ARE OUR (GLAM) ad awards, sending out the wrong signal?

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Monojit Lahiri attempts to examine the truth behind the hype, hoopla n’ hysteria, glitz n’ glamour, awe n’ aura that accompanies today’s award ceremonies – and award winners!

Cannes. Abbys. Goafest. Ad club events … Awards seem to be the flavour of the day… and award-winners, the new Supernovas on the block. This was brought home to me dramatically when some biggies of the revered JWT, candidly confessed that – despite their blue-chip lineage, glorious track-record, fantastic client profile, impressive size and gigantic billings – they were finding it tough to attract the right (hot, young, gifted) creative talent. Kids just didn’t appear interested in moseying over to their corner. (Insiders claim that boring, factory and too systems-driven were some of the kinder terms used!) To the reputed market-leaders, this was bewildering, surprising and disturbing. What was the problem? What did the others (Read Ogilvy, McCann, Lowe) have that they didn’t? Why was their work – or head-honchos – never featured or written up (like Piyush, Prasoon or Balki) like some others? Reviewing the scene, they discovered, one of their greatest perceived flaws was a lack of awards. JWT never made any waves at award ceremonies. It lacked charisma and chutzpah. A dramatic re-scripting of the blue-print followed, wherein it was openly declared that the creative product, henceforth would define their new persona. That the creative guys would work in an atmosphere that would be conducive to create outstanding work. That awards would be targeted with passion and purpose. Did this re-invention help? Both, Delhi-based Rohit Ohri, Managing Partner and Mumbai-based Agnello Dias, NCD, categorically nod in the right direction, pointing to a slew of awards and nominations that, subsequently, has come their way …Great, but seeing the big picture in recent times, doesn’t one get the distinct impression that too much song n’ dance and dramabaazi is attached to the awards thing? That, many times, they send out the wrong signals (for young, impressionable starry-eyed aspirants) about the kind of work that is felicitated (and awarded) and the quality of the creative animal, hymned and celebrated? That somewhere along the way, the industry – agency & clients – completely blown by this new bimari, have misread the writing on the wall to wow the sizzle – not the steak?!

Mohammed Khan (the just-retired Chairman of Bates Enterprise) is shocked at all that goes in the name of awards and is convinced that the industry has completely lost the plot. “Awards, at best, are meant to be by-products of fresh and interesting work that makes a difference, but the way its caught fire gives it both, an unreal and dangerous dimension. Its as if an award is the ‘real’ product and advertising, a poor also-ran! I’m told teams and budgets are set up in some agencies for this – imagine! Then, of course there is the very real and active ‘scam’ factor. Khan believes that the general standard of advertising today “is the pits and the industry should focus its attention in doing good work. Clients should be ashamed of these goings-on and blow the whistle, but I guess, they too are taken up with the glamour and media coverage and are happy to be co-opted. Awards, truly, seem to have taken on a life of its own … really tragic and deeply disappointing.” Ogilvy’s mustachioed public face, Piyush Pandey, is cool. His agency has been the recipient of a zillion awards for sometime now and he has no reason to complain. He believes that the guys who crib and moan are the losers for whom it’s a case of sour grapes! He emphasises that every single piece of work that is submitted for awards from his agency “is meticulously scrutinised by an in-house committee and selected as much for brand performance as creative excellence”. Personally, he enjoys award-functions and awards and gives it “the space, recognition and importance it deserves”.

Lowes’ reputed anti-awards champ, Balki, brings his very own case to the table. “If awards are meant to really reflect and celebrate excellence, I’m all for it. Problem is, (in most cases) the people judging advertising still have archaic and stereotypical ideas of creativity, which conflicts with my version of a level playing field. Why rock the boat and create controversies? So I stay out”. Balki is also of the belief that in most cases, clients are way ahead of agencies in terms of creative and breakthrough concepts … and consumers are miles ahead of the learned jury members when it comes to selecting the best!

