Admark’s Weblog

Archive for October 2008

I still don’t know how monetizable “Twitter” is but it is sure a great way to connect to the customers.

Want proof, I got three of’em.

Proof 1 – From a guy whom I follow in Twitter

Proof 2 – This happened to me. The $840 Million online shoe retailer, Zappos, had a promotional website  which had spelling mistakes which I pointed out here and tweeted about. So what happens is –

They start following me on Twitter.


How Zappos tracks Twitter

How Zappos tracks Twitter



the website is rectified.

Proof 3 – This also happened to me. I am a frequent user of URL shortening service called cligs. I reported about its downtime on twitter and “baah” they send me back an update. That’s really cool.

EndGame – Proof 1 was from a real tech geek blogger who IS NOT in the long tail. All other proofs are from a web user who IS in the long tail, as normal as it can get. If companies like these are tracking what people like me are saying then I say “more power” to them.

For MBAs (hopefully, soon, unless the powers-be decide to flunk me) like me this is a personal lesson in customer experience management.



Using dhabas (roadside restaurants) as an advertising medium is nothing new for Indian brands. Companies such as PepsiCo or Coca-Cola have used them to increase brand visibility by installing branded umbrellas and other props. Dhabas have even been favourite spots for spreading social awareness, such as campaigns on HIV/AIDS.

The latest to join the bandwagon is Dabur, which is redesigning 150 dhabas on routes originating from Delhi, using Hajmola banners, umbrellas, tables, chairs and wall paintings. The customers are being served free Hajmola sachets along with their meals. However, for Dabur Hajmola, this is not just another exercise to gain visibility.

Hajmola is being re-positioned these days. Its being moved from JLT (Just Like That) category to Post-meal consumption category which is right now crowded with unhygienic and unbranded saufs/mishris. While this activity takes care of the unorganized sector, Dabur had recently tied up with Nirula’s (Delhi’s favourite pizza corner) and did free sampling.

Next on the cards is something I have been working on – introduce Hajmola as a post meal option in 5 star hotels. Wait and Watch! 😉



Airtel DTH Launch Ad

Campaign by JWT India

One of the brilliant ad of the recent times.

When Big TV (Relaince) mocked Airtel’s teaser ad, I read this comment – “JWT India, Airtel Digital TV’s agency, mocked Big TV’s attempt. “I thought Big (TV) was big enough to have ideas of their own,” says Agnello Dias, chief creative officer at JWT. “If Big (TV) thinks that Airtel DTH’s launch depends solely on a red chair, they will be very surprised when the campaign breaks.”

I did not realize how true they were. This campaign has left Big TV gasping for breath. JWT has done a brilliant job with the campaign. The beauty of the campaign is that the celebrities are well integrated with the central idea and are not used as mere props or singing stars. The idea of ‘come home to the magic’ is nicely captured in the execution. The progressive reveal of stars works very well too. By the time AR Rahman comes with his tune, you have fallen in love with the ad. I have been watching the ad over and over again and to say the least I am in love with Airtel Ad.


Chlormint Ad

By Mccann Erickson

Inspired by Egghead’s post on the 5th P of Marketing.

The Chlormint ad cracks me up. Besides being funny, the ad tells a true story. When you go to a panwaari you dont necessarily ask for a particular mint. You are fine with any mint that he gives you – and this ad takes this point into account and educates the consumers that why do you do that. Why dont you ask for a “particular” mint? You must ask for a mint that you like. The ad has a very strong concept and is brilliantly executed. Good job 🙂

Main ab apni pasand ki mint mangoga – mere par kisi panwaari ne ehsaan nahi kiya!


Notice something really striking about this

and this

A brilliant teaser campaign that can pride itself on grabbing your eyeballs and holding them. Junta in Bangalore will surely understand. However you might think that this is related to the problems that Bangalore has, but it is NOT.

—Check it out—



Okay that’s a typical-techie title to this post. But I could not resist this.

Instructions to decode the title –

  1. ++ indicates incrementing by one
  2. 4P means a collection of 4 Ps
  3. Any increment operation would mean adding one more P.

Ask yourself these questions –

  1. What are the four Ps of marketing?
  2. Who would be the 5th P? (and that’s what the title means)

Assuming even if you know the answer to question 1, question 2 has a different answer according to afaqs.

Find out about him here. To quote about him (from the article) –

The biggest advantage they offer to any marketing-led company is their spread across the country. <It> has been a national addiction for long and <they> can be found in pucca as well as ramshackle structures in every nook and cranny of the country.

Industry estimates suggest there are 14 million currently in business. Little surprise then, ITC leveraged its network of <them> to good effect when it diversified into candies and snack food.

Text inside <> is mine, replacing the original text to create suspense 🙂


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When Jonathan Fields spotted William Shatner waiting to board a JetBlue flight at New York’s JFK in May, he did what any other self-respecting blogger would do. He popped open his Apple (AAPL) Mac, connected to the Web using the free Wi-Fi provided by JetBlue, and used Twitter to share the sighting with pals. “JetBlue terminal,” Fields wrote on the blog service that lets users send short messages of 140 characters with status updates to groups of friends. “William Shatner waiting in pinstripe suit and shades to board flight to Burbank. Why’s he flying JetBlue? Free, maybe?”

But he was caught off guard by what happened next. Within 10 seconds he got an e-mail informing him that JetBlue (JBLU) was following him on Twitter.

This is from BW’s write up on the impact of twitter.

Should I say CRM?


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