Archive for the ‘ marketing ’ Category

Create. Collaborate and Compete.


 

Advertising has become more complex today then ever before, there was a time when all channels of communications were controlled by advertising agencies but today advertising has gone through a significant change today we have more then two dozen specialist agencies specialized from creative planning to digital executions. Apart from loads of channels to communicate to the consumers have changed, people themselves have changed.

A recent study published in Times of India points the average age of the consumer had dropped dramatically, for instance an average car buyers age had come down from 45 to below 30. This change not only affects the target for marketing but it also changes the media planning. Hence one needs to look at the content of communication in the context of message consumption therefore it is extremely important for the communication content creators to understand the contextual targeting. The moral of this story is if the creative and media planning or digital planning agencies do not collaborate then how the hell are they going to create a relevant campaign?

 

 

 

In this ever-evolving complex world everything is linked to everything and not everyone can be experts in everything. Super specializations are hear to stay and the intelligence lies in learning from each other and working as a team even if the team you are supposed to work with, belongs to a competing holding company. If a creative agency can collaborate with a film production company, which also works with competing agencies can happen with out any hesitation, then why not collaborate with another competing small agency on a project in the interest of a brand?

Bigger and traditional creative agencies can learn a thing or two from modern design companies which have learned to co-create and collaborate with technology companies for starters take a look at the design winners from Cannes this year. Small and nimble agencies have realized this early enough and are raking in now. Now it’s the turn of the biggies.

We all are witnessing the results of coalition government with out any collaboration. I urge all the communications channels to come together and get to learn from each other and march ahead into the new age communication era.

After all the solo sulking days have gone, as my friend Agnello puts it “jo tera hai wo mera hai”,

 

 

 

2012
09/27
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Gandhi vs. Anna.


Anna is a simple man, so was Gandhi.

Anna started by changing himself and then his village so did Gandhi.

Anna preaches non-violence, so has Gandhi.

Anna is a stubborn man, so was Gandhi.

Anna rallied young India, so did Gandhi.

Unfortunately the comparisons stop here.

Anna is a Gandhian but not a Gandhi. I respect Anna for his honesty, simplicity, his stubbornness, intent and his peaceful methods. Leaders are always born out of adversity, when India is going through her worst leadership integrity crisis, Anna took upon himself to rally people against corrupt politics and society, a simple, quite Gandhian turned into an agent of people’s conscience.

Anna’s success came because of young India taking to streets, a movement fueled by anger and helplessness of young men and women, who silently witnessed the powerful leaders and businessmen shamelessly looting their treasury.

When corruption reached parliament, when policemen started to rape and molest little girls, when army men stoop to steal wealth, when politicians blatantly amass disproportionate wealth, When educated entrepreneurs cook-up account books, when Baba’s hide rooms full of gold and silver and when temple incomes bulge more then a state’s. You know it’s only a matter of time for a catharsis and indeed Anna became the fountainhead of this revolt.

After Jaiprakash Narayan no other leader mustered as much support as Anna. Jaiprakash Narayan succeeded in changing the government because he supported a newly formed cleaner party with leaders of intent and integrity. The agenda before the nation was clear: vote out the Nazist congress party, people understood and implemented. When people empathize with issues they need an action point and Jaiprakash Narayan provided one.

Mahatma Gandhi too understands this human truth like any other successful leaders in the history, Gandhi always gave an action point, be it making salt or burning British made cloths or asking the mighty British to “Quite India”. Any mass movement should have an actionable end. Even the recent “Occupy Wall Street” had a definitive action point to just occupy Wall Street. Simple enough for people to understand and execute.

Anna should go beyond appealing to people to come onto the streets to protest. He must give an action point, if one were to say “ Vote for Lokpal or Quit parliament” and if one were to give the agenda of pushing every local MP to vote or resign, there would have been an action plan for restless young Indians to execute.

I believe Anna will become a true heir of Gandhiji, if he becomes as shrewd thinker and as clear visionary as Mahatma is.

2012
08/09
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Power shifts in advertising.


The recent ranking of the most influential people by Brand Equity raised eyebrows and sent shockwaves thru the ranks of the industry. The veteran blackberry boys were giving way to apple tribes.

Two decades back armed with management degrees from the top institutes the double-breasted blue blazer brigade took firm control of the business from the erstwhile “angrezi hangover babu’s” of the post independent India. And the blazer brigade were the most powerful lot as they controlled the business of the businesses by working as strategic and marketing extensions of huge corporations.

