Tata Shy?

I saw an ad for Tata Sky yesterday for one of their in house channels – Active Darshan. That, coupled with the announcement of Aamir Khan being made brand ambassador for the brand would have made for a nice plain brand rant post, but try as i might, I have not been able to get hold of that particular ad.We will come back to that. Meanwhile, Aamir is not the first person to star in Tata Sky ads. Kirron Kher, Paresh Rawal, and even Hrtithik Roshan have appeared earlier. They have also used regional actors.

This pits Aamir squarely against SRK, in addition to the competition in handset manufacturers (Nokia vs Samsung), watches (Tag Heuer vs Titan), car manufacturers (Hyundai vs Toyota) and even biscuits (Monaco vs Sunfeast). Dishum karo šŸ™‚ Wonder when Reliance launches its DTH, Big B will be made the brand ambassador.

Now, back to the ad, I wonder why brands still don’t make the efforts to share their ads online. There is no one single source where you can be at least 75% sure to catch the ad. Afaqs relies on ibanklive, which I am yet to explore thoroughly. I have also tried the new entrant – Buzzar.tv, and the usually dependable YouTube, where at least a consumer usually loads the TVC within a couple of days of launch, but with no luck.

Why are brands so shy? Is it due to lack of knowledge or interest; or a deliberate policy of not sharing. Before you laugh off the last one, it ties in well with the lack of transparency i keep ranting about. I personally feel that ads are perhaps a very good Step 1 to encourage conversation about brands. The amount of facebook status messages I have seen of Sanjooo (of Max New York Insurance fame) and the kind of stories I have read (look at this one for example) means that there is an audience ready to even generate buzz. Of course, it may not always be positive. Is that what’s scaring away brands? But isn’t it better to experiment a little, learn the art and make some good use of it, before it gets relegated to a commodity status? The other point is that all this will happen with or without their assent anyway.

I’dĀ  go on and say Tata Sky shouldn’t stop with just their brand. They can actually build entire communities around serials. Maybe it can even be a tool to lure housewives on to the net. Imagine the amount of gossiping that could be done online, complete with links to trivia and news on serials. It can even be in hindi. Hell, there is already a family tree website (via Indianweb2) in India, so why not an entire social network in Hindi? And its not just housewives, lets assume I am a fan of Doctor Who on BBC Entertainment, there’s a big chance ( i am basing it on some personal experiences) that I am also a fan of Battlestar Galactica. When audiences get connected, they help each other explore new worlds. The channels are happy, because they get new audiences, and they wouldn’t mind doing some advertising here. So, isn’t it a win win model for both the consumer and business audiences? Oh, okay, laugh, but one day when you have a K Kliq that’s stronger than all the ‘I hate Balaji’ groups on Orkut, you’ll know that i was right. :p

The other vertical social network I see that has great potential is an entity like agencyfaqs. It is practically begging for more conversation. I’m sure they understand that conversations cannot be simulated by just having a comments box, though they are much better than exchange4media. It would make a great hangout for planners, creative guys, art guys, brand managers, media owners etc to discuss brands, ads, strategy and so on. But i guess, when agencies and channels are trying to be better and bigger rats, i am doing too much of ‘wish karo’ šŸ˜‰

until next time, don’t be santhusht!!!

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7 Responses to “Tata Shy?”

  1. Agencies (yes agencies too) and brands in India simply think that by wishing away the negative comments/feedback it will disappear. Similarly naively, there’s someone I know who claimed his commercial was exceptional because it had received positive comments on Youtube!

  2. As blaiq said, everyone, whether it is the agency or the client, wants positive feedback and nothing else. Moreover, the net allows others to discuss, dissect and in many cases, trash the ad in an unbridled manner; now, not many creative types appreciate any Thoma, Deep or Hari running down their ‘masterpieces’!

  3. manuscrypts Says:

    iq: agree, and on the selective use too.

    arun: agree again, but more than the agency, isnt that a client phenomenon?

  4. You have no idea the hubris that resides within agencies. Or probably you do. I think clients tend not to take their work that seriously.

  5. Hi,

    Read with interest your blogs… let me know if you wish to browse though http://www.iBankLive.com… we’ll set up an account for you…

    Best,

    AM
    —-

  6. manuscrypts Says:

    thanks ashok, appreciate that šŸ™‚

  7. I’m a strong advocate of the thought that advertising is actually content. Using a feature called archives, we’re trying to get brands to use Buzzar to display everything they’ve got, because something like that builds dimension to the brand. Meanwhile, we are also trying to build conversations around brands using ‘wikibrands’ and ‘more buzz’ on Buzzar. We’re waiting and watching.

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