Saturday 25 April 2015

Look up as optimism is the best way forward


When life takes a tough turn
Why does optimism seem to take a u-turn
It is then we must persist
And our goals should be met no matter what the tryst
It is then we must look up
And keep at our dreams and step up

Life is never as simple as two plus two equals four. Enough and more has been said about its many aspects and facets but one key ingredient to a successful and happy life is optimism. Optimism is the ability to look up no matter how grave the circumstances are and put a brave face on everything. The never say die attitude is also a very important part of this mixture. Life may throw many difficult circumstances at us, but it is in our interests to look for the opportunity every bleak circumstance hides in its wings. It is through these adverse circumstances we discover our inner strength and become better people.

Placement season in colleges around the country is the time when this ingredient and attitude of looking up no matter what makes a great difference to your morale and can even influence the outcome of the results. Don’t they say what you believe, you  achieve! My first hand experience with this phenomena was at the recent placement drive held in my college.  As the placement season started the college wore a look of trepidation. All the students were huddled in various groups discussing the companies that were to come and how would things pan out. The most trending topic of discussion was around who would be the first to be placed at the first day companies came to campus.

Being interested in a particular field, my one prime worry was whether I would get placed in a field of my choice. That time was full of anxiousness and butterflies in my stomach. Looking at all my friends being place one by one and other great guns missing the companies of their dreams is a nightmarish experience. It is here that looking up and continuing to envision a positive outcome will work wonders.
Dejection should never be the order of the day. Optimism should rule. Even if you don’t get what you had hoped you would, you must realize it is for a better cause. Something much greater and better, more aligned to what your dreams are, is about to happen. The only thing we need to have is patience and look up and continue to put our best foot forward in everything that we do.

I followed this principle and was successful in getting a placement of my choice in the field I desired.  Looking up really made the difference and I shared this with many of my close friends too. So look up and keep on working on your dreams without giving up and what you desire will come to you.

Check out the latest housing at https://housing.com/lookup and always keep loooking up #lookup ! :-)





The start of my creative new life #StartANewLife


Life is a journey of ups and downs where nothing is constant but change.  It brings with it a multitude of moments to experience and treasure. Some make beautiful memories which we treasure and cherish. Then there are some we dread ever to dwell upon and wish them to be washed away from our memory banks forever. 

The start of anything new in life, whether a new job, relocation to a new city, a new friendship, a career choice is always filled with days, sometimes even long months filled with anxious moments.  Will things turn out as planned? Is this choice the right one? Will I regret this? Should I take the risk? The countless questions posed not only by our own minds, but by everyone around us- family, friends and well wishers. Questions with no sure shot answers; for no one can look into the future and predict what can happen

.

These are situations which every person faces in their lives at some point or another in life.  As a person, I have an immensely creative bent of mind. Adding a dash of my ingenuity to everything I do is a passion, bordering on an obsession with me.  Technology is something that interests me greatly and so the logical option for me after my 10+2 was to graduate in engineering in information technology.

 While I loved my stint in technology, I somehow longed for a profession which would allow me to explore my creativity and indulge in my love for technology. I was confused at first, but after a lot of research I came across the post graduation program at Indian Institute of mass communication (IIMC) in Advertising and Public Relations. Some people wondered at the risk I was taking to shift my profession. I didn't see it that way. For me it was the perfect blend of everything creative linked to my love for technology.  Social Media, Digital platforms etc. all play a very crucial role in our lives in this 24*7 inter connected world and I longed to learn everything there was about this field.

The first hurdle was clearing the pan India entrance exam. Students from all over the country competed for a seat at the nation’s best institute for courses in Advertising and Public Relations. Would I make the cut?  As I read through the questions asked in the exam my face wore a big smile. I loved answering each and every single one of them. Just the type and quality of questions asked in the entrance exam and the amount of fun I had giving the paper was a testimony of things to come. I cleared the exam and subsequent interview with flying colors.  Once course started, the coursework and faculty interactions were a wonderful learning experience.

Looking back, deciding to pursue a masters course in Advertising and Public relations was one of the most crucial and important decisions in my life that lead to a wonderful and creative start of my new life.

Check out the latest Housing at https://housing.com/



Tuesday 14 April 2015

Corporate Identity for a Defence Consultant

Corporate Identity

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)

AVARAKSH- Defence Consultants

AVARAKSH Logo Design
LOGO LOGIC FOR AVARAKSH
ABOUT THE COMPANY:

Avaraksh (Hypothetical) is an international aerospace and defence consultancy firm that works with business and governments worldwide .It is based out of New Delhi and has various experts who are specialists in different sectors of defence on its panel of consultants.
Defence is opening up for procurement; India is the largest market for procurement of defence equipment because all of the equipment is mostly imported to India. Billions of dollars are being invested in India especially with the make in India campaign at its rise.
This company will primarily consult two types of stakeholders:

1.       The International companies that wish to invest in India:

These companies are technologically advanced but have no idea of the procedures of manufacturing defence equipment in India AVARAKSH will help them to:

  • Network in the defence sector
  • Share information of government policies in India with these foreign investors
  • Prototype evaluation and acceptance
  • Custom Facilitation- clearances for the export of the equipment
  • Interaction with the Ministry of Home Affairs
  • Facilitate the Foreign Direct Investment for the foreign companies in India which is currently at 49%
Proposed Target Foreign Companies:  BAE, Augusta Westland, Airbus, Boeing, Euro-Copter, Mitsubishi (Companies are for America, Russia, Germany, Israel etc.)

2.       The Indian companies that know how the procurement procedure but want the technical know-how of the equipment that comes from abroad:\

  • Facilitate FDI by the foreign companies in India
  • Facilitate the formation of Joint Ventures in India example: Sirosky and Tata Advanced Systems Limited.

Proposed Target Companies in India Mahindra Defence, Shubros defence, Sun group, Larsen and Turbo, ROLTA, Bharat Forge, Reliance new ventures

AVARAKSH provides personalized consultancy services in the defence and aerospace sector. It is the only defence consultancy that provides an unconventional and technologically innovative strategy.

NAME LOGIC:
The name AVARAKSH is derived from the Latin term “AVA” which means consultant and “RAKSH” which means protection in Hindi. Also “RAKSH” is synonymous with the “RAKSHA MANTRALAY” or Ministry of Defence.

LOGO LOGIC:
This logo represents the trinity of the three armed forces; air force, army and navy encompassed within the globe. It is for an international defence consultancy firm. The top portion is a fighter navy ship; the bottom left is a fighter plane of the air-force and the bottom right, a tank of the army. All of these three are made by using empty spaces in the blue background.
The blue colour will represent the entire earth as seen from outer-space and it is the colour of the air-force(colour of air) as well as the navy (colour of water).The logo is in sync with the personality of the brand as it is new, unconventional and different from the traditional monotonous defence logos. 

Logo Design Credits: Rohit Kumar Jakhu



Ikea launch in India - A proposed PR Strategy

IKEA LAUNCH PR STRATEGY

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)


Major players in the furniture market in India:


            1. Godrej Interio furniture2. USHA Lexus furniture3. Millennium Lifestyle4. Fetherlite furnishings5. Zuari furniture6. Durian furniture7. Damro furniture8. WIPRO furniture9. Nilkamal furniture10 Dynasty Furniture11. EVOK12. Pepperfry furniture is the digital competition.


IKEA an Awesomely Crazy Brand- A few things done by them in the past

The 2015 catalog experience-The parody on the launch of iPhone 6
The IKEA time travel experiments
The Instagram catalog website
The social media catalog campaign
IKEA klippbok – an iPad scrap book
The 2013 Interactive application catalogue
Ikea's biggest banner advertisement
Multi-vie interactive kitchen stories
The Facebook fan sleep over
Catch the Swedish light campaign
The world most liked showroom campaign
Happy to bed- The YouTube social experience
Ikea's 365 commercial campaign
“Cheers” social celebration application

THE IKEA "MEINE KIYA" LAUNCH:

The campaign resonates with the philosophy of the brand-ready to assemble furniture

Former Norwegian prime minister Kjell Magne had criticized IKEA for not depicting women assembling furniture in its instruction booklets

A marketing opportunity was seen in this

What if ikea is promoted a brand depicting women empowerment?

