Something is terribly wrong with the advertising agencies and clients in India at the moment. No am serious. In the last three months at least four brands have jumped into the "Jiyo" bandwagon. Now let me not get into explaining what might be the reason but stupidity has its own limit (at least Diesel says upfront why they are stupid.)
Trust me it is pathetic. What were the creative guys thinking? How could the client ever buy such shit? Funnily how could the client even spend media money on such non-sense? Do they really think Indian consumers are such morons that they will accept anything this agencies produce?
Go Jiyo
Jiyo Easy
Jiyo Befikar
Jiyo Life
What is it? A brand promise? Brand proposition? Brand Philosophy? Headlines?
Honestly I'm feeling ashamed to even tell people I work in advertising.
What do you guys think?
2 comments:
Hi Roop,
I'm one of the team members from the Jiyo Life (Club M) campaign team so I will only speak of Jiyo Life. As cliched as it may sound, the thought behind Jiyo Life runs deep within all of us associated with the campaign. Spending nights at work, working on ideas & getting them executed as a team was an amazing experience for me. I thought the TVC which triggered of this campaign (you can watch it on YouTube and share your thoughts on this) was quite touching and that is what made us run this campaign online while understanding that the concept of "Jiyo Life" was much bigger than selling Club M to people. If you take a look at our Facebook page, you can see 16,000 members actively engaging with each other, sharing their deepest moments in the form of pictures & messages which motivate us everyday and makes our belief stronger in Jiyo Life. I have seen posts which have said that "Jiyo Life" has given a purpose and meaning to their life! I don't call myself a marketing expert or anything but I believe if a "campaign" can affect someone's life in a manner like that, I believe my work is much more than a marketing gimmick.
Also when you say: "Trust me it is pathetic. What were the creative guys thinking? How could the client ever buy such shit? Funnily how could the client even spend media money on such non-sense? Do they really think Indian consumers are such morons that they will accept anything this agencies produce?
Honestly I'm feeling ashamed to even tell people I work in advertising."
That is not very nice. You're being quite mean & insulting. It's sad to see that you have just chosen to pick up four random campaigns with one common word (an unfortunate co-incidence) and talk badly about all of them without any real insight or a value adding criticism. Also, if you work in advertising, the least amount of respect that you can show towards your industry is by actually understanding the campaign, its response and the difference it has made for the brand, its target audience and the world, if any.
Dear Anonymous,
Well I do respect the fact that you have worked hard and spent sleepless nights for this particular campaign. To be brutally honest, it makes no difference to the lives of consumers or your so called target audience. You have just done your job.
Secondly, I don't find any real insight behind this campaign.If you are trying to tell people or your intention was to communicate that people should "enjoy life" and enjoyment comes from a Club Mahindra resort, then let me assure you, there is absolutely no reason to believe why consumers should enjoy life at Club Mahindra and not in any other resort. What makes Club Mahindra different from others, don't come out from the campaign you have created.
Thirdly, you may have created a digital campaign with a Facebook fan page which has 16000 members but that doesn't mean anything or does any good to the effectiveness of the campaign unless you have real proof that all this 16000 people have signed up for a Club M holiday.
Fourthly, you are saying "it may sound clichéd." Well then my humble question to you - why do something that you, yourself is telling is a cliché? There is nothing called (an unfortunate co-incidence) had you and your team looked around to find out what's happening in other categories.
Fifth, I don't think this campaign has made any difference to the world whatsoever.
Sixth, I am entitled to express my point of view and opinion in my blog. So don't think its insulting. Isn't that a reason why you write blog post in the first place?
Seventh, I would appreciate if you can come out and spell your name instead of being anonymous.
Lastly, I am reacting to the word "Jiyo" and the way it has been communicated by four different brands in a span of 2 months. I don't think that consumers today are stupid enough to fall prey of a proposition thats so frivolous. And like I said how will you define "Jiyo Life" - brand promise? brand proposition? A brand philosophy? just a campaign thought executed in the digital medium?
Do write back Mr. Anon. Maybe discussing the same will help you develop a better idea for your brand the next time.
Cheers.
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