5 Endearing, High Impact and Outstanding Indian Advertising Campaigns of 2016

As the year comes to an end, my resolve to create content that will help my students to master advertising has only become stronger.  Coming soon my blog devoted to the world of advertising through which I will capture and chronicle insights and imagery behind some influential campaigns.  While my focus will be on advertising in India, I hope to share some views on global ad campaigns.

To kick start my endeavour, I present a look at 5 of what I consider the most Endearing and Outstanding Advertising Campaigns of 2016:

Amazon #AdjustNoMore

In July, 2016, Amazon India came out with their latest campaign titled #AdjustNoMore.  An integrated campaign which is spread across press, outdoor, radio, television, outdoor and digital media, it encourages us to let go of our habit of making do with the second best.  The campaign weaves simple stories around common people to highlight its wide range of accessible products which are within our reach with the Amazon app on our phones.  Positioning Amazon as the enabler who with a flick of a mobile phone screen helps consumers get what they want, when they need it, the campaign is something consumers can easily identify with.  

Kindle E-Reader #JoyOfReading

In a bid to drive the sales of the Kindle E-Reader, advertisements highlighting the joy of reading have proved to be endearing.  Whether it was the nosy mother trying to get a peek at what her young daughter is reading or a little girl trading places with a strange boy in a bid to do a random act of kindness, all the TVC’s of the brand have focused on how joyful the reading experience can be with the Kindle E-Reader. 

#PaytmKaro

In a bid to position itself on television, Paytm has launched a commercial that showcases a range of areas where Paytm users can make payments. Highlighting the ease with which you can pay for anything ranging from auto fares, grocery bills and petrol pumps through a mobile phone app. While the advertisers are at it they also show you how you can use Paytm to send money to relatives, book movie tickets and pay for utilities and highlights the QR (quick response) code scan feature of the mobile app.  It also shows how Paytm users are now across different age-groups. 

Hero #RagonMeinRaftaar

Hero Motocorp has rolled out the 'Ragon mein raftaar' campaign with a soundtrack titled the same; the TVC shows several young men and women preparing for various endeavours. The message is loud and clear, to drive young India into the future.  The campaign caught my eye because it captures the energy, enthusiasm and passion of an athlete, biker, boxer and dancers alike.  #RagonMeinRaftaar when speed flows through your veins!

Rajasthan Toursim Jaane Kya Dikh Jaye

Another outstanding, eye-catching and impactful campaign is the one by Rajasthan Tourism.  On January 15, 2016 the state rolled out the 'Jaane kya dikh jaaye' multi-year, multi-modal and multi-narrative domestic and international campaign.  Comprising of six films, of which five are named after the protagonists Arya, Meera, Huan, Jane and Binoy who feature as tourists in the videos. The sixth film is a stop-motion animation on sand and reveals the new logo of Rajasthan Tourism which is simple and effective; two birds make the eyes and two camels, a moustache.

What struck me about each of these campaigns was the innovation, simplicity, ease of extension along various media and the ability to connect the brand message with day to day lives of consumers.  

Business Entrepreneurship Assignment

In our assignment that will span three months (August-October 2011) my business entrepreneurship students will work towards making a difference to micro business owners in Pune City.

The assignment includes a series of tasks:

1. Identification of one micro business owner in Pune city such as a vegetable vendor, flower seller, small vendors selling snacks on a cart, doorstep vendors, people selling goods at traffic signals.
2. Working with this vendor over 2 months (Dec '16 to Jan '17) to help him/her/them overcome their business problems
3. Talking to the vendor and listing down his or her problems
4. Working together with him/her to find viable solutions to overcome those problems
5. Monitoring the results of your suggestion and solutions

Methodology: Making a short film on the background of the vendor by getting him or to talk about himself/herself.  The film should include clippings of a day in his/her life.  Before and after responses (relating to problems and solutions suggested by you).

You can make this film on your mobile (as a video) or shoot in on a handy cam (just to validate what you say).

A written report on the project to be submitted by each student in January 2017

We are all connected

Being a teacher by profession, the summer break that lasts 6 weeks is something I look forward to.  This summer my plans for a vacation were spending time with a friend first and then going to visit family.  However, the best plans can be derailed.  The friend had a crisis and did not come as planned.  Family visit too looked dicey.  In the end I decided, instead of twiddling my thumbs waiting for things to happen why not make things happen?

