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Does a double life in Adland work as help or hindrance? 4Ps B&M’s Consulting Editor Monojit Lahiri probes this seldom explored space
 
My life in Adville has largely been inspired by three mentors – Kersey Katrak, Subhash Ghoshal and Frank Simoes. To the irrepressible and unputdownable Katrak, advertising was seduction; a backdrop where boring facts were made to pirouette as dazzling fiction to beguile both heart & head. To Ghoshal, it was a setting where serious academics and MBAs comfortably rubbed shoulders with grungry, edgy, eccentric creatives to produce advertising that worked in the mind and market place. To Simoes, it was style that startles even as it empowers with a gift of laughter and a definite sense that the world is mad! All three, however, were in total agreement over one fact: the need to have or develop a hobby or passion outside their work that was likely to provide fresh, insightful and interesting takes on what they brought to the table. In year 2012, does this enlightened thought, wash? In an insanely competitive environment, where stress and tension rules, where accounts and people-grabbing is no big deal and means justify the end, can this indulgence really be entertained? For the few of this “engendered species” (on the other side), is it increasingly becoming a problem to ride on two boats, lead a double life with equal passion and purpose?

Double lives in Adland, however, are not entirely a new phenomenon. The great Satyajit Ray started his masterpiece Pather Panchali while employed as an Art Director in the Kolkata-based D.J. Keymer, in the fifties. The doyen of film critics, the late Chidananda Das Gupta (also my dad-in-law, guys!) was involved in serious film writing all his life, despite his professional engagements as Servicing Head at D.J. Keymer and later Ad & PR Head of ITC, in the fifties and sixties. In Mumbai, Alyque Padamsee – Adland’s Dorian Gray – continues doing his number as celeb director/actor on stage. Earlier, Gerson and Sylvie Dacunha, Kersey Katrak, Roger Pereira, Ronnie Screwvala, Bharat Dabholkar and Sumit Roy did the same, with Avijit Dutt following suit in Delhi. Today the great Prasoon Joshi and Balki are red-hot in both Adbiz and B-town! So what’s the score?

Appropriately the Big Daddy of this movement, Alyque Padamsee, is first off the block. “My life – as my first book indicated – has always pursued twin-passions – Theatre and Advertsing. The first a hobby; the second, a profession that allowed me to earn a living and support my family. Over time one helped, collaborated and enriched the other. Theatre taught me teamwork and handling edgy, creative artistes, which was critical in advertising. Advertising enabled me to enter new product/brand experiences every day, as also taught me discipline and conciseness of thought. The mesmeric wilful suspension of disbelief that defines great theatre also influences great advertising, because ultimately, the world is indeed a stage, and we charismatic players,” he tells 4Ps B&M.
 
35-year-old Minnie Vyas dismisses this ‘dramabazi’ and brings in her own spin. Articulates the Creative Director of Quantum Communication, “Yeh sub tab chalta tha when the angrezi plays were a fashion statement – not now. Clients are looking for focused content, substance and creatives that are result-specific and make a definite dent on the bottomline. In this dog-eats-dog world, those arty and self-indulgent types have no place unless they leverage it to guarantee the required results. Drama-shaama ghar mein karo…!” Strong words? The son and heir of the Dacunha (and Amul) legacy, Rahul, begs to differ. “For me, theatre has always helped my ad life – and vice versa. The passion overlaps. I try and maintain my desire to understand audiences while working in both these media. Would not be able to do one without the other,” says Dacunha. Padamsee agrees and states that if ever he were to emigrate from his beloved motherland “it would be if and when something like Zia-ul-Haq’s infamous diktat of banning all artistic endeavours in Pakistan happens here!” Presently he is busy reviving the Arthur Miller classic, Death of a Salesman.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
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Pankaj Acharya, Founder & Managing Director, Purple Focus, talks to Arpita Sarkar of 4ps B&M about how the agency has grown over the years
 
How did you get into advertising? Were you always keen on entering this business?

