Quick Bytes: I’m back and with a ‘bharat bandh special offer’ :-)

I’m back and this time after a really looooong break from this blog. Phew five months into Mommydom already and it seems just like yesterday. Oh yes, in case you don’t know, then let me announce it here as well that I’m actually Mommy Kanupriya now :-). It’s my new phase of life that has been keeping me busy and away from many things including my love for blogging. But I ain’t complaining. Like most new moms say, this phase of life is indeed the most special one, something which I can’t put in words ever and all the changes or adjustments are actually worth it. With things settling down a bit, I’m now looking forward to revive this blog again. Though have been somewhat active on my personal blog but was not able to manage sufficient time at a stretch to concentrate and write any post suitable for Marketing Chit-Chat.

Thanks to those who dropped me an email asking about my whereabouts and reasons for this blog being inactive. I have lot to share and lot to learn from all of you, so look forward to posts and comments exchange once again in this space. For today just a “Quick Byte” – how many of you received this email from Indiaplaza today?


I did and for a moment I couldn’t believe it. “Bharat Bandh Special Offer” – are you serious? In the name of this Bandh, while some were busy burning buses and some ranting about it on social media, here came a gem of a communication from a brand like Indiaplaza from whom I didn’t expect something like this. I mean what was that – a #WTH, a #Facepalm or a #Fail? Well, looks like the email communication guys seriously misunderstood the holiday on account of bandh to be a festival special holiday :-P, otherwise why on earth would you announce an offer especially for Bharat Bandh? You know as I always say a prompt “chance pe dance” marketing is smart but then you better know when and how to capitalize on the chance rightly. After seeing this I think even offers in name of potato/tomato days would have been ok but a bandh special promotion? What do you think?

Kingfisher Communication

I’m sure like me all of you would also have got your inboxes flooded with new year wishes. More than personal messages, it’s in fact all sorts of marketing campaigns from different services wishing new year and announcing some or other new year offer. Ah speak of that over-abuse of email marketing channel in India!!! Well, most of promotional emails went into my trash folder without even opening it…but here comes one email on my gmail id which I couldn’t help myself from opening it immediately despite knowing it very well that this one also is some marketing mailer. Reason? Well, the sender of the email is Dr. Vijay Mallya J. Now am I not supposed to click it at least once to see wht Mr. Mallya has to communicate to me? This was also just another mailer but see a small customization in terms of sender’s name did make a difference to me as a consumer. And not only me, I’m sure most of the consumers would like to click it at least once to read Mr. Mallya’s message and therefore just a bit of personalization would have led to a higher CTR than normal King club mailers. After all the sender’s name reads Dr. Vijay Mallya and from the look of it, it didn’t seem to be a virus mail. Kingfisher is really the king of communication and yea they always set some benchmark of service and communication. Check it out:



Well, this is my last post for 2008… So, shall I also say in Mallya eshtylee – I want to personally thank all of you for your continued patronage, for reading my blog and sharing your opinions…ha ha ha, I know I know it’s getting too much, so better leave this style to Mr. Mallya. From my side, just a simple wish  – Wish all my readers and blogger friends a very happy and prosperous new year!


SMS Marketing or Bombarding?

Yesterday I attended a session on “Mobile Marketing and its immense concealed potential in India”. While I agree to some of the points and as a marketer I am absolutely aware of the potential and different channels of mobile marketing in India but when it comes to execution I can’t help myself from heaving a frustrated sigh on this term known as “Mobile Marketing”. I will not go into deeper details of why and what, I will just cite few examples of my recent experiences with one of the most basic tools of Mobile Marketing which is SMS based promotions:

  • Date: 23rd Nov’08. Sender: Orange Holidays. Text of the SMS:
    • FREE LCD on booking today to Bangkok / S’Pore / Malaysia / Dubai @ 2500 including Airfare, Stay, B’fst, S’seeing. Taxes Extra. FREQUENCY of this SMS: Got the same message 4 times in 45 minutes! Well, it’s from Orange and it had to be this loud I guess.


  • Date: 24th Nov’08. Sender: 12900. Text of the SMS:
    • Searching for a Friend?? Call 12900 & say MUJHSE DOSTI KAROGE to make New Friends. FREQUENCY of this SMS: 2 every day for almost 1 week now! Wish there could have been a short code to reply and I would have replied: NO NO NO! Mujhe kisi se dosti nahi karna hai!!! Huh, what a wrong targeting, age as well as profile wise!


  • Date: 24th Nov’08. Sender: Some unknown number. Text of the SMS:
    • Kerala Holiday packages, House Boats, Tree House, MUNNAR, Backwater / Beach resorts/ Taxis.CNT-elaecoland.com. FREQUENCY of this SMS: 7, yes 7 in 1.5 hours!!!


  • Date: X, Y, Z…1,2,3 (list is so huge that I’ve lost the count). Sender: Airtel. Text of the SMS:
    • Are you aware of your Mobile rates on Roaming? On your rateplan, roaming & local calls cost the same! Receive / make calls while roaming across India at Re 1/min. FREQUENCY of the SMS: Phew!!! Infinite I guess… including 2 reaching me at 2 and 2:30 am in the morning! Now how am I supposed to react??? I just wanna tell Airtel guys that not only I am aware rather by now I have remembered this SMS by heart, thanks to the non-stop bombardment from your side!


  • Date: 24th Nov’08. Sender: WIN. Text of the SMS:
    • WIN WIN WIN! Answer this simple question & take home 1 kg of gold and a brand new FORD IKON car! SMS A or B to this blah blah blah number. FREQUENCY of this SMS: Infinite, trust me infinite times on my Tata Indicom number. Oh, how I wish winning 1 kg of gold would have been so simple as these crap SMSes show. Gawdddd I see a WIN as first word and immediately press DELETE! I DO NOT want to get the same moron question everyday and neither I wanna win a ford ikon or 1 kg of gold at all!!!

Well, these are just few of the SMSes which I received in last two days, not to mention that while I was attending this session on mobile marketing, I received not 1 or 2 rather 11 promo SMSes. I as a customer am so distressed with such SMS barrage that most of the time my only reflex reaction with these SMSes is DELETE! I had earlier also written about Fate of SMS Marketing and with increasing instances of such forced SMS nuisances I can’t stop myself from expressing my distress yet again. I really doubt on the so called potential of this mobile marketing in India. Isn’t this marketing channel getting over-abused the same way as email marketing in India?  Don’t you think that not only content of such promotion lacks innovation but execution needs some serious attention as well? We are anyways listed as one of the top email spammers in the world, I’m wondering when we are going to top the list of SMS spams as well!