By Malay Desai
By: Lowe Lintas
A new film by jewellery retailer Tanishq begins with a bride readying herself for a wedding by wearing a gold necklace with two ladies admiring in tow. This is followed by her daughter playfully chatting with her before she proceeds to the mandap. The daughter, now with her grandparents, while watching the couple do pheras, wishes to join them in doing ‘round round’, to which the mother hesitates but her husband is prompt to call her and carry her through the ceremony. The film ends with the girl asking the husband the question, “Aaj se daddy bulaun?”
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Don’t look now, we are changing. This year, the husbands of Indian advertising are taking up their wives’ surnames (Havells), senior citizens are YouTubeing swimming lessons (Vodafone) and now we have a couple taking the haloed marriage pheras with a kid in arms. Incidentally, the agency behind this film is the same one who’d shown us a Punjabi Santa Claus and a Muslim Diwali reveler last Diwali, Lowe Lintas.
This 90-seconder, promoting one of the pioneers of branded jewellery, TATA’s Tanishq, hit the headlines and social timelines last week for reasons its makers perhaps expected. a) The idea is about celebrating remarriage, not exactly a subject of celebration in our society, and b) it features an evidently wheatish (the snobs may term it ‘caramelised’) female model, also not exactly a subject of desire in our advertising.
The film has been shot by Gauri Shinde, who gave us Sridevi in a lovable, progressive light to us last year with English Vinglish and with this spot, she breaks new ground again. The remarriage concept would’ve taken umpteen to and fros, anxious meetings among other things between client and agency but it’s worth. The ‘bold’ (by desi standards) take created flutter from day one and earned reams of free, good PR – huge check mark in campaign success list. Most of the attention is deserved, and this being a TATA brand attempting to change mindsets will go a long way as far as ad landmarks go.
As for the dark model, we frankly didn’t spot her skin tone the first time we saw this film; it was only the Twitter hoopla that pointed it out. Surely it was a calculated move but we hope it doesn’t create this much applause every time it’s attempted by an advertiser. Wheat won’t become mainstream, partly because of Fair and Lovely ads (incidentally by the same agency!) but that doesn’t mean we don’t try, right?
There was more hoopla about Tanishq launching a Karwa Chauth ‘app’ around this time and being hypocritical; and although we haven’t seen it yet, it does sound part of the ‘progressive’ package. Wait till someone comes up with a ‘Karwa chauth for men’ ad, soon. Hawa badlegi.
To watch this film, feed this easy link into your browser: bit.ly/Tanishqad~
What does Twitter’s IPO mean?
We’ve raved about how Jack Dorsey’s 2006 start-up has reached the mega corporation size and how big the purported deal is. But to give you a perspective, here are some facts –Twitter took a year longer than Google to file an IPO but a year lesser than Facebook. Over 23% of its users are based in the USA (reason why the Halloween nonsense was all over our feeds last week), it derives its revenues from sponsored spaces within timelines among other things and its ‘active’ users are its core asset – now these are still about five times lesser than Facebook. Lastly, the clincher – Twitter’s still not making money. Its costs exceeded revenues by US$ 126 million for last nine months. But guess what, when the IPO happens, we still foresee loads of hope and tons of positive investments.
Seen those tweets with images? Here’s why
Taking off from the ‘sponsored spaces’ mention in the snippet above, you might have spotted the huge visuals that appear right on top of all tweets, and that too from someone or a brand you don’t follow. Old Spice’s Mantastic campaign is currently flaunting itself but this is about more. Twitter is making your photos and videos show in the stream by default, as opposed to the times when there would just be a link. While on one hand it means less clicking and a more visual timeline (one particular Facebook did this way back and it’s been a trend for all networks), it also means visual pollution for some. Many, including this writer, feel this takes away from the earlier experience and besides, just makes you stare at a display ad the first thing. Anyway , look up Mashable for tips on how to turn this feature off on phones!
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The must-read list of marketing blogs
And because it’s been another week where we haven’t found any big brands doing embarrassing or awesome things on social media, we must make space for reccos. All you marketing types who think online reading is a waste of time and Kotler is God, well, give these a chance: One Paul Gillin (Gillin.com) is a speaker, consultant and more, and gives truthful, insightful gyan on social media and enterprising ideas, all with great stats. There is Brian Solis, author and analyst who gives very different takes on the relevance of social media. There’s of course Seth Godin and his TypePad blog, most popular for consumer insights. Lastly there’s Amy Porterfield too, who does podcasts, videos and more on leveraging your brand socially – and is cute-ish to look at too. Drop those excuses and read well!
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