Worst Indian Ads ever!!!

1. Tapa Tap soap Ad, one of the best if not the best of the worst: The most irritating ad. The soundtrack I so jarring that you hear it more than once it will haunt you in your sleep.   

2. Mahaveer Jeans ads. Another Great one. The girl wanted a slave rather than a boyfriend. Or maybe a servant boy!!

3. Some fitting company: It appears as if the girl wanted a plumber instead of a husband. So she married the nearest plumber who is more worried about Nul fitting, and toilet fitting than taking care of his wife!! what Gyan.   

4. Swami Narayana Furniture: It is a typical marriage-looking scene. The boy goes upstairs to the girl's room (Don't get naughty ideas). Rather he has other ideas. He admires the furniture. He comes down and says "I like". His mother gives a coy smile and says "The girl or the furniture". He says "both". what an ad. This ad needs an Oscar for the worst ad ever made  - the world over!!

5. Quba Mobiles: A dramatic ad where goons chase a girl throughout Hyderabad mohallas to find out where she bought her (Cute Mobile). 

6. Quba Again: In this classic ad the humble Doodh wala gets the better of the Bollywood hero-like man using what else - the Quba Mobile. wah kya, scene hai. 

7. Indu Technical Institute: This person can get the final degree from the genie right. But no, he asks the genie which is the best technical institute in India? And genie being genie tells him that "Indu is the best technical institute in the world". End of the story.  

8. JK white Cement: wow what a comparison. JK white cement and a bikini-clad girl emerging from the sea. David Olgolvy must be watching in total happiness. 

   

9. Dixcy Scott: One of the silliest ads ever. Why did Salman have to do such a trash? In the ad, Salman's friend wonders if Scottish people wear underwear beneath their skirts. The thought was creepy enough. But the ad does not end there. Salman plays a silly tune and promptly the Scots' skirts dropdown. To our relief, they are wearing underwear. But Salman has a last laugh. He smirks and says, "They do wear but they don't wear Dixcy Scott underwear like us". This is one of the worst under-the-belly ads.

10. Rajani Ganda Auction ad: The son of the hotel's gateman buys the same hotel for his father paying US 500 million dollars. The secret of his success. Eating Rajani Ganda pan masala right from his childhood. This is taking fantasy to the next level.   

11. MTR - IDLY Mahabharatha ad: Why are Hindus and Hinduism targeted for advertising creativity. In this deplorable ad an actor who looks like Arjuna throws an arrow that becomes a rava Idly and the entire opposing army is defeated. If only we had MTR - Rava Idly during the British times. We could not have been colonized in the first place. 

12. Mahindra Gusto Ad: one of those confusing tongue twisters of an ad.  If you want to buy a Gusto buy it. If you don't want to buy a gusto, buy it. I am totally confused. 

13. XXX soap: Classic case of an ad where there is a mismatch between the product's name and the tagline, "Samskaravanthamaina Soap". The soap makes people gentle, cultured, and deeply rooted in the Indian religion and the country. Great so far, as all of us know XXX stands for pornography, and XXX videos are the rage on the internet. Dont know if the makers realize this mismatch!!!

  

Consumer Attitudes - I don't care to Negative - how to change??

Consumer attitudes are the beliefs, thoughts, and feelings that influence consumer opinions and decisions. They are the emotional responses individuals have towards products, brands, services, or experiences. Consumers have emotional responses that are not logical but emotional. Attitudes can be positive, negative, or even neutral. Let us look at some extreme attitudes towards products and services.

I don’t care attitude: The entire world is driven by health fresh and thickness. Consumers worship an image of themselves. An image in which they are "lean, mean, and fit". The fitness industry is worth many billions of dollars. But surprisingly an exact reverse of extreme fitness also exists. it is called the "Heart Attack Grill."

Heart Attack Grill is a restaurant in Los Angeles. Heart attack grill worships gluttony and large people. The Octuple Bypass Burger offers a whopping 20,000 calories in one go. Many consumers have suffered seizures and some have even died. Heart attack gill has waitresses dressed as nurses; Drinks are served not in glasses but come through pipes styled like IV drips in a hospital. Consumers dress in hospital aprons and the nurse spank consumers who are not able to finish their food. Consumers weighing over 350 pounds get to eat free.

