October 23, 2010
Gopi Kukde was live on Facebook 2 Facebook initiative by Cag
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Sir what do you think abt new onida campaign?
Gopi Kukde
Shaantanu Kulkarni
Onida had a unique position with devil as its property. the new commercials don't have the madness, the devil had!
It will take some time for them to establish themselves and will have to be good enough to replace the memories of the DEVIL!!
It will take some time for them to establish themselves and will have to be good enough to replace the memories of the DEVIL!!
Prapti Gandhi
Sir what is the difference between Good and Bad ad ? Is it directly related to the increase of sale or its about people keeping it in mind?
Gopi Kukde
Very little to do with sales, Prapti! For good sales, you need a big parafernalia of things like distribution, etc etc.
For an ad to be good, it means that you remember, and be "one" with the ad. When you see the ad, you say that's ME!
Ishita Panchal
For an ad to be good, it means that you remember, and be "one" with the ad. When you see the ad, you say that's ME!
Ishita Panchal
Gopi sir i din gt it ... u mean d ppl to say thts me ri8?
Gopi Kukde
What it means is you should relate to the ad, it should be relevent to the product, entertain you and finally remember the product at the store counter!
Shaantanu Kulkarni
Hello sir, how to judge whether an ad is good or bad
Gopi Kukde
Shantanu, one could say in a lay man's language, the ad should either create a need or boost the existing want of the product or enhance the image of the product!
Shaantanu Kulkarni
Shaantanu Kulkarni
Was the vodafone AD of zoo zoo was a good ? we remember the zoo zoo but not vodafone ulike Hutch ka kutta
Gopi Kukde
Gopi Kukde
shantanu, in vodafone, both the campaigns were supposed to do different jobs.
The zoozoos were supposed to deliver the vodafone services, primarily. And the kutta is a corporate message for vodafone selling the brand promise, that it will follow you everywhere
Soniya Bhase
The zoozoos were supposed to deliver the vodafone services, primarily. And the kutta is a corporate message for vodafone selling the brand promise, that it will follow you everywhere
Soniya Bhase
I have a certain doubt here pertaining to d new kit kat ads wid d squirrels......wid due respect,it is entertainin,bt i dunt c hw it tells us mre abt kitkat..tht is d product...what do u think Sir?
Gopi Kukde
Gopi Kukde
Soniya, in the kitkat ad, all they are sayin is you start seeing romance when you eat kitkat. Now this as a promise is very generic. Anybody could say this right from BEER to CHOCOLATES. Which is why a good ad has to be relevent to the product promise.
In this case, there is no promise. Hence the relevance is paper thin!
Sudarshan Waghmare
In this case, there is no promise. Hence the relevance is paper thin!
Sudarshan Waghmare
Sir can it be like an Ad Irrelavant of being good or bad BUT ATTRACTs its consumers attention catgorized good or bad???
Gopi Kukde
Gopi Kukde
Sudarshan, an irrelevant ad always stands out. makes a point for the moment. but since the "take-home" itself is irrelevant, yu might not empathise with it!
However, for products like MTV, irrelevant ads would do best
Prapti Gandhi
However, for products like MTV, irrelevant ads would do best
Prapti Gandhi
Sir can u explainus the difference between an Idea and a Concept
Gopi Kukde
Gopi Kukde
Prapti, Let me give you an example.
When Nestle launched their chocs in India, cadbury's repositioned themselves as an adult product (all along cadbury's was synonymous with KIDs.)
The strategy was to replace cadbury's from a child's product to an adult product. The creative was grown ups behaving like kids, so that the jump in the minds of the consumers was not felt.
Gopi Kukde
When Nestle launched their chocs in India, cadbury's repositioned themselves as an adult product (all along cadbury's was synonymous with KIDs.)
The strategy was to replace cadbury's from a child's product to an adult product. The creative was grown ups behaving like kids, so that the jump in the minds of the consumers was not felt.
Gopi Kukde
STRATEGY is the Father of an IDEA.
Concept and idea are same!
hmmmm....
Strategy is to plan. if its a war, you are goin to water attack, foot attack or air attack!
But idea is to attack the enemy at night when they are sleeping!
Shaantanu Kulkarni
Concept and idea are same!
hmmmm....
Strategy is to plan. if its a war, you are goin to water attack, foot attack or air attack!
But idea is to attack the enemy at night when they are sleeping!
Shaantanu Kulkarni
As a student, what should one have in his portfolio - a brilliant idea of great execution?
Gopi Kukde
@ shantanu:
IF YOU ARE NOT GOOD AT IDEAS, THEN BE GREAT AT EXECUTION... SIMPLE!
Nilomi Zavery
IF YOU ARE NOT GOOD AT IDEAS, THEN BE GREAT AT EXECUTION... SIMPLE!
Nilomi Zavery
Sir, which ad has more impact.. d one wid a direct approach or d one wid n indirect approach.
Gopi Kukde
Keeping the paper thin relevance, its not risky, but you might need a HUGE budget to make the paper thin relevance your property. like vodfone's new commercials have a style which they are backing up with BIg budgets to make the style their property.
DEVIL IS AN IDEA. period... Concept was envy!
@ Nilomi: direct and indirect has gone with the winds. New advt understands the connect with the consumers, be it direct or indirect depends on the TG.
Monica Balsara
DEVIL IS AN IDEA. period... Concept was envy!
@ Nilomi: direct and indirect has gone with the winds. New advt understands the connect with the consumers, be it direct or indirect depends on the TG.
Monica Balsara
Hello sir, normally for public service advertising- celebrities, big faces are used to promote o educate the audience(basically non commercial)...can it be advertised in any other way???
Gopi Kukde
@ Monica: either in public service or in product advt, celebs add the credibilty, not the idea.
If you have a good idea, you dont need celebs.
Secondly, for public service, what is extremely relevant is emotions. If you have a good emotional thought which will reach out, you've done your job.
Have you seen the new donate blood campaign on television?
See... No celebrities!!
Surbhi Miglani
If you have a good idea, you dont need celebs.
Secondly, for public service, what is extremely relevant is emotions. If you have a good emotional thought which will reach out, you've done your job.
Have you seen the new donate blood campaign on television?
See... No celebrities!!
Surbhi Miglani
hello sir
well there are few products wich hardly has any usp...lets take any xyz shampoo. All shampoo says d same thing(shiny smooth long hair) n the idea behind all shampoos ad are the same. d ads r so repetitive..
n if i make a campaign on it...i wuld hav 2 work on execution (as u said abv)coz ideas in all ad shampoo r the same
Gopi Kukde
well there are few products wich hardly has any usp...lets take any xyz shampoo. All shampoo says d same thing(shiny smooth long hair) n the idea behind all shampoos ad are the same. d ads r so repetitive..
n if i make a campaign on it...i wuld hav 2 work on execution (as u said abv)coz ideas in all ad shampoo r the same
Gopi Kukde
Surbhi: that's not true. Since, everybody is singing the same tune, its very or relevantly easy to stand out with a diff proposition or execution or tone of voice.
The prob is most shampoos are owned by MNCs believing in the same style of advt.
Henc the confusion
Ishita Panchal
The prob is most shampoos are owned by MNCs believing in the same style of advt.
Henc the confusion
Ishita Panchal
Many a times execution is the main idea or concept of the ad... wats ur opinion? like that limca ka water splash walla ad...the idea wa it makes u feel refreshin but d execution ws d main idea..
Gopi Kukde
Gopi Kukde
@ishita, no execution can become an idea, they remain in their own places. good execution can always take a good idea to dizzy heights. See the movie "King Kong" produced 40 yrs ago, and the same movie made a few yrs ago... Brilliant exec, always takes the same idea to diff levels.
