Indian football: Bend it the FIFA way

FIFA president Joseph S. Blatter has announced a grant of $1 million to India for developing Football in the country. The project titled ‘Win in India with India’ will initially run for a period of four years. Speaking on the occasion of the 70th anniversary of AIFF (All India Football Federation), Blatter gave hints indicating that a further $400,000 could be granted to India in the third ‘FIFA goal project’, which would be in Sikkim. If things work out according to the plan, then cricket may finally have some serious competition in the country.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Suddenly there are endless queues

...And suddenly there are endless queues even at airport entrances and ticketing counters! Surely, the Indians too have learnt to fly...but for how long?
The stock markets don’t seem to care. Imagine this, Air Deccan too (at Rs.116.33 per share as on April 20, 2007) has managed to crawl north by just a miserly 12% since it first got listed on NSE on June 12, 2006! Compare this to the prolific 47% growth that the Sensex has had during the same period. Jet fares worse. Since April 1, 2006, the price per share of Jet Airways on the NSE has fallen by a shameful 49.11% to just Rs.673.66 (as on April 20, 2007). Worse fate perhaps awaits the IPO plans of various airlines–in fact Kingfisher Airlines and the combined Air India-Indian entities are planning IPOs in the next two years, with the International Bureau of Aviation forecasting that these IPOs would enable the entities to raise in excess of Rs.45 billion!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

BRAND : Fair & Lovely

BASELINE : Khoobsurati hai shakti!
AGENCY : Lowe
4Ps TAKE : One of the most politically incorrect ads rolled out from the Fair & Lovely stable till date. The ad actually says that you only need to be ‘fair’ and have a little ‘jhatak matak’ to become a film star. Guess, all those acting schools, including the National School of Drama, should just shut shop and go home. Okay, for the uninitiated, here goes... the ad opens with a woman performing to an empty auditorium. Her mentor says that if she was a film star, the hall would be packed. The woman decides to do exactly that, applies Fair & Lovely, becomes fair and also a movie star. The ad tries to do the nostalgic bit, about her performing again, but this time to a jam-packed audience, but fails miserably. After all, why would any thinking individual empathise with an apparent bimbo, who thinks only a fair skin can take her places. A shoddy attempt Ms. Fair & Lovely. We’d have thought some Bollywood star would have already objected...

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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BRAND : Limca

BASELINE : Fresh ho jao
AGENCY : O&M

DESCRIPTION: Ria Sen and some of her friends are driving out on a hot, sweltering day. She takes a sip from a bottle of Limca, and is immediately doused with a welcome shower of cool water. Soon everyone is drinking Limca and getting doused in cool water. They pass a hoarding that shows a waterfall; the water pops out of the hoarding and showers them again. Finally, they are all shown enjoying in lush green and breezy environs. 4Ps TAKE: Simple brand proposition: With the scorching summer heat making sweat factories out of all, Limca positions itself as the ultimate thirst quencher and coolant! Nothing too exceptional about the ad other than the fact that it draws heavily on the ‘coolness’ factor, which is bound to work well, at least in the parched regions of the country. The USP is the lime and the lemony taste and, of course, there’s Ria Sen who sizzles in the ad... maybe not a good idea, considering it’s so hot anyway :-)

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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The runner-ups...

With the ad rankings behind us now, it is time to focus on those print & electronic ads and billboards, which could not make it to our coveted rankings, nevertheless, they’ve created quite a stir among the ad-frat and consumers alike. Most debated, most discussed, appreciated or blasted, whatever they may be , we bring them all to you. Check out the hottest spots for this fortnight and decide for yourself...

BRAND : Lee Cooper
BASELINE : Fine English Denim since 1908
AGENCY : NA
4Ps TAKE: The first thing that strikes you about this billboard ad is that this is black-and-white, used like a dream! But in this rather stark landscape, the red logo of Lee Cooper is an eye-catcher for sure. Add to that the visual of a coolly lounging cosy couple and the pull factor is complete. The USP of the brand is the fact that it goes back a long way–almost a century in fact; Fine English Denim Since 1908. The power idea is how the brand has re-invented itself to keep up with the times, while not losing its quality. The communication is bang on – bound to be a traffic-stopper!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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