Idea : An Idea Can Change Your life

Brand : Idea
Company : Idea Cellular
Agency : Lowe Lintas


Brand Analysis Count : 317

Idea is an interesting brand in the mobile service provider market in India. The brand is interesting because of its troubled history and the current marketing practices.

Idea in its earlier avatar came into existence in 1995 as Birla communications. In 1996 the company was rechristened Birla AT &T. In 2001, the company again restructured into Birla Tata AT&T. During that time, this combine was the talk of the town. Here you have three major players coming together to tap the promising Indian cellular market. But nothing happened. Soon the much touted JV failed and Birlas bought out the entire stake from the other two players.

In 2002, the birth of the " Idea " brand took place. By looking at the history, its obvious that nothing may have happened to the brand. I would say that the market also did not demand heavy investment on branding during those times. Much of the connections happened based on tariff and offers.Idea was more focused on expanding the network and improving the infrastructure during those years.

Idea as a brand began to take shape in 2006. I think that till that time, the brand owners were not sincerely committed to the brand ( My Assumption). However by the end of 2005, major investments were seen in the brand.

According to the Idea website, the brand has taken Innovate, Stimulate & liberate as the core brand values. But its doubtful whether these brand values are communicated to the consumers.
Idea is now having a market share of around 15- 17% share in the entire mobile communications market.

Even after 2006, Idea as a brand was never in the limelight. A major factor was that the investment on the brand was erratic. Most of the ads were highlighting the new tariff plans. During that time, companies was frantically rolling out new tariff plans trying to bring in customers through attractive offers.

Idea displayed its brand value - innovation through various offers and schemes. Idea My Gang was an example of such an innovation. The Closed User Group specifically targeting young customers was the first of its kind.

Idea brand got a major boost in 2007 when the brand roped in Abhishek Bachchan as the brand ambassador. Reports suggest that Abhishek and Idea had a 3 year contract which cost the company around Rs 30 Crore.
The entry of Abhishek gave the brand a lot of eyeballs. The brand had chosen a tagline " An Idea Can Change Your Life " and the entire brand communication was around this theme of ' an idea changing the life '. Before Abhishek coming in the campaigns, the brand had done a series of campaign highlighting the positioning around the theme.

In my opinion, the major breakthrough for the brand came from the campaign involving Abhishek as the Sarpanch ( village chief)
Watch the Tvc here : Number & Name

Although many viewers scoffed at the ' idea ' , the ad gave the brand lot of mileage. Also it gave some confidence behind further investment in the theme revolving around " idea" and 'Communication' changing ones life.
The latest commercial where Abhishek plays the role of a guide and using sms to communicate with a deaf tourist further popularised the brand
Watch the tvc here ; Idea guide

I must say that both these campaigns had a sticky factor. The sticky factor was indeed the performance of Abhishek Bachchan. This single factor has made the brand Idea and the tagline " An Idea can change your life " very popular. The latest campaign has a new additional slogan " What an Idea " which also has the potential to become a popular lingo.

My personal view is that despite getting these eyeballs , Idea has not been able to get its acts together. I still feel that the brand has not yet found its true essence. There is a glaring disconnect between the message in the ads and the brand. Infact as far as cellular service market is concerned, Idea as a brand does not stand for anything.
I feel that despite the ads being sticky and well made, there is nothing mentioned about the brand Idea. No message to the consumer as to what the brand stands for , what it means, and what it does. At best these campaigns will do is to increase the brand recall. Nothing further than that.
Idea is also heavily investing in events as a media to build the brand. It is associated with some of the popular shows like Idea Rocks India, Idea star singer & Idea Andhra idol ( reality shows).

The brands in this industry has already recognized the importance of investing in brand building and is trying to corner as much mental associations possible because many aspects of the services are getting commoditzed. The features like connectivity, tariff plans and coverage are almost standardized. There is intense fight in the Value Added Service domain but I feel that it will also get standardized. Vodafone is now on an overdrive to position itself as a VAS leader. The new entrant Virgin Mobile is also started coming out with new ideas life incoming calls which pays the subscriber money !

So the challenge is to get the brand embedded in the mind of the consumer so that they chose the brand instead of the plan or a feature . For that Idea may have to define a certain position.

My personal opinion is that Idea has not found its true self. The brand has everything going for it except the idea !. The brand has a good name , a good logo, a catchy slogan , a cool brand ambassador and lot of money but what a paradox - the right idea is missing.

