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68th EPISODE Advertising and Marketing.
This is pure coincidence that while I was thinking of the next story for the weekly advertising marketing episode, I read this blog ‘The Acronym Trap’ from B Harish in Marketing Buzzar. Immediately I knew what is the story I am going to share with you all. The story, which features one of the iconic business hotel of Delhi ‘Maurya Sheraton’ from ITC WELCOMGROUP.
JAGDIP BAKSHI
This is way back in early 90’s, when I was with HTA, above Ball Bearing Market, 35 Rani Khansi Road, Jhandewalon fame. ITC Welcomgroup was one of the clients that I serviced with Samir Verma and Jagdip Bakshi. This is the period when Nikhil Nehru, one of the finniest Man managers, was heading the Delhi Branch.
NAKUL ANAND
One day Nakul Anand briefed us for name of the restaurant they were planning in ITC MAURYA SHERATON. It was a great idea to convert the rooftop space into commercial business space. Then there were not many rooftops in Delhi during those days. It would face the Ridge and the road. We were taken to the rooftop and the view was mesmerising. You could see the green heart of Delhi sprawled before you. Tiny bit of lights like the army public school and far ahead the start of Karol Bag could be seen. The food was to be continental with live music. About the genre of music one thing was sure, it was not to be Jazz, as Maurya already had the Jazz Dar at lobby level. Anyway that was the brief.
The team at HTA working on it thought through the problem. Many managerial rational were developed. Few names were finalised for presentation to the client. I am now not so sure about the list but one name stood out and that was the agency favourite. WEST CLUB. Oh how simple and how romantic. It gave a direction. It hinted at the western world clubbed with Club, it added that exclusivity and even hinted at the food that you could get. The agency did the linguistic and audio test on it- how does it read. And sound. I am gong to West Club. I will join you at the West Club. Let’s go to west Club. Everything was working fine.
In the client meeting headed by Nakul Anand in his office at lobby level, the agency opened its magic box of possible names. Suddenly the magic was not working. Many good names were discarded as they were names of some famed restaurant in some country and the client was aware of it. Agency in that non-Google era was at disadvantage. And then agency played their trump card WEST CLUB. Nakul liked it and was munching on the thought. Agency was waiting for the verdict.
‘Yes, this one is nice (agency smiles); it has the ring of exclusivity (agency nods, attentively lapping every word) it is different than what we have in Delhi. It has the freshness to it (Agency is getting excited but they better not break a clients monologue when it is in their favour) BUT’
This ‘But’ in advertising is the BUTT of all pains. It works as energy sapper. It is something like a dark tunnel with no light at the end of it. It is like a divorce petition being filed between the idea and execution.
‘BUT WHAT’ – you could hear Samir Verma say in an inquisitive and not questioning way. It echoed through the teams mind. I think there were Sonia Bhatnagar and Sanjay Sharma too in that meeting (I maybe wrong).
‘We have a major problem’.
‘What is the problem Nakul? This name is fine. It is short. Easy to say. Easy to refer. Tells you what the product would be. Creates expectation… Blah Blah Blah… ‘
The ever eager for client approval Samir Verma as usual went into defensive. And the client was thinking something else.
‘You know why this will not work’ said Nakul. ‘It is nothing to do with you guys but this category. The name is nice and I would have approved it. Unfortunately in hotel we have the way of shortening every name. So this WEST CLUB naturally become WC. And I am not comfortable having a name like that for possibly one of my finest restaurant after Dum Phukt and Bukhara.’
Agency not to give it so easily, did the side step dance ‘What about West View’
‘No it does not work, does not have the same zing like ‘West Club’ and I think nothing with west of club will work and you guys must get back to drawing board. I need to discuss this in our internal meet. Can I expect something really nice by next Tuesday, gives you guys some 4 days to work on it’
‘YES SIR’ the agency knew the meeting was over.
Pic Itchotels.in
Now whenever I have any such assignment I do take on the test of Acronym before I consider it worthwhile to discuss. Trust me this is an important lesson learnt.
Just for the information the project was shelved for long time but revived later on. The restaurant there is called ‘West View- The Grill Room’ Long enough not to be shortened.
……….. OTHER ADVERTISING MARKETING EPISODES …
● 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 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
