An Interesting ad by Nike

Water Screen Advertising

Consumers are very choosy in seeing what ad they want to see and what they do not want to see. Usually a marketer must be in such a position to force the consumers to watch its ad by attracting towards it. Suppose if the advertiser advertises during the middle of IPL 20-20 matches, some may feel it as an interruption which is called as interruption marketing.

Let me tell you about this innovative way of advertising-WATER SCREEN ADVERTISING which was seen by me for the first time in India some days back when I was walking in a park in Bangalore (Sankey Park) on a Sunday. I saw this novel way of advertising and felt like sharing it with all.

Water Screen Advertising is where an ad/logo is shown via a projector on water made screen. It works through a pump and complex system of pressurized recirculation of water, a film is formed, making it possible to project images against water. This screen has the characteristics of water, movement and texture. Images, logos, photos or any image is magnified on a water screen. Set up time of this is approximately 1 hour. This can be used either indoors or outdoors and it is idle for any type of event or as an advertising method during:

Potential events, product presentations, a movie premiere, sporting event, auto show, building inauguration, fashion show background, launch parties. It is also used in shopping malls, special events, exhibitions etc. The possibilities are endless…Its multiple uses are: as a projection screen, stage backdrop, décor element, stunt ‘reveal’ element, branding.

Aircel which has recently come up in a big way in Bangalore had followed this type of Advertisement. People who were walking in the park were attracted by this ad, as this was a new concept for many of us. Aircel has come up with this novelty idea, wherein all the people were interested in watching the ad and this created a sense of brand recall to the people. But this does not imply that those people who see this ad will go ahead and buy an Aircel connection. Most of the people would have not seen the ad if played on a normal screen. As this was something new, it attracted the people of that park. This has certain drawbacks like:

1. Restricted to that particular place, in this case being the park.
2. Can be advertised only during the night time.
3. Rainfall may spoil the show.
   

The security guards were not allowing people to walk a particular portion due to the projection of ad. Public park is a place where in each and every person has the right to walk and he/she cannot be denied of the same.

Water screen advertising is not very popular in India, but there is huge potential which lies untapped in the Indian market.

Risk without Railings

Railing is a structure made of rails and upright members that is used as a guard or barrier or for support. This is very much needed and is usually fixed in staircases or balconies.

The other day when I was entering a library of a college and sitting on the staircase, I saw that there were no railings put up there which posses a huge risk not only to the students, but also to the faculty and staff members. Usually people become alert after an incidence occurs, which is actually wrong. Necessary precautions must be taken before hand itself to avoid any happenings of an incident. Suppose by chance a student, faculty or a staff member slips from the staircase and falls down, damages will be caused to him/her. The college may land up in problems. During rainy season, the chances of slipping increases, exposing it to even more risk. Hence immediate action taken on this by the college will be beneficial for all. This must be followed not only by colleges, but also by various companies and residents for the safety of people.

Nano bookings and advertisements

Now one can book the car that has almost everything, for almost nothing. Yes I am talking about Tata Nano. Just by paying Rs.2,850 the car can be owned by anyone of us. If the name is chosen for allotment, then on allotment many banks are offering loans at attractive interest rates (terms such as Nano Banking have sprung up). Suppose one does not get an allotment of the car, he/she can retain the booking and enjoy 8.5% interest on the booking amount. This has made it easy for people to think and go ahead to buy the car. People who could not imagine traveling by a car can think of owning a car now. Even cobblers, bus drivers etc have gone ahead and filled the application to buy the car. Now Nano are also accepting Corporate and bulk bookings.

Some days back, I was wondering seeing full page advertisement of Tata Nano in Times of India. Already Nano is a world famous car and is very popular, but still I see TATA spending huge amounts on advertisement. Many banks are using Nano and advertising themselves, wherein Nano is getting free advertisements, though it will benefit the banks as they will finance and earn interest on the money lent. Exact advertising spends by Tata are not known, but industry sources say that Tata Motors may initially allocate Rs 30 Crore (Rs 300 million) towards advertising and promotions in the first year.After seeing the print ad of Tata Nano, I felt that Tata wanted to highlight the features of the car like body color bumpers, front fog lamps, spoiler, Power windows, AC with heater, central locking as Tata Nano is known as the World’s cheapest car. Being low priced it is also providing good features attached with it and this is what it wanted to convey to the masses. In short I would say Nano is a Value for Money car.

Read more:

http://www.lbhat.com/advertising/does-tata-nano-need-print-advertising/

http://business.rediff.com/report/2009/mar/24/nano-ad-budget-for-the-nano.htm

Source: Times of India/Business Line

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1. Do not get into trouble/ conflicts
2. Aim for greater heights
3. Stay focused on your job
4. Exercise to maintain good health
5. Practice Team work
6. Rely on your trusted partner to watch your back
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