Wednesday, December 19, 2012
Sunday, December 9, 2012
Saturday, October 13, 2012
This ad deserves to be on the front page of a leading daily newspaper or its centre-spread. Not because it has a great creative but because of the objective with which it is made.
Renault has had a very slow start in India. Their partnership with Mahindra & Mahindra resulted in Logan but it did not last long enough. Seems the synergies did not work out between the between the Tractor-behemoth and the French elegance. Renault rejuvenated itself and we see this awesome ensemble (Renault Koleos, Renault Pulse, Renault Fluence, Renault Scala & Renault Duster) from the design houses in France. This ad showcases what Renault has to offer and thus had to have a bold visibility to take effect. Rather this ad was languishing on the last page of Hindustan Times and one of the middle pages in Mumbai Mirror eschewing the whole objective. And what's worse, it was just a half page ad.
Wonder if their agency Law & Kenneth had any say in the size and placement of the ad because they would have not agreed with what eventually happened.
Tuesday, September 25, 2012
Tuesday, September 18, 2012
Saturday, September 1, 2012
Thursday, August 9, 2012
Source: Times of India - Mumbai edition - 09 August 2012.
Wednesday, May 16, 2012
Tuesday, May 1, 2012
Monday, April 30, 2012
Thursday, March 29, 2012
Source: Economic Times 28th March 2012 Page 13
Wednesday, March 21, 2012
If there is one thing in India that can overshadow the budget session, which is followed with much interest, then that thing has to be cricket. Last week as the Indian Finance minister was busy reading out the script, an unwritten script was unfolding. Although this was expected a lot earlier, one would say “better late than never”.
I am of course talking about Sachin Tendulkar eclipsing the Mount Everest and making his own peak for others. A peak others won’t dare let alone think of. My mind though wanders on the diverse opinions made by the connoisseurs. Some want him to retire now, some wanted him to retire after the world cup, some want him to play till he feels he wants to play, some feel the selectors should adopt a touch stand and make him toe the line on his retirement plans so that the team can be built for the future and the opinions continue unabated.
I could draw an analogy to a corporate executive who has served his company for over 3 decades has risen from the rank of a trainee to the chief executive. When the trainee climbs up the ladder with his outstanding talent, he is given the room to experiment. This blossoms him further catapulting the company into high growth and making that employee the celebrity. Same is the case of Sachin Tendulkar. As a prodigy, he showed India how to be aggressive yet maintain its demeanor. The growth was phenomenal. Just like a novice to the highest echelons of power. He has everything at his mercy.
Law of nature though has to take its own course. With age, Sachin’s mastery started diminishing. Just as the Chief Executive’s decisions did not work as before. The market changed and so did the though process. Sachin’s age took toll and bowlers/ captains started getting a measure of him, albeit to a very less extent. Now the chief executive started becoming a liability. Fresh ideas needed to be included but who would ‘bell the cat’ and tell the CEO to hang up his boots. Who will tell Sachin Tendulkar to retire?
In a company, grapevine would probably used to tell the CEO that he is no longer the force to reckon with. In Sachin’s case, the media does that job. The CEO has achieved everything, topline-bottomline-profits-new products- innovations- acquisitions- you name it and that’s been achieved. Just like Sachin. Anything achieved more will not make much of a difference to the already burgeoned cabinet. A Cabinet with invisible accolades.
Borrowing from Maslow’s Hierarchy of Needs, both have reached the self-actualization stage. Both live to contribute towards others. In Sachin’s case, it’s the country and for the CEO, its his company. Let them be where they are. They know when is the right time to call it quits. They would be the first one to accept it when they see the runs drying up or the strategies being not as effective as was construed.
Its very easy to criticize but very difficult to sustain excellence over a period of long time. Just like Sachin or the CEO, pointing about the lack of contribution after a spectacular career would amount to being called an opportunist or some one who uses people till their sell-by date and then removes them unceremoniously. As they say in cricket, “form is temporary, class is permanent”. Sachin should decide when he has to go. Similarly the CEO too would know his sell-by date. Hankering after them to quit would be gross injustice to their contribution.
Saturday, February 25, 2012
The deregulation of saving account interest rates by the Reserve Bank of India has suddenly livened up the banking sector. We are seeing aggressive advertising campaigns by Kotak Bank followed by even more aggression by Yes Bank. Kotak must have got the first mover advantage but it was short-lived since Yes Bank overtook them immediately in its offerings. 6% by Kotak vs 7% by Yes Bank.
The difference though has been the communication medium. Kotak has gone for the expensive television medium whereas Yes Bank has been content with the relatively less expensive newspaper. I may have missed Yes Bank’s TVC but I doubt if there is any TVC talking about 7% interest rates on saving accounts. Kotak’s “subbu sab jaanta hai” campaign has a smart insight which though obvious was a master stroke. Take 6% which is more than the existing 4%. I liked the “50% more” perspective. Isn’t it obvious yet none of must have thought about it. And it still seems true that in spite of all the information regarding financial products, people are convinced when an individual endorses it or rather propagates it i.e. Subbu in this case.
Anyway moving from the marketing standpoint, to the financial or economic view. I am no economist or no student of economics but having been through the crisis of 2008 and subsequent happenings in the various developed economies and financial markets, have worries about the direction banking sector is taking in India. Though tightly regulated by the RBI, hope it does keep an eye of this price war. My doubt stems from the fact that will the banks be able to sustain such a high interest rate when other banks have not followed suit. As they say “there are no free lunches”, there cannot be high returns without high risk. There is a chance that banks will or might take higher risks to be able to cater to its offerings and parallely maintain profit margins or even increase them. It might work in the short-run but there is a systemic risk like in 2008 and now in Europe.
It also should not result in the kind of price wars which are bleeding telecom companies. The customer gains at the cost of future stability of the company. It doesn’t seem likely as the larger private banks and PSUs have not entered the savings account war. It could put pressure on the mid-segment banks that would be forced to up the savings rate to keep abreast with immediate competition and increase their account holder base and spread its base wider.
The RBI as said earlier should keep itself on its toes to avoid any untoward incident happening which might result in necessity of a tax-payer funded bail out.
Tuesday, February 14, 2012
Isn’t it a contradictory copy? The headline says that there are 1000 reasons why you should visit a Volkswagen store else you will regret it. The body copy says that “besides superior German Engineering, there’s now a great reason to head out to ….”. It means that there are only two reasons. The ad is simply exaggerating. Moreover, I really can’t see 1000 reasons to visit a Volkswagen store. A boring attempt at an ad.