Shaantanu Kulkarni
Shaantanu Kulkarni
There are many ideas in the mind while doin a campaign. HOw to judge which idea is stronger or the best ? Also there are many people around u influencing on it
Gopi Kukde
@shantanu: when advt is also a science, if you are a scientific part, which is the objective to advt. you TG, competition as to what they are saying is well defined, you can channelise the path of your campaign. Once this boring part lays the foundation, you can fly with your feet firm on the ground!
No amount of influence will do any harm, once you know that the path you've taken comesa thru hardwork adn not thot of an idea in the bathroom :)
Sushant Khomane
Gopi Kukde
@shantanu: when advt is also a science, if you are a scientific part, which is the objective to advt. you TG, competition as to what they are saying is well defined, you can channelise the path of your campaign. Once this boring part lays the foundation, you can fly with your feet firm on the ground!
No amount of influence will do any harm, once you know that the path you've taken comesa thru hardwork adn not thot of an idea in the bathroom :)
Sushant Khomane
Sir what do u think dose illustration make more impact or photography in an campaign?
Gopi Kukde
@sushant:
you cannot have breakfast for dinner...
I mean... breakfast is breakfast and dinner is dinner. (so is photo and illustration)
Nilomi Zavery
you cannot have breakfast for dinner...
I mean... breakfast is breakfast and dinner is dinner. (so is photo and illustration)
Nilomi Zavery
Hw do v arrive at a brilliant idea sir?
Gopi Kukde
Gopi Kukde
@ nilomi... arrive on a brilliant idea:
If only I had known, I would have been Piyush's place!! :)
Priyank Bhadkamkar
If only I had known, I would have been Piyush's place!! :)
Priyank Bhadkamkar
Hi sir....what if you have an idea........but are not able to find executing people...who have the same wavelength of how we think? like in simple words......what if i have an idea for a tvc....and i m not getting a director or a team who is able to visualise it like me and getting it all wrong?
Gopi Kukde
Gopi Kukde
@priyank: its really sad that in the country of 100 crore people, you r not finding a good director...
jokes apart, maybe you need to sit with somebody and drill your point of view in a good dir's mind!
Vijay Kherde
jokes apart, maybe you need to sit with somebody and drill your point of view in a good dir's mind!
Vijay Kherde
Can u explain a strategy or single line statement which goes behind Idea cellular. is it visible in an ad or it is hidden.
Gopi Kukde
@vijay: for idea ads,
science students dissect cockroaches. we need to dissect commercials!
idea has taken a path of a leader who looks into tomorrow through a social route. They want to drill into the minds of the consumers that they are the IDEA people looking for a better tmrw.
Tanvi Kocharekar
Gopi Kukde
@vijay: for idea ads,
science students dissect cockroaches. we need to dissect commercials!
idea has taken a path of a leader who looks into tomorrow through a social route. They want to drill into the minds of the consumers that they are the IDEA people looking for a better tmrw.
Tanvi Kocharekar
Sir wt do u think about amir khaaan's tata sky ad...? (the new one) -aamir khans tata sky ad
Gopi Kukde
@tanvi: the campaign delivers what its meant to do. tailor made packages for people who want to have home entertainment without wasting money. Well executed.
Pavithra Dikshit
Gopi Kukde
@tanvi: the campaign delivers what its meant to do. tailor made packages for people who want to have home entertainment without wasting money. Well executed.
Pavithra Dikshit
Sir, What is your view about 'A Big Idea' ?
Gopi Kukde@pavitra: An idea that has a life of min 10 years without getting boring.
The execution of the idea has to be in tune with the TG.
brilliant examples are volkswagen beetle campaign (Is The Bug Dead? The Great Beetle Ad Campaign ..), chivas regal old campaign and absolut's current campaign (The making of Absolut Raspberri Campaign -)
Priyank Bhadkamkar
Gopi Kukde@pavitra: An idea that has a life of min 10 years without getting boring.
