OPEN... a weekly mind stimulant...!!!

RPG group is entering into publications by launching its new current affairs magazine named, “OPEN”. It would be launched on 3rd of April. Sandipan Deb is the editor of the magazine, who, in fact, was one of the founder editors of Outlook, more than a decade ago.

The positioning of this magazine is quite interesting. As per the report from afaqs, the target audience would be. 'Individuals who belong to SEC A1, are around 32 years (both male and female) of age, with a monthly household income of Rs 2 lakh, hold senior managerial positions, drive C segment cars, wear branded apparel, use high-end phones or Blackberrys and travel abroad at least once a year.'
It would be available only in top 12 cities of India, with the price of Rs.30. Its competitors India Today, Outlook etc. charges Rs.25 per issue. Open, feels that there is no direct competition with these magazines, which, according to them, are more mass magazines. ‘It will be positioned as an interesting, intelligent and stimulating magazine.’

Open also thought of interesting form of marketing too. Firstly, magazine would be sold only on its merits and not on the basis of freebies. ‘Therefore, the magazine is actively pursuing an alternate model of acquiring readers. They have a database of their target audience that has passed through stringent filters. Open is sending an exclusive and personalized offer to these cherry-picked consumers, giving them an opportunity to experience the product for four issues free of cost.’

Moreover, Open’s size will be more than an inch wider than the standard A4 size of most of the magazines. Thus, when opened, the magazine gives an additional two inches for the content and also maximizes the ad impact.

Open has planned a 360 degree communication strategy, which includes outdoor in Delhi, Mumbai and Bengaluru, multiplexes and the Internet. To start with, television isn't part of the media mix. Ad films will be shown in multiplexes, before movies that are frequented by their target audience. Also, there will be buzz-marketing activities at malls to engage them.

It would be interesting to see, how successful is Open's marketing, once it is out in the market.

Ref. - www.afaqs.com

Ohh Ri Duniya... Gulaal !!!

I was really impressed by the movie "Gulaal" based on dirty politics in Rajasthan. Anurag Kashyap, the director has its own style to portrait his script. But I was overwhelmed by lyrics and dialogues of the movie, all credits to Piyush Mishra. Here are few lines from the song "Duniya". Similar to the movie, the lyrics is hard hitting and very true. Read this friends !

"पलछिन में रातें चली जाती हैं ,
पलछिन में बातें चली जाती हैं !
रह जाते हैं जो सवेरा वो ढूंढें,
जलते मकान में बसेरा वो ढूंढें !!

जैसी बची है वैसी की वैसी, बचा लो ये दुनिया,
अपना समझ के अपनों के जैसी, उठा लो ये दुनिया !
छिटपुट सी बातों में जलने लगेगी, संभालो ये दुनिया,
कट पिट के रातों में पलने लगेगी, संभालो ये दुनिया !!
ओह री दुनिया, ओह री दुनिया...

वो कहें हैं की दुनिया ये इतनी नहीं है,
सितारों से आगे जहाँ और भी हैं !
ये हम ही नहीं, वहां और भी हैं,
हमारी हर एक बात होती वहीँ हैं !!
हमें ऐतराज़ नहीं हैं कहीं भी,
वो आई है फाजिल हम पे सही की!

मगर फलसफा ये बिगड़ जाता है जो,
वो कहते है..
आलिम ये कहता वहां इश्वर हैं !
फाजिल ये कहता वहां अल्लाह हैं,
काफिर ये कहता वहां ईसा हैं !!

मंजिल ये कहती तब इन्सान से की,
तुम्हारी हैं तुम ही संभालो ये दुनिया !
ये उजड़े हुए चंद बासी चरागों,
तुम्हारे ये काले इरादों की दुनिया !!

ओह री दुनिया, ओह री दुनिया..."

Why India needs a Nano ???

Suhel Seth rightly says, "From a marketing perspective, it has already gone into the lexicon of India's people and the fact that Tata called it a people's car is even more suggestive of the transfer of ownership of the brand from a company to its users: the people. How many brands can claim this? And how many brands have ever used this form of positioning? It is rare in times such as these to avoid paid advertising and yet launch a brand that has a lot riding on it. But then again, Nano is one car that needs no definition. It has been embraced as a vehicle of change but even more critically; as a vehicle of empowerment and it is here that the Tatas have provided that huge leap as it were."

