The joke’s on you!

Humour cuts ice like nothing else can, and especially so in comparative advertising. When Coke was selected as the official drink for the cricket World Cup series, Pepsi came out with a campaign, which went like, “Nothing Official About It!” And it was perceived as really cool. The campaign was probably one of the most memorable ones on Indian turfs. Similarly, in America, when Michael Jackson (Pepsi’s endorser) fainted during one of his stage shows, Coke came up with an ad that said, “Dehydrated? Try Coke!” People smiled, and both Coke – and even Pepsi lovers – enjoyed the ads.

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Still think it’s an idiot box?

Buying a television set has gone beyond choosing between a 29 or 14 inch. The decision is now down to the basics: Technology. Should it be the conventional CRT TV set or the new breed of High Definition (HD) flat screen TVs – that range from Plasma and LCD (Liquid Crystal Display) – or should one wait up for Toshiba’s SED TV technology coming next year?

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Asian Paints. Har ghar kuch kehta hai.”

The latest commercial sets out by focusing on two kids devising a plan to get hold of chocolates from their grandmother. The girl points towards a purple wall in the house and tells her grandmom that it’sher mom’s favourite wall: “Kyun ki mummy ko jamun bahut pasand hai!” The girl next drags the hapless octogenarian to a green wall and claims that her dad loves that wall: “Kyun ki papa ko matar bahut pasand hai.” The girl then points toward a brown wall and hopefully prods, “Yeh Chintu aur meri favorite wall hai.” The grandmother ponders the question; “brown?” to which the tot seiz- es her opportunity, “Brown nahin nani, chocolate…. Kyun ki humein chocolate bahut pasand hai!” The visibly enl i g h t e n e d grandmother hugs the children and the VO encapsulates: “Har rang mein chhupi ek kahani hai. Asian Paints. Har ghar kuch kehta hai.”

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India in MOTION

Road transport, air cargo, freight movement through railways have all undergone a dramatic makeover in the last few years. Exporters are happy now that shipments are not unduly delayed; companies are happy since products are taking much less time to reach destined markets. Says Rahul Ahuja, a Gurgaon based readymade garments exporter, “I had almost lost my credibility with customers in Europe and North America because of delayed shipments. That’s a thing of the past now.” Shashank Singh, owner of a fleet of ten trucks, echoes the same view: “I could never know earlier if my truck would reach Mumbai from Delhi in seven days or not. Now, I know for certain that it takes three days at the most.” The Indian Railways under Lalu Yadav too has made life easier for companies ferrying bulky goods. Perhaps the only bad news coming from the transport front is from the water transport segment, with Indian ports still a nightmare.

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Oil is China’s most lethal weapon

While things are going as planned for China, the US, on the other hand, is making enemies every day. And most of them are oil-rich. Th e US emphasis on force & interference has harmed more ratherthan helped. In the words of James Lilley, ex-US Ambassador to Beijing, “While the Chinese are on an aggressive quest to increase their supply of oil all around the world, the US is lagging behind.” With even the reference of Mao being minimized in Chinese textbooks (to make way for information on latest technologies), perhaps the best way for US foreign policy to go is... the Chinese way!

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Update from the ‘Ad World’

One of America’s largest departmental stores, J.C. Penny has abandoned its ad agency DDB. The ad company owned by Omnicom Group Inc. had been constantly serving the 1,021 store chain for the past six years. Slated among DDB’s biggest clients at the advertiser’s Chicago office, J.C. Penny had spent almost $430 million on advertising last year. Speculations are high on who will be the next ad agency to acquire its account; it is believed that Publicis Groupe’s Saatchi & Saatchi will be DDB’s successor. DDB’s latest client is Safeway Inc., which offers $250 million for a television ad.

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LONG LOST SIBLINGS?

Trade relations between India and Venezuela are still in their infancy. India is at a stronger position, although exports amounted to $74.34 million (0.1 % of total Indian exports) in the period from April to December 2005-06 and imports being $8.63 million (0.008% of total Indian imports) in the same period. Undoubtedly, the larger slice of the pie comes from oil trading. As per the latest estimates, bilateral trade is expected to reach $1 billion this year, thanks to exports of Venezuelan crude oil. Deepak Bhojwani, Ambassador of India in Venezuela states, “We are seeking energy security and Venezuela, a sister country, can provide it.”

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John G. Kemeny and Thomas E. Kurtz

A coincidence or a twist of fate? John G. Kemeny & Thomas E. Kurtz developed a program for the Dartmouth College, unaware of the fact that they were on their way to revolutionize the computer industry; and through a program establish a world standard. In 1964, Beginners All-purpose Symbolic Instruction Language (BASIC) was invented as a simple programming language which was easy to learn and use, allowing anyone and everyone to be a computer programmer. The duo of John G. Kemeny and Thomas E. Kurtz went on to develop the concept of time sharing, enabling many students to work on a single program at the same time. The new concept of time sharing caught on like fire, so much so that in just one year, General Electric established the first time sharing system for commercial use.

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The makings of a retail giant

While younger brother Anil Ambani continues to cry out on the RNRLRIL gas deal issue, big bro Mukesh is busy in powering his mega retail venture. Reliance is all set to turn things upside down in the Indian retail sector with the Herculean size of its investments. At the moment, Reliance Retail is close to swallowing Delhi’s moribund Super Bazaar. It submitted a Rs.2.88 billion revival package for Super Bazaar; well above the Rs.700 million bid made by the Indian Labour Cooperative Society along with Indian Potash Limited. The bid is in the pipeline pending a court decision.

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Tata Indicom’s commercials is too long?

Don’t you think the length of Tata Indicom’s commercials is too long?

The first time you are telling a story, it requires a beginning, a middle and an ending... Right from the communication to the product launch, we researched thoroughly, and for the core (message) to be established, you have to take the viewer down a path and tell a story with twists-and-turns.

What are your future plans?

I think we are making a clear bid for leadership across the segments that we operate in and that will be our focus!

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