I had some time back connected with Rachna Dushyant Singh, the moving force behind Ankuri, an acronym for agency for non konventional urban rural initiatives.  Based in uttrakhand, a state known for its natural beauty their literacy program and knitting program were of interest to me.  I wrote to Rachna asking if it would be okay for me to visit.  She wrote back promptly and said I should come and see how they work and stay for as long as I like.  The interns from university of Michigan and Clarke university were there and I could help with a summer school they were engaging in Dehradun.  

Tickets booked and en route to Dehradun, I must admit I had mixed feelings.  I didn't know what exactly I was going to do.  Very rarely do I do things without planning and this was one such no agenda project.  However, I had no fear, even as I was charting unknown territory, it was as if a higher force had taken control, the reins were not in my hand and I did not mind that.

Once there I was struck by the beauty of thikana, a rustic homestay, run by Rachna and her family at bharatwala, about half and hour away from Dehradun.  The warmth and care with which her family opened their home and hearts to me was something I will always treasure.

I learned so much from everyone I met there.  In Rachna I found the tireless urge to do something, a single minded determination to work for others, to make a difference and to speak her mind.  She always had a kind word to say to everyone, be it a young village lad who came looking for work at the homestay, the village folk or the knitters who were part ankuri's knitting program.

From the four interns I met I learnt how determined and focused young girls can be( rather they should be).  As young teachers their enthusiasm and energy was impressive.  Together we made lesson plans, brainstormed and worked on posters for the school.  Long chats in the gazebo and after meals gave me insights into the person behind each one of them.  I even ended up teaching 3 out of 4 of them crochet.

Teaching kids in their early teens is something I have not done.  But I enjoyed my time reading from the jungle book, playing games and indulging in craft with my class.  Assisting is different from being in charge and for a change not being in charge was liberating.

Eight days went by too quickly.  But at the end of it, left me richer!

Richer in terms of-

The friends I had made- Rachna and her family and the interns

The children I met and interacted with touched my life with laughter and pranks.

The knitters- women from the village with their faces etched with smiles and the lines that life had imprinted- reinforced my belief in the power of hand work. 

In knowing that we are all connected.  Nothing is an accident.  Everyone who comes in to your life is meant to.  A karmic connection as Rachna called our bond.

How to Use Ayurveda To Combat Common Baby Health Problems

Going the natural way perhaps is what everyone’s grandmothers taught them. My paternal grandmother always had a recipe that she would quickly put together and brew, grind or mix to give us for our colds, coughs and stomach problems.  Here is a look at some natural remedies I’ve used and come across for the most common problems that plague babies: constipation, cold and chest congestion and skin problems. 

Eating healthy and administering simple home remedies to keep your baby healthy and happy is the key.  In times when parents are pushed to their limits with work pressures, what I’ve tried to put across is some simple ways that can be used by anyone anywhere.  None of this takes up a lot of time and the good part is the quick relief for your baby.  While you take time to stock up on antibiotics a trip to the herb store is all you need to get the above ingredients together. Now isn’t that easy?

Constipation

Constipation in babies and younger children can be painful and the problem is compounded because the child gets restless and is unable to let us know what’s wrong.  Food is the most natural way of administering treatment and nourishing our bodies.  Which is why soaked raisins or dates (in milk or just warm water), high quality organic honey, bran, sesame seeds, fruits like mango, papaya, grapes and fresh figs (mashed or diced depending on the child’s age) work well as natural laxatives. 

If you are looking for a really quick and simple solution to the problem then nothing works better than a cup of warm milk before bedtime with one teaspoon of ghee (clarified butter) added to it. 

Cold and Fever

As parents it’s natural to get a little more than rattled if your child has fever but the key here is not to suppress it.   Apply fresh onion juice to the child's navel region at the same time applying a cool cloth to the forehead to protect the brain.  Pomegranate or fresh orange juice is nutritious and effective in controlling fever if consumed in moderate quantities. 

Other useful drinks are ginger tea and Tulsi tea which can be prepared as follows:

Ginger combined with equal parts Yashti madhu (Licorice root) and some raw honey helps in decongesting the chest. Tulsi tea can be prepared by adding 1 teaspoon of Tulsi powder to 1 cup of hot water. Chest congestion or restricted breathing can be eased by warming sesame oil, or ghee with a pinch of rock or black salt and massaging it onto the chest followed by a eucalyptus steam inhalation. 

