The Independence Race- Case of Ujjawal Jwellers and Nirman TMT

The thought

We all celebrated independence day of India, yesterday.

With every working executive witnessed flag hosting, two ideas flew freely and like a virus for sure.

1. One more Sunday- Gone.

2. This year every Festival is on Sunday.

 What the system has led us to beleive is the fact that its the scracity which makes us want more and yearn for  it. Scarcity of freedom, led us to yearn for independence.
Scarcity of holidays led us to yearn for it.
So now if you again want your country men to value the independence, create a scarcity of it.
Now obviously I do not mean that take away the independence, but rather stop only doing the same old, Lal Kila rituals.
Do something which makes me feel the freedom?Hmm Like
Oki,
like
1. Can you allow a free entry to cinema hall to most people, and show them some great movie.
2. Can you have a free, Fly an aeroplane by answering few questions, and see whats the human is capable of contest and make people fly first time in life.( Kingfisher, here is an idea for ur business- No one ever forgets the first things in life.)
3. Can you give me a party of freedom, where the 12:00 o clock midnight, I can dance as much I want, then early morning, I can ensure to give people food as much as they desire to eat, and touch the lives of thousands of people.

If independence stands for 1st, the very first day of our freedom, there are endless opportunities for a Brand to gel with it and create the difference.

The Case





Ujjwal Jwellers, and Nirman TMT along with some local FM channel partnered at the city of Raipur,
and hosted the biggest flag of the city at a place called "Shahid Smarak".

Well what have they got out of this?
How many people care about the flag been hosted by Ujjwal Jwellers or Nirman TMT, and even if they hear about it will they buy the product?

Why Independence day is not a Celebration like any other festival, but rather seems as a tough task to  complete, and a National Holiday?
No they won't because, the target customers are no longer interested in these issues.

Instead if Ujjawal Jwellers could have hosted a small Fashion show, ( the industry they belong to, jwellery and fasion), where only hand made products was shown by some good enough models,
they would have automatically got the media exposure, and the right target audience could have been buzzed by their name.

If Nirman TMT, could have distributed, Baloons, the Tri colour ones, to one school, along with their name on it, and asked them to make a "Chain of Youths", they could have buzzed the right sentiment, of building a chain of youth.
Every parent whose child was involved in the process could have directly become involved, and then
they could have given a beautiful certificate of participation to these students.




Imagine what this could have done for the brands like Ujjwal Jwellers or, Nirman TMT.

But then these are tough things to do, and the easiest thing for todays marketer is
to buy ad space in some media channel and go on expecting a very high return.
I call this a blind race,

Just because we have made it though, its not necessary to continue to do it.

and its "WE" who can change it.

26 year Young Vs 16 year Old

TheThought

The generation gap, which used to stand at 20+ years has now come down to 10 years. 
A ten year elder person, is similarly confused and surprised with a 16 year youths wants and desire  as a parent used to be with the child.

What the implications of this is and how can you as a marketer/brand manager use this to your advantage?

Period. Agree that there are things, which a 26 year old cannot figure out about the 16 year old today.
If you see the comparison, what will strike most is the way the change has taken place.
During the year 2000, a 16 year old person, wished to be like a 26 year old person, who was considered financially free, and was one among the most respected and desired in the community.
Certain aspects which helped this 26 year old to be a brand used to be, gadgets, like walkman, Sports shoes which were although limited but were able to make a mark and leave impression. So for a 16 year, this freedom was an ultimate form of desires.

Consider now, a 16 year, has much more than what a 26 year old used to have, and that's why you will witness a 26 year old wondering, " how do they behave yaar?".
You will surely have a cousin or nephew/niece, who must be doing certain things in school, which you could have never dream of.
Consider this case, a close friend of mine narrated this about her nephew.
When in school, teacher taught this little kid, to write "A", letter, and then went on to ask to write this
"10 times", he gave a incredible answer.

" Wah! khud ek baar likhe ho, aur mujhsey 10 baar likhney keh rahe ho", as in " You have written it just once, and asking me to write 10 times".

The implications of these changes are plenty and as a marketer you have an advantage if you can understand it. Let me share few:

1. In the coming age idea of fun, can never be satisfied or limited. No longer games, game zone, etc are going to give them a pump. Only something huge, magnificent, something called a purple cow, is going to take their attention. So, if your business is not doing something remarkable, extremely outlandish, your efforts are useless.

2. Innovation is the only aspect which will provide the unfair advantage. If its not innovative, its non existent for me.

3. Wow, so Cool: the term used by a 26 year young,
    Wow, so Hot; is the term used by a 16 year old.
Choose whom you wish to woe.

4. Give them an Option to share it with friends, until you do that, you are never going to be able to reach the critical mass.

5. Involve, but do not forget to Evolve. ( much more on this coming in next post).


Happy getting attention.

Process or Result

The Thought

With the world of Business and personal life obsessed with results, what values does processes hold.

Should one concentrate on the processes or the Results alone.

"I want results, where are the results, this is your result?" are some questions which we face everyday in our work space.With so much emphasis on the results, rarely do we realize the importance of process.
And this is not only the case in Offices but it begins right from school. The Result day is more important than every day, but parents most often forget that if they take care of days, Results will take care of themselves.

Processes are those tiny little details that one carry forwards each day.
A month back, a concerned mother was discussing with me about her child in 7th class. The worry started when the result was handed. He scored only 2 Zeros, ( that was the childs point of view) and mother's view was,
TWO ZEROS.
But the point which struck me was the way child took it.
He was not putting his head down,neither was he leaning across shying to show his face.
He was standing proud. This amazed me, hence I decided to take care of a one month long project of Qualitative as well as Quantitative research.
I asked the mother to just write down the daily routine of the kid and then asked took some indepth interviews of both Kid, the Mom and the Father ( 3 people in the Home).The result were astonishing.

1. His father always pushed him to fear nothing, his father an MBA grad, now doing great in his own business.
2. Mom is too careful about him, treated as the most lovable kid. Gets whatever he wants.
3. During Indepth Interview, the kid revealed
My Mom cannot do anything, she cant beat me, cant punish me, and dad is rarely at home.
I love games and hate studies.

What has actually happened is, the child has never been taught the importance of process.
He has been consistent in sports alone, and when it comes to studies, all he cares for is just appreaing at school.

We all need to train our children/subordinates/people around to give great emphasis on the Process, rather than being obsessed with results.
A recent example, one of my junior in college asked me " How did I managed to get the Gold Medal?"
I replied, " By never thinking about it".
She never felt satisfied, but I still say the same, Try improving yourself, improving your processes, and results will automatically take care of themselves.