MxMIndia

Tag: anil thakraney

  • This ad will appeal to a wide spectrum of audiences, from a memsaab looking to renovate her fancy house to a village carpenter. Indeed, that seems to be objective… they want to make Greenply a mass brand

    Debrief: Greenply: The magic is back!

    By Anil Thakraney

     

    Another good ad from the makers of Greenply, those folks who usually back solid creative work. Yup, they did put out a really horrendous TVC in 2011, which featured a really crappy New Year party, but things are back on track. And the promise is still the same: Durability.

     

    The new ad features actor Arjun Rampal playing a magician. The trick is simple: He inserts old objects into a wooden box, and they come out looking brand new. The commercial traverses his journey from a village jaadugar to an internationally acclaimed magician. And covers his entire lifespan. As Rampal becomes old, there are aspersions cast on his credibility. So in his last show, he puts himself inside the box, and emerges as a young Rampal. Timeless, always new, just like Greenply.

     

    Nice. This ad will appeal to a wide spectrum of audiences, from a memsaab looking to renovate her fancy house to a village carpenter. Indeed, that seems to be objective… they want to make Greenply a mass brand. Also, signing up a Bollywood actor seems to be an effort in that direction, though I didn’t see the need for a celeb. It’s a strong idea, and would have worked regardless. Anyway, at least they roped in an unusual actor, Bachchan or SRK would have totally killed this ad.

     

    All said, good to see Greenply back in form. Hope to see even more sizzling work in the future, but minus a celeb.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=4qhyysDxzko[/youtube]

    Rating: (On a scale of 1-5): 3.5 Entertaining and single-minded

     

  • A big salaam to Azim Premji. One thing's for sure: He must definitely sleep well at night, certainly better than a whole lot of other Indian industrialists. Sharing happiness can do that to one, others should try it out

    Anil Thakraney: Role Model Premji

    By Anil Thakraney

     

    I have always harboured a major grouse about our tagda industrialists: Which is that our kanjoos sethjis abhor the idea of sharing money. Hoarding wealth seems to be a part of the great Indian culture, and that habit really stinks in a third world nation like India where millions of people crave for a roti, where many have no torn blanket to cover themselves with in bitter cold. Whatever little charity is done is actually naam ke vaaste effort, aimed at gaining quick brownie points on Page 3.

     

    Which is why I was shell shocked when I read the news about Azim Premji’s decision to transfer millions of Wipro’s equity shares, worth Rs. 12,300 crore (wow!), to a trust. A trust that will do philanthropy, focusing mainly on primary education. In fact, Premji has already donated a percentage of his personal stock in Wipro for social work. So the latest donation is over and above that! This is simply sensational news, because, as I said, richie rich Indian people don’t like sharing, in fact they don’t seem to even care what the have-nots think. A good example is that extremely distasteful monstrosity called Antilla in South Bombay. As someone said, that’s the owner’s way of showing the finger to India’s starving masses.

     

    Anyway, all we can do is puff up our chests with pride knowing that we have a Premji in our midst. And the rest of the tycoons can hang their heads in shame. Apparently the government is working on a proposal to slap higher taxes on the super rich. I am quite doubtful if this will ever happen, the super rich enjoy too much clout in the corridors of power, they will be able to quickly demolish such a plan. But am hoping it happens. If our bada seths aren’t going to loosen their purse strings for charity work, then we have to find a way to force them to do it. It’s only fair.

     

    So, a big salaam to Azim Premji. One thing’s for sure: He must definitely sleep well at night, certainly better than a whole lot of other Indian industrialists. Sharing happiness can do that to one, others should try it out.

     

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    PS: Ah! A kindly clock that gives us second chances, and freezes important moments in our lives. What would we not give to get our hands on such a marvel? I would freeze the moment when Shri Advani started out his Rath Yatra, and took the nation down the tube. I won’t allow the Rath to move an inch. Cool ad from Guinness. And wonderfully shot too.

