AdStand: Coke, Oppo, GoIbibo, Kellogs and Deepika

There is an easy way to get eyeballs, that is to sign up the current superstar and watch the brand soar. Coke, Kellogs, GoIbibo and Gionee have all got the advantage of having possibly the hottest celebrity as the endorser. All the brands have released the ads at the same time, giving the brands a certain topicality.

 

The Coke Elevator Campaign

While Pepsi faltered in its campaign, Coke has kept the narrative simple and created a very Coke kind of spot. The story of a star bumping into a commoner, connecting with each other and the star leaving the common stranger with a goofy grin makes for super viewing.

There is a certain charm that Deepika brings to the commercial and despite a very tight story line and little space to improvise makes the commercial memorable. The hotel room service steward is also perfectly cast.

The spot though is adapted from the international commercial of Coke. The international commercial is a modern day Cinderella story where an ordinary girl bumps into a celebrity DJ and ends up having her own starry moment and a selfie that didn’t work out as well as she thought it would. The winner this the interactive digital content which takes you floor by floor giving you a taste of candid moments.

The digital campaign has far more interesting take on the modern Cinderella story than just a selfie that is dominated by a bottle of Coke. This is a winner from Coke

 

Selfie and Oppo

Oppo was about the love story between two stars. These two stars haven’t been cast together in a movie, so by a phone brand that was a brave move. The brand has now moved beyond love story, into Selfie. The emotion of finding long lost love has been replaced by narcissistic feel of looking at your face with a weird pout. Deepika is fighting the pout war with Alia and Ranveer. This is an interesting war out there, pouts, pouts and pouts and three hottest celebrities.

 

GoIbibo and Deepika

At 8.5 million views in YouTube alone GoIbibo is doing very well to help Deepika make money by using her contacts on her phone book. This is a simple tale that is enlivened by Deepika, but more by the technologically challenged aunt. The aunt plays the old-world-old–idiom driven lady with extreme pizzazz. It’s the casting that is inspired, the rest of the ad is usual.

 

Kellogs and Deepika

 

Kellogs and Deepika were into selfies last year. Deepika was showing off her weight loss post two week challenge last year. This year Kellogs Special K Protein is more about maintaining your weight by eating the most tempting Cranberry flavoured cereal. There are many cranberries in the commercial, almost from frame one to frame hundred. Its just in final frame you discover that Kellogs has two more flavours. This is a classical packaged food commercial, and does the job of selling the breakfast well. Kellogs will benefit from having a supremely fit and attractive Deepika as its ambassador

 

Deepika and new ASCI Guidelines

ASCI’s new guidelines for brand endorsers and will the guideline have an impact on Deepika’s brands? The bubbly drink is about making friends, that should be safe. The dual lens cell phone is about selfies, you can’t debate that. The travel brand is about making money from friends, that’s a matter between friends. The breakfast cereal is about maintain weight. May be Deepika now needs to hire a nutritionist and a food scientist. Or may be Kellogs can explore selfies again.

They are in fashion.

Original published here: http://bestmediainfo.com/2017/04/ad-stand-coke-oppo-goibibo-kellogg-s-and-deepika/

 

AdStand: The Public Service Ads

This week, the 11 minute anti smoking commercial has been making all the news. There was another ad that caught my eye. It may not have been the Internet sensation, but Brooke Bond Tea’s new ad is certainly worth applauding. Surprisingly this film is not on their social pages, but uploaded only on Kulzy.

The film (https://www.kulzy.com/work/112975/brooke-bond-red-label/film/taste-of-togetherness/) opens on blank screen with noises that we hear everyday in Mumbai, honking, trains, and wedding. It then shows an old women sipping tea all alone on her rocking chair. The ad extolls people to go and end someone’s loneliness this weekend. The film is singular in building on the brand plank of Taste of Togetherness. Brooke Bond for some years has been building on the plank of bringing people together and this film takes that plank forward in a cheerful way.

Old age loneliness is a serious problem in a young country like India. I hope we see more of this from Brooke Bond and not wait till the next award season.

Alok Nath, Sunny Leone and Deepak Dobriyal have an indulgent anti smoking tale to tell. At almost 3.5 Million views in a week, clearly the star appeal of the actors has helped in the film becoming a super hit.  The comments across online forums suggest a warm welcome being given out to the film.

Is the film successful in pursuing smokers to kick the stick?

The film follows the usual narrative of smoking kills, this is known and most smokers know this. The claim of cigarette reducing life has now jumped to 11 minutes, how does this pious number come in being is left unexplained.  Is it 2 minute? Or 4?,Now it is 11. If a smoker gets into calculating the time left to live, they will laugh it out.

I think the film misses out on the wider narrative. While the netizens have been effusive in praise, there have been very few that have pledged to quit smoking, just a few who have thought of doing so. This is where the film could have had a deeper impact.

Why is the film not ending with a platform that helps people helps quit the habit? Why is the film not helping them taking the first step?

Why is the film not connecting those who quit with those who want to quit?

This is where the film could have risen to greater heights.

That leads me to the wider question: why do anti smoking campaigns generally fail? The answer lies in many behavioural studies done across geographies by many academicians. These studies are in public domain and are a wealth of insights. The basic thrust of most of these studies points to one factor. Anti Smoking campaigns stigmatize smokers, and while it may motivate a few to quit smoking, to a vast majority it makes them angry, resist the message and isolate themselves. This makes them light up the stick more then quitting the habit. Death is not the promise that motivates them to quit. Could the 11 minute long format narrative move beyond death and be in positive space? May be there is a next version coming.

The third TVC to catch fancy is Ariel’s Share the Load. Father has a moment of enlightenment when he sees his daughter balance home and office by being at two places at the same time. Father’s decision to correct his own mistake and share the load of housework with his wife is told with sincerity and humility. The brand could have become even more enduring if the final payoff was not just sharing laundry, and the product integration was a lot more muted. In its own archive, Ariel has a TVC where the husband does the laundry to win wife’s love. Kuch pane ke liye kuch dhona padta hai. This was before the social media became the force that it is today. This commercial was even more sensitive and loveable than Share the Load one.

Tea, detergent and anti smoking are three very disconnected categories to come across socially appealing narratives. Brands should continue to do this irrespective of timing of award shows. 

Original published here: http://www.bestmediainfo.com/2016/03/adstand-the-public-service-ads/

The R Day Weekend

This was the week when brands went into overdrive with Republic Day messages. The whole country seemed to be draped in tricolour and the entire country seemed to be on sale. Zomato even turned every word of Happy Republic Day into a food item!

Commerce usually triumphs patriotism.

This is where #belikebill meme had an interesting take on Republic Day. This is India. India minds its own business. India always feels young. Be like India. Well #belikebill did win the Republic Day social media war.

Mumbai Traffic Police around the same time broke on social media with some really funny tweets. In its effort to be seen as cool and young, it ran a series of tweets that could easily have been written by stand-up comics. Now that is the real issue: should cops come across as witty and funny? Is that the value that ordinary citizens expect from a law enforcement agency? Or should they come across as resolute, determined, watchful and tough? How long will cops be able to manage a funny tone of voice?

Delhi Traffic Police meanwhile took its game on social media many notches up. On the shared public transport app called Ridlr (DTP twitter handle is @RidlrDel), it is asking citizens to upload pictures or videos of traffic violators so that they can take action. Either way, the police are now using social media; once they move from adopter phase to interaction phase, one can expect a lot of things to change.

There is a huge amount of action happening in the video streaming end and social networks. Facebook till now allowed celebrities to live stream content to their followers; this has now been opened up to the public. Anyone can use an iPhone and live stream to select audience on FB. While this is currently available only in the US, it would be available on Android and iOS and across the globe in no time. Also, GoPro Hero now integrates with Periscope for iPhone and can now broadcast directly. Portable live video will open up completely new platforms for brands.

Imagine if brands let their commercial shoots be available live on FB. Till now brands tried to do this in a small manner on Snapchat. Video is the new frontier that will change the game.

ICICI is running a fabulous http://giftalivelihood.com platform that allows the underprivileged to earn a sustainable livelihood. They have a short film chronicling the story of Manoj Kumar who, from being a scrap seller, learns from the books he collects and then joins the mainstream workforce. It’s a heart-warming tale that has been narrated very well.

