The Bindass Atyachari Strategy Exposed!

“What Am i? Don’t you dare slot me! Name me. Fit me. Patronise me. Don’t go by...” It’s The ‘BINDASS Guru Mantra’ that’s topping the charts. 4Ps B&M unveils the man behind the madness

“If you know of a person who might be cheating on their significant other, prevent Emotional Atyachaar, call 5059995 and report!” It’s mad, sounds utterly stupid, yet the Bindass formula is rocking the Indian TV space. Known for its dominance in the youth space, generating content which is innovative and cutting edge, UTV Bindass launched the 2nd season of the most talked about and sensational reality show Emotional Atyachaar. Nikhil Gandhi, Business Head, UTV Bindass shares the madness with 4Ps B&M (yes, exclusively):

How has been the journey of UTV Bindass?
2009 was an important year for us. Our business grew by 300% q-o-q. So that is one of the fundamental changes which happened over the last year. We came up with innovative shows which connected well with the target group. We started off with the Big Switch, Emotional Atyachaar and to top it all we did a very strong brand campaign. This gave us a strong playback positioning, identification and recognition in the youth space.

What is your target market and how does advertising work for your channel and target audience?
We attract any brand that caters to the youth. The age group 15-24 is our core target group which extends into 15 to 34 by virtue of preference. We have 356 brands on air at present and the remaining 10-15 which are off the list would be in line soon. We are launching two more shows this month and have increased our ad rates 4 fold. So all of that put together, the revenue model has become a very robust process.

What has been your strategy behind converting music centric viewers to youth centric ones?
We were the first to launch a youth entertainment channel and given its success, other music channels followed suit and launched the same kind of content that we already had. It was the other way around for us that we put music on our channel as an add-on just to be categorized with the MTVs and Channel Vs of the world. We were the first movers in the youth space and coined the term YEC beyond GEC.

How important is music as a genre for your channel? How have you dealt with the reality format?
Music is an ingredient which connects with the target group. It’s one of the important ingredients required for a youth channel and yes, we do play music. In fact we have music of the finest quality. With reality, there are various genres. There is fiction, reality and game show. In truth, there is also horror reality, our relationship reality like Emotional Atyachar and Splitsvilla, there is action reality like Dadagiri and Stuntmania; so there are different genres within reality. We have held on to the format, expanding into various genres within the format.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

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Why Lufthansa isn’t a niche brand anymore!

Sangeeta Sharma, Manager Marketing, South Asia, Lufthansa in conversation with lufthansa4Ps B&M reveals the critical importance of gathering customer intelligence

Most domestic airlines and some international ones too are advertising on TV; do you think it works? Does Lufthansa also have similar plans?
Yes and no. TV is the quickest medium but cannot hold the brand on its own. I think one should go into TVCs after certain recognition as a brand. What is really important is to have a great marketing mix and to make sure that the money is being utilised effectively. If we can achieve that through an effective marketing mix, then TV is not important. We were the first ones to do TV tickers and they really worked very well for us.

In that case, are you saying that TV advertising doesn’t make sense at all when it comes to the aviation industry?
I think that TV is a way to engage customers while others are done to create awareness about the brand. If you have not established a relationship with your customer, if you have not created enough awareness about yourself, then even a television commercial will fail to achieve its objective. So according to me, TV should be used as a tool for customer engagement. We have advertised using other media like radio and a lot of BTL activities. We are there where the customers are least expecting us.

How have you measured whether your BTL activities have proven to be effective?
We do not do anything that we cannot measure. We tap everything through direct mailers, portals. There has been a special mix for this. We know exactly how many hits the website receives, the entire traffic. Customer intelligence is very very important and we keep that in mind. We have engaged our viewers through SMS contests giving out Lufthansa goodies and have received enormous replies. We wanted to give the brand some life and subsequently, got some good 18,000 hits on the website. We got responses from all major cities We knew exactly who we were talking to. We were bang on! It is important for us to know whether our campaigns have worked or not, because everything has to give an ROI; otherwise, the campaign is not relevant.

