Posts Tagged ‘ media ’

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

 

 

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”,

 

 

 

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.

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.

“Why advertising should be governed by principles and not by rules?”


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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.

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.

“Purposeful Inventions”


A purposeful invention will always find a place in people’s lives. History endorses this view; there are many great inventions like the Q-Drum, which never found a place not because the invention is not great but because it did not solve the complete problem of the people it intend to solve.

I believe there are three kinds of inventions: 1. Stems out of the inventors intuition, which will be awarded and hailed by the scientific community. 2. Stems out of a perceived need by the inventors, which may or may not find a place in people’s lives but will be appreciated nevertheless.  3. Stems out of deep understanding of a human need, this not only solves the problem it often changes peoples lives.

Forgetting inventions for a while lets look at some new brands and their appeal; lets travel back and look at Air Deccan, what went right? Why a self-proclaimed cheap airline succeeded when a cheap car like Nano failed? Why Go Air is considered an efficient airline not a cheap one? Why pundits are excited about Bajaj’s RE60? Why supersonic Concord failed?

All enterprises start with people and end with people, if you view complex business or marketing problems through human lens, you’ll see a more realistic, relatable human problems and to solve them you need to understand the basic human need not greed, for instance human greed says more people want to fly faster at higher price thus born Concord, whilst human need says more people want to fly for lesser cost thus born Airbus. Now it’s obvious, who was successful? Therefore the moral of this story is Airbus was a purposeful invention and Concord was an intuitive assumption of an inventor.

Lets take Captain Gopinath’s Air Deccan, which was positioned against train travel and spoke to aspiring middle-class millions to experience flying versus post takeover of Deccan by kingfisher to form Kingfisher Red spoke to regular flyers and offered a cheaper and restrictive service offering, which was rejected by the regular flyers as they did not want to feel as deprived passengers suffering from poverty and the attempt took the pride and prestige of flying away. Captain Gopi’s invention was purposeful as it made millions on train travelers realize the dream of flying. Taking a leaf out of this experiment Indigo did not use cheap flying instead spoke about efficiency and made people who secretly want a cheaper option argue for efficiency in service and on time arrivals. In fact on-time arrival is a fantastic rationale to shift from an expensive luxurious full service airlines especially in an era of austerity.

Now to my favorite Nano versus RE60. Tata’s took the engineering challenge of building a one hundred thousand rupee car and managed to deliver close to one hundred and twenty thousand rupee car. Fantastic Invention “The cheapest car in the world” Bravo. World applauded Auto shows went gaga. But the brand failed miserably, reason: no one ever asked the Indian consumer weather he wants to spend an hundred and twenty thousand hard earned rupees on a cheap car, which does not give him any status in the society? How could the brand find a place in peoples lives if it or its inventors does not understand people’s needs? People wanted a Santro, an Alto and an Indica with all the luxuries, however small they were. Indian middle class was seeking stature and pride of luxurious living, which both Maruti and Hyundai understood completely and Tata Motors with Indica to some extent.

The case of RE60 is completely different, Rajiv Bajaj is a very passionate and a smart inventor, who believes in engineering solving problems of people therefore a purposeful inventor, whose invention of DTSI technology solved an unique problem of Indian bikers who want maximum power with minimum fuel, he solved this issue with a simple invention of two spark plugs in the combustion chambers instead of conventional norm of one, which increased the combustion efficiency to give more mileage and power, people lapped-it-up and put Bajaj on a technological pedestal.

Coming to RE60. He took the challenge of solving mass transportation in urban and rural India, the current mode of transport of auto rickshaws is unsafe and relies on old technology all parties acknowledges that, be the RTO’s, Auto Rickshaw owners and the commuters, they all seek an up gradation of technology, Bajaj found a purpose. Single mindedly concentrated on Auto Rickshaws and its drivers and found a meaningful purpose in up grading the technology by adding another wheel to make a four wheeler and the life of the driver by giving him a car to drive and an extra capacity of seating and to the commuter a safer option of commuting. Thereby extending an undisputed offering to the administrators.  Bajaj kept the eye on their consumers and never let it weaver toward competing with Nano or pleasing Nissan.

Wonder why companies run by people fail to understand people.

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