Leading with the power of truth

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Almost every famed legend gleams with prodigious talent. Satyam Computers Services Limited can surely be bequeathed a name among such greats, with Ramalinga Raju holding the prodigious mantle high, what with his dexterous marshalling of resources to take on not just Indian IT biggies, but global IT majors. While the company did suffer from the IT bubble bust of 2001, it seems to be sure-footed in the unraveling of strategies to gain top rung luster.

Despite positive performance in the current years, critics have regularly lambasted and labeled Satyam a straggler when compared to the IT icons such as Infosys, TCS and Wipro. Satyam on its part seems to have silenced them substantially for now by posting smashing revenues in Q1, FY 2005-06 of Rs.14.4 billion (a capacious yoy growth of 36.3%) and towering profits of Rs.3.54 billion (an unbelievable increase of 86.18%).

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Bollywood mavericks go eyeball to eyeball with Adland’s whizkid filmmakers over who’s hotter on TVC turf!

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“Today, when the big stars have turned into big brands, this rationale pretty much endures. Obviously, Aamir would be more at ease working with Ashu and Sharukh with Aziz than some unknown and unfamiliar ad film directors.” Two other things, Benegal says, have also driven this phenomenon. One, the condescension levels that the film industry traditionally harboured towards the ad-film frat (secondclass citizens!) has totally disappeared due to ad-lands morphing into a cool, sophisticated, technosavvy, hot n’ happening profession. Two, ad films spell mega-bucks! “I am sure the stars today make more money on endorsements than on the pay cheques from movies… and this goes for the cross-over directors too. As for the ads, the agency is there to monitor it. No issue. After all, it’s the age of specialisation, remember?”

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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From probiking to rural-biking

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After pushing the adrenaline of the young generation with ultimate bikes like Pulsar and Avenger, Bajaj is now trying an innovative way to grasp the essence of premium biking by setting up the Bajaj Probiking Showrooms all over the country. The effort is to provide an excellent retail and post sales experience to the probikers so that they can relate better with the Bajaj brand name. At the same time, normal bikers would perceive Bajaj as being ‘up there’ on the technology front. It will also allow the customers to test the bikes for torque, speed and accelerations, things which are not possible in a normal showroom. On another end, Bajaj is trying to tap the rural segment, using a very innovative and different kind of rural dealership system designed to address issues (like credit, loans) specific to rural customers. But then, is this rural foray even required for Bajaj? Well, with an extremely low current two-wheeler penetration of around 7%, it makes more than sense, it makes Bajaj sense!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Surely, the fair, slim and dedicated housewife is the epitome of all that a woman stands for today, right? Wrong!

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In another of its ads, Fair & Lovely shows a young talented girl with a strong potential of becoming a cricket commentator. But to be successful, she is advised by her friend to not spend so much time practicing on a make-believe mike, but rather spend time in front of the mirror and change her skin colour, for turning her dreams into reality. After all, talent is not important, and a fair skin obviously guarantees a fair future, doesn’t it? If that’s not enough of a humiliation, then Godrej Fair Glow goes a step further to show how, if you are dark skinned, your life is confined to the dark corners of your home. You could, however, use Fair Glow fairness cream to become spotlessly fair and develop the confidence to face people. Now others would find it worthy to talk to you & be friends with you.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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