The slogan and the theme focusing on the idea concept is powerful. However when executing, there has to be a connect between the Idea brand , the function ( the service provider) and the Idea ( concept). The latest TVC is the closest interms of connecting the functionality of the brand and the concept. But not enough.

An Idea can change your life . But which idea will change this idea's life ?

Brand Update : Cinthol

Cinthol , the flagship brand of Godrej Consumer Products Ltd is set for a makeover. The brand has roped in Hrithik Roshan as the brand ambassador. The new campaign is on air featuring Hrithik performing out -of- the- world stunts.

Watch the TVC here : Cinthol

Cinthol interestingly is the only masculine soap brand available in the Indian market. Ever after Lifebuoy repositioned itself targeting family, there has been no soap except Cinthol targeting male. The reason may be that marketers felt that soaps are usually bought for the family and used by multiple members . The decision of the soap brand usually is taken by the lady in the house. And moreover, soaps were never considered to be a part of the male grooming product category.

But things are different now. There is a marked shift in the consumer interest towards male grooming products. The category has expanded from shaving products, deo etc to face wash , hair care , face creams etc. The shift is also a result of the emergence of Metrosexual male and also of the Urban Nuclear Family where every individual members have the freedom to use individual products. So typically a modern household may see husband and wife using two different brand of soaps.

In this context , the relevance of Cinthol as a masculine brand achieves paramount importance for Godrej. Even without much promotion, Cinthol has a share of over 2 %. While Business Standards pegs the brand size to be around Rs 80 crore, Businessline puts the brand's size to be Rs 200 crore.

More than the new users, Cinthol's strength has been a strong brand loyal customers. This is both a strength and weakness. The prime challenge for Cinthol is to be relevant to the new Male.

The new campaign features a new look for Cinthol and a new slogan. The last ad of Cinthol featured the slogan " Get Ready Get Close " .
The new slogan for Cinthol is " Don't Stop" . The brand promise is
24 hour confidence &
Long lasting freshness.
Although the slogan has been changed, the positioning has been in a consistent line. Cinthol has long been positioned on the basis of the properties of Deo, freshness and confidence.
The new slogan tells the audience to have confidence to do what ever he likes. The execution of the concept is little out of the world but interesting to watch.

Regarding the choice of the celebrity , Cinthol has pulled off a coup by roping in Hrithik. But what I have seen is that Hrithik has not been exploited as a brand ambassador. Brands like Acer and even Coke was not able to fully exploit this celebrity.
My first impression about the ad is positive but the ad is not enough to raise the brand to a level of an icon. Having said that the slogan " Don't Stop " with core brand values of Freshness and Confidence give the brand lot of power to move ahead.

Related Brand
Cinthol

Brand Update : Vivel & Fiama Di Wills

Its raining celebrities at ITC 's personal care brands. In a major marketing initiative, ITC has roped in two of the hottest bollywood stars to endorse its personal care brands. In my earlier post on Vivel Di Wills, I have expressed my confusion over managing Vivel Di Wills and Vivel.

The latest TVC surprisingly features a new campaign for Vivel featuring Kareena Kapoor endorsing Vivel ( and not Vivel Di Wills) . The positioning of Vivel is same as that of Vivel Di Wills. That makes me wonder again .....
Now the only difference may be is in the flavors . Vivel Di Wills may have some exotic flavors while Vivel comes in usual stuff like sandal ... ( I don't really know !).

Any how ITC has hell lot of cash and can afford to have as many experiments as they wish. It is we, the poor Professors, sweating before the students trying to explain the logic or lack of it .

In another campaign, ITC has introduced Deepika Padukone to endorse the premium personal care offering Fiama Di Wills.
These high profile campaigns especially the celebrities is sure to give HUL nightmares. The celebrities being used by almost all soap brands have hurt Lux the most.

Brand Update
Vivel Di Wills

ING Vysya Life Insurance : Mera Farz

Brand : ING Vysya Life Insurance ( IVL)
Company : ING Vysya
Agency : Rediffusion Dy&R

Brand Analysis Count : 316

In most cases, we discuss branding in relation to products rather than services. Some how there is a feeling that unlike products , building brands through promotions lacks significance in the marketing of services. Usually service brands are built on functional dimensions rather than on imagery.

Hence it is taken for granted that if the service provider delivers excellent functional performance , the brand will automatically grow.Five years back , financial service firms focused on their sales force and below -the- line promotion and shied away from aggressive brand building through advertising.

But the increase in competition and the cut-throat warfare on the field forced the service firms to venture into aggressive brand building through advertising.This trend was initiated by the aggressive brand promotion by telecom service providers. Financial services firms began to realize that having a good brand will make the life of a salesperson a lot easier.

