Archive for Viral

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 🙂

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Knowing the Pulse

Posted in Advertising, Brand, India, Internet with tags , on March 19, 2008 by manuscrypts

Saw the new Bajaj Pulsar ad? I did too, and exept for the music, it didn’t do too much to me. So i asked a few guys who like bikes how they felt about the ad. And they all seemed to love it, and hence the post.

Pulsar will never get my attention, only because i am not interested in bikes, but for its target audience, I think it has done a remarkable job. I did a quick google for their website, and found it quite easily, the video is available for download. Good. But what’s great is that they have loaded the video on YouTube and has (the last time i checked) got almost a lakh views.

Why is it great? Because these are not people who are forced to see it on television because they couldn’t find the remote in time (or are too lazy to flip the channel), these are people who have actively searched for it and then, maybe even forwarded it to their friends. There will also be people like me who went to see where that neat soundtrack came from.

So, the cynic asks, will it actually sell more bikes, especially if the crowd is made up of people like me you who go there to get a soundtrack. Yeah, i still wouldn’t buy it, but I’d rave about the ad to a dozen friends, I will post about it here (even though this is hardly read 🙂 ), and the bikers who don’t know about this will know about it, and when they consider a bike change (maybe this will make them), they will remember the ad. The price, the mileage, the chips inside, all can be shared through the brochure, but not the soul and passion, and thats where I think, the ad scores. Because the rest have become a commodity, that creates a differentiation. Its a good lesson on how social media/web 2.0 can work for ‘even’ bike companies.

And they are right, this is how virals get made, sorry happen.

until next time, pulsating

Kkyunki Everyone is Doing It

Posted in Brand, India, Internet with tags , , on March 12, 2008 by manuscrypts

So if I’m a good brand manager, I should be doing a viral too, that seems to be the rationale behind virals these days. I’d written about it a few days back.

What provoked this post was the latest viral from (nah, you go see it and come back, then we’ll talk). Ok, lazybones, i know you didnt click, now how is the damn viral supposed to work if you don’t!!!

Anyway, Bingo and i share a dislike for the same thing, the thing which has joined the elite club that until now only had Bollywood and Cricket – Balaji Productions. I got to know of this viral through a mail from Ekta Kopper with a subject line ‘Kyunki is Bache ka Baap kaun hai”. And before you do my character assassination mentally, I dont like oats, wild or otherwise. But it was still a neat hook 🙂

And thus it was that i landed up at this c2w creation, which is a spoof on any of the gazillion soaps from Ek Tha Kapoor, complete with a five digit episode number, bahus and a tulsi lookalike. (damn, i let it slip that i watch the soaps :|) . The good part is that the spoof is done well, and the funda of the flavor (achaari masti) has a synergy with that of the TVC – i.e. best way to confirm pregnancy, but…..

It has a predictable ending albeit a cute one, but more importantly, does it make the viral cut? Only time will tell. I admit its way more VFM than shooting a 30 lakh TVC, but then they’re doing a TVC anyway. Meanwhile, full marks to the Bingo guys for trying. Even their ‘Mad Angles’ TVCs actually broke the clutter, me thinks. Also, they’re genuine in their web efforts (this was an earlier one- http://www.bingeonbingo.com/login/login.asp)

until next time, what’s the programme now? 😉

Viral Fever

Posted in Brand, India, Internet with tags , , , on March 7, 2008 by manuscrypts

I happened to read from here and here about this, a ‘viral’ from makaan.com. As said on WATblog, it rehashes the Lagaan mixture of two of India’s most influential properties- cricket and bollywood, and not exactly in an earth shattering new take either. So, what’s it about virals that seems to have forced Brand Managers across categories to make it part of their regular campaign ‘things to do’.

A good viral can definitely do the trick for your brand, there are many examples, most of them are of international brands though. I think the problem starts when we try to force a viral. If its supposed to work as a viral, through Word of Mouse, i wonder how much of force feeding can be done. All you can do, if you’re the brand manager, is to take a good idea, and seed it. I, for one, when reviewing any proposal sent to me, use two conditions to check whether it can work – one, does it somehow connect with what my brand represents, and two, is it good enough for me to forward it to my friends, and not necessarily in that order. I think it has worked for me, because i have junked all the ‘viral’ ideas that have come to me.

More importantly, i think the reason why good virals are so tough to find is because of the non-adherence to the entire philosophy of the way these things work. Its based on a good idea, true, but more importantly its based on the brand’s willingness to lose control, which is something i see very rarely. For word -of -mouth to truly succeed, the brand has to trust its user, and the more brands think of their user as an end game, and not as a collbarator, the lesser chances for this philosophy to succeed.

On a sidenote, i rather liked this viral effort from ICICI Prudential and this TVC, from 99 acres, the link being that one is a viral, and the other operating in the same vertical as makaan.

until next time, lets hope you catch it right