Cadbury's Meetha Dinner - An experience

Keeping track of what brands are doing in the Indian integrated media space is interesting. I like the way global brands are localising and national brands are evolving especially in the experiential marketing media, to reach out to that discerning customer. For instance every morning I listened to the Cadbury Meetha Dinner contest on radio, inviting participation. Quite liked the initiative, so wrote about it on the adclub website. You can check the details about their campaign it on their link
http://www.adclubbombay.com/index.php?option=com_content&view=article&id=3314&Itemid=175

Hope you find the Meetha Dinner sweet enough :)

Go Hugo!

So it’s official now. Hugo Pereira, a charity worker based in Lisbon, Portugal is THE most globally networked person in the world. The Network Challenge posed by Western Union, reveals that he has 4,932 friends in 124 different locations across the globe, making his Network Score a huge 476133. Whew!

There were about 250000 entrants for Western Union’s Network Challenge but Hugo takes the feather. Though just 26 years, Hugo’s intense connectivity is attributed to him being the global president of AIESEC (Association Internationale des Étudiants en Sciences Économiques et Commerciales), the largest student community in the World which has a presence in about 110 Countries across the world.

Moving forward, WU plans to invite him to interact with his Facebook Friends and encourage them to be a part of WUs next stint in posing as a ‘connecting’ brand. The official statement of Pereira says: “I’m astounded to be named the world’s most networked person. The reach of my social network is testament to the work of AIESEC, which is all about creating positive global connections. "We aim to help societies understand each other by providing students with the opportunity to collaborate in global teams and live and work abroad. He continued: “I’m excited to be able to work with Western Union next month to use my global network to support good causes. I’m moving on from AIESEC to work for a healthcare charity in India called ICHHA, so hope to be able to make even more global connections in the meantime.”

What is interesting to note is the innovative platform created by WU to weave in their brand message of being one of the world’s most globally connected companies. Using Facebook as the medium and utilising an interactive app to get the consumer engaged, they have created a pretty successful campaign to rake in 2.5 million participants! So, if you are curious to compare your own global network score with Hugo’s, the app is still active on www.westernunionworld.com/yourworld. Simply login with your Facebook id and the rest - you know.

Western Union Networks the Globe

While most countries dream of democracy, the world of advertising media too just got democratised. by going social. Brands got to become popular through MySpace, Facebook, Twitter. But while most brands are struggling with fan numbers and likes, Western Union has initiated a Global campaign using a smart Facebook app - A hunt for the Most Networked Person on Facebook, on the occasion of its 160th Anniversary. Heartening to know that instead of whipping up the usual Social Media campaign strategies, WU has actually taken an innovative approach to this powerful thing called Facebook. Utilising its already existing formats - like networks, and its own brand features of being a global 'connecting' service.

The Most Networked Person Challenge by WU is a simple contest wherein all the participant must do is access the App called 'Your World' on their website and the rest is taken care of automatically. The App accesses your data of course, and figures out the participant's connections worldwide, and in turn their networks' network. So they rate the most networked person according to their connections worldwide, depending on their Friends' locations around the world. The most networked person is automatically rated. Bingo! WU has their man or woman. Going a step further, the initiative is meant for more and more people to participate to make their country titled to be the most networked. So yeah, if you really are excited about it go ahead do it on www.westernunionworld.com/yourworld

What's interesting to know is the way the brand is using an App in such a simple, uncomplicated way. The question is, why would somebody want to know how well networked they are ? Unless maybe, they got some value out of it. By value we dont mean material rewards. But the real benefits of knowing or telling the world how many people you know? Maybe it doesnt mean much, but to the brand it does. Or maybe to the millions of networked users it does. Thats for you to find out, to which million you belong.

Tha Beeg Kauntest

And if you belong to the 'Think and Do' million, then here's the contest for you to thrive on, To see how effective this Socia Media app works, why dont you track and predict the most networked person before someone else does? This ends by September 8th, so set the alarm ringing.

