Monthly Archives: July 2020

Sail with the ship, and then swim

  In June of 1991, I had just joined Dyanora TV. I was new to the company. It was my first job as a Branch Manager controlling half Madhya Pradesh (including Chhattishgarh)  and was putting all my energy and efforts to impress the management, but things were not going well. Mr. Suresh Ebnezer, than All India Service Manager, was visiting Raipur to guide me to setup After Sales Service operations at my branch. During his visit, he gave me lifetime learning, which I never forget. He said, and I quote: “SAIL WITH THE SHIP, AND THEN SWIM.” He said above …

Why celebrity endorsements works in advertising

Why people buy celeb endorsed products and why they don’t try new products launched by new entrepreneurs? This question often comes to our minds. Q 1: Why people like to buy celebrity endorsed products or services? Ans: Buying endorses products fulfill the aspiration of the consumer. The consumer thinks that I can’t be Shahrukh Khan or Aishwarya Rai, but I use the product they use. I feel like being them. Q 2: Why people don’t buy new products of unknown entrepreneurs? Ans: “Taking a decision” is the toughest thing for most of us. No one likes to decide and always wants someone else to …

Full circle of advertising

“I make people fall in love with brands.”or“I am a storyteller.” I find these lines in the introduction of many advertising agency professionals. It is the world; advertising professionals love ❤️ to live and die. That’s their life. They want to be artists. Selling a product is tough. It doesn’t allow one to enjoy life though advertising may have evolved from being able to sell. The brand is the hero and not the product. Be creative. Creativity has no price tag, and treating brand as “a piece of art” allows raising hefty creative bills. Also, creativity can’t be measured beyond …