When I was pursuing my MBA in Indore, I was clear that I would start my own business. I took my Management degree in 1995 and had offers from companies like HCL, Wipro and General Motors. But I did not take them up as I wanted to do something in brand management. I joined a company in Mumbai and worked there for around 6-7 months. But eventually, I went back to Indore and started my own firm. It was called Focus Integrated Marketing Services Pvt Ltd, which was purely into marketing and was not an ad agency. Running an ad agency happened a few months later when my company landed the Bridgestone account. As the core skills were the same it was a natural shift and we became a full fledged ad agency. Then Eicher Motors happened in 1997 and we applied for INS accreditation. We got to know that the “Focus” name was already taken so I randomly picked up the colour of the wall, which was purple. This way Purple Focus came to be the name of our newly accredited ad company. By this time my friend and batch mate during the MBA days, Rahul (Rahul Vaidya, Co-founder & Director) had joined hands and our ad agency took off.

What was it like coming out of your comfort zone in Indore to start your agency’s operation first in Delhi and then in Mumbai?
Well, to be candid, I never thought of moving out of Indore as we were doing pretty well there. But then a mareket like Indore had its limitations. Delhi was a booming market by then in the area of advertising and Gurgaon was taking shape. So we thought of exploring the Delhi market. To our initial success, Tata Indicom came as a major account and then came Sprandi Shoes. This way, slowly and steadily, we grew in Delhi. Mumbai happened with STAR Plus, and we opened the Mumbai office around six years ago.

Looking back, what have been the defining turns and tides in the company’s journey so far?
When Purple Focus started working full-fledgedly in 1997, we were lucky to have got off to a good start with the Bridgestone and Eicher Motors accounts. The association with the latter is still going rocksteady. I recall our presentation to Eicher Motors, which was much liked by the client. We started working on smaller projects for Eicher and eventually became their primary agency. STAR Plus was definitely a big breakthrough for Purple Focus. We were signed along with Ogilvy & Mather to handle the channel’s fiction shows. We were associated with STAR when it was ruling the GEC segment. We worked closely on serials like Kyunki Saas Bhi Kabhi Bahu Thi, Bidai and Ye Rishta Kya Kehlata Hai. We handled the Star account for about four years till 2009. Losing STAR did affect the balance sheet but not the morale.


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
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Stay focused and stay hungry. That’s the mantra Purple Focus has been following the past 16 years, making out-of-the-box creatives and campaigns, which have helped this growing agency win big brands and business
 
An advertising agency, they say, is all about its team and people. Purple Focus, a full service advertising and marketing communication solutions agency based out of Indore and with offices in Delhi and Mumbai as well, comprises a talented pack of people coming from different walks of life. Engineers, photographers, poets, dancers, rock climbers, all make up the quorum at Purple Focus. They bring with them interesting and fresh points of view, which reflect in the work that Purple Focus does for its various clients. The young and energetic team of Purple Focus today comprises of 130 highly motivated professionals who work together in a lively and congenial environment to deliver their best in advertising and integrated marketing communication solutions. The agency’s impressive roster of clients include well-known brands such as Bajaj Auto, Eicher Motors, Nokia, Big Magic, DLF Shopping Festival, Hathway, Next Gen, Shakti Pumps, Banswara Suitings, Patrika, Lohia Sterlinger, IBD Universal, Rotomac Writing Instruments, Promart (discount store chain from Provogue India), Tata Indicom (six circles), Dainik Bhaskar, DB.com, Ruchi Lifescapes & Countywalk among others.

Started in 1996 as a small advertising agency with a team of just four members, Purple Focus has come a long way in establishing its creative foothold in the world of advertising today. The stupendous growth of the company in a short span of time is reflected in all of its accomplishments – a strong infrastructure, sound financial position, technological advancement, a combination of the best creative brains and an experienced client servicing team. Founder & Managing Director Pankaj Acharya and Co-Founder & Director Rahul Vaidya say: “We believe that businesses are built around people and fortunately we have been able to bring on board the right kind of people. What has worked for us is the owner-manager model and thankfully all our partnerships have been successful for us.” Thanks to the agency’s foresightedness in forging and clobbering together enduring partnerships, Purple Focus today boasts of five major associate companies. These are Fusion Events, the arm responsible for creating and hosting events for the agency, Purple Shunya, the digital agency, Purple Spot, Purple Productions, the film production arm and Innovative Ideators, which is into crowdsourcing.

