Monthly Archives: February 2009

Blossom Secondhand Bookstore

Agency : Orchard Advertising, Bangalore, India
Creative Director: Thomas Xavier
Art Director: KN Balakrishnan
Copywriter: Nirupama
Project Managers: PC Muralidharan & Harish Krishnamurthy

(copy reads: Blossom second hand bookstore. For age old favourites)

Tin Tin

Sherlock Holmes

Annie Frank

Wake Up Pune

Client: Deep Griha Foundation
Agency: Mercury , Pune, India
Copywriter – Sanju Ayyar
Art director – Shailesh Meshram
Photographer – Abhijeet Gujar

School Girl

BPO Employee

House Wife

Opulent Auto

Client: Opulent Auto Care Pvt. Ltd.
Agency: Lighthouse Communications, Pune, India
Creative Director: Rameshwar Jawanjal
Art Director:Sanjay Kamble
Copy writer: Udayend Lahiri
Illustrator:Irfan Kembhavi, Amol Khanzode

Shedding Leaves

What does the recession mean to you?

We chatted up with Kaushik Mitra, Senior Creative Director at Bates 141, on the recession and advertising creative…

Kaushik Mitra

As a Creative, what does recession mean to you?
I think the first thing it means to all of us is, ‘no raise’. It also means less spend on proactive initiatives which are done keeping an eye on the award festivals. But I’m hoping it will mean more time to mself.

Do you think the recession will force clients to think more innovative? (can you give examples?)
To be able to understand what clients might do in recessionary times, you have to first understand the recession itself.

Look, from whatever I have gathered from the media, this recession is serious. Much more serious than any of the slow downs we have experienced in our professional lives atleast.

In the west, it started off with too much credit being given to too many people. As a result many Americans have had to return their new flats, cars, and other expensive purchases. But this recession doesn’t just hurt the techie or the banker. It hurts the banks, many of whom have already gone in the red. It hurts the industry. Imagine, car makers trying to sell in conditions where car owners are actually returning their luxury cars or SUVs. It’s tough. Very, very tough, specially when you consider a huge number of families in India who are dependent on their children now settled in the US and UK.

Therefore, old people will suffer. They may still have enough to pay their essential medical bills, but they will not have money left over for a foreign holiday. Or a new car with driver to run errands for them.

I think the other set of people in India likely to be affected is the huge (some say, 300 million strong) middle-class. A lot of the young ones have made their bucks from the IT, tourism or the service sector revolution, which as industries are interconnected to the global economy. This set of new-age worker is unlikely to be buying premium cars and fancy HD televisions immediately. In fact, a few of them might even default on their home loans or car loans. Reports of farmer suicides are already getting overtaken by reports of techie suicides.

So in conditions like this, I see the car industry launching fewer cars, though there will be some desperate attempts to clear inventories. Tourism is already affected, and things may not improve. Definitely sectors like household electronics or anything else that’s remotely conspicuous will be affected first, as people generally try to postpone their high ticket purchases.

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Social Media Networks and their Strategy for India!

Digital Marketer from Google, Bharti Airtel and Zdnetindia.com; Saurabh Pandey is a technology and media enthusiast. Saurabh runs his own blog at http://www.atomthought.com and is currently writing a book: ‘Social Media Marketing-Illustrated and Actionable Steps for Digital Marketers’.

Saurabh Pandey

Why are we on Linked-In but not on Apnacircle or brijj?
I guess it’s not just one single ‘thing’ but a mix of many factors that influence us to join a specific social media site.
In a nutshell, and in a more organised lingo, we choose to be on a social networking site largely because of:

  1. Presence of Opinion Leaders
  2. Presence of a large no. of Our Type of people,
  3. Opportunity to Collaborate and Co-create or achieve an objective   and
  4. Tools to collaborate and co-create efficiently and effectively

Once we are comfortable with the above we then slowly create our own network, and reputation within that Social Platform.
Now, creating a network and reputation takes time and effort. Remember how much time it took you to reach that 500 contacts landmark in LinkedIn?
That’s precisely why anyone would think twice before just latching on to just another social network. This makes things really difficult for any new entrant. And that’s why it’s important to be either the ‘first’ or the most ‘disruptive’ in order to win members.
So, what happens now in India? Now that there are already so many of Social Networks, how does a new Social Platform survive?
Needless to say Indian Social Networks have largely been ‘followers’ and have failed to create need driven technological innovation or disruption. This is sadly true in most of the internet verticals.
Anyways broadly I have always maintained that Social Networks should excel at making the conversations among users most efficient-through the use of tools, technology, applications and co-creation opportunities. There is still a gap here, and there is still an opportunity here!
We shall understand the above in slightly greater detail as we move further.

So what’s the story of Big Adda and Ibibo?
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