MxMIndia

Tag: Dhoni

  • Dream big is also following a classical strategy of thematic and tactical ads, writes Vikas Mehta in his weekly review of ads aired around IPL 2022

    Dhoni abandons his ‘Dream’?!

     

     

    By Vikas Mehta

     

    Vikas MehtaSo, it’s been a very usual and unusual IPL so far. Usual, because Mumbai Indians (MI) have lost the first two matches. But the MI captain Rohit Sharma felt it was business as usual in his post-match interview. Unusual, as Chennai Super Kings have also lost the first three matches on a trot, albeit after years. Unusual also for CSK as Dhoni, after relinquishing his captaincy seems to have taken it back and is also scoring runs as in his heydays.

     

    And as usual, Dream 11 continues its dream run at IPL. The idea of “Dream Big” has seen many new frontiers. The series of various players like Shikhar Dhawan, Rishabh Pant, Rohit Sharma, Jasprit Bumrah and Hardik Patel reminiscing their struggles but not giving up on their big dream has two new creatives so far. One, with Pant and the other with Sharma. And this time, they pay tribute to some behind the scene people like the groundsman or even a stranger helping Pant at a gurudwara. The thought of one is never alone if one’s big dreams fits seamlessly into the Dream Big theme of Dream 11. Whew! Too many dreams here.

     

    https://youtu.be/3JazfubLOgI

     

    Dream big is also following a classical strategy of thematic and tactical ads. For the uninitiated, when advertising was the be-all and end-all of all communications, brand ads were created for brand equity, may be once a year, extolling the virtues of a brand and its personality. These were called thematic ads. Interspersed through the year were tactical ads which by nature would drive sales. These were by nature about inducements or sale pointers. Personally, I think this was more of a jargon-spitting marketer’s delight, as for the end-consumer. every communication is a message and she or he does not delve into it with a separate compartment of thematic and tactical in her or his mind. The ads with Dhawan, the Pandya brothers, Ashwin and even Pant in a metro asking people to try the Dream 11 seems to be in the genre of the tactical ads of yore.

     

    https://youtu.be/Dn7ixMGB_dM

     

    But one dream seems to be missing from Dream 11. Dhoni has disappeared from all communications and has now appeared for Winzo. Another gaming app. Winzo is not about a fantasy league. It’s about skill and social gaming and I presume it’s clear of any controversy related to “gambling” as Dream 11 is. Maybe that’s why Dhoni moved away from Dream 11. In the ad, Dhoni cheekily starts by saying that he is called gamechanger so he is changing his game from today. Very unusual but typically clever from Dhoni.

     

    Quite unusually, I am seeing Byju’s ads without Shah Rukh Khan. And these are good. Emphasising on understanding the concept rather than memorising for an exam. ‘Samjho seekho jeeto’ encapsulates the idea well. As a parent, these resonate with me more than the Shah Rukh ads which seemed more gimmicky. I also think Shah Rukh’s personality does not gel with that of Byju’s and made the brand more flippant.

     

    There has been a lot of buzz about the new Spotify ads. I like them because they amplify the generation gap between Gen Z and the millennials as also Gen X. While Gen X and the millennials are passionate about politics or shopping offline or any discussion and are more social, GenZ is more reclusive and more digitally social. So, Spotify is their ‘kavach’ or protective armour from these indulgences of the older generations. Unusual, yet simple.

     

    I also think that the Meesho ads capture a similar trait of Gen Z. The features of photo search or free delivery are neither new nor unique but they capture the essence of Gen Z. While millennials or Gen X prefer offline shopping and want to see all options, Gen Z is not only used to online but also wants trendy or happening products. So, these features serve them well.

     

    Does Aamir Khan have a triple role in his next film? The series of Netmed ads make me think so. Or, wait! Was it Pharmeasy? Or 1mg? At least Pankaj Tripathi was not about triple or double role. Not only are the names confusing but so are the generic benefits. From a consumer perspective, when I fall sick, I need medicines, fast. Not in a day or in a few hours, but in minutes. So, except for long-term medications like for diabetes or cholesterol, I am not sure how these medicine aggregators can help. What do the investors and these start-ups know that we don’t?

