The Rin TVC by Hindustan Unilever Limited has been in the limelight for the past week. The TVC did arise a lot of questions in the consumers mind; a) Can a competitor dig at a rivals brand so bluntly, b) Is it legal for a corporate company to avoid all the advertising rules to gain publicity and c) What will be the after effect of this TVC?…Though, we may have to wait and watch for the answers of the above questions, right now what’s evident is that the ad has done what it intended.

The TVC was aired on February 25, 2010 and had the heads turning over the mention of the rival brand Tide Naturals in it. The commercial involved comparison between the two brands. Industry sources also reveal that the ad was released on weekend on purpose, considering the holidays due to Eid-e-Milad and Holi.

The ad featured two mothers waiting at a bus stop for their children to arrive from school. Meanwhile, they happen to glance in each other’s shopping basket. One lady had Rin whereas the other had opted for Tide Naturals. The lady with Tide starts bragging about the product by mentioning about ‘khushboo aur safedi bhi’. The Rin lady just smiles.

When the school bus arrives, both the children come out. The Rin boy’s shirt happens to be more white and shining than the Tide boy’s. The Tide lady is shocked looking at the spotless shirt. The Rin boy then takes a dig at Tide and asks his mother, ‘Aunty chaunk kyun gayi?’ (Chaunk Gaye? is the tagline for the brand Tide).

Though the TVC claims lab results as a proof, the industry believes it’s just a false claim. Meanwhile, P&G has moved to the Calcutta High Court against Rin’s TVC. P&G mentioned that the TVC was “disparaging” against its detergent brand, Tide Naturals.

Advertising Standards Council of India (ASCI) has also received several complaints against the tvc and will reveal shortly its verdict.

MSN India has teamed up with Webduniya.com to launch probably India’s very first Hindi portal. The site is called MSN Yuva and is targeted at youth audience residing in Tier II and III Indian towns.

The editorial and content strategy rights remain with MSN India while Webduniya will feature as content partner and it will provide Hindi content -produced or owned by Webduniya.

Sanjay Trehan, Head, MSN India, indicated that MSN India may launch more online properties in other regional languages such as Tamil in the coming months. Trehan further said, “The next growth in the online space will be powered by vernacular content.”
Wikipedia and Google have also tried their stints at regional languages in the past.

Owing to the deal with Webduniya, MSN has also made Webduniya’s Social Networking Website – Dosti , which will enable users to create profiles and network with friends, send and receive messages or scraps in Hindi.

The lives of BMM students all over Mumbai, though diverse, follow more or less the same pattern. And at some point in the pattern comes the realization that it is time to start studying for their exams (For most this happens 2-3 days, or even less, before the exams). A very small number actually realizes this more than a month in advance. For those students who have awakened or are soon to awaken and seek guidance on how to tackle this accursed ritual of testing one’s skill on the basis of an archaic syllabus… here are a few tips

1. Get Your Act…err…Notes Together.

You can’t study if you don’t have anything to study/refer

Not those little chits you’ve passed around during lecture… I’m referring to the substantial (hopefully) tome of knowledge you’ve built while you paid attention to the professor during some of the lectures you attended or while you toiled away in the college library not so long ago. (Oh wait a minute… you’ve probably just woken up … so if you haven’t done either of the two above mentioned activities… do not fear… there are plenty of notes compiled by students and lecturers that are doing their rounds via email. Just pray that someone forwards you a copy )

Note: Please understand that notes are not money. There’s no harm in sharing them. The marks you’ll be getting don’t depend on how well someone else is prepared. (Of course if you have an enemy… feel free to abstain from sending them anything… but don’t expect them to send you anything either.) Also, go to your college library and request the question papers of the previous five years. 75-90% of those questions (including the case study structure) are REPEATED!

More easy, upload good projects, get moderated and avail all the previous questions papers (for boards only for now) from BMMBox free of cost via these links – http://bmmbox.com/cafe/forumdisplay.php?f=4 and http://bmmbox.com/cafe/forumdisplay.php?f=3

2. Don’t wait for the Prof.

He/She’s not going to declare war on you just because you’ve started studying a part of the portion he/she’s not finished.

There’s no harm on perusing a chapter before the professor’s touched it in class. On the other hand, there’s a lot of risk involved in waiting for them. Here’s why: -

• They may have completed that part in a lecture you’ve bunked
• They may have completed that part while you were daydreaming about Katrina Kaif/ Whatever girls dream of during lectures
• They may tell you to DIY (Do It Yourself) one week before the exams.
• They may simply rush through it at FTL speed (Faster Than Light) one week before your exam.
• They may be abducted by aliens before they complete it.
Start your studies (at least just read through the chapter) regardless of where your professor’s reached in the syllabus. Once you’ve collected notes… USE them… the spider in your attic or the roaches under your bed can’t read.

Note: - If you HAVE read a unit before your professor discusses it in class… keep it to yourself. There’s no need to show off your so-called superiority in class by interrupting the professor while he/she’s explaining it. You’re not going to get any medals for it and you’re more likely annoying the Prof. and your classmates.

3. Get Your Net Set.

The Internet, like BMMBox , is a NECESSITY while preparing for BMM exams.

BMM requires one to stay up to date with current affairs and most subjects require students to provide a lot of current examples to justify the theory they vomit out into their papers. The Internet is the most convenient resource for this. So make sure you speak to your ISP. Do anything required (short of death threats and stone pelting) to ensure that you have a WORKING Internet connection while you study.

4. Collect your Projects and Assignments.

If you don’t have a copy of them, request your friends to share theirs.

Your projects are more often than not based on your syllabus and are a reflection of the practical application of the theory you learn. Go through your projects and the projects made by others to further understand the subject. Believe me… projects help you learn a lot of things that would seem incomprehensible otherwise. Share your projects and take some time out to go through them.

5. Form a Study Group; Follow a strict schedule.

There are many advantages to studying in groups

Get a few of your friends together to study with you. Don’t let the number of people in the group exceed four. Your groupies give you company when studying, help you understand topics that they might know but which you find incomprehensible and stop you from drifting off while studying. Just don’t get carried away making jokes or letting breaks eat into your study time.

A schedule is very important when you’re preparing for exams. Make a time table for yourself, PRINT IT OUT, make multiple copies of it and stick it up wherever you’re likely to notice it in your house (Spare the bathroom and the Television screen if you can). Make sure your leisure activities come AFTER your study time. Your study period should not be divided into different parts of the day as it breaks continuity. However, you can take 3 five minute breaks in every hour spent studying. And most importantly – STICK TO YOUR SCHEDULE.

6. The Study Method.

Here’s the method I employ while studying for my exams

i. Read through the notes. Don’t try to memorize the notes. The first reading is just to get a basic idea of the subject. Read it and try to understand what’s being said. You don’t need to remember the number of factors leading to a war or the different types of headlines. Just go through the entire syllabus once. (This forms the basis for your preparation and, despite the fact that you may not even pass if you gave the exam immediately after completing this step, it is still very important).

ii. After the first step, open the previous years’ question papers, and find an answer to each question in them from your notes. Prepare these answers as well as possible while looking up the latest examples to validate the theory from the net. (After this step, you’re definitely going to pass the externals… but that shouldn’t be the upper limit for your goals)

iii. Subsequently, re-read the topics you’ve missed out while preparing with the question papers. This completes your second read of the entire syllabus.

iv. Once done with your second read… go through the entire syllabus again… but just skim through all the topics. Try to close your eyes and remember each sub point as you read it in the previous two revisions. Re-read whatever you can’t remember. (This step will go super- fast if you did the previous three sincerely)

v. For safety’s sake, skim through the syllabus again for topics you may have missed out.