Read More - "Why India needs a Nano?"

Deflation On Inflation...

In simple layman terms deflation connotes a contraction in the general price levels. As the inflation has fallen to a 30 year low of 0.44 %, which is now turning out to new darker clouds of deflation from inflation on India. The skyrocketing inflation has come to an end for now but had put us into new worrisome shoes in this dis-inflationary environment is a fallout of the drop in commodity prices, rollback in production and weakening demand. Such a sudden and frenzied fall in inflation numbers brings to another worry, namely Deflation.

For general consumers food grain prices are still holding high, vegetable prices have gone down lower on diesel prices. The decline in prices of food articles, fuel and metals has pushed the WPI to strange lows in March, 09. Mainly consumers and manufacturers defer spending, trying to cut production costs by either firing workers or employees which entirely leads to drop in demand and further fall in prices. Deflation has a deep and harsh impact on the economy. As companies are forced to sell their products at reduced prices along with reduce out their margins, which indirectly threatens job loss and pay cuts which is a cause of worry.

There is still a room of scope and joy as the Consumer Price Index (CPI), which is a reflector of retail prices at the end-consumer level, held firm at 10.45%. Along with that Oil prices has again started soaring in international market along with that all time gold prices will bring some respite to the commodities market. Along with that this was just on week figures so deflation has not officially entered Indian Economy. I believe both RBI & Present government won't give easy permission giving out more scope to debt to expand from now onwards for a medium term. So folks don’t panic…..

Credits - Manik Gursahani

Ref. - Business Line

Limca's... “Haseen Lamho Ko” !!!

Saw the new Limca’s advertisement, “Haseen Lamho Ko”? This ad featuring Niketan Madhok and Sushma Reddy (mine favorite) is a huge hit these days. On Orkut, more often you can see this ad featuring in everyone’s favorite videos list. People are making “Haseen Lamho Ko” as its ringtones and caller tune.

Imagine, showing this 2.30 minutes advertisement at the prime time slot, and paying nothing! Reason, “Haseen Lamho Ko” is been played on the top music channels, over and over again, as a song. Coke is not spending a single penny to these music channels to show the advertisement. Moreover, Music channels are bound to play its music video, due to its popularity.

Srinivas Murthy, GM-marketing (Flavours), Coca-Cola India agrees “When the Limca ad was first aired, it was a 40-second TV commercial for which we had to pay the channels,” he says. “But when we started getting innumerable requests on our toll-free number for the song, we thought why not scale it up.” Murthy feels that music channels are only too happy to play “Haseen Lamho Ko” over and over again because it has all the elements of a music video — great visuals and an engaging background score. “And in the video the Limca brand is not too much in your face either,” adds Murthy. “This doesn’t put off the viewer even if he watches it a number of times.”

That’s called intelligent marketing!!! Three cheers to Limca’s “Haseen Lamho Ko”!!!

See the ad here - "Haseen Lamho Ko"

Ref.- Economic Times

EMAMI.. Going Britannia’s way !!!

“Tin tin tin tin”… Remember this Britannia signature tune! Britannia used this signature tune successfully to link all its brands in a common thread. Now Emami is going Britannia’s way. Emami has planned to come with a sign-off tune for its brands in advertisements (April onwards).

Emami group of companies’ director Aditya V Agarwal said: "The Company has more than 25 brands under its umbrella, but all of them are not power brands. Since the brand equity of our lesser known brands was getting lost, the sign-off tune will help the smaller brands to ride on the huge acceptance and popularity of our power brands."

As per me, it’s a smart idea, but Emami shouldn’t expect any radical shifts in sales! It’s just a brand building exercise! Yes, the lesser known sub-brands of Emami will get a little push. But does Emami holds enough Brand equity that consumers will buy, just on its name? I have lot of doubts on this aspect.

A Rs 2,000 crore diversified group, Emami owns power brands like Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, Himani Fast Relief as well as the entire range of Zandu Pharmaceutical products.

Ref.- Economic Times

Tata's "T!ON"...

