Does A Spoof Work Effectively in Ad-Land?

4Ps B&M's Monojit Lahiri does a check-out...

If the buzz is to be believed then the SLUMDOG anthem JAI HO has almost replaced the revered JAY HE in popular mindscape! The Congress Dudes, in a cool, communication – savvy move, bought the rights of this ritzy number, did a cool re-mix to suit its “pitch” agenda, put it on a trapeze and swung it towards the youth-specific universe (comprising an estimated 10 crore new, first-time voters, with a sizeable YOUNGISTAN component) hoping it would rock their vote in election 2009. The BJP wasted no time in turning the chart-buster into a parody (spoof?) entitled BHAY HO and unleashed it to an amused (but clearly not motivated or inspired enough) public! In recent times, remember Pepsi’s YOUNGISTAN spoofing Akki’s Thums Up TVC, where he lands up in hospital with a broken leg? And what about Sprite’s dig at YOUNGISTAN with KABRISTAN? Horlicks’ daring and direct rip-off on Complan and Set Wet Zataks, spoof on AXE deos… and of course Cyrus Brocha’s hugely entertaining programme, of last month, on CNN IBN called THE ELECTION THAT ISN’T where he speaks nervously of the new phenomenon that’s stolen the thunder from IPL, the CPL – CHAPPAL PREMIERE LEAGUE!! The latest is the KINGFISHER dig at INDIGO.

Crazy, funny and irreverent as it is, has spoof – as strategy or tactic – really kicked off? Has it demonstrated (proven) clutter-busting, brand-switch qualities that go way beyond the “popular entertainment” format? In short, does spoof work as an effective weapon, instrument or device for the Brand, Manufacturer or Consumer?
 
Leo Burnet’s Creative Chief Pops Sridhar is first off the block. “It’s like life. When a younger brother cracks a cheeky broadside against the older one, there is a gasp of surprise… and delight! It’s the typical underdog syndrome. However, if the opposite happens, it’s generally considered unfair, a battle of unequals and in bad taste. Which is why Pepsi can forever take a dig at Coke, but never vice-versa, because Coke is the bigger established brand and doesn’t deem it appropriate, dignified, fit (or necessary) to respond in a similar vein. Set Wet Zataks rip-off on AXE similarly, is not unexpected because it’s both small and unknown and spoof is a great way to zoom into popular mindspace; but Horlicks’ hit on Complan demonstrated both bad taste and insecurity considering it’s the bigger brand.” At the end of the day, Sridhar believes it’s really the Brand Managers and Marketing Chiefs getting their jollies at the crack they had at their competitor’s expense rather than creating a serious dent. “Barring a very few exceptions, it remains a spectator sport and is nowhere near a marketing weapon.” Redifussion Y&R’S NCD Sagar Mahabaleshwarkar adds his spin to it. He believes that “the context is important and this device has to be factored in only after very serious thinking.” He cautions against the use of spoof in recession-driven times, considering it too much of a self-indulgence and luxury. “It can never work long-term and is best seen as a fun thing. Like a chutkule. Generate a smile and move on.” (Rather interesting comments coming from an agency that very recently unleashed an outdoor campaign for its client Kingfisher, having a not-so-veiled dig at Indigo!]

Response’s Sid Ray (Kolkata) brings a fresh take. He believes that spoofs by their very nature are short-term strikes, “a kind of hit, provoke surprise and shock, offer delight and laughter and move on! It’s a tactical move to elicit instant or quick response and I think all sane communicators are aware of this.” Dentsu’s ECD Titus Upputturu reckons it “gets the eyeballs, visibility, buzz, even notoriety, for it to capture the popular mindscape and pre-empt heavy duty word-of-mouth publicity BUT in terms of all this translating to sales… I am not so sure. As an ROI vehicle, I guess it doesn’t sweep the polls.”

The last words have to come from Ogilvy’s Delhi-based ECD Ajay Gehlot, who is the mastermind behind SPRITE’s endless saga of really, smart and witty spoofs! “I would rather call it Posturing-bashing or Pretension-busting! C’mon guys, a carbonated drink is a carbonated drink, okay, it’s not life-defining or soul-enriching for chrissake, so let’s cut out the crap and cut to the chase! Hence SEEDHI BAAT, NO BAKWAS. It’s a direct, no-frills and sharply-targeted positioning strategy we have consciously pursued all along and by all reports and findings, we are spot-on!”