What made this successful brigade to take a back seat? Why the suits were marginalized? What made creative guys to rise?

Well the answer lies partly in the changing business model and partly in the egoist reluctant to change CEO’s.  Why do I blame them?  Three decades ago when I started work in advertising as an untrained commercial artist, stumbled upon a book in a second hand bookstore titled  “12 benevolent dictators of advertising” the book dealt with how the legends of the industry were thrown out of their own shops unceremoniously.

And the moral of the story being: ownership does not give power, real power in advertising is the influence you have on the Brands business and how indispensible you become to the biggest brands of the agency. Most often the owners and the MBA managers mistake power to money control and designations therefore they spend all the time in managing money and holding control meeting. Before they even realize the power starts to shift to enterprising business heads or creative heads.

Its not surprising to see some of the legendary CEO’s being marginalized post de-bundling of creative agencies. When you had 15 channels to manage a general manager was more powerful today there is just creative and only products to be managed are Ideas.

With INS accreditation out of the window and monthly remuneration system is in, there is hardly any complex management is needed therefore more creatives are taking charge to manage ideas and agencies.

Hope one day the management schools will add this section of Idea management to their curriculum.

2012
07/22
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“Why advertising should be governed by principles and not by rules?”


Image

Creativity governed by rules would lead to the death of entertainment. Daily soaps, movies and ads would be like power point presentations using excel sheets. Exaggeration and imagination are the cornerstones of creativity and story telling. Can you imagine a story without a metaphor, vivid demonstration, fantasy or a hyperbolic demonstration of human greed? Be it Axe or Avatar if the underlining moral were not be exaggerated, it would never sink in.

Having said the above now imagine a state without any legislature to govern, a society without any norms, a family with out any principles. We all can imagine the mayhem.

What is moral and what is legal is an eternal debate, in spite of a legal definition, because we all would like to be governed by morals rather than legislature if given a choice. Why should this be any different for the brands that are behaving  as human as real as our siblings? Why do 99.999% of disputes is resolved without ever had to go to courts or lawyers?

As civilized beings we know when to cross the line and when not to. If we argue modern day brands are like humans who find a purposeful existence in people’s life than why don’t they behave themselves by not crossing the line? The state bestowed faith on the industry to conduct itself by allowing “Self governed code of conduct” and a body to monitor “Advertising Standard Council of India “ and all we do as a community is to find legal ways to beat the system. If the law says you need to have a support to your claim, we produce one from an unheard research institute, as insiders we all know what game we have been playing.

Time has come to take a hard look at the old approach not because laws have changed because people have changed, world has changed. Today 90% of the youth in the world are concerned about the survival of the planet, world peace, old parents and values. Never before transparency and honesty are valued as today. Leader are responding to this new order be it Obama or Anna Hazare or Nike or Apple. In fact I would go to an extent of saying leading brands have responded faster then the political leaders, to support my hypothesis let me barrow a research report which says 4 out of top 10 icons of the world are brands not people.

There is a selfish reason why brands must inculcate good values first and start to propagate them next. If the brands are governed by the principles of the values they abide by then there is very little chance of them crossing any ethical line to be punished by people or state.

Lets turn to the communicators or the creators. I believe they are two kinds of human beings in this world, those who care and those who don’t. Those who do care are the sensitive lot and are aware of sensitive issues like; gender, values, ethics, children, safety, religion and minority communities, they generally rely on honesty and integrity of the communication to connect with people. They avoid using hyperbolic gimmicks to attract the attention. These are the guys who guide a brand to success thru life insights on the other hand people who do not care for others sentiments, do create regressive communication by resorting to cheep humor, emotional black mailing or even cooked up miss-leading facts.

Brands today are like celebrities their behavior in public is been watched by live cameras 24X7, the moment Shahrukh lit a cigarette in an a stadium, hundreds of tweets went live and even some legal suits. In this transparent world you cannot close your eyes and think world is not watching you. If you show a little kid “Chotu”serving tea in a ad, no matter how light heartedly you portray the situation, people will decode you as an endorser of child labor.

Creative people and agencies also have to be sensitive towards the societal realities. No rulebook says you cannot use a “pug” in an ad. But one need to be sensitive to the fact that the desire the ad can create in people to own and love a “pug” would be enormous and the damage it can potentially create to the species would also be enormous.  If only creators were to give a little thought before depicting two boys in a family ad and the influence it can have on people to aspire for boys. When we realize a little thought could have let a girl child live we would understand our purpose in life.