The execution of the idea has to be in tune with the TG.
brilliant examples are volkswagen beetle campaign (Is The Bug Dead? The Great Beetle Ad Campaign ..), chivas regal old campaign and absolut's current campaign (The making of Absolut Raspberri Campaign -)
Priyank Bhadkamkar
Talking from an academic view........when we finish our years at college......and go for a job....what do agencies look in us? like one BIG idea in our portfolio works or several good ideas?
Gopi Kukde
Gopi Kukde
@priyank: if you have one big idea, you will definitely have many small ideas. If not, the BIG idea will look like a "fluke"
Rishika Jadia
Rishika Jadia
Hello sir,....i wanted to know what according 2 u is d best way and thought of creating a need of a product in ppl's mind....even if d benifit of d product is less....
Gopi Kukde@rishika:
best example - Nirma.
When other detergents were selling to the affluents, nirma saw the niche and marketed themselves as an economical alternative. Emphasizing: economical... not cheap!
...the Nirma commercial
Amogh Iyer
Gopi Kukde@rishika:
best example - Nirma.
When other detergents were selling to the affluents, nirma saw the niche and marketed themselves as an economical alternative. Emphasizing: economical... not cheap!
...the Nirma commercial
Amogh Iyer
Hi sir....Do u agree with d statement "it is not necessary to be gud in drawing to be a successful commercial artist"?
Gopi Kukde@amogh:
100% you need to be an idea person. It is said that many people who could write good english often found mistakes in Kamlesh Pandey's work. What they couldn't match were the ideas, he generated.
Sanuree Gomes
Gopi Kukde@amogh:
100% you need to be an idea person. It is said that many people who could write good english often found mistakes in Kamlesh Pandey's work. What they couldn't match were the ideas, he generated.
Sanuree Gomes
Where do you see the future of advertisingin India?
especially what is your take on the new generation of advertisers in our country?
Gopi Kukde
@ sanuree:
in a confused state right now. No money becoz of media buying is separated. no dignity becoz clients can do their own creative. Till this improves, (i donno when!!$#@$%$#) things are not going to look up!
A joke:
Once a man who was doin very badly in life, went to a palmist. looking at his palm, the palmist said "till the age of 35, there is no hope."
the man thinking that the future could be bright after 35 asked hopefully "and after that?"
The palmist said, "You'll get used to it!!"
:D
Sudarshan Waghmare
especially what is your take on the new generation of advertisers in our country?
Gopi Kukde
@ sanuree:
in a confused state right now. No money becoz of media buying is separated. no dignity becoz clients can do their own creative. Till this improves, (i donno when!!$#@$%$#) things are not going to look up!
A joke:
Once a man who was doin very badly in life, went to a palmist. looking at his palm, the palmist said "till the age of 35, there is no hope."
the man thinking that the future could be bright after 35 asked hopefully "and after that?"
The palmist said, "You'll get used to it!!"
:D
Sudarshan Waghmare
Sir what do we do if we dont get into any good agency... even after workin hard.. what options do i have..??
Gopi Kukde
@sudarshan and all students:
luckily, our 4 year course make us adaptable to various job opportunities. Glamorous makeup, character makeup is one of the few examples only relating makeup artists.
Every field has enough openings like food styling (all food ads), model coordination, prop coordination and
an international trend (soon to come to india) is ageing of objects like clothes, houses, furniture. e.g you want hritik to look like a mechanic. you can't make him a wear new clothes nor can he wear some mechanic's clothes.
Answer, an ageing artist who make new clothes look like a mechanic's attire thus giving it the real feel to hrithik.
Rishika Jadia
luckily, our 4 year course make us adaptable to various job opportunities. Glamorous makeup, character makeup is one of the few examples only relating makeup artists.
Every field has enough openings like food styling (all food ads), model coordination, prop coordination and
an international trend (soon to come to india) is ageing of objects like clothes, houses, furniture. e.g you want hritik to look like a mechanic. you can't make him a wear new clothes nor can he wear some mechanic's clothes.
