By Jaisurya Das
Last week I introduced sensory perception and its interesting connect with brands. I am most thrilled by the huge response. Thank you!
I have received mails, messages, calls etc from people all over our country and a few outside India as well.
Interestingly most of them listed the various scents that they have encountered and how they helped bring them closer to the brand or service. At the risk of sounding repetitive, I must list a few of these interesting examples of how people connect to people, brands and varied environments.
A very dear friend called to tell me how an open bottle of concentrated phenyl reminded him so much of the hospital that he spent time in nursing his father. I know this isn’t the greatest of memories but the fact is that almost instantly, he connected to that very hospital. Not hospitals in general.
This morning I had a young lad who is an aspiring journalist, tell me that the aroma of an army canteen was so unique. Apparently it smelt like a collage of soap, shampoo, detergent and lots more. This is a memory that he cant forget easy. The son of a Major, the visits to the canteen were quite often, be it for groceries or a new pair of shoes. I am almost certain, he will recall most of the brands on the shelves that contributed to this heady aroma.
The aroma of eggs on the pan for instance, instantly reminds me of my bachelor days in Chennai where every dinner meant going to a neighbourhood push-cart to eat hot dosas and omelettes! No brand, nothing. Just a familiar roadside eatery that can get your taste buds doing a triple summersault. But, yes, I do connect those days, my friends, our bikes and living alone. And to think, all I did was make myself some fried eggs this morning !
Am not too sure how many of you have experienced the unique clove cigarette Gudang Garam from Malaysia. Been there for decades I would imagine. Smells a bit like fresh marijuana with all the sweet and spicy scents mixed in one. No, don’t smoke. You can experience this aroma even if you are in the vicinity of a Garam smoker.  Oil-stained smokes that are as dangerous as any other, and yet once lit you’ll recognise it from a mile off. Guiding Garam or Garam as they call it.
So, as is evident, there are thousands of such brands and services that are remembered for their aroma. Instant recall and yet not positioned such. Much can be done, be it a new brand or a much flogged one. And yes, the sense of smell is only one example of how we react. Don’t forget the human body is equipped with other senses as well !
Marketers underestimate the power of the senses. People tend to stay far away from the brain, and its prowess to understand the tiniest of signals.
My fellow marketers, if you have the time and inclination, start deciphering the brain.. and if you don’t, call an expert!
Well, currently it’s time for the ‘ Agony Uncle ‘ to step in as the expert!!!
Ladies and Gentlemen here are our questions for the week all the way from Coimbatore, Delhi and Mumbai. Ya ya, Uncle has answered them as well!
Read on my friends….
I joined this large newspaper in the ad sales team. My boss has told me that I can’t play Holi because the colour shows the following day and I can’t be making sales call. But in my community, Holi is the biggest festival. I am even ready to quit because of this, or take a week’s leave for the colour to go. How can organisations impose such bizarre rules. Please advise.
Hold your horses, my friend! Your boss is right and he’s just following the typical corporate code of conduct. No organisation will want its front-end ambassadors meet with clients with residual dyes and colours all over. This isn’t an accepted practice.
I completely understand your sentiment on the festival of Holi and you can still enjoy it provided you use organic/ natural colours. They are complete water soluble, safe on the skin and will give you more than enough fun too! Don’t forget the tradition of Holi began many many years ago, and long before chemical dyes and paints were used.
All colours that were used were vegetable- and plant-based natural dyes which were completely safe. Thank god, these organic colours have made a comeback. I would however urge you to ensure good quality ones since I understand all dyes packed nowadays for Holi carry labels saying ‘Organic’.
So, go ahead and have a colourful Holi and be organically squeaky clean for work next morning !!
PS Don’t overdo the ‘Thandai’! We do not want to lose our way to office, do we?
Why is it that language publications aren’t able to attract as much revenue for their ads as the English language publications do? This is even when the circulation numbers of a language publication may be more than that of an English language daily?
