Big Brands – Bigger Purpose


 

Commitment to quality and values

The above statement isn’t a mere vision statement that companies put on their walls but a mark of authority that is etched into brands like Tata and Aditya Birla Group and forms the core of each of their endeavors. Both these groups have been a beacon of trust for years and have set standards for everyone else to follow. They are the fulcrum and the inspiration on which New India has been built. Today we’re going to take a look at one dimension of the brands to try and decode why they are what they are.

Like all other practices, Tata Group’s communication also puts ‘people’ at the heart of it. Long time back when Tata came out with the corporate campaign for Tata Steel, it connected with people on a socially relevant basis without taking away the relevance of its brand. Tata Chemicals’ ‘Desh Ka Namak’ campaign for Tata Salt was based on bringing back values like honesty that have been long forgotten in our country. Over the last two decades, Tata Salt has lived up to its claim of being ‘Desh Ka Namak whether its change in behavior or business numbers’. According to Nielsen Retail Audit, March 2011, each month more than 50,000 metric tonnes of Tata Salt is sold through over 12 lakh retail outlets reaching 50 million households across the country.

Perhaps one of the most defining campaigns of the last decade was Tata Tea’s- Jaago Re. Jaago Re was a cause based initiative taken by Tata Tea in 2008 with other NGOs and non-profit organizations to create awareness on certain issues plaguing the country around elections. The aim was to awaken the nation to the fact that they tend to hold the government accountable to various mishaps and encouraged them to participate in the functioning of the country’s politics by voting. The campaign received numerous accolades and was an extremely successful campaign.  Taking the good work of Tata Tea forward, Tata Capital positioned itself on the platform of ‘Doing Right’ and putting people above oneself. The brand and its communication propagated the virtue of selflessness- projecting right values, putting people first and preaching what is right. Coming to jewelry, the recent Tanishq campaign from Tata celebrates the second marriage of a woman which has always been frowned upon by our society. It is a brave and progressive attempt by Tata which has always been the agent of change in this country and showing the way to others.

Tata’s commitment to the nation and the society for all these years without losing focus of its business has led to it being one of the most responsible, credible and transparent brands in the world. This is a message to other businesses and brands who are not consumer facing to take a leaf out of Tata’s book and make a social connect along with the business connect. There’s something in the DNA of Tata to build brands which have social commitment and respect for the same values. Apart from this, championing acts like Tata Nano to empower the middle class is really magnanimous and commendable.

Another brand which has set an example for others to follow is the Aditya Birla Group. Whether it’s their corporate campaign which in spite of its larger than life feel, yet retains a strong connect with the masses or its Birla Sun Life Yuvraj Singh campaign which aimed to inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. The biggest triumph for the group came in the form of Idea Cellular. Idea has always come up with campaigns which have been for a greater cause.

In 2007, the brand came up with a campaign ‘What an Idea Sirjee’ taking up the caste issue plaguing the society. This series included campaigns like ‘Use Mobile, Save Paper’, ‘Walk When You Talk’, ‘Education for All’, ‘Democracy’ et al. Idea took up several causes plaguing the society and provided brilliant solutions to it without the brand losing relevance.

The world is changing very fast. And in this changing world unfortunately, values are taking a backseat. Fortunately, for us there are brands like Tata and Aditya Birla Group which stand tall and firm like a lighthouse showing us light amidst a sea of doubts while guiding us towards the right port.

 

-Published in Business Standard  09th of december 2013

 

 

The bigger the brand, the larger the heart.


The bigger the brand, the larger the heart.

Published in Business Standard on the 9th of December 2013

When you witness Tendulkar getting out along with Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper…


One of the perks of being in advertising is to be privy to some of the most intimate moments of the history; in retrospective I recollect one, as Sachin is hanging his boots in few days I owe it to myself to narrate this amazing event to the world. It was in 2002, while working on a world cup cricket campaign for LG electronics; I was shooting 36-television commercials at a breakneck speed for the world cup in South Africa. LG tied-up with ICC as the primary sponsor and was allowed by ICC to use all participating 14 team captains for publicity hence the campaign with 14 captains ( “Cricket first” was the campaign theme), we got the time for shoot allotted by ICC in Colombo Sri Lanka whist the ICC champions trophy being played in that country. We had around 6 days to shoot all 14 captains, were allowed a couple of hours a day with out upsetting the team schedules.

photo (10)

We parked ourselves at the Hilton Colombo and marked several locations in the hotel for shooting different commercials to save time, one such location was the penthouse suite; One of the days when we were set to shoot the combinations with Nasser Hussain, Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper, while Nasser Hussain was getting ready for his shot, I was watching India playing Zimbabwe in one of the bedrooms sitting in center of the bed, soon I was joined by the legendary bowling captains, Waqar, Pollack, Flaming and Hooper.