Creators have an enormous power to write stories, which can influence people and their-in lays the responsibility to use the power in the right way. If the marketers and communicators ignore the responsibility and cross the line they may well face the consequence of rulebooks, which may well be written by the NGO/Govt., legal eagles.

Censorship or self-discipline, choice is ours today.

2012
04/28
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Why Piyush Pandey is the greatest Indian Ad-man ever? Why he deserves the “Clio” life time?


This is from my previous post, posted a couple of years back when Piyush was conferred “life time achievement award” by AAAI and now “Clio” announced that its going to honor our man, and I truly believe there is no person more deserving in the world advertising then him ( including Marcello Serpa.)

Excerpts from my previous post:

Piyush Pandey was recently been conferred AAAI lifetime achievement award, an honor usually reserved for retirees. Piyush is still a practicing creative person in short a working legend. He is Indian advertising’s greatest, I will place him above Subhas Ghosal, Alyque Padamsee and Mohammed Khan for simple reasons: he single-handedly changed the target audience from elite British Indians to middle class heartland bharatvasi’s. And also for putting Indian advertising amongst the global greats. (I had the privilege of working with all the above legends except Piyush.)

Above all he is one of the greatest human beings I have met in my career, what can you say? In this pseudo advertising and corporate world, where people hesitate to thank there wife for being an inspiration and support in public, this man brings his mother to the ceremony and proudly introduces her to all honchos present. I always admired people who do not hesitate to show respect for parents and family in public. I can not think of any other Ad-man doing that.

Piyush is a large-hearted man, loves his life enjoys every moment with a hearty laughter. I have never seen him crib about anything. This is what gets reflected in his work and also in his agency, always enjoys and celebrate life. As we at Burnett believe that “creativity has the power to transform human behavior” Piyush showered enough creativity to change the way common people behaved in this country, right from “Luna” finding a place in middle class India to nation celebrating the success of “Pappu” with Cadbury Dairy Milk to Railgaddi for Indian railways to celebrating real life characters in Fevicol.

He changed the way Indians looked at advertising, he had created many stars, gave new vocabulary, made people love advertising more than television programming. I can go on and on as an insider what he had done to the Industry and why he deserved the award and this blog.

2012
03/27
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Why green is transparent?


Today the color “green” is the most fashionable topic in the corporate circles. NGO’s, Media and politically correct politicians have made a point to juice the juice out of the word. In a way the word is abused and bruised, may leave a bitter and ugly scar one day on the face of the earth.  Faking green is worst than destroying green.

This day and age, where the world is virtually live 24×7. it is difficult to fake than ever before. It just takes a tweet to expose. People are connected and empowered.  You can not close your eyes and pee in your pants thinking that the world will not notice.  I have been part of many conversations in the board rooms where tokenism is the biggest remedial action. Plant five trees and PR the pictures, or conduct a painting competition to staff kids on planet earth and dump the industrial waste in the Indian ocean with eyes firmly shut. This is like murdering people and putting coins in Tirupathi Hundi.

Under the garb of CSR, stupidities are been done, which are more harmful than not doing any thing, Imagine distributing 100,000 saplings and letting people killing them by not planting or watering, will you ever do this to a puppy? than why to a plant because it can’t bark back?

Almost every product carries a sign of recycling, have any of them ever recycled? why do we become suckers to such traps? Organic and Untouched by hands are other tags.  It is imposible to create anything without destruction. The intelligence lies in doing things in a permissible/ lawful manner than taking backdoor options. Today if you break anything you’ll get caught because remember your destruction is just a tweet away by the Aam Admi.

Thank god for the luminous and transparent nature of green.

2012
02/04
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How to end the debate on “cult brands” v/s “iconic brands”?


 

One of the biggest debates in the marketing and advertising circuits for a while has been on what makes a brand cultish? Any popular brand, which is not cultish, is generally considered as Iconic brand. Well does this call for debate or clarification? I am only qualified to do the former, let me try and put forth my understanding and learning before I let others to vent theirs.

Whether the brand has a cult / iconic status or not it must definitely stand the test of time. Both these statuses demand a brand to stand for values beyond functionality and must be rooted in popular culture and find a place in people’s lives over a long period of time.

Cult Brands: Apple, Volkswagen, Harley Davidson, Star trek and Benetton.

 

 

 

The word “Cult” originated from Latin word “Cultus” meaning worship or religious practice. And by extension it had started to connote the cultural aspects of religion like rituals, ceremonies, myths and personal sacrifices, miracles etc only later “Cult” started being associated with obsessive to faddish devotion to a religious myth or a religious leader or object of such devotion.