At the end of the day, awards really are meant to salute your merit and provide impetus to further raise the bar. However, in recent times (thanks to a glossy, dumbed-down media) the ad industry in general and awards in particular have really occupied miles of media space, transforming Creative Directors into Page 3 creatures! These chosen few are then flaunted as trophies by their agencies to clients in the hope of getting business. Other agencies also eye them with the idea of poaching. And suddenly its not advertising we are talking about. Vague echoes of IPL?!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Hottest ‘News’ on FM

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If TRAI has its way, FM stations will not just belt out Bollywood numbers but also news

Late for office. Missed your daily dose of stock movements. Don’t fret and put undue stress on your grey cells, for now you can know the stock movements while driving! Confused? We’ll explain. The Telecom Regulatory Authority of India (TRAI) has finally given the green signal for the FM channels to broadcast news on their respective stations. So now, not only the stock movement, but you can also tune in to the latest happenings in the political and business world, with just a flick of the radio channel.

TRAI has suggested that FM radio broadcasters should be permitted to broadcast news using content from AIR, Doordarshan & other authorised news channels. In a recent report revealed by TRAI, the broadcast regulator recommended that to sustain the growth evinced in FM Radio sector, major policy decisions should be taken and these include allowing FM channels to broadcast news under certain FDI parameters. And TRAI believes that this would help those people, who hitherto lacked access to information, without any costs that are attached to the Internet and TV services. A nobel cause indeed!

Ravi Shankar, Former I&B Minister had once said, “In India, news sells.” No doubt the big daddies of radio business are all set to test the water to mint moolah from news broadcasting. According to Munish Puri, COO of Mirchi Movies, Times Information Media Ltd., “News broadcasting has a bright prospect as news in radio will reach a larger target audience than TV can ever imagine. And at the same time, one can generate more sponsors & investors.”

Well, generating investors might not be difficult, what with the regulator already gung-ho about allowing as much as 26% in news broadcasting. At present, FDI allowed in radio channels is 20%. The increase in FDI will be a shot in the arm for these radio channels. A spokesperson from TRAI told 4Ps B&M, “Allowing more FDI will also motivate more and more foreign players to come in, which will create a profitable market fetching in more sponsors and advertisers.” But it’s not only the FM channels that will milk super colossal profits from advertisers once broadcasting of news on FM channels is in full sway. Recognised media agencies such as AIR, Doordarshan, PTI, UNI too will also get a boost and more mileage out of this. But all this will only be possible, once the government gives its stamp of approval. However, FM players are pretty optimistic. Echoes Tarun Katial, COO, BIG 92.7 FM, “I hope the government will implement these recommendations soon.” If and when the government actually allows FM channels to broadcast news, it might create a dent in the foundation pillars of the existing TV news channels, as they’ll also have radio channels to contend with for market share. “No not necessarily. In spite of so many TV news channel mushrooming, print media has not been affected. So radio news can’t disturb TV news channels,” feels a media analyst from CII. So after TRAI, it’s time for the government to tune in to the radio channels for more news.

Edit bureau: Angshuman Paul

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

Read these article :-
B-schooled in India, Placed Abroad (Print Version)
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Young Professionals

IIPM, GURGAON

Hi, I’am Hitesh Raj Bhagat. I am 28 years old and working for a media house. I have a specialised person to take care of my investment as I don’t get enough time to keep a track of my investments. I am currently earning between Rs.6-8 lakhs per annum.

Hitesh Raj Bhagat

“I’m not a heavy investor, because at this stage in my life, both my wife and I are focusing more on our interests like travelling, movies, eating out and having a nice car,” says Hitesh at the outset. However, like most young professionals, he does need to save enough for tax planning purposes. For this, he consults an investment planner, believing that they would be able to guide him better about correct investments options. “My primary reason for investments today is tax planning,” he points out. At the moment, Hitesh has invested in life insurance (which offers a tax rebate) as well as Principal Mutual Funds from PNB. He opines that mutual funds offer tax benefits and also really high returns. “They do have risks – but if you carefully study the returns that a particular policy has been giving over the last few years, you’ll be fine.” In a few years, Hitesh also plans to begin investing in pension plans.

‘Hey there Delilah, I know times are getting hard, but just believe me girl, someday I’ll pay the bills with this guitar…” Well, if you are young professional and not that good at playing guitar, then here’s some financial planning that might help you stash some more moolah in your back pocket. Let’s go by a simple classification – ‘wealth creation’ & ‘living with what you have’! So, for guys and gals who have an over arching goal of creating wealth, stocks are on offer, but with risks. “Stocks are a better proposition, as young professionals are in a position to take high risks. For conservative young professionals, there are traditional investment vehicles like FDs, post office savings, NSCs et al,” recommends Kartik Jhaveri, a Certified Financial Planner and the Director of Transcend Consulting (I) Pvt. Ltd. a private wealth management firm.

Real estate is also a good pick given that the investor has enough money at his disposal, after meeting his utility expenses.

There are other factors to consider too. Normally, people don’t want to get bogged down by decisions making, monitoring their investments and churning their portfolios every now and then, for them traditional investment vehicles also make a really good choice as they are safe, hassle-free and returns are guaranteed. But then Jhaveri avers, “Youth is the time to take risks!” So, just remember, it’s now or never!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

Read these article :-
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Shock proof branding!

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Havell’s gets aggressive on advertising

If you are not enlightened, then you must not be using Havell’s CFLs. Confused? Well, then you must have missed the second advertisement from the Havell’s stable. As the adage goes, ‘Better late than never’, Havell’s seems to have followed it religiously. Practically, after being miles away from advertising & branding exercises, the $1 billion electrical and power distribution equipment company has finally come out with quite ‘Shock proof’ & ‘Enlightening’ ads!

The imminent question is that why these sudden appearances in the media? Actually, the company has entered new product segments to leverage on its brand & distribution strength. The company aims at making Havell’s among the top brands in the domestic market for all these new segments like fans, lighting or bathroom furniture. Sunil Sikka, President, Havell’s India Ltd., states, “Though the brand ‘Havell’s’ is pretty well entrenched in trade & institutional markets, the need was to have top of the mind recall in the consumers mind of its existing products & make them aware of new products.”

The company has also taken the sponsorship route to achieve its aim. It associated itself with the ICC Twenty20 World Cup series, which has been a revelation in itself for big media spenders. This strategy is believed to have worked wonders, considering the immense reach of the marketing plan, which envisages 30,000 seconds of ad time, 625 Shock Laga “push backs” and much more. Sources reveal that the company has increased its advertising pie to Rs.30 crore. Reveals Sikka, “Havell’s’ total communication & promotion budget for above the line and below the line activities is close to 3% of gross revenues this fiscal.” Well, Havell’s does seem to be making some exceptionally enlightening moves!

Wipro, of course, has caught on to the lighter vein of the serious WEF event to get themselves noticed in the international community. Azim Premji’s company is sponsoring not only the cocktails, but has in store a special event with Bollywood stars pumping up the action. They also have Wipro’s name stamped across three of the ten buses out there in Davos. Some more special occasions in the alpines are also on track, thanks to the company. This, however, is anticipated, as the company in the last year and a half has participated in over 70 events – which explains, in part, the boom in recognition and also in accounts that it has been winning.

Noticeably, Infosys does not advertise to that extent. In fact, Nandan Nilekani adamantly exclaims, “I do not believe in advertising.” But the company has done its bit by participating in repeated surveys that are organised. For instance, it has been ranked 32 in the Business Week list of Top 100 Innovative Companies. Their exceptional ratings in such lists have led to a powerful brand image and much enhanced credibility for Infosys, which also helps it in all its dealings with its client organisations.

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