Matru ki Bijlee ka Mandola tabcab ride
19/01/2013
Omkar Rane
·
Matru ki Bijlee ka Mandola- a film by
Vishal Bhardwaj is ready for release on 11th Jan.
·
They have come up with different
promotion strategy altogether. They have put their posters on cabs. Around 250
cabs from the TABcab- totally in the
cab industry have put posters and one liners from the film Matru ki Bijlee ki
Mandola. This is a totally new promotional strategy applied by this film.
·
The CMO of TABcab Prasenjeet Bagchi said
around 7000-8000 Rs. is spent for the printing and other expenses for each cab.
·
Filmmakers are hoping this hatke
strategy will yield good results at the box-office.
Most admired personalities of 2012
13/01/2013
Omkar Rane
Recent polls tells us much of a
controversial figures like Narendra Modi, Vijay Mallya, Salman Khan as the most
admired personalities of 2012 among youth.
·
Brand equity tries to study why such
figures have been selected by youngsters as their youth icon.
·
These are the results: Most admired
personality in Bollywood 1. Shah Rukh Khan 2. Salman Khan. Though these figures
are more famous for their real life tussles, accidents and hunting
expenditures. Most admired Personality in Politics 1. Narendra Modi 2. Rahul
Gandhi. Among one is famous for controversial speech and other is considered
sometimes as prospective Prime-Minister of India or sometimes as a spoon-fed
baby. Most admired personality in business 1. Ratan Tata 2. Vijay Mallya. Among
these one has done almost nothing to save his planes from crashing. Why youth
have selected these figures.
·
Ignorance, top of the mind recall, more
liberal-moral standards or just the pulse of the youth, controversies that
tickle, quick to judge and hard to please could be few reasons for this.
·
The demographic was 15-24 years of age
which most marketers don't understand. People of this age group go for coverage
in the media, less information-centric, enjoy controversies, go for name and
recognition.
·
Vijay Mallya's airlines crashed, went
into debts, staff unpaid and finally DGCA cancelled its license. But Vijay
Mallya was indifferent to it as he didn't appear in front of media for answers
but at the same time stayed in the limelight for his lavish parties and
Kingfisher calendars. Shailendra Singh, JMD, Percept says his flamboyant,
arrogant nature is a living, talking advertisement which has worked for this
King of Good times. "JO DIKHTA HE
WO BIKTA HE".
·
2012 was the year when 117 people were
convicted for Naroda Patiya judgement including ministers from Modi's cabinet
and his colleages. 2012 is also a year of Narendra Modi's path-breaking victory
again in Guajrat. He is known for his divisive politics, speech during Godhra
in 2002 but he is also known for tremendous industrial development in Gujarat
and job creation.
·
Venugopal Dhoot, CMD, Videocon says
Narendra Modi is known for his profound vision, intellectual power and dyanamic
personality across the globe
·
Prasoon Joshi says Narendra Modi is not
a confused brand, well articulated brand. He has taken state from power to
power, created jobs among the youth.
·
Salman Khan known for harassing co-star
Aishwarya Rai, rash driving and killing endangered species has now re-directed
his image with the establishment of his own NGO Being Human and recent
block-busters like Dabang and Ek Tha Tiger.
·
Salman's appeals today is disarming and
almost instantaneous honesty which in itself is difficult to handle says Dilip
Cherian, Image Guru.
·
At the end Brand Equity analyses a
common trait between all of them is their controversial nature. It thinks these
brands are unpretentious and arrogant and this is what has clicked among the
youth generation today.
How portrayal of women in advertising has changed
over a year
17th Jan 2013
Source:
All About Ads TV Show – NDTV Profit
The show starts with a fruitful insight
from Kim Das, Global Business Director – J&J wherein he states that India
has a pool of talent and rich cultural heritage in cinema which can be
exported. Thus we must concentrate more on these factors.
Airtel has introduced a mobile app for
smart phones called as the ‘Shazan Interactivity Integration’. When the Airtel
TVC appears on the screen, the app can be activated and this will help the
consumer to explore more services with respect to the ad. It is also an
interactive app. Airtel is pioneer to use such an app connecting the Television
to Smart phones.
