World Heart Day & a brand's tryst with Crisis

 

A brand story on World Heart Day!🫀

One brand story that comes to mind on Heart day is that of Fortune cooking oil & that of Sourav Ganguly.

👉Proposition

The brand proposition that its ingredients keep food tasty & healthy for heart against cholesterol esp for people over 40.

👉Brand Ambassador

Dada, the flamboyant cricketer & ex-captain, was rightly chosen to deliver the message - dada bole welcome to 40s.

👉Crisis

-In Jan 2021, dada suffered a cardiac arrest amidst time when the ATL campaigm was on.

-People started taking potshots at the brand with even cricketers tweeting the brand + celeb health misconnection.

💡Brand Response

-It rightly stopped all ATL and messaged for recovery of the celeb.

-Post recovery, dada also came out with a statement stating the history of heart ailments in his family.

- On valentines day, the brand came out with communication with dada with a good message on heart health!

👉The greatest thing a brand can do esp when a celeb is going thru a health crisis is to NOT drop the celeb!

👉Because consumers see such brands as trustworthy who do the right thing in crises.

🙏Btw, take time to reflect if there are any good practices or habits you should embrace for life to take care of your heart - physical exercise, meditation etc.

#health #brand #pr

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I write regularly on consumer/ #marketing trends and habits/ productivity tips. #runningmarketer

Just do it - such a lame line?

"Just do it"- a lame yet famous line ?

It is still one of the most iconic brand slogans till date.

Despite it being,

...so superficial.

..It's just a verb.

🤔Why is it so popular and connecting?

Why do people in 100+ countries swear by this line and buy running shoes?

👉Because, it has a great insight!

For the customers #Nike targets, there is this fundamental need:

To change. 

(When we change, we move forward)

To change the way you look (weight loss).

To feel what it means to be strong.

To break the status quo of months, years, or even decades.

To get rid of those thoughts seeped in shame that haunt you.

To break free!

👉But, everybody knows "change is the only constant" & still fail at it, why?

👉Because, all we want is to change BIG!

Overnight Success.

Radical Transformation.

Mt Everest.

Ultra Iron Man.

Run for the President!

👉And we all fail at that! Why?

We begin, often to move the mountain and when it doesnt, we fall back to our older self.

Technically, then we don't change.

👉"Just do it" is about small non-scary simple instant changes.

everyday.

every month.

every year or even a decade.

And then you move the mountain!

Just do it is all about the golden principle of starting SMALL and finishing BIG.

Just do it!

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I write regularly on consumer/ #marketing trends and habits/ #productivity tips. Follow #runningmarketer

Tom cruise runs like impossible at 61

Mission Impossible = Tom Cruise's running at 61!

Just watched MI-7; and am unusually upbeat about it.

Not due to the cliff jumping scene or the thriller plot etc, but to see him running like crazy in this movie too, at the age of 61.

And if u dont know about his heroics about running, here is some trivia -

1. He has run in ~44 out of ~52 movies till date.

2. His instagram bio says " Running in movies since 1981" 

3. His movies in which he runs gross more than the ones where he doesn't ;)

4. He also improved his running stance & speed by hiring a coach at age 42.

5. And it's not that he isn't fast; he might be at a speed of ~15 miles per hour in his scenes as per some blog articles. 

6. That is approx 15 sec for a 100 m sprint (The Usain bolt Olympics record is 9.58 sec) and for an actor, its awesome!!

That's quite mission impossible-istic trivia!!

Now tell me do you feel an urge to run 😎?

If yes, here is a quick plan to trick urself in doing it -

0. Choose a SMALL achievable goal for tomorrow & the week. Not big but small.

1.. Announce your running goal for a week on social media. (even if people laugh in reactions)

2. Set up an alarm for the morning run.

3. Keep shoes & track clothes next to it.

4. Just do it.

5. Announce it again on Social as a proof.

Repeat for a week. And increase goal only when u r comfortable. And trust me it works.

Up for it?

#running #motivation

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I write regularly on topics linked to consumer/ #marketing trends and habits/ #productivity tips. Follow #runningmarketer

Dhoni Vs Kohli way of thinking?

'Abundance' Vs 'scarcity' =
Dhoni Vs Kohli?

Weird comparison?
Yes, but it hits home a clear understanding for me.

