January 17, 2008

How long will you take to find the needle

Apparently no time at all if luxor has its way. Check out the ad above. Simple thought, great execution and absolutely no explanation required


What good is a hairstyle without a head

Awesome example of ambient advertising. This is a great way to deliver the message "Wear a helmet while you ride". The ad is relevant, connects with the youth and is delivered innovatively, such that it ensures attention. I love it!!


January 10, 2008

India vs Australia Cricket Controversy. What if it were a gimmick?

No one is insinuating that the India - Australia controversy is a farce. A test match has been lost, an umpire has retired and claims of racial discrimination have been made. Be rest assured that these are not the results of a marketing gimmick.

The PR generated from this controversy though, has the sponsors in a great situation. The test match has received heightened publicity levels and more eyeballs from viewers. Even channels who were selling the spot for Rs. 50000 per 10 second spot will increase rates to Rs.75000 for the match at Perth.

"There is no such thing as bad PR" has just been reinforced. This has been repeatedly used by the Indian movie industry. The period one month before a launch will have a rumour of a relationship, an affair, a breakup or an attempt by one of the chief protagonists to bare it all. All controversies & rumours hit headlines and the movie gets prominent coverage, way before its launch. This almost ensures a great first week.

Or check out the Indian media news channel of today. There is a lot of sensationalism and the term "Breaking News" can be hilarious. Drama is everywhere. It is less credible and I hate it at times, but it works for the masses (let me admit, sometimes its just entertaining).

Let us compare this with test cricket. Test cricket in its 5 day format has long lost out to its exciting cousins "one day" and more recently "20-20". What can one do to make this more exciting? How do you drive viewership? How can test cricket get more moolah for the channels? What can the boards do to heighten interest and eventually the game?

Let me reiterate that I am not saying that the current controversy was created. It is sad that this has happened to cricket. Nor am I saying that controversies of such levels should be created just for some extra publicity.

What if we look at something smaller - a "Controlled Controversy", or should I call it "Drama", in test cricket. The objective could be to make the audience relate not just with the game but with the players, their emotions, their antics etc.

Currently, very few members of the team speak to the media. It is controlled, so that one view goes to the media and the public. If freedom of speech were given to every individual player, would their thoughts make greater news than politically correct statements from a captain. People then get to relate with the players, identify with some of them and choose to support or go against opinions/antics.

Such drama, if used well could heighten interest by creating an illusion of greater rivalry. It serves as drama for the viewers. It suddenly becomes interesting.

A highly engaged & involved audience is surely every marketer's dream.

Of course it has to be controlled so that it does not get out of hand and probably curbed in cases of matches between teams like India & Pakistan, where there is absolutely no necessity to create greater rivalry.

Which brings me to the question of Why are India - Pakistan matches / the Ashes more interesting and deliver greater moolah for all concerned? What if that rivalry and passion could be recreated with more teams? What if drama in the sporting world increased? More mind games were played? Does it add layers to the game, the individuals competing and hence increase interest? Yes, there is a possibility of killing traditional sportsmanship, but would you hate it or love it? Would you follow the sport more closely for developments?

Too many questions in this post and no answers. The next time you see a "controversy" before a sports series begins - it could just be someone marketing innovatively.


January 03, 2008

Can New Year Resolutions be used as a Marketing tool?

Well Happy New Year to all of you. I have been a little busy holidaying the past couple of weeks. On New Years, I was contemplating the conventional "Happy New Year to all my readers" but stayed away because I wanted to start this year by doing something different (Not wishing my readers seemed logical :)).

I couldn't ultimately think of anything different because I had a hard time waking up and staying in my senses, but what I do have this year is an innovative marketing attempt from a Recruitment Consultancy below.

These guys have used New Year Resolutions as an innovative way to advertise their offer. They shot an email which was eventually forwarded to me. The mail has been appended below - go through it and subscribe to their email groups if you are in India. I will be doing so.


Wishing everyone a very happy new year. May god bless you with a great personal life. As goes good professional life and career, Green Rootz would surely like to make some contribution.

For all those who have made any of the following resolutions, we are always there to support you:

1. I will not work till late hours
2. I will maintain work life balance
3. I will not succumb to unnecessary pressures of management
4. I will no more accept that "Boss is always right"
5. I will look for jobs with better designation
6. I will look for designations that really mean something and aren't just fancy ones
7. I will look for profiles that justify the designation
8. I will look for companies that put me on high trajectory growth
9. I will no more do monotonous mundane boring work
10. I will move from sales to marketing
11. I will move from marketing to content acquisition
12. I will move from content acquisition agency side to client side
13. I will move from content acquisition client side to movie production house
14. I will look for more strategic oriented profiles
15. I will look for assignments that provides international exposure
16. I will double my salary in the next 12 months
17. I will look for responsibilities that aren't restricted by geographical boundaries
18. I will look for assignments that requires understanding of multiple functions
19. I will not make more than one presentation or pitch in a week
20. I will no more waste time checking and approving artworks
21. I will work for companies with enough cash reserves to support ambitious business plans
22. I will invest more time reading and updating myself with the happenings around the world so that I can explore better opportunities
23. I will not work for companies that don't have employee friendly culture
24. I will not work for boss who is less intelligent than I am
25. I will not work in the company wherein I have already learnt what I could learn.

Go on and make more such resolutions. We will try our best to make sure you keep them.

To keep yourself updated of vacancies in Media, Entertainment & Telecom sector, register with Mediajobs Googlegroup created by Green Rootz. It takes 30 seconds to register if you have gmail id. Click on the link below for the same:

Thanks & Regards,

Harish Jain
Green Rootz Manpower Consulting
2nd Floor, C Wing, R.R. House, Mathuradas Mill Compound,
Opposite Kamla Mills, Near ICICI Bank,
Senapati Bapat Marg, Lower Parel
Mumbai 400 013
Email: harish.jain@greenrootz.com
Phone: 022 32465007
Mobile: +91 9819 511 007

"We call ourselves Green Rootz because Green is the color of life and Roots are the reason for growth. Thus, all the endeavors of our company are focussed on Growth of Life. 'Z' at the end of Rootz signifies 'new-age; with the time' attitude of the company. Thus, relevancy is at the core of our beliefs"