Hey! Where’s my tattoo?

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...lost in the capsules, maybe!

Honey, it sure must’ve been the truest moment of love when you got ‘I Love Dick’ tattooed on your body. So what if your relationship with the bozo lasted just three weeks. Or even if it later occurred to you that it was the stupidest decision of your life. Heck, tattoos and love are for keeps, aren’t they? Fret not, we’ve got a simple exit strategy for you, and no we aren’t referring to the costly and painful multiple laser treatments used to remove tattoos. Developed by Harvard Dermatology Professor, Rox Anderson,and marketed by a California- based company called Tat2BeGone, a spanking new ‘permanent, yet removable’ tattoo imprinting dye, slated to rock tattoo parlours this fall, guarantees that if your boy friend’s history, so will be your passion-forsaken tattoo. The tattoo ‘brew’ is created by ‘storing dye in microscopic capsules’ that, though permanent, can be zonked away with the swish of a painless and cheap ‘single’ laser session. Mike Cowasji, a renowned tattoo artist says, “At last, we’ll not have to rack our brains when a customer wants to get a tattoo removed! Also, we’ll get a cleaner canvas to work on!” With a report suggesting 36% of Americans aged 18-29 having tattoos, one can wonder how easily this ‘vanishing’ elixir will encourage more of ‘em yankees. Come to think of it, if only those Harvard nitwits could’ve invented some such inkpotion for our glorious graduation marksheets and our marriage certificates and our performance appraisal forms and for... Hallelujah, the Lord gives new hope!
Edit Bureau: Pooja Priyadarshini

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Source : IIPM Editorial, 2008

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

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BANNED!

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Is I&B Ministry’s ad ban spree mere outrage at obscenity or a move to gag the industry?

The thunder-down-under (read men’s jocks!) has been given a solid jolt by being served (legal) notice to stop the plunder and surrender to the august body called the Information and Broadcasting Ministry (I&B). Two ads in this category – Amul Macho (ranked as Bakwaas ad by 4Ps B&M) and Lux Cozy have been alleged to have a ‘negative’ effect on zillions of tele-viewers and generally playing havoc with the very concept of ‘family viewing’!

Coming ahead of the proposed broadcast bill – designed to control media outbursts of the wrong kind – the banning of these ads is being seen by many in ad-frat as sending out the wrong signals. Within the media industry as a whole, advertising was the only vertical where self regulation had been somewhat successful, with ASCI (Advertising Standards Council of India) exercising some control. ASCI had given these two ads the ‘clean’ chit just about a month ago, and the I&B (over?)ruling now has only served to undercut the ASCI authority. The word ‘gag’ has also been making the rounds.

Before anything else, what are these ‘evil’ ads about and what are they saying – or showing – that have shaken up the sensibilities of these august bodies? The Amul Macho ad shows a young, attractive woman at a ghat, with a bundle of clothes, who is seemingly washing her husband’s Amul Macho underwear. Her expressions while washing the garment (arguably totally fantasy driven) shocks her companions and her body language blows their mind. The voice-over comes on to the super: Amul Macho – Crafted for Fantasies. The Lux Cozy ad too has a washerwoman, who’s calling at an apartmentto collect laundry. A man (wearing only a towel) opens the door; but accidentally drops the towel. Well, the washerwoman’s eyes – darting fast and furious - at the undies, register naughty delight!

The powers-that-be are however far from delighted at these slip ups and refuse to believe it is ‘andar ki baat hai’ anymore. Over-ruling ASCI’s earlier green signal to the Amul Macho ad, they have banned it as ‘vulgar’ and ‘unfit for family viewing’ and point toward sustained pressure/complaints from the general viewing public. According to ASCI, the difference in opinion (between the two) comes due to the difference in the respective codes being followed by them. Now, that’s a real original one!

While the I&B Ministry bemoans that “more than vulgarity and obscenity, the ad is derogatory because it’s not breaking away from stereotypes,” advertisers insist that what is being deemed “offensive” is only “actual clutter-bursting for a brand!” JWT’s Josy Paul who had worked on one of these commercials says that while the responsibility of the creative guy certainly comes into play, “the other three i.e. client, consumer and channel must not be overlooked, forgotten or ignored. It is a collective thing,” he avers. Are those for/ against the proposed broadcast bill listening carefully?
Edit lead: Monojit Lahiri

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Source : IIPM Editorial, 2008

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

For More IIPM Info, Visit below mentioned IIPM articles.
When IIPM comes to education, never compromise
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High, wide…inside!