👉When we assume that the universe has scarce resources,

we feel grumpy, envious, complaining and despise each others' success. We compete, we fight and we fret.

👉But when we assume its all abundant stuff out there for each one to enjoy,

we collaborate, we understand and we trust each other to get the best out of ourselves.

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👉Dhoni way of thinking, to my mind assumes that good is everywhere and is there for us to avail.

- He trusts new-comers to even deliver on the toughest of time. He trusts & promotes.

- He doesn't fret on the uphill required rate and stays cool during provocation by others, mostly.

- He stays calm even if others drop catches or when everyone is fab. He waits with unusual calm, letting others remain calmer.

👉Kohli way of thinking, IMO is about getting the best out there, always. And if it doesnt happen, it shows which is around scarcity mentality.

- He pushes himself to deliver aggresively and expects others to do that. He pushes.

- He pays people in thier coins, if somebody sledges, he sledges too. Thus, he gets played to circumstances.

- He is expressive to the limit and shows his frustration overtly which puts everyone down too.

What do you think?

💡Irrespective, lesson is that when u believe in universal abundance, u collaborate, lead and do good to others Vs other side of scarcity, frustration, rivalry & anxiety, thats no good to others.

#attitude #life

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I write regularly on consumer/ marketing trends and #habits / #productivity tips. Follow #runningmarketer

Tanmay Bhatt & team's ad formula

Here is Tanmay Bhatt & team's ad formula!

I have become a fan of ad films coming out of Tanmay Bhatt and Devaiah Bopanna team (ex- AIB fame).

The formula IMO seems -

The Unbelievable paradoxical hook with a celeb

+

Deep insight that works for the brand

+

Twisted execution

= A viral  Ad

Don't believe this; lemme illustrate.

👉The Unbelievable Paradoxical Hook:

-A super angry Rahul Dravid (Cred)

-A super perspiring Vishy Anand (Subway)

-An OTT Karan Johar asking for affordable specs (Lenskart)

👉Deep insight:

- Cred pitches its coin benefits out of card payments as Unbelievable (as dravid getting angry)

- Answering 5-10 questions for a subway is a task!

- Lenskart is D2C tech player & makes lowest priced yet quality specs

👉Twisted Execution:

-Dravid breaking cars in a traffic jam

-Vishy sweating buckets

-Karan bargaining for higher price

Agree?
Liked any other recent ads? That made u laugh too?

#advertising #brand

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I write regularly on consumer/ #marketing trends and habits /productivity tips. Follow me #runningmarketer on LinkedIn

Bangalore & its many labels!

Bangalore?

The 2023 'layoff' city!

The 'outsourced' city!

The 'traffic jam' city!

The news keeps churning labels to this city where I live.

There are memes too -

- The airport here is in a different city.

- You can either drive to the airport or reach delhi via air in the same time.

- Silk Board is like Burmuda Triangle where u get sucked into traffic for hrs.

With a fantastic & scenic 10K run in the morning today, i felt deep gratitude to the city -

👉Its pleasant weather makes every morning a day of running (i remember how summers/winters are unbearable in Delhi).

👉The original label of 'Garden City' due to large lungs like Cubbon Park makes living enjoyable. Most roads have large trees giving you a great driving experience too.

👉The #technology adoption of the city is so powerful that u can venture out on streets without a wallet - every small shop or even vegetable seller has a QR.

👉The amalgamation of cultures is moving towards a melting pot of sorts, u dont feel challenged in terms of language - English/Hindi works mostly.

👉 Most of the new #startups are taking shape here, getting you an opportunity to be amidst deep change that will propel India from $3Tn to $15-18Tn in next 15 years.

🙏#bangalore

Somewhere i read today -

Gratitude is a superpower if you practise it, else you will feel lack of power and always be complaining - without any change in the external environment.

#india #life

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I write regularly on consumer/ marketing trends and habits/ #productivity tips. Follow #runningmarketer

Lithium is the new oil! India to be global 5th?

Lithium is the new oil!  

India to be global 5th?

☝️The global lithium-ion battery market was valued at ~$50 billion in 2022 and is expected to reach ~$200 bn in 2030.

✌️Global Lithium carbonate equivalent (LCE) production to become 2 times to ~3 m tonnes by 2030.

🤟Australia and Chile produced ~77% of the global lithium production in 2022.