Rational for this:

India is at it’s boiling point when it comes to women empowerment
Breaking the cliché of furniture assembly being a man’s job
Women are the influencers and purchasers when it come to furniture
They would prefer a brand that supports the cause of women            empowerment
During the course of the strategy women will act as brand advocates for IKEA
India being a majorly lazy country, the #ikea-meinekiya campaign will help the           consumers understand what the process of ready to assemble furniture is    
After the launch the strategy will be promoted for every body not only women in particular with the same connotation "ikea meine kiya" 

Subsequently if this campaign was taken forward with the same connotation it can actually help it major stakeholders that is local suppliers -  Self-Help groups for local supplying can be formed and "ikea meine kiya" can be taken forward

The guarantee by these SHGs of "meine kiya" is taken taken forward to prove the superior quality of ikea furniture







Camera Lighting and Image Description- Production

CAMERA AND LIGHTING

IMAGE DESCRIPTION

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)



image description of a lovely photograph taken by Shubham Lodha
Roobaniyat- An escapade:Photographer-Shubham Lodha.Director-Abhinav krishnan
This image was taken for my theatre production Roobaniyat in 2012.The photograph was taken by Shubham Lodha. The character on the extreme right was played by me.
The most descriptive element of this image is its simplicity. It is a combination of three images taken at different times in one room. The characters showcased in this image come to life instantly. The black and white tone along with the sunlight promotes the composition and unity of the images, even though taken at different times, they are harmonious. The image represents three different human beings in the crowd of people we see every day. What stands out of the clutter is how these people are different, how each of their expression tells a different story. The greyscale represents different emotions of these three individuals in unison. Conviction, thought and anger are the prime emotions that are brought out in this photograph. If one wishes to question each element of the image one may find answers to unasked questions; that is the level of depth of this image. A photograph can truly be understood if the mood of the photographer is understood, all other interpretations are bound by one’s own spectrum of knowledge. Each frame is a story in itself and what that story in reality is, can only be understood by understanding the photographer as the photograph is his sketch.
They are the architect, the influenced and the motivated.

Some great times doing some great plays with a few very great people.

Proposed Launch for Axe for Women In India-The Anarchy Route

Communication Strategy for launch of Axe for women in India 

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)

The market for female deodorants was understood and so was the brand in total, the communication including television commercials, radio, print and OOH were suggested according to the designed positioning of axe for women. A brand audit was conducted across all target segments to understand what the consumer expected from axe for women.Primary Research was the key here.


The brand identity prism for axe for women:
Axe for Her Brand Prism

For Axe for women the anarchy route was taken to put the women at equilibrium with the men.

RESONANCE – Axe for women is the trusted all day wear product that puts you at par with the men 

The launch idea was the Anarchy Pool party targeted at the progressive woman, these women needed to upload a video saying “Why should we select you?”.
The selected women for the pool party are allowed to bring their alter ego along with them at the launch. 
The deliverables used were posters, OOH banners , Press advertisements and social media #anarchyishere, a 360 degree approach was made consisting of word of mouth , press, television , digital, events and public relations. Brand films were made for the same and showcased.

Digital Strategy for Happily Unmarried

Digital strategy for happily unmarried

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)

The brand happily unmarried was understood and a brand identity prism was formulated for the same with the profile of the brand:

Brand Identity Prism For Happily Unmarried
The campaigns done recently by the brand were understood and target communities were defined as follows: Street artists and graffiti lovers, movie buffs, EDM listeners, and SITCOM lovers for each of them a separate communication strategy was formulated and suggestions for online activations were provided. 

Along with this the “quirk contest” was proposed, where each individual’s facebook profile would be scanned and he would be given a quirk personality. The people would be communicated then via there quirkiness type, this would help to form communities within communities and help the brand to resonate its own quirkiness throughout these communities.

Understand Step by Step Brand Prism formulation in this blog more in detail.

Refer to KAPFERER'SBRAND IDENTITY PRISM for more information.
All my prisms are dedicated to Ramesh Tahiliani

Digital Brand Activation Strategy for Dressberry

Digital Brand Activation Strategy for Dressberry

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)

Based on the insight that women like to take selfies after trying on new clothes the following activation was suggested:

1.      Hybrid Brand Activation

Dressberry to have tie ups with stores like Shopper’s Stop and Lifestyle in Delhi/NCR where installation of digital machines will take place, just next to the area where Dressberry clothing line will be displayed.

