Coke managers should hook up on the social media to suss what the blokes are saying. Few ads have been as dissed on facebook and twitter as the Brrr ad. The summer’s hottest object of virtual scorn
Ever since Coke's Brrr ad went on air, my doctor has doubled my dosage of hypertension pills. Yes, ads can be bad, sad, boring, silly, irritating, but it must take a lot of effort to get you really pissed off. Coke's Brrr ad, which features all sorts of people breaking into that repulsive sound effect, is a complete turn off. And here are my reasons.
1. Brrr is an international Coke idea. And it's been blindly adapted in India with no thought to relevance and comprehension. So while Brrr may indicate a chilly feeling to many firangis, Indian masses do not associate the term with cool. My young maid was asking me what Brrr means. She thinks it's some kind of oral sickness. That's serious money down the tube for Coke.
2. The sound is downright infuriating. And competes with actor Akshay Kumar's asinine laughter in that mobile phone ad, in a race to get viewers agitated. And probably beats it too. Thank God for the remote control, else TV sales would go through the roof, what with many damaged sets clogging the Deonar dump yard.
3. They had actor Imran Khan signed up already as Coke's brand ambassador. The least they ought to have done was script out little stories with the chap. So that some degree of the massive irritation caused by Brrr got diluted. Not to be. The young hero hangs around confused, as the sods around him get busy hurting our ear drums.
Brrr in India
4. The ad is insulting to Young India. Coke must think very poorly of our kids if it seriously believes they'll enjoy such a trashy ad. Coke managers should hook up on the social media to suss what the blokes are saying. Few ads have been as dissed on facebook and twitter as the Brrr ad. The summer's hottest object of virtual scorn.
5. Such a rubbish ad also provokes anti-social elements into behaving crudely in public places. Just as junk Hindi films are known to do with their filthy dialogues. A friend informed me a group of rowdies went Brrr to catch the attention of some blondes, who had made the mistake of sitting at the adjoining table in a glitzy restaurant.
6. Whatever happened to the fine Indianisation that has been underway for the last 20 years on multinational brand advertising? This ad suddenly takes us back to the dark ages when foreign adverts were mindlessly copied for desi consumption.
7. Finally, this is the reason why TV viewers generally loathe advertising. This is the reason ad breaks are used to catch up on other activities. Coke's Brrr gives the entire ad world a bad name. Grrrr.
Brrr in South Africa
Brrr in Pakistan
The US markets closed mixed on Monday while the Asian pack was down in early trade on Tuesday
While the Indian bourses are closed today on account of a local holiday, here is a brief view of the global markets. Wall Street closed mixed on Monday nervousness ahead of the quarterly numbers of Alcoa marking the beginning of the earnings season. Markets in Asia were lower in early trade on Tuesday on concerns about the pace of the economic recovery as the International Monetary Fund (IMF) on Monday cut growth forecasts for the US and Japan, which is still being rattled by aftershocks after the devastating earthquake of early March.
The market opened in the red on Monday, tracking a downward trend in the Asian markets and speculation that the country's industrial output data, which was to be released later in the day, would be lower-than-expected on rising costs. The Sensex, which lost 140 points on Friday, was 68 points down at the opening and the Nifty fell 37 points to 5,805.
Weak Index of Industrial Production (IIP) numbers for February, announced before noon, resulted in a quick fall and the market remained range-bound thereafter. Under selling pressure from institutional investors, the market touched the low-point of the day towards the fag end of the session. The Sensex fell to 19,243 and the Nifty touched 5,778 at the intra-day lows. The market closed a tad above those levels with the Sensex at 19,263, down 189 points from Friday's close and the Nifty down 56 points at 5,786. The advance-decline ratio on the National Stock Exchange was 445:959.
Markets in the US settled mixed on Monday ahead of the quarterly numbers of metals major Alcoa. Post market close, Alcoa’s first quarter profit beat analysts’ expectations and said its outlook for the rest of 2011 and beyond remains positive. However, the aluminium maker’s revenue missed forecasts and the stock fell 3.6% in post-market trade.
Crude prices declined as the IMF lowered its growth forecasts for the US, though the multilateral lending agency stated that higher energy costs will slow the economic recovery. US light, sweet crude fell $2.87 to settle at $109.92, pulling back after reaching an early $113.46 peak, the highest intraday price since September 2008.
Brent crude for May fell $2.67 to close at $123.62 a barrel, falling to a low of $123.50 in post-settlement trading, after reaching a 32-month peak of $127.02.
The Dow added 1.06 points (0.01%) at 12,381.11. The S&P 500 shed 3.71 points (0.28%) at 1,324.46 and the Nasdaq was down 8.91 points (0.32%) at 2,771.51.
Markets in Asia were lower in early trade on Tuesday on concerns about the nuclear fall-out in the quake-damaged nuclear reactors in northern Japan. The Japanese government raised the severity of its nuclear crisis at the Fukushima Daiichi nuclear plant to a level 7 from 5, putting it on par with the Chernobyl nuclear disaster in 1986. The rating reflects the initial severity of the crisis not the current situation which has seen radiation levels drop dramatically. Meanwhile, the IMF downgraded its outlook for Japan following disruption in the nation’s manufacturing sector and worries about the pace of the recovery.
The Bank of Korea kept interest rates unchanged on concerns about the economic situation in the region. The country’s central bank kept the benchmark seven-day repurchase rate at 3% after increasing it by a quarter of percentage point each in January and March.
The Shanghai Composite fell 0.27%, the Hang Seng tanked 1.44%, the Jakarta Composite and the KLSE Composite declined 0.67% each, the Nikkei 225 tumbled 1.60%, the Straits Times was down 0.97%, the Seoul Composite fell by 1.26% and the Taiwan Weighted declined 1.55%.
Back home, the Central Bureau of Investigation (CBI), probing into the Adarsh housing society scam, on Monday informed the Bombay High Court that it has approached Income Tax authorities in connection with Rs23 lakh unaccounted cash recovered from the residence of former deputy secretary in Maharashtra government and an accused in the case, PV Deshmukh.
During searches, the investigating agency had recovered incriminating documents and Rs23 lakh in cash from Mr Deshmukh's residence in neighbouring Thane district.
Companies who are paying Rs5 lakh and above per month to an employee would have to mention the employee’s name in the director's report, says Ministry of Corporate Affairs
The Ministry of Corporate Affairs (MCA) has increased the limits for the purpose of disclosure of particulars of employees in the director's report to Rs60 lakh per year, or Rs5 lakh per month, from Rs24 lakh per annum, or Rs2 lakh per month.
The MCA, in a notification issued on 31 March 2011, said this would also cover government companies. The companies would have to provide statement showing the name of every specified employee in their Board report, if the employee has earned more than Rs60 lakh through the year, or Rs5 lakh or more per month, if he was employed for less than 12 months of the financial year.
The ministry, under a notification issued on 6th April, also increased the payment remuneration limit to relatives or partners of the directors of the company given under Rule 3 of the Director's Relative (Office or Place of Profit) Rules 2003, to Rs2.5 lakh per month from Rs50,000 per month. However, the companies would have to obtain prior permission through a special resolution and approval from the Union government.