Tag Archives: ADVERTISING

Celebrity endorsement and Why self-regulation is not ASCI’s Job

Self-regulation must begin with ‘I’ before it can migrate to ‘We’ and ‘US’. So, when Advertising Standards Council of India (ASCI) President Srinivasan K Swamy, suggests that ‘be it an advertiser briefing an agency or an agency briefing their team, it’s time we add the ASCI code sign-off to every advertising brief’, for a moment… Read More »

GOAFEST 2017- 13 constructive suggestions because PERFECTION is always WORK-IN-PROGRESS.

In my last post, I had said that Goafest 2017 would surpass expectations and I must repeat that I do believe it has. Unfortunately, the expectations with the team of supermen and superwomen organising Goafest were super-high too. Hence, we delegates – personally, individually and collectively – found issues to crib with some of what… Read More »

GOAFEST- expected to surpass expectations !

GOAFEST- 2017, Expect it to surpass expectations. But here is something to think about. Tomorrow, the 12th annual Advertising Marketing Media and Technology KHUMBH of India: GOAFEST, a joint initiative of AAAI and The Ad Club India start at Grand Hyatt, Goa. In the first year, delegates checking into their rooms found an emergency kit… Read More »

8 FILTERS TO EVALUATE CAUSE DRIVEN BRAND INITIATIVES.

I got up to a tweet that introduced me to the latest ad in the ‘JAGO REY’ series. I loved it. Here was a brand that has found relevant cause and could rejuvenate it frequently. On the same day, I read the probing blog by Lakshmipathy Bhat, ‘Cause – driven advertising’: does it help in… Read More »

‘ONE LESS DECISION TO MAKE’ – towards designed customer Intimacy.

Oh, I know. I caught you there with the headline. As a brand / product/ service, you and the customer is not married. On top of that there is no hint of an affair. Intimacy is a desire and dream but then that is where you stand. If I hear you right, you are committed to… Read More »

Have your SOP’s outlived their utility?

Every self-respecting department in a growing organisation has defined standard operating processes (SOP). The problem is simple. Most of the process were created when the organisation was of a different size, operating in a zone with market dynamics that may not be now relevant. However, like religious rituals and family traditions, they remain unchallenged. In… Read More »

Surgical Strike- Free Pitches and Scam ads not accepted

Like in the speech given by Chatur in the film 3Idiots where certain parts of a speech were replaced, here’s an attempt to do the same with Prime Minister Narendra Modi’s address to the nation on November 8, 2016 where he announced the demonetising of Rs 500 and Rs 1000 notes in an attempt to… Read More »

Are you adding to the creative noise with unwanted, uninteresting, uninspiring crap?

It is not new that the monolithic marketing departments are crumbling, ever held tenderly by the omnipresent but not so omnipotent all-knowing marketing director. Fragmented media channels along with the emergence of multiple touch points have created a need for expert zones and pockets of specialisation. The ever-exploitable unsatisfied lust of an overtly voyeuristic customer… Read More »

Are media sellers & marketers in sync with changing B2B realities?

I was reading an article by brand strategist Tony Eades titled ‘Want Better ROI On Your B2B Marketing Strategy? Ditch The Sales Pipeline And Focus On The Customer’ . It immediately struck a chord with me, and I started reflecting at the scenario in India and the established template in media sales and marketing processes.… Read More »