God as Brand

The thought of writing this blog came when I went to Shirdi in July 2012, when I reached Shirdi, I saw huge following in queues dying to meet Sai Baba, Also when I went to Mallikarjun ( one of the Jyotirlinga of Shiva near Hyderabad), I saw tons of crowd, it made me think people really follow Gods.

GODS ARE BRANDS, different gods serve different purpose/needs in people’s lives. I started looking at Gods as brands as under

Shiva

I find him a very strong brand when it comes to specific needs of a consumer, he is like Amitabh Bachchan in real world, that stature, persona, connect with people. He is a national brand, if you observe in temples, all Gods are given due pampering by flowers, shingar, aarti but when it comes to Shiva, he stands apart, he is not pampered n the same proportion yet he stands apart.  Shiva brand is exclusive too, people travel all kinds of mountains to meet him (see locations of all 12 Jyotirlinga, except Somanth and Vishwanath, he is not easily accessible, maybe that’s the reason he is respected more.

You will find a strong sub brand in Nandi who is always connected to main core.

Key attributes of Shiva brand: Exclusivity yet approachability, non interfering, commands a premium, strength in distribution, perceived assurance in fulfillment of promise made to him.

 Hanuman

As a brand promise, he is a problem solver, no matter whatever comes; he will find a solution, so for customers he is most loved. A total solution provider, his strength lies in go getter attitude, he is friendly, and if you see you will find him in all temples accompanying almost all Gods like Ganesh, Ram, Shani, Sherawali mata. He is playful. His major markets are northern and western India.

Key attributes of Hanuman brand: problem solver, friendly

Ganesh

Though he is available in all parts of country but his major sales come from Western India (Lord Shiva divided the territories between Ganesh and Kartikeya (strong brand equity in south). He is a welcome brand in all Indian houses; he serves two purposes for consumers

1.       He fulfills wishes of people,

2.       He is a problem solver

If you see trunk on side where Ganesh‘s heart is he is the one who fulfills wishes, but if you see his trunk on his right side, he is a problem solver (Siddivinayak comes under this category)

Key attributes of Ganesh brand: friendly, no intrusive, brings smiles

Krishna

A mastermind, cheerful and a politically correct brand, he is preferred in all parts of country, his claims are tall that he is everything, he is perceived to play a role of a brand which guides people, a guiding brand, he suggests only and then moves on, with huge female brand loyalists, he is not cunning, he doesn’t speak his promises loud and clear. His strong markets are UP and Gujarat. He makes his consumers think, he installs questions in their minds and making them powerful.

Key attributes: Experiential brand, politically correct, adviser, cheerful

Ram

He is the most spoken brand name in entire country, huge top of the mind recall, he is known for sacrifices thus perceived to be old brand. He is generic name, thus not exclusive. One thing that comes to my mind is inspite of huge brand recall, he is not perceived to be big, a big preferred name. He is a majorly north India brand.

Key attributes: huge recall, known for sacrifice

The intent is not to hurt anybody’s sentiments, I just see God as a brand.

Vikas Sachdeva

Brand Amul- Connecting with people efforlessly

Brand Amul- Connecting with people’s effortlessly

  

It was 12^th July 2012, I just entered the Hotel Red Fox in Hyderabad at around 11.15 pm, after a day of making arrangements for our new outlet launch in Chandanagar, freshened up, was just about to close my eyes for a good sleep, my room phone rang, wondering who it will be at this hour, It was my boss Mr Alok Kapoor on the another line.

We were called in his room at 11. 30 pm to share some data!

Just as we were discussing some points, My boss stood up and there was one book “Amul‘s India” in his hand.

“This is a gift for you, he said!

I was astonished at his gesture, i had always considered books as most valuable gifts (last week only, my wife had gifted me Steve jobs biography) and a gift from boss, wonderful, i really felt happy!

I slept well that night!

The book is about brand Amul, not how it was made in detail, but how it grew strength to strength.

Few points it taught me-

How Amul system works

Milk Producer---------Village Dairy CO-OP----------District Milk CO-OP union--------State CO-Op Milk MKTG Fed------------Consumer

1.       Cartoon form: First and foremost thing i like about brand Amul is its form, Cartoon Amul girl, it has not tried to become real, had it become real life character, it would have lost the charm, brand Amul is not intimidating, not boasting about its products, this form is most engaging. The sketches are still hand coloured.

2.       Brand Amul: After observing the communication over the period of time, brand Amul is positioned in my mind as “ Priceless products with complete consumer trust” , this brand is so approachable, it’s never far, it tells me “ i have best products whatever milk can produce”

3.       Communication messages: They always are topical, let’s remember it’s really difficult to choose one subject to communicate on as topic need to have dramatic potential, of sufficient interest, they need to appear immediately otherwise impact of that topic will be lost and at the same time, there should be a way to connect with the brand. Amul has always chosen topics which have the maximum connect (Bollywood, Politics and Sports). The messages are thought provoking, lovable and charming.

