I am not an IPL hater

I write this piece day after the Manic Monday, 14th of May. What was maniacal about this day? Two high scoring amazing games decided in the last over and one of them with a last ball six. This was a day when a TV channel known for its “investigative journalism” did a sting featuring small time IPL players talking about corruption.

As regulars on my blog, you would know I love writing and talking down the IPL, even accurately predicting the downfall of the ratings in IPL V. But right here I admit I am not an IPL hater. A BIG statement!! If you have more big scoring games and the ones that get decided on the last ball you will love the format. This year some 10 games have been decided on the last ball. That’s a game too many, I think. And I care less about these fixing charges. Fixing may happen if an airline gets petro dollars if a particular team loses. So, do you really care about the no ball fixing for a petty sum of a million Rupees.

And why are the ratings down? I have written on that earlier, so no more. Right now the time for some free advice as to how to improve the ratings for IPL VI. Some suggestions have been made in last year’s blog as well. Please note consistency is my forte. But most importantly the powers that be, must agree that IPL needs a “Relaunch” to maintain its vigour and vitality. If Shuklaji thinks Aal iz well then only God (aka LKM) can help him. With that preface, read on......

Franchise identity:                                                                                        

The franchise identity has been eroded by the constant chopping and chipping of the teams. Even the “icons” have switched. Ganguly is Pune or Kolkatta? And adding to the mess are these Max promos who keep reminding the viewers how the players have switched the franchises. For god’s sake let Viru and Mahela open the DD batting with Kevin / Warner following. Same for many others. There is a possibility that there may be a fresh set of auctions next year. Some report said that the retention limit should go up from 5 to 6-8. Why? Just let the franchisees retain the existing players if both agree. Why limit them. You need a long term identity. That can happen only with players. Don’t have any auction at all. The left over players and slots can be done on a one on one basis based on market forces. A formula can be found out as to how to limit the money being paid.

It’s a game based on individual brilliance:

IPL is masquerading as a team game. Let’s be honest, individual brilliance matters. Most games are decided by individuals and not team performance. The effect that a Narine or Malinga or Gayle or Rahane or Sehwag have had on the matches and their team’s standings is for everyone to see. So, how do you make the game more competitive? Just give more money for the individual brilliance. Ideally, IPL should pay more for individual brilliance in each match. If not the team owners should incentivise (or are they doing so already - based on what is being said in the stings).

Better scheduling of the matches:

Last 5 matches of Punjab have had 2 against Chargers and 2 against DD. Last 4 matches of MI have 2 against KKR. When you are fighting for a place in the play-offs, you don’t want 2 games against table toppers. Or your opponents don’t want you to have 2 against the bottom basement dwellers. This just makes the fight to the finish like a toss of the coin. Let’s have the league broken in two parts like the first year? The second set of matches will only start once the first set of league matches have been completed.

What’s new on Technology?

HD has been great to watch the matches. Ultra slow mo cameras have brought a new zest to watching the game with the way the bat moves after the impact of the ball. Or the calculation of the distance of the 6. Love all of it. But what’s new this year or even next?

Commentary:

I prefer to watch IPL on mute. The commentary is going from bad to worse. The studio is no better. As if Siddhu was not enough we have this import called Isa Guha? Why, pray tell me why? Titillation should be limited to the cheer girls and not on commentary, please. Need some serious improvement.

Speed of the game:

Game has to be faster. It is becoming slow and boring. Stiffer penalty for captains for not completing the overs in time is called for. Strategic time out needs to be brought down to one only. Most importantly, can we get field umpires to decide more, rather than going upstairs, as if going to heaven, for every decision?

Repetition of old points:

Now come the points mentioned last year as well. 5 foreigners are required in the playing eleven. The game will be far more exciting to see all the class that the world can offer. You can limit it to not more than 3 from one country to still keep it “Indian” Premier League. The Indian players will be served well to see Smiths of the world field like their life was at stake if the ball crossed the boundary. Chandilas of India need to fight for their spot against the Narines of the world. That is true competition. And I trust that the deserving Indians will compete and compete effectively. That will be good for everyone. The viewers will love a better game and that will get more money to the game. That’s when the Jadejas of India will not get overpaid just because he is Indian and an all rounder,

Points for winning it big has to be brought in. Why not? If you beat someone comprehensively, you must get a bonus point for sure. It will definitely add some “masala” to the points table.

