Kingfisher: Will You Fly The "Good Times" By Paying More

Last Weekend when I went to M.G.Road , Bangalore to chill out ( the only work I am doing in Bangalore) I found something amazing, huge hoarding advertising, in the left side “indi-fferent” in blue background and the right side says “Different” in red background and this is followed by “Why fly low-cost carriers? Fly Kingfisher. I thought I have read it wrong as the auto rickshaw was in motion. Why a company would advertising in such a way. Who is the target audience? This position doesn’t cater to the mass market. And seeing the occupancy percentage of airliners these days they need more number of passengers to board. Are the hoarding indirectly advertising for low cost carriers (LCC)? But I was confirmed and stunt by looking the same hoarding elsewhere which reads…….left side “Go like a passenger” and the right “Fly like a guest” and followed by the same punch line why fly…..fly kingfisher. So I thought what the business of right and left and that to with different colour and followed with the same punch line.


Kingfisher want to communicate that what is written in left side that we experience in low cost carriers and the right one with red colour background is experienced when you travel with kingfisher.
It is said that the campaign is directed to degrade other airline that is Indigo. Why to talk about controversies let’s talk about the ideas that has been put.
After breaking my head for quite some time I got some idea why would they advertise in this fashion.
Actually due to current market scenario many travelers shifted themselves to low cost airlines, who before where flying on kingfisher. So to bring back those churn customers the company wanted to highlight this Point of Difference (PODs) when compared to LCCs and win back its consumer base.
And it is always true that every one want to wear branded, eat branded…….and fly branded.
It feels pleasure and upgraded too many when they say that they fly with kingfisher.
To take this advantage kingfisher had designed this strategy. And they want to target the executives and business travelers who have discontinued travelling with them due to bleak economy condition.
I agree with their strategy but if you see the other side of the coin the story may be totally different and it can go against the brand.
By this kind of positioning travelers may have a negative perception that kingfisher is overprized airlines or for premium segment. And this will harm the airline and passengers or rather I should say Guest in kingfisher words would discount themselves first itself that it is a costly airline. I can recall one more brand called “Tanishq” which for quite a sometime had to go with the same positioning problem and was perceived to be overpriced.
And if you ask someone the same question …his obvious answer would be the fare is less in the low cost airlines, simple.
And the truth of the current times tells us that people would save money rather than pay extra for the “Good times” unless otherwise you are totally and clearly superior.

Zoozoo: The new brand 'endorser' for Vodafone

Many are confused and find them similar to aliens (remember Jadoo in “koi mil gaya”); others claim they are animated cartoon characters, while third are clueless. Nevertheless, we have all been sharing our knowledge of these white, undernourished creatures with giant heads as they enter by force our TV screens during the IPL matches.

What’s exciting is that there are some 25 such commercials planned under this promotion, 10 of which are already on air. The aim is to release more or less one ad a day, to sustain attention and curiosity till the end of the IPL.


Some of the ads in the zoozzoo series.........




Six months ago, Vodafone summarized its agency, Ogilvy India, to create unusual characters – the character had to be simple to an astonishing level. And thus, the Zoozoo was born – the name just had to be something fun, memorable and catchy, and not a dull one that’s difficult to pronounce.


Ogilvy researched with numerous characters and finally took its love for ‘egghead’, creating characters that put on the colour white with black dots for eyes and a mouth, and disproportionately thin bodies.





They aren’t animated characters. They are human beings who were made to wear body suits.
Zoozoos were a big challenge to create. The realistic aspects of how they will move, talk, nod and expressing emotion were very important. Essentially, costume design and artwork were crucial elements.




The production team divided the outfit into two parts: the body and the head. The body part of the outfit was filled with foam in some places, while the head was attached separately. To make it look bigger than a human head, a harder material called Perspex was used, which in turn was stuffed with foam with scope for ventilation.

The hands and legs were kept thin, which is why it cast women – and often children – wearing the costumes. The thin limbs, contrasted with big bellies and a bulging head, all add to the illusion that these creatures are ‘smaller’ than humans. Sets were created to suit the size of the Zoozoos.

This ‘size’ was a trick: the creatures look smaller than they actually are on screen, to portray a different world of sorts. For this, the speed of shooting was altered: to make them look the size that they do.

The films were shot in Cape Town, South Africa.

Hats off to the zoozoo team .

My Internship Experience@Awesome

Feb 23, 2009. Strange, how a few days ago I was just a student freaking out with friends in the canteen/lobby of the campus, and suddenly today, I am a responsible intern with Karvy Stock Broking Limited, a Broking company. It was day one of my first internship, but that’s not the scary part. As soon as I entered the office with sweaty palms, I was told that the HR head would have a talk with me. I could feel the tension and unease! However, my meeting with the HR turned out to be a morale booster; I soon felt at home. And he told me meet him regularly so that we can share our learning.

I was assigned under the VP of Karvy to undertake my project(I will introduce him the last para...because ending should always be positive). I was impressed by the professionalism and concept of hierarchy followed in an office. Within days of joining, my teammate and I were given a project. With the help of my over supportive seniors, I know I am doing a great job. Since I want to specialize in marketing and finance, I am taking my work very seriously; after all, my seniors expect results. My day starts at 9.30 am and ends at 5 pm. I firmly believe that sitting in office and doing loads of thinking is not good for health! So, meeting clients is the most exciting part. It brings me more exposure and maturity. So I took time and visited some investor.


And it doesn’t end in this note I also went to some plywood manufacturing and trading companies as my father is in this great business. In Bangalore I went and had a talk with many of them so that it can give loads of idea and exposure to me. Also I was in search of some good business avenues which I can plan for the coming future, and I did so. What am I learning from my internship? Patience and enthusiasm is the key to perfect work. Landing an internship wasn’t as stress-filled as the first few days at the workplace. The whole ‘corporate stuff’ idea was rather wonder inspiring.

During one of the initial days, I was a little confused about the project and its related work, but after finalization of our company guide everything went smooth and it was a awesome to work under him rather I should rectify the statement working with him. As he treated us equally and never differentiated from their own staff and we interns. Frankly speaking he is such a cooperative person….just mind blowing……….idea of each and every field, you can ask him anything under this sun he will crack it……….it turned out to be a ice-breaking session. He thought us both mix of marketing and finance both in such a fashion that u will be master of both. Thanks to them, I have never felt completely lost. And one thing I am forgetting to mention he have thought the concept of HONEST RASCAL which is very true in this era and I think everyone should follow it.

There have been several times when we interns worked late into the night and were then treated to pizzas and maggis. I know this experience is preparing me to take that final plunge into the corporate world. From a no-strings attached college life to routine office life, the seriousness of a career is gradually sinking in.

Aamir Khan Is Back In Action

Aamir Khan is back in action after two years of break with coke. Coke in association with khan rolled out two commercials to be aired during the IPL matches – Bike and Chess – under the Open Happiness worldwide series of coke .

Bike shows a man bringing home a new bike. As the entire neighbourhood participate in his happiness, a neighbour even test-rides it. Khan plays the role of both a speaker and viewer, with a bottle of the coke and declaring that whenever one enjoys the simple moments of life, he’ll find a bottle of Coca-Cola around.


The Chess commercial has two old aged men playing the game, while observers get involved and start siding with the one who’s losing, giving him advice on how to turn the game around. When the loser turns winner , Khan, the messenger, concludes, “Aap Muskurayenge, Bulbuley Gungunayenge.” (When you smile, so do the bubbles in a bottle of Coca-Cola).


Abroad, the interpretation of Open Happiness is about leisure activity or fantasy. The Indian take has been twisted: the way Indians celebrate is different from the way the world celebrates and they celebrate even in the smallest things and all coming together.
Personal happiness becomes a whole community’s celebration, as the new bike becomes an occasion for the neighbourhood to celebrate, or the board game has everyone helping the loser.

‘Bulbuley’ has been used in both the ads certain because it paints a picture of bubbles singing and playing with joy .
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According to me ads are nice but “this treatment of Aamir lacks the freshness the earlier ads had”. If you can recapitulate the with thanda matlab …..ads or Jashn Mana Le it had a excitement touch with enjoyment. And the current two ads are having a emotional touch which is the plus point of the ad.
Whatever may be, khan 44, is constantly reinventing himself either for his looks or something else….he is always in news……………