Today, Purple Focus has made it good on the national advertising stage and it counts amongst the top 20 agencies of India. According to Acharya and Vaidya, over the years there has been a conscious effort to promote a definitive culture in the agency – a culture that serves to promote the agency as a breeding ground for good effective advertising ideas! The agency’s long-term vision is to create an eco-system of self-sustaining businesses, which fosters creativity and innovation in bright young people and provides all the possible support, be it knowledge, experience or reassurance in realizing their dreams. Says Acharya, “We are one happy bunch of people having a diverse and rich experience. We have a deep-rooted connect with the street sensibilities and an intuitive understanding of the minds & hearts of India. It is our cultural conditioning, which is the bedrock of our meaningful and results-oriented marketing communication solutions.”
 
Over the years Purple Focus has successfully executed various memorable campaigns that have won the agency many international and national awards. The first major recognition for the agency came when it snapped up gold at the International Summit Creative Award 2003. Based in Portland, USA, the Summit Creative Award is the only competition of its kind which is created to recognize exceptional work by advertising agencies – video production companies, multimedia firms and other creative groups with annual billings of $15 million or less. The competition featured multiple international entries in 17 creative categories, which were judged against a stringent set of standards like originality, creativity of concepts, quality of execution and the ability to communicate and persuade. Purple Focus won gold in the outdoor/transit category for its award winning anti-smoking poster, which drew critical acclaim from one and all. “The credit for the award lay in the design’s simplicity and strength of the concept along with its strong execution,” recalls Acharya adding that the anti-smoking poster was not only noticed and hugely appreciated, but also proved its effectiveness by inspiring many people to quit smoking.

Despite winning critical acclaim, it’s difficult for small agencies to snag big accounts in their initial days. Reminiscing about the past when the agency was looking hard to land a big account in its kitty, Acharya says that the first move entailed moving out of Indore, even though the agency was doing good business there. “But then a market like Indore had its limitations. Delhi was booming by then in the area of advertising, Gurgaon was taking shape and so we thought of exploring the Delhi market.” The move paid off with the agency bagging the Tata Indicom account. “We handled the account in its six circles, and then other accounts came along in quick succession like those for Sprandi Shoes,” says Acharya. With business beginning to flow the agency slowly and steadily grew in Delhi. Some new big accounts added to Purple Focus’s initial success. Within a year of its operation in 1997, the agency bagged the account for Eicher Motors. As Acharya puts it, “Eicher was a big boost for us. Even if plans to make it big in Delhi or Mumbai were not exactly in place at that point in time, there was certainly a clear vision that we are here to give the full range of services that would be no less than a big agency in terms of quality.”

The moment of breakthrough arrived when the agency got to sign the deal, along with Ogilvy & Mather, for handling STAR Plus channel’s fiction shows in 2004-05. The deal provided the impetus to the agency for opening its Mumbai office. “We were associated with STAR when it was ruling the GEC segment, working closely on serials like Kyunki Saas Bhi Kabhi Bahu Thi, Bidai and Ye Rishta Kya Kehlata Hai. We handled the STAR account for about 4 years,” says Acharya. The association with STAR ended in 2009, which came at a not very good time for Purple Focus. Its then creative director Vinod Bhargava, who had for long been associated with the agency quit that year amidst the economic slowdown that was ravaging many industries, including that of advertising.

“It was in 2009 that Vinod quit PF and it was probably not a very good year for us. We did not grow as much as targeted, given that the economic turmoil was at its peak then,” remembers Acharya, who works mainly out of Indore but keeps shuttling between all the three offices.


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
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IIPM Global Exposure
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Over the years, fevicol has thrived on tvcs that have reflected a subtle sense of humour. The fevicol marine tvc is a repeat. this brand hates watching good ideas die on the vine
 
Think about it. If someone were to ask you to quickly name five brands in the adhesives space in India, in all probability, Fevicol would make it to that list. An ordinary truth for a brand that has dominated the adhesive market in India for more than five decades. Except, this popularity didn’t come that easy. Besides being a brand that found the right buyer segment early on its life cycle, Fevicol has over the past three decades allowed the right quality and volume of advertising-led marketing to build good word of mouth for itself. Any branded product which controls 70%-plus market share in its segment in India has a future. So you’d reckon. But more importantly, such a cash cow is assumed to be many-a-mile short of entering the stagnation stage in its PLC. The Pidilite-owned 53 year-old Fevicol, continues to swagger along like a teenager, while wannabes have struggled and fallen – some were ignored by the carpenter community, while others shrivelled as the heat of competition wore on.

Two years back, Pidilite had extended the brand name Fevicol to launch a waterproof adhesive called Fevicol Marine. Many may not remember it. But so far, the product has been fairly well-received in a niche category. Having given the brand some breathing time, the company is back to increase awareness about it and make Fevicol Marine the top adhesive used in waterproof (ply)wood work and in kitchens across Indian homes. Experts claim that the company has even taken up the challenge to make Fevicol Marine bigger than other brands like Fevikwik and Fevistik, hoping that the act will help boost the parent brand (Fevicol). So what’s new on the table from Fevicol? A brand new TVC.

The TVC reminds the buyer community of Fevicol Marine’s adhesive strength, even in water. The tagline, “Wahi mazboot jod, paani mein bhi,” says it all. Created by Ogilvy & Mather, the TVC (which is scheduled to remain on air for a month starting the third week of September), is a masterstroke from the brand’s creative kitchen that serves a healthy concoction of humour and information. Though the storyline outlines the attraction between opposite genders, Fevicol continues to use emotional appeal in its ads to the bare minimum. Unlike what most Indian advertisers have practised for decades together.

Shot in Jaisamand Lake, Udaipur (Rajasthan), the TVC opens with a man (the protagonist) rowing a boat, filled with furniture (chairs). A Bengali folk song plays in the background. When an old man sitting on the shore asks for a ride, the protagonist refuses, signaling that there is no room on the boat. But when he sees a young lady requesting for help, he changes his mind, kicks a few chairs into the water and offers her a ride. When the woman points to her goat, he makes more space by throwing out more chairs. She finally insists that her haystack be taken too. He empties his boat completely. The final scene of the TVC shows the boatman ferrying the woman, her goat and the haystack, with the chairs (that are tied to the edge of the boat) floating and being pulled by the boat. The ad ends with a voice over, “Fevicol Marine. Wohi mazboot jod, paani mein bhi” [The same strong adhesive bond, even in water].
 
Shooting the ad wasn’t however an easy task, especially due to disruptions caused by strong winds and water current. Says Vivek Verma, VP – Account Management, Ogilvy Advertising, to 4Ps B&M, “The campaign showcases how a man changes his mind immediately after seeing a beautiful girl. There was humour. But the challenge for us was to keep the boat stationary during certain scenes, and also during intervals to allow it to float at a particular angle to get the right shot. We used two to three boats to control the main boat. The Ad-Director, Director of Photography and some crew members were on a catamaran and they too faced challenges due to the ad not being shot on land.”


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
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IIPM B-School Detail

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IIPM : The B-School with a Human Face

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An ad is a product of painstaking craftsmanship. Various elements, ranging from positioning of the product, clarity of the idea behind the product to visibility of the brand, its persona and the power of communication have to be intelligently weaved together. But while some ads manage to rewrite preset creative benchmarks, some go the wrong way, fall by the side & fail to excite viewers. In this section, we review three ads that came out tops, for the right and the wrong reasons this fortnight.

Too much, too soon
Advertiser: Cinthol
Baseline:
Alive is Awesome
Agency: Creativeland Asia

4Ps B&M Take: There is no doubt that Cinthol is an iconic brand. But there is also no argument that the brand from Godrej has been a rather neglected one. The more than six decades old brand donned a fresh avtar some four years ago when its marketers decided to position it alongside Bollywood hunk Hritik Roshan. The new tagline ‘Don’t Stop’ endorsed by the sinuous Roshan was promising but fizzled out soon enough. The last couple of years saw only sporadic action by the brand with hardly any emphatic or continued communication. And now ‘Alive is Awesome’ – a clear attempt to add youthful zest and vigor to the 60 plus brand. The film opens with a bunch of friends throwing their bicycles and running towards a giant waterfall to bathe in the pristine waters; next come visuals of a guy bathing among tribals in a jungle; a girl sits atop an elephant as the tusker showers her with water… and other shots of young people bathing with a Cinthol soap in various adventurous conditions. The accompanying song and lyrics are impressive and the word ‘awesome’ in the tagline is clearly an attempt to touch base with the youth. An area where this ad falters in execution is its attempt to glorify the humble soap bar, as opposed to the shower gels that are more popular with the young crowd. When in Rome, do as the Romans do. And when talking to the youth, best is to speak to them in a language they like. Will you share a cake of soap with two others while bathing under a free-flowing waterfall? A bit passé, and a tad unhygienic, don’t you think? Even if we overlook that, let’s hope Cinthol sticks to this youth re-positioning now and does not let it fizzle out like the ‘Don’t Stop’ positioning with Roshan junior.
 
SCREAMVILLE

Advertiser:
Jabong.com
Baseline: Delivering Lifestyle
Agency: Salt Brand Solutions

4Ps B&M Take: If you thought that pathetic overacting, madcap hysteria and ear-piercing screams do not make for an effective communication, think again. Jabong.com has made use of precisely these ingredients to lay siege on the Indian e-commerce market and that too within just a year of its launch. Taking forward their previous concept, the latest ad begins with the lady of the house speaking to a Jabong camera. Clearly harassed, she complains about how her home has been converted into a showroom and her husband into an online shopaholic when the door bell rings. It’s yet another delivery. The husband screams in ecstasy, the wife in agony and the delivery boy in terror. The strategy clearly is to shock and awe viewers – so they at least visit the online store once and surf through the shoes, apparel, accessories, sports equipment, jewellery, fragrances, et al, that Jabong.com sells. And the ad perhaps succeeds in this purpose with its over-the-top execution of the concept of shop-o-holism. But here’s the downside. Irrespective of the ad blitzkrieg, online shopping is still very small in India. While the average customer acquisition cost online is 1,500 rupees, sources say that Jabong easily spends 2,000 rupees per customer acquisition. Worse, at a time when almost all e-commerce companies are losing money on every transaction, Jabong is supposedly coughing up 5 crore rupees every month on advertising alone. Is the business model sustainable? We are clueless but hope they know what they are doing.


For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
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IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

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There are ads, and then there are those 10 that have personified the concept of how branding can be made to work for the product most efficiently and effectively. From creativity to brand recall, from concept to execution, these 10 advertisements have gotten our attention; thanks to the commitment of the teams that created them. We present you with our review of the top three ads.
‘INSURE’ HAPPINESS
Advertiser:
IFFCO TOKIO General Insurance
Baseline: “Ek Bima Hona Chahiye”
Agency: August Communications
4Ps B&M Take: It’s tough to create an irreverent ad for a serious product like insurance. It’s tougher to make one and get away with it. But insurance major IFFCO TOKIO and August Communications manage to do both with amazing aplomb. So the ad opens with a mother combing her daughter’s hair and a song starts ‘mummy ke haathon ka...’; cut to a girl admiring her face in the mirror and the song goes ‘Dimple ke dimples ka...’; the shot moves to an old lady and the song plays ‘dadi ke wrinkles ka...’; a skinny guy admiring his nonexistent muscles and the song breaks into ‘Rocky ke dolon ka...’ and so on. Then the shots all roll back and the jingle gets louder ‘Ek Bima Hona Chhiye’. The ultimate message: insurance is not just for a rainy day. Instead insure every happy moment of everyday life. The communication is high on both creativity and execution and most importantly, leaves you with a smile on your face... a paradox that only a few insurance ads have managed to achieve. This one not only extends the brand philosophy of IFFCO TOKIO’s ‘Muskurate Raho’ tagline, but takes it a step further by communicating that an insurance company can be your partner in happiness instead of being needed only in times of distress. Meant to make a comeback for the brand in the general insurance category after nearly two years, this one is a sure winner. That the jingle is extremely hummable is an added bonus all the way.
 
Mind your manners!
Advertiser:
Pepsi
Baseline: Change the Game
Agency: JWT
4Ps B&M Take: Talk about making great use of a brand endorser, and that too when there is amazing buzz around the celebrity in question. We are referring to Cola major PepsiCo and their quirky use of Bollywood’s latest superstar offering Ranbir Kapoor in their latest communication. Close on the heels of some critically acclaimed flicks – which incidentally also won rave reviews at the box office - Pepsi showcased Ranbir and Indian skipper MS Dhoni during the recently concluded ICC World Twenty20 2012. The communication turned the gentleman’s game on its head quite literally. The ad has the cricketers’ bus breaking down in a busy neighborhood. Ranbir, along with a few other fans, jumps down from the top of the bus and start harassing the players. Dhoni asks him: ‘Yeh Kya tameez hai’; Kapoor blithely replies: “Yeh T20 hai boss, na tameez se khela jaata hai, na tameez se dekha jaata hai!” The bid is to capture the excitement and thrill with which millions of fans view the 20-over format of the game. The quite different and irreverent concept is what has got this ad film creating waves in the advertising and marketing community. There are those who love it – saying it has bent the traditional rule of displaying cricketers as demigods. They laud the fact that the film lets the fans get in the last word. Others lament that the execution lacks finesse and that the film dismisses the game too frivolously. But we are not complaining as it certainly got the chutzpah back into cola advertising after a long gap. Effective? Maybe. Different? Hell, yeah!

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

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In an exclusive conversation with 4ps b&M, tarun singh chauhan of jwt shares his views on the current Indian political advertising landscape
 
Political advertising campaigns are different in the sense that they almost always claim to be promoting a cause that supposedly promises to change the lives of millions in the country. As such, do conventional advertising principles apply to such campaigns? Should political brands be treated differently from regular brands?
I think that the principles of conventional advertising do apply. The fundamental difference is that in political advertising, the stakes are very high. Parties can’t afford to fail because under normal circumstances, there won’t be a re-election before five years. Unlike a product failure, failing to get votes pushes you the sidelines for a significant period. Although consumers/voters respond to advertising of any form in the same way, one reason you can’t treat political brands like regular consumer brands is because the insights required to pitch to the electorate can’t be sourced through a routine market research project. Candidates need to experience the issues which a common man on the street faces everyday. Only then can they come up with a strong communications strategy which a voter might choose to consume.

The advertising industry and marketers alike have come to a common understanding that the Indian consumer is now more sophisticated and conscious about the decisions she takes. There’s a lot of talk about the evolution of the typical new-age Indian consumer. But similarly, has the Indian voter evolved?
Yes. I think he’s evolved like hell. He’s much more open, much more smarter today. He’s much more aware of his responsibilities. He’s extremely aware of the people he decides to vote for. What has happened over the last 15 years is that politicians who were extremely powerful a decade back, have today become irrelevant because they didn’t change even when they realised that the voter was changing. Or probably they didn’t realise that at all.

Apart from being an advertising professional, you yourself are a farmer. You even take two days off every week to attend to your farm. Given that you’ll better relate to farmers and realising the fact that they make up for a sizeable voter base, do you think political parties and candidates have been doing enough to communicate with them?
In a rural environment, the bond between farmers and politicians is extremely strong. This is perhaps one segment which displays brand loyalty similar to what some consumers show for Apple products. The dependency of farmers on the government (subsidies for seeds, fertilisers, et al) for different needs is on a daily basis. Therefore, a lot of times there is direct interaction between the farmer and politician. Plus, there are extremely influential farmer leaders in our country – leaders who come from rural India. And therefore, when you’re looking at national elections, you can’t afford to ignore their base.

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Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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4ps B&M presents an in-depth analysis of the india's most valuable brands list for 2012, and the biggest gainers & losers for the year
 
Sectoral break up

Like last year, the FMCG and Auto segments continue to account for a majority of the 4Ps B&M 100 Most Valuable Brands. A total of 41 brands in our 2012 list belong to these two sectors. Consumer durables comes third with a decent 12% share in the industry-wise brand break up.
 
Indian versus foreign brands
Our analysis for this year reveals that Indian brands are fast catching up with their global counterparts. A total of 46 brands in the 4Ps B&M 100 Most Valuable Brands list were Indian while the remaining were global. With home grown brands delivering better value, we might see more Indian brands in next year’s list.

Legacy versus non-legacy brands
Rightly said, if you’re out of sight, you’re out of mind. The Indian consumer seems highly influenced by brands which have been around for a considerably long period of time. Non-legacy brands account for just 20% of the 4Ps B&M 100 Most Valuable Brands.
 
Top gainers (vis-à-vis 2011)
This year, Canon has been the highest gainer appreciating by 19 ranks (from 75 last year to 56 this year). The other brands that have gained in terms of their rankings are Skoda, Philips, Apple, BlackBerry et al. Interestingly, RIM’s Blackberry which joined the 4Ps B&M 100 Most Valuable Brands list last year has jumped by 12 ranks.

Top losers (vis-à-vis 2011)
One brand gains at the cost of another and our list is no different. The most surprising drops however were in the case of Colgate and Lux ranks respectively. Other brands which dropped by 21 ranks include Kingfisher Airlines and Nokia.
 