PS: need to prevent the player burnout. Can we introduce a clause where we say that no player can play more than 75% of the league matches (12 out of 16 max cap). This is not my original idea though.

PPS: Can we ask some players to retire gracefully? Sachin, Ganguly, Gilly, Vettori?

Enough for now. I do look forward to your feedback on this piece. You can also connect with me on twitter via @agrawalsanjeev

IPL V - what’s missing

All of us have a point of view on the  ratings that the IPL V is generating. Some of us, like me, are clearly cynical about the ratings where as some media buyers are comfortable as they believe that the absolutes are going up. Also such high ratings for 5 years in a row are good. The advertiser in me is not convinced because we look for the quintessential Cost per rating point. The fact is that yesterday on 26th April 2012 in one strategic break there was no paid commercial on Set MAX. Seems like advertisers are not amused as to the way IPL is going.

Are the rating poor or not is not the moot point. The issue is also about the management view point. I guess I am too used to the business TV where every quarter the top management comes on air and gives their view on way forward. I recently heard Sri Sri (he has wrested this title from LKM) Rajiv Shuklaji say that “aal iz well” on the IPL front. It did remind me of Aamir but did not inspire the same confidence that I got watching 3 Idiots. Sri Sri Shuklaji’s words seemed hollow. The complacency is disturbing.

I have been wanting to write a blog on IPL 5 for some time. The final trigger came last night when I was watching the match between DC and PWI with my son. He still has not come to terms with Sanga playing for DC (not KXIP) or Yuvi cheering for PWI (not KXIP). He told me (as I am not a football fan) that such drastic changes don’t happen in football and they don’t happen so often. So, the team’s identity and recognition is strong. He has a point. I had covered this issue in my blog last year as well. (read: Why IPL is such a bore this year).

We all understand that the auctions happened in 2011 because of 2 new teams and therefore the mess. What happened after that? The Kochi team went out and there was fresh auction and there were transfers as well. Murali has moved from CSK to KTK to RCB. Jadeja moved from RR to KTK to CSK. Pietersen moved from RCB to DC to DD. If these were the only changes most of the fans would have accepted them. But the list of the changes included big names like Mahela, Hodge, McCullum, Owais Shah, Parthiv and on and on.

Whilst the fans were grappling with these changes there is more of uncertainty added because of addition of players in the middle of the tournament. SL and England series got over and a lot of players landed up after one week or more. And next week we will see even more big names like Warner, Watson, Clarke, M Hussey, Harris and Bravo come over after the Aus WI series is over. And not to mention player exits. Malinga and Gilchrist are missing due to injuries and Albie Morkel missing due to personal reasons.

With all this can you identify yourself with the teams? Unless you are V Anand or have a chip fitted in your brain you are going to find it difficult for sure.

Do you find it very exciting to cheer for M Morkel, Pollard, Narine and Cooper. Why these names? These are the top 4 wicket takers in this IPL (till 26th April 2012). Out of top 10 wicket takers this season only 4 bowlers are Indian. And of them only 2 of them have played any meaningful cricket for India, Munaf and Chawla. So, who are you cheering for? Last year there were 7 Indian bowlers in top 10. Dont we as a society believe in hero worship. Who is the hero here? Unsung ones? Foreigners? I dont think that sounds exciting. Indian performance in batting is also poorer this year. 5 in top 10 vs 6 last year. Only 2 known names of Sehwag and Dravid. No SRT, No Kohli, No Raina. In the match that PWI won because of Dada’s bowling, the whole country went berserk in his praise. The same thing doesnt happen when Gayle hits hard. IPL needs Indian Heroes. And the Indian heroes are a tired lot. Not able to hit the big ones or the write length. (for more details on this read: How to kill the Golden hen - the BCCI way)

Finally, this IPL has shown the yawning gap between the international players and domestic ones in application on the field. A Steve Smith, Pollard, Hussey or Duminy bring certain amount of effort on the field which is superior to most Indians incl Raina or Kohli.

