MxMIndia

Tag: anil thakraney

  • Consider this: If Mukeshbhai gets caught in a scandal, will Rajdeep Sardesai even think of going after the big man? You know the answer

    Anil Thakraney: Bad times looming for editors/content heads

    By Anil Thakraney

     

    What’s the best way for large advertisers to get some ‘good press’ in the media? Use PR agents? Throw lavish parties? Suck up to the editors? Naaah! All that is old fashioned stuff. Nowadays, at least in India, where the media acquisition laws are weak, the industrialists simply go ahead and buy a large stake in a media house. Thus controlling the content, whether the proprietors would like to accept that or not. Recently, Ambani picked up a substantial stake in the Network 18 group. And now the Birlas have bought into the India Today group. Am quite certain more large industrial houses are eyeing similar acquisitions in the media.

     

    This is obviously terrible news for content heads. Because their powers get badly curtailed. Of course, the worst case scenario, which means direct intervention in the content agenda, sucks big time… that’s a nightmarish situation. But even the best case scenario sounds pretty depressing. Because that would mean the media house cannot report/write a single word against the shareholding industrial group. And will often be compelled to project them (and all their partners and subsidiaries) in a favourable light. Consider this: If Mukeshbhai gets caught in a scandal, will Rajdeep Sardesai even think of going after the big man? You know the answer.

     

    I can understand why the corporate world wants to invest in the media. Because it’s a powerful weapon to have in the war chest, and industrialists can leverage business/political deals with its help. The question is: Can we not have tighter laws on media acquisition, like it happens in the western world? Surely the time has come for that.

     

    As a journalist, what worries me most is the yet another body blow to the freedom of expression. Already the industry has suffered because of paid news, sponsored news and other malpractices. Not to speak of the greater powers bestowed to the marketing department of the media company. And now this! Clearly it’s not a good time to be a journalist in this nation.

     

    As for moi, I am seriously thinking of shifting back to advertising. The advertisers are calling all the shots anyway. 🙂

     

    * * *

     

    PS: Haha. The advertising life depicted accurately and hilariously in pictures. If you belong to the ad world, you will identify with every single situation. I am sure you are living them right now!

     

    Link: http://thisadvertisinglife.tumblr.com/

     

     

    Anil Thakraney is a Mumbai-based commentator and editor. He is also Editor-at-large, MxMIndia. The views expressed here are his own

     

     

  • If the Ashok Leyland guys had to use Dhoni, the least they should have done was to make the man play a credible role in the script

    Debrief: Ashok Leyland: Terrible casting!

    By Anil Thakraney

     

    You must have watched umpteen numbers of ads where you are left scratching your head wondering how did that celebrity fit into this (SRK selling Santro had me in splits for days together), However, truck maker Ashok Leyland appointing MS Dhoni as their brand ambassador will have you tearing your hair out in utter frustration.

     

    In the TVC, Maahi doesn’t just bond with truck operators and mechanics, he claims to represent Ashok Leyland (like a company salesman), and worse, the cricket captain boasts, ‘Hamara barson ka tajurba’! Wow! What on earth does the Mercedes Benz driving dude know of trucks?? Has he spent even a single day with Ashok Leyland? In the very next commercial, I saw Dhoni jiving with some international footballers, busy selling Pepsi.

     

    The Ashok Leyland guys must think their customers are totally dumb to buy into this nonsense. And if they had to use Dhoni, the least they should have done was to make the man play a credible role in the script. As if all this isn’t bad enough, the ad is very boring and painful to watch. And I say this even when I put myself in a trucker’s shoes.

     

    Complete disaster, I say.

     

    Rating: (On a scale of 1 to 5): 0. Incredible and dull

     

  • The dust is beginning to settle on both the above issues. But am sure the next scandal is just round the corner. What’s the IPL without some offline tamasha?

    Anil Thakraney: On the great IPL scandals

    By Anil Thakraney

     

    I had been traveling all of last week, but I kept track of the IPL shenanigans as and when I could. Since the news channels and the social media folks were busy discussing two sensational incidents of last week, allow me to add my two-bits. And I’ll cut to the chase, as always.

     

    Firstly, on the Shah Rukh Khan versus Wankhede security personnel battle. If SRK’s kids and their pals did not have passes to enter the stadium, the security guards had every reason to demand their immediate removal. Kids will be kids, and it’s highly likely that they would run onto the pitch. There have been allegations that the kids were ‘molested’. I think that’s utter crap. Had that been the case, garam khoon Mr SRK would not have settled for maa bahen ki gaalis, he would have dispatched a few souls to the nearby Bombay Hospital. Also, guards molesting kids on an open ground when the IPL office bearers and players are still at the venue is a preposterous idea to even imagine.

     

    Net net: King Khan’s fat ego (and maybe his booze-influenced head) got the better of him, and he lost control. Ergo, it’s correct that the MCA has banned him. Though given the star’s super heavy connections; that would soon be lifted. But, hats off to the security men who stood up to him. It’s very, very rare in a celeb and VIP obsessed India for lowly officials to take on a heavy weight. I think these guys should be bestowed with an honour.

     

    Next: The incident in Delhi where a drunken IPL player allegedly molested a lady inside her hotel room. That’s a criminal case, and we will have to leave the investigation to the local cops. No one has the right to pass any moral judgments. But Mallya Jr’s tweet was beyond disgusting. It not only denigrated the woman in question, his rant exposed the dude’s sick mindset towards women in general. If Dr Vijay Mallya is a good dad, he needs to send darling beta for counseling, ASAP. And he must also insist that the brat disconnects his twitter account. Junior is not just busy bringing disrepute to his family – he’s reflecting a very poor image of the entire UB group.

     

    It’s Sunday evening as I write this piece. The dust is beginning to settle on both the above issues. But am sure the next scandal is just round the corner. What’s the IPL without some offline tamasha? Aisa mauka aur kahaan milega, bhaiyya?

     

    * * *

     

    PS: “If You’re Not Pissing Someone Off, You’re Probably Not Innovating.” An interesting read from the Harvard Biz Review. On what innovation really means and how marketers must do things differently in order to make a real impact.

     

    Link: http://blogs.hbr.org/cs/2012/05/if_youre_not_pissing_someone_o.html

     

     

  • The government, through the sports ministry, must clamp down on their activities. To begin with, they must bring the BCCI under the RTI regime

    Anil Thakraney: The BCCI has to be controlled

    By Anil Thakraney

     

    Constant readers of this blog might remember my post on IPL 5 when the tamasha had just gone underway. And in that post, I had spelt out various reasons why the tournament doesn’t interest me in the least. Now, I know it isn’t very nice to boast ‘I told you so’. And yet, on this occasion, I feel no hesitation in reporting that I had mentioned at the time that I would be mighty surprised if there was no match fixing going on in this cricket ‘fest’. I also recall saying that for the tabloid media, IPL is a goldmine for sensational stories.

     

    Don’t know if the India TV guys read my post or not, but their sting operation has confirmed my fears. Good story. The only little grouse I have with the channel is that maybe they went out with the story a bit too soon. Perhaps if they had been more patient and had cared to dig a little harder, they may have nailed some big fish too.

     

    To be fair, it isn’t entirely BCCI’s fault if some youngsters decide to sell their souls for some extra moolah. Surely the board cannot keep an eye on the activities of every single player. So perhaps we can’t slam only them for this scandal. The real question is this: What will the BCCI do NOW? Their future conduct will determine if they are serious about protecting the credibility of these games. They have to not just impose a life ban on the offenders (if proved guilty), the richie rich cricket board has to draw out powerful anti-corruption mechanisms to make sure the games are run cleanly.

     

    And this is where the problem lies. How can an organization that’s not answerable to anyone, that has been following dodgy practices as standard operating process all these years, be trusted to run clean and transparent games? Which is why I really think the government, through the sports ministry, must clamp down on their activities. To begin with, they must bring the BCCI under the RTI regime. Of course, this is going to be tough because a whole lot of netas are involved with cricket in India, but it simply has to happen. As long as the BCCI is run like a private party, a personal fiefdom of a chosen few, rats will keep crawling under their glitzy carpet.

