TV with Digital: Its complicated. E-commerce 'likes' it.

Picture this:

Our Ekta Kapoor led soap serial is on. Ladies are hurt, sad; weeping, tears strolling down & all sorts of emotions.

In the midst of all this melodramatic sequence, she bounces on the couch and appalls her loved ones. She just saw new pair of earrings. 

If its about buying, ladies do not miss a glance over any fancy neckpiece or embroided saree specially the one their favorite character is donning.

Probably that’s the reason why most of the brands have svelte females as their brand ambassadors (also because females are the "Supreme" court in the house).

With no digression, lets come to the point. 

The context is ready, consumer is engaged, platform is right and sitting tight. 

Imagine a brand like Jabong, Myntra, in collaboration with these jewelry brands flash an offer, right after the end of the show, they provide them with a link and bang goes one sale.

Products like furniture, apparels, footwear and home & kitchen brands have big opportunity to mint some quick money while gratifying the customer with latest love-struck product which their favorite character is donning (Do not miss the context of this situation).

                                       

We think word-of-mouth is the best advertising??

We won’t fall short of that too.

Ladies with their chat sessions which ideally happen, in-person, calls, whatsapp will have the best of “OMG” sessions with some screeches.

Let alone ladies, advertisers would love that too!

Your views on this marriage? 
Pls share :)

7 things even a dummy knows about MODI.

Modi's campaigns have had significant affect on each citizen's minds.

This is what I captured after talking to people and observing train and bus journey conversations:

1. Modi is a Gujarati: Gujaratis are good at business hence he will be conducive for business         

    environment.

2. Modi is social media friendly: hence he appeals to generation Y; our generation.

3. Modi is out of the box thinker: he came with such different campaigns which we hadn't heard of.     He's different.

4. Modi was a chaiwallah: so motivating, a chaiwallah becoming a prime minister of largest         

    democracy of the world.

5. Modi is making news: he met leaders like Obama. Wow!

    And he's got tough stand against Pakistan.

    I'm proud of India now.

6. Modi is pro-business

7. Modi wears expensive suits (his dressing sense is god-gifted)

It's all about Modi-fications.

Slip that emotion....Make stories!

World is full of emotions, we have heard this a lot of times. Talk about emotions and you have a visual in your head.
Parents
Gf or wife
Dear friend

That’s the only thing in the entire world which hooks you to something or someone.

It either makes us sit and watch Leonardo romance his girl or a fighter like Malala opine at the center stage of the world (that was something).

Emotions never exist in isolation, they exist in context, a situation, or a circumstance. 
Sitting in a conference with suited up corporates will feel different than what you will feel when you're sitting with the same bunch of people in a canteen (context).

One FEELS different. 
Emotions.

Lets get out today and try slipping in a smile or that trust-me shake of a head while talking to your designated senior or junior or even a peon.

We do see a difference.
Better connection, empathetic and we might actually make the person listen to more than what we had anticipated.

Its difficult to dive in that kind of territory where you could actually switch on and off your EQ.

Picture this: One moment you're going through a rough patch with your team and other second the client complains of shabby work (I love clients, though)

Communication with emotions makes engaging stories.

No wonder why all brands want stories around their brand. In fact brand in itself is a story, which over the period of time become legacies

Next time around do try and slip in that emotion and make engaging stories with your peers :)

Cheers! :)

Who Demands it?

Who demands it?

A demanding person is always despised in some or the other way, your boss, your gf or a stranger who

authoritatively asks you to step aside in already crowded place.

As for a marketer, demanding person is often being focused at. He is studied, analyzed followed by the strategies to tackle or persuade her/him (its more ‘her’ than ‘him’ nowadays).

S/he is then approached, in context, choosing the words in which s/he understands with a light hearted smile, making him/her feel like a king and important.

This is what they do; they make us feel important, satisfying fourth level of Maslow Hierarchy and we feel

WE RULE THE WORLD!!

Advertisements tells us this product should be bought by these set of people, landing onto brick-mortar/websites they make us feel important, special and post sales they continuously tells us that

YOU ARE SMART, YOU MADE THE RIGHT DECISION.

Now, we understand the perks of Demand. 

P.S: Follow this with your gf/wife.

Smoke & Haircut: Will the Real marketer please stand up?

