MxMIndia

Tag: Sanjeev Kotnala

  • Being well-prepared to defend their decision and creative helped Adidas save itself from a backlash, writes Sanjeev Kotnala

    A Campaign Well-Handled

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAdidas showed a 5×5 grid of 25 different pairs of the breast to promote its New Sports Bra. And it vigorously defended the same.

     

    I remember how an NGO demonstrated self-check for female breast cancer using male breasts – as the female picture was not considered safe.

     

    I cannot be faulted for recalling the Laawaris film song “Aapka To Yeh Pasina Khoon Se Bhi Kheemti / Aur Apne Khoon Ki Keemat Yahan Kuch Bhi Nahi“. And for a pleasant surprise, I saw limited and comparatively mild social media angst around brand communication.

     

    Was it because it was Adidas? Or was it that they were not only well-prepared to defend their decision and creative, but had logic, patience and perseverance?

     

    The original tweet read: ‘We believe women’s breasts in all shapes and sizes deserve support and comfort. This is why our new sports bra range contains 43 styles, so everyone can find the right fit for them’.

     

    Later, the hashtag #SupportIsEverything was added to the post under the rational support to promote body positivity. And that, in my view, pulled the plug from future protests or complaints.

     

    Objections:

    Yes, there were complaints of people suggesting that the communication was ‘Not Safe For Work- Not Suitable for Work’ and, more so, not fit for young adults. There were comments, and people questioned the new thing that Adidas was suggesting. Everyone knows breasts look different and are different. That the social platform is hugely public forums and hence such nudity is a No-No. Some even going to the extent of questioning will Adidas now show the male organ for shapes and sizes for the male support garments.

     

    Support:

    On the other side, one person said: “My wife is one of the women who volunteered to be photographed for this new Adidas campaign. At first, I was very uncomfortable with it, but my wife and her sisters sat me down and taught me the importance of body positivity & female autonomy. I now understand and support Adidas.” Kudos to the person and the woman participating.

     

    Another tweet read: ‘Why does this need to be considered borderline soft porn but men’s bare chest is not. It is time to get over it. The more we see things like this, the less sensational it is.’ It does make sense.

     

    Women were supporting it. Some of the reactions were, ‘This is beyond great! I’m excited to try and fully support this’, and ‘Amazing on normalising the female body all the way and providing the support that our body actually asks for’.

     

     

    Adidas Reaction:

    Now, anyone can predict that there will be polarised reactions. But interesting is how the brand reacted.

     

    Seems Adidas anticipated the possible objections and was ready with the answers. They knew how to defuse the situation.

     

    One interesting detail; the brand’s re-engineered product line was developed by an all-female team. They worked on it after learning that 90% of the sportswomen don’t wear the right size bra.

     

    Adidas did take down the communication from social media but continued with it on their website and outdoor.

     

    Reacting to the mild protest, Adidas went on the offensive to defend the action.

     

     

    Rationalisting the Argument:

    Adidas said: ‘It’s perfectly natural to have breasts. We are happy to celebrate that and won’t be taking this down so we can keep doing so. We want future generations to feel body confident, which is why this gallery is so important to share’.

     

    Now, this is so tough to object to this inclusive approach.

     

    Additionally, pledging their support to sportspersons, Adidas further added, ‘A sports bra is the single most important piece of workout apparel for those with breasts. The confidence and support it gives can significantly impact someone’s performance and ability to stick with the sport. That is, Adidas has re-engineered its entire portfolio, catering to more bodies and workouts than ever before. The images were designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount.”

     

     

    Net-Net:

    Whenever brands try to live at the edge and go test the boundaries, there will always be two audience types. Polarisation is expected. All it takes is pre-indexing the communication on the SMEAR index, anticipating the possibilities, being ready with counterpoints and having conviction and patience to bear the storm.

     

  • Sanjeej Kotnala was surprised at the lack of advertising by tea brands during this election

    Sanjeev Kotnala: Missing the taste of tea in the elections

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Chai Garam Chai. Tea is my favourite hot drink. It rejuvenates and recharges. It helps you stay awake and it comes in all possible formats. So much so that you can often define how you want your tea. It can be strong- in truckers’ language – 100 KM tea- or the silver service tea with a touch of milk. You could have it with sugar, sugar-free, with Jaggery, salt or even butter. There is Tapri-waali chai people swear by and some prefer the cutting khullad tea at the station. Everyone has their own favourites. And while we are at chai- let me suggest you read the Khyaalon Ki Tapri , a collection of poetry by Meraj Hasan ‘Meem’ best enjoyed over a cup of cutting chai.

     

    I love a well-made tea; however, I have toned down my consumption with age. My weakness for tea is well known among friends and relatives. but the whole family knows my weakness for tea. I love strong tea, where the tea leaves have been allowed to boil for some time in the water that has mashed Ginger pieces. In the last three decades, I moved from Taj to Bagh Bakri to Brooke Bond Red Label and settled for Society Masala tea. Each has its own taste.

     

    The tea category in past has done some great advertising that I can watch repeatedly. All about awakening the body-mind and soul, initiation or re-building of relationships and more.

     

    However, I was a bit surprised at the lack of advertising by tea brands during this election. Even though the election states are major tea consuming markets.

     

    Were the brands playing safe? Not that I am aware of some ground-level activation.

     

    I see Anoop Nautiyal and Abhilash Khandekar lamenting on Twitter about the low voting percentage in my native state- Uttarakhand. And, I think that tea brands have missed an opportunity there.

     

    My respect for tea brand advertising started from the Lipton Tiger tea time– the kadak chai– and the tiger in the woods. At that time, I did not know how ads were filmed, and this one was as kadak (macho) as a tea brand could get.

     

    Tata Tea The True Awakening.

     

    Tata Tea took on elections and corruption in a big way. One of the few commercials that one can watch again and again. And the best part, they still make sense and are relevant to the situation.

    The one ad was about the voter asking the candidate for his qualification- and the brand suggesting ‘subah Utho Nahi Jago’ left its mark. Then the brand took the subject to a new situation like the Airport, where ‘Yeh mahashay Nahi jaantey yeh Kaun hai’ brought a smile to the faces of the audience, appreciating the thought.

     

     

    And I do think that some of us could have, if possible, shared this SOOCH BADLO ad by the brand in this election. If not the tea brand, the state of Uttarakhand does need such communication. It could have helped awaken the sleeping voters.

     

    https://youtu.be/vuH3a1QAIek

     

    Abhi Alarm Baja Nahi Hai ad by Tata Tea openly challenged and took the subject head-on. The national situation at that time provided a perfect context for the call for action. However, one must say that nothing has really changed, and the ad still remains relevant for the category, contextually and conceptually.

     

     

    And, of course, the brand’s simple response to the Chai-paani call was equally relevant. I am not sure how much the situation has changed in this context. However, if I am to believe what I read and hear. In that case, Chai Paani is still in the system, and the communication is relevant.

     

     

    BROOKE BOND- BONDING TOGETHER

     

    Brooke Bond has been a brand that took on the idea of reconciliation and fair judgement, ethical values and awakening of a different type. The Brooke Bond Prejudice ad was one such example.

     

     

    Brooke Bond did the Father and Son Khumb ad a few years back. It was a simple storyline with much simpler non-intrusive product brand integration that touched you emotionally.

     

     

    Brooke Bond took the ‘Swaad Apnepan ka’ to a new level of acceptance of live-in couples. A subject that was still much taboo at that time.

     

     

    Brooke Bond Red label extended the game of these relationships with their secularism ad- between neighbours from a different community. The resistance, the hesitation and the final tipping were well captured. And then they another ad along similar lines of two friends with varying restrictions of communities- ‘Swaad Apnepan ka- Maa Ko Sorry Bol Dungs’.

     

     

    Wagh Bakri Relationship

     

    Wagh Bakri tea took on husband-wife relationships to a new level of explanation and adjustments. Both the ads are well made for their time, and well, even at the cost of repeating myself – they are still relevant.

     

     

    Wagh Bakri also had a series of three films – Doosto Waali Chai, Sister Waali Chai and Papa Waali chai. Each picking on one relationship and linking it to the collective sharing of tea. There was also one National integration film– with tea as the link- but it was too soft for kadak tea lovers.

     

     

    Not everyone’s cup of tea.

     

    Yes, I miss this contextually purpose-led communication by the brands. Can these not be redesigned and calibrated? Why do brands move out of such excellent associations? Must every proposition be killed after some time? Does it compulsorily become stale? Or do we creatively fail to inject the newly evolved context to deliver equally impactful communication?

     

    The above three brands are examples of finding a nice space- which is relevant and strongly associated with the category- and then they seem to have moved on.