     

    If the latest shameful expose doesn’t trigger massive changes in the functioning of the BCCI, nothing will. And yes, thank god I chose to stay away from the IPL. Imagine wasting so many man hours each day watching this nautanki, only to discover later that some players have been busy cutting private deals with freelance agents. Bollocks, mate!

     

    * * *

     

    PS: An interesting billboard created by JWT, London. The National Centre for Domestic Violence, through this interactive billboard, asks people to use their cell phones to drag an abusive man away from his partner. Folks can visit a website featured on the billboard, and click on that to remove the man. Good way to directly involve people on the issue of domestic violence. Wonder when India’s hoardings will get a little imaginative!

     

  • This ad works for me. Because the brand arrives seamlessly into the story, it isn't forced. Also, the situation is very slice of life, many young people will identify with it

    Debrief: Cadbury Dairy Milk: Slice of sweetness

    By Anil Thakraney

     

    Cadbury Dairy Milk’s ‘sweet beginnings’ campaign introduces two more commercials.

     

    One involves a young girl who’s discovered she’s pregnant. And the other one features college ragging. I didn’t quite like the latter one (the chocolate is forced into the situation), so let’s just discuss the ‘pregnancy’ ad which I did like.

     

    The nervous girl finds out that she’s carrying. And is unsure of how to break this big news to her mate. So she rehearses the standard filmy lines in front of a mirror. But the man overhears her, and this leads to a sweet exchange between the two. And of course, Cadbury Dairy Milk happens as a natural extension.

     

    This ad works for me. Because the brand arrives seamlessly into the story, it isn’t forced. Also, the situation is very slice of life, many young people will identify with it.

     

    So this will strengthen empathy. But most importantly, the couple acts very naturally and convincingly (unlike the ‘ragging’ TVC), so full marks to the director.

     

    All in all, must say the ‘Shubh Aarambh’ campaign is progressing sweetly.

     

    Rating: (On a scale of 1 to 5): 3.5 Right situation. Good direction.

     

  • Personally speaking, I am all ready for the future. I have decided to start a specialized scam ads shop. Which to me sounds like a really lucrative business

    Anil Thakraney: Balika Vadhu: 1000! Wow!

    By Anil Thakraney

     

    I don’t watch many TV soaps these days, and to claim that I am too busy for such mindless entertainment will be a fashionable excuse to give. The truth is that most serials haven’t caught my attention in recent years, simply because the plots are either uninteresting or rehashed. But one soap has made the cut for me, I still watch it whenever I am at home at 8pm. And that’s Balika Vadhu.

     

    And I was staggered to hear that the serial has just completed 1000 episodes. That’s a lot of airtime by any stretch of imagination. While it may no longer be No 1 on the ratings chart, it’s equally true that Balika continues to hold the nation’s living rooms enthralled. The loyalists have remained with it for years.

     

    The story of Balika is indeed the story of Colors itself. The show provided a massive launch platform for the channel, and the latter hasn’t looked back since then. I think the main reason the soap has held its own for so long is that when it first hit the small screen, viewers had begun to tire of all those over-the-top saas-bahu dramas set in a Juhu villa. The garish make-up, the hamming, the shrieks of the women in the huge household, dead characters suddenly springing to life, etc… the nation was ready for some real freshness.

     

    Balika quietly came and filled the vacuum. The setting was rural, the characters very real. Simple people who acted simply and were true-to-life. The child marriage story was, of course, the novelty. It worked, and the characters instantly became household names. But what’s most important is that the makers of the show did not lose steam along the way. Even as there’s been a time jump, the characters remain grounded in reality, and we connect with their problems and their life dilemmas. In one word I would say Balika’s success is embedded in its sincerity. Sincerity of its actors and its directors.

     

    I am not sure how much longer the serial will continue. 1000 episodes is already a huge run. But I am certain to be there till the last ball is bowled.