Tata is planning to enter the Pepsi and Coke's den. Tata Tea, has launched non-carbonated beverages as "T!ON". Due to the strong presence of Pepsi and Coke, the barriers to entry in this industry were really high. Tata's only, with their humongous distribution presence in India, can have dared to enter this monopolized market. Parle Agro (Frooti and Appy) is fighting the battle with the giants of the beverage industry, in India.

As per now, T!ON is under concept testing. The brand has been launched in a small way, only in Chennai region. The product has been launched in three flavors-Mango Rush, Peach Punch and Apple Buzz. If the consumer's reaction is positive, sooner the brand would be made available to every retail store, pan India.
Tata's can gain super-normal profits if they are able to establish their brand T!ON. The journey would be tough, and the toughest challenge would be the Positioning and Price. The 400 ml bottle has been competitively priced at Rs 22. I believe, its smart pricing. Because, consumers don't really differentiate between a 400ml. bottle and a 500 ml. bottle. Moreover, pricing of Pepsi's 600 ml. bottle is Rs. 20 itself. Thus the just negotiable difference is less.

But, positioning still holds the key to success. I guess, we have to wait for few more months to get our answers!

By the way, I am still confused how the brand "T!ON" would be pronounced!

Ref.- Economic Times

"I VOTE NOBODY..."

Did you know that there is a system in our constitution, as per the 1969 act, in section "49-O" that a person can go to the polling booth, confirm her/his identity, get her/his finger marked and convey the presiding election officer that she/he doesn't want to vote anyone!

Yes, such a feature is available, but obviously these leaders have never disclosed it.

This is called "49-O".
Why should you go and say " I VOTE NOBODY"... because, in a ward, if a candidate wins, say by 123 votes, and that particular ward has received "49-O" votes more than 123, then that polling will be cancelled and will have to be re-polled. Not only that, but the candidature of the contestants will be removed and they cannot contest the re-polling, since people had already expressed their decision on them.

This would bring fear into parties and hence look for genuine candidates for their parties for election. This would change the way; of our whole political system. It is seemingly surprising why the election commission has not revealed such a feature to the public.
Seems to be a wonderful weapon against corrupt parties in India. Expressing desire not to vote for anybody, is even more powerful than voting. So don't miss your chance. So either vote, or vote not to vote (vote 49-O).

Use your voting right for a better INDIA !

Happy "HOLI"day

"Music" or "Sound"... !!!

I am a music freak! I love to hear old Hindi songs, classical and folk songs. But, I have been told many times by my friends, "What boring songs do you play!". I reply them with a smile and silence. As per me, one who doesn't know the difference between a small glass piece and a diamond, its better to be silent rather than debating. I believe those who understand music will appreciate any form of music.

Later on, I felt, why do youth (most of them) doesn't like old Hindi songs. And literally hate classical and folk songs. Moreover, they even didn't respect melodious songs of new albums. Similarly, old people, doesn't like present day songs. They are stubborn of the fact, that only those old Hindi songs were gems.
Why there is such an aversion?
Is this what we called a generation gap?

My answer is NO!

There are generally two dimensions to a song, "Music" (tune) and "Lyrics". Where Lyrics is been handled by lyricists and composer are responsible for the Music. I believe old songs were more based on music and lyrics. Composers preferred melodies with meaningful lyrics. In those times, orchestration of the song was not a major issue. Neither did they had the technology to complement with it.

With the advent of technology, a new dimension was figured out, i.e. "Sound". Technology was used to generate different sounds and the major emphasis was given to the orchestration of the song. Various musical instrument were used and computer was there to generate any form of sound. Many new age composers really don't care about music and lyrics of the song.

Old people feel that, the Sound have overshadowed the importance of music and lyrics and the new age feels, that at the end of the day, music is all about sound. Another reason for the emergence of sound as a new dimension is because, today people relate songs with fun and dance only. With the Sound, remixes and dance numbers have also increased. In yester years, songs were a soulful bliss, and a form of art.

Only R. D. Burman and A.R. Rehman are the composers in Hindi cinema who have tried to have all the three dimensions into their songs.

So whom do you support, Music or Sound ???

Coke Ke Sath Dost Free...

