“Mind Your Language”:

 a strategic provocation by wolfzhowl strategic behaviour & brand instigation consultancy.

Simply Google the amount of languages that are palpably employed on an everyday basis in India.

Mr. Anant Rangaswami in his 1st book (elephants in the room: http://www.firstpost.com/ebook_download.php?id=80 ) opined about lack of “regional-connect” in advertising and how the lack of relevant re-interpretation of the thought in the local language alienates people.

In my immersions with people as consumers in #stratalogues, I have videos of Andhraites finding most of the ads “dubbed”, “non-conversational”, “non-contextual” and most of the times only distantly relatable.

Some Andhraites even find the ads (TVCs mainly) laughable and funny. (Will put-up a few videos as soon as I can process them & check with the respondents for their p

ermission).

Hey! There is quite a lot of popularity for all the south-films dubbed into Hindi… but they are aired only in the afternoon, ever wonder why? Would the north population ever replace Bollywood cinema with dubbed south cinema at 9pm?! Would it be aired on prime time on a Friday, Saturday or Sunday?!.

Yes! Just like the African American culture became popular amongst the Caucasian population in the USA, there seems to be a south culture finding an MTV’isque & ghetto’ish popularity in Bollywood (Quick Gun Murguan, Ready, Rowdy Rathore, Chennai Express and Rambo Rajkumar etc;).

From Mehmood’isque slapstick portrayal of the south’ies, “Southern Masala” has come a long way. But if you pause & notice the most successful Bollywood movies’ based on South culture, which have done well, all of them are originals. They have been re-interpreted in the right context and enough creative pains have been taken to either infuse elements of South into mainstream popularity or placing a northerner amidst a southern setting and creating a relevant context for viewers.

Whether Dhoni’s ads for Chennai Super Kings or Virat’s ads done in a Tamilian context – it was like an ode being paid to the 70mm, melodramatic aspect of Southern & Tamilian culture. Again well thought through and it is not the same as mindlessly “dubbing” originally thought in English/Hindi TVC’s into local languages.

Coming back to Mr. Rangaswami’s point in his first book, if advertising is all about creating consumer-connect for a brand, then we are miserably failing most of the times while connecting with people of other languages (with the exception of a hutch pug ad or har ek friend zaroori hota hai – which is about a universal human emotions – it is semiotics in motion that any & every human being connects with). The problem is with the other 70% of the ads that actually don’t connect & infact alienate and are a waste of money!

For example, let’s look at a simple word “glamorous”. In an urban/Mumbai-Delhi context (& I give it to you even parts of Hyderabad – but not even in a Vijayawada, Vishakhapatnam e

tc;) the context in which “glamorous” is used or the meaning of the word is so very different.

“Entertainment” is an FB page, which has more than 80,000 FB followers and most of its “tollywood” based posts get 50/60 to 300+ likes and on an average 10+ comments (at the low/mid-end). It keeps posting “tollywood gossip” & has an avid consumer base (these are stats some of the best brands can also not boast of).

Check this link from them and please for yourself analyze the meaning & context of the simple word “glamorous”!!

http://www.nthwall.com/te/n33/2013-08-25/featurednews/Youngheroesstrongrecommendationstohotheroine!.php

 

Slide1

Glamorous = a subtle (southern polite) way of saying exposing (bit of skin show).

Now imagine a dubbed TVC, which chooses to convert the ad thought in “Hindi” and keep it in a “Tinglish = Telugu + English” manner.

Imagine the TVC is for a brand like “rejoice” shampoo or another brand addressed to women in the heartlands…do you really think a woman would buy that product with you saying “glamorous ka unda daaniki” (to stay glamorous)?!.

And who are our contextual-conversational custodians while “dubbing”, “translating” or “trans-creating”…. the language re-writers who are as much Mumbaikars as we are?!

“Mein meri bhi baat nahin sunta hun or something like that” etc; are mainstream dialogues beautifully leveraged by advertisers/agencies/creative-folk at times. But where is “naakoka tikkundi, daani koka lekkundi” ( I have certain madness & I have certain calculation/measurement for it) punched by Power Star Pawan Kalyan being leveraged in advertising?. Sadly several opportunities are being missed!

