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Showing posts with label Digital Indian Agency. Show all posts
Showing posts with label Digital Indian Agency. Show all posts

Monday, July 7

Visual Thinking

I was there most of last week in Hongkong for a workshop! All the planners in the region were there...

For a change power-point was subservient to conversations. And there was loads of visual thinking! We drew and thought aloud and the other way around.

1. I was pleasantly surprised how powerful the medium could be in framing a strategic issue and trying to solve it.

2. It was a lot easier to co-solve problems when one thought in pictures.

3. What I liked most was that pictures allowed me to stay longer with the problem. I am going to adopt more of this visual thinking in my day-to-day work...

4. And would love to have a visualiser in the planning team. Or out-source one for planning!

5. It also saved a whole lot of time. Opened up time for thinking. We used this picture to make a point/ story/ thot thumb-nail about how planning can be made more 'influential'...

Sunday, April 20

Sunday, Taglines and Virtual Worlds

Yet again I am in Delhi on a Sunday! Got an early morning client presentation tomorrow...Missed taking Neo to the Juhu beach and bandstand!! Waiting for breakfast...

A while back had written a post on the 'diminishing return on taglines'. I had largely meant those of the 'xyz de variety - hila de, pila de, ghumaa de!

Here's an article on adage.com in support of the enduring power of tag-lines. Have a read here...

A good article by Reuben Steiger of Second Life on 'Merging the Real and Virtual Worlds' again on adage.com here...

Reubens insights peppered with my own...

- Virtual worlds are a significant and fast growing market.
Okay in India, it might take a longer time because of bandwidth issues but we need to be mentally prepared for the virtual world to export our brand thinking when bandwidth sorts out...

- Virtual worlds are a subset of social media, which accounts for 30% of consumer internet activity in the US according to Comscore.
As I mentioned in my last post, in India the media participants are largely fence-sitters around social media. A layer of virtual world is perhaps too much change, too fast:-)

I think it's time to start a digital media adoption and first steps consultancy under Tribal...Must speak to my colleague Leroy on this!!

- Virtual worlds turn the web into a "place," allowing users to connect face-to-face in real time.

- Early data suggest that levels of brand engagement in virtual worlds are extremely high. Millions of Us has conducted some 60 engagements in virtual worlds for clients with engagement per user ranging from 2 to 24 hours.

- There are 550 million users of social networks and as users begin to put virtual "rooms" on their pages, the game will change significantly.
Agree, as I flipped through the A G Lafley and Ram Charan book, Game Changer on the flight to Dilli yesterday, was wondering on similar lines. Though, nobody has the idea of how exactly the real and virtual worlds will collide, mash up in the next 18-24 months, what is undeniably true is that the game will have further changed for brands, marketers, analog and digital agencies alike!!

Four toast, some tea and a badly made omelette has arrived:-)...Enjoy!

Friday, March 28

C.I.D - Co-creation, Integration and Digital

Hey guys, have just moved to Mudra Marketing Services. Will be handling strategic thinking for their digital agency - Tribal DDB, the OOH group called Prime Group, the promotions and events company Kidstuff, Mudra Health and Lifestyle and the DM agency Rapp Collins!

It's gong to be somewhat different. Hopefully more co-creation, more integration, and more digital(C.I.D)!!

And hopefully as a planner an equal daily dose of action shoes and thinking hats:-)

Indiadrant will have a more digital flavour to its raves and rants in the next few months...

Thursday, March 20

Lin-storm : the new digital model!

Among the first signs of a formal analog and digital media company courtship(to my knowledge) is the tie-up between Lintas Media Group and digital agency Pinstorm.

Linstorm will offer a pay-for-performance model for digital platforms like the internet and mobile phones. This will mean that the client will pay for the advertising only if the campaign meets pre-determined targets which could be in terms of the number of clicks, impressions or conversions.

You can read the complete story here.

Mahesh Murthy, founder, Pinstorm, had this to say- “The idea is to bring the share of digital in the total Indian advertising scene to the tipping point of 7% from its current levels of 3-4%.”

The Linstorm model would be interesting to watch for the nascent digital advertising market in India!!

Thursday, March 13

Prose is for Lazy People

Read this very absorbing interview of Prasoon Joshi in Tehelka. Am becoming a big fan of both Tehelka and Joshi Saheb!! You can read the interview here

Thot post-its from the same...

1. We don’t choose ideas. Ideas choose us. We can’t grab a thought. A thought grabs us. You have to be receptive, ready to receive thoughts.

2. In Rang de Basanti there was no place for the song, “Lukka chuppi.” The scene is a son’s funeral and his mother experiencing a terrible loss. Rahman and I used the idea of a mother and son playing hide-and-seek. The sad reality is the son is hidden forever.