Now lets look at contemporary meaning of “Cult” in the context of brands:

Cult brands are the brands, which dare to be different and celebrate that difference and therefore posses the power of the loyalist who come together on a common ground for the common values and ideologies.

Cult brands are the brands, which are more evolved to just talk about functionality or the benefits of the category they peg themselves much higher in the human value systems, like upholding truth, honesty, simplicity, perfection and goodness. They intelligently tap into innate reserves of human conscious.

“ Star Trek” became a cult by being a crusader of human rights by juxtaposing humans and aliens, war and peace, racism and space born humanitarians all in an adventure story of planets and space.

Volkswagen” achieves with Beetle, all with utter common sense. Harley with it irreverence sense of fantasy and adventure. Apple does with its child like simplicity and perfection producing magical joy to the end user.

Now try to fit any Indian brands? Mahatma Gandhi? Osho? Thums Up? Old Monk? Royal Enfield? Rajinikanth? Mona darling? Its your turn to pick..

 

Iconic Brands: Coca Cola, Nike, McDonalds, Lego, Rolex, BMW Mini, Marlboro and Vespa.

 

A purist definition of “Icon” means an image; a representation of a sanctified personage; an important and enduring symbol; an object of great attention and devotion.

As mentioned earlier Iconic Brands posses the ability to transcend from product benefits to become part of people’s lives and of their popular culture. And they also have the ability to tap into collective desires and anxieties of people for instance Rolex taps into the desire to be successful, Coca Cola taps into the emotion of happiness, Marlboro into the need of freedom, Lego into the need of imagination for children.

Therefore the brands endure as long as the human needs exist and over a period of time they become synonymous with the values to become “Objects of desire or devotion.

Lets try to fit some Indian brands: Tatas? Amitabh Bachchan? Sachin Tendulkar?

Godrej ? Raymond’s ? Wills? Bajaj? Hero? Scooty? Nalli’s? MTR?

While there will be less debate on what make a brand Iconic or Cult, I recon their will be heated debate on which Indian brands can make it to the list.

The debate has just began.

 

 

 

 

 

2011
11/26
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“Anna” the ultimate HumanKind brand.


How did this 74 year old caught the imagination of Indian youth and made them rally around a 60-year-old bill and a 5000-year-old issue?

Why did loads of tweet-support flood every nano-second of the agitation?

Why did the most powerful television channel go on a record 240 hours of non-stop coverage almost converting news as a reality channel?

Why did I change my Facebook profile picture?

Why did the opposition party go numb?

What made the seasoned politicians make such political blunders?

The answer is simple. “Anna found a purpose to his existence.”

It took years even for Mahatma Gandhi to find a purpose to his existence; lesser mortals like us may not even find one in our lifetime.

Anna discovery of his purpose and mission took the country by surprise, his timing was flawless, scams and toothless actions paved way for his massive and historic modern-day civilian movement in the world’s largest democracy.

People were angry to see the audacity of the corrupt politicians, businessmen, and religious leaders and shameless public display of money in building mansions. A trillion dollars locked in the locker rooms of Swiss banks and toilets of government quarters’, the economic progress stopped to start an economic exploitation.

Clearly someone crossed the line.

Anna’s purpose of “fighting against corruption” caught the imagination of a billion victims. And his stubborn Gandhian and his humble & honest ways attracted people like little iron fillings to a magnet. He was a mere catalyst to a huge chemical reaction destine to happen.

Now what can brands learn from this? Like great human beings find a purpose to their lives, even brands must find a human purpose to find a place in people’s lives as Anna’s life is governed by his purpose to serve the nation, even brands must be governed by its purpose. And finally must walk the talk.

As Mahatma Gandhi says “An ounce of practice is worth more than tons of preaching.”

2011
08/25
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Creation of Gandhi font.


Or is he a different type?

In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.

Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.

” There is no god higher than truth.” is what he said and is what got imprinted in my mind  ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”

When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s  desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.

His glasses has a deep significance to all Indians, when he gave away the glasses in 1930′s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.

How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.

Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages.( an up-date:English, Devnagari, Tamil, Telugu and Kannada are available ) The website went live last night http://www.gandhijifont.com

What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?


2011
08/15
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iPad painting : T20 of art?