Soon the bowlers were glued to the TV watching the Indian “God” batting, I still remember the mesmerizing site of four bowlers watching master batsman Sachin bat,  like little kids seeing an instructor play. I was pinching myself for what I was witnessing and then all hell broke loose as Sachin gets out cheaply to Heath Streak or Henry Olongo, In unison you see all four raising hands in air and say “Shit” with utmost disgust and argue amongst themselves about, how unfair the life is; while Pollack says “ we all are always asked to bowl straight and we follow that religiously and look at this bloke bowling wide outside the off stump and the master decides to ignore all his discipline and reaches the ball to give a catching practice to the second slip.” “Why does this bowler gets “Masters” wicket so easily? And why do we have to slog for days to get him?” adds Waqar.

I can never forget how lucky I was to see the greatest bowlers of all time discussing about Sachin’s batting and putting the kind of importance to his wicket in their life is simply amazing, bowlers around the world practice relentlessly for months and years to get him out is a testimony to his greatness and being a witness to such an event makes my 34 years of advertising career worth the while.

Why only Kumbhmela? Why not Uttaranchal?


Why only Kumbhmela? Why not Uttaranchal?

So what if we can not beat them in football?


Image

2013 is a very special year for Cannes lions as the festival completes sixty amazing years of celebrating creativity, India joined the party late but nonetheless quickly made an impact with Fevicol in late 90’s thanks to Piyush and his talented brother, Fevicol went on to become an icon for Indian creativity till Times of India and Agnello Dias took to the center stage. TOI and Agnello became synonymous with India creativity after winning a Grand Prix for Lead India same year Leo Burnett joined party with an incredible print campaign for Luxor with a record six lions including two golds. No one had ever expected India to out do that performance. With 2009 success Paddy emerged as a new star and soon teaming up with his onetime partner Agnello to launch TapRoot India.

TapRoot started playing a key role in taking Indian creativity forward, they not only had tremendous commercial success but have also been the torch bearers of Indian creativity, to draw a parallel one wondered what would happen if Piyush and his generation creatives were to retire? Well like in India cricket found the answers in Virat, Rohit, Shikhar, Raina and Bhuvaneshwar Kumar. So who is in Indian Advertising after Piyush, Balki and Prasoon? My answer would be Agnello, Paddy, Kennu, Rajiv, Nitesh and Arun Iyer these boys have taken India forward while Paddy lead TapRoot charge of 6 lions Kennu/ Rajiv lead Ogilvy’s with a record 10 lions.

The fabulous India show at the sixtieth Cannes special raked in 32 lions and come close to beating Brazil in print. I am sure the generation next will take India to the top summit soon as young Brazilians creative leaders did after Marcello Serpa.

iPopsArt


iPopsArt

Cannes.France 2011

Super bowl: SuperSpecial-2013


This is the most anticipated event of American football for all professional football lovers across the world. For lesser mortals like me who would never trade his Cricket religion for any game in the world, this event indeed is special for not football but for advertising.

In good old times in India around “Ramanyan” time in doordarshan, one used too watch television for ads, perhaps those days in India have gone, in America this annual championship games are a replica of our “Buniad” days. People just love ads as much as the games.

Last year Chrysler’s “Halftime in America” swept the audience with some brilliant writing and an emotional Eastwood’s appearance.

I picked some commercials, which are making waves at this Kumbhmela of advertising:

 

  1. Taco Bell for the sheer audacity of using old folks sneaking out of an old age home to have night out full of fun. Great spot to watch and highly charming and engaging, it may remind you of infamous Lipton Tea.  (Remember old people sipping tea, while the song says look at all those young people sipping Lipton tea) or even the Switzerland tourism spot where the two old farmers decides to travel to Zurich and discover fun while visiting night clubs)
  2. Volkswagen “Get in. Get happy.” Beautifully written spot had its field day with racism controversies. Jamaican’ism is the reason for controversy and delight, to me its sheer delight to see almost Chris Gayle cheering the world. Brilliant one-liners like “turn your frown the other way” or “don’t be a no cloud on a sunny day” absolute delight.
  3. Budweiser “The Clydesdales- Brotherhood”: Very touchy, well-crafted film has won my heart, well told story of brotherhood between a colt and a young man. Spot ends with the brand inviting people to suggest a name for the young Clydesdale (powerful carriage horse)       

 

 

Some more spots worth mentioning are Samsung “The next big thing”, Mercedes “Soul”, Audi “Prom Night”. Check out on the YouTube.  A mix-bag of good, bad and the ugly this year. 

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