Creative &Brands

A Brand should be an icon and it should offer value to the customer. Then he will pay his hard earned money to buy it and go for repeat purchase. The best Brand which has been properly promote today is still “Dove Soap” , but still I don’t understand why the days of creativity in Indian advertising is receding and becoming a form of joke. Something like “Hum He Hero Honda”, and “Love this Car and it will Love you back” are cheap creative of the day. Ad- Pandit or Ad-Gurus may disagree with me. The real Creative lost its presence in Indian Advertising.  Mahindra’s “Rise” slogan is yet a new turn, though The Qualis Logo needs a little change.   

V Bright Saigal – Brand Consultant & Creative writer (C&MA –Brand Consulting)

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Why Tata Nano and Indica failed to impress India’s City based Customers?

Why Tata Nano and Indica failed to impress India’s City based Customers?

Tata Nano and Indica cars were revolutionary and the concept for value for money was expected to hit the market. But, failed and now they are commercial one of the disasters Indian market had faced till date. It was because the Company’s think tank and the Ad –agencies had filed to read the consumer behavior of Indian-Consumers. The Indian middle class consumer is a status conscious social being and yet, he always needs something economical. Anything adds status to his personality social level he may accept if it is sophisticated. Nano and Indica failed to meet one of these core values.

Nano’s engine has got the noise of an Auto- Riksha that doesn’t impress the Indian middle class consumer and Indica sometimes emits more smoke and noise while driving. These days many owners hide their Nano under a tree or a corner of the parking space to hide their poor status symbol – Nano and Indica. This shows their lack of confidence to present TATA cars in front of their friends and associates.

An Indian consumer yearns for something sophisticated besides value for money. And, he waits for Sale to buy them at an affordable rate. We don’t need any reason why Big-Bazar the Indian Wall Mart became successful while indigenous TATA cars failed to impress them.

V Bright Saigal – Brand Consultant & Creative writer (C&MA –Brand Consulting)

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What went wrong with Amul Ads in 2013?

First of all I would appreciate their (FCB ULKA’s) initiative to bring out a new campaign for a Big Brand like Amul and FCB ULKA is a reputed agency on its own merit. But, the problem arises when the Agency Copies someone’s creative. Yes, the visual is copied from a Milk Campaign was published in the US around five years ago and it had appeared in the US News Magazine. Our creative people are famous for copying the western ads and they have paid prize for the same and still paying for not being honest. Many award ceremonies hailed them for such nasty practices.

This happens when the agency employees are on tread mill because there are many assignments to be completed in a stipulated time and most of the creative guys go home around 3 am. This practice makes them burn sticks. Still India is a slavery- nation even though the Britishers had left us many years ago.

Recently I was forced to do such copying last week and lost an assignment when I was reluctant to do it. The assignment was for a real estate agency and I was briefed to create an ad. The agency’s designer had already copied Sahara One’s logo, and the belated so called Art director, an experienced graphic designer works in a third rated agency who moon lights for another small agency after 7 pm came with the same idea in hurry. Since there was no creative elements in their works and he had copied an existing design after changing a photo which he had downloaded from a website I found it a bit inconvenient to accept it.

He had managed to impress the management without knowing that he was ruining his own career. I left that project around 7 pm as they didn't take my idea and my creative which was not a sale ad but a creative piece I wanted to experiment in the overcrowded realty ads appearing in the print media; so that it could stand out from other me too ads.  

This is ad world …in India original ideas die faster…

V Bright Saigal – Brand Consultant & Creative writer

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Mahindras' Brand Logo needs a replacement

Mahindra's SUV 500 should change its logo. The present logo has tarnished the image of that vehicle. If it is replaced with a sleek Brand emblem it will get an international appeal and look. Learn from the other Brands. Mahindra's are still not sophisticated.

 

VBS –AdGuru

www.creativesaigal2.blogspot.com

Advertising Guru Speaking

Listerine Print ad appeared on The Times of India on 29^th Jan-2012- the Caption is copied from another creative-came in 2006(Ref: http://creativesaigal.blogspot.com/2008/02/ad_7274.html). The agency owes an apology to the Copy writer of the previous creative. This is not the first time copied Creative appears in India. But, I strongly feel John & Johnson should have verified it before approving. Listerine is a reputed brand I have been following for a long time. I had commented about Listerine's previous ad- as well as it was less informative.

Johnson & Johnson should be very careful ….your brand is reputed and you don't need Copied Creative ..

 

VBS-AdGuru

Italy sinking

1. One of the world's lowest birth rates, Italy is a nation of
pensioners and a young leadera are in 50s. Industries and the Army
will find scarcity of manpower.
2. Italy's borrowing cost - 7.4 percent.
3. Italy's Debt, $2.6 trillion ((euro)/
4. Italy's GDP Grow only 0.5% in 2012.
5. For the past fifteen years Italy's budget deficit has been 3.5% of
GDP. It is currently 4.5%.

Creating a plan to increase personal income through work or owning a business

Find a place where you feel confident that your business will stand out from the others.  Then create a business model that will capitalize.  Having core competence is critical to the success of an organization.  They should be cross-functional and have performance measures for cost, quality, time, and outcome.  Core competencies are the things you do for the company that sets you apart.  These are the skills that make you valuable and unique.  It especially deals with how well diverse productions skills coordinate with multiple technology streams.  Examples of core competences include; excellent customer service, information networking on state, nation or worldwide levels, new product research and development, market research, product innovation, low production costs, speedy distribution process, and relationship development....