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