Contrary to what you may think, language publications do earn large advertising revenues especially from the key markets. In fact there are several markets in the country where language publications earn significantly more than English. Kerala is a typical example of this.
However, you do find the reverse too and this is primarily because English publications have higher advertising rates. Superior marketing teams, more pages, more supplements, more colour and more premium slots contribute to high revenues for the English leaders.
English publications tend to revise advertising rates also faster. Its also a perception based situation where English commands higher rates. No, this isn’t about content, its about strong branding, powerful marketing teams and an assertive mentality. Considering that the lions share of the English daily market is owned by one leading media group, we are bound to see dynamic rates and high revenue flow.
I don’t think this equation will change in a hurry either, though growth is seen majorly in regional markets. English is premium in the mind of the consumer and the advertiser. He wants to be seen there irrespective of what it will cost him.
This is the magic of great marketing !
Do media organisations compromise their editorial integrity when they organise events and awards especially? And have to invite bigwigs, and thereby take favours?
Hi! Thanks for writing in to us at Dear MxM. The T20 fever seems to be raging.. From ‘Googlies’ in the past, I now have to deal with Bodyline ‘Beamers’ too!
Good question my friend. I wish I could duck for cover but that isn’t our raison d’être at Dear MxM, and it never will be..
Having said that, let me reiterate that editorial integrity can’t be questioned purely basis the fact that events and awards are conducted by the same group.
Yes, celebrities, industrialists, politicians, bureaucrats, defence services etc all make the tightly guarded invitee list and this list is really never ending. I know the kind of pressure faced on passes
when you conduct large events and hence am not sure who’s favouring whom !
But, yes, all business relationships do have a little give and take,  Networking is what it’s called, isn’t it ? You scratch my back and I scratch yours. No harm done really provided it stays within limits.
Editorial integrity as you mention cant be attributed only to the media house as this has a lot to do with the individuals involved. Integrity and sanctity must be maintained, but at all levels.
For instance, a senior journalist attending a high profile cocktail party or travelling to Greece, or Morocco or some other exciting destination all paid for, can be deemed to be doing his/her job and yet can raise eyebrows !!
Hence in my opinion, a favour is a cause for concern only if its going to dilute the brand or the breed of journalism it is known for. Beyond this, it is purely a business relationship be it passes for an event or a jaunt to promote tourism !!
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Can a company ownership which doesn’t like/consume non-vegetarian food impose that none of the employees can have non-veg on campus? Is it legally tenable?
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I am afraid, the answer is yes! All employees adhere to a code of conduct as per company policy and duly sign a copy of the documentation of the same. This could be included in your appointment letter or as a separate annexure. This document is tenable in court and is considered valid proof of a contactual obligation between you and the employer.
Hence company policy can mean several things, ranging from a dress code to decorum and more. In this case, choice of food as well !
I would have however imagined, that discerning candidates do some amount of research before they decide to join a particular organisation but I guess I was wrong….
There are two options before you now :
1. Dump the job and join a good streak house.
2. Gorge on salads,good dal (lentils), nice sabji (vegetables dry sautéed) a few onion pieces, some pickles accompanied by some home made chapatis/ phulkas/ rotis (whole wheat bread) and focus on the work that you’re paid for.
I rest my case. God bless.
On that note it’s time to say Sayonara… Have a multi-coloured Holi with much organic fun!
May the hues of this age-old festival make your life super colourful and full of joy…
One long weekend this is, so take good of yourselves, unwind, relax those muscles and let your feet soak in a hot tub. You deserve it.
And yes, we will be back with the our characteristic (!) punctuality; The same space, same day, smashing questions and smashed answers @ Dear Mxm !
It’s fine, you can inbox us even on holidays at editor@mxmindia.com with ‘Dear Mxm’ and your city in the subject line.
Jaisurya Das, the maverick media-evangelist eats,sleeps and romances brands..
His cerebral consulting interventions are aimed at making brands powerful and sustainable.
He is also Contributing Editor of MxM India.Â
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The views expressed in this column are his own