SBI Carried Out

From a bank with a typical public sector style of functioning, marked by employees barely being able t stifle their yawn during working hours, to a really modern bank, competitive enough to make every other bank run hard for its money – it has been a long battle that SBI carried out quite admirably. Today, the company’s results are simply outstanding; gross NPAs have declined sharply from 11.95% in March 2002 to 3.88% in March 2006; and its capital adequacy has moved up by several notches to 11.88%, a figure that is comparable to the best banks across the globe. As of June 2006, over 3,372 branches were under the ambit of core banking; and internet banking is being provided at 3,544 branches covering 650,000 users. Interestingly,

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

BRAND: Surf Excel

BRAND: Surf Excel
AGENCY: Lowe
ASELINE: Daag Achche hain
DESCRIPTION : Two boys are fighting over a piece of paper that has 10/10 written on it (it’s a form for the 10 on 10 contest that gives out a Rs 5 lakh scholarship to the lucky winner).While wrestling in the muddy lawn, one of them catches sight of a poor boy observing them from across the fence. They ask if he wants to go to school. The boy nods affirmatively; they hand him the contest form. The TVC ends with all three going to school together, and one kid asking the ‘lucky’ boy whether he has completed his homework.

4Ps TAKE : Surf Excel nowadays seems to only bank on kids when it comes to advertising, and this time too, it delivers a power-packed performance! Cute kids are the flavour of the day. However, this ad not only depends on the cuteness quotient but combines it with a heart wringing storyline too. While the power idea is the 10/10 contest scholarship, the ad doesn’t miss on its product benefit ,which is its stain removing ability. While the brand personality of Surf Excel is visible through and through, the strong emotional factor, the clarity of communication and its high visual appeal work wonders for the concept. An extension of the winning campaign Daag achche hain commercials, this one may not be the best in the series but touches hearts for sure.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

BRAND : TEA BOARD OF INDIA

HEADLI N E : FOR THAT HOURGLASS FI GURE, DRINK MORE TEA.
BASELINE : Chai Piyo Mast Jiyo
AGENCY : JWT
4Ps TAKE : Someone rightly said, ‘Tea is liquid wisdom’ and according to this ad, it is the cup of life too. The power idea is to unshackle the myth of tea being a staid and boring drink, instead making young consumers aware that tea actually is a hip drink, which even helps you burn calories. In fact, the copy has perfect clarity on the tea’s positioning and relates its clinching benefit: 4-5 cups of tea everyday, helps you spend energy faster and that it is a ‘zero calorie drink’. The photograph displaying a cuppa of the hot brew, increases the visual appeal of the ad. The body copy further urges you to drink tea, and ‘flaunt that bod’. Now that’s what we call appealing to the target audience, in their lingo!


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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

MALLS: MARKETER’S NIGHTMARE?

Malls are not just transforming consumer lifestyles, they’re also forcing marketers to pull up their socks!
Times are changing. Weekend evenings have never been so full of ‘options’ for families living in A, B and an increasing number of C towns and cities in India. And the option is a unanimous ‘yes’ for a visit to the nearest mall. Air-conditioned environment, no load-shedding, choice of food and snacks, gaming, entertainment and an uninhibited access to shopping or at least, window shopping! But, in spite of the seductively illuminated array of showrooms and boutiques inside a mall, one mostly finds the shoppers lugging out loaded bags of their prized catch of groceries and other household utilities. A peep into a shopper’s basket and one can tell that there is an inconsistent mix of products. The size/volume of some products clearly indicates that the customer is sampling it for the first time.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006

Gandhigiri in Films

Reflecting on the portrayals in the film – I couldn’t help but envision and crave desperately for a national scenario in which our (in)famous political leaders could have some of the Gandhigiri magic rub off on their conscience. Netagiri in this country is a farce with ninety per cent of those practicing it, neither remotely concerned about elements of uprightness, justice or fair play, nor anything shorn of dadagiri. It has rather come to symbolise a game of divisive votegain, promulgation of prejudice and hackneyed rhetoric, played out by people fuelled by lust for power and money at any cost. Netagiri could well do with a shot of Gandhigiri in its crooked arms.

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Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006