Coke has come up with a new TVC "Coke ke sath dost free" with Gautam Gambhir. As per me, I really liked the idea as well as the advertisement. Its riveting and refreshing. Its refreshing especially after horrible series of ads, Coke recently had. Earlier ads (Hrithik and Diwali ads) were really boring and unattractive.

People are able to connect with such ads. Cricket season is starting in India with IPL and T20 Worldcup to follow. This ad with Gautam Gambhir and Cricket as background has a great potential to click with the customers. If these "Coke ke sath dost free" ads are extended with the same theme, I believe, it could really help in building strong relationship with the customers.

It seems Coke has tighten its belt to compete with Pepsi's "Youngistan" ads in this advertising space. Hope Coke doesn't falter again in brand building through such ads.

Coke has also roped in Aamir Khan back for a 2 years contract. I still love the Coke ads with Aamir Khan theme. Hope to see these two iconic brands back in action again.

World going GungHo... on "Jai Ho"

Congratulations to Mr.Rehman, Mr.Resul, Slumdog's Team!
Also, congratulations to the team of "Smile Pinki".
India rocked at the Oscars!!!

What if, this movie have been produced and directed by Indians?
I guess, there would have been no oscars!
Is this irony, tragedy, racism or what?
You Decide!

Nevertheless, I am proud of you Rehman!

And as Amitabh Bachchan says,'Rehman doesn't need an Oscar to prove that he is the best.He is better than the best!'

World going GungHo... on "Jai Ho"

Congratulations to Mr.Rehman, Mr.Resul, Slumdog's Team!
Also, congratulations to the team of "Smile Pinki".
India rocked at the Oscars!!!

What if, this movie have been produced and directed by Indians?
I guess, there would have been no oscars!
Is this irony, tragedy, racism or what?
You Decide!

Nevertheless, I am proud of you Rehman!

And as Amitabh Bachchan says,'Rehman doesn't need an Oscar to prove that he is the best.He is better than the best!'

After Sky Scrapers... its time for Sky Villas !!!

Mumbai-based Lodha Group is all set to roll out Sky Villas in Hyderabad with an initial investment of Rs 900 crore. Despite recession in the financial markets, the group is developing sky villas, called Lodha Bellezza, which are themed on Californian style living and where the ownership comes by ‘By Invitation Only’.

Imagine about features such as these: a helipad atop the towers, personal elevator whisking you directly into your private lobby, each floor built as an individual villa and it fitted with motion sensors or facilities such as at a touch of screen, the doors lock, curtains part and air-conditioning comes on. Ushering in the concept of Sky Villas, the individual units will be completely autonomous, replete with a private pool, sundeck, home theatre lounge, private office and concierge on call.

And the project also brings to the city for the first time the concept of ownership "By Invitation Only". Priced presently at around Rs.2.27 crore, the units are not available for anyone who walks in. The Group decides who should be occupying the villas and accordingly sends an invitation to them.

The fully loaded club house at Bellezza will have a spa, gymnasium, aerobics/dance studio, indoor games arena, mini-theatre, reading and TV lounge, banquet hall, food store-cum-coffee shop, conference facilities, emergency medical desk and a wi-fi enabled business centre.

To know more, visit "Lodha Bellezza"

I am thrilled to know these endless facilities available but I have my doubts over the concept of "By invitation only"!

After Sky Scrapers... its time for Sky Villas !!!

Mumbai-based Lodha Group is all set to roll out Sky Villas in Hyderabad with an initial investment of Rs 900 crore. Despite recession in the financial markets, the group is developing sky villas, called Lodha Bellezza, which are themed on Californian style living and where the ownership comes by ‘By Invitation Only’.

Imagine about features such as these: a helipad atop the towers, personal elevator whisking you directly into your private lobby, each floor built as an individual villa and it fitted with motion sensors or facilities such as at a touch of screen, the doors lock, curtains part and air-conditioning comes on. Ushering in the concept of Sky Villas, the individual units will be completely autonomous, replete with a private pool, sundeck, home theatre lounge, private office and concierge on call.

And the project also brings to the city for the first time the concept of ownership "By Invitation Only". Priced presently at around Rs.2.27 crore, the units are not available for anyone who walks in. The Group decides who should be occupying the villas and accordingly sends an invitation to them.

