Creative Ad by Vodafone in recession times

It seemed that Vodafone will lose the Hutch touch after removing the ‘PUG’ from the Ad. Afterall it took a lot of effort and time for people to relate Hutch with the Pug, that was a great Brand reckoning technique.

When Vodafone acquired Hutch they spent 100 Crores on Brand transition and awareness. And the best part is they didnt go about it in a hurry. First it was the Pug which was there and communicating the Brand being renamed. Then slowly those Ads were replaced by some creative cartoons, communicating the message subtly but effectively. People slowly started forgetting that there was a cute puppy for Hutch, what they remember now are those beautiful cartoon ads.

I’m writing this because of the recent Ads created by Vodafone for IPL. The cute creatures are really capable of attracting anyone’s attention and more importantly they don’t cost as huge as a live video involving a Pug.

Creativity and Innovation at its best during recession! That’s all I can say.

Watch the Video I like the most–

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IPL-IPL: Optimism in Recession

The time has come again.
The most fabulous Cricket Journey which started Last Year has come back with a BANG!!!!
There are so many controversies around which have already provided the MASALA that was required to put IPL in the SPOTLIGHT yet again!
Be it recession hit Airline and lifestyle firm “Kingfisher” buying Peterson for $1.5 Mn or the shifting of IPL from India due to security concerns at the time of Elections. Controversies after controversies have given IPL the kind of media attention that was not possible even after spending millions of dollars.
Analysts say that with IPL individual teams can earn whopping 250 Crores each just from Sponsorships.
Its also a good news for Sony. Set Max says that 85% of the Ad slots are already bought. No one ever could have bet such kind of money making reality at this time of Recession.
“Cricket” a game which is more or less unknown in the West (Mainly US) shows a ray of hope at such bad time. Can you imagine? An Idea born out of India (that too related to a sport) has given so much to the World this time. Makes me feel proud!!!

Last week's Devil's Advocate with Qureshi- why make such shows??

I’m usually a big fan of “Devil’s Advocate” with Karan Thapar. His intuitive and grilling abilities really sweats off anyone who’s on the Devil’s side.
However last week’s show was an exception–
with Shah Mahmood Qureshi on the other side (Pak’s foreign Minister) and our very own Thapar Shaheb this side, the show became much of a melodrama rather than a serious advocate show. The problem was not with the format or anything. It was with the questionnaire– just because you have got Qureshi on one side and Thapar on the other doesnt mean that you would be able to bring out every bit of truth from Pak’s side… WTF!!!! Dead 
It was like– we know yaar what the answer that man would provide, why you’r making a mock of the show. Such redundant shows doesnt help anyone but the broadcasting news channel in getting TRPs.
What are your thoughts? I may be wrong but I strictly felt the way I penned!

Last week’s Devil’s Advocate with Qureshi- why make such shows??

I’m usually a big fan of “Devil’s Advocate” with Karan Thapar. His intuitive and grilling abilities really sweats off anyone who’s on the Devil’s side.
However last week’s show was an exception–
with Shah Mahmood Qureshi on the other side (Pak’s foreign Minister) and our very own Thapar Shaheb this side, the show became much of a melodrama rather than a serious advocate show. The problem was not with the format or anything. It was with the questionnaire– just because you have got Qureshi on one side and Thapar on the other doesnt mean that you would be able to bring out every bit of truth from Pak’s side… WTF!!!! Dead 
It was like– we know yaar what the answer that man would provide, why you’r making a mock of the show. Such redundant shows doesnt help anyone but the broadcasting news channel in getting TRPs.
What are your thoughts? I may be wrong but I strictly felt the way I penned!

Excesses of reality

Such is the tragedy of the Indian tv viewer that if u too are fed-up of the reality tamasha happening on the Indian screen , believe me, you are not alone.

Reality shows started with a bang and as they were a welcome relief from the mind numbing saas -bahu serials, they became the flavor instantly. People loved the idea of watching others in real life situations and how they deal with them, enjoying their misery and happiness at the same time.

Its been found of great use , especially in India and the subcontinent where the emotional quotient is quite high. So you are sitting on a goldmine of an audience,if you make something which emotionally charges up people and gets their tear gland working over time.

Then all hell broke loose, and came the era of post-teen, youth based shows in India .at once, obscenity, brutality and self centeredness gained a whole new meaning, diametrically different from the earlier ones and the gang of bachhas ( clueless bunch of 20 somethings ) got the entire nation hooked to it.

This concept is usually explored by channels like ‘MTV‘, ‘V‘, ‘Bindass‘ etc. Currently the only form of this show is ‘Splits villa ‘ in MTV, which itself seems like a spin-off from the immensely successful ‘Roadies‘.

Though the earlier versions were still bearable ,The current Indian television screen is swarmed by content hardly fit for most audiences .So you have a makeup- disaster- gone- bad Palomi, whining away to glory on a roadies show, while a sadomasochist- of- a- chic hurls the choicest of expletives at the contestants with gr8 fluency in Dadagiri .One show which had me particularly troubled was the latest offering by a certain lady. Rakhi sawant , the actress known for her bold overtures has her “swayamver ” in the offing where she plans to “test ride” 15 men( whatever that means!!) ,with rakhi gyrating bootyliciously at them , i wonder how many of the 15 men will actually survive to put up with their uncertain future.Though the fate of the show is still to be sealed, the sensibilities of a huge section of the population have been challenged yet again .Wonder where we’d go from here. .hope we are nearing the end of the dark tunnel…


Is TV Guide concept finally Booming in India?

First it was zipazap which tried to capitalize on the concpet of pure TV Guide/schedules in India. Earlier Yahoo TV, indiatimes TV were also giving TV Schedules but shear amount of rise in the number of TV Channels made MediaE2E focus completely on a web service to cater to the Guide need of Indian TV enthusiasts.
Zipazap however lacked the modernism of today’s website (no web 2.0 concepts) and shear amount of TV data flooded it like anything. Personally speaking it was more easy to surf channels over Tata Sky than to find them over zipazap.
After that (around a year back) Burrp TV launched with lesser channels and better implementation. It was very near to the Standards of international TV websites/tv guides. It also attracted loads of traffic for Burrp.
Now, burrp is been aqcuired zipazap is also revamped. MediaE2E has rebranded itself as whatsonindia (similar name to whatsontv.co.uk). There new TV Guide http://whatsonindia.com/VideoPortal/TvGuide/GridView.aspx looks very much to be in competition with Burrp with similar features and functioanlities. Though it looks like it will take some time for people to notice whatsonindia TV guide and convert from burrp TV to whatsonindia.

Lets see where this business in India heading towards…

WANTED: A solution for television clutter

The online television information/content space has witnessed a lot of activity off late. with the recent launch of the new site by star, startv.in the fact that people like to collect information about television programming content over the internet has again been acknowledged and has gained even more momentum .

Though it  seems like  a commendable effort on the part of star to get in touch with its online consumer base, the financial viability of the project still seems hazy. Several thoughts randomly puzzle me, for eg. In this time and age, where a market like India is crowded with  almost 5-6 prime GECs, and the concept of consumer loyalty fast diminishing ,why would viewers want to go to a site where there is information/content  available for just one, or say a couple of channels? Would’nt it be so much better and worth the viewer’s while if we could have a platform common to all channels where there is info available for all the shows we really want to watch ,and not tons of info bombarded on us sans reason? A lot many sites like burrp, zipazap have come to the fore ( burrp has been particularly good with its service) still a lot is left to be desired. The recent launch of real has only enhanced the clutter in the viewer’s mind, and apparently the situation would only aggravate hereafter, until something revolutionary comes across. Is there an end in sight to television clutter?? I’d certainly like to hope so …..

 

recent faceoff between multiplexes and bollywood producers: who to blame and who gains?

When I saw this news, I was a bit surprised– from past 4 years I have been hearing that Multiplexes have made Movie producers to recover money in just 1-2 weekends. Even bad movies with a decent advertising campaign and good star cast can recover their money because of Multiplexes. Gone were the days when Movies had to stood 2-3 months to be declared a hit. Everything was in Producers’ advantage, but what happened suddenly??

