Prof. Mangesh Borse: Sorry, No Change!

Jun 02, 2011 | Posted by admin in Faculty Talk   18 Comments »

As the world cup euphoria settles down, and the television media marketers get ready for another round of IPL, it would not be totally out of place to look back at the campaigns which were aired during the cup, and ask ourselves a simple question – how did the audiences react to the commercial breaks? This piece is for the Marketing/brand professional, or in agency parlance – the client.

Let us go through a list a list of commercials that we saw about 150 times on an average (all inclusive frequency). There were more than 50 brands of air conditioners, engine oils, HD televisions, chocolates,  bikes, colas, tyres, 3G accessories, Smartphone’s, financial services, tyres,  mobile phones, cycles and shoes that were advertised. Lots of money was spent.

Well, to start with, one has to say that advertising commercials on television during the world cup were certainly interruptive, disturbing and non-entertaining most of the time. The repetitions were mindless and lacked variations. While I don’t claim to be a major right-aligned brain I do believe in the empowerment offered to yours truly by the couch. Its not without a reason that an ad-free signal offered by channels to certain subscribers is known as a “clean-feed”. I am sure no marketing manager would like to see a situation where 90% audiences start asking for a clean feed.

Back to the big question- How many of those commercials did one feel like watching again? Beyond the Vodafone 3G super zoo-zoo’s(the 3G high speed gaming and the video chat), Spice’s Popkorn (Subramanium alumonium), Cadbury’s Dairy Milk, CEAT tyres(idiots on roads- superb insight) and may be a couple more, how many stuck in the audiences’ mind? How many made them smile? Think? Do?

Actually, by virtue of being a serious cricket viewer from the Sunny and Vishy era, I have to confess that advertising during cricket matches was always something to look forward to. It was humorous and entertaining. It was very obvious that there was a definite attempt from the brands/agencies to showcase their best work on cricket. Huge audiences, record viewership and an almost guaranteed anti-channel-surf behavior ensured that the ad would always get noticed, discussed and create the impact. It worked.

This time around, the advertising was noticed for sure. Maybe it created some impact on sales too. But I maintain – we deserve better advertising breaks during cricket.

So, here’s a small wish list from someone who wants to enjoy his advertising as much as he enjoys his cricket.

1)  Make me laugh. Not by lame jokes to which even kids turn away their faces, but through an interesting story. Remember Feviquik fisherman?

2) Make me think, not by telling me how much of a nut I am, but by showing me how you understand my being that way, and a way out of it.

3) Make me buy by exciting me about what the brand does to me, and not what you have put in the brand. Happydents’ “dil roshan” was so cool.

4)  Make me proud using your brand, not by showing me how big you are but by telling me how someone else became a celebrity by using it in their life. I still believe Palmolive da jawaab nahi was a true blue(!) celebrity advertisement.

5) Make me see your brand beyond television. There is print, out-of-home, internet and many more options. There was hardly any advertising in these media beyond ‘Bleed Blue” which was noticed.

6) And finally, make me look up to your brand by dramatizing the story so that I can watch it again and again.

I am not preaching or consulting. But, I guess your advertising agencies should lead this process. They are the ones whose life, and after-life depends on the success of your brands and their advertising. It has never been vice-versa.  We want to see new exciting forms of advertising which one can enjoy watching a 100 times. Give us something new. Else, most of us will end up saying – “Sorry. No change”

Authored by:

Prof Mangesh Borse
Associate Dean, Marketing
Prin. L N Welingkar Institute of Management Development & ResearchProf. Mangesh Borse, B.E. (Mechanical), Masters of Management Studies (Marketing) from Welingkar, has an experience of 19 years spanning across MNC brand management, advertising, media and enterprise management. He has worked on a portfolio of global brands with JWT, Lowe (Lintas), Leo Burnett, Mudra Communications and Symbiosis Advertising Pvt. Ltd.


18 Responses to “Prof. Mangesh Borse: Sorry, No Change!”

  1. Yea, I know already about all the best free music websites. Thanks for the post though

  2. Yea, I already know about all the best free music websites. Thanks for the post though

  3. Thanks for writing this article. I really enjoyed it. Keep up the good work, dude!

  4. Thanks for writing this article. I very much liked it. Keep up the excellent work, man!

  5. winzip.com says:

    interesting blog . It would be great if you can offer more details about it. Thanks you.

  6. I enjoy all the comments here….

    i’m pondering about beginning my own blog. i’m asking yourself if it is hard to operate your own blog. I certainly enjoy commenting. many thanks Bloggers….

  7. I’m so lucky to have found this webpage . You actually said me exactly what I wished to listen and then some. Gorgeous composition and many thanks all over again for getting this 100 % free!

  8. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Anyway I’ll be subscribing to your feed and I hope you post again soon.

  9. Thanks for a marvelous posting! I definitely enjoyed reading it, you are a great author.I will always bookmark your blog and will come back down the road. I want to encourage yourself to continue your great work, have a nice evening!

  10. Real wonderful info will be found on website here.

  11. Jace says:

    Wow, your post makes mine look febele. More power to you!

  12. Tamber says:

    Now we know who the ssenbile one is here. Great post!

  13. I enjoy your piece of work, thankyou for all the good articles .

  14. I gotta favorite this internet site it seems handy .

  15. I envy your piece of work, appreciate it for all the good posts .

  16. seo says:

    It is appropriate time to make some plans for the future and it is time to be happy. I’ve read this post and if I could I desire to suggest you some interesting things or suggestions. Perhaps you can write next articles referring to this article. I want to read more things about it!

Leave a Reply to Cures Hemorrhoids

Copyright © 2011. All Rights Reserved. Designed by Singapore SEO SEO Blog  SEO Web Design  Mind Movies