Yes, the World.

when digital should shut up and watch some TV

I don’t know about you, but the TV has given me many great memories. The most important thing that TV advertising has given me (yes it has given me something) are the fun jingles.

Okay so i’m no TV-geek but I find myself singing old jingles that formed a part of my childhood. Remember Nerolac?
Jab ghar ki raunak badhani ho..
deewaron ko jab sajana ho…
Nerolac! Nerolac!

Maybe these are early days, but digital really isn’t ‘making memories’. It’s making links, forwards and all that, but that collective memory is missing.

Sure I may say, ‘seen that forward?! No??’ and then quickly look through my mail to find it and show it to you. But it’s really not that same.

I think it’s the lack of use of music and other content that can be viralled by ‘mouth’. No, WOM as in digital buzz is not same as it actually being viralled by ‘mouth’

So give it up for ‘Doodh doodh doodh doodh, piyo glassful… doodh!’

While I love the digital space, I think sometimes when the TV scores over it, we digitophiles should shut up and listen. TV’s not all that out the window just yet.

PS: I know you sang the nerolac jingle when you read this :p

3-point digital checklist

While I cannot claim to be a digital expert, I still do have a personal checklist for digital work. And it goes something like this…

1. Is there a brand connect?

Putting up a microsite with skimpily clad women might be just the thing for Axe, but if you’re going to chipkao (lazily replicate) your idea on another unsuspecting brand, it can be quite injurious to the brand’s health.

*Off-set the evil*

Just today a colleague introduced me to http://offsettheevil.com/ .

They made a violent evil game (condemned 2) and to showcase the experience of the game, they decided that to off-set the evil of the game one should visit http://offsettheevil.com/ . The site is cute, beautiful and happy. The game is now etched in my memory as bloody and violent. I suppose that is what they were hoping for.

2. Is there any brand ‘experience’?

Recent work done by Tribal for MTV Roadies is one of the best online brand experiences in recent times.

*MTV Roadies Auditions*

MTV’s reality show Roadies has one of the meanest auditions ever. And they took the mean judges online to recreate the show’s experience. Quite an interesting thing. Try taking an online audition here.

3. Are you involving me for WOM?

I’m a little concerned about the viral. No, I don’t imagine it’ll die or anything. Just that we’re pretty much taking the viral for an online TVC, which it is not.

Sure, you show me some weird flash video and promote your chips, but I see no reason why I would want to send it across to all the unsuspecting contacts in my address list.

I don’t know about you, but I’m not too keen on getting blocked by everyone I know!

*Elf yourself* by OfficeMax

This is best involving and therefore WOM-able piece of work I’ve seen recently. Within minutes my entire gtalk list was flashing their own elfyourself videos.

All you need to do is upload a picture, and watch your eflved self make some real cool moves.

Mine was particularly cute *blush*. But I didn’t save it anywhere. Watch this one instead.

It did manage a small peak in an otherwise declining graph for Office Max.