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.

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GOTTA ADAPT TO BE ADEPT

Kunal Lalani on why free-thinking, independent & flexible agencies are needed to quickly address the fast changing needs of brands today

Once upon a time there lived a king. He believed his kingdom was ‘his people’; who loved him, followed him, and were truly loyal to him. In fact, he knew that it was only because of his people and their faith in him that made him what he was. He had a highly learned team of people, who were supposed to know everything and who, with their worldly knowledge, were believed to speak only the gospel truth. They, as claimed, knew everything about people and how to keep them happy. And as long as the people were happy the king had his kingdom. The highly revered league was supposed to regularly update the king about his popularity and advise him on his future plans to maintain it. Everything was convenient and the advisory team with their old knowledge of the people behaviour continued to advise the king. All was well till the time that times changed. And with change came the crying need to find new and more lucrative territories to include in the kingdom (expand) and the need to fight other kings who were getting stronger (nimbler competition). The key need was to understand the change and act quickly.

The erudite advisors, although loyal and holding big resources in their hands, were neither fast nor flexible. They thought that the people in the new territories and the new world are still the same as the people in their old territory were. Alas! That was not true. The king finally understood the problem and hired a local man with the local knowledge of the people behaviour. The new man was quick to offer solutions. He was independent, fast, flexible, and knew how to adjust. He came with the power of knowing the finer nuances of the territory behaviour and helped the king win countless battles and expand his kingdom. The king was happy and decided to switch from the erstwhile big and slow advisors to the fast, efficient, highly flexible local man for his advisory role.

The King was called BRAND.

I think that every brand today is waking up to the new realities in this fast-changing world. Today’s competitive world asks for desperate measures. Local knowledge and quick responses are the need of the day. Gone are the days when one would apply the same formula of communication everywhere. People today differ by fraction and change by second. Aspirations change. Loyalties change. The need is to adapt quickly, talk to them in their own language but never waste a second. Because every moment you waste is going to cost. And the cost is your future.

Multinationals have one advantage. They are big. But that is their disadvantage too. They are too big to be flexible, and too big to understand the need for it. They come with a set format and style of working and with a lot of red tape (although many would debate it). They take time to react.

And that is where we are making a difference! The need is there for a free-thinking, independent and flexible communication services provider who understands and adapts quickly to the fast changing needs of the brand. It’s the age of information technology and several new mediums are in the offing. We have been offering new age solutions targeting the audience of today, in their language and at their speed. And if I may say so, quite successfully.

The change is there in the attitude and approach of the clients today. They have realized the importance of independent thinking. The dynamism, the chaos and the spark needed in this otherwise product parity market can only come from breaking away from the obvious. It has to come from someone who is ready to take a challenge; someone who is ready to take a chance. And companies like us are doing our best to provide that free-spirited fervor, adapting ourselves for the consumers, and hence clients, of today.

The fight with the multinationals is actually not there. Because brands – both big and small – today have understood the benefits of dynamic, independent, quick and flexible communication agencies, who are ready to change and who are ready to adapt. It’s quite natural that Darwin’s theory of adaptation would work everywhere. Right?

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Source : IIPM Editorial, 2010.

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

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In sharp contrast to its diminutive promoter, Madison straddles India’s ad-world like a giant colossus.

But a the common refrain among envious peers was that despite its size, Madison was a one-man-show with Sam Balsara at its helm. Five years ago, his daughter Lara teamed up with him and now the duo have a new plan. By Aditi Prasad

It’s a fantastic tale, with all the ingredients for a provocative Bollywood pot-boiler. In the late 1980s, Sam Balsara quit Mudra because Mudra aspired to be the biggest and the best in the business. Sam believed that a good agency is one that is small with a few large clients, and so parted ways with Mudra to start his own agency, Madison, with just two clients – a status quo that he retained for the next five years because he feared that acquiring size would impede his service to existing clients. Many in the industry had then scoffed at his rationale. That was 22 years ago.

Today, at his unpretentious 5ft 3inches, 57 years old Sam is regarded among the tallest men in India’s star-studded media and advertising jamboree and his once ‘small’ media agency crossed annual billings totalling Rs.2,500 crore in 2009. Madison’s skeletal client list today boasts of the who’s who of premium multinat advertisers including P&G, Cadbury, Coca Cola and McDonald’s – an astonishing feat given that Madison is the proverbial David in the mêlée of global advertising Goliaths that crowd the Indian media business. Unlike other agencies, Sam has fought hard to preserve Madison’s ‘Indianness’ and has consistently fended off stake sales to global advertising sharks like Publicis and WPP. Instead, in a case of reverse osmosis, Sam went ahead and acquired 51% stake in MediaCom (a WPP group company) last year, in the process retaining the P&G account with Madison.

Ask Sam what happened to his small agency is better belief and he laughingly avers, “I’m allowed to change my mind. Consistency is the virtue of fools toy know...” (See page 76 for Sam’s most revealing interview yet). On a serious note, Sam says that he never did believe in growth for growth’s sake. In his initial years, he says, he stuck with a select client list primarily because he did not want to let down his existing clients. “Today, I view things differently because I am better resourced than I was in 1988,” he argues.

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.

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