Everything considered, some facts need to be quickly remembered while playing this game. Spoof is PANGA and therefore, as a genre, lends itself best ONLY to FUN product/service categories. Also, personality of the brand-fit is critical before leaping into this space. Products driven by vision or values should be avoided like … Swine flu! The ads should be genuinely funny and aimed at iconic brands, preferably with topicality spicing it up. That way, you hit target, guarantee brand recall … and the best … cash in profitably (even short-term) riding on someone else’s popularity… 

Does A Spoof Work Effectively in Ad-Land?

Enter : BRAND RAHUL!

[Is Rahul Gandhi India’s hottest brand, post elections? 4Ps B&M's Monojit Lahiri attempts a checkout]

In the beginning came the outpouring … (The heir to the throne. Politics’ new Prince Charming. The Dimpled darling.) Then came the (tsunami?) gush from the fairer sex … (Mr. Most Eligible; Classy. Cultured. Intelligent; Stable, good looking, sincere; A Guy you can confidently take home to mom; Hot n’charming; Cool, new-age and savvy; Humble, understated) Suddenly Rahul Gandhi is the new Rock-star, youth-icon that Youngistan is rooting for! What makes Brand Rahul sizzle? More importantly, is he really a brand?

The irrepressible Alyque Padamsee fires the first salvo … and does so with typical flourish. “Rahul Gandhi is most certainly a brand! He represents youth, dynamism and new-age thinking, as is manifest in the way he leverages technology to connect with the masses. I don’t know why people are so cynical or against branding human beings … We live in a market-driven age and each one of us, in our own way, is a brand. JWT’s Creative Director Sonia Bhatnagar, (who worked closely on the Congress campaign), shares the veteran’s enthusiastic belief and reckons that the dimpled darling’s charisma, transparency, sincerity, down-to-earth demeanour and relentless focus on galvanising youth to help the disfranchised, needy and backward rural community in Uttar Pradesh swung it in his favour. “Add to that his cool, good looks and confidence, along with his inspirational leadership qualities – and you got a hip, hot n’ happening brand on the block!”
 
Hive’s Sushil Pandit – a veteran in engaging with political advertising – presents a perspective reflecting gravitas and sober logic. “First things first. Rahul is really more of a sub-brand. The mother brand is the Nehru-Gandhi name, but having said that, I think this euphoria has to do with the fact that this quiet, low-profile young man has actually been able to turnaround a floundering party and scored in the most critical arena of all – Uttar Pradesh!” Pandit believes that this is a classic case of attributing to the brand, qualities it does NOT stand for! “For example he is most certainly not a visionary yet. Young, innocent, charming, fresh … certainly. However, does he have the ability to see, understand, engage with and solve the vast, complex problems that plague this huge, diverse country of ours? Remains to be seen.” Unlike Padamsee and Bhatnagar, Pandit is uncomfortable about branding politicians … “For me branding inanimate objects make sense but human beings change, evolve … I think it has to do with marketing gimmickry in a world that is fast becoming a market place …” Future Brands’ Santosh Desai wraps up the debate, in style. “The phenomenon is fascinating because just a few months ago he was seen as politically naïve, belonging to an elite family and totally disconnected, from grassroot Indian reality. Suddenly, he is not only the STAR politician but also Mr. Eligible, the man who saw tomorrow, youth icon, an agent of change … the works!” Desai believes that this overpowering, multi-dimensional projection has something to do with youthfulness, being a surrogate for telegenic and the compulsive need to consume Rahul Gandhi in a particular way. “It is amazing that his astonishing victory in Uttar Pradesh seems to have been hi-jacked in the public eye by just two simple characteristics: youth and success. Everything else is a spin-off from these two traits.” Desai believes that it is unfortunate that things worth celebrating – placing the long-term above the short-term and endeavouring to institutionalise some processes – (both, more old-fashioned than youth-driven moves) are being perceived as new-age initiatives! Regarding BRAND RAHUL, Desai believes that a brand is about identifying and resonating with an ideological core, with a set of predictable actions. “For me, so far Rahul Gandhi is nowhere near a brand because there is no clear sense of what he is all about. He is emerging. What he really stands for and represents – Brand values – may come soon. Unfortunately the word is bandied about by one n’ all and has become cool n’ fashionable to flaunt and coming to mean anything or anyone that is popular.” So from Brand Obama and SRK to Brand Kamasutra and Amul Macho to Brand Pepsi, Coke, Sprite, Thums-up and Mountain Dew to Brand Mumbai, Delhi, Gujarat and India … and now Brand Manmohan and Rahul, anything goes! 