Today, more than ever, brands have no option but to make an impression every day, consistently. To do that, brands have to move away from small victories to long sustained campaigns. Today, the tools have also changed.

Be like ICICI and the Raddi Library.

Original Published Here: http://www.bestmediainfo.com/2016/02/adstand-the-r-day-week/

AdStand: Looking back at 2015. Episode 2

2015 is the year of apps and connected devices. The way technology has invaded every sphere of life is rapidly changing the way we live. From groceries to grooming, from music to machinery, from entertainment to elections, from fashion to farming, from car pool to carpenter, everything has a disruptive app.

Our celeb endorsers have added categories to their repertoire; they now sell groceries, music bits, discounted deals and many more things than you could ever imagine. The apps have changed the game for celebrity engagement; they now no longer only endorse a brand, they are now actively on apps where they happily tell their fans and followers what they wear, eat, drink and tell them to buy the same things. Gwyneth Paltrow has her own dedicated site, Goop.com, and closer home celebs are on lots of platforms pushing their wares.

If the app economy is the first trend of 2015, app is the second trend too of 2015. I call it the Ashley Madison Bomb or the death of privacy in connected world.

If there is a flip side to connected economy, this is it. “Remarketing”, or the process of dropping a tiny programme on your system called cookie that lets brands follow you online, to constantly offer the product till you buy is now an old paradigm. Remarketing became more powerful in 2015, it broke the shackle of devices, following you from one device to another with social platforms taking it on with gusto. But despite this, remarketing is nowhere near what the new technology can inspire.

Early in 2015 two hackers – Charlie Miller and Chris Valasek – remotely took control of a new Jeep Cherokee, took control of its climate control system, its entertainment system, activated the wipers, and even disabled the engine and made it come to a standstill, while the driver in the car could do nothing. Watch what happened here: http://www.wired.com/2015/07/hackers-remotely-kill-jeep-highway/. This is as scary as it gets. Mercifully it was an experiment by ethical hackers, or else a ‘Transporter’ kind of movie can play out every day on our roads. May be the cops can enforce the odd-even formula of Delhi remotely from a connected control centre!

We all know that hackers released 36 million accounts that were members of Ashley Madison. Now Ashley Madison’s services are not the services that someone will put on their social networking profile, this is something that they would like to keep hidden. The hackers were not the keepers of morality or conscience; they were seeking fame out of moments of weakness or notoriety of others.

What the leak tells us is that internet is neither private nor anonymous. Even if the site or service wants to guard the privacy, it is not easy in today’s hyper-connected world. This will have implications on consumer engagement strategies in 2016.

Imagine the possibilities.

Travel sites will know about your travel plans and will bombard the users with rival offers in real time making choices difficult.

The shopping websites will know about your shopping basket and in real time will alter their offerings to lure you away from rivals, either by offering value-adds or by offering better prices.

Fashion sites driven from data they have, will know about your fashion style and will first offer the stuff that fits your style, making the process of choice a lot more data driven and a lot less look driven.

Marketing is all about creating a following for the brand, the new Ashley Madison Bomb effect may enhance the commoditisation of a variety of categories for it will become easy to tailor offers, and offer discounts.

This is discounting the fact that all of us may be sitting ducks for cyber terrorists who can wreck our lives by string of codes.

Next week, a look at a third trend, something that may not have been a result of the internet dominating our lives.

original published here http://www.bestmediainfo.com/2015/12/adstand-looking-back-at-2015-episode-2/

Content and advertising, do they ever meet?

Three brands have done three different pieces of content this week – two of these brands tied up with content creators, while the third brand did it the conventional way with pure play advertising. Truly Madly partnered with AIB to produce Creepy Qawwali. Flipkart partnered with The Viral Factory to produce ‘How to train your dad’ and we all know that Ambuja Cement created a winner with The Great Khali.

First the simple question, are brands becoming brave to tie up with third parties to produce branded content? Is this where advertising is headed? The overwhelming popular theme suggests that traditional conventional advertising messaging strategies are not working and brands need far more organic content to succeed. Organic means non-scripted, created by users, and often not paid for.

