Outdoor Media (Train): On Your Face?

Hype Integracomm is one of the growing OOH (out of home) media companies in India, owning media assets in Mumbai, Bengaluru, Hyderabad and Pune. Hype owns all the media assets that it markets and follows the BOT (build-operate-transfer) model in conjunction with the local governing bodies.

After successfully launching the Smile TV network in western route of local trains in Mumbai,Hype has inked another deal with Railways in the same route to put up designer grab handles in Mumbai’s trains!!!

I get the whole logic, that Mumbai local trains are one of the best consumer touch points, an ideal way to reach the masses with communication messages, after all Railways is the lifeline of this city. About 7.77 million passengers travel daily by train and each train carries about 75,000 passengers daily. The journey time generally varies between 20-100 minutes. Good enough time for advertisers to make their point.

However, my point is, trains in Mumbai are straight out of "Ripleys Believe It Or Not". The sheer numbers are mind-numbing. It wont be a hyperbole if it is stated that life long train journey is a death defying accomplishment! It is just too crowded!Period. I mean in all the chaos & struggle, adding branded grab handles...will it serve the purpose? People who board the trains are for a brief period paralysed and become in almost semi-liqiud state (sweat+ability to take desired shape depending upon how much space one gets!)

Hype's Winning Idea

Grab handles is the medium that is closest to the eyeballs and offers a very high brand recall value!!! Yeah Right!!! It is also closest to ones head, maybe a good hit would make some sense prevail! What about the brand fit? And the least said about the ambience the better!

Apart from this the grab handles bear stark contrast to the rest of the interiors of the train which seem grossly untidy. In terms of look and feel, they are far away from the Metro trains or regular trains which are present in Developed countries.

Another point of contention is that off late trains have been used excessesively for brading activity. Right from external brand wraps to internal posters...branded products and services providers to not-so-known players...everyone has been there and done it! And of course Railway stations are an exmaple of too much in too little space.

Contract

Hype has won a five year contract to put up these handles in the trains run on the western route (WR). While exploring a very innovative advertising medium, this will also bring in hefty revenues for the railways.Each compartment of the trains will have about 125 handles, which is 40 handles more than the current number of metal and wood handles. About 67 trains of WR will have these handles installed over the next couple of months. Hype is investing nearly Rs 10 crore for the entire project.

Hype has also won contracts to install similar handles in trains of central route (CST to Kalyan), BEST buses and has installed these in the local buses in Bengaluru.

Cheaper option

Ad space of each of these designer handles is 7x 3.5 inches on both sides. Advertising on these handles, say for a month for a whole train, could cost an advertiser anywhere between Rs 1.5-2 lakh.The handles have a smart design and give a cheerful, vibrant look to the compartment when they display uniform images of the advertisement on top of these grooves.

Bottomline

Commuters have welcomed these sleek, comfortable handles in the place of the hard iron handles. Response from advertisers has also been good. However, a true win-win situation will emerge only and only if the revenues generated out of these activities are channelised in making railway commuting hygienic,safer and and a pleasurable affair. After all this principle should be a central one for an accountable BOP Model.

Visa Going The India Way...!

Visa will soon launch its global campaign, along with its new global positioning, in India. The campaign went on air in the USA market in the first week of March and will be released in the Indian subcontinent on the day of the festival of colours, Holi (March 11). It is pretty impressive to see That Global Brands are taking keen interests in India an Emerging Market and launching seperate communication strategy for the same

Craft & Media Masters

Visa consolidated its entire creative duties with TBWA and its media duties with OMD on a global level. Following the global consolidation, the first ever global campaign will be released in India simultaneously. The brand’s new positioning line is ‘More people around the world go with Visa’.

The idea has been tweaked a little to suit the Indian consumer. The 60 second ad pegs the various ways in which a consumer relates to the word ‘go’.

The Indian Tadka

In the Indian version of the ad, cricket and Holi have been woven in to impart a regional flavour. Visa was launched in India in 1989. According to Saurav Bhattacharya, marketing director, South Asia, Visa the initial task when Visa entered India was that of informing the prospective Indian consumer about Visa and the facility of plastic money.

Back Then...

It adopted the tagline – 'Visa Power. Go get it' – with cricketer Sachin Tendulkar as its brand ambassador from 1997 to 2003.