Enter : BRAND RAHUL!

SPIRITUALITY AS FMCG!

4Ps B&M's Monojit Lahiri investigates this new phenomenon that is gaining frightening and hysterical dimensions in the ritzy, glitzy and glamorous metros of a nation that continues to look west for self esteem!

It is an astonishing paradox of human life that, with progress, sophistication, modernity and success comes depression, loneliness, alienation and insecurity! Today in year 2009, as we scan the lifescape inhabiting planet earth – with special reference to the so- called advanced and developed western countries – we find startling horror stories of dysfunctional life amidst plenty. Why? Because nothing in this world comes for free and the first world joys offered by the enticing packages called Consumerism and Globalisation come with a sinister price-tag! Family life, social life, cultural life, intellectual life … everything is sold at the altar of moving up in life. So, what’s next? What is the solution? Where is the salvation? Enter the marketers of Spiritualism…!

Declares today’s hot young, controversial film- maker (Dev D, Gulal) Anurag Kashyup, “If you have a Sapnon Ka Saudagar, why can’t you have a guy hawking spirituality?! The con-game is the same, boss!” On a more serious note, Kashyup believes that in today’s troubled and recession-hit times where tension and pressures rule the roost, spirituality is in high demand and low supply. “Hence, the smart, shrewd marketer who has his ear to the ground and is able to think on his feet, can do wonders – for his desperate clients and laughing wallet.” He cites the example of Astha and a host of similar TV channels which enjoy a wide viewership cutting across all stratas of society. He also points to the success of Rhonda Byrne’s The Secret, Robin Sharma’s The Monk who sold his Ferrari and most of Deepak Chopra’s best sellers. Sister Yogini of the Brahmakumaris (a spiritual movement like The Art of Living, The oneness university, Isha Yoga) looks at it differently. She admits that a lot of seekers come to them because they are freaked out by life’s pressures and desperately desire peace and happiness. “Our movement is not necessarily about renouncing the world but offering peace and progress within the confines of daily life.” Adds Avanti Birla, high profile businesswoman, “Spirituality for me is as much about fulfilling my responsibilities at a personal level as it is about connecting with it in a societal way.” To Parmeshwar Godrej, Mumbai society’s celebrated diva and social activist, “The real path is about self-discovery.” While she agrees that there is a trendy, hybrid spirituality being marketed, she believes that people are evolving all the time and their personal sense of spirituality doesn’t necessarily depend on what’s written in the instruction manual.

The irrepressible Prahalad Kakkar in typical forthright fashion, provides a cool conclusion. “It’s like selling coals to Newcastle! C’mon guys, we are, historically and traditionally, a spiritual nation with rituals and beliefs embedded in our psyche. Whether it’s the sandhya-deep accompanied by conch-shells at dusk or the vision of what life is about – Karma, Maya – spirituality remains an intrinsic part of our being. Unfortunately, pathetic West-apers that we have become, we seem to be enthusiastically buying - into their hard-selling spirituality to us in the form of a fashion thing; a with-it and uber-cool solution to all worldly problems that blitzes our sense of peace and contentment. Its sold – and bought – (like in the West) as a quick-fix, a fevicol for the battered soul, imagine! But then, at the end of the day I guess it makes sense to remember that we live in an age of Vigyapan not Vigyan, brother… So just about anything goes!”

SPIRITUALITY AS FMCG!

STRANGE BEDFELLOWS?!

4Ps B&M's Monojit Lahiri almost reaches for the smelling salts while attempting to decode this new, never-before connect between two completely different entities – Adland & PSUs!

