, but it’s time to move on to the next cause of excitement.

    Therefore, I regret to inform you that the chronicler of invented RSS-BJP history, I regret further that he is not good enough to even be called the Leni Riefenstahl of India, has not been “shortlisted” to win an Oscar. In spite of his own excitement at his own fake news.

    The Kashmir Files has not been shortlisted for Oscars 2023; claims by film crew, media false

    Welcome to vibrancy!

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • Das ka Dum with Dr Bhaskar Das | ASCI has asked Britannia to withdraw an ad which has Amitabh Bachchan making a dubious claim. Creativity is fine, but clear indicator that big entities like Amitabh Bachchan and Britannia don’t really care?

    Bhaskar DasGet ready for a week of fairly probing questons that we ask our Wizard with Words. Without further ado, here’s Dr Bhaskar Das in the January 16 edition of Das ka Dum. Have a great week ahead. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. ASCI has asked Britannia to withdraw an ad which has  Amitabh Bachchan making a dubious claim. Creativity is fine, but clear indicator that big entities like Amitabh Bachchan and Britannia don’t really care?

     

    A. It won’t be appropriate to surmise that companies and celebrities don’t really care for consumers for their well-being. Some creative liberties are taken to drive home a point in an exaggerated manner. I agree with you that when it comes to children (I am not excluding adults by any chance), one should be extra careful in matters of health. It’s good that ASCI stepped in at the right moment to intervene and stop its further amplification. That’s the advantage of a body like ASCI to act as a conscience-keeper and prevent such exaggerated claims in the name of creative liberty. I feel it would be prudent for advertisers to take a prior clearance from ASCI before the damage is done.

     

  • Das ka Dum with Dr Bhaskar Das | Nielsen boss David Kenny has said that heavy ad frequency creates a negative brand impression. How does one react to this: laugh or cry… given that Kennyji has obviously not watched the number of inserts some ads have at primetime in India

    Bhaskar DasThe question is detailed and self-explanatory. Here’s Dr Bhaskar Das in the January 17 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Nielsen Chairman and CEO David Kenny said in a newspaper interview that heavy ad frequency creates a negative brand impression. How does one react to this: laugh or cry… given that Kennyji has obviously not watched the number of inserts some ads have at primetime in India.

     

    A. When David Kenny talks, the world is expected to pay heed to, because of his robust experience in the area of research, analytics etc. In short, his expertise in the area of research, in the context of the changing landscape of inter-media/ attention fragmentation being caused by a plethora of choices available to the viewers. The real skill lies in balancing the optimal mix of right frequency that gets the advertisers the right RoI without irritating the viewer with over-exposure fatigue. Easier said than done but only a sophisticated analytics regime for overlapping media options with first party data could obviate negative brand impressions. All relevant stakeholders have to work together in the interest of avoiding viewer dissonance and advertisers getting the right ROI of their investments.

     

  • Das ka Dum with Dr Bhaskar Das | After being APAC CEO of Maxus and Global President of Wavemaker, Ajit Varghese has joined Star India as a revenue head. As an adsales veteran, would you say that it’s a great move? Or fraught with dangers?

    Bhaskar DasIt’s a sensitive question, especially we all know Ajit Varghese well and how dynamic a media captain he is. But this is a series on asking all types of questions, and so we asked this to our Wizard with Words. So here’s Dr Bhaskar Das in the January 18 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. After being APAC CEO of Maxus and Global President of Wavemaker, Ajit Varghese has joined Star India as a revenue head. As an adsales veteran, would you say that it’s a great move? Or fraught with dangers?

     

    A. Career movements for any individual are a matter of choice, keeping in mind how one plans one’s career progression. There is nothing called right/ wrong or a great movement or not. How would one be judgmental about it as there is no data point to evaluate it objectively as they are not in public domain. Besides, what’s the use of the so-called resting on past laurels, if at all, when an opportunity beckons. The most important consideration in this case I feel is that the concerned individual has worked in a platform-agnostic operating environment and with all critical media stakeholders. He has a treasure trove of exposure that would be an asset to any organisation for facing the dynamically changing media landscape. I can’t predict the rationality of any individual’s decision but with the available data points, I feel it’s a good move. But tomorrow is another day and the best way to predict the future is to create it by oneself. And if you want some dictum to support the decision— ishq hai toh risk hai, to quote from the OTT film on Harshad Mehta or as the adage goes: no risk, no gain.