    [youtube width=”400″ height=”220″]https://www.youtube.com/watch?v=ZAaNbzydxiA[/youtube]

     

     

     

  • Tony Fernandes of AirAsia inherited a bleeding airline in 2001, and turned it around within a year. This isn't a liquor baron who's decided to suddenly fly, Fernandes is a hardcore airline man

    Anil Thakraney: AirAsia: Will shake up Indian skies

    By Anil Thakraney

     

    AirAsia’s decision to fly into Indian skies is great news, both, for the newly formed venture that will run the desi operations, and for the Indian flyers. AirAsia is purely a low-cost carrier, that’s the market they understand, that’s their expertise. And the Indian market has been crying out for another low-cost airline so that the ticket pricing gets more realistic. So that train travellers can start taking air travel a little more seriously. For example, if last-minute travel from Mumbai to Bangalore costs me Rs 8,000, we certainly aren’t talking low cost out here. In any case, competition is always good, and with Kingfisher as good as dead, there is an opportunity for a new player.

     

    AirAsia has tied up with the Tatas, which is also good news. This means the Tata Group will return to the airline business after decades, after their exit from what is now called Air India. The group will want to ensure the project shines, their name is on the line. And Tony Fernandes of AirAsia is a kickass airline man. He inherited a bleeding airline in the year 2001, and turned it around within a year. This isn’t a liquor baron who’s decided to suddenly fly, Fernandes is a hardcore airline man. Which is why this team gives me huge hope. And you do need a power team like this to deal with all the problems that operating in India comes with, mainly high fuel costs and crazy taxes.

     

    I believe they will initially fly in the smaller cities and towns, but am guessing that strategy is to test the Indian waters (or skies, in this case), and am sure within a year AirAsia will connect the metro towns, that’s where the traffic lies. If I wish to fly Mumbai to Delhi, and have taken that decision three days earlier, and if the ticket price is about three thousand rupees, we have a sure winner here.

     

    Net net: A great team, perfect timing, correct product offering and a desperate need in the marketplace. This is one venture that can’t possibly go wrong. And sadly, Dr Mallya will have to grab a Kingfisher beer and watch AirAsia’s aircraft take to the skies. And ponder over what might have been. Alas!

     

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    PS: Meanwhile, here’s what’s happening with the Indian carriers. With too much free time on hand, and being stuck with ‘aunty’ air hostesses, Air India pilots are looking for fun elsewhere. This dude decided to write an obscene rap song and also star in it. Of course, the video’s gone viral, of course, the pilot’s in trouble, but who cares? We, the janata, are funding all this nonsense. One more reason why an AirAsia is badly needed here. We want pilots, not rappers. Anyway, it’s a fun video, enjoy!

     

  • Much-needed outrageous advertising will quickly get Quikr.com into the consumer mindspace, writes Anil Thakraney

    DeBrief: Quikr.com: Madness pays

    By Anil Thakraney

     

    Quikr.com, the online classifieds portal, has taken the best route to promote itself: Disruptive advertising. Makes a lot of sense. Because when you don’t have very deep pockets, and you are a new brand which uses new tech, you need to shake mass consumers out of their set habits.

     

    The promise, of course, is simple: You can sell anything through Quikr.com. Their new TVC is literally a riot. There’s a huge mob on the streets protesting against corruption (Anna Hazareji deserves some credit for this ad), there’s threat of violence, and the situation looks pretty grim. One police inspector climbs his vehicle to take control. But instead of asking people to behave, the officer says he’s planning to shift his residence, and if anyone is interested in buying his used household goods. One dude from the crowd suggests Quikr.com. The internet video has already scored lakhs of hit, so clearly the disruptive route is paying handsome dividends for the advertiser.

     

    Good work. This sort of outrageous advertising was needed, and it will quickly get Quikr.com into the consumer mindspace. It’s a lesson for all those small advertisers who continue to play safe in their ads, not realising that’s the worst thing they can do for their brands.

     

    Also, there’s a creative tool Quikr.com uses, which I really like. They don’t ask you to call them, they ask you to give them a ‘missed call’. This ‘missed call’ stuff is a very, very Indian thingy, the junta loves it, and Quikr.com should make it their own, it shouldn’t just be a baseline. In fact, they should create entire ads around the ‘missed call’ theme, will be hilarious.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=9OvHnHK2QSQ[/youtube]

     

    Rating: (On a scale of 1-5): 3.5 Perfect strategy. Disruption works.

