Archive for Times Jobs

Peer Pressure?

Posted in Brand, India, Internet with tags , , , , , on May 27, 2008 by manuscrypts

Yesterday, Contentsutra carried a story about Times Business launching a professional networking site called Peer Power. The post also mentioned that the new site wouldn’t be leveraging Times Jobs.

Like I commented there, I’m still trying to understand why they are (seemingly) adamant about not leveraging their existing properties in print, on a new media platform. I look at Times Matrimonial vs Simply Marry, Times Ascent vs Times Jobs vs (now) Peer Power, Times Property vs Magic Bricks, and i wonder.

As Nikhil had replied to my comment there, I’m not even thinking of sales teams… a bit of branding, yes, but not just that. I see a lot of content that the different properties have, I also see the equity they have managed to create, and then I don’t see them leveraging it enough on the www. I somehow can’t agree to the differentiated target audience logic, because even given the ‘Metromonial site’ tag that Simply Marry has, the very fact that the group advertises the net properties heavily on print means that a large proportion of the TG can still be found among the publications’ readers.

For me, its more of a long term strategy thing. While newspaper readership in India is not going to end in quite a while, new media is definitely on the rise, and the Times Group is in a perfect position to utilise all the properties offline as a bridge to enter the web, simply because it has all the relevant content. So, why do both Times Ascent and Times Jobs exist? Why does Times Property have a fair, why not magic bricks? And if they both do, why separate ones?

The only reason I can think of is a kind of valuation game which involves a separation of entities in the two media platforms (BCCL and Times Business Solutions). In that case, having synergies between the two sets of properties would work against them, but that still doesn’t answer Times Jobs vs Peer Power. Or does Shine have anything to do with it?

While on the subject of old and new media, this is a great read. (via this)

until next time, so, where does this entity fit in?

Fooling around

Posted in Brand, India, Internet with tags , , , on April 1, 2008 by manuscrypts

Other than the regular dose of pranks that say, the print medium does, the digital medium is also becoming quite a treasure trove. The stuff thats being done on print is becoming quite stale which its bound to be since people are expecting a prank, so its really a creativity or more aptly an imagination issue, and since today’s papers leave very little to it……. (Incidentally, Bangalore Times attempted a Saif-Bebo marriage prank, which, during the day became a confirmed fact. To asli fool kaun hain?)Before we get to the point, here are a few links –  this is a very good take and this and this, i’m sure are pranks, though one can never be sure with these guys.

Now, i got mails from two digital entities on this auspicious day. One was from Contests2Win and the other from Times Jobs. Going by past records, I would’ve expected C2W’s efforts to easily upstage those of Times, who except for the ‘upload CV directly from the banner’ ad have not done anything spectacular. But i was in for a surprise, but I’ll let you judge. This is the C2W video – Ravan ki Kahani, and this is from the Times – Foolmaal.

Ravan ki Kahani took potshots at everyone’s favourite target – Rakhi. It was exactly what they wished – a very stupid April Fool’s day, though i wonder if they really wished for that. The problem was that there was no context, perfectly valid on the day, if the work itself attempted to fool you, and the end result was the context, but this was just an almost funny video, but yes, they did make an effort, there are loads of entities who didn’t even attempt. Incidentally it is also “Today’s Top Video” on Rediff’s iShare. Definitely not bad publicity 🙂

Foolmaal is based on the old Golmaal *ing Utpal Dutt and Amol Palekar. In this take UD tries to fool AP in many ways on April 1st using income tax raids, throwing a belt and screaming ‘snake’ among other things. AP doesn’t fall for any, and when UD screams at him in frustration, he shows him his salary cheque and says ‘what to do, sir, ever since i’ve started working in your organisation, being a fool has become a habit’. The execution has been done very well with the voices and character expressions mimicked very well. More importantly, it ties in extremely well with the ‘Stuck in a low paying job’ communication line that Times Jobs is following. The context is there, the humour is good, and the characters are ones which have already stayed in your memory for sometime. Even if you are not Bollywood lovers, and dont know the characters, the humour still works, though at a layer lower. But for a nation obsessed with Bollywood, its a safe bet. And thats why i think its a great effort from Times Jobs.

until next time, foolfilled 🙂