The fully loaded club house at Bellezza will have a spa, gymnasium, aerobics/dance studio, indoor games arena, mini-theatre, reading and TV lounge, banquet hall, food store-cum-coffee shop, conference facilities, emergency medical desk and a wi-fi enabled business centre.

To know more, visit "Lodha Bellezza"

I am thrilled to know these endless facilities available but I have my doubts over the concept of "By invitation only"!

Interim Budget 2009: The Pros and Cons...!!!

Major positives of this budget are:

•Major growth drivers this year would be agriculture, services, manufacturing, education & defense
•Increased Rural road development is positive for auto industry
•More emphasis on education by allocating Rs 40900 crore for Bharat Nirman Scheme
•JNNURM will be spending about Rs 11842 crore in this financial year
•Rural Jobs scheme would be provided with Rs 30100 crore in this financial year
•Steps to encourage private placements in infrastructure via PPP
•Interest subvention of 2% for export heavy industries like textiles, handlooms, gems & jewellery, SME and marine products have been extended till September 2009
•The government has relaxed the Fiscal Responsibility Budget Management (FRBM) targets to counter global economic slowdown

Major negatives of this budget are:

•It will be difficult both for domestic and foreign investors to raise money as no reforms have been laid out
•Infrastructure developments had been levied only to government institutions leaving out no specific scope for private investors to raise money easily out in this market
•Industry reforms were missing especially for various sectors like infrastructure, manufacturing, banking, exports which led to a steep fall in stock market for two consecutive days correcting to about 5.5%
•Finance Ministry has relaxed fiscal responsibility and budget management standards reflecting that its not going to be a progressive year
•During crisis or slowdown taxes should cut to relax the burden of common man but it’s not an aam-aadmi budget
•Additional plan expenditure has to increase by 0.5-1% a post poll which is next to impossible and it is expected to go up by 4-5% atleast
•Budget revenue deficit seen at 4%, fiscal deficit at 5.5%-currently at 6%
•Budget plan spending is very limited need to be increased after elections
•Industry production fell by 2% in 2008 & left out completely and is expected to a major fall in this period
•Challenge related to FDI & FII capital flows along with meeting inflation target of 4%
•Industrial growth fell by 2% on yearly basis still nothing much has been done in this budget

What Interim Budget holds for India?

Where on one hand, the industry didn’t have much expectation from this four month period- interim budget and on the other hand; it had few adverse effects on the economy and especially financial markets. The interim budget gave away nothing yet left many asking if this was indeed the time to play it safe, politically. This interim budget had opened up new gates for the next fiscal and monetary policy by RBI in the coming period which might live up to high expectations towards economy. But looking at the current market conditions it will be difficult for RBI to make extraordinary changes. It’s an extremely dry budget as the major emphasis was on agriculture only. The hard-hit real estate sector had been leading the call for fiscal sops for it. This budget came as non-event for the entire corporate world as it would lead to one more year of uncertainty and investments.

The government had left out many things and is indirectly dependent on RBI & stimulus package, which might not be a luxury for economy. The government is mainly looking at new pump-priming, interest rate cutting kind of solutions; and they are not looking at new solutions for a new crisis. The government could declare excise holidays for items which are in great trouble like cars or even can add a special interest rates subsidy for new house buyers and many other things. Accordingly this government is handling this economic downturn and it is believed they would be able to handle it better than any new government coming up with various experiments, thus Dr. ManMohan Singh, the ball is still in your court.

Analysis Done by : Mr.Manik Gursahani

Interim Budget 2009: The Pros and Cons...!!!

