Showing posts with label Brands. Show all posts
Showing posts with label Brands. Show all posts

Tuesday, February 23, 2010

What's With The New Coke Commercial?

I used to think Pepsi owns undisputed rights to make lame advertisements. Their strategy was to sign up all the movie & cricket celebrities possible, put them in one frame and give them lame lines to mouth, just b/c they had to be given some lines. Who cares about content or message?

I preferred the Coke ads way more - their campaigns revolved around the product and brand values (purity, trust, happiness etc.) rather than a bunch of loser celebrities. But have you seen their latest ad - the one with Imran Khan & Kalki Koechlin? I don't like it at all. I can't even tell someone what it's about because there's no story whatsoever.

The ad before this (the one where a guy & girl are studying together, they link hands and coke flows from the veins of the guy to the girl's) was quite cool. This one's a drab, the only good thing being the song playing in the background.

Those who haven't seen the ad yet can check it out here. And tell me how you like it :)

Monday, November 10, 2008

The Name is Bond, James Bond. Or is it??

He no longer knows who he is, and neither do we.

The charming, suave, gadget-loving, cynical, not-one-to-hold-out-for-love, lady-killer British Secret Service Superspy is no more. He has been replaced by an agent who is mournful, bitten by love, trigger-happy & hardly exudes the charm that had all kinds of exotic women eating out of his hands. His jaw-dropping gadgets have been replaced by a GPRS-enabled Sony Ericsson cell phone, and he’s even forgotten how to say his name right (The name’s Bond, James Bond)!!!!!

Sigh!!

So what is missing in Bond’s latest outing, ‘Quantum of Solace’?

For one, Bond himself. Apart from that, pretty much everything that made James Bond what he is.

He never asks for his ‘Shaken, Not Stirred’ martini. There’s a passing reference to it by the bar-tender serving him in one of the scenes, but it’s a different thing altogether to hear Bond himself say it with his trademark attitude. In Casino Royale, he replied “Do I Look Like I Care a Damn?” when asked how he’d like his martini prepared. That should’ve been a sign to understand that Bond was not going to be himself anymore.

Then there was no Moneypenny, the woman who is so consumed by Bond’s charm that she makes no secret of her desire for him.

There’s no Q either, the man who was the supplier of out-of-this-world gadgets (one of the main reasons people go to watch James Bond movies, well guys at least). I missed how he’d always tell Bond to take care of the gadget and bring it back, a joke of course because the gadget would get destroyed in the process of foiling the villain’s plans.

There was no unveiling of the James Bond cars – the Aston Martins, the Bentley, the Jaguar, the BMW, the Ford Mustang Convertible, the Carrerra etc. Instead we have a chase sequence between Bond in his Aston Martin & the villain in his Alfa Romeo, and by the end of the sequence, either cars aren’t recognizable anymore!

Bond doesn’t take orders from M in this movie. Instead he’s a ruthless rebel who will stop at nothing short of revenge for the death of Vesper Lynd, his love from Casino Royale. And in this quest of his, he will kill anything & everything that comes between him & the baddie. It seems he could kill with his bare hands, by sheer brute force. A far cry from the Bond we know, who would be suave even in his killings. Who would kill only when required, and when he did it, he’d do it in style.

The Bond movies would mostly end with the Bond Girl in his arms and M interrupting, which too didn’t happen in this movie. And of course, the cheesy female names were missing from the movie. The Honey, Kissy, Plenty, Alotta Fagina, Felicity Shagwell etc. were replaced by a Miss Fields whose first name (Strawberry) we don’t know until the credits roll at the end of the movie.

The half-Russian-half Columbian Bond-girl (Olga Kurylenko) & Bond, in spite of their crackling chemistry, hardly share anything physical except an isolated kiss, something that I think is a first for a Bond movie. I guess that could be explained by the fact that he’s not completely over his love for Vesper, but if I had to look at it from a guy’s point of view, I’d say “Really, what a waste!” But since I’m a girl, I’ll say “What a waste of Daniel Craig!!”

Finally, there’s nothing James Bond-ish about ‘Quantum of Solace’. It’s like any ordinary action movie where Bond could have been just an ordinary spy. The director, Mark Forster, seems to have forgotten completely that that’s what Bond is not – an ordinary spy. He’s James Bond, for Chrissakes! The Majesty’s Special Secret Service Agent. You can’t weigh him down with love & emotions. He’s the one with all the world’s charisma, cars, gadgets & girls. I don’t understand why anyone would hire the director of movies such as ‘Finding Neverland’ & ‘The Kite Runner’ to make a Bond film. These movies are as far removed from the genre of action movies as possible. Either Columbia Pictures had a momentary lapse of reason or Mark Forster did some damn good PR.

There are glimpses of the cheeky Bond though, like in the scene where he refuses to check into a modest hotel & heads instead to the poshest one in town. Or when he “casts his spell” on the woman officer who was sent to deport him back to England, thereby erasing all thoughts of deportation from her mind. Or the scene where Bond refers to M as “a friend who likes to believe she’s his mother”.

I hope that with this movie, all the James-Bond-in-love bullshit is done with, and Bond goes back to being his suave, charismatic self with a little help from a director who understands what the James Bond franchise is all about & why Bond fans go back to the theaters to watch his movies again & again & again.

Tuesday, August 19, 2008

Happy to Make Your Life Miserable

The ‘Happy to Help’ campaign is all about customer service, right?


Let me say this loud & clear - Vodafone SUCKS!!!

Ever since Hutch was taken over by Vodafone, their services have gone to the dogs. I have had numerous interactions with Vodafone customer care executives where I have literally felt my blood pressure exploding through the roof. Today I had one such interaction.

I moved to another city so I have a new corporate connection. Now my understanding was that if you have a corporate connection and wish to get international calling facility activated, you don’t need to pay a security deposit. This was the case with my previous account – I had international calling facility without having paid anything.

I called Vodafone customer care today to get international calling activated on my new connection & the executive told me that I had to pay a deposit of Rs. 1000. We haggled for about ten minutes over this, I repeatedly asked him to confirm, screamed at him & just when I was about to bang the phone on him, he said that if I wait for 3 more DAYS I could have the facility activated without having to pay a deposit…because apparently, you can do so after 3 months of owning a connection!!!

Any halfway-intelligent person would have shared this information earlier on in the conversation. Only a dimwit would wait for the customer to get totally pissed off & start screaming at him before he shares this information!!!!!

Vodafone seriously needs to look at the IQ of the people it hires for it’s customer care centers, especially since they’re trying to differentiate themselves from other mobile service providers on the basis of their customer care. DU-UH!!!

How could the marketing minds at Vodafone have missed such a basic principle??!!!

They also need to improve the communication skills of their customer care executives. Their understanding of the English language is NIL & God only knows what they speak!!

A customer does not interact with the marketing, brand or the C-level executives of a company. They might be geniuses for all we care. Customer service executives are the point of contact (for any company that has a customer service center), so if your customer service sucks, YOU suck!!

Here’s another example of Vodafone absurdity…They gave me a credit limit of Rs 500 with my new account. Just because I had switched circles. Not withstanding that I have had a Vodafone account for the past 4 years with a credit limit of Rs 10,000!!!

I mean, who the hell comes up with such retarded policies??!!!

Dear Vodafone, since you seem to have a bunch of imbeciles working for you, let me help you out with this one…you don’t need a Harvard or Yale b-school graduate to tell you that keeping a customer happy is essential to sustaining your business. The supposedly brilliant IIM/ISB graduates you hire should suffice!!

You're welcome...and HAPPY TO HELP!!!

Friday, July 18, 2008

Experiential Branding

I have been attending a brand conclave over the last two days. The speaker was a professor at the Columbia Business School in NYC. He has been working in the area of ‘Experiential Branding/Marketing’ over the last 10-15 years & has worked with some of the major companies in the world (such as Vodafone, Skoda etc.) to re-design their brand platform – which essentially is their tag line or the one thing that the brand wants to stand for.

