NIMBooZ PAANI

Nimboooo Paani...well how many times have u been tempted to take a sip of this thirst super-quencher chilled Lime Juice which might come at Rs.3 or Rs.4 at any railway platform...Yea many! But then thanks to the awareness of hygiene and the habit of that smallest SMKU of mineral water that you've been hooked on to, you CANT have that Nimbu Pani..

Yups, Need Generated captured by no one but PEPSI CO.... Today,1st of March a similar incident happened with me....Dusty streets and scorching heat being at the 'worst best' I really felt like getting that lime n lemony delight... I was at a store which displayed a slew of PEPSI and COKE products squeezed to fit...As I was about to pick up LIMCA, I suddenly see a gray colored lime drink in a PET bottle waving to me from the PEPSI Fridge... Curious, I put back the LIMCA and pick up that 200 ml PET...Whooaa...NPL by PEPSI...

The name sounded weird first NIMBOOZ but then it has an instant connect with the nature of the product... I grab it and go to pay at the counter...Mr.Baniya struggles to find the MRP which shows that I was one of the first customers of this product... Standing below his fan (which felt like a hundred hair dryers tied up together) I sip the NIMBOOZ...hmmm typically lemony and has the same taste as the road side Nimbu Pani...moreover it does quench your thirst... Taking another sip I ask Mr.Baniyaa again, when was it brought, to which he says it was just about an hour ago...Wow I thought, that meant it was launched today...1st of March 2009.

Nimbooz, is an offering with real lemon juice, no fizz, and no artificial flavours..it comes in a pack same as TROPICANA's.From a press release I come to know that it is first launched in North and West followed by a national roll out subsequently. Nimbooz comes in three packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively. So why would someone buy the same Rs.3 thingy at 2-3 times the price?Well simply put, it comes from the house of PEPSI CO where quality is assured so you can drink real lemon juice which is assured of quality...

Browsing more, I came to know that PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Complimenting the on-ground initiatives is the TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. The company will also undertake aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education. “The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect,” said Alpana Titus, executive VP (flavours), PepsiCo India said.

Verdict, great product, right time to launch, summer is at the doorsteps and till May, there will be enough mileage that the brand will get...which will certainly result in the impulse buying sessions...Argue about the type of extension (since 7up moves out of the aerated category), but the logical fit is justified!!7 up has always existed with a Lime platform...so go on and try this product...

36- TILL I PLAY

7th October midnight, swaying my head to Bryan Adams, as he rightly says “Wanna be young, for the rest of my life...18 till I Die” browsing through my regular news updates last night, my eyes popped at the statement by a gentleman who has been my role model when I was in my teens. The headlines said “This will be my last series...Thanks for all your support, hopefully we’ll go on a winning note-Thanks”. Shattered I re-read between lines. Confirmed, yes, the man who has possibly fought the toughest politics in sport, Saurav Ganguly has announced his retirement. Weird but true, as Bryan’s voice echoes in my ears, dada’s accolades run flashes in my brains.

The sinister from Behala who spearheaded the arguably lethargic Indian squad in the dawn of the millennium, announced his retirement in a rather haphazard manner. By far the most successful captain of India, taught the Indian team that overseas Test matches can be won and not just drawn. The legend who displayed those goose-bump-deserving unorthodox cover drives down the ground, and the dream run of the 2003 South Africa World Cup when we were in the finals (we can’t forget the horrible Zaheer first over either). His 1996 Lord’s debut alongside Dravid, the sublime maiden century and Geoffrey Boycott jumping out of his seat at every drive that came off Saurav’s bat which read V 400. Phew man, all those Chappell-finger row and the controversy of swinging the shirt, dada you have seen it all. But guys, my agenda of writing today is not stating the stats. But before you go ahead, check the fabulous strokes of Ganguly here

Let me come back to track. Dada has been the brand ambassador of umpteen brands, from Pepsi to Sonachandi to Britannia. Dashboard fundas revisits where it all started and will draw a Product Life Cycle for Dada and see if the moves were correct at those stages of his life. As I always say, just an attempt- I am no Kotler! My thoughts go back to a distinguished speaker @ our marketing fest Parivartan who spoke about how the personality of a brand keeps changing from time to time. True, as humans when our life, priorities and roles keep changing, a product is just an inanimate object. Let us now have a check on the brands he endorsed during the different phases.


