SOCIALLY RESPONSIBLE ADVERTISING

IIPM ranks No 1 in International Exposure in the 'Third Mail Today B-School Survey'

Business is marketing and marketing is a lot about advertising। Not just our business vision, but our advertising also should be responsible. After all, it pays to be responsible. Last month, Nivea For Men launched an advertisement for its cream, which showed a short haired, black model tossing the head of a black man with an Afro-American hair and beard. That head represented his ‘before- Nivea self’. The ad ended with the caption, “Look Like You Give A Damn…. Re-Civilize Yourself”. The ad did not go down well with the viewers as it alluded that Afro-Americans were not civilized, and people decided to not buy Nivea if it believed in such racist stuff. Nivea realized its irresponsible behaviour and quickly posted an apology on its Facebook page and withdrew the advertisement.

Advertising is a potent tool and needs to be used very carefully. Cadbury too tread on the danger line when the ad for its ‘Bliss’ range of dark chocolates ran into slight trouble this year. The chocolate bars were promoted with a strapline, “Move over Naomi, there is a new diva in town”. The black model Naomi Campbell did not take it too well and said she found it insulting, hurtful and racist. The ads were pulled out and Cadbury had to apologize to Naomi.

A little bit of sensitivity goes a long way in building a strong brand reputation. With competition increasing and with the consumer confused about product quality, these are the cues on the basis of which a consumer builds a perception about your product. Marketers should be careful about their image.

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"Thorns to Competition" amongst the top 10 best sellers of the week.

IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
'Thorns to Competition' - You can order your copy online from here
IIPM, GURGAON

THORNS TO COMPETITION: A book that presents a set of competition-beating strategies to sell a product

Arindam and Rajita Chaudhuri’s latest book ‘Thorns to competition’

THORNS TO COMPETITION is a book that presents a set of competition-beating strategies to sell a product. It showcases the selling mantra of the 21st century through the acronym T-H-O-R-N-S.

TARGET IT RIGHT | HIT WHERE IT HURTS | OBSESS WITH IT| REINVENT IT | NAIL IT | SELL IT

Contents:
1. THORNS TO COMPETITION
2. TARGET IT RIGHT
3. HIT WHERE IT HURTS
4. OBSESS ABOUT THEM
5. REINVENT IT
6. NAIL IT
7. SELL IT
8. STATUTORY WARNING

Product Details:
Paperback: 324 Pages, Language: English
ISBN-10: 81-259-5194-6
ISBN-13: 978-81-259-5194-0
Price: Rs.395.00
Published by: Vikas Publishing House Pvt. Ltd.

Appreciation
“I have always been a big believer of advertising and marketing as it is the final frontier between making a great product and creating a stickiness with the consumer. It’s about information and informing. Arindam and Rajita Chaudhuri’s book actually spells it out in the clearest, yet tongue-in-cheek manner that is possible. It takes a complex aspect of business and makes it extremely simple. This itself is perhaps the best advertising peg for the book. As always, a very enlightening, lucid and well-informed read. Don’t give it a miss, and all the best to Arindam and Rajita.”

Shahrukh Khan

“Two thumbs up for this lovely piece of work by Arindam and Rajita Chaudhuri. They are two excellent marketing brains. Their magazine 4Ps Business & Marketing is my favourite marketing magazine; their books – Power Brands and Star Brands – are two of my favourite brand books ever. And now this gem of a book will show business and marketers a whole new way of looking at marketing – the Thorns To Competition way. The best part of the book is, while it talks of aggression, it continuously reminds us of the ethical requisites of marketing, advertising and selling!”

Alyque Padamsee

Authors

Prof. Arindam Chaudhuri
Prof. Arindam Chaudhuri is a Management Thought Leader & Teacher, Entrepreneur, Public Speaker, Author, Economist and three times National Awardwinning Film-Maker.

He is the Honorary Director of the IIPM Think Tank at IIPM, ranked as one of India’s topmost B-Schools (No.1 in Intellectual Impact, No.1 in Global Exposure and No.5 in Placements as well as Overall, amongst all B-Schools in India).

He is the author of Planning India, as well as the best-sellers Count Your Chickens Before They Hatch, The Great Indian Dream (co-authored with Dr. Malay Chaudhuri) and Discover The Diamond In You. His public seminars on Leadership are a rage, with thousand attending them. He teaches Leadership & National Economic Planning at IIPM.

Prof. Rajita Chaudhuri

Prof. Rajita Chaudhuri is the Dean – Center for Enterprise Management at The Indian Institute of Planning and Management, New Delhi. Prof. Chaudhuri is also a regular and well-acclaimed columnist of 4Ps Business and Marketing magazine.

