Tuesday, November 13, 2012

Is the success of Kolaveri being taken too far?

Published at Soundbox.co.inIndia’s Premier B2B Music Magazine

In trying to replicate the viral success of Kolaveri, are brands losing their primary focus of communicating with the target audience? The latest TVC of Tata Nano with Dhanush and team proves that Kolaveri can only go so far. Tuba Raqshan gets a three dimensional view on why the TVC failed to excite the masses it was meant for.

Viral Thaker
Founder CEO | TheSocialPeople
The writing on the wall is clear. Kolaveri is a viral masterpiece and all else is cheap replica. And, Tata Nano’s TVC with Dhanush falls in the latter category. “Kolaveri is the height of anything going viral. When done for a second and third time, people tend to compare,” reveals Viral Thaker, the Founder – CEO of The Social People, a one-of-its-kind social media and viral marketing venture.
Dwelling on the marketing strategy, Viral feels that Tata Nano had a great strategy to start off with. “Nano campaigning, a form of marketing where the communication is customised towards a select group was employed by Tata Nano initially. They focussed on the Nano as a low budget car – reengineered and desi made. Their Khushiyon Ki Chabi TVC was awesome. But the latest one with Dhanush just shows their desperation. It looks like the marketers didn’t want to leave any stone unturned,” he adds.

Lost in translation

Vetri Maaran, the director behind the TVC, divulges that it was just meant to be a music video. “We didn’t know that it would be a commercial. We actually wanted to make a music video for Nano exclusively for going viral. I was the last person to join the team. Ani (music director Anirudh Ravichander) had worked on the music. I heard the track and we started working on it,” he explains, adding that they wanted to do justice to the product as well as the music. “We wanted to bring out the USP of the vehicle which obviously was its size. That it has an edge over other cars, especially in crowded metros,” he affirms.
Mohanarangan (more popularly known as Mo) who was earlier the Executive Director and Brand Head for Dentsu (Chennai) is quite happy that the South Indian style of music is popularised through such videos. “I’m quite happy and proud about the music, which is specific to Chennai beats in the song and style of rendition. As a person from Chennai, the acknowledgement of music is quite a good thing. But as a TVC, if you look at it, it’s too similar to Kolaveri and Dhanush’s Sachin anthem. It’s like flogging the horse which is not so hot. It is a sedate form of expression when they want to speak about the car,” feels Mo, who has over 21 years of experience in the advertising industry and is currently running his own creative services called Mophysis.

Humming an old tune

Music plays a vital role in creating brand recall and Vetri Maaran nods in agreement. “Sometimes, music becomes the brand or an anthem of a brand. It becomes the face of the brand. For instance, take A R Rahman’s tune for Airtel. Once you hear that track, you identify with Airtel immediately. That’s the strength of music in commercials. A good track can speak about itself,” he reaffirms. “Or Nirma, where the jingle is so powerful that it has been embedded in the consumer’s mind. The brand has been using the same jingle for 20 years now,” emphasises Viral.

Grave disconnect

Clearly, the association with Kolaveri hasn’t worked for Nano, either virally or otherwise. And Mo feels that it’s largely due to a lack of clear communication. “There is an audience disconnect. Earlier, Tata Nano had tried to communicate with the youth. Remember the ‘Let’s go for chai’ TVC? But, youth crave for speedier machines and a status symbol. Then, they tried to establish the Nano as a family car, saying that there’s enough space,” explains this creative consultant. “I don’t think that this TVC has done too well virally. People are watching it out of curiosity. Even if the video were to go viral, Tata Nano’s brand would only be positioned in a negative way,” reiterates Viral.

Social challenges

Mohanarangan K. (Mo)
Talking about the social media and viral audiences, Maaran feels that more could have gone into the commercial. “I’m really upset. I should have taken more care. There were many places which could have been done better. The viral audiences watch a video many times and find faults which even we overlook. That’s a challenge and we should have given it a serious thought,” he rues.
Having worked on campaigns like Aircel’s Save The Tiger, Mo believes that going viral is just the last step in the process. “There has been a lot of hype about viral marketing and social media but if you look at it, in terms of communication vehicle, its right at the bottom of the cylinder. I won’t advocate the use of viral or social media solely for a brand – it doesn't work that way,” he concludes.

About SoundBox.co.in
Sound Box is India’s Premier B2B Music Magazine with a mission to provide credible, authentic information and analysis of all that is relevant to stakeholders in the Indian music industry. With presence across all major cities in the country,the content of Sound Box pans around:

  • News updates of the music industry, content aggregators, telecom operators, TV & radio broadcast industries.
  • In-depth features on market trends
  • IPR and legal analysis
  • Exclusive artist interviews
  • Comprehensive music charts from telecom operators to retail outlets
  • Columns from industry experts
  • Coverage of music fests and live events

Saturday, November 10, 2012

Why it is time to get your business a Social Website.

Viral Thaker
Founder CEO | TheSocialPeople
With all the roll-drums and bugles around Social Media and Social Marketing most of the businesses have completely forgotten their most powerful and greatest tool of marketing – Websites. No matter how immensely powerful your marketing campaign is, your target audience would still go to check out your website.

This might be one of the most logical and simplest thought but I happened to get this realization during one of my client meetings where they were very keen on a unique social media strategy to increase their online presence and generate business inquiries whereas their existing website was outdated and not up to the standards of the Web2.0 world.

Yes! I write and prophesize a lot about social media and its immense scope of building your business’ brand experience and outreach but I keep emphasizing to all the people I come across that Social Media Marketing is not a separate independent initiative but goes hand in hand with your traditional marketing initiatives.

In a quick research it came to my notice that even today over 90% of the people who want to know about your business offerings visit your website to validate your products/services. The rest 10% check your social media channels to get reviews, consumer opinions and peer feedback. This undoubtedly makes your website a most powerful marketing arsenal that your business has.

Now just imagine what if you give the best of both the worlds i.e., a website that is equivalent to a social networking site. At TheSocialPeople we’re currently redesigning a beta version of our new website after a span of one year and I confess that we had to really think hard before we finalized a route. This was because we had to ensure all the below three rules of social networking:
  1. The website should not be over loaded with content
  2. Design a U.I and U.E that enable visitors an easy & logical navigation
  3. Content creation that will enable people to populate their friends and friends-of-friends.

Once we were able to finalize route based on the above 3 thumb rules we once again had to sit and brainstorm on the rudiments of a social website. After a lot of discussions and arguments we were finally able to have a consensus on the below 6 core elements that needs to considered to create synergy and relationship between your website and social sites.

After reading this if you are considering your website makeover, below are some the check point you can consider:
  1. Keep it as plain as vanilla.
  2. Social Integration that enable your visitors not only to connect with you via your social sites but also to share your content to their network of friends and friends-of-friends.
  3. Providing a back link for all possible content to another page or channel. I’m sure it goes without saying that content is the king but context is the emperor. Back-links would give your content that needed context.
  4. Ensure you have more of visual content than textual. Visual content penetrate the sub-conscious mind of consumer as compared to textual that tends to be overseen.
  5. Mobile phone compatibility and optimization. 38% of your website visitors on an average use a mobile device, specially the crowd that is enroute social media.
  6. Personalized Marketing Automation to smartly automate your marketing maneuvers in a controlled manner to ensure a maximum outreach and engagement.
What in your opinion are the other check points to ensure your websites are socially engaging? Share your opinions below.