The trigger here is being anti-establishment. In a world that worships thinness, consumers of Heart Attack Grill have no qualms about their size or girth. They worship obesity and have no discomfort about being big. In their world, thin people are seen as sissy or unnatural.

Being anti-something itself is an attraction. Now we see Similar tendencies in Indian street food which is greasy, oily, cheesy, and extremely buttery.  Many consumers want to taste and saviour such unhealthy food.

Converting Negative attitude to neutral to positive:  Motorcycles had got a very unsavory reputation in the USA during the 50s and the 6os. People riding motorcycles were seen as tough and mean guys. In short, motorcycles were seen as vehicles for the tough and the anti-social elements. The tough image of the Harley Davidson riders and the looks of the Harley riders did nothing to bolster confidence that motorcycles were for the entire family. Consumers had a very negative attitude towards motorcycles and motorcycle riders.

Honda did a campaign, ‘You meet the nicest people on a Honda’. This campaign was executed by Grey Advertising, USA.  The advertisement depicted housewives, a parent and children, young couples, and other respectable members of society referred to as "the nicest people" riding Honda motorcycles for a variety of purposes.

Honda succeeded in its appeal to the American public. It was seen as a casual vehicle for daily activities, and as such was an entirely new consumer value as a vehicle for the entire family. It erased the motorcycle's deeply rooted image of evil and discontent.  This iconic campaign legitimized motorcycles and made motorcycles and motorcycling reputable again in the USA.

Shifting Consumer negative Mindsets: some tips that might work

1) Pinpoint the Origin: Identify the root cause of consumer dissatisfaction. Address the Persistent Issues: Concentrate on recurring customer grievances.

 2) Offer Trustworthy Data: Supply reliable and consistent information.

 3) Stir Emotions and Values: Appeal to consumers' emotional and moral compass.

 4) Encourage Trial and Engagement: Motivate consumers to test and engage with the product.

 5) Strengthen and Acknowledge Loyalty: Bolster and recognize consumer loyalty.

 6) Monitor and Adjust: Stay vigilant and adapt to evolving consumer perspectives.

 7) Craft a Strategy: Formulate a comprehensive strategy to rectify negative perceptions, possibly through enhanced staff training and product enhancements.

 8) Align with Communities or Events: Connect the product with communities or events admired by consumers.

9) Resolve Attitudinal Conflicts: Resolve any existing or potential conflicts among consumer attitudes.

10) Transform Brand Perceptions: Alter how consumers evaluate product attributes, shift brand beliefs, and improve overall brand sentiment.

Lost in Translation - Hindi to Telugu ads and one great Tamil to Hindi - Paying back in the same Coin!!

1. Po Ra Pu, Surf Excel: Sometimes I feel very annoyed that I seem to be the only person who critically analyzes the way advertisement campaigns are made and executed. Take for instance Surf Excel’s “Po Rub Pu” campaign. 

The campaign (yawn) takes the usual tack of dirty clothes becoming sparkling clean with Surf Excel. But what makes the ad annoying is the language (Hinglish). Everyone in the ad mouths the words Po Rub Pu which is the short form of the phrase “Pour Rub Pour” or saying that a a little Surf Excel is enough to make the toughest stains disappear. 

But an issue crops up when a Telugu-speaking person sees the advertisements. It sounds like Po Ra Po (పో రా పో). Po Ra Po is slang, it means “you!! Get lost”. children can never say Po Ra Po to their elders. It is quite jarring to see young kids saying Po Ra Po to elderly women. No one has even protested and it is business as usual. 

2. Na Cheez Anta - Amul Cheese Telugu Advertisement - Lost in Translation - Translation blunder!:  This advertisement was really funny, I want Hindi readers to comment (Clue the key word's meaning in Urdu), of course, Hyderabad being quite Urdu dominant many Telugu-speaking Hyderabad friends too might get it. As they say, the devil is in detail! 

Nacheez is an Urdu word that means - 'nothing'. But it is often used to describe oneself. E.g. Nacheez ko Maneesha kehte hain - I am known as Maneesha. It is used to convey or denote a sense of humility about oneself.

3. Parimatch Sports’s ఆమె ఆడుతుంది, మీరు జరుపుకోండి:  The above advertisements were on the metro pillars in Hyderabad during the WPL tournament in March. This became a talking point on social media. It means, “She plays, you celebrate” in Telugu.

I had many doubts racing in my mind. Celebrate? How should I celebrate? Why should I celebrate if she is playing? (don’t even know the person). Not my wife, daughter and I don’t even know her remotely?

The mystery was solved when I googled to find the original English version. The English version was “She plays, you win”. This app is a game and we can bet as the game progresses. The more we interact the more is the chance to win.  

4. The dosa ballebaaz (batsman): Idly/Dosa batters are the saviours in many houses. The cumbersome process of making the batter is taken out of hand with the onset of ready-made idly/Dosa batters. Very convenient and reasonably priced they are hugely popular. Wanting to take advantage of ready-made Idly/Dosa batters a Tamil company foraged into the Hindi markets ( north Indian markets). 

So far so good. The package said Idly/dosa batter in English and Tamil. Trying to attract the Hindi buyers they translated idly/Dosa batter into Hindi. Google translate feature nicely kicked the company in the rear side. 

Idly/Dosa batter became Idly/”Dosa Ballebaaz”, Literally idly/dosa batsman. The buyers would have scratched their heads in bewilderment. They must have thought that this Idly/Dosa mix was only for CSK batsmen. Jokes apart never trust Google Translate when your life, brand, and career are on the line.

Megashot smart Cricket Bat - mighty six or a first ball duck!!!

"Megashot smart Cricket Bat" - is a new offering on the Flipkart platform. We can draw a parallel with the Telugu film industry which spends 100s of crores on hero's remuneration and not on great story and gripping screenplay. The same is the case with the Megashot smart cricket bat. Seriously, "common sense is not common". not a memorable brand name.

The word Meta does not exist in cricket. The smart cricket bat has to be consumed by many who have only rudimentary knowledge about technology but still have a passion for cricket. Megashot sounds like an app for a Facebook page offering mini shots of alcohol.

ChatGPT has thrown in some interesting names, check them out (don't tell me that the makers of this smart cricket bat did not have access to ChatGPT)

1) ChakkaMaster: Combining "Chakka" (a term used in cricket for scoring runs) with "Master" to denote mastery of the game.

2) GullyGuru: Referencing the popular street cricket culture in India, where many cricket enthusiasts start their journey to become skilled players.

3) BalleBaazi: A playful name incorporating "Balle" (batting) and "Baazi" (a term often used to describe a clever or skillful move), capturing the essence of cricket strategy and skill.

4) SixerSangam: Highlighting the excitement of hitting a six (sixer) in cricket, combined with "Sangam" (meaning confluence or gathering), implying a gathering of cricket enthusiasts.

5) KhiladiKonsole: Using "Khiladi" (player) to denote the participants in the game and "Konsole" (console) to emphasize the gaming aspect, appealing to fans who aspire to play like their favorite cricket stars.

6) ChaukaChampion: Incorporating "Chauka" (four runs scored in cricket) with "Champion" to signify excellence and victory in the game.

7) HitWicketHub: Playing on the terms "hit wicket" (a mode of dismissal in cricket) and "Hub" to suggest a central place for cricket gaming enthusiasts.

8) CricCraze360: Combining "Cric" (short for cricket) with "Craze" to denote the passion for the sport and "360" to imply a comprehensive gaming experience.

9) BatBhoomi: Using "Bat" to represent the essential equipment in cricket and "Bhoomi" (meaning land or field) to signify the cricket ground, appealing to fans who love to play and watch cricket.

10) DhamaalDugout: "Dhamaal" (a Hindi term for excitement or fun) combined with "Dugout" (the area where players sit when not actively participating) to suggest a fun and engaging cricket gaming experience.

I find all the above ten names better than Megashot (somehow mind is still fixated on the banned "shot liya kya" campaign).

