IIPM ARTICLE AND PUBLICATION: May 2008

Tuesday, May 20, 2008

Healthy Mix of large corporates

Genesis boasts of a healthy mix of large cor

porates like Birla Tyre, Birla Cement, Tata Steel, J&N, ONGC and some younger, youthful brands like 123greetings.com along with a host of retail and real estate giants intheir client rooster. And the agency is also involved in consulting. States Sinha, “Apart from setting up large booths for our clients all over the world and in every possible domestic venue, we also do consulting for Export Promotion Council of India and we work for them in places such as Mexico, Jakarta, Singapore, Cairo, Australia, England, etc..” Advertising, marketing communication, consulting and there’s more. Genesis Advertising has ventured into something which is truly innovative. They have an online print advertising archive, www.brandsum.com.The website, with over 275,000 print advertisements online, is the largest of its kind in the world. Sums up Sinha, “We believe that there’s life ahead for small but smart and nonaligned agencies.” We’ll let time to do the talking in this case.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Agency's philosophy

Talking to 4Ps B&M, Ujjal Sinha, CEO, Genes

is Advertising underlines his agency’s philosophy, “As an agency ourendeavour has always been to innovate our offerings to the clients. We see ourselves more as change agents.” Flaunting a mix of corporate and government clients, the head honcho recollects his agency’s work for Tata Steel, “Along with taking care of their external communication for corporate affairs, we also talk to their internal audience, stake holders and employees.” After Tata Steel, a Group which is one of the leaders of India’s acquisition parade, the talks drifts to another client Jenson & Nicholson, “We were instrumental in taking them to television and were even short listed for Cannes. But, what matters is that our client got the required recognition, that is what is heartening for us as an agency,” he says. Among his other prominent clients is Shaadi.com and Sinha believes that the work done by Genesis for Shaadi played a major role in making the matrimony website number one in the country. Sinha is visibly excited about the launch of a new store for a suiting brand in Mumbai. Divulges Sinha, “Every aspect, right from the name of the brand to its marketing communication has been done by us.”

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Monday, May 19, 2008

BRAND: Amul Macho

BASELINE: Crafted for fantasies
4Ps TAKE: This one has all the factors to m

ake it top the world’s most vulgar ads. First they have the guts to steal a company’s name as big as ‘Amul’ and then they produce a hideous ad, which is just short of showing an orgasm, to say the least. Don’t even ask us for a description, it’s too filthy to be penned down. We had never, even our wildest dreams, imagined an underwear ad to stoop down to such low levels just to get cheap popularity. Guess, the agency and the brand both swear by the adage that negative publicity works best. But, while it might work for a celebrity, beg your pardon, it doesn’t do anything to your sales dear. It manages to grab eye-balls for all the wrong reasons and we are sure all those who go to pick it up after watching the ad, must be a highly frustrated lot. While the nothing short- of-obscene expressions of the woman, leave you jaw-dropped, it is the persistent ‘Toing’ sound which disgusts the most. We are amazed, no one has raised objection about it till now. This one’s ‘crafted’ to be shown between porn movies. All we have to say in the end is – ‘Yeh tohbada Toing hai’ – whatever that silly thing means!

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Source : IIPM Editorial, 2008

Friday, May 09, 2008

Now over to the idiot box!

The following points are the ruling criteria for selecting and short-listing the winning TVC ads: Product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our TVC verdict for the fortnight ended May 22, 2007. Ready to groove?

BRAND: Reliance Communications
AGENCY: Mudra
BASELINE: Discover net connect
DESCRIPTION: A man is leaving for a car rally and is getting emo

tional as he leaves behind a pregnant wife. Through out the rally, he misses her but thanks to Reliance net connect, he is able to chat with her. He misses her all the more when she doesn’t come online for a while and when she does; she is accompanied by their newly born baby. Overwhelmed, he stops the car, kisses the baby’s picture on the laptop and lets his competitors go ahead. The ad ends with a shot where he’s with his wife and is picking up the kid in his arms while the winners of the rally raise the cup.
4Ps TAKE: This ad of Reliance net connect connects and how! Bit on the longish side, it makes you laugh in some parts and leaves you sad and anxious in others but in the end, one is all smiles. No less than a short film in itself, thead puts forward the ‘buy now cliché’ – Reliance’s network works everywhere and takes the tried and tested emotional route. But, the magic is that the ad doesn’t harp on it and lets its execution speak. The direction and the story board deserve all the accolades which convert an average idea into a brilliant one. The soft and soothing song in the background add to the emotional appeal. The ad scores high on almost all parameters like product positioning clarity, rewards to the prospect, visibility of the brand personality and the backdrop (of the rally) brings out the essence of the network quotient brilliantly!

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Source : IIPM Editorial, 2008

Monday, May 05, 2008

The affordability mantra

If lifestyle computing is a fad then the value s

egment is keeping the playerson their toes as the unorganised sector is still very strong. “We discovered that most people don’t want to spend more than one month’s salary on buyinga computer,” says Suchi Sarkar, Marketing Head, HP Personal Systems Group. Little wonder PC brandsare storming this segment with reasonable, low end versions. The latest being Dell which is launching desktops for only Rs.10,000. “Seven years back when I entered this industry, the cheapest computer came for Rs.50,000. Today, it is available forRs.15,000,” adds Sarkar. Whether it is the style mantra of biggies like Dell, Sony, Toshiba or Lenovo or affordability factor propelled by Acer, Zenith or local PC brands, the big challenge is to maintain a balance between the diverse segments. Don’t we know, whoever caters to maximum segments in the diversified Indian market, rules the roost...

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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