And if you can guess the most netwroked person and send us the same by then - September8th, we say, then you get a cute iPod shuffle eh? Worth the effort eh? Happy Networking. Click.

Born to be Beautiful. Really.

Pant! Pant! Whew! I...gasp..finally...made it.....in time...to enter this intriguing 'beauty and the blog' contest. The other day, as I panted up to my Yoga class (just like now), I was sure the teacher would glare at me as I walked past her,collected my Mat and lay it on my usual floorspace. Fortunately, she did not glare, she simply smiled and held her hands in 'Namaste' to me. And when her lips spread wide in that smile, she looked so beautiful. Of course, she is a patient of leucoderma (that's how we spell it right)?, with a lot of pinkish patches on her face, but that smile was her make-up.

As I set down in the 'Sukhaasana'position, my eyes wavered to the 'Suvichar' (Good Thought of the Day) which was scribbled on the blackboard, and embellished with a little flower. The words read "The real cosmetic of life is true happiness". That was a moment of reflection for me. And as we continued with the Pranayamas and the chanting of Om et al, I reflected upon these words the whole session. It's such a deep thought that yes, real beauty comes from true happiness. Haven't we all heard that if a person is beautiful inside, he or she is beautiful outside? But where does all this intrinsic beauty in a person pop up from? Definitely not only from peach face packs. Na, don't get me wrong - I am no Yoga evangelist here, but let me share the 'Secret to Real Beauty' with you:

If we look at our pure natural state, each one of us is a part of this mystical beautiful Universe. We are made from the earth and her minerals - calcium, vitamins, potassium and even zinc. We are a part of this World in a physical and metaphysical sense. And we were sent in a physical form to Be Happy. We were born to Be Happy, to be beautiful people. So, if we are Happy from within, it will reflect in our outward behaviour. Our behaviour, which would become so pleasant, calm and beautiful per se, making us beautiful from within, And the same real beauty shall reflect outside - on our face, our smile, our demeanour. That's what our ancestors and our gurus have been trying to tell us this secret for all these years - that real beauty is a reflection of true happiness. And not necessarily the silicon implants and botox

So NOW what are we then looking for? The Secret to True happiness?. Then let me tell you the Secret to True happiness:.

True happiness lies in doing things for the betterment of your people around you, in being a good person  without vested interest. In thinking about society, reaching out to the peope we know one on one and helping them out in whatever way we can. True happiness lies in aspiring to fulfill one's dream, in accordance with the rhythm of the Universe, which teaches us to live and let live for the happiness of every individual of this World.
Like Princess Diana  who is well loved not simply because she looked gorgeous, but because she was this simplistic woman of substance who worked tirelessly for her people, for charity and for causes. She was a good balance of a diva and an icon. She chose to use her position for the good of the people at large. She is real beauty personified. Likewise people like Oprah, Rani Laxmibai, Mother Teresa who fought for their people.

These glam-sham dolls who are soaked up in their own fake world of blitz and bling might win pageants and modelling contracts, but their real beauty would be determined by the work they do to 'add value' to their family,friends, society, city, nation and the world, along with their own lives. And each one of us can be that 'beautiful person' if we change from within.

Hang on, we are not to be championing trailblazers of a societal revolution.We can start very small. For instance  - instead of cribbing about the newspaper walla dropping in late one day, can simply ask him what's the matter, or if there is a problem with him. If  you see that annoying rotund traffic guy stated at the signal in the searing sun, offer him a bottle of water someday. If a competitive colleague is pressurised with work, don't bitch about her or him or derive sadistic pleasure. Go, offer help instead. If your boss shouts at you, don't get angry..turn around and ask if you can do something to ease their stress. If your Mom really needs you and you are very busy, call in sick but go, be there for her. If your neighbour's washing machine is broken down, offer to help her instead of excusing yourself. If your domestic servant's kids want to take tuitions and she needs the money, help her insted of bargaining. If your friends are stuck in someplace and call you for help, do whatever possible even if you have to go out of your way. Be compassionate even if its tough. And if nothing else, simply pray for the well-being and happiness of others and yourself.