     

  • There's an opportunity here for a new Hindi cinema award, whose biggest promise is credibility. Where the judging is totally transparent and the entire focus of the event is on cinema, good cinema, and nothing else. In short, all that the Oscars are to Hollywood

    Anil Thakraney: Want to launch an Oscar in India?

    By Anil Thakraney

     

    Let me make it abundantly clear that I have nothing against the Filmfare awards, they are as worthy or as trashy as you deem the rest of the Bollywood awards to be (and there are plenty!). If you are a discerning cinema purist, you would be appalled by what goes on in the name of awards. However, if you are someone who enjoys dance, masti and street humour, and aren’t really a true cinema buff (in other words, a fan of crap called Dabangg and Rowdy Rathore), you would totally enjoy all these gigs.

     

    These were the thoughts swimming in my head as I watched the Filmfare awards show. The same old item numbers, the same old crass jokes by SRK and Saif (Balki & Bulky? You gotta be kidding me, guys!), and the same old thakela faces in the front row (Rekha, her ‘secy’ and Chunky Panday have become furniture items at these events). And as usual, a long, yawny, four-hour television extravaganza, which had nothing to do with cinema per se.

     

    And worse of all, the perpetual question mark that hangs like a sword on all Bollywood awards: What about credibility, dude? That still appears to be sorely missing. Case in point: Only the winners in the important categories land up at these events. And Shri Aamir Khan continues to shun these nautankis, because they lack the one most important thing for ANY award event: Trust. Sadly, nothing seems to be changing year after year, it’s always the same issues.

     

    Which then brings me to the point: Very, very clearly, there’s an opportunity out here for a media brand (or any corporate) to institute a new Hindi cinema award, whose biggest promise is credibility. Where the judging is made totally transparent (perhaps televised), and the entire focus of the event is on cinema, good cinema, and nothing else. In short, all that the Oscars are to Hollywood. If someone can pull this off, earn the film industry’s respect over a period of time, all other award shows will pale into insignificance, a couple might even be compelled to shut shop.

     

    I see an opportunity here. A gaping hole in the market waiting to be filled. Don’t you?

     

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    PS: Want to know how to make food advertising look sexy? Hottie Padma Lakshmi shows you how it’s done. Suddenly, all of us men want that damned burger. And suddenly, all of us men envy Salman Rushdie, and wonder why he let Padma go. Idiot! 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=mQDit9-z1Xw[/youtube]

     

  • Because the insight is superb, viewers will enjoy this ad and connect with it. After all, not appreciating the partner’s problems is a ghar ghar ki kahaani

    Debrief: Idea: Rides on insight

    By Anil Thakraney

     

    Terrific consumer insight in the new Idea commercial. Which is that busy couples often quarrel with each other because they don’t understand one another’s work/life pressures. In the TVC, a smarty son tries to sort their differences by secretly exchanging the cell phones of the bickering parents.

     

    And so, the hubby gets a firsthand knowledge of his wife’s assorted problems: Bai calling to say she’s gonna vanish for a few days, watchman calling to say there will be no water supply for days, etc. And the lady is made aware of the various stresses in her man’s life: A demanding boss, panic in the office, etc. Of course, the realisation leads to love and peace in the household. Goes very well with Idea’s theme: An Idea can change your life.

     

    Good commercial, but its power lies in the idea, not the execution. The editing is a little sloppy (the section which deals with the couple taking calls is too hurried and therefore little registers), and the casting could have been better. The man is a well known film/TV actor, they needed a new face. Also, and am sorry to say this, the child looks a tad repulsive, they needed a darling out here, a daughter would have been a better option.

     

    But because the insight is superb, viewers will enjoy this ad and connect with it. After all, not appreciating the partner’s problems is a ghar ghar ki kahaani. In that sense, it’s a good job done.

     

    However, here’s an alert for anyone who tries this experiment with his/her family: It could lead to an instant divorce, as extra-marital affairs get exposed. You are warned! 🙂

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Je0YNN62gf8[/youtube]

    Rating: (On a scale of 1-5): 3. Nice idea. Could have been executed better.

