Wednesday 29 May 2013

Firsts

Firsts

1.ICNET was the first email service provider in the country
2.Velvette was the first shampoo to have come in sachet
3.Arun Ice Cream was the only ice cream brand to have exclusive over 100 ice cream parlours
4.Sterling Holiday's was the first holiday timeshare brand in the country
5.Spartek was the first vitrified floor tiles in the country
6. Maxworth Orchards launched fresh vegetables store in chennai and it belonged to Sterling
7. Docomo was the first mobile service provider to launch per sec billing
8. First television to launch Picture in Picture (PIP) feature was Videocon
9. First claymation adfilm in India was for Amaron batteries
10.Citizen Washotex was the first Washing machine to have launched in India
11.First branded jewellery was by Titan under the brand name Tanishq
12.Citibank launched the first credit card business
13.Rexona was the first deodarant in the country
14.AR Rahman endorsed a brand for the first time : AIRTEL
15. First private airlines were from NEPC and Damania Airways
16. Hatsun launched Curd Rice in packed form to be available across outlets
17.Hatsun launched milk with 4.5% fat under the brand name Arokya
18.Parachute launched branded coconut oil
19. Translektra launched  "Good Knight" mats to fight against mosquitoes
20. Sun TV was the first private television channel in tamil, with programmes only in the evenings
21.NDTV was the first English News Channel
22.Kothari Pioneer was the first private mutual fund
23. First Television with built in Video cassette player













Finance and Tamil Nadu

Finance and Tamil Nadu

Overseas Sanmar, Harita Finance, Sundaram Finance, Cholamandalam Finance, TVS Finance, Ashok Leyland Finance, Dugar Finance, Alacrity Investments, Eswari Finance, Royapettah Benefit Fund, Devi Jewellers, Bharti Gems and Jewellery, Anubhav Finance, Ramesh Cars, GNS Nidhi etc., were some of the companies who were actively soliciting deposits and were promising lucrative returns. A very few mentioned above were concentrating on safety and did not go overboard in advertising and returns. There were these aggressive ones such as Bharti Gems, Devi Gold, Eswari Finance, Royapettah, Ramesh cars, Anubhav etc., painted the town with all colors and promised 32% returns for FD. Consumers were attracted through multimedia campaigns and finally didnt get their principals back. The big gainers were some agencies and a few media houses. Their contribution to the world of advertising in chennai was very high, i could still remember a few interesting work,
Overseas Sanmar : Life is too wonderful to be spent worrying
RBF : Let your first expenditure be saving (read in tamil as thangal mudhal selavu semippaga irukattum!)
GNS : sponsored SUN TOP TEN movies
Eswari : had some interesting bill boards
Harita : Brought out a lot of unique mobilisation drives named "Grihaprevesham", "Paalpayasam" etc., They also launched the then popular "Harita Man" and focussed on service.
Sundaram Finance : Stubborn on not advertising, their brand reminder was their popular yearly Calendars






Sunda

Wednesday 15 May 2013

Godrej and IPL6


Good Creative killed by Bad Campaign Planning 

Godrej's ideas that make your life brighter campaign started off with lots of expectations as Aamir Khan became the brand ambassador for the group. The communication started rolling with Aamir disguised as a lady next door and every communication travelled and unveiled linearly a set of innovative products from Godrej. Just when we were appreciating the work, bad media planning or placement of advertisements or desperation or creative not ready.. the real reason is not known. We notice the old Godrej good knight ad with those two kids appearing and talking about the functionality of those buttons in the mosquito machine. We see the couple in the Aamir Khan ads without Aamir Khan explaining about some property of the refrigerator, air conditioner., hold on we also see Aamir Khan as Aamir Khan talking about another feature of the airconditioner's power saving benefit to some friend over the phone.

Now the excitement of the story is gone, even if they reveal!

Friday 3 May 2013

Consumer Insights


VIP luggage


A traditional HTA (now JWT) account moved into Lintas in the early part of the millennium. Thats when Lintas came up with this awesome idea that worked really well for the brand and rejuvenated it as well. The idea came from a simple observation that the last touch point between the luggage and the consumer is when somebody departs. This was captured with this interesting "  bye bye "  commercial, which had various instances of people leaving home for work, for holiday etc., and the luggage being an integral part  of it.

http://www.youtube.com/watch?v=trVP_MERpk0



Pepsodent 

Colgate was the doctor friendly toothpaste and a typical Colgate ad will involve the consumer going to a doctor for toothache, bad breath etc., And the doctor advises he/she to use Colgate. Pepsodent came up with this magical way of twisting the whole thing by saying "Pespsodent users dont go to Dentist". Various TVCs drove this point and gave a clear stance for the brand to stand on.

https://www.youtube.com/watch?v=9vWqj2RYnCQ