Advertising in the Pandemic’s Reality

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

Advertisements have changed quite a bit to reflect the reality of our daily struggle against covid-19. They no longer casually encourage consumers to splurge thoughtlessly: more and more advertisements are giving us reasons to buy. And more and more products are associating their reasons with the current situation. Handwashes, sanitizers, and Disney+Byju’s aside, there are a few interesting ads. Consider a few examples.

Recently, I was told that Lakme’s lip products have taken a hit, at least as evident from their product display on e-commerce sites. Natural enough, I thought, although I was unable to verify the news. After all, when lips are hidden by masks, the only time you can show off your lipstick is when you are eating (which happens only at home) or when you are in front of a webcam with a virtual audience. Well, that has not deterred either Lakme or Garnier. The same pandemic that has reduced consumption of lipstick (literally too!) has deterred visits to beauty parlors, implying that consumers need a substitute. Lo and behold, here is the “sheet mask” that gives the effect of a parlor-like “facial” in fifteen minutes! See a sample below, from the cosmetics seller Nykaa.

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They are quick but are they nimble?

To start with, a quick note to my readers on the two very similar posts (now hidden) that preceded this post. Those were the side effects of being a researcher in marketing. I wanted to check consumer reactions to reading an article on a mobile screen. In any case, here goes the next post, on the “mobile generation”, an entire generation of youngsters who have grown up on mobile phones.

This generation is fast with the fingers: swiping on a touchscreen is the skill to aspire to, rather than typing on a keyboard, just as typing on a keyboard was once the skill to aspire to instead of typing on a typewriter. Indeed, this post is being written (written?!) on a smartphone where the screen tells me that I have reached 127 words and “where” was swiped as “welfare” by mistake. Deliberately or not, my paragraphs are shorter as I swipe because I feel the need to divide the content on the screen for ease of reading, forgetting that the reading might happen on any kind of screen.

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Google Duo’s New Campaign in India – To What Purpose?

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

Saw an ad for Google Duo the other day, and this one is worth talking about. But probably not worth much more.

It shows the freshest couple in town – who else but actor Anushka Sharma and cricketer Virat Kohli! – at their admirable best. Even earlier, every young couple had wanted to be like them: rich, famous, good looking, and young forever. Now, in this video ad available on YouTube, we see the camaraderie between them as Anushka plays a prank on Virat.

Agreed, the laughing wife and the trusting-but-fooled husband are quite adorable. However, in a video calling market increasingly captured by Whatsapp – everyone uses Whatsapp messaging, and its video calling is seamless with messaging – it is not clear how developing a celebrity-based liking for its brand will help Duo.

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The Changing Actors of Indian Television Advertising [Prize Winner]

This article was first published as a prize-winning entry in the Dec 2018 edition of the campus newsletter on marketing, Niche (Niche on Facebook here and on Twitter @iimaniche). I have added YouTube links to some old ads.

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Some of the earliest Indian television ads have been by the soap brand Lifebuoy. Our parents, if not we, would recall how Lifebuoy entered the market as a long red bar of carbolic soap, often cut into two halves before being used, for that was an age of patent frugality. The bathing experience, with a bucket and mug, was not very similar to the shower in the tandurusti ad, but there you have it: advertising is more aspirational than realistic. How, then, has such advertising portrayed its actors?

First, the children. Who can forget the adorable girl and her sweet way of saying, “I love you, Rasna”? While Rasna might now be passé, the idea of presenting children in advertising, targeting either parents or children or both, is an incredibly winning strategy. Remember the boy beating up a puddle on the road in the Surf excel daag acche hai campaign? As all seasoned advertisers know (and many others suspect), the road to a mother’s heart (and her purse) lies through children.

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Why India Needs Swiggy More Than Ola

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

Before I begin this post, let me confess that I use Ola once in a while. In fact, I was sitting in an Ola cab at a traffic jam when the scene I am about to narrate happened. The vehicle in front of me was a medium-sized truck, and from the exterior it was clear that this truck carried garbage. In that case, why did I give it a second glance? Because there was a man inside! In the garbage part of the van (not the driver side which I anyway couldn’t see), beside the pile of black garbage bags with their mouths tied, this lanky guy stood bent over, his jeans pushed up to his knees, his hands working furiously. He picked out mineral water bottles – the smaller kind that we usually see at parties and throw away so casually – and dropped them into a big grayish bag. Each time he saw water in a bottle, he would pour it on his feet and wipe it down (to cool the heat of standing the entire time in that airless shaking truck?). What he didn’t pick from the black bag were largely paper plates and paper cups, most having some leftovers, so the waste was probably from a party. This activity went on even as the signal changed to green.

Despite all the cynicism that India’s cities (Gurgaon, Mumbai, Delhi, Bangalore, and Noida) have taught me, and despite being told that “this is how the lower classes live, what is your problem, isn’t the AC in your cab running?”, I was shocked. Right in front of me stood a guy who made a living sorting out plastic bottles from garbage, standing inside a moving truck. It made me wonder: is there anything that any of us, seeing and then quickly unseeing the reality in front of us, can do? It might help to segregate waste so that workers like him do not have to repeatedly dip their hands into garbage to retrieve bottles. But segregation would relieve him of his job! Imagine we all decided to segregate our plastic and paper and wet waste. What would happen to our waste workers?

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Where Are the Insects? Account of a Trip to Singapore

Proud and grand in its greenery stood the Botanic Gardens. What I got out of absorbing as much as possible from the Gardens were:

  1. A clear understanding of what a blister means. My first blister ever to come out of walking.
  2. A question: where are the insects? After all, if you have so much foliage, sections of which are labeled ‘tropical rainforest’ you do expect to find beetles, bugs, ladybirds, and all kinds of black things with several legs. Have they been trained to hide during visiting hours, or have they been eliminated efficiently?
  3. Another question: it’s botanical, right, and not botanic? But this is not as serious as the previous point.

