In the middle of all the action

I am back to give words to my thoughts after a long gap...while writing the last post I thought that I will be more regular from now onwards but as the title of my post says "in the middle of all the action" - the action around me didn't let me get hold of my thoughts which were running all over the place while I was running between Delhi and Mumbai !

It's been an interesting change of role for me - Pretty exciting and challenging by far! So with basic infra and set up in place @ Mumbai I am all set to run faster....

As I write this down, another piece of news which is getting syndicated across internet and thus spreading like wild fire is our alignment with WPP!

It will really expand the canvas for us to strengthen our knowledge & offerings in the digital space and keep doing the good stuff !

So, there is action all across and I am excited to live through it! The last two and half years or so have been full of action and that's the way I love to live :)

Laters....

Quasar Talk

So after a lot of Internal "Talk", discussions & research we are all set to tap the Social Media Landscape and add value to the brands through virtual conversations and social interactions - a part of it is in the lines of Qualitative Research and other part is to devise programs & tools to engage with consumers over the social media platforms like facebook, orkut, blogs & forums.

Here is the formal announcement of our foray into Social Media:


Quasar Media launches Quasar Talk, to take social media marketing a step ahead Pallavi Goorha

October 25, 2007

Quasar Media, a digital media and e-business solutions company, has taken consumer interaction a step ahead with the launch of its ‘Quasar Talk’. A blog marketing platform, Quasar Talk enables consumers to directly interact with the brand. General Motors has already signed on for Quasar Talk.

Manish Vij, Co-Founder and Chief Business Officer, Smile Interactive, the holding company of Quasar Media, pointed out that Internet marketing was growing much beyond the traditional media planning, buying or creative development. Though these remained essential in digital marketing, the new generation of consumers wanted to interact with the brands and not get pushed with advertising.

He said, “It is important for brands to create time than buying time. The consumer will buy brands which are friendly to them, interacting with them and understand them. Till recently, all marketing was a one way process and brands were afraid of talking to the consumer, but I think that’s passé. New consumers now have the power to share and they have started trusting other consumer reviews before arriving at a purchase decision. Few of my FMCG marketer friends feel this might not be for them, but I think otherwise, the more mass the product, the more need of interacting. A recent survey proves that consumers in India trust ‘Internet reviews’ much more than television advertising, therefore it is time our marketers start taking social media marketing seriously.”

It is important to note that social media marketing is not just about writing corporate blogs or blog marketing, but much beyond it. Quasar Media has also tied up with international technology partners to measure the effectiveness of social media efforts.

Quasar Media is eyeing a 20 per cent share of the digital advertising market in India. Some of the well-known clients of Quasar Media include MakeMyTrip.com, Monster, Microsoft, Airtel, Zapak, General Motors and LG.

Quasar and Quasar Talk are here to stay !

Connect with me if you are also keen to take this ride. We are looking for internet and social media enthusiasts to scale up this division !

Time to go Anti-Social

In between all the hue and cry about social networking sites here is something different - some one is talking anti-social now....Check out the evil version of facebook.com - Hatebook.org ! Phew!

Concept might not take off as well as the original one..but traditional yin-yang wisdom taught me that opposite do and can survive in tandem....we are surely nearing an era where we will have a dot com for any & every thing...scary !

Shaadi Ki Ghodi - Great Advertising!

Couldn't resist having the privilege of being the first one to publish this TVC on a blog...As it reaches more eyeballs I am sure it will spread like wild fire! Also, had the privilege to work closely with the team working on this project. Based on a great cultural insight this one drives home the point bang on target - to survive in this globally competitive world every business needs to follow the right standards. Moreover, the TVC hits the social media before it hits the mass media...enjoy!

Billboards by Goooogle

Fellow Internet enthusiast & head of the online travel meta search engine http://www.zoomtra.com/ - Vikas, brought to my notice ( through a comment on my previous post's reference to Google's usage of mass media to market it's products ) this interesting link of a blogpost on Google using OOH media to promote it's local voice search offering. The post captures an interesting scenario:

"Google is interested in expanding into all forms of advertising, including the $7 billion outdoor market -- billboards, that is. Perhaps it's purchased some billboard space, in the hopes of using its dynamic, auction-based ad-selling system to resell it at a profit. Until it finds buyers, it may be using the billboards to promote its own services"

You never know - next revolution in advertising could be "Billboards by Goooogle" !

Thanks Vikas.

Read complete post here.

User Generated Advertising

Today, while checking my mail @ Gmail I noticed a video link posted on the home page. I am sure every one logging on through this page would have noticed it. Google's Home Page and Gmail's Home Page are any ways the most premium real estate properties available on the Internet and we are all so used to see the clean white interface that any deviation from normal can't get unnoticed!

Coming to the video now, it's an interesting collage of videos submitted by users across the globe in response to Google's Call for Videos on "How an email message travel across the globe". It's an interesting execution hinting upon the way email in general and Gmail in particular is connecting the world. It also made me think that it might give a talking point to the early Gmail bashers on the privacy issue - in a way the ad shows the message passing through so many hands ! Just another way to look at it for the folks who may still believe in this school of thought.

Linking this back to my last post on the importance of creating time - this one is the latest add on to the "perfect examples" list. More than 3.5 Million Users have already seen it ! Makes me wonder - Will Google ever need any sort of "so called" mass media !?

Some Related Links:
Link to the final collaborative video page

Also, check out all the responses from which the final video is made here

Buying Time to Creating Time

As a group of passionate believers of Internet media we guys at Quasar keep discussing the importance of creating time over buying time ! If you think of it that's where Internet as a media has made a difference and can be differentiated rationally over other mediums of communication. The battle of eyeballs & clutter end with this argument - Internet is the only medium which lets you buy time from the audience. That means how well & for how long I can engage my audience on my website - all the time they spend on your site seeing demos, reading brochures, watching videos is the time you have not paid for - You only paid to get this user on to your website. In India, we still don't see brands realizing the importance of creating time with their customers. Across the globe kick-ass videos are being produced & released specifically for the Internet - BMW pioneered this with their "The Hire" Film Series which crossed 100 Million Views! BMW only incurred the production cost and then created time from their audience - That's the power of Internet - Here the media can also be created !