A marketing and advertising blog that carries the latest information about the current topics in the field of marketing. It is for people who always wanted to ask about specific topics but did not know where to ask them.
The eagerly awaited Jio Cinema Premium plan comes as a huge surprise. Most viewers expected it to be like an Amazon Prime plan at Rs 129/- or a Netflix plan at Rs 199/-. But Jio showed that it knows the Indian pulse.
Jio Cinema went for the jugular. It wants to destroy the stranglehold of Netflix, Amazon, and Disney Hotstar. Jio Cinema threw down the gauntlet down to the three majors. It came out with an invitation pricing strategy that takes our breath away.
Jio Cinema's monthly plan starts at only Rs 29/- monthly. That is less than a rupee for the first month and then goes up to Rs 59/- less than 2 rupees per day. This offer is for a single connection but the steaming will be in 4K resolution.
The cost after a month will be less than a dollar per month. this must be the lowest OTT charges/month for premium and in 4K resolution. This is exactly 1/4 of Netflix charges for a month in SD resolution. Netflix must be worried right now. There is now competition, big time!!!
Jio Cinema has another plan where the charge is Rs 89/- for the first month and from the second month it would be Rs 149/- for four connections. Great for the consumers. If Jio Cinema can shore up its content and deliver high quality at low prices there is no reason why it can't break the stranglehold that Amazon, Netflix, and Disney Star Star have on the OTT market.
The Snap-on on the left says Thand Rakho (meaning keep Cool). The right one says "Chill Aavuu" which means hanging out or partying. The word on the right should have been Cool or శాంతగా ఉండు. But common sense is not common. Chill sounds very much like Challi (cold). Maybe Challi was better than Chill. No Telugu person says Chill Aavuu. They might say Chill but not Chill Aavuu. Sounds very funny. No one talks like in the ad. They might say Scan, Jone vinandi, and Chill. !
1. Tapa Tap soap Ad, one of the best if not the best of the worst: The most irritating ad. The soundtrack I so jarring that you hear it more than once it will haunt you in your sleep.
2. Mahaveer Jeans ads. Another Great one. The girl wanted a slave rather than a boyfriend. Or maybe a servant boy!!
3. Some fitting company: It appears as if the girl wanted a plumber instead of a husband. So she married the nearest plumber who is more worried about Nul fitting, and toilet fitting than taking care of his wife!! what Gyan.
4. Swami Narayana Furniture: It is a typical marriage-looking scene. The boy goes upstairs to the girl's room (Don't get naughty ideas). Rather he has other ideas. He admires the furniture. He comes down and says "I like". His mother gives a coy smile and says "The girl or the furniture". He says "both". what an ad. This ad needs an Oscar for the worst ad ever made - the world over!!
5. Quba Mobiles: A dramatic ad where goons chase a girl throughout Hyderabad mohallas to find out where she bought her (Cute Mobile).
6. Quba Again: In this classic ad the humble Doodh wala gets the better of the Bollywood hero-like man using what else - the Quba Mobile. wah kya, scene hai.
7. Indu Technical Institute: This person can get the final degree from the genie right. But no, he asks the genie which is the best technical institute in India? And genie being genie tells him that "Indu is the best technical institute in the world". End of the story.
8. JK white Cement: wow what a comparison. JK white cement and a bikini-clad girl emerging from the sea. David Olgolvy must be watching in total happiness.
9. Dixcy Scott: One of the silliest ads ever. Why did Salman have to do such a trash? In the ad, Salman's friend wonders if Scottish people wear underwear beneath their skirts. The thought was creepy enough. But the ad does not end there. Salman plays a silly tune and promptly the Scots' skirts dropdown. To our relief, they are wearing underwear. But Salman has a last laugh. He smirks and says, "They do wear but they don't wear Dixcy Scott underwear like us". This is one of the worst under-the-belly ads.
10. Rajani Ganda Auction ad: The son of the hotel's gateman buys the same hotel for his father paying US 500 million dollars. The secret of his success. Eating Rajani Ganda pan masala right from his childhood. This is taking fantasy to the next level.
11. MTR - IDLY Mahabharatha ad: Why areHindus and Hinduism targeted for advertising creativity. In this deplorable ad an actor who looks like Arjuna throws an arrow that becomes a rava Idly and the entire opposing army is defeated. If only we had MTR - Rava Idly during the British times. We could not have been colonized in the first place.
12. Mahindra Gusto Ad: one of those confusing tongue twisters of an ad. If you want to buy a Gusto buy it. If you don't want to buy a gusto, buy it. I am totally confused.
13. XXX soap: Classic case of an ad where there is a mismatch between the product's name and the tagline, "Samskaravanthamaina Soap". The soap makes people gentle, cultured, and deeply rooted in the Indian religion and the country. Great so far, as all of us know XXX stands for pornography, and XXX videos are the rage on the internet. Dont know if the makers realize this mismatch!!!
Consumer attitudes are the beliefs, thoughts, and feelings that
influence consumer opinions and decisions. They are the emotional responses
individuals have towards products, brands, services, or experiences. Consumers
have emotional responses that are not logical but emotional. Attitudes can be
positive, negative, or even neutral. Let us look at some extreme attitudes
towards products and services.
I don’t care attitude: The entire world is
driven by health fresh and thickness. Consumers worship an image of themselves.
An image in which they are "lean, mean, and fit". The fitness industry
is worth many billions of dollars. But surprisingly an exact reverse of extreme
fitness also exists. it is called the "Heart Attack Grill."
Heart Attack Grill is a restaurant in Los Angeles. Heart attack grill
worships gluttony and large people. The Octuple Bypass Burger offers a whopping
20,000 calories in one go. Many consumers have suffered seizures and some have
even died. Heart attack gill has waitresses dressed as nurses; Drinks are
served not in glasses but come through pipes styled like IV drips in a hospital.