Certain categories can work on universal, common aspirations. Certain categories simply do not!. So let’s not aim to do Cannes or urban all the time – cause it does not simply work! It simply is not relevant! Let’s stop looking at every piece of creative from what we want to create only and filter in the context and the connect.

Till then “think context” before you “dub”!!

Wolf-out

source: #stratalogues

@wolfzhowl

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“Mind Your Language”

<a href="

” title=””Teaching The Teacher” – A business opportunity in the Digital Education Category”>”Teaching The Teacher” – A business opportunity in the Digital Education Category

A strategic provocation around a business opportunity in the education category in India. This would most probably be relevant to other SAARC countries and Africa as well. 

“Teaching The Teacher” is a module on impact of digital on education category and the life of a teacher. It includes concepts, research and strategic socio-cultural background (in brief) about education/learning in India. 

Brands like NIIT, Classroomteacher.com and others looking for a business opportunity can leverage this strategic provocation. 

Written in a conversational, casual manner – this deck is verbose and long, so patience is a pre-requisite. 

#stratalogues is the source for these findings and @wolfzhowl owns & runs #stratalogues. 

More strategic instigations are coming-up in the near future, so stay tuned.

 

Tollywood Audio Release Functions – huge impact opportunity

The ambitious Telugu film Industry (State of Andhra Pradesh) in an effort to scale-up earnings is turning towards film marketing heavily. As a part of this, every major film has “Audio-release functions” done on the scale of a mini-filmfare awards function.

This is usually a grand affair, with some major celebrities attending, song & dance and a lot of fun stage acts.

The audio-release functions of top Tollywood/Telugu stars are a huge impact media opportunity for brands.

The top 5 stars of Andhra are: (1) Pawan Kalyan (Chiranjeevi’s brother), (2) Mahesh Babu (endorser of Thumsup in Andhra and son of former super star Krishna), (3) Allu Arjun (Is called the style star & does a lot of things with his hair and is thought of as single handedly driving styling of hair & clothes in most of Andhra youth – could fit with SetWet/Advansed/Spykar/Wild Stone/After Shower etc; perfectly – Nephew of Chiranjeevi), (4) Ram Charan Teja (Chiranjeevi’s son & starring in remake of Zanjeer in Hindi – a multi regional opportunity) (5) Junior NTR (NTR’s illegal grand son).

 Note: Actor Prabhas is also very popular. His personality right now reflects “rebellion/intensity & anger”.

Image

 Slotting these actors roughly:

 Pawan Kalyan & Mahesh Babu are joint no:1. While Pawan Kalyan is a mass (family + youth hero), Mahesh Babu is more of a younger couples + youth hero. For example if you consider in-film placement for Family targeted brands “attarintiki Daredi” (whats the way to inlaws house – whose audio function was on July 18/19 2013) makes a terrific fit for advertorial kind of messaging.

While Mahesh Babu is very good if you want to target a young nuclear family kind of a couple or the individual male/female who is 30+. He is also apt for a Advansed hair cream (while Stylish Star Allu Arjun is more of a set wet kind of a guy).

 In a fragmented Telugu media scenario, the glamorous audio-release-functions of super movies is a fantastic opportunity to create massive impact for the brand.

 Some or the other event happens once every 4months and hence there is a 3-time opportunity in a year. Mini-superbowls of Andhra Pradesh. 

 Here are the following links:

Press release hinting at the hype and following: http://timesofindia.indiatimes.com/entertainment/regional/telugu/news-interviews/Tight-security-for-Attarintiki-Daredi-audio-release/articleshow/21161009.cms

Audio release of “Yevadu” of Ram Cheran Teja (its a 3hour video – gives a you a feel of the amazing opportunity that is there.) 

http://www.youtube.com/watch?v=fAIgWj0k7G

Forget just Andhraites, even Telugu NRIs from USA are gearing up to watch todays audio release function (hence banks like ICICI etc; who have their eye on NRI marketing can also leverage this opportunity) and go crazy in Andhra for just the live telecast of the audio release of power star Pawan Kalyan’s “attarintiki daredi”. (What’s the way to the inlaws house ).

