Naukri.com and my post

Naukri.com sent out a mailer advertising its resume services today with the following content:

Studies reveal that 42% people look for a new job because of their boss. Besides a new boss, a new job brings new opportunities, challenges and scope for proving your capabilities.

With Resume Services from naukri we help jobs find you.

Almost serendipitous, is it given this last post on Naukri.com and the solution to the “bad boss” issue positioning?

Good to see that they are focussed on that one idea that has worked to gain mind share for them. But my rhetoric still remains. What are your views?

Irony? Hypocrisy? Need a job?

Do the top Indian placement websites have a pact among themselves to not air their commercials when the other parties’ are on? For quite some time now Monster.com was advertising like crazy with its “caught in the wrong job” spot while Naukri.com was off-air. Now that Monster is not that visible on air, Naukri seems to have woken up.

Let’s keep the market dynamics aside for a moment to discuss another issue, shall we?

The Naukri.com spots, the most famous of which has been the ‘Hari Sadu’ one, where an employee spells out the name of his bad-tempered and abusive boss as “Hitler Arrogant Rascal Idiot”, all have one idea – that if you have lost your job, the place to go to is Naukri.com. Pretty strong idea I must say. Everyone who is working in a job either empathises or sympathises with the protagonist. The ad simply rocks, because it demonstrates a problem most of its target segment is troubled with – that of a bad boss. The commercial is indeed one of the most famous ones of these times, especially among office-goers. We have all played the ‘game’ of expanding the names of our respective bosses at some time or the other after this commercial started airing.

Now one of the reasons for changing or quitting every placement consultant out there will ask you to avoid mentioning is that you and your boss could not get along. It is a taboo to mention in an interview that you had a ‘bad boss’. Isn’t it ironic then that the most famous and talked about placement agency advertisement is centred around exactly this one issue? The sticky-ness of this ad bears testimony to the fact that this remains the leading reason for people to look for change from their current jobs, so why are we so wary to own up to it and say clearly to a prospective employer that “yes I quit because my previous immediate superior and I could not get along, and I hope that you and I will not go down that path”?

Long Live Indian Journalism!

How does it go? “The King is dead, long live the King!”

Around a week back, the Pointy-Haired Dilbert aka Chandoo wrote a blog entry about the “must read” section of a famous Indian news channel’s website. That just corroborated the general sentiment prevalent among people who care about journalism and news and its present state in the country.

News channels have been serving us items about ‘ghosts’, supernatural ‘incidents’, television soaps news, page 3 type parties, kissing scandals, timeslots dedicated to comedy shows, while keeping journalistic professionalism at bay. A ghost story or a faith story is covered with sensationalism, but without any coverage on the rational angle as is done by any self-respecting news agency. Page 3 scandals are covered with juicy gossip intact. And half the time when you switch to these channels they are either discussing cricket with a has-been cricketer, or showing a comedy gig featuring one of the new crop of Indian stand-up comics.

And ofcourse the love affair of these news channels with India’s first family – no, I’m not talking about Mrs. Pratibha Patil & family – the famous Bachchan family of Allahabad to Juhu fame is there for all to see. But they took it too far today with this:
Breaking News: Amitabh Bachchan ko thand lagiThe “Breaking News” ticker reads: “Amitabh Bachchan ko thand lagi” (Amitabh Bachchan catches cold).

Sing-me-a-song

Can’t find a new idea? Write a song instead.

Is this the new mantra in the Indian advertising world?

Take the new LIC commercial – “ना चिंता ना फिकर ना है डर…”. What is the idea behind this commercial? What are they trying to tell us that they have not already told us in their scores of advertisements in the past? Any new product? Is the execution any fresh? And doesn’t the song seem like a bad rehash of an old Hindi film tune?

Do you remember an ad for a construction / construction equipment company from some time back – the song went “जो भी बनाते हैं हम…”? Sounded like an insipid composition from mid-90s Hindi movies.

And while we are at it, can you tell me what is the link between “Mind & body, heart & soul”, cricket, Shankar-Ehsan-Loy and Visa? Beats me.

But don’t take this as a blanket critique of music in advertisement. The song used in the first Lead India advertisement that spread on the internet as the “new national anthem” – with words like “बढ़ाओ हाथ के सूरज सुबह निकाला करे, हथेलियों में भरे धूप और उछाला करे” and a strong idea and execution, this ad is a sure winner.

And if you’re not particular about understanding the lyrics, there always is the astounding Nike street cricket commercial, and the Bajaj Pulsar 200cc launch bike stunt commercial, which if I’m not mistaken was shot in Morocco.

What set these three apart from the former three is the presence of an idea, and freshness in execution.

Just singing songs won’t get you a place in the customer’s mind.

Streaks!


my very first proper light trail picture
Originally uploaded by recaptured

This is something I had wanted to do ever since I took up photography as a hobby.

This was framed from the footbridge on that crossing, and while I was taking these shots I had gathered quite an audience around me, who were all curious as to what I was shooting and what kept appearing at the “back of the camera”.

Do you know your dentist’s brand preference?

Have you seen the Colgate toothbrush advertisement on television with dentists telling us that Colgate is the toothbrush most dentists use?

Now I couldn’t care less which toothbrush my or any other dentist uses. But there’s something wrong with this commercial. And looks like it’s everything.

Let’s begin with the strategy: what is the ad trying to position the product as? A toothbrush dentists use. But isn’t that already taken? Oral B already occupies the seat of “the toothbrush dentists use themselves” in our minds. So what is Colgate trying to achieve with this attempt at occupying this unavailable position? Beats me. Add to that the fact that the moment you decide to do a me-too campaign trying to position yourself in a spot your competitor already is occupying, it is to be taken for granted that the prospect would inevitably be comparing your communication with your competitor’s, and the odds are it would not be favourable towards you. You are, after all, copying your competitor’s idea.