     

  • Das ka Dum with Dr Bhaskar Das | Choice Factory author Richard Shotten writes that research indicates consumers make changes when landmark birthdays approach. Like 29, 39, 49 etc. Good idea to target the nine-enders?

    Bhaskar DasWhen you talk on data-based insights, you can surely expect an interesting take from our Wizard with Words. Like today. Here’s Dr Bhaskar Das in the January 19 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Choice Factory author Richard Shotten writes that research indicates consumers make changes when landmark birthdays approach. Like 29, 39, 49 etc. Good idea to target the nine-enders?

     

    A. Who am I too question or doubt Choice Factory author Richard Shotten’s postulations that are based on large set of cross-cultural datasets. Having said that, I wonder whether in today’s day and age, where consumer behaviour has come down to N=1, is it possible to generalise on only 9-enders? Imagine the post Covid market dynamics, where suddenly the market has moved to an employers’ market and I wonder if employees are always in a position to plan a number-based pivoting decision for their career, let alone being a victim of rightsizing by corporations. Besides, predicting behaviour on a set of past data, whatever be the size of the data lake, might not lead to a future-backwards behaviour where many environmental imponderables might make a definitive theorisation an exercise in futility. My humble observation isn’t purported to belittle the gravitas of Choice Factory’s research-based conclusions.

     

  • Das ka Dum with Dr Bhaskar Das | There are many who find ‘Naatu Naatu’ from RRR no great shakes. But it’s won several awards for the Golden Globe. What’s your view? Did it deserve to win?

    Bhaskar DasIt’s a Friday and we thought we would provoke our Wizard with Words with this question. And were we successful in our plan? Well, find out for yourself. Here’s Dr Bhaskar Das in the January 20 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. There are many who find ‘Naatu Naatu’ from RRR no great shakes. But it’s won several awards for the Golden Globe. What’s your view? Did it deserve to win?

     

    A. I wonder why we can’t celebrate success of our own work, even when an international award like Golden Globe has acknowledged the RRR song?  Obviously one can differ with any accolade as this is an individual choice. But that conclusion can’t be thrusted on the universe. I feel it’s a great accomplishment of our music composition fraternity and it’s great that the same has been appreciated on a global platform. Period.

     

  • Das ka Dum with Dr Bhaskar Das | Will ChatGPT see the end of journalists? We asked ChatGPT the question, and got an interesting response. What’s your view?

    Bhaskar DasLet’s get right into the answer by Dr Bhaskar Das in the January 24 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Will ChatGPT see the end of journalists? Before you answer, here’s what ChatGPT responded when we asked this question?

     

    A. Here’s ChatGPT’s answer to our question:

    It is unlikely that ChatGPT or any other technology will completely replace journalists. While language models like ChatGPT can generate human-like text, the role of journalists goes beyond just writing. Journalists are responsible for researching, fact-checking, and providing context and analysis for the news. Additionally, many aspects of journalism, such as interviewing sources and covering live events, require human judgement and intuition. However, it is possible that the use of language models in journalism may lead to changes in the way news is produced and consumed.

     

    What’s your view?

     

    I loved your question. There are multiple aspects of my thoughts on the subject. Though I am a digital immigrant, I understand digital natives have not yet got the hang of it exhaustively. So, I took the help of a tech savvy guy to request ChatGPT to write my obituary. I was disappointed. It doesn’t read like the obit The Economist. It is quite possible that there is not much content to write in my obit , but I thought of trying a few more articles but they gave rise to a few thoughts on the subject.

     

    But before that I must mention as two caveats that

    a) I am not fully aware of the tech development on the subject, and

    b) my unrepresentative experience of ChatGPT isn’t exhaustive to arrive at any conclusion in respect of your question. Hence my answer would only be pertinent as of today.

     

    Now I can share my soliloquy on the subject: your question is very pertinent given the smartness of the new technology. AI Open’s ChatGPT is taking the world by storm. AI can upend every business in some form and can impact our behaviour in unimaginable ways. ChatGPT has many features that can impact many professions for sure. It has many advantages and its growing popularity has made Goggle anxious. But these are early days and it is difficult to exhaustively predict how it can influence many professions.