So, all these may or may not be acting on the conscious mind but possibly working at the back. Do I have answers for these or am I just raising some questions. I am not too interested in finding the solution because IPL has lost me. I will still watch some matches when I can but I am not dying to watch. I am not driving fast to reach home at 8.

Wish Shuklaji all the very best and hope aal iz well.

All stats given above are till April 26, 2012. IPL being dynamic, the stats change everyday.


Please do post your reactions below this blog. You can also reach me out at @agrawalsanjeev on twitter

Redefining offensive advertising

I have been wondering as to what constitutes offensive advertising. In my pursuit for finding offensive advertising I came across some of the controversial advertising of the past. Sample some of these:

The one that started it all was in October, 91. One of the first ad for Kamasutra Condom featuring Pooja Bedi and Marc Robinson. Year 1993 Ad for MR Instant coffee ("Real pleasure does not come in an instant") featuring Malaika Arora and Arbaaz Khan. And the most controversial of them all in year 1995 for Tuff Shoes, featuring Madhu Sapre, Milind Soman, two pair of shoes and one shy python. Year 1998 Ad featuring Bipasha Basu and Dino Morea for Switzerland based underwear makers Calida. Both of them in innerwear and Dino pulling Bipasha’s with his mouth.

So, what’s controversial about these ads? They are plain simple sexy. Not for Indian moral standards. They became controversial also because they had celebrity models. Some of these were crass and some more tastefully done but all of them sexy to the hilt.

I couldn’t find an acceptable definition of offensive advertising. I guess because each one of us have different ethical standards and we judge everything by our own standards. Therefore there is no agreement and no definition. To me fairness cream advertising is offensive. The ones which promise marriage because of fairness have been more offensive than others. I do understand that the insight is from real life. With the society progressing the fairness advertising moved from marriage to jobs. The more sexist one was it helps you become an air-hostess. Worse are ads with celebrities and the more recent ones for men with SRK and Virat Kohli endorsing them.

But this one takes the cake! Have you seen this ad for Clean and Dry intimate wash?

This one is clearly the worst on being offensive. Fairness for intimate parts? Maybe there is a consumer insight on this one. I have not done consumer work in this area and therefore would stay away from the insight. But I find the promise almost repulsive as to what is the depth that marketers and advertisers can slip down to. I really want some of you to help me understand if I am the only one?

Before this particular ad the most offensive ad that I felt belonged to communitymatrimony.com. I am sure you all have seen this ad.

But this one is so sweet compared to the clean and dry ad. And even the goibibo.com ad (where the air hostess slaps the passenger because he has not bought the ticket from goibibo) is like grandmotherly sweet, reminding you of the Air India air hostesses. See the ad if you have not seen it till now.

So, redefine your own sensibilities of offensive ads. Communitymatrimony.com and goibibo.com are nice commercials based on “consumer insights”.

Please do post your reactions below this blog. You can also reach me out at @agrawalsanjeev on twitter

Societal crossroads with the lens of advertising

In my readings yesterday, I came across two points. First a tweet by Shabana Azmi, being critical of recent Vodafone advertising and second an article on Americanisation of India in New York times opinions. And it set off a chain of thoughts. Culturally, where is our society heading? Is it in the direction that we want it to? And, what is the role of advertising in relation to the society and the changes. I am tempted to say that one’s reality is often determined by one’s perception. Does advertising shape one’s perception, and therefore his or her reality, or is one’s perception simply integrating advertising messages into his or her “own” reality? Eventually advertising is having little or no effect on persuading the viewer?

Is advertising a reflection of society? Some say that advertising does not sell but increases awareness and encourages trial. The idea that advertising somehow forces people to buy things they don’t need is doubtful. Therefore, a good advertiser knows the target audience well, including their hopes, desires and values. Advertisers find their target audience and use their existing perceptions that shape their reality to tailor an advertisement for them. Advertising not only reflects what a society is, but often what it desires to be.

Two recent ads and societal changes: In this context of advertising and social changes I used two ads as mirrors. These ads are a sharp contrast to each other and effectively showcase how the Indian society is at crossroads. How we are traditional to the extent of being parochial and at the same time getting “Americanised”. This leads to an entire generation being continuously torn with these contrasts.

1. Communitymatrimony.com: Have a look:

Are you saying, “parochial”? Wait!! Doesn’t this commercial reflect the reality of our society. Isnt community the strongest reason to fix marriages? To criticise this ad is to turn a blind eye to the time warp that the Indian society is caught into. The advertiser is merely recognising the social issue and capitalising on the same to sell his services. Brilliant. Caste equations are so important even for the politics that the development agenda takes a back seat. Even the National or Right wing parties in our country are playing this game. Honour killings are the reality in our society. A lot of soaps on TV unabashedly portray the caste issues with no qualms.

2. Vodafone: Have a look at the commercial

What is your first reaction? Cute? In this case also, I believe, your first reaction is possibly not the right one. Do you have a ten year old kid? If yes, you would be worried. This commercial is picking up the trend of growing fondness between kids of different sexes at an early age. Is it only picking the trend or going beyond to even encouraging the trend as a “cool thing”? Quite akin to the Americanisation of India kind of stories? Is the commercial doing its job of picking up the societal trend and making the brand endearing. Quite truthfully, the answer to this question is a resounding, “Yes”.

To be at the cross roads is not only the prerogative of an individual, it is also the natural right of a society. The Indian society, with its varied shades of cultural contours, civilization, colours, beliefs, faith, cannot remain immune to the influences that are either indigenous or imported. Earlier, the march of events and their impact on the Indian psyche was slow, but with globalization, satellite television and internet, the changes in the Indian society are highly perceptible.

There are two issue here:

Firstly - what does this mean for us? All of us who were born in the shortage economy as the “middle class” and have been part of liberalisation moving towards, “upper class”! We don’t understand how to deal with this dichotomy because we are alien to both the situations portrayed in these ads. We want India to progress and therefore move beyond the caste issues but cannot fathom pre-teen romance. It is not just me but a large section of urban society at crossroads.

Secondly - as an “ethical” advertiser it hurts to see the commercial “exploitation” of such societal nuances. As members of any society, we know culture and values are matters of identity of a race and civilization and not matters of commerce. As the advertising is based on societal truth and the trends the advertiser is well within his rights to rubbish my thoughts.

For argument sake, the social changes relating to castes may not happen till the time politicians continue to stoke the fire of the community vote bank. And meanwhile should we be expecting the advertiser to behave more responsibly and shun such “insights” into delivering business building advertising? Such calls need to be taken by an individual only!

Please do post your reactions below this blog. You can also reach me out at @agrawalsanjeev on twitter

How to kill the Golden hen - the BCCI way

Writing his piece has been on my mind for a long time. I decided to finally pen it after I read this news item

“India to face South Africa in T20”

This is a one-off T20 match to be played on 30th March which is squeezed right in between the Asia cup and the IPL. Why should this match be played? To pay a tribute to a great player, Kallis. Is this a valid enough reason? I think, the real reason is GREED. I am sure you would have read the story of the man who killed the hen to get all the golden eggs in one day. Isn’t BCCI doing the same? Systematically killing the hen that lays golden eggs. Would Cricket go the way Indian hockey went. One because of greed and one because of inept administration.

Sample the stats:

Matches by Country in 2011
	Tests	ODI	T20	Intl cricket days
India	12	34	4	98
Sri Lanka	11	28	4	87
Pakistan	10	32	5	87
West Indies	10	28	5	83
Australia	9	25	6	76
England	8	30	7	77
Bangladesh	5	20	2	47
New Zealand	5	17	2	44
South Africa	5	15	3	43
Zimbabwe	3	17	4	36

So, India played 10-20 days of extra international cricket compared to other countries during the last year. This is without counting IPL and CL which were also played in India with capacity crowd. So, what is the outcome of all of this? Falling crowds at the venues in India for even ODIs and that too against England. A series which was billed as the “revenge series”! Hello, am I dreaming or what? We got more crowd in our stadia than Pak-England test series in Dubai. Srinivasan was quick to correct me. I stand corrected, SIR!