     

     

    And just when I was about to sign off, I saw two similar ads from PepsiCo company. For Pepsi and for Slice. It seems the company has taken competitive stance as a corporate paradigm. But then what’s the fun if unusual things don’t happen. More on the two ads next week.

     

     

    Vikas Mehta, a senior advertising professional, is now a strategy consultant and educator based in Dehradun. He has a considered, often contrarian view that we enjoy consuming (and contesting) on most things around him: cinema, cricket, advertising, politics and life in general. AdsOnIPL is a series of reviews of the ads aired around IPL programming. The column is in its second season. His views here are personal.

     

     

  • Urges consumers to stay active in their insurance needs

    MS Dhoni to be Brand Ambassador for Turtlemint

    By Our Staff

     

    Online insurance platform Turtlemint has announced the onboarding of Mahendra Singh Dhoni as brand ambassador.

     

    Said Anand Prabhudesai, Co-founder, Turtlemint: “This is our first foray into an integrated brand campaign. We have curated a wide mix of media like television, print, OOH and digital to take our unique message and story to India. It’s a story of how technology is not just pushing insurance penetration but also enabling lacs of insurance entrepreneurs in the smallest towns and cities of India to do more. We are sure that Dhoni’s far-reaching connect will go a long way in getting our story heard, and building support for our mission.”

     

  • And this is what the India cricketer said: It is a well-known fact that Madras and its people hold a special place in my life… to associate with a Madras-born brand like Indian Terrain felt natural and appealing.”

    Indian Terrain signs Dhoni as Brand Ambassador

    By A Correspondent

     

    Leading menswear brand Indian Terrain has signed cricketer Mahendra Singh Dhoni as its Brand Ambassador.

     

    Speaking on the occasion,  Venky Rajgopal, Founder Chairman, Indian Terrain Fashions Limited said: “We are elated to welcome Mahendra Singh Dhoni to the Indian Terrain family. Our brand is represented by the ‘Spirit of Man’ logo and we believe that Mahendra Singh Dhoni truly exemplifies all the attributes that our brand stands for. His inspiring presence, strategic thinking ability, quiet fortitude and power packed performances on and off the cricketing field, make him the ideal representative of the brand to our consumers and youth of today. His popularity across the country will help take the brand to the next level.”

     

    Added Dhoni: “I am extremely delighted to be the brand ambassador of Indian Terrain. It is a well-known fact that Madras and its people hold a special place in my life, for the love and acceptance that has been bestowed on me over the years. To associate with a Madras-born brand like Indian Terrain felt natural and appealing. The brand seamlessly mirrors my off-the-field style. I look forward to an extraordinary innings with the brand!”

     

  • The captain-in-waiting's annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry

    With deals worth Rs 17 cr a year, Virat Kohli beats Dhoni and Sachin in endorsements

    By Samidha Sharma

     

    India’s hottest young cricketer Virat Kohli is setting the world of brand endorsements alight. The Indian captain-in-the-making, whose exploits on the field, combined with his youth, good looks and never-say-die attitude, makes him a winner off the field too, has inked a Rs 10-crore per annum deal with German sports goods giant Adidas.

     

    The three-year contract, perhaps the most lucrative to be signed by an Indian sports star, will see the swashbuckling right-hand batsman endorsing the brand’s apparel and shoes.

     

    The Delhi lad has also struck a Rs 6.5 crore a year deal with a tyre brand that had master batsmen Sachin Tendulkar and Steve Waugh as its ambassadors, a person familiar with the development revealed.

     

    The two deals will see Kohli topping the likes of Indian skipper Mahendra Singh Dhoni and Tendulkar in terms of annual earnings per brand endorsement.

