Archive | August, 2010

Who pulls the strings- Kids in Advertising

Posted on 26 August 2010 by Cheryl Joy

Today’s world is tough! Especially for someone who is out there trying to sell. There is so much available to the consumer and making things worse is the fact that almost every product has a close substitute or two. How does a marketer ensure that his product enters the shopping carts of every person who swipes the golden card at the counter? Well, the answer to that lies in advertising…and clever advertising at that.

Zoom in to an ideal plush supermarket, if that seems hard to imagine then take the little store around the corner, in both situations who really makes the shopping ‘decisions’? Who contributes to having the major say in deciding whether a blue colour or a red colour make it to your shopping bag? Look around and the answer will be more than evident- it’s the kids. It’s that little bundle of hyper activity that tells his mom that ‘Ma I want. I want. I want.’ A demand that gets louder and more firm with every new advertisement that hits the screen.

Almost in all ads today there is a child who forms a central theme around whom the entire story is weaved, the reason to buy and for those big companies- the reason to sell. In all products right from insurance to air conditioners, you’ll be sure to find an occasional cute face popping out to make their choice evident. In a world where kids figure in the top of most priority lists, this makes the situation very apt to reality.

But kids were always important, weren’t they? We have been part of a society that plans its life and expenses around their children since ages. But what made advertising companies cash in on this idea so late? The answer to this lies in the fact that, though we live a very ‘kid centered’ life, today’s Indian is almost feeling guilty for having a life of his own.  Having targeted the urban populace for this discussion, I take the liberty of including only urban families in the context of this article. In such a context it is easy to note, that most families today have two earning members, the disposable income is increasing if not high and both parents in most cases are of a college graduate level. This ensures that in most cases both are working- both have their own set of aspirations and are not willing to let go of their individual dreams. We are part of a world where women do not believe in leaving their careers half way solely for raising a child and we are definitely not part of a world where the men want to let go of their careers in lieu of raising a family.

The result of this ‘I want all’ lifestyle that is new to the Indian mentality as such, is the fact that most of the people who are part of it, feel guilty for being there. They do not want to give up their new found freedom but at the same time regret the fact that they are not able to spend as much time with their kids as their own parents probably did. This realization causes a wave of compensatory behavior to come in. Resulting in what is that more often than not, an attempt to ‘please’ the kids in whatever way possible. The premise is that- if the child wants it and I get it for him or her, I am using my dreams to fulfill his dreams and wants and thus I am still a good parent. And so if there is a little boy crying on the aisle of a popular shopping market because he wants that colourful box of cereal that has vibrant posters in his favourite colours, in most situations, that little boy will get his mom to buy that box. Irrespective of whether it is better or more cost effective or even a healthier option, the colourful box will win because their advertisers hit the jackpot when they decided to target that kid, and many more like him.

Another probable explanation of this ‘kid dominance’ in the advertising scene could be that we live in an information age – An age where information on almost any possible product or thing is available at the click of a button. Interestingly enough this information seeps to the kids a lot faster than it does to the older ones. So much so that most kids actually know which car is a better option in terms of mileage or which computer is more user friendly, because he is exposed to that kind of information on a day to day basis. In such a situation most parents would automatically value the child’s opinion as they think that most kids today, do know a lot more than they did ten years ago, or even five.

The question thus is not whether kids are affective while advertising, because the answer to that question is answered every day when you switch on the television. The question is how long will the trend last and more importantly- what could possibly lie ahead!

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Exclusive Digital Photography Course – International Faculty

Exclusive Digital Photography Course – International Faculty

Posted on 23 August 2010 by BMMBoxer





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Social Media Executive @ WATConsult

Social Media Executive @ WATConsult

Posted on 09 August 2010 by BMMBoxer

Where: WATConsult – Social Media Agency

Overview

We at WATConsult are India’s early movers in Social Media Consulting Space. We have worked with over 30 clients in the last 3 years on short term and longterm social media engagements. Currently we serve over 7 retainer based clients and are looking for people to join our team for our expansion plans. We are part of WATMedia Pvt Ltd which runs WATBlog.com – India’s Leading Digital Media Blog.

Besides for immense learning, responsibility and good work we offer a young fun environment as well.

Experience

* Past experience in communications-oriented sectors (e.g. PR, advertising, DM) – this can either have been achieved through internship, placement, full employment etc;
* Qualification in SEO or SEM would be an added bonus;
* Basic understanding of some social media tools e.g. blogs, social networks (Facebook, Orkut, etc).
* Strong writing skills
* Ability to use all Microsoft tools (Word, Ppt, Excel, etc)
* Ability to use at least one image editing program (e.g. Photoshop®) would be an added bonus
* You should be an excellent communicator with confidence in sharing your ideas, liaising with clients and the rest of the team as well as contributing to the wider
Knowledge base for WATConsult.com
* Demonstrated use of some use of social media tools outside of work – e.g. have a blog, active on Orkut, Facebook, YouTube etc

Skills

* Execution of online research and management of social media profiles
* Online research of Social Media tools
* Execution of online campaigns outlined for a specific client account (e.g. Initiating social conversations, set up and management of a blog on behalf of client, etc).
* Full ownership & management of client accounts assigned (range from FMCG, energy, real estate, hospitality, banking, CSR, lifestyle, etc)
* You will build & manage online relations with bloggers, editorial teams of relevant portals, influencer profiles in twitter, social networks, etc.

