tag:blogger.com,1999:blog-36650980436097945732024-03-17T14:01:30.744+05:30Advertising OpinionsOpinions and comments on current and past advertising in IndiaUnknownnoreply@blogger.comBlogger119125tag:blogger.com,1999:blog-3665098043609794573.post-80900250683898178182021-05-29T12:47:00.005+05:302021-05-29T12:58:36.102+05:30Pandemic – A New Way of Life Part 3 – New Covid specific products<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-z4UeX3nEE9Q/YK32OzWrtYI/AAAAAAAAZCk/U5AQIk9KDdIwWywUkkEW3iBIsfmVlWQqgCLcBGAsYHQ/s770/Pandemic3.collage.small.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="464" data-original-width="770" height="303" src="https://1.bp.blogspot.com/-z4UeX3nEE9Q/YK32OzWrtYI/AAAAAAAAZCk/U5AQIk9KDdIwWywUkkEW3iBIsfmVlWQqgCLcBGAsYHQ/w504-h303/Pandemic3.collage.small.jpg" width="504" /></a></span></div><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: left;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Companies began making new claims for their
existing products keeping the Covid pandemic in mind, some added new products to their existing portfolio and some went on to create new product categories.
The claims usually revolve around developing or boosting immunity and
safe-guarding health; in my last post I had already given examples of Dabur
Honey and Brooke Bond Tea, I will give some more examples here, please note
that the ads discussed in this post were released in year 2020:</span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: left;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span></span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-BTlFPwktqDY/YK5mJ-rBnXI/AAAAAAAAZC8/8DNqRBMx64w1D5mzyN53Hyk62JCN3-wHgCLcBGAsYHQ/s468/24Mantra.08.08.20.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="468" data-original-width="300" height="400" src="https://1.bp.blogspot.com/-BTlFPwktqDY/YK5mJ-rBnXI/AAAAAAAAZC8/8DNqRBMx64w1D5mzyN53Hyk62JCN3-wHgCLcBGAsYHQ/w256-h400/24Mantra.08.08.20.jpg" width="256" /></a></span></div><p></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">The marketers of 24 Mantra, in the organic
products category, fine-tuned their claims to include immunity for "Beating Covid-19".
The same was done for Emami Healthy & Tasty cooking oil, an existing
product, it was repurposed for the Covid-19 pandemic; the claim is that it has 5
immunity boosting nutrients which will strengthens immunity. Kofol, a brand from
Charak, is in the cough, cold and throat care category; now the company has
added a new product in the Kofol range, it is called Kofol Immunity Tablets; it
has been claimed that it helps in building immunity against cold and also
seasonal viral infections; does this product work on Covid-19? Well the
advertisement does not say so in so many words, it makes no such claims but it
is obviously expected that people will take these tablets thanks to the
Covid-19 scare, a clever idea!<span style="mso-spacerun: yes;"> </span></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-0lp8mU9iSgA/YK5lmOzt4HI/AAAAAAAAZCs/53qs4YlBsjkm0kXf0YCSVBfaqnihwnwEQCLcBGAsYHQ/s869/Emamioil.18.08.20.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="869" data-original-width="544" height="400" src="https://1.bp.blogspot.com/-0lp8mU9iSgA/YK5lmOzt4HI/AAAAAAAAZCs/53qs4YlBsjkm0kXf0YCSVBfaqnihwnwEQCLcBGAsYHQ/w250-h400/Emamioil.18.08.20.jpg" width="250" /></a></div><p></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/v-yjw6DVTWU" title="YouTube video player" width="560"></iframe><br /></p><p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"> </p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">ITC recently introduced Nimwash which is to
be used for cleaning fruits and vegetables. The ads claim that the product can
wash away pesticides and 99.9% germs, <u>nowhere does it claim that it can be
used to wash away viruses</u>. But the launch of Nimwash has been timed during
the pandemic and there is a good reason for it, I am sure the company hopes
that panicked consumers will anyway use the product to ensure that the fruits
and vegetable they eat are free of novel coronavirus, however the company does
not make any such claim in its ads. </span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-NENwq1rLaD4/YK5nGZQHR_I/AAAAAAAAZDE/NBD4iS-h_-0YL68E31XjjZjr-bwtFnGcwCLcBGAsYHQ/s700/Nimwash.Collage.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="564" data-original-width="700" height="323" src="https://1.bp.blogspot.com/-NENwq1rLaD4/YK5nGZQHR_I/AAAAAAAAZDE/NBD4iS-h_-0YL68E31XjjZjr-bwtFnGcwCLcBGAsYHQ/w400-h323/Nimwash.Collage.jpg" width="400" /></a><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> <br /></span></span></div><p></p>
<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/QeDx-J1WEm0" width="560"></iframe><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Kent, a brand which is associated mainly
with water-purifiers has been advertising a range of disinfectant products (see
press ad below), some of these products may have been in existence before the
pandemic started, while some may have been introduced as a result of the
pandemic. For instance, the press ad shown below is for Kent’s CamAttendance, a
“Touchless Face Attendance System” which seems to be a new product, this ad
appeals to employers urging them to keep their employees safe, obviously from
Covid-19 but Kent does not make a direct claim. It says "Be Covid-19 ready with...", so there is a bit of beating around the bush. I am sure this technology was not developed overnight when the
pandemic struck; it must have been in existence but thanks to the Covid-19 scare
the company could fine tune their advertising message to present to their
prospective customers a strong reason to buy CamAttendance. </span></p>
<p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-4lvrPPK-KyY/YK9GSJh47xI/AAAAAAAAZDU/0uHYhaS5RAoO4n76H8SVVSPdnzWzRH7fQCLcBGAsYHQ/s757/Camattence.02.09.20.alt.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="757" data-original-width="284" height="400" src="https://1.bp.blogspot.com/-4lvrPPK-KyY/YK9GSJh47xI/AAAAAAAAZDU/0uHYhaS5RAoO4n76H8SVVSPdnzWzRH7fQCLcBGAsYHQ/w150-h400/Camattence.02.09.20.alt.jpg" width="150" /></a></span></div><p></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">The communication for their other products
in the Kent range, as you can see in their ads below, has been fine-tuned to
show how they can be used for protection against Covid-19.</span></p>
<p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-E6NwjFciBoE/YK9FwBrMgCI/AAAAAAAAZDM/qc69_oHbbtI9Nkwh_pTqaqzBn2algTX6ACLcBGAsYHQ/s750/Kent.Collage.small.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="537" data-original-width="750" height="286" src="https://1.bp.blogspot.com/-E6NwjFciBoE/YK9FwBrMgCI/AAAAAAAAZDM/qc69_oHbbtI9Nkwh_pTqaqzBn2algTX6ACLcBGAsYHQ/w400-h286/Kent.Collage.small.jpg" width="400" /></a></div><p></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">I will give few more examples: Titan Eyeplus
has introduced fog-free spectacle lenses to address the problem of lens fogging
experienced by people who need wear glasses and mask at the same time.</span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-7DqvHBEoDbw/YK9Gkc7gj1I/AAAAAAAAZDc/43-sTKKYgF0LC82fI5kIu3rrXtksu5yrACLcBGAsYHQ/s587/Fogfreeglasses.09.10.20.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="587" data-original-width="379" height="400" src="https://1.bp.blogspot.com/-7DqvHBEoDbw/YK9Gkc7gj1I/AAAAAAAAZDc/43-sTKKYgF0LC82fI5kIu3rrXtksu5yrACLcBGAsYHQ/w259-h400/Fogfreeglasses.09.10.20.jpg" width="259" /></a></div><p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">During the pandemic Asian Paints introduced
‘Royale Health Shield’ Anti-Bacterial Multi-Surface Paint which the claim is
99% effective against Covid-19 virus (see press ad below). I have not
understood the claim made in the ad; on one hand they say that the product is
anti-bacterial, on the other they say that it is effective against Covid-19
virus. How can something that is anti-bacterial be effective against virus? Virus
and bacteria are not the same. I find a clever choice of words in the ad copy,
they don’t say the product destroys or eliminates Covid-19 virus, they simply say
it is ‘effective’, what do they exactly mean by ‘effective’? The important
objective of the company was to create a doubt and fear in the minds of the
consumers; to my mind the message contained in the ad seems misleading. Many
companies seem to be taking advantage of the consumers’ ignorance with regard
to the difference between bacteria and virus.</span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-M9lZTawq0yo/YK9GwEIOIwI/AAAAAAAAZDg/ukAdN0IB7a8mtB8EtV4WjliXJA5NRaoYACLcBGAsYHQ/s591/AsianPaints.RoyalHealthSheild.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="591" data-original-width="379" height="400" src="https://1.bp.blogspot.com/-M9lZTawq0yo/YK9GwEIOIwI/AAAAAAAAZDg/ukAdN0IB7a8mtB8EtV4WjliXJA5NRaoYACLcBGAsYHQ/w256-h400/AsianPaints.RoyalHealthSheild.jpg" width="256" /></a></div><p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">This is the demo video Asian Paints posted
on their YouTube channel:</span></p>
<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/cwtCLMnJ4YY" title="YouTube video player" width="560"></iframe>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">I found an interesting ad from Linc Pen
& Plastics Ltd or Linc Pens (see below), it is for Covid-19 Killer, The
Finger-Free Touch Device. This seems to be a new category in itself. </span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-CFRmAIBKJDU/YK9HHsCnnZI/AAAAAAAAZDs/XU0E-sPXunw0Hq-wzaZ5suMQYDMsOldjQCLcBGAsYHQ/s621/Covid-19Killer.22.08.20.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="621" data-original-width="389" height="400" src="https://1.bp.blogspot.com/-CFRmAIBKJDU/YK9HHsCnnZI/AAAAAAAAZDs/XU0E-sPXunw0Hq-wzaZ5suMQYDMsOldjQCLcBGAsYHQ/w250-h400/Covid-19Killer.22.08.20.jpg" width="250" /></a></div><p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">This is the demo video Linc Pens posted on
their YouTube channel:</span></p>
<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/6VQwG1qHli0" title="YouTube video player" width="560"></iframe>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="line number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="page number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of authorities"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Closing"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
UnhideWhenUsed="true" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
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</p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span class="MsoHyperlink"><span color="windowtext" face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; text-decoration: none; text-underline: none;"> </span></span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span class="MsoHyperlink"><span color="windowtext" face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; text-decoration: none; text-underline: none;">The most interesting example,
according to me, of a new product that addresses safety concerns during the
pandemic is Amul Panchamrit; the product proposition as conveyed in the one
minute ad (embedded below) is that of safety and convenience. I do not need to
describe the ad because it explains the proposition very well in a straight
forward manner and in simple language; the target customer will surely have no
problems in understanding it.</span></span></p>
<p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p>
<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/TBvhAsnqxxA" title="YouTube video player" width="560"></iframe>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"></p>
<p><span class="MsoHyperlink"><span color="windowtext" face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; text-decoration: none; text-underline: none;">There are more covid specific ads to
discuss, I will take up those in my next post </span></span><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Pandemic – A New Way of Life Part 3 – New Covid
Specific Products, The Strange And The Bizarre.</span></b> <br /></p><div class="blogger-post-footer"><div id="viadeoBlog">
<script type="text/javascript" src="http://widget.viadeo.com/blogs/afficheblog/?w=1&b=0044cgrpidhzfu3v&u=0047r6jvr2kgps67"></script>
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</div></div>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-3665098043609794573.post-33860065559414576452020-10-01T15:18:00.004+05:302021-05-10T12:10:45.209+05:30Pandemic – A New Way Of Life Part 2 – Being Safe At Home<div><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-VcYyiJlTSI4/X3A4X4IpS_I/AAAAAAAAY78/mFZpgV5Gx5Me_jQ135oJU8NKqH4vOr4bwCLcBGAsYHQ/s700/Collage%2Bfor%2BPart2.small.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="424" data-original-width="700" height="303" src="https://1.bp.blogspot.com/-VcYyiJlTSI4/X3A4X4IpS_I/AAAAAAAAY78/mFZpgV5Gx5Me_jQ135oJU8NKqH4vOr4bwCLcBGAsYHQ/w501-h303/Collage%2Bfor%2BPart2.small.jpg" width="501" /></a></div><p style="text-align: center;"></p><p>
</p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">I will be continuing from where I
left in my earlier post on this subject; if any of you have not read my
previous post, here is the link: </span><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="http://adopinions.blogspot.com/2020/07/pandemic-new-way-of-life.html#more" target="_blank">Pandemic – A New Way of
Life Part 1</a>.</span></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">The pandemic has changed the way
we live and behave, let us explore what else has happened in the advertising
world due to it.</span></p>
<p style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">False news</span></b></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Some unknown people spread the false
news that eating chicken and non-vegetarian food can cause the corona virus. As
a result of which sales of poultry products dropped; poultry producers had to
launch an advertising campaign to inform the public that corona virus is not
caused by eating poultry products. The All India Poultry Development and Services
Pvt. Ltd. and National Egg Co-ordination Committee went one step further and
advertised that eating poultry in fact develops immunity. </span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-6Bc7EHrwOkc/X3A4xNez3tI/AAAAAAAAY8E/zySbAmp8Q489CVGlyT6i3_Ca1gpYCZnsACLcBGAsYHQ/s1182/Vencob14.03.20.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1182" data-original-width="757" height="320" src="https://1.bp.blogspot.com/-6Bc7EHrwOkc/X3A4xNez3tI/AAAAAAAAY8E/zySbAmp8Q489CVGlyT6i3_Ca1gpYCZnsACLcBGAsYHQ/s320/Vencob14.03.20.png" /></a></div>
<p style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> <span></span></span></b></p><a name='more'></a><p></p><p style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">Home
deliveries and fear of infection</span></b></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">One important aspect of the lock-</span><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; mso-ascii-theme-font: minor-latin; mso-bidi-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">down is about staying at home. It was advised that as far as possible,
unless it is absolutely essential, one should not go out of home; instead home
deliveries began to be encouraged especially for cooked food and groceries.</span></p></div><div><p></p>
<p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-1wy6p6P4vI8/X3F_xyhkkeI/AAAAAAAAY8g/h-EuOsfrIKIQUsAiLJSY-TVUCpq3qeMjACLcBGAsYHQ/s700/HomeDelivery.groceries.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="387" data-original-width="700" src="https://1.bp.blogspot.com/-1wy6p6P4vI8/X3F_xyhkkeI/AAAAAAAAY8g/h-EuOsfrIKIQUsAiLJSY-TVUCpq3qeMjACLcBGAsYHQ/s320/HomeDelivery.groceries.jpg" width="320" /></a></div>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">In case of home delivered cooked food there
was a problem. During the lock-down, restaurants were closed, even now they are
in most places; so home delivering cooked food became the only option left for restaurants
if they wanted to stay in business. Many were anyway doing home deliveries
before Covid-19 happened, those restaurants who did not do home deliveries were
forced to start it. What is interesting is that even five star hotels got into
the act, they offer fine-dining experience in their home delivered food.</span></p>
<p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-P6tjOZqifa8/X3GCzDTFSDI/AAAAAAAAY8s/qgvRqRzFTVsCgaF2rMUmG7UpdY6SzQB3QCLcBGAsYHQ/s1182/5StarHotel.24.08.20.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1182" data-original-width="757" height="373" src="https://1.bp.blogspot.com/-P6tjOZqifa8/X3GCzDTFSDI/AAAAAAAAY8s/qgvRqRzFTVsCgaF2rMUmG7UpdY6SzQB3QCLcBGAsYHQ/w239-h373/5StarHotel.24.08.20.png" width="239" /></a></span></div><p></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">But a sizable number of customers were too
scared to order, many still are even now, I am sure. The thoughts which came to
mind are: Does the restaurant follow proper hygiene standards? What if the deliveryman
is infected with the coronavirus? As a result of these doubts and suspicions home
delivery orders nosedived. </span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-82NWdNRpgMY/X3GDNOT3ETI/AAAAAAAAY80/6SjsRGSz3jUsomsNdzZi17SUxVB_cgTbQCLcBGAsYHQ/s1470/DominosHomeDelivery.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1470" data-original-width="1000" height="410" src="https://1.bp.blogspot.com/-82NWdNRpgMY/X3GDNOT3ETI/AAAAAAAAY80/6SjsRGSz3jUsomsNdzZi17SUxVB_cgTbQCLcBGAsYHQ/w279-h410/DominosHomeDelivery.jpg" width="279" /></a></span></div><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Although people could order for home delivered food,
many households decided against it, they preferred to cook their own food.
Domino’s and few others like McDonald’s, Swiggy and Zomato decided to take
remedial action by adopting contactless deliveries. Domino’s launched a new
campaign which stressed on ‘zero contact’; two of their press ads are shown above, one can view a number of videos/ads explaining ‘zero contact’ in the
Domino’s YouTube channel, here is the <span>link</span>: <a href="https://www.youtube.com/user/dominosindia">https://www.youtube.com/user/dominosindia</a>. Zomato
TV ad – ‘Your MAX Safety, Our Priority’, also explains the safety measures
taken by them to avoid infections, the video has been embedded below. McDonald’s has released
two short TV ads telling consumers about the change that has happened but their
products remain the same, both ads are embedded below:</span><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></span></span></div><div style="text-align: center;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></span></span></div><div style="text-align: center;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="314" src="https://www.youtube.com/embed/SIBQ7Ssj-Jw" width="377" youtube-src-id="SIBQ7Ssj-Jw"></iframe></div></span></span></span><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Zomato – ‘Your MAX Safety, Our Priority’</span> <br /></span></span></span></div><div style="text-align: center;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></span></span></div><div style="text-align: center;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="322" src="https://www.youtube.com/embed/ZNEOvK5PKo0" width="387" youtube-src-id="ZNEOvK5PKo0"></iframe></div></span></span></span><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">McDonald's, Take Out</span></span></span></span></span></span></div><div style="text-align: center;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span></span></span><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="322" src="https://www.youtube.com/embed/3SlrY5UOMrM" width="387" youtube-src-id="3SlrY5UOMrM"></iframe> </div><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">McDonald's, </span></span></span>Delivery</span></div><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"> </span> <br /></div></span></span></span></div><div><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">If for some reason you are unable to watch the above embedded videos, you may watch the same on YouTube, here are the links: </span></span></span></div><div><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">1. </span></span></span><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Zomato
– ‘Your MAX Safety, Our Priority’ <a href="https://www.youtube.com/watch?v=SIBQ7Ssj-Jw">https://www.youtube.com/watch?v=SIBQ7Ssj-Jw</a><br /></span></span></span></span></div><div><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">2. McDonald's, Take Out: </span><a href="https://www.youtube.com/watch?v=ZNEOvK5PKo0">https://www.youtube.com/watch?v=ZNEOvK5PKo0</a></span><a href="https://www.youtube.com/watch?v=ZNEOvK5PKo0 " target="_blank"> </a></span></div><div><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">3. </span><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span lang="EN-GB"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">McDonald's, </span></span></span>Delivery:</span><a href="https://www.youtube.com/watch?v=3SlrY5UOMrM"><span lang="EN-GB"></span></a><span lang="EN-GB"><a href="https://www.youtube.com/watch?v=3SlrY5UOMrM"><span face=""Calibri","sans-serif"" style="font-size: 11pt; line-height: 150%;">https://www.youtube.com/watch?v=3SlrY5UOMrM</span></a></span>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: x-small; line-height: 150%;"><span style="mso-spacerun: yes;"> </span></span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: x-small; line-height: 150%;"><span style="font-size: small; mso-spacerun: yes;">Netmeds.com is an e-commerce pharmacy site in the business of home delivering medicines. their press ad (see below) has adopted an interesting approach, they have taken the patriotic route by saying that by staying apart (social distancing) we can keep our motherland healthy.</span><span style="mso-spacerun: yes;"><br /></span></span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span style="mso-spacerun: yes;"></span></span></p><div class="separator" style="clear: both; text-align: center;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><span style="mso-spacerun: yes;"><a href="https://1.bp.blogspot.com/-5kgt7rTb-sE/X3GHojabJtI/AAAAAAAAY9A/fXi4ddipVI0VcR--Q6tG8nBDF6LIGuJXwCLcBGAsYHQ/s946/image%2B%25287%2529.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="946" data-original-width="568" height="380" src="https://1.bp.blogspot.com/-5kgt7rTb-sE/X3GHojabJtI/AAAAAAAAY9A/fXi4ddipVI0VcR--Q6tG8nBDF6LIGuJXwCLcBGAsYHQ/w228-h380/image%2B%25287%2529.png" width="228" /></a></span></span></div><p></p> </div><div><p style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Stranded at home or families
coming together</span></b></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">During the lock-down outdoor activities
virtually came to a halt and families came together, so new ads were created
with ‘the family bonding at home’ theme in mind. OTT platforms like MX Player and Voot
got into action expecting families to look for entertainment on TV to occupy
their time. </span></p>
<div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-b6wDQ6aMFVE/X3GLZjNSt1I/AAAAAAAAY9M/9Zro3BvR8HczL7GET8qxaMNC-h5UQopowCLcBGAsYHQ/s700/MX%2BCollage.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="504" data-original-width="700" height="258" src="https://1.bp.blogspot.com/-b6wDQ6aMFVE/X3GLZjNSt1I/AAAAAAAAY9M/9Zro3BvR8HczL7GET8qxaMNC-h5UQopowCLcBGAsYHQ/w359-h258/MX%2BCollage.reduced.jpg" width="359" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-eSc058S8zGE/X3GLhv-tsRI/AAAAAAAAY9Q/VE45EN5gAgYIFVmkmkTex3jHD_CvarfkQCLcBGAsYHQ/s800/GaanaVoot.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="616" data-original-width="800" height="278" src="https://1.bp.blogspot.com/-eSc058S8zGE/X3GLhv-tsRI/AAAAAAAAY9Q/VE45EN5gAgYIFVmkmkTex3jHD_CvarfkQCLcBGAsYHQ/w361-h278/GaanaVoot.reduced.jpg" width="361" /></a></div><br /><p align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"><br /></p>
<p style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Advisories</span></b></p>
<p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">The pandemic is new to all of us and has
taken us by surprise, initially we knew very little about the disease and how
to avoid it, so we were open to any information and advice which would help us
deal with the disease. Some advertisers decided to talk about their products
and services by taking the advisory route. For example Bank of Baroda has been
promoting their digital services while advising its customers not to use cash
and not to visit branches; Indian Banks’ Association also advises on the same
lines while emphasizing the importance of washing ones hands; Indusind Bank advises people about the various options available in these times of social distancing; The Himalaya Drug
Company has released a special ad telling us how to prevent Covid-19 by
following certain hygiene practices while indirectly promoting its hand
sanitizer brand – Pure Hands. SIDBI does not give any advice to people as such but gives hope, in their ad the benefit under their new scheme Covid-19 Startup Assistance Scheme has been explained.</span></p><p style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-4s0eHBfHPwc/X3QlqRE2mjI/AAAAAAAAY9g/XlBq4DYyjnocSh1kY6deuayXIoiI_x0pQCLcBGAsYHQ/s726/Advisories.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="375" data-original-width="726" height="246" src="https://1.bp.blogspot.com/-4s0eHBfHPwc/X3QlqRE2mjI/AAAAAAAAY9g/XlBq4DYyjnocSh1kY6deuayXIoiI_x0pQCLcBGAsYHQ/w476-h246/Advisories.reduced.jpg" width="476" /></a></div><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"><br /></span><p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-F6VeDBCBJI0/X3Qm2SlgNOI/AAAAAAAAY9o/dPIOps6qxr8Kza4e4HV0KLJjjZqM9iA6ACLcBGAsYHQ/s658/SIDBInHimalaya.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="658" height="354" src="https://1.bp.blogspot.com/-F6VeDBCBJI0/X3Qm2SlgNOI/AAAAAAAAY9o/dPIOps6qxr8Kza4e4HV0KLJjjZqM9iA6ACLcBGAsYHQ/w466-h354/SIDBInHimalaya.reduced.jpg" width="466" /></a></div><br />
<div style="border-bottom: solid windowtext 1.0pt; border: medium none; mso-border-bottom-alt: solid windowtext .75pt; mso-element: para-border-div; padding: 0cm;">
<p style="border: medium none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;"></p><p style="border: medium none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;">
</p><div style="border-bottom: solid windowtext 1.0pt; border: medium none; mso-border-bottom-alt: solid windowtext .75pt; mso-element: para-border-div; padding: 0cm;">
<p style="border: medium none; line-height: 150%; margin-bottom: 0cm; margin-left: 0cm; margin-right: 0cm; margin-top: 12.0pt; margin: 12pt 0cm 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;"><b style="mso-bidi-font-weight: normal;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Education</span></b></p>
<p style="border: medium none; line-height: 150%; margin-bottom: .0001pt; margin: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Covid
has changed our loves in many ways and education has been severely impacted. Students
have been left with no other choice but study online; some educational institutions are forced to
go online and for others this presents a great opportunity.</span></p><p style="border: medium none; line-height: 150%; margin-bottom: .0001pt; margin: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;"><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span><br /><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-86gXEEpqJHM/X3QtHZcn_iI/AAAAAAAAY-Y/Yh814HTu2GsZ_25yvyDjuvnuX1bCzVFVgCLcBGAsYHQ/s672/OnlineEducation1.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="672" height="297" src="https://1.bp.blogspot.com/-86gXEEpqJHM/X3QtHZcn_iI/AAAAAAAAY-Y/Yh814HTu2GsZ_25yvyDjuvnuX1bCzVFVgCLcBGAsYHQ/w399-h297/OnlineEducation1.reduced.jpg" width="399" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-_v8mgHDm6_o/X3QtKp614kI/AAAAAAAAY-c/IrPfqJ4gOG0nmDzld7ul6mzuuHfsKTY4QCLcBGAsYHQ/s655/OnlineEducation2.reduced.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="655" height="284" src="https://1.bp.blogspot.com/-_v8mgHDm6_o/X3QtKp614kI/AAAAAAAAY-c/IrPfqJ4gOG0nmDzld7ul6mzuuHfsKTY4QCLcBGAsYHQ/w372-h284/OnlineEducation2.reduced.jpg" width="372" /></a></div><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://1.bp.blogspot.com/-IlWEJblnPNc/X3QtPn-d7CI/AAAAAAAAY-g/ApZTjnlelV4bWgrYpdy6UlGHCxEZgWTLwCLcBGAsYHQ/s500/Unacademy.fullpage.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="341" height="389" src="https://1.bp.blogspot.com/-IlWEJblnPNc/X3QtPn-d7CI/AAAAAAAAY-g/ApZTjnlelV4bWgrYpdy6UlGHCxEZgWTLwCLcBGAsYHQ/w265-h389/Unacademy.fullpage.jpg" width="265" /></a></div><p></p><p style="border: medium none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; margin: 0cm 0cm 6pt; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 0cm 0cm; padding: 0cm;"><span class="MsoHyperlink"><span color="windowtext" face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%; text-decoration: none; text-underline: none;">I am not finished
with this subject yet, but I will stop here and continue later. In my next post </span></span><span face=""Calibri","sans-serif"" lang="EN-GB" style="font-size: 11pt; line-height: 150%;">Pandemic – A New Way of
Life Part 3, I will talk about new Covid specific products.<br /></span></p></div>
</div>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="1" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
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<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
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<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
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<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
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<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
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<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
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<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
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<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
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<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
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<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
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<w:LsdException Locked="false" Priority="21" QFormat="true"
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<w:LsdException Locked="false" Priority="31" QFormat="true"
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<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
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<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-45600437549832612672020-07-01T12:09:00.001+05:302020-09-21T12:17:41.564+05:30Pandemic – A New Way of Life 1.<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div style="text-align: center;">
</div>
<br />
<div style="line-height: 150%; margin-bottom: 8.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-N7nRoPX1gtg/XvrY6WVR1tI/AAAAAAAAY4M/gEzkJameCvsl0ThgG7yOGTVh2jZ0RLR3ACPcBGAYYCw/s1600/Collage.Lockdown1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="500" data-original-width="871" height="228" src="https://1.bp.blogspot.com/-N7nRoPX1gtg/XvrY6WVR1tI/AAAAAAAAY4M/gEzkJameCvsl0ThgG7yOGTVh2jZ0RLR3ACPcBGAYYCw/s400/Collage.Lockdown1.jpg" width="400" /></a></div>
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The pandemic has brought a drastic change
in our behaviour in ways we could never imagine. We are witnessing changes in
the way we communicate with others, interact, consume, think, use our time, educate
and buy things. When making purchase decisions we can clearly see that our
priorities have changed; for example, for ladies wearing lipstick has become
unnecessary because one needs to wear a mask when stepping outside of the house. During
the lockdown we spend most of our time at home, so we may not need to buy clothes
for going to office or for social engagements; we can make do with what we
already have. We have </span><br />
<a name='more'></a><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">suddenly become more health and safety conscious than
usual; so we buy more of sanitizers, disinfectants, and products which are
supposed to boost our immunity and hopefully keep us safe. With this major
change in our lives we can also see a corresponding change in advertising as a
whole and the messages or information conveyed through advertising.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Tourism & Hospitality industry
takes a hit</span></b></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">When
the novel corona virus or Covid-19 was first reported in the media no one in
India expected it to grow so rapidly and for an indefinite period; it was
therefore not taken very seriously at that time. Life went on as usual till sometime
in March 2020. Travel agencies, for example, advertised their holiday packages for
the summer season as they did before. Here are some press advertisements of
foreign holiday packages which were released during this period:</span></div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
</div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-PwOYeIp6bgc/XvmUP1y_oXI/AAAAAAAAY38/QUG8WETD6ww26t0gk2E-pBnxAhx_h0_HQCPcBGAYYCw/s1600/ForeignTours.reduced.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="500" data-original-width="1000" height="199" src="https://1.bp.blogspot.com/-PwOYeIp6bgc/XvmUP1y_oXI/AAAAAAAAY38/QUG8WETD6ww26t0gk2E-pBnxAhx_h0_HQCPcBGAYYCw/s400/ForeignTours.reduced.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "arial" , "helvetica" , sans-serif;">These advertisements appeared in February 2020</span></td></tr>
</tbody></table>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
</div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Airlines
did the same; even for the hotel industry, life went on as usual. I remember
the Trivago (Rahul and Rohan) TV commercial appearing across channels
sometime till March 2020. Madhya Pradesh Tourism also advertised very heavily
during February and March 2020. The virus was simply not taken so seriously. As
the virus began to spread alarmingly in Europe, Italy imposed a lockdown. The
world began to see new travel restrictions or safeguards being imposed at
airports which hitherto did not exist. It was then that the tourism industry in
India realized that going abroad on a holiday was not an option anymore; it was
not safe to go abroad. Travel agents then switched attention to domestic
tourism and we began seeing ads which promoted holiday destinations within
India. </span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-RNKEr3ZbPt4/XvrizBAQJtI/AAAAAAAAY6A/93WSZwtaro0x58MUil4V2R2ZNILLtUt4ACLcBGAsYHQ/s1600/Airlinecollage.reduced.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="370" data-original-width="400" height="370" src="https://1.bp.blogspot.com/-RNKEr3ZbPt4/XvrizBAQJtI/AAAAAAAAY6A/93WSZwtaro0x58MUil4V2R2ZNILLtUt4ACLcBGAsYHQ/s400/Airlinecollage.reduced.jpg" width="400" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-C6_tvW07lbg/Xvra6LdLxLI/AAAAAAAAY4U/41q4kCVweCwOy7WjyxzuX1pWq9VjX56NgCLcBGAsYHQ/s1600/MPtourism.19.02.20.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="487" data-original-width="640" height="243" src="https://1.bp.blogspot.com/-C6_tvW07lbg/Xvra6LdLxLI/AAAAAAAAY4U/41q4kCVweCwOy7WjyxzuX1pWq9VjX56NgCLcBGAsYHQ/s320/MPtourism.19.02.20.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-WY_ipwExfEs/Xvra_aAHeaI/AAAAAAAAY4Y/MexMK1V4TNMmy2-IW-uPiu9vTCgTyw4SACLcBGAsYHQ/s1600/Gulmarg.02.03.20.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="608" data-original-width="800" height="243" src="https://1.bp.blogspot.com/-WY_ipwExfEs/Xvra_aAHeaI/AAAAAAAAY4Y/MexMK1V4TNMmy2-IW-uPiu9vTCgTyw4SACLcBGAsYHQ/s320/Gulmarg.02.03.20.jpg" width="320" /></a></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-o5l3nnDVaOs/XvrbCEAtu6I/AAAAAAAAY4c/9o3vvqZeFKI9tBsYOcIuHMeTi1oNC1qmgCLcBGAsYHQ/s1600/IndianHolidays.05.03.20.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="485" height="640" src="https://1.bp.blogspot.com/-o5l3nnDVaOs/XvrbCEAtu6I/AAAAAAAAY4c/9o3vvqZeFKI9tBsYOcIuHMeTi1oNC1qmgCLcBGAsYHQ/s640/IndianHolidays.05.03.20.jpg" width="387" /></a></div>
</div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The idea of pushing domestic tourism also
did not work, people arriving from abroad brought the virus with them; soon a lockdown
was imposed in India and ads promoting domestic tourism also stopped abruptly.
