More and more campaigns in coming times are expected to break in the digital media. The relationship between digital and TV may never reach the TV–print equation. We know how TVCs are used as the starting point to create a print ad. I am not sure if the brand and agencies are taking concrete steps… Read More »
Tweet Follow @s_kotnala The annual two-day INMA South Asia Conference commences in Delhi today. Like every year, delegates will join in, expecting to learn something new. However, by the evening, the corridor talks will as usual move towards mistrust and collective inertia in Print. The adventurous ones will start eulogising digital and… Read More »
Tweet Follow @s_kotnala In the last two articles ‘Are consumers developing Immunity to your messages’ and ‘How to develop Positive Immunity’ we have discussed the concept of PBI (Positive Brand Immunity). For the brand custodian, it is important to know the impact of their messages. There are three possible outcomes to such efforts. The consumer… Read More »
Tweet Follow @s_kotnala Media brands in the B2B space take their business communication and related messaging very seriously. While I do not expect them to evolve to H2H conversation anytime in the near future, the fact remains that they do consider their B2B initiatives a very important part of their selling process. Media trade… Read More »
Follow @s_kotnala Tweet There is too much of Out Of Home (OOH) advertising. It’s a space that is cluttered. It is tough to make a statement. It is tough to create an engaging experience. It is tough to defend such an observation. Absolutely true for hoarding, bus shelter and other such traditional OOH still seeped… Read More »
Normally communication is not given high enough an importance and it’s common to point out that it is just a small part of the whole system. Right. But when it comes to brand image and perception, suddenly all fingers starts pointing at it. In case of an erroneous advertisement called to attention by the media… Read More »
Tweet Follow @S_kotnala I like the way Kyoorius Awards has been shaping up. The team behind it is doing everything possible to build it as a more relevant and engaging platform for the Industry. Rajesh Kejriwal definitely has a good team and counsel of friends surrounding him. I am impressed the way the… Read More »
It was late evening. The TV was on and I was using the ad breaks to make some calls, when out of the blue, my daughter asked me a simple question. Papa what would you have done? When?… I had no context to the subject. If I told you, I am going to my friend’s… Read More »
Another point of view on; THE INNOCENT SIMPLE TVC BY AIRTEL. I am happy to note that the spot is still on air. It demonstrates that the client is not spooked by criticism. And I appreciate it. Media, creative expert and social science adventurers have not been able to see how progressive the TVC is.… Read More »
Business of advertising is exceptionally chaotic. Here age old relationship’s get destroyed in seconds. A good agency may overnight become untouchable. Many times agency’s self esteem may not allow further association with the brand. The relationship is always under pressure. Sometime it may have crumbled to such an extent that separation is just an excuse… Read More »