     

  • Or is it also one of the ways of being witty and creative, asks Sanjeev Kotnala

    Double Meaning? More in the mind of audiences?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaBlame  Eularie Saldanha in Campaign India for triggering this article. It questioned if the brands would come on board platforms dedicated to porn? In the current era of targeted marketing, reaching larger audiences, breaking taboos and being woke overall, how ironic is it for mediums with such potential to be avoided by brands for advertising? I am not getting there, but many brands have been using creative clearly and cleverly full of double meaning. Creativity is used in the quest for attention-grabbing, shocking, and otherwise culturally misfit communication.

     

    Pornographic sites may be one of the largest visited sites, but mostly, the audience wants to remain anonymous. The article also suggests that brands avoid pornographic mediums as they believe it would/can contravene the law. However, brands are open to cleverly including titillating objectifying messages to defend them as non-objectionable and straightforward.

     

    Yes, yes, they, in that case, are not breaking any law. However, it is still not safe and can lead to controversies and negative brand impact. On the other side, it can help build up an immediate reaction, a totally anticipated buzz and controllable earned media.

     

    Recently the real estate platform plastered the city with hoardings where the double-meaning was the strategy for attention-seeking. And most people may today see nothing wrong with this advertising, and at least they have not broken any law. The brand, in such cases, has taken a strategic open-eyed conscious decision to use the medium in the way they have- including the predominant yellow background. However, they have cleverly missed simple thoughts along with some provocative communication. Today in 2022, the campaign is seen as Traffic Halting humour! And is also called out for Vulgarity. So clearly, some love it, and some hate it.

     

     

    Zomato, in 2017, did the debated and discredited MC BC campaign. Here the descriptors were the protection. Did it make Zomato a less favoured app? The answer would be a straight NO. Were they right in doing the campaign? Don’t know- but they were within their rights to do so. It was not something that was against prevailing ASCI guidelines. Was it a case of Dirt lies in the eyes of the thinker– the audience who read the campaign differently?

     

     

    Sometimes it is all about relevance and the timing of the campaign. As we evolve and more openness creeps into society, the subject matter of such campaigns may not be called out for their content, hopefully losing the shock value. The operating world is Hopefully.

     

     

    Double meaning campaigns may be as old as the advertising itself. Sometimes they seem witty and humorous, and often crossing the edge, they are deemed hugely offensive. It is always a tight rope walk for the brand.

     

    In India, we had campaigns like – LUX innerwear- Andar Ki Baath ai, Amul Macho- Toying hai, Teda hai par mera hai, Aquawhite- Roz Raat ko kartey ho, ZATAK and many more. Earlier, this was primarily restricted to Condoms, Perfumes, Deodrants and innerwear.

     

     

    In the Campaign India article, Ashish Khazanchi, managing partner, Enormous Brand, speaks on porn sites as advertising media. It is also true for the double meaning campaigns. He says: “One would have to do it in a manner that is really clever and makes the audiences like the brand for its smartness. The potential for cringe remains huge, so the communication better is genuinely witty.”

     

    Defining clearly smart and genuinely witty will always be subjective and open to debate. Every brand has to find its own coordinates for what will be permissible, legally unchallenged and ethically- culturally correct. While doing so, they should check it on the SMEAR index and be ready with an honourable escape. Zomato did it with their campaign– so did brand ManKind Pharma during Navratri– even when there was complete data-based strategic support.

     

     

    The question still remains: who decides these edges and social acceptance. And is it right to throttle creativity by people hungry for media attention? The double meaning is also one of the ways of being witty and creative!

     

  • It was a foolish attempt at Moment Marketing in the era of information democracy and sharing, writes Sanjeev Kotnala

    #Shocker: When Hyundai went anti-India & offered a lameduck regret

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaToday, international borders mean nothing and everything. Communications by global brands with a presence across warring neighbours are full of possibilities and pitfalls. Many a time, taking the brand by surprise, it seems Hyundai is one such case.

    There is no doubt that the brands must stay clear of sensitive subjects. They should avoid regionalism, religionism, politics, gender bias, racism and geo-political comments.

     

    Mistakes Are Part Of Life

    Mistakes happen, and some rogue content gets into the public domain. The uproar is usually contained when brands take timely constructive demonstrative actions. Usually, half-measures are no response and are not acceptable.

    Most brand errors are an attempt at target group alignment and appeasement. The brand wants to be seen as purpose-led and progressively woke in its approach without understanding the situation’s sensitivity. But why don’t they fail to evaluate their content on possibilities and the SMEAR index?

     

    Reaction Guaranteed.

    When messages touch patriotic emotions, reactions are bound to be hostile. The country of origin of the content does not matter. Hiding behind free speech is a waste, and the brand must bear the repercussions.

    Multinational brands operating in multiple zones must be extra-sensitive. They need tighter control, guidelines, and sensitivity to political and national sentiments. Surprised Hyundai does not seem to have one; otherwise, how would you explain this gross error of misjudgment.

     

    Hyundai’s Kashmir Act

    Hyundai is not the first or the last case. Many brands have faltered in their understanding of the situation and possible damage. Let us face it, every brand communication is an open-eyed, conscious decision for potential gain. This one by Hyundai was no different.

    However, even if the Pakistan Hyundai dealer’s ‘Solidarity with Kashmir’ was suitable for its audience, the multinational should have known better.

    The post read: ‘Let us remember the sacrifice of our Kashmir brothers and stand in support as they struggle for freedom’.

    Most of the reaction to #BoycottHyundai centred around the need for brands to be sensitive on geopolitical issues. And stand with the population and the country they operate in. It is unfathomable how it happened. How did Hyundai, with far larger sales in India than in Pakistan, allow it to happen and could not react before it triggered the reaction. And even if it happened, how badly they managed the crisis. Maybe the brand was confident and did not consider it a crisis situation. I thought the digital-savvy company’s listening post should have picked up the sentiments and reacted fast.

    Possible Sales Impact.

    The reaction on whether it will impact sales were divided, and rightly so.

    People happily shouted for the boycott. Many marketers, including me, believe the impact will not be immediate or massive. The car-buying decision is not impulsive or a spur-of-the-moment decision. The cost-value-technology issues are involved, aspirations and dreams are built around it.

    Rightly so, the protesters did not deflate Hyundai cars, and Hyundai owners did not cover Hyundai insignia. The dealerships were not threatened. Anyway, violent protests are not the way to react, and I at least don’t endorse it.

    It was primarily silly armchair activists calling for a boycott at the start. Intent to cancel and cancelling orders are two different things. However, when the reactions started coming up on social platforms, it seemed the intent was converting into action.

     

    Expectations From Hyundai.

    Geopolitical issues are never simple. And Kashmir is a complex issue always primed up with high nationalistic emotions. On a richer scale, it is a 13-point tsunami-causing earthquake with an epicentre in Pakistan. Hyundai India needed to do something demonstrative, clearly disassociating it from the silly post. Hyundai India is under fire, They needed to act fast, and they were late by any standard.

     

    The Real Experience.

    The reaction of Hyundai India blocking social media handles questioning the brand was hardly the right way. It in no way was going to help manage or curtail the emotions. Patriotic feelings are a different level of emotive tectonic pressure. They needed more than the lame apology served by Hyundai India. The citizens of India rightly demanded a far more constructive corrective public reaction from Hyundai India.

     

    Hyundai India Lame Apology.

    Quote from Hyundai India post masquerading as an apology.

    Hyundai Motor India has been committed to the Indian market for more than 25 years now, and we stand firmly for our strong ethos of respecting nationalism.

    The unsolicited social media post linking Hyundai Motor India is offending our unparallel commitment and service to this great country. India is second home to Hyundai brand and we have zero-tolerance policy towards insensitive communication and we strongly condemn any such view.

    As part of our commitment to India, we will continue our efforts toward the betterment of the country as well as its citizen.

    Quote Close.

    Hyundai India clearly failed to identify and rightly call the offending post. What do they mean by ‘ethos of respecting nationalism’, and which country were they referring to? Was the zero-tolerance policy about blocking people who ask questions? What is the ‘betterment’ of the country and its citizen’ all about? It was clearly one of the lamest apologies that were not coming from the heart and definitely not from the emotive blame. Here, the brand needed to be equally offended to be making any association or connection with the hurt citizens of the country.

     

    Silence- The Hyundai India Houdini Act

    Hyundai India was and is within its right not to act decisively. The brand must know the difference between expectation and experience creates dissonance leading to long-term damage. The citizens of India rightly expect a lot more, a lot better reaction than the lame apology that said nothing.

     

    The Reason Behind Hyundai Initial Misplaced Confidence.