4.       4-5 words of wittiness and humour and teasing - The best part about brand Amul is that it’s messages are of just 4-5 words and in some cases even lesser than that.

 It’s really difficult in 4-5 words to

           

  Connect with the topic/issue

                Putting humour

               Connect with Amul brand and its products

5.  Amul addressing everyday problems – With its journey from attacking politicians, connecting with Bollywood stars, it started addressing grievances of customers like power shortages, bad roads. Admissions ,Legal age for drinking and more, so customers felt brand Amul as their spokesperson, somebody who is highlighting their problems not as if brand Amul will solve the problems but at least addressing to large public through its hoardings.

6.Controversial nature of messages- Why it got connected to most people was that its controversial Nature, it was put people into thinking for few seconds and then smile, customer would nod in agreement, Yes, i have understood what you meant!

Journey of brand Amul

1970-1980- In this period, Amul billboard documents the disconnected concerns of small group

1985- Mid 1990s- Amul billboards covers beginning of liberalization and change of political discourse.

Post 1991- Political scandals and controversies

After 2000- Bollywood and television

Amul, Utterly Butterly delicious, a brand!

Vikas Sachdeva

    

            

    

          

love is all around

She said its complex subject and let’s write on something else but till then it was too late, the thought had already begun, tickling, finding, questioning and intriguing.

Based on my interactions with people over last few years since I have come to Mumbai , I believe the finding is true” The utmost need of the mankind is to be loved”……I am asking few questions to you

1.       Have you ever felt that you have all the amenities, comforts but still something is missing at times? That is love.

2.       Have you missed that special friend in the parties you were part of? That is love.

3.       Do you often look for someone who really love/like you unconditionally, hear you out completely?

4.       When you look back what is that one or two things that you miss about yourself?

It happens with everybody in different times, we become part of system in such a way that we forget ourselves, we forget that need of pampering ourselves that we used to do earlier. We stop talking to ourselves and we search for others to fill the gap.

Half of the things we don’t understand, half f the things we don’t communicate.

I often admit that I generally don’t express my love for others, I historically assumed that people will come to know how much I care, love them but how, will they get any a dream? I started realizing this and working on expressing, expressing to those special ones!

I remember once Steve jobs said “Stop living other’s life, which means that living life due to other people’ reactions” and since then I have changed.

We, People run away from some facts and points

We need people around us and vice versa, if you have tried to distance yourself from them, it is your choice, question is identifying right set of people should be around you .

Do you get affected by what people think of you/ say about you often? Pls don’t, Practice Neutralism more which is art of getting less affecting by negative emotions and growing inside out.

 List down activities you used to do before and liked them? Why have you stopped doing them? No responsibilities is not the reason, it can only cut down the frequency not entirely

Keep high expectations only from yourself, how much you can deliver to yourself? Keep expectations from others at minimum level, and that level only you can define.

Always contribute in other’s work if asked.

Love people unconditionally ( choose which ones carefully) and they will love you back sooner or later.

In problem, discuss it with close ones, don’t hold it to you, I never used to discuss with loved ones, opening up a bit.

Just think bloody life is so limited, enjoy the uncertainty, I am learning to do that, just think if you will live till 60 ( u don’t know till when u will live) subtract ur current age, se how many years left , lot many things to do, lot much to explore than to given attention to people who never matter to you.

Open up, open up, open up

You will never be able to keep the entire world happy, so just keep yourself happy.

I have  always believed

·         There is lot of love around us, its  we who need to find it.

·         Its your life, all people who have achieved something in life had same no of hours in a day, may be more responsibities/pains than we have.

·         Choose the right people around you & they will sail you through.

·         No, you will not get everything, the world is not created for you alone, so prioritize.

·         Be happy, laugh out loud, meet people, share, be a catalyst for your and people’s growth.

Lets make place around us more beautiful

Vikas sachdeva

Brands, ads and consumer

As an amateur, I tend to have big eye for communication, advertising, how consumer will react (my point of view only), Understanding Psyche of people and response patterns. With 6 years of experience in a bit of strategy, branding, advertising which involves agency handling ( both creative and media), conceptualizing promotional ideas and executing it, brand operations ( ATL and BTL) , I have learnt to become a keen observer of advertising. I am itching to share my point of view on following points

• Gaps in Briefs sent to agency and outcome
• Media- only about reach?
• What clicks!

Gaps in briefs sent to agency and outcome

“We just want to create hype around merchandise as on savings platform” ……I saw his mail mentioning the same to the agency!