The letter game
For whatever it’s worth, brand names starting with ‘H’ had been dominating our list for the last few years, and this year was no different. Brand names starting with ‘H’ (followed by ‘C’ and ‘S’) have a strikingly greater presence in the 4Ps B&M 100 Most Valuable Brands list for 2012.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
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Management Guru Arindam Chaudhuri
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For the seventh year in a row, ICMR-4Ps B&M bring to you the comprehensive & cogent ranking of The Most Valuable Brands that make India Inc. proud. A detailed look at how this exclusive ranking of top brands in India for 2012 was conducted
 
The seventh 4Ps Business & Marketing annual ranking of India’s 100 Most Valuable Brands is here again to tell you which brands struck the cosiest chords with consumers during the year. It was certainly not a cake walk. We teamed up with Indian Council for Market Research (ICMR) to fetch the best from a mind-boggling list of 40,000 brands. However, after a great amount of brain storming, colossal data crunching, and intensive primary research work in three phases over the past nine and a half months, we finally caught on to the swinging mood of the Indian consumers. So, here is the lock, stock and barrel of the method behind the madness of arriving at the 4Ps Business & Marketing India’s 100 Most Valuable Brands 2012…

FIRST PHASE
The Phase I started with preparing a holistic list of local, national and international brands (40,000) present in India, which was then scaled down to a master list of 1,420 brands based on the growth, reach, demand and availability (in at least 4 metros and Bengaluru) further divided into 30 broad categories with over 100 sub categories. Both domestic and international brands having their presence in India were taken into consideration for the final phase of the research.

Next, ICMR prepared a structured questionnaire on parameters of Brand Awareness and Preference. Based on the questionnaire a primary research was conducted in Delhi, Mumbai, Kolkata, Bengaluru and Chennai with 5,000 respondents. Based on the frequency of brands under the parameters, as found in the primary research, ICMR shortlisted top 200 brands across all categories.

SECOND PHASE
The second phase of the survey was initiated after tabulating the top 200 brands. A structured questionnaire was formed and one-on-one interviews were carried out with 4,500 respondents in eight cities (Delhi, Chandigarh, Mumbai, Kolkata, Bangalore, Hyderabad, Pune and Chennai) across India. In order to avoid any bias, the order of the brands was changed for each of the cities. Each of the cities was divided into four zones namely North, South, East and West to ensure complete coverage of the city in terms of the target audience. Further, the respondents were selected based on socioeconomic classification (SEC) i.e. education, occupation, gender and monthly income. In case of respondents such as housewives, students, et al, the monthly income of the Chief Wage Earner (CWE – Head of Household) has been taken into consideration. This survey intended to account for the Brand Equity (difference between perceived value of the brand and the core product, i.e., the total value of the brand minus that part of the value “owed” to the core product, which equals the value that accrues from the brand part of the product) of various brands by asking the respondents to rate them on the following parameters:
 
Brand Image and Perception: A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to the customers.

Brand Performance: This parameter involved the critical analysis of the sales, profits, growth, performance, distribution, market share, goodwill, word of mouth publicity in target markets, competitor analysis and overall marketing initiatives.

Brand Loyalty:
The inclination to continue buying the same brand (It is important to note that the loyalty parameter was rated by only consumers of the brand with a minimum of one year of association with the brand and the calculations have been made accordingly).

Brand Awareness:
The proportion of target customers that recall a brand. Brand awareness is a common measure of marketing communication’s effectiveness. Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the brand reaches such a stage that it becomes synonymous with that product category. So, when a brand is advertently or inadvertently related to any value, personality or attribute, it denotes an association.

The respondents rated each of the brands on a scale of 1-5 (5 being the highest). The survey results were then compiled to draw the final list of 4Ps B&M India’s 100 Most Valuable Brands 2012.

THIRD PHASE
In Phase III ICMR conducted a separate opinion poll across five major cities of India to vote for the most promising brands across categories. The parameters taken into consideration were sustainability, aspiration, brand awareness and brand image & perception. The most recalled brands and top rated brands (based on the frequency) were picked up to be listed in the category of the Most Promising Brands for the year 2012.

