MySpace advances with Indian Entertainment Content

Joining the league of hosting official online communities for Indian movies / reality shows is now MySpace India. Social networking site MySpace will be hosting the official community of Star Plus dance reality Show, Nach Baliye – 4. MySpace is aggressively promoting this program so much so that most of the home page estate of Myspace has been allocated to Nach Baliye promos and content. The “Nach Baliye online community” is offering official content like photos, vidoes, inside stories, behind the scene scoop, wallpapers etc. Apart from these, viewers can vote for jodis (couples) as well as read the official blog giving all updates about the show. It’s also expected to have an online game based on Nach Baliye jodis but as of now I don’t see this feature up on the page.

 

 

Well, this trend of having an official community has picked up pretty fast in India. Now every other Bollywood release is having an official community on popular networking sites like Orkut or Facebook, to add to that there are these budding websites who have grabbed some interesting opportunities of being the official online community partner for entertainment properties. We saw some successful examples like Rock On community on Bigadda or Bigg Boss – season 2 community on In.com and not so successful examples like recent release Karzzzz community again on Bigadda. Social media is definitely a great medium to reach the larger mass in a very cost effective way and has been beneficial for some of the movies / entertainment programs. But if the site hosting such communities is a new one or one with lesser traffic then it’s more beneficial for that site as most of these programs are heavily promoted on television as well as online medium with repeated mention of the site thereby leading to more eyeballs and increased traffic. If news of increased traffic and pageviews of Bigadda has to be believed then this strategy of hosting official community has definitely worked for Bigadda, now let’s see if it works for other players like In or MySpace as well who are entering / have entered the same arena.

Vertical to Horizontal: Web18

Well, quite a lot of development at in.com! We saw lots of online as well as television advertisement followed by some noticeable alliances with entertainment programs and now this movement of their vertical portals like Buzz18 and Storeguru to in.com. So, is web18 group moving from vertical portals to a horizontal one? Read More At Marketing Chit-Chat

Vertical to Horizontal: Web18

While assessing some more shopping portals for promoting the festival gift voucher of my company, I landed on www.storeguru.com, the e-commerce team from web18 had contacted me earlier for placing our product there and I had thought I will take it up further during peak season. But the moment I opened the site today morning, I got the following message:

 

So, aggregation is in the season? www.storeguru.com has become http://shop.in.com! Infact yesterday only I had noticed another development of in.com. As a part of my job, I do give a quick glance to all entertainment industry headlines every morning and www.buzz18.com is one of the sites which come into my this list of regular visits. And since I’m a very regular visitor of this site so it didn’t take me much to notice that www.buzz18.com has now become http://buzz18.in.com/.

 

Well, quite a lot of development at in.com! We saw lots of online as well as television advertisement followed by some noticeable alliances with entertainment programs and now this movement of their vertical portals like Buzz18 and Storeguru to in.com. So, is web18 group moving from vertical portals to a horizontal one? I’m not sure of the exact objective of web18 for doing the same. Strategy of one horizontal portal or multiple vertical portals has different pros and cons, but I think the decision of consolidating one horizontal portal will definitely benefit in.com from traffic point of view. It will surely help in.com in selling higher traffic figures to advertisers and hence negotiate for better deals. Looks like a good movement but lets see if this aggregation helps in.com compete with the already existing horizontal players in India like Yahoo, Rediff etc.

Small gestures do make a big difference!

In this mad-mad world there are days which are really crazy but then there are those sweet li’ll gestures which make your day worthwhile despite its all craziness and chaos. I think today was one such day for me 🙂

With an online campaign getting live tomorrow, a key alliance finalization and planning of the new web product launch, it was quite frenetic for me today in office. Day was busy in calls and meetings but suddenly when I reach my desk I see a sweet card and a cute gift box waiting for me. Bewildered I asked my one of the team mates what’s the occasion and suddenly all of them gathered around my desk and wished in chorus, “Wish you a very HAPPY BOSS DAY”. Oh, I wasn’t even knowing it was a Boss’s Day today! The card was having interesting wishes handwritten by each of my team members and I found it to be so cute that I couldn’t stop myself from clicking this picture from my mobile and pasting it here. The gift was also very sweet but sweeter was their gesture and effort which just made my day! I’m so touched, thanks team!

