Advertising Big Idea - IS SMALL THE NEW BIG?

Smaller Agencies are cracking the glass ceiling and breaking through to grab A-list clients, earlier reserved for the biggies.

Even a decade ago, could you have ever imagined corporate giants like ITC, Godfrey Phillips, TOI, Audi, Diesel, Platinum, Emirates or Renault cosying-up with any agency that did not feature among the top 5 in adland? Would these organisations ever dream of risking going to a small shop, no matter how hot the buzz they generated? Well, times, they are a-changin’, because that’s exactly what seems to be happening. In recent times, whether it’s Strawberry Frogs (Emirates), Law & Kenneth (Renault), Creativeland Asia (Audi), Taproot (TOI), Shop (Godfrey Phillips), Happy (Diesel), Metal (Platinum)… small agencies are indeed making big waves. What’s up? Has there been a paradigm shift in the mindset of the Indian management big boys? Are they, now, prepared to put their money where their mouth is? Is risky, edgy work slowly finding favour in place of predictable, stodgy stuff? Does this move signal a return to basics?

Ogilvy’s NCD Abhijit Avasthi takes first strike. He believes that since advertising is an idea-driven business, clients will always be drawn to any agency – small or big – who can provide that. “It’s never a conscious decision regarding scale or size. It’s usually governed by three factors: Great ideas, ability to take it through – in terms of infrastructure and media-engagement to ensure effective delivery – and the capacity to afford the agency of his choice”. He is convinced that any agency that can think fresh and stay ahead of the game has no reason to feel threatened. Santosh Desai, Communication Guru & CEO, Future Group, has a different take. He believes that smaller agencies shouldn’t be perceived small only on the cinema of size or scale. “Their uniqueness lies in the fact that these shops are about creative ambience which is brilliantly appropriate in a time when the ad business is definitely moving ahead to be governed – more than ever before – by the creative product. Most larger legacy-agencies, unfortunately, continue to be deeply entrenched in a structure, hierarchy and traditional blue-print and cannot be as free-spirited, edgy, quirky, interesting and nimble-footed as the smaller shops. Clients too, often find it easier to engage with these entities because, apart from fresh ideas, they are always available for interaction, which helps effective and prompt delivery,” says Desai. Everything considered, he is delighted at this move and believe it is an idea whose time has come.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Maruti Suzuki sales up in May

Maruti Suzuki India today reported a 1.9 per cent increase in total sales for May to 1,04,073 units from 1,02,175 units in the same month last year.

In May 2011, the national capital-based firm reported an increase of 3.9 per cent in sales in the domestic market to 93,519 units from 90,041 units in May, 2010, Maruti Suzuki India (MSI) said in a statement.

MSI’s exports, however, fell by 13 per cent to 10,554 units from 12,134 units in the year-ago period, the company added.

Sales of the company’s model M800 fell by 11.6 per cent to 2,262 units from 2,558 units in May, 2010, the statement said. The A2 segment (comprising Alto, WagonR, Estilo, Swift, A-Star and Ritz) witnessed a 2.6 per cent decline in sales to 61,048 units from 62,679 units in the same month a year ago.

A3 segment sales (consisting of SX4 and DZiRE) increased by 24.2 per cent to 13,514 units from 10,883 units in the corresponding period a year ago, the company said.
Last month, the company sold 50 units of its Kizashi luxury sedan, which was launched in February 2011.

MSI’s total passenger car sales rose 1 per cent to 76,874 units in May from 76,120 units in the same month of 2010, it added.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Gayle left out of T20, first two ODIs against India

"Chris Gayle will not be considered for selection to the West Indies team before an intended meeting with himself, the Selection Committee, the WICB Management and the West Indies Team Management," the WICB said in a statement.

"The Selection Committee views this meeting as necessary as a result of Gayle's comments in a widely publicised radio interview in Jamaica," it added. Gayle, who was recently ignored for the series against Pakistan, has had a massive war of words with the WICB after claiming that he was left to fend for himself during recent injury problems.

An angry WICB retorted by saying that the batsman was well looked after and it was he who kept the Board uninformed while flying out to India to play in the IPL for eventual runners-up Royal Challengers Bangalore. The 31-year-old Gayle was the star of the recently-concluded Twenty20 league finishing as the top-scorer with 608 runs, including a couple of hundreds, but even this destructive form could not fetch him a place in the two national sides to be captained by Darren Sammy.

Pacer Kemar Roach has been rested for the lone Twenty20 and the first two ODIs in Trinidad. Roach will, however, be available for selection for the third ODI of the five-match series.

"It is expected that other players with heavy workloads will also be rested and rotated from time to time throughout the West Indies v India Series 2011 and moving forward," the WICB said. The explosive batting duo of Dwayne Bravo and Kieron Pollard were declared "not eligible to represent the West Indies in Twenty20 format as they did not take part in the last edition of the Caribbean Twenty20". But both of them have made the squad for the first two ODIs.

"The WICB Selection Criteria outline that for a player to be eligible for selection to the West Indies team he must participate in the corresponding format of the game at the regional level," the Board explained. Although he has been allowed to return to "low intensity cricket in Trinidad", young batsman Adrian Barath has been left out of the two squads as he is still undergoing rehabilitation.
"A decision on his return to international cricket will be taken following the assessment and it is hoped he will be available for the Digicel Test Series – West Indies v India," the WICB said. Pacer Jerome Taylor who like Gayle accused WICB of leaving him in a lurch during injury problems, has also been left out of the squad.

