By Harish Bijoor
Q: As the Indian Outdoor
industry grows by leaps and bounds in terms of opportunities to use, what is
your advice to the industry? And is there one thing my agency can do to stand
apart from the rest?
-Jayanta Padhi, Mumbai
A: Jayanta, congratulations.
First of all the industry is witnessing its much needed growth after decades of
patient waiting. This in many ways is an industry that never got its due.
Overall turnover of the industry has grown slowly and rates charged have always
been under pressure.
Advice? The one big piece of advice
would be to tread this space with caution. Just don’t overdo the Outdoor piece
a bit too much. As Outdoor advertising booms, there is a run to capitalize and
monetize every bit of valuable eye-ball space there is. This should be done
with care and finesse. There needs to be a great degree of sensitivity as you
grow the space of Indian Outdoor.
Clutter is a big issue to manage.
India and the Indian at large is going to wake up, sooner than later, to the issue
of visual pollution. I do believe that the idea of ‘visual pollution’ is an
idea whose time has come. Consumers of Outdoor Advertising are going to sit up
in time and protest the visual clutter and visual pollution at large that
advertisements of companies thrust on them.
As this issue gains credence, it
is important for players in Outdoor Advertising space to exercise restraint and
show a great degree of aesthetic finesse in every outdoor effort. Adopting a
stance that says that your agency is “visual pollution sensitive” might be a
good and proactive stance to take. This just might set you apart from the rest.
Q: Which is the best book to
read to understand the liquor market in India? There are many books from the
Western perspective, but none on India.
-Shamik Rudro, Delhi
A: Shamik, the best book to read
on anything is the market. When you find no books that tell you what the market
is all about, just step into the market. The market teaches you a lot. But this
is hard work.
Whenever there is nothing to
read, make your own reading material. Make it from the market. Market working
is an old habit. It has served generations of marketers very well. It is only
the new marketer of today that is relying on secondary data and secondary
published information that is most of the time either out-dated or useless. In
both cases, such information leads to nothing.
Remember, when there is something
published, it is read by all. It is ready by your savvy competitor as well. If
you really want information about the market that you can act upon uniquely,
get to the market.
Again, market working is not
about working the market once. Instead, it is about working the market
regularly. It is about keeping your finger on the pulse of the market all the
while. At times it is good to work the same market again and again with
periodic intervals. This gives you an idea of change. It gives you a measure
and a calibration device as well.
Talking of the liquor market,
when you work markets you get very unique Indian insights. India is a very
different market. You will get stuff that is solid, and stuff that is anecdotal
as well. At times you can base a lot of your branding truth and fact on all
that you pick up.
As a parting nugget, I worked a
small market near Itarsi in Madhya Pradesh last week for an understanding of
the liquor market. I walked into a dirty “Ahata” (a make-shift low-cost bar for
rustic drinkers) and sat around for a while absorbing it all. I looked up and
checked out the menu. There was a price list that listed everything. Egg fry
came at Rs.25, Two boiled eggs cost Rs. 20 and there was yet another charge on
the board: “Ulti charge: Rs. 50”!
If I was to translate this into
good old English, it would simply mean “Vomit charge”. This “Ahata” in rural MP
charges its customers if they vomit within the premises. If you were to vomit
here, you would end up paying twice the price of a plate of Egg Fry.
How realistic and practical can
And guess what, no book on the
liquor market would list this as well. The market is a great teacher. Full
Q: When will we brand the air
-Rohini Venkataram, New Delhi
A: Rohini, that will be the last
frontier of branding to breach. I really hope we don’t ever do this.
If you look for this kind of
branding keenly, you just might find an air humidifier trying to do this, just
as a fan might attempt to tell you that you are enjoying USHA air.
branding forages its way category after category, I just do0n’t put it beyond
reason that this space will be breached as well.
Harish Bijoor is a business-strategy specialist and CEO,
Harish Bijoor Consults Inc.