India has a change of "Religion" and so does "Branding"..

India has a change of "Religion" and so does "Branding"..

"Cricket" as they say is or rather WAS considered a religion in India. The performance of the team has varied over a period of time and so has the fate of the "religion". The followers of the "religion" increase if the performance of the Indian Cricket Team peaks and decreases otherwise.

In a recent conversation with the media, a well-known ad-maker of India, Mr. Piyush Pandey said, "Cricket is like stock market. If the team performs well in the forthcoming ODI series, people will forget the bitter memories of the Tests". So here is the cue for marketers! Is the "religion" still followed with the same fervour as it was being followed say 10 years back? Possibly the the Indian junta is more inclined towards the victorious performances now rather than the game itself. However, the point to be noted is that inspite of all these things, India is still considered the superpower of cricket. The best proof of the increasing dominance of the Asian region can be ascertained from the fact that ICC headquarters were shifted to Dubai from London-the traditional headquarters of the ICC. Asian countries like India, Pakistan, Sri Lanka and Bangladesh have a large following of the sport even today. But the problem for Indian marketers "are the huge swings in the followers, it completely follows the performance of the team now," a sport-journalist was quoted saying. So does it still remain a value-for-money proposition? But yes, before we go ahead with the further analysis, I think would be apt to mention that India still accounts for approximately 60-70% of the cricketing world's revenues! As said, let us have a look at a few indicators..marketing trends possibly..

A few indicators:

- By paying $612 million Nimbus Communications clinched the biggest deal in cricket history—for the TV rights to Indian cricket for four years. This was in 2005. A sign of the increasing importance of Indian cricket. This price was 11 times higher than the previous deal. The amount of the deal said it all! - Religion was expanding its roots.

- Come 2009, Nimbus Communications steals the deal with a staggering Rs. 2000 crore!

However, things changed  and that was much against the marketers' liking. The viewership dipped. The fewer spectators, both on and off the field, left the marketers in a state of worry and not to forget Nimbus Communications too. As a result of which it failed to honour the payment of Rs. 305 crores to BCCI! The result-BCCI terminated the contract with Nimbus.

Marketers takes and responses:

- Brand endorsements by the cricketers suddenly saw a decline. The last endorsement deal being heard of was the one for Gulf Oil by M S Dhoni in September last! Ain't it too long? Many would agree to be so.

- Brand experts said the recent defeat in Australia will erode  cricketers’ endorsement fees by about 20%. 

- “Companies have started reconsidering the extension and renewal of agreements for further endorsements,” said Navin Khemka, vice-president, ZenithOptimedia, an advertising and media-buying firm that manages Toshiba, a brand endorsed by Sachin Tendulkar.

- “The brands that were contemplating signing new contracts will go easy,” said Sam Balsara, chairman, Madison World, an advertising agency and brand management firm.

- Most of the companies/ brand managers are possibly shying away from the sport itself!

- Cricket, as one of the brand manager was quoted saying in a report, "has become highly dramatic. We cannot purely rely on it for consistent results."

The above statements are shocking especially keeping in mind the fact this is the country in which the said sport is considered as a "religion" having a huge fan following and is a sport that unites people with high diversity!

Do we have an option?

That is the question running in the minds of one and all. If not cricket, then? We have got a few hints already. Let's shift the gears..literally and contextually both.

Formula One - the sport for the elite?

- Airtel walked away from the Champions League Twenty20 to tie up with the inaugural Indian Formula One Grand Prix in October. Although Nokia stepped in as title sponsor, the Airtel pullout suggested the wind had changed direction; that cricket may not be seen as the end of the world by big-ticket corporate houses,” reported Hindustan Times.

- “The fan following in Bangalore is much more than at the British Grand Prix. They are not as passionate as this,” said a beaming Lewis Hamilton. Those words from the McLaren Mercedes Formula One driver summed up the fan following that he saw for the sport in India.

- The huge attendance at the Buddha International Circuit (BIC), Gurgaon for the inaugural Indian Grand Prix was the one to notice. A proof enough to say the sport is gaining popularity, not only amongst the elite, but the amongst the Great Indian Middle Class too.

One thing we can infer is that people in India have turned towards newer sports. The following for events such as F1, EPL, Grand Slams, et al is on the rise. 

Indians are on search of a new religion. The options are many and one should not forget that ONCE UPON A TIME WE HAD A RELIGION CALLED HOCKEY..THEN CAME CRICKET AND THEN..

PHILOSOPHY OF LIFE

Philosophy of Life A boat is docked in a tiny Mexican fishing village. A tourist complimented the local fishermen on the quality of their fish and asked how long it took to catch them.  "Not very long." they answered in unison. "Why didn't you stay out longer and catch more?" The fishermen explained that their small catches were sufficient to meet their needs and those of their families.  "But what do you do with the rest of your time?"  "We sleep late, fish a little, play with our children, and take siestas with our wives.  In the evenings, we go into the village to see our friends, have a few drinks, play the guitar, and sing a few songs.  We have a full life." The tourist interrupted,  "I have an MBA from Harvard and I can help you! You should start by fishing longer every day. You can then sell the extra fish you catch. With the extra revenue, you can buy a bigger boat."  "And after that?" "With the extra money the larger boat will bring, you can buy a second one and a third one and so on until you have an entire fleet of trawlers. Instead of selling your fish to a middle man, you can then negotiate directly with the processing plants and maybe even open your own plant.  You can then leave this little village and move to  Mexico City , Los Angeles , or even  New York City !  From there you can direct your huge new enterprise."  "How long would that take?"    "Twenty, perhaps twenty-five years." replied the tourist.    "And after that?"    "Afterwards?  Well my friend, that's when it gets really interesting," answered the tourist, laughing.  "When your business gets really big, you can start buying and selling stocks and make millions!"   "Millions?  Really?  And after that?" asked the fishermen.  "After that you'll be able to retire, live in a tiny village near the coast, sleep late, play with your children, catch a few fish, take a siesta with your wife and spend your evenings drinking and enjoying your friends." "With all due respect sir, but that's exactly what we are doing now.  So what's the point wasting twenty-five years?" asked the Mexicans. And the moral of this story is:  Know where you're going in life, you may already be there!  Many times in life, money is not everything. “Live your life before life becomes lifeless”

AN INTERESTING E-MAIL WHICH I RECEIVED AND THOUGHT ITS WORTH SHARING.

ENJOY LIFE FOLKS..

The BEST INDIAN AD CAMPAIGN for the year 2011

The BEST INDIAN AD CAMPAIGN for the year 2011

Its a clutter out there! Think of advertising and you think of....Airtel "Har ek friend", Vodafone "ZooZoo", Coke "Happiness" campaign..eh..wasn't the Pepsi campaign better? Lays wasn't too bad either! Clutter..isn't it?

Every brand eyeing for those precious eyeballs!

Every single penny..sorry..if it is the mad ad world..Every single eyeball counts!

However, with the increasing impact of social-networking media and television becoming all the more pervasive..advertisers can't miss it. Especially, if yours happens to be a brand for masses.

Child vs. Youth

The big debate, I remember, we used to have a few years back was "Is it ethical to use children in the advertisements?". Thankfully, the debate has subsided. Reason, the media is back to the youth. So the focus again shifts to the youth. Be it Maruti, Ford, Hero or any other company, youth is the key! The Indian youth, backed by huge spending power (some funded by family and some by the call centres) are making the marketers merry. And the result is many ads and marketing campaigns targeting the youth. Amongst all the ad campaigns, I believe, one did the job fantastically.

The selected one

"Har ek friend zaroori hota hai" was the jingle on everybody's lips. 