The next campaign was about connecting emotionally with the consumer. ‘Mind and Body. Heart and Soul’ was the next big campaign. Musicians Shankar, Ehsaan and Loy, who composed the tune for the campaign, were also the brand ambassadors at the time.

Shifting Focus

Earlier, the idea was to empower the consumer with 'Visa power' and then ‘go’ get what they desired. Now, since the consumer is aware of Visa, the focus has shifted to communicating that he can ‘go’ with it anywhere – be it shopping, marriages, dining or even for a holiday abroad. Accto Uttam Nayak, country manager, South Asia, Visa- The aim now is to convert cash and cheque transactions to electronic payment platforms.He goes on to explain that in order to bring this to effect, Visa will be present at all sites of consumer action to convert those into transactions.

In the Indian version, the print uses Indian nuances such as Indian marriages and eating habits to depict the word 'Go'.

Apart from print and outdoor, Visa will also use the digital platform through websites such as Shaadi.com, Yahoo and Sify.

Finger Lickin Good?

The above picture showcases 2 different specimens of Human Hand, the one on the left shows the median nerves which are responsible for the supply function and determine the growth of the fingers. The hand on the right shows certain area of hand covered in Blue, suggesting area of heightened sensation. When a certain area of the hand (or that matter any part of the body) is continuously made to do certain chores repeatedly, the physical appearance of the same can be altered (Now…now...Don’t let your over fertile imagination work just yet!!!Lolz) Finally someone is paying tribute to Darwinian Thesis of evolution centuries after he proposed it. Mudra (Ahmedabad) has quite cleverly/clichedly used the hyperbole route in its creative execution to build awareness for the brand "Nilon Pickles"

The Ad

The ad shows a young man with a peculiarity: an elongated index finger. The story tracks various life stages of the man as he emerges a winner in several situations because of his strange finger, such as winning a swimming race, fixing a showpiece for his girlfriend or handing her a rose to proclaim his love for her.

The climax explains the protagonist’s secret: he loves Nilon’s Pickle since his childhood and his elongated finger is the result of his licking the pickle off his finger!!!

The shocker!

According to Sanjay Menon, executive creative director, Mudra, the ad is a product of a small testing exercise within the agency to find out how people consume pickle. “Even though a bowl of pickle was kept on the table with a spoon, everyone tasted the pickle with their index finger!This led the team to the creative idea. Definately no brainer there!!!The more general observation that encouraged the creative team to tread in this direction was that when one relishes the food they eat, they tend to lick their fingers so as not to waste even a bit of it. To establish a connect to that fact, Mudra took the exaggerated route of the long index finger.

Creative Leap

finger licking is synonymous to pickle, and pickle is synonymous to Nilon’s...Yawn...Yawn...

Sniff...Sniff...Plagiarism???

One may recall that internationally, Heinz ketchup had created a commercial not too long ago, which had a man undergo an operation to elongate his finger just so that he can dip it in a bottle of Heinz and lick off the last few remnants of the ‘impossibly thick’ ketchup (What and Idea Sirje!). Of course Creative directors will rubbish any similaries (Read: no one would even know about the Hienz Ad...so who cares anyways?) and of course they will be ready to tout that Indians have the upper hand here...licking fingers being our national etiquette!!!

Serious Stuff

The pickle sector is a Rs 1,500 crore market, out of which only Rs 400 crore falls under the organised market segment. Sanghavi claims that Nilon’s has a 20 per cent market share in the organised sector and it aims to increase the market share by 4 per cent in the next five years by alloting a media budget of 10 Crores for 2009.


I Opine...

Personally i feel the insight and execution were good, however the ad does not stand out in terms of treatment.Another point on the positive side is its much relieved departure from showcaseing old grannies or mommies passing on the secret Achar Recepies...But lastly i guess one has to wait and watch id Nilon can fight it out with other established players and more importantly the unorganised segment. Strong brand recall (which they will definately build) shold translate into sales (read:theoratically great communication is aimed at driving better off take afterall)

Lolz!!!

What will people say to shop keeper..
Khariddar : O Bhaiya.. Nimbu ka Achaar dena..
Shopkeeper: Kausa Doon Sarkar..
Khariddar :Aare Bhai.. Woh hi 'Ungali wala achaar:)

NILON'S ACHAAR... ZUBAAN SE DIL MEIN UTAR JAAYE"..."SWAD KA ASAR DIKHE UNGLI PAR".