Moving from the name itself, I have watched the video of the Megashot Smart cricket bat on YouTube and found the gaming part to be amateurish. The animation is flat and there is not much interaction. Many free game apps give a similar or even better gaming experience. Megashot is only about hitting the ball. One can't bowl or field. So it all boils down to swinging the bat. The game can only be played by a single player at a time. 

I wish the makers of Megashot studied the daddy of interactive games Nintendo Wii carefully. There was a time when parents frowned upon video games. They were seen as the ultimate evil, a drug no less. The adults never played video games. They thought it was silly, a waste of time, and worse made players fat and lazy.

Nintendo Wii changed it all. It came as a breath of fresh air. Wii was incredibly easy to set up and play. It introduced games that everyone loved and played physically at some point in their life. Wii had games like tennis, bowling, boxing, baseball, cricket, cycling, archery etc.

So what makes Wii a much better option? The games are very interactive. Up to four players can play at a time, the action is very realistic and players experience exertion when playing the games on Wii. That was the USP (Unique Selling Proposition). Wii was a wholesome family entertainment device.

The minute exercise was mentioned, the elders took to the game as fish took to the water. Wii sold a whopping 10 crore gaming consoles throughout the world and continues to sell in North America. Wii became one of the few gaming consoles that the entire family played together and may be the only Video/TV game that parents encourage their kids to play. In 2008-2012 there was a waitlist of two months in USA for buying a Wii gaming console. Wii showed the world how to reinvent a product category.

Crystal gazing, Megashot might not do well. Sold at Rs 5,449/-, it does not offer that much value for money. Sure, people may buy it out of curiosity but my guess is the product might sell in a few hundred. Megashot needs to improve on all fronts if it wants to compete in the tough gaming business. All the best Megashot.

Playing ads in UPI sound Boxes - Interesting Concept!!!

Did you know that India clocks 41.7 crore UPI transactions per day!! The Unified Payments Interface (UPI) was launched in India on April 11, 2016, by Dr. Raghuram G Rajan, Governor, of RBI in Mumbai. Just 8 years ago. This must be the fastest product diffusion in the world.

India must be the only country in the world where you can just carry a mobile phone and happily live without having any money in your pocket. From the humble beggar to buying air tickets all the transactions are on the UPI. 

Recently at the India-England cricket test match at Hyderabad, I was stunned to see the plight of English fans. Many vendors were not accepting credit and debit cards. They were also refusing to accept large currency notes like the 500 and the 2000 rupee notes. Everyone wants UPI payments, but English fans lack the magic - the UPI interface.

Behind every problem lies an opportunity for a product or a service. UPI payments were a great advantage to the customer but were a disadvantage to small businessmen who have many small ticket transactions. 

For example, a small tea stall owner might have as many as 10 to 15 transactions in as much time. Mostly managed by a single individual, there was an additional stress of making tea, serving it, taking cash, and checking the mobile to see if the payment was received.

Pay TM, Google Pay, Phone Pay, and other UPI payment gateway providers came out with a wonderful product innovation. A simple sound box. The sound box has a QR code that can be scanned. 

Once it is scanned the payment gets transferred to the seller and an audio message comes out "Received payment of Rupees 10". This relieved the stress of watching the mobile to see if the payment was received. Sold at a very affordable cost with a monthly rental of Rs 149/- sound boxes quickly found market acceptance.

Marketers wanted to up the ante. Now they are toying with the idea of introducing advertisements after every 10 transactions. There is a huge space for product promotions that can be customized and localized. For example, in Miyapur all the ads can be for the business establishments in and around Miyapur.

Great Idea. It could be a win-win for both the sound box provider and the vendor. The sound box provider can make money and share it with the vendor. The vendor need not pay any rental and could get some additional revenue. But I suspect the person who might find it irritating is you and me the poor customers.

Let us assume that a single ad will play after every ten transactions. This would irk the 11th customer as he was to wait for 10/20/30 seconds for his UPI transaction. You might say that 10/20/30 seconds is not long. I suggest you try to hold your breath. 10 seconds is a lot of time!!!

The ambiance of the store too might be disturbed by the inane advertisements. Also for high-volume vendors like tea shops, there could be advertisements coming in thick and fast adding to the chaos and confusion. Anyway, it is early days and let us wait and see how this new media evolves and adapts to the market scenario.