The Gloom beneath the Glam!

"One day this city will know me"...

7am, 22nd floor in one of the posh localities in the city of dreams, Mumbai. We gazed out at the rising sun as the busy world rushed beneath us. Dreams glittered in his eyes, determination ruled his heart.

Roshan, a model by profession moved in the city six months ago. Having succeeded in his hometown, Calcutta, he dreamed of making it big, making it real. But the world was harder than he ever imagined.

Roshan has it all. The face, the physique, and the guts to face the camera. but what he fails to submit to is his own conscious. "COMPROMISE" is the word ruling the entertainment industry today. You want to walk on the ramp, and everyone from the Designer to the stylist to the producer wants a piece of you. Where will you go? Roshan's experience has been so bitter that he sometimes wants to give it up.

Karishma, another model and a familiar face in the industry has the same say. "It’s safer for the girls now", she says. Karishma is sceptical to appear for any audition, no matter how renowned the agency might be. It’s a matter of 99% luck and 1% talent. “Most of the time its all fixed.”  Karishma recalls that in one of the assignment she bagged, she got selected the moment she was entering the building gates. “Though rest of the girls all got chance for the audition, I was selected without undergoing any process.”

Anoop, a master in various dance forms is from Delhi, says his family has granted him a year to try his luck in the glamour city. “I just want fame…Anyhow and in any form," claims Anoop. But it’s your connections that can save a spot for you. For a newbie acquiring a spot is impossible unless you have the right references.

Entertainment Industry in India comprises of Film Industry and Television Industry. The Indian entertainment industry is among the fastest growing sectors in the country. Entertainment industry in India is presently in a consolidation phase as boundary lines between films, music and television are fast disappearing. Skills and resources are being pooled extensively. In terms of employment, an estimated 6 million people earn their livelihood from the entertainment industry and this number is all set to grow. But is this growth owing to a corrupt industry? Media reports are read and forgotten? But the same leaves a lasting impression when inflicted upon your own loved ones. For some, it’s an industry, for some it’s a source or employment, but for some it’s their dream, their life, their aim and only passion in life. How long can a life sustain on dreams, hope and patience? Will dreams shatter in pieces? Are we to remain deaf to the woes and cries?

This article is a narration by artists from the industry. Names changed on request.

The Social Network!!!

 

So what’s the big thing that every one is talking about these days.. With a movie out, highlighting more on how a small idea can make big, the world around me some how is divided. Yes I am talking about Social Networks. So there are those bunches of people who are fans, social network addicts, spending hours of their lives around social networking, while there is this other set of people total despising the very idea stating: it kills your social life”. The question has been raised, time and again.. Does a social networking site kill your personal life? One of the talk shows I attended on social networking raised this very question. Would like to quote the speaker, Mr. Kiruba Shankar when he questions back the audience.. how many of you have actually discussed in person, a status update, a relation status change or files uploaded by other people in your social networking sites. Not surprisingly, everyone raised their hands. Social networking doesn’t kill you personal life. I feel it actually enhances. Man is a social animal. We all dwell in a society where there is a need to be connected. Social networking provides a platform, where you can interact with new people and old, tell your story and know others. The idea is not to outcast, the idea is to connect. See what your connections are up to. Tell others what you have been doing. Here are the 10 things where social networking affected my life:

1. Found old friends from primary and high school and its great to be in touch with them. A phone call will take minutes where in a scrap or a post will take just a few seconds. Others pitch in and hence multitasking.
2. Friends visited a site and uploaded pics. A beautiful site and I pick up my bunch of friends and head on for the journey.
3. Updated with the status of all my networks, weddings, engagements, change of location, new jobs, change of jobs etc. I know where each and every one of them is.
4. Never missed a birthday or an anniversary.
5. More topics to for a chit chat based on others status updates.
6. Wonderful information packed pages, and I never miss out on any update.
7. Formed new friends with whom I share similar interest and hence more information sharing.
8. Sharing my content. I am able to share my blogs, my pictures etc with friends, not only driving more traffic to my sites but also showing people what I am good or bad at (all thanks to their comments, criticism, encouragement etc)
9. Be it music, videos, articles, photography, personal interests, blogs, your resume or status updates.. you find everything and anything from your best comfort zone.
10. The last but my favourite.. an activity to kill time anywhere, anytime J

Social networks never kill.. so get social and get networked guys

My conversation with coffee

Excited to go home for vacations I end up reaching the airport early; an hour early. I look around to do something to kill time. Right beside mw was a swanky coffee café and trust me it was not the aroma alone that pulled me towards it. The comfortable seats, the neat display of fast food items and wait a minute.. Wi Fi.. You got to be kidding me. Well they weren’t. So I buy myself a large cup of steaming hot coffee, a sandwich and start tickling on my laptop.. Boy wasn’t I happy or what. As I finished my sandwich I looked around. I wasn’t alone. The cash kept flowing in. some were in a hurry so preferred to pack. Families were around with kids sprawling all over the place. Today when we think of coffee cafes there is a plethora of local, national and international names. Flury’s in Kolkata, Café Coffee Day, Barista, Aromas, Costa Coffee, Mocha, Star Bucks and so on. So what is this entire coffee business and its marketing?

Let’s look at the P’s of Marketing

PRODUCT
When you enter one of these coffee cafes, its not just a café for coffee lovers. In comes the snack lovers, the chocolate lovers and if its summers then off course the frappe lovers. The anchor product remains to be coffee and the entire merchandise mix constitutes a wide range of products that compliment coffee. Yes there are other merchandise that might appeal to the consumers visiting the café like t-shirts, coffee mugs, instant coffee powders, coffee beans, cookies, cakes etc.

PRICE
The price is set at various brackets as per the quantity you order ie small regular large etc. a cup of coffee might range anywhere between Rs 45 – 80 or more depending upon the ingredients. A lavish heap of extra cream and best quality coffee bean will off course be more expensive than an espresso.

PLACE
Now this is where the fun lies. These cafes are usually placed in every possible location where some business can be generated. Waiting room of an airport, IT park, Malls, a busy street etc. This is a prime factor in determining the success of a retail chain.

PROMOTION
Many businesses look at promotion with blinders on. They think of media in terms of what it was able to sell. Everything you do is promotion.
Use the Internet. No matter how simple, develop a Web site featuring your specials and what products or entertainment you have to offer each month.
And yes off course cross-market; whether that means sponsoring a soccer team, donating to a good cause or working with another small business in the same area. Get your name out in the community.

PROCESS
As they say simplicity is the key. The process should be as flexible as possible. Easy takeaways, quick order delivery, open option for both self service (for those who like to do their own) and order on seat (for the royalties :P)

PHYSICAL EVIDENCE
Along with great customer service and excellent product quality, ambiance is one of the most important features that will bring people in and keep them coming back.
The overall image is usually referred to as “branding.” Use the logo everywhere. It should be on cups, employee aprons, all in-store signage, to-go mugs, T-shirts, etc. in short, anywhere a customer’s eye goes, the logo should catch.

PEOPLE
Employees are the frontline marketers. If they can’t explain the products or possess little passion for coffee the products sold, they will be unable to convince customers that the product is special and different.

It doesn’t matter if you are new to the business or have been open for a number of years — it is never too late to step back and look at your operation, to get out from behind the counter and market your business. It will be the one aspect that will make the difference between either just getting by or becoming a huge specialty beverage success story.

Advertising The Beer Way

I was browsing through youtube and stumbled across a fantastic beer advertisement. My interest and enthusiasm grew to higher levels as I searched for more and more of beer advertisements only to be surprised to find out that each advertisement was unique and better than the previous one. It was hard not to enjoy them. What I found that beer was strongly associated with sports. But as I saw more of it, I found it had venues beyond sports. The bottom line of beer advertising promises good times; great parties, travel, festivals, notorious pranks and generally being able to escape from your daily life into world of fun, travel and festivities.  We often talk about consistency in the communication to create a strong and long lasting impact on the viewer. But with beer campaigns that seem to change almost monthly and tag lines that rarely last for more than a football season. The advertisements might seem entertaining but are strategic as well. Here are a few advertisement I liked along with their corresponding marketing strategy that did yield for me surprising lessons..

1. Give yourself a good name (Heineken)

The Europeans are always known to promote their products with a sense that they are more upscale and respectable either you go to a bar or a ball. The ad shows a guy making bold decision (drinking beer with the scary bosses’ daughter) and congratulating him on the choice. It reinforces the message that what beer you choose says something important about who you are, so choose well.

2. The Patriotic Beer (Fosters)

The Australians have a thing for Beer and there is no denying it. This advertisement seems to be a video on Australia that shows Australian lifestyle; things that Australians do, that Australians are good at, the wars, the kangaroo, wrestling with crocodiles, etc. As the lines go irresistible they end with “Australians brew the best beer on Earth” showing freshly brewed Fosters Beer. With a patriotic theme and a sense of pride, the advertisement must have got the Australians off the hook. (Offcourse this Ad was meant for Australia and not other countries.)

3. The Bud Light Bump (Bud Light)

Now this brand does it all, and does it all whit humour. Sorry I couldn’t shortlist one ad campaign by Bud Light because each one of it as good as the other. They use anyone.. dogs, cats, tigers, ferrets; and they do it anywhere.. House, party, office, stadium. They simply forget about the product features and focus on the simple message that one will do almost anything for beer… Bud beer. The strategy which seems buried in most of their ads is the unwavering loyalty that the guys in their ads have for Bud Light. They will build houses out of it, jump out of planes, and even walk around naked for a day just to get more of it. Neither the name of the beer is entirely unforgettable, but also the ads stand out for being entertaining.

4. Be Unique Be Guinness

A popular ad for Guinness beer features the concept of sharing beer with your friends in a naughty way. It’s a wonderful commercial which shows a bottle of Guinness beer kept over a rocking naked chick (well not completely) and yeah you get the rest of the picture. As they say “sex sells”, the commercial sets the beer apart more than anything else. The commercial is for people who love nothing more than celebrating life with  a friend or two and this is exactly what beer can do with.

5. The Big Ad (Carlton Draught)

Probably the best one I ever came across. I would like to call this as “Honest Advertising”. Using Old Spice theme in a beer ad and adding subtitles so that no word goes unheard, the advertisement speaks for itself and its motive. It’s a big ad, it's so freaking huge. It's expensive and this ad better sell some beer. Nothing can better explain the motive behind an ad in any better way than this one.