     

    But would journalist community/ freelancers consider the new tech as competitors/ adversaries (ChatGPT vs journalists) or as a new way to collaborate? Some pessimists might aver that the algorithm would defeat human intelligence and that’s bad news for the consuming audience.

     

    At this juncture, I would like to state that (as is my wont) usually one can find truth in the middle and not necessarily at the extremes. For instance, even a ChatGPT copy/ visual/ design might require post-creation touch up for a hyper-personalised experience audience which has already been an imperative for organisations as to how to interact with their stakeholders.

     

    Also, will ChatGPT be able to converse to develop a bond between the reader and the writer or would “The Reality“ get reflected in the ChatGPT output as it follows an algorithm (dependent on pattern recognition from large database)? The demagogues or those who are prolific in rhetorics might have a field day as truth can easily manipulated , and facts can be sacrificed at the altar of reality.

     

    Am I responding like the so-called Old School of thought who loves to hate new technological progress? Possible, or am I thinking that we shall all be sophists in an age of post- ChatGPT?

     

    Too long a soliloquy that creates more opaqueness than light to your question.

     

    So here is my candid answer: I strongly feel that journalists would always required even after ChatGPT storm takes over the world, as they shall improve the copy for better interactivity with their audience and give a realistic version of the world around them (audience) to enable them to decode meaning out of from a plethora of manufactured reality by algorithms. And this would be true for other professions too. In fact the efficiency might go up, provided the originality of human mind continues to go into a higher plane. So instead of competing with ChatGPT, it might be a better idea to complement it through an imaginative mind.

     

  • Das ka Dum with Dr Bhaskar Das | Your views on how we should celebrate Republic Day tomorrow?

    Bhaskar DasStupid question. A bit of a forced one, as we look back. Doesn’t really merit any explanation. Here’s Dr Bhaskar Das in the January 25 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. We know by now that you hate reacting to our questions around festivals and special days, But, still, handhold us on we should celebrate Republic Day tomorrow?

     

    A. For advertisers, agencies or media houses there is nothing special to learn and enact. They are doing dynamically and don’t need a special day to rise and act. A special discounted tactical sales initiative on a special day can’t be called a strategy.

     

    So, my recommendation is just take a break, spend time with the family and friends and get recharged to fact the workplace challenges with new vigour, next day. Let’s keep it simple.

     

  • Das ka Dum with Dr Bhaskar Das | What are the trends and challenges facing the Indian advertising industry in the digital age? (question generated by ChatGPT)

    Bhaskar DasWe actually asked ChatGPT to frame this question. We didn’t ask it for an answer of course, coz there’s no one better than our Wizard with Words to put things into perspective. Without any further ado, here’s Dr Bhaskar Das in the January 27 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. What are the trends and challenges facing the Indian advertising industry in the digital age? (question generated by ChatGPT)

     

    A. I think leading Indian agencies, especially global network agencies, are already cognisant of the unfolding challenges of their served markets and are taking steps to keep up with the challenges.

     

    While they are aware of it, I may mention a few which would be more than obvious to them:

    1) there’s no choice but to embrace tech and data in every area of agency’s operations,

    2) a future backwards strategic approach ( as opposed to present forward) and complement each area of work with appropriate action including skill acquisition and future ready workforce,

    3) client-cum-customer-centricity and sensitivity,

    4) emphasis on performance marketing without jettisoning the key imperatives of Brand building,

    5) develop capabilities to view the competitive environment of client through an ecosystem approach and not a linear myopic process,

    6) develop good internal capabilities for social listening and proactive reputation management of the client through adroitness of navigating earned media.

     

    While the six factors above would be critical to future-proof an agency, two key factors would run through all factors are creativity, deep understanding of consumer and content and adhere to a core purpose for which the Agency’s and their clients’ business stand for.

     

    The points mentioned by me might appear theoretical but they are all practical for thriving in a ‘ never normal’ world unpredictability is the new predictability. The capabilities mentioned by me, if honed consciously , can make an agency/ organisation nimble enough to pivot in case of any future contingencies.