Sajeev is one of our emergencies and disaster preparedness experts at Aide-et-Action. He learnt a lesson in the Chennai floods. Being a disaster management expert, he is always ready with sufficient stocks of essential food items, milk powder, candles, torchlight, basic medicines, etc. However, after two days of power cut in the Chennai floods, when he… Read More »
It is time that media played its constructive role to the hilt. It must take up and share positive stories, thoughts and action from Chennai. Unfortunately, my experience shows that positivity will not find as much space as the Mukherjea’s. It will die its natural sudden death. The argument that positivity does not sell will… Read More »
OOH as a medium has always been sandwiched between traditional and emerging media. The traditional media brigade and the digital prosumers raise critical questions on OOH efficiency and effectiveness. Taking the bull by the horn and to demonstrate Real Power of OOH in driving digital engagement, OAAA (Outdoor Advertising Association of America, representing 90% of… Read More »
It intrigues me, the pride infected picture of influential literate people before a wall of caged books. The literary ego wall so proudly displayed in the study or the living room. The proudly pose before the books they live by. They are their trophies they have earned. They must be displayed to erase any doubt… Read More »
SOCIAL MEDIA WEEK is still the most happening event in its space. There is a definite growth in live stream watchers and a drop in the delegates physically attending sessions. Full houses were there but not that frequent. On the other side, SMW hit 2000+ people on the live feed. I was also one of… 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 The whole family is celebrating. Deep into their prayers, they are offering Ahuties at the havan. Sanjeevani stands in a corner. She is treated like an outcast. Every female member knows her pain. They are the first ones to guide her from absenting from the rituals. They share knowing glances. Yet, none… Read More »
Last week, I proposed that brands must check the level of immunity its consumers have developed towards its message. And the brand should aim at developing positive immunity. A stage where consumers become impervious to messages from competing brands. Remaining unmoved by substitute category pokes. Examples: Fevicol, Maggi, Tata … How does a brand develop such strong… Read More »
Tweet Follow @s_kotnala I hate it, when I am suffering from fever and my doctor refuses to prescribe painkillers or antibiotics. But his logic is simple. My body may develop immunity against prescribed chemicals and then I will need a higher dose. One day even the higher doses will stop working. A new prescription will… Read More »