    My dear friend and brand consultant, Mr Verma, believes Hyundai confidence comes from the past reaction of the Indian public to such errors of judgment. Hyundai must have been banking on the quality of their products, brand goodwill and short-term memory of the audience.

    Moreover, they ignore what seems to be restricted social media-centric complaints by armchair activists. The ground level was not really simmering but definitely could explode.

    Till then, ‘Silene’ seems a perfect justified escape route. It was the Hyundai Houdini act, and it could have worked in other times. Such issues in the past have fizzled out without real damage. Remember the Chinese product boycott, films boycott, the fiasco around the use of the national flag and deities, the jewellery brand boycott or mutation of a ritual by a clothing brand. Though most of them are not as severe as the Hyundai Kashmir post. Their refusal to clearly dissociate and condemn the act was surprising. An immediate reaction would have easily appeased the sentiments and may have added to the brand’s goodwill.

    And it is another thing if the multinational Hyundai India chapter may not want to topple the sentiments and sales of its cars in Pakistan.

     

    Hyundai Had Past Reference To Learn.

    How did Hyundai India forget we are living in a different time. Here is a government that does not hesitate when national pride and sentiments are called. In the recent past, Late Sushma Swaraj, as Minister of External affairs, directly threatened to cancel Amazon employees’ visas and ban the e-commerce giant. The cause- doormats with Indian National Flag were being sold on the platform.

    Sushma Swaraj tweet of 2017 read: “Amazon must tender unconditional apology. They must withdraw all products insulting our national flag immediately. If this is not done forthwith, we will not grant Indian visas to any Amazon official. We will also rescind the Visas issued earlier”.

    We all know how the e-commerce giant reacted. The product was immediately stopped featuring on the site.

    How come Hyundai thought that the same government would not step in or react to this post? Why the advisors did not advise the brand to respond immediately. Very little was needed initially to blow out the fire.

     

    Hyundai Blinked With One Eye Open.

    The government no longer could remain a silent observer. True to the country’s expectations, the government raised the subject with South Korea. The parent company released yet another cleverly-worded statement. It would be wrong to consider and call it an apology. It is a lollipop.

     

    Quoting The Hyundai Second Lollipop. And everyone must read it.

    As a business policy, Hyundai Motor Company does not comment on political or religious issues in any specific region. Therefore, it is clearly against Hyundai Motor’s policy that the independently-owned distributor in Pakistan made unauthorised Kashmir – related social media post from their own account.

    Once the situation was brought to our attention, we made the distributor acutely aware of the inappropriateness of the action. We have since taken measures t to ensure the distributor, which misused the Hyundai Brand Identity, has removed the social media post and we have put in place processes to prevent a future recurrence. Our subsidiary, Hyundai Motor India, is not associated with the distributor in Pakistan, and we strongly reject the distributor’s unauthorised non-business related social media activity.

    Hyundai Motor Company has been investing in India for many decades and remain strongly committed to Indian customers. We deeply regret any offence caused to the people of India by this unofficial social media activity.

     

     

    Quote Close.

     

    Hyundai Lollipop Has More Questions To Answer.

    No one knows why the handle was Hyundai Pakistan? Why did it take so long for them to know? Don’t they know that good news should travel, but bad news must travel faster? How come the digitally savvy company’s social listening post failed to alert it of the negative sentiments riding the issue? Were they informed early but allowed the empowered Hyundai India to tackle it till the government stepped in? Made the dealer aware of the inappropriateness of the action? Now the process is being implemented- Jab Chidiya Chug Gayi Khet.  Calling it just an unauthorised social media activity is Jaale Pe Namak Chidakna.

    Sincerely, this will not do enough for Damage control.

     

    Not The Last Time A Brand Will Give You Reason To Boycott.

    I feel that this issue, too, will die its natural death. The lifecycle of a social platform rebellion is short. We will find another error by some other rogue brand to boycott. This is why brands refuse to take the citizens of this country, their patriotic, nationalistic emotions and call for a boycott seriously.

    Hyundai Kashmir post has flared up. The sentiments are stronger than in the past. The lame apology and the parent company Lollipop is not sufficient.

    KFC, too, is under fire because of last year social post. Pizza Hut Pakistan and Kia Motors Pakistan (Hyundai’s sister corporate) have also posted solidarity with Kashmir messages. Does that not sound odd?

    ‘Kashmir Solidarity Day’ – 5th February- has been a national holiday in Pakistan since 2004. It is observed to show Pakistan’s support and unity with the people of Jammu and Kashmir and Kashmiri separatist’s efforts to secede from India.

    Don’t be surprised that it keeps on happening. But, thanks to the Indian government for acting promptly and the people not reacting violently. Violence is clearly not the answer.

     

    Personally Speaking.

    Personally, I believe that Indian companies may not have anything to do with these social media posts from Pakistan. I hope I am correct. It is a foolish attempt at Moment Marketing in the era of information democracy and sharing. I am also not satisfied with the lame apology and international lollipop.

    Yes, one brother should not be punished for another brother’s crime. Still, the brother has to publicly disown the errant brother and, clearly speaking, of the reason. Speak from the heart and demonstrate with intent and action. However, if the brother does not act, behave, and demonstrate, Bhagwan hi Malik and the country’s citizens cannot be blamed. 

     

    Sanjeev Kotnala is a senior business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

     

  • The brand, creative and production teams  have done commendable work with the ads, writes Sanjeev Kotnala

    Tata continues to Play with Sky

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaUnless you are a Tata Sky subscriber or a digital algorithm picks you as a potential lead, you will likely miss out on these short, simple name change films. Additionally, these films talk of the new Tata Binge offer, including the addition of Netflix. The way the scriptwriter and the production team have managed the cast and the location itself with Covid restrictions is worth applauding.

     

    The films feature the flamboyant Saif Ali Khan and beautiful Kareena Kapoor Khan. Saif continues to surprise us with his never acknowledged versatility. Kareena, like him, plays different avatars but with the same expression, smile and trademark pout. But, both deliver memorable short scripts.  There are language films with different set of celebrities.

     

    Is there a story there?

    When a brand puts so much effort into Name Change, it suggests more than what meets the eye. The earlier name has the potential and most likely will come alive in a different Avatar sometime soon. Why would you otherwise spend so much time, effort, and media money to delink it from entertainment, TV, and Cable.

     

    Is Tata Sky later going to the sky and being an airline. It is the right name for airline by the Tatas. Now, that is a guess and a long shot. However, even if Tata Sky never becomes the Airline it should be, I would still be at peace.

     

    Did they leave the clue somewhere? What do you think?

    Back To Tata Play.

     

    SALESMAN- CUSTOMER PLAY

    The first set is a customer-salesman interaction. The charming Saif Ali khan delivers for the brand, and Kareena does the rest. The story moves forward, and for a moment, I was taken back to Tata Chota Recharge memories and how successive episodes of TVC took the story further. The recharge advantage is shared in another short clip, and the  Tata Binge app offer also gets delivered. Alas, the story shifts totally. Nevertheless, it is smartly done.

     

     

    TEACHER PLAY

    The next set of interplay is between two teachers. The History teacher enacted by Saif Ali Khan comments that Tata Sky ka Tata Play Hona eek historical moment hai. Was that more than necessary or a trap for people to think of Tata taking over Air India. The ad is nice.

     

    The chemistry between the two actors is fabulous. Then it slowly weaves in the Free Service saving in a charming style. And the Netflix offer comes back.

     

     

     

     

    DRIVER- MAID INTERPLAY.

    The third set of scripts has the duo playing as Driver and the Maid. The interaction is still meticulously executed, and both actors deliver on the script. However, the series of messages primarily relate to name change, other than bringing alive the solo mobile viewing and the collective family viewing advantage on Tata Binge.

     

     

     

    DIGITAL INTERPLAY.

    The three different characters suggest selective advertisement placement based on consumer profile data. However, the characters and locations are not so polarized to make the best use of data that the brand and media could have. Maybe I am wrong, and the brand knows something more. However, on the Tata Play channels- all the advertisements continue in a loop.

     

    However, the brand team, creative and production, have done commendable work in keeping it simple, engaging and delivering the message. Love the ads.

    …………………

     

    Tata Play films are also made in regional languages with appropriate celebrities from the zone.. Here is one such film.

     

    ………………………

    JUST FOR CLICKS.

    Here is one of my favourite communication from Tata Sky – 10 Rupay ka Chota Recharge. Enjoy.

     

  • The new Skore Nothing commercial score high for Sanjeev Kotnala. It is definitely naughtier within the acceptable boundaries, he writes

    The Push for Nothing

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaFrom time immemorial, couples always wanted nothing to come between them in their intimate moments. Condom is a product with a functional advantage but is perceived to decrease pleasure with its unnatural feel.