Get me spikes, but not too short haa! Keep it short on the sides, a bit long at the centre. And he exclaims, “I know sir, you have been getting the same cut for the last 3 years now”. I didn’t realize he was the same guy as I kept changing my barber. Most of the time it was my mouth fagging that kept me at bay from actually recognizing the guy.

                                              

Okay, now this isn't about my journey to become a chain smoker, nor it is about my personal shit. By this story, I intend to put some “roshni” (Light) on power of context (with whatever i have gained) and how Smoke makers (cigarette manufacturers) can help people in collecting some more “tar” (Tar) in their profoundly abused lungs. Is that guy from no-smoking film, Suresh, alive?

It usually is a Saturday or a Sunday when the barber shops are full and you have no option but to wait for your favourite guy/girl to get your cut done. Waiting leads them to a nearby “Paan ki tapri” (Cigarette shop) .

Some of you might agree or must have started introspecting at least. Go on! It does happen.

This is where the context starts to build and that’s where Marketing team of ITC or Wills shall put their heads.

At the behest of this urge, smokers wouldn’t mind trying a new brand (till he/she is brand stuck). The mental state is such that they are receptive and would not mind giving your time even to that too-much-shit, less-content sort of salesman.

                                        

Arnab Goswami exposing A Raja in one screen and “Pappu” talking about corruption free India wouldn’t go down well with the viewers. Even the strongest of the messages would go down swinging, if the context is not set right. That’s the periphery where the stuff happens.

Will the Real Marketing guys please stand up?  

While I go for a smoke break! 

Connecting FB statuses posted by my friends. Just a try :)

These statuses were posted by my dear friends, Abha Chaudhary, Mohul Kaila, Guddu Jumani, Bhami Bisht, Arunita Sen, Siddharth Sharma (sir), Pawan Raikwar, Monis Manzoor, Naina Ruhail. Thank you people!

Sipping and reading coffee, not literally but skimming through CCD’s marketing plans. They plan to overhaul design and ambiance. I see an opportunity there. 

Anyways, couple of days back after enriching myself with some profound words and wisdom through FB statuses put up by my dear friends, i plan to take a plunge and posted “I could make a bible out of FB statuses” which was followed by a comment “Do it then lazy boy”.

Monday morning is usually not that great for most of the formal en-robed beings. Inspired by statuses gave me this idea of actually writing a piece on everyday FB statuses posted by my dear friends.

Just thought of connecting scattered FB status dots with my life, it’s just a try folks.

Preparing myself for “Sun-day out”, missing you papa. I never left his hand while walking those narrow, dust laden streets, vendors shouting out loud with their just harvested (claimed) fresh, sprinkled vegetables. Ahh!! Makes your Sunday worth a walk to nearby market.

What’s so frightening after a Sun-day? A Monday, “first day” post my lazing around in bed. Arrghh!. Yeah, even as a school student, there existed an animosity between me and my class teacher. “I think i am allergic to Monday”.

School wasn’t that interesting that day. Consider it as a “Silence before Blast”. That evening, I hopped out of my school bus, had a good look around and zipped across the road. Entered my palace and mom was left agape. I crossed the road when I was 4. Received a good amount of “prasad” from my mom but then my rationale behind was strong enough; “Rules are for fools, use your head".

Next blast? a party-balloon. Phew!

I grew up, pale and not so chubby. Eating and biting my nails near people dancing around. Life does make you better and after confronted the most influencing event of my life, I did become somewhat better. I had lost my friend. “Memories rewind” of the “blast”.

'Break-Ups' can lead to 'Breakthroughs', if you do not 'Breakdown'. His support and belief in me was one such reason that I could make it on stage. He was undoubtedly “The God's Blessing's official Distributors!”

A “Pit stop”, life paused, shook me and made me believe that he went for good. Since that day, wanted to talk to him, meet him in person. Took a few days for sure but I did. I dreamt of him. Went on stage, killed it. Today I am on Cloud 9, feeling blissful after days of low point.

“You will never be as young and alive as you are at this very moment”. Just when god saw me too happy, he gave me a girl. “Love yourself first. You can love others later” and that day after, I did not get time to love myself.

Evening strolls, mall walks, window shopping, holding bags (not of my choice). Saw couples holding hands, sharing same strawberry shake (guys like that?) and smiling at each other.  “Yeh shehar nai mehfil hai, bas ishq mohabbat pyaar”. (This city is full of romantic set-ups, love is what prevails here) Delhi has always been a love-city. I love Mumbai.