Why I hardly ate during the trip: Click here to continue reading.

A Searing Portrayal of Hope amidst Angst – A Review of Arundhati Roy’s ‘The Ministry of Utmost Happiness’

Two pages into the book, or perhaps just a paragraph into the book, you know you are hooked – not in the way an addict is pleasurably hooked to the drug, but in the way a helpless fish is hooked by the cruel inescapable claw that hung innocuously with bait. And you know you will read it cover to cover in a day, despite all other work. Hoping that this irresponsibility of yours, this travesty of your usual route is a one-time affair and will be forgiven.

And now to the book. One of those days when mother was around, and wanted something to read. We Malayalis like to think that Arundhati Roy is from Kerala, and we all liked her-God-of-Small-Things. Let’s see if the new book was available and what it had to say. It was supposed to be good. Anyway the first one had won the Booker. “She writes well,” we told each other. Now what was the title of the new book?

Yes, the library had a copy and yes, it was available for loan. Wonder of wonders, a new book by a famous author was still not “on hold” by anyone. Great. But the library spelt trouble because the book could not be found. Why did I search for it in the shelves then? And why did it get found? Still trouble. Because the book was in fact on hold. By two others. But they agreed to let me read first if I read quickly. Like my friends let me read ‘The da Vinci Code.’ Reading fast is a useful skill.

And when the reading began, there was no ending till the author said so. Because you lived with the characters and what was more, they lived with you, in you. Starting with Anjum-who-was-Aftab, and Saddam Hussein-who-was-a-Hindu, a nameless girl who became Zainab, through Tilottama, Naga, Musa and Garson Hobart, and culminating in Udaya who became Miss Jebeen the Second. The book is an haunting story of hope and despair and the entire spectrum between the two. Delhi is where it all begins, in a warm comfortable home that can no longer contain the discordant notes in Aftab’s mind and voice. But the story is about Kashmir and the “Indo-Pak” (does this two-bit expression ever need explanation?) that’s within all of us. And about what happens to women and children in a war, even an underground war.

Roy’s narrative style is as unforgettable as her story is unforgiving. When a car has to raise its bonnet and boot for a routine bomb-check at a hotel, it seems to be a girl raising her skirts (Shamelessly? Helplessly? Could the two be the same?) When Miss Jebeen the First dies of a bullet wound it is a little rose above her left ear.

There are political references that are clearly left unclear. But who in India will not recognize the Poet-Prime Minister or the Sikh economist Prime Minister? But how does it matter? To whom does it matter? And as Roy asks, do those to whom it matters matter?

This is a book that stays with you. I have already decided to read it again a year later. Not because of its searing insights into politics and psychology but because it speaks in a voice that’s truthful but sensitive. Most importantly, it is intense but does not enjoy the narration of angst. And there is Miss Jebeen.

The Mesmerising Backwaters of Kerala

Kerala is host to a variety of landscapes that rival each other in beauty – the backwaters of Aleppey, the tea plantations on the hills of Munnar, the beaches at Kovalam, the placid rivers that flow across the state, the forests of the Western Ghats, and much more.

This time the backwaters are in focus, as part of the latest campaign on God’s Own Country. Here are some mesmerising pictures. Click on the pictures for a zoomed view. It’s worth it!

Kerala Backwaters 1

Kerala Tourism 2

Kerala Tourism 3

P.S.: Many thanks to Kerala Tourism for sharing these images with me.

 

Better before Cheaper

The last post highlighted an HBR article that mentioned that for companies which wanted to become truly great – to grow and sustain over long periods of time – it was essential to focus on revenues first and costs second. The same article mentions another key factor underlying the greatness of companies: focus on “better before cheaper.”

Better before cheaper means these companies concentrate their energies on coming up with a good product and selling it to their customers much more than they focus on coming up with a cheap product. Yes, there could be market situations where a cheaper product sells much more than a slightly pricier one. But if the price advantage comes at the expense of product quality, then it is unlikely to provide sustained benefits.

One of the classic examples that comes to mind is that of Apple which charges a premium for its products, and, despite this, has cultivated a herd of followers! Had Apple focused on lowering its costs or coming up with cheap products, it would have been just another brand, fading into the background as soon as it came into the limelight.

A possible example for the other extreme could be the Mahindra Stallio where product quality suffered when the company tried to focus on lowering costs. Despite good marketing (see a clutter-breaking TVC here featuring movie actor Aamir Khan) the product had to be withdrawn from the market. Mahindra is, nevertheless, back with a new bike, the Centuro, and it remains to be seen where this product is headed.

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Revenue before Cost

A Harvard Business Review article by Michael E. Raynor and Mumtaz Ahmed titled ‘Three Rules for Making a Company Truly Great‘ suggests that companies that are truly exceptional (which have done well over a long period of time) prioritise revenue over cost. They call this as the rule of “revenue before cost.”

Revenue before cost means that these companies focus on the topline rather than on the bottomline. This is not to say that they don’t try to minimise costs. They do that as much as or better than their peers. But they make sure that they pay enough attention to revenue generators. In effect, they focus on capitalising on tomorrow’s opportunities rather than on solving today’s problems, which is something companies are increasingly realising as important.

For a typical manufacturing company, “revenue before cost” might mean spending more on a specific sales force who bring in new customers, rather than on a new machine that reduces manufacturing cost of parts. However, some online sales companies seem to take this principle too far when they focus on sales even as sales-returns and related costs mount.

Indeed, like any business principle, “revenue before cost” will be an effective strategy only if it is implemented well.