Mom called me in the evening and I was sort of hassled because of work and was upset over one spineless character…in all this, I spoke to her with bit low spirit and told her that I will call her back once I reach home. For last two-three days I’ve not been able to talk to her properly and hence mom was worried for me. After this, the moment I open my personal mail, I get a mail from my Mom with subject “Beta hum apna pehla email tumko kar rahe hai” and the mail text was one of her own poems which she had written for me when I was a child, the first two lines of that poem are, “Gar vash chalta mera toh har leti tera krandan…”. Mom is trying to learn internet these days and this was her first email from her new email account. Oh I wonder what life would have been without mothers! With a smile on my face I immediately called her back and talked at length.

While coming back from office, it was raining. I generally have to walk for some distance to reach that vehicle stand and in rains Bangalore auto drivers are ready with more tantrums to irritate and spoil your mood. Annoyed I started walking in rain, but suddenly saw hubby standing in front of me with an umbrella! Oh wow, he had come to pick me up. Smilingly he took my bag, since he knew that I was not carrying any umbrella so he came all the way to pick me up. Smile on my face, just a silent smile :-)…

Thank god for those smiling moments and those delightful gestures which made my day lovely today. These small gestures do make a big difference in life.

At least do your bit to eradicate Poverty!

I had been planning to post this since morning but somehow didn’t get the time to do it but finally I’m able to complete it now. This is for “Blog Action Day 2008” on Poverty

Last week while coming back from office, I was waiting at one of the auto stands when I observed this little child trying to study in a very dim light placed near the ironing stall. His father irons clothes on that stall and since it is just adjacent to that auto stand, so I get to notice it quite often. While I was waiting I overheard the conversation of the child with his father where he was asking for money to buy 5 notebooks and his father was saying why can’t he write everything in one notebook only and why 5? That little guy kept on insisting that he needs 5 as his teacher has asked him to use different notebooks for different subjects and also his old notebook is almost over but his father very irritatingly told that he doesn’t have spare money to support the tantrums of his school. With so much of difficulty he is able to manage the fees of his school and now these rules and regulations! I wasn’t able to decipher much as they were speaking in mixed language (Hyderabadi Hindi) but all I could see was the disappointed face of that child at the end of their conversation. Unable to hold myself any further, I asked that boy, “how much money do you need”? The boy got conscious and replied in good English “no thanks madam, I don’t need it”. I insisted again but the child didn’t agree, finally I said, “ok don’t take money, let me buy the notebooks for you from this nearby shop”…initially he hesitated but then he agreed! We went to this small stationery shop where I asked the shopkeeper to give 5 notebooks, I asked the boy if he needs anything else, he very politely said no. I asked the shopkeeper to include a pen also in the list and the bill came to Rs.90. Well, 90 bucks is hardly anything for most us considering our day to day expenses but the gleam in his eyes and the gratitude with which he thanked me is something which I can’t explain in words. Honestly speaking I felt good and the small child made me feel as if I’ve done something important in life.

Did I do it for charity? My answer will be clear cut no. Did I do it thinking he was a poor man in need of money? My answer will be again no. Well, then why did I do it? Simply because the child was in need of money for something as important as education! And I have much respect for that child whom I have often noticed to concentrate on his studies even in such adverse conditions and who has got this spark to learn and do something. The first thought which came to my mind was if his father would have been educated enough then may be his life would not have been the same. And tomorrow if this child will not be educated maybe his son will also end up in the same rut like his. Yes, EDUCATION which is the first step towards eradication of poverty. I generally don’t support begging habits & it was not the question of money here and but the fact that the child was trying to get educated. I know my one day of such small contribution can’t guarantee that the child will get to continue his education in future as well but at least for that day his education needs were fulfilled. Quite a few of us do not do even our little bit, thinking what can such small contributions do or how can such small amount help in larger issues! But well even though it’s a clichéd statement still it’s true that little drops make a large ocean. Here are some of the steps which I think most of us can take in our normal day to day life to fight with something as serious as poverty.

  • Support education and educational needs of genuinely needy people. You don’t need to go to any NGO or social organization to do it. Just look around, you might find your maid’s son or your driver’s daughter in need of education. Help him/her get literate.
  • Try to sponsor the education of one girl child every year, it’s hardly anything for most of us. And if you can’t sponsor the complete yearly fees, at least do it for a month. It is said if a woman is educated, she definitely tries to get her child educated as well.
  • Even simpler, you can just buy some stationery like notebooks, pencil, pens etc and distribute it amongst the genuinely needy people. I’m sure most of the corporates these days have listings of NGOs who can provide you the right avenues for such donations.
  • Ok, without money as well you can do lots. If you have free time on weekends, how about contributing your time in teaching voluntarily to needy people. You can join some NGO or movements like TOI Teach India etc. If you search you will get enough opportunities to utilize your time more effectively.
  • Don’t waste food, think of that small girl with a naked baby in her hand who keeps running to clean your car glass on every traffic signal and how she begs for food / money.

