“Team sunegi, duniya dekhegi;” it’s your chance to tell Mumbai Indians how to play. And if that’s not enough, then for a cricket crazy nation there is more. You can help Kolkata Knight Riders by actually coaching them, for this time, Shahrukh is asking for your suggestions & making you a coach of his team. “Main bhi coach,” sums up the Indian mentality where everybody sitting in front of their TV sets knows the exact “winning mantra” for each match. This time, a lot of IPL teams are asking you, and rewarding you too for your suggestions. Why?

“You” – the new advertising guru

The chocolate bar ‘Picnic’ seemed to have run-out of an ad agency, when in February this year, it invited consumers to create their own advertisements, where they had to film themselves attempting to eat a Picnic in 30 seconds flat. The best films would be the new commercials for the brand and would be aired on TV. Seeing the super success of involving the crowds, Australia’s bankrupt radio station FBi 94.5FM asked its listeners to come out with innovative ways of asking music-loving billionaire Richard Branson to save the radio. People came up with the most creative ideas… from baking 5000 cupcakes with Branson’s face, to one enthusiast even swimming up to Branson’s private island to ask for his help. Branson finally called up the radio station & gave a donation last month. A great campaign more-so, considering the client was already bankrupt!

The mob can do magic if you hit the right spot. In 2006, Doritos asked people to make their own ads of the chips, upload it on the Doritos website and the most voted ad would be aired during the Super bowl, with the winner taking away $10,000. Last year (2009), the prize money went up to $1 million, but that’s not the point; for the first time in 10 years the king of beers, Anheuser-Busch was dethroned as the king of “Super Bowl Commercials” by the Doritos ad, made by an amateur on a measly $2000 budget. Not only did this show that just because you are a big ad agency, you have the best ideas, but that a great idea can come from anywhere, so just don’t forget the mob.

In February last year, Bingo asked people to create games, quizzes et al, around the theme “Bingo har angle se mmmm...” It got the wackiest of responses from someone suggesting George Bush should say “M sending Bingo Chilli Dhamaka to Iraq”… and not bombs to a blind man seeing with his mind’s eye how “yumm” the chips were.

Lays went a step further. Forget an advertisement, now you could create your own flavour and win Rs.50 lakh + 1% of the product’s sales revenue. “Be a little dillogical”; well, nobody was complaining even though the award seemed “illogical” or rather too good to be true!     Read More....

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