Today, we have a significant lot of travel portals. Do you consider them competition?
We do not think portals are giving any competition to us. In fact, they work like agents for us. We have a contract with makemytrip.com, which works with us very closely. They are not competing with us. They are working alongside. These distribution channels are very helpful.

Any plans to increase the number of routes?
Airlines are growing because there is more demand. We have 49 flights, 200 destinations in 81 countries. Lufthansa thrives on network. Network is our biggest strength and nobody can beat us at that. We have a JV with Star Alliance that makes it even more efficient for us.

In all, in terms of marketing and advertising, what kind of an edge does Lufthansa have over others?
In the last 2-Maybe years ago, it was [niche], but not anymore. Today, we do not want to be tagged as a niche brand. We want to diversify our target audience and this is a progressive change. You will see us everywhere possible.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM in sync with the best of the business world.......

GAUTAM AHUJA, MD, AHUJA CONSTRUCTIONS TELLS SHEPHALI BHATT ON WHY ONE NEEDS TO HAVE AN ‘EYE FOR DETAIL’ IN HIS BUSINESS

Does it happen at times when your ‘eye for detail’ becomes a liability for you?
It is definitely frustrating at times because you keep pushing yourself for the better. You are never content with the work you deliver, but that’s the beauty of this trait. It ensures that you will never deliver mediocrity at any point. At the end you want the buyer to go out with a happy face. That’s what gives you job satisfaction.

You seem to travel a lot. How has that helped you extract the best lessons in business?
Traveling gives you amazing exposure. You are able to catch the latest trends, explore what is being appreciated by people globally and what is it that the indigenous consumer needs at this point. It is only courtesy traveling that we brought Italian marble into Indian construction when every other player in the market was offering simple or vitrified tiles. It was a risk worth its while; you need to dare to do such things. In our business, you have to put the money first, long before the customer starts paying you the rewards.

Which leadership style gets your vote and why?
I strongly vote for a combination of a style that is authoritative as well as supportive. There are times when you have to lead the army, while at certain occasions you have to be a good team person. Both are essential for being a good leader and I come to the table with both.

What are the nuances of creating a great brand like yours?
Innovation should be at the core of every activity undertaken under your leadership. You have to keep thinking out-of-the-box at all times. Customer focus should definitely be the key element for any organisation irrespective of its genre.


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

IIPM in sync with the best of the business world.......

Google TV – just a “Hobby” or a “Habit”?

In a recent survey conducted by Frank N. Magid Associates, 40% of the respondents voted for the fact that they desired to connect their Internet browsing PCs to their TV sets. Google has an answer – the Google TV. It’s another thing that there have been others before who have tried the same; Apple TV for instance, which has gathered such a small fan following that Apple calls it a “hobby”. So will Google TV be written off as “another hobby” or will it become a habit for the world?

The grapevine has it that brands like Sony, Logitech & Intel will be integrating Google TV into the PC and TV. But the most pertinent question that uninformed TV watchers and netizens (who have not heard of so much as the MSN TV or the Apple TV) are asking is – what on Earth is Google TV? It’s a “box” (like the “set top box”) that would accompany the idiot box. It runs on an Android 2.1 platform, uses Google Chrome as the browser and also has Flash 10.1 version for live streaming of videos. Therefore, a TV still, but more intelligent as it enables viewers to directly download content from the web – so, a web-integrated TV!

So what’s Google TV’s bet? Unlike others in the past, the big daddy of online ad-revenues wants to make its offering a habit for the 3 billion TV users worldwide (Note: The figure excludes TV viewers in China!). Imagine the revenue-earning potential through ads, with the Google TV finding a place in markets around the world. The problem why we haven’t heard much about either Apple or MSN TV is because they never saw the world beyond Obama-land. And Google knows that too well!