“Out of connectivity does feel good. Back with a Bang!! And I will not wish you ‪#‎FriendshipDay crap. Cheers!”

“If your life isn't interesting, you are not living it right”.

Adobe's Killing move: CS to CC.

Creative Cloud Illustrator

1. Too quick, maybe

While customers are still stuck to CS, Adobe is serving them a different dish all together, theCreative Cloud (CC).

Adobe says since its inception, CC has seen 500,000 subscriptions. They see a changing, responsive market and early adoption is one smart thing to embrace.

2. One big elephant

Working on two very different platforms was cumbersome for Adobe.

Leaving aside multiple platforms and gradually moving onto one big elephant, CC, will make it harder for Adobe to maintain. Maybe it will require intense focus, energy and resources butfighting on one front is better than fighting on multiple fronts.

3. Faster iteration

The cloud version will have better iterations at better turnaround times and at a much faster rate. This model makes sense considering the adoption time of the boxed software is much more.

4. Value Driven

Faster iterations and adoption will lead to better value for customers. They will pay for what they use, which is bang for the buck.

This will help Adobe in attaining valued place in the market with respect to new upcoming technologies and collaboration with different platforms.

5. Piracy up-selling

As quoted by Adobe’s product marketing Director, “This isn’t to reduce piracy, they know how to crack, and they will”.

So instead of wasting their effort on reducing piracy, they went the other way, with a much agile, quicker and sensible subscription based model. Making it affordable for everyone.

Pricing

CC membership for individuals is Rs 2,700 a month based on annual membership

Existing customers who own CS3 (CS) to CS 5.5 can get their first year of CC at Rs 1,600 p.m. Promotional pricing for teams – Rs 2,885 p.m.

Bingo!! Two birds one stone and a burdgeoning customer base. For me, Kudos to Adobe!!

Picture Courtesy: Himanshu Khanna

Big data and Bollywood - Lethal combo!!

While I was hovering over the internet with no purpose whatsoever as I usually do, I stumbled upon an article about how Big Data can change the success rates of Hollywood flicks. It seemed like quite an interesting avenue for making money to me (just incase you are wondering, I’m a Business Major, Masters). Going by the article I felt our latka-jhatka industry which releases around 900 jhatkas (movies) a year at an average and entertains 3 billion audiences and more worldwide. Anyone with half a brain realizes that  there lies a plethora of opportunity for directors and advertisers to sell more and more.

Leveraging Big Data

Big Data has been used quite effectively by various industries like Retail, Digital and Telecom; and considering the gains with targeted and focused approach, it isn’t such a bad idea to use this in our latka-jhatka Bollywood too. It has the potential to really shake up the way marketing and advertising has been approached all along in our country.

Big Data can actually work as a bridge between the producers and viewers where data analysts and advertisers can reap greater benefits. Just imagine Sanjeev Kapoor walking up to you and serving a recipe for success. What more does a director/producer (with an aim to commercially succeed) want?

From consumer behavior to script making to the insights from demographic and geographical aspects, just like Hollywood, Bollywood too can tailor their service (I would call it a service, considering the whole experience of watching a movie is vital and sacrosanct in some regards) and cast actors and actresses according to the demands of the viewer; maybe that is asking for a bit too much but  its true, customer is the King.

More accessible options, more data

We are tech-savvy now. We’ve got options… phones, internet; mobile phones and web technology have have made everything accessible, eliminating the risks of no tickets, saving time and getting the seats of our liking. OUR CHOICE!

These devices can be of greater value to marketers and advertisers; with the help of data based on demographics, behavioral characteristics, geographical location and other key insights, they can actually pinpoint and laser paint the target. A focused approach with quantifiable take-aways which wasn’t available earlier and this approach can be of great value as the script writers will know what clicks, what works and what does not. With each passing moment more and more platforms are explored, and new methods adopted and perfected and data is produced and collected at an exponential rate. What remains to be figured is what we do with all the collected data.

Another avenue for advertisers

The data collected and exploited will help advertisers chip-in their advertisements at the just the right time at the right place. Interval time is the most boring one (if you talk about advertisements). Advertising restaurants and eating joints in the interval where you get to see different cuisines options at nearest locations might actually work for restaurants owners, theatre hall owners and customers alike with one caveat in todays world it has to be targeted advertising not just generic advertising.

