Q.

3 Select and briefly described two corporate ads that you have
seen recently which you feel are effective. Explain how they benefit
the company.

Ans. Perhaps what they really need is a new approach to marketing. It's not
clutter or even targeted ads that are going to improve the effectiveness of
TV ads it's an understanding that more and more consumers are choosing to
ignore marketer’s messages and now control the message.

US marketers are willing to explore alternatives to the 30-second TV

commercial as they shift budget from TV to social media, banners,
and search. More forward-looking marketers are ready to experiment with
online video ads, branded entertainment, and interactive TV. With research
suggesting that more than 75% of marketers are planning to beef up their
social media budgets one has to wonder just how much of that money will be
truly wasted because they threw some mud against the wall hoping some of
it would stick.

Marketing effectiveness, or lack thereof, is not because marketers

spent too much money on TV (even though social media evangelists would
have us believe that) it's because the elements of a well executed marketing
plan are changing and evolving. The old model was that you saw an ad on TV
then went to the store and purchased a product. Today there are way too
many obstacles to that model including consumer’s reluctance to spend
money and the redefinition of value.

In the world, many ads are running in the market. But some ads are
very effective. Like Tata tea, (Jogo India Jogo.) and. Hamara Bajaj.

Hamara Bajaj
This iconic ad in 1989 reflected the pride that Indians took in the name of
‘Bajaj’ which was synonymous with their sole vehicle of dreams: a scooter.
Rajeev Bajaj has unfolded his vision of building Pulsar, Avenger,
Discover and Platina as strong brands that can flourish with an identity
independent of “Bajaj”. Type ‘Pulsar’ on youtube and you will see user
created videos of stunts pulled by the Pulsar bikers, a true indicator of the
power of brands to connect to their consumers.
Bajaj Auto started its operation in the year 1945 and was initially
involved in importing and selling two and three-wheelers in India. In the year
1959 it got license from the Indian government to manufacture and sell its
own scooters in India. Rajiv Bajaj (MD, Bajaj Auto) said that declining scooter
sales was one of the primary reasons behind this decision. He also said that
company wants to entirely focus on the emerging motorcycle market
throughout the world. Currently the worldwide bike market is estimated at
30 million units per annum. Bajaj makes 3 million units every year. Rajiv
Bajaj is of the opinion that by shredding of scooter operations, Bajaj Auto can
look to increase its share in the bike market. At present Bajaj is producing a
single model in the scooter segment i.e. 100 cc Kristal. It plans to stop the
production of scooters by the end of this fiscal
It is a well known fact that during 70’s, 80’s and even 90’s scooters
gained a vast popularity among the Indian middle class. It was a matter of
pride to own a Priya or Chetak (brands by Bajaj). The demand was so huge
that people usually had to wait for months before they could take the
possession. It would not be wrong to say that during those times, Bajaj
scooter was one of the most common wedding gifts (dowry) offered by the
bride’s family to groom.
Bajaj’s ads before the landmark "Buland Bharat ki buland tasveer, Hamara
Bajaj". Uncannily, all ads after that by Bajaj for their two wheelers (esp.
bikes) has been innovation personified.
The Boxer had the image of all females in a particular ad covered and ended
with a mom shielding her daughter with an umbrella from taking a look at
the "good looking" Boxer.
Last some week Bajaj Auto announced that it would stop the production of
scooters and would concentrate only on bikes. Known for its brands like Priya and
Chetak, Bajaj was once the largest scooter manufacturer in the country.

Tata tea, (Jogo India Jogo)

Tata tea is the world’s second largest tea producer and distributor,
Tata Tea Limited is taking a stand on corruption in India through an
integrated marketing initiative.

Launched in 1985, Tata Tea was responsible for starting the polypack
revolution in tea. The brand was built on the support of the garden fresh
story, with the platform of 'Asli Taazgi'. From a single variant, this brand
today has 4 variants – Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and
Tata Tea Life.
Tata Tea Premium, the portfolio's flagship brand, is currently the largest
packet tea brand in the country with an All India value share of 8.8%.
Tata Tea has been rated as the No.1 beverage brand in the country
and has been listed in Super brands (Top 100 Brands in the country). The
brand has also won numerous consumer awards viz, AMGF Mera Brand award
and the Reader's digest platinum award to name a few.
 The new communication attempts to migrate tea from being a physical
and emotional revitaliser to becoming a catalyst for 'social awakening' with
the message “Har Subah Sirf Utho Mat, Jaago Re.” This establishes thought
leadership for the brand thereby reinforcing its market leadership.
Tea has long been an affordable staple in India, and Tata has recently
grown in popularity, particularly within the youth segment. While aiming to
create awareness among all generations, a key goal of ‘Jaago Re’ is to
encourage the younger generation to make a pledge against corruption and
not blindly vote for politicians. Tata Tea also hopes to change the minds of
the people that do not plan to vote, and asks for their participation in order
to make a difference.
In my previous posts for the Global Voices special coverage on the
2009 Indian general elections, I have analyzed how Indian politicians and
political parties are using internet and mobile tools for election
campaigning and civil society groups in India are using digital tools to run
voter registration and transparency campaigns. As interesting as these
initiatives are, the three most effective election campaigns in the 2009
Indian general elections are run by corporate brands: Jaago Re by Tata Tea.

The Jaago Re campaign was launched by Tata Tea and Janaagraha in

September 2008 (press release) to start a voter registration drive in colleges
and corporate in 35 cities across the country and register four million voters.
The voter registration itself is driven through an interactive application on its
website and a kiosk, which helps users identify their constituency, prepares a
ready to print voter registration form in five minutes, guides them to the
nearest voter registration center and updates them via SMS when their
names are added to the voting list.