She also heads Planman Marcom – an integrated communications, advertising and promotions company. Prof. Chaudhuri has trained over ten thousand senior executives and professionals through her workshops and has helped organisations create efficiencies in enhancing proficiency in their businesses. She has also written a book on advertising titled ‘Orangutan as your Brand Ambassador’.

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Mr. S. Sridhar delivering the BL Club lecture at IIPM on 'Indian agriculture is giving way to high-value business'

IIPM Mumbai Campus

Banking on farms: Mr. S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd, delivering the BL Club lecture at the Indian Institute of Plantation Management (IIPM).

Indian agriculture is undergoing rapid transformation and low volume agriculture is giving way to high-value agri-business.

Indian banks are increasingly focusing across the supply chain and hence, youngsters, whether they become part of the banking system or just remain as customers, will be partnering the growth of the country, explained Mr S. Sridhar, Competence Development Facilitator, ING Vysya Bank Ltd.

Delivering the Business Line Club lecture on “Role of banking in agricultural sector” sponsored by Syndicate Bank for the students of Indian Institute of Plantation Management (IIPM), he remarked that banks must churn out products to meet the needs of various components of the supply chain and that would be the simplest approach to address various challenges faced by banks at present in agriculture lending.

Milestones

Speaking about some of the milestones reached by Indian agriculture sector, he said that the sharp rise in foodgrain production during India's Green Revolution of the 1960s enabled the country to achieve self-sufficiency in foodgrains and stave off the threat of famine.

“Till late 50s, India was a starving nation and we were asking international agencies for food aid. However, the Green Revolution changed all that. This was followed by the White Revolution (milk) and the Pink Revolution (onions).

“Agricultural intensification in the 70s to 80s saw a decline in food prices and reduced rural poverty. However, for financial institutions, agriculture sector was not a priority sector and they were giving loans when farmers never needed it. All this changed when in 1982, NABARD was set up to facilitate credit flow for promotion and development of agriculture,” he said.

Mr Sridhar provided information to students on some of the special products launched by banks in the past including the Kisan Credit Card (KCC) which proved to be “game changers.”

He further said that KCC provided adequate and timely support to the farmers for their short-term credit needs for cultivation of crops.

“A host of positive changes are powering the agriculture growth and there will be a significant growth in non-urban credit and hence, be part of this growth story,” Mr Sridhar added.

‘SyndYuva' and ‘SyndVidya', the two products of Syndicate Bank for the youth, were introduced to the students. Dr V. G. Dhanakumar, Director, IIPM, welcomed the gathering and introduced the guests.

Dr S. John Mano Raj, Chairperson (post-graduate programme), was present.

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Arindam Chaudhuri`s production "Do Dooni Char" won National Award for the best Hindi film and he said: "I feel lucky. Awards are an added incentive."

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From Arbaaz Khan and Arindam Chaudhuri to Anant Mahadevan and Aishwarya Narkar, they all said that receiving a National Film Award from President Pratiba Patil Friday was a "fantastic moment".

Dadasaheb Phalke award winner veteran Tamil filmmaker Balachander said it is never too late to get an award.

"I feel happy. I`m asked whether the award has come late, and I don`t think it`s ever late to get an award. Whenever it comes, it is an honour. I am inspired to do more films," he said the director of hits like "Ek Duuje Ke Liye" and "Sindhu Bhairavi".

Hindi blockbuster "Dabangg" starring Salman Khan won the best popular film award.

"It feels great and it has been a fantastic journey," Arbaaz told IANS when asked to describe the journey of his debut production "Dabangg" from box office hits to popular awards to national awards.

Arindam Chaudhuri`s production "Do Dooni Char" won the best Hindi film award and he said: "I feel lucky. Awards are an added incentive."

"We have just bought the rights of a book called `Lashkar`. It`s a best seller and I hope the film will also be a best seller. Nothing has been finalised yet, we have just started scripting," added the producer whose "The Last Lear" and "Faltu" had won national awards in different categories.

Actress Aishwarya Narkar, who is currently seen in Star Plus show "Dor" as protagonist Avni`s mother, produced "Champions", which won the best film on social issues award.

"Child labour and child education are an important issues. Government is making efforts to erase child labour but as a citizen of our country we should also do something. And that is the reason I decided to produce the film," she told IANS.

Anant Mahadevan, who has completed 30 years in showbiz, said that it had been long and tough journey and finally he got national award for his film "Mee Sindhutai Sapkal", a biopic on Sindhutai Sapkal, known as the mother of orphans.

"The degree of cinematic success I have received with `Mee Sindhutai Sapkal` is great, but the greatest has yet to come. Now I am planning to make a film on Gaur Hari Dastan, a freedom fighter," he said.

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