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Tuesday, November 14
Big and Stupid
The Goliaths rule the world today. Well almost!
They control the networks and the software platforms. And even the template of this blog. They control our thoughts and search engines as well!
But some brands/ marketers/ companies are smart enough to successfully camouflage the ugliness of their monstrous size with attitude, rampant PR and clever brand speak. And then there are the 'Big and Stupid' brands. The 'Big Moose' archetype! Looks like the newly launched 'Big FM' is one of them.
The 'Big Noise' that the ADA group Radio Channel is making suffers from a surplus of media budgets and a deficit of ideas!
Yes, they are going to be 'Big'. A 45 station pan-India foot-print. By early next year, Big FM will be present across India from Srinagar to Trivandrum and Surat to Guwahati.
That's good! The channel is also going to invest upto Rs.40 million for transmission equipment, infrastructure and licensing!!
But, dear Tarun(Katial-the COO of Big FM) please invest in better creatives and brand strategy as well!
One couldn't have missed the splash across most newspapers today. Haven't seen the TVCs if any. It triggered some thoughts...
1. As I said, there is a fat media budget without an idea. I think 'Radio' is a very personal medium. Almost like a close friend. Don't know how 'Bigness' as a virtue enhances personal experience/ the brand.
2. Whats the role of a tired looking Abhishek in the print ad? It's not even the best looking Abhishek wall-paper! Maybe if they had taken Amitabh, it would have made some sense as 'Big FM' would have been brought to us by the 'Big B':-)
3. Jigar(my colleague at David) pointed out that the campaign breaks with the headline - 'Bachpana Chhodo, Aa Gaya Big FM. Ironical that they had to break this on Children's Day:-) Maybe, this small fact just escaped their collective 'Big Minds'.
4. Radio is not 'chai'. So, the tired-sounding tag-line 'Suno Sunao, Life Banao' actually has no real insight/ meaning/ even slogan value!
5. I can understand 'Big' being a virtue if the offering is a mart like Big Bazaar. The promise could stand for the 'economies of scale passed on to the customer' or the big convenience of finding everything under one roof!
But in a personal medium like radio, 'Being Big' is just an irritating and irrelevant way to announce your arrival.
Tarun, I know you have a 'Big Budget', but what you really need is a 'Big Idea' to make your brand sexy! And perhaps a small agency:-)