What else is the outcome? We have no time to play side games when we go on tough tours to countries like England and Australia. So, our players don’t get acclimatised and get humped 4-0 two times in a row. The viewership drops. So, is the BCCI going to make more money?

Enough has been said about the overloaded schedule, so let it be! Besides all this is the neglect for building the pipeline for future. Rohit was not played in test matches despite being down 3-0. Manoj Tiwari not being played in the tri-series. We are just basking in the glory of one superb innings from Virat (who incidentally is taking on from his mentor Mr Mallaya on the arrogance bit). Take a little quiz:

Q: Why is Sachin playing in Asia cup?

1. to complete 100th 100!

2. prepare for IPL!

3. Bangladesh has good family vacation spots!

This quiz tells us the state of affairs at the BCCI. And the chairman of selection committee flairs up when asked about Sehwag’s absence from the tourney.

But Guys IPL V is back. And things will be in shape. Didn’t I say that in my blog last year “looking forward to IPL 5”. The BCCI arrogance will make sure that IPL 5 will fail and that too miserably. With economy slowing down there are already signs of sponsor withdrawal. IPL 4 doing badly was accurately predicted by me last year!

Am I not a good businessman? Am I missing the larger picture somewhere? The satraps at BCCI can’t be such idiots not to be able to analyse what I am doing. Just less than a year back we won the World cup and the cricket team was the toast of the nation.

That exactly is my point. We can’t be moving from peaks to troughs so quickly. I guess it is about the short term vs the long term. I am a long term player! So I am happy with one golden egg a day and will not kill the hen for more.

My Story - Yuvraj Singh.

(This is the author’s work of fiction and has no claim of being spoken to or being written on behalf of Yuvraj. As this is pure fiction, author apologises for any factual errors that may be there.)

Dear Readers,

I have been wanting to write this letter to all of you ever since the controversy broke out relating to my sponsors Birla Sunlife. Every Tom, Dick and Harry has a point of view on advertising, celebrity and cricket even if they don’t understand any of them. This is a great conversation topic over cocktail and coffee vending machine in the office. All the moral gurus and the pundits can debate for hours. But has someone really thought about me or my point of view?

After we won the Cricket World Cup the whole country was rejoicing and I was the toast of the nation as the “player of the tournament”. I was rejoicing as well because I was getting extra attention from the fairer sex and you know my love life has not been the best. But the bigger reason is because I started counting the dollars for all the endorsement deals that I was hoping for at some astronomical prices. I was in no hurry to sign these deals as my agents advised that I need to be slow to ensure that I get the best deals possible.

All of a sudden, I got some bad news on my health front. I had to skip some tournaments citing health reasons. As I was not playing, the line of potential sponsors started to thin and eventually disappear. All the dollars that I had started counting were just not there. One of the “health capsule” brand even stopped talking to me. Maybe rightly so! Don’t I need money guys? Then comes the insurance company. They have been running this commercial talking about the “uncertainties of life”. They were picking up my expenses as part of insurance besides paying my endorsement fee. I felt more and more convinced about the benefits of insurance. Insurance is not for savings but for bad times like these. Most of us believe that bad things happen to others and not us. I offered them to dub a line which will make the message clearer and stronger. That is the truth and the real truth.

I just don’t understand what is this hullabaloo about? Isn’t our country grossly underinsured? Aren’t there a a few social messages being run on benefits of insurance. Do you want to see meaningless commercials with Sachin talking about child education and insurance. Or you want to understand the real story of me getting benefitted through insurance. You decide real story or a happy go lucky one? But for God’s sake, I am an educated adult and I am not getting exploited. Now go discuss Rahul and Akhilesh over cocktails. But only after you have called in your insurance agent.

Sd/

(Yuvraj Singh)

The real author of this letter is a passionate marketing person and an insurance evangelist known by the name Sanjeev Agrawal. Your comments are welcome on Twitter, Linkedin or facebook. If you have the details email or bbm is as good as it can get.