This is a good friend and Telugu NRI’s Facebook update. Everyone is very eagerly Image

planning to make food or buy food from outside and just park themselves in front of the TV. 

Posters are printed on a massive scale just for the audio-release and spread all across Andhra Pradesh.  As part of the trading-terms, a brand could be present even on these posters.

“A must”:  I recommend stage branding as a must. One time investment and repeat ROI – every time it is re-telecast and put on youtube etc;.

Other initiatives which fit seamlessly into the editorial can also be figured out. It is also a great sampling/trail inducing opportunity, what with thousands of fans flocking to this event and housing themselves in a separate ring of the auditorium. “Brand pouches” meant to induce trail can be given as “return gifts”.

The movie fraternity which incurs massive costs for organising this event will be more than eager to reduce their costs via brand sponsorships.

#stratalogues Andhra Pradesh

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A strategic provocation around the breakfast/mini-meal opportunity #stratalogues

The Breakfast opportunity: Increasing pressure on mum’s to keep-up with the growing education & extra curricular needs of the children, the more practical nature of classes in school, more science exhibition participation and more craft projects is increasing her involvement and decreasing the time she has at hand. Added to this liberation and a seepage of more western attitudes has given birth to the new need for their own space & time (mostly TV serial watching, even internet surfing at home in the afternoons) has made their everyday schedule even tighter.  In the heartlands, especially in the joint families and even in the nuclear families this has led to a unique phenomenon. (1) Children: While breakfast is fed to the children at home and the lunch-box is packed, the first interval tiffin/snack is being bought by the kid outside. Some or the other fried local tiffin (snack) that is appealing to the kid of that age (if we do a taste palette Vs age mapping of Andhra tiffins – then fried snacks like bonda, dosa, bajji etc; appeal to children. Only when they enter the blander life/blander taste palette age of 30+ do you really start taking to blander food. Though mums do make a spicy chutney to make Idli, upma etc; more interesting for children). This mapping also shows why Quaker oats (though has made a good innovation with its flavors & trying to keep the interest going and hence increasing occasions per week) which is so similar to upma will have a huge problem with occupying the morning breakfast occasion with kids. In most Andhra families I have seen, kids are the enter of attention and mostly food is made for them (along with the tastes of the father in mind, even if it is a joint family the grand parents give primary importance to kids – where as in Uttar Pradesh it is much more of a democratic mix, with the grown-up men being given the primary preference and also the kids alternatingly).

However this increasing pressure on the mother’s time is leading to husbands being asked to go out and get their morning breakfast (which they are more than glad to do as they get more variety and a chance to go catch-up with their colony/area friends and indulge in male gossip and a cutely-grave discussion on matters of the world and hence feel more manly).

The class-room first break, interval-tiffin and the men’s morning breakfast and sometimes the kids breakfast is the opportunity for brands.

Though the mother is having to do this, there is an inherent guilt that rides in her about not making the food herself or eating it herself. Apart from this there are quite a few shrewd commentators in the male circle and the female circle who actually pass ribbing dialogues like “oh! No.. ladies are becoming sooo busy now-a-days, they don’t even make food at home. It’s all kalyug tch! Tch!”. This further adds social pressure on the mother.

What she is okay with is giving them high-quality food that is easy to make and serve their children as well as husbands. However she has to have something to do in that role. If it is just picking-up and pouring out of a packet then it is as good as them eating outside in her head. Hence she needs to in the least stir something and add her touch. Usually that is the reason why most mothers actually top-up and add their touch to have a sense of ownership around it (if you are marketer or advertising person reading this – then perhaps you can equate it to your junior or somebody doing a presentation deck and you making a few changes to get that sense of ownership – with that example I hope now you can relate better to the mother and her feelings around this issue).