Consumers dress in hospital aprons and the nurse spank consumers who are not
able to finish their food. Consumers weighing over 350 pounds get to eat free.
The trigger here is being anti-establishment. In a world that
worships thinness, consumers of Heart Attack Grill have no qualms about their
size or girth. They worship obesity and have no discomfort about being big. In
their world, thin people are seen as sissy or unnatural.
Being anti-something itself is an attraction. Now we see Similar tendencies in Indian street food which is greasy, oily, cheesy, and extremely buttery.
Many consumers want to taste and
saviour such unhealthy food.
Converting Negative attitude to neutral to positive: Motorcycles had got a very
unsavory reputation in the USA during the 50s and the 6os. People riding
motorcycles were seen as tough and mean guys. In short, motorcycles were seen as
vehicles for the tough and the anti-social elements. The tough image of the
Harley Davidson riders and the looks of the Harley riders did nothing to
bolster confidence that motorcycles were for the entire family. Consumers had a
very negative attitude towards motorcycles and motorcycle riders.
Honda did a campaign, ‘You meet the nicest people on a Honda’.
This campaign was executed by Grey Advertising, USA. The advertisement depicted housewives, a
parent and children, young couples, and other respectable members of society referred to as "the nicest people" riding Honda motorcycles
for a variety of purposes.
Honda succeeded in its appeal to the American public. It was seen as a
casual vehicle for daily activities, and as such was an entirely new consumer
value as a vehicle for the entire family. It erased the motorcycle's deeply
rooted image of evil and discontent.
This iconic campaign legitimized motorcycles and made motorcycles
and motorcycling reputable again in the USA.
Shifting Consumer negative Mindsets: some tips
that might work
1) Pinpoint the Origin: Identify the root cause of consumer
dissatisfaction. Address the Persistent Issues: Concentrate on recurring
customer grievances.
2) Offer Trustworthy Data: Supply reliable and consistent
information.
3) Stir Emotions and Values: Appeal to consumers' emotional and
moral compass.
4) Encourage Trial and Engagement: Motivate consumers to test
and engage with the product.
5) Strengthen and Acknowledge Loyalty: Bolster and recognize
consumer loyalty.
6) Monitor and Adjust: Stay vigilant and adapt to evolving
consumer perspectives.
7) Craft a Strategy: Formulate a comprehensive strategy to
rectify negative perceptions, possibly through enhanced staff training and
product enhancements.
8) Align with Communities or Events: Connect the product with
communities or events admired by consumers.
9) Resolve Attitudinal Conflicts: Resolve any existing or
potential conflicts among consumer attitudes.
10) Transform Brand Perceptions: Alter how consumers evaluate
product attributes, shift brand beliefs, and improve overall brand sentiment.
1. Po Ra Pu, Surf Excel: Sometimes I feel very annoyed that I seem to be the only person who critically analyzes the way advertisement campaigns are made and executed. Take for instance Surf Excel’s “Po Rub Pu” campaign.
The campaign (yawn) takes the usual tack of dirty clothes becoming sparkling clean with Surf Excel. But what makes the ad annoying is the language (Hinglish). Everyone in the ad mouths the words Po Rub Pu which is the short form of the phrase “Pour Rub Pour” or saying that a a little Surf Excel is enough to make the toughest stains disappear.
But an issue crops up when a Telugu-speaking person sees the advertisements. It sounds like Po Ra Po (పో రా పో). Po Ra Po is slang, it means “you!! Get lost”. children can never say Po Ra Po to their elders. It is quite jarring to see young kids saying Po Ra Po to elderly women. No one has even protested and it is business as usual.
2. Na Cheez Anta - Amul Cheese Telugu Advertisement - Lost in Translation - Translation blunder!: This advertisement was really funny, I want Hindi readers to comment (Clue the key word's meaning in Urdu), of course, Hyderabad being quite Urdu dominant many Telugu-speaking Hyderabad friends too might get it. As they say, the devil is in detail!
Nacheez is an Urdu word that means - 'nothing'. But it is often used to describe oneself. E.g. Nacheez ko Maneesha kehte hain - I am known as Maneesha. It is used to convey or denote a sense of humility about oneself.
3. Parimatch Sports’s ఆమె ఆడుతుంది, మీరు జరుపుకోండి: The above advertisements were on the metro pillars in Hyderabad during the WPL tournament in March. This became a talking point on social media. It means, “She plays, you celebrate” in Telugu.
I had many doubts racing in my mind. Celebrate? How should I celebrate? Why should I celebrate if she is playing? (don’t even know the person). Not my wife, daughter and I don’t even know her remotely?
The mystery was solved when I googled to find the original English version. The English version was “She plays, you win”. This app is a game and we can bet as the game progresses. The more we interact the more is the chance to win.
4. The dosa ballebaaz (batsman): Idly/Dosa batters are the saviours in many houses. The cumbersome process of making the batter is taken out of hand with the onset of ready-made idly/Dosa batters. Very convenient and reasonably priced they are hugely popular. Wanting to take advantage of ready-made Idly/Dosa batters a Tamil company foraged into the Hindi markets ( north Indian markets).
So far so good. The package said Idly/dosa batter in English and Tamil. Trying to attract the Hindi buyers they translated idly/Dosa batter into Hindi. Google translate feature nicely kicked the company in the rear side.
Idly/Dosa batter became Idly/”Dosa Ballebaaz”, Literally idly/dosa batsman. The buyers would have scratched their heads in bewilderment. They must have thought that this Idly/Dosa mix was only for CSK batsmen. Jokes apart never trust Google Translate when your life, brand, and career are on the line.
