GOLDENINNEREYE

Rhythm of the Music is Life's only Motivation

Thursday, October 12, 2006

BLUE BILLION

Question: What do you want to do when you want to grab attention??
Create Headlines?? Make yourself visible to the whole of India??


Answer: You support India just before a Huge event such as the Champions Trophy.

At the end it might look like I was paid to write this article but thats not true.Read On.

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MARKETING STRATEGY

There is a rule to show biz and business. Both benefit from each other. Wont go deep into Branding but for starters you can call it Economic as well as Image Benefit.

Pepsi Co. did do a lot to improve its image in the market by roping in its Own CEO in the advertisements which is called Advertising in Public Relations to make the "Aam Janata" believe that indeed Pepsi as a cola drink is safe from pesticides or any other contamination.

Now this did air everywhere in the media through newspapers and Television prominently but Pepsi had other problems like declining sales due to Off- season and was in grave danger of losing its identity.


What Pepsi has done is almost "Been there done that" but it still works, I mean I'm influenced!


Pepsi -
Hoohaaa India Aaayaa India... (repeat for that 'patriotic' effect)

Storyboard: First came the Teaser campaign for the Blue Billion where a boy of about 12, runs all around as if there's some excitement with a voice consisting of lots of people is following him around. He ends up at a house where he has the bottle in his hand and apparently he realises that the voices are coming from inside the bottle.

This teaser evoked a lot of interest and was aired for about 10 days I suppose.

Then during the Champions Trophy qualifiers there has been a 'One in a Billion' contest running in which fans of the Cricket Team promise some really absurd stunts through which they proclaim that they are the biggest fans of the Indian Team.

And now finally with India's first match versus England approaching on Sunday Pepsi is finally out with their advertisements on Television. No doubt they are not yet on Prime Time so you might not have seen them all as yet(another evident working strategy).

There are three people currently edging on the Indian Team to win the Champions Trophy 2006(Mini World Cup).

Rahul Dravid, Shahrukh Khan and Sourav Ganguly (yess!!).

Pardon me if there are more... I myself might not have seen al the celebs roped in for this biggie!!

Rahul Dravid -

Rahul Dravid in one of the firsts of the final blow seems to gather all the people of India for suport and people ranging from elderly to the youth follow him in his quest. He shows his support fr the team and proudly says Hoohaa India Aaayaa India.

Shahrukh Khan -

A more longer and a better thought process has gone into this one for sure. Shahrukh talks about his acting career and what he has done for the country. He talks about doing acting as social work for "us" the people of India on Demand (omigosh really munna??).

He talks more on how there's something he wants to do for himself and that is gonna be cheering Team India. And how he is immensely proud to be an Indian and saying Hooohaa India Aaayaa India from wherever he is.

(Shahrukh dude... enough of acting don't think Indians are fools)

Anyways, there's more

Now Sourav Ganguly , (with some loud cheering in the background)

Okay this was innovative and totally unexpected. I don't know how they managed to convince Sourav Ganguly for this, I think Percept has done a good job.

Sourav Ganguly -
Sourav comes and talks about how his past has affected his life and he doesn't want to think more on it, he has buried the past. (ya right) He says that he's currently working on coming back in the Indian Team and he also says " Maybe I'll have another oppurtunity to swirl my shirt around" (dude u rock).
After saying this he finishes a great execution by saying that I will still cheer Team India and does the HOohaaa.... very proudly(take a bow Mister!).


Wowy,
the last one just took by surprise, I'm really astounded and looking forward for more from Pepsi Co.

By the way let's just hope India does manage to get some inspiration from this and really bring the Cup home.

HOoooOO HAAAaaaAAA INDIA.... AAAaaaAAAyaaaa INDIAAAA....

10 Comments:

  • At Thursday, October 12, 2006 , Blogger Keshi said...

    **What do you want to do when you want to grab attention??

    I just demand it LOL!

    SRK is cute.

    Go India! :)
    Keshi.

     
  • At Thursday, October 12, 2006 , Blogger filter kaapi said...

    its an atrocious campaign n d CEO thing flopped bigtime bcos he just dint put d bottle in his mouth on d contrary Aaamir sipped d coke...in advert lingo---dats hw u bring bck customer faith..d Coke ad was more believable cos Aaamir hd a head cover unlike pepesi chief in coat suit walkin in make-believ test labs..as 4 hoha india...they hav dun it b4 4 99 WC n 03 wc.

     
  • At Thursday, October 12, 2006 , Blogger punjabi~car~freak! said...

    It still works doesn't it?

     
  • At Friday, October 13, 2006 , Blogger punjabi~car~freak! said...

    Thanks a lot Keshi for comenting..

     
  • At Saturday, October 14, 2006 , Blogger angel said...

    hey dude.. u know there has been a lotta thought process in this gimmick... yeah wat we management students call a classic case of excellent marketing strategy.. i am gonna do a projct on this.. i swear.. very soon..
    and ya.. that ceo thing suxx... but nonetheless i support india.. Hooooo Haaaa Indiaaa... AAAAaaaYaaaaaaaa IndiaaaAAA... lolz

     
  • At Saturday, October 14, 2006 , Blogger khichdi wid curd rice.......red bull......... said...

    hey....the article is really good...i liked the way u hv connected the article one after the other....and bout the details i dint knw bout the pepsi CEO ad..think dint watch it...bt the coke ad was much better,,,,anywaz....i m nt a cricket enthusiast,,,so dnt knw who am i supportin....
    so anywaz....keep up ur good wrkk......
    all the best....

     
  • At Saturday, October 14, 2006 , Blogger punjabi~car~freak! said...

    ah an honest opinion.. thanks shayu

     
  • At Saturday, October 14, 2006 , Blogger khichdi wid curd rice.......red bull......... said...

    hey....it was a really good article,liked the way u linked evrythin.......
    anywaz...i dnt knw bout the details in the pepsi ad,bt saw the coke ad it was good.......
    and dnt knw bout cricket much too so dnt knw whom am i supportin and i hate ganguly ...so i'll never support him(lol)...
    anywaz buddy...keep up the good wrk.......
    ur good writer....just use ur brains jut like this......

     
  • At Friday, October 27, 2006 , Anonymous Anonymous said...

    Lavanya, that bloke filter kaapi is right. I am a senior copywriter in a big agency in Mumbai. I was going through certain blogs to discover what this new blog culture is all about. coming back to my point, i reckon (rather, i quite agree) with the previous comment on the PEPSI ad. the CEO, nowhere in the ad, is shown to mouth the bottle himself. besides, dubbing some losely paid vocal artist's voice for the CEO of PEPSI doen't really sound like a good idea! Look, testimonials in advertising are at their effective best when given the right treatment and a balance mixture of reality and hogwash. wait, optimumly, lets make it 70-30. So the whole idea of such a big guy coming right out of your screen and trying to rationalize with your rationale, isn't a bad one really. But hey, watch the ad again. The man delivers the lines well, maybe even drives home the point, but doesn't touchdown on a very secluded yet the most important place in the Indian market- the heart of the consumer. Aamir Khan scores over the CEO hands down. Anyway, continue writing, it's fun to witness young people write, so much so, that it becomes a culture. what's it called? oh yes, the BLOG culture.

    Regards,
    Anonymous

     
  • At Sunday, October 29, 2006 , Blogger punjabi~car~freak! said...

    thanks mate!

     

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