On finding this, when I spoke to mothers about cereals and other such stuff, I was surprised with some of the insights. In order for kelloggs to try and substitute the breakfast at least a few times a week, they need to take the perceived gravitas of cereals up in the consumer’s head. Apart from iron Shakti and the flavours and all the bears and balloons, it needs to Indianise and make them feel that this is a richer meal.

The mother’s sense of guilt can only be replaced with a certain product gravitas “wajan” as they call it in Hindi. This seems possible by Indianising and adding some Indian ingredients to the cereal mix. Some of the ingredients that have been thrown-up by mothers in my conversations (with grandmothers stepping in with their nuskas – tips too) are:

Badam (almond), Kaju (casehwnuts), Kishmish (dry grapes – which kids love), Kumkuma puvvu (saffron) and few other natural ingredients with hints of Ayurveda – which increase immunity, increase focus & attention and mental absorption.

Now this kind of a mix immediately justifies the replacement in the mothers mind from a lot of angles:

  1. It is not something she can make at home, yet is so rich that it is actually perceived better than the normal Indian breakfasts. Hence she is rid of any guilt of not making it herself.
  2. The Indianising of ingredients makes it less foreign as a food and hence finds deep-seated cultural resonance and relevance. Hence it is potent mix of the formulas of the allopathic west and the ayurvedic India.
  3. It also suddenly becomes both an adult (husband) and child friendly morning start-up meal. As a lot of Indian wives do give a few almonds and cashews to their husband and children in the morning. These are usually kept in water to soften-up for a while before being served.
  4. To further appease the mother by letting her do the top-up etc; kind of fulfilling her role kind of an act, communication developed (especially in social media)can actually talk about adding everyday fruits to it and even throw some bright red cherries (to please kids) and different fruit for different day. Which keeps the variety going. The absolute and abysmal lack of use of social media for these kind of frequent engagement activities is surprising.
  5. The addition of memory enhancing, energy giving, non-oily and non-fat ingredients suddenly roots it to the pre-school going meal and hence will be very well received. Fast, focused and energetic for the children at school and the husband at work is a good story for brands to communicate to mothers.
  6. Additional communication of this pack of cereals also working as an evening after school and before play/tuition mini-meal if communicated to the mother justifies the box purchase. It will make her feel like an any occasion ready mother”. This multiple occasion usability further justifies the packs presence in the shopping cart at the beginning of the month as well as in the kitchen shelf. Cereals especially are had with milk and giving milk is a natural habit in most India households – hence better advantage should be taken of riding on the goodness of milk. Aiming to take share from milk-additives and also fortified milk is a good approach. But unlike either additives or fortified milk itself the visible presence of  almonds, cashews, saffron and kishmish is possible only in cereals (others will have to claim them being powdered and being mixed into the bottle and cue it in communication laboriously as well – cereal brands can even take a potshot at powders on this aspect). In the Indian cultural “tangible” is a huge socio-cultural need. This is predominantly the reason why we have millions of gods. Each god also is contextualized and then a separate symbol is created for that particular context (example: dhana-lakshmi, dhanya-lakshmi, Vijaya-Lakshmi, Vidya-Lakshmi etc;). Hence it is good not to underestimate the power of visible during consumption ingredients and differentiate at a product level.

Note on porridge & oats: Most of the principles discussed above do apply to these as well. However they have a specific problem. Mothers believe that at the moment of consumption oats based porridge etc. are just like upma. The flavors are also Indian, which makes it even more like upma. Upma is very easy to make mind you and is considered by the rest of the consuming household as a boring and easy-to-make tiffin item. One house wife actually said “atleast upma is compatible with chutney which my husband or children like”. Now there is no point in jumping and porridge compatible with chutney/pickle (it will further kill it – as it will become even more of an upma). Rather deliver the format in which upma cannot compete. If possible innovate with Chinese flavors or continental flavors and make it actually like the fast food tat kids die to eat outside – but with this being a much healthier alternative.

NOTE: A cereal bar for the tiffin interval or any-time hunger pangs filler with goodness of nutrients is another opportunity. Key visuals: Snack bar being placed in the tiffin box for either the interval snack, any-time hunger pang or pre-playing/sport snack.