The latest aggressive candidate in the financial services branding is ING Vysya Life Insurance ( IVL ) . IVL launched its insurance services in 2001. Now it has grown into size with presence in 246 cities and 300 odd branches.

What has interested me is the current campaign run by IVL. The brand did not have a good run in the Indian market. According to media reports, the IVL has a market share of only 1.2 %. The primary reason being that the strategy of the company is slow and steady growth rather than aggressive growth. So very rarely you get a call from an ING Vysya Insurance advisor.

The brand first launched its campaign in 2007 when it identified the core brand value. ING Vysya Life Insurance decided that the brand stands with the consumer in helping him fulfill his responsibilities towards themselves and families. Thus IVL took up the slogan " Mera Farz " which means " My Responsibilities ".

Watch the campaign here : Mera Farz 1

The ad was well made but nothing special in terms of creativity and was not intended to deliver any result on the field. But this gave the brand a vital direction for the future.
This year, IVL came out with another set of campaign which captured the attention of the audience .

The new campaign took birth from a very important consumer insight that with every happy moments , comes certain burden of responsibilities " . The thought of these additional burden creates a " Sinking Feeling " in the mind of that person and it will take away some degree of joy from him.

From this insight came this campaign : Sinking Feeling
The ad show three situations
1. Marriage
2. Birth of a child
2. Daughter getting admission to a expensive college.

The protagonist in all these cases feels a sense of sinking with the burden of added responsibilities.

What I noticed from the reaction of my family members is that the idea has clicked. There was a little smile in everyone's face when they saw this ad.

There is no doubt that the idea is a BIG Idea but the execution was a little too straight. Personally speaking , I did not liked the term " BURDEN " . In Hindi the term used is "Bhari" and in Malayalam the term used is "Bharam"- both these terms are used to denote Burden and also heaviness.

When my child was born, I never felt it as burden but it is true that there was added responsibility but never a burden. Even the child's education to be termed as a burden is too harsh . It was not the visuals but the term " Burden " that I disliked about the ad.

The message behind the campaign is that ING Vysya's plans help you to experience the joy of responsibility.

Then came another ad which I thoroughly enjoyed.
Watch the ad here : ING Goa

The ad shows the husband Satheesh literally sinking into the floor when his wife tells the friends about 'their ' plan to buy a house in Goa. Even after seeing the ad many times, we all still liked the look of the harassed " Satheesh " . That was a wonderful execution.
The big idea of ' Sinking Feeling ' has the potential to last for some time because it stems from an actual consumer insight.

These campaign has brought the customer's attention on this brand. The insurance advisors now will have a chance to spent less time talking about the company and more time selling the plans

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Brand Update : Kit Kat Chunky

Kit Kat has launched its globally successful variant Chunky in India this year. Kit Kat Chunky is a king size single finger variant of KitKat.
Kit Kat Chunky was globally launched in 1999. The high profile launch was a result of an internal rejuvenation project ( project Tyson) to lift up the sagging Kit Kat brand. Kit Kat Chunky was an instant hit and was touted as Nestle's most high profile brand success in that decade.

The reason for the variant launch in 1999 was because of the lack of popularity of original Kit Kat among the 18-25 year old. Chunky made the brand popular again in that segment.

In India , the brand has been launched in two variants : African Choco and Hazel nut
The variant is being promoted through TVC. Watch the commercial here : Kitkat Chunky

The look of the product itself raised some questions in me. The product is so Un Kit Kat like . Instead of the famous four finger product you have a single finger chunky chocolate bar. The packaging is also entirely different from the original brand. Will it not affect the parent brand ?

The success of this variant globally shows the paradox of marketing. The success of Chunky itself contradicts the 'conventional ' wisdom of Brand Extensions that extensions should be in line with the original brand's core values and strengths. Here that rule is broken that too successfully.

Having said that I feel that one has to be very lucky to get away with that kind of extensions. In India the market for wafer based chocolates has been negligible. Although Perk and Kit Kat had initial volumes, these brands now occupy a negligible share in the total chocolate market. The reason for Chunky's launch is to address this issue. Compared to the wafer chocolate, Chunky is a full finger Chocolate with added crispies like nuts. The launch is from the insight that Indian consumers like to have more chocolate than anything else.
But Kit Kat Chunky is not the first brand to try out these products. I remember Cadbury's having a Chunky range which later faded in the market . Whether Chunky will raise the fortune of Kit Kat is some thing to watch for.

Related Brand
Kit Kat