It’s good to see an otherwise conservative marketer like Nestlé approving of a dangerous, innovative idea. And it’s working
So, Nestlé Kit Kat has come out with a new rendition of its ‘take a break’ campaign idea. The message for people is to have a Nestlé Kit Kat and change their outlook to the world. To forget about the routine worries and live in the moment, so to speak.
The TVC features a couple of dudes chilling in a public park. One chap is busy on the laptop, but the other decides to take a Nestlé Kit Kat break. And once the choc is in, he starts hallucinating. A couple of squirrels in the park get filmi, and start romancing each other to a remixed Hindi song. And shake a leg (many in this case!) too. The hallucinating Nestlé Kit Kat eater nudges his busy pal to watch this spectacle but the latter sees nothing special. He wasn’t hallucinating, you see. The voiceover: 'Mana ki life bahut busy hai. Par kabhi kabhi break lo, Kit Kat khao, zindagi aapko shaayad kuchh haseen dikhai de'.
Before I dissect the ad itself, a quick observation. Are chocolates laden with some funny substances these days? Just the other day we discussed the Cadbury Éclairs ‘chocolate bomb’ commercial, where the consumer slips into a psychedelic trance, post-consumption. What’s with all these delusions?
Anyway, to come to the point, Kit Kat’s rodent show is a good idea. The dancing squirrels’ animation is world-class, and the Hindi romantic track peps things up nicely. The consumer insight Kit Kat feeds into is sound too: Today’s tech and gizmo-obsessed youngsters have forgotten how to enjoy the everyday joys of life. And that they badly need the odd break from this wired existence. This strategy should appeal to the viewers, the hallucination part notwithstanding.
And most importantly, although quite outlandish, the squirrels provide an unexpected setting, they help the ad break the clutter, they render the creative uniqueness. And this route will help tremendously in brand recall. A number of curious folks on Facebook and Twitter have been discussing the ad ever since it went on air. Whether they enjoy the commercial or not, the point is the squirrels have caught their imagination and that’s the important thing. This means the ad is doing its job, so good stuff!
And yes, it’s good to see an otherwise conservative marketer like Nestlé approving of a dangerous, innovative idea. An idea that can so easily backfire.
Hope this is a sign of interesting things to come. And the squirrels aren’t dumped in a hurry.
Within hours, after Moneylife published a report about the unjustified increase in arbitration fees, SEBI has modified its earlier circular saying that there is a maximum limit on arbitration fees.
Within hours after Moneylife published a report about the unjustified increase in arbitration fees (http://www.moneylife.in/article/72/8688.html ), Securities and Exchange Board of India (SEBI) has modified its earlier circular. In the modified circular, the market regulator has clarified that the circular has put a maximum limit on arbitration fees. SEBI has also increased the limitation period for filing arbitration claims to three years from six months.
According to the modified circular, there is a maximum limit on arbitration fees and the circular removes the uncertainty about such fees prevailing earlier where exchanges could collect additional charges beyond initial deposit.
"A client filing an arbitration reference for claim/counter claim up to Rs10 lakh within six months does not have to pay any fees. For such clients, the costs are to be borne by the stock exchange," the modified circular said.
SEBI has also made the number of arbitrators uniform across exchanges. Claims less than Rs25 lakh will be dealt by a sole arbitrator and claims more than Rs25 lakh will be dealt with by a panel of three arbitrators.
In order to ensure that the arbitration proceedings are completed in a time bound manner, timelines have been prescribed at each stage of activity, the modified circular said.
Earlier on Tuesday, Moneylife reported "Investors furious over SEBI's hike in arbitration fees, tilting the ground in favour of NSE"
The scheme was the first ETF with global exposure; however, the market response has been tepid so far
Benchmark Mutual Fund's Hang Seng BeES or Hang Seng Benchmark Exchange Traded Scheme launched in March this year is yet to become popular. It is the first foreign index based exchange-traded fund (ETF) listed in India (on the National Stock Exchange). Hang Seng BeES gives Indian investors an exposure to the Hong Kong and Chinese markets.
Trading volumes of Hang Seng BeES continue to be low, leading to low liquidity and wide bid-ask spread. At the end of the day today, the 'buy' price was Rs1,252 and the 'sell' price was Rs1,265. Total traded volumes today were just 156 units with a total turnover of Rs1.96 lakh. On an average, just 277 units were traded per day in August on the NSE. The turnover on the BSE is negligible. The open-ended passively managed fund was launched on 15 February 2010.
The Hang Seng index is a popular indicator of the performance of the Hong Kong stock market. HSBC Holdings, Bank of China, Hang Seng Bank and China Mobile are some of its constituents.
There have been a number of ETF launches by fund houses but investor appetite for such funds continues to remain low. Recently, Birla Sun Life Mutual Fund filed a draft offer document to launch its Nifty ETF. Benchmark Mutual Fund plans to launch six open-ended ETFs like IT BeES, FMCG BeES, SERVICES BeES, ENERGY BeES, PHARMA BeES, and REALTY BeES. Currently there are 22 ETFs listed on the NSE and the Bombay Stock Exchange (BSE).