Branded content is not a new concept, it has existed for many years, in fact for many decades. Fashion magazines have been partnering brands to create fashion content for many decades; this is a significant revenue generator for the magazines. These features are not created by the agency, but by the editorial team of the magazines and readers know that the content is sponsored. The trend has been heightened by the online bloggers who create branded pieces for the partner brands. For example, the current Vogue agazine in India has a fair sprinkling of created content for designers.

Truly Madly had earlier created ‘boy browsing’, a trend of checking out boys by single girls for dating. The AIB-partnered video takes the brand concept and turns into a 5-minute long song that celebrates various facets of how boys troll girls online and the feeling of ‘creepyness’ that it evokes. The song obviously has greater tonality of AIB and lesser of Truly Madly, but no one misses the fact that it is a brand message. AIB even announced that they have created an ad agency to produce branded content. With over 600,000 views, they seem to have hit the jackpot.

The Viral Factory has a take on Flipkart’s ‘Big Billon Day’ sale starting today. Unlike Truly Madly, The Viral Factory claims on Twitter that this has not been paid by the brand. May be the brand should pay for this, the feature (can’t call it an ad) is brilliantly cast, brilliantly performed and will leave you in splits. If the bog billion divas (borrowing from the feature) is a roaring success, this piece will have a big hand in it. At 10,000 views, it looks like it is early days on the life of this video.

Giant strength for the Giant TVC

The piece that may have won the battle at this time is possibly the ad by Ambuja Cement (https://youtu.be/ByoKOG3Y-bI) with the great Khali. It is good old traditional advertising with good old storytelling craft and a celebrity that does the magic. It has shades from the earlier wind energy commercial, but the story that this TVC tells is not similar. What makes the Ambuja ad significant is that it comes from a conventional agency, has no content tie-up and yet works like the branded content piece that brands look for today. Just a day old, it seems to be winning over the Internet completely.

Importance of content cannot be downplayed; this is the fuel that drives the world of brands. Brands did experiment earlier and they are still experimenting. What will define the tone of the new age content will be both – the platforms and the content creators. What will win will be the good old storytelling ability

Original published here: http://www.bestmediainfo.com/2015/10/adstand-content-advertising-and-do-they-ever-meet/

 

Gandhi jayanti posts

Brands were on an overdrive this Gandhi Jayanti. Social media was buzzing with brands paying homage to the Father of the Nation. 2015 marks the 100th year since Gandhi returned from South Africa to India. This is a fairly significant milestone in the history of our nation. Most brands created usual Gandhi tribute using three of his most famous quotes. Here are the top posts from a variety of brands that caught my eye.

Gandhi-INC

It’s Gandhi Jayanti, and he helped formed a political party in India. Indian National Congress’ post on Gandhiji was a usual one about how he became the Mahatma. At 17,000 likes, the post had a significant traction. However, it were the comments that took away from the posts completely; the entire feed was about hate and vitriol that the netizens had heaped on Gandhiji. There was no attempt to monitor, debate or delete the comments from the party.

BJP-Gandhi

BJP, too, had a post on Gandhiji, which was also a usual quote from him that got 8,000 likes. Even here the comments section was pure acid, cutting through any level of sensitivity. Here, too, the moderator made no attempt to debate or moderate the conversation. For the man who practiced restrain and preached shaking the world gently, the two political party feeds were anything but gentle. May be the parties should do something about civility in the cyber world.

Idea-Gandhi

The post that possibly had the greatest traction was from Idea Mobile at phenomenal 87,000 likes. The comments section of the post was anything but a tribute to the Mahatma, it was full of complaints and the brand’s revert on the complaints. Some moderation here, too, may have gone a long way in ensuring that the brand stays true to the message of peace.

It was AIB that had a post on Gandhiji that cleverly used four emojees and the message was subtle and clear. The comments feed and the Twitter feed were relatively clean from the fans and followers.

Gandhi-Senn

Some brands tried to connect the brand with the philosophy of the man, and did it well. Sennheiser had a post on making music and not war. FitBit, the fitness tracker brand, paid tribute to the man with a message on walking, nicely done by a brand that is all about being fit and active. Telenor paid tribute to the man by dipping into his ability to inspire and lead.

