Tag: Roger Federer

  • RIP, Anil Dharker

    Anil Dharker

     

    By Ranjona Banerji

     

    Ranjona BanerjiThe sudden death of journalist, writer and lately, literary festival owner Anil Dharker on the morning of March 26, has sent shock waves of grief through the media industry and the larger world of readers. Although details are awaited, it appears that he had a scheduled bypass surgery on Thursday.

    Dharker was a man who wore many hats, successfully. He was editor of some of India’s most well-known publications, typical of the breezy Bombay style unlike the turgid journals of Delhi. Like the Bombay of the 1970s, 1980s, and 1990s, Dharker brought freedom of expression and high literary and cultural content to the journals he edited. These included The Illustrated Weekly of India, The Independent, Debonair, Mid-day and Sunday Mid-Day.

    Although he is most noted for his work in the print media, Dharker had a varied career which included academics, working for an architectural firm, films (as head of NFDC) and television. He was a man of ideas, known for his idiosyncratic ways and style – including his well-kept mane of hair and must-play daily game of tennis at the Bombay Gym!

    Dharker was a prolific columnist for a number of publications, writing about issues as varied as theatre, tennis, politics and social norms. His writing had both wit and content, and reflected his strong liberal stance. He also wrote several books, prominent amongst which was The Romance Salt, on Gandhi’s Dandi march and that magical substance.

    From 2010, he was best known as the founder of the Mumbai International Literary Festival, one of the best of its kind. It attracted writers and presenters from all over the world and of course, its fair share of controversy!

    I never worked with Anil, but I knew him well over the years. As a columnist and later as a friend. He was a massive tennis and Roger Federer fan and like many diverse people, we share messages as the tennis great goes through his ups and downs. Anil’s column on Federer’s changing backhand years ago is one of the best I’ve read. He would joke that he understood Federer because they were both Leos!

    This loss is very sudden and for many of us friends, readers, Mumbai journalists and will take time to process.

    Deepest condolences to his daughter, his partner, his sisters and extended family and friends. We share in your shock and grief.

  • Judging Communication Differently

     

    By Sanjeev Kotnala

     

    A TVC or DVC or any other video needs to be judged in its totality. We all have our own palate for judging them and brand them as good or bad. We must realise, there will be frames you did not like and could have been done better. The casting, editing, script, dialogues, direction- there are multiple possibilities of areas to excel and go down.

    If communication is achieving its objective and is strategically sound for the brand, then everything is fine, and critics can go take a walk. However, we are in an industry where we value judgment and get affected by the buzz around the communication. We forget that the real test is in the market.

    Every communication cannot be award-winning, but it should be an award-winning output for the time, money and media weights deployed behind it. Hence always maintained that one must invest more in creative product to ensure the best production even at the cost of losing some media investment. A good product exposed fewer times will give a better result than a Bad product exposed many times. No argument there, yet we all end up making the same mistakes.

     

    What if the audience does not watch it completely?

    That is the area where the creative and the planning must take the blame. If the audience doesn’t watch long communication as a habit, then the communication should be trailered to their acceptable length. And suppose the audience watches longer versions but is partial to you in not watching your creative completely. In that case, you know where the finger must point. This should not make you go after the myth called perfection because at some stage the input of time and efforts will start hitting the law of marginal returns.

     

    But audience will judge

    Oh, despite whatever we all may want, the reality is that the audience is bound to generalise and slot a communication. Brand it, likeable and enjoyable, good or bad and the desired message may reach them, or it could be lost forever. Brands that do multiple communication in a process divide their risk.

    In recent times, I have watched a few communications which caught my attention. It may be their concept, art, execution or even edit that first clicked with me. And honestly, with almost all of them, I found some issue. In cases where I did not really know the answers, I used one of the two favourite client comments. ‘Kahi Kuch Kami reh gayi’ and ‘Maza Nahi Aaya’.

    So here I share a few of them.

     

    Colloquial Communication:

    This is one of the better pieces of communication. It is simple and speaks in a language and a tone that is so universal. It is iterative, but it is not dull. KAANO PAR ZIMMEDARI  is such a subtle take and summarisation of request to wear the mask.

     

    Skin in the Game:

    Motilal Oswal Mutual Funds new communication is about building trust within the investing public. Here, the traditional wisdom is amplified; ‘Trust the owners who Trust Their Business’. It is a logic that no one can counter. The brand claims that the company and the promoters are the largest investors in their AMCs equity funds.

     

    Pride in Local Talent & Quality:

    Pepperfry promotes ‘Swadeshi Sale’ while celebrating Indian artisans and adding the assurance of superior quality. The films promise edgy style and design, traditional expertise passed through generations and International quality from Ratangarh. Again simple communication which is loveable and trust inspiring. Time to check out some furniture from Pepperfry.

     

    Positivity:

    There been too much Positivity and Immunity. Brands talk motivational when the audience is fighting to keep the head above the water. Positivity now sounds repetitive and irritating. The PHONE PE commercial is too late in the day talking of possible normalisation of the situation. Stating that we will get comfortable with the new normal as we did with the old. Montage shots tick up all the right situations and do make you feel better. Love the two-generation interacting over PhoePe. Definitely, the brand could have done better.

     

    The Answer Changes Everything:

    What do you want to do when you grow up? A question we all have answered in childhood ( when we knew nothing), professional studies interview, job interview, marriage meeting and many more times. The question did not change, the answer does. What about what you want to do post-retirement? That’s HDFC INSURANCE asking the question, #Whenyougrowup. The idea does not tease as the story is out quite early. It misses the feeling of freedom and at my own terms.

     

    Side Track:

    The two brands which have expertly experimented within their zone are Snicker and Mountain Dew, yet their communication always had a freshness. However now SNICKERS  is confused and MOUNTAIN DEW turning Patriotic. Somehow I liked the International ad of snickers better. What is your opinion?

     

     

    Opportunity Hunting:

    A viral hit. Shared on WhatsApp with regularity. You would have seen it. Roger Federer Surprised two school-going fans Vittoria Oliveri and Carola Pessina in Italy by playing a  match on rooftops. The brand Pasta brand Barilla made it happen and rightly contextualised the message, “pasta brings people together.”

     

     

  • Celebrating Rahul Dravid via his TVCs

     

    By Johnson Napier

     

    He may have bid adieu to all forms of international cricket but it is impossible to erase the indelible impression that “Jammy” has left on the minds and hearts of his many followers and well-wishers. Having delivered with the bat consistently on the field for team India, Rahul Dravid also managed to contribute in pushing the awareness and popularity of brands that nominated him as their ambassador. Not that his brand endorsement journey will take a downturn now that he has called it a day – in fact advertisers may well flock to him even more as The Wall never crumbles even under dire circumstances – but India’s most dependable cricketer does demand a befitting advertorial tribute as we survey his endorsement journey that has spanned over 15 years. (pls also check: essay by R Sridhar + the Amul ads on Rahul Dravid)

     

    We dig up noteworthy endorsement commercials that see Rahul “The Wall” Dravid doing what he does best: assuring the authenticity, trust and longevity of the brand – attributes that best define the indomitable cricketer who has championed his country to umpteen unassailable victories.

     

    Kissan Jam

    Perhaps the only commercial that attempted to bring out the funny side to an otherwise very serious persona. It was from here that Dravid was to be famously nicknamed “Jammy” by his peers and fans alike.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=J-dhgXJlCaY[/youtube]
    Nippo Batteries

    Another attempt at getting Dravid to do what he doesn’t wish to – wooing the gals into posing willingly as he shoots away with his camera. Don’t miss the attention that he draws from his female legion as he advocates the USP of the battery in question.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=m6yKsFewK-E[/youtube]
    Pepsi with Shahrukh Khan and Team India

    This ad may all but belong to Sachin Tendulkar and King Khan, but Dravid’s presence made for quintessential viewing as he donned Team India’s favourite blue jersey.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=wGsOgjAQuY8[/youtube]
    Britannia

    Trust ‘The Wall’ to play family guru and guide as he endorses the benefits of this product for FMCG major Britannia.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=S3zS0WJub6M[/youtube]
    Britannia Milk

    Forget children, even teens and adults would have relished taking a sip of this brand of milk that Dravid so cooingly advocates – simple yet effective, character traits that define Mr Dependable to a tee.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=0FD5viMQTxI[/youtube]
    Hutch

    even this telephone network operator couldn’t resist the rustic charm of The Wall as they used him as bait to woo the viewers to watch him play at the biggest tournament surrounding cricket – World Cup. But wait, how come the geek in the frame doesn’t recognise one of cricket’s most popular faces on planet earth? Wasn’t he off to watch a cricket match after all?

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=JXjcR26roFo[/youtube]
    Anchor electrical

    Another classic gem that shows The Wall playing motivator and mentor with elan. While his juniors are busy putting his plan into action, don’t miss the smiles that the team manages to bring on the faces of the children that are fraught with fear.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=cRwIqudwOJU[/youtube]
    Max New York Life

    A bevy of aunties are seen making a headrush towards Mr Popular even as he struggles to hide his identity. No age is too less or more for his legion of fans – as is the case out here where he is hounded by 30-plus housewives.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=NS6JO2z-aUQ[/youtube]
    Gillette Turbo

    Imagine being paired alongside a world sporting greats. Only a Dravid would’ve brought conviction to the role that needed him to match up to icons such as Tiger Woods and Roger Federer. Indeed, world’s envy, India’s pride!

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=hnmiEld-cFU[/youtube]
    Sansui

    Character traits are being compared between Mr Dependable and electronics brand Sansui. Turned out to be a perfect matchmaking exercise for the brand as they looked up to Dravid to give out the message of being a brand that is as worthy and reliable as the cricketer.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=O6pfGwYbgNo[/youtube]
    Castrol

    Another instance that saw the man delivering the message with just a few words.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ughlUi8xvSs[/youtube]
    Bank of Baroda

    This was a phase when Bank of Baroda had announced a nationwide makeover and enhancement of services – who else to belt out superlatives than Mr Dependable himself? Notice the family man in him take precedence over the meek endorser.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=wTaAQ3XA2mo[/youtube]
    Reebok

    This association dates back to more than 14 years but do not miss his passion and dedication towards the game – and also the brand objective, as he convinces us why his commitment is still as unmatched and endearing as his peers’.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=V6yI3-8jVX8[/youtube]
    HDFC Life

    Putting team ahead of oneself – as was the prerequisite of the insurance player in the frame. One of the last endorsements involving Dravid and probably the one that will go on for a long time as he is committed to still play for the IPL. One can never tire of seeing the man deliver his rustic punches – a rare phenomenon in advertising today.

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=jgGFoMsg_zc[/youtube]