Tata Power: Er, not much power

Tata Power boards the Mumbai local trains for a new commercial, to connect with the city’s electricity consumers. Unfortunately, it’s a theme that’s been done to death and doesn’t really help to persuade household power users to shift from Reliance Power

The Tatas have been supplying power that runs the local trains in Mumbai. And it's been nearly 100 years since they began that activity. Ok, I am impressed! But then, er, what's in it for me, the aam aadmi?

To be frank, I have no idea; I can only guess. This is Tata Power's way of running its corporate campaign. They have decided to put their flagship activity-that of supplying power to the local railways-to leave the rest of us household electricity consumers awestruck. And switch to Tata Power, immediately.

To achieve that objective, they have released a new commercial that attempts to tug at your heart strings. It's called 'Mumbai ki lifeline'. And the ad features an uncle who boards the same 8.30am suburban train each day. And he's been doing that for over two decades.

The commercial is all about the special bond he shares with his co-passengers, who board the same train and the same bogie. Their special characteristics, their expert comments on current affairs, the joint celebrations with rasgollas, sharing stock market tips, jokes, forecasts, etc, etc. And the connection? Mumbai's lifeline is the local train. And the local train's lifeline is Tata Power.

Ummm, am not really impressed-for both creative and strategic reasons. As for the commercial itself, while the idea is no doubt very Mumbai, this whole concept of Mumbaikars bonding on a local train has been done to death, in movies and TV soaps. It's kinda getting tiring now. In fact, for me, the setting has strong negative connotations.

When I used to travel by the locals some years ago, I noticed such gangs would operate like the mafia. They'd reserve seats for each other using their soiled hankies, and create huge commotion inside the bogie, much to the annoyance of other hapless passengers. So apart from the feeling of déjà vu, the idea may actually put some people off. And even the situations depicted are packed with clichés. Stock tips, marriages, jokes, blah blah… At the very least some effort ought to have been made to cut the stereotypes and come up with surprising stories.

On another front, I am quite happy with Reliance for my household needs. There's never a breakdown (unlike Tata Power, which claims a kite tripped their lines and resulted in a massive power shut down in SoBo recently!). And their billing is pretty accurate. So the Tatas may be running the local trains. Good for them. But I have no reason to switch.

Simply put: Totally ineffective communication.

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COMMENTS

Hemen

6 years ago

@Bhaveshbhai...this whole article is about an ad of Tata Power. so take it as a pich of salt. While Tata is trying to gain a foothold in individual consumers in Mumbai, they should have used a better and more related ad for it and not the local trainwala one. If you want to connect to home, then show ad related with it. No use showing local train ad and asking home customers to make a switch.
So take it that way.
While I am sure, Moneylife respect your comment and feeling, there is no way that you could use a word like "Paid news" for them. I think you check the entire site first and then apologize for saying these words.
This is not the place for 'paid news' readers like you, unless you feel sorry for writing unwarranted comment.

REPLY

Bhavesh

In Reply to Hemen 6 years ago

Hemen I take your point. However, the impresstion of "paid news" comes only when the article gives biased views. It may be related only to one article or even one person. Hence, we can't generalise.

The only point which I brought was that if the article of Anil T is on advertising, he should stick to it rathar than commenting quote "On another front, I am quite happy with Reliance for my household needs. There's never a breakdown (unlike Tata Power, which claims a kite tripped their lines and resulted in a massive power shut down in SoBo recently!). And their billing is pretty accurate. So the Tatas may be running the local trains. Good for them. But I have no reason to switch" unquote

And if Anil T is making this comment he should make it comprehensive & analytical.

Hemant

In Reply to Bhavesh 6 years ago

I think Mr.Anil Ambani was more analytical,when he himself switch from his co to Tata Power for supply of power @ Kokilaben Ambani Hospital(again his hospital),thereby saving monthly Rs:45 Lac's.

Hemen

In Reply to Bhavesh 6 years ago

Bhavesh...again you are being misdirected. Dont take Anil's comment about not using proper medium to communicate the message as insult to Reliance. Instead, read the last line, where he clearly said the ad by Tata is ineffective as it never tries to woe retail customer. As you know both Tata is very keen to get more Reliance customers to switch to their services, they need to send proper message through effective ads. If you want corporate customers, then this ad is fine. But if they want retail or home consumers then they should base their ad on it.

Bhavesh

6 years ago

One humble question. Dont feel offended - is this a paid news?

The advertisement may be ineffective in your opionion. I respect it. You are happy with Relinace Power. Wonderful. However, the conclution that Relinace doesn't have power cuts is baseless. In fact, when 26th July hevey rain affected Mumbai, we didnt have power for 40 hours. However, Tata power customer in adjoining building didnt have power cut at all!!!!

Reliance power may have pretty accurete billing. Does that mean Tata Power doesn't have accurate billing?

Also you are totally silent on pricing. Have you compared the price diffential- which really matter to Aam Admi? Please provide details of price comparision and then your article will be much more authentic. Alternatively, restrict your comment only on commercial and not being judegmental.

REPLY

sarita

In Reply to Bhavesh 6 years ago


I feel sorry for Anil T that he has nits like Bhavesh reading his column... Hemen is being polite, but I can't figure out if the man is suggesting that Anil T has been paid or Moneylife.
Maybe he should watch some advertising ... instead of going to the loo when the ads come on. Only then he has the right to comment on this or anything else.

Bhavesh

In Reply to sarita 6 years ago

I dont know why you feel so offended. The only point which I brought was that if the article of Anil T is on advertising, he should stick to it rathat than commenting quote "On another front, I am quite happy with Reliance for my household needs. There's never a breakdown (unlike Tata Power, which claims a kite tripped their lines and resulted in a massive power shut down in SoBo recently!). And their billing is pretty accurate. So the Tatas may be running the local trains. Good for them. But I have no reason to switch" unquote

And if Anil T is making this comment he should make it comprehensive & analytical

Bhavesh

In Reply to Bhavesh 6 years ago

Also if you have read my comment. I have completely respected Anil T view on advertisement. It's his opinion & in democracy everyone has right to have opinion.

However, one should be careful while making factual statement and if one makes factual statement, it should be substantiated.

If you feel sorry for Anil T, provide facts about pricing of Reliance & Tata. Prove that Tata billing is inaccurate and also prove that Tata has more power cuts than reliance or else the second last paragraph of Anil T is meaningless

Tuesday’s Market Preview: Cautious opening likely

The local market is likely to witness a cautious opening following tepid cues from the global arena. Wall Street closed mostly lower overnight as investors digested comments made by Federal Reserve chief Ben Bernanke over the weekend and on concerns that the ongoing European debt crisis will derail the recovery process. The Asian pack was mostly in the red as worries that a weak dollar would impact export-oriented economies in the region. The SGX Nifty was down 3.50 points at 5,988.50 over the previous close of 5,992.

On Monday, the market opened on a firm note on support from its regional peers, which were trading in positive terrain, following assertions by US Federal Reserve chief Ben Bernanke over the weekend that the central bank would buy more bonds, in addition to the amount announced last month, to boost growth. Key benchmarks began their upward journey and touched the day's high around noon. However, investors resorted to profit-booking at higher levels pulling the indices below their psychological levels and ensuring a flat close, for the second day in a row. The Sensex added 14.38 points (0.07%) to close at 19,981.31. The Nifty was 0.55 points (0.01%) lower at 5,992.25.

The US markets ended trade mostly in the red on Monday as investors studied the implications of the comments made by the Fed chief over the weekend outlining plans to boost the economy.  The ongoing European debt crisis also weighed on investors. Germany rejected attempts by Eurozone members to increase the size of a Euro 750 euro ($1 trillion) safety net for debt-stricken members.

The Dow declined 19.90 points (0.17%) at 11,362.19. The S&P 500 shed 1.59 points (0.13%) to 1,223.12. On the other hand, the Nasdaq added 3.46 points (0.13%) to 2,594.92.

Markets in Asia were trading mostly in the red as concerns that a weak dollar will impact export-oriented economies in the region and on a disappointing close by the US indices overnight. Concerns over Chinese anti-inflation measures also kept investors on the sidelines.

The Shanghai Composite tanked 1.50%, the Hang Seng declined 0.54%, the Nikkei 225 was down 0.65%, the Straits Times fell 0.27% and the Taiwan Weighted was down 0.29%. On the other hand, the Seoul Composite gained 0.22% in early trade. The SGX Nifty was down 3.50 points at 5,988.50 over the previous close of 5,992.