The Digital Machine will comprise of three main sections

      Sensor
      Wide Screen with navigation buttons
      In built camera

Customers can avoid using the changing rooms and use the machine to see how it looks on them, the navigation buttons can be used to take a view from all angles.Once satisfied, the users are also given an option to post these pictures on their social media accounts- Facebook, Twitter, Instagram. A check in facility is also provided by simply logging in .Every image that is uploaded on social media will be carrying the hashtag #DRESSBERRY

2.      Search Engine Optimization:

A.     Widgets:

1.      Dressberry will buy space from the famous fashion bloggers to insert their widgets there and also upload the same in their own website

2.      This widget will be linked to most of the digital machines launched in Delhi/NCR

3.      Every time a customer uploads their picture via the machine to any of their social media accounts, the widget will pick the post up and show in the widget

4.      This will increase the awareness and also bring more and more people in terms with the presence of a unique experience

B.      Blogs:

1.      Blogs will be created on Blogger and Tumblr and also use Myntra’s corporate blog

2.      These will be regularly updated with fashion tips, latest trends and stories about the famous designers keeping in mind relevant keywords

3.      Attitude and self confidence- the two areas on which the brand is dependent will be dealt with in detail

3.      Supporting Strategies:

      A.     Instagram
  1.  People at large will be asked to upload a 15 second video stating their what they think of      the  digital machines launched on Instagram. The users will then be asked to get more and more  people to like their video
  2.  The video which gets the maximum likes will be used to promote the digital machines in I    India by Dressberry along with brand ambassador- Kangana Ranaut
  B.      Twitter and Google+

  1. In partnership with Google India we will be organizing a Google Shoppable Hangout along        with Kangana Ranaut
  2. The users need to in 140 characters on Twitter explain why should they be a part of this exclusive hangout session with relevant hashtags
  3. The entries which get the maximum retweets win a chance to have a one on one conversation with Kangana via Google Hangout
  4.  Winners will be able to shop meanwhile she talks about Dressberry in detail and tells you all about the right combinations and also her style statement
  5.  Here, she will also talk about the Dressberry Mirror which would have already been out by then

   C.      Facebook

  1.  On Facebook, we will run a contest in order to increase awareness about Dressberry
  2.  We will mark one day every month as ‘Your Day’ wherein all users will have to click a selfie and upload it on the Facebook page with a one liner which explains the picture
  3.  The picture with maximum likes becomes the theme of our next advertisement on social media as well as the press
  4.  Also, we will give out discount coupons and vouchers to further excite users to participate

Brand Identity Prism for Axe for Men

By: Dhruv Malik, Indian Institute of Mass Communication
(Advertising & Public Relations)
Brand Identity Prism for AXE FOR MEN:


A Step By Step Guide to Understand how the BRAND IDENTITY PRISM WORKS:

Step 1:Understand the Essence of the Brand.Everything of the prism points back to the Essence of the brand, this is the core value of the brand

Step 2:Start moving Clockwise from the Physique. This answers the question: What is the first thing that comes to your mind when you think of the Brand?

Step 3: Move to the Personality of the brand. This answers the question: Is the brand was a person how he be?(Describe the person as you would if he was standing in front of you)

Step 4: Move to the Culture of the brand. Ask yourself and your research this question: What is the culture,values of the brand? (What does his brand stand for?)

Step 5: The next step is Self-Image. This answers the question: When I use the product, What do i feel about myself?(this answers the question why the consumer uses the brand ? if he does so)

Step 6: Here begins the externalization; by this I mean external factors that affect the brand. This Reflection  part answers the question: When I use the product, what do I want others to feel about myself?(Its a complex but a very fun question)
Note: Do not get confused between Step 5 and Step 6. They are tricky but answer a  lot of unasked questions.
Step 7:Relationship:This is the Key and most important step.If you find this out for your brand your entire Communication Strategy can be based around this.Think of all the persons you know. One of them might be the brand.

Brand Identty Prism for Axe for Men
If you want to know more on how the prism works read KAPFERER; the guy who invented it.
All my prisms are dedicated to Ramesh Tahiliani.