MAM

Ent. brands are illusory, elusive and magical - Star COO Sameer Nair

MUMBAI: While speaking at the Advertising Club Bombay's Value Creation seminar on marketing entertainment and their growing inter-dependence, Star India COO Sameer Nair stated that successful entertainment products evolve daily and have a life and personality of their own. Once created, they feed on themselves, constantly reinvent themselves and transcend their basic achievements, he added. Nair also said that entertainment brands need to be illusory, elusive, magical and superior.

UTV Group director Zarina Mehta mentioned that the reasons for the success and failure of TV programmes were linked to marketing and communication plan; ability to offer simple propositions with a new twist and proper testing of concepts and new ideas. Mehta also stated that there were clear gaps in children's programming and comedies.

Star's Nair felt that brands are basic to human existence and the concepts of names and nationality has originated from this need. Entertainment products are inanimate but the marketers breathe life into them. However, a human touch is essential to provide a lifelike experience, Nair added. The objective is to ensure that the entertainment brands outlive the humans associated with the brands - for instance Charlie Chaplin is instantly recognizable but Charles Spencer Chaplin is not! The entertainer aims to keep the magic alive for a long time.

Nair added that human beings become brands, symbols or icons when myth eclipses reality. Entertainment brands are intangibles unlike sports and religion. Whenever human beings become icons, they get trapped and become a victim of their own. The audiences don't like it when the icon changes. Building entertainment brands is like pulling rabbits out of a hat.

UTV's Mehta felt that the key to successful programming is simplicity and concise communication.

The following are excerpts from Mehta's presentation:

If a programming person cannot sell an idea in 15 minutes, then the idea cannot be sold at all. Therefore, there is a need for getting a fix on the single, strong selling point of communication. Every serial has to satisfy an emotional need. The stronger the need - the better the TVR. The USP needs to be part of all communication and marketing endeavours. It is important to know and respect the consumer's need.

For instance, Shanti's USP was the fact that it was the story of a strong-willed middle-class woman with strong family values. Karamchand was a brilliantly conceived and crafted detective serial interspersed with comedy originating from the interaction between well-etched characters. Saaya and Shagun were all about female bonding. Tu Tu Main Main was about the eternal struggles of everyday humdrum. Shaka Laka Boom Boom was about magic and the fact that good triumphs over evil.

A simple proposition that satisfies consumer needs could be taken and developed by adding a new twist. However, there is a need to make sure that the viewer understands the differentiating element of the programmes. The point of differentiation in familiar themes is what draws audiences.

Kahin Na Kahin Koi Hai failed because the marketing and communication plan failed to get in viewers for sampling the first show. The viewers had wrong perceptions that the show was about Madhuri's marriage; others believed that it was a soap opera starring Madhuri. The marketing plan failed to prepare the audiences and required more meticulous preparation. The feedback also showed that the actual show was considered to be less extravagant than what was promised through the promos.

Comedy serials on Indian TV need a laughter track as there is an ardent need to inform/tell viewers that they are watching a comedy serial. Khichdi is a serial that doesn't have a laughter track and has not gone well with viewers.

Channels shouldn't sell programming concepts or slots and must focus on selling serials and shows. Viewers don't watch Sundays or night slots or morning slots - they watch shows and programmes. Also, the actual content must deliver what is being promised through the communication. Some programmes have flopped because the actual programming content fell short and couldn't satisfy consumer expectations. The programmes also fail because viewers cannot fathom the differentiating factor.

There is nothing wrong with trying something new even if the programming initiative fails. However, the new concepts have to be tested and tried with a sample size comprising of different sections of society. Successful trial runs don't necessarily guarantee success. There is also a need to revitalize the existing shows at regular intervals by reinventing the story idea.

Also read

TV personalities - good option for advertisers

Need a hit - Its all about marketing and communications

Bollywood producers need specialised marcom agencies

Radio provides unique options to advertisers

Leo Entertainment capitalises on in-film product placements

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/wat.jpg?itok=IXRXfgmW
WAT’s Your Big Idea​ 2.0 receives over 240 entries this year

WATConsult, India’s leading and most awarded digital and social media agency, a part of the Dentsu Aegis Network, has received a phenomenal response to their second season of WAT’s Your Big Idea (WYBI). With participation from over 30 educational institutes, WYBI 2.0 has received a total of 240...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/burbon.jpg?itok=4am9uIHN
Bourbon celebrates friendship in new TV commercial

MUMBAI: Britannia has launched a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Timex%20800x800.jpg?itok=YTIcYEQV
Timex, Blink launch smartwatch to help you stay fit

MUMBAI: American brand Timex has launched a smartwatch, Timex Blink in collaboration with Indian start-up Blink and will be launching a TVC informing people about it.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/laban%20800x800_0.jpg?itok=cTUwWY7O
Laban launches first TVC in India

MUMBAI: Laban, the confectionary brand from Norway that came to India early this year has released its first TVC, bringing alive its key properties. The TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Vivek_Bhargava-Rubeena_Singh.jpg?itok=qfTo95Pg
How iProspect's Vivek Bhargava foresaw a digital future two decades ago

One trip to the US in 1997 was all it took for a young man’s entrepreneurial journey to begin. When this man, who was taking global trips on behalf of his family business to sell tablas and sitars, decided to sing a different tune, he was told by his father to pack his bags and get going without...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Ted_Talks_0.jpg?itok=dC_9ar5q
Star Plus says #DontKillIdeas in first Ted Talks India campaign

MUMBAI: Star Plus and the global digital platform for ideas, TED, have come together to India to create a collaboration never seen before on television.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Vinay_Singhal-Amit_Gupta.jpg?itok=310KaVnH
WittyFeed brings Httpool on board as sales partner

MUMBAI: Httpool has appointed WittyFeed as its partner to monetise the website’s display ad inventories and be its exclusive representative for India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/voda_0.jpg?itok=88Fe3vhg
Vodafone launches industry’s first end-to-end IoT solution

MUMBAI: The internet has come a long way from connecting only mobile phones and laptops to include smart homes, wearable technology, and smart cities. With the growing recognition for Internet of Things (IoT), the market for IoT in India is poised to reach $9 billion by 2020.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/delhi.jpg?itok=ts4wb1wL
Virat Kohli & Ola team up against Delhi air pollution

MUMBAI: With Delhi-NCR battling smog and heavy air pollution levels over the past week, Ola has kicked off the fourth leg of its year-long campaign, #FarakPadtaHai. The campaign was launched on 5 June, World Environment Day, to raise awareness about congestion and pollution issues and encourage the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories