Dialogue Marketing

We as marketers, always talk about how brands can differentiate themselves in the cluttered market and create a blue ocean for them. One of the important element in branding is of course brand positioning ,which surely does help in triggering purchase. Tag-line of the brand, is more like a salesman for the brand. Tag-line more often than not also creates brand recall amongst the consumers.

Given this known fact, i always thought why is this theory not being used in movie marketing. Well many producers surely have tried doing this but were pathetic in implementation. For e.g. Daag - The Fire, The Train - Some lines never should never be crossed. I am also surprised how come Hollywood people have also not used it in marketing their movies. (Apart from some).

But at the same time if people who have used tag-lines for their movies surely have not seen the benefit in terms of ticket sales. So how does one apply the tag-line theory in marketing movies. Well surely by creating a tag-line which is infact an iconic dialogue (statement) in the movie, which helps in making the movie a talking point.

In recent times, one of the best marketing expert i have seen in director/producer domain is Rajkumar Hirani. He has very intelligently created dialogues, which are more like tag-lines which can be used for marketing of the movies and which in turn becomes a nation-wide talking point. If you see all his movies have created great impressions in consumers mind and have definitely triggered purchase (ticket sales). Mentioned below is how.....................

=> Munnabhai MBBS: "Jaadu ki jhappi"
=> Lage Raho Munnabhai: "Get well soon"
=> 3 Idiots: "All is well"

What amzaing thing to do. Raju you rock in marketing movies and without a doubt your movies are also very impressive. There is something to learn from here, for all the movie marketers in business. Great going.

Please note:
Rajukumar Hirani style of marketing was brought to my notice by my Mom & Wife. Thank you both.

In the name of Someone

A lot has been said and a lot has been done in order to curb terrorism. But the point of discussion here is how do you define terrorism.Does Killing innocent people only mean Terrorism ?

Just want to drive home 1 point here:
Terrorist kill people in the name of ALLAH. And the intentions are also of course political in nature.

In Mumbai, MNS and Shiv Sena does many such things for e.g.

• Harasses people who hail from UP,
• People who cant talk Marathi,
• Force companies to hire only or more of Marathi manoos.
• And of course many other things.The list is endless.

Therefore just want to say that MNS and Shiv Sena and all such parties are no less than Terrorist.
Similarities:
Both Harm, Destroy and Kill people on name of someone.
Terriost Kill in the name of ALLAH and MNS and Shiv Sena do it in the name of MARATHI MANOOS.

Terrorist have political agenda behind it and so does these parties i.e. to win votes of Marathi Manoos.

Thus the treatment and punishment for both these sets of people should be the same.
I just hope Marathi Manoos open their eyes, understand the analogy and does not get into the flow by blindly supporting their act of terrorism.

Toothpaste: Differentiating by Copying

As you all must be aware Colgate is the biggest and highest selling brand in dental care segment. But sometime back a brand came and created waves in the market by saying "100% vegetarian". It is called Anchor toothpaste. This was i think a classic example of breaking the clutter through a innovative yet tangible benefit.

The brand for obvious reasons took a major market share in Gujarat. And ofcourse wherever gujjus are present, it truly created history.

But there is one thing which makes me wonder why every brand in toothpaste tries to be Colgate. Look at the packaging of Anchor Toothpaste (100% vegetarian) (And it is true for almost 80% of brands present in the toothpaste segement)

Even after having such a terrific product differentiator why do you need to piggyback on a leader brand ?

Secondly when a brand is saying that it is 100% vegetarian why the hell the PACKAGING is in red colour ?

As we all know, red in any food item denotes that it is

non-vegetarian and colour green denotes that it is vegetarian. So if they had given green color to the packaging, i personally feel it would have done wonders to the sales.

Plus also by using green colour, it would help the brand to clearly stand out in the market place. Look what the brand Bisleri has done, its original colour was blue but when the whole world started copying and made their pakcaging also blue (Kinley, Aquafina) it changed its color to green. Amazing thing to do. It clearly demarked itself and nailed itself in the market saying "I am the market leader and i can be an innovator.

Last but not the least by using green as a color, it would also give the brand a chance to talk about ecology: saving earth ; saving teeths :) wierd but sounds quite good.
I dont know how brands can make such a big mistake? God bless them and their brand managers.

