Bubble 2.0

This could be called a misleading title, since it doesn’t have anything to do with the doomsday messages for web2.0, but working in a tabloid sometimes has its effects.

I’d written earlier on how a few of yesteryear brands were staging a comeback of sorts. Cinthol was one of them, and I’d written how the website just wasn’t happening. Well, according to this, they’ve just done a revamp.

I’m not going to get into the review of the site, this captures it well, though a bit harshly 🙂 , since i thought the execution by Interactive Avenues was decent, if not great. To begin with, lets take a look at the rationale – “Godrej wanted us to create a platform where the youth could find out about Cinthol’s brand values and which they would find entertaining enough to continue their interaction with the brand. In simple words, ‘take the real life freshness and energetic Cinthol experience online’.”

While I agree that the digital medium is definitely worth every praise it gets, and the youth does connect to it in a major way, does it mean that every brand, irrespective of its category, mode of distribution, value proposition to the user etc jump onto it, without a real clue on the tangible gains that can be derived?

Back to Cithol, this is only Phase 1, according to the article, tie ups with Yahoo, rediff, Zapak etc will generate site traffic. No social media for now. Phew! Assume (for now) that they have content in place, how much of an impact does a communication of brand ethos online and a few games have on really buying the soap/deo offline? I’m really not convinced about ‘Dude, that flash game was cool, let’s buy the soap’. Unless the idea is to start a dhobi ghaat, there is a limit to what community building can be expected to achieve.

Meanwhile, there’s another bubbly player, according to this article. Even though the article says that the site design is not exactly excellent, at least in the case of Surf Excel there is a possibility of finding a tangible connect between stain removing methods online and buying the product offline. But they seem to have gone to the other extreme by forcing users to give addresses, and thereby standing a good chance of er, staining the relationship.

I personally think that brands have to take a long look at their objectives before they ride the bandwagon.

until next time, daily soap

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