     

    A long time back, the category had moved away from the initial promise of prevention of STD and pregnancy protection to pleasure enhancer. And men hated the thought of using a condom more than women also; they anyway believed contraception was a woman lookout.

     

    A study by India Today points out that only 95% of married couples aged 15-49 use condoms. Although 97% of sexually active men are aware of the importance of using a condom. So claim counterclaims and product innovations should be part of the game.

     

    It will be wrong to say that “The basic design for the modern condom was developed a few years before the Wright brothers’ first successful flight. Since then, advances in aeronautics have sent probes to mars, but other than the introduction of latex, the condom is nearly identical to the way it was.”

     

    Manufacturers have worked to enhance the promise of pleasure and break the barrier. You name it, ribbed, Dotted, Thin, Ultra-Thin, Delay and Flavoured, and they have the base covered.

     

     

    The Race To The Thinnest Condom 

    The thinness of the condom is one area where the brands have fought hard.

    No doubt condom manufacturers kept creating products and promising NOTHING between the act and the pleasure. A thin condom is expected to keep the feeling natural. So thin that it may not be felt. International condom brand Trojan launched “ultrasmooth” condom ‘Pure Ecstasy’ with a premium lubricant allowing male and female users to “feel the pleasure, not the condom!”. Feels like NOTHING is there.

    Yet, there was always something.

     

    Durex Thinness Promise.

    One of the most prominent brands, Durex, promised ‘Thin’, ‘Ultra-thin’ and then ‘Invisible’. It added flavours to add to the naughtiness. Unfortunately, mostly seen as guided and governed from the men’s point of view. Yet it did not go the whole mile.

     

    Durex invisible had all the right notes, promising start with ‘Nothing comes in-between us’ and ending it with ‘as if it is not even there’. It was launched as India’s Thinnest condom and a very functional claim that should have settled the score. However, they skewed towards flavours, and it became India’s Thinnest Flavoured condom. The promise ‘Feel the Flavour!’- ignored the thinnest part and thus missed the focus.

     

    Durex Feel Thin was introduced in India; however, it added to confusion and cacophony about the claim of thinness. Durex AIR Ultra-Thin muddied the water. And no one said how thin was the condom to be called ‘Thinnest’.

     

    THERE WAS ALWAYS SOMETHING, If Not NOTHING.

    KamaSutra, the first brand that revolutionaries condom advertising, had the Ultra Thin promoting intimate pleasure and the art of making love.

     

    Manforce with brand ambassador Sunny Leone served Ultra Feel. However, with superlatives out of the communication, they did not go the whole range. Manforce pushed the condom with a claim, ‘So thin, it’s next to Nothing’!

     

    SKORE SCORES WITH NOTHING

    The new commercial for Skore Nothing is bang on the subject. Women endorsement is not new in the category. But, it is all about the naming, promise and execution. It is definitely naughtier within the acceptable boundaries.

    The conversation between friends is a suitable device. The lady claims to feel Nothing to an extent she has to check. The brand on the website claims’ Nothing’ is thinner than human hair but leaves it to experience – not making it part of the communication. Still, no measurement of thinness is provided. However, the line ‘So thin- so that you can feel everything’ goes well with the communication.

     

    This is not the first time Skore played with thinness. Before ‘Nothing’, there was Skore Skin Thin, and it claimed to be thinnest in its class- whatever that means.

    A man may hate to use a condom but will use it if the lady insists. And this commercial with three female friends chatting – sharing experience is an excellent way to present the case.

    One must appreciate the collective efforts of the copywriter, art director, casting agent and production house. The banter between the friends and the expressions is just brilliant. Add to this, the logo  and subtle white packaging, all of them enhance the promise of ‘Nothing’.

     

     

    Nothing Is Not New.

    Durex had the ‘Nothing’ idea but failed to capitalize on it. Extra admiration for the team for the brand name for picking a word that features prominently in competitive brand communication. So, now competition says- Nothing comes between you and her! It might sound as if endorsing Skore Nothing. A Dipper condom equivalent from Tata.

     

    Condom Like Starbucks Coffee

    Now to a slightly unadventurous or non-initiated person, the fun could be choosing the product and trying the range out. Within Skore, there are options galore, Dotted or Ribbed, Flavoured or Coloured, Climax delay or sensation or choice by thinness. There are Options from Cool Watermelon, Belgium Chocolate, Pinacolato, Orange, Dots, Banana, Cherry, Strawberry, Chocolate. Much more variety than flavours offered by some of the ice cream brands.

     

     

    Just For The Click 

    TRIVIA I. Apparently, the thinnest condom is by a Chinese brand -AONI – Ultra-thin 001 condom. It holds the Gunnies Record for being the world thinnest condom at 0.036 mm thick, almost half thick as a Human hair. Still Something.

    TRIVIA -II. In 2013. The Bill & Melinda Gates Foundation offered a $100,000 grant to anyone who can develop what’s being called the next generation of the condom. A condom that significantly preserves or enhances pleasure to improve the uptake and regular use. This could mean safe, new materials to “preserve or enhance sensation.” And even ease of use. Of the 812 entries, 11 got the grand grant to realize their product.

     

  • Sanjeev Kotnala writes about the process he followed to create this doodle

    Researching Research for a Doodle

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaResearching Research has a poetic touch. No, I was not exploring research for publishing a paper. Blame it on Priya Lobo, CEO, Ormax Compass, Ex-VP MRSI – The Market Research Society of India and India rep on ESOMAR for triggering the thought.

     

    Last weekend, Priya politely enquired if I was still doodling, and her WhatsApp chat triggered a thought. What about a doodle on a business subject like the mythology and religion doodle series I recently did.

     

    I am happy that my first reaction was still my typical way; why not. Why not create a doodle on a fascinating subject: ‘Research’. Once I started toying with the idea and visualising, I realised it would not be easy.

     

    Doodling Research needed some research. So, I asked my friends on social media for their first thoughts, words, images when they heard Research.

     

    Basic Instinct

    Doodle aside, the reactions covered a spectrum, and I did get a few visual gems. There were few not so funny responses, and I knew it had touched a raw nerve.

    A bunch of housewives having sandwiches and tea- like a kitty party.

    An investigator woke up a housewife, disturbing her afternoon nap after a strenuous morning.

    Field researcher, nose buried in a questionnaire and no eye contact with the respondent.

    Respondents in a focus group, even after not being able to imagine, are prodded yet again by the investigator ‘Phir Bhi Kalpana Kijiyeh’ (still imagine).

    And the best one is from someone who has been there and done that. ‘A couple of tired teenagers sitting on bench filling hundreds of forms to meet their quota’.

     

    The Usual Suspects

    I realised the researcher and the stakeholder have a lot to do to change the image and to be counted. There was hardly a mention of Heat Map, Non-intrusive Research, Eye-tracking or Neuro cap. Research still predominately meant questionnaires, groups and in-depth interviews.

    No doubt, the usual suspects started popping up. Focus Group, Sample Size, Audience profile. The research formats and types poured in Qualitative, Quantitative, Exploratory, Casual, Applied, Analytical and Case study.

     

    Research A Creativity Killer

    I was still thinking of the visualisation problem when Ramanujam Sridhar echoed the unspoken industrywide complaint. His tweet read, Research- ‘Kills creativity. tells me what I know. tells me something new. consumer. insight’.

    Why should people feel that it kills creativity? Does Research suffocate creativity? Is there dependence? On one side, the insights fuel creative freedom to explore. On the other side, creative may find research inputs restrictedly suffocating. I always found Research helpful in creative development and an efficiency-effectiveness enhancer.

     

    Missing Technology And Integrity

    I was still missing and waiting for DATA integrity, confidence limit and confidence itself.

    The next set of responses did add a bit of technology. However, it was the same dish. I-pad and handheld devices based multiple-choice surveys with the geo-tagging. In-depth Zoom call interviews simultaneously translated into different languages. Wow, so much for it.

     

    Funny Visuals Cues

    A bunch of research initiators and observers came up with fancy visuals. Taking my request very seriously. So, I think I got what I deserved. Someone visualised for me images of a harassed Market Research lady shuffling through her papers with a cassette player lying next to her. Somehow, the researcher is always a woman in all visualisation.

    A few even recounted their horrifying and, at times, embarrassing stories. That I will save for another day.

    However, Priyadarshani Narendra’s description seemed an apt representation.

    A guy in a trench coat with a hat and a large magnifying glass. He is on top of a consumer’s head, which is cut open to reveal the brain’.

    The Wah se Aha tak.