Education

Candidate should be degree educated up to level of Bachelors in a communications oriented discipline; Qualification in SEO or SEM would be an added bonus;

Salary: Salary to be based on candidates current CTC and his potential and passion for social media

Apply to connect@bmmbox.com with updated resume and current & expected CTC with subject line ‘Application For Social Media Executive @WATConsult’

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Social Media Intern @ WATConsult

Posted on 09 August 2010 by BMMBoxer

Where: WATConsult – Social Media Agency

The ideal candidate would be a current Marketing/Media student or recent graduate looking for practical training and experience in the social media field.

Responsibilities

Setup and maintain Business FaceBook Page
Update and maintain Biznik page; including posting relevant articles and responding to posts
Update and maintain LinkedIn account
Recommend and build a company presence on additional social media sites
Setup Tweet later account and populate with relevant Tweets
Maintain Twitter Account
Post previously written articles to article websites
Provide training to business owner on maintenance and use of selected sites
Setup tweetbeep.com alerts

Skill Requirements

Extreme attention to detail
Must be dependable and show up for work at the agreed upon time
Previous Marketing experience and background a plus
Ability to solve problems
Ability to manage time, complete tasks efficiently and multi-task
Personable, extremely organized and efficient
Possesses exemplary work ethic, values honesty, integrity and achieving quality work
Ability to work independently in a small office environment, solve problems and make decisions with minimal supervision
Ability to come up with a social media strategy
Proven ability to maintain confidentiality
Proven experience with Microsoft Outlook, Excel, Word and Windows
Proven Internet research abilities

Overview

We at WATConsult are India’s early movers in Social Media Consulting Space. We have worked with over 30 clients in the last 3 years on short term and long term social media engagements. Currently we serve over 7 retainer based clients and are looking for people to join our team for our expansion plans. We are part of WATMedia Pvt Ltd which runs WATBlog.com – India’s Leading Digital Media Blog.

Besides for immense learning, responsibility and good work we offer a young fun environment as well.

Salary: Salary to be based on candidates current CTC and his potential and passion for social media

Apply to connect@bmmbox.com with full updated resume and current & expected CTC with subject line ‘Application For Social Media Intern @WATConsult

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Omnicom is the new media agency for Venus Water Heaters

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Omnicom is the new media agency for Venus Water Heaters

Posted on 03 August 2010 by BMMBoxer

Venus Water Heaters, a subsidiary of Venus Home Appliances Private Ltd has appointed OMG (Omnicom Media Group) as its media agency. The creative duties were passed on to Rubecon. The account was passed on to these agencies without any formal pitching process.

Prior to this, the media and creative rights were taken care by Mindshare and JWT.

Confirming the news, Ram Kumar, Director – Marketing, Venus Water Heaters, said, “We looked at various factors, including the ability to deliver the kind of time and attention that we required from our creative and media agency. After looking at different agencies, we felt that these two suited our requirements as they had the necessary expertise and the capability to bring in value addition for us.”

Kumar added, “Most of our advertising happens during the peak selling season, which is the third quarter, and we will be very active during that time during this year as well.”

The new agencies on board will also handle other brands under the Home Appliances range. The campaigns will be 360 degree campaigns utilizing traditional and digital forms of media.

Venus, a 40 year old company that has been a market leader and a pioneer in the water heater industry and is synonymous with water heaters across India.

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Movie Review: The Twilight Saga – Eclipse

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Movie Review: The Twilight Saga – Eclipse

Posted on 01 August 2010 by BMMBoxer

Movie: The Twilight Saga- Eclipse

Cast: Robert Pattinson, Kristen Stewart, Taylor Lautner

Director:
David Slade

Rating: 3/5

The Twilight Saga - Eclipse

Review

One of the most awaited movies, the third film of the Twilight Saga released last week, continuing the Vampire- Human love saga with an action packed twist as compared to the earlier movies. Eclipse, begins with the romance between the epic Edward (Robert Pattinson) and Bella (Kristen Stewart). Adding a twist in the tale is Jacob (Taylor Lautner), the Wolf who also admits his love for Bella.

The movie revolves around Bella trying to make her choice between the cold blooded Vampire and the hot blooded Wolf. In addition to this, there are newborn bloodsuckers trying to hunt Bella down. The vampires and wolves form an alliance to get rid of the newborn vampires.

The movie has its share of romance and fun elements, like Edward and Jacob both proposing Bella, the rival clashes between Edward and Jacob, and Bella’s dilemma about what’s right for her. Though throughout the movie, it seemed like a Perfect Two Timing Relationship where everyone approves of it :-). The climax is an action studded war sequence followed by Bella’s decision on Edward Vs Jacob.

Watch the movie for Taylor Lautner and of course Bella-Edward romance :-)

Tell us what you think about Twilight Series and if you wish to review the movie. Just leave us a comment below :-)

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