It's all about how we  through small things bring happiness to others, and in the course, to ourselves in little ways. Try it like you try your new beauty soap. And if you feel happy after trying it, do it again. If we are happy from within, we will feel beautiful from within. And that feeling will reflect outside of us. Then your mirror wont tell you that you are really beautiful. People will. And then you will know the meaning of Real Beauty.

In a walnut shell, Real Beauty means Real Happiness, to me. It is a thing not to be seen, but to be felt. As Sophia Loren puts it: 'Beauty is how you feel inside, and it reflects in your eyes.'

Integration - The Mantra to Survive

We recently did a survey with some Advertising Industry  honchos about their idea of evolving client agency relationships and penned an article for the Adclub Bombay.

Here's a sneak peek into the article:

INTEGRATE OR DIE

The ICE age is hot but is it melting away the once strong client-agency relationship? We wonder whether the agencies’ roles have been downplayed as a creative specialist churning out great commercials, by their clients. Or are they looked upon as media neutral ‘brand keepers’ today who can think ‘Integration’ as well. We checked with a few top notch Industry experts, and here’s their outlook:

Dharam Walia, VP – Ogilvy & Mather cites “Agencies have simply moved up the value chain. The client agency relationship begins at a very early stage now. Unlike earlier, when clients came back with a 1 page brief and expected some good creative of it, today they come to agencies with their business problems, looking for solutions. Clients involve agencies at a very early stage to milk their thinking abilities. In turn agencies provide an analysis, ideas and deep set solutions to resolve business-related issues for the client. These solutions then take the shape of a communication route and transpire into campaigns. The solutions are ideas and boundaries of an idea transcend the media. That’s how agencies not only keep, but nurture the brand to a different level.” To quote an example, Ogilvy decided to take the brand Bru Cafe

into an experiential mode through retail format. To read more, do visit the Adclub Bombay website

Anna Hazare - the Cult Brand

Anna Hazare : the brand for social change

At Goafest 2011, Jake Balbridge spoke how brands can flutter a revolutionary movement to bring about mass change in society. An apt coincidence because today Anna Hazare is that brand for India,  The 'India Against Corruption' movement is a movement in natural sense. Do not compare it with a Libya or Egypt, but to draw similarities, it is in many ways an avalanche of revolution. Anna is in himself a brand today. He has established the association of being a :

1. Selfless
2. Socially conscious 
3. Gandhivaadi who is 
4. Fearless and 
5. Self-righteous with a conscience as clear as the air.  

Anna and His 'True' Colours
(This visual has been borrowed from one of the albums of
Indian Against Corruption, posted by one of the members Kusumesh Mishra)

 

A revolutionary brand is one which can inspire its followers to take up a cause or movement by adapting the characteristics, values and ethics it possesses. Then can a brand inspire the entire Nation to be like him? Can Anna establish a mass cult brand like himself? Where the target audience is the entire nation, primary being the Youth. Where the message is 'Down with Corruption' and the strategy is Gandhian.



Logically and looking at the status quo, no he cannot become a mass brand because he is a brand with rare characteristics. Like Gandhi. In a society marred with sickly values and dried up ethics, Anna is like a Harley Davidson Machine. Classic, aspirational, known by the world, respected by all yet not many have the girth to ride on him. They are not worth their weight in salt, to associate with an Anna. So yes, he is a cult brand. We can only follow him, but its difficult to BE like him. He is a brand which can cause a movement, and a nation to follow him. A brand with strong viral potential. Which has and will make history in the semi-white pages of Indian history.

So if Anna and Brands would go like jam and bread, he would have broken his fast with Tata Tea. Isn't it?



Why we should learn 'Marketing' from the West

On my recent visit to a few Western countries, their Picasso museums and Schonbrunn Palaces , it didn't take me ages to discover that India is not bereft of history, beauty and heritage than any Western than the West.If they have Switzerland, we have the Himachal. If they have Vatican, we have our Taj. Their cities are beautifully planned, but our green fields boast natural beauty too. Yes, their infrastructure is the best in the world, and I rest my case there.