Regional markets

India has got tremendous potential in regional markets and data can actually reap wonders for these small budget regional movies. By understanding the people, what they want, whom they want, when they want, the movie makers can actually plan for box-office hits. Hollywood has been going that way with a company doing exclusive research for script writers and producers for sometime and i think its time we do the same too.

Creativity on the peril

Sure, it will benefit the commercial success hungry producers, but does that mean – it will kill creativity. In fact many directors won’t agree on this. The only way to gauge if the movie is good, would turn it into an exercise as to who can mould data more effectively. Movies like“Gangs of Wasseypur” and “Dev D” are like the real, genuine creative work. Anurag Kashyap didn’t do any research instead went by his love for cinema, his instinct and his knowledge. But directors like Karan Johar and Rohit Shetty who make films to enter into100-crore club, would agree on this for sure after all its all about earnings for them.

There are sets of people who would see this in two different ways. First, the ones who would undoubtedly go for Big Data and enter the 100-crore plus club. On the hand, would be those creative types who would not mess with creativity come what may or only be judged by the moolahs that their movie rakes in.

It’s tough to take a stand on a subject where per week earnings are the parameters by which a movie is judged. Which side are you on? To big data or no?

Dance & Design: Let's find similarities

Dance & Design – what’s similar?

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Dance & Design – what’s similar?

Dance & Design – what’s similar?

Being a mechanical engineer and a dancer/choreographer it was very difficult to gulp down the basics of Design. Design to me is as alien as acting for a geek; No relation absolutely whatsoever.

Being here in this lovely office at Sparklin, where you can listen to Music of your choice, surrounded by passionate, self driven, creative folks and admiring the historical debilitated tomb the moment you turn your head, Design does get a bit easier.  Dance has always been in my DNA. But Design???
Okay, let’s just find out.

The basics

I feel Design and Dance have a long rooted connection in their basics and aspects. The purpose of design is to visually communicate the intended message and so is Dance, which is a visual art form too. Both are Art forms indeed. They both carry a purpose; both bear visual elements and yes, offer joy.

In terms of elements, they overlap quite a bit. Just like a choreographer, a designer needs to carry a vision with him as to what s/he wants to convey, what elements (lines, point, color and texture) would accentuate the message further and initiate the cognitive process of the audience. Design and Dance, both must have that hook that catches people, keeps them tied, enthrall them and pass on the intended message. They both cannot be direct; both have to be abstract and succinct at a level, not boring the audience. Both have to be attended to with minute details, yet be of easy understanding to the audience.

The feedback

Just like a dancer who is quite worried about his feedback that he gets from his/her audience, a designer has the same worries too. Design has to perform well, get its functionality right.

If it is unable to convey the intended message, bores the audience and wears unmatched, dirty costumes, the results are quite evident.

Designers have to think like Dancers and Dancers have to think like Designers. Connect, visualize, imagine and execute the ideas.

Do you also find any similarities between Dance & Design??

Lamborghini Egoista – Flopped on anniversary to the core!!

Lamborghini Egoista – Anniversary Special Hot Wheels

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Lamborghini Egoista

1 seater monster Lamborghini Egoista, Anniversary special – You beast

Never would you imagine Lamborghini’s 50^th birthday to be such chaotic and wild. Launched at a private event this real top gun was 50^th Anniversary to present. Carrying forward its wildness spree from Lamborghini Veneno, now you got “Lego inspired”Lamborghini Egoista. Such monster I tell you. Conjuring the appearance of an Apache helicopter, Egoista is a 1 seater powerhouse.
Bearing more lines , angles, edges and Formula 1-like nose, Egoista is sure to make some heads turn with bewilderment.

Talk to Design guys and they wouldn’t want to opine on this 600 hp, 5.2 ltr, V-10, orange-hued Hot Wheels. This is the same engine that spurs Audi R8 and Gallardo. Body is crafted of aluminum and carbon-fiber elements, part of which says “no walk-zones”.

Step here

You got to hire pilots for this. With hell lot of joy you would want to enter, but this is a cumbersome job.

• Remove the steering wheel
• Pop the canopy
• Stand up on the seat
• Climb to rest on car’s bodywork
• Prowl to the ground

Sure to say, the Brand sends a troubling message to the Lamborghini Design and its future. Veneno being a disaster for the company (which I’m sure they would try to forget) was the lowest tipping point in the Brand’s history.

Such subversive approach towards Design would actually lead them to nothing more than one more nightmare.