Ring-a-Ring-a-Roses

Just few days back i came from my trip to Europe. I covered most of the countries. My tour guide was very good..Knowledgeable ,excellent vocab, management skill, simply amazing. He told many interesting facts and stories about Europe. One of the real stories which he mentioned had really surprised me and finally sank into me. So thought of sharing it with the world.

Everyone remembers the nursery rhyme: Ring a Ring a Roses.
Ring-a Ring-a roses,
Pocket full of poses.
Husha, Busha.
We all fall down.

We all love it and brings alive happy moments of life. But.............the real story behind the poem is that, it is based on an outbreak of a disease called bubonic plague. This disease killed many people and no one knew the cure for the same. Symptoms of the disease were sneezing or fever or a rosy ring shaped rash.

Now read the meaning behind it.
Ring-a Ring-a roses:
By this Plague disease, small rings/circular would be formed on ones body, which were rosy in color. Thats Why this line "Ring-a-Ring-a-Roses"

Pocket full of poses.
For protection from this disease people used to carry poses of herbs, which were kept in their pocket so that it can be used anytime.

Husha, Busha.
This line referred to the burning of victims' houses (people suffering), or blackening of the skin through the disease.

We all fall down.
This is what finally happened after the blackening and having rings on the body, Several people died.

Quite amazing isn't it. Well some believe, it is true and some believe it is not.
But the spread of the disease had really occurred in Europe.

Apsara Extra Dark Pencil

Few days back i was watching a commercial of Apsara Pencils. Well the thought is very obvious and ok types, cant blame the creative guy may be he didn't find anything witty and new to say in the Pencil category.

In the commercial, father and son are walking on the road and the son talks about his results and how he faired extremly well.
Father while in the discussion asked his son, how much did he score in maths ?
Son replies: Scored 105 out of 100 becuase of good handwriting thanks to Apsara pencils (Refer to link to see the exact wordings in the commercials (http://www.youtube.com/watch?v=tEVGvb6-Qds) and the commercial ends with kid sayin "Apsara extra dark for good handwriting"

I understand the whacky side when the son says, I got 105 out of 100.
But in the name of creativity, they should not have used the subject "Maths".
Maths = Numbers. So how does handwriting come into play ???
Thank God they didn't say in drawing subject as it again doesnt have anything to do with "handwriting" .

It is a small thing or a big thing, i guess target audience of Apsara pencils and readers of this blog can decide. But for me it is simply a mistake, not small not big.

Food for Online Fanatics

This is something very interesting...... have you ever wondered why isn't there any restaurant who allows people to order food online.

There are many situations which we come across on day to day basis. For e.g. The other day i was dying of hunger as i had not got my tiffin.
Problem 1: And as there was too much of work load in office i was not able to go for Fooding (Fooding: Its like going for Shopping).
Problem 2: I looked for some office boy who can get food for me but to my bad luck, the office boy had gone out for some work.
Problem 3: Now the last option for me was to call the restaurant and order it. But you know how it is.......the restaurant from where i wanted to order food was coming engage constantly and frankly was also too lazy to try the number agagin and again or try some other restaurant number.

Thus this situation triggered a thought in my master mind.......why cant there be restaturants who take orders online as well. I was wondering and pushed my brain cells to figure out why it has not been implemented in India (have no idea if this concept is there internationally) or if implemented by any one than why not so popular. I personally think its a great thing to do and it can actually become the USP of any restaurant chain.

So I hope some marketer in hotel/restaurant business reads this and actions it. It s a free idea from me but the idea is worth a million if one realizes the true value.
People in the house, please comment with your feedback on the same. Thank you.

Consumer Power is back

We have always read in marketing and brand books that consumer is the focal point for any business and communication.

One of the things which I always fascinated and brought a twinkle in my eye.....was when i read one super sonic statement called "Consumer is King". I am sure everyone must have heard, said and read somewhere and at some point in time.

But the irony of this golden saying, is more often an illusion than a fact. How many times during your shopping, were you made to experience and feel that you are the King.......of course not in the real sense but in terms of service, experience, after sales service, customized solutions, negotiating power and many other aspects of shopping. I must have enjoyed the experience of such Consumer power very rarely and I am also sure that the same holds true to most of you'll.

But now.........................For quite a few times rather on all shopping occasions I have witnessed and was made to experience that - Consumer is King / I am the King. Some of the examples are during my purchase of a Personal Car, Purchase of Mobile phone, Purchase of Apparels, Purchase of Day to Day groceries etc.... The experience I had was amazing. To give you one example....The other day I was shopping for some household grocery at reliance fresh in town.