Gandhi-Telenor

Liverpool FC club had a simple post on the man, which was a nice gesture from a British brand.

Gandhi-Liverpool

The two strange posts came from MI, the mobile phone brand, and Junglee Rummy. MI launched a Mahatma theme for its mobile phone users. They did turn Gandhiji into a pure commercial icon. Stranger still was online gambling site Jungle Rummy paying tribute to Gandhiji. Will the man have been amused by an online gambling site invoking his name?

Rummy-Gandhi-mi

The 100 years of homecoming was not a theme for any of the post on social media. Initiatives like Make in India could have turned this into a significant event.

We at Bang in the Middle had our humble post on the man. From our perspective at the agency, we had the best tribute to the man.

Gandh-BITMo\

Original published here: http://www.bestmediainfo.com/2015/10/adstand-the-gandhi-jayanti/

 

 

 

Sugar Bomb Effect

Luke Sullivan, in his book ‘Hey Whipple’, speaks of the lengths brands go to differentiate themselves. The book narrates the story of the category called Breakfast Cereals. Brand one is the leader in breakfast cereals, to differentiate itself, brand two adds a bit of sugar and calls it frosted. Brand three goes a little further and makes it extra sugary, this ends when finally a brand just has only sugar and no cereal, we call it sugar bomb. Cereal to sugar bomb is one continuum that rules the world of brands in many ways. Look around, there are many sugar bombs that can be seen. One kind of sugar bomb is the innovation that a brand communicates, purely cosmetic and heightened by the clever advertising; the other, delivered through a meaningless advertising device that makes little sense in the overall scheme of things.

The product innovation kind comes from the Panasonic Eluga TVC. Panasonic claims to have redefined the entire usage experience of the cellphone. Now you don’t have to look for the ‘correct’ side, the phone works with any side as the display adapts to the side you pick it up from. Now, I never knew that figuring the right side of the call was such a big issue. Will this lead to people leaving the choices they had and rush to buy Panasonic? Would be fun to watch.

The second kind of sugar bomb comes from creative devices that ads use to make a point, which to start with may not be such a major point. Take Tata Tea’s latest commercial, which builds on small and big leaf mixture for that perfect cup of tea. The ad actually has a fairly progressive theme. Two daughters in the family, the elder one has come home, the younger one lives at home, it’s time for the father to enjoy the company of both his daughters and sink in the good taste of tea, till the mother pipes up and pours cold water over all the festivities. To the amazement of the father, she says that the taste of tea has nothing to do with both daughters at home, but to do it with the mixture of tea leaves, it even has a product window to show this. From being an absolute joy, the ad sinks to morass from where it is difficult to dig it out. Pure sugar bomb moment because the brand had to make big story about some curl and cut of tea.

Take Faasos, for example, it’s a new concept, it’s a food delivery app, may be at the back of it it’s a restaurant that makes tasty food. It answers one question – #aajkhanemainkyahai (what’s for food today). What could have been an engaging conversation turns into a contrived setup because the brand had to bring in the ‘f’ word for Faasos. Pure sugar bomb moment.

Coverfox, an online aggregator of insurance packages, has a delightful radio commercial about stray dogs chasing cars and causing accidents and how one should be prepared for any eventuality. Now, this engaging conversation takes a bizarre turn for its latest TV campaign. The whole setup is contrived, the need for insurance at that moment is forced, the product demo is force fitted. Coverfox has to convince us to buy the insurance and has to do a demo of the app, the context made to work around the need for demo. Wish they had stuck to the dog and car story, it is so much more meaningful.

If you missed the new Sintex tank commercial, you must catch it. This is the one where the family lives with a plumber because ordinary tanks always need fixing. Sometimes the brand strategy needs fixing to avoid getting into sugar bomb moments.

These are a few that I have noticed, I am sure you would have noticed more of your own, possibly this is what makes the profession of creating brand messages boring and mundane.

Original published here http://www.bestmediainfo.com/2015/09/adstand-the-sugar-bomb-effect/