     

    Kohli, who turns 25 later this year, pocketed around Rs 40 crore from endorsements last year, but that sum may swell up substantially with these two deals in his kit bag. Currently, he lends his face to as many as 13 brands, including  deodorants.

     

    When contacted, an Adidas spokesperson declined to comment on the development. Tendulkar, who is Adidas’ current brand ambassador, is perhaps at the fag end of his illustrious career.

     

    And Kohli fits the bill perfectly as he is being groomed to take over the top job from Dhoni after the 2015 ICC World Cup, an executive from a sports management firm, who did not want to be named, said.

     

    Bunty Sajdeh-led Cornerstone Sport and Entertainment manages the Indian vice-captain’s endorsement contracts. Mr Sajdeh was unavailable for comment.

     

    Kohli’s annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry. Till last year, the cricket star used to command Rs 3 crore per brand annually, which went up to Rs 6 crore.

     

    The Rs 10-crore a year deal with Adidas propels him to a different league altogether. “For the past few years, Dhoni has been ruling the endorsement space, but Kohli is catching up very fast. While Dhoni connected well with the masses, Kohli has a more urban appeal which a lot of brands want to cash in on,” said Indranil Das Blah, COO of celebrity management firm CAA Kwan.

     

    The price escalation in Kohli’s endorsement contracts has meant that a lot of brands which had signed him early on must shell out much more to renew their deals or simply end their association with him.

     

    “We are willing to pay a premium, depending on what that number is. He has been a great fit for our brand which targets youngsters, and he has grown with us,” said J Suresh, MD and CEO, Arvind Lifestyle and Brands which has had the cricketer on board for three years as Flying Machine’s brand ambassador.

     

    The jeans-wear brand signed Kohli before the World Cup at a moderate price and its contract is up for renewal. With Rs 10 crore becoming the new benchmark, many brands will find it hard to match up to Brand Kohli’s price tag.

     

    Until recently, Kohli and Nike were in a five-year contract inked in 2008. However, things turned sour between the two sides when the US sports goods major went to court claiming Kohli had breached the contract by disagreeing to continue as its brand ambassador till 2014. But the Karnataka high court ruled in favour of the cricketer, allowing him to sign endorsement deals with other sports brands.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Mahi was at least transparent in his dealings. Maybe this wasn't about honesty, maybe it was about financial naiivete. Either way, the truth is, he put his own name on record. The media must acknowledge this.

    Anil Thakraney: Mrs Dhoni should have invested in Rhiti

    By Anil Thakraney

     

    Well, now that the dust has settled on the N Srinivasan saga (for the moment, that is), the media is going after Dhoni on charges of conflict of interest. Apparently, Captain Cool, at some point, held a cool 15 percent stake in a sports management company called Rhiti (what an odd name!), and this constitutes what we call ‘unfair trade practice’. This is because there are a few other cricketers managed by this company, and it would be in Rhiti’s interest if they got selected to play for India. The conflict arises because as captain, Dhoni has a say in team selection.

     

    While technically speaking the media has a valid point, and Dhoni is answerable for this direct investment, I really think we should go a bit easy on the guy, we should give him some breathing space. For three reasons. One, apart from doing commentary, cricketers don’t really have a solid career post retirement, and they have to look for investment opportunities while the going is good. Dhoni can start a restaurant or a hospital or a dance bar, but perhaps these things don’t interest him, his heart may lie in an activity he understands most: Sports. Therefore investing in a sports management company isn’t really out of place.

     

    Secondly, sports is a totally performance based activity (unlike many other professions in India, especially Bollywood, where failed sons of stars keep getting fresh opportunities), and even if Dhoni got Suresh Raina and Ravindra Jadeja (Rhiti clients) an entry into the cricket team, these blokes have to quickly deliver. Or perish. So this so-called ‘conflict of interest’ has a very small role to play in this case. N Srinivasan’s situation is entirely different. He headed the BCCI and owns Chennai Super Kings, that’s a Deadly Dodgy Deal.