fig:Kindly replace sales with ‘feathers in cap’

INTRODUCTION: 1996 - LATE 1999 FROM LORDS TO DALMIYA
PERSONALITY – YOUNG AND READY TO TAKE IT HEAD ON
Dada actually started his career as a teenager in Australia in 1992 when he allegedly refused to carry drinks on fields. Wow! A seal on his head says “I’m a No-non sense guy”. Not anything in particular but this stage of his life he gathered the attributes for future endorsements. With the likes of Sachin and Dravid, Ganguly’s sudden bursts of aggression came to notice in the eyes of the selectors, if not the advertisers. Late 1999 Sachin stepped down & Ganguly was chosen to head a young in-experienced Indian team. The best was just to come.

GROWTH: 2000-2003 THE GOLDEN DYNASTY
PERSONALITY – AGGRESSIVE BRAND LEADERSHIP

As the millennium unfolded, there were new advertising strategies and celebrity endorsement seemed to be the talk of the day. This was prob’ly the best era of the Ganguly dynasty. He came across as a true leader – sailing through the rough weathers. Sometime during this period brands like Hero Honda, Britania, Airtel, LG , Pepsi caught him when he lead the Dream run World Cup. A young Indian team and the aggressive Dada, remember the Hero Honda commercial where all of them were working out and in the end dada comes and reiterates that he is the captain. Wow clear show of muscle power by Hero Honda that yes, other bikes are on the streets but I am a leader. Pepsi cashed on a lot on the Men in blue campaign. A Lot of PR, Sourav was a part of it. Click here for all pepsi TVCs.

MATURITY: 2004-2006 THE CHAPPELL-FINGERING
PERSONALITY – RIGID - SURVIVOR

These were probably the worst days in his career. His mentor- Greg Chappell going out of the way to screw up Ganguly’s image. Endoresements also took a back seat. But the “TOSS KA BOSS” campaign first kicked off during the ICC Champion’s trophy. Later the loyalist Pepsi brought out a gem of a campaign when he was rested. It said “Hoo Haa India...apne dada ki baat sunenge naa”. Man thats the appeal pepsi wanted to create just before speculations said Dada will be back in the team. The ad fitted well and suddenly struck an emotional connect with the TG. Click here to see the senti dada, it gives me goosebumps even today!Also a few social campaigns like UNICEF were what he did.

DECLINE: 2006 ONWARDS MOMENTS COME MOMENTS GO
PERSONALITY – DOWN BUT DETERMINED
Chirag computers, Pogo Potato Chips , Puma, Videocon,
Ok, a sluggish period no doubt in his career. With the overtly hyped Kolkata Knighriders losing out in IPL cheaply, brand Ganguly might have been forgotten. Or not really coz the latest statement from Globosport Chief Aniraban Das Blah, said “Ganguly’s brand value is set to go up. By announcing retirement he has towered over all controversies.” Seems like an year ago he wasn’t sought after but now it seems that the brands which wanna show wualities of LEADERSIP and NATIONAL PRIDE are vying for dada. Percept Talent Management which managed brand Ganguly says that Ganguly took away Rs.1.5 Cr per ad but this might increase.

Well my take, since we are talking about PLC here, its time to reposition Brand Ganguly and thats mostly in the hands of the caretakers of this mammoth of a brand. Ideally his re positioning should be that of a guy who has “BEEN THERE DONE THAT”. Ideal companies (read Brand Ganguly’s customers) which could use him are the capital goods say like cement cos or steel cos which have been the backbone of the nation’s progress just like Ganguly and have seen the fall and rise of the field. Another arena where Ganguly could be utilised is the financial services because they can relate to the unpredictability of life and ups and downs connected to it. And what more he is the ideal voluntary retired guy they could find. Nokia which already has Ganguly (credits to KKR) in their kitty can use him as they have been present in the thick and thin of India’s much touted telecom success. Well what is Sugar free Natura doing? Instead of Bipasa Basu, they could use him. Waseem Akram is busy endorsing Kalorie-one.

PS: My recco to Dada. Please have a check when you are endorsing the brand.
You are still the best, like those fabulous sixes you hit that sailed through long off, we will never forget you.