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67TH EPISODE. This is something that demonstrates the focus on detailing and execution that Dainik Bhaskar Group is famous for. It is an organisation that has time and again surprised many industry representatives by the amount of backend work and belief in detailing and processes.
The representative of a large well know research firm with its backend in Vadodara contacted us for a demo and discussion on something they have recently started. The research organisation firm is known and respected for market share analysis and tracking services. The representative (also a close friend) seemed confident that the new service would benefit an aggressive firm like Dainik Bhaskar. What he said sounded exciting. Peter Suresh and I shared that with the management and a meeting was set at the Mahim office of Dainik Bhaskar. (It places the year before 2011)
On the day of the meeting, the team from Research Organisation (RO) was heavy in designations. From Dainik Bhaskar, 3-4 of us made the count including Peter Suresh and I. As expected there were data slides after data slide on analysis that did not interest us. So, it was natural for us to stop and ask for the specific proposal they wanted to discuss.
Now here is where the fun begins.
RO : We have started tracking all newspapers including many regional. This has been possible due to larger teams a result of some tie-ups and our vision for the media. You may for your business need to know which category and brands are active in print.
Team Bhaskar : Yes, we do
RO : And it is interesting to know that we have this data detailed to edition centre- category-brand- sub brand- size and the message
Team Bhaskar look at each other. There is a smile in their face. The RO continues
RO : what is best that this data is available to you in a report every week
Team Bhaskar– Week!
RO : (with pride) Yes every week on Tuesday before you hit office.
Team Bhaskar : OH. Can we not have it every morning before we hit office
RO : No as we are tracking papers across the nation- they need to be measured and collated- reported and then shared. It takes time and a week-compiled report is good enough.
Team Bhaskar : Now this is interesting. We have a offer to make
RO : tell us ( excitement in their voice)
Team Bhaskar : Well I can provide you this data everyday before you hit office and you could then sell it to others. It reduces the need for a large team.
RO : Can you explain ( I am being polite here)
Team Bhaskar : Well we have been doing this tracking for our entire competitor across all our state markets for many years. In fact if there is any utility for this, it is on the same day. The sales team need to do business recovery and they must know what is called MISSING. Not after a week. So, we have this service already in place. Now we were wondering if you would like to buy this service at the rate you were quoting.
Needless to further explain that from that moment there was no juice left in meeting for both the parties. But being good friends we ended up having tea and a curtailed gossip session.
……….. OTHER ADVERTISING MARKETING EPISODES …
VAMPS AND VILLAINS – the theme party at HTA ● TRIMING THE BILL OF BEER FAT – how the bill at a 5 star hotel in Mumbai was inflated with beer fat that needed triming ● THREATENING TO DANCE WITH TWO LEFT FEET – just to get the party going THE CHASE that could have got us killed ● SHARING IS CARING The coded message by a PSU client ● SLEEP How Swaraj Mazda account was won by Anil Maitre ● The other semi-final – How beer has answe to everything ● RUMBLING – amplifying the peace ● COWARD – A sad smiling face had lot of unanswered questions ● OVERDOSE – What happened with a good B2B initiative at holi. ● CAN YOU MAKE SOMEONE AN ENGISHMAN OVERNIGHT ● THE WATCH: How do you know what your client is signalling ● IRRATIONAL DEMAND – how clients expect agencies to do things ● DOUBLE SURPRISE– Never walkin a party not knowing the occassion ● DING DONG EXCITEMENT AT MACAU – the addiction to casino ● HOT RIDE AT PUSHKAR – adventure ● THE WALK : How we discovered the culture at Macau ● The Jump – a team of 7 go skyjumping during annual conclave at Pattaya ● HIGH SEA GAMBLING – the merry making in international waters ● KOTI ANGLES: Gambeling in Goa ● MISSING LIPS : How friendship develops to create different expectations ● The Trap: How the AE searching for adventure got duped ● Equal Opportunity to Indulge: How HR finds itself ina spot in Pattaya ● THE LOST HAUNTING MUSIC– An experience ● UNNAMED SPIRIT- A SPOOKY EXPERIENCE at Mcleodganj ● PUNJABI LINTAS – Amrit Puri takes over Lintas ● DELAYED LAUNCH – Why HT Delhi Colour supplement launch was delayed ● UNDERGROUND – Printing fake currency could have led to jail ● STRATEGIC RAIN BREAK – How ZID KARO DHONI film was shot ● THANK YOU ● RAIN CLAUSE – I – The fight with Whitelight film over Maruti film ● LETHAL COMBINATION ● APPETITE – It does not matter where you get the appetite till you eat at home ● Puncture – how not to get caught ● ADULTERY- THE MOMENT – Its all for you to decide how far you would go ● ASSET – how a famous Indian model was rejected ● I AM SANKAR – soft ragging of new trainee ● THE COUNT ● INTRODUCTION ● TIME BOMB – How to avoid embarrassing situation ● SMALL TILE – eye for detail ● SHOOT REPORT – junior saving the issue by innovative process ● SARDAR KHUSH HOGA – the agency reaction to a demand ● SHOOT AT MUD ISLAND – shooting with Denzil ●KAALI PEELI PICTURE – what do you do you’re your model is featured in Debonair ● UPGRADE – Bangalore ITC ● JUHI EFFECT– there is something called lady luck in gambling ● POWER OF PUNJAB ● OUT – let game be game ● TWO MORE – how not to pay for the drinks ● ELEVEN MINUTES – client tackles late agency ● THE CHERRY WIN –Team plays a prank ● THE PRESENTATION – junior takes revenge for last minute changes ● BLACK GOLD – A lesson on TVC presentation ● BUFFERED –delivery at airport ● CONTINUE WITH CLIENT – The management supports a high pitched battle with client ● NOT FIRED – just in time action by agency ● ONE LESS DECISION – a campaign thought represented umpteen times● HIGH JACKING THE GOAFEST DELEGATES – a ground event that took Goafest by surprise ● THE GHOST OF 35 RANI JHANSI ROAD JHANDEWALAON – The unsiad stories ● THE PROBLEM – Agency tackling a no-brief from client ● IMPORTED ART CARD – a quick retort to finiky client ● BANYAN TREE AGENCY – Agency tackles cost issue on unapproved estimates