     

    More Images on Research

    The images, words and thoughts kept pouring in. Primarily guided by respondents personal expectations and experience and the gap therein. One way mirror, collage, cut-outs, cue cards, illustrations, storyboards, concept cards, lots of graphs and charts, product props, packaging, storyboards, clip arts and poor helpless respondents.

    And finally, trickled in Mind tree, Decision tree, Fish Diagram, Wein Diagrams, Data Array, Excel, Matrices and pivot tables.  Then came some serious stuff, which put Research aim, objective and cause in the right light. Insights, Barriers, and Motivators.

     

    Research Branded By Default

    My respondents were primarily CMPs, planners, marketers, researchers, academicians, and a few management students. Frankly speaking, the first set of associations and images t by people mostly known to me were merely execution led. I can’t say if they were right or wrong, apt or distorted, curated or instantaneous.

    Maybe the research association should consider Researching Research. Perhaps the research organisations have failed to build on awareness and experience. The needle is stuck at questionnaires, focus groups and in-depth interviews. Which for many clients is just a notch above informal consumer feedback.

    (see doodle above)

     

    The PowerPoint link to Research.

    One of the sarcastic comments projected a real-life but maybe not a happy sight.

    ’72 slide PowerPoint deck each with headlined insight’.

    Personally speaking, 72 sides is an understatement. And each slide with headlined insight an overstatement.

    However, we all will agree that research presentations suffer from build-up mania. Every time the presentation is rebooted, the team starts from the obvious- the project initiation. And they do it even with the team that was part of the research process or initiated the project. They do it irrespective of the day, time or audience mix. Typically narrated under the disguise of a recap- it usually takes more time than the insights!

     

    All is not lost for Research

    ‘Unknown, Insight, Journey, Discover and surprise’ by Dwarika Uniyal echoed my thoughts. The best came from Babita Baruah from WPP. She said; Research- ‘People, Heart, Mind, Dreams, fear and hope’. And finally, I was happy, I got my answer.

    So, this one is not really a classic doodle getting redefined at every stage. This one is a bit structured and for a change well researched. Hopefully unbiased and not skewed. With a high degree of confidence limit, it is an excellent representation- even if I say that myself.  How many things about research could you catch up in the doodle.

    Thanks for replying to my shout for help and sharing initial thoughts, words and images. You can consider yourself co-creator but not co-owner of the final artwork.

    Any suggestion – what topic I can take for the next doodle. Researched or not- is something we can consider at a later date. Open for fresh challenges and assignments. You can see the other doodle by Compulsive doodler here or follow @SanjeevKotnala on Instagram and @S_kotnala on twitter.

     

  • Get the right things in your planning and stop believing the myth of multitasking, asdvises Sanjeev Kotnala

    Survival & Prioritising in 2022

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe last year is over, and my best achievement is surviving the Covid scare. The scare is not over. After the numbing second wave, the virus continues mutating with ever-increasing frequency and challenging the current science and infrastructure. This is time to focus. Get the right things in your planning and stop believing the myth of multitasking.

     

    There has been an increased availability, accessibility, and availability of online and OTT entertainment. Along with social media, it has slowly robbed your attention span and time available for other things. Or you have traded time to escape from many other essential but maybe more challenging things. You have been busy as an ant. Watching moving pictures across screens and playing on Twitter, Facebook, Instagram and WhatsApp.

     

     

    Time To Focus.

    Your priority and focus must remain survival. Don’t take things lightly. Continue to diligently follow all the precautions. Mask up, double mask up, wash your hands frequently and keep a safe distance when you step out. The Omicron or whatever new name the virus will take may be softer and milder with less need to hospitalise. However, that is the only good news. The physical pain and the emotional torture for the patient and the family are still the same horrifying moments of uncertainty. Forget any doubts you may have about vaccination. And on the very first possible window, take your booster shot.

     

    Priority Two.

    Second, you should decide what you really want to do in these times of uncertainty. All of us have kept ourselves engaged on multiple fronts. Too many fronts professionally and personally. And recently would have made our own wish list of new year resolutions. Scrap that. Re-evaluate your life and capability, re-think objectives and ambitions, Re-plan and re-establish your priorities- to make yourself future proof. Remember, to be selfish and put self before everything else. It’s for you to decide what new chapters you will write in your life.

     

    Go Public.

    Once you have your priorities and plans for 2022, go public with them. Commit to them but let a close group of people know about them. People who will ask you questions, monitor your progress, and maybe help you focus on delivering on your commitments.

     

    Focus On Achievable And Important Milestones.

    You only realise your dreams, and hence you must dream big. It sounds so good, but that’s it. You will fail if your dreams are horrendously unachievable. Well, keep a natural stretch to push yourself. Break them into timelines and milestones; that way, they become more achievable. And don’t forget to celebrate the success of reaching these milestones and bearing the pre-decided penalties if you fail.

     

    The Third Priority.  

    The third is to further enhance your skills in the selected field of current or future possibilities. The era of uncertainty will question everyone in their area of expertise and opportunities. Check out the courses you can take and pick a subject. Read on the internet and read books on it. If you can read just 50 pages every day, you will read 4500 pages in three months. That is equivalent to approximately 12 books- a lot by any standard of knowledge.

     

    Reminder

    Remember, in life, what you become is only up to you. Every possibility is open. However, you still need to execute your plan and pick your options. Also, we may have more wants than the time on hand, and resources can help us realise. Be sure of your basic plan and demands on yourself. Rest will be a bonus. Do not lose your focus and concentrate on your priorities.

     

    Personally Speaking.

    When I start the new year, I do not see much change in my approach. So, I am re-evaluating, re-thinking, re-planning. In the process, realising that suggesting and recommending is far too easy than execution.

    I am now purposefully questioning my thinking and activities.

     

    Going Public With My Plan For 2022.

    Basic Ask From Self.

    In addition to focusing on the Brand and Marketing consultancy and contributing to Aid-et-Action as my part of giving back to society, I have a simple plan.

    I am committed to Pahaadi-II. 2022 is the second season of a short story writing contest for writers from Uttarakhand. Plan to make it bigger this year. And yes, I am open to associating with publishing houses or brands focusing on Uttarakhand. The book release (tentatively titled Pahaadi- Bhula Bhuli) is scheduled for the 1st October 2022 launch.

    I am all set to end the year with 474 consecutive weeks of Wednesday column ‘Kotmartial’  and blog – Perception adulterated with reality. Will continue as I have set myself a possibly achievable target of 500 weeks on the trot. I am fully aware that past performance is no guarantee for future results.

    Having lost some 18kg weight, plan to monitor and stabilise it, if not to lose more weight.

    Last to top it is to read, read and read more. I plan not to buy any new books until I finish my accumulated library on Audible, Kindle, and physical copies. Maybe this will help me push reading more. This time, to borrow a phrase from Suman Srivastava, the author of Don’t beg- Inspire, focus on connecting dots across learnings from different books.

     

    Bonus – If It Happens

    Finally, if the time is right, publish a fifth book and my second novel, ‘Enchanting Neeli- First love, Second time’ after ‘Chimera of Lansdowne’, ‘Life Reloaded’, ‘Reflections’ and ‘Pahaadi- The Storytellers’.. See how I build up uncertainty in the possibilities. And to have the draft of one of my next books completed by the year-end.

    Further, work on monetising my doodles- which is my way to meditate. So, experimental concepts and customised doodles will be my focus. I have already sold one doodle artwork this year, which is a good start. I aim to sell at least 10 pieces in 2022. Maybe an NFT- why not- but that is currently not part of the 2022 plan.

     

    The Toughest Ask From Self- Failure not Guaranteed.

    Next on cards is rationing my social media presence and avoiding wasting time on every piece of entertainment. No, entertainment is essential, but I will pick and choose what to watch this year.

    Facebook profile is already set to private. I am ruthlessly opting out of unproductive WhatsApp groups and free webinars. To be more productive on Instagram, I am switching to a business account and counting the time I spend on Twitter. Of course, I can’t stop reading those ‘Anthe Twitter’ stories from Ramki.

    Stopping myself from watching endless stories and reels on Facebook and Instagram will test willpower. However, to start with will try not to watch any forwarded video that does not come with a text recommending or explaining why I should watch it.

    Having succeeded in weaning away from my erstwhile favourite Bigg Boss I am hopeful of doing a decent job of it. I have attended every edition of GoaFest,  however, this year I will take a call nearer the date.

     

  • No one else defines you better than you do, writes Sanjeev Kotnala, in a start-of-the-year essay

    What you become is up to you

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI think it is the right time to talk about the subject. Right at the start when you are euphorically welcoming the new year, fully knowing that it could be full of uncertainties. So, when you read  something like ‘What You Become is Up to You’, I expect to you to react in one of the two ways. Either, you like it because you are part of the minority who have some achievement in life and for whom things are working out the way they want them. Or, you hate it. You want to shout and tell the world, the author knows shit about life. That, we all are but puppets in the hands of circumstances. There is always a lack of resources. Everything in life is not in your control.

