Karan Rajpal | Thoughts on Marketing, Cinema, Food and Books

Citibank is going the whole hog. At least trying to hog it. And the pitch is through IPL. The mega cricket event. Let's let the people have a solid dose and there'll never be anything else between us.

Sample this ad-


Beautiful, no? Goes right into your heart and warms its cockles, if you're from Delhi. Otherwise, goes right up there with the Hutch Half Marathon ads where they made Delhi, and each and every part run. My heart goes out for it. I love it.
But the cynic and the critic in me have a small little question. Pray tell me why does the rest of India need to know about the Citi Metro Card on the most expensive airtime available. Only accessible in Delhi? Only USP in Delhi? Only that the Delhi Metro doesn't sway half as much as your ad does?

Can we call this a scam? I don't think so. Its execution at its best. They couldn't do anything else with it. A brilliant execution needs to be put on air on primetime. Makes people sway and reach out for the card. I did a …

This is the first line on this blog. We read somewhere that its the first line that makes the difference. Well, we surely have't made one. So here goes- This blog is our attempt to showcase, throw bricks at, laugh upon and be humbled by the greatness that's all around us. Through Brands, People and the eight other things Kotler says can be marketed. I will share my views (and yours hopefully, for I want to be on didactic mode), on everything that has to do with anything communication.
Today, we start with a campaign that's doing the rounds in New Delhi where I'm currently based. Its by the Delhi government, to showcase their achievements, for the forthcoming elections. Having witnessed India Shining by the erstwhile NDA, and a similar one by the current UPA Govt., I took this with a pinch of salt. Going to the CBD in the Delhi, I noticed these ads placed at Bus Shelters.
The creatives are nice enough. I'll get pictures up shortly. The copy made sense- 'Mere Liye …