·
This episode speaks about stereotyping
of women in advertising industry. It states that companies create ads without
realizing that the impacts can be awful and permanent.
·
Moving to the theme of the show
regarding portrayal of women the show speaks about how women are always shown
weak in the Indian Society. Ads, lack of
sex education and the study pattern in schools are major contributors for the
mindset of people.
·
Most of the ads portray women as
homemakers or superficial individuals. This gives a picture that women are
supposed to only take care of home. Often ambitious women are disliked.
·
Nokia Lumia Ad shows a guy prefers to
take directions from a mobile app rather than a woman thus hampering her image.
·
Most fairness cream ads state that there
is no place for darker women in the society.
·
Through various mass protest there have
been implemented certain laws that will keep a tab on this issue. Also this
gives out a message that the brands need to be good corporate citizen.
·
The show also gives a sneak peek into
some international ads such as Coco Cola, I- Phone etc.
Storyboard CNBC
19th
January, 2013
Rajvi
Dedhia
Snickers: Hungry for market share.
Snickers - the three point USD six billion candy bar owned by American confectioner
Mars International..
Although Snickers is the largest candy brand in the world, in India it
has been a slow starter. Mars India has been importing Snickers along with
other brands like Galaxy, Bounty, Mars and Twix, since 2004, relying primarily
on their global equity to attract Indians. Advertising has been sparse and
distribution, narrow. But all that is set to change.
The chocolate making company mars
international is wrapping up its plans for a three and a half thousand crore
rupee chocolate market.
The new campaign created by R K Swami
positions the candy bar as an affordable snack between the meals. Though
snickers was advertised in 2008 and earlier in 2012 as well, the latest ads
spent is looking to shake things up for the brand.
From Indian point of view the challenge
is to understand what the needs are and how their global positioning resonates
with the Indian consumers. The company is looking for various occasions to
embark so that the Indian consumers can identify with their global positioning
of Hunger Satisfying Product.
Also it has reduced its prices by 40%.
The 32 gm bar which was for rs 25 is now available at rs 15 and the 57 gm bar
which was for rs 40 is now available at rs 30. This puts snickers in direct
competition with the Cadbury’s 5star and Dairymilk and Nestlé’s Barone and
Kitkat.
The real big chocolate market is at a rs
10 price point and in order to make a dent, snickers has to get into the price
segment of rs 10-20.
Rebranding M&M
The USD 16 billion Mahindra and Mahindra Group will reveal its new logo,
colours and visual identity next week. The group that is spread across diverse
industries from auto manufacturing to IT to timeshare holidays to name just a
few - began a phased rebranding and repositioning campaign for the brand in
2011. It started in January 2011 the adoption of word “RISE” to communicate its
new state of mind.
Originally when the brand was envisaged and the logo was created, it was
a manufacturing company. But today it leads an identity which cuts across
rural, urban, manufacturing, services and last but not the least, it is a
global corporation.
Hence they need an identity that can appeal to all segments, customers
and stake holders. An identity which is modern, global, technology savvy,
optimistic and progressive at the same time retaining all its traditional
values like reliability, trustworthy, solid and warm.
The power of "rural": A special on rural
marketing
25th Jan 2013
Prashant Stavi
Source: All About Ads TV Show – NDTV Profit
Total
population of India 121 crore .
Population
of Rural India 83 Crore
Population
of Urban India 38 Crore
Rural
Market : $ 1 Trillion
Indian
Rural Market = Economy of Canada
Hence
Rural India is a potential market.
Rural
India is divided into below parts
1.
Developed
Rural India
Punjab,
Haryana, Maharashtra, Gujrat
2.
Least
developed states
Bihar,
MP, Orisa, Rajasthan, UP,
3.
Rest
states in middle of Developed Rural
India & Least developed states
Successful Rural
India Campaigns :
1.
Pehla Ek Ghanta
20
% of Worlds new born deaths occur in India.
2700
new born die in India every day.
Started
with campaign “ Pehla Ek Ghanta ” and created awareness in Madya Pradesh,
Rajasthan & UP are the area where this problem is more severe.
2.
Western Union
Brand awareness
Brand Awareness by Western Union by
using Telescope on occasion of EID.
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