Oh Boy! Indians are getting richer...

IIPM MANAGEMENT INSTITUTE
A study done by Synovate (a research agency) has thrown up some interesting facts. The survey estimates that over 7 lakh Indians (out of over one billion population) possess a wealth of about $1,00,000 which is likely to shoot upto $1.1 million by the year 2009. That is cumulative liquid wealth of $203 billion which is estimated to go upto $322 billion. Covering 11 countries across Asia, the study tracks the spending patterns of the creamy layer in the region. One of the findings reveal that while Internet access in the region has increased by 30%, in India it has upped by 132%. However, when it comes to owning a laptop, India has shown a meagre increase of 10% against Asia's whopping 225%.

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

Wouldn’t they have to make investments?

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But clients, it seems, not really concur. Ask Soma Chakravarty of India Trade Promotion Organisation. “Every three years or so, we issue/release an ad in the papers inviting ad agencies to pitch with a clear ‘no obligation’ proviso. There is nothing vague about the communiqué. Most of the times, we’ve had massive response. Chakravarty views these exercises in a cold-blooded, professional demeanour. “If an individual or organization desires to enter a new line of business or expand their portfolio, wouldn’t they have to make investments? I see these pitches exactly in that light. Where’s the moral, ethical or politically correct stance involved? It’s a straight forward business-generating transaction, which at the best of times, is a calculated risk,” she reasons.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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IIPM Publication :- Of comedians & pizzas...

IIPM MANAGEMENT INSTITUTE
If ‘Koffee’ is with Karan and ‘Rendezvous’ is with Simi Garewal then are burgers and pizzas with comedians?!

Remember a cow-boyishly ‘eggjact’ Javed Jaffery selling Pizza Hut’s treat or a Paresh Rawal trying to delay Domino’s Pizza’s home delivery or look-alikes of yesteryear’s film-stars enjoying a McDonald’s burger at ‘unke zamane ke daam’... Humour in advertising is something that is common across almost all popular food chains. Talk of their ads and we have ace comedians like Paresh Rawal, Anupam Kher, Javed Jaffery tickling our funny bone while titillating the tastebuds. But, why do we need jokers to sell Pizzas?

After serving Paresh Rawal’s and Anupam Kher’s funny act to the Indian audience, Domino’s Pizza roped in Circuiteshwar alias Arshad Warsi as their ambassador. On being quizzed as to why they always add humour to their brand, Dev Amritesh, Chief of Marketing, Domino’s Pizza-India, explained, “The product and home delivery element can very well be communicated through the humour quotient.” In thesame league, Pizza Hut from the stable of Yum! Restaurants, celebrated a decade in India by launching special treats and a campaign with Javed Jaffery. “Javed was chosen as the new brand ambassador for his mass appeal. His ability to connect with customers across India made him a perfect choice,” says Arvind Mediratta, Chief Marketing Officer, Yum Restaurants.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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IIPM Press Release :- Santa's carriers have trouble at home...

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You’ll find them all… Dasher and Dancer and Prancer and Vixen, Comet and Cupid and Donder and Blitzen… Try spotting the One with the Bright Red Nose too. Amidst the milling reindeer herds of the Saamis and the bright blue-and-red knitted garbs of the herders themselves, Christmas legends come alive like does Times Square on New Year’s Eve!

Essentially the nomadic and the Nordic, the Saamis are the inhabitants of Norway, Sweden, Finland, and small parts of Russia (together constituting Lapland), who’ve lived-off hunting and fishing. The ‘Lapp’ is, however, unimaginable without his reindeer. Apart from those ethnographic extravaganzas that are held in the name of celebrating dying cultures, where is made shimmering short shrift of communities, the Saamis had now rather herd for coloured-collar prospects for their livelihoods. Their original lifestyles as reindeer herders have been threatened by their own generations’ disillusionment with primitive pastoralism, fuelled by modernisation.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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This brings us to the second part of this future evolution

IIPM MANAGEMENT INSTITUTE
This brings us to the second part of this future evolution: content. We have a bunch of traditional content creators like the film industry, different TV channels, et al. This requires heavy investment in logistics & artistic talent: production doesn’t come cheap. With YouTube, content creation is also transformed. Anyone can take a digital camera & create content. As with blogs, social computing doesn’t require heavy investment and can reach a worldwide audience. Who needs MTV & Memphis studios when you can shoot your own video for a few dollars and broadcast it to the world? The bet is also that beyond capturing the distribution channel, YouTube & similar sites will create a grassroot original content that will be richer, truer & more informative than canned opinions of a few media gurus most young audiences despise?

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative