The Daily News & Analysis (DNA) campaign is gathering steam in Bangalore. The first phase built curiosity and announced the intent to launch the brand. It has now moved on to a phase, which, from the hoardings I see, is meant to invoke pride in the city. The topics cover software (predictable), the city’s landmark institutes like IIM, the corporate life and so on. One of the hoardings says: ‘C++, Kannada. The most common languages…
A standard question for agency CEOs is: how do you see the future of advertising? The replies usually talk about the consumer being the content creator, digital being at the forefront of advertising and the need to create a media-neutral approach to advertising. Clients too feel that the communication business is changing and put the pressure back on their agencies to change their 30-sec TVC approach. I came across this interesting presentation on The Future of…
Advertising pundits propound the theory that the first rule of good advertising is: noticeability. It makes sense – if your ad does not grab attention it has failed the test and all the money behind it is a huge waste. Unfortunately, a majority of the advertising is of this nature – medioicre and passing by like a ship in the dark. Joining this bandwagon is the new ‘surround’ work from Colgate Max Fresh. The promise…
I guess I am obsessed with all things Apple, but I could not resist writing about this. The App Store for iPhone/iPod Touch is in the news constantly for both the wrong reasons and the right ones. Apart from changing the we use a mobile phone (a music player, an internet device) it is slowly creating an alternate revenue stream for developers. It is still early days for the App Store, but it is phenomenal…
The next killer app for the iPhone could very well come from Bangalore, according to this report. iFlirt, is an application being developed by Bangalore-based Endeavour Software Technologies. According to the article, iFlirt seeks to combine multiple features of the iPhone – the GPS (Geographical Positioning System) to let your friends know where you are and vice versa while chatting (would you really want to do that with ALL your friends?!), share music through a…
Is it clutter breaking? That’s a question often asked to us agency folks. Very often, a celebrity is seen as a tool to break clutter. True to some extent. But the recent phenomenon is to create jaw-droppingly big stuff that forces consumer attention. If it is pulled off well, the reaction from the consumer is positive – you marvel at the idea & execution. The recent Happydent commercial comes to mind. Ram Madhvani, the director…
Maybe its the Bingo effect, but have you noticed that of late, virtually all the leading brands in the snacking category have resorted to over-the-top humour in their advertising? Kurkure had its ‘Kya family hai?!’ number earlier – fun stuff that brought a smile on your face; Lays had relatively sober stuff like ‘What’s the program?. Now be it Parle’s Musst Bites, the new ‘Tedha hai par mera hai’ stuff from Kurkure or the Balsamic…
It is no secret that India loves its Gods. And from the recent ads and marketing initiatives, it seems God loves Indian advertising. Imagine being referred to in a slew of ads, being relied upon to deliver TRPs for new TV channels and generally being seen as a sure-shot bet to deliver audience. The latest Reliance Mobile ad, promises great network clarity in pilgrim centres. Brilliant marketing ploy – essentially a smart way to slice…
We all know that the DTH market in India is going to see increased action in the coming months. Apart from Tata, Dish & Sun who are already in the fray, Reliance, Bharti and Videocon are expected to join the fight. There is no official word yet on Reliance’s Big TV launch, but if this video is anything to go by we can expect a jaw-droppingly mega launch. This is the ‘making of Big TV…
Maybe its a Freudian thing about growing up in the non-TV era, but I love radio. What I like about it is the unpredictability of music that’s ahead, letting you discover new music.