Job hunting can be very tiresome, sucky and all those adjectives which convey quite the negative sense of zero involvement in doing something. Just because of the great powers of the internet overlord, I just realized we can do the same using none other than Time Magazine. Oh well !!
File it under other achievements / information and it will quietly act as an inflexion point on the resume. In addition to the great keyword combination – “Person” “of the” “Year”.
Nay sayers might say that only Peter Norvig can get away with this, but yeah also the other 6 Billion homo sapiens as well.
In two words –
Ingenious and crazy style brilliance
Living alone in Chennai, one usually frequents hotels that have built quite the reputation for themselves as those who have crossed over. Crossing over not necessarily out of the borders of the state but to North India and the whole wide world.
Such an example is Hotel Saravana Bhavan. They have crossed over to North India and locations in UAE, America, UK, SE Asia and many more. As it happens with the outreach, the traditional idli-dosai-meals menu now has a smattering of North Indian dishes as well.
What follows is multilogue between a bunch of North Indians who arrived to one such restaurant in Chennai for their lunch (I was sharing a table with them munching on a rather over crisp Bhatura).
NI 1 – “What should we have for lunch, bhai log?
NI 2 – “What else but some Idli / dosas? I guess they wouldn’t have any roti-subzi.”
NI 3 – “Or we could have a bhatoora (glancing sideways to my plate).”
By this time the menu cards arrive and the guests promptly start searching for the Bhatoora entry in the menu with no success.
NI 1 / 2 – “I guess they would not call it Bhatoora here. I am damn sure they must be calling it some weird name that the local janta can understand. Anyways if we can’t get it we will have something else.”
NI 3 – <Smug laugh>
Once the waiter comes to get the order and this happens –
NI 1 – “Chole Bhatoore” (In a rather sub sonic voice)
Waiter – <Pause> (Apparently waiting for the guest to tell the number of plates they would like to have)
NI 2 / 3 – “It seems that they don’t have it, let us go for something else”
The guest order some other dish and go on with it.
The interesting takeaway from this incident is three fold –
The guests are saying, without pointing out, that Chole Bhatoore though visible as a dish cannot be found in the menu card.
Also, despite both the parties knowing that what they want exists / can be delivered, they miss out on an opportunity to eat it / serve it.
Misinterpretation of silence is dangerous. While the guests thought that indeed their suspicions were true, they waiter stood there counting for the next input, in the form of number of portions, to be communicated.
The guests ate whatever they did not want to eat and went away. However they went away forming an opinion / an image that indeed this restaurant does not have North Indian dishes at all.
The irony of it all being, I was sitting there eating what they wanted. At one point the guests pointed at an entry in the menu card labelled “Chana poori” and remarking – “Probably this is what they call Bhatoora here”, followed by a guffaw of laughs.
And ahoy, we are not dead. -egghead
For the record –
Not withstanding the recent spate of advertisements on the hazards of smoking and the pixellated photos doing rounds on cigarette packs, this is what was overheard at a local panwari (Roadside shop) –
“They have destroyed the aesthetics of the packs” (Musing over the pack)
Talk about end user involvement and acceptance :)
Of the few very popular terms that you may hear in a marketing class in a B-School or even in the conversations of two marketing professionals, especially in the Advertising World, you would often come across “Clutter-Breaking”. Telling you from my personal experience, this term though signifies “breaking through the clutter (regular) or standing out of the mass”, is so over-used or if I may use the word abused that you need a “clutter-breaking” term to stand out of the usual over-used terms like “clutter-breaking”.
Anyways, I spent some time (or you may say wasted both lines and time) on “clutter breaking” because that is what I observed on streets and buildings around me. It was outside Andheri Station in Mumbai when on a bus stop I saw an advertisement of Religare which had a small kid clicking on a camera. Nothing extraordinary right? What caught my attention was the flash of the camera shown, which was a light which must have been placed in such a manner so as to appear to be the actual flash light of the camera from the front.
