“Life is our life’s work”
Challenging Unilever: Santoor Soap Santoor is now the number one soap brand in South India (Market Share of 15.1% by value) At the ...
Dettol: Instant hand Santizer Usage Contexts and Attributes of the Product: Possible Advertising Themes The product being advertise...
Game Changer: Mobile Number Portability Mobile Number Portability (MNP): Starting from Sep' 09, MNP would be possible in a phased m...
Tuesday, November 20, 2007
“Life is our life’s work”
Wednesday, October 10, 2007
Headline: How long does it take to know someone?Is a day enough?A fortnight, perhaps? A decade?There really are no rules in a relationship.Sometimes it can take a lifetime.Sometimes all it takes is a glance.Subhead: We understand relationships. Which is why, we're ensuring that our relationship with you will always stay special.
Amidst this clutter, what should be Bank of India’s strategy? The Bank of India is a nationalized bank counted among the top commercial banks in the country. The bank boasts of a 100 year old history and long associations with millions of stakeholders. The strategy which they decide is based on this fact. Their new campaign is titled "Relationship beyond Banking". It has been implemented through a series of print and TV commercials. One of the TV commercials depicts a person who is a bank employee looking for a person named Shastri ji. Shastri ji has a pension account with the bank, and today is the date on which his pension comes. For some reason Shastri ji had not reported to the bank on that day to collect his pension. In the commercial, the person looking for Shastri ji thinks “itne saalon mein pehli baar hua ki woh ek tareek ko nahin aaye. Pichhli baar... ...tabiyat bhi kuch theek nahin thi...”. The employee is worried about Shastri ji’s health because he thinks maybe that is the reason for his absence. The tension turns to relief when Shastri ji is finally found, on the terrace of his house flying kites with kids. The ad then finally shows both of them sharing a laugh and agreeing to have a cup of tea. In the background, the voice over says, “hum jaante hain ki bank mein sirf paise jama nahin hote. Bank of India. Rishton ki jamapoonji.”
This campaign moves away from describing products features(SBI) or playing on the fulfilling dreams line(IDBI, Stan Chart, Deutsche).It seeks to provide an emotional connect with the audience by focusing on the fact that for many in India, a bank is more than a place from where you take a loan or deposit your savings. It’s like a long-term relationship. In fact their print ads say, “We understand relationships. Which is why, we're ensuring that our relationship with you will always stay special. Relationships beyond banking”. This ad more than anything re-enforces in the mind of its customers the image of a bank which is caring and compassionate towards its customers. Is gives them a reason to continue their relationship which the Bank of India, over switching to one of the newer banks. Well, for a bank or for that matter any company, the relationships it has with its consumers is its biggest strength. In other words, the “Rishton ki jamapunji” is its biggest asset.
Thursday, July 19, 2007
What do handwritten letters have by which they can compete with emails and sms? Well, the very fact that they are handwritten is their biggest USP. Don't we get happy when we receive a handwritten letter? The warmth, love and affection which a handwritten letter implies are things which the impersonal emails and sms can never have. You tend to delete old messages and emails, but a letter, specially from a very loved one, is something you like to keep forever, hidden maybe in the pages of a book or some other secret hiding place.
It is this emotional chord which Thailand Post tries to touch with their print ad. It shows a letter in which the guy confesses his love to the girl. The letter becomes something more than just a piece of paper with a message on it. It becomes something special, something to be cherished.
That’s the whole point of the ad. It makes people aware of what a special thing a letter is. It makes them want to go out and write a letter to their loved ones.
Tuesday, March 6, 2007
Headline: "My greatest award! My coffee cup, it says 'world's greatest mom.
Annual reports and report cards. Conference calls and PTA meetings.
CEO and part-time cricket coach.Paperwork and homework.
Ten-hour work days and overtime on Sundays on the pitch. Struggles and recognition.
Success and sacrifices. Accolades, trophies and a coffee cup."
Monday, February 12, 2007
Compare these with the boring "Smoking is injurious to health" lines printed on Indian cigarette packets. I mean, who reads those? Even if someone did, would he be deterred from smoking from a silly "Smoking is injurious to health" poser on cigarettes? I think not. Moreover, these lines reinforce the macho image associated with smoking. Like you are being a real man if you smoke. Sissies think about small things like health. Macho dudes do not. Maybe they will if the Government of India followed the example of some European countries by printing “smoking causes impotency” or for the women, “smoking causes breast cancer”. Being specific never harmed anyone. Waiting for the time when the supposedly “macho” dudes would be “man enough” to realize the perils of smoking. Till then, have a look a this ad. Shock value, like being specific, very often drives home the point.Care for a smoke?
Wednesday, January 31, 2007
The picture above just goes to show that you dont need an expensive budget or an expensive brand ambassador to be one up on your competition. All you need is some creative and original thinking. Also, keeping and eyes and ears open for the the perfect moment surely helps. Just, by putting up this one bill board, Pepsi goes one up on Coke, just like they did in the 1996 Cricket World Cup, when they stole the thunder from the "Official Sponsers" Coca Cola with their "There's Nothing official about it" campaign. Coming back to the picture above, Coke is in a strange predicament. Should they remove their hoarding?They are dammed if they do, and they are dammed if they dont. A perfect Marketing Checkmate.