Thus started a terrible time of tourism and hospitality industry. Travelling
anywhere for whatever reason, holiday or otherwise, eating out, going for
movies, or for that matter any kind of outdoor activity was curbed. Advertising
expenditure nosedived, we began to see significant changes happening around us and
priorities were no longer the same, a new way of life began to emerge. </span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The pandemic – A great
opportunity for some </span></b></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Emphasis
was and still is on safety, hygiene, taking precautions and staying healthy;
for some players this situation was an opportunity but for others, they had to
innovate. Suddenly we began to see a spurt in ads like those of sanitizers, disinfectants
and immunity and health boosters; some were brands already well-known and
others were new trying to take advantage of the situation. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<br /></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">New corona virus specific ads were
made for old and established brands; Savlon Swasth India, Lizol and Lifebuoy are examples:</span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-kRSzEKvHzT4/XvrhZnW-nlI/AAAAAAAAY5U/wlbx13SS6To8W-sSY6okWSaoFVfeg7jkQCLcBGAsYHQ/s1600/Lizol.Lifebuoy.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="372" data-original-width="466" height="255" src="https://1.bp.blogspot.com/-kRSzEKvHzT4/XvrhZnW-nlI/AAAAAAAAY5U/wlbx13SS6To8W-sSY6okWSaoFVfeg7jkQCLcBGAsYHQ/s320/Lizol.Lifebuoy.jpg" width="320" /></a></div>
<div style="text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-hPBrmzNW0N0/XvrgH4Td30I/AAAAAAAAY5E/G4D0qKmXJuMO73lRue1Dq0-77kWOyPQvgCLcBGAsYHQ/s1600/Savlon.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="609" data-original-width="800" height="151" src="https://1.bp.blogspot.com/-hPBrmzNW0N0/XvrgH4Td30I/AAAAAAAAY5E/G4D0qKmXJuMO73lRue1Dq0-77kWOyPQvgCLcBGAsYHQ/s200/Savlon.jpg" width="200" /></a></span></div>
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"> </span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Both Dettol and Savlon have launched
disinfectant sprays in India which is in direct response to the pandemic. So
far press ads have been released for both brands and Dettol also has a TV
commercial but I have yet to see a TV commercial for Savlon Disinfectant Spray:</span></div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-oD_j-XJF9HU/XvrgXq6V7II/AAAAAAAAY5I/_Ojwva6L3AEaaIBkmVFOIzEgRubvpboQQCLcBGAsYHQ/s1600/SavlonDettolSprays.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1279" data-original-width="1600" height="255" src="https://1.bp.blogspot.com/-oD_j-XJF9HU/XvrgXq6V7II/AAAAAAAAY5I/_Ojwva6L3AEaaIBkmVFOIzEgRubvpboQQCLcBGAsYHQ/s320/SavlonDettolSprays.jpg" width="320" /></a></div>
</div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
</div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><iframe allow="accelerometer; autoplay; encrypted-media;
gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/GbHj4gFUXRc" width="560"></iframe></span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<b><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: x-small; line-height: 150%;">If for some reason you are unable to view
the above embedded video you could see the same on YouTube by clicking this
link: <a href="https://www.youtube.com/watch?v=GbHj4gFUXRc">https://www.youtube.com/watch?v=GbHj4gFUXRc</a></span></b></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Since the virus does not have any vaccine
so far, immunity boosters have become very important. Not only have people become
more aware these days, one can also see several articles in the press telling
us how important immunity boosters are. Quite a few advertisers are also
telling us what kind of important role their products play in boosting one’s
immunity, many of them however do not refer to the pandemic in particular. </span></div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-wWpEE1FDpo8/XvrhjeyEZVI/AAAAAAAAY5Y/VqT6KcAHSrYVSYE51kSKOzf__UMnepqPQCLcBGAsYHQ/s1600/BrookBond.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="360" height="400" src="https://1.bp.blogspot.com/-wWpEE1FDpo8/XvrhjeyEZVI/AAAAAAAAY5Y/VqT6KcAHSrYVSYE51kSKOzf__UMnepqPQCLcBGAsYHQ/s400/BrookBond.jpg" width="240" /></a></div>
</div>
<br />
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><iframe allow="accelerometer; autoplay; encrypted-media;
gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/6FIViDPCVBI" width="560"></iframe></span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<b><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: x-small; line-height: 150%;">If for some reason you are unable to view
the above embedded video you could see the same on YouTube by clicking this
link: <a href="https://www.youtube.com/watch?v=6FIViDPCVBI">https://www.youtube.com/watch?v=6FIViDPCVBI</a></span></b></div>
<div align="center" style="margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<br /></div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><iframe allow="accelerometer; autoplay; encrypted-media;
gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/4k_W254CJh4" width="560"></iframe></span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<b><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: x-small; line-height: 150%;">If for some reason you are unable to view
the above embedded video you could see the same on YouTube by clicking this
link: <a href="https://www.youtube.com/watch?v=4k_W254CJh4">https://www.youtube.com/watch?v=4k_W254CJh4</a></span></b></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">In June 2020 Amul also launched Tulsi and
Ginger Doodh (milk) which they claim can boost immunity, I do not know if they
have started any advertising campaign for these as yet, there is a video on
YouTube of </span><span class="style-scope"><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Amul
Managing Director Mr R.S. Sodhi talking about the launch, here is the link: <a href="https://youtu.be/vbkF8l_qyG4">https://youtu.be/vbkF8l_qyG4</a></span></span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">During
the lockdown SP Robotic Works, a company in the area of edutainment released a
series of press ads promoting their products; it was a clever move considering
the fact that they target children and this was an excellent opportunity to get
their attention during the lockdown when people could not go out.</span></div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-FBIuG8eTSzE/XvriB_FafuI/AAAAAAAAY5o/B_PcEwxF51caxv-hWXNHGN3yZFQKjQR8ACLcBGAsYHQ/s1600/SPROBOTIC%2Bcollage.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="778" data-original-width="1000" height="310" src="https://1.bp.blogspot.com/-FBIuG8eTSzE/XvriB_FafuI/AAAAAAAAY5o/B_PcEwxF51caxv-hWXNHGN3yZFQKjQR8ACLcBGAsYHQ/s400/SPROBOTIC%2Bcollage.jpg" width="400" /></a></div>
<br /></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">During
the pandemic apart from sanitizers and disinfectants the mask became an
important part of one’s attire. Apart from big time international fashion
designers getting to the mask business, quite a number of companies all over
the world who were in unrelated industries got into the business of producing
masks, one being Lamborghini which is producing surgical masks and medical
shields. Wildcraft, a company in the clothing, footwear and rainwear business
have added masks to product range; here is a TV commercial ‘Hain Taiyaar Hum” for
Wildcraft Supermask:</span></div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
</div>
<div align="center" style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm; text-align: center;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><iframe allow="accelerometer; autoplay; encrypted-media;
gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/dolDnSzIZbQ" width="560"></iframe> </span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<b><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: x-small; line-height: 150%;">If for some reason you are unable to watch
this video you could watch the same on YouTube, here is the link </span><span lang="EN-GB" style="font-size: x-small;"><a href="https://www.youtube.com/watch?v=dolDnSzIZbQ"><span style="font-family: "calibri" , "sans-serif"; line-height: 150%;">https://www.youtube.com/watch?v=dolDnSzIZbQ</span></a></span><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: x-small; line-height: 150%;">.</span></b></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">I quite like the visuals in this ad but do
not like the jingle, it could have been better. As long as the Covid-19 threat
remain masks will serve an important purpose and be a fashion accessory for
some. </span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">During
the lockdown PM Narendra Modi appealed to the people of India to switch off all
lights at 9.00pm for 9 minutes on April 5, 2020 and stand in balconies or
windows holding lit up torches, diyas or mobile phones; now this was an
opportunity for Eveready Industries India Ltd. to place a full page ad in the
newspaper.</span></div>
<div align="center" style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-ygLd1u6Cv3Y/Xvrhz35mTNI/AAAAAAAAY5k/TZ3GjR-1G-c7iu2nxXzJ_BLkuSkLSbQ5QCLcBGAsYHQ/s1600/Eveready%2B05.04.20.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="501" height="400" src="https://1.bp.blogspot.com/-ygLd1u6Cv3Y/Xvrhz35mTNI/AAAAAAAAY5k/TZ3GjR-1G-c7iu2nxXzJ_BLkuSkLSbQ5QCLcBGAsYHQ/s400/Eveready%2B05.04.20.jpg" width="250" /></a></div>
</div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">A
lot has happened in the advertising scene ever since the pandemic was declared,
I am trying to cover as much I can in this blog but I would like to pause here
and continue in the next post: Pandemic – A New Way of Life Part 2. </span></div>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="header"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footer"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="index heading"/>
<w:LsdException Locked="false" Priority="35" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of figures"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope return"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="line number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="page number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of authorities"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Closing"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
UnhideWhenUsed="true" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Continue 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Message Header"/>
<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Salutation"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Date"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
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<br />
<div style="border-bottom: solid windowtext 1.0pt; border: none; mso-border-bottom-alt: solid windowtext .5pt; mso-element: para-border-div; padding: 0cm 0cm 31.0pt 0cm;">
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 31.0pt 0cm; padding: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Many a times advertisements talk about product features but do not
properly explain how these features benefit consumers. This has been happening
in various product categories but in case of digital cameras it keeps happening
almost all the time, I would also include smartphones in the category because
these are digital</span><br />
<a name='more'></a><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"> cameras as well.</span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 31.0pt 0cm; padding: 0cm;">
<a href="https://1.bp.blogspot.com/-uyFdjNHTC-4/XgoNs1HR6rI/AAAAAAAAY1U/b5dw-84luNk1Ry0UviVQLQYL71OKgI0HgCEwYBhgL/s1600/RedmiNote7.1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="345" data-original-width="794" height="86" src="https://1.bp.blogspot.com/-uyFdjNHTC-4/XgoNs1HR6rI/AAAAAAAAY1U/b5dw-84luNk1Ry0UviVQLQYL71OKgI0HgCEwYBhgL/s200/RedmiNote7.1.jpg" width="200" /></a><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">From the time digital cameras made their appearance in the Indian
market, which was a little over two decades ago, the number of megapixels the
camera has to offer was always highlighted the advertisement. It was hardly
ever explained what happens when you have more megapixels, how does it improve
your photography. Thus the general impression the ads created in the consumers’
minds was that higher the megapixel better the performance without explaining
how. This is not necessarily really true, experts say that there is more to
digital photography than just megapixels; there are other aspects which
together with megapixels decide the performance of the camera. But higher
megapixels definitely helps in maintaining clarity when it comes to zooming,
and this is what the new campaign for </span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Redmi Note 7 Pro</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"> <span lang="EN-GB">is trying to communicate. In case of a regular
camera you could use the optical zoom function which is</span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span lang="EN-GB"></span></span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span lang="EN-GB"><a href="https://1.bp.blogspot.com/-3IK6D3yCx3g/XgtgIE0MFtI/AAAAAAAAY1o/qSVWUrbTtVwijPTlYAlX6FH7Cnn2GcbBgCEwYBhgL/s1600/RedmiNote7.comic.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="340" data-original-width="799" height="85" src="https://1.bp.blogspot.com/-3IK6D3yCx3g/XgtgIE0MFtI/AAAAAAAAY1o/qSVWUrbTtVwijPTlYAlX6FH7Cnn2GcbBgCEwYBhgL/s200/RedmiNote7.comic.jpg" width="200" /></a></span></span></div>
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span lang="EN-GB"> superior to digital
zoom. We are not discussing photography here, so I would not like to go into
too many details. All I would like to say is that in case of </span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Redmi Note 7 Pro,
the disadvantage of not having optical zoom function has been compensated by
increasing the megapixels to 48.<span style="mso-spacerun: yes;"> </span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span lang="EN-GB"></span><br />
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 31.0pt 0cm; padding: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The </span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Redmi Note 7 Pro ad campaign comprises two ads that I know of, the
campaign has taken the celebrity endorsement route, the ads feature a popular
Hindi film actor – Ranveer Singh. In the hostel ad it is shown how Redmi Note 7
Pro helps in revealing that the person who was thought to be a woman is
actually a man; in the classroom ad Redmi Note 7 Pro helps in revealing that
the student who was thought to be reading his text book is actually reading a
comic book. All this was possible because of the remarkable image clarity when
the zoom function is used. The treatment of both these ads is meant to be humorous,
both the situations shown are intended to be relatable. The ads have been
embedded below:</span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 31.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><iframe allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/foqCuouu5gQ" width="560"></iframe></span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .5pt; mso-padding-alt: 0cm 0cm 31.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span style="font-size: xx-small;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%;">If for some reason you are unable to watch the
embedded video here, you may watch it on YouTube, here is the link: <a href="https://youtu.be/foqCuouu5gQ">https://youtu.be/foqCuouu5gQ</a></span></span></span> </span></div>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Note Heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Block Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Hyperlink"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="FollowedHyperlink"/>
<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Document Map"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Bottom of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Sample"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Variable"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation subject"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="No List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Simple 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Grid 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 5"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 6"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 7"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table List 8"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Contemporary"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Professional"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Theme"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 6"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 6"/>
<w:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="List Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="List Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
Name="List Table 1 Light Accent 6"/>
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<![endif]--><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%;">If for some reason you are unable to watch the
embedded video here, you may watch it on YouTube, here is the link: <a href="https://youtu.be/1jMA-jftg_0">https://youtu.be/1jMA-jftg_0</a></span></span></span></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">For a change the ad campaign for </span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Redmi Note 7 Pro explains
how with higher megapixels (MP), in this case 48MP, you get a clear and
detailed image even when you zoom close. The ads have gone beyond the product
feature and has converted the feature into consumer benefit, this is what I
like about this ad campaign – this I feel makes better sense to the consumers
rather than just saying that our smartphone camera is superior because we offer
you 48 MP. </span></div>
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<div style="border-bottom: solid windowtext 1.0pt; border: none; mso-border-bottom-alt: solid windowtext .75pt; mso-element: para-border-div; padding: 0cm 0cm 1.0pt 0cm;">
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">I personally think that the creative execution
could have been a lot better and effective, I will tell you why, here are my
observations: </span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The campaign does not seem to target a
certain kind of customers, there seems to be no core audience, the
communication generally aimed at everyone who can afford this smartphone model.
It is my personal opinion that this campaign would have done better if it was
fine tuned to address a certain kind of customer.</span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">The product benefit the campaign is trying to
communicate is rather weak; if the purpose of the smartphone to spy on others, it
is frivolous.</span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Using celebrity endorsement does not seem to
add any special value, it is like several other celebrity centric ad campaigns.
In the classroom ad Ranveer Singh play the role of a Catholic priest who could
be the principal of the school, in their bid to have a humorous script the school
principal is portrayed as some kind of joker which I find rather disrespectful.
The ad is not humorous either. As for the hostel ad, it is based on a decades
old joke; it was not at all original and I did not find it funny.</span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-oGi3BY8_srA/XgtgMdrzqKI/AAAAAAAAY1s/Ag-AaHZcnnY9BSQ2Ef3WVwc-NiOJYyRxQCEwYBhgL/s1600/RedmiNote7.longhair.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="343" data-original-width="800" height="85" src="https://1.bp.blogspot.com/-oGi3BY8_srA/XgtgMdrzqKI/AAAAAAAAY1s/Ag-AaHZcnnY9BSQ2Ef3WVwc-NiOJYyRxQCEwYBhgL/s200/RedmiNote7.longhair.jpg" width="200" /></a></span></div>
</div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Long before the days of smartphones camera
ownership in India was one of the lowest in the world. <span id="goog_1106372937"></span><span id="goog_1106372938"></span>With smartphones the
camera ownership has shot up to dizzy heights, after all a smartphone is also a
camera and the quality is getting better every day. So today we have a huge
community of amateur photographers and videographers who use only their
smartphone cameras to produce content and share the images and videos produced
by them on social media, this community is growing rapidly. There are free
downloadable apps which make the quality of the images even better, this
further encourages this community. The feature of 40MP which results in better
quality zoom is a great advantage and needs to be leveraged keeping this
community in mind. Being a YouTuber myself I would like to know how the 40MP
feature can help video makers in making better quality videos, perhaps the
company, in their future campaigns, should talk about how the phone can help in
making great videos also.</span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><a href="https://1.bp.blogspot.com/-B4kWZPD6_qc/Xgtf9SRM8AI/AAAAAAAAY1w/g4lRosQhDTgt0EVzWhtggA8bw2IkLOqIgCEwYBhgL/s1600/RedmiNote.lenses.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="341" data-original-width="800" height="85" src="https://1.bp.blogspot.com/-B4kWZPD6_qc/Xgtf9SRM8AI/AAAAAAAAY1w/g4lRosQhDTgt0EVzWhtggA8bw2IkLOqIgCEwYBhgL/s200/RedmiNote.lenses.jpg" width="200" /></a></span></div>
</div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">I think the company and its ad agency should
rethink their entire communications strategy for better results. I do not think
a celebrity is essential when you have a strong product benefit to offer.</span></div>
<div style="border: none; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm; padding: 0cm;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;">Before signing off I would like to mention
that Xiaomi India has also introduced Redmi Note 8 Pro which gives you 64MP and
also has Alexa built in. They have two distinctly different ads, one purely on
the Alexa feature and the other shows how the smartphone camera helps in solving
a bank robbery. I am glad that both the TV ads do not feature any celebrity,
you do not need a celebrity when you have a strong product benefit. The second
ad is a spoof on the popular TV serial CID, once again they have used humour to
convey their message that 64MP gives far better image quality; I feel this ad
is better than the Redmi Note 7 Pro ads.</span></div>
</div>
</div>
</div>
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</div></div>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-3665098043609794573.post-47178986901295160722019-02-11T20:49:00.001+05:302019-02-11T20:49:41.427+05:30What are they trying to say? Google Pixel 3 and Liva<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-qC8dErIWTWk/XFxNDMK-AvI/AAAAAAAAYxQ/4vHbrREfGX8SP4tRWQgp4ARj6wLoE9djACLcBGAs/s1600/GooglePixel3Liva-Collage.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="748" data-original-width="1600" height="185" src="https://2.bp.blogspot.com/-qC8dErIWTWk/XFxNDMK-AvI/AAAAAAAAYxQ/4vHbrREfGX8SP4tRWQgp4ARj6wLoE9djACLcBGAs/s400/GooglePixel3Liva-Collage.jpg" width="400" /></a></div>
<br />
<br />
<div style="line-height: 150%; margin-bottom: 6.0pt;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">People, companies, government and various organizations advertise
to communicate ideas, messages or information to the public in general or to a
select target audience. Common sense tells us that there should be clarity in
the communication so that the people seeing the advertisement understand it,
comprehend it and the communication should have its desired effect. Simplicity in communication is also very important, especially, so that the
message is not diluted by other distractions such as a celebrity model.</span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">In a competitive market place what happens is, the client company
along with its advertising agency will try to see that their ads stand out in
the clutter and grab attention of the prospective consumers, therefore the
creative team in the ad agency work hard to give the ad campaign some kind of
distinctiveness. So, you have attention
grabbing headlines and visuals in press ads and outdoor; in case of TV
commercials a bit of drama and imagery is often added to engage with the target
audience. However, I find that sometimes ad agencies get so involved with</span><br />
<a name='more'></a><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">their
creative inputs that they lose sight of the fact that the communication has to
be clear and simple. The matter gets further complicated when a well-known
celebrity is the model or brand ambassador, in this case the persona of the
celebrity takes centre stage driving the communication to a different
direction. When I see some ads I keep wondering as to what exactly are they
trying to say? To illustrate my point I will be discussing two ad campaigns, both
of them featuring film celebrities: Google Pixel 3 (Rahul Dravid) and Liva
(featuring Kangana Ranaut). <span style="margin: 0px;"> </span></span></div>
<br />
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0cm;">
<span style="color: #660000;"><span style="font-size: large;"><b style="mso-bidi-font-weight: normal;"><u><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%; margin: 0px;">Google Pixel
3</span></u></b><u><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%; margin: 0px;"> featuring Rahul Dravid</span></u></span></span><br />
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<a href="https://1.bp.blogspot.com/-CtbOlOuJm4s/XF2fx3v-oCI/AAAAAAAAYyI/l8M8iaDTGK8b6J-YAGVHXe2e-NaR3SAYQCLcBGAs/s1600/vlcsnap-2019-01-29-20h09m28s351.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="225" src="https://1.bp.blogspot.com/-CtbOlOuJm4s/XF2fx3v-oCI/AAAAAAAAYyI/l8M8iaDTGK8b6J-YAGVHXe2e-NaR3SAYQCLcBGAs/s400/vlcsnap-2019-01-29-20h09m28s351.jpg" width="400" /></a></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">This is a four ad TV campaign,
each ad explain a unique benefit offered by Google Pixel 3 app. All four ads
show a young man explaining a feature to Rahul Dravid. Here are the links to the
ads: </span></div>
<ul style="text-align: left;">
<li><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;">Rahul Dravid meets Google Pixel 3 | Google Lens</span></b><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"> </span><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"><a href="https://www.youtube.com/watch?v=18zRHvOyPu0&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v">https://www.youtube.com/watch?v=18zRHvOyPu0&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v</a><span style="color: #0a0a0a;"></span></span></li>
<li><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;">Rahul Dravid meets Google Pixel 3 | Top Shot</span></b><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"> </span><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"><a href="https://www.youtube.com/watch?v=ZEr8asRW5g0&index=2&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v">https://www.youtube.com/watch?v=ZEr8asRW5g0&index=2&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v</a><span style="color: #0a0a0a;"></span></span></li>
<li><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;">Rahul Dravid meets Google Pixel 3 | Playground</span></b><a href="https://draft.blogger.com/goog_1064089446"><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"> </span></a><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"><a href="https://www.youtube.com/watch?v=KB7QdorAhqo&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v&index=3">https://www.youtube.com/watch?v=KB7QdorAhqo&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v&index=3</a><span style="color: #0a0a0a;"></span></span></li>
<li><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;">Rahul Dravid meets Google Pixel 3 | Group Selfie Cam</span></b><span lang="EN-GB" style="color: #0a0a0a; font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"> <a href="https://www.youtube.com/watch?v=Qo6rlquIJcQ&index=4&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v">https://www.youtube.com/watch?v=Qo6rlquIJcQ&index=4&list=PL-kIBfSqQg3vN6VxHBReasiPYNxXiBJ9v</a></span><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 9.0pt;"></span></li>
</ul>
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<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm;">
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">With Google’s financial muscle the
ads appeared repeatedly across several TV channels, I am sure the campaign has
got the company the results they were looking for. But to my mind it would have
yielded better results if the communication was more direct rather than making
it roundabout. Dravid is supposed to be the ‘brand ambassador' but his role is
rather passive, that is, just listening to the other person and passing a
comment. There was an attempt to have some humour but it just did not work. <span style="margin: 0px;"> </span></span></div>
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<span style="color: #660000;"><span style="font-size: large;"><b style="mso-bidi-font-weight: normal;"><u><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%; margin: 0px;">Liva</span></u></b><u><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; line-height: 150%; margin: 0px;"> featuring Kangana Ranaut</span></u></span></span><br />
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<a href="https://1.bp.blogspot.com/-AICC1FP1Vzs/XF2eXpTQmxI/AAAAAAAAYxo/-WZSa8yQzTA6S0F0VHaNqmUNoLgrc0hjgCLcBGAs/s1600/vlcsnap-2019-02-08-17h18m27s232.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="225" src="https://1.bp.blogspot.com/-AICC1FP1Vzs/XF2eXpTQmxI/AAAAAAAAYxo/-WZSa8yQzTA6S0F0VHaNqmUNoLgrc0hjgCLcBGAs/s400/vlcsnap-2019-02-08-17h18m27s232.jpg" width="400" /></a></div>
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<u><span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"></span></u></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">I feel that the Liva ad does not
exactly communicate whatever it is supposed to communicate. The various images
you get to see in the ad are: (1) Some people injecting something called Liva
Fluid Fabric into clothes, (2) as a result the clothes seem to come alive (3) a
fashion show is in progress, and the main model is film actress Kangana Ranaut,
(4) and finally at the end we see a graphic saying Liva Fluid Fashion. As for
the accompanying sound we hear music in the first half of the ad; this is
followed by a jingle where one is not able to understand the lyrics, at the end
there is a voice-over saying – “Fabrics never felt so fluid, Liva! Natural
fluid fashion”.</span></div>
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<a href="https://3.bp.blogspot.com/-7VwcfQekEu4/XF2eoq8WgBI/AAAAAAAAYxw/KXlU0GnAugwg85NLw1RaRdQ-NRsASJvXACLcBGAs/s1600/vlcsnap-2019-01-29-19h59m54s973.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="112" src="https://3.bp.blogspot.com/-7VwcfQekEu4/XF2eoq8WgBI/AAAAAAAAYxw/KXlU0GnAugwg85NLw1RaRdQ-NRsASJvXACLcBGAs/s200/vlcsnap-2019-01-29-19h59m54s973.jpg" width="200" /></a></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">When you watch the Liva ad, what
do you understand immediately after seeing it? Well when I first watched this
ad the impression I got was that Liva was fashion brand because it says
‘Natural Fluid Fashion’ and also it showed a fashion show. I later learnt that
I was mistaken, or was I really mistaken? Because that was <u>exactly the
impression</u> created by the ad. What I later learnt was a different story
altogether. At the Times Litfest 2018 Mumbai, I happened to visit the Liva stall
(Liva was one of the sponsors of the event) and it is there that I learnt that
Liva is not a clothing or a fashion brand but a fabric brand. It is sold to
several well-known ready-made garments manufacturers; every piece of clothing
made from Liva fabric carries a ‘Liva’ tag which a buyer is supposed to look
for because it is supposed to indicate quality and care for the environment. I
was told that Liva fabrics are manufactured using environment friendly methods.
I did some more research and learnt that the brand is supposed to be promising ‘fluidity’.
</span></div>
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<a href="https://4.bp.blogspot.com/-k-ONj17tVg0/XF2ex-oHaGI/AAAAAAAAYx0/e2UdR6XKvy8l_tkJuEkE0am8Zowm2fWcgCLcBGAs/s1600/vlcsnap-2019-01-29-20h00m20s989.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://4.bp.blogspot.com/-k-ONj17tVg0/XF2ex-oHaGI/AAAAAAAAYx0/e2UdR6XKvy8l_tkJuEkE0am8Zowm2fWcgCLcBGAs/s320/vlcsnap-2019-01-29-20h00m20s989.jpg" width="320" /></a></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">The ad does not at all explain
what this ‘fluidity’ supposed to mean in this context, though an attempt has
been made to show it visually showing something being injected into the
garments to give it ‘fluidity’, but this does not register because no one is
explaining it clearly; it could very well be interpreted differently. The
visuals simply do not convey the message, and there is no audio explaining what
the advertisers wish to convey. The ad does not even advise the potential buyer
that he/she should look for the Liva tag which is an assurance of quality and
‘fluidity’, so how does a consumer like you and I know that we have to look for
the Liva tag. </span></div>
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<a href="https://4.bp.blogspot.com/-93TlTfO9u7M/XF2fbskKxmI/AAAAAAAAYx8/fXMmvl9T9kc0oeQITif4cGRHCs_HEllLACLcBGAs/s1600/vlcsnap-2019-01-29-20h02m00s600.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="411" data-original-width="730" height="112" src="https://4.bp.blogspot.com/-93TlTfO9u7M/XF2fbskKxmI/AAAAAAAAYx8/fXMmvl9T9kc0oeQITif4cGRHCs_HEllLACLcBGAs/s200/vlcsnap-2019-01-29-20h02m00s600.jpg" width="200" /></a></div>
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<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">The Liva ad, to my mind, focuses
too much on the celebrity model just like the Google Pixel 3 ad campaign and is
not able to communicate the right message. Celebrities are used in campaigns
when the advertisers is not able to convey any distinctive product benefit in a
highly competitive category. But in the Liva ad there was something interesting
to talk about so why keep silent? To my mind some consumer education is needed in the Liva ad campaign to make it more effective. Firstly the concept of fluid fabric should be explained properly and secondly the consumer should be told to look for the Liva tag, just showing the Liva tag is less effective. I am sure the Liva ad campaign has been effective but I feel it would have been more effective if both show and tell elements in the campaign.</span><br />
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"></span><br />
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">You can view the embedded below or watch it on YouTube by clicking this link: <a href="https://youtu.be/3_Nwxj71-Xw">https://youtu.be/3_Nwxj71-Xw</a></span><br />
<span lang="EN-GB" style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/3_Nwxj71-Xw" width="560"></iframe><br /></span></div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-42658918743848995042018-10-01T20:01:00.000+05:302018-10-01T20:01:25.597+05:30Short Comments – India Gate Quinoa ‘Guilt-free’, Hero Duet – Ek Soch Nayi, Axis Bank – Home Loans with 12 EMIs off<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://1.bp.blogspot.com/--vfGaRD1YzE/W6eoNaGabVI/AAAAAAAAYwQ/Xoj6XIlSpwsBZDa6WwrqhcwByuS-P4RDACLcBGAs/s1600/ShortComments.Collage.Title.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="679" data-original-width="1000" height="271" src="https://1.bp.blogspot.com/--vfGaRD1YzE/W6eoNaGabVI/AAAAAAAAYwQ/Xoj6XIlSpwsBZDa6WwrqhcwByuS-P4RDACLcBGAs/s400/ShortComments.Collage.Title.jpg" width="400" /></a></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">In this post
and the next two I will be making short comments on selected ads which have appeared
on television in the last one or two years. In this post I will comment on the
India Gate Quinoa ad campaign, Hero Duet ad and Axis Home Loans ‘12 EMIs off’
ad; so read on.</span></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: #660000;">India Gate
Quinoa ‘Guilt-free ’ad campaign – misleading ad</span></span></b></div>
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"></span></b><br />
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><a href="https://1.bp.blogspot.com/-8mb8gMwh6gk/W6eoSsibaoI/AAAAAAAAYwU/4Phcg-EX524kjCki9DBP17FgI0o9QprwQCEwYBhgL/s1600/IndiaGate-Quinoa.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="320" data-original-width="591" height="173" src="https://1.bp.blogspot.com/-8mb8gMwh6gk/W6eoSsibaoI/AAAAAAAAYwU/4Phcg-EX524kjCki9DBP17FgI0o9QprwQCEwYBhgL/s320/IndiaGate-Quinoa.jpg" width="320" /></a></span></b></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">The TV ad campaign attempts to
introduce quinoa to the Indian consumers as a healthy alternative to what is
being consumed now. The message is quite simple – Enjoy the dishes you want, as
much you want, but just replace the main ingredient</span></span><br />
<a name='more'></a><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;"> with India Gate quinoa to
make it healthy, so you can ‘indulge guilt-free’. The campaign comprises three
TV commercials (TVC) namely – Kabab, Burger and Halwa. I am not going to
describe the TVCs, you might have seen them, if not please see the three
embedded videos below. If for some reason the videos don’t play the links have
been provided: </span></span></div>
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">Halwa</span></span></b><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://youtu.be/62F7sFIusP0">https://youtu.be/62F7sFIusP0</a></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/62F7sFIusP0" width="560"></iframe></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">Kabab</span></span></b><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://youtu.be/i_uWfHoZH50">https://youtu.be/i_uWfHoZH50</a></span></div>
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<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/i_uWfHoZH50" width="560"></iframe></span></div>
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<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">Juicy Burge</span>r</span></b><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="margin: 0px;"> </span><a href="https://youtu.be/pOq2gNLeoaw">https://youtu.be/pOq2gNLeoaw</a><span style="margin: 0px;"> </span></span></div>
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<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/pOq2gNLeoaw" width="560"></iframe></span></div>
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<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">I do not see how you could replace
the main ingredients in your dish with quinoa. For example, in case of kababs,
quinoa cannot be compared with chicken or lamb. They are different things, they
cannot replace each other; the flavours and textures will surely differ. Kababs
made from quinoa will not replace meat; it can perhaps become another variant
of kababs, if at all. Same applies to burgers. So I doubt if these ads will
achieve the desired objective of making people replace existing ingredients by
quinoa. </span></span></div>
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<div style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;"><span style="margin: 0px;"> </span>The ‘Halwa’ ad of the India Gate Quinoa ad
campaign is totally misleading and should not have been aired in the first
place. A halwa dish is fattening and unhealthy because of the sugar in it and not because of the main ingredient;
for example <i style="mso-bidi-font-style: normal;">Gajar ka halwa</i> eaten in excess
quantities may be fattening and that is because of the sugar content and not because
of the <i style="mso-bidi-font-style: normal;">gajar</i> or carrots which are not fattening. India Gate
wants us to believe that by simply replacing the traditional ingredients by
quinoa the halwa becomes fat-free, and so you can freely eat as much as you
want. Nothing can be further from the truth because when you use quinoa to make
halwa you will also need to add sugar, you cannot cook halwa without sugar. So
even halwa made from India Gate quinoa will add to your waistline, the ad nowhere
says that when you make halwa using quinoa you do not need add sugar. The ad is
totally misleading and I wonder how it escaped the notice of Advertising
Standards Council of India. <span style="margin: 0px;"> </span></span></span></div>
<br />
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: #660000;">Hero
Duet - Ek Soch Nayi </span></span></b></div>
<b style="mso-bidi-font-weight: normal;"><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"></span></b><br />
<div class="separator" style="clear: both; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><a href="https://2.bp.blogspot.com/-4L1oNboKkiY/W6eoSlU60BI/AAAAAAAAYwk/y1_weMet4Kod04gx-dYWDCtdDTDGIFiZwCEwYBhgL/s1600/HeroDuet.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://2.bp.blogspot.com/-4L1oNboKkiY/W6eoSlU60BI/AAAAAAAAYwk/y1_weMet4Kod04gx-dYWDCtdDTDGIFiZwCEwYBhgL/s320/HeroDuet.jpg" width="320" /></a></span></b></div>
<b style="mso-bidi-font-weight: normal;"><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">
</span></b><br />
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">This ad was released
in 2017, although there is nothing mind blowing about this ad yet I found the
concept very interesting. In a competitive market the lines of difference
between benefits offered by different brands get blurred because the product
features are essentially the same no matter who manufactures it. So <i style="mso-bidi-font-style: normal;">how you say it</i> in your ad is as
important as <i style="mso-bidi-font-style: normal;">what you say</i> about your
product. The basic message being conveyed in this ad, to my mind, is that Hero
Duet offers a comfortable ride even if two people are riding. Car pools are
pretty common, but scooter pool is not. By promoting scooter pool which can
help in reducing money spent on fuel and reducing clutter on the roads, Hero
Duet has tried to draw attention towards itself as a company that cares. The ad
has been embedded below, if you are unable to watch it for some reason here is
the link - </span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><a href="https://youtu.be/VKvmVPVyQd8">https://youtu.be/VKvmVPVyQd8</a><span style="color: #111111; margin: 0px;"></span></span></div>
<br />
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/VKvmVPVyQd8" width="560"></iframe></span></div>
<br />
<span style="margin: 0px;"></span><br />
<div style="line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 12.0pt;">
<span style="margin: 0px;"><b style="mso-bidi-font-weight: normal;"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: #660000;">Axis Home Loan ‘12 EMIs
off’ </span></span></b></span></div>
<span style="margin: 0px;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-EbuYtHrGWIc/W6eoSuFSTEI/AAAAAAAAYwo/wyRLhoW88d48I1VENobRZ454y92nfjRNACEwYBhgL/s1600/Axis%2BHome%2BLoan.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="440" data-original-width="843" height="167" src="https://2.bp.blogspot.com/-EbuYtHrGWIc/W6eoSuFSTEI/AAAAAAAAYwo/wyRLhoW88d48I1VENobRZ454y92nfjRNACEwYBhgL/s320/Axis%2BHome%2BLoan.jpg" width="320" /></a></div>
<div class="separator" style="clear: both; text-align: left;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">The profile of the target audience (TA) in this ad can be
described as an educated young man, doing well in his career and is ready for
marriage; this is the market segment the ad is targeting. It reminds the TA
about the importance of anticipating changing needs which can impact lives.
Marriage is one such event which brings in new responsibilities and new needs.
The ad goes on to explain how Axis Home Loan can lend a helping hand by
offering ‘12 EMIs off’. The ad has handled emotions pretty well, I think the
relationship between the mother who is experienced and has seen life and the
son who is beginning a new chapter in his life has been shown very well. If the
ad was a straight forward announcement of the ’12 EMIs off’ scheme by Axis Bank
it would not have been so engaging and impactful; a simple story with emotions
make all the difference. </span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">The actors acted well, so was the direction. <span style="margin: 0px;"> </span></span></div>
<div style="line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">If for some reason you are unable to view the embedded video, here
is the link <a href="https://youtu.be/fuDiZe2uM8I">https://youtu.be/fuDiZe2uM8I</a></span></div>
</span>
<br />
<div style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/fuDiZe2uM8I" width="560"></iframe></span><br /></div>
</div>
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</div></div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-3665098043609794573.post-82183126031994225702018-07-13T20:57:00.000+05:302018-07-13T20:58:27.451+05:30Mutual Funds Sahi Hai<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-hjo-r3XBjCQ/W0Bo8t_rWEI/AAAAAAAAYs8/EJy_tKay9eQtlsFKYiGPikZpCV_afi6TwCLcBGAs/s1600/MutualFundsSahiHai.collage.small.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="591" data-original-width="1000" height="235" src="https://1.bp.blogspot.com/-hjo-r3XBjCQ/W0Bo8t_rWEI/AAAAAAAAYs8/EJy_tKay9eQtlsFKYiGPikZpCV_afi6TwCLcBGAs/s400/MutualFundsSahiHai.collage.small.jpg" width="400" /></a></div>
<div style="text-align: center;">
<br /></div>
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">A
little over a year ago <span style="background: white; margin: 0px;">Association of Mutual
Funds in India (AMFI) launched an advertising campaign –“Mutual Funds Sahi Hai”
on TV, digital, radio, print, cinema and outdoor hoardings in different
languages. The purpose of this campaign was two-fold; firstly to create
awareness among the investing public about mutual funds as preferred investment
option and secondly, build confidence by dispelling doubts and ‘myths’ around
mutual funds. The TV campaign consists of a number of TV commercials (TVCs)showing everyday situations to which the common people can relate to. They
also have a micro-site </span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: blue;"><a href="https://www.mutualfundssahihai.com/">https://www.mutualfundssahihai.com</a></span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">, </span><span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">the videos carried here are different from the TV commercials
and are also longer in duration. The videos in the micro-site appear to further
elaborate on what was communicated in the TVCs; links to the TVCs are given
below:</span><br />
<a name='more'></a><br />
<ul style="text-align: left;">
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">4 SAAL TAK NAHIN RUKANA HAI</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=jXSVNKYNO4g">https://www.youtube.com/watch?v=jXSVNKYNO4g</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px; text-transform: uppercase;">For tackling investments easily</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px; text-transform: uppercase;"> <a href="https://www.youtube.com/watch?v=_aaKh__Gw20">https://www.youtube.com/watch?v=_aaKh__Gw20</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">HAR MAHINE THODA THODA SAVE KARNA HAI</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=isvg-MPEcTQ">https://www.youtube.com/watch?v=isvg-MPEcTQ</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">LIFE MEIN RISK, TO MUTUAL FUNDS MEN KYON NAHIN</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=3Ugl4JzMuqI">https://www.youtube.com/watch?v=3Ugl4JzMuqI</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">LONG-TERM PLANNING KARNI HAI</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=BcfWwoZ8FwU">https://www.youtube.com/watch?v=BcfWwoZ8FwU</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">SIRF 500 SE SHURUAAT KARNI HAI</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=Sd3qUpthyuc">https://www.youtube.com/watch?v=Sd3qUpthyuc</a></span></div>
</li>
<li><div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">LIQUID FUND FOR SHORT PERIODS</span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> <a href="https://www.youtube.com/watch?v=AsvUfV45JNM">https://www.youtube.com/watch?v=AsvUfV45JNM</a></span></div>
</li>
</ul>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://3.bp.blogspot.com/-CrbGb7fe3R0/W0hTqqtJLoI/AAAAAAAAYvA/gjli26fQC3oOeTFNoRscBggIu962UhJpgCLcBGAs/s1600/beautyparlour.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://3.bp.blogspot.com/-CrbGb7fe3R0/W0hTqqtJLoI/AAAAAAAAYvA/gjli26fQC3oOeTFNoRscBggIu962UhJpgCLcBGAs/s320/beautyparlour.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Mutual Funds Sahi Hai<br />
HAR MAHINE THODA THODA SAVE KARNA HAI</td></tr>
</tbody></table>
</div>
<ul style="text-align: left;"></ul>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">On seeing the
above ads I wondered as to why was this awareness campaign needed in the first
place when for several years mutual funds have been advertised in various media;
the only difference I could see was till </span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><a href="https://2.bp.blogspot.com/-a0lti32auJw/W0hQE1bSSmI/AAAAAAAAYuc/lhDnpKS51IA-YzUmI6-rV0i6wpepHGgCACLcBGAs/s1600/tagline.reduced50pc.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="100" data-original-width="100" src="https://2.bp.blogspot.com/-a0lti32auJw/W0hQE1bSSmI/AAAAAAAAYuc/lhDnpKS51IA-YzUmI6-rV0i6wpepHGgCACLcBGAs/s1600/tagline.reduced50pc.jpg" /></a></span></div>
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">now <u>brands</u> were communicating though
advertising and in case of <span style="background: white; margin: 0px;">AMFI’s</span>
<span style="background: white; margin: 0px;">“Mutual Funds Sahi hai”</span> campaign no individual brand is talked about, instead various aspects of mutual fund investments
are explained which brands also did so far. The fact is that people were aware
about mutual funds and were also investing in it long before the <span style="background: white; margin: 0px;">“Mutual Funds Sahi hai” campaign was
launched. Let us take some a few examples:</span></span></span><br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://3.bp.blogspot.com/-s-89bKvzSOw/W0hQTP3YzWI/AAAAAAAAYug/6vvAGJoPNo4NAHxXD4ZWx2Kew4_OakuGQCLcBGAs/s1600/tataSIP.birthday.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="341" data-original-width="612" height="111" src="https://3.bp.blogspot.com/-s-89bKvzSOw/W0hQTP3YzWI/AAAAAAAAYug/6vvAGJoPNo4NAHxXD4ZWx2Kew4_OakuGQCLcBGAs/s200/tataSIP.birthday.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="background-color: transparent; display: inline; float: none; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;"><span style="color: #444444; font-family: "times" , "times new roman" , serif;">Tata “Birthday” TVC SIP</span></span></td></tr>
</tbody></table>
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; margin: 0px;">In the Tata “Birthday” TVC SIP or Systematic
Investment Plan has been explained; here is the link – </span><a href="https://www.youtube.com/watch?v=HJrXEplPE9M"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=HJrXEplPE9M</span></span></a><br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://2.bp.blogspot.com/-eLH-H12qlTA/W0hQ7tQPxSI/AAAAAAAAYus/uiTXXZ1xTIErn2fG75ylNc5S_MlSXP7zwCLcBGAs/s1600/KULFI.reduced.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="192" data-original-width="342" height="111" src="https://2.bp.blogspot.com/-eLH-H12qlTA/W0hQ7tQPxSI/AAAAAAAAYus/uiTXXZ1xTIErn2fG75ylNc5S_MlSXP7zwCLcBGAs/s200/KULFI.reduced.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "times" , "times new roman" , serif;">HDFC Mutual Funds - Kulfi TVC</span></td></tr>
</tbody></table>
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; margin: 0px;">HDFC Mutual Funds in their “Kulfi” TVC tries to
educate the investors that mutual funds work better when you have patience and
give it some reasonable time to grow; here is the link – </span><a href="https://www.youtube.com/watch?v=Alno11ddDGI"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=Alno11ddDGI</span></span></a><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; margin: 0px;">.
<span style="color: #111111; margin: 0px;"></span></span></div>
<span style="font-family: "calibri";"></span><br />
<div style="line-height: normal; margin: 0px 0px 8px;">
<span style="font-family: "calibri";"><span style="color: black; margin: 0px;">In case of HDFC Mutual Funds “Cricket” TVC<b> </b>emphasizes the
importance of investing small amounts in their</span></span><span style="font-family: "calibri";"><span style="margin: 0px;"> </span><span style="color: #111111; margin: 0px;">Systematic Investment
Plan; here is the link</span><span style="margin: 0px;"> </span><span style="color: #111111; margin: 0px;">–<span style="color: #b00000;"> </span></span><span style="margin: 0px;"><a href="https://www.youtube.com/watch?v=yYpfi5rLC3A"><span style="margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=yYpfi5rLC3A</span></span></a><span style="margin: 0px;"></span></span></span></div>
<span style="font-family: "calibri";">
<span style="margin: 0px;"></span></span>
<br />
<div style="line-height: normal; margin: 0px 0px 8px;">
</div>
<span style="font-family: "calibri";"><span style="margin: 0px;">
</span></span>
<br />
<div style="line-height: normal; margin: 0px 0px 8px;">
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://2.bp.blogspot.com/-GBwMnmeWu18/W0hSnPMU1AI/AAAAAAAAYu4/RXjyiqtxuGcijBjZmbspmKKLzhkHaiGnACLcBGAs/s1600/Bite.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="211" data-original-width="313" height="134" src="https://2.bp.blogspot.com/-GBwMnmeWu18/W0hSnPMU1AI/AAAAAAAAYu4/RXjyiqtxuGcijBjZmbspmKKLzhkHaiGnACLcBGAs/s200/Bite.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "times" , "times new roman" , serif;">SBI MF - Don't let tax bite off your returns</span></td></tr>
</tbody></table>
<span style="font-family: "calibri";"><span style="color: #111111; margin: 0px;">SBI Mutual Fund, in their “Don’t let tax bite off your returns”
TVC, uses humour to say that they have certain schemes that can enable the
investor to save on taxes; here is the link – </span><a href="https://www.youtube.com/watch?v=LLYyzmBU7EQ"><span style="margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=LLYyzmBU7EQ</span></span></a></span><span style="margin: 0px;"></span></div>
<div style="line-height: normal; margin: 0px 0px 13.33px;">
<span style="font-family: "calibri";"><span style="color: #111111; margin: 0px;">Reliance Mutual Fund, in their Diversification Fund TVC, very
clearly shows how the funds are invested in diverse business to minimize risk;
here is the link – </span><a href="https://www.youtube.com/watch?v=1VP9FX6tRYo"><span style="margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=1VP9FX6tRYo</span></span></a></span><span style="margin: 0px;"></span></div>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">There are
more such ads; I have selected only a few here in this article. Mutual funds
brands do make efforts to educate the prospective investor using various
methods in their creative content; analogies or comparisons seem to be quite
common, for example in the </span><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: #111111; margin: 0px;">HDFC Mutual Funds
“Kulfi” TVC, the act of patiently waiting for the kulfi to set in order to get
the best result is used as an analogy for being patient with mutual fund
investments to obtain best returns. Children are often used in the TVCs for
emotional appeal to help viewers remember the ads; in some cases humour is also
used to both drive home the message and as well to make the ads memorable.</span></span></div>
<div class="separator" style="background: white; clear: both; line-height: 150%; margin: 0in 0in 6pt; text-align: left;">
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Brands for years have been helping in creating
awareness for mutual funds through their ad campaigns; this is also supported
by articles in the press educating the common person who is potentially an
investor. Since </span></div>
<div class="separator" style="clear: both; text-align: center;">
</div>
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-small;"><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">all this has been
happening, where was the need to create awareness through the </span></span>“<span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual
Funds Sahi Hai” ad campaign by AMFI? Isn’t the investing public already aware?
The fact seems to be that despite advertising by brands, penetration of mutual
funds among potential investors is very low; the reason being that most people
still do not understand what benefits mutual funds are supposed to offer. Many have
misconceptions; such as, you need a lot of money if want to invest in mutual
funds, or that it is highly risky so it is better to invest in bank fixed deposits
and so on. </span><br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-DWNnC2DFCoY/W0Bp-hkl3NI/AAAAAAAAYtc/yrTgFTV0w4ADWr_MwYh3_I-LCiYapkSxgCEwYBhgL/s1600/HDFC-childedu.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="706" data-original-width="1257" height="111" src="https://4.bp.blogspot.com/-DWNnC2DFCoY/W0Bp-hkl3NI/AAAAAAAAYtc/yrTgFTV0w4ADWr_MwYh3_I-LCiYapkSxgCEwYBhgL/s200/HDFC-childedu.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "times" , "times new roman" , serif;">HDFC MF Planning for child education</span></td></tr>
</tbody></table>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">I have checked out several mutual fund brand advertisements
and have found that none of the brands explain their schemes in a directly and
straight forward way, analogies or comparisons, as I mentioned before are
commonly used but details are not mentioned, at times gimmicks are also used in
the name of creativity; take for example the </span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">HDFC MF – “Planning for Child Education with SIP” ad (</span><a href="https://www.youtube.com/watch?v=WAImXH11aRI"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=WAImXH11aRI</span></span></a><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">) c<span style="background: white; color: black; margin: 0px;">oncern for child is
shown but the scheme has not been explained clearly.</span><span style="color: #111111; margin: 0px;"></span></span></div>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="margin: 0px;"> </span></span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">In Tata Mutual Fund SIP</span><span style="color: #111111; font-family: "arial" , "sans-serif"; font-size: 13.5pt; line-height: 150%; margin: 0px;"> </span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">ad (</span><a href="https://www.youtube.com/watch?v=cCg6n9aG4-4"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=cCg6n9aG4-4</span></span></a><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">) the taximeter occupies a </span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://3.bp.blogspot.com/-9a3lmIE5mmg/W0BqbBFvWXI/AAAAAAAAYtw/cbo8h-TyJxgQREwhW71Y074_CXpyfCzjACEwYBhgL/s1600/Taximeter.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="603" data-original-width="864" height="139" src="https://3.bp.blogspot.com/-9a3lmIE5mmg/W0BqbBFvWXI/AAAAAAAAYtw/cbo8h-TyJxgQREwhW71Y074_CXpyfCzjACEwYBhgL/s200/Taximeter.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="-webkit-text-stroke-width: 0px; background-color: transparent; display: inline !important; float: none; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 22.66px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;"><span style="color: #444444; font-family: "times" , "times new roman" , serif;">Tata Mutual Fund SIP</span></span></td></tr>
</tbody></table>
<span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: black;">pride of place in the TVC, it
is supposed to be a hook to enable people to remember the ad. I think it is rather
gimmicky; the ad does talk about the benefits but it falls short of saying clearly
as to exactly how it benefits the investor. Most of brand ads seem to assume
that investors already know about mutual funds, so the message the ads deliver
is that their brand of mutual funds benefit investors in some sort of a way;
according to me these ads are not very convincing.</span></span><br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-3zFeGVvhPYM/W0BpHXJu2iI/AAAAAAAAYtM/SGj8nyk3D70F78MDndNx6YL0SQt1k7NSwCEwYBhgL/s1600/BirlaSunLife-sleeping%2Bmoney.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="710" data-original-width="1214" height="116" src="https://4.bp.blogspot.com/-3zFeGVvhPYM/W0BpHXJu2iI/AAAAAAAAYtM/SGj8nyk3D70F78MDndNx6YL0SQt1k7NSwCEwYBhgL/s200/BirlaSunLife-sleeping%2Bmoney.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="-webkit-text-stroke-width: 0px; background-color: transparent; display: inline !important; float: none; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 22.66px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;"><span style="color: #444444; font-family: "times" , "times new roman" , serif;">Birla Sun Life Mutual Fund</span></span></td></tr>
</tbody></table>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">The
Birla Sun Life Mutual Fund</span><span style="color: #111111; font-family: "roboto"; font-size: 13.5pt; line-height: 150%; margin: 0px;"> (</span><a href="https://www.youtube.com/watch?v=CbM1JF4NkOw"><span style="font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"><span style="color: blue;">https://www.youtube.com/watch?v=CbM1JF4NkOw</span></span></a>)<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> uses humour to say that you do not have to keep
your money idle; instead you should invest in Birla Sun Life Mutual Fund</span><span style="color: #111111; font-family: "roboto"; font-size: 13.5pt; line-height: 150%; margin: 0px;"> </span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">so that it earns returns. The humour part is
supposed to help remember the ad but it misses out on a vital message, it does
not say <u>how</u> Birla Sun Life Mutual Fund can help in earning returns. </span></div>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Humour
can entertain you, gimmicks are clever and they may look good in the ads,
children in the ads are adorable, but the important fact is that these brand
ads do not fully convince you as to why should you invest your hard earned
money in mutual funds. One of the reasons for not saying enough, to my mind, is
because ads are of limited duration and they have to talk about the brand as
well. The “</span><span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual
Funds Sahi Hai” ad campaign by AMFI has no gimmicks, no comparisons and no
brand to promote, no beating around the bush. Real life situations are shown
which most of us can easily relate to</span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">
and the campaign effectively educates the potential investor. Every message
delivered in this ad campaign is pretty simple, direct and has no ambiguity. This campaign tries to plug the gap left by brand ads.</span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://2.bp.blogspot.com/-WpJuA8wTZkY/W0BpCKGpSWI/AAAAAAAAYtI/WrxMfLPxmo0fWLjVg1zuiwCtlaJX_3VaACEwYBhgL/s1600/Baby1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="720" data-original-width="1280" height="180" src="https://2.bp.blogspot.com/-WpJuA8wTZkY/W0BpCKGpSWI/AAAAAAAAYtI/WrxMfLPxmo0fWLjVg1zuiwCtlaJX_3VaACEwYBhgL/s320/Baby1.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="-webkit-text-stroke-width: 0px; background-color: transparent; font-family: Times New Roman; font-size: 12.8px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin: 0px; orphans: 2; text-align: center; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">
<span style="color: #444444;">Mutual Funds Sahi Hai</span></div>
<div style="-webkit-text-stroke-width: 0px; background-color: transparent; font-family: Times New Roman; font-size: 12.8px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin: 0px; orphans: 2; text-align: center; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">
<span style="color: #444444;">LONG-TERM PLANNING KARNI HAI</span></div>
</td></tr>
</tbody></table>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">I
do not wish to discuss each of the ads in the “</span><span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual Funds Sahi Hai” campaign because these are
very easy to understand. I wish to only comment briefly on two ads; in the ‘Long
Term Planning Karni Hai’ ad I feel the end statement by one of the characters –“<i style="mso-bidi-font-style: normal;">Toh tujhe uski shaadi kal karwani hai kya?</i>”(Do
you have to get him married tomorrow?) and the statement “<i style="mso-bidi-font-style: normal;">Life mein risk, to mutual fund mein kyon nahi?” </i>(There are risks in life,
so why not in case mutual funds?) in the ad of the same name very briefly and effectively
convey the essential message in the ad.</span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-GTIEy4VgO7Y/W0BqMwACJLI/AAAAAAAAYts/IUZyEnpJ_zoQ59bQkvtmTXZPMi3nGeVhwCEwYBhgL/s1600/Theatre2.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://4.bp.blogspot.com/-GTIEy4VgO7Y/W0BqMwACJLI/AAAAAAAAYts/IUZyEnpJ_zoQ59bQkvtmTXZPMi3nGeVhwCEwYBhgL/s320/Theatre2.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><div style="-webkit-text-stroke-width: 0px; background-color: transparent; font-family: Times New Roman; font-size: 12.8px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin: 0px; orphans: 2; text-align: center; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">
<span style="color: #444444;">Mutual Funds Sahi Hai</span></div>
<div style="-webkit-text-stroke-width: 0px; background-color: transparent; font-family: Times New Roman; font-size: 12.8px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin: 0px; orphans: 2; text-align: center; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">
<span style="color: #444444;">LIFE MEIN RISK, TO MUTUAL FUND MEIIN KYON NAHI </span></div>
</td></tr>
</tbody></table>
<span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">“</span><span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual Funds Sahi Hai” ad campaign
seems to have produced good results according to AMFI. The campaign was
launched at a time when bank FD interest rate were falling and demonetization
resulted in bank deposits increasing and people were looking out for avenues to
invest their money, so these two factors have also helped. If these factors did
not exist would </span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">“</span><span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual Funds Sahi Hai” campaign have
the same effect? I think not.</span><br />
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">AMFI has planned to launch the next leg of the </span><span style="color: #111111; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">“</span><span style="background: white; color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">Mutual Funds Sahi Hai” campaign</span><span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;"> where the objective will be to communicate to the
investor on the nuances of mutual fund investing, while extolling the benefits
of being invested for longer term, especially when markets are volatile. </span></div>
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="color: black; font-family: "calibri" , "sans-serif"; font-size: 11pt; line-height: 150%; margin: 0px;">So is this effort from AMFI only about creating awareness and
dispelling doubts? No, not exactly, it is more than that. I think the objective
is to do with mentally preparing the potential investor so that he may consider
mutual funds as an investment option.<span style="margin: 0px;"> </span></span></div>
</div>
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</div></div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-3665098043609794573.post-206966612202217752018-03-07T20:26:00.000+05:302018-03-07T20:29:27.903+05:30Magnum Ice cream - Wild and Cool<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-CoQgjijQaTQ/Wp454X1OBUI/AAAAAAAAYsE/UZpGIXZaaK8iqh0UQMPqSK0ZP6-7MBPHQCLcBGAs/s1600/09_04_2017_101_030.resized.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" data-original-height="543" data-original-width="715" height="303" src="https://3.bp.blogspot.com/-CoQgjijQaTQ/Wp454X1OBUI/AAAAAAAAYsE/UZpGIXZaaK8iqh0UQMPqSK0ZP6-7MBPHQCLcBGAs/s400/09_04_2017_101_030.resized.jpg" width="400" /></span></a></div>
<div align="center">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></div>
<div style="margin: 0px 0px 8px;">
<span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Magnum - Unleash Your Wild Side campaign was launched in India in the summer of 2017; it is actually a part of
an international campaign. In a product category such as ice-creams it is very
difficult to find a differentiator that can make the advertising proposition
distinctive and provide a competitive edge for the marketer. Ice-cream brands
have always been innovating by bringing in new flavours and presentations to
stay ahead of competition; by presentation I mean making the product available
in sticks, cups, cones, sandwiches, flavour combinations and so on. The theme
of</span></span><br />
<a name='more'></a><span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> the Magnum Ice-cream campaign, to my mind, is a bit unusual for an ice-cream
brand. One would expect a </span></span><span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">theme like this to be associated with motor vehicles,
batteries or any product category where power, movement or vitality plays
important roles. Associating ice-cream which has a cooling effect to ‘wild
side’ is an interesting idea, however the wild animals shown in the ad do not act
wild; they are shown calmly walking alongside the models, this works fine with an
ice-cream brand. </span></span></div>
<span style="font-size: 11pt; line-height: 150%; margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><iframe allow="autoplay; encrypted-media" allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/UIvAPyJ0LgE" width="640"></iframe></span></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;">If you are unable to watch the above embedded video please click the link<a href="https://www.youtube.com/watch?v=UIvAPyJ0LgE" target="_blank"> here</a> to watch it on YouTube</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><br /></span>
<br />
<div style="margin: 0px 0px 8px;">
<span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">In the past children were considered the core
consumers for ice-creams and ad campaigns were always associated with fun and
taste, but now this seldom happens. As I said before ice-cream brands need to
innovate all the time to differentiate from competitors, the problem with
innovation in this category is that it does not remain unique for long; the
features can easily be copied. In case Magnum, it has been copied by Amul and
to make matters worse it sells at less than half the price, here I am referring
to Amul Epic, there could be other <span style="background-color: transparent; color: black; display: inline; float: none; font-family: "arial" , "helvetica" , sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;">similar</span> me-too brands in the market.</span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://1.bp.blogspot.com/-5ui58jspHXc/Wp46YUXbbEI/AAAAAAAAYsM/SlLrLqF5kuUbDcc2n7VKKzoBKPgFV1mNACLcBGAs/s1600/15_04_2017_007_003.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" data-original-height="356" data-original-width="547" height="208" src="https://1.bp.blogspot.com/-5ui58jspHXc/Wp46YUXbbEI/AAAAAAAAYsM/SlLrLqF5kuUbDcc2n7VKKzoBKPgFV1mNACLcBGAs/s320/15_04_2017_007_003.jpg" width="320" /></span></a></div>
<span style="margin: 0px;"><span style="margin: 0px;"> </span><span style="font-family: "arial" , "helvetica" , sans-serif;">Magnum
is essentially vanilla ice-cream encased in chocolate, it comes in three
variants. The product concept is not exactly new; ‘choco-bar’ ice-creams which
were exactly the same but without variants existed half a century ago. Magnum,
I feel, is actually choco-bar reintroduced with variants and it tells a new
story which would appeal to the modern, urban young adults. A lot of emphasis
is given to ‘Belgian chocolate’, how many in India know about Belgian chocolate
and how is it superior to regular chocolate I wonder, but it does create a curiosity
in the minds of the consumer. With all the imagery and claims made in the voice-over
the message is still about fun and taste but aimed at young adults. In the TV
commercials the ‘plain’ old vanilla flavour is repositioned as something very special
and chocolate is Belgian chocolate which is presented a superior chocolate variant
through imagery; so in this way Magnum is differentiated from other ice-cream
brands. </span></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<br />
<div style="margin: 0px 0px 8px;">
<span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The message in the ad campaign is quite
simply – Magnum ice-creams are superlatively tasty so go ahead and indulge or
‘Unleash Your Wild Side’. <span style="margin: 0px;"> </span>The ‘wild
side’ is depicted by wild animal in the ads which makes the ad both noticeable and memorable. The ad campaign very effectively creates an urge in the mind of the target consumer to try out the product. Although Magnum is expensive
but that does not seem to be a deterrent because the campaign does create a
strong desire to give it a try. </span></span></div>
<span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">An interesting aspect of this campaign was a
fashion show by Magnum and TheLabelLife.com in Mumbai last summer to create a
buzz around the product. Using augmented reality wild animals were shown
walking alongside models on the screen behind the ramp.</span></span><br />
<span style="margin: 0px;"><br /></span>
<br />
<div style="margin: 0px 0px 8px;">
<span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;">‘Unleash Your Wild Side’ campaign is about a
year old, will this campaign continue with the same theme this summer too? We
will have to wait and watch.<span style="margin: 0px;"> </span><span style="margin: 0px;"> </span></span></span></div>
<div style="margin: 0px 0px 8px;">
<span style="margin: 0px;"><span style="margin: 0px;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; display: inline; float: none; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;"><span style="font-size: x-small;">If you are unable to watch the</span> <span style="font-size: x-small;">embedded video below please click the link <a href="https://www.youtube.com/watch?v=4r73e2MjaB4" target="_blank">here</a></span></span><span style="font-size: x-small;"><span style="background-color: transparent; color: black; display: inline; float: none; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; white-space: normal; word-spacing: 0px;"> to watch it on YouTube</span></span></span><b></b></span></span></div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-24607232853754444552018-01-10T20:04:00.000+05:302018-01-10T20:05:20.578+05:30EyeSpa - For Your Eyes Only<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="line-height: 150%; margin: 0px;">EyeSpa</span></b><span style="line-height: 150%; margin: 0px;">
Relaxing Eye Drops was launched pretty recently, couple of years or so; it
addresses the problem of eye irritations caused due to various reasons. The
campaign has caught my eye.</span></span><br />
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
</div>
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Eye
irritation is a common occurrence and the obvious remedy is to use clean water
to wash the eyes and get some relief. But what does one do if the problem persists;
consulting a doctor is an option but could be </span></span><br />
<a name='more'></a><span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">expensive and unnecessary for
a minor irritation. Ideally if some remedy could be at hand it would be a
better option. Optrex in the OTC category has been around for decades, it was used to wash the eyes to get relief from
irritation. The product was advertised well and was pretty popular in the past. Optrex eye drops was introduced later, I feel it does not have a major presence today. </span></span><br />
<br />
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">There
are plenty of eye drops brands in the ethical category for which you would need
a doctor’s prescription to buy, but there were hardly in the OTC category which had a major presence. There
was a need for general eye drops in the OTC category which people could by
freely without visiting the doctor for a prescription; at least I do not of
any OTC eye drops brand which fulfilled this need. It is this gap in the market that LifeZen, makers of EyeSpa have tried to
plug.</span></span></div>
<span style="line-height: 150%; margin: 0px;"><span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">The
target consumers for EyeSpa are persons who suffer from minor irritation or
stress and strain caused by: overwork in the office, working in the kitchen,
outdoor activity, studying for exams or just reading. These situations are pretty common. When EyeSpa was first introduced the press ad
addressed the problem of itchy, prickly tired and irritating dry eyes, the ad
urged the consumer to take remedial action by using EyeSpa. The message was
very clear and easy to understand and the visual was truly eye-catching, see above.</span></span></span><br />
<span style="font-family: "arial";"><br /></span>
<span style="line-height: 150%; margin: 0px;"><span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Later there was a four-ad campaign in the press each
addressing a situations, as earlier mentioned, where one can suffer from adverse
effect in the eyes. These ads have a common theme - <b style="mso-bidi-font-weight: normal;">Khushi ke Ansoo,</b> see below.</span></span></span><br />
<span style="line-height: 150%; margin: 0px;"></span><br />
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<a href="https://2.bp.blogspot.com/-kJ4bZmIdGRg/WlYPqG9uLCI/AAAAAAAAYro/2985UOgsqfUBjZQWeHC3ngbFugZnBB00ACLcBGAs/s1600/KhushiKe.set2.resized.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="784" data-original-width="1000" height="312" src="https://2.bp.blogspot.com/-kJ4bZmIdGRg/WlYPqG9uLCI/AAAAAAAAYro/2985UOgsqfUBjZQWeHC3ngbFugZnBB00ACLcBGAs/s400/KhushiKe.set2.resized.jpg" width="400" /></a></div>
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">There are two other ads which have a different look; the message conveyed in these are pretty direct without beating around the bush. Apart from these there other small press ad which keep appearing now and then, these serve as reminders. See below.</span></span></div>
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<a href="https://2.bp.blogspot.com/-oqlHpWSYEMU/WlODWLc2hmI/AAAAAAAAYrI/jOQMLBeMo1ILs7DbHpdl-PSHxHQDZ8XsACLcBGAs/s1600/EyeSpa.2newads.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1338" data-original-width="1600" height="333" src="https://2.bp.blogspot.com/-oqlHpWSYEMU/WlODWLc2hmI/AAAAAAAAYrI/jOQMLBeMo1ILs7DbHpdl-PSHxHQDZ8XsACLcBGAs/s400/EyeSpa.2newads.jpg" width="400" /></a></div>
<div align="center" style="background: white; line-height: 150%; margin-bottom: 6.0pt;">
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "arial";"><br /></span></span></div>
<div style="background: white; line-height: 150%; margin-bottom: 6pt; text-align: left;">
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">There is also a TV commercial on similar lines, view below.</span></span></div>
<iframe allow="encrypted-media" allowfullscreen="" frameborder="0" gesture="media" height="315" src="https://www.youtube.com/embed/Z9jwzTnFLXY" width="560"></iframe> <br />
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-small;"><b>Note: If you are unable to view the video here please
view it on YouTube by clicking <a href="https://www.youtube.com/watch?v=Z9jwzTnFLXY" target="_blank">here</a>.</b></span></span><br />
<span style="font-size: x-small;"><b><br /></b></span>
<br />
<div style="background: white; line-height: 150%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="line-height: 150%; margin: 0px;"><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">I find
the ad campaign for EyeSpa impressive and it does attempt to solve a common
problem; I am waiting to see what LifeZen will do next to promote EyeSpa. I am
sure the company has opened the doors for new players to enter the eye drops
market in the OTC segment, some ethically promoted eye drops brands might also convert to OTC if EyeSpa does well.</span></span></div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-61850878342718223472017-08-18T12:22:00.000+05:302018-01-10T19:39:49.145+05:30Would you want your air-conditioner to be repaired in the middle of the night?<div dir="ltr" style="text-align: left;" trbidi="on">
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<![endif]-->The <b>Carrier AC Round-the-Clock</b> advertising campaign which was launched in the summer of 2017 reminds me of the time when I was studying marketing management a long time ago. The gentleman who was teaching us happened to mention about a similar campaign for an air-conditioner brand which introduced 24 hour service to its customers way back in the 1960s. What was being communicated was that if your AC were to stop working or malfunction at any time of the day or night you could call up the company and they would send a technician to repair it. The company introduced this service to have a competitive edge. The result was that the idea flopped; the simple reason for this was that, if your AC stops working in the night, you would not want to call the service centre to have it repaired, you would simply switch the fan on and go to sleep. Why would you want the technician at your home in the middle of the night? That was the reason why<br />
<a name='more'></a>customers were not interested in the 24 hour service; it was not perceived as a benefit by AC owners.<br />
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<a href="https://1.bp.blogspot.com/-Qu63WLurtIo/WYxrz4ZdKHI/AAAAAAAAYpU/7mLPXppp3MoNiuDQSfiinHIQtzJZlXS2QCEwYBhgL/s1600/vlcsnap-2017-08-05-12h30m14s468.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://1.bp.blogspot.com/-Qu63WLurtIo/WYxrz4ZdKHI/AAAAAAAAYpU/7mLPXppp3MoNiuDQSfiinHIQtzJZlXS2QCEwYBhgL/s320/vlcsnap-2017-08-05-12h30m14s468.jpg" width="320" /></a></div>
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Now after so many decades history is being repeated with Carrier offering ‘Round-the-Clock’ service for their air-conditioners. In the summer of 2017 Carrier launched a campaign on television with four TV commercials (TVCs), the YouTube links are given below:<br />
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<a href="https://youtu.be/hI6on4EjMfc" target="_blank">Heavy Rain</a><br />
<a href="https://youtu.be/2XzNgMdgnTA" target="_blank">Late Night 1(Owl) </a><br />
<a href="https://youtu.be/PHBPZprJJxg" target="_blank">Late Night 2 (Boy studying)</a><br />
<a href="https://youtu.be/AUUbn7tIdvI" target="_blank">Scorching Heat</a><br />
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<a href="https://3.bp.blogspot.com/-w-DcLv85FWE/WYxts68LpoI/AAAAAAAAYpg/6Du8cBVBHzg-OgX5QbBHr1i-DkcdCs7lgCLcBGAs/s1600/vlcsnap-2017-08-05-12h29m44s328.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://3.bp.blogspot.com/-w-DcLv85FWE/WYxts68LpoI/AAAAAAAAYpg/6Du8cBVBHzg-OgX5QbBHr1i-DkcdCs7lgCLcBGAs/s320/vlcsnap-2017-08-05-12h29m44s328.jpg" width="320" /></a></div>
In the Heavy Rain TVC the service technician is shown coming to a residence in heavy rain to repair the AC. Looking at this ad practically I wondered how many people would use the air-conditioner in the first place when it is raining heavily. Even if the AC is not working there is really no urgency in getting it repaired when it is raining. This kind of error also crept in the Voltas AC (Murthy) TV campaign;
Murthy is shown to be in Cherapunji and uses the Voltas AC to beat the
heat and humidity while it is raining. In reality a place like Cherapunji actually becomes
very cold when it rains, so using the air-conditioner is out of
question. Here is the <a href="https://youtu.be/RqyMbf6pisg" target="_blank">link </a>to the ad.<br />
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In this Carrier Round-the-Clock ad the service technician is compared to a peacock, I wonder why, perhaps to introduce some humour to attract attention of viewers but to me it did not make any sense. <br />
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<a href="https://4.bp.blogspot.com/-kgwUTSpRHAw/WYxt6rV7dYI/AAAAAAAAYpk/WwwdBrlt_MoBLEB7Ss0xZkFZuHeIh7sJgCLcBGAs/s1600/vlcsnap-2017-08-05-12h47m09s406.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://4.bp.blogspot.com/-kgwUTSpRHAw/WYxt6rV7dYI/AAAAAAAAYpk/WwwdBrlt_MoBLEB7Ss0xZkFZuHeIh7sJgCLcBGAs/s320/vlcsnap-2017-08-05-12h47m09s406.jpg" width="320" /></a></div>
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<a href="https://2.bp.blogspot.com/-bux6KjQiwE8/WYxuPv4vc8I/AAAAAAAAYpo/c9uLYCda24U4LFHgZShl--Rrc_qENfjRwCLcBGAs/s1600/vlcsnap-2017-08-05-12h47m43s437.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://2.bp.blogspot.com/-bux6KjQiwE8/WYxuPv4vc8I/AAAAAAAAYpo/c9uLYCda24U4LFHgZShl--Rrc_qENfjRwCLcBGAs/s320/vlcsnap-2017-08-05-12h47m43s437.jpg" width="320" /></a></div>
In the Late Night 1 (Owl) ad the service technician is compared to an owl for some strange reason. What purpose does that serve? Maybe the makers wanted to introduce humour like in the Heavy Rain ad; actually to my mind it does not add any value. In this and also in the Late Night 2 (Boy studying) ad the service technician is shown carrying out repairs of the AC late in the night. Why on earth would anybody want to get an AC repaired in the dead of the night? As I said before, one would just switch on the fan and go to sleep or continue studying as in the Late Night 2 (Boy studying) ad. Would any sane person want to keep awake in the night till the air-conditioner is repaired?<br />
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<a href="https://4.bp.blogspot.com/-yEEWRyfcCuo/WYxua4k6u1I/AAAAAAAAYps/oKa0lE4gxSwIEwsJCH-J7a5eoT_UQDsKwCLcBGAs/s1600/vlcsnap-2017-08-05-12h49m55s359.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="180" src="https://4.bp.blogspot.com/-yEEWRyfcCuo/WYxua4k6u1I/AAAAAAAAYps/oKa0lE4gxSwIEwsJCH-J7a5eoT_UQDsKwCLcBGAs/s320/vlcsnap-2017-08-05-12h49m55s359.jpg" width="320" /></a></div>