But what is it that makes the West more attractive to the world? 

Kerala - touted as the Venice of India. Should be the other way round.



The key is in ‘packaging’. The Westerners are very smart at creating an aura around phenomena which are normal or a tad extraordinary. Take the Venice backwaters for example. Venice is not actually a city ‘on water’ only. It is connected by backwaters, like some areas of Kerala are too. It has road and transport systems as well. But the perception that has been created and communicated well across eras is the novelty of being ‘on water’. Kerala is probably as old as a Venice, but the West spoke first about Venice. And as Ries and Trout say ‘ its all about who said it first’! That’s what marketing is all about…creating ‘me first’ perceptions by hyping up ordinary stuff.



Prince of Wales Museum, Mumbai (pic copyright of The Word Jockey)



Ok, now this is a very controversial statement….Pablo Picasso might be revered as the father of modern Art or whatever. And pretty much a hyped fellow I believe. One visit to his gallery and I did not really find anything extraordinary about his work! The Louvre houses better works of art, though most are dedicated to their religious beliefs. I am guaranteed that India or other countries too have a plethora of artists whose art is way more awesome and intriguing. Take our Raza for example. Why then is Picasso is a name to reckon with in the world of Art? Because he was talked about first around the world. His art might have been different, but it wasnt exciting..maybe for the West he was....but I dont see why we in India, which is a treasure trove for Art and Heritage go gaga about him? But I admire the way his works are displayed - with an in-house souvenir gallery where his digital prints sell for as much as 20 Euros! Now that' what I call marketing. I pity that our Prince of Wales Museum (you know its in Mumbai, right?) which is one of the best in the world isn't as talked about as Picasso's. POW has the most amazing collection of remnants, models and antiques from our Indus Valley Civilization to the intricate blue pottery of Jaipur. Its a differnt thing there is not a single souvenir shop around there. And as a local, if I visited the museum in my 28th year of being in Mumbai, which is ..quite...embarassing, how would that German backpacker know of such a beautiful landmark?

To be honest, there is very little dramatic history which the West can associate itself with, except the World Wars maybe which shaped the history and development of an England and France. But most of it is quite bland. Like their food. Where we have the rich mythological culture and the deeply spiritual Vedas, the ultra dramatic Mahabharata and the million stories weaved in, every corner of India is a story in itself.  But we still relish their baguettes and talk about them stylishly when we cant even break those stone-breads and when our own bajra rotis are far more savoury with chutney. People are crazy about Flamencos dance as our classical dance performances are avoided even though our own 'flamenco' ie Kathak is far more aesthetic. Wonder why are we so overwhelmed by their culture, which is beautiful no doubt but not more extraordinary than ours,

We are overwhelmed because there is an aura created around that world which is different from ours. We live and breathe in that aura, get intoxicated and make comparisons. The Rich Indian likes Wine, when India is such a hot humid country. Whew. We are not a wine-drinking country people, so why force it on ourselves to be 'cool'? The West has smartly marketed their Wines to expand their foreign exchange treasuries and solve their problem of 'affluence'. And trust me, not many Indian dishes really go well with that wine, however your sommelier tries to match them up. Indian food is quite spicy. Wonder how we can  get the real taste of that Apricot or Apple flavour when your taste buds are consumed? Wake up Sid! This is more like a marketing gimmick. Nothing wrong in trying different cultures and experiencing their beauty, but you can't fall victim to 'packaging'. No doubt the West is ages ahead in terms of infrastructure, automation, civic sense et al. No wonder their cities are far more beautiful, spotless, well planned and enjoy excellent weather...and of course, we must travel far and wide to explore and enjoy new experiences in distant lands. But what's important is to learn from the West how they manage to attract the world to their cities, take care of them and maintain such an efficient system.
Let's pick up the good stuff they offer and learn how to Market ourselves. And India.