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71st Episode. Advertising and Marketing. You must give to Dainik Bhaskar Group for being ambitious. For thinking ULTA and for trying crazy stuff those others can only admire. This is during the peak of DNA launch in Mumbai.
One day the team thought that it would be a good idea to carry the ad in Times Of India, Mumbai edition. It will be fun. Everyone raised their eyebrows and in their own way expressed the question ‘Are you mad’.
There were two mad men in that room. Girish Agarwal, who was the staunch believer of ‘ULTA SOOCH’. Think what competition will not be expecting. Then there was me, a firm believer in ‘Till the time you don’t ask, you can not be sure will she or will she not’. That is one of the principles that I work with and have ingrained in every junior who ever worked with me.
So a proper RO (no dummy) was sent from Dainik Bhaskar to TOI. There was no discount and Dainik Bhaskar was expecting none. Things were going smooth, there were follow-up and positions were being discussed.
Meanwhile, the day before the date of release, in morning Bhaskar Launch team had done the unthinkable. They had ensured and inserted their DNA campaign half-page-insert in most copies of TOI. Every chance of ad being published in TOI was over.
Yet TOI team called Bhaskar team and asked for the material. They threatened that in case material was not released they will print a blank page courtesy Bhaskar and charge for it. We knew they were capable of doing so. We knew they just wanted to see what the ad was and by that time we were not really interested in carrying the ad.
Anyway, now here was the escape. If TI itself rejects our creative, they cannot penalise Dainik Bhaskar. So we did create an ad that TOI would not print in any case. We had management approval for coat in case TOI did publish the ad. Remember CYAUYH, Cover Your Ass Using Your Head.
Material as despatched and later acknowledged by TOI.
There was silence from TOI side. No one called from Bhaskar.
Everyone left for home.
TOI did not carry the ad
Bhaskar team once again that morning inserted DNA LAUNCH CAMPAIGN INSERT inside TOI in selected pockets.
Print Launch Magicians – that’s what Dainik Bhaskar Project team was.
……….. OTHER ADVERTISING MARKETING EPISODES …
● 248KB that fired to save the honour. ● The ZenTangle Meditation – try it it works ● THE ACRONYM – How while branding one must do the acronym test ● REVESRE SELLING– how the hunter becomes hunted ● 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 ENGLISHMAN 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