The Scorching Heat ad is the only ad in the series that makes sense.Fortunately there is no ad showing an AC being repaired in winter. <br />
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When common sense tells us that round-the-clock service offered by Carrier does not serve any purpose, why then Carrier offers this kind of service to its customers? One answer could be that they are making a mistake; the company must be genuinely thinking that this service would benefit its customers and would spread goodwill. Or the company is using Round-the-Clock service as an USP to attract new customers for its air-conditioners. When buying a product such as an AC, one of the main concerns in the buyer’s mind is whether the company will offer good after-sales-service. Carrier’s Round-the-Clock service might appear very attractive initially when deciding to buy an AC if they are the only ones to offer this kind of service; this can swing the buying decision in favour of Carrier. Most consumers, I feel, might not think very deeply at the time of purchase and may not realize that this ‘round-the-clock service’ is actually of no practical use. The realization will happen only after buying and using the product. The essential message being communicated in this campaign is – <i>Call us whenever you want and our service technician will be at your service</i>. Apparently, this seems to be an attractive proposition. Who knows whether the ad campaign will work as per expectation; only time will tell. I am eager to see what Carrier does next summer.</div>
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</div></div>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-3665098043609794573.post-39929027155304816572017-07-06T19:25:00.001+05:302017-07-06T19:25:45.717+05:30Who is a celebrity?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://3.bp.blogspot.com/-zildm3lZ4Ps/WV3hhIIFpHI/AAAAAAAAYoA/COn8kjMOxE4PW1eLxGgy_YiHUqXuwj7kQCLcBGAs/s1600/Celebrity%2Bcollage.2.resized.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="612" height="391" src="https://3.bp.blogspot.com/-zildm3lZ4Ps/WV3hhIIFpHI/AAAAAAAAYoA/COn8kjMOxE4PW1eLxGgy_YiHUqXuwj7kQCLcBGAs/s400/Celebrity%2Bcollage.2.resized.jpg" width="400" /></a></div>
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Recently Advertising Standards Council of India (ASCI) has come out with certain guidelines to be followed in case of ad campaigns where celebrities are used, that is because celebrities are great influencers and have a responsibility in ensuring that the claims made in the advertisements are true and not misleading; this has been done in the interest of the customer and also the celebrities themselves. Celebrities are used in advertisements to add credibility to the claim or offer made, more so when the ad agencies run out of ideas. It is now generally felt that a celebrity should not endorse a </div>
<a name='more'></a>product only because he/she has been paid an attractive fee; on this note the ad campaign that immediately comes to mind is that of Pan Bahar featuring actor Peirce Brosnan. Immediately after the ad was on air he was criticized severely; it appears that he was not clear as to what Pan Parag was all about, the actor was put in an embarrassing position. I think a pan masala brand and Peirce Brosnan was a total mismatch.<br />
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If you are unable to view the above video click <a href="https://youtu.be/ob1RBsKnLP0" target="_blank">here</a> to view it on YouTube</div>
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Celebrity endorsements have been happening for a very long time all over the world. Popular film actresses <br />
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<a href="https://1.bp.blogspot.com/-bctxHrZKgCc/WV4jH0K1hdI/AAAAAAAAYoM/iKbgEqkQR2sdA7KvC184Wtjh7laK504pACLcBGAs/s1600/D3200%2B006.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="615" data-original-width="480" height="200" src="https://1.bp.blogspot.com/-bctxHrZKgCc/WV4jH0K1hdI/AAAAAAAAYoM/iKbgEqkQR2sdA7KvC184Wtjh7laK504pACLcBGAs/s200/D3200%2B006.jpg" width="155" /></a></div>
were used for Lux toilet soap for several decades not only in India but elsewhere in the world too. Way back in the past the words ‘celebrity’ and ‘endorsement’ were not even used, anyone who modeled for a brand/product was simply a model. Very few film and sports personalities modeled those days; Actor Ashok Kumar modeled for Aspro, in 1974 Rajesh Khanna modelled for Macleans toothpaste and campaign created a lot of consumer interest in the product. In the late 1990s Zee TV, as a part of their promotional campaign, had given away some advertising awards at a ceremony in Bombay; Shah Rukh Khan received the best male model award for Cinthol Soap ad campaign. Yes the category was ‘male model’; Khan was an established cine actor by then but nobody talked about celebrity endorsement or someone being a brand ambassador at that time. Life was less complicated those days I guess. <br />
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<a href="https://3.bp.blogspot.com/-7cqzxpbCMZ4/WV4jdAcJ03I/AAAAAAAAYoQ/c4WGomNOCcc6zn3KHM3cfUIcoLoVctV_gCLcBGAs/s1600/04_05_2017_105_018.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="640" data-original-width="476" height="320" src="https://3.bp.blogspot.com/-7cqzxpbCMZ4/WV4jdAcJ03I/AAAAAAAAYoQ/c4WGomNOCcc6zn3KHM3cfUIcoLoVctV_gCLcBGAs/s320/04_05_2017_105_018.jpg" width="238" /></a></div>
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Several aspiring actors started off as models before establishing themselves as film actors –Jackie Shroff, Kabir Bedi, Arjun Rampal, Aishwarya Rai, Katrina Kaif, to name a few. Some like Amitabh Bachchan became celebrity endorsers or brand ambassadors after achieving fame. According to me ‘celebrity’ endorses are essentially models. Models also endorse products, haven’t we seen ads where the models recommend that you use certain products? So my question is what is the essential difference between a model and a celebrity endorser? Can it not be argued that the person in question is a career model as well as a career cine actor or sportsman? However the guidelines are only for the so called celebrities and not models. <br />
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How can one define a celebrity? According to ASCI celebrities are those people who are from the field of entertainment and sports and would also include other well-known personalities like doctors, authors, activists, educationists, etc. who get compensated for appearing in advertising. The important term in this definition is ‘well-known’; my question is how well-known does one have to be to qualify as a celebrity? Can it be measured? Many young men and women who model are actually aspiring actors and actresses; they do modelling to earn a living and also to be in the media. After <br />
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<a href="https://1.bp.blogspot.com/-54KkbeQKD5k/WV4jqqlsIEI/AAAAAAAAYoU/dsgZI_nwGJYMlLWZGlr6xxdMgzT5vOfPACLcBGAs/s1600/30_05_2017_105_002.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="640" data-original-width="388" height="320" src="https://1.bp.blogspot.com/-54KkbeQKD5k/WV4jqqlsIEI/AAAAAAAAYoU/dsgZI_nwGJYMlLWZGlr6xxdMgzT5vOfPACLcBGAs/s320/30_05_2017_105_002.jpg" width="194" /></a></div>
getting breaks in films they continue with their modelling profession, in fact they manage both careers simultaneously. The lucky ones get noticed and start becoming popular as cine actors and get recognized in public. But at what stage in their acting careers can they be considered as celebrities and not ordinary models for ASCI’s guidelines to be applicable to them? There is no clarity on this. Some persons like, for example, Amitabh Bachchan, Sachin Tendulkar, etc. are big time celebrities and there is no doubt. But there are others who are rising stars, they may have some degree of fame but can they be called celebrities according to ASCI?<br />
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<a href="https://2.bp.blogspot.com/-CQQ5d3D5wx0/WV4j0lUFdJI/AAAAAAAAYoY/dSE4vp7UmToCcK8mYwfVWsq-f3Hihtn1wCLcBGAs/s1600/CintholTalc.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="919" data-original-width="610" height="200" src="https://2.bp.blogspot.com/-CQQ5d3D5wx0/WV4j0lUFdJI/AAAAAAAAYoY/dSE4vp7UmToCcK8mYwfVWsq-f3Hihtn1wCLcBGAs/s200/CintholTalc.jpg" width="132" /></a>Aishwarya Rai was a popular model and even as a model, she did become some kind of a minor celebrity even before she became Miss World. Is a ‘celebrity’ model of today, just like Aishwarya Rai was in the early 1990s, advised to follow ASCI’s guidelines? The girl who modeled for Airtel 4G ad campaign has become a mini celebrity, if she were to take up other modeling assignments would she be a celebrity endorser? A model/actor could be a celebrity in one part of the country but if his/her images are used for the purpose of advertising in other parts of the country as well, such person will just be any other model; so how does ASCI’s guidelines apply in this case? <br />
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Today we have a new breed of ‘celebrities’, I am talking about various people who have made a name for themselves on the internet, such as on YouTube. Such people are known only to people who are interested in their videos, others will not even know them. I would like to give an example here; currently Kellog’s is using selected YouTubers as celebrity models. Such YouTubers are certainly not as popular as big time film or cricket stars, but they do have their followers; now will ASCI’s guidelines be applicable to such ‘celebrities’? Are they even celebrities from ASCI’s point of view? <br />
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Now coming back to my question, who is a celebrity? What makes one a celebrity? I do not think that there can be a simple definition; perhaps a celebrity is one who the advertisers and ad agencies recognize as one, that is the only conclusion I can think of.<br />
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-29597403363037765662017-04-15T17:46:00.000+05:302017-05-07T18:58:25.266+05:30Patanjali Ad Campaign — Bringing Back Swadeshi<div dir="ltr" style="text-align: left;" trbidi="on">
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Patanjali Ayurved Ltd. is the biggest success story in the Indian consumer products industry in recent times. No consumer products company, whether Indian or foreign, has grown so fast and has been able to market such a large number products in India in such a short time. The company was founded by Baba Ramdev and Acharya Balkrishna in the year 2006, it grew very rapidly and it claims to have posted sales of Rs. 5000 crore (approximately US$ 770 mn) in the financial year 2015-2016 which the company wanted to double in the following financial year; have they been able to achieve it? So far I do not know. It plans to increase its reach by having 4000 distributors, it wants to have over 10,000 company owned outlets and 100 Patanjali-branded stores and supermarkets. As reported in the media it has tied up with retail chains like Future Group and Reliance Retail for deeper penetration; it has plans to set up six new manufacturing facilities in different parts of India. Patanjali Ayurved claims to have 500 products in categories such as ayurvedic medicines, soaps and toiletries, herbal cosmetics, cooking oils, food, cleaning products and perhaps more; it also has sights on the clothing market and desires to launch its brand of jeans; the list keeps increasing.<br />
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Patanjali’s way of running its business is rather unconventional; it has definitely done some things right to be where it is now. Since this is an advertising blog I would not like to go into details of how it has been marketing its products, I would restrict my comments and observations only to its advertising and communication. Patanjali Ayurved has been advertising its products heavily, while researching for this post I learnt that it spent Rs. 360 crore on advertising between November 2015 and March 2016 alone. <br />
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Appealing to the patriotism of the Indian people is the company’s communication strategy; it has brought back the concept of <i>swadeshi</i> which I thought was no longer important in today’s age of globalization. <i>Swadeshi</i> is about self-reliance and not being dependent on imported goods; <i>swadeshi</i> was important during India’s independence movement and for some years following the country’s independence. With globalization the scenario changed completely and <i>swadeshi</i> had become history till Patanjali brought it back and did so very successfully. In Patanjali ads <i>swadeshi </i>is supported by painting a negative picture of foreign multinational companies, it even compares them to The East India Company which is known to Indians for its notoriety, greed and foul play; let me quote from a Patanjali press ad that appeared on August 15, 2016, which was the Indian Independence Day: “Though we got political freedom 70 years back. Economic Freedom is still a dream. The way East India Company enslaved and looted us, Multi National Companies are still doing the same by selling Soap, Shampoo, Toothpaste, Cream, Powder and similar daily use items at exorbitant price. Thousand’s of crores of profit thus generated is ploughed back to their own countries. ” </div>
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Patanjali regularly releases ads on the Indian Independence Day, 2nd October (Mahatma Gandhi’s birth anniversary), 23rd March (Martyrs’ Day) to emphasize the importance of <i>swadeshi</i>. So far I have only read the English ads of Patanjali and found the language quite different from other ads in the same product categories, small grammatical errors have also crept in, for example the copy quoted above says 'Thousand’'s instead of 'Thousands'. Though I may find the advertising copy a bit unconventional, the ads are hard hitting and seem to be working well.<br />
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When not attacking multinational companies it casts aspersions on its other competitors; take for example in their mustard oil press ad, it boldly says, “Periodic tests conducted by government reveal that most mustard oil brands are adulterated”, while claiming Patanjali Kachi Ghani is 100% pure mustard oil. In their toilet soap press ad it is suggested that toilet soaps other than Patanjali’s are made from harmful chemicals. In Patanjali Kesh Kanti ad it warns consumers that the hair oil they use “…may contain cancer causing mineral oil!” Creating doubt and fear in the minds of consumers is a part of Patanjali’s communication strategy, whether the company is justified in making such claim is something I wouldn’t know.<br />
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One interesting observation, in the ‘Martyr’s Day’ ad, it says “…East India Company started enslaving India…” it also mentions, “Along with foreign products, foreign culture, foreign language, foreign clothing, unhealthy food habits and obscenity were spread across the country by these foreign companies.” The foreign language which is being referred to here, according to me, has to be English, it can’t be any other language; so the thought which comes to my mind is that Patanjali itself releases ads in English language and it is also planning to market its own brand of jeans which is foreign style clothing, there seems to be a contradiction here.<br />
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To summarize Patanjali press ads, more often than not, attempt to show multinational companies in poor light and in those categories where MNCs do not have a presence it tries to create doubts in the minds of the consumers with regards to the quality of the competitors’ products. Patanjali press ads very effectively emphasize the high quality and safety of its own products, to quote a portion of the body copy of one of its ads –“…100% pure and natural, low priced Patanjali”. Baba Ramdev is the brand ambassador and probably the most effective and credible brand ambassador in Indian advertising so far; in one of its press ads Baba Ramdev cautions mothers of not being mislead by endorsements by brand ambassadors who endorse products only for the hefty fees they are paid but they are neither scientists nor specialists, such products should therefore be boycotted. The ads also say that profits the company (Patanjali Ayurved) makes is totally (100%) dedicated for welfare services and charity, unlike other companies who spend only 2% of their profits on CSR activities. Patanjali press ads are not ‘creative’ as we understand creativity in advertising; to my mind they are like power packed announcements which seem to hit the target.<br />
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Patanjali Ayurved was pulled up by The Advertising Standards Council of India (ASCI) for making unsubstantiated claims, if you wish to know more please click <a href="http://www.zeebiz.com/companies/news-10-reasons-why-patanjali-ads-got-pulled-up-by-asci-yet-again-4615" target="_blank">10 reasons why Patanjali ads got pulled up by ASCI yet again</a>. A city court also imposed a fine on Patanjali Ayurved last year for “misbranding and misrepresentation of its products," if you wish to know more please click Patanjali slapped with Rs. 11 lakh fine by Haridwar court on charges of' 'misbranding'.<span style="font-size: 11.0pt; line-height: 150%;"> I must also mention that Patanjali Ayurved is not the only company ASCI has pulled up, ASCI has been pulling up various companies (including MNCs), from time to time for misleading advertisements. </span><br />
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<tr><td class="tr-caption" style="text-align: center;"><span style="color: #660000;">Snapshot from TV commercial</span></td></tr>
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<tr><td class="tr-caption" style="text-align: center;"><span style="color: #660000;">Snapshot from TV commercial</span></td></tr>
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So much for Patanjali’s press ads, now let me move on to their TV commercials. Patanjali TV commercials are made very differently from its press ads; they talk about the goodness of Patanjali products like any TV commercial of other competing brands, although these ads lack the aggressiveness of its press ads and are relatively mellow but they are quite convincing. From what I have seen so far each of these ads gives consumers a good reason to use the products which makes them distinctive; <a href="https://youtu.be/YB1bHChe-Rk" target="_blank">Patanjali Noodles ad</a> is an exception because it is like any instant noodle ad, the USP supposed to be is that Patanjali Noodles are made from whole wheat flour or <i>atta</i>, this is hardly a USP since Maggi was the first to introduce the atta noodle variant long ago. Embedded below is one of the TV commercials, you could view this as well as the others in <a href="https://www.youtube.com/channel/UC6NCA8RHPNYrjH89eeAp7xQ" target="_blank">Patanjali’s YouTube channel</a>.<br />
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Patanjali’s style of advertising with Baba Ramdev as brand ambassador has been working well in tandem with the company’s other marketing efforts; it appears that the quality is by and large appreciated by consumers. <span style="font-family: "times" , "times new roman" , serif;"><span style="font-size: 11pt; line-height: 150%;"><span style="font-family: "times" , "times new roman" , serif;">Patanjali’s communication is pretty wholesome, the message is communicated has the right mix of the goodness of ayurved, use of natural ingredients in its products, absence of harmful chemicals – hence it is claimed that the products are safe; added to this is national pride (Swadeshi), pride in Indian traditions, lower prices and endorsement by Baba Ramdev; this has struck the right chord with consumers. I personally think the end effect of all its communication efforts has on consumers is the belief that this company (Patanjali Ayurved) strives to deliver quality and safety. After the success of Patanjali Ayurved it seems competitors have been reworking their strategies.</span></span></span><br />
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However, the question that arises is whether Patanjali Ayurved can carry on indefinitely with their current style of advertising. I do not think so; nothing can go on forever, in times to come effectiveness of these ads will gradually diminish, new players will come in, and existing players are bound to innovate.<br />
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<tr><td class="tr-caption" style="text-align: center;"><span style="color: #660000;">Snapshot from TV commercial</span></td></tr>
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Baba Ramdev’s brand ambassadorship might not be as effective as it is now, anything can happen in future, consumer fatigue can set in. I do not say Patajali Ayurved will perform badly, but I am sure that the growth rate will diminish. As the company grows things will get more and more complicated. Is Patanjali Ayurved geared up to face the challenges of the future? Will it be able to understand the pulse of the market in future? Well, time will tell. If Patanjali wishes to be in a dominant position in the FMCG market it will have to constantly innovate on its communication efforts and strategies with the changing times. <br />
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<![endif]--><b style="mso-bidi-font-weight: normal;"><u><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span style="font-family: "times" , "times new roman" , serif;">An update</span></span></u></b><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span style="font-family: "times" , "times new roman" , serif;"><b>:</b> </span></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt; line-height: 150%;"><span style="font-family: "times" , "times new roman" , serif;">Some time after I published the above post it was reported in the media that Patanjali Ayurved has recorded Rs. 10561 crore in revenue for the financial year 2016-’17, which is well above the company’s target. It has also been reported that it has set an ambitious target of Rs. 20000 crore for 2017-'18</span></span> </div>
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</div></div>Unknownnoreply@blogger.com13tag:blogger.com,1999:blog-3665098043609794573.post-57429723552845608682016-12-15T19:54:00.000+05:302016-12-15T19:54:13.611+05:30‘ODDS’ – A Great Effort but less inspiration and more pity<div dir="ltr" style="text-align: left;" trbidi="on">
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I regularly watch ‘<b>All About Ads</b>’ on NDTV Prime, thanks to it I came to know about two digital
ad campaigns, one is ‘Odds by Addidas’ <b style="mso-bidi-font-weight: normal;"><span style="mso-spacerun: yes;"> </span></b>and the other is ‘Uber moves Shankar’ <span style="mso-spacerun: yes;"> </span>I would have not known about these campaigns
otherwise, so thank you All About Ads. ‘Odds by Addidas’ is only on the
internet, whereas the Uber campaign is on internet and is supported by press ads.
In this article I will discuss the ‘Odds by Addidas’ ad campaign, I would also
like to discuss the Uber campaign but I will keep it for later.</div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
The ‘Odds by Addidas’ campaign
is different from others for two reasons; firstly, it is strictly on the
digital platform – no TV, press or any other media. Secondly, through this ad
campaign Addidas offers a special pair of shoes for para-athletes, the pair
could comprise two lefts or two rights shoes, for athletes with one foot. The
shoes can be bought from their site www.shop.adidas.co.in . The idea of having
two lefts or two rights came from Taproot Dentsu India, the ad agency that
conceptualized the campaign; a unique idea indeed. The campaign was
launched this year during the time of Paralympics <span style="font-size: 12.0pt; line-height: 150%; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">at Rio de Janerio, Brazil.</span><br />
<a name='more'></a></div>
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The film tells the story of
Major D. P. Singh who suffered multiple injuries during the Kargil war in 1999,
he lost his right leg and it took 14 months for him to start walking again.
Major Singh became India’s first blade runner and among the first Indians to
run a marathon with an artificial limb. In the film Major Singh is shown
running on different surfaces which is truly awe inspiring, the voice-over is
by film actor Kabir Bedi. You could see the ad embedded below or click this
<a href="https://youtu.be/KvaBw7en2HI" target="_blank">link</a> to see it on YouTube. </div>
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<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/KvaBw7en2HI" width="560"></iframe> </div>
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<span style="color: red;"></span></div>
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There is quite a lot of material
on this campaign published on the internet (to know more click <a href="http://www.afaqs.com/news/story/48915_Taproots-Paddy-on-adidas-Odds-We-shot-from-430-am-to-800-pm-for-3-consecutive-days" target="_blank">here</a>),
so I need not repeat all that in this article. </div>
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Addidas has always been
associated with sport persons of all kinds and this ad aims to encourage, inspire
and give hope to para-athletes. The ad tries to look at the positive side of
life and tries to put across the message – <i style="mso-bidi-font-style: normal;">If
we are determined and prepared to strive we can definitely change our lives for
the better</i>. I think this positive message is not just for para-athletes and
other sports persons but it is applicable in all walks of life. The target
audience is quite obviously the disabled sports persons who are motivated by
this campaign, but the larger picture is that it gives a tremendous boost to
the Addidas brand image as a whole. I do not think this campaign is only aimed
at the disabled after all the disabled sports persons are very few in number
compared to the regular sports persons. Addidas, through this campaign,
directly and indirectly, attempts to send a clear message of the importance of
a positive way of life, where grit, determination, perseverance, believing in
what you want to do and finally doing it, is important.</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-n0tbIx2uJoI/WDmeEZ7adLI/AAAAAAAAYko/HCIE8x_vIbU7QuUXveY3mUIIvPcvdfu1ACEw/s1600/vlcsnap-2016-11-25-20h30m41s750.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="93" src="https://2.bp.blogspot.com/-n0tbIx2uJoI/WDmeEZ7adLI/AAAAAAAAYko/HCIE8x_vIbU7QuUXveY3mUIIvPcvdfu1ACEw/s320/vlcsnap-2016-11-25-20h30m41s750.jpg" width="320" /></a></div>
<br />
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Major D. P. Singh’s story in the
ad is meant to be an inspiration, but has it worked? I do not know because I am
not privy to any market feedback which the company and the advertising agency
might have, however I wish to express my reactions after seeing this ad. </div>
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I am happy that no film star was
used; using the story of Major D. P. Singh does make good sense but the manner
in which the ad was executed does not seem to entirely work towards the
objective of providing inspiration and motivation. One does marvel at Major D.
P. Singh’s achievement, but the look and feel of the ad is rather dull and
gloomy. Such an ad should have a ‘feel-good’ factor which is required for a
person to feel inspired and motivated after seeing the ad, but that element is
missing. What you see evokes pity; it is made worse by Kabir Bedi’s tired and laboured
tone of voice, the element of pity shows through both in the voice as well as
in what is being said. Since the ad has been made by normal able bodied people,
I suppose that the element of pity does somehow creep in without the makers
being aware of it. Instead of the feeling of pity there should have been some
element that would brighten up things and make us feel positive and optimistic
– a feeling of triumph against all odds. </div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-bv7Z2TEm_zc/WDmeDlJSc_I/AAAAAAAAYkw/BR7UfjvO_AYKg5MgxD8ZACZSfaD4gTxjQCEw/s1600/vlcsnap-2016-11-25-18h34m41s546.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="100" src="https://3.bp.blogspot.com/-bv7Z2TEm_zc/WDmeDlJSc_I/AAAAAAAAYkw/BR7UfjvO_AYKg5MgxD8ZACZSfaD4gTxjQCEw/s320/vlcsnap-2016-11-25-18h34m41s546.jpg" width="320" /></a></div>
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Was having this campaign only on
the digital and not at all on television the correct decision? The ad is only in English so it reaches out to a limited
English knowing audience; I wonder if they plan to have the ad in Hindi and
other Indian languages.</div>
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
The screen area of the ad
appears to be like a narrow band with a certain part of the top and bottom of
the screen blacked out; it is like viewing from a narrow window. I do not
understand the reasoning behind doing this. What was wrong in sticking to an
aspect ratio of 16:9? If they had done so the ad would have had a better
impact. </div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://2.bp.blogspot.com/-F3NbnWPpEoE/WDmeEcv2j5I/AAAAAAAAYkw/aaZa46rf7dI3IamMk2nZoq6w4yCp4ydpQCEw/s1600/vlcsnap-2016-11-25-20h32m21s156.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="90" src="https://2.bp.blogspot.com/-F3NbnWPpEoE/WDmeEcv2j5I/AAAAAAAAYkw/aaZa46rf7dI3IamMk2nZoq6w4yCp4ydpQCEw/s320/vlcsnap-2016-11-25-20h32m21s156.jpg" width="320" /></a></div>
<br />
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
And finally, about the pair of
shoes which are available in two rights and lefts, no doubt it is a unique idea
but why even sell a pair to someone who has lost a leg? Why not sell just one
shoe? What would the buyer who has only one leg want two shoes of the same design?
If Addidas was to sell only a single shoe the buyer would has the option of
buying another shoe which has a different look; perhaps a discount could be
offered on the second shoe. Anyway these are my personal views and impressions
I got after seeing the ad, I would welcome views of anyone reading this.</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://4.bp.blogspot.com/-j-DeAJV-igg/WDmeDsmCT4I/AAAAAAAAYkw/UdLirc6n_i8PJoInId3Ryg-gnsQACHAEgCEw/s1600/vlcsnap-2016-10-27-12h10m36s640.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="91" src="https://4.bp.blogspot.com/-j-DeAJV-igg/WDmeDsmCT4I/AAAAAAAAYkw/UdLirc6n_i8PJoInId3Ryg-gnsQACHAEgCEw/s320/vlcsnap-2016-10-27-12h10m36s640.jpg" width="320" /></a></div>
<br />
<div class="MsoNormal" style="margin-bottom: 6.0pt;">
The Major D. P. Singh ad has
been followed up by another ad which is a story told from the point-of-view of
the shoe, here is the link: <a href="https://www.youtube.com/watch?v=5ZxqfUVdfEI" target="_blank">Odd Tale of 2. </a></div>
</div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-2974330053975409292016-08-01T19:50:00.000+05:302016-08-01T19:51:13.868+05:30It is cold press time<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-6k6xMKhI3S8/V58_Uh5y9XI/AAAAAAAAYcU/wzqedy4fAWwWBHalYsX6Jxs2o1BSOyqwQCPcB/s1600/vlcsnap-2016-07-30-17h25m26s218.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="208" src="https://3.bp.blogspot.com/-6k6xMKhI3S8/V58_Uh5y9XI/AAAAAAAAYcU/wzqedy4fAWwWBHalYsX6Jxs2o1BSOyqwQCPcB/s400/vlcsnap-2016-07-30-17h25m26s218.jpg" width="400" /></a></div>
<div style="text-align: center;">
<br /></div>
Usha International, a company well-known for its sewing machines, fans and other electrical appliances has launched Usha Nutripress Cold Press Juicer this year. As the name suggests the product uses the cold press process for extracting juices. The message in their advertising campaign is very clear – since the product uses cold process the food is healthier and tastier. The brand name Nutripress itself suggests nutrition. After seeing the ad campaign, my immediate thought was – since Usha Nutripress is cold press juicer, does that mean the other brands of juicers which do not use cold press generate heat? What exactly is cold press?<br />
<a name='more'></a><br />
Recently I happened to notice an article in a newspaper supplement that explained as to why and how cold press juicers help in retaining nutrition of fruits and vegetables, it also explained that other juicers actually generate heat that can destroy much of the nutrition value of fruits and vegetables. If I remember right Usha Nutripress was launched in summer this year and I wonder if it was really a coincidence that the newspaper carried an article on cold process juicers during this time, quite possibly the PR team of a manufacturer of cold press juicers arranged for the article. Was the manufacturer Usha International? I really do not know.<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://3.bp.blogspot.com/-UTLy0FgzUvA/V58_TWxwhLI/AAAAAAAAYcU/DJSCzaXMIDkRDVPEuOdhyO2bUWu26ob6ACPcB/s1600/vlcsnap-2016-07-30-12h56m37s937.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="103" src="https://3.bp.blogspot.com/-UTLy0FgzUvA/V58_TWxwhLI/AAAAAAAAYcU/DJSCzaXMIDkRDVPEuOdhyO2bUWu26ob6ACPcB/s200/vlcsnap-2016-07-30-12h56m37s937.jpg" width="200" /></a></div>
<br />
The current ad campaign of Usha Nutripress comprises five TV commercials (TVC) to show that the product can be used in different ways, such as for making spinach juice, carrot juice, orange juice, almond milk and strawberry smoothie. Although I have been seeing these commercials five days a week, initially I did not realize that I was watching five different TVCs, this is despite the fact that there are some differences in each of the TVCs; the reason for this is that these ads are just too similar, they have an identical template so that the look and feel is the same for each TVC; therefore you tend to miss the distinctiveness of each of the TVCs.<br />
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The campaign is obviously aimed at the health conscious prospective customer who may want to buy a juicer for the first time or may want to replace her existing juicer. Usha’s proposition is that if you use Usha Nutripress Cold Press juicer, it would be healthier that others in the market. ‘Get more juice out of life’ is what the ads say, the claim made is that you get more juice which is smoother, richer, more nutritious and tastier; but the ads don’t not say how that is possible. The claim is not supported.<br />
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I personally think that having five different ads is not a very good idea, they hardly look distinctively different. The campaign might be successful in achieving the objectives that have been laid down, but I strongly feel that the campaign would have been more impactful if the concept of cold press and how it is better than hot press was explained very clearly in the ad(s). I have mixed feelings about the five TVCs, I do like the clean look which is important for ads related to food, I also like the attractive colours of the fruits and vegetables and their juices that are shown; there is visual appeal. On the negative side I find the ads a bit monotonous and lacking in vitality. YouTube links to the Usha Nutripress Cold Press juicer TVC are given below:<br />
<ol style="text-align: left;">
<li><a href="https://www.youtube.com/watch?v=aifNTHufJzc" target="_blank">Orange</a> </li>
<li><a href="https://www.youtube.com/watch?v=cb8Swui6lto" target="_blank">Carrots </a></li>
<li><a href="https://www.youtube.com/watch?v=7M-imubzaEs" target="_blank">Almonds </a></li>
<li><a href="https://www.youtube.com/watch?v=iwoMorVoMPE" target="_blank">Spinach </a></li>
<li><a href="https://www.youtube.com/watch?v=4RdenjP4808" target="_blank">Strawberries </a></li>
</ol>
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<a href="https://3.bp.blogspot.com/-qmNamCkyWLo/V58_WJ_3UZI/AAAAAAAAYcU/Bcrp3BWditsD_wBdD3mf5noe70eXc2ofACPcB/s1600/vlcsnap-2016-07-30-17h24m41s515.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="104" src="https://3.bp.blogspot.com/-qmNamCkyWLo/V58_WJ_3UZI/AAAAAAAAYcU/Bcrp3BWditsD_wBdD3mf5noe70eXc2ofACPcB/s200/vlcsnap-2016-07-30-17h24m41s515.jpg" width="200" /></a>Usha Nutripress Cold Press juicer is priced at Rs. 27990 this I think is very expensive, so the households who are expected to buy this product would be fewer. Usha Nutripress Cold Press juicer is being sold on Amazon at a discounted price but I also found another brand of cold press juicer being sold for a far lower price, the product looks very different from Usha Nutripress and quite possibly Usha Nutripress is superior, but how much does that matter to the average customer? Before deciding to buy an expensive product like this, the customer has to be fully sure that buying it would mean value for money. The essential difference between Usha Nutripress and other competing brands is that Usha Nutripress uses the cold press process; this is an aspect the customer should be convinced of. The customer has to be also convinced that Usha Nutripress is better than the other brands of cold press juicers that are priced lower. It is quite likely that some consumers may learn about the benefits of cold press from Usha Nutripress ad campaign but might end up buying a brand that has been priced lower.<br />
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The shop salesman plays an important role in educating the customer and building confidence, advertising can only create awareness and desire; the actual purchase is dependent on the customer being convinced that the product is useful and worth the money spent. It must be remembered that the store salesman is not necessarily loyal to any brand; he only does his job. Apart from advertising, kitchen appliances such as Usha Nutripress Cold Press juicer need to be demonstrated in stores and in exhibitions, this I am sure Usha must be doing.<br />
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The cold press concept seems to be catching on in other product categories as well; recently I came across an ad for a new product called Iraya Cold Pressed Ayurvedic Oils, let us see how consumers react, will they consider the cold press process to be significantly better? Will they appreciate the benefits of cold press products enough to spend more money? These are question for which I have no answer, so let us see what happens in the market place.<br />
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<span style="color: #660000;"><b>Burger King – Take a little help from Mc Donald’s</b></span><br />
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<b><a href="https://2.bp.blogspot.com/-4kWRbmlm3QQ/V3ZTtVuDnHI/AAAAAAAAYZc/PhuojTUb_SUinCH5Bi04KfP45pqh9WOKACKgB/s1600/BurgerKing.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="https://2.bp.blogspot.com/-4kWRbmlm3QQ/V3ZTtVuDnHI/AAAAAAAAYZc/PhuojTUb_SUinCH5Bi04KfP45pqh9WOKACKgB/s400/BurgerKing.jpg" width="400" /></a></b></div>
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In the burger business or let’s say in the informal restaurant business McDonald’s is the leader with the largest number of outlets. There is always a Mc Donald’s within reach. In this ad Burger King acknowledges Mc Donald’s strength and tries to use it to its advantage; this indeed is a bold thing to do. The impression that this ad attempts to leave in the consumers’ mind is that Burger King is far better than Mc Donald’s and it is worth every effort to go to a Burger King restaurant even if it is distantly located, and even if you need have a light snack at Mc Donald’s (Mc Drive) on the way, the effort is certainly worth it. The ad tries to make you feel that Burger King is a<br />
<a name='more'></a> massive brand and that Mc Donald’s is relatively a small player playing a supporting role.<br />
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For the Burger King consumer I feel, the ad strengthens the brand Burger King and for someone like me who has never tasted Burger King, I do feel like trying it out after watching this ad. I do not want to describe the ad, please watch it for yourself here or you could watch it on YouTube by clicking this link: <a href="https://www.youtube.com/watch?v=KAupGnoG3m4" target="_blank">BURGER KING reveals the end of a McDonald's commercial</a>.<br />
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<b><span style="color: #660000;">Sulekha’s Anti-jugaad ad campaign – Professional help is better than ‘jugaad’</span></b><br />
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<b><a href="https://3.bp.blogspot.com/-YgyEosWICUc/V3ZT9bcs5SI/AAAAAAAAYZc/idy94p56siw8VYjdy1rxaDo6dfW9ht_-wCKgB/s1600/Sulekha.compressed.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://3.bp.blogspot.com/-YgyEosWICUc/V3ZT9bcs5SI/AAAAAAAAYZc/idy94p56siw8VYjdy1rxaDo6dfW9ht_-wCKgB/s400/Sulekha.compressed.jpg" width="395" /></a></b></div>
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Of late the word ‘jugaad’ has been used in a very positive way, it celebrates the ingenuity of the common Indian of finding solutions with limited resources, many a time such solutions may work out to be cheaper options.<br />
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Sulekha has exposed the negative side of ‘jugaad’ in a very interesting way using humour. This campaign tells you how quick fix solutions to any kind of problem do not work in the long run (maybe not even in the short run), one needs help from experts who know their jobs and Sulekha.com will help you connect with such people. The ad shows a young who has a quick fix solution to every kind of problem and he seems to be pretty proud of his abilities, but later his quick fix solution has a disastrous effect.<br />
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<a href="https://2.bp.blogspot.com/-aZIH1Ka_eyo/V3ZUDb7zyMI/AAAAAAAAYZk/yZfCmqKqingvbl0z76Bmnvc8GIL-SYEzQCKgB/s1600/Sulekha.antijugaad.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="108" src="https://2.bp.blogspot.com/-aZIH1Ka_eyo/V3ZUDb7zyMI/AAAAAAAAYZk/yZfCmqKqingvbl0z76Bmnvc8GIL-SYEzQCKgB/s200/Sulekha.antijugaad.jpg" width="200" /></a></div>
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What I like about the ad is that it feels like a story unfolding before your eyes, I like the way various problematic situations have been thought of and executed. The ad is based on valid consumer insights and I think it stands out in the clutter. People do not always look for quick fix solutions because these are cheaper and good, but also because of sheer lethargy. By turning the concept of ‘jugaad’ on is head Sulekha gives a wake up call. It surely is an interesting and humourous ad with will be remembered. Watch the ad below or watch it on YouTube by clicking this link<span style="font-weight: normal;"><span style="font-size: small;"><span class="watch-title" dir="ltr" id="eow-title" title="Sulekha : Go #AntiJugaad">: <a href="https://youtu.be/p2A4WLeoxcc" target="_blank">Sulekha - Go #AntiJugaad</a></span></span></span><br />
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<span style="color: #660000;"><b>Eye Spa – Eye-catching ad but they got the wrong doctor</b></span><br />
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<a href="https://3.bp.blogspot.com/-Po2uXrX8iz0/V3ZT0p63oDI/AAAAAAAAYZc/T141FYMYDRs5PU0BEqweocj_I3QCnblyQCKgB/s1600/EYESPA.resized.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://3.bp.blogspot.com/-Po2uXrX8iz0/V3ZT0p63oDI/AAAAAAAAYZc/T141FYMYDRs5PU0BEqweocj_I3QCnblyQCKgB/s400/EYESPA.resized.jpg" width="238" /></a></div>
<span style="color: #660000;"></span>Eye Spa is a new product which has been launched this year and this was probably the first press ad that was released, they have a series of interesting press ads. The main visual in the ad is truly eye-catching and impressive, the copy also explains the product well but why did they have a picture of a doctor with a stethoscope? Why would an eye specialist use a stethoscope? I think they got the doctor wrong. <br />
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</div></div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-3665098043609794573.post-16123286757615884852016-06-01T17:26:00.001+05:302016-06-01T17:26:29.065+05:30Noodles War<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://3.bp.blogspot.com/--67MbhMAbrs/VxDJwrKlgLI/AAAAAAAAYT4/qE8u7p57S5M2hnO_2ALfoPUpXfS5viYJACKgB/s1600/Maggi%2Bcomeback%2Bpost-Main%2Bvisual.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="205" src="https://3.bp.blogspot.com/--67MbhMAbrs/VxDJwrKlgLI/AAAAAAAAYT4/qE8u7p57S5M2hnO_2ALfoPUpXfS5viYJACKgB/s400/Maggi%2Bcomeback%2Bpost-Main%2Bvisual.jpg" width="400" /></a></div>
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Maggi Noodles has been in the Indian market for close to three decades and was going from strength to strength till on the fateful day of June 5, 2015 Food Safety and Standards Authority of India (FSSAI) ordered Nestlé India Ltd. to withdraw all nine variants of the product from the market because it considered the product to be unsafe and hazardous; lead and monosodium glutamate was found to be above permissible limits, hence unsafe for human consumption. Maggi Noodles was not the only product to be banned, other brands in the category also faced the music. I do not wish to go into the details of this case since this blog; Advertising Opinions is only about advertising and communications, so I will restrict myself to commenting only on how Maggi and its competitors communicated with their consumers before, during and after the ban was lifted.<br />
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<a href="https://3.bp.blogspot.com/-M9jGUAlgZf4/VxJJYGMIgKI/AAAAAAAAYVI/UECo9iYiS-crplSAWLQBVxUNW1GeY9aRgCKgB/s1600/Snapshot%2B-%2B47.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="172" src="https://3.bp.blogspot.com/-M9jGUAlgZf4/VxJJYGMIgKI/AAAAAAAAYVI/UECo9iYiS-crplSAWLQBVxUNW1GeY9aRgCKgB/s320/Snapshot%2B-%2B47.jpg" width="320" /></a></div>
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Maggi is the leader in the category of instant noodles with about 65% market share as reported in the media; its closest competitor is Sunfeast Yipee! from ITC and there are others like Horlicks Foodles from GSK Consumer Healthcare, Top Ramen from Indo Nissin Food Ltd, Wai Wai from Nepal based Chaudhary Group and few others. <br />
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When Maggi was withdrawn from the market, Nestlé India had to destroy stocks worth Rs. 320 crore and the company also made a loss that quarter. However this was not the only problem the brand faced, the biggest problem was the terrible beating its reputation took. It was the first time customers especially mothers who fed Maggi to their children became suspicious with regard to the safety of the product. Nestlé India had two challenges; one, how to keep brand Maggi alive during the ban; two, how to win back the reputation of the brand and inspire confidence in the minds of the consumers when the ban is lifted; the Maggi Noodles tagline – <i>Taste Bhi Health Bhi</i> sounded like a cruel joke.<br />
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<span style="color: #990000;"><b>Maggi's competitors' TVCs resemble those of Maggi's</b></span><br />
Maggi 2-minute Noodle (M2MN) was the first variant to be introduced by Nestlé India, small children were targeted and the mother played a important role of the provider and influencer; this was later followed by other variants targeting other demographic segments. A whole generation has grown up watching M2MN commercials; the imagery of the mother taking pleasure in removing the noodles from the pack, breaking them into two and tossing them in hot water, adding vegetables, adding the taste maker and serving the Maggi Noodle dish to the children who enjoy eating it, is etched in memory. Maggi’s competitors seemed to have used most of the elements of the Maggi Noodles TVCs in the scripts of their own TV commercials (TVC), this made their TVCs look so much like the Maggi TVCs. Even the mother wears a yellow costume as in the Maggi Noodle TVCs; in the Yipee! TVCs where the mother is not shown wearing yellow her son wears yellow instead. See below:<br />
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<a href="https://1.bp.blogspot.com/-XqvmtqQZe-o/VxCUio_zQ5I/AAAAAAAAYS8/qtrzMTZzaD4XIvhRxA0aNZr4uXCPFRyuwCKgB/s1600/Dressedinyellow.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="271" src="https://1.bp.blogspot.com/-XqvmtqQZe-o/VxCUio_zQ5I/AAAAAAAAYS8/qtrzMTZzaD4XIvhRxA0aNZr4uXCPFRyuwCKgB/s400/Dressedinyellow.jpg" width="400" /></a></div>
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<a href="https://3.bp.blogspot.com/-kQ3ERE9tHxw/VxCVDXQdB-I/AAAAAAAAYTA/0PPQWGN5ZOE8B1XNRblf7gnGBg_wxOIDQCKgB/s1600/Add%2Bvegetables.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="278" src="https://3.bp.blogspot.com/-kQ3ERE9tHxw/VxCVDXQdB-I/AAAAAAAAYTA/0PPQWGN5ZOE8B1XNRblf7gnGBg_wxOIDQCKgB/s400/Add%2Bvegetables.jpg" width="400" /></a></div>
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<a href="https://4.bp.blogspot.com/-tMcgp84fRDE/VxDIoJ7KwxI/AAAAAAAAYTg/gtiIwxBwC9cm4gGpeILJym5XxgC1lDnNACKgB/s1600/RESIZED.Noodles%2Bpick%2Bpack.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="323" src="https://4.bp.blogspot.com/-tMcgp84fRDE/VxDIoJ7KwxI/AAAAAAAAYTg/gtiIwxBwC9cm4gGpeILJym5XxgC1lDnNACKgB/s400/RESIZED.Noodles%2Bpick%2Bpack.jpg" width="400" /></a></div>
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<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-QAEEQYHsTSs/VxDJGMLgrsI/AAAAAAAAYT0/hKHVH2h620cLStaVDIdocaezThtOGX5NQCKgB/s1600/Resized.Add%2Bvegetables.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://4.bp.blogspot.com/-QAEEQYHsTSs/VxDJGMLgrsI/AAAAAAAAYT0/hKHVH2h620cLStaVDIdocaezThtOGX5NQCKgB/s400/Resized.Add%2Bvegetables.jpg" width="211" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">In the Yipee! TVC the noodles are not broken<br />
into two but cooked and served whole </td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"><br /></td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"></td><td class="tr-caption" style="text-align: center;"><br /></td></tr>
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Maggi’s competitors have tried to be different though; Yipee! Noodles comes in a round shape and you are told to cook it ‘as a whole’ and ‘serve it in a bowl’. <a href="https://youtu.be/UYIE4KBvVhM" target="_blank">Patanjali Noodles</a> claims to use <i>atta</i> in their noodles which it tries to show as a USP, but this proposition is hardly unique considering the fact that Maggi has been selling the<i> atta</i> noodle variant for a long time. The biggest advantage that Patanjali Noodles has is the fact that Baba Ramdev is behind it. Patanjali Ayurved is also making efforts to instill <i>swadeshi</i> pride and remove the MNC mindset.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-3HWvdWqo7tk/VxDPe9nX-CI/AAAAAAAAYUA/CUXEn8fUIrkJbPYr1MDYZucT-rCMZ2BQgCKgB/s1600/Snapshot%2B-%2B46.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="144" src="https://1.bp.blogspot.com/-3HWvdWqo7tk/VxDPe9nX-CI/AAAAAAAAYUA/CUXEn8fUIrkJbPYr1MDYZucT-rCMZ2BQgCKgB/s320/Snapshot%2B-%2B46.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Patanjali Noodles</td></tr>
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<span style="color: #990000;"><b>Maggi chooses a different path</b></span> <br />
While competitors are busy making their ads that resemble those of Maggi’s, it is interesting to see that Maggi has chosen a different path. When Maggi Noodles was withdrawn from the market last year one did not know for how long it would have to stay away from the market; it was imperative that the brand and the values associated with it be kept alive in the minds of the consumers, the loyal Maggi Noodle consumers also wished to know what was exactly happening, is Maggi coming back on the shop shelves? Nestlé India believed that it must engage with the consumers to inspire confidence. The company had to also consider the fact that competing products were waiting to take advantage of the situation. A series of specially made short films were posted on Maggi’s YouTube channel. Yes, these were short films and not advertising films. These films had a common theme, that of missing Maggi. Each of these films has a young person who explains how he misses Maggi; the products pack is not shown, instead at the end of each film the Maggi logo appears with the line “We miss you too”. <br />
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<a href="https://3.bp.blogspot.com/-J28v26m8kIU/VxDJMmLMLyI/AAAAAAAAYT0/ooXC6K4BqiIeXT9XqmxSIlXsbzD_llP3ACKgB/s1600/Snapshot%2B-%2B10.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="https://3.bp.blogspot.com/-J28v26m8kIU/VxDJMmLMLyI/AAAAAAAAYT0/ooXC6K4BqiIeXT9XqmxSIlXsbzD_llP3ACKgB/s320/Snapshot%2B-%2B10.jpg" width="320" /></a></div>
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Points to be noted are: these films were not meant for television and I think the company acted wisely because television advertising would have required a huge amount of money which it could ill afford at a time when they were not allowed to sell the product; the films do not feature small kids and mother, they are based on the fact that over the years Maggi has grown to have a much wider appeal, the consumer base is not restricted to children only. Apart from being a quick snack or mini-meal for kids it became a convenience food for young people who stay alone, away from their families and also for males who do not how to cook. I would not like to go into the details of each film, since they are pretty self-explanatory. Here are the links:<br />
<ul style="text-align: left;">
<li><a href="https://www.youtube.com/watch?v=WJ8XNh1qarE" target="_blank">Gajar </a></li>
<li><a href="https://www.youtube.com/watch?v=1w1myYavVsE" target="_blank">Neighbours </a></li>
<li><a href="https://www.youtube.com/watch?v=tWfvOMK6Mqs" target="_blank">Pitaji </a><a href="https://www.youtube.com/watch?v=tWfvOMK6Mqs" target="_blank"></a></li>
<li><a href="https://www.youtube.com/watch?v=z_ds766fR9Q" target="_blank">Boyfriend </a></li>
<li><a href="https://www.youtube.com/watch?v=FKvoZyz23y4" target="_blank">Mom </a></li>
<li><a href="https://www.youtube.com/watch?v=wjYA6V9tdbI" target="_blank">Menu cards </a></li>
</ul>
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<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-CdII8Po2F9w/VxDT3mzB2gI/AAAAAAAAYUg/1a2B84CJs6Ey49Swxpbn0wLHFWxnxDr8gCKgB/s1600/Snapshot%2B-%2B11.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="180" src="https://4.bp.blogspot.com/-CdII8Po2F9w/VxDT3mzB2gI/AAAAAAAAYUg/1a2B84CJs6Ey49Swxpbn0wLHFWxnxDr8gCKgB/s320/Snapshot%2B-%2B11.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Screen cap of Maggi - Menu Cards film</td></tr>
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These films give an impression that Maggi does not really have a substitute, so when Maggi is not available you are left helpless.<br />
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<span style="color: #990000;"><b>Competitors get into action</b></span><br />
While Nestlé India was busy trying to see that consumer loyalty towards Maggi Noodles does not get eroded, Sunfeast Yipee! and Top Ramen were aggressively promoted as alternate to Maggi. In order to assure consumers that Sunfeast Yipee! is safe ITC provided illustrated handouts to retailers and distributors and were asked to show the same to customers, these were meant to assure and educate the consumer about the safety aspect of the product. Their TVCs reflected the same. Take for example this <a href="https://www.youtube.com/watch?v=N4r55grqDOA" target="_blank">Yipee! Tasty and Healthy TVC</a>, it says that Yipee! Noodles are not only tasty but also ‘Absolutely Safe’, there are actual shots of their ‘world class’ factories and R and D centre in an effort to make their claim credible to the consumers. <br />
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<tr><td style="text-align: center;"><a href="https://3.bp.blogspot.com/-enhm12VSWp0/VxDSt0kyu4I/AAAAAAAAYUM/_FGaQr_ixnYBDpGLu98_YaPZhBUcJLIfACKgB/s1600/Snapshot%2B-%2B24.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="180" src="https://3.bp.blogspot.com/-enhm12VSWp0/VxDSt0kyu4I/AAAAAAAAYUM/_FGaQr_ixnYBDpGLu98_YaPZhBUcJLIfACKgB/s320/Snapshot%2B-%2B24.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">ITC's Sunfeast Yipee! R and D centre</td></tr>
</tbody></table>
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ITC has also uploaded a two and a half minute video <span style="color: red;"><span style="color: black;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">–</span> <a href="https://youtu.be/S8WQRnQDxkk" target="_blank">Where are Yipee! Noodles Tested,</a> </span></span>this film tells about where and how Yipee! noodles are tested, it shows how committed the company is to maintaining high quality. The essential message in the <a href="https://youtu.be/7nWTkIw3VKY" target="_blank">Right Choice (Vox Pop) TVC</a> is that for today’s kids Yipee! is the favourite brand of instant noodles, indirectly saying that Maggi is no longer the choice for kids, it is forgotten. ITC had also launched a TVC called ‘<a href="https://youtu.be/MNLZ6PnvYI4" target="_blank">You Ask We Answer</a>’, this commercial encourages people to ask whatever questions they want regarding quality of Yipee! Noodles. <br />
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<br />
<a href="https://youtu.be/t8XVHEN2VXA" target="_blank">The Top Ramen noodles TVC</a> <span style="color: red;"></span>announces that it is back, as though everyone was eagerly waiting for it to be back. The TVC also reminds the viewers that instant noodles were invented by them (Nissin); the TVC also assures of ‘Japanese Quality’, I do not know how many consumers will be impressed by this, what is Japanese quality to Indian consumers anyway?<br />
<br />
So we see that when Maggi was out of the market its competitors did try to plug in the gap but did not really have any strong competitive advantage to talk about, in many ways their ads resemble those of Maggi’s. Now what did Maggi do when it was back in the market?<br />
<br />
<span style="color: #990000;"><b>Maggi gets into action</b></span><br />
<br />
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A series of television commercials (TVCs) were released when Maggi returned to the shop shelves, Maggi also tied up with Snapdeal for online business. These ads celebrate the return of Maggi. The general idea that is conveyed in these ads is – Maggi is back, so the good times are back again; the campaign tries to make consumers feel good by appealing to emotions. While the overall message of this comeback campaign is about feeling good, the message of each individual ad is specifically based on consumer insights. To give some examples; in the <a href="https://youtu.be/vfJATqiT0xY" target="_blank">Hostel TVC</a> a few working men visit their old college hostel room, enjoy Maggi Noodles with the young students there and relive their student lives, a friendly atmosphere is created in this ad; there is another ad showing a <a href="https://youtu.be/UjV3JyUXFbM" target="_blank">kitchen of a girls’ hostel</a>, three girls take the liberty of cooking Maggi noodles in this kitchen, they are very happy about it, much to the surprise and annoyance of the cook; there is one <a href="https://youtu.be/-dDyEP_k65Y" target="_blank">TVC featuring a teenage boy and a girl</a> (siblings) and their mother, the mother prepares and feeds them Maggi Noodles like she did when they were little kids; in the <a href="https://youtu.be/Fy37tZMoRoc" target="_blank">TVC which shows a mother, daughter and the father</a> who again tries his hand in preparing Maggi Noodles like he did when he was much younger; the <a href="https://youtu.be/4BZMyNJj9-o" target="_blank">Dhaba TVC</a> is a bit different, the dhaba owner is in a celebratory mood now that Maggi is back like the good old times.<br />
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<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-_D57M1DSTCA/VxDT-hUwZBI/AAAAAAAAYU8/w8tg0Dn9gxgVkW8FYR6Es0WFUClf-wHjgCKgB/s1600/Snapshot%2B-%2B18.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="172" src="https://4.bp.blogspot.com/-_D57M1DSTCA/VxDT-hUwZBI/AAAAAAAAYU8/w8tg0Dn9gxgVkW8FYR6Es0WFUClf-wHjgCKgB/s320/Snapshot%2B-%2B18.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Screen cap of Maggi 'Dhaba' TVC</td></tr>
</tbody></table>
There are more such TVCs and each of them has an emotional appeal and shows togetherness, it could be a family, friends or roommates coming together, everyone is happy that Maggi is back and they enjoy eating it together. Links to these TVCs are given below:<br />
<br />
<ul style="text-align: left;">
<li> NothingLikeMAGGI – Hostel </li>
<li> NothingLikeMAGGI – Mom</li>
<li> NothingLikeMAGGI – Papa</li>
<li> WelcomeBackMAGGI – Dhaba</li>
<li> WelcomeBackMAGGI – Hostel</li>
<li> WelcomeBackMAGGI – Mom</li>
<li> Meri Maggi – Aagayi wapas Maggi </li>
</ul>
<br />
There is one more TVC <span style="color: red;"><span style="color: black;">called</span> <a href="https://youtu.be/GAsHxzFPBgI" target="_blank">'Balcony'</a></span><span style="color: red;"> </span>where a young mother is shown talking to the camera, this ad emphasizes that Maggi is absolutely safe to eat, here is the link. Right now I am not aware if there are more TVCs like these.<br />
<br />
What is noteworthy is that Nestlé India did not make use of celebrity endorsement for Maggi’s comeback advertising campaign but instead used valuable consumer insights, which make the communication more meaningful. I am eager to see what Maggi does next and in what way will Maggi’s competitors react its comeback ad campaign.</div>
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<![endif]-->Most TV viewers would have taken notice of the Airtel 4G advertising campaign. An ad campaign such as this is successful not just because of the money spent to splash it all over the but also because of the meaningful message and excellence in the execution. Airtel is the very first telecom company to introduce 4G services and it had launched a hard-hitting campaign for its 4G network in the year 2015, the campaign continues till this day. The very first TV commercial in this ad campaign is 'The Airtel <br />
<a name='more'></a>Challenge' which shows a contest happening between two young ladies using mobile phones on a rooftop of a house in an old <i>‘mohalla’</i> or an old residential area. One of the two contestants is the Airtel 4G girl; needless to say that the Airtel 4G girl wins hands down much to the amazement of the people gathered there. I do not need to go into details of the ad because the same has been embedded below, in case you are unable to view the video here you can view it on YouTube by clicking <a href="https://youtu.be/tpHZ3sXY6B8" target="_blank">here</a>. </div>
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The ad ends with the Airtel 4G girl throwing a challenge – “If you can get a faster network than this (Airtel 4G) then your lifetime mobile bills will be free!” This ad was considered misleading and Bharati Airtel had to some explaining to do to The Advertising Standards Council of India; anyway I will not be discussing the case, because that is not the purpose of this post. I consider this ad and the other ads, which form a part of the campaign as a whole, very good and effective and would like to talk about it.</div>
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<a href="https://2.bp.blogspot.com/-U6OeIUV59Ho/Vrc0IPcwWBI/AAAAAAAAYQI/AIbeh4rAmvU/s1600/Airtel4G%2B%25282%2529.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="120" src="https://2.bp.blogspot.com/-U6OeIUV59Ho/Vrc0IPcwWBI/AAAAAAAAYQI/AIbeh4rAmvU/s200/Airtel4G%2B%25282%2529.jpg" width="200" /></a></div>
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There are two reasons why I like the 'The Airtel Challenge' ad; one is from the marketing communications point of view and the other is cinematic. The first thing that struck me was that the ad was bold and had a clear focus or a clear proposition – The Airtel 4G network is faster than any other network; the contest that is shown in the 'The Airtel Challenge' television commercial (TVC) very convincingly reinforces its claim. The ad also implies that their competitors as technologically backward who have not advanced to 4G. </div>
<a href="https://4.bp.blogspot.com/-cwRLL8K7q1Y/Vrc0JIwx3HI/AAAAAAAAYQI/ZAWJUGiPbkY/s1600/Snapshot%2B-%2B6.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="120" src="https://4.bp.blogspot.com/-cwRLL8K7q1Y/Vrc0JIwx3HI/AAAAAAAAYQI/ZAWJUGiPbkY/s200/Snapshot%2B-%2B6.jpg" width="200" /></a>Cinematically speaking, the entire ambience of this film has been beautifully created – the selection of the rooftop location, positioning of the crowds and everything that you see in the TVC has been designed and executed very well. The ad begins with establishing the setting for the contest which creates interest in the viewer to see the rest of the ad; the ad also has a good amount of drama.<br />
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The recent Airtel 4G TVC which is on free music, movies and games has also been executed beautifully. In this ad (embedded below, in case you are unable to view the video here you can view it on YouTube by clicking <a href="https://youtu.be/oB4dOn_mGWA" target="_blank">here</a>) we just see one person – the Airtel 4G girl with various kinds of visuals changing behind her. The cadence of the female voice, the expressions of the Airtel 4G girl, the background music and the background visuals all work together to create a dramatic impact. This is what makes a campaign memorable.</div>
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</div></div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-3665098043609794573.post-895984896437816872016-01-01T21:04:00.000+05:302016-01-01T21:06:11.332+05:30Unisex Washing Machine<div dir="ltr" style="text-align: left;" trbidi="on">
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<![endif]-->Sometime in the middle of this year (2015) Lloyd Electric and Engineering Ltd. introduced their brand of washing machines as India’s first “Unisex Washing Machine”. Why and how is Lloyd Washing Machine unisex? Well, that is the positioning platform they took to differentiate their product from those of the competitors. The campaign is based on the insight, as reported in the media, that most men do not like to do household chores such as washing clothes which they leave to women to attend to, since the general belief or attitude is that it is the woman’s work. The other reason why women <br />
<a name='more'></a>end up operating the washing machine is because men find it rather daunting to operate a washing machines. So Lloyd brings a washing machine which uses “UVtron Technology” to kill germs, “Inverter Technology” and is simple to operate — “so easy that sir can do the washing” as the ad says (the ad is embedded at the end of this article). Since Lloyd Washing Machine is so easy to operate even the man of the house can use it. This ad implies that other brands of washing machines are not as easy to operate, especially for the man of the house.<br />
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<a href="http://1.bp.blogspot.com/-m5L8ppJDuhQ/VoaW0mBwDaI/AAAAAAAAYPY/P9KWhZS9fQc/s1600/LlyodsUniWshMach.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="http://1.bp.blogspot.com/-m5L8ppJDuhQ/VoaW0mBwDaI/AAAAAAAAYPY/P9KWhZS9fQc/s320/LlyodsUniWshMach.jpg" width="320" /></a></div>
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From the time washing machines began to be manufactured in India most ads have talked about the technological edge their brand has to wash your clothes better. This Lloyd Washing Machine ad also talks about technology – “UVtron Technology” to kill germs and “Inverter Technology”, though these are not explained. What is “Inverter Technology”? In what way does it help the customer? The ad does not say anything. “UVtron Technology” as the name suggests is surely something to do with ultra-violet rays which is used to kill germs, but who has ever thought of killing germs when washing clothes at home; to my mind this feature is not of much importance in a household, though it might be important in a commercial laundry or a hotel or hospital or some such establishment where clothes of several people are washed all the time.<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="http://2.bp.blogspot.com/-JvsOaOzT1Fo/VoaW1B9O5NI/AAAAAAAAYPg/tUy0eqiVVfg/s1600/LlyodsUniWshMach%2B%25281%2529.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="132" src="http://2.bp.blogspot.com/-JvsOaOzT1Fo/VoaW1B9O5NI/AAAAAAAAYPg/tUy0eqiVVfg/s200/LlyodsUniWshMach%2B%25281%2529.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Videocon Washing Machine</td></tr>
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The concept of “Unisex Washing Machine” really means that it is so easy to operate that even the man of the house can wash clothes in it and not just the lady. Lloyd is not the first washing machine manufacturer to claim ease of operation; Videocon has already done it, please view the Videocon Washing machine ad showing little kids using it with ease, here is<a href="https://youtu.be/bDL6XFKjq-s" target="_blank"> the link</a>. A Whirlpool ad has also shown a married couple together washing clothes, here is <a href="https://youtu.be/aMesZnH-OWY?list=PLiGDGLsdeJldRI4bvsgglyUcXen-ZsO2B" target="_blank">the link</a> to the ad.<br />
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<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-cRgXnXfvApc/VoaW0JxY-uI/AAAAAAAAYPU/aziHhDhFZ5o/s1600/LlyodsUniWshMach%2B%25283%2529.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="179" src="http://1.bp.blogspot.com/-cRgXnXfvApc/VoaW0JxY-uI/AAAAAAAAYPU/aziHhDhFZ5o/s320/LlyodsUniWshMach%2B%25283%2529.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Whirlpool Washing Machine</td></tr>
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The claim that Lloyd Washing Machine is “unisex” is a gimmick which is supposed to attract customers and direct them to the real proposition which is – <b><i>Lloyd Washing Machine is very easy to operate, it can even be operated even by the man of the house</i></b>; this essentially is the message and the ‘competitive edge’, but somehow it does not come out very strongly in the ad. I feel the ad is trying to say too many things in a short time. In comparison, the Videocon ad only focuses on showing children using the washing machine, this clearly demonstrates that the machine very easy to operate. I feel Lloyd Electric & Engineering Ltd. and its ad agency would need to do some fine tuning of their message in their next campaign. <br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/vOX0XrxYqpc" width="560"></iframe><br />
<b>If in case you are unable to view the embedded video here please view it on YouTube by clicking <a href="https://youtu.be/vOX0XrxYqpc" target="_blank">this link</a></b></div>
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</div></div>Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-3665098043609794573.post-22412077305652904022015-11-01T18:07:00.002+05:302016-11-26T20:45:06.166+05:30Pepsi Thi Pi Gaya<div dir="ltr" style="text-align: left;" trbidi="on">
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From the time Pepsi was introduced in India, as far as I can remember, their TV commercials have always featured celebrities. The very first TVC had singer Remo Fernandes and the ads which were released in the later years featured film and sports personalities. After seeing Pepsi advertising dominated by celebrities for years this new ad campaign comes as a refreshing change – there are no celebrities here but what we see are ordinary people; the ad features young men and women who happen to be Pepsi’s core target audience. The ad shows college students protesting and threatening to go on an indefinite hunger strike until their demands are met; one of the agitating students notices a bottle of Pepsi which he finds irresistible, he grabs the Pepsi bottle and drinks, thus causing great disappointment to his fellow agitating students, the Pepsi drinker reacts by coolly saying ‘Pepsi thi yaar, pi gaya’ and looks around with ‘I-drank-Pepsi-so-what-is-the-fuss-all-about?’ expression.<br />
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<a name='more'></a><br />
View the TV commercial below:<br />
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My immediate feeling on seeing this ad was that it was executed very well and I think using ordinary people for the ad and not any celebrity was a sensible idea, I believe that if you have a good creative idea you do not need celebrities; connecting with the target audience directly instead of going via celebrity was a wise decision. Cinematically speaking the ad was made very well. In the beginning of the ad we see the student leader threatening to go on an indefinite hunger strike if the demands are not met, the atmosphere is highly charged and we see that the student leader is clearly in control. After this we see a twist when one of the students sees a bottle of Pepsi and begins drinking from it, at this point the entire mood changes and we see the protest falling flat, it gets established that the leader has lost control. The attention shifts from the students’ protest to Pepsi. The principal actors, the student leader and the young man who drinks Pepsi, have acted very well; the contrast between these two characters is established beautifully. The young lady playing the TV journalist has effectively brought out the character of a typical sensationalist journalist. The credit goes to the director and those involved for showing the reactions and expressions beautifully.<br />
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From the marketing communications point of view the TVC creates the necessary impact and is very engaging, it establishes or reinforces the claim that Pepsi is simply irresistible no matter what the situation is. Since there is no celebrity in this ad the product Pepsi is clearly the hero.<br />
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One thing which I also noticed was the look of the ad, since most of the people in the ad wore black clothes it gave an overall dull look to the TVC, surely done intentionally to establish that the protest was a seriousness matter. <br />
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<a href="http://4.bp.blogspot.com/-J-HfrN_kzHI/VjYC6MGTYII/AAAAAAAAYNk/hRLuqLr3kKg/s1600/Snapshot%2B-%2B10.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://4.bp.blogspot.com/-J-HfrN_kzHI/VjYC6MGTYII/AAAAAAAAYNk/hRLuqLr3kKg/s1600/Snapshot%2B-%2B10.jpg" /></a></div>
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Overall I quite like this ad; however what I found was that some students have reacted negatively to this ad. They feel it is insensitive and insulting to student movements and therefore is not in good taste. This negative reaction comes from a section of the very people Pepsi is trying to sell to; I wonder how this would impact the campaign. Now I am eager to see what will come next from Pepsi. To know more about this ad campaign please click the link below: <br />
<a href="http://indianexpress.com/article/trending/trending-in-india/viewers-call-pepsis-new-ad-insensitive/" target="_blank">Viewers call Pepsi’s new ad insensitive</a><br />
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<![endif]--><span style="font-size: small;">Every year during the festival time in India, we are bombarded with special ad campaigns mainly in newspapers, TV and the internet. Most of these ads announce discounts and special offers for various products. These campaigns reach a peak during Diwali. Currently Pepperfry.com, a leading online furniture marketer, is running a pre-Diwali (2015) ad campaign – <b><i>Why wait for Diwali sale?</i></b> For high value products such as furniture most customers prefer postponing purchases till the time festival discounts are announced, the purpose of this campaign is to persuade customers to buy furniture, offered by Pepperfry at a discount, before stiff competition sets in during or just before Diwali. This clearly is a clever marketing move but what interested me were the scripts and the execution of the four interesting TV commercials(TVC) which comprise this campaign. You can watch the commercials at the end of this article below.</span><br />
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<span style="font-size: small;">All the four ads are based on true life situations which we all experience sometime or the other, this </span><br />
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<span style="font-size: small;">makes these ads meaningful to the prospective customer. Piling up books in the absence of a proper book shelf, not having enough seating space when dining, creaky bed and uncomfortable seating are situations which most people will relate to. Using situations which one can relate to and skillful use of humour in advertising can surely help in engaging with the customer/consumer. Another point I wish to make is that of the casting and direction; actors have not only been selected well but have been directed well too. Good scripting and direction has not only brought out the humour but has also conveyed the advertising message effectively.</span><br />
<span style="font-size: small;"><br />I would like to briefly analyse each of the TVCs. In the book shelf TVC the timing of each of the things happening on the screen is perfect. I loved the changing expressions on the bearded man’s face; one,</span><br />
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<span style="font-size: small;"> when he tries to carefully pull out a book from the pile; two, the look of nervous satisfaction after he feels that he has successfully pulled out the book without an incident; three, the subtle look of disappointment when he realizes that he was not successful after all because books began falling behind him immediately after. The changing expression on the lady’s face is equally interesting; the expression changes from anticipation, mild horror and a moment of relief which immediately changes to disappointment.</span><br />
<span style="font-size: small;"><br />In the Dining TVC you actually feel sorry for the guy seated on the stool, the poor fellow is ignored </span><br />
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<span style="font-size: small;"><a href="http://3.bp.blogspot.com/-KWUkyCW8BxU/Vgqi5iJgvnI/AAAAAAAAYMs/4f9-pGZYIuQ/s1600/Snapshot%2B-%2B15.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-KWUkyCW8BxU/Vgqi5iJgvnI/AAAAAAAAYMs/4f9-pGZYIuQ/s1600/Snapshot%2B-%2B15.jpg" /></a></span></div>
<span style="font-size: small;">only because he does not have a proper place to sit. It is not just about the inconvenience of sitting on a stool, there appears to be a subtle message that if you do not use the right furniture you run the risk of being ignored and humiliated.</span><br />
<span style="font-size: small;"><br /> The Bed TVC is really funny and engaging. The young man tries his best to get into the creaky bed without disturbing his wife but his efforts prove to be unsuccessful. Shots have been taken from both sides of the bed heighten the effect.</span><br />
<span style="font-size: small;"><br />In the recliner TVC we see a man making futile effort to sit comfortably on a poorly designed chair. The ad, through subtle humour, makes the target customer aware and reminds him of his discomfort and creates an urge in him to possess a recliner which is part of Pepperfry’s product range. </span><br />
<span style="font-size: small;"><br />Overall I think this advertising campaign has fulfilled its role in urging people to order for Pepperfry furniture right away and not wait till Diwali. </span><br />
<span style="font-size: small;"><br />The four TV commercials:</span><br />
<span style="font-size: small;"><br /><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/5ow_Isi6v6E" width="560"></iframe><br /><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/vhzFMDYdDJM" width="560"></iframe><br /><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Wx_D0R_Zdjg" width="560"></iframe><br /><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/yzlrnZG3GQc" width="560"></iframe><br /><br />If you for some reason you are unable to watch the above commercials, you may watch them on YouTube by clicking the links given below:<br />1. Book shelf - <a href="https://youtu.be/5ow_Isi6v6E">https://youtu.be/5ow_Isi6v6E</a><br />2. Dining - <a href="https://youtu.be/vhzFMDYdDJM">https://youtu.be/vhzFMDYdDJM</a><br />3. Bed - <a href="https://youtu.be/Wx_D0R_Zdjg">https://youtu.be/Wx_D0R_Zdjg</a><br />4. Recliner - <a href="https://youtu.be/yzlrnZG3GQc">https://youtu.be/yzlrnZG3GQc</a></span></div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-65374412782008711232015-09-02T19:51:00.000+05:302015-09-02T19:51:00.769+05:30Know about plywood – Ask Greenply<div dir="ltr" style="text-align: left;" trbidi="on">
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<br />
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="mso-bidi-font-family: "Times New Roman";">Greenply has
recently launched a new advertising campaign </span><span style="mso-bidi-font-family: "Times New Roman";"><span style="mso-bidi-font-family: "Times New Roman";">–</span> Ask Greenply. The campaign
comprises three ads – </span>'Nayi Maa', 'Dhongi Baba' and 'The Couple'<span style="mso-bidi-font-family: "Times New Roman";">. In each of the ads an awkward
situation is shown and when a character is asked a question he gets
dumbfounded. The ads are humorous and the primary objective of this campaign
is to urge consumers to ask questions on plywood, in order to enable this a
website (www.askgreenply.com) and helpline number appear at the end of each ad.
There is no need for me to describe these ads in detail since I have embedded
them below at the end of this article. </span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br />
<a name='more'></a></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-FY0Hk8-ehj4/VeXbjYRzdRI/AAAAAAAAYLE/WYvS_d2heng/s1600/Copy%2Bof%2BSnapshot%2B-%2B7.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="190" src="http://4.bp.blogspot.com/-FY0Hk8-ehj4/VeXbjYRzdRI/AAAAAAAAYLE/WYvS_d2heng/s200/Copy%2Bof%2BSnapshot%2B-%2B7.jpg" width="200" /></a></div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="mso-bidi-font-family: "Times New Roman";">Over the decades plywood
manufacturers have promised strength and durability as product benefits for
their brands of plywood. Regardless who the manufacturer is or what brand it is
advertising the message has always been about strength and durability; this has
been happening for decades even till today. In this product category there is hardly
any product differentiation and hardly any distinctive claims are made by any
brand, almost every brand simply promises strength and durability. </span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-5Ai4wmx3qOM/VeXbgc5XvII/AAAAAAAAYKk/JztJrVfRCnI/s1600/Snapshot%2B-%2B4.resized.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="185" src="http://2.bp.blogspot.com/-5Ai4wmx3qOM/VeXbgc5XvII/AAAAAAAAYKk/JztJrVfRCnI/s320/Snapshot%2B-%2B4.resized.jpg" width="320" /></a></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="mso-bidi-font-family: "Times New Roman";">Plywood is a low
involvement category for the ultimate consumer, here brands hardly matter, and
the plywood category has always been a commodity. The consumer simply does not understand
it, so he leaves the decision to his carpenter or his interior decorator. It is
not that consumer is not bothered at all; he is concerned about the strength
and durability of the plywood or if it is pest resistant but he can’t do much
because he lacks knowledge and does not feel empowered to address his concerns.</span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="mso-bidi-font-family: "Times New Roman";">Since there is no
product differentiation among brands, the only way to bring about
distinctiveness has been through advertising. Greenply, for years has used
humour to give itself some distinctiveness; there have been some interesting
ads of Greenply like the one showing a <a href="https://youtu.be/uakI_QIQaYs" target="_blank">little Sikh boy remembering his pastlife </a>or the <a href="https://youtu.be/4wZURyERGg0" target="_blank">‘<i style="mso-bidi-font-style: normal;">Always Hoyenga</i>’</a> ad, both were
humorous at the same time they sent clear messages to the consumers. Kitply had
last used a film actor (Nana Pateker) to get their ad noticed. Quite recently
Greenply had also used a celebrity – Arjun Rampal, the ad was devoid of humour,
I have my doubts if the campaign worked because they are now back to using
humour and do not have any celebrity to endorse their product. Archidply tried
to be a bit different from its competitors, they made a distinctive claim which
perhaps no other plywood manufacturer had ever made before, their claim was
that Archidply will not cause allergies and side-effects; I wonder how
convincing it sounds to the </span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-vam3G-SLLQc/VeXbikzXOTI/AAAAAAAAYK8/2j-Dqr4L3VY/s1600/Archidply.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-vam3G-SLLQc/VeXbikzXOTI/AAAAAAAAYK8/2j-Dqr4L3VY/s1600/Archidply.JPG" /></a></div>
consumer. Does anyone really believe that plywood
can cause allergies and side-effects? If at all it were true, is the population
of such consumers large enough to merit such an advertising campaign?<br />
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="mso-bidi-font-family: "Times New Roman";">In the present
campaign Greenply has done something quite different. On one hand, through
their three ad campaign they have conveyed to the target consumers that
Greenply plywood is fire and water resistant, and it is strong enough to take
heavy weight. This implies that Greenply is strong and durable and better than
those of its competitors. Apart from this Greenply has taken note of the fact
that </span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-7D41vojCgoA/VeXbhGK4WmI/AAAAAAAAYKs/GmLR7qQ5cdQ/s1600/Snapshot%2B-%2B9.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="187" src="http://1.bp.blogspot.com/-7D41vojCgoA/VeXbhGK4WmI/AAAAAAAAYKs/GmLR7qQ5cdQ/s320/Snapshot%2B-%2B9.jpg" width="320" /></a></div>
consumers are not properly informed regarding plywood and are totally
dependent on carpenters and interior decorators, the consumer needs information
on plywood but does not have the means to obtain it. The three ads urge the
consumer to seek more information on plywood by calling a helpline number or visit a website
specially created for the purpose so that he/she can take a decision which
would be based on facts; in a way the ad campaign is trying to empower and
engage with the consumer. This differentiates the Greenply campaign from all
other plywood brand ad campaigns. The humour continues as before. Overall this
campaign, in my opinion has gone a step forward, while retaining its claim of
strength and durability it has also shown that it cares for its consumers by
helping them in making a choice. This I think is good for the brand.<br />
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
</div>
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</div></div>Unknownnoreply@blogger.com2tag:blogger.com,1999:blog-3665098043609794573.post-63077415945859049452015-08-01T23:54:00.000+05:302015-08-11T17:21:47.744+05:30FAASOS APP Ad Campaign – A combination of good copy, good design and some humour <div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="http://1.bp.blogspot.com/-qb2zMyapOVA/VbxyDUNsb2I/AAAAAAAAYHw/liBQW4RPn3g/s1600/Copy%2Bof%2BFAASOS.18_07_2015.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="285" src="http://1.bp.blogspot.com/-qb2zMyapOVA/VbxyDUNsb2I/AAAAAAAAYHw/liBQW4RPn3g/s400/Copy%2Bof%2BFAASOS.18_07_2015.jpg" width="400" /></a></div>
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Faasos (earlier Faaso's) has been in the market for four or five years and has been
expanding despite growing competition. The competition is just not from food
brands in this category but also from other fast food or convenience food brands,
both Indian and foreign, which are present in the market today; those being,
various brands of pizzas, kabaab rolls, savouries, biriyanis and other such
food items. Convenience food items of various kinds sold by local players, who
do not have a presence in cities and towns other than where they are situated,
also pose competition to Faasos; the convenience food market in
India is becoming more and more competitive; the consumer today enjoys a lot of
choice.</div>
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<br />
<a name='more'></a></div>
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-SWWXZOY3-X8/VbxyRlk8poI/AAAAAAAAYII/BtruoPHIuz4/s1600/05-faasos.OK.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://4.bp.blogspot.com/-SWWXZOY3-X8/VbxyRlk8poI/AAAAAAAAYII/BtruoPHIuz4/s320/05-faasos.OK.jpg" width="207" /></a></div>
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<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
Earlier Faaso’s was present only in Pune and Mumbai (Bombay) but today it
has spread its wings to various other Indian cities such as, Delhi, Hyderabad,
Bangalore, Ahmedabad, Baroda, Chennai, Indore and Gurgaon. Recently Faasos
launched a mobile app to further grow its business, as is the trend these days;
to know more click here – <a href="http://www.afaqs.com/news/story/44386_We-are-integrating-WhatsApp-ordering-on-our-app---Revant-Bhate-Faasos" target="_blank">‘We are integrating WhatsApp ordering on our app’</a>. The
brand seems to be really going strong and one of the factors responsible for
this is its advertising and other forms of communication with its target
customers. I had posted an article on February 4, 2013 on Faaso's earlier advertising campaign in this blog; click
<a href="http://adopinions.blogspot.in/2013/02/faasos-lets-have-bite.html#more" target="_blank">here</a> if you wish to refer to it. Since then and now I find that there have been
quite a few changes in what and how Faasos has been communicating with its
consumers, this has prompted me to write about Faasos once again.</div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
The earlier Faaso’s advertisements (press advertisements and other print
material) which were created by <a href="http://icomoindia.com/" target="_blank">ICOMO Advertising I Pvt. Ltd</a>. used to be eye
catching and had light humour, the background used to be light yellow with a large
visual which was the centre of attraction; the food items shown looked
very inviting. The earlier ads were very attractive and though they did resemble
other food ads to some extent, such as those of pizzas; despite this Faaso’s
ads did have a certain distinctiveness. </div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-PljFiJUfabg/VbxyEAQMODI/AAAAAAAAYH4/VVPm-EIO3-I/s1600/Copy%2Bof%2BFaaso%2527s.OK.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="320" src="http://3.bp.blogspot.com/-PljFiJUfabg/VbxyEAQMODI/AAAAAAAAYH4/VVPm-EIO3-I/s320/Copy%2Bof%2BFaaso%2527s.OK.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Ad from earlier campaign</td></tr>
</tbody></table>
</div>
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The current ads are also created by the same advertising agency but look
very different from the earlier ads. Firstly the brand name FAASO’S has been
changed to FAASOS, the apostrophe has been dropped. The background is white
with text in black making the copy matter stand out, the food pictures are
smaller in size almost like thumbnails and there is no central food visual.
Even though the visuals of the food items are small in size, they still look
attractive against the white background. The focus of these ads is obviously
the app which Faasos is trying to popularize and also the fact that they now
offer breakfast, lunch, snacks and dinner and not just wraps. They have
continued with the whacky humour in the copy; in the ad below which I saw in The Times of India recently says that
because of the new Faasos app kitchen in a home has become redundant and therefore builders now no longer provide for a kitchen in homes they build. In the other
visual in the same ad it says that refrigerator sales have plummeted because
people prefer to order fresh food from Faasos using the app, so there is no
need to store anything in the refrigerator. </div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-HQ9s29dUI0E/VbxyQ6YlgfI/AAAAAAAAYIA/gJdy8Dc2IHI/s1600/FASSOS%2BAD.collage.OK.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="293" src="http://3.bp.blogspot.com/-HQ9s29dUI0E/VbxyQ6YlgfI/AAAAAAAAYIA/gJdy8Dc2IHI/s400/FASSOS%2BAD.collage.OK.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Double page newspaper ad</td></tr>
</tbody></table>
</div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<u>Note:</u> To see the above ad in <a href="http://epaperbeta.timesofindia.com//index.aspx?eid=31804&dt=20150718&Ar=1#" target="_blank">Times of India epaper, click here</a> and go to page 34.<span style="mso-spacerun: yes;"> </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
</div>
<div style="text-align: center;">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-UJTDcSUvDO8/VbzKtt3UdXI/AAAAAAAAYIY/i_11-fqYFvw/s1600/25_07_2015_.OK.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://2.bp.blogspot.com/-UJTDcSUvDO8/VbzKtt3UdXI/AAAAAAAAYIY/i_11-fqYFvw/s320/25_07_2015_.OK.jpg" width="205" /></a></div>
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<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
Faasos' target audience comprises busy young adults living in urban areas; using
humour three messages, shown below, have been clearly communicated effectively to the TA in
the current ad campaign:</div>
<ol style="text-align: left;">
<li>You need not cook at home because ordering food
from Faasos is a convenient alternative, more so because of the app.</li>
<li>You are assured of fresh food always so you do
not have to store anything in the refrigerator.</li>
<li>Faasos is not just about wraps, we now offer you
a variety of food items for breakfast, lunch, snacks and dinner.</li>
</ol>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
While the above claims are clearly made in the copy, the white background
of these ads gives a clean look; it conveys good quality and hygiene in a subtle
way. I am not saying that the current ad campaign is an improvement over the
earlier ad campaign; in the earlier campaign the yellow background helped in giving
the ads a ‘yummy’ or tasty look, while the present ads have a clean and hygienic
look. The overall look of the current ads is quite unique and does not see to
resemble any other food ad that I know of. </div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
Faasos has also posted two videos on their YouTube channel, these explain the usefulness of the app. I need not describe these videos because they are pretty self-explanatory. The videos are embedded below:<br />
<br />
<b>Brokeback days</b><br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/QJw9sIazXSU" width="560"></iframe><br />
<br />
<br />
<b>The fault in our food</b><br />
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/U3FM7iXAUnE" width="560"></iframe> <br />
<br /></div>
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</div></div>Unknownnoreply@blogger.com3tag:blogger.com,1999:blog-3665098043609794573.post-56800680361702755872015-07-01T20:24:00.001+05:302015-07-01T20:24:20.831+05:30IIN – What exactly was the idea behind this campaign?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="http://1.bp.blogspot.com/-qSHgTALGezw/VZPR4xpeuBI/AAAAAAAAYGg/xCFQY9--wsU/s1600/IIN%2BSnapshots.collage1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="http://1.bp.blogspot.com/-qSHgTALGezw/VZPR4xpeuBI/AAAAAAAAYGg/xCFQY9--wsU/s400/IIN%2BSnapshots.collage1.jpg" width="400" /></a></div>
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<span style="font-size: small;"><span style="font-family: inherit;">The present IIN (Idea Internet Network) advertising campaign from Idea Cellular is generally believed to be gimmicky and misleading by many who have seen it; while I agree with that I also believe that it is among the most interesting ad campaigns I have seen in the past one year. It is quite evident that people have been misled into believing that IIN is some kind of an educational institution which is incorrect; IIN is simply about accessing the internet using Idea Cellular’s network.</span></span><br />
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<a href="http://2.bp.blogspot.com/-rzuuQbywl4A/VZPR2Zm0QMI/AAAAAAAAYGI/ve3_8ps3kKg/s1600/Snapshot%2B-%2B5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="162" src="http://2.bp.blogspot.com/-rzuuQbywl4A/VZPR2Zm0QMI/AAAAAAAAYGI/ve3_8ps3kKg/s320/Snapshot%2B-%2B5.jpg" width="320" /></a></div>
<br /><span style="font-size: small;"><span style="font-family: inherit;">The IIN ad campaign comprises eleven ads (I do not know if there are more), to watch them please click here to go to <a href="https://www.youtube.com/user/ideacellularltd" target="_blank">Idea’s YouTube channel</a>. As reported in the media this campaign is a follow<span style="font-family: inherit;">-</span>up to the ‘<i>No Ullu Banaoing</i>’ campaign. While ‘<i>No Ullu Banaoing</i>’ campaign educated users on using the mobile Idea’s internet services, the IIN ad campaign Idea Cellular takes it a step forward, the objective here is to empower users, especially the youth, of using internet to their advantage. The campaign is supposed to highlight the fact that one can solve problems and achieve one’s goals in life by self-educating through the internet which can be accessed through the Idea Internet Network.</span></span><br />
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<a name='more'></a><span style="font-size: small;"><span style="font-family: inherit;">However the fact is that the ad campaign seems to convey something else which is not in tune with the company’s stated objectives. When I first began to see the ads I too like all others thought perhaps Idea Cellular has diversified into education, or maybe Idea has started some online courses, after all that is what they say in their ads. I will give a few examples:</span></span><br />
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<li><span style="font-size: small;"><span style="font-family: inherit;">In the bike advertisement the boy gave his old bike a new look, he could do that because he learnt it from IIN (<i>IIN se seekha</i>).</span></span></li>
<li><span style="font-size: small;"><span style="font-family: inherit;">In the chef ad two young men are shown learning how to set up their own restaurant/catering business from IIN (<i>IIN se seekha</i>). At one point IIN is also referred to as ‘professor’.</span></span></li>
<li><span style="font-size: small;"><span style="font-family: inherit;">In the sitar ad the grandson suggests to his grandfather that he can learn to play the sitar from IIN (<i>…ab seekh lo, IIN se</i>).</span></span></li>
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<span style="font-size: small;"><span style="font-family: inherit;">In all these ads it is claimed that one can learn from IIN – I<i>IN se seekha</i>, giving the impression that IIN is some kind of an educational institution providing courses on the internet. In the drone ad we see a character asking the boy, “<i>Aur beta kaunse college mein padh raheho?</i>” to this the boy replies, “IIN”, thus reinforcing that IIN is an educational institution. In this same ad there is a shot of a newspaper</span></span><br />
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<a href="http://1.bp.blogspot.com/-elfkanq80IU/VZPR3cEyf-I/AAAAAAAAYGQ/sq4VnyPGe1U/s1600/Snapshot%2B-%2B12.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="http://1.bp.blogspot.com/-elfkanq80IU/VZPR3cEyf-I/AAAAAAAAYGQ/sq4VnyPGe1U/s320/Snapshot%2B-%2B12.jpg" width="320" /></a></div>
<span style="font-size: small;"><span style="font-family: inherit;">headline saying, “IIN student invents talking drone”. In the mother <span style="font-family: inherit;">and</span> daughter ad the impression given is that the mother is able to become a lawyer by educating herself at IIN. Although if you study the ad very carefully you will find that it does not exactly say that one can get a law degree from IIN, but the impression it gives the viewers is that one can do a formal course in law at IIN.</span></span><br />
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<a href="http://4.bp.blogspot.com/-02FQUFj1X6w/VZPSMWbVY0I/AAAAAAAAYGo/hTSmEFLr2k4/s1600/Snapshot%2B-%2B17.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="http://4.bp.blogspot.com/-02FQUFj1X6w/VZPSMWbVY0I/AAAAAAAAYGo/hTSmEFLr2k4/s320/Snapshot%2B-%2B17.jpg" width="320" /></a></div>
<br /><span style="font-size: small;"><span style="font-family: inherit;">In the guide, mother and daughter, professor and student ads perhaps the original purpose was to show that anyone, wherever they may be located, can get educated through IIN; but the impression given is that IIN is located in cities like Rajasthan, Maharashtra, Assam and Tamil Nadu.</span></span><br />
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<span style="font-family: inherit;"><span style="font-size: small;">Lastly, the IIN logo shows a large and impressive building in the background, giving the impression that it is some kind of a university. Thus, it seems Idea Cellular and their advertising agencies have left no stone unturned to give the impression that IIN is an educational institution. But is this what they wanted? Did they plan to mislead the viewers? I don’t think so.</span></span><br /><span style="font-size: small;"><span style="font-family: inherit;"><br />Indeed internet is a huge storehouse of information and knowledge which can be used for self-education and an internet service provider (ISP), through its service, plays an important role in</span></span><br />
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<span style="font-size: small;"><span style="font-family: inherit;">helping one in accessing the internet. The theme of the campaign, as it appears, is about knowledge on the internet, which is the common thread going through all the ads in this campaign. I personally feel the intended proposition (or message) to the target audience, who belong to different walks of life, is that Idea is among the most reliable ISPs that enables the TA to easily access all the knowledge available on the internet that he/she requires to pursue his/her goals. Idea, therefore, plays the role of a reliable guide or a friend. Today internet empowers individuals in many ways so that they do not have to depend on other people or institutions, so indirectly, Idea Cellular would like us to believe that it empowers us through its internet <span style="font-family: inherit;">network.</span> <br /><br />It is a pity that the IIN campaign misled people although it is based on interesting and relevant insights. For example, in the student ad the young student says he can study economics and biology together</span></span><br />
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<a href="http://2.bp.blogspot.com/-pRyp3jBEJzI/VZPTog5OPlI/AAAAAAAAYHM/Ek-Xtr-zAr0/s1600/Idea%2BInternet%2BNetwork%2BIIN%2BStudent%2Btvc.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="155" src="http://2.bp.blogspot.com/-pRyp3jBEJzI/VZPTog5OPlI/AAAAAAAAYHM/Ek-Xtr-zAr0/s200/Idea%2BInternet%2BNetwork%2BIIN%2BStudent%2Btvc.jpg" width="200" /></a></div>
<span style="font-size: small;"><span style="font-family: inherit;">which at a university or college he cannot. By saying, “<i>Main decide karunga mujhe kya seekhna hai</i>” (I will decide what I want to learn); he clearly sends out a message that he is now empowered thanks to IIN. If one studies the campaign one would find that every ad is based on an interesting and relevant insight.<br /><br />If the insights behind these ads are true then what went wrong? Any ad is supposed to convey a proposition or product benefits that are offered to the TA. <span style="font-family: inherit;">People who plan ad campaigns</span> also determine the outcome or expected reaction of the TA, that is, what is the TA supposed to do, feel, believe, think and understand after being exposed to the ad? I am sure it was expected that, as a result of this ad campaign, the TA would get the impression that Idea is a reliable ISP. But what happened was that people began to think that IIN is an educational institution set up by Idea Cellular that provides education on various subject; thus taking the TA on a totally different track. It is unfortunate that this campaign has become some kind of a joke, if one searches on YouTube one will find a number of spoofs on IIN posted by people. Take this for example<span style="font-family: inherit;">, <a href="https://www.youtube.com/watch?v=vtEDriOQZ6I" target="_blank">click here</a>.</span></span></span><br />
<span style="font-size: small;"><span style="font-family: inherit;"><span style="font-family: inherit;"> </span></span></span><br />
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<span style="font-size: small;"><span style="font-family: inherit;">What I personally feel is that in a bid to be creative and different Lowe, the ad agency, and Idea Cellular did not realize that they were actually misleading the TA. They perhaps thought that they had a brilliant creative idea and became too attached to it instead of looking at it analytically and dispassionately. Despite the flak Idea Cellular continued with the campaign, which is quite surprising; perhaps they felt that they had already spent a huge amount on the campaign so why give it up, or maybe they felt that after being exposed to the campaign for a long time the TA will finally underst<span style="font-family: inherit;">an</span>d what it was all about. I personally feel that the campaign should have been planned around the message “<i>IIN ke sahayeta se seekha</i>” (learnt it through IIN’s help and assistance) and not “<i>IIN se seekha</i>” (learnt it from IIN).</span></span></div>
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</div></div>Unknownnoreply@blogger.com3tag:blogger.com,1999:blog-3665098043609794573.post-74914081809566311332015-04-20T18:23:00.000+05:302015-05-02T17:06:07.909+05:30Pushpinder – Pushing for higher market share<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">The Servo 4T – Pushpinder TV commercial has been on television for quite some
time now. It shows a young man pushing his motorcycle and is being made fun of
by everyone who sees him; he has even been given a nickname – Pushpinder,
because he is always seen pushing his motorcycle. To my mind the approach taken
for creating this campaign is very different from those of its competitors. The
primary function of any lubricant is to reduce friction between moving parts,
thus reduce wear and tear, and also prevent corrosion; this enables the
machinery to work efficiently for a long time. The message communicated in all
advertisements for lubricants is essentially this but the manner in which it is communicated differs from brand to brand. The
Servo 4T – Pushpinder TV commercial also conveys essentially the same message but adds
another aspect, that being, if a person were to use inferior lubricants, he would not only face
hardship (pushing the bike) but also humiliation (people making fun), </span><span style="mso-bidi-font-weight: bold; mso-font-kerning: 18.0pt;">it further adds that Servo 4T keeps your bike in
great shape by caring for the engine, clutch and gear. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">
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<a name='more'></a><div style="text-align: left;">
<br /></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/MbbKsjWx4dM" width="420"></iframe></span></div>
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<br /></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">If you were to examine lubricant ads, whether they are meant for
scooters, motorcycles, cars or heavy vehicles, invariably the message communicated is, if the particular brand is used, you could be assured of certain
advantages, which typically are – engine runs more efficiently and for a longer
time, better mileage, engine is protected, smoother drive and such similar such
claims. I would to call these manufacturers’ claims because these claims are
not based on any unique consumer insights but are just facts about the product
which the manufacturer would like his consumers to know. Nothing wrong with such ads but the Servo 4T –
Pushpinder ad is very different, it is based on consumer insight which is about going through hardship and embarrassment if the right brand of oil is not used. The ad
warns you of the consequences <u>if you do not use</u> Servo 4T rather than
saying what the others say. So it is ‘if you use our product’ for other brands versus ‘if
you do not use our product’ for Servo 4T. Let me now briefly discuss the propositions made
by different brands of oils/ lubricants in the last few years.</span></div>
</div>
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<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">I have selected a few ads to illustrate my point. </span></div>
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<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Castrol
Activ Scooter</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-szUJa_OXd7o/VTTkTeA9yhI/AAAAAAAAX-A/2Sbxrm7zd-w/s1600/Castrol%2BActiv.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="112" src="http://1.bp.blogspot.com/-szUJa_OXd7o/VTTkTeA9yhI/AAAAAAAAX-A/2Sbxrm7zd-w/s1600/Castrol%2BActiv.jpg" width="200" /></a></div>
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<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/3EXvqdWc9QQ" target="_blank">here</a></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">This ad attempts to educate the consumer about the
fact that you cannot use bike (motorcycle) oil in a scooter. Castrol Active
Scooter is specially made for scooters; it keeps the engine as good as new. The
ad is in response to the mistaken belief held by consumers that bike oil is okay
for scooters too. This ad however just touches upon what can go wrong if bike oil
is used in a scooter and nothing more.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Castrol
Actibonds</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-K7vAfAA7MJw/VTTkSB5qlzI/AAAAAAAAX94/re-FS87EMxQ/s1600/Actibonds.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="110" src="http://1.bp.blogspot.com/-K7vAfAA7MJw/VTTkSB5qlzI/AAAAAAAAX94/re-FS87EMxQ/s1600/Actibonds.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/toGDPamuNvs" target="_blank">here</a></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">In this ad the manufacturer tells the consumer that
‘actibonds’ present in the oil protect the engine. That is why the consumer should use
Castrol Activ for his vehicle. The ad makes good use of animated graphics.</span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Elf
Moto</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-ALLx3_-irY8/VTTkURKZGBI/AAAAAAAAX-I/wa0NMQ_kuV0/s1600/Elf%2Bmoto.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="106" src="http://4.bp.blogspot.com/-ALLx3_-irY8/VTTkURKZGBI/AAAAAAAAX-I/wa0NMQ_kuV0/s1600/Elf%2Bmoto.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; text-align: center;">
<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></b></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/8FvUmA0Vm20?list=PL0axyLAnEQ0D1ZdjyyWTS6e3iigVqiIWr" target="_blank">here</a><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">In this ad Elf Moto is been associated with winning
against many obstacles. High quality animated graphics have been used to
explain how the product is superior. <span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Max
4T NXT</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-K0fEd0sCURU/VTTkVsTkwcI/AAAAAAAAX-Q/ZQ0yoyEUfKY/s1600/MAK%2B4T%2BNXT.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="106" src="http://4.bp.blogspot.com/-K0fEd0sCURU/VTTkVsTkwcI/AAAAAAAAX-Q/ZQ0yoyEUfKY/s1600/MAK%2B4T%2BNXT.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/OMGNqhJllAA" target="_blank">here</a><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">This ad talks about ‘advanced synthetic technology’ which
leads to ‘maximum riding comfort’, ‘maximum power’, ‘environment friendly’,
‘longer engine life’. </span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">HP
Racer</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-b_ah9ycmv1Q/VTTkaOAsTlI/AAAAAAAAX-g/W8ivyPhidKM/s1600/HP%2BRacer4.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="113" src="http://3.bp.blogspot.com/-b_ah9ycmv1Q/VTTkaOAsTlI/AAAAAAAAX-g/W8ivyPhidKM/s1600/HP%2BRacer4.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/Ng9P9b7g0FY" target="_blank">here</a><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">The focus of this ad is to show that HP Racer
4Stroke Engine Oil works better than others even in extreme heat. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Veedol
Take Off 4T Plus</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-sX7D_Xg9txw/VTTkWhHzadI/AAAAAAAAX-Y/rOAlwXypkXs/s1600/Veedol%2B4T%2BPlus.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="108" src="http://2.bp.blogspot.com/-sX7D_Xg9txw/VTTkWhHzadI/AAAAAAAAX-Y/rOAlwXypkXs/s1600/Veedol%2B4T%2BPlus.jpg" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To watch ad click <a href="https://youtu.be/S9L4pA7LbjY" target="_blank">here</a><span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1; tab-stops: 174.75pt;">
<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><span style="mso-spacerun: yes;"></span></span></b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">In this ad it has been
claimed that the product keeps the engine stronger so you get more horse power,
(superior) acceleration and ageless engine. </span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1; tab-stops: 174.75pt;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1; tab-stops: 174.75pt;">
<span style="color: #990000;"><b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">MAK Lubricants</span></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/--egt5JVxt0g/VTTkdMq8n3I/AAAAAAAAX-4/Q27sAtwV_is/s1600/MAK-bowler.compressed.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="111" src="http://2.bp.blogspot.com/--egt5JVxt0g/VTTkdMq8n3I/AAAAAAAAX-4/Q27sAtwV_is/s1600/MAK-bowler.compressed.JPG" width="200" /></a></div>
<div class="MsoNormal" style="line-height: 150%; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1; tab-stops: 174.75pt;">
<b><span style="mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></b><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">MAK Lubricants has always
been associated with optimism – <i style="mso-bidi-font-style: normal;">MAK makes
it possible!</i> The ads have been interesting and some of them quite humorous.
Links to two ads are given below:</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<a href="https://youtu.be/bKFXH-eSFU4" target="_blank"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">Bowler</span></a><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"> </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<a href="https://youtu.be/plS3AzL42S8" target="_blank"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">School children</span></a></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></div>
<div class="MsoNormal" style="line-height: 150%; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">To summarize most ads for
lubricants explain the advantages of using them which generally are about
better performance and longer engine life, some ads support their claim by
saying that they use high or new technology and good amount of high quality imagery
is also used in the ads. One common element in all these ads is that they ask the consumer to use their respective products by giving reasons
as to why their products are better, that is the only communication. Servo 4T – Pushpinder ad is different from
others, it is perhaps the only ad which actually warns you about what can possibly
happen if you use any other inferior lubricant – you could experience difficult and
embarrassing consequences. At the same time it also explains how Servo 4T takes good care of the engine, clutch and gear. The proposition made in this ad is – Servo 4T keeps
your bike in great shape and your reputation too. </span></div>
<div class="MsoNormal" style="line-height: 150%; text-align: center;">
<a href="http://4.bp.blogspot.com/-GGcjDr7EyDg/VTTkeY8XpkI/AAAAAAAAX_A/IXzm6MaZLME/s1600/ECG.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="100" src="http://4.bp.blogspot.com/-GGcjDr7EyDg/VTTkeY8XpkI/AAAAAAAAX_A/IXzm6MaZLME/s1600/ECG.JPG" width="200" /></a><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"> </span></div>
<div class="MsoNormal" style="line-height: 150%; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">While doing research for
this post I learnt that lubricants produced by public sector oil companies in India are
losing market share to foreign multinational brands; I hope this Pushpinder ad
helps in pushing for higher market share for Indian Oil, the company that manufactures Servo 4T.</span></div>
</div>
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</div></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-3665098043609794573.post-48378395075265067852015-01-17T17:34:00.000+05:302015-02-03T20:20:11.638+05:30SHORT COMMENTS ON SELECTED ADS OF 2014<div dir="ltr" style="text-align: left;" trbidi="on">
At the
beginning of every year I generally pick out some of my favourite ads of the
previous year and write about them, this year I will not do that, instead I will
make short comments on a few ads that caught my attention. So let me begin:<br />
<div class="MsoNormal" style="line-height: 150%; margin-bottom: 6.0pt; mso-outline-level: 1;">
<u><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></u>
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Carwale.com</b></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-fb93gZssEP0/VKfR4Z4VCmI/AAAAAAAAX5o/xiD4HzIG0Q0/s1600/ShortComments%2Bads%2Bin%2B2014.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-fb93gZssEP0/VKfR4Z4VCmI/AAAAAAAAX5o/xiD4HzIG0Q0/s1600/ShortComments%2Bads%2Bin%2B2014.jpg" height="342" width="400" /></a></div>
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b><br /></b></span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: 6.0pt; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">This is a five
ad campaign, I am not aware if there are more, where the message in each ad is
very clear, that when you need to by a car you do not need to go around asking
different people, nor will Carwale.com ask you unnecessary questions. The
reason being that they are the experts in cars. The links to the ads are given
below:</span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><a href="http://youtu.be/aEKhx_3WdZM" target="_blank">Kidnapper</a> </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><a href="http://youtu.be/6Am0QrX9R8Q" target="_blank">Young man making enquiries</a></span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><a href="http://youtu.be/leh_REFss2Y" target="_blank">Vegetable vendor</a> </span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><a href="http://youtu.be/lPmxqvKb-gA" target="_blank">Autowalla</a></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><a href="http://youtu.be/RF2BcbCx0Tk" target="_blank">Panwallah</a></span></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: 6.0pt; mso-outline-level: 1;">
<br /></div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: 6.0pt; mso-outline-level: 1;">
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Mother
Dairy Doodh</b></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-8lek9JnCf0E/VKfRorJfZUI/AAAAAAAAX5I/mi1o6jq5h0I/s1600/MotherDairy%2BDoodh%2BMorning.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-8lek9JnCf0E/VKfRorJfZUI/AAAAAAAAX5I/mi1o6jq5h0I/s1600/MotherDairy%2BDoodh%2BMorning.jpg" height="302" width="400" /></a></div>
<div style="text-align: center;">
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b><br /></b></span></div>
</div>
<div class="MsoNormal" style="line-height: 150%; margin-bottom: 6.0pt; mso-outline-level: 1;">
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">The visual
in this ad bears a striking similarity to one of my favourite stop motion
animation videos, click here </span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">–</span> <a href="http://youtu.be/2_HXUhShhmY" target="_blank">Her Morning Elegance</a> to view it and decide for yourself. I think it is okay to be inspired by what
you see and experience but simply copying thoughtlessly is not good advertising.
</span><br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Lufthansa</b></span><br />
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<a href="http://3.bp.blogspot.com/--m1hiEiZJ10/VKfRk3lKofI/AAAAAAAAX5A/7pf_UB6Z1Yk/s1600/Lufthansa%2Bad.3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/--m1hiEiZJ10/VKfRk3lKofI/AAAAAAAAX5A/7pf_UB6Z1Yk/s1600/Lufthansa%2Bad.3.JPG" height="161" width="400" /></a></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b><br /></b></span></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">It is
quite obvious that this ad is targeted at the Indian traveller. Interaction
between the grandfather and grandson has been used to dispel any doubt or wrong
ideas the Indian traveller might have regarding Germans. The ad has been
directed very well and I quite like the way the little boy reacts to whatever
his grandfather says.</span></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/MrYhrZ3ppik" width="560"></iframe> </span></div>
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<u><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></u>
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Myntra.com</b></span><br />
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<a href="http://2.bp.blogspot.com/-OOOihlg4H9A/VKfRuXRISZI/AAAAAAAAX5Q/dQKBaliIIUc/s1600/Myntra.bmp" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-OOOihlg4H9A/VKfRuXRISZI/AAAAAAAAX5Q/dQKBaliIIUc/s1600/Myntra.bmp" height="200" width="400" /></a></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b><br /></b></span></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">The audio in this ad has a striking
resemblance to the song in this video <a href="http://youtu.be/eE9tV1WGTgE" target="_blank">Lenka – Everything At Once</a></span><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">. This music video of Lenka was use for launching
Windows 8. Watch the Myntra.com ad below:</span><br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/Tu1Pfyb27Nc" width="560"></iframe><br /></span></div>
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<u><span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></u>
<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Philips
Air Fryer</b></span><br />
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<a href="http://1.bp.blogspot.com/-ivk8FHbwoTA/VKfRxKR9c3I/AAAAAAAAX5Y/mIQ5O1luWaY/s1600/PhilipsAirFryer.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-ivk8FHbwoTA/VKfRxKR9c3I/AAAAAAAAX5Y/mIQ5O1luWaY/s1600/PhilipsAirFryer.JPG" height="225" width="400" /></a></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b></b></span></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">This
product belongs to a whole new category; the ad presents a new concept – using
air to fry food. The concept is beautifully explained and the benefit that is
communicated is that you need to use very little oil if you are using Philips
Air Fryer; hence the food is better for health. I think it is a simple, no
frills ad that explains the concept of air frying perfectly.</span><br />
<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Colgate
Slim Soft Charcoal Toothbrushes</b></span><br />
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<a href="http://3.bp.blogspot.com/-1WXLevBC-IM/VKfRdrTZTdI/AAAAAAAAX4w/BbaWnsUJl9g/s1600/14_08_2014_902_001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-1WXLevBC-IM/VKfRdrTZTdI/AAAAAAAAX4w/BbaWnsUJl9g/s1600/14_08_2014_902_001.jpg" height="400" width="252" /></a></div>
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<span style="text-align: left;">We have
heard of charcoal being used for purifying water but this is the first time
that charcoal is being used in toothbrushes for cleaning teeth, the ad explain
how charcoal infused toothbrushes are better. I have yet to see this in shops;
it would be interesting to see how this new concept in brushing works with
consumers.</span></div>
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<span style="mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><br /></span></div>
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<span style="color: #990000; mso-bidi-font-family: "Times New Roman"; mso-bidi-font-weight: bold; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;"><b>Hi Care</b></span><br />
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<a href="http://2.bp.blogspot.com/-6Ge13jeZ8CU/VKfR0MeDv7I/AAAAAAAAX5g/lW31xb0W1fY/s1600/Short%2Bcomments%2B003.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-6Ge13jeZ8CU/VKfR0MeDv7I/AAAAAAAAX5g/lW31xb0W1fY/s1600/Short%2Bcomments%2B003.jpg" height="400" width="240" /></a></div>
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<span style="text-align: left;"></span></div>
<div style="text-align: left;">
<span style="text-align: left;">When you
first see the ad you get the impression that the product being advertised is
for protection against rain, the product is actually against pests. While reading the
newspaper people generally do not read the copy of those ads that are of no interest to them,
so it is imperative that the visual create the right impression at the first
glance.</span></div>
</div>
</div>
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