Also no need to stick to bears and other such creatures. Brands do need to wake-up steal/borrow from the happy meal concept and capitalize on the success and popularity of chota bheem, bal hanuman etc;. Both characters stand for strength, courage and bravery – which suits these brands well. So please do toy around with that idea as well.

This is how you would be mutually profitable. Better than outside food and yet relevant and healthier. Brand and consumer benefit mutually.

In the next blog: “emergence of the curry point & impact of TV and urban migration”.

Source:  Consumer & cultural Immersions from #stratalogues Andhra Pradesh & Uttar Pradesh.

…wolf out

The Breakfast opportunity: Increasing pressure on mum's to keep-up with the growing education & extra curricular needs of the children, the more practical nature of classes in school, more science exhibition participations and more craft projects is increasing her involvement and decreasing the time she has at hand. Added to this liberation and a seepage of more western attitudes has given birth to the new need for their own space & time (mostly TV serial watching, even internet surfing at home in the afternoons) has made their everyday schedule even tighter.  In the heartlands, especially in the joint families and even in the nuclear families this has led to a unique phenomenon. (1) Children: While breakfast is fed to the children at home and the lunch-box is packed, the first interval tiffin/snack is being bought by the kid outside. Some or the other fried local tiffin (snack) that is appealing to the kid of that age (if we do a taste palette Vs age mapping of Andhra tiffins - then fried snacks like bonda, dosa, bajji etc; appeal to children. Only when they enter the blander life/blander taste palette age of 30+ do you really start taking to blander food. Though mums do make a spicy chutney to make Idli, upma etc; more interesting for children). This mapping also shows why Quaker oats (though has made a good innovation with its flavors & trying to keep the interest going and hence increasing occasions per week) which is so similar to upma will have a huge problem with occupying the morning breakfast occasion with kids. In most Andhra families I have seen, kids are the enter of attention and mostly food is made for them (along with the tastes of the father in mind, even if it is a joint family the grand parents give primary importance to kids – where as in Uttar Pradesh it is much more of a democratic mix, with the grown-up men being given the primary preference and also the kids alternatingly).  However this increasing pressure on the mother’s time is leading to husbands being asked to go out and get their morning breakfast (which they are more than glad to do as they get more variety and a chance o go catch-up with their colony/area friends and indulge in male gossip and a cutely-grave discussion on matters of the world and hence feel more manly).  The class-room first break, interval-tiffin and the men’s morning breakfast and sometimes the kids breakfast is the opportunity for brands.  Though the mother is having to do this, there is an inherent guilt that rides in her about not making the food herself or eating it herself. Apart from this there are quite a few shrewd commentators in the male circle and the female circle who actually pass ribbing dialogues like “oh! No ladies are becoming sooo busy now-a-days they don’t even make food at home. It’s a all kalyug tch! Tch!”. This further adds social pressure on the mother.  What she is okay with is giving them high-quality food that is easy to make and serve their children as well as husbands. However she has to have something to do in that role. If it is just picking-up and pouring out of a packet then it is as good as them eating outside in her head. Hence she needs to in the least stir something and add her touch. Usually that is the reason why most mothers actually top-up and add their touch to have a sense of ownership around it (if you are marketer or advertising person reading this – then perhaps you can equate it to your junior or somebody doing a presentation deck and you making a few changes to get that sense of ownership – with that example I hope now you can relate better to the mother and her feelings around this issue).  On finding this, when I spoke to mothers about serials and other such stuff, I was surprised with some of the insights. In order for kellogs to try and substitute the breakfast at least a few times a week, they need to take the perceived gravitas of cereals up in the consumer’s head. Apart from iron Shakti and the flavours and all the bears and balloons, it needs to Indianise and make them feel this is a richer meal.  