When IIPM comes to education, never compromise

Indoor cricket to strike the winning sixer?

Even as the world of sports has undergone sweeping changes in the past few decades, with newer avenues being explored by several organisations to harness potential talent that would set new benchmarks on the field, here is a brand, Neo, way to go about the entire exercise. Neo International Sports Academy (NISA), launched a year ago, is crafting inroads into the arena of sports training, marketing and management by promoting the unique concept of indoor cricket in the country.

Mushtaq Khan, MD, NISA spoke to 4Ps B&M on this unique initiative. Some excerpts from the interview:

Would indoor cricket work, when youngsters still play cricket in gullies?
Gully cricket is not producing Ranji players and test cricketers. It is a pastime, or a distraction. As Kapil Dev and Dean Jones have both opined, these indoor centres will be the best thing that could happen to budding Indian cricketers. Not only will they develop skills and fitness, but they will become competitive at an early age. The big advantage, that young Australians have over young Indians is that they play competitive cricket at an early age. Indoor cricket is a short, fast game where skills and instant decision- making are paramount for success and it is our intention to provide this facility for schools.

Where will these centres be?
Indoor cricket centres will be built in areas where there could be up to 50,000 school children with no real sporting facilities. Besides indoor cricket, we’re looking at providing nets and coaching for outdoor games, indoor soccer, tennis and volleyball as well.

Is there a way to channelise your offerings for financially weak but talented youngsters?
These will be destinations with a lot many attractions, hence won’t be solely reliant on income from indoor cricket. The cost of the cricket will be subsidised by these other elements. We have researched other pastimes and their costs, and will establish ours accordingly.

What are the challenges NISA faces in India, which has a vast untapped talent pool?
The major challenge is making all these services available to as many Indians as possible at an affordable price. We feel confident that India is ready to embrace this enormous stride forward into making the nation competitive in an array of sports and regaining some of the pride that we lost in the Caribbean World Cup. We don’t think India wants to rely just on our cricketers. Let’s regain our place in world hockey and tennis; we have the right temperament for golf and other sports too. We have all the ingredients. We are working with several school groups and we’re always on the lookout for partners. India is a very large country and the opportunities are equally immense.

Are you working out synergies with the BCCI and other sporting bodies too?
We are working at the grassroots level, mainly with schools. It is now accepted that a child will develop so much better with a good balance of physical and mental activity. Schools are now recognising that sport is an essential requirement for a complete education. It is natural that some of these youngsters will turn to sports as a career and NISA will be there to help them. We feel confident that as our work and success progresses, so will our association with the major sporting bodies here. Their success depends on talent coming through and if we’re there to aid in moulding and providing that talent, then they should want to engage with us! 4Ps

Edit bureau: R Prasad


For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2008

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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GOOGLE

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Brand Google is soaring globally, but its India strategy clearly needs more punch

Every one loves the $144.6 billion giant Google! And why not, thanks to them, you have the world at your finger tips! It might have slipped fifteen places to a seemingly unimpressive number 37, but surely, with 53.7% of the world search-engine market share, it undisputedly stands tall and worthy to be called a brand that garners a swashbuckling $10.6 billion in revenues during 2006 (at a growth rate of 121.6%, since 2002). The year 2006 also witnessed quite a few acquisitions, starting with Google’s acquisition of YouTube – a popular video sharing website, making it a huge rage among the youth. Then in October 2006, it cemented its hold even on the working population with its acquisition of Jot Spot, an enterprise social software. Despite its activities being on a global scale, India has not found itself out of action when it came to playing a role in this giant’s business development. The brand has given millions of Hindi-speakers a reason to rejoice with Google News in Hindi and has even come out with two venture capital funds, Seedfund and Erasmic. Shailesh Rao, MD, Google India told 4Ps B&M: “We want to be a catalyst for the India entrepreneurial spirit and create new services for the Indian market.” Google has also initiated its ‘click-to-call’ ads in India, a tie-up with Bharti Airtel to provide a mobile search option. Brand ‘Google’ has clearly left its competitors with no choice, but to ogle!

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Source : IIPM Editorial, 2008

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

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