13th article published in HANS INDIA (9th August 2014). It is an article titled "How the Manufacturer Sold tooth powder in the USA""

13th article published in HANS INDIA  (9th August 2014). It is an article titled "How the Manufacturer Sold tooth powder in the USA"

12th article published in HANS INDIA (2nd August 2014). It is an article titled "New Products that did not do well in India"

12th article published in HANS INDIA  (2nd August 2014). It is an article titled  "New Products that did not do well in India"

Osama Bin Laden, Shakeela and Anti Christ - Deadly Brand Names

What is in a name? In my view everything.  Flavor these, Osama Bin Laden, Shakeela, Manavatti (the bride), Kotuvadi (Carpenter’s hammer), Anti-Christ, Ammini, Kanaal Parungi, and Patta. 

In the world driven by imagery and brand names, the above are the names given to illicitly brewed liquor or hooch in the state of Kerala.  The illicit liquor makers are very market savvy and have given very interesting and thought provoking brand names.

A bottle of Osama Bin Laden would make the drinker want to crash into buildings while Shakeela would make the tippler want to go clothes free irrespective of surroundings. Mannavati (the bride) would make a person become tongue tied and as shy as a blushing bride. Kotuvadi (the carpenter’s hammer) would hammer the liquor into a person’s body.

Anti-Christ is the name given to toddy and it claims that a person would need three days to resurrect oneself from its impact. Illicit arrack is called Ammini (a common name for a woman) as women are actively involved in the production and the selling process. The illicit liquor is also called Kanaal Parungi as the medium sized barrels in which the illicit liquor is stored is hidden in the irrigation canals.

The oldest illicit liquors is called the “Patta” as it is brewed in Cinnamon. (Cinnamon is called Patta in Malayalam).   

The illicit liquor marketers are showing us a way to colorfully brand the products and get the eyeballs and the buzz to make the products get noticed and get the top of the mind recall from the customers.

350,000 readers for my marketing blog

Some time yesterday my blog http://dranil-marketingmusings.blogspot.in/ reached the landmark of 350,000 readers. Thanks to all the readers, commentators, readers who encourage and give very constructive feedback. A VERY BIG THANK YOU.

OMG (Oh My God) - The advertisement duration is down to five seconds - When the things get tough - the TOUGH have to get going!

I was at home watching the Television when I saw the new advertisement by Horlicks "for the first time in 100 years of its existence, Horlicks introduces a new chocolate flavored instant Drink'. The voice over got my attention. 

Very interesting concept. The world has moved towards instant gratification and Horlicks had to take cognizance. The customer no longer has the patience nor the time needed to wait for water to get boiled and mix Horlicks. Instant Horlicks is more fast, mix it directly with water or milk.

To drive home the concept of instant gratification Mindshare  the advertising agency deployed a unique strategy.

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk and added a 5-sec tag that preceded the original commercial. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this advertisement. 

This is brilliant conceptualization and even more brilliant understanding of Consumer Behaviour. Online customers tend to be impatient and hardly watch any advertisements. They do watch - only if they are compelled. Most of us automatically search for any videos first at YouTube and wait impatiently for the first five seconds of the advertisement to play out before skipping the later part of the advertisement (the first five seconds of the advertisement has to be watched compulsorily before one can watch the interested video). By putting it in the first five seconds Horlicks is ensuring eyeballs. Brilliant concept and brilliant execution.

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf

Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’ - See more at: http://www.mxmindia.com/2014/06/mindshare-creates-youtube-ad-for-instant-chocolate-horlicks/#sthash.R4jkRk1t.dpuf