Historical endorsers

Think Different, Think Dead

Nostalgia sells. And from using living icons as brand ambassadors, Marketers are now stretching back to dip into history. Result: some iconic men & women are being brought back to life!

Can you spot the similarity between Hamburg-based penmaker Mont Blanc and Bollywood flick Lage Raho Munnabhai? Nah... no product placements by the former in the latter; instead, the fact, that both have used Mahatma Gandhi’s imagary – albeit in different ways – to attract eyeballs. Not only did Lage Raho Munnabhai’s promos actively prop up Gandhi’s images in the backdrop, even the storyline incorporated Gandhi and his non-violence credo to successfully ring in the moolah at the box office. This Munnabhai sequel was an instant hit. Similarly, to cosy up with the Indian audience, German pen maker Mont Blanc launched a gold nib plated pen costing a mind-boggling Rs.1.4 million on bapu’s 140th birth anniversary in 2009. The ostentatious effort was to commemorate Gandhi’s historic salt march, but market watchers claim that since Mahatma Gandhi has been also associated with literary achievements, the freedom fighter’s sheen will rub off on Mont Blanc and improve the luxury writing instrument’s standing among India’s discerning target segment. Reportedly, Gandhi’s great-grandson Tushar Gandhi has even endorsed the idea. As a thank you, Tushar’s charitable foundation has already received a donation of $145,000 from Mont Blanc and will receive between $200 and $1,000 for each pen sold. Aditi Agarwal of Ghalla Bhansali Stock Brokers (they’ve recently released a report titled ‘Marketing the Mahatma’), however, takes exception to such marketing moves. “It’s indeed ironical, that Mahatma Gandhi who was considered as an epitome of austerity is being misused by business barons to make money. Marketing and publicity is vital in today’s tough competition, but to what extent? All efforts need to be taken to protect the legacy that Gandhi has left behind,” she argues vehemently.

But, Mont Blanc and Munnabhai are not alone in having made use of Mahatma Gandhi’s name to sell their wares. The list is long. Be it Apple, Telecom Italia, Martin Luther King Jr., Raj Kumar Hirani, or even the American President Barack Obama, all have used Brand Gandhi to break the clutter and reach out to their respective target segments. Leaving aside the hullabaloo of shocked critics and their lengthy petitions to correct the trend, here’s the moot question. What sense does it make to bring back a popular icon from history? Does using the Mahatma as your brand endorsers work better or should marketers settle for current mass icons like Big B, Tendulkar or even couples like Pataudi & Sharmila Tagore?

Some marketers refer to using historical icons as a goodwill gesture (‘paying a tribute’) and if it serves the added purpose of raking in moolah and raising the brand stature, so be it. But the answer to that question could well range from being financially viable (in some cases) to harnessing the product values with the long lasting untarnished image of the endorser. On one thing though, marketers are unanimous viz. the immortal image of these historical ambassadors provides the requisite ‘X factor’ for their brands.

So it’s not only Brand Gandhi who has been used as a brand ambassador by marketers. Che Guevara, Charlie Chaplin or for that matter even Adolf Hitler, Stalin and Saddam Hussain (recently used in a German AIDS awareness campaign) are also right up there. But, Gandhi has by far been the clear favourite, when it comes to reaching the Indian masses. Remember the ‘Think Different’ campaign launched by Apple in 1997 – with Gandhi in his simple white loincloth and shawl? The image linked an ambassador of immense physical and mental strength to the brand – and helped them break the clutter. Even Italy’s largest telecom company, Telecom Italia used Gandhi in its 2005 campaign and went on to grab the ‘Mezzo Minuto D’oro’ (considered equivalent to the Oscars in the Italian ad-industry) award. Take the case of Luxor, which has consistently used historical figures to illustrate the usage of its highlighters. Their ads showcase usages of Luxor Highlighter by sketching images of Che Guevara, Adolf Hitler and Charlie Chaplin on their ads. Not only have the ads highlighted the historical heros but also the brand, transferring their heroic qualities to the brand. In the process, Luxor also managed to break and rise above the clutter in their segment. Similarly, Rasayana (the anti-stress tea) showed Adolf Hitler smelling a rose with a caption saying, ‘Make peace with the world. Anti-stress tea from Rasayana.’ The slogan simply made the world identify better with the nascent brand. Hitler’s face on the campaign made way for instant recognition among the target audience and made a simple product look smart and maybe, the brand promise even fuelled initial trial purchase.