Skin Care

Which parent hasn’t dealt with diaper rash?  This big demon of childhood can be scared away by adding 1 to 2 teaspoons of Kumari (Aloe vera) juice into the baby's drinking water. Not only will it soothe the rash, it is also a great way to tone tissues, promote overall healthy skin and aide digestion.

Making a Difference to Micro Businesses in Your City

In our assignment that will span three months (August-October 2011) my business entrepreneurship students will work towards making a difference to micro business owners in Pune City.

The assignment includes a series of tasks:

1. Identification of one micro business owner in Pune city such as a vegetable vendor, flower seller, small vendors selling snacks on a cart, doorstep vendors, people selling goods at traffic signals.
2. Working with this vendor over 3 months (Aug-Oct 2011) to help him/her/them overcome their business problems
3. Talking to the vendor and listing down his or her problems
4. Working together with him/her to find viable solutions to overcome those problems
5. Monitoring the results of your suggestion and solutions

Methodology: Making a short film on the background of the vendor by getting him or to talk about himself/herself.  The film should include clippings of a day in his/her life.  Before and after responses (relating to problems and solutions suggested by you).

You can make this film on your mobile (as a video) or shoot in on a handy cam (just to validate what you say).

A written report on the project to be submitted by each student in November 2011

How to Manage Your Examination Time: 3 Vital Pointers for Students

As a teacher my job demands include working an as invigilator.  Supervising a paper usually takes up three hours of time or two depending on the duration of the exam.  Over the years I’ve watched students take several exams and one thing I've noticed is that students either don’t use their time well or they don’t use it at all.

This blog post is for you if you plan to use your examination time well…That is you plan to make judicious use of your time.  Here’s how you can make your exam time work for you…

1.       Take Stock

How much time do you have? Typically a final examination paper that carries 80-100 marks lasts for three hours.  You need to know…

·         The duration of the exam

·         How many questions you have to answer?

·         What is the paper pattern?

Most of this information is available to you ahead for the exam so it’s important that you take steps to find out about this much before your exam.

The paper pattern is very important (check for any changes that may have been introduced so that you avoid last minute hassles) so that you can plan how much time you can devote to answering each question. 

2.       Divide Your Time

As a rule of thumb, I would say…

·         Spend at least five-ten minutes reading the question paper

·         Mark the questions that you would like to answer (in case you have options)

·         Opt to write the answer that you know best first (first impressions are last impressions)

·         Decide an order in which you will write beginning with what you know best to the least preferred answer

·         If you have five questions to answer and each of them has equal content then divide 160 minutes by 5 and devote 32 minutes to writing each answer

·         Save the last five-ten minutes or so to underline, mark points and check for neatness and correctness

3.       Save Some Time

Wherever you can…save time…if you aim at answering one question in 35 minutes, try and complete it in 30-32 minutes, that way you’ll have a good amount of time on hand in case you want to make any corrections/changes.

Once you have finished writing, the time you have saved can be used to…

·         Check if you have everything covered

·         Check that you haven’t missed any question

·         Check that you have done justice to each and every question

·         Underline points

·         Draw neat charts, diagrams and flow charts wherever necessary

·         Read over your answers and add missing links wherever required

Most students complain they never have enough time to write.  The trouble is you have time…you just need to plan your reading and writing work well and you will be surprised at how well you have managed time!

Sloving Real Life Business Problems: Stretching the Learning Curve

Problems are precursors to solutions.   They are also precursors to new products and services.  Here's how teachers can make problems precursors to learning.  Here is an experiment I carried out with my first year students...

 While the study of cases relating to successful businesses helps students to understand what works best, the study of businesses which are failing or struggling to carve a niche is much ignored. 

 “Under the Mango Tree” is an organization which is working to promote bee keeping among farmers and is engaged in the production of non-synthetic honey.  The organization was looking for some ideas to aid successful commercialization of their product in Pune and the students were asked to come up with low cost solutions which did not involve advertising as it was unaffordable. 

Students of the first year BBM (IB) class visited malls, small shops and grocers and made suggestions like two day promotions at malls, hiring table space at M.G. Road walking plaza, stalls at schools on parent-teacher meets, diversification of the product in to capsules for face washes to capture the interest of people looking for natural beauty products, etc. 

These ideas were then passed on to Ms. Vijaya Pastala, the founder of “Under the Mango Tree”.