Another one was today on my way to Gurgaon, when I saw a Nokia N97 ad that showed the phone in use on a very big screen. What was different from the usual in this case was first a ticker that was supposedly there to scroll news and was indeed scrolling live news! The second one was a field that showed temperature and was actually showing teh temperature at that time. Though these two distinctly stood out in terms of not gelling too-well with the original image, still its a way to catch attention.
Now comes the question of effectiveness. Though, I really had to ponder hard to recall what brand was that kid and camera ad and moreover, what was that ad about, but in case of Nokia N97, I do know now that these are the two features amongst many others in this phone. It maybe the case that Nokia is fresh in mind and it will only take a week or so for me to again look back to even if Nokia was effective but the point I am trying to make here is that there are three very important aspects to OOH print advertising. First, to the slightest of extent possible, yes it pays if it is “Clutter Breaking”. Second, it should be effective! For instance, if you recall one of the recent Parle Musst Stix ad which shows the spokesperson from Parle making consumers aware of how they don’t like to invest money in advertising and instead believe in giving more quantity in their SKUs with a model popping up in the screen with Musst Stix and the spokesperson asking the staff to get rid of her. This ad, though to me seemed to be good, but speaking to a few people I understood that it might not have been that effective as many people mistook it to be a BINGO ad! Now even in our case, if I remember the flash light of the camera but not the brand, nor the context, though clutter breaking and attention grabbing, was it effective? Thirdly, the placement of the ad is very important, which I think both of these brands had (appropriate if not the best spots).
Various brands have used all sorts of techniques to grab attention, sometimes by playing with size, sometimes with colours used, or a surprise factor, distinctiveness , sometimes mere placement of the ad and then a mix of them. Given below are few examples. Enjoy :)
If you are wondering what the title of this post means, I am here to make it simple for you. It stands for “Oh My God, I’m Gonna Puke”. Now coming to what it exactly is, it is a phrase used in Microsoft’s new online ad for Internet Explorer 8. Going on to their website, you may no longer find this ad, reason being many users found it to be “offensive”.
Confused? Should be. Actually, the ad tries to highlight one of the features of IE8 which is private browsing meaning there are no traces of your browising session left anywhere in the browsing history or elsewhere. The feature is somewhat similar to what is offered by Google Chrome in the form of “Incognito Window”.
But then whats so offensive about the ad is the meaningless and ugly, rather senseless way of showcasing it. The ad shows a husband and wife sitting on a table with the wife stirring probably a glass of milk and the husband working on his laptop. The husband then stands up and walks away for something when the wife takes permission to use his laptop.
All is well?
What happens next leads to something you may not want to know if you had your meal minutes before. The woman turns the laptop towards her and sees something that sort of disgusts her to such an extent that she pukes!
As if this was not enough, her husband returns and slips because of the slippery floor (slippery because of what the woman did!). In comes a man in the foreground asking “Do you suffer from O.M.G.I.G.P or Oh My God I’m Gonna Puke” and the background still has this woman repeatedly and periodically puking, this time, on her husband lying on the floor. The next 10 seconds of this commercial shows the man in the foreground describing the feature of private browsing in IE while the woman in the background continues to puke on her husband lying down on the floor.
The ad then features the tag line, Internet Explorer 8, Browser For The Better.com
A Microsoft spokeswoman claimed that while much of the feedback received for this ad was positive, some customers found it offensive so they’ve removed it.
Well, if you still want to see it, to which I think that you should re-think, here is that “offensive” ad for you. Watch it and tell me if it was “offensive”, if not then how did you feel about it?
Inspiration is hard to come by these days with school life coming to an end. Anyways what a way to rev up those old engines. Want to know what customer service is – have a peek at this image
The big screens are all HD terminals with ads (I presume), however the story is in the comments. Seeing the busy area someone wants a low key lounge areas and bingo it exists and someone in the JetBlue organization scouts for such comments and lets the world (and the customer) know that the low key avatars also exist as well.
Well done JetBlue!