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM B-School
Arindam Chaudhuri
Rajita Chaudhuri
Planman Consulting

The new logo that Indian Railways is planning to bring will mark an end of an era in Indian Railways

Currently, one can easily spot the 16 stars within the current Indian Railways logo that represent Railway’s administrative zones in the country. As the largest transporter of the country, the Railways initially started with six zones in 1950 and expanded progressively to 16 in 1996. Not many Railways employees that 4Ps B&M touched base with could provide clarity on the current logo’s history, fewer still could recall when the logo was introduced. The Delhi Railway Museum apparently believes that the Indian Railways logo was created somewhere in the 1952-53 period. But still, would it matter if the logo changed? Would there be more people who’ll start signing up for Indian Railways once the new logo is in place?

“The [current] logo of the Railways is what people connect to very strongly with and there is no business sense in changing the logo as it will leave a task of establishing it once again in the hands of the railway officials,” explained Jagdeep Kapoor, CMD Samsika Marketing Consultants, who mentions that it would perhaps be better if the Railways were to invest in making the current logo more visible to consumers. Says Prasoon Majumdar, President, Global Strategy and Investment Consulting (GSIC), “To say that a logo change is not required simply because the past logo did not work, is not the right approach. In fact, it builds a stronger case that perhaps a new logo would work better. But yes, given that the Railways earns most of its revenues and profits from the freight forwarding sector rather than the civilian travel sector – which is close to loss making – a logo change would be useless unless targeted at the profit target market – here the commercial sector. And there is a big case that if the intent is making money, then much more could be made by reengineering processes than by logo changes.”

Now what would be the Railways’ next move? A brand celebrity? We’ll discuss that too...

Pawan Chabra

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

INTO MY DRAWING ROOM... AND NO MORE?

The appearance of mobile phones into our lives has started to blur the lines between what is private and what is public at an alarming rate

We have always had a clear cut demarcation between public and private lives. The whole concept of a ‘drawing room’ in our homes is our concept of public life. Drawing rooms are meant to be the public face of homes. This is where the guests are welcome, this is where the family achievements are showcased, and this is where a lot of showmanship is practiced. Drawing rooms are projections and they are designed to leave a good impression. Then there are the other rooms of a home. They are private, they are out of bounds for guests, and this is where the family retreats and keeps its affairs away from the public gaze.

Essentially homes strike a balance between an intrusive welcoming public space and reclusive non-welcoming private space. A line is always drawn between the two spaces and everyone at home knows where one stops and the other starts. While there have been debates about where the division between public and private space should be, and the debate often relates to where a line should be drawn rather than about abolishing the line entirely.

In our culture, it’s drilled into our heads from a very early age that ‘familial matters’ should never be discussed in front of ‘outsiders’ and should always remain within family. If a family can keep its matters private, it can keep its honour sky high.

However, the coming of mobile phones in our lives has started to blur the lines between private and public at an alarming rate. For one the mobile phone has entered spaces that were always deemed private and were out of bounds. And subsequently they have allowed people to share moments, memories, secrets and desires that were always private and were always hidden. Yes mobiles are extension of our lives, but they are removing the sacred line.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

HAS TODAY’S ADVERTISING LOST THE PLOT?

In the hysterical anxiety to engage and entertain an impatient and promiscuous youth-oriented target base, is advertising forgetting its basic agenda – of informing, convincing and selling? 4Ps B&M investigates

In the Hollywood of the late fifties and early sixties, anxiety, confusion and hysteria had set in due to movies not being able to engage the viewer in a way they were expected to. The reason? Television had entered the scene and the earlier ‘captive’ audience suddenly had a compelling choice not to watch the stuff they didn’t choose to. So what did Hollywood do? The secret, trick, knack, art – call it what you will – that the big daddies of movies used was to understand the strength of their medium and then strike at the core philosophy. Instead of trying to improve the substance of movies to compete with the meaningful serials coming on television, they upped the ante by ballooning the budget, scale and spectacle of movies in a way that the twenty-one inch idiot box could never hope to match! In other words, rather than giving more arty movies (meant for the ‘intelligent’ viewer), movie houses went for the larger-than-life metaphor, showcasing surrealistic scenes that could only be, if at all, imagined. And it worked liked nobody’s business! It seemed that the world was made up of more people wanting dunce, yet spectacular screen entertainment, than meaningful ‘stuff’, a reality that exists till today.

