Home >> Marketing >> Article

The 'Cool Quotient': You either have it or you don’t

31-January-2011
Font Size   16
The 'Cool Quotient': You either have it or you don’t

When it comes to youth marketing, brands tend to worry about the ‘cool quotient’. Simply put, if a brand’s image is not cool enough, chances are it can forget attracting the younger target audience.

India has its share of brands that have lived up the cool image and benefitted from it.

For UK-based music producer and media entrepreneur Terry Mardi, Kingfisher was one such brand “thanks to Vijay Mallya’s guts”. Mardi stated, “Cool is about how a brand made someone feel. Think ballsy and gutsy. Take the example of United Colours of Benetton. UCB’s advertising was path-breaking and brilliant. Very few people could see new born babies covered in blood and come up with an idea.” Mardi explained that being cool was in a brand’s hands. Ideally, the customer doesn’t like being lied to, so it is integral to the marketer to be honest about his product.

According to Mardi, we were the way we were by accident and we lived in a world where misfits, fit.

For some brands, ‘cool’ happens by chance. Kotak Mahindra Group is an example. The bank had embarked on a massive campaign to celebrate its 25th anniversary, and while ‘cool’ was not the campaign’s objective, it came as a welcome by-product. Karthi Marshan, Head - Marketing, Kotak Mahindra Group was quick to point out that the 25-year old Kotak was definitely ‘not cool’.

When it came to something like banking, it was not about how to make the communication pleasant but what one could do to make it less unpleasant.

The Kotak 25th anniversary campaign was a ‘coming of age’ story, where the brand was shooting for ‘trust’. But the campaign catapulted Kotak’s cool quotient on Facebook and Twitter. Marshan informed, “People caught on to the ads so much that in some cases it became a part of their tweets and Facebook status messages. Alongside, we also ran contests asking people about what they did at 25. For the winners, we sponsored 25 T-shirts with their ‘cool’ quotes on it, making it personalised.”

Tactics such as these worked in Kotak’s favour. The mantra to be cool, explained Marshan, involved the tough task of authenticity. It had to be about the people. And while it connected with the people, being youthful and relevant was a vital imperative. Karthi admitted, “Cool is a little harder than even Nirvana.”

V Sunil, Executive Creative Director, Weiden+Kennedy, Delhi, on the other hand pointed out that when one was discussing what was ‘cool’ or ‘uncool’, what did not factor in the conversation, was automatically not cool. He advised, “To keep the cool quotient alive, one needs to connect with the audience. The Incredible India campaign, for instance, was something that made India cool in the eyes of the world. It changed people’s mindsets across the world when India was about to fall off the tourist map. All media forms contributed significantly to the success of this campaign.” Longevity of the idea, hence, was important.

For Sunil, the cool quotient was something innate – you either have it or you don’t.

The discussion took place at the exchange4media Youth Marketing Summit on January 28, 2011. It was presented by UTV Bindass and powered by Mudra Concrea, in association with Tuborg.
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey