Priti Nair on why Cannes compels...

India has been shining bright at the Cannes lately. We have been picking up quite a few awards in the recent past and winning the right stuff. So, the hype that we are now seeing about Cannes and India making it big there is not unjustified. Our work is currently in focus and is being appreciated in the global advertising fraternity. Things have really changed for the Indian advertising agencies where 14 years ago people did not even know what you stood for and what you could showcase. They would come up to me and ask how can we speak such fluent English. Now they do not see India as one small country on the map and there eyes light up at our work. This is because they can now acknowledge what we are all about. I think it’s simply amazing. As for the people who get the chance to walk the red carpet and pick up some accolades, there life certainly changes as firstly, they become a focal point for attention and the adulation. There is an obvious celebration that happens for some time before getting back to work as usual. As Cannes happens only once a year, people usually push themselves to win and even our agencies encourage winners. Also, it’s a very nice feeling if you pick up an award for a regular brand; it pushes you in the right direction and encourages people to continue to do good work. Also, I think awards do add a lot of encouragement to the youngsters who are new in the industry, certainly more than the people who have been in the business for quite some time.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Titan Aviator Series

IIPM PUBLICATION

BRAND: Titan Aviator Series
HEADLINE: Runs on pure courage
BASELINE : Inspired by World War 2 Aircraft
AGENCY : O&M

4Ps TAKE : Here comes an exclusive offering from Titan – Aviator series for those crazy about war movies, fighter planes and of course, history! A headline that says ‘Runs on pure courage’ immediately imparts both, an inspirational and aspirational touch to the brand and successfully builds a powerful connect. The single-minded focus is to present the aviator series as a niche launch, linking it to history. And what’s the range of inspiration for this range? It’s the World War II aircrafts! The body copy gives little info about the product, but that’s only for those who can’t read between the lines. The copy talks about hardened bodies and the die-hard souls and just a bit of thinking is enough to understand that the lines are also describing the product. If the sepia background with the clippings of World War II set the tone, the watch (which is truly breathtaking!) stands out. All aspects bundled together and the ad of this ‘fleet of watch’ surely “relives the rush of flying”! No, we are not missing Aamir this time!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

A doctor brand vs a hospital brand...

IIPM MANAGEMENT INSTITUTE

The termination of Naresh Trehan – the executive director of Escorts Heart Institute and Research Centre (EHIRC) and a prominent cardiologist – has taken everybody aback. The Fortis management (that holds 90% stake and management control in the Escorts Hospital) sacked Naresh Trehan and also did some major reshuffling in the top management of Escorts. Fortis’ argument for sacking Trehan is his Rs.1,000 crore Medicity project (a multi-disciplinary healthcare hub proposed to be developed in Gurgaon), that leads to conflict of interest between the doctor and EHIRC. However, the High Court order of providing unrestricted access to doctor Trehan to the hospital has helped him carrying out his normal schedule at the hospital, though he has been forbidden to take new cases and patients. On the other hand, a wave of rage has struck patients, who claim that they had an appointment with the doctor for their treatment, but the hospital management turned them away.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Euro’eka?!?

IIPM PUBLICATION

Also, if the dollar suffers classic economic ills (like not being ‘Gold Standard’!), the euro is no better, suffering those ills and sometimes much more. But more than this, euro’s biggest structural criticism, of late, has been that the euro model – that is, one size fits all – is not a foolproof one. There are different economies in the union, which leave the Central Bank with little leeway to manoeuvre. As Philippe d’Arvisenet, Group Chief Economist, BNP Paribas Economic Research points, “Monetary policy in the eurozone is unique because of the inflation spreads between countries, which means that monetary policy does not have the same restrictive or accommodating impact from one country to the next.” The appreciation of euro itself has created quite a bit of conflicting stir amongst the EU members. At one end, while there is Germany running surpluses and seemingly little affected by the euro rise, on the other, there are pilloried economies like France and Spain.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Wal Mart stamps its Indian debut!!!

IIPM MANAGEMENT INSTITUTE

Putting an end to the speculations regarding its India entry, Wal Mart has decided to open wholesale stores in India by mid 2008. Also, it will spread out to 75 cities in the next five to seven years. An equal joint venture is expected to be signed by the global retail giant with India’s Bharti group for a cash-and-carry deal (details to be revealed in a few weeks). Bharti Retail, the wholly owned front-end retailing venture of Bharti Group, has plans to splurge $2.5 billion by 2015 for hypermarkets, supermarkets and other stores all over India. This venture would help cut prices of various products considerably – agricultural products by 10-15%, electronic goods by 5-7%, and television sets and refrigerators by up to 25%!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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