Oral-B, in its ads, uses Rob the dentist, whose face is always hidden, to stand for all dentists that supposedly use Oral-B toothbrushes. Their commercials even state clearly that they can’t show the face of the ‘dentist’ because he is a real dentist (rather than a paid actor). This makes it believable. Sure on the cognitive level, the prospect would think that it is obviously staged since it is an advertisement. But on an affective level, the claim that it is a real dentist seems believable (Why else would they not show his face?)

Here Colgate falter. They show the faces of their dentists, smiling, holding the brush and talking to camera selling the product. Can medical professionals appear in paid communication endorsing products? I don’t think so. These are paid actors. And it is evident. We have seen these actors in other commercials. Yes sir, Colgate has come out as a liar, trying to pass off actors as dentists. What good would the certification from the dental association be if you are undermining your own credibility this way? Sure all ads use paid actors and we know that, and sure all oral care ads have shown actors dressed as dentists, but did those ‘dentists’ directly promote any brand (as opposed to just educating you about dental hygiene) on the basis that the community of dentists (which is real, rather than the fictional character the dentist in the ad is) prefer. That is a serious claim!

And in the end, what is happening to copywriters? Lines like “अगर स्वस्थ मुंह चाहिए तो कुछ और क्यूं?” (why anything else if you want a healthy mouth?) and “मैं कोलगेट की सलाह देता हूं क्योंकि यही इस्तेमाल करता हूं, और बाकी डेंटिस्ट्स भी इसी की सलाह देते हैं (I recommend Colgate because I use it, and rest of the dentists also recommend it) are only weakening an already doomed campaign.

I think the folks at Gillette should be celebrating the way Pepsi folks were celebrating way back at the launch of New Coke. To make the market leader forget their strategy and instead launch a me-too campaign based on your positioning is a compliment to the marketing department of your company. The Oral-B strategy is just right, now if only they stick to it and not let themselves squander based on “country-based research-based strategy”.

Classics Revisited: Tata Safari DiCOR

After reading the content of the last ad-dissection post someone on the same Orkut forum recounted a favourite ad of his – the Tata Safari DiCOR ad, the one we are familiar with as the “Reclaim your life” ad, and requested a writeup on that. Guess what? I also love that ad, and loved writing the following.

Company: Tata Motors
Brand/Product: Tata Safari DiCOR
Tagline: Reclaim your life
Storyboard link: courtesy agencyfaqs!

What is this advertisement selling, if it does not talk about the mileage, the grip on the road, the boot space, the leg room, the head room, the interiors, the paint, the look? It does not talk of the car at all. What is it trying to get at?

Maslow’s hierarchy of needs places esteem (not the car from the Maruti stable) at the fourth level, above physiological needs, safety and love/belonging and lower only to self-actualization. What needs does a car satisfy? There is a basic (call it physiological if you will) need, which Kotler calls “core benefit”, of transportation, and there is safety – you would prefer a car to a motorcycle to a bicycle because it is safer to the latter options. Lastly, there is one need that a car satisfies, more in the younger crowd, and that is esteem. A 14-year old is thrilled about getting to drive a car, and a 24-year old is thrilled about owning one. The world over, a car is one of the most treasured possessions of a man. Your car in a way defines you. Why else would wannabe playboys drive around in big shiny sportscars hoping to impress the women?

With the economy moving the way it is and with the average age of the first car buyer coming down (with the result that people are buying their first cars at 25 rather than 35, which was the norm 15 years ago), along with the fact that more and more younger professionals are getting their dream jobs with dream salaries, dream locations etc. (with the result that even the first car can be a B+ or C segment instead of the earlier 800/Alto/Santro class), it is a good idea for a SUV to focus on the young professionals as their consumer segment.

So what this ad does, is that it takes the aspirations of young and otherwise successful people, people whose parents would no doubt be proud of them, and shows that the ‘normal’ life is keeping them from pursuing what their heart desires. They would rather be doing something else.

Now what works here:

  1. The positioning – bang on. The car for the young successful professional who wants to be a maverick. With the new-style Safari, the designers at Tata successfully moved away from the boxy Bihar/Jharkhand-road chhaap Sumo image and delivered a sleek, sophisticated looking SUV.
  2. The immediate connect – if you are a young successful professional, you definitely have a wish to do something extraordinary with your life which you are unable to do right now because of the rat race you are stuck in. You have to identify with the faces in the ad.
  3. The tagline – reclaim your life. This urban life with the 9 to 5 job and pressures of the family etc. have taken away your life from you — the life that actually belongs to you, which you should be able to live your way. You should now get up and reclaim it for your sake. Notice the direct call to action – it’s not a ‘buy now’ or ‘hurry till stocks last’. It is so much of a non-hardsell line that it appeals to you much less like an ad but more like a caring friend or a movement that you’re part of (why am I reminded of Woodstock?).
  4. The production – there are two parts to the film: the first where the people talk about their unfulfilled dreams, and the second where the car is shown. First you feel connected to the people and as soon as you feel comfortable, a high-speed unstable film appears with a powerful SUV negotiating tough roads like you would like yourself to be doing right here right now. The director of the spot has done his job brilliantly in getting both parts of the film to talk properly to the target audience.

Work – Foostor

I have been doing some work for this e-commerce site called Foostor. They build custom e-stores for IT companies for their employees to shop from.

So far I’ve worked on three banners (animated and static), and I’m on a major project with them (details to be disclosed later).

Do leave behind your comments about these: