Posts by anirbanroy
Death of the brand!!!
This article is a direct outcome of the countless meetings where clients and agency have swiftly killed many ideas for the sake of building a great ‘brand’:
‘This is not my brand!’
‘Where is the brand consistency?’
‘But what is the tone of the brand?’
‘We have to define the personality of the brand.’
‘Who is the brand’s TG?’
Tell you what, the brand is dead.
There used to be a time when a brand was a cultural entity, created by a handful of people across client and advertising offices. The physique was defined, values were defined, personality traits were defined along with all other things that are put on brand identity charts in powerpoint presentations (this is the precise moment when ‘death by powerpoint’ was coined). They were defined and then they were broadcasted.…
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Why Rockstar still rocks
Here’s why I think Rockstar is gaining so much momentum, raking in the moolah and most importantly generating conversations. Both the title of the film and the director is trending on Twitter since the date of its release.
But here’s why:
1. Junglee Jawani: there is a subtle narrative around the entire plot of a young, chauffer driven Kashmiri girl wanting to see a Hindi porn film in the porn-fested gullies of Delhi. It speaks of freedom. It speaks of challenging the status quo. And that really in more ways than one ignites and triggers her relationship with the hero.
So what’s new you may ask? Well, showing that today’s Indian woman has the freedom to opt for a sexual fantasy is bold and fearless. She might be the coy…
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What brands can learn from Gandhi!!
Every year around this time we end up remembering the architects of our Independence – among them stands a ‘half-naked fakir’ who always outshines the rest – Mohandas Karamchand Gandhi. Ever wondered how much brands can learn from the greatest marketing campaign ever launched by an Indian? Think about it – it was touted as a ‘campaign’ against the Raj and it drove them out of this country (oh and also brought about the timely demise of the British Empire).
Here are few lessons which we can learn from what Gandhi did and brands can adopt these principles to successfully make an impact in today’s world:
1. Involve people – it’s the participation economy honey!
Perhaps one of the things that Gandhi did remarkably well was he mobilized the masses. At a time when…
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Would you rather love me for 30 secs or a life time?
The debate on whether television and print as a medium is losing its status of Holy Grail in the advertising community, has been on for quite some time now. Industry pundits will throw stats at you (and I won’t) and passionately argue that India unlike the developed countries still nurses an appetite for 30 sec commercials and full page ads.
So marketers still pump in thousands of crores to get ‘eyeballs’. They believe a full page ad in The Times of India will be enough to get the ‘changing Indian woman’ (just dissected the day before in the ppt). 30 or 20 or 10 is really not the point – the secondage never was, question is: “is television enough to anchor your brand in the lives of consumers?”
Here’s my argument:
We live in…
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