The question is, is today’s advertising scene echoing a déjà vu? Due to the changing scenario, is the ad fraternity mistaking (perhaps correctly so) style for substance, form for content? Are frivolity and entertainment the new games in town? Is engagement – at any cost – the prime motive, totally obliterating the basic agenda of advertising which supposedly was to inform, persuade and sell? Look at the latest ads around you – from that car ad showcasing a smiling celebrity in the throes of pleasure, to that cell phone service manufacturer imploring you to jump on the next tiger you see on the road to of course ‘save the tiger’, the intent is clearly to catch the viewer’s attention, than to educate him about the exact qualities of the product. What gives? Is the ad-world finally over the edge?

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM B-School Detail
IIPM makes business education truly global
IIPM’s Management Consulting Arm - Planman Consulting
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
Arindam Chaudhuri – Everything is not in our hands
Planman Technologies – IT Solutions at your finger tips
Planman Consulting
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM Broadcasting News - GID Club - Jaipur. Human Chain at Jal Mahal.

As a few hundred stood hand-in-hand to form a Human Chain, a diverse army of curious onlookers marched out a phalanx of hypotheses to explain this phenomenon. In the calm of the dawning dusk, yet another fragment of the Great Indian Dream was revealed.

The GID Club, Jaipur in strategic alliance with Center For Civil Society, NGO, formed a human chain on the 29th June’10 at Jal Mahal-Jaipur.

The message to be sensitized to the masses and media was “Recognition of Street Vending as a legal form of livelihood”.

One of the biggest chunk of India’s Unorganized Sector are the street Vendors, who under constant exploitation are compelled to live a life of poverty and looked down as a nuisance and encroachers of sidewalks and pavements. However, they do contribute significantly to the budget of every middle class household, providing 'affordable' as well as 'convenient' services by their self generated means of employment.

IIPM Annual Event - AAGMAN - 21st July 2010 - IIPM Delhi/Gurgaon

After long hours of practice, many sleepless nights, those forgettable fights and some unforgettable moments, Aagman for the batch of SS/ 2010-12 was conducted on 21st July 2010 at Airforce auditorium. What began as carefree get-togethers for auditions, long practices, and competition, ended as one of the better experiences !

After the traditional lightning of the lamp by Prof Rohit Manchanda (Dean HRD, IIPM), the night proceeded with an enthralling performance by the IIPM band, comprising of Samuel David Dennis and Gurusharan Randhawa.

IIPM choreography teams set the stage ablaze as they performed on the latest chartbusters. There was a live bull fight, beautifully depicted in the form of a choreography act presented by Nishita Mahajan and Allen Robertson. Students from IIPM Gurgaon also performed on a medley which they called – Monsoon Delight and the crowd cheered on. Simranjeet singh and Akhilesh Rana got all the applause as they performed their comic acts to whet the crowds appetite.

Then came the most awaited event for the evening. The fashion show! This year, the fashion police at IIPM went beyond the usual as they depicted a fashion war between aliens and robots, took us to the glitz and glamor of bollywood and had us rejoice in a FIFA carnival.

Aagman 2010 had all the ingredients of a perfect show. Flawless emcees, terrific performances viewed by a wonderful audience.

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Prashant Singh

VP & Country Head, Agency & Direct Sales, Royal Sundaram Alliance Insurance Company Ltd.

I think joining IDBI Bank as its first sales employee and then setting up one of its largest, productive and profitable direct sales team within a year was an achievement I always cherish. The team acquired over 50,000 retail customers in the northern region, in the first year of operation. But I was lucky enough because I repeated those moments once again in the year 2005, as one of the founder members of Deutsche Bank’s Retail Banking business in India. My team acquired the first 25,000 retail customers in just nine months of operation, which once again was a remarkable achievement.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

IIPM 4Ps Business & Marketing - Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Mohan Goenka