🖖China not only has its reserves but has strategically acquired lithium assets in countries like Chile, Canada, etc.

✋In india itself, we have found lithium reservers in multiple places which can put us at 5th in the world!

👉If you dont believe, India sold 1 million EVs last year (2022), 65% of them being high speed 2 Wheelers.

Have you started thinking to own electric?

#Electric is the future.

#EV #auto #india

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I write regularly on consumer/ marketing trends and habits/ productivity tips. Follow #runningmarketer

How to manufacture memorable moments in your lives?

3 ways to manufacture memorable moments in life or work!!!

Our brain belittles everyday moments like a flat line...nothing memorable, week after week; weekend after weekend.

Memorable moments can happen by serendipity, but they need to be designed deliberately!

Here are 3 ways of doing that -

👉Elevate them
If going for a movie with family; elevate the occasion by extraordinary changes - maybe dressing like a 'fancy dress watching occasion' or doing simultaneous claps.

People might give u stares, but u will remember the movie for a long time!!

👉Add Pride to those moments
Running yourself for a 5K Vs Running a 5K at a running event. What is more memorable?

Latter, because of the medal, the pride pic, the finisher badge, the finish line & the celebration.

👉Connection to others
Memorable moments are mostly social- weddings, graduations, vacations.

Adding a layer of a group to a moment can make it memorable! Trying a new restaurant alone vs with friends!

#Brands apply these to deliver customer delight too!

☝️Remember the car delivery occasion (elevation)

✌️IPL contest winners with signed ball on TV (Pride)

🤟Brands do community events like Harley Owners Group events or Ola Rides! (connection)

Any other ways?

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I write regularly on consumer/ #marketing trends and habits/productivity tips. Follow #runningmarketer

5 ways to end meeting madness on a Monday?

5 ways to end meeting madness on a Monday?

1. Email?
Ask first, can it be an email?

2. Type?
Decide what type you want? I classify into -
-Info (Status Update)
-Discussion (Brainstorming)
-Decision

3. Time Duration?
Time them to short & non-standard timings (20 min vs 30 min). Parkinson’s law states work expands to fill time. Attention spans are also dwindling. This helps to NOT discuss the match or movie.

4. Size?
The more, the non-merrier. #Amazon recommends not more than folks sufficing 2 large pizzas.

5. Minutes?
Minutes matter when sent from the meeting itself.
Format: Action-person-end date.
If it’s taking you more than a day or it’s a long 2 pager, you are writing a story not minutes, JkRowling!

Bonus:
Sitting or Standing?
Standing ones are more effective, helps reduce unnecessary chatter. Brave ones can try plank meetings😮‍💨

What else will you add for material meetings?

#meeting #productivity #career

Pic credit - Tom Fishburne

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I write regularly on topics linked to marketing/consumer and habits/productivity. Follow #RunningMarketer

RIP Rasna Man! 5 marketing ways that made kids go 'I love u rasna'

RIP Rasna Man! - 

5 things that he did to make every kid go ‘I love you Rasna’

The founder of the nostalgic popular brand, Rasna - Areez Khambatta passed away yesterday. 

News reminded me of this iconic brand which was our go to drink during summer holidays.

Today, It is used across million households and exported to 60 countries.

Here are 5 #marketing lessons from Rasna-

👉Rebranding - The drink started as ‘Jaffe’ in Gujarat & Maharashtra, prior to 1979 when it was renamed as Rasna, a name out of Hindi word ‘Ras’ meaning juice, a more Indian sounding name vs Jaffe.

👉Value Proposition - In 80s, it presented a clear value proposition of a home made summer drink which is colourful, liked by kids & dirt cheap opposed to bottled soft drinks like thumbs up, Limca.

👉Category Creation - To my mind, it was a classic case of category creation. It was one of the first brands to teach how to use this new category (like Maggi) and shown the procedure of using concentrate to make 32 glasses. 

👉#Advertising - Necessarily, it had kids stories in its ads with orange coloured drink. Stories like - ‘girl talking to teddy bear’, ‘Ab mummy Kay Karegi’…And it ended on a signature and consistent line ‘ I love you Rasna’. 

👉 Rational Purchase - India was so high on value those days, it talked of 5 rupees, 32 glasses in its advertising too!

RIP Rasna Man.

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I write regularly on marketing/consumer trends and habits/productivity tips. Follow #RunningMarketer