Archive for October, 2006

Jack Daniels: An ode to Indian Alcohol Advertising

Alcohol advertising is banned in India. Well literally!

There is this interesting read on the ‘Tipsy Liquor Policy of India’ I came across a few months ago.

It is funny how the Government of India makes the sale and consumption of alcohol legal in India but makes advertising and promotion illegal. Hypocrisy is it? By the way the sale of liquor to mortals aged less than 25 years is anyways illegal. But a glance into the numerous pubs shows that perhaps that’s the ‘demographics’ that throngs the bar!

Now lemme do some “Freakonomics” here:

The Government makes oodles of money collecting the zillions of bucks as excise, tax, license fees (from bar owners).
The Bar/taverns/restaurants/liquor shops/soda sellers/those recycled plastic throw-able glass sellers/DJs: all make money.
The liquor companies: they perhaps make more money by spending less!
The Advertising agencies: Well, their gravity prevailing profits are leading them to be “not-for-profit organisations’
And like always the ad-execs end up getting less money!

Until, one stray instance, one brand shows us the way while I am driving on my way to a client meet:

jack-daniels-jd-india-liquor-policy-india

There billboard is on the Delhi-Noida-Delhi expressway. This cheeky, ‘complete the picture’ creative leaves one gasping for more. It is the logo, nothing more, and infact it is not even the complete logo.

It is like saying “If you don’t know me, don’t drink me’… And I love it!

It is not the first time this has been done. I clearly remember the Neil French crafted Chivas Regal campaign

chivas-regal-no-bottle-neil-french.gif

I would certainly like to argue that this “Interactive” in nature. Yeah, go on, get that smirk on your face. But the point is that, it certainly make me interact with a darn hoarding.

How?

For me and others who know Jack Daniels: Well, this caught my attention, my pea-sized brain made me consume the information and process it to say ‘wow’ to myself and gain greater conviction, respect, build stronger bonds with ‘Jack Daniels, the brand’.

While others are using surrogates like sodas, music, events, parties, one brand decided to stick it’s neck out.

It didn’t tell you that alcohol is cool, it didn’t tell you that listening to music, partying or ‘anything lifestylish’ but pure unadulterated branding. It is slow, it is drop by drop, much like the Tennessee Whiskey.
Cheers to Jack Daniels. Cheers to the Alcohol Advertising in India.

Advertisements

Comments (6)

Orkut improves user interface: a quick take

Google’s take over of Orkut has started to show in more ways than one.

To begin with, we started to see contextual advertising on the Orkut community pages.

Now the Google engineers are working hard to improvise the user experience. Now we can reply to scraps right from within our scrapbook.

Earlier, we had to click on someones user ID, then click on view scrapbook and then actually write and post the scrap! Pretty archaic and long winded! But now things are simpler and quicker! Kudos…
orkut-user-interface-reply.jpg

Today is Diwali, the festival of lights. This is what welcomed me on Orkut today.

orkut_india_holiday.jpg

Comments (1)

Brand Apple: Is love really blind?

I love Apple. I love Steve Jobs. I love their advertising. I love their arrogance. I love their products. Infact the love stretches beyond just products. It extends into inspiration, unconditional love… ummm a religion? Saatchi & Saatchi refers to this phenomenon as Lovemarks.

Strangely, while the above is somehow far more intangible in the buying decision making process, the far more tangible aspects like ‘consumer reviews’ fail to soften the purchase motivations.

Recently, while surfing Apple’s online catalog, I read some fairly negative consumer feedback about the Apple Mighty Mouse.

Suddenly, I took notice, but I didn’t defer my purchase. Primarily because of the following reasons:

  • The fact that Apple had the arrogance, courage, confidence and the transparency to showcase the negative comments worked for me, and somehow fit the current brand image in my mind
  • the Lovemark,
  • And lastly the amazing product that Mighty Mouse is in the first place.

Whats leaves me gasping for answers is whether all the consumer mass that is enamoured by a brand ready to ignore the user feedback and go on to pay a premium for products (read brands)? If it does, then whole a lot of things work – Super Bowl (1984 Think Different Ad) as media (remember, White Colour, Fruit-led brand names, and some great advertising.

Apple Store Reviews by Customers

Comments (3)

Google takes over YouTube or YouTube takes over Google?

Since Google gobbled over YouTube, I have been noticing an increase in organic search results pointing to YouTube.

While some may argue my over-observation, my argument is fairly empirical and common-sensible:

Google bought over YouTube so it could become a leader in internet video sharing. While this is OK, Google maintain its foothold in the contextual advertising space. With user generated content seeing phenomenal growth it makes sense.

And yeah yeah, YouTube can now ask daddy Google to give them some space on the Google Servers or atleast pay off the mammoth bandwidth bills!

However, YouTube needs to attract even more users to see Google’s money pay-off!

Simple, enhance the Google crawlers to crawl YouTube, and deliver organic search results!

Anyone else observing the same?

Watch the founders princely ‘keynote address’

Comments (1)