Regulars could recall the three categories that I threw open for readers’ votes for the Marketing Maayaajaalam Awards 2009: Brand Success of the Year, Marketer of the year and Expected Success in 2009. I didn’t venture my opinion but requested reader participation. While a few had cast their votes for the first two categories, there was hardly any entry for the third.
I could guess two reasons for the non-voting. One, no one wants to put themselves on the line and commit to something. Two, none of you feel there is any brand that could taste success in 2009, given the economic slowdown, falling sentiments etc. Either way, here is my choice for the three awards.
Brand Success of the Year 2008
Without a shade of doubt, 2008’s biggest brand success was the Indian Premier League (IPL). Be it the money it raked in, the interest it generated, the TV viewership it garnered or the advertising it attracted, IPL was the star brand of 2008.
Marketer of the Year 2008
Many had voted for Obama. Agreed Obama won. But guys, Bush had to lose. And that’s why Obama won. In other words, Bush had one of the worst ratings for a President in American history and had to lose. Any Pyjama or Uppuma would have won over Bush. That’s why I don’t consider Obama the Marketer of the year, though he did run a splendid campaign.
Because of the spectacular success of IPL, I grudgingly have to give the Marketer of the Year award to Lalit Modi, the guy who ran the whole show; the accusations of corruption, arrogance etc., levied against him notwithstanding. I believe there is truth in many of the accusations leveled against him but the success he had achieved, coupled with the fact that there weren’t any other brand that had tasted half as much success as IPL, forces me to be objective and hand over the award to him.
Expected Success in 2009
This was a toughie. Not because there were too many brands vying for attention but because there is hardly any in the horizon which remotely even suggest victory at the turnstiles. I am afraid this award is going to go blank this year. That doesn’t mean there isn’t going to be any brand success in 2009. It just means the initial signs of all those brands launched in 2008 aren’t encouraging. (IPL being an exception).
Here is three cheers to all the winners; the ones of my choice and the ones of yours. Even if they don’t match mine!
6 comments:
this is kowsi...
i thought of giving my comments on some brands for the
"MM Awards 2"
but didnt see the deadline for it when i visited your blog....
when i thought about an TV AD which imprised me and was correlated with the previous version was SLICE Amsutra......
katerina the brand ambassader of slice in her AD..... treats SLICE as her man.....some thing different and sexy....
the AD explaines the sweet tender and the jucyness of the mango drink- SLICE
Here i leave the link for a couple of SLICE AD.........
http://www.youtube.com/watch?v=9Ka64f41AKk
http://www.youtube.com/watch?v=xh7jIOcOpEU
Hello Miss.Kowsi,
do u think that an advertisement with with an SEXY model can make it a success in market.. I hope that u r a person who has got some interest in marketing you would not have suggested this ad of Slice for MM2 awards. may be as a person u might like that mam but do u think that it will create an impact in the minds of the viewers?
more than for SLICE AMSUTRA it looks like a good ad designed for Kamasutra
ritly said above, remember de recent ad of Fiama di wills, by deepika padukone. The ad depicts more about the models body rather than de brand. If ITC s planning 2 cm up wit a condom, cool they can save on the advertisement cost….just replace de soap…the same ad will do..
Well said anonymous friend....And Ms. kowsi...well on an marketing perspective.an best ad is one which takes up ur product to the customer in a better way he can grasp it..it should make the customer feel that its an good product not an good ad..if so he feels it as an good ad thats the failure of the product..take up the ad for maaza the competitor at present for slice..it was a really an better idea to compare their mango drink with an mango itself..it really reached up many of the customers.... thats an best ad i would say..and the ad which u suggested for MM awards...huh.. ....comparing an drink with her man...totally shit...and as an ad do u think that this one will reach all segments of the people India wide...never ever . .a best ad should be in a position to be accepted even by a illetrate person.. thats where this product fails to position itself in the current scenario when compared to that of Maaza...katrina playing and fondling with the bottle thats up to her.but as an ad .if u just mute it up ...and show to some people down south or in any villages they would be damn sure that it might be an ad competitive for the moods condoms or some other brand of it.more that this they still fail to think of their declining effects where there is an new ad for slice telecasted with the same theme once again...and another thing...in many parts of southern India..there are still many people who are not so familiar in Hindi..and how do u expect them to know what aam is..if u r translating an add,,it should be totally translated that all the people in that particular region can understand..where maaza published it ad as maangottai elladha maambalam in tamil ..which is acceptable..think of slice.. what ll happen if they come with an tag line of maanga sutra... instead of aam...well lots of meaning in it...huh..what ever the language its translated it should be the same meaning..and thts the way the theme should be created ...and thts what we call as the best ad...for further info better read up the brand equity an supplement by the economic times..where an review is published regarding the slice ad of wht u were talkin about.u can understand what we all r talkin about..Hope so Mr.satheesh who would have seen our conversations...whats ur comment about dis ?
Sir,
Exactly a month..waiting for ur new post.
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