After stocking almost all the products which i wanted in the trolley, I went to the vegetable counter and was looking out for tomato's but to my luck, the salesman told that stock was over and fresh stock you will be able to get it tomorrow when the vehicle comes. The vehicle for vegetables comes twice a day at the store. Once in morning and once in the evening. I was obviously shopping in the evening. Anyways... So I said ok than maybe will come tomorrow and shop for the same, but to my suprise the manager of the store came and said "Dont worry Sir, we can arrange for the tomato's a from local vegetable seller outside if it is urgent for you and if it is ok with you. It will save your time and in the mean time you can continue your shoppinng for other goods or incase you are done with the shopping than can sit and wait in the shop. (As it was airconditioned i believe) . I was compltely taken by suprise and will never forget this special treatment given to me. And they finally brought from outside and gave me 2kgs of tomato's.

The service levels have certainly gone up be it in the real estate business where the builders are ready to negotiate and tying to provide all the amenities which other wise many a times was only in the brochure. They dont say fixed rate and ask you to leave if you are not ready to pay a particular price. They consider your price and try to negotiate. The same story is prevalent when you are out there for shopping.

I am so happy to see this trend. This was never witnessed when the market was in Boom, when the sellers/suppliers never used to bother much about the consumer. It was like supplier power. But now with the change in wind, recession everywhere, the Consumer is back in action and truely the theroy of "CONSUMER IS KING" can be seen in a realistic manner.
I believe this is one of the good things that has happend because of recession, but i hope once the market stablizes and when things get back on track the golden principle stating "Consumer is King" continues to follow in reality and not just in papers and books.
However let me also tell....... It's not that the golden principle was not followed by companies before. It was definately followed and implemented by several companies and are doing a fantastic job till date. But now it has been taken to a different level due to market conditions.(I beleive)

Do notice this when you are out for shopping and please share your experience...............

IPL Common Factor

Point of intersection

It is always supposed to be the fact that Australia is the best cricketing team in the world and no one can ignore this fact given the history.

This years Indian Premiere League (IPL) was as glamorous and exciting as it was last year. The turnout of crowd may not be that great as compared to last year because of change in destination i.e. from India to South Africa. (Sorry for digressing)

Anyways this years Winners Deccan Charges truly deserved to win, no matter what everyone says. The team was remarkably lead by Gilchrist and it changed the teams - Body Language, Attitude, Confidence and ofcourse all this in combination ensured teams fantastic performance. If you look back .....the team was almost the same, when it was led by Laxman last year. But the performance was not satisfying and not even close to this years IPL performance of DC.

I think the credit should be given to Gilchrist for his amazing Leadership qualities and Planning. And Of course to his team members as well......................................

Last year Rajasthan Royals were an underdog and no one thought even in their dreams that they would lift the cup. The team didnt even have the much of the so called great names on their side. But what led to their victory was fantastic leadership of Shane Warne and he being the coach of the team gave more juice to the team. Again here I would like to give credit to Shane Warne for his terrific thinking and planning.

So to conclude, the common factor between Rajasthan Royals victory and Deccan Charges victory is .............................Both the teams were led by an Australian player Shane Warne and Adam Gilchrist. This shows that the victory is of Australian cricket indirectly.

So incase if any IPL team owners are reading my blog, than plz consider and take a australian player in your team and see how tides changes for your team and you will witness victory for sure. All the best.

Turning Point

There comes a turning point in everyone's life. May be sooner or latter. At this point, life can take a completely new meaning in positive or in a negative manner.

This point has come in my life and hope that it becomes the most defining and most beautiful moment in life.

It is a moment of mixed emotions, the day is filled with happiness, excitement and love and also with little bit of anxiety, emotional sensations. But on this day we choose to have Hope over Fear, Practicalities over Emotions, Optimism over Fate and Life over Death.

Well the day is a secret as of now.......because of reasons best known to God and me. But the day will be open to public and open for sharing the views of millions of people. Till then............................

Celebration of 2 brands at the same time

Well it is very filmy................... The story of 2 Brands

There are these 2 brands who have come from the same region.

The owners of these 2 brands are also very good friends.

These 2 brands were started also in the same year.

And Yes most important thing, both these brands have been very successful and sustained themselves in crisis situation.

Guess.........................................................................................