9 days later, agency came up with layout with boxes and product pictures placed in it, headline read” The Biggest Bachat Mela”

Disgusting!!! He told agency, this is what I expected from you? You have been with us for years now and this is the output!!!.....not acceptable at all!

Poor servicing guy tried explaining in detail but in vain!

Looking helpless, servicing guy mentioned, we had been briefed in one line about the thought and that’s it, no detailing given to us in terms of direction of thinking, one word savings can be depicted in 100 ways!

And fight went on!

Since then I learnt the importance of proper briefing (meaning why we are doing his communication, End objective, TG, any emotion that we are using, tone, informing or engaging etc)

Today in over communication world, where every brand is fighting for perception space, Brands needs to be engaging the customer not only informing about their offerings.

I really really hated this new Aircel ad (Lets keep believing is the tagline) wherein they show a kid opening a laptop and engaging with MS Dhoni, Dhoni tells about his childhood days and how he believed in himself and tears in his eyes (clearly fake and story didn’t demand those tears) and then suddenly Aircel logo appears …let’s keep believing!

I would like to get answers on

• ·         What is to be believed about (Your unmatched offerings, Trust in your brand by your consumerism?)
• 
  
• ·         When I thought about brief that must have been sent to agency, it was clear but the outcome, the ad doesn’t tell what brief must have been!
• 
  
• ·         Why u had tears MS Dhoni? Believe me Consumers are more realistic today and straightforward too!
• 
  
• ·         Aircel-From “world of possibilities’ to let’s keep believing” I don’t know what to say.

I started thinking Abhishek bachchan’s idea ad of sharing violence video on YouTube was much better (

Though again the difference between actual thought and the execution was different)

·         We all believe communication has purposes

·         Seeking attention (watch J K laxmi cement ad where a bikini clad girl is coming out of sea with J K laxmi cement pack shot, No connection with product at all but it has caught all the eyes!)

·         Awareness about products and services ( most fall under this category)

·         Contributing to the life of consumer through its offerings

·         And more!

Media – Only about reach?

“Kerala’s no 1 daily is 32.82 lacs ahead than No. 2 daily…….i was made to read this line with its shouting fonts and animation!

Zee surges to no. 2 spot beating Sony this week !i again I had to read!

My question- is media only about reach?.....where is the content?

It’s not only how many people watching a particular channel  but also what is the content most viewed and why? Is any socio economic culture change is prompting most to view that content? Is it a signal to produce that type of content more?

I admire Sony TV for the way they have changed the content, programs like Crime Patrol, Comedy circus, Tarak Mehta ka Ulta Chashma, Indian Idol, Bade Ache Lagte Hain, Saas Bina Sasural…..all have been differentiated in their programming and TG rather than Star TV who is typically seen as Saas Bahu champion.

In Print we often say, this publication doesn’t give me result, have we tried enough? Does by doing communication in said publication 4-5 times gives us accurate results, its TG takes a long to associate with you, you may be new to the publication but publication has enough years under his belt and what efforts have we taken to engage with the readers of publication, just mere self admiring ad and expecting it will do wonders, short term view?

MTV has only its two shows catering to youth, Roadies and Splits Villa, they do fantastic job of faking thrill, emotions, all scripted but still youth is mad about the shows, flesh shown is also a key indicator, are we moving to west by content , yes we are!

So in my perspective, Reach is not only the true indicator, content of media vehicle, engagement with audiences is the key!

What clicks!

• ·         Didn’t you love Dhara’s ad where a kid says “Main ghar chhod ke jaa raha hun” then he couldn’t resist the temptation to eat Jalebi made with Dhara Oil
• 
  
• ·         Didn’t you love Cadbury ad when a girl celebrates victory when her boy hits six in cricket ground and she dances in the cricket ground ( I love all Cadbury commercials, super connect)
• 
  
• ·         Don’t you like Nescafe’s signature tune …ta..tara..ta..tara…ho shuru har din aise!
• 
  
• ·         Lalita ji’s surf ad

There is something that made these ads memorable which is instant connect and relatabilty, celebration, humor, background music!

Fancy jingles, weirdness in communication will help only for shorter period (watch olx ads, serve the purpose of anything can be bought or sold on olx but horrible ads!)

Few characters are so loved that people really visualize them in their daily conversations. Bade  and chote from 9xm, Sudd of hasi ke favaare, Jeevan mein cinema ke faayde,Kamla ka Hamla, Actor calling Actor.

