Blog me...curiosity redefined

      Today's TOI has the below advertisement of 'The Economic Times' (ET as short name) and how well the ET is far from the combined other financial papers. They claim that the ET readership is about 77% higher than the combined readership of 'Mint + Business Standards(BS) + Hindu Business Line(HBL)'.     First let us understand the difference between readership vs circulation in newspaper. A newspaper's circulation is simply the number of newspapers that are in circulation on an every day basis. While the newspaper readership is the number of people who read it. Readership is typically 2.5 times the circulation as on an average 2.5 people read the same newspaper.  For instance if 1 lakh newspapers are circulated in a day then the readership is typically 2.5 lakhs.   Courtesy - TOI        Now coming back to the advertisement above, ET claims that they have 1,109 readers daily while Mint+BS+HBL combined readers are around 626. Ok, t...

    Creative ads make money...especially when you know how to make it a lasting impression on your brand. One such example is AFLAC (American Family Life Assurance Company) an insurance company in USA and Japan that made news with their duck ads . A simple ad with a duck which speaks made their sales double in 3 years during the early 2000s.     A pug dog named 'Cheeka' created the same buzz in 2003 in India with Vodafone (Hutch those days) 'You and I' campaign. Isn't it a wonder how animals can impact our brand names and increase sales? Do you know how to capitalize on its popularity? Photo Courtesy - Internet     After the popularity spread in the US and Japan with the Aflac duck ad, the people were asking for more thru duck dolls, cancer campaign etc. No wonder the pug dog ad was popular but it could have been a real worth if they made it ever lasting to their fan base. This is where Airtel won even thou there was no animal in it. What went wron...

     I have always been fascinated with advertising...especially the ones that are humorous, creative ones which touches my heart. Yeah in India, sentiments & emotions matter. Isn't that an easy way to conquer the Indian hearts easily and increase your market share? Imagine the perfect ad being cooked up with the exact dose of sensuality in it. How about a topping of humor and a pinch of creativity to make it a perfect recipe that you can savor? Isn't your dish a great one to serve now?     One common myth has been to loop in celebrities as the main actors in the ads. It does has its own advantage with the usual fan base enjoying to watch their celebs acting on the screen. But how much does it really add value? Does the content matter or the actors in the ad? I would go with content. I believe the last option and an easiest one for a marketer is to involve the celebs. Virat Kohli, Alia Bhatt, Ranveer Singh, Amitabh Bachan, MS Dhoni are few popular celebs a...