In the times of integrated market communication ( a jargon for peeping in your life 24*7).. you would have inevitably see the number '1411' at some place or other. Numbers are fascinating ( or at least you have to fake it as a finance student), but i found this number very mundane in the first go. There are magical numbers, squares, cubes, fibbonaci series and i also did a quick calculation to check whether it is a prime number. But surprisilngly, it is none, but yet it is fascinating as due to claims from the authority, it is the number of tigers left in India. Alarming !! isn't it... but from when we started tracking the number of tigers in our country. We never knew when the number went 3000 and when it touched 2000. So, it needed a well drafted marketing campaign to drive home the point that yes they are in danger, because every one of us want to look benovolent, provided we are informed about the problems prevailing..
Coming to tigers.. i think they are one of the biggest brand of 'incredible india'. Once i read it somewhere, that a succesful brand should have majesty and exclusivity. Well, no body can challenge the majesty of tiger in the eco-system of jungle, '1411' also provides them exclusivity. Thus, its one of the most favourite brand of india. Take any travel magazine remotely wirting about india and you will definitely find the pic of tiger in that. In fact tiger is the darling baby of our corporate world, when you feel the need to do CSR.. start a campaigning for saving tigers, because everybody knows they are in danger. ( No need to educate consumers !!!)....
Aircel, after Idea, is the company in the telecom demain, which came up with this CSR activity. Well, in case of idea, it seems to solve issues by leveraging the features of mobile, i am still not convinced that how can a mobile used to save tigers , and i want to be proved wrong if i say that there are hardly any cellular netowrks in tiger habitats. So, the exercise is more about increasing the brand visibility than something else. But again, i really fear about brand cannibalization in this case. When you think of kingfisher, you think of beer and aeroplane, when you think of camel, you think of paints, but when you think of tiger, you think of majesty and exclusivity, and i seriously doubt whether aircel is either majestic or exclusive.
Ohh my god.. i am getting obsessed with tiger..or i think this is the year of tiger, lest you forget Tiger woods...during his hey-days, his shots have an air of majesty, and most of the women think he is exclusive ( now they must be sulking)... and thats why he is the star endorserer , from a game, which is popular(or notorious) for its mundane pace . Then , he lost his exclusivity, almost a dozen times, and now even accenture is having different ads on air featuring dolphins , whales, and other animals ( off course , except tiger)..Grapevine is that he may be back sometime in this year, and then i could check another jargon " Wounded-Tiger"..
At the fag end , i just wanna mention some of events happened with me in recent times. After almost a decade, i attended a marriage of my home, albeit i have to go to Bikaner. If you are from delhi, where in a metro 4 people are touching 4 different parts of your body, you will feel that your personal space hs increased out there. Vast areas with sparse population, sometimes you long to see a vehicle on road. Back in college, another mutiny is brewing up... against some draconian( Most of the people say so..) ruling of college administration. Some times, we need to revise our history a bit... you can view a thing both as opportunity and threat... and there is always a tradeoff between choice and competetion. In india, we typically hate competetion (may be our socialistic heritage..), but we are here, after facing so much of comptetion. The bottom line is that if you are good , you will get good things, and once for a change, this is a universal truth and not a relative phenomenon. With this, yours truly signing off.. take care.. and save tiger.. oops.. not tiger woods... cya ... muuaaaaah..
No comments:
Post a Comment