Thanks to Cherry Shoe Polish, the image of Charlie Chaplin is still afresh in people’s mind. As a matter of fact, the two have become inseparable from each other. It goes without any saying that Charlie Chaplin is loved by everyone alike. His black-and-white persona and humor are evergreen and what better way to describe a black and white shoe polish than an iconic comedian from the black and white era? Charlie rightfully portrayed the idea of ‘enjoy polishing’. Says Alyque Padamsee (who helped create the first series of Cheery ads), “The focus then was on the “perfect gentleman” and the ‘perfect shine’ on his shoes.” The idea of using a black-and-white background has not occurred to Cherry Blossom alone. Apple came out with an ad featuring black and white video footage and print ads featuring legends like Albert Einstein and Pablo Picasso. The ad ended with the image of a young girl opening her eyes (as if)to see the possibilities before her. Everyday, the ad featured a different historic figure, with a small Apple logo and the ‘Think Different’ slogan. The idea was to convey that although the world may perceive these (historical icons) as rebels, troublemakers or crazy – Apple sees them as geniuses, because people who are crazy enough to think they can change the world, are the ones who do – just what Apple does in its labs. The campaign, completely in line with Apple’s brand positioning, was a hit. The idea of using historical icons as ambassadors is catching on fast in India. State Bank of India, the nation’s largest public sector bank, recently launched a print campaign with pictures of its celebrated account holders in the distant past viz. Dadabhai Naoroji, J.R.D. Tata, J.C. Bose, among others. As per the agency, the idea is to establish SBI’s ‘legacy and reputation’ in the mind of modern consumers. For many, using historical icons as brand ambassadors is the safest bet (besides being economically cheaper), as there are little possibilities of controversies and criticism due to their present deeds. Remember, the quagmire that marketers found themselves in when Salman Khan drove his Land Cruiser over sleeping pavement dwellers in Mumbai or when Sanju Baba landed in jail. Millions of endorsement dollars riding on their backs gave sleepless nights to many. Guess it does pay sometimes to really go ahead and take Apple’s advice: ‘Think Different’!

 
 

Putin: Mismanaged Russian Media

A circus clown called Pravda!

Putin’s mouthpiece is a flabbergasting piece of shambles 

Oh, what all it could have achieved; and look at where it has ended. To say that the Russian government’s official mouthpiece (former, they claim), Pravda, has descended into becoming a ludicrous two crap piece of dimwit news creation, is to state only the tip of the Kremlin iceberg. There has been a lot of talk about Vladimir Lenin’s legacy. It requires no reiteration to praise his role in the development and progress of the Soviet Union. When it came to the Pravda of old, he left no stone unturned to take it to new heights and to make sure that it echoed the voice of the nation. Pravda used to follow Lenin’s editorial stance regularly and voiced what came to be known as Leninism. It was actually after the October Revolution of 1917 that Pravda started selling nearly 100,000 copies daily. Pravda expectably became an official publication of the Soviet Communist Party and a channel for announcing official policy. Decades – and many Soviet premiers – later, it fills one with sadness to see the pathetic state that Pravda has been left in. Sample a few of its breaking news.

On September 24, 2009, Pravda published news (and last month uploaded explicit videos too!) that featured a Russian based US diplomat Kyle Hatcher cavorting pleasurably with prostitutes. US Ambassador to Russia, John Beyrle, defended and clarified that the tape was “clearly fabricated.” As per Beyrle, “the video spliced genuine footage of diplomat Kyle Hatcher in a Moscow hotel room with staged footage of a couple having sex.” The attempt to frame Kyle seemed so ludicrous it could well have been managed by a high school kid. But then, this kind of zany tragicomic news is no stranger to Pravda. Take this multi-part series they had on the topic of sex in 2007. On April 18, 2007, Pravda presented their own version of a juiced up adultery survey on various countries. Fair enough. But six day later, the paper published news on sex museums, following the same within a week with a detailed report on how “future technologies may destroy sex as the ultimate pleasure for humans.” On May 7, 2007, the editorial team came out with a deeply thought review of breasts – about how various media outlets portray breasts differently.

One year earlier, in January, 2006, Pravda had headlined an article on Condoleezza Rice as follows: “The US Secretary of State released a coarse anti-Russian statement. This is because she is a single woman who has no children.” Their brilliant analysis commented, “[Rice] loses her reason because of her late single status. Nature takes it all... Such women are very rough. They are all workaholics, public workaholics. They can be happy only when they are talked and written about everywhere.” That sounds nothing compared to what they did in July 2008. In an article titled, “George and Laura Bush to divorce after election because of Condi Rice?” Pravda confirmed that “George W. Bush has been having an affair with US Secretary of State, Condoleezza Rice. A former employee of the presidential administration told The National Examiner [sic!] that Laura Bush once spent her night in a hotel to stay away from the White House… Laura Bush will reportedly be paid $20 million in case she divorces her husband…” Another article was titled, “Condoleezza Rice’s sexual worries...”

It’s sad that Putin has chosen to ignore the ridiculous bunch of editors’ mob running the scallywag show in Pravda. Or perhaps he hasn’t. Whichever way it is, Pravda presents a huge opportunity for Putin to develop his international image in an intellectual manner. His recent dalliances with Russian Patriarch Kirill seem to be paying off double time with Kirill visiting many anti-Putin countries and regions in a successful attempt to change perceptions about Russia. Putin may not realise this, that despite the editors, Pravda has a huge international brand value. And yes, some of the current news reports seem to have obtained a saner tint. Even the website has become pretty upbeat. But unless Putin leverages Pravda to run international commentaries from the Krugmans and Friedmans of the world, the media vehicle’s potent strength would never be realised... Last we checked, Pravda was running Cindy Crawford’s bikini clad photographs as the opening views on its home page.