Advertising and Public Sector Units (PSUs) have always been the perfectly unmatched jodi! Jargon-flashing and deeply entrenched in the business of brand-building, strategising, brainstorming and generally leveraging creativity as that critical catalyst that makes a difference, hot-shot ad agencies have always perceived the PSU universe as deadly dull, boring, format-specific (5 pics of politicians, a corny headline, some facts and figures… ugh!) and stayed away. Where was that opportunity to fly with an idea that was truly creative and transformational? Where was that need to use cutting-edge communication to entertain, enlighten and empower? It was all so one-dimensional, tame and listless… So, suddenly (in the last couple of years) why this change of heart for ad agencies? Why this sudden, collective dash to empanel themselves with PSUs? Have PSUs become communication savvy overnight? Have ad agencies realised that acting snooty and arrogant is their loss? What?

Chetan Varma of PowerGrid Corporation of India Ltd. analyses the situation and says, “I think we reside in two different worlds and if this fact is not understood and their normal FMCG perspectives are applied, it would spell disaster. That’s what it was with our earlier agency.” He adds that the present one has demonstrated a genuine desire to understand their culture and communication needs and therefore, is in a better position to deliver. He also believes that the Top 20 agencies should look at PSU advertising both as a challenge and an opportunity, only then would they be able to adapt and perform. But regarding adland’s sudden move to PSU zone, Varma admits that it has to do with change in the PSU mindset. “We are into reality checks too and competition is making us look at communication as a critical ally.

NTPC’s T. S. Rajpoot also agrees, “It’s true. Our empanelment process is on and we find quite a few top agencies, who wouldn’t condescend to even look our way earlier, pitching energetically. How times change!” Apart from changed mindsets, both Varma and Rajput are of the opinion that the R-word has played the biggest part. All the bravado, posturing and big talks is fine but at the end of the day, when funds take a hit, its wake-up-and-taste-the-coffee time! “Our portfolios may not be as sexy as the FMCG lot, payments (sometimes) maybe delayed too, but they will definitely be paid. No ad agency has ever not got its fees from PSUs.”
 
Ad consultant, Jo Sachdev, however, brushes these off with all the arrogance that his 28 years allow. “All this is hogwash! If the biggies are evincing interest, its not because the PSUs have suddenly seen the light and turned professional. It’s because many agencies have taken a bad hit in terms of ad-budget cuts or lost money with clients and therefore realised its better to be safe than sorry – and great adrenaline-pumping work be shoved in the freezer, temporarily!” Sachdev openly challenges the PSU guys to throw up even six really good campaigns in recent times. “Apart from the odd SAIL & Air India ads, nothing truly fantastic comes to mind. This is all delusion of grandeur!”

The BHEL Corporate Communication team begs to differ. While they agree that earlier communication may not have enjoyed great professional attention, the early nineties – opening of the economy – marked a turning point! “All sensible PSUs saw the writing on the wall and made genuine efforts to re-invent themselves in terms of corporate persona because they categorically understood that in the age of competition, image did matter.” This impacted the way they looked at communication and their interaction with their vendors. Today the finest corporate film makers and exhibition specialists are keen to work with BHEL because they believe that they are very particular about quality. However, the BHEL group argue that “the biggest reason could be the slowdown. Safe, reliable and sure-shot payment of bills can be the most reassuring of all attributes in today’s scary wish-list of the recession-hit ad land. No two-ways, there!”

ITPO’s Soma Chakravarty agrees. “PSUs have covered a lot of distance in the last few years and have consciously striven to be in the zone. At ITPO, the entire team remains focused and committed to connect only with ad agencies who understand our basic vision and mission and execute the given task with quality and speed.” While she agrees that there are limitations, she believes that everything can be surmounted if professionalism plays a starring role.

At the end of the day, it’s not so complicated. Some of the biggest names in the PSU universe have indeed over time made effort to professionalise, if they wanted their vendors to respect them. The larger, FMCG-driven agencies (for their turn), have also pulled back to have a fresh look at the big picture and figured that broadbasing their bandwidth to connect meaningfully with this lot would be profitable. Also, the smarter shops realised that instead of mocking them or pulling them down, trying to understand the PSU’s special and different brand of communication needs and delivering the goods, might be a better idea.

And sure, the slowdown really helped this cosying up. Is marriage on the cards? Wait n’ watch... Picture abhi baaki hai, mere dost! 

STRANGE BEDFELLOWS?!