Media Pirates Part I

Media Pirates_partI

I am sure most of us indulged into all the world cup matches of India so far. Latest one being on a sunday, turned out to be quite a occassion for us at PR ( Purple Rabbit, Duh!). So we ganged up and broke into one of our friend’s place having some refreshment and all set for the match. Let us not get into the jitters of Indian Cricket Team, or the bravado of the Irish. Too much has been talked about it already, and I am sure its a good topic to talk about for some other blog.

So, in spite of the eventual win of India, we were thrilled with a discovery that shook us to the core. Right from the first drinks break to the last one, we witnessed a unique phenomenon. There are usually 2 drinks breaks for each innings in a one day match, which means media spots of roughly around 7-8 minutes. Quite a deal if you ask me. The amount of money that goes into those spots is huge, considering the TRPs that literally any match of India gets, nevermind the one in World Cup. So imagine our surprise when transmission of Star Cricket ( on which we were watching the particular match) was stopped and in its place came in a local cable channel!

PiratesI_in the world cup

This is highly unusual, and I must say a dangerous practice. TRP ratings which many in ad-circuit think to be of dubious nature anyways, would be of no use if there are sections in distribution that indulge in such fraudulent practices. At this point I must admit that the cable operator in local area where I stay, must have got a huge level of attention because of this little ruse he pulled. However I am sure he must have bulldozed a dozen media laws in the process. With growth of more and more DTH services, many think that old school cable operators are going to go off the scene soon. Well, here I would like to point out the little fact that the whole effort of this cable operator was to promote his own DTH service !! Very ironic isn’t it?

The bottom line is that an unknown cable operator from one of the suburbs in Mumbai, has walked away with sweet media spots, leaving advertisers and agencies helpless. Well all this hype around the Cup that Counts, did not account for this little theft for sure.

 

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Curious case of Reverse Aging

Unlike mortal beings like us, brands are immortal if people managing them have the right tools and insights. It’s very important to know when a change is required, and how much of it is required. At times it’s not as simple as moving your cheese around. If right revamps occur on regular intervals, the brand not only reinvents itself, but also grabs attention of an entire upcoming generation which associated old brand with something their parents era. When the right make over is given, the brand becomes cooler, just like a granny who likes listening to rock, uses iPod, and is crazy about an i-pad. However it would be a little awkward if she started wearing microminies, wouldn’t it? This is exactly why brand managers should know where to stop.  Antiquity has too much of value to be given up completely for sake of youth.

So what exactly should it be, if not a complete revamp? Let’s look at some of the sleekest case studies that we at Purple Rabbit keep on talking about.

GODREJ

112 years old logo has been revamped. It really has got a new and fresh look but at the same time they have taken a care of the previous logo style. They just incorporated the colours in it thereby representing something new, blending together beautifully, that’s what we call a master stroke.  Since the brand and the logo were set by their ancestors, they must have certainly added some values; it must have compiled a legendry value in all these years.

So coming up with a complete change might have been an insult not only to them but also to the other public such as shareholders or investors who actually were affiliated to the company for a long time.

So here the actual change could have been vulnerable but they filled in the gap by doing a blend. Very neatly done indeed.

STAR TV India

Moving on, even Star India have reworked on their identity. Since these stereotypical serials are getting watched enormously by bahus, saans and betis of Indian family, changing the overall look of the brand could be damageable. So they wanted their symbol to be as it is but it should have that element which will carry current age thinking simultaneously.

The new logo is in vermilion colour, which stands for woman and auspicious things in Indian perspective. Both these elements had to be carried out effectively thus helping to associate. They have accordingly repositioned themselves as ‘RISHTA WOHI SOCH NAI’ that means relations are not subject to change but with the touch of new age thinking could help to make them healthier.

Let’s hope with this new blend of old and new, they actually get in some new thought in their programs, female stereotypes are such a passé.

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