Marketing blitz

October 16th, 2012

You just need to turn on the idiot box nowadays to be given an array of advice. On a food channel, it goes ‘Now we put in the X brand ginger garlic paste…this paste is highly fresh, made from natural ingredients’ and on it goes. Switch the channel and you have Amitabh Bachchan trying to fullfil every whim and fancy of KBC contestants albeit with much grace.

Switch the channels some more and, as of now, you will find Karan Johar and the young brigade of ‘Student of the Year’ giggling or showing off their six-pack abs. Everywhere you see there is bombardment of celebrities and brands in your face. And that’s not speaking of the multitude of ads in between.

Switch off the idiot box, go online and you will find these very people claiming your wall for themselves. Only respite is that it’s not as long drawn out as the TV. The multiple fan pages, company pages, contests and promotions on Facebook, make up more than half of the news feed of an average user. However, on the other hand, one gets a chance to happily revel in AB’s reply on your birthday wishes. On the all-hailing Twitter, it is the same — your chance to connect with the who’s who of Bollywood, tennis and pretty much all sectors.

Did people ever talk about dilution of brands, celebrities? Of course, they did. But tell that to the 30 lakh plus followers of AB or the 8.3 million-plus followers of Sachin Tendulkar on Facebook. I guess, it just feels nice to get a piece of the pie.

In all this marketing mela, authors are not far behind. You will find plenty of authors on Twitter. You have Nicholