Top Story

e4m_logo.png

Home >> Advertising >> Article

Ad Review: Network Advertising’s ‘Sifarish’ for Jetking

26-July-2011
Font Size   16
Share
Ad Review: Network Advertising’s ‘Sifarish’ for Jetking

Jetking was one of the first to begin hardware and networking education in India, long before the IT boom. Today, it claims to be the undisputed No. 1 in the field, having trained nearly 500,000 students.

However, over the years, hardware and networking have lost the sheen, the problem was not in the marketing of the brand, but a perception problem with the category itself. The profession began to be seen as less desirable than some of the newer options, notably BPOs and retail. Fewer and fewer people want to become the guy who goes around opening and tinkering around with computers.

Jetking’s new campaign focuses on the fact that with the growth of connectivity, remote server management and cloud computing, a hardware/ networking guy isn’t a mechanic anymore. He is a trained professional who spends more time working at his own desktop than at anyone else’s, solving complex issues without even rolling up his sleeves.

Nilesh Vaidya, ECD, Network Advertising, elaborated, “Jetking’s alumni have in the past couple of decades grown to positions of responsibility and respect in almost every industry. And the brief for the campaign was simple – make it a desirable profession again. We could have talked about success in a dozen different ways. What we finally fixed on was an insight that was unique and completely relevant to the target audience we are talking to – young men about to embark on a career, confused about what to do in life.”


Credits:
Client: Jetking Hardware and Networking Institute

Agency: Network Advertising

Creative Directors: Nilesh Vaidya, Kishor Kapdekar

Account Management: D B Murli, Farzana Suri, Vincent Mendonca

Production House: Abstract Films

Director: Parikshit Vaidya

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.