In my opinion it is more of an EGO issue than anything else. Why? Well.. as far as I have seen poeple like Shahrukh and Amir Khan have joined hands for this cause i.e. 50-50 partnership between Multiplexes and Producers. That means quality people now needs their share of money if their movie becomes a superhit. It’s not about those producers’ who gained because of Multiplex format, its about those who lost because their Movies were actual hits. People like Ashutosh who made “Jodha Akbar” which was a critically aclaimed movie couldnt earn as per the potential. Hence these quality people have an EGO issue here. Non-deserving producers earn same as quality producers. Did you find Ghajini to be more deserving than any movie being till date to earn highest money? Marketing ingenuinty from Amir was one and only one point.

Now the question arises that who gains from all this— Offcourse no one!!!

Producers’ these days cant think of earning even 50% without multiplexes and during this recession there cant be a worse time for Multiplexes to fall in such a rift. But seeing the timing of Producers and big actors (Note that no big budget movie is releasing in this period) it seems that current losers would be Multiplexes. But, Multiplexes can throw a rebound punch if there IPL Cricket match shows become a success.

What happens…time can only tell. But its an interesting situation developing up..Lets wait and Watch!

Burrp is acquired– does burrp tv and blah a part?

Recent news of burrp being acquired by infomedia 18 created quite a buzz. Haresh Chawla, CEO of Network 18 Group had already invested in burrp, but its sudden aquisition raises some questions. Though it has positive inferences too, I wonder what infomedia gains other than some foot hold in local search market. Lets try to understand some of these points and also what burrp TV can provide if its a part of acquisition–

1. Infomedia 18 has acquired or developed some of the coolest websites. But most of their portfolio consist of sites whch are direct money makers. Be it moneycontrol.com, homeshop18.com, bookmyshow.com, ibnlive.com etc. Lets see how they really turn Burrp into a money spinner!

2. Burrp basically consists of a local business site, a TV Guide site and Burrp Blah (blogs). Burrp local is a money creator for burrp as it gets direct commisions from locally posted business but TV Guide and blah mainly gets its revenue from Ads. It’d be interesting to see TV 18’s agenda for Burrp TV and blah… currently I dont have any idea about that!

3. Burrp’s recent stats shows a high traffic driven by its sub site tv.burrp.com. Can infomedia help convert this traffic into a viable money making traffic? Its a thing to watch out for..

4. TV Broadcasting in India can never be out of fashion, no matter how hard online media tries. People still look for TV related information and hence the proof that online marketing in India has still a long way to go.

Pitch in with you views…

Do Broadcasters need both deep pockets and creativity to survive during this crisis?

Success of Colors, CNN-IBN and Failure of INX Media throws some light over the realities of TV Media in India. Though both Colors and 9X launched during same period, Network 18 backed Colors and CNN-IBN have gained TRPs like anything. On the other hand almost all channels including 9X News and 9X Entertainment from INX Media have failed to create hype. Except for 9XM which got some initial eyeballs due to their digital creativity, although failure to add some good content over 9XM lately has made it a boring channel (at least for me!).

I’m pointing out some of the inferences we can take out from this story–

1. Deep Pockets are necessary to sustain at least initial years, before broadcasters can think of some genuine revenues.

2. Huge Marketing and Branding has become a very important part of TV Broadcasting these days. Though both Network 18 and INX spent huge amounts in marketing, it was Network 18 which was also spending over creating a Brand Image. Can we forget Akshay’s first ever TV reality show “Khatron Ke Khiladi” or for that matter Karan Thaper’s shrewdness in the show “Devil’s Advocate”? Now imagine anything similar for 9X…kuch bhi yaad aya??

3. Though Indian Broadcasting is at boom, ground realities like creativity and innovation still rule. It doesn’t matter how many WTF news IndiaTV shows, what matters is their creativity to copy videos from youtube and make a masala news out of it. IndiaTV has very healthy TRP ratings against all the Hindi news channels in India.

4. TV Channels have grown exponentially during last few years, but now bad times has come and channels like INX Media (without any innovation or creativity) or like INX but without deep pockets, will have to find new ways to servive!!

What do you think??