So what is ‘Experiential Branding’? It is trying to understand the way the end consumers lead their lives so you can fit your brand into their lives, rather than coming up with a brand that arbitrarily stands for some values that may or may not be relevant to the consumers. Experiential Branding also helps companies define their target segment more precisely, thereby enabling them to position their brand better. Apple, Nike, Starbucs, Abercrombie & Fitch, BMW Mini, Singapore Airlines, United Colors of Benetton, Skoda, Vodafone etc. are a few companies that have adopted the strategy of Experiential Branding successfully. Interesting stuff, I think I’ll write about them on my other blog.

But there IS something to be said about Indians. We are quite mannerless as a people. One of the worst things we do is not putting our cell phones in silent/vibrating mode while attending a lecture/meeting, when in a theatre etc. This is common courtesy that should be extended to the speaker as well as other members of the audience, and it’s not something we don’t know we should be doing. We know it, yet we don’t do it. And it’s really annoying. What’s worse is that people also take their calls in the middle of the lecture/movie and have a loud full-length conversation! It’s ridiculous! It’s so rude & disrespectful. It makes me really mad. I, for one, feel like going and slapping the person right across their face!

Anyway, let me now calm down and write about the interesting stuff I was talking about on my other blog :)

Tuesday, June 24, 2008

Don't you just feel like picking him up & taking him home!



Everyday I want to fly stay by my side
Everyday I want to dream stay by my side
Every morning I wish I could just play
Wish the mornings would just stay...

Sunday, April 13, 2008

Cola Wars

Seen Pepsi's new 'Youngistan' ads on TV? I have only one word for them - Whatever!

I think JWT is completely ripping Pepsi off! Or maybe they're just going by the brief given to them by the Cola major - "Get as many celebrities as you can on board, content doesn't matter. We're following a predatory strategy here!"

Whatever the case, the ads are dumb and not worthy of the viewer's 30 seconds. I can remember only two Pepsi ads that were good - the 'Hi, I'm Sanju' ad with Amir Khan & Aishwarya Rai and the 'Bubbly' ad with SRK.

The 'Hi, I'm Sanju' ad was original, intelligent, funny and was aired after Amir Khan's 'Jo Jeeta Wohi Sikandar', when the character 'Sanju' was still fresh in the minds of people, thus encashing on the popularity of the movie. We also liked Aishwarya Rai more at that time...she was the green-eyed girl & not the plastic moron she's known to be today.

The 'Bubbly' ad was an instant hit because of it's 'Be my lover Bubbly' jingle that was cute & catchy. And ofcourse it had the affable SRK in it, doing his usual tomfoolery. I still find myself humming the 'Bubbly' jingle sometimes.

I'm not a big fan of Coca Cola ads either. They don't make much of an impact though I must give them credit for originality. Even content-wise they are slightly better than Pepsi ads, and they're not as celebrity-centric as Pepsi is. While Pepsi's strategy is to sign every new "big" kid on the Bollywood block, Coke has stuck to Amir Khan and now Hritik Roshan. I think Ms Rai also moonlighted for them sometime ago.

I think among all soft drink companies, Mountain Dew has the best ads. First, the 'Bad Cheetah' ad & now the 'Dar Sabko Lagta Hai, Gala Sabka Sukhta Hai...Dar Ke Aage Jeet Hai" one. Atleast they've been sending out a consistent message since their launch in India - that Mountain Dew is for the adventurous & brave-hearted. Coca Cola's message too has been consistent - they emphasize on brand loyalty & a clear brand association (Thanda matlab Coca Cola). Pepsi on the other hand has been all over the place with no clear message or brand association. They come across as a confused, wannabe set of people. They indiscriminately sign on celebrities who have no connection to anything that the brand stands for, thus ending up with a fuzzy brand image.