     

    Thirdly, we have to admit Mahi was at least transparent in his dealings. Like some of our respected netas, he could easily have invested benaami money in Rhiti. Or even invested in his wife’s or cousin’s or chacha’s name. But he chose to put his own name to it. Maybe this wasn’t about honesty, maybe it was about financial naiivete. Either way, the truth is, he put his own name on record. The media must acknowledge this.

     

    In short, fine, let’s cover this story. But please don’t crucify the man, he deserves better. There are enough big fish swimming in the dirty Indian Ocean to go after.

     

    ***

     

    PS: Haha. Totally cute ad from Taco Bell to push their Dollar Menu. What I like most about this one is how nicely they’ve sold their low price offer without damaging the brand. Rather, they’ve made it rock.

    http://www.fastcocreate.com/1682903/a-spunky-senior-channels-christopher-walken- in-new-spot-for-taco-bells-dollar-menu?utm_source=twitter&utm_medium=feed&utm_campaign=Feed%3A+ fastcompany%2Fheadlines+%28Fast+Company%29

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • Chori? Perhaps. Still, you have to admit the director of the Aircel ad has done a good job, one can't take that away from him/her.

    Debrief: Aircel: Charming. But is it original?

    By Anil Thakraney

     

    Sweet Aircel commercial. Very endearingly directed. For the first time I have liked Dhoni in a commercial, he looks happy being in it. The Indian cricket captain usually looks maha bored in the ads, as bored as he looks at the pressers these days, as he turns into a mannequin when asked questions on the IPL mess.

     

    But the most important reason I like the ad is the performance by the little autograph hunter. Very cute, very real, and his expressions and body language are stunningly perfect. This situation feels like it’s happening in real time. Full marks to the director, this commercial looks simple but it mustn’t have been easy to shoot. So, good show.

     

    However, a veteran ad man points out that the commercial is a copy of Coke’s classic ‘Mean Joe Green’ commercial from 1979. I am linking both the commercials below, you can decide if the Aircel creative team got inspired or not. Yes, the ads do have the similar plot, the treatment is similar too. Chori? Perhaps. Still, you have to admit the director of the Aircel ad has done a good job, one can’t take that away from him/her.

     

    Aircel
    		 Coke

    Rating: (On a scale of 1-5): 3.5 – If the ad is original. 1 – If it’s ‘inspired’.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • Boring interpretation of 'Change the game'. Witless, uninteresting dialogues. Forced irreverence, which falls totally flat.

    Debrief: Pepsi: Not the game, change the ad!

    By Anil Thakraney

     

    It must take enormous talent to botch up something like this. The creators of the new ad for Pepsi had all the power tools at their disposal: A funky, irreverent brand. Top Indian cricket heroes. The most happening Bollywood star. And a cool idea – Change the game- which packs in potential for super commercials. And yet, it’s all gone terribly wrong.

     

    In the TVC, designed to promote Pepsi’s association with the current T20 World Cup, the team bus has broken down on the road. Leading to crowds, noise and traffic mess. Ranbir Kapoor arrives out of nowhere, and advises Dhoni and his boys on strategies to use for the tournament. When Dhoni questions Kapoor’s ‘tameez’, the latter explains that T20 lacks tameez.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Y8YeNX6l5ek[/youtube]

    An extremely poor ad, I have a laundry list of problems. Boring interpretation of ‘Change the game’. Witless, uninteresting dialogues. Forced irreverence, which falls totally flat. Worse, Ranbir Kapoor looks like he has no idea what’s going on out here. And the cricketers leave you with a feeling they want this shoot done with very quickly, and their bills settled before the first ball is bowled.

     

    Truth be told, lack of tameez as a thought ties in well with T20 cricket. (That it promotes rowdy behaviour inside the stadia is another story, of course). But a tired, stupid commercial has killed even that little germ of an idea.

     

    Rating: (On a scale of 1-5): 0. Disaster with a capital D.

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