3. If there’s a particular word that doesn’t fit the tune, I tell him: No, I need this word. It’s important. It’s like a paperweight, if you remove it, everything will fly away!

It is rather crass of me to compare poetry with presentation/ power-point. But for a recent pitch, we were adamant on 'one' word. And it did make all the difference. We won the business. 30 slides, 40 units of creative all hinged on that 'one' word...Okay that was an unseemly detour.

4. The finest creativity is when you draw a dot and yet everyone can see the circle. If you allow the listeners to participate, they will complete the thought.

5. "I like writing songs featured in the background. What is happening in the mind of the character, but he’s unable to express."

6. It’s important to understand the overall context and then forget it. The mind has absorbed the essential. If you continue to refer to the lead-in situation, you start to mirror it, whereas your song must add another dimension to the narrative.

7. How does poetry express thought better than prose? Through its economy. Take this example: Navak andaz jidhar deeda-e jana honge/ Neem bismil kai honge kai bajan honge (Wherever the eyes of my beloved fall/ Some are wounded, others slain).

The idea is so precise. If you had to explain this in prose, you would have to write an entire page. And prose allows less participation.

8. Why do you think prose is more loved? Because prose is for lazy people. Poetry is for people with a fertile imagination.

Poetry is like a buffet. You must serve yourself because the meal will not be served at your table. It’s a pity we have mostly lost the passion for poetry.

Joshi Saheb, you make me want to read poetry in my attention-deficit, time crunched corporate life...And pick up the threads of the long buried dream(under the debris of trivial pursuits) of learning Urdu all over again!

Wednesday, March 12

Divorced from News TV!

A couple of months back, I divorced TV News...I couldn't take it any more!! I ended this relationship of many years...

I knew News as important, relevant, informative, timely...With a sense of purpose and perspective.

But the TRP happy, eye-ball hungry, entertainment-saturated, retarded news with dollops of tantric treacle, crime concoctions, horoscope horrors, XXX sex scandals. irrelevant, inane trivia garnished with gore & a messianic gumption finally weathered my patience and passivity!

So, I dumped Star News, CNN IBN, NDTV 24X7, Times Now and their ilk... These brands and their corporate owners have collectively reduced News to a market driven commodity! So, please chase your trapped eye-balls. Get their attention for free even as they pay a hefty price!!

But I want to pay for my News. I can afford it. Am willing to pay for quality. Am willing to pay for information. Am willing to pay to stay sane...I don't want your dumb feeds for free...

I know I am a minority. And have little idea of the size of this minority!! But my gut says there is a growing demand in the market for premium News TV. Or even a weekly Newstrack like DVD. Or maybe news clips on my cell, or youtube. Or video RSS feeds. The platform is not that important anymore...News is.

I think, I am one among a small breed of people in India who can be classified as 'News TV Divorcee'! LOL. Are you too?

Tuesday, March 4

Think Hatke. Think Widgets

Am trying to learn a little more about widgets and then maybe write an article on the subject - How brands and marketers can use them. Are there some examples of Indian brands using widgets?

Widgets are mini-Web applications that are downloaded onto a desktop or transported into personal Web pages, blogs or social-network profiles. For users, they are a source of constantly updated information, from weather and sports scores to personal photos, which can eliminate the need to visit multiple Web sites.

Stumbled upon these links while I was in google-yahoo mode!

1. This is a 2006 post on OpenGardens blog. It's about how advertisers/ marketers/ brands can use widgets?

2. Then there was this piece on imediaconnection.com - The what, who, why, how and wow of widgets.

3. And then there was this article - Marketers Wend Widgets Into Interactive Tactics at brandweek.com

Okay going back to my learning mode...

Monday, March 3

Bheja Fry. Phir Karo Try!!

Pepsico delivers another advertising dud. The new 7UP commercial, BBDO's opening shot is quite a let down. You can view the TVC on youtube here...

Though, I like the Bheja Fry. 7Up Try tag-line, found the plot bland and straight from the 80's! Countless fizz and non-fizz brands have done similar stuff to death...Don't know why they couldn't get a smarter rendition...

The little that I know of youth brands...
1. 38 trying to be 18 won't work.
2. Cool and dumb don't bed together!
3. Recycling works well for the environment, not for ads.


4. We live in an age where 80% of the brands are young. So, the really young@heart brands must lead the conversation. Through new stories, fresh insights(a la Sprite), new technology...Or simply a great(expensive) execution like the 2cr Thums Up fillum!!

But, maybe BBDO deserves the benefit of doubt. It's their maiden over.
So, Bheja Fry. Phir Karo Try!!