I see so many hoardings on WE highway from Bandra to Goregaon, sometime I wonder a single person must be exposed to thousands of times in brands shouting “ I am the best”

Communication connects when we connect (simple yet not simple)

World’s greatest brands have invested for years to get desired results, and you want everything instantly?? Good things take time and idea is to follow the path, if we measure everything on numbers and conclude our opinions, we will crash in sometime or the other!

Have another blog to write, my point of views only, share yours!

Vikas Sachdeva

Movie Review Agnipath

Agnipath

All feedback's, point of views in this movie review are fictitious and hold no resemblance to any fact,thought.


I loved the movie, i loved everything about the movie!

Before we relive the journey of Agnipath, first thing i noticed was the change about first visual of Dharma Productions logo and background music!

It had changed from background score of " Kuch Kuch Hota hai" to new "Devo Devaaye Devo Devaaye".....That gave me feeling something big is going to come now, I had been used to Dharma Productions with " aaa aaa aaa fame of kuch kuch hota hai".....that was the first change, silence before the storm.

Second change i noticed the name had changed from " Agneepath" to Agnipath".......that was enough to tell me that Vijay Dinanath Chauhan is back, he is back to take his village back, to take the revenge of death of is father, to look for his mother's love, to look empty, to search, to hunt.

Before i get to main leads which always take the limelight, let me thank few people who made 2.50 hours of mine such a great experience.

Ila Bedi: for the stunning screenplay, keeping the intensity of the every scene live, to show the emotion to its full glory.

Saroj Khan: who beautifully made Priyanka dance on " Gun Guna Re Gun Guna Re" with her signature steps with Priyanka doing full justice to the song.

Ganesh Hedge: He is making million feet dance in pubs,marriages with his song " Chikni Chameli" .....amazing choreography with his usual spontaneous steps and south Indian energy blend with Maharashtra touch ( will come back to this later)

Stephen Gomes: He made us jump from the screen, he kept the intensity with sincerety, Back ground score was at its characteristic best

I liked the build up,where Vijay was being prepared to take on Kancha, he was very clear what he wanted, he knew the ways also, with his immense intensity Hritik has done a great job, He was silent for the most part ( which i liked and hated at the same time) , he was not as powerful as Kancha, he was smart,he was emotional, His look in the film was so apt, so raw he was not seen dancing to any of the song much, to keep the revenge alive may be.In climax when Kancha seemed to take full control, he remembered his goal, the tree was calling, it was destined that Kancha will be hanged in the same way, no body could stop it.There was one change in Vijay's character, he was not shown as people's man now as in his earlier avatar, though it was shown that people were taking him up their shoulders, yet he was so away from people, the people's power.His earlier avatar was more honest.

It was really interesting to see Kancha who in his earlier avatar was mean businessman but here he was cruel, he was daunting to mankind, he was god, reciting geeta, he was portraying he was the controller, the looks of Kancha were larger than life ( closeup shots were really well taken).......he was powerful, very powerful.

Priyanka has showcased her acting talent with fashion, kaminey, 7 khoon maaf, she looked raw, yet pleasing, contributing to Vijay's goal, healing him, she wanted Vijay to win but she knew somewhere it was not possible if she became his weakness so she played the role beautifully not coming in front of Vijay yet dying for him, her love.she loved his family giving assurance to Vijay that somebody was there.

Strangely Vijay's mother shown less substance, in her earlier avatar, she was more powerful, demanding, strong, stubborn but here she was just a naaraaz mother with no dukh of her husband's death.

My eyes were wet at two scenes

1. When Vijay meets her sister, Sonu Nigam again mesmerizes and proves that he is best at evoking emotion with his soulful singing.

2. Vijay eating food outside his mother's home saying " 15 saal ho gaye maa ko apna pyaar dikhana nahi aaya"


Rishi kapoor has done wonderful job, he was true to its character, he was businessman, he wanted to be powerful yet handicapped by his sons, a plotter, a man with substance, he though was just a ladder for Vijay to reach Kancha, he was the one who converted raw Vijay to Powerful Vijay.

The production values were great, from Ganpati pooja set , the angles to holi set was awesome, specially the fire in circles in chikni chameli song was well shot from the top.


Chikni Chameli has done wonderful dance, beautiful katrina dancing spontaneously, brilliant, sherya ghosal has sung the song effortlessly, the lyrics like " Gehre paani ki machli hun raaja" was so different!

overall every character played its role to his potential, from Vijay's anger to Kancha's meaness,Priyanka's rawness to Chikni's moves, it was total entertainer.

Now before i finish, i request people not to compare scene wise with old Agneepath as it was original thought screened and this was more technologically advanced, it will be crime to compare dialogues which were the hero in old Agneepath where anger was the hero in this Agnipath.

Those who have not seen the movie, Pls go and watch the movie! ( Kudos to Karan Malhotra)


rest in next


vikas sachdeva