The real power of this campaign lies in the marketing idea, which is fresh and innovative, and once that is in place, half the communication battle is won
Interesting new campaign from Airtel. A good example of how a sound marketing strategy can result in not just focussed, relevant creative work, but also expand the market category as a whole. Airtel has decided that rural India must use more mobile phones. And the way that's done is through making business sense rather than resorting to hard sell. As in, instead of selling the connections per se, they are telling small townies and villagers they can convert the phone into a source of revenue, and not just use it as a communication device.
The two commercials star 'art-film' actors Shreyas Talpade and Rajpal Yadav. In one film, Yadav plays a small-time tour guide who wants to start his own business. Talpade, his pal, shows the way. He tells the former he can get tourist gangs through his phone itself, so the device becomes a 'mobile office'. No need to spend money on a brick-and-mortar structure. And sure, the trick works. The man is inundated with gullible firangi travellers, to whom he sells cow dung as a work of art.
In the second ad, Yadav plays a village paanwala. And he's worried about his stagnating sales as only that many people come for a paan in his village. Talpade helps expand his business with a 'mobile paan' idea. Now people from other villages too order paans on the phone, as the paan shop's sales go through the roof. 'Airtel bajega to tarakki bolegi!' is the thought.
Sure, the creative itself isn't sizzling, but that doesn't really matter. In fact, I like the simplicity and the earthiness. The real power lies in the marketing idea, which is fresh and innovative, and once that is in place, half the communication battle is won. I would go ahead and say the marketing and advertising frat must use this campaign as a case study on the sort of value-additions that happen
when the brand manager from the client's side and the account planner from the ad agency's side work in sync as partners. The strategy can become so powerful, there's very little work left for the creatives to do.
Yes, I agree, category expansion is a route fraught with peril, as rival brands will benefit too when the market expands. But that risk a market leader has to take if it wants to make inroads into new
And by the way, not that it matters much in this context, but both Talpade and Yadav do a great job. As they do in similar roles in the feature films. Good casting.
The commercial is shot with high production values and it packs in all the right ingredients: aggression, intrigue and an unusual setting
The Micromax mobile guys are known to go to ridiculous lengths to get their ads noticed. It's a very cluttered market, so one can understand their predicament. And the latest commercial for their new Qube X550 touch screen handset with 3D interface has pushed it further: They have used a terrorist encounter as a setting.
The commercial features a raging gun battle between two soldiers and terrorists holed up inside a decrepit house. The soldiers have ducked behind a parked SUV, and are seen battling from there. Now, while one soldier is busy returning fire from the militants, the other is cheerfully playing on his Micromax Qube. The shocked partner asks the playful soldier to get his focus going on the combat, or get ready to be killed. But the crazed jawan continues to fool around with his phone regardless.
Frustrated, the partner grabs the phone from his hands and chucks it away. And the thing accidentally lands into the hands of the terrorists. The firing abruptly ceases, much to the surprise of the soldiers. Well, now it's the turn of the militants to enjoy the Micromax Qube, you see. 'It's so much fun, you will forget everything', is the message.
Yes, the commercial does stand out and gets noticed (heard, actually!). More so because of all the gunfire noise. It's ear-damaging, head-splitting and heart-attacking. For a coward like me. But then, I am clearly not the target audience for Micromax Qube, I have never bought into the mobile maker's previous, bizarre ads either. They are targeting the so-called 'Youngistan'. Chaps who allegedly get turned on by noise, silly gags and outlandish public behaviour. Assuming that is the true definition of Young, New India, this commercial ought to be well received. It packs in all the right ingredients: aggression, intrigue and an unusual setting.
Speaking of the soldier/terrorist war sequence, must admit the commercial is shot with high production values. I almost thought this was an American commercial being re-released in India, but later discovered it is a fully home-grown advert. So full marks on the execution.
And finally, dear Micromax, a big thank you for not repeating actor Akshay Kumar for Micromax Qube. His ass-like hysterical laughter for your previous commercial has resulted in me demolishing five television sets out of sheer agony. Yup, I prefer raging gunfire to that. Even though it's bad for the heart, at least my brand new LCD TV is safe.
New Delhi: The country's two premier bourses — National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) — today introduced the 15-minute special pre-open trading session, a mechanism under which investors can bid for stocks before the market opens, reports PTI.
The mechanism, known as 'pre-open session call auction', will last for a duration of 15 minutes (from 9:00-9:15 am).
While, this system has been started to reduce the quantum of volatility — typically visible in the first few minutes of trade — but going by the first day's action this special session was more volatile than the normal trading session.
In the first 15 minutes, investors can place orders for eight minutes on the basis of which the exchanges will determine the rates at which trading will happen.
As per the 'pre-open session call auction trend', the National Stock Exchange Nifty was signalling a firm market but when bourses started the normal trading the benchmark indices swung into the red.
Besides, the movement of Bombay Stock Exchange benchmark Sensex and the NSE barometer Nifty were not in tandem. Usually, in normal session, these two indices move in tandem with each other.
"Currently market players in India are not very familiar with this system and it will take some time to get stabilised.
It is a very good attempt in Indian markets, as it ensures the integration with international markets," SMC Global Securities strategist Jagannadham Thunuguntla said.
At 11:25 am, the Sensex was quoting at 19,916.66, down by 208.39 points. The wide-based Nifty too was in the red and was trading at 5,999.20, down by 1.05%.
Market experts believe that the introduction of pre-open session assumes special significance, especially, in situations when there is any major event or announcement comes overnight before market opens.
Such special events may be such as merger and acquisition announcements, open offers, delistings, debt-restructurings, credit-rating downgrades or any rumours regarding any of such events, they said.
On a normal day with no major event before 9:00 am, this pre-open session may appear to be a non-event and a routine exercise. However, on a day when there is any major outcome before the market hours this mechanism assumes special significance, Mr Thunuguntla said.
Capital market regulator Securities and Exchange Board of India (SEBI) had given its green signal for the introduction of pre-open session call auction on the bourses in July this year.
In a call auction practice, participants indicate their willingness to buy or sell units of a security by placing an order for a number of units at the prevailing price before the opening of trade.
The introduction of pre-open session with a call auction mechanism is expected to reduce the quantum of volatility, typically visible in the first few minutes of trade, analysts said.
Initially the call auction session will be applicable for those stocks, which are the part of Sensex and Nifty.
Sensex, the benchmark index of BSE, comprises of 30 blue-chip stocks, while Nifty — the NSE barometer — lists 50 scrips.