Will Mirinda & Coke - Local Concepts in Tamilnadu work?

Coca - Cola has already done a superhit local ad with Tamilnadu famous actor Vijay and it has replicated AMIRKHAN -Train-Blurb ad with Actor Vikram....

but i see suddenly companies trying out local strategies....
Actor vijay is back with Coca-Cola Open Happiness campaign....where in National ad we see Gautham Gambhir...and Hrithik Roshan....

i do like the localisation of Coca-cola ad featuring Vijay....its simple lyrics and visuals replicate the day to day life of tamilnadu...and one line that registers in my mind is " Vaa Thozha....Kudi...Coca-cola" that means " welcome friend....let's drink Coke"

but an ad for MIRINDA with Asin....it hate them all..
first that Typical.....BRIDE scene....come on man South Indians have evolved from asking the bride " DO YOU SING" or " DO YOU DANCE?"

and second in this particular i dont even a single art property that displays the brand color of mirinda (orange). most of them are blue.

but the second ad featuring asin as Vegetable Vendor in a gully market....so pathetic for a brand to stand between vegetables and fruits....the whole miranda brand lost its charm.....
it has truly become local.....

beleive me brothers and sister...i am into advertising for 5 years.....i understood the ad only the third time.....i saw it
as great brand gurus have always said " if you want mass....then forget class"

i directly compare that with FANTA AD featuring Genelia DSOUZA " signal loud....cut adikka allowed"
by luck Fanta has done a stupid ad........but what ever certain done....that stands for the color and brand of Fanta.......

if they have done a classy localised idea....i think miranda might have stopped selling.....
though their distribution is strong...

i think Mirinda will defenitely have to relook at their brand strategy of localising ideas....its good to localise but....think different.....take time to think of a television commercial....but dont stick on to a stupid idea of showing your celebrity as Market vendor....

Customer Funnel Theory - is it working?

I happen to meet a client who is a VP-of india's most recognised tractor brand?

as our meeing went on, he started talking about " HOT PERSPECTIVES"

dont You think HOT associated with Perspective sounds little PORN-type word

and he further explained about FUNNEL THOERY.

i have learnt that in MY MBA, at 2002.

Globalisation. new markets, Niche Markets after all this Jazz ......Is Customer Funnel Theory still working for clients

so i googled for an image of the funnel....it looks quite simple to understand. i think it is time Client look for a new theory....that is really more flat.

let's hope for the next best CUSTOMER THEORY of the world

i think why dont i try?......

Customer Funnel Theory - is it working?

Recession hits Indian Advertising

the last three months for me have been tough...source for new clients, Pitching, Presentations and all that jazz....
k forget it.....

i happen to hear more job shift of my friends, some of them lost job,...some of them thrown out....with out any prior information.

i just tried to analyze Recession and Advertising industry together so that it could help some of my friends and students MBA institiutes


OK....let's get back to basics
Marketing is largely divided into 4 catagories,,,,Product, Price, Place and Promotion.
on recession time....where do you think they can cut costs easily.....on Promotion....just a phonecall to ACCOUNT EXECUTIVE and his following action will reduce their media cost instantly....

advertising comes under promotion ....ya u know it.

then any marketer will get into price , product , place

Promotion (cut media spending) -----Price( reduce price/ Discount price/ Offers) ---Production ( cut cost, sack employees, Produce less) ----Place( forget the distributors bring lesser volume)

but we advertiser will not get affected....instead doing big budget films....we will be doing less budget films, tactical advertising, offer based promotions...

local knowledge of advertising will get more value than branding.....

and atlast....advertising agency will survive.....if they cut cost by reducing people/ getting more freelancers than full time employees....

is there a method to survive this recession....yes the tactics are

shut down computers, send mails.... dont show printouts to the client....let the client understand that we are also suffering because of recession, reduce unwanted browsing and blog updation. ban orkut/ youtube/