     

    Either way, you are partially right or wrong, depending upon your attitude towards life. And that gets primarily defined by the realised gap between expectations and experience across life.

     

     

    YOU JUST ADDED ANOTHER YEAR.

    Another year has gone by. New year wishes have stopped hitting the inbox. You are yet to self-audit the year, so you are unaware of the areas you have gained and lost in. Most likely, your priorities have changed, and your perspective on things and approach to life have been affected.

     

    Life on Dec 31, 2020 was quite different from life on Dec 31, 2021, and it will be different on Dec 31, 2022 and every year. Change is real. The experience is real, and the polarised demand on emotions, resources, and time is a reality. And the demands on life and resources are genuine. However, perception is stronger than reality. And you, like anyone else, continue to live in a world where perception is stronger than reality.

     

     

    RESOLUTIONS DON’T WORK.

    Resolutions are mere Wishlist unless packed with a persistent desire, motivated outcome and a solid plan. So, if you have made any resolutions of taking up or leaving or exploiting or experiencing something this year, forget it. As you read this, it is already 5th day of the new year, and many resolutions have lost the battle that never started. Most resolutions will commit suicide in the first 10 days.

    Most people will accept the situation. They have been doing so for the last many years. What could they have done? The circumstances were not conducive enough and there was no motivation. Pointing fingers and blaming your misguided helplessness is so easy. You reach Nirvana- no alternative- no problem.

    It will not be wrong to presume that we move on without even analysing the cause of our failure. I understand, there were other things to do. By shifting focus, we leisurely escape from questioning our failure.

     

     

    THE REASON BEHIND FAILURE.

    Most likely, the truth is that you never intended to achieve what you so proudly wrote as your resolution. You had a list and most likely tried to do too many things, with no plan to achieve them. You were overdependent on your ever fragile willpower and a prisoner of your bloated ego. You started with doubt without ever understanding the real potential. And you were not overtly dissatisfied with the status-co. You had no reason to stretch to achieve what you said.

    So, in the last 365 days, you did nothing substantial to propel your career or redefine the life you were leading. You really did not change. You avoided getting into focus. You failed to scrutinise your movements and actions. You never celebrated the small successes. You never analysed the cause of the failure or penalised yourself for the outcome but for inaction. There was always the next year or another more important work to do. You forgot once again that your first responsibility and accountability is to yourself and your success, your life.

    You always found yourself at crossroads and took the easiest, most comfortable path. The one that you knew something about it. You did not dare to stretch and explore the path you never knew of. You never had the guts to go All-in. You never burnt your boats.

     

     

    POST RATIONALISATION WITH TIME.

    After the euphoric high of the new year resolutions, with every sunrise, the task started looking daunting. Small failures started getting accumulated, and you had more answers and understanding of WHY NOT than of HOW.

    You accepted every one of the excuses and easily post rationalised to yourself. You were convinced they were true because you created them.

    In reality, they were just a barrier. A lock without a key. You knew the key exists. And if you tried for long enough, you will find the key. But, you took the easy path, and that’s human nature. In the process- you continue to be branded by Default.

     

     

    IS THERE A POSSIBLE SOLUTION?

    Even though it works, I will not talk about the secret and visualisation.

    The solution is easy if you first prioritise and only work on one or two primary objectives for the year. See, I refuse to call them New Year Resolution.

    Then only work on them. You will succeed if you believe it was possible with a bit of stretch. And for that to happen, use the 5WH model. Relax, think through and answer What, Why, When, Where and How of the objective and the process. Once you know the detail, chances are it is no longer part of a Wishlist. But, it is now a project backed by a plan.

     

     

    IMAGINE THE END.

    To help yourself, visualise a no barrier path to the final outcome. What life would be if you could do it? What will be the feeling? And as you are only thinking of something- visualising it- make it big. You only realise what you dream of- so why not dream big.

     

     

    BREAK IT DOWN INTO MANAGEABLE STEPS.

    Define and select the path you will take to achieve the objective. Don’t be bogged down with the ultimate result. Fix milestones and timelines. Make them micro, make them manageable. Reward yourself at every small success and penalise yourself only for inaction.

     

    Attack the objective as if your life depended on it.

     

    Find the challenges you need to overcome to actualise the objective. Acquire skill set and resources to make it happen. Do something. Don’t merely dream and think of strategies. Act.

     

     

    REVIEW-RETHINK-REVISE.

    Here is the final ask. And it may be the Golden key- the difference between success and failure. Before you close the day and go to sleep, give yourself five minutes of peace to think of your day.

    Answer simple five questions concerning the objectives.

    1. Did you think of your final objective during your waking hours, or you were busy tackling other elements of life?

    2. Did you take any positive action to achieve the objective?

    3. What could have you done better?

    4. What has been your learning of the day?

    5. What will you do differently tomorrow?

     

     

    IT IS OKAY NOT TO HAVE THE ANSWERS.  

    If the challenge and opportunities look big, it is okay to say yes to them. It is okay not having answers to everything, and no one does. You know that the solution must exist, and you can find the key.

     

     

    ASK SUBCONSCIOUS MIND TO HELP.

    Allow the subconscious mind to help. Induce lucid dreams by thinking of the problem- situation- barriers or enjoying success while you prepare to sleep.

    Keep a pencil and copy at your bedside. Note down- whatever part of dreams you can remember. Check if there is a hint. Check if there is a dream that repeatedly occurs.

     

     

    EVERY DAY IS A FRESH START.

    Start the day- as if it was another start of the year.

    Think, what one thing different that you would do?

    Think. how would you do something different?

    How will you move forward, one step at a time, towards your final objective?

    If there has been no progress in the first 15 days or even months, it does not mean that no progress will happen. Re-look, Re-evaluate, Re-think and repeat the process.

     

     

    WHAT YOU BECOME IS UP TO YOU.

    That is the truth. No one else defines you better than you do. Your action- inaction, experiences- expectations, exposures and shielding – beliefs and fears- all define and brand you. Now, you can decide to take charge of the situation and work towards a desired outcome or perspective- or let the default option define your life’s journey. The decision was always yours and will always be yours. And the same holds for the questions and answers.

     

    Happy New Year!

     

  • Given the way 2021 has been, the year 2022 will remain in a state of flux, writes Sanjeev Kotnala

    Uncertainty is the Only Certainty

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe yearend is right at the corner. 2022 is waiting to be welcomed. It went fast like the shortened IPL season, and you never could anticipate what would happen next. Oh yes, there were trendwatchers (not analysts) fishing in the chaotic world trying to make some sense of it. They knew everyone was for themselves and that predicting a trend was becoming dangerous. And even if one did pick the right trend, predicting when it would hit the shore and with what capacity was challenging. Predicting a typhoon and tornado was decidedly more straightforward.

     

    I was born in the last week of December, and here is the riddle with the date. ‘Three days here or there- the world celebrates with me’. The yearend is a new beginning in more ways than one. So, I am unsure if I should smile and celebrate surviving another year or cautiously welcome the future uncertainties with all hope and smile.

     

     

    Pressure Plates

    The tectonic plates of Human Needs, Desires, Ambition, Greed, Love for Simplicity and Certainty have been rubbing against Fear, Anxiety, Complexity, Chaos and Uncertainty plates. All this is happening in an unstable ecosystem of uncertainty, scalability, digital technology-induced euphoria, job unsustainability, climate changes, Covid pressure, vaccination, immunity studies, conspiracy theories, religious zeal and regionalism fuelled by interested stakeholders. Something is going to give way soon. And what form will the resultant earthquake take is anyone’s guess.

     

     

    Media Games

    The media has been at its games. The lobbies and the puppeteers are clearly identified. Believability is dependent upon your loyalties and pre-existing POV. You and I, like everyone else, is already in a reverse spiral spin.

     

     

    Accelerated Radicalisation

    We are being sucked deeper and deeper into fixated ideologues. Arena where it is my way or no way. Unknown to us, we are getting radicalised.

    We further help and accelerate the process with our over-dependent on the digital and social media world. A world that knows you better than your parents. And may better predict your reaction to a stimulus than you could.

     

    Identifying fake news or harmful propaganda will be a colossal task in the future. Will digital provide a solution to the Bhasmasura it has created?

     

    Artificial and Alternative intelligence, along with the machine learning capabilities, may soon be giving birth to the real android. And with that, the future unpredictability and uncertainties will spike.

     

     

    In search of purpose

    Purpose or no purpose, intended or unintended, overt, or covert- it seems everyone in the universe is seeking one. Technology is seeking purpose, so are the brands, and humans have been seeking meaning from time immemorial.

     

    People without a defined life purpose keep defining the brand’s purpose, despite knowing they no longer own the brand.

     

    Yes, when purpose resonates like the twin twining forks in a physics experiment, they get amplified. However, the range of this resonance is way limiting. And, hence, believe that the business should and must keep growth, revenue, and ROI in focus, and treat purpose as one of the arrows it has in its quiver and not the only one. Because the purpose is higher up in the chain. Needs and wants at the primary level still need to be satisfied first. A 10-minute delivery may only matter to those who can afford to buy and experiment.

     

    However, I must remind all that life on planet earth can be purposeful without living or chasing a stated- discovered- at times crafted purpose. Be true to yourself in every way possible and do justice to your potential. Purpose can take care of itself.

     

     

    Digital Tsunami

    Like digital and digital currency and wallets, OTT had a good year. More converts are deserting the earlier love: television. Print is still holding. However, the OTT space is overcrowded, and niche play is not the answer. I do not see OTT behaving like television and following price correction, original overloads, exclusive deals, genre dominance, and focus on availability, accessibility, acceptability, and affordability. This is another tectonic plate that is under pressure and set for disruption. The How and what is unknown.

     

     

    Long live the agency

    The agency model is changing. In many ways, advertising is dead. However, there is still scope for a group of professionals who know their business well. Who sees themselves as a business contributor and not merely a communicator, storyteller, or advertising? The business is getting redefined, and the more it does- the more it will remain the same- Brand Creators- Brand custodians, Brand evolvers.

     

     

    The war of consideration set

    Irrespective of technology price wars and delivery timelines, return policies and other interventions, the human mind will continue to gyrate towards the three-four brands in the consideration set. The top brands in any business real or number lead will continue to make over evaluated and have disproportionate revenue and market share.

     

    It may be advisable to be the strongest brand in smaller geographies, addressing a viable not necessarily a niche need than be one with marginalised shares across geographies. The dominance will be further fragmented across categories, and it will be price and geographic area dictated. Irrespective of the life-cycle stage, degree of dominance, stronger and vital chain management, or employee’s satisfaction- no brand will remain immune to business volatility. Hence, a brand must seek expansion and extension of its value and association.

     

     

    India Dies. Bharat Rises

    The unnecessary ill-defined polarisation of Bharat and India will continue to be pushed by consultants and Marketing managers. While they will start being more dependent on micro-market schemes, Geo-targeted brand communication is more and more in the language of relatability. India will die a niche death, and Bharat will emerge- one nation with many territories in market terms. More zones and regions will get redefined and recharted under a digital socio-cultural geographical divide.

     

     

    Micro-influencers for impact

    The influencers will have ore role to play. At some places, they will become the mini brand ambassadors and, at times, the brand ambassadors. The OTT celebrity and even regional sports person and personalities will find their role in the brand and marketing world.

     

     

    Ignore at your own cost

    The brand will find that they are more and more in a market full of scattered market forts across categories, willing and well equipped to defend against the rebels and disrupters. No longer will the giants take any disruption at face value or ignore than as business unviable. They will drive innovation, disruption and even Jugaad. Guerrilla warfare and moment marketing will continue to be debated. And few desperate brands will even adapt and properly manoeuvre and execute a controversy as a marketing strategy.

     

     

    Back to basics

    People have blamed westernised lifestyles and the pursuit of materialistic dreams for decaying emotions and relationships. They realised and accepted the need for interdependence. Thus, recognising the need for a healthy body and mind more than anything else. Finally, believing in the legacy of lineage – transferring of culture and heritage. A substantial upsurge of patriotic feelings will be reshaping the thoughts of people. A potpourri of mixed emotions and redefined needs will start shaping the ideas. And hence return to basics of Vegetarianism, Yoga, Healthy food, saving for the future, investing in family, taking care of elders, and working family life balance will happen. The ethical use of technology and data privacy will take centre stage.

     

     

    Uncertainties will certainly win

    The year 2022 will remain in flux with uncertainties and recoveries; hence the idea of these thoughts will find support, but I expect them to really flourish by 2023 or 2024. Undoubtedly, uncertainties will multiply, and emotions will be further stretched. Technology will keep disrupting life. And naysayers will keep asking for concrete proof of reality.

     

     

  • The author picks up live examples to demonstrate the power of purposeful purposing and marketing in the sector, writes Sanjeev Kotnala

    Sanjeev Kotnala: Review of Suman Srivastava’s ‘Don’t Beg, Inspire’

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI am associated with Aid-Et-Action (Changing The world through education) in the capacity of  member South East Asia Advisory Council and India Board. Suman Srivastava’s second book, ‘Don’t Beg, Inspire’, resonated with me. The subtitle- ‘How The Social Sector Can Raise Money, Create Social Change, Advocate a Cause and Engage with People’ was very persuasive. I ended up ordering a copy on Amazon and absolutely loved reading it. Suman, the innovation artist and a batchmate from IIM Ahmedabad, has this wonderful capacity to simplify complex thinking and concepts which he did even when he was the agency head and I was the client.

     

    The Foundation

    Every SPO – Social Purpose Organisation have one of the four needs. Fund Raising, Advocacy, People Engagement and Social Change- many have all the four needs. They need to identify their audience and then make the audience identify with their needs, motivation, compulsions, and pressures. Communicate and press triggers for the people to help them get their results. And marketing is a definite need for them. However, marketing is somewhat underplayed and complicated for the lack of funds. Being a change agent and having a purpose alone does not cut ice. The result, yes, most of the SPO approach fundraising as pleading and pushing. Begging is a strong word for it: but indeed, it is not wrong.

     

    Marketing & Branding

    Marketing and branding appeal to both the internal and external audiences to get them towards the larger purpose. Branding aims to create cohesion among these people, rather than only the customers’ loyalty to the service or the purpose. When the identity matches with the external image through such efforts, then magic happens. The organisation ends up creating additional capacity and hence a more significant impact. Should magic not happen. The book provides a framework for the magic to happen.

    Suman draws upon the book ‘Start with Why by Simon Sinek and his well-acclaimed TED talk. He makes the point to start with the why. Explain the purpose and then talk about how they are different and end in the product or service they offer, instead of the other way round. Suman is Justified as most SPO defining ‘WHAT’ they do and ‘HOW’ they do before coming to ‘WHY’ they do it. To simply, Suman proposes using the pillar or the HUT model- with the roof defining the purpose of the organising in an insuring way. The pillars that support are the values and the processes resting on the foundation of the organisation’s intervention.

    To make the reader comfortable and ease the understanding, Suman picks four different SPOs working in the same area of education. Teach for India, Educate Girls, Pratham and eVidyaloka. And then proceed to demonstrate how they differ in their models of Why, How and What?

     

     

    Works with Individual – Brand-i

    And I, the proponent of individual branding, BRAND-i, is maha pleased when he asks the reader to try the model at an individual level. I will plagiarise this for my next BRAND-i workshop- promise to give credit at the right places.

    Before taking the magic pill, he warns that defining the brand is the first step. Which is helped with the Why-How- What model. It does not mean that the world sees you that way- but it helps to clarify how we want us to be perceived, and it helps to measure how far we are from the desired position.

     

     

    Empathy Mapping

    Suman Srivastava  asks you to do the empathy mapping. Define What the audience says, thinks, does, and feels. Identify the most relevant and easy to influence audience segment instead of spraying masses with your appeal and communication. So, he proposes and, through stories, vigorously defends his approach. Again, the storytelling at work. So, the four steps are – Define the brand, Identify the desired behaviour change, understand the audiences and Generate the Strategy.

     

     

    Examples & Storytelling used to effect

    Suman picks up live examples to demonstrate the power of purposeful purposing and marketing in the sector. The examples as storytelling are quite a powerful tool to make the point, and Suman uses them judiciously. These examples are essential “people get defensive when you point out their mistakes, but when you tell them a story about someone else, they are free to work things out in their own heads. This way the lessons are learnt more easily and stay a bit longer. Skilled storytelling is a key to behaviour change. The brain processes stories a lot differently than rational facts and figures.

     

     

    My Favourite Example

    One of the examples of approach and marketing, one that I was not aware of (in addition to a few more) till I read the book, was covered in Chapter 24- Rap vs Unilever. About the Ponds thermometer factory in Kodaikanal, India and its impact. And when there was no action, the Chennai based rap singer Sofia Ashraf created a rap song that went viral on social media- with a hashtag to Boycott Uniliver. And it worked magic with Global CEO Paul Polman acknowledging and taking action. A song made Unilever give up!