     

  • There cannot be a greater joy for a journalist than an expose well executed. It also makes the audiences take news channels more seriously. Am hoping this will be a turning point for news television in India

    Anil Thakraney: Need more Choppergate stories

    By Anil Thakraney

     

    I think someone’s gotta do a viewership measurement study for the Choppergate coverage. No, not to suss which channel got the most eyeballs (I can already see Arnab babu claiming the championship), but to check exactly how many Indians actually watched the television coverage. This is because I am beginning to suspect India is tiring of scam stories, the janata may have reached a point of disinterest in corruption. And this is because there’s a financial scam happening every other day, and it’s now become an Indian way of life, much like spitting and pissing on the streets. Naturally, our politicians and babus would be mighty elated if indeed that is the case.

     

    Having (ruefully) said the above, the media still has to do its job, it still has to report the bloody scams. And what gladdened me is that almost all the TV channels went into the investigative mode on Choppergate. Reporters got flown to Milan (lucky guys!), anchors went deep into facts and figures, and there was a healthy competition to unearth more dirt than the rival channel. I particularly liked NDTV’s Vishnu Som’s work, who presented his bar charts as if he was talking to school students. While it was a bit funny, I liked the analytical passion he displayed. Now this is television I appreciate. Because this is asli journalism, as against the gasbag debates that happen each evening. When the same group of farts arrives, and farts about every possible thing under the sun. And it gets particularly noxious during TV dinners. It is these mindless debates that have driven many viewers away from desi TV news. That’s not journalism, that’s nautanki.

     

    Choppergate reminded us that the news channel folks do have the will and the skill to carry out investigative journalism when they deign to. And am hoping we get to watch more of it in the future. In any case, there cannot be a greater joy for a journalist than an expose well executed. It also makes the audiences take news channels more seriously. Am hoping this will be a turning point for news television in India, though I suspect I am wrong. For some reason, editors seem to enjoy all the prime time gassing. Sigh!

     

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    PS: Very good slice-of-life commercial. Brits in particular would identify with this. And surprisingly, it comes from McDonald’s, who aren’t renowned for great advertising work (though their ad for McSpicy, which I reviewed last week, isn’t bad). Wonderful story that culminates naturally with the brand.

     

     

  • The idea is to create two such Big Days each month. Especially in those months when there is no important festival. And then, in tandem with the media, market that day to the hilt

    Anil Thakraney: Marketers must conjure up more V Days

    By Anil Thakraney

     

    I write this piece on the lovely Valentine’s Day. Romance is in the air, and the social media is bursting with it. Even the mass media is doing its two bits to promote love. More so in Mumbai, now that the Shiv Sena has stopped beating up the heart shaped balloonwallahs.

     

    Guess it’s a huge day for florists, card sellers and other marketers. And I quietly snigger at the plight of all those dolts who forgot it’s the great V Day, and bought nothing for their partners. They’ve had it, I say! And in order to ‘make good’ for their crime, they will now have to rush to buy expensive goodies. When viewed as a gullible consumer, this sort of purchase pressure is kinda exploitative. However, this is an industry portal, so I am on the side of the canny marketers, and shall suggest that the Valentine’s Day Sales Carnival can easily be extended to an all year long bonanza. Leading to windfalls for the industry.

     

    The idea is to create two such Big Days each month. Especially in those months when there is no important festival. And then, in tandem with the media, market that day to the hilt. Imagine these: Daughter’s Day. Son’s Day. Granny’s Day. Chachi’s Day. Bhabhi’s Day. Cousin’s Day. Mother-in-law’s Day. And so on. I believe Father’s Day and Mother’s Day already exist, but for some strange reason, marketers haven’t been aggressive on them. They should be. India is a country of relations, we are emotional fools, people feel a strong sense of bonding with family, even the extended one. Wonder why CEOs have been sleeping on this goldmine. When heavy sales can happen even if there’s absolutely no need/want for the goods in the consumers’ lives.

     

    So go for it, guys. Declare a Special Day. Create a buzz around it. Get celebs talking about it. This will get the mass media interested. The social media chatter will follow. And voila! You have another day in the calendar to embellish the toplines.