The Nokia Success

By most accounts, India is among the world's fastest-growing markets for mobile phones. The country has some 270 million subscribers after China and adds 10 million each month. Nokia's market share in India is as high as 70%.
How did Nokia take the lead in the Indian mobile phone market, ahead of companies such as Ericsson, Motorola, LG and Samsung? According to me, Nokia's strategy combined focusing on the mobile phone market, establishing crucial distribution partnerships, making early investments in manufacturing and brand-building, and developing innovative product features -- such as mobile phones that could double as flashlights.
Nokia was completely focused on mobile phones; others had consumer electronics, home appliances, etc. They invested before everybody else -- in the brand, in people, in distribution
Nokia started distributing its phones through a partnership with HCL (formerly Hindustan Computers Ltd.), which had already built an extensive network for its own products. Recently, Nokia has decided to supplement some markets with its own distribution efforts and some markets jointly.
The other big investment area that has set Nokia apart from other telecom firms is manufacturing facilities and R&D. Nokia has several R&D centers and labs in India. More importantly, it established a $150 million handset manufacturing facility in Chennai in 2005.
Building the Brand…………………..
Another crucial aspect of Nokia's investment strategy focused on building its brand. The Nokia range available in India extends from Rs 1499 at the lower end to Rs 45,000 at the high end. Marketing theory says a brand cannot be all things to all people. This is the reason that Hindustan Unilever, with quality built around its brand, refused to match Nirma, which came out with a cheap detergent.
Instead, Nokia is promoting platforms -- music, for instance. With this approach, one model can replace another while the branding remains the same, or is extended slightly with the E series and N series. "Nokia has done well to focus on the 'mother' brand rather than on 'another' brand. Nokia has understood the Indian market by across all segments: the high, the middle and the low end.
In fact some of its models -- the handsets, not the strategies -- are unique to India having a torch built into a mobile phone is a distinct and tangible benefit. Innovation is something which consumers reward in this market.
A cell phone is a huge style icon for the Indian masses: 62% of Indians buy a cell phone because of its looks. That is something that is not true anywhere else in the world. It's as huge a style statement as your watch, pen, cufflinks or bag. Hence, the brand matters quite a lot.
"It is also a driver of a lot of economic activity. It is also the ultimate entertainment device. You have music on it now, in terms of radio and stored music. The day is not far when you will see movie clips and TV.
Being number one also comes with the responsibility to expand the market. You have to show strong innovation and strong initiatives. You have to look at the future and say, 'this is where the future will be and this is how we have to plan for it.'
So it’s a great challenge for Nokia to retain its position.

90-10 PRINCIPLE

90/10 Principle by Stephen Covey

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Why Ratan Tata is not in the top list ?

Here is a Real Story of Ratan Tata. So many people around the world want to know that "What is the Net Worth of Ratan Tata"?
TATA Group is running 96 businesses and out of which 28 Companies are publically listed on the various stock exchanges.Tata Group is world's top 50 Group according to Market capitalization and Reputation.
Have you ever thought why Ratan tata's name is not in the list of billionaire's club? why Ratan Tata is not a billionaire on the Forbes magazine list of billionaire people of the world?
The reason is that, TATA Group's 96 companies are held by its main Company "TATA Sons" and the main owner of this TATA Sons is not RatanTata but various charitable organizations developed and run by TATA Group.
Out of which JRD TATA Trust & Sir Ratan Tata Trust are the main. 65% ownership of TATA Sons which is the key holding company of the other 96 TATA Group Company is held by various charitable organizations.
So this 65% ownership ownership of Tata sons Limited is not reflectedon Ratan Tata's personal Financial Statement but on the various charitable organizations. And this is the reason why Ratan Tata is not in the list of Billionaire club.
If we put this 65% ownership of Tata Sons in Ratan TATA's own personal financial statement then Ratan Tata's Net worth can become more than $70 billion. and that's much more than the Warren Buffet's Current NetWorth of $ 62 billion, the world's richest person according to Forbes magazine 2008.
However, it doesn't mean that Ratan Tata is poor. In one interviews he had told the reporter that, "I have my own Capital". He is the chairman of Tata Group so obviously he earns lots of money every yearas a bonus, remuneration and salary. However, Ratan Tata's Net worth is not $ 1 Billion.
He is not a billionaire on paper. but in reality he is the richest person of the world. His net worth in reality is more than Bill Gates and Warren Buffet. So the good thing about Tata Group is that, They do Charity out of their Money...
And that is the reason TATA Group has generated so much of Goodwill over last 5 generations.

Hats off to the Tata Group.