BRAND : Ansal API

BASELINE : Building Lifestyles since 1967
4Ps TAKE : The real-estate sector is booming and most construction companies are advertising wisely and aggressively – making hay while the sun shines, of course! Then, isn’t it ironic that despite its 40th year in the construction biz, Ansal API’s print ads in red & black still look so bland and uninspiring. No wisecracks, no striking visuals, instead only a body copy full of achievements listed in a boring, monotonous manner. Even the visuals appear to be cut and pasted from some award function’s invitation card. Well, we are only left wondering whether the minds behind this ad, really used their minds in the first place. Bleak words and visuals apart, they clearly forgot to position the product, leaving no reason for the consumer to keep the brand recall intact. Raising skyscrapers is no doubt commendable and bringing smiles to millions, even better. But a humble request to Ansals: If you sincerely wish to promote yourself, make an effort and flip through the 7 commandments of advertising. The rest will follow automatically.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND : Shark Tooth

BASELINE : Lead the way
4Ps TAKE : For those who don’t know about Shark Tooth, let us give you a background first (because after seeing this horrendously misleading ad, you won’t be able to gather anything, anyway). Almost a year back, Diageo launched Shark Tooth, a Vodka which comes in two variants, Shark Tooth and Shark Tooth Extra. And this surrogate ad of Shark Tooth does literally nothing to add value to the brand. The story board is hardly related to the product in question and the script is as unrealistic as it can get. A couple of businessmen are asking people to vacate a house near a seaside, when hero-Shiny Ahuja enters and asks them to buzz off. The adamant men ask Ahuja to show them the boundary-line of the house, our man whistles and a shark comes racing from the sea and creates a boundaryline on the land. Now how lame is that! Apart from the forced association built between the brand name and the unwanted shark, there is zilch else that makes even a bit of sense in this TVC. Hello! Learn the ABC of advertising before you go all out for the consumers!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND : Igo TV

BASELINE : Choo lo aasman
4Ps TAKE : At first, you feel that this is a promotional campaign of Daler Mehndi’s latest track, but hey, as the ad finishes, the logo of Igo TV pops up unexpectedly. Only then do you realise that it’s Igo TV promoting its television sets. The logical question: What is an ad without a ‘decent’ storyboard called? No, let’s re-phrase that. What’s an ad with a ‘stupid’ storyboard called? This one’s as pathetic as they come. Not only a confusing ad, but also one that fails on all counts. If ads were just about roping in a famous face as brand ambassador, guess every brand out there would have acquired a fair chunk of the market by now. Unfortunately it requires more. Mehndi is wasted and even the communication is meaningless with the brand boasting better sound than hearing Mehndi ‘live’ (sound clarity, anyone?). Forget touching the sky (choo lo aasman), this one requires some good positioning and brand strengthening on the ground first...

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

A toilet worth $19 million!

Outsourcing in space at its best...
NASA is in the line of fire once again. Having lost the ever-famous video of man’s first step on the moon, causing speculations about the theory of the moon landing hoax last year, guess what they’ve done now! They have purchased a Russian built toilet system for a whopping $19 million for the International Space Station (ISS), claiming that it was cheaper than building their own from scratch. The expensive toilet will be installed on the American side of the ISS in 2008, while the Russian half will have to make-do with the old system only. This is part of a larger $46 million deal that NASA signed with Russia’s RSC Energia. The space station toilet physically resembles those used on Earth, except it has leg restraints and thigh bars to hold astronauts down. A NASA spokeswoman claims, “It’s like a miniature municipal water treatment system.” The system is similar to the one used at the space station currently, except that new one will be able to recycle urine into safe drinking water. Eeks! About $16 billion of the American taxpayers’ money goes to NASA’s funds each year and hey... here’s how NASA has chosen to spend it. And if the Russian built space toilet is similar to the one already in use on the space station, they could just as well have improved upon the design they already had in use, isn’t it? Why buy a whole new system anyway? They surely wouldn’t be designing it from scratch if they already have one in service for sure! Well, the $19 millions are already spent, so no sense in arguing. NASA is NASA and NASA puts its funds in things they want. That much money for a highly engineered toilet, but one that 99.9% of the world population will possibly never ever use! Welcome to planet Earth...

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Those Golden kids...

Unabashed! That is what Pepsi is in India when it comes to cricket. Despite the fact that the cola major burned billions in its run up to the World Cup campaign– Ooh Aah India–that left it shame faced at the end of it all (when the men in blue beat a disgraceful retreat back to the pavilion), Pepsi it seems has not burned its bridges with cricket just yet.

Could be to save face, but Pepsi is back with another incandescent campaign (for Pepsi Gold) that promises to bring back the next World Cup– Agla World Cup hum layenge. And believe it or not, the Indian cricket fan (for all his outward posturing of being done with the game after Team India’s humiliating defeat) has apparently lapped it up cap, bottle and golden drink.

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Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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