Miscellaneous Tips:

• Don’t forget to ask your professor about the format to attempt your case study.

• Load up the refrigerator with some snacks. Sure you’ll put on weight… but you don’t get distracted as often when you’re munching on something.

• Get your stationery ready well before the exams. Don’t go hunting for it one day before the exam (I mean it… I get through BMM lectures using borrowed pens and notebooks )

• You do not need to take photos/videos of your ‘group study night’ to upload on Facebook.

• This one’s for the guys… give all your computer games/PSP/PS3/XBOX to friends who DON’T have exams and delete them from your computer. Once you get started on ‘em during breaks… there’s no stopping.

• Try not to pull all nighters – not only does it mess up your biological clock; you also forget most of the things you studied while your brain desperately pleaded for rest. Coffee makes no difference to this and neither does ‘Sona-Chandi Chyavanprash’ .

• If the books are too expensive to buy on your own, form a book pool where each person buys one of the required books and the others make a copy of it (Xerox/Photocopier shops in remote places offer students huge discounts for large orders.)

• VERY IMPORTANT – Once done with an exam, leave the centre immediately. Don’t hang around to discuss answers and don’t check your answers after you get home. Concentrate only on the next exam.

Now that you’ve read all this, you shouldn’t be in need to read something on how to prepare for exams again!

- Raghav Rao

FIRST APPEARANCE

My Name is Umma Saini

Age: 24
(Exact for men and approx for women )

Educational Qualifications (Please abide by facts…no one cares about it anyway)
BMM Grad.

CAREER GRAPH

Professional Experience: 3 Years

Companies / Agencies you have worked for:

1. Fairdeal Entertainment
2. Saints and Warriors Communications Pvt. Ltd.

Projects you have been part of:

Amul Innerwear (Amul Macho, Amul Body warmer)
Frankfinn Institute of Air Hostess Training
Ring Guard
Elf Lubricants
Lokmat
Navneet
Pantaloons
Staples
Ticketvala.com
WWIL
Siti Broadband
Faber
Apna Loan
Cremica Biscuits and
Red Chief shoes.

Current Company / Designation: Copywriter, Saints and Warriors.

Most challenging project you have been part of, why?

Working on Amul as the standards are set so high after the first (controversial) Macho film.

How did you start your career? What was your first step after completing BMM?

Immediately after BMM I started working with Fairdeal Entertainment – A production house dealing with in-flight entertainment and film distribution. But that was for a start. I wanted to explore till I find what I want to do.

Were you clear about which field you wanted to get into right from the beginning? What helped you take your leaps?

I knew I wanted to try advertising. In that, I wasn’t sure whether to go for the business or creative side as I felt I had some skills for both. So I started with servicing and used it as a focal point to observe both sides of the advertising world. That’s when I realized its copywriting for me.

Any particular incident that helped you discover your career option?

Not any particular incident. Just a realization that this is something I want to do.

BACK TO COLLEGE

Does being a BMMite give you an edge over others?

The edge you get is you are not alien to advertising. Marketing terms don’t bounce off your head. It is a good warm up.

Do the subjects in BMM; help you know the reality of the job? Is there any place for theory in the creative world?

The less theory and rules you apply, the better. Besides, BMM subjects cover all aspects of the media. Copywriting is just one odd subject in some year. That too is majorly theory. Read it and pass your exams. You are never going to use that AIDA shit in reality.

BMM or BMM from a particular college? Does it make a difference?

The college does make a difference. Teachers, exposure, activities etc. do count in the learning. I wouldn’t say only SIES as there other good colleges as well. But get into a good one and not some unheard of college or something.

Internships during colleges- are they relevant in the long run?

I never did any internship during college. It was a conscious decision as I dint want to do any sort of work as long as I’m in college. You have to work your whole life man. Spare these three years of bliss for yourself – You won’t regret it. I thoroughly enjoyed college life and then joined work the day after i wrote the last exam paper. So that answers your question.