Answer, an ageing artist who make new clothes look like a mechanic's attire thus giving it the real feel to hrithik.
Rishika Jadia
And sir what do think of an indirect ad affectind d target market...for eg, an ad of a deo which can be used by any age group but d execution showz vulgarity which might stop elder ppl from bying it....
Gopi Kukde
Gopi Kukde
@rishika,
any product has a primary and a secondary target audience including age group, income, various parameters.
Incase of deo, obviously, they are targetting the youth and the young at heart, matured people become their secondary target audience. Talking about sex, no indian will endorse it in public. But will want to become the hero (man hi man mein). The international axe deo commercial
SO many a times what you feel is indecent could be damn hep for somebody else.
Sanuree Gomes
any product has a primary and a secondary target audience including age group, income, various parameters.
Incase of deo, obviously, they are targetting the youth and the young at heart, matured people become their secondary target audience. Talking about sex, no indian will endorse it in public. But will want to become the hero (man hi man mein). The international axe deo commercial
SO many a times what you feel is indecent could be damn hep for somebody else.
Sanuree Gomes
Ok dis question may sound stupid
but other than joining an Ad Agency or Production team (i.e the usual routes) is there any other ways of pursuing advertising?
Gopi Kukde@sanuree: invent advt ... LOL
How can you do that??
Join the support system of the ad world like i mentioned earlier, stylists, and specialised artists. Do you know that you cannot rely on a prop hunter to get good tomatoes? Being an artist, you will understand the need of the job and get the right tomatoes :)
Sounds stupid but thats a fact!
Prapti Gandhi
but other than joining an Ad Agency or Production team (i.e the usual routes) is there any other ways of pursuing advertising?
Gopi Kukde@sanuree: invent advt ... LOL
How can you do that??
Join the support system of the ad world like i mentioned earlier, stylists, and specialised artists. Do you know that you cannot rely on a prop hunter to get good tomatoes? Being an artist, you will understand the need of the job and get the right tomatoes :)
Sounds stupid but thats a fact!
Prapti Gandhi
Sir do u think Display designing would increase with ref to window display
Gopi Kukde
Gopi Kukde
@prapti:
with the flood of malls that we have and large showrooms of intl brands, this is sure to grow.the prob is that indian store owner mentality is Why should we spend? Once we overcome this thought, this field will flourish. Education is imp.
Sudarshan Waghmare
with the flood of malls that we have and large showrooms of intl brands, this is sure to grow.the prob is that indian store owner mentality is Why should we spend? Once we overcome this thought, this field will flourish. Education is imp.
Sudarshan Waghmare
Sir do you the mentality of our indian consumer kills the effectiveness of a good idea??
We see so many gr8 ads done internationally.. but those would be difficult for an indian consumer to understnd .. thus affecting its impact..
We see so many gr8 ads done internationally.. but those would be difficult for an indian consumer to understnd .. thus affecting its impact..
Gopi Kukde
@sudarshan:
not right. ads created abroad cater to their social environment. If we create ads, which are condusive to our social environments, any idea will be understood here.
It is wrong to think, that somebody in Ludhiana has less grey cells than somebody in ALta mount road. What we need is relevance.
In advt language: THE CONNECT.
Rishika Jadia
@sudarshan:
not right. ads created abroad cater to their social environment. If we create ads, which are condusive to our social environments, any idea will be understood here.
It is wrong to think, that somebody in Ludhiana has less grey cells than somebody in ALta mount road. What we need is relevance.
In advt language: THE CONNECT.
Rishika Jadia
Thnx so mch sir 4 ur answers...now i wanted 2 know if undrstandin d indian market will b important 4 launching an international product in india...for eg,a bike wid gud speed will b logically of no use 4 indians as in india d main issue is traffic....
Gopi Kukde@rishika:
not right. the urge to buy a good product is within. it has nothin to do with the conditions outside. buying a good bike, and the feeling that you are riding on the best available in the market gives you enuf high even at 10 kmph
Prapti Gandhi
Gopi Kukde@rishika:
not right. the urge to buy a good product is within. it has nothin to do with the conditions outside. buying a good bike, and the feeling that you are riding on the best available in the market gives you enuf high even at 10 kmph
Prapti Gandhi
Sir Can we say that keepping IDEA in mind having an idea accordingly can help us a little
Gopi Kukde@prapti:
The idea begins where the strategy stops. Too much of a strategy in an idea makes it boriiinnggg!
A li'l bit of madness and that 2+2=5 makes it worthwhile to get involved with it.
I will add an ex:
amul butter.
For years, the positioning of the butter is a delight in common man's life. An idea to be on the hoardings with current topics and a humorous slant fulfills the stretegy with a long lasting idea. (Amul Outdoor - The Longest running Ad Read)
As a student, strategy is not all that important but a good strategy and research makes you a better advt person. Advt is not about fluke ideas that make a temporary impact. It's a science that deals with the psychological and logical part of the consumers to make them buy a product.
Prapti Gandhi
Gopi Kukde@prapti:
The idea begins where the strategy stops. Too much of a strategy in an idea makes it boriiinnggg!
A li'l bit of madness and that 2+2=5 makes it worthwhile to get involved with it.
I will add an ex:
amul butter.
For years, the positioning of the butter is a delight in common man's life. An idea to be on the hoardings with current topics and a humorous slant fulfills the stretegy with a long lasting idea. (Amul Outdoor - The Longest running Ad Read)
As a student, strategy is not all that important but a good strategy and research makes you a better advt person. Advt is not about fluke ideas that make a temporary impact. It's a science that deals with the psychological and logical part of the consumers to make them buy a product.
Prapti Gandhi
Sir wht is more advisable...... Pratical Knowledge or Post Gradution and then pratical knowledge
Gopi Kukde@prapti:
depends on your grad college.
only paper degrees dont help. If you are at a good coll, you are also in a good practical knowledge centre.
Tanmaya Deshpande
Gopi Kukde@prapti:
depends on your grad college.
only paper degrees dont help. If you are at a good coll, you are also in a good practical knowledge centre.
Tanmaya Deshpande
Sir, we being the students, i wanted to know what is expected in our portfolio when we actually take our first step to an interview. Is it our ability to work on different softwares, our ability to think
Now when i am working on my final year project, hoping to put this up as my top work in my portfolio, i dont know if i should give more emphasis to my ideation or my software skills.
Gopi Kukde@tanmaya:
Now when i am working on my final year project, hoping to put this up as my top work in my portfolio, i dont know if i should give more emphasis to my ideation or my software skills.
Gopi Kukde@tanmaya:
i answered the same to shantanu a lil while back.
Ideation definitely. If you are not so good at it. then you better be good at execution.
Know your strength and work accordingly!
Ideation definitely. If you are not so good at it. then you better be good at execution.
Know your strength and work accordingly!
Gopi Kukde@EVERYONE:
Didnt expect you guys to be up and awake for advt on a romantic saturday eve.
felt good. even though i couldn't see your smiling faces.
Keep smiling!
and ALLLL THEE BESSTTT in life and exams too!
Communication Arts Guild - Cag
Didnt expect you guys to be up and awake for advt on a romantic saturday eve.
felt good. even though i couldn't see your smiling faces.
Keep smiling!
and ALLLL THEE BESSTTT in life and exams too!
Communication Arts Guild - Cag
Great to see the successful conclusion of a wonderful Facebook to Facebook DIscussion with the man himself - Gopi Kukde!
Thanks Gopi and thank all you guys for such an enthusiastic participation.
There shall be more such discussion sessions.
Keep checking www.facebook.com/cagindia for more updates.
Bye and have a great weekend!
Thanks Gopi and thank all you guys for such an enthusiastic participation.
There shall be more such discussion sessions.
Keep checking www.facebook.com/cagindia for more updates.
Bye and have a great weekend!