The Philippines has become the call centre capital of the world, overtaking India as the number one player in the global business outsourcing market, according to industry data and the government.

President Benigno Aquino has led celebrations in recent weeks as it has become increasingly clear that the Southeast Asian nation has become the world's dominant player in the outsourced back-office operations industry.

At an opening of an IBM outsourcing centre in Manila last week, Mr Aquino forecast that the industry's revenues would hit $12-$13 billion next year, rising to $100 billion by 2020 for a fifth of global market share.

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Panel mulls extension of Bhave as SEBI chief

New Delhi: In a surprise move, incumbent Securities and Exchange Board of India (SEBI) chief CB Bhave is being considered for extension in service by a high-level search panel that was set up to find his successor at the market regulator, reports PTI.

Mr Bhave took charge as SEBI chairman on 18 February, 2008 on a three-year term. However, the terms of chairman and whole-time directors at SEBI have been increased to five years since then. Similarly, the terms of Reserve Bank of India (RBI) and insurance watchdog Insurance Regulatory and Development Authority’s (IRDA) chiefs have also been increased to five years.

Despite this, the government in September this year set up a high-level committee headed by Cabinet secretary KM Chandrasekhar to find a successor to Mr Bhave whose term ends in February 2011.

At that time, it was said that the government did not want to extend Mr Bhave's term to five years in the wake of a public spat between Sebi and IRDA.

The search panel has already conducted initial rounds of interviews. The panel at the last moment deferred the final round that was scheduled to be held on 3rd December.

Sources close to the development said that Mr Bhave's name is now being considered by the panel after some top policy makers asked why Mr Bhave, like other regulators, could not be given a five-year term,

Besides, pull-out by some candidates nominated by the search panel from the process also led to the committee considering giving Mr Bhave a two-year extension, which if given will give the incumbent SEBI chairman time till February 2013.

Sources said there are some procedural problems in giving Mr Bhave a direct two-year extension, as the process has been in place to find his successor and the search panel can not simply ignore already short-listed candidates for the coveted job.

Therefore, the panel in most likelihood would consider Bhave as one more probable candidate for holding the position of SEBI chairman 18 February, 2011 onwards, they added.

The panel is likely to hold its next meeting on 21st December which could be its final meeting and wherein it could decide on the name of next SEBI chief after deliberating on all the short-listed candidates, including Mr Bhave.

Until Mr Bhave's name came up for the panel's consideration, those tipped to be leading the race included mutual fund industry body Association of Mutual Funds in India’s (AMFI) chairman, UK Sinha, and corporate affairs secretary R Badyopadhyay.

The panel, which also includes finance secretary Ashok Chawla, financial services secretary R Gopalan and Department of Personnel secretary Shantanu Consul as members, last met in early November to decide on the final list of candidates.

The panel considered about 20 persons and zeroed in on seven candidates at its last meeting, but some of them have opted out since then. Furthermore, reservations have been expressed about a couple of them by senior policymakers and regulators.

Out of those selected for the final interviews, at least two—public sector lender SBI chairman OP Bhatt and RBI deputy governor K C Chakrabarty—expressed their unwillingness for the position, sources said.

Others short-listed for the final interview include Department of Disinvestment additional secretary S Pradhan, Madhya Pradesh principal secretary GP Singhal and two managing directors at SBI, SK Bhattacharya and R Sridharan.

Incidentally, both Mr Bhatt and Mr Chakrabarty, as well as UK Sinha, were nominated for the role of SEBI chairman by the selection panel, while all other candidates submitted applications for the coveted post.

The committee was also considering calling a couple of more candidates other than those already short-listed and one such person could be KP Krishnan, who is currently secretary of the Economic Advisory Council to the Prime Minister and was formerly a joint secretary, Capital Market Division in the finance ministry.

Mr Krishnan has previously served as a member on SEBI's board, while Mr Bandyopadhyay is currently on the SEBI board.

Among the probables, Mr Krishnan and Mr Sinha have been a part of various committees formed by SEBI and the finance ministry for capital market regulation.
 

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