The mother’s sense of guilt can only be replaced with a certain product gravitas “wajan” as they call it in Hindi. This seems possible by Indianising and adding some Indian ingredients to the cereal mix. Some of the ingredients that have been thrown-up by mothers in my conversations (with grandmothers stepping in with their nuskas – tips too) are: Badam (almond), Kaju (casehwnuts), Kishmish (dry grapes – which kids love), Kumkuma puvvu (saffron) and few other natural ingredients with hints of Ayurveda – which increase immunity, increase focus & attention and mental absorption.   Now this kind of a mix immediately justifies the replacement in the mothers mind from a lot of angles:  1.It is not something she can make at home, yet is so rich that it is actually perceived better than the normal Indian breakfasts. Hence she is rid of any guilt of not making it herself. 2.The Indianising of ingredients makes it less foreign as a food and hence finds deep-seated cultural resonance and relevance. Hence it is potent mix of the formulas of the allopathic west and the ayurvedic India.  3.It also suddenly becomes both an adult (husband) and child friendly morning start-up meal. As a lot of Indian wives do give a few almonds and cashews to their husband and children in the morning. These are usually kept in water to soften-up for a while before being served. 4.	To further appease the mother by letting her do the top-up etc; kind of fulfilling her role kind of an act, communication developed (especially in social media)can actually talk about adding everyday fruits to it and even throw some bright red cherries (to please kids) and different fruit for different day. Which keeps the variety going. The absolute and abysmal lack of use of social media for these kind of frequent engagement activities is surprising.  5.	The addition of memory enhancing, energy giving, non-oily and non-fat ingredients suddenly roots it to the pre-school going meal and hence will be very well received. Fast, focused and energetic for the children at school and the husband at work is a good story for brands to communicate to mothers.  6.	Additional communication of this pack of cereals also working as an evening after school and before play/tuitions mini-meal if communicated to the mother justifies the box purchase. It will make her feel like an any occasion ready mother”. This multiple occasion usability further justifies the packs presence in the shopping cart at the beginning of the month as well as in the kitchen shelf. Cereals especially are had with milk and giving milk is a natural habit in most India households – hence better advantage should be taken of riding on the goodness of milk. Aiming to take share from milk-additives and also fortified milk is a good approach. But unlike either additives or fortified milk itself the visible presence of  almonds, cashews, saffron and kishmish is possible only in cereals (others will have to claim them being powdered and being mixed into the bottle and cue it in communication laboriously as well – cereal brands can even take a potshot at powders on this aspect). In the Indian cultural “tangible” is a huge socio-cultural need. This is predominantly the reason why we have millions of gods. Each god also is contextualized and then a separate symbol is created for that particular context (example: dhana-lakshmi, dhanya-lakshmi, Vijaya-Lakshmi, Vidya-Lakshmi etc;). Hence it is good not to underestimate the power of visible during consumption ingredients and differentiate at a product level.  Note on porridges & oats: Most of the principles discussed above do apply to these as well. However they have a specific problem. Mothers believe that at the moment of consumption oats based porridges etc are just like upma. The flavors are also Indian, which makes it even more like upma. Upma is very easy to make mind you and is considered by the rest of the consuming household as a boring and easy-to-make tiffin item. One house wife actually said “atleast upma is compatible with chutney which my husband or children like”. Now there is no point in jumping and porridge compatible with chutney/pickle (it will further kill it – as it will become even more of an upma). Rather deliver the format in which upma cannot compete. If possible innovate with Chinese flavors or continental flavors and make it actually like the fast food tat kids die to eat outside – but with this being a much healthier alternative.   NOTE: A cereal bar for the tiffin interval or any-time hunger pangs filler with goodness of nutrients is another opportunity. Key visuals: Snack bar being placed in the tiffin box for either the interval snack, any-time hunger pang or pre playing/sport snack.  This is how you would be mutually profitable. Better than outside food and yet relevant and healthier. Brand and consumer benefit mutually.  In the next blog: “emergence of the curry point & impact of TV and urban migration”.   Source:  Consumer & cultural Immersions from #stratalogues Andhra Pradesh & Uttar Pradesh.  …wolf out

.A strategic provocation around the Indian breakfast & mini-meal opportunity.