Resisting change is in human nature. Well in marketing terms I could be classified as an enthusiast or an early adopter. People take their own time to adapt to new things, because familiarity with the old gives us solace hence adoption curve will take time to climb as in the case of digital photography. Every photographer worth his salt resisted the digital formats till Hasselblad and Sinar came up with digital backs, even I resisted till Nikon D90 happened.

Purist will resist the “bastardisation” of any art form. Human talent and craft rules supreme any intervention by machines or non-human is believed to contaminate art. Each art moment faced this challenge be it Cubism, Dadaism or Expressionism. This divine Apple’s intervention will also have its fair bit of resistance from purist. Never before the digital software gave the gratification of real painting experience, where technology is invisible. Thanks to the touch screen and tablet format, suddenly one gets instant gratification of drawing or painting.

I have never tried to create art using digital technology in my life till iPhone happened a year ago, where I downloaded an app called “Fountain Pen” which allowed me to scribble on the screen, I loved it but never took it as serious art, while my friends from Twitter and Facebook insisted that indeed it was, when shared. When I picked up my iPad last December on my son’s insistence to watch You Tube Videos and ads, I discovered many silly drawing apps which did not interest me till I stumbled upon “Art Rage” which blew my mind, it was like a live TED video and magic unfolding every second. I looked at havens and adopted “Art Rage” instantaneously.

What magic did iPad and Art Rage did on me?

As I said before iPad gave me the gratification of real drawing and painting and further iPad allows me to carry my studio with me almost every where like a mobile phone. Art Rage gave a complete studio of 2000 square feet with innumerable capacity to store canvases both painted and new, hundreds of tubes of colors free with infinite shades, entire sets of hog hair and sable hair brushes, palate and painting knifes, rollers etc, etc, all this lifetime supplies for a meager $7.00.

Nothing is more tempting to a soccer player then seeing a still ball, and same is true to an artist, give an artist a white paper and ask him/her not to scribble? Materials tempted me to carry on painting especially the oils, all this without the hassle of cleaning or arranging. I painted close to 70-75 canvases in less than 40 days and did around 200 charcoal sketches, all this in normal process would have taken almost couple of years, what does this say to us? At an average time of 3 hours for each painting it make you more prolific than any one can ever imagine!

Technology is not helping art it’s just helping the artist, you still need to be a trained artist to paint even on a dame tablet. Prolific art may cause a supply surplus in the market but on the other hand artist may actually see some money while they are alive.

Had anyone ever guessed that one can score 300 runs in 20 overs?

2011
06/15
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Why do we miss our middle-class-ness?



Somewhere down the lane, without you realizing success changes your life. While success\money\technology brings lots of new excitement, experiences fulfilling newer needs and desires, it also reduces lot of joys of middle-class life to memories of the past.

Hear are a few middle-class moments we all deeply miss:

Sharing ill-fitted cloths of your elder brother as a kid\teenager. However much you resist it had to happen for expensive terrycot or terlene shirts or even ever lasting Bata shoes. We virtually had to drag feet on rough concrete roads to make rubber burn and make holes in the shoes to get newer one’s or to stop passing on to our younger brothers.

All the siblings to share the same design and fabric for every festival courtesy family tailor who brings a “tann” at a cheaper rate.

Advance booking of textbooks from a friendly neighborhood senior student, if you do not have an elder brother or sister studying in the same school.

How could you escape the Nepaliwalla’s sweater for winters or your mom’s ill-knitted one, which became loose and two sizes bigger to your younger brother after three months of use or abuse?

Coconut oil and Shikakai “Head-bath” is a ritual for every festival and auspicious day in our childhood. Oily head was fine since it’s done on holidays but shikakai homemade shampoo used to burn the eyes and made them red for a day at the least.

Listening to radio cricket commentary and keeping detailed scorecard, not to mention the suffering from Narotham Puri. And of course the ting tongs of “Vividh bharathi “

An excuse of stomach aches to get free taste of Unani medicine.

Homemade Kulfi, sweets and even Diwali crackers, watching adults make firecrackers at home was the most amazing sight of excitement and stealing them while drying was even more exciting.

Life on a terraces is a chapter by itself starting from combined studies to leching girls to sleeping on the terrace in summer nights to family night outs to endless “Antakshari” sessions to stealing “drying vadams & cut mango pieces.

The very best of cheap and best mentality, repair and reuse, make it at home, homemade remedies v/s specialty clinics, Mom & Dads always use to find innovative ways to fulfill needs without spending much money and this very sprits of parents is vanishing very quickly.

I thank my parents, grand parents and my brothers for giving me such a wonderful and humane middle=class-way of life.

2011
05/08
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