     

    On that thought, happy belated Valentine’s Day. Hope, for your own well being, you didn’t forget to buy her/him an expensive gift. 🙂

     

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    PS: Cute idea from Scotland to promote tourism. They dressed up a couple of ponies in cardigan sweaters made out of local wool, used them in ads, and these creatures have turned into celebrities! And they help generate a great deal of curiosity about Scotland. We should do something similar with stray dogs and cows that line our streets. Dress them up in khadi kurtas. And Gandhi topis. 🙂

     

  • It's a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald's had chosen not to show the burger, the communication still works

    Debrief: McDonald’s: Jaasti spice mangta!

    By Anil Thakraney

     

    Good to see that McDonald’s has relied on consumer insight for their McSpicy burger advertising. Usually McDonald’s ads, at least in India, are pretty straight forward; they are either into price claims or general masti. It’s a simple insight: How people spread rumours in an office, so that by the time the fifth person has heard the gossip, it becomes utterly sensational.

     

    The TVC features an executive tendering his resignation. And this gets his colleagues buzzing. As the info spreads from one dude to another, each one layers it with his own spicy version, so that by the time the last guy gets to hear of the news, he’s told that the resigning exec had assaulted the boss! Haha. Must say it’s a powerful insight, this sort of spicy nonsense goes on in every single organisation.

     

    But most importantly, it’s a relevant insight; spicing up of news ties in naturally with the McSpicy burger. Therefore even if McDonald’s had chosen not to show the burger, the communication still works. That’s a clear sign of a good idea. Also, good to see office executives in a McDonald’s ad, usually they feature kids and college lads. After all, adults too dine at their outlets, and they are more likely to consume a McSpicy.

     

    Only one improvement needed: While the ad does make you smile, they can, and must, make the gossip stories really wild, the idea has a lot of potential. Layer on oodles of spice, guys… we are lovin’ it!

     

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=OzLaFeujvOQ[/youtube]

     Rating: (On a scale of 1-5): 3. Super insight. Needs more spice.

     

     

  • I was not just impressed with the BAFTA awards presentation, I think the way they conducted the show should be the benchmark for all movie award shows, both, abroad and in India. Here's a checklist of all the things they did right

    Anil Thakraney: BAFTA Awards: The perfect show

    By Anil Thakraney

     

    Some readers of this blog might recall my review of the Golden Globes 2013. I was not very excited by the endless rambling by some of the award-winners. I had also suggested that a few cinematic insights ought to be provided to viewers, stuff that we usually never get to know.

     

    Well, the Brits seem to have given me a good hearing, hehe. I was not just impressed with the BAFTA awards presentation, I think the way they conducted the show should be the benchmark for all movie award shows, both, abroad and in India. Here’s a checklist of all the things they did right.

     

    The show (Sony Pix) was completed in two and a half hours (including various ad breaks). Perfect timing. This is the length of an average flick. This ensures viewers don’t tire out or fall asleep by the time the big awards are declared. A lesson to be learnt by Bollywood awards organisers.

     

    There was just one host, Stephen Fry. The man is naturally witty, and the script provided to him shone. Plus, he did not get into verbose jokes, he was quick and sharp. And because he was performing solo, the possibility of juvenile exchange with a co-host got ruled out. (I am so not looking forward to the mindless banter between SRK and Saif at the Filmfare awards show, scheduled for telecast this weekend.)

     

    Fry set the ground rules very early. He made it abundantly clear that winners should be crisp and rapid in their award acceptance speech. And everyone obliged, there was no need for music to be blared to stop the offenders. I am hoping to watch a repeat of this at the Oscars.

     

    Interesting insights were provided on all the major movies, with comments from crew members. Special capsules were created for this. So much better than the idiotic spiel belted out by the so-called ‘humorous’ anchors/guests. Awards are about cinema, and the focus must remain on that.

     

    Even the red carpet parade was short and sweet. Movie stars weren’t asked asinine questions by TV channel reporters. All we wanted was to see their designer dresses, and that’s what we got.

     

    And yes, there was no item number. You don’t need those, we get to watch them in the movies. Don’t know when Bollywood will understand this.

     

    Really hope other award organisers take a leaf from the BAFTA guys. Movie award shows should be fun to watch. They mustn’t be an ordeal.

