We made releases on practically any activity of the company. New client wins, office inaugurations, technology innovation, senior management recruits, visits by VIPs. Stories and pictures of the animals in our menagerie in our technology center.In fact; we made a song and dance about the increase in the deer population at our center. Implying that they were well fed and happy. All good human interest stories that added to our brand image.
When I joined Satyam I had never sent an email in my life nor knew anything about something called the internet. It was an alien subject to me. I was basically a mechanical Engineer.
In other words, when you want to compete in a market where similar products and services are offered by different vendors or providers, you have to stand out with your brand name. Anything you do that strengthens your market presence by way of strengthening the impact of your brand name on consumers is called branding. Of course, you’ve heard about the multimillion dollar branding campaigns of such multinational companies such as Coke or Gillette. And you’ve heard about the advertising agencies who are notorious for their insanely and exorbitantly priced services. What if you were to get as much branding edge for a comparably negligible price? What about a vanity 800 number?
There are two unions involved in the creation of Voice-Overs in the U.S. market. They are AFTRA (American Federation of Radio and television Artists) and SAG (Screen Actors Guild).
Target the proper person you need to contact. My first call is to simply ask for the full name and title of the person who makes the advertising decisions for that company. I verify the mailing address and thank the person with whom I was speaking. Then, I have my corporate office send out a media kit; one to two weeks later, I call that “advertising” contact. When I first started, I would talk to the person before sending the media kits-I kept getting no’s. So, I changed my strategy to sending the sample magazine and info first and now I get people who will talk to me when I call back.
The Biggest Loser Tv show gives dieters a hard look at what weight loss really involves. To see others go through such an exhausting process and persevere not only gives them motivation; it prepares Dieters mentally on what to expect. Often times people give up on their weight loss program because they believe it’s too hard for them. When Dieters look at The Biggest Loser Tv Show, they see the truth. Weight Loss is hard for everybody! The theme of the show is if you stay focused, work hard and push through all obstacles, you can achieve the body of your dreams. The winner of the biggest Loser TV Show, reinforces the theme with their physical transformation.
Simplicity amidst all that chaos was what made that campaign stand out. It may not look much but the success of that ad campaign became the standard of all ad campaigns until today.
The next major media event was also connected with Sify. On November 28, 1999 the CEO of Satyam Infoway requested me to come to Mumbai to handle an important announcement. He would not give me the details over the phone. The next morning I went directly from the Mumbai airport to the office of DSP Merrill Lynch. There the investment bank gave a brief about the Indiaworld deal. Merrill had alerted the media about a press meet that evening without revealing the subject. I soon started getting calls from reporters wanting to know the details. I could not reveal anything to them though I felt a bit guilty not being straight forward with some of the reporters who had become good personal friends by then.