Firstpost.com - Abolishing newspapers, will it work ?

Now that digital media has become one of the major means of communication, there is no question of digital newspapers lagging far behind. Firstpost looks to have taken the initiative to circulate the same to everyone. The first look on the TVC and you wonder it has to be one of those environmental messages being broadcasted about deforestation and its outcomes but very soon they decide to shift your focus to paper mills ( paper is produced from wood, remember? ) followed by a printing press. However, condemning print newspapers is not their sole strategy to promote the latest means of news. As, it is immediately followed by a sequence where they demand you to switch to their site in order to get the latest news immediately rather than being a day late. How effective and how creative? Yet to see that.

Their strategy is clear from the ad. Remind them how environmentally fatal is deforestation to us and our mother earth. Then, lure them to come to their site and say goodbye to their hawkers. The particular of idea of introducing an environmental aspect into the marketing of a product/service looks fresh. However, there is no shortage of awareness campaigns and advertisements bringing the social and environmental issues of concern into notice. So, maybe they have assumed public to be a tad more gullible than they really are. As far as the attempt to demote their print counterparts is concerned, I think the big players in print journalism have all got their digital version up there on web. So, their 'Read today's news today' tagline is not the most promising one out there.

Admirable, of course was the fresh concept and the mere fact that they stepped up to promote online news reading in a country where internet users are prophesied to be the third highest in the world by 2013 but the morning cup of tea refuses to gulp down without a newspaper in hand. Still, I don't see them making a strong enough statement, given that branding in print journalism is majorly dependent on the content quality offered. Although, I would like to give them some extra points to them for the catchy jingle played in the background.

RATING - 7/10

Tuborg Zero - Surrogate Advertising revisited !!

 We've seen mineral water, sponsored events/awards, music CDs to name a few surrogates in the past when it comes of advertising a banned commodity like alcohol in India. But, Tuborg has decided to take a step ahead of its counterparts in the alcohol advertisement arena. The first look of the commercial and you are left stupefied guessing what on earth is Tuborg 'Zero' really? The answer is encrypted in the name itself. Its zero, nothing tangible when it comes of the product they appear to advertise.

The newly designed bottle and logo

Few months back, Tuborg gave an all new visual appeal to its beer bottle with a changed label and logo. This has been almost immediately followed by a TV commercial which boasts of a non-alcoholic malt beverage called Tuborg Zero packed in their new looking bottle. This is a more overt approach of advertising their banned product which comprises of 'Tuborg Green' and 'Tuborg Strong' marketed by the Carlsberg group. Their message however remains simple - 'We don't violate the rules and we just won't do that'.

A traditional party with a catchy track from the 70's bollywood in the background is the basic setup of their TV ad. Cratefuls of Zeros are brought in sets the stage for a zingy party. Clearly, this setup indicates the obvious drink in the crates. There have been various instances in the clip where the innovative ring pull cap used in the Tuborg beers has been accentuated by bringing in many peeling-off illustrations through various means.

In a nutshell, the brand emphasizes itself as a product to capitalize upon Indian youth which ought to be its target consumers. It creates a trendy, energetic statement as per its tagline 'Open for fun', which its competitors have been lacking if looked upon. This overt approach taken by them, although criticized by many promises to do justice to the product and its branding.

RATING - 8.5/10

PEPSI - Game changed ??



Pepsi ad - Ranbir teaching Sehwag to employ 'upar cut' ahead of CWC 2011.

'Change the game' is what they say. So a self-evident question pops out of one's mind - What game are they trying to change, or are they ? Pepsi, which need not mention is a mammoth brand of soft drinks in the world, has had vastly successful, star studded ad campaigns in the past with all the bollywood and cricket stars featuring on a regular basis. The current campaign, definitely appearing to have gauged the changing trend in the country, has introduced changes as its slogan promises but has it done enough to meet the standards it has set for itself in the advertisement world. Lets have a look!

 The Youngistaani approach looks to continue as far as their target sector is concerned with the
current endeavors being youth-centric. While it all started prior to the Cricket World Cup 2011, when the popular cricketers in the sub-continent were being taught the skills they have improvised and become well-known for, through different props by the fans and Pepsi claimed to have sponsored their particular style. The pallu scoops and the upar cuts were given an all new provenance and hence, the ads grew to become popular, looking to have found its motive. More so, India winning the world cup means a more than successful end for the World Cup sponsors.

However, if the former changed the game, then presently the game has changed, at least that is what their current advertisements suggest. It started with a guy inspiring our Desi Glamboy, Ranbir to 'change the game' to football and ridiculing his urges to play cricket at the same time. This was followed by an ad where the European champions Chelsea FC's stars were shown playing some kind of combo of football and cricket with our Indian World Cup hotshots. A digression from the brand statement they were trying to make earlier, you feel. Nonetheless, with events like T-20 football which saw star striker Didier Drogba promoting its final event itself, presently its strategy can be distinctly discerned which is driving the youth of our country towards football. Thus, the game is being changed from Cricket to Football, at least the current scene of advertisements suggest this.

Pepsi ad - Ranbir decides to change his game to football.

I don't say that the awareness of football should not disseminate in the country. But as far as branding is concerned, the campaign which started by tapping in the feelings of our loyal cricket fans sees itself diverging towards an all new game. Tumultuous, is it? Its yet to see however, that for a cola brand which has seen itself capitalizing on the indigenous penchants of people in general, how effective will they be in changing the game of the nation?

 RATING - 6/10