The 2 brands which i am talking about are
1. Hero Honda &
2. Percept

Percept is the place where i am working currently which is into Entertainement. Media. Communication.
And Hero Honda as everyone knows is a one of the worlds biggest 2 wheeler company.

Both of them are celebrating its 25th anniversary.
Percept is doing is brand campaign in theatres and so is Hero Honda who is doing its Product + Brand Campaign.

There is direct connect with between the two. Which i assume no one has realized at Percept, otherwise we would have definatly pitched something to them.

People if you'll got any ideas,concept which we can work out, than please share and we can pitch to them :) Thank you.

Congress Rules

JAI HO CONGRESS !!!!

Whenever there was a tough decision to be made, it was always done by Congress. Just to give you'll an example,in 1992 the liberalization policy was introduced which was the turning point of our country. Post that it brought many dynamic changes in reforms and policies.
If you talk about the recent and most controversial decision they took was for the Nuclear deal. Everyone opposed but they went for it, this just shows their strength and the will to bring a change in the country.

Parties like BJP and Illiterates from MNS will keep barking, but a sensible party like Congress allows its work and the people of India to do the talking.
Indians have proved again, what is right for them and not swayed by the bullshit talk by other parties. In today's age , how can we talk about Hindutava, Bash UPites - Cab drivers and other irrelevant stuff. People who do this and follow it, all they want is Media covergae and hype around their name and party at the cost of religion and dividing India. nyways the frustration can never end when we have people like these.

Last point, If you see Congress has got the most educated people as compared to any other party. Take Rahul Gandhi, Milind Deora, Kapil Sibal etc... and above all Dr. MANMOHAN SINGH whose bio-data is the most comprehensive one and is the most educated person amoungst all the prime ministers in the World. But the same is not true with other parties like BJP

So, Long Live Congress. Keep Rocking. India is there with you.

Rediscovering Women

To find a women you need time and money therefore;

WOMEN = Time x Money

"Time is Money" so,

Time = Money

Therefore Women = Money x Money

Women = (Money)2

Money is the root cause of all problem x problem = problems

(Money)2 = (Problems)2
(squares canceled)

Therefore Women = (Problems)2 . Final answer :)

Fabulous Thinking

Just wanted to share that the biggest telecom player in India, might have taken a cue for his advertising from my blog. (Hope that’s trueJ).

A month and a half back I had penned my thoughts on recession. And if anyone has seen the latest TVC of Airtel featuring Vidya Balan and Madhavan, it is exactly on the same thought.

Mentioned below are my thoughts on recession. Plz chk it. Thank you.

TATA Sky: Color Blind

Few days back,I was sitting with my Dad and we were watching television. We have a DTH connection of TATA Sky.

While we were discussing about advertising and profile of work which I do, he asked me a simple question, which has got me thinking....

Just for the records: TATA is obviously an Indian company and Sky an International company. Both of these companies have done a joint venture and launched DTH service in India.

Coming back to the point. If you ever happen to look at the branding of TATA Sky, one might miss the logic of the way it has used the colors. But DAD did realize it.

So he asked.... Why is TATA written in Blue color and Sky written in Red color. Basic logic says that the word Sky itself denotes Blue color, than how can they make such a big mistake.

The only answer I had that Blue is the corporate color of TATA, so TATA is written in Blue, But how can anyone write the word Sky in Red, no idea. It should be in blue only.

So it made me wonder who is in advertising business, me or he ? incase anyone has an answer to do this, than please do post your valuable comments. Thanks.

Recession a boom for couples and families

Well recession of course has its cons, but given the fact of being optimistic in life and learnt to see an opportunity in every situation. There is element of new life during these times.

Couples are getting more time to spend with each other, as the work load has decreased in direct proportion to the salary cuts or even more.

The number of divorces filed over the months has also reduced to a great extent, as phenomena of dual earning to pay off the loans and also because of the fact that there is plenty of time on hand to resolve personal issues.

Recession in the air is defiantly helping the community and doing good for the people, who were otherwise in love only on papers but due to this they are in love physically and mentally too.

Nonetheless recession will fade off but hope the twinkle in the relationship doesn't...

Youngdians

The strength of India's large pool of young population, can turn into weakness sooner if not later. If India fails to implement basic policies in education and health and create multiple opportunity for youngdians. India is already experiencing constraints in its access to skilled labor. So if any political party comes in power this election, the prima facie agenda needs to provide the strength to youngdians for it to have a sustainable advantage.