Director, Emami Group of Companies

It was the launch of Fair and Handsome brand in 2005 that came as a challenge for the company but is perhaps one of the most important for our company. We wanted to enter a virgin territory of Men’s fairness cream in India. Through our market survey, we found out that this need among Indian males existed and chose to bring men out of the skin colour closet by launching ‘Emami Fair and Handsome’. We perceive this more as a ‘landmark concept’ than just a product. Emami that way has been the first mover in the category by the launch of Emami Fair and Handsome. It is a brand that created the men’s fairness cream segment in India.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

Nutrivita PRESENTS 100 MARKETING BRAINS THAT MOVE AND SHAKE INDIA

Shashank Srivastava

CGM-Maarketing, Maruti Suzuki

The launch of WagonR was one of the very important milestones in the history of Maruti Suzuki. However, the best marketing moment which I believe is very close to my heart will be the increased marketing efforts that we made in the southern regions of the country. Maruti Suzuki was till then known as a carmaker which wasn’t very strong in the Southern region of India, but with the increased marketing efforts and the timely launch of new products, sales caught up in the Southern region really fast.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

WHY HUMOUR PAYS IN AD LAND

In the stressful times we live in, laughter – well packaged – can be a huge high and the ultimate bridge between a brand and its consumer

Everything considered, humour makes people more conducive towards the brand, socking it a solid “feel-good” factor, presenting super-high comfort levels… all of which makes it easy to connect with the brand in an effortless sort of way. It has been noticed that beyond any sales tool, humour invokes a special kind of collective intimacy that is hard to match. Remember, logic can make you think a product is a sensible choice, but only humour can make you lean towards it, invite participation that triggers a joyous recall. Fish swim. Snakes bite. Pandas eat bamboo. But hey, only humans laugh! Laughter is the common currency that humans use to make life rock, and advertising – for its turn – is perpetually pressing the H-button to persuade people in believing that their products and services make for a better life… So the alliance of the two is really a match made in heaven!

In a tense and pressure-ridden world that we inhabit, humour in advertising is getting to be increasingly an intrinsic part of the process largely because advertising as a form and the way it is consumed has radically changed. Says Santosh Desai, “It is undoubtedly an unwelcome and intrusive medium but what has happened in the last few decades is that we have consciously trained people to become consumers and see the world largely from a consumption filter. The strike-rate overall has been pretty good. In earlier times, the 8-reasons-why-you-should-buy-this, delivered in BBC-style English, worked. Today, it doesn’t. People are not looking for gyan but fun, entertainment, a laugh. No heavies.” This has led to substance and content being forced to take on and entertainment spin… Why go far? Isn’t news (presented and packaged – in both print and television – in a stylish, glossy and eye-catching manner) entertainment? Woo, romance, seduce, dazzle, threaten, warn, beg, plead, tease – but for heavens – entertain! If you want to grab attention or eyeballs, what better way than tickling the funny bone?

Today, in a world brutalised by pain, poverty and human suffering, stress, pressure and anxieties, the creator of funnies are the new superstars, because all said & done, even the most hardened sceptic & cynic will agree that, at the end of the day, humour is way better than tumour!

Monojit Lahiri

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

ORANGE ALERT, BROWNIE POINTS & GREEN BEHAVIOUR

Consumers will be willing to pay premium for a direct tangible benefit of a green product, if it reduces exposure to potentially hazardous chemicals at home

When a customer uses a green product he derives two kinds of benefits – a direct tangible benefit (a greater suitability of the ‘natural’ product) and an intangible benefit (of helping the planet). A consumer will surely pay a premium for the first category of benefits, like, say, organic food if it reduces exposure to potentially hazardous chemicals at home.

EASY DOES IT: EASY ON POCKET, EASY TO LOCATE, EASY ON CONSCIENCE

The morphing into a green consumer depends on three Cs actually: cost, convenience, and concern for environment. So Raghvendra Rathore, the designer, has designed a lifestyle software for iPhone, called iCarbon. It helps calculate individual carbon footprint – the total set of greenhouse gas emissions caused directly or indirectly by an individual. It then offers solutions to neutralise your carbon rating. Patrick O. Brown of Stanford University tells you that animal livestock has a greater green-house effect than all the cars, trucks, and planes in the world. So why not turn vegetarian, or, better still, a vegan. Diets are malleable either way. 30 years ago nobody drank high fructose corn syrup. Now it is dominant part of the American diet. As western diets move into China, people there are eating more beef.