     

    * * *

     

    PS: To celebrate this year’s Cannes Film Fest, some art directors have re-created posters for iconic films. Wonderful. Gives me an idea: Why don’t contemporary art directors from our ad world re-create posters for legendary ads from the bygone era?

    Should be fun. Perhaps a competition can be held to make this happen. This will also

    help art directors in ad agencies make their presence felt.

     

    Link: http://www.booooooom.com/2012/05/08/little-white-lies-x-colette-movie-posters/

  • It works. Songs often have stories behind them, and the singers recounting these tales makes the ads quite engaging

    Debrief | Engaging stories from Airtel

    By Anil Thakraney

     

    A good product-specific campaign from Airtel. The objective is to sell digital music on their service, and instead of simply blasting out tracks in the ads, they have created neat little stories around popular movie songs.

     

    The theme is ‘My Song, My Story’. And each commercial features a playback singer recounting the story behind a particular song to a group of eager fans. The singers featured are well-known names from the world of music: Sonu Nigam, Shaan, Hariharan, etc. In one ad, singer Shaan tells us about the inspiration behind his hit song, ‘Tanha Dil, Tanha Safar’. About friends, who as they grow up, drift away into their own worlds and into their own busy lives. And all that remains are memories.

     

    It works. Songs often have stories behind them, and the singers recounting these tales makes the ads quite engaging. It’s also a good consumer insight to use because even viewers are likely to have their own personal connect with popular tracks. And so the ads become entertaining to watch even on repeat exposures.

     

    The only people who might not appreciate this campaign are those who are not into Hindi songs. But that’s okay. If they aren’t into music, they aren’t the target audience for this offer anyway.

     

    Rating: (On a scale of 1 to 5): 3.5. Focused and entertaining.

     

  • Because Satyamev’s content is highly sensational and extremely disturbing, audiences are unlikely to be receptive to the idea of pure commerce in that moment

    Anil Thakraney: Is Satyamev benefiting advertisers?

    By Anil Thakraney

     

    Okay, so this is the third time in a row I am discussing Satyamev Jayate. What to do? It’s caught the nation’s imagination, and the show is a total path-breaker. We still have to wait to find the overall TVRs SJ delivers, so its commercial success we don’t know of yet. However, this time I want to bring up the issue of the benefit the show brings to all the brands that advertise on SJ. Does it really work to their advantage?

     

    Here’s a thought: Because Satyamev’s content is highly sensational and extremely disturbing, audiences are unlikely to be receptive to the idea of pure commerce in that moment. I haven’t conducted any market survey to suggest this (and perhaps someone should!) but my own observations tell me that audiences get busy debating the content and the points raised in a particular segment during the ad breaks. In addition, I wonder how many people actually like watching ads in the midst of grim discussions on subjects like female infanticide and child sex abuse. I don’t know exactly how much a spot costs on the programme (though I suspect it’s a lot of money), but is that spend really worth it? Something to think about. By the way, this is one of the reasons some news channels pull all advertising during the coverage of a tragedy. People are in no mood to be sold something at that point of time.

     

    Another thing: What’s most galling is that underwear, baniyan and other such floozy products are being advertised on this show. Shouldn’t these brand managers restrict their choice to a floozy tournament like the IPL? Whatever be the popularity of the programme, does the SJ format work for ALL brands? Should just numbers and hype be used to arrive at media scheduling? Or, this could be happening because the media planner has been killed by the industry. And media space and time is being sold like kanda batata. There’s no one around to tell the brand manager if the content of the show would help the brand in any way.

     

    Would be very interesting if there’s a formal study conducted on this subject.

     

    * * *

     

    PS: A fantastic public service campaign from the UK on how to stop domestic violence. With a simple phone call to the police when the horrifying sounds of violence are heard. But what got me interested even more is that the campaign is being run entirely on radio and very effectively too. A nice lesson for all those copywriters struggling with this wonderful medium.

     

    A word of caution: The ads are embedded in the article. And they are VERY disturbing. So listen to them only if you have the capacity to handle such spine chilling stuff.