     

     

    The Summarising Pit Stops

    There are PIT STOPS- yes, Suman calls the chapters summarising the learnings or the argument and examples in each section of the book- Pit Stop. While reading – it is advisable to take the title at face value- and really stop- reflect and then get recharged to attack the next section. Maybe reading these pit stops later is an excellent way to revive your learnings.

    I just hope that the book chapter on these examples dwelled more and shared their communication and efforts in many details. I am happy to note that few of these examples or the foundation- approach behind them were eye-openers to me- a person who prides himself in knowing and following such communication. 

    And with his art of simplicity draws upon the book ‘The Little Book of Green Nudges’ and asks you to go EAST, Make it Easy, Attractive, Social and Timely.

     

     

    The Missing Link – The Magic Key

    The donors ‘ customers are somewhat obvious magic but always missed key in SPO marketing. Because they are the key to getting the corporate donors interested. SPO mostly seems to focus on and about the underprivileged group- their audience or consumers they are working with, and the corporate donors.

    Instead of trying to convince everyone and hence target masses- the way is to start with the group that is most likely to change (Nudge theory). Once they change, they will encourage others to join them. As the crowd grows, more and more people join in.

     

     

    Suman has something for the Elephants

    Suman seems to love elephants. They were part of his earlier book- ‘Marketing Unplugged’– and they are here in ‘Don’t Beg, Inspire’- for a different perspective and objective. Here are some elephant notations from the book. Suman draws upon the analogy of the Elephant and the rider and the rider.

    The Elephant represents System-1 thinking, and the rider represent System-2 of the decision making. The Elephant is emotional and easily distracted. The rider is analytical and rational in approach and can guide the Elephant to the destination. Elephants will only go on a path when motivated to do so. If the course is challenging or there is something to distract, the Elephant may wander off. The Elephant always wins when there is a difference in the desire of the Elephant and the rider.

    :: The Elephant has a long memory and doesn’t change very fast. But, once it does change, then it keeps a new memory for too long.

    :: Elephants like to move in a herd, and that’s their comfort zone. It is the same with the Elephant of the mind.

    :: The rider of the Elephant is analytical and logical. But also tends to do too much analysis and sometimes gets into a bind as a result. Gets into analysis-paralysis. So, it is vital that the rider gets a clear direction and not be burdened with too many choices. Then the rider and the Elephant is more likely to proceed to the desired behaviour.

    :: The Elephant likes to take the easy path, and he’s also playful and prefers the path that is more fun.

    :: The Elephant sometimes listens to its readers. Especially when the rider is someone it respects for lovers. In short, an authority figure.

     

    Nudging you further

    I had read the NUDGE THEORY and thought I understood it reasonably well, but Chapter 66- on FAQ’s in Nudge Theory was somewhat of a revelation. It is a well thought out chapter- as Suman banks a lot on Nudge theory in making his model. In the current world where instead of reaching across a larger audience, the idea of approaching a smaller- but easy to change audience- followed by them converting others is important. What is important is the quality of the ideas/strategy and how it can be good starting a movement. That is as simple as community building. The focus should remain on ‘Infecting’ a small number of people and getting them to spread the message. The message must resonate deeper with this smaller section of the audience. And then, they will spread the idea and the movement to many others. In the end, that is the task and the objective.

    So, if you are an SPO or involved in the social sector, read the book. But, if you are in corporate marketing, still read the book. Maybe the book will remain in my not to be UnCaged list for some time. On the other side, you  could  ask Suman to help you with the process- do a workshop for you- help shift from Begging to inspiring. And would that not be great?

     

    ‘Don’t Beg, Inspire’

    By Suman Srivastava

    Notion Press

    Rs 299

    227 Pages

    Available at Amazon.

  • Pet parent Sanjeev Kotnala suggests a win-win intervention for businesses and himself

    Bow-wow! An Opportunity for Pet-Friendly Marketing

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaMilo Kotnala turned four on December 11, 2021. In the last four years, he has properly trained us. Now, we understand each of his gestures. We react to his command, anticipate his needs, and stay in his house. Everything at home is timed and made as per his needs.

     

    In four years, Milo has converted me from a cynophobic ‌to a pet lover. My daughter is lovingly called KD, short for Kutta Devi, as she takes care of strays. The strays around our block – the way they welcome and meet us -is the epitome of affectionate loving.

     

    Last Month Milo Kotnala met Dadi (Grandmother) for the first time, making a long road trip- 1300 km one way. The last time he had dome an intercity trip was a no-halt run to Indore- a mere 634 km.

     

    It all started with a call from Dadi, my mother, who is 80-plus. She said, ‘Milo se mila do- phir pata nahi kabhi mil paye’ (make me meet Milo, don’t know when and if ever I will see him). My mother has heard a lot about Milo but never met him. She did not leave Jabalpur, and Milo did not travel.

     

    THE PROBLEM.

    We are first-time pet parents, but it did not take us long to realise that we have limited options. Dadi was anyway not going to travel to Mumbai. It is not easy to travel with a pet on a flight in India. There are restrictions and daunting procedures. In fact, one or two airlines allow pets on board too if they are less than 5kg, on a leash and take the last seat. Procedurally, the train is a lot easier. One has to go a day early to the luggage department, show the documents and get a ticket for the pet. Despite the requests, you submit there is no surety of getting the first-class AC couple coupe. Or buy all four tickets of the first-class AC coupe because if the co-passengers object, the pet goes to the breakvan, and that was something we were not ready for.

     

    The Solution

    It left us with no choice but to drive the distance.

     

    So, we decided to take a break at two places. Phase 1, Mumbai-Aurangabad, a 7.5 hr, 365 km run. Phase 2 Aurangabad-Nagpur, 477 km demanding a 9-hour plus ride. And the last phase  Nagpur-Jabalpur, a mere 254 km was done quickly in five-odd hours. We decided to do with a stop at Pachmarhi on the return leg. This planning aided with Google Maps seemed fine.

     

    The Second Problem

    The problem was finding accommodation that allowed a pet stay. All the travel sites from Agoda, Booking.com. TripAdvisor, MakeMytrip, Goibibo – have this filter. The surprise was finding not many possibilities in Nagpur, Aurangabad and Panchmarhi. These included homestays or hiring of the complete villa or living in tents. If that was not enough, there were limited eating spaces where a pet is allowed.

     

    We did find some places and tried picking the best possible solution. We stayed in Treebo Lalji and Taj Vivanta on return leg in Aurangabad. The Royal Palms in Nagpur and the Adventure Camp in Panchmarhi.

     

    The Experience

    Our experience was mixed. We realised that ‘Pets Allowed’ means nothing. It is a superficial filter and an obligation. What we need is pet parents to re-classify and tag hotels differently.

     

    The accommodations could be further classified and tagged. ‘Pets Allowed’ is the basic level. ‘Tolerate Pets’ as in Treebo. ‘Welcome Pets’ as in Taj Vivanta. ‘Love Pets’ or ‘Real Pet-Friendly’ loved as in ‘The Royal Palms’ and ‘Adventure Camp’.

     

    A pets allowed or pets accepted hotel was a pure business proposition, and it was a con job. They were ill-equipped for even treating the pet well enough. The authentic pet-friendly accommodation went out of its way to ensure food was available. Pets were allowed access to various areas, and there were not too many restrictions. Actually, one wanted an ambience like Café PeFe  at in Andheri, where Milo went for his birthday celebration. It is a pet café- where humans are also allowed in. Or one wanted the feel of Manas resort, Igatpuri  on Mumbai Nashik Road or the Forest County at Panchgani where a pet is respected – cared for and loved like they should be.

     

    The Need

    Like most other pet parents, I am part of a few social groups of pet owners and do meet pet parents. It is not too tough to understand the level of love care for their pet. For us, Milo Kotnala is the third child in the family. We are always on the lookout for proper care, be it food, medicine, toys, or spending time with him. And that is not special. I think that is true for almost all pet parents.

     

    The Offer

    The marketing person in me has clearly experienced and felt the need for some pet-friendly intervention for travelling pet parents on major routes and in holiday destinations. Yes, there are many claiming to be pet-friendly, however they need a basic rejig to transform the experience. And I am willing to take it further. I have clear images and thoughts, design and demands. One is looking at is some companies or brands like Pedigree or Drools joining, spearheading or funding to create the experience. It will be is a perfect CSR activity/ initiative for them.

     

    The Request

    Trust me, pet parents will be willing to pay a premium for the experience. You know where to contact me. If you know of authentically pet-friendly places or have first-hand experience- one would love to hear and amplify them. And please do always write your reviews from a pet point of view. It will help many pet parents make the right calls.