As regards cost-or-price-it is almost automatically assumed that green products would be more expensive since their cost of production would be higher. True, but if they are produced through the same processes that are used to make their less environment friendly counterparts. But why can’t we be innovative? Embedding a sustainability mindset upfront into product design and process engineering will yield competitively priced products. If P&G can do it, so can others. Nano has spurred all car makers into thinking about frugal engineering, manufacturing, and running. Wipro has launched a Greenware range of desktops and laptops which are fully compliant as per the Restriction of Hazardous Substances Directive, yet are competitively priced. Titan and Nokia run exchange scheme to take back discarded products – so as to recycle them – and, at the same time, reduce the effective price for the buyer. Alternatively price parameters have to be redefined by de-emphasising the initial high prices, and making customers focus on total cost – of acquisition, usage, maintenance & disposal.

Thus buyers of green buildings are being made to appreciate the fact that the incremental cost of the green options gets paid back in 3-5 years only. Finally, the convenience factor. A crucial point to note is that even if attitudinally consumers are ‘active green’ behaviourally they remain ‘passive green’. Easy accessibility is the key here. Even if the green niche is very small currently, the Future Group has managed to push sales by offering better display and exclusive racks for organic foods and products. Nature’s Basket followed a different route. The shop offered groceries to bring in the footfalls. Then there was a campaign to push her towards organic and such products.

The key takeaway thus is, Generation Y (18-28 age group) is sold on environmental issues. In order to make green marketing certain ground rules must be kept in mind and followed: One, consumer must be aware of, and concerned about issues that your product professes to address. Second, he has to feel that he will make a difference by using a green product. Third, he has to believe your claims. Fourth, the product must perform. Finally, if you’re charging a premium, he must be convinced about its justification.

K. K. SRIVASTAVA, Advisor, IIPM Business Press

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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LORD KRISHNA THE GOD OF LOVE TOTALLY FASCINATES ME

Anthony Lau, Executive Director, Hong Kong Tourism Board on what he loves about India

What do you love about India?
It’s Indian curry. I have a lot of Indian friends in Hong Kong so I eat Indian food at least once a week. I also like Indian history & culture.

What about drinks?
I usually take light drinks, say water (laughs). I also like to have Diet Coke.

The historical character from India that fascinates you the most.
Lord Krishna – the God of love and music– totally fascinates me.

Your favourite Indian destination.
Well, I am looking forward to going to the Taj Mahal. I’ve been there many times. But have failed to see the Taj properly till now. I would like to do that once at least.

Do you plan to visit it this time?
No. I shall be visiting the Taj Mahal on my next trip. Because of the tight schedule this time it won’t be possible. But I am really looking forward to paying a visit next time because I have been totally taken aback by its beauty.

What kind of literature do you like?
Well, I read a lot of fiction.

Your favourite book and characters.
My favourite book is Kane and Abel by Jeffrey Archer.

If given a chance to become invisible for a day, what is it that you would like to do?
First of all, I would like to play golf. Secondly, I would also like to take a walk in the mountains of Hong Kong.

Neha Saraiya

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
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Don't trust the Indian Media!

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TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
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Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

WHEN SMALL IS BEAUTIFUL

First Rajshri Productions, then Shah Rukh’s Red Chillies Entertainment and now Yash Raj Films. What is it that’s bringing these movie mavericks to the idiot box? 4Ps B&M does a checkout with some eminent industry insiders...

Are you intrigued by the gigantic budgets that Indian filmmakers keep throwing around? Or by the collections these movies allegedly make? And does that make you think that television is a poor cousin of film? Think again! It’s no more the situation actually. In fact, it just might be the younger and wealthier sister.

