The Hindu Business Line : IAA flags of public service

The India Chapter of the International Advertising Association (IAA) is really moving. We reported some time ago that it is gearing up to launch a truly national public service effort along with TERI (headed by Dr. R. K. Pachauri). The effort was being branded ‘Lighting a Billion Lives’.

Well, the first concrete step has, in fact, been taken with the production of the Call-for-Entries brochure. The rather rich and impressive brochure challenges creative people to submit entries to judge the winning campaign for the ambitious Lighting a Billion Lives campaign. Well, we are sure the advertising fraternity will respond magnificently to this laudable campaign.

And we will keep you posted with developments. And if you need details we are told you just need to contact the IAA office in Mumbai or even the AdClub Bombay or the Advertising Agencies Association of India (AAAI), which are also cooperating with the IAA to make sure this campaign succeeds.

Mudra’s Water

New logos: Modern, yes. Different?

Well, all those who thought that Ray+Keshavan was wrapping up a monopoly on public sector bank brand makeovers need to sit up and take notice of the new kid on the block. Water, the brand people from the Mudra stable, have done an elaborate job on the Union Bank brand. Everyone will agree it was long overdue. The new red and blue logo (yes, the one that looks like a large gem clip) possibly symbolises the ‘union’ in some way and is definitely contemporary. Yet, with so many banks offering the same brand structure and philosophy, one cannot be blamed if one saw more than a slight similarity to the Canara Bank logo. Maybe yet another brand champion could set up a business to differentiate their bank logos from one another. Yet, full marks to Water on a comprehensive job.

Ganpati Bappa

Mumbai loves the elephant-headed God, and boy do they show it! Every street corner has a pandal with an idol of Ganesha and sponsorships seem to have been easy to come by. Somehow, we are a little perplexed. On the one hand we keep reading reams of information about spiralling inflation and plunging stock market prices. On the other, we get the distinct impression that the Ganesha Mandals have really splurged on the festivities this time around. They are bigger, more glitzy and definitely smell of money spent liberally. Well, as long as the Remover of Obstacles is propitiated, nobody’s complaining.

Incidentally, this also marks the beginning of the festive season where Mumbai will pray and rejoice with Ganesha, dance and rock to the Navratri festival and go to town on the Diwali spirit. Well, marketers must be rubbing their hands in anticipation. Something tells me Mumbaikars will not disappoint them.

INS 30 pc rate hike

There was a time when advertising folk regarded the Indian Newspaper Society (INS) as the holiest cow in the business. What they said was the Gospel and associations such as the Advertising Agencies Association of India (AAAI) took elaborate care to be on their right side. A recent news item said the INS was raising the card rates of its members by 30 per cent. A veteran media buyer could scarcely contain his mirth at this move. “Who refers to card rates these days anyways?” he chortled. Well, we guess the idea is to raise the benchmark for negotiation a little higher so that the publications have a little more leeway. And, of course, the Government advertisers need some paper to put up in files.

What an Idea!

Idea enters Mumbai

Idea’s high-profile telecom launch in the Mumbai market really had the advertising scene abuzz. Mumbai was literally painted yellow. The landmark Marine Drive was aglow with the house colours of the telecom major, hoardings screamed out their messages, the TV commercials saturated the airwaves, the sponsorship of the Lanka-India cricket match really raised the decibel level and one noticed that even the straps from which Mumbai’s hapless commuters hang in the BEST buses were changed to display the company’s logo. What an idea, Sirji!

Vic’s pick

Aamir Khan is a bold man. And he is obviously someone who is supremely confident of his acting prowess. No one else would have dared don the ardhanari look one sees in the Tata Sky TV commercial. Full marks to the team that created and executed this bold commercial. The make-up, editing, script, and, of course, the Aamir magic really gets this one going. Talk about busting clutter! This one really does the trick. _Victoria

(Feedback may be sent to Victoria at brandline@thehindu.co.in)

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