Major positives of this budget are:

•Major growth drivers this year would be agriculture, services, manufacturing, education & defense
•Increased Rural road development is positive for auto industry
•More emphasis on education by allocating Rs 40900 crore for Bharat Nirman Scheme
•JNNURM will be spending about Rs 11842 crore in this financial year
•Rural Jobs scheme would be provided with Rs 30100 crore in this financial year
•Steps to encourage private placements in infrastructure via PPP
•Interest subvention of 2% for export heavy industries like textiles, handlooms, gems & jewellery, SME and marine products have been extended till September 2009
•The government has relaxed the Fiscal Responsibility Budget Management (FRBM) targets to counter global economic slowdown

Major negatives of this budget are:

•It will be difficult both for domestic and foreign investors to raise money as no reforms have been laid out
•Infrastructure developments had been levied only to government institutions leaving out no specific scope for private investors to raise money easily out in this market
•Industry reforms were missing especially for various sectors like infrastructure, manufacturing, banking, exports which led to a steep fall in stock market for two consecutive days correcting to about 5.5%
•Finance Ministry has relaxed fiscal responsibility and budget management standards reflecting that its not going to be a progressive year
•During crisis or slowdown taxes should cut to relax the burden of common man but it’s not an aam-aadmi budget
•Additional plan expenditure has to increase by 0.5-1% a post poll which is next to impossible and it is expected to go up by 4-5% atleast
•Budget revenue deficit seen at 4%, fiscal deficit at 5.5%-currently at 6%
•Budget plan spending is very limited need to be increased after elections
•Industry production fell by 2% in 2008 & left out completely and is expected to a major fall in this period
•Challenge related to FDI & FII capital flows along with meeting inflation target of 4%
•Industrial growth fell by 2% on yearly basis still nothing much has been done in this budget

What Interim Budget holds for India?

Where on one hand, the industry didn’t have much expectation from this four month period- interim budget and on the other hand; it had few adverse effects on the economy and especially financial markets. The interim budget gave away nothing yet left many asking if this was indeed the time to play it safe, politically. This interim budget had opened up new gates for the next fiscal and monetary policy by RBI in the coming period which might live up to high expectations towards economy. But looking at the current market conditions it will be difficult for RBI to make extraordinary changes. It’s an extremely dry budget as the major emphasis was on agriculture only. The hard-hit real estate sector had been leading the call for fiscal sops for it. This budget came as non-event for the entire corporate world as it would lead to one more year of uncertainty and investments.

The government had left out many things and is indirectly dependent on RBI & stimulus package, which might not be a luxury for economy. The government is mainly looking at new pump-priming, interest rate cutting kind of solutions; and they are not looking at new solutions for a new crisis. The government could declare excise holidays for items which are in great trouble like cars or even can add a special interest rates subsidy for new house buyers and many other things. Accordingly this government is handling this economic downturn and it is believed they would be able to handle it better than any new government coming up with various experiments, thus Dr. ManMohan Singh, the ball is still in your court.

Analysis Done by : Mr.Manik Gursahani

Bandra-Worli Sealink: India's engineering excellence !!!

Bandra Worli Sea Link Project has been one of the most highly recommended project of all the transport studies done for the metropolitan region. The Bandra Worli Sea Link will be an 8-lane, cable-stayed bridge with pre-stressed concrete viaduct approaches, which will link Bandra and the western suburbs of Mumbai with Worli and central Mumbai.
The Sea Link will enable speedy travel between Bandra and Worli, cutting travel times up to one hour.The eight-lane flyover will have capacity of carrying about 1.40 lakh cars per day. Large multi-axel vehicles and two-wheelers would not be allowed on the sea link. Speed limit would have to be maintained at 100 km/hr.

The Bandra-Worli Sea Link is an engineering marvel.It weighs as much as 50,000 African elephants, the tallest tower equals a 43-storey building and steel wires that could be lined up to form the circumference of the earth have been used to make it.Putting it all together was a feat in itself.Each of the concrete girders weigh more than 150 metric tonnes. The massive gantry cranes help move these girders. A 96-wheel trolley helps carry the enormous structure to fit one into another and form a continuation of a bridge that will go on and connect to the other end.

The Bandra Worli sea link project has certain unique features. These include:

1)An 8-lane bridge with 2 lanes dedicated for buses.
2)Unique bridge design for the Link Bridge to emerge as a land mark structure in the city.
3)Single tower supported 500 metre long cable-stayed bridge at Bandra Channel and twin tower supported 350 m cable-stayed bridge at Worli Channel for each carriageway.
4)Modern toll plaza of 16 lanes with automated toll collection system.
5)An intelligent bridge with state-of-art systems for traffic monitoring, surveillance, information and guidance, instrumentation, emergency support, etc.
6)Development of promenade and landscaping to enhance the environment.