Chew this: In 2008, while the Indian film industry was worth Rs.109.3 billion, TV was pegged at a whopping Rs.240.5 billion. For 2009 too, while the estimated figure for films is Rs.109.2 billion, for TV it’s pegged at Rs.262.7 billion. And if the ‘FICCI-KPMG Media & Entertainment Report 2009’ is to be believed, then this trend will continue in the near future. As per the report, in 2013 the film industry is estimated to reap in Rs.168.6 billion while TV is estimated to make a mind-boggling Rs.472.6 billion. “Not to forget that the phenomenal projected growth for TV (14.5%) is much higher than films (9.1%) and the overall entertainment industry average (12.5%) during 2009-2013,” says Shubhoshekhar Bhattacharjee, CEO, Planman Motion Pictures.

The most buzzing TV debut (among film makers) in the recent past is Yash Raj Films Television (YRF TV) on Sony. And it’s not just YRF! Shah Rukh’s Red Chillies Entertainment is already exploring the space with successful shows like Tere Mere Beach Main (hosted by Farah Khan). Rajshri, which had its first television stint in the Doordarshan era with a show named ‘Paying Guest’, too started its second innings on TV five years ago with Wo Rehne Wali Mehlon Ki on Sahara One. Currently, it has a show on-air on Zee TV titled ‘Yahan Main Ghar Ghar Kheli’. Further, there are several individual filmmakers, including names like Vikram Bhatt and Anubhav Sinha.

Rauf Ahmed, Ex-Editor Filmfare says, “It’s the huge financial potential offered by TV that is luring filmmakers towards the small screen. Moreover, films are becoming a riskier business by the day.” Zee TV’s Fiction content Head, Sukesh Motwani agrees with Rauf. He feels that in terms of returns, TV is more stable compared to films which are comparatively vulnerable. Further, it’s also about offering a complete entertainment bouquet. As Rafiq Gangjee, VP, Marketing & Communications, YRF points out, “Getting into TV content seemed like a natural progression in our (YRF) growth.”

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
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For Exclusive Footage by Sunday Indian Click Here

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Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎

The lesson we never did learn!

To bring together people who could teach and those who wanted to learn, ToI launched the Teach India campaign and made ‘Let’s learn to teach’ the clarion call

THE TIMES OF INDIA

CAMPAIGN: Teach India

AGENCY: JWT

MEDIA SPENDS: Rs.2.5-5 crore

OBJECTIVE: To achieve 5,000 volunteers who could be trained to teach. The contact points included individuals (who could teach and were willing to donate their time), NGOs (working with illiterate children), schools (to provide space) and companies (to sponsor the initiative).

STRATEGIC CHALLENGE: The key challenge was the unenthusiastic response from consumers. The uphill task was to communicate the hard-hitting realistic future of brand India – a future which was trapped in the vicious cycle of poverty including 75 million children. While most problems faced by the education sector (like under-equipped schools, high rate of dropouts, caste & gender bias, politicisation, et al) needed massive infrastructural investment, ToI took the onus of catering to the problem of shortage of qualified and equipped teachers. The strategic challenge remaining convincing Indians to commit themselves.

BIG IDEA: Despite being home to a large mass of highly educated Indians, only a few educated volunteer to teach. Why? Past qualitative research revealed that though the educated class wanted to contribute, they didn’t have a platform to do so. ToI trained volunteers, provided eager students waiting for teachers, matched their locational requirements with NGOs, and made ‘Let’s learn to teach’ their clarion call. Volunteers were asked to spare two hours per week for this cause. Aamir Khan too volunteered for the programme.

COMMUNICATION TOUCH POINTS: Principals, CEOs, housewives, collegians, professionals, et al, were contacted. 28 direct response ads in print, 3 TVCs with multiple edits, 10 outdoor creatives, bookmarks, car stickers, elevator stickers were created. Digital media, hoardings, events, et al, were also used.

EFFECTIVENESS: The first 10 days of the campaign saw over 10,000 volunteers sign up, close to 60 NGOs recruit students, 32 schools donate space to conduct classes, 31 companies support the initiative (both in terms of sponsorship and volunteers), 550,000 visits to the website & 6000+ video downloads (Source: Client Data). While Aamir continues to teach for two hours every week, 2 million children (at the last count) have benefited from the Teach India cause.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here

Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!

IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN‎