Sunday, February 17

Youngistaan - Quite Dumbistaan



Saw the new Pepsi film on air. It's been talked about in ET and agencyfaqs

I found it quite dumbistaan. Though, my wife says am too old to evaluate 'youngistaan':-(

SRK is wasted and frankly as Deepika's bade bhaiyya, in the immediate aftermath of the sizzling pairing with her in Om Shanti Om is a bit off-putting!!

Ranbir looks stupid as always! But maybe, it's just me and my blogistaan that thinks like this...

And yes, one more thing! For a brand that's so Youngistaan and all that, it forgot to upload the TVC on either agencyfaqs or youtube-istaan!! LOL

Saturday, February 9

Biztech2.0 - New Kid on the Block

Few days ago, exchange4media reported the launch of Biztech2TV. You can read the write-up here...

- It's a Web18 venture. BiztechTV gives TV-style programming on the Internet!

- Biztech2.0 promises incisive, crisp and business-centered content, offering business technology decision makers never-before-seen videos(their claim), in addition to News, Features, Interviews, Reviews, Case Studies, White Papers and more.

Of course with the f***ed up broadband access I have through the reliance data card, it was impossible to download any video!!

This looks like a media magazine meets youtube meets TV meets reportage.... Hope they live up to the promise/ hype!

Saturday, February 2

The Size of Thoughts

I had/have a book by this name. By Nicholson Baker - a contemporary American novelist, whose writings focus on minute inspection of the narrator's stream of thought.

Baker is difficult to follow. Past attempts have been bouncers. But I love this phrase - the size of thoughts...

So, I decided to compile 10 Size of Thoughts Thots:-)

1. Very often, my immediate pressing work requires very small sized thoughts. Nano thoughts. Sometimes, no thoughts at all.

2. If we are satisfied with mid-sized thoughts, that's all we will ever have!

3. The company we keep, affects the size of our thoughts. Some people, organisations just shrink the size of your thoughts! Stay away from them...

4. Children have a habit of why-chaining(aisa kyun hota hai) everything! Their constant company can increase both the size and the shape of one's thoughts!

5. One person can change the size of thoughts of a country, an industry - Gandhi, Ratan Tata!

6. The more we stay with a problem, the more the size of our thoughts increase!

7. In advertising, who has the thought/ or sometimes the department of thought determines the size of thought:-)

8. Has constant blogging increased the size of my thoughts?! Decreased the size of my thoughts?

9. Do you only wonder about the size of thoughts related to work? What about the size of thoughts outside of work? For a social cause, any cause...

10. Have you noticed how News TV is squeezing the size of our thoughts?

I don't know whether it's making much sense...But I enjoyed the shape of these thots if not their size:-)

Saturday, January 26

Digital is Unevenly Distributed...


On Monday, Jan 21st, Tribal DDB Worldwide became the first Digital Shop/ agency/ global digital brain to Win the Ad Age Global Agency Network of the Year!!

Big Congrats to them!!

This marks the first time in history that a digital company has won this honour!

You can check the full story here

Maybe, things will change from a 30sec obsession to more digital solutions in India as well...

Although, have you ever heard a Balki, Piyush, Pops, Chax, Aggie, etc. talk about the internet, new media, digital, UGC...I haven't! LOL

Prasoon might be an exception. He did talk about Second Life in a ET/ DNA article last year...

The digital lead is already being taken by the likes of Tribal DDB, Webchutney, PC Webwise, Pinstorm, Quasar, Creative Avenues, etc.

Later WPP, IPG and Omnicom companies will buy them at fat sums:-)( Quasar was lapped up by WPP Digital a short while ago)

At the moment, digital is unevenly distributed - the thinking, the creatives, the planners, the urgency, the talent and the CEO priority...

Wednesday, January 16

Less Gas, More Ass


Was browsing through the year end Outlook magazine, Images 2007! Spotted this unique Naked Eco-activism/protest against oil dependency and car culture!

The photographer is Spencer Tunick...Cyclists in London, Paris, Amsterdam, Vancouver, Madrid have joined the 'Less Gas, More Ass' movement!

Mumbai is next on Spencer's itinerary LOL

There is a whole lot of creativity that is required in the eco-activism space with or without ass-baring!

Mental note - think about the 'Mumbai Batti Band' campaign...What can be done to actually cut down the metro's electricity consumption even as the Reliance IPO shrieks Power On. India On:-)

Saturday, January 12

Kick Ass Manifesto

You can read it better here!

Stumbled upon this kick-ass manifesto of Webchutney, amongst India's hottest/ coolest digital full service agencies...Have a dekko at their blog here!

Don't think any Indian traditional offline agency has a blog yet! Correct me if I am wrong!

You can find 3 real cool webchutney virals here...(viral classics like Thakur Ka Inteqam, Makkad-man and Ali Baba(done for the Airtel ring-tone) LOL