The enthusiasm of the Greats

Greatness is a function of longevity and of the ability to take pressure.Players like SachinTendulkar,Rahul Dravid,Murlitharan and Ricky Ponting after playing cricket for such along time still show the same enthusiasm and gritt while playing.Though age and injury is taking toll on their body still their committment on field is simply outstanding.How do they do it? How many of us have worked in the same office for 20 years, and done the same things as an auto pilot? Another day in the bank, another month selling computers, another year thinking up advertising slogans and we are ready to scream. But at least the rest of us do it away from public gaze; our mistakes are discussed in a closed circle, we might just miss out on a salary increment or a bonus, and soon it will be forgotten. But these players have to deal with living their professional lives on the front pages of newspapers, their every move dissected and discussed on television.We praise them so much when they play well,but few poor performances lead us to throw mud at their houses,isn't it!But the bottom line is greats are always unfazed!

Stereotype is now changing

While our nation is riding on the spirit of united public activism, brands such as Idea are using collective governance as their master brushstroke. The latest ad for mobile phone firm Idea Cellular Ltd featuring a woman politician and Abhishek Bachchan—is the latest addition to plethora of ads with social awakening, politics or elections as the central theme. It’s a trend that experts say will only gain momentum as India heads into parliamentary elections due around April-May. Even a cup of coffee can empower these days. Reads the in-store promotion for coffee chain Café Coffee Day: “I wish everyone was bulletproof. This New Year make a wish and change our country. Just write it down and put it in the Cup of Good Hope…we will compile every wish…and send it to the leaders of our country. And pressurize them to do something about it”! Tata Tea Ltd’s latest Jaago Re (wake up) campaign urges people to vote and be more responsible. Not voting on election day is similar to being asleep,is the theme of the Ad. This is an evolution of the typical political Ads which i feel is making the politician red faced. Until now, most Ads featuring politicians used them for comic relief. That stereotype is now changing.

Indian Premier League facing Lay offs

Last year the Indian Premier League(IPL) emerged as one of the biggest brand in the entertainment world of INDIA.We Indians who consider cricket as a religion and cricketers as our GOD accepted the fast food cricket and it became a huge success in its first edition itself.IPL is the perfect execution of corporate and promotional strategies by BCCI.Corporate biggies owning the eight teams made it more successful as they used every possible business strategies starting from the positioning to adding glamour quotient.But I feel this year recession has started showing its effect on the second edition of IPL.The year 2007-08 show sackings of coaches,officials of all kinds who were not performing for their respective teams(Charu sharma from Bangalore Royal Challengers) to cite as one example.But this year promises to be a little different. This year, it won't just be coaches and officials getting the pink slips; even cricketers will get them. At least three franchisees of the Indian Premier League (IPL) have already taken the necessary steps to downsize their teams.The downsizing will fall on the neck of junior,less established playes. While Mumbai Indians plan to bring down their 27-member contingent to 18, teams like Deccan Chargers and Delhi Daredevils are planning similar moves.

So what has triggered the move? Recession or changed strategies of owners.The franchise official reported that last year everything went on so fast,But this year onwards, expect most of the teams to work on a target-based principle. They know exactly what they're going to be eyeing for or in terms of cricket, what their team composition is going to be during the two-month time.Most of the team franchisees now have a better idea of a core group functioning. Similarly, the captain, coach and senior players have a good understanding of the kind of team required.But readers do not you think recession is forcing them to offer players pink slips.Hope the good time will come soon for them also.

Yeh hai youngistaan meri Jaan

What comes to your mind when you read or hear the line"Yeh hai Youngistaan meri jaan"?Definitely the punchline of PepsiCo India.Yes Pepsi is riding high on the "youngistaan"wave.I feel that the idea behind the campaign is to display the bindass attitude and fearless speaking mind of Indian youth.The Ad having SRK,Ranbir Kapoor and Deepika Padukone entails the smart thinking and attitude shift of youth in India.I found my six years old cousin also screaming the punchline.It really fascinates me how this Ad has made an impact on kids also.If we will observe keenly then we will find that not only Pepsi but also so many other companies are following the same suit.Be it indian cricket team,indian politics or indian corporate domain.Everybody is advocating about the young blood.Youth of India is aspiring,bulging with confidence and talent.They need high life and freedom at there reach.So concentrating on youth has became the top priority for every company and this made Mahendra Singh Dhoni the biggest endorser of recent time.Big Bazar's-Desh badla bhesh badlo campaign tries to convey the tranformational appeal to indian customers.So many company has signed Dhoni to endorse their brands or products.Television shows are also now more youth oriented "Mtv splitsvilla","Roadies","Teen diva" and "Wass up-The voice of youngistaan"are quite popular among the youth.All media channels and production houses are now coming with shows targeted at youth.

The buying behaviour of indian youth is not so affected by the current economic slowdown.Infact all major companies in apparel,food and entertainment sector are reporting that the revenue is still coming from the indian youth's wallet.So during this tough time they are more concentrating on the buying behaviour of younger generation,catering to their specific needs.I feel the ultimate aim of companies now to connect with the youth,building on the expression of "Yeh hai Youngistaan meri jaan"

Metamorphosis of advertisement

Advertisement is a mass communication tool to build brand preference and awareness among consumer.In a competitive world every company tries to educate people about the need and solution of the need,isn't it..So advertisement has gained a strong position in marketing strategy.Marketers employ both science and art to develop message strategy(what the Ad tries to say) and its creative strategy(how the Ad expresses the brand's claim).We indian viewers always prefer Ad which portrays emotions,social belongingness and finally humour.We all love fevicol Ads.Why? The answer is very simple ,it is funny.The brand has positioned itself in a unique way that when ever we think of adhesive -Fevicol comes into mind.We can term it as share of mind also.Many would point their trend pointing fingers at the use of humour in Indian advertisings as being something trendy.Many would talk of irreverent advertising that pokes fun at consumers and marketers alike.But i feel the trend is changing in context of Indian advertising scenario.

Previously we were used to see the single Ad for number of times between a movie or cricket match.Remember the Sehwag and his Mom's Ad of Reliance "Karlo duniya mutthi mein" and so many.How boring!Not anymore ,though look at the series of advertising creatives that telecom service providers are playing around in India today.Consider Airtel's R. Madhavan -Vidya Balan series of Ads.They convey the same message in a episode like manner.They simply change the background of discussion or place and pinch in their message.So everytime the viewer is able to see something new and fresh and the level of interest keep on building.Look at the Idea Telecom Ad series starring Abhisek Bachhan.Nice sets of creatives.Each one carrying the themes forward with a storyline( sometimes to bring equality among natives of a village and sometimes emphasizing on one school,unlimited admissions).Vodafone is a step ahead of them.It creates variety of themes to make people aware of its different service types like customer care,music,astrology and sports.

Very little boredom,a lot of creative -acting,fine tuned niceties that make you watch these advertisements again and again.Now I feel you will be able to catch the minute but impactful metamorphosis of Advertisemnt in Indian Ad industry.In my opinion it is a very naive trend.Expect a lots more to jump in.