     

    Link: http://www.womensaid.org.uk/page.asp? section=0001000100100021&sectionTitle=Call+to+Make+it+Stop+radio+campaign

  • Aamir scores far higher on parameters of good journalism. He's anchoring the show the way it should be anchored on the news channels

    Anil Thakraney: Aamir, hope this isn’t social tourism

    By Anil Thakraney

     

    I can assure you a whole lot of news channel anchors must be burning with jealousy.

    Evening after evening they raise various social issues, and nobody notices and no one cares. And of course, nothing changes. Along comes Aamir Khan, and with just one TV show, that too aired on an entertainment channel, and he’s already compelled some ministers to wake up and smell the coffee on the slaying of the girl child. What must also be making these worthies a bit embarrassed (at least I hope so!) is that Aamir scores far higher on parameters of good journalism. He’s anchoring the show the way it should be anchored on the news channels.

     

    Well, now that I have patted the superstar on the back, let’s see if he can/will make a real, long term impact. Okay, so the Rajasthan CM met him for tea and agreed to set up a fast track court (a nice photo-op), but is that the real solution? In my previous blogpost I had mentioned that Aamir must keep the follow-ups on. And not disappear, which he often does. Remember theNarmadaand the Lokpal campaigns where he dropped by, for what I call, ‘social tourism’? Well, hope he’s not playing a tourist with Satyamev Jayate.

     

    The concern is this: Come a new Sunday and the show will discuss a brand new social issue. Don’t know what it is going to be this weekend, maybe it’s domestic violence or child abuse or dowry deaths. The tears and all the drama will be back, and the new issue will become the flavour of the week in the media. Female foeticide will be all forgotten, and it will be back to routine life for everyone. Aamir MUST ensure his good work doesn’t go for waste. He must keep himself involved, even as his other projects go on. If a global star like George Clooney can sail the two boats of commerce and social activism effortlessly, so can Aamir. If the issues remain at the level of a Sunday TV show, I am afraid nothing will change on the ground. The janta’s ancient beliefs and customs are too deep-rooted to be wished away by a chat show discussion.

     

    Do it, Aamir. You have the star power, the fan following, the charisma, the intelligence and the clout to make a real difference. Don’t blow this opportunity away.

     

    * * *

     

    PS: Public awareness campaigns need not be boring. Here’s a foundation set up to spread awareness about HIV. And they have developed funky merchandise items to keep people informed and entertained at the same time. Good work.

     

    Link: http://www.thukralandtagra.com/foundation/

  • To start with, the ad is way too noisy. This is God's own country we are talking about, so perhaps there's a mystical, tranquil, classy way to handle things

    Debrief: TOI Kerala: Much too cliche ridden

    By Anil Thakraney

     

    I watched Times’s new commercial for their Kerala edition. ‘A day in the life of Kerala.’ At least that’s the way the advertiser has conceptualized it. It basically features a ‘traffic jam’ on the backwaters. And all the chaos that follows. A rambunctious Mallu folk track booms in the background.

     

    Now, I know where TOI is coming from. The strategy is correct. They are trying to communicate that they understand the culture and lifestyle of Kerala and thereby the attempt is to win hearts and minds of the locals. That’s fine. But I have some issues with the execution. While I am not a Mallu and therefore am not really in a position to comment on the likeability of the creative amongst the target audience, speaking purely as a communications professional the TVC disappoints me. Here’s why.

     

    To start with, the ad is way too noisy. This is God’s own country we are talking about, so perhaps there’s a mystical, tranquil, classy way to handle things. (Recall the stunning ads done by Kerala Tourism.) In addition, the TVC is packed with the usual Kerala cliches. Fishermen, boats, backwaters, Kathakali dancer, etc. The only prop missing is elephants. They have been replaced by roosters this time, and for that I will give the ad one extra star.

     

    Sure, I admit the locals might just like this fare. But a cliche is a cliche in any region and in any culture. And so is deafening noise.

     

    Rating: (On a scale of 1 to 5): 2. The idea is right but the execution falters.

