World Congress offers special privileges to Indian Delegation
21 2005:The IAA India Chapter is delighted to announce that for the first
time the Organising Committee of an IAA World Congress has thought it
fit to offer a special concession to invited Indian delegates of the world
Congress scheduled in Dubai March 20-23,2006.
Says Mr. Sam Balsara,President of IAA India Chapter, "We are delighted
that the Oraganising Committee of the 40th IAA World Congress has recognized
the important role that India can play in the World congress has recognized
the important role that India can play in the world Congress to be held
at Dubai and have agreed to offer a special delgate fee of only USD 750
for invited Indian Delegates.With this we hope to take a delegation of
atleast 100 Indian delegates to the world Congress."
The Dubai World congress promisesto be the largest ever Congregation of
Advertising,Marketing and media people in the world and the organizing
Committee is sparing no effort in putting together a globally renowned
list of speakers which includes the Who's who from the world of Advertising,marketing,media.Prominent
amongst the confirmed list of speakers are Allen Rosenshine(Chairman,BBDO),Ann
M Fidge(Chairman,Y & R Brands),Dr.Tony Alessandra(Author of 'The Paltinum
Rule'),Gregory Lee(Chief Marketing Officer,Samsung Electronics),Howard
Draft(Chairman,Draft World wide),Jack Klues(Chairman,Publics Groupe Media).
The list of speakers is really impressive and the India Chapter hopes
that invited Indians will take advantage of the opportunity of meeting
and hearing these accomplished speakers at a location so close to India
and also check out the business opportunity of meeting and hearing these
accomplished speakers at a location so close to India and also check out
the business opportunities available in nearby Dubai.
More details on the Congress are available at www.iaadubai.2006.com and
those interested in being part of the Indian delegation should send an
e-mail to firstname.lastname@example.org .
About the International Advertising Association(IAA) The IAA has grown
from a tripartite organization(advertisers,advertising agencies,media)
into a one-of-a kind strategic partnership which champions the common
interest of all enterprises involved in the branding process.
The IAA is the only global partnership of marketing communications professionals
and draws its members on a local,regional and global scale.The membership
comprises enterprises and individuals committed to brand building.Headquartered
in NewYork,the IAA currently has over 75 Chapters worldwide from Argentina
to Australia from China to Chile.
The IAA UAE Chapter,which is hosting the World Congress,was founded in
1979 and has a membership base of nearly 250.The Chapter is currently
the largest chapter in the world and has won the Chapter Award for excellence
Kellogg's Corn Flakes:Dimaag Chalega Nahi Daudega
BRAND:Kellog's Corn Flakes
CAMPAIGN TITLE:Dimaag Chalega Nahin Daudega
CLENT:Kellog India Pvt.Ltd.
was launched in India in 1995 and is the dominant brand in the cornflakes
category today.Kellogg's is seen as a dependable brand,and the product
is felt to be nutritious and tasty.
That said KCF is still a long way from being a part of the Indian househol's
breakfast options(like poha,idli,even bread)dominate the Indian psyche.Breakfast
Food is expected to be nutritious,flling and tasty conditions which all
these foods fulfill.
Thus KCF is a rare visitant at the breakfast table with both target group
penetration and consumption leaving much to be desired.The sales volumes
had been flat since 2000. Finally,the only part of the marketing mix that
could be affected was the communication the product,price and distribution
were in place.
To make KCF a part of the regular breakfast repertoire,it was necessary
to establish a strong emotional connect with the target audience.The key
message that KCF was a highly nutritious breakfast for their kids had
to be communicated in a highly relevant and powerful way.
Mothers of young Children(Age 6-12 years) Mothers across the ages have
always wanted the best for their children,and today's mother is no different.What
is different is the way in which she interacts with her children-she is
ot authoritarian,but a friend.Thus she is much more indulgent with her
childre's desires and often compromises with what she beleivesis best
to accommodate their desires.
But what is it that she considers is the best for her children? Without
doubt,even today,excellence in academics is seen as the best benchmark
of the child's performance.And she feels most fulfilled when her children
perform well academically,because it is a 'report card' of her nurturing
the creative strategy,very simply,was KCF contains Iron,which enhances
concentration and this concentration leads to better academic performance.
The key creative insight was that among various subjects that constitute
academics,Mathematical brilliance is seen as the truest measure of a child's
intelligence. But maths in school can be boring.Thus the effort was to
take maths out of the classroom and into real life everyday fun situations
and bring out the fact that with Kellog's Iron Shakti Dimaag Chalega Nahin,Daudega.
This was executed via TVCs Supermarket and Phone Number
The media task was to build saliency towards the Cor Flakes and establish
the Brand in the minds of the consumer.Media also had to bring alive the
Brand in the minds of the consumer.Media also had to bring alive the brand
promise of 'Dimaag Chalega Nahi Daudega'.Television was identified as
the medium whereby one could target the TG-the mothers effectively and
efficiently.The penetration of other food categories was analyzed for
selecting channel genres.The media weights put behind KCF at the launch
burst was 560 GRPs put behind the campaign was 2000 GRPs between January
and July 2004.
The strategy focused on women's programming which had high involvment
in the TG.Sufficient media weights were put behind TVCs to achieve the
The results were immediate and astonishing.The sales jumped up 26% month
on month and stayed there.(The monthly units moved up from 130 units-160
units a month.)This was after sales volumes had been flat for 3 years.
The awareness of Kellogg's went up significantly.Also,the main message'Makes
children smart' was taken out by 65% of the audience.
walked up the stairs of a Macdonalds outlet at one end of the Ramblas
in Barcelona,gingerly balancing a loaded tray.All the tanles were taken.Then
I heard a man's voice saying"come with us".It was Amol Bose whom I had
never met till then,and his wife Shirley.I walked over,sat down and he
immediately made me comfortable.Over the next five minutes I knew he was
from Allahabad ,he knew urdu,but not Bengali and there was a big age gap
between Shirley and himself.All told with the the characterstic smile
that I was to come to know so well.
That's Amol for u.Transperent to a fault.
Sure,I had heard a lot about him before I met him.He was that kind of
person.His reputation preceded him.And most of the things I had heard
about him were true.He had a point of view on everyone to the whole world.
Yet,most of the time Amol was warm,caring and friendly.It was just that
he took a pride in the fact that he always called a spade a spade.To,me
that was something very positive.At least you always knew where you stood
I worked as Treasurer and sometime Secretary of the India Chapter of the
International Advertising Association,and also edited their house journal
when he was the President.I came to know him quite well in those years
and spent quite a lot of time with him on a trip to Seoul,Korea.I learned
there was no rancor in Amol.He was a great organizer and really took the
Association places.I have only heard about the pioneering work he did
at the Advertising Club Bombay,but he made it clear that he was very upset
that the Adclub award had been rebranded.He loudly declared that the ABBY
was SHABBY and that he would never attend an awards function.
A couple of years later I was the president of the AdClub Bombay and I
walked up to his Colaba office and sat talking to him.I handed him the
invitation to the ABBY awards function and then comment about it.He came,sat
through the show,came up and hugged me,nodded his head vigourously in
that typical style that I will miss so much and never said a word against
the Abby again.
Charming,dapper,pugnacious,faithful.Very real words as far as Amol was
concerned.A committed family man,and a great industry person.
He seemed to have a rather satisfied smile when I saw him resting in his
coffin at the St.Stevens Church.
He had a good reason for it.
Rest in peace my friend.God knows you have earned it