Buri nazar wale, tera mooh kala
Sounds familiar? It losely means:you with the evil eye, may your face turn black. Does this remind you of anything? I guess for Indians the question should be how many such phrases do you remember?
HORN OK PLEASE/AWAZDO/HUM DO HAMARE DO/and most common ‘JAI HIND’
I am sure that the list could be endless with a gazillion kinds of messages having tones that are quirky, humourous, funny, cunning, spiteful, romantic, ambitious, fanatic, patriotic and sometimes absolutely ‘WTF kinds’! And I am talking about the messages that are painted on the back of trucks in India
See here, for a good detailing of some history behind some of the most popular write ups on the back of trucks. A infotainment indeed.
Besides my realisation of the obvious ‘service’ that they do to the roads by lighting up moods, igniting conversations and sometimes even helping drivers stay awake, what was interesting for me is the phenomenal reach and the audience that each truck (or even an autorickshaw in a city) has in India.
It is in this context that I felt a creative to be hitting on the ‘desi cool’ theme.
Brand Titan Eye+ (clock here for a larger view of the picture below)
Though the creative is interesting and has a real ‘desi cool’ ethic, I am not sure how impactful or even relevant that would be for the kind of consumers that Titan Eye + wants to speak to (why? that’s a different post altogether). Unless this is part of a larger 360 campaign that spans across all relevant touch points, I am sceptical about its success (of this single medium) in delivering results as claimed above.
While reading about trucks in India, another interesting thing that I came across is this new ‘genre’ of monoploy game that the popularity of trucks has spawned.
Truckopoly, as the game is called as per the designer Shantanu Suman, is adapted and designed on the basis of the truck industry of India. The objective of the game is to become the wealthiest truck owner through buying, renting and selling property and goods across the country. The game involves various rules that have to be followed by the truck drivers while transporting goods from one city to another. The challenge is to stay on the top while incurring losses in the form of fines and penalties.
A cool idea that can be translated to the digital realm and marketed as the desi farmville’s of the world. Has there been any popular online Indian game that has captured the imagination of kids and adults alike in the new milieu? Good ideas, seeded through the right channels with decent funding and some innovative marketing is all that it could take to make it big. Hmm.. some food for thought there?