Note: This year the survey has not taken into consideration the B2B segment and concentrated primarily on consumer brands.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
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A focus on processes and paying attention to institution building are the key factors when it comes to building durable brands
 
Let’s be clear about one thing even as we swim and drown in the maddening modern day version of the Tower of Babel called mass media – brands as entities are relatively new concepts as compared to democracy and capitalism. In turn, democracy and capitalism as freshly minted babies as compared to the oldest generic brands in the world called religion and God. If you are boning up on marketing principles and the 4 Ps of advertising as an MBA student in 2012, don’t be shocked by the fact that some of the biggest brands that you take for granted as part of your daily life did not exist even 20 years ago. Try Google Search if you don’t believe me! Or chat with your pals using a new app through Airtel or Vodafone! If you are lucky, you might be using an iPad!!

That’s the first lesson we all must imbibe when we sit down to applaud and analyse the most valuable brands: the simple fact that like seasons and fashion, brands come and go. Many go forever. When I was a young journalist in the late 1980s and early 1990s, BPL was arguably the most formidable brand in India when it came to colour television sets. You, the MBA student circa 2012 probably haven’t heard of BPL. Back in the late 1990s, when Internet usage and email were gathering momentum, the hottest brands were Hotmail (remember Sabeer Bhatia?) and Yahoo. I had three Yahoo mail ids and two Hotmail ids. The last time I used my Hotmail id was in 2006 and the last time I used my Yahoo id was in 2008. Who knows? By the time you, the MBA student, become a senior manager, you might confess to something similar about Gmail! The fact is, in this age of rapidly evolving technology, it is but natural for new brands to emerge and many to fade away. But do remember, there will always be a world of brick and mortars – even if you have become a fan of Flipkart! And there will always be a lot of punch in that old proverb called Old is Gold! Some brands in our list of 100 actually go back more than 100 years. Like Tata, Taj Hotels, Pepsi, Coca Cola .... these brands were born when democracy itself was not such a powerful and flawed brand. And the unbelievable thing is that they have endured. Of course, Tata as a brand is both generic and a mother lode. The Tata brand by itself has spawned and sustained many formidable brands like Taj Hotels, Titan, and Voltas, to name a few. Don’t forget, the first Maharajah of post independence India which is now in tatters, Air India, too was a product of the Tata stable. In that respect, the pedigree and durability of the Tata brand is unmatched. No other brand in India – except perhaps SBI and LIC – evokes that kind of trust and comfort level. Well, you could add Godrej and Dabur to that list of old and durable warhorses and perhaps even add Mahindra & Mahindra to that select list. Even the powerhouse Reliance (RIL) would find it difficult to join that hallowed list.
 
Of course, when it comes to stubborn durability, I have two personal favourites in my personal list of valuable brands in India. The first is called the Congress. For almost four decades, pundits have been busy writing epitaphs of India’s ‘Born to Rule’ party. Memory being very short, most of us have forgotten that 2004 was the last Lok Sabha election that the Congress was supposed to fight as a national party. There you go. In contemporary times, the failure of the New Gen hope Rahul Gandhi to deliver electoral victories has once again raised questions about the future of this brand. But I have a sneaking feeling this brand will remain stubbornly durable. Like Thums Up! When Ramesh Chauhan sold out his home made soft drinks empire consisting of Thums Up, Limca and Gold Spot to Coke in the early 1990s, most of us thought it was curtains. Two other home grown cola brands – Double Seven and Campa Cola – were already history. And Coke did stop promoting Thums Up because it was busy selling the most valuable brand on earth Coca Cola. Truly mysterious, but the Indian consumer simply would not give its stubborn love for Thums Up. Coke was forced to resurrect the brand and it is still going great guns even 20 years after its forecasted demise!

There are hundreds and thousands of similar fascinating tales when it comes to the coming and going of brands. But one thing is clear – a focus on processes and paying attention to institution building are the key factors when it comes to building durable brands. Even highly “individualistic” and eccentric brands like Virgin that depend on the flamboyant personality of Richard Branson have to pay homage to processes and institution building. Not many have a doubt that Virgin has a strong chance of remaining a durable brand even after Branson is gone from the scene. And do remember, even mighty entrepreneurs make bloomers when it comes to distinguishing between passing fads and bestsellers. Rupert Murdoch thought he had latched on to an all time classic when he paid an obscene sum to buy the blockbuster bestseller MySpace. Alas, it peeved to be a passing fad.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2013

An Initiative of IIPMMalay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned Links

SC slams AICTE's illicit control on MBA courses
MBA, MCA courses no longer under AICTE
2012 : DNA National B-School Survey 2012
Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall

Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page

IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail

IIPM Links
IIPM : The B-School with a Human Face

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