And yeah, you would find it difficult to locate on roads

Mercedes: Brilliant Brand Experience.

A friend in need is a friend Indeed. Old adage for sure, but still holds true. More and more brands are trying to be your friend, being there when you need them the most.

Moscow, Russia, where people are obsessed about big cars and owning a small car is not socially appreciated, parking problem has escalated. On weekends, it goes bad to worse leaving people with no choice but to park illegally. Vehicles get towed and people running after the authorities are often the visuals on Russian streets.

Big cars + Parking problem = Chaos + frustration.

 Super cars to the rescue

Following Chevrolet’s “Rescue Drive” and MINI’s “cars turned stores” intelligent test drive campaigns, Mercedes’ isn’t behind too. Making them understand the importance of smaller cars with their new Rescue Smart cars, Mercedes acted as a Superhero for them,  who comes to the rescue of people in their times of misery (when vehicles get towed and people are left in the lurch) and drops them to their destination. This campaign drew out accolades on Social Media, followed by bloggers and news portals who further accentuated the brand’s positive move

In less than 3 days, 623 people were rescued. Test drives increased by 10% and Sales went up by 300% in just two weeks. Mercedes’ move created a positive Brand image which reflected reliability, care and empathy for people and indirectly advocating the use of smaller cars (Rescue cars) in a big car obsessed country.

Indian case

Do you envision this kind of service in India? Will people actually appreciate the move and post their good experiences on Social Media? Will the companies want to shell out bucks for this kind of campaign where they want to be a more as a friend rather than just a car company?
Growing traffic and hence parking problems are indeed creating mess all around. Though, small cars have the largest number of buyers but growing number of cars and less space for parking is definitely the concern leading to cars getting towed every now and then. Many a brands are trying to tap on the positive side of life and helping people in achieving their dreams. This way, they get associated with good deeds for society and simultaneously push their brand.

       

Indians do spread a word if they like something. It’s been a long tradition that Indians are too close to even the shops where they buy grocery stuff from, they talk to each other, and they suggest to their peers (especially ladies and lady drivers are increasing too).

Cracking markets is a tedious job but cracking the mindset of customers…. Hell tough. More and more brands are trying to be friendly with their customers, being there when they need them the most. But what if you have to change customers thinking process and decide as to what they should buy. Personally no one likes radical change.

Some dissonance will be there for sure. Dissonance for you?

Alive is Awesome

Alive is Awesome!!

Going through my morning tweets on my newly bought Sony Smartphone, i come across a tweet “The usage of word Awesome makes you feel young and energetic”. 

Now yeah, this might be of great use to my oldie junkies who are trying to feel young by every possible means (even trying out Baba Ramdev’s weird moves). 

But to me it’s just another word joining the likes of “awww” and “nice” which is constantly used on FB pictures. 

Getting to the point here, pre and post the tweet, i have been watching this TV commercial “Alive is Awesome” by Cinthol and i can’t help myself but to pay attention to this refreshing,  adventurous and larger than life portray of how a soap brand can really kick your adrenaline. 

Believe it or not, i actually bought this Cinthol soap, the first time i really got swayed away by the adv.

The advertisement did not convince me to use that soap, i mean who wants to dive from 1000ft high hill holding a soap (would rather hold a rope to save myself) but the tweet that i saw that fine morning (wasn’t fine though, Cinthol is EXPENSIVE). 

That tweet along with the advertisement persuaded me to feel young and i seriously hope these Godrej guys make this Awesome Soap when i grow old. 

Did anything like that happen to you? Share :)

Tick that Box

Inspired by an article, here i am, sitting in my computer lab with rumblings across it, some by students other natural occurring. 

I don't bear any passion to write, not even to read much, but when it forced me to pen down,, eerrr... type down my thoughts. First blog, first writing, first thought and directly to start off with a topic i closely relate with., PASSION.

So tick that box in your life.

1. Play
2. Education
3. Work
4. Family
5. 
   

All done!! DO you think so?

Nah...

Girlfriend, boyfriend, requires passion, now don't take me otherwise, i meant the passion to be with the person, to maintain the relation.

Sitting in a class

Working at your desk on a project

Outing with your friends

All need PASSION. 

Effective execution needs Passion. And it shows. 

Whatever you do, passion is reflected in each work which is in your hand. 

I have had a passion to dance all my life...And i have had my results. 

Explore yours or maybe Develop yours.