     

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    PS: Sometimes the ad guys need to objectify men too, so that the ladies can have fun. Director Guy Ritchie has done just that for David Beckham Bodywear (H&M). As the sexy footballer runs through Beverly Hills in nothing but his skin-hugging chaddies. Enjoy!

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iQCd1xVAkow[/youtube]

     

     

     

  • The Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking

    Debrief: Gillette: The Protector

    By Anil Thakraney

     

    Till just the other day, Gillette was busy telling us men that women prefer guys who shave. They say the stubble comes in the way of ‘closeness’, and therefore most ladies abhor the stingy hair. That I have been shaving all my adult life, and am still a zero with women, is another story, of course. But I found the idea interesting.

     

    However, the Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking. Ever since the Delhi gang rape, the spotlight has moved to the issue of women’s safety in India. And riding on the topicality will serve the brand well. I also like the fact that Gillette stays away from the usual shaving equipment advertising cliches, the same old smooth shave, freshness, etc, stuff. This is purely about brand building on an emotional platform, and in this category, where one brand is really no different from the other, it’s a good strategy.

     

    ‘Soldier for women’ is the theme of the commercial. It basically features all sorts of males and females, first standing individually, and later men surround the gals like bodyguards. Of course, all the mards are clean-shaven (Gillette does not like hairy men, remember?). 

     

    I like this approach. Just two things: One, the creative doesn’t pack in an emotional punch, it leaves you kinda indifferent. The ad needs to be redone so that it arouses goose bumps amongst us men. This should not be very difficult; women’s safety is a charged subject. Also, Gillette must not stay at the level of a TVC, they should go all out and create a sustained 360-degree movement. So that within the next year, in the consumers’ perception, Gillette = Caring for Women. It would be a tremendous brand positioning if they can pull it off. 

     

    Rating: (On a scale of 1-5): 3. Good start. Lot of work needs to be done.

     

  • All these heated discussions, post-mortem of the man’s trial, and worse of all, controversies over the disposal of the body and chest-thumping by some TV anchors will only help in fanning anger in the valley

    Anil Thakraney | Guru execution: Media frenzy may do damage

    By Anil Thakraney

     

    To be honest, I am not quite sure on how the media should have dealt with the Afzal Guru hanging. Yes, it’s a big, big story (after all, how often does this softie nation hang criminals?), and the man was behind an outrageous attack on Parliament, no less. So his execution had to be covered, no option, really.

     

    And yet, I saw no point of all the TV discussions and the detailed newspaper reports. What was the use of re-visiting the terror attack in graphic detail, of re-living the doubts expressed by some on the fairness of Guru’s trial, of debating the timing of the execution, of playing out angry comments from Kashmiri separatists, etc? Now that the man is dead and gone, what purpose does this really serve? All these issues/controversies should have been debated while the convict was still alive, that would have made sense, perhaps it would have impacted Guru’s destiny. To my mind, a story on the execution itself, on how they went about it, would have been more than sufficient.

     

    In fact, all these heated discussions, post-mortem of the man’s trial, and worse of all, controversies over the disposal of the body and chest-thumping by some TV anchors will only help in fanning anger in the valley. Make no mistake about this: Despite the calm we have witnessed in Kashmir in recent times, there’s simmering rage amongst many locals who don’t like the idea of being a part of India. My worry therefore is this: Did the media, with its over-the-top coverage, unintentionally provide a handle to the disgruntled elements? I strongly suspect this might be the case, and I really hope we don’t suffer as a nation in the coming years. Hope that we don’t have to deal with more Afzal Gurus.

     

    Yes, the terrorist had to die, it was always only about when. Yes, it’s a big story, and yes, the media had to do its job. But I continue to get haunted by one thought: Perhaps editors and content heads could have handled this one differently. Because, in the end, national interest must come above all else.

     

    And yet, this is a gray zone, there is no ready black-and-white answer, I concede that. Let’s just hope we didn’t screw this one up.

     

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    PS: An excellent example of how to talk price for cars without damaging the brand image. Because in this category, status is everything. A must watch for all brand managers on how to offer discounts without discounting the brand appeal.