The PunchLine Expert

Adding on...mood of the youth! The more you try to analyze this campaign, the more you realize what kind of effort the agency has put in to make it "in sync" with the youth today. • A line in the ad says... and " they " say " we " are impatient! : making a clear distinction between those who come within Airtel's target group and those who do not. The fundamental element of marketing is the STP-Segmentation, Targeting and Positioning. In that Airtel succeeds by not only picking out its target segment, designing its product (fast broadband) according to the needs of that one segment and finally positioning it for them as the answer to the emotion their target group identifies most with- Impatience . This is different from the usual telecom ads which “are meant for everyone”. • The ad talks about an attitude which has become synonymous with India’s youth. The youth have an individual identity of their own which they are proud of and can defend it at an...

Impatience is the new life! Core TG: A group IMRB calls “ funsters ”. It is between 16-25 years old and basically consists of college students and young professionals. Research Inputs: 11 million Internet connections in India of which five million are home broadband connections. Also, almost half of the 81 million Internet users in India are below 25 years of age Implication: A huge majority of youth are net users but are not using internet or broadband connections. This is the group Airtel is trying to target, apart from upgrading those with "old world" slow broadband connections. Creative concept: that today’s youth is impatient and that this impatience is a virtue that propels them to strive for and achieve more in life Being on the verge of being out of the "Funster" TG, as defined by IMRB, I can vouch for the fact that being impatient was a trait which was looked down upon. " hamesha jaldi main rehte ho/ek saath bahut saare cheezen karna chahte ho/ha...

Dettol: Instant hand Santizer Usage Contexts and Attributes of the Product: Possible Advertising Themes The product being advertised is an Instant Hand Sanitizer. A hand sanitizer’s value proposition is that it kills 99.99% of the most common germs that may cause illness. Its relative advantage compared to a normal soap is that it can be used anytime, anyplace, without water or towels. Its disadvantage is that though it is very effective at killing germs on the hands, but it is not effective at removing dirt. Conversely, soap and water are very effective at cleaning dirty or soiled hands, but are not good at killing germs. So, a result, communication for an Instant Hand Sanitizer must concentrate on two points: • 99.99 % Germ Killing Formulation • No need of water/towels, making it anytime, anywhere The Target Audience for usage of an Instant Hand Sanitizer must also be made aware of the need of using such a product. This need must be such where an ordinary soap and water combina...

Creating the “pull” in Life Insurance Insurance has a very strong sales focus. There are other financial services like mutual funds where people themselves take the initiative and contact the companies or agents. But for life insurance, invariably the buyer is never the initiator. The agency model of life insurance companies involves a number of insurance agents who work under a sales manager. These may be house wives, retired people or even professionals looking for some extra income. Their job is to contact people, understand their specific needs and offer a customized insurance plan to them to cater to their needs. Needs could be a) Retirement planning b) Protection against untimely death c) Saving for future children’s needs d) Saving a lump sum for an event like buying a house ect e) Investment option for superior returns ect. These needs are there for every one of us. But it is the insurance agent who makes us realize them. This realization is the first step towards...

Think Out of Home..Think India Railways... Here is snapshot of a Mumbai Local train, with an advertising message of a popular TV show, painted all across its body. Sure, innovative advertising technique and a great way to earn precious revenue for the railways.

ADS I Like....BSNL...Ghar Ki Pehchan... The backdrop: With mobiles becoming all prevalent, everyone in a typical urban family has a personal cell phone. In such a scenario, the requirement for a land line connection becomes very less. This is one of the reasons why people in large numbers are surrendering their land line connections. While the mobile subscriber growth is increasing exponentially, the number of land lines is actually decreasing. The Land Line as a Ghar ki pehchan...or a Symbol of the house... BSNL addresses this by projecting the land line to what it originally was...a symbol of the house. Like the way we have our home address, we must have our home land line number. It represents the house as one unit. The execution of the ad in a humorous way with Preity Zinta as a prospective bride, for seeing whom the bridegroom's family has come, sure underlines the message and makes it memorable. The highlight of the ad is a highly dramatic moment in which Preity replies to th...

Pfizer: Corporate Branding “Life is our life’s work” Pharma companies are traditionally sales driven with little scope for marketing activities. This is especially true for prescription drugs where the final consumers of drugs have no choice regarding which drug they have to use. It is all based on recommendations of doctors. But with patents expiring, generics posing stiff competition and sales efforts saturating, pharma companies are looking at branding in a new light. Another reason is that if a drug is branded well, its sales would be protected at patent expiry. Hence the interest in branding and marketing activities from pharma companies. New concepts like DTC or Direct to Consumer advertising are being used by pharma companies. DTC means directly reaching out to the end users of medicines, i.e. the patients, and making them aware of disease conditions, treatments ect. The problem with DTC is that advertising to patients about prescription drugs is banned in most countries. So, ho...