Would like to make any kind of change in the current BMM syllabus?

What I like about the BMM syllabus is that it covers various options for those interested in a profession in the media. So you can find out what subject interests you the most – photography, cinema, media planning, etc. and then pursue it. Faculty should arrange more guest lectures of people from the field to get a reality check. The syllabus must contain practical executions of the theories.

BMMBOXER’S TAKE

What are the different aspects of copy writing you explored while working?

There aren’t any aspects as such. It’s more of an acquired craft. There is ideation. There’s a lot of what you pick from life, observation and a feel for things around you.

‘Copywriting is underrated’ – Comment

Myth. Once you are in the real world, you will see how copywriters are kept on a pedestal. It is their thinking that drives crores of the clients money, gives them an image etc. The pedestal bit is quite illusionary though. It’s best to stay grounded.

According to you, what are the various higher study options, a copywriter can explore?

I was looking for it myself but sadly there’s no further study that can make you a better copywriter. No one can teach you to be creative. But you must have a sound grip on written and spoken English. That’s very important.

Five Essentials for a copywriter? (Could be books, keeping track of current trends, knowing the basics, etc…)

Being in touch with street reality (Your ads are not meant for your cousin in America but Ramnaresh from Vasai)
Patience (you start with peanut salaries and it takes some time to learn the craft)
A feel for things (the best writing comes from the heart)
An open mind
Reading and Travelling.

Any interesting incident about a client/project that you would want to share with us?

In the Amul Macho success party, it was funny to see all the guys secretly keeping score on who gets to dance the most with the model.

Apart from your own work, whose work do you look upon in the industry? (Could be agencies or particular projects)

Ogilvy maintains a good standard of creative.

From a copy writer to a Senior Copywriter at Saints and Warriors? How has the journey been?

There are no designations in SAW. So I’m no senior copywriter. Even the business card of the owner reads – Copywriter, Chairman. The journey has been great. I met great people and got opportunities to explore myself and do some good work. Everything I know, I’ve learnt it here.

Suggestions for future copywriters?
Drink responsibly.

Your achievements as a copywriter?

Well, I’ve been lucky to have quite a few films in my kitty.

How can our readers contact you? Facebook or Twitter Id

I’m ‘cementsmell’ on twitter.

LG Electronics is all set to launch 14 new models and reposition the brand as a fun-loving, free-spirited brand, which promises quality, innovation, style and excellence in performance. LG has therefore signed Bollywood hotties John Abraham, Genelia D’souza and Abhay Deol to endorse its latest range of mobile phones.

LG officials added that John, Abhay and Genelia are youth icons and fit the role well. Sudhin Mathur, business group marketing head, Mobile Communications, LG Electronics India Limited, further added, “They are youth icons. Having established ourselves in the field of innovation and design, LG Mobiles is now poised to scale new heights. As part of our overall strategy to reposition LG Mobiles as a youthful brand, the brand ambassadors will help us in relating with our consumers.”

Prior to this LG did not have any celeb endorsers except for Abhishek Bachchan, who was the brand ambassador for LG’s consumer durables range. Co-incidentally this will also be Abhay Deol’s first association with a FMCG brand. He has been associated with Video Volunteers, an organization that aims at creating alternative media at the grassroots level.

Abhay Deol confirmed the news and spoke about his association, “I always stand for what I believe, be it professional or personal life. Brand LG has always been a personal favourite, and when I was approached for these elegant and stylish mobile phones, I was very excited. These phones come with the perfect bundle of offerings that any youngster would want and is a perfect fit with me.”

John Abraham also added, “I love the networking concept in LG phones. I believe in togetherness, sharing, networking and am completely hooked on to social networking sites, which help me keep in touch with family and friends.”

“LG mobile phones are trendy, stylish, funky and chic; just the way I am. The mobile phones are conveniently designed, which makes them user friendly and simple to operate,” concluded Genelia.