On this “Blog Action Day” when I stand for the cause of Poverty, I urge all my readers to at least do their bit. One of the biggest reasons for poverty is illiteracy, so scan your environment and support the needy to get educated! Education will definitely help in eradicating poverty to a large extent and remember “no contribution is a small contribution”.


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Aftereffects of downturn – 1. LAY-OFFS

It scares you when you listen to the experience of lay-off from somebody close to you, it scares you when you listen that some of your very well-settled friends with quality degrees and high paying jobs in US based MNCs have been asked to leave for India over night. It scares you to realize that he is left with no cash to support his needs and it scares you to realize that many of them are depressed to the extent that they intend to give in to the pressure of life. Well to be honest, my intention is not to scare anyone rather express my realistic feelings regarding this issue. And it’s not too late for all of us to be cautious and take some basic steps to deal with this bad time (of course to whatever extent it is possible…). Here are some of my thoughts which I think we can take in person to be prepared for the bad days. Read More…

P.S: I posted this on my other blog today on downturn. Since this topic is not directly related to my this blog but definitely is a burning issue, hence thought of posting a link to it on Marketing Chit-Chat as well, suggestions and feedback are more than welcome 🙂

Aftereffects of downturn – 1. LAY-OFFS

I somehow knew that this is going to come the moment I saw Jet-KF alliance news on Monday late night. Though both the spokespersons kept on insisting that this alliance would be in the benefit of consumers and industry but the first thing which came to my mind was – alliance and that too joint operation deal, well looks like they are definitely now gonna trim down their team size. And here we go, my apprehension turned out to be true when I read today’s TOI with headline “Jet Air lays off 850 flight attendants”! As per TOI dated 15th Oct’08 – The tremors brought about by the worst downturn yet in the airline industry were felt on Tuesday itself, hours before the first Jet Airways flight of the day took off. Said a crew member, “About three and a half hours before a flight, the office transport reaches your home to pick you up. In the wee hours of Tuesday morning, hundreds of cabin crew members in Mumbai who were rostered for early morning flights waited in their uniforms to be picked up.” When the worried flight attendants called up the airline dispatch office, they were told they had been de-rostered till further notice.

If TOI is to be believed then what a sudden and scary layoff!!! It’s quite frightening to read the newspaper headlines these days, either there are news of terrorist attacks or there are news of bankruptcy and lay-offs. What started few weeks back as a small economic recession has now become a global downturn of all times. As per analysts, this downturn is far worse than dot com doom and infact first of its kind in last 80 years. Lay-offs started with IT and financial sector but is now engulfing every other industry – be it aviation, retail or hospitality. So, many people have lost their jobs and god knows how many of them would be having car loan, house loan, personal loan or this-that kind of loan with monthly EMIs hanging like a sword over their head and in this tough time of recession it’s really unpredictable if they will get any other job immediately! The worse is that most of us in today’s fast generation never believed in the power of saving and deposits. In the generation of high disposable income almost all the money have been disposed! It scares you when you listen to the experience of lay-off from somebody close to you, it scares you when you listen that some of your very well-settled friends with quality degrees and high paying jobs in US based MNCs have been asked to leave for India over night. It scares you to realize that he is left with no cash to support his needs and it scares you to realize that many of them are depressed to the extent that they intend to give in to the pressure of life. Well to be honest, my intention is not to scare anyone rather express my realistic feelings regarding this issue. And it’s not too late for all of us to be cautious and take some basic steps to deal with this bad time (of course to whatever extent it is possible…). Here are some of my thoughts which I think we can take in person to be prepared for the bad days:

