This commercial is sure to put you to sleep, just as a lecture would by a very boring econometrics professor
GNIIT is an IT training institute. Given the number of geeks they train, or so I am told, one assumes the institute has been doing pretty well for itself. Being tech-challenged, quite frankly, I had very little idea about GNIIT until I watched their new ad.
And from the advert I can read what their marketing strategy might be, and of course, their real need to advertise the institute. I suspect, quite ironically, the recent innovation and boom in the IT gadgets market has had a negative impact on GNIIT. The very industry the institute feeds on has come to bite it. With instant connectivity possible across the world, and at very low rates, who in their right minds would want to trudge all the way to a study school? Which is why GNIIT has now launched a programme which will ensure you can participate in their course from wherever you are located.
An obvious strategy to hold on to business… many educational institutes have been into correspondence courses for ages, long before the IT sector was born. So that's fine. But since the marketing task is so obvious, it becomes imperative that the communication shines so that the brand gets noticed, talked about and is coveted by the students.
And what has GNIIT done? Well, they have simply translated their obvious strategy into an obvious creative. All that the commercial (titled 'Cloud Campus') features is students sitting by their respective machines and communicating with each other and with their faculty. Of course, they all look very pleased and very happy. And yes, they are located at the usual suspect 'addy' haunts: gardens, lakes, restaurants and of course, the good old classroom. A totally dull ad. Must say even a fresher from a communication school would put out a better ad as part of her project work. The commercial is sure to put you to sleep, just as a lecture would by a very boring econometrics professor.
I assume GNIIT thinks very poorly of its prospective students for it to run such an ordinary ad. What was called for is zippy, surprising, happening creative work to help sneak into the minds of the highly net-savvy youngsters. To fire their imagination, and project GNIIT as an organisation that truly lives, breathes and enjoys the magic of IT.
Perhaps I should hold an advertising workshop for the GNIIT professors. Online, of course.
The real test of the market will come as economic data flows in and corporate results for the June quarter are announced
The local market is likely to open higher, tracking the markets across the world. Wall Street continued with its gains, closing higher for the fourth straight day on Thursday on easing of debt tensions in Europe and mixed economic news. Most Asian markets were also in the green in early trade on Friday as signs indicated that the global economic recovery is gaining momentum. The SGX Nifty was 47.50 points higher at 5,700 compared to its Thursday’s close of 5,652.50.
On Thursday the market finished for an eighth consecutive day in the green, but the rally should moderate now. With the short covering following the deep pessimism in mid-June over, the market will trade in a narrow range.
The positive outcome of the Greek government's vote of confidence over austerity measures supported the Indian bourses as well. The Nifty opened 15 points higher at 5,615 and the Sensex gained 47 points to resume trade at 18,741. Fast moving consumer goods, capital goods and banking sectors reported buying interest in early trade.
The market pared some of its early gains and continued to be range-bound till the post-noon session. Even the sharp fall in the weekly food inflation numbers did not have any major impact on the market. The indices touched the day's lows with the Nifty falling to 5,606 and the Sensex slipping to 18,723.
However, a fresh bout of buying in select stocks lifted the indices to their day's highs. At the intra-day high, the Nifty rose to 5,658 and the Sensex touched 18,873. The market closed a tad lower with the Nifty adding 47 points to close at 5,647 and the Sensex finished 152 points higher at 18,846.
US markets continued their winning run on Thursday, finishing higher for the fourth day in a row. Easing of debt issues problems in Greece and mixed economic data helped to notch gains. Investors ignored concerns about the end of the Federal Reserve’s $600 billion bond buying programme, which came to an end yesterday.
In economic news, the Chicago Federal Reserve’s Purchase Manager’s Index registered a 61.1 reading in June, up from May’s 56.6 and ahead of expectations for a 53. A reading above 50 is considered an expansion. However, initial claims for unemployment benefits fell by 1,000 last week to a seasonally adjusted 428,0000. Analysts had forecast that claims would fall by 8,000.
In corporate news, Bank of America fell 1.6% as the company reached an $8.5 billion settlement of investor claims on securities purchased before the US housing collapse. Eli Lilly edged up 0.7%. The drug maker said it expects sales and profits to take a hit over the next several years as top-selling drugs’ patents expire.
The Dow surged 152.92 points (1.25%) at 12,414.34. The S&P 500 gained 13.23 points (1.01%) at 1,320.64 and the Nasdaq rose 33.03 points (1.21%) at 2,773.52.
Most markets in Asia were higher in early trade on Friday despite not-so-good-economic news from across the region. China’s official manufacturing Personal Managers’ Index fell to 50.9 in June from 52 in May—the third consecutive month of slowing in the manufacturing sector. Japan’s core consumer prices rose 0.6% in May from a year earlier, rising for a second month in a row in part due to higher commodity prices.
This apart, the quarterly tankan index of sentiment at large manufacturers fell to minus 9 in June from 6 in March, the Bank of Japan said in Tokyo today. Large companies said they will boost capital spending 4.2% in fiscal 2011, higher than analysts’ forecasts for a 2.4% increase.
The Shanghai Composite added 0.02%, the Jakarta Composite surged 0.96%, the KLSE Composite rose 0.02%, the Nikkei 225 gained 0.48%, the Straits Times advanced 0.43%, the Seoul Composite advanced 1.05% and the Taiwan Weighted was up 0.65%. The Hang Seng was closed for a local holiday.
Back home, the Cabinet Committee on Economic Affairs (CCEA) yesterday granted conditional approval to Vedanta Resources to buy British oil explorer Cairn Energy’s Indian business, Cairn India, oil minister S Jaipal Reddy told reporters in New Delhi on Thursday.
The decision had been expected after Cairn and Vedanta cut the price of the deal earlier this week.
The market is still in no-man’s land. A low volatility situation cannot last for long. It may...