The Facebooks and the  Twitters were full of "Har ek friend zaroori hota hai"..you had jokes on them, you had tees on them and what not! Possibly it did give some competition to Indian superstar Rajnikant, I guess!! It was something that touched the life of everybody, especially the youth, in India. The campaign designed in Hindi (used a mix of Hindi and English) was a runaway success. And the creative team at Taproot (The agency behind the campaign) was basking in all the glory. And why not? Truly deserved. In a report, Mr. Agnello Dias, co-founder and chief creative officer, Taproot India, said “The attempt was to reach out to a younger audience. There could have been no better way to do it than through friendship - something youngsters recognise and understand well”. The campaign also attempts to take Airtel’s positioning - Dil Jo Chahe, Paas Laye (Getting you close to what you love) - to the next level by playing up the friendship angle among youngsters. Must say, Airtel, the brand which is known for its creativity and aggressive marketing campaigns, once again lived upto its expectations and delivered the goods. 

Waiting for the airtel-wonder of 2012!


P.S. Let's have a look at India's Top Advertising Agencies:
1) Ogilvy & Mather - (www.ogilvy.com)
2) Ignite Mudra (Mudra Communication) - (www.mudra.com)
3) FCB Ulka - (www.draftfcb.com)
4) Rediffusion DY & R - (www.rediffusionyr.com)
5) RK Swamy BBDO - (www.rkswamybbdo.com)
6) Grey Worldwide - (www.grey.com/India)
7) Leo Burnett India - (www.leoburnett.com)
8) J Walter Thompson (JWT) - (www.jwt.com)

9) McCann Erickson India - (www.mccannworldgroup.com)

10) Contract Advertising India - (www.contractadvertising.com)

New Year Theme - "Never Ever Give Up" - A Rule to Follow for SUCCESS IN LIFE

New Year Theme - "Never Ever Give Up" - A Rule to Follow for SUCCESS IN LIFE

Well the year 2012 has just begun and many of us may have made new year resolutions. However, recently I came across many incidents and examples in life (some personal and some of friends) which prompted me to write on this issue..What does one require to be successful in life?

The answer, though not easy to give, possibly lies in the fact that one should "Never ever give up in life". The key lies in the fact that once who have committed yourself to something, don't leave that thing till you achieve the desired result.

The picture says it all..

What a better co-incidence! Just when I was about to write on the same..I came across a beautiful (well I thought this is the correct adjective to use) picture.

What a beautiful picture this is! A frog, even after being trapped in the mouth of its predator (a crane), does not give up. The picture shows the frog getting hold of the crane's neck and trying to strangulate it! Though the picture is on the lighter side, it is very pertinent. The picture is vicarious indeed! What a message it conveys! "Never ever give up!" 

Ek baar commitment kar diya!!

At this stage, I recall a very famous dialogue from the Salman-starrer "Wanted" - "Ek baar commitment kar diya, phir main apne-aap ki bhi nahi sunta (once I commit something, I don't give it a second thought, even of my own)"..funny as it sounds to be! But relevant indeed! Sometimes, films come up with something which is life-changing!

TATA Nano - The People's Car

Let's take an example of a project. The Great Indian car of 5000 $ - the TATA Nano. 

I recall the articles published in the dailies when Ratan Tata thought of this, say, "wild" concept. It did sound to be unrealistic to the detractors but Mr. Tata was firm and the result is in front of us.

Let us not forget that TATA Nano was not a runaway success and neither it is so successful at present. But, the product was launched, the first success and the efforts are on, aiming towards the ultimate goal - to actually make it the people's car.

Examples are galore! We can talk about Reliance, McDonalds, KFC, et al. we can also talk about Dhirubhai Ambani, Carl Lewis, Lance Armstrong and millions of others, who achieve their dream and set an example for others to follow. But one thing is common, all of them "Never ever gave up".

Once again, I would say, persistence pays.

So friends, would again reiterate..once you have committed something, just don't give it up..till the time you get desired results. Reason, you have got one life to live. Achieve what you want. 

As somebody rightly said.."Don't waste in your time in trying to make right decisions, rather make decisions and make them right!"

NEVER EVER GIVE UP - HAVE A SUCCESSFUL LIFE - HAPPY 2012!