  • Please remember “Cash is King” atleast for a downturn period like this. So, please try to not go for mindless investment and deposits. Ask those who are bleeding under the stock-market blood-bath or ask those who have lost money because of bankruptcy.
  • You think you are getting underpaid, well think again – atleast you are getting paid. Ask those who have lost their job overnight without any backup.
  • Not having job satisfaction? You think you deserve a better opportunity? Well you definitely can get a better opportunity, but think again before quitting your already established job…atleast you are settled in one job and don’t forget that whenever there is trim down movement in any company, the first lot to be effected is the new joinees or the probation ones.
  • So, planning to start a new business, why not afterall entrepreneurship is the “in” thing in India? Well, I am not trying to de-motivate you and I have immense respect for those who have the guts to take the unconventional path and start something on their own but all I would like to say is think again if you are starting some web based or social media company. Gone are the days of easy VC funding and heavy buy-outs! Atleast for next few months for sure.
  • Thinking to upgrade to a new car or a bigger house? Trust me it can wait for some more time…atleast you have a vehicle or a shelter on your head. Its really not the time to increase the burden of your EMIs.
  • Revisit your day to day expense and remember our parents and their good old habit of saving money. With my own experience I can tell you that there are enough expenses which we make just like that. For e.g., in a city like Bangalore, a meal for two in any normal restaurant can cause you an expense of easily Rs. 800-1000 and well for foodies like me and my husband these random eating out used to happen just any day or any moment. Trust me eating more at home on regular days is helpful both ways – it keeps a check on the weighing scale pointer as well as on our wallets :-). And for those occasional cravings definitely you can party out once in a while. Even small one on one savings like these can lead to a noticeable amount at the end of an year.

I know the situation in India is not that bad as of now as compared to US but no one knows if it can happen in India as well. It really hits you hard when you realize that such lay-offs have happened with your close friends and god forbid, it can happen to you too. So, be cautious, work hard to be in top list in your company and save smart for those darker days.

Aside: This is my first post in the series of “after-effects of downturn”, I have some other observations as well as concerns which I will post in my subsequent series. I was speaking to one of my ex-colleagues who and her husband have been laid off from very reputed companies in US. Talking to her really disturbed me a lot! They are coming back to India next week and I pray that they get a job in India soon as even they have a family and those intimidating EMIs to cater to!

Airtel Digital TV Ad

Guess BigTV got a nice answer of spoofing Airtel’s teaser by this new ad of Airtel Digital TV. Well, if I have to describe this ad in one word, I will say it’s BIG, it gives the impression of being big, being colossal. What an irony, isn’t it? BigTV kept on insisting “Ho toh BIG ho” through different creatives and through different properties…but the imagery of being big got very subtly and beautifully established by Airtel with just one television commercial featuring 10 popular celebrities! And the interesting noticeable point was that the celebrities are not used as endorsers rather they are shown as representative of different properties of the product. After a long time I think celebrities have been utilized in a very interesting and different way, else most of the ads these days just take celebrities for the sake of featuring celebrities and there are quite some examples of multi-starrer ads where not even one celebrity was required. But in this ad, the celebrities totally fit in the concept and the message gets communicated clearly. If I’m not wrong this is the first Indian ad featuring 10 popular celebrities.

The ad features a normal guy Rahul who is being welcomed as soon as he is out of Airport with “Welcome Rahul” board, it shows some Kathakalli dancers, then Sudha Chandran in her “K” serial avatar, comedy icon Raju Srivastava, youth icon VJ Ranvir, some cartoon characters, movie celebrities like Vidya Balan & Madhavan, sports stars – Zaheer Khan, Gautam Gambhir, then sizzling Kareena Kapoor opening door for him at his home, A.R.Rahman on piano and finally Saif Ali Khan waiting in his living room, all these characters having only message “Welcome Rahul”, come home to the magic. Wonderful execution! All these celebrities representing different genres and varied categories give a well-structured impression of WHOLESEOME ENTERTAINMENT & COMPLETE FUN. Here is the youtube link for those who have not seen the ad till now:

[youtube=http://in.youtube.com/watch?v=4Xd5qQgIrLo]

Overall, I liked the central theme as well as the execution style of the ad. And guess the whole effort of picking up Red Sofa by BigTV resulted nothing as in its main advertising, Airtel has not used that Sofa at all 🙂. Good work by JWT! Now lets see if next ad from BigTV is a spoof on “Welcome Rahul” :O

BTW just an afterthought – I’m wondering why these two new DTH players are competing against only each other (atleast in advertisements) and not with the already established players like Tata Sky and DishTV?

Airtel Digital TV Ad

Well, if I have to describe this ad in one word, I will say it’s BIG, it gives the impression of being big, being colossal. What an irony, isn’t it? BigTV kept on insisting “Ho toh BIG ho” through different creatives and through different properties…but the imagery of being big got very subtly and beautifully established by Airtel with just one television commercial featuring 10 popular celebrities! And the interesting noticeable point was that the celebrities are not used as endorsers rather they are shown as representative of different properties of the product. Read More…

Link to my full post: http://marketingchitchat.wordpress.com/2008/10/13/airtel-digital-tv-ad/