"Jerome Taylor is required to play a full season of regional cricket in order to prove his fitness to compete adequately at the international level before being considered for selection," the WICB stated. The 12-man Twenty20 group has uncapped left-arm seamer Krishmar Santokie as the lone new face. But apart from the 26-year-old Santokie, there is no other change in the side that beat Pakistan in St Lucia in April.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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5 SURE-FIRE WAYS TO RUIN AN AD!

Suddenly its ‘rush-hour’ for ads that are exhibitionistic, corny, pontifical, brain-dead, boring... Why such hara-kiri and determination to muck it up? Here’s a checkout!

It is a sad commentary of contemporary life that while communication continues to take quantum leaps towards building bridges (thanks to technological advancements), the barrier between individuals, at a human level, continues to widen, mocking the grand design. Sane and clued-in communicators keep trying to keep the equilibrium in balance, but mostly, it’s a losing battle. Why? Answers eminent social scientist Ashish Nandy, “The communication is sabotaged by the hysterical anxiety of some individuals, organisations and brand-custodians to be seen, heard and noticed at any cost! Sign of the times, I suppose”. Okay, ready to cut to the chase? All set to identify five simple identifiable common mistakes that invariably rain on the ad-parade? Here’s the list:

1. CELEBRITY ADVERTISING

Whether it’s the iconic Big B endorsing Binani Cement, Hema Malini praising Kent Water Purifier, Dhoni championing the cause of Amrapali, advertisers have used celebrities with a certain logic in their mind. Unfortunately, this has also resulted in many others jumping onto celebrities without any real reason – be it new cell phone manufacturers using cricketers, or photographer Atul Kasbekar selling a car or even the erstwhile New Delhi traffic commissioner Kiran Bedi indicating Ariel is the best. Where’s the rhyme or reason? The whopper example was when brewery giant Anheuser-Busch used Eric Clapton (and one of his songs) for their ads, at a time when Eric Clapton was a self-confessed alcoholic spending time in a detox facility. Lesson 1: Don’t use celebrities just for the heck of it!

2. ME-TOO SYNDROME

Once upon a time, there reigned the Unique Selling Proposition (USP) as invented by the great Rosser Reeves. It worked because some products were indeed blessed with unique and special attributes. Today, thanks to technology, most attributes are generic, duplicable and hence vulnerable, leading guru John Hegarty to say, “USP has given way to ESP, Emotional Selling Proposition. Why does one eat, buy, wear, listen, engage with particular brands, people, things? How does it make them feel special or different?” Sadly, of the zillion ads that blitz our eyes (detergents, skin-whiteners, toilet cleaners, toothpaste...), most appear totally interchangeable! Where’s that critical differentiation presented with colour and drama? Where’s the big idea? Why is your car better than the competitors’ cars? Simply because the bozzo in your ad has a taped grin on his face 24x7? Do you really expect consumers to fall head over heels for that?

3. HUMOUR

It is true that we live in stress-driven times and escapist entertainment provides a great break, but it is hard to ignore the famous saying, “No one buys from clowns.” Unlike movies or entertainment avenues, advertising has a job to do – and a critical one at that – Sell! If the basic idea is going to be hijacked by humour or entertainment that is so overwhelming (in style or substance), it becomes black comedy and savagely self-cancelling! There has to be a definite, visible, comprehensible bridge that links the humour to the brand value designed to impact the consumer. As Ad and theatre veteran Bharat Dabolkar says, “Sense of tumour has replaced humour in many ads! The fit has to be seamless, not contrived and promoting the brand, not the joke or the individual.”

4. SEX N’ SENSATIONLISM

“Sure, sex is a traffic-stopper (Crash! Bang!) and sensationalism can get the eyes and mouth to widen like crazy. But at best, these unusual contortions can produce only a one-time sale and contribute zilch towards building brand-values or sustain long-term growth,” says Delhi-based ad veteran Esha Guha. She points out to the Amul Macho, Lux Cosy, flavoured condoms kind of ads and doesn’t know whether “to die laughing or puke all summer!” Like celeb and humour, this genre also demands a definite brand-fit. Outstanding examples are Axe, Tag, Old Spice – products that promote themselves as uncomplicated sexual attractant enhancers. Calvin Klein is another iconic example of successfully imbuing its brand identity with sexuality. Ditto, Victoria’s Secret. Blazing the titillation of the nudge-nudge, wink-wink kind invites attention, err, of the wrong kind. Nothing more.

5. FAKE PATRIOTISM

No ideas? Hit the patriotism button, guys! Come Independence Day, Republic Day, the birth/death anniversary of any great national leader and suddenly the ad-frat freaks out to outdo each other in paying homage to great noble souls whose path/footsteps we are committed to follow. Corny, clichéd visuals accompanied by syrup-drenched text defines these ad aberrations. Does anybody read, notice, remember or care a fig about these zillion ads blitzing supplements? Not a hope in hell! Ad veteran Nargis Wadia points to the recent Gandhi-Mont Blanc ad and is shocked at the insensitivity and the bizarre connect! “For a man who defined simplicity, austerity and a saintly life, this projection was unbelievably weird! Attention at any cost? What’s the world coming to…”! Please, do ditch the patriotic button, if not for the sake of sensibilities, at least for the sake of the nation.

Monojit Lahiri

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting