Posts Tagged "experiential marketing"

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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Afaristo Hellas


Once a while it’s absolutely great to re-visit the past & watch progress through the lens of our ancestors. Greece is one such place. While much of Europe would subsume you with its pall of concern (economic crisis etc), the people of Hellas (Greece) have a ready smile for you. A short & sweet visit to take a leaf out of my history book, showed me a lot more than I’d expected.

I see strains of this land, culturally & historically in India too. But drawing a parallel would be unfair. The sheer size of land & population would make it impossible to compare progress or look for reasons. But there are several sources of inspiration.

Where do I begin? For starters there is some truth in the oft used term ‘Greek God’, also…
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‘The lines have long disappeared’. As told to ‘Impact’ by a true brand custodian Anil Nair, CEO, Law & Kenneth


Someone asked me recently, whether building brands in the coming decade would rest with above the line or below the line agencies? My reply was that the lines have long disappeared and the only line one needs to look at is what’s drawn between the consumer and the brand.

The reality is that very few brands can afford to play the IPL gamble, use fix-all celebrities or create TOI roadblocks to establish themselves quickly. Marketing ROI and strategies thereof are under the scanner in many boardrooms.

Given this truth, I believe the next decade will not be about ‘interruption’ or disruption’ but about connections, conversations and adding value to consumers’ lives. The only way forward for brands will be through making meaningful cultural connections and creating lasting relationships with their consumers. It’s not going to…
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Social media experiences + Live experiences = Bigger beer or brand belly


Goes to say that experiential marketing is alive and kicking. The world has become a smaller place but not all of it has shrunk into mobiles & laptops. A few practical problems do need some very practical and ‘real world’ thinking. Andes Beer ensured boys could stay boys, with their ambient idea titled Teletransporter. Apparently these techie contraptions were installed in bars in Mendoza, Argentina. These booths let the ambient sounds speak on behalf of ‘boys-who-love-their-beer-with-friends-in-bars-without-their-girlfriends’. It signs off with a conscience uplifter: Why lie when you can teleport?

So some queries bother me as a student of advertising. Not as a pessimist, but as a tech-amazed, wide eyed, excited soul who would like to apply technology as a whole rather than the sum of its parts.

Q 1: What creates lasting impressions? Many…
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When 3-D digital world meets our 3-D real world: It’s about feelings & emotions afterall


Excited with an idea that’s campaignable, advertising folks have often expounded 360° or consumer surround as the edge, to cut through the clutter. By looking at moments in the consumers life that is yet unexploited, most brands have tried to locate meaningful sweet spots. To amplify the surround, brands have often been spurred to use multi media, retail blitzkrieg etc, which also spreads media monies thin. But today there is a new dimension that doesn’t ask for your effort, as the format itself creates ‘wholesome experiences’ making it memorable: 3-D

3-D is not new to us. Our real world has been 3-D is every way; be it visual, tactile or auditory. The tsunami was a case in point. Nothing as spectacular and dramatic has been seen live, though with cataclysmic implications. In the entertainment world…
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