     

  • The biggest challenge would be to find a girl who can match Priya Tendulkar's pleasing persona and chutzpah. But it can be done

    Anil Thakraney: Bring Rajani back!

    By Anil Thakraney

     

    Not to be confused with the southern superstar… he hasn’t gone anywhere. Not from the movies and not from the social media jokes and forwards. I mean ‘Rajani’, that lovely television soap from the good old days, the one whose protagonist was the feisty, bubbly, ass-kicking Priya Tendulkar. I recall how, as a family, we would crowd around the B&W TV set on Sundays as Rajani went about exposing assorted social evils.

     

    For those of you who weren’t around in the mid eighties, this was a hugely popular show where Rajani, a middle class housewife, would get after dhongi babas, dowry seekers, bride burners, food adulterers and other criminals. And kick the hell out of them. But what was most engaging and entertaining about the serial was the treatment; the show was not serious at all (unlike the much hyped Satyamev Jayate). While the issues being discussed were serious, the style was humourous and very lively. This made sure we kids would enjoy the fare along with our parents. In my view, Aamir Khan’s biggest challenge is going to be to attract, and more importantly retain, Young India. But Rajani achieved that effortlessly.

     

    It’s been many years since. Sadly, Ms Tendulkar is no more. The idiot box has boomed like crazy, and now there are hundreds of channels offering a huge array of programmes. And yet, programmers are forever struggling to find stories that can cater to the whole Indian family. And a lot of trash gets produced in the process.

     

    Satyamev Jayate brought back memories of Rajani. And a thought: Why not re-create that serial? With a brand new Rajani, operating in contemporary times, and using the latest gadgets as she goes about changing the world. But treated with the same simplicity and charm of the past. I think it will be a huge crowd puller, even amongst those urban kids who are forever glued to their smart phones. And it will give the very serious Satyamev a run for its money.

     

    The biggest challenge would be to find a girl who can match Priya Tendulkar’s pleasing persona and chutzpah. But it can be done.

     

    * * *

     

    PS: Who would have ever thought a day will come when the mighty Sir Martin Sorrell would be compelled to apologise for an ad created by an agency that belongs to his own group. This pertains to the hugely controversial Argentinean propaganda film that features an Olympic hopeful exercising at the Falkland’s war memorial. The promo must have really riled the usually thick skinned ad baron for him to say sorry.

     

    Link: http://www.telegraph.co.uk/news/worldnews/southamerica/falklandislands/9246301/
    Sir-Martin-Sorrell-appalled-and-embarassed-by-Falklands-propaganda-video-made-by-his-ad-group.html

     

     

  • I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising. Waste of money. Cricket has been flogged to death, so that's a waste of time

    Debrief: Limca: Freshness badhao, not pyaas!

    By Anil Thakraney

     

    Limca has changed its positioning statement this summer. Earlier they used to promise freshness. Now they are selling the drink as a thirst quencher. ‘Pyaas Badhao’ is the new message. And they have punned on the word ‘pyaas’. Thirst for a drink, and thirst for success.

     

    Kareena Kapoor is the new brand ambassador. In the commercial, Bebo encourages a young, budding cricketer to sweat and toil so that he can become a successful player. Of course, lots of Limca drinking shots happen along the way. Totally unhappening stuff, I say.

     

    I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising so she adds little to brand recall. Waste of money. Cricket has been flogged to death in advertising, so that’s a waste of time. But the biggest mistake is giving up ‘freshness’ and opting for a needlessly loaded story. Yes, I am aware ‘freshness’ is a generic concept for cold drinks, but that’s where the challenge for creative people lies. On how to lift a regular thought by creating wow executions. Stunning renditions should have been tried on ‘taazgi’. The new ad tries very hard to establish the ‘pyaas’ of doing well in life. Worse, Bebo demands adequate footage too… what’s the point of using her otherwise? And in all this crowded mess, the brand gets lost.

     

    Not working, people. Go back to ‘taazgi’ and go back to the drawing board. And hurry, the summer shan’t last forever!

     

    Rating: (On a scale of 1 to 5): 1. Strategy shift bombs.