July 2010

15% agency commission: reduced to a pipe dream

by bhatnaturally on July 31, 2010

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Dear 15% agency commission, nice knowing you. You have been abandoned by your own ilk. Do they have a better option? You tell me.

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Vaseline and the pitfalls of a borderless digital world

by bhatnaturally on July 20, 2010

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Vaseline India creates a Facebook application to support Vaseline for Men’s ‘Be Prepared‘ advertising campaign and it’s being talked about across the world. Unfortunately for all the wrong reasons. Blame it on the borderless digital age that we live in, but Shahid Kapoor and the app get mentions in PC World, CBS News and even The [...]

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Media as commodity and rise of the procurement guys

July 19, 2010
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When I first read about an FMCG company asking media agencies to pay for a pitch (on a Twitter feed of a well known media personality in India), I couldn’t believe what I read. And then the news reports confirmed it: Reckitt Benckizer called for media agencies to pitch for their business by paying a [...]

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Apple & Consumer Reports: of PR losses and gains

July 14, 2010
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Mention ‘iPhone 4′ now to anyone and chances are the response will be ‘faulty phone’. Apple’s detractors have always perceived the brand to be low on utility/value and high on aesthetics. This whole antenna problem falls right into their waiting hands. Given the propensity of Apple fanboys to come to the defense of Apple every [...]

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I heart Old Spice digital campaign

July 14, 2010
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Brands are discovering fresh new ways of using social media & digital advertising by the day – Whopper Sacrifice, Twelpforce, Blendtec come to mind. But Old Spice has just raised the bar several thousand notches with their on-going digital campaign. In what is surely a first, Old Spice is sending video responses to people who [...]

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‘So what do you use an iPad for?’

July 13, 2010
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I got an iPad 3G recently. Yeah, I know what you must be thinking. ‘What a waste of money! What use is it in India? It’s just an expensive toy’. Well, perception is reality – especially for Apple products in India. The perception is not entirely uncalled for since its utility was not clear to [...]

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Pan-India advertising: lost in translation

July 9, 2010
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As a South Indian, I find majority of ads meant for the southern markets lacking in that certain something – a connect, a feeling of familiarity…of speaking the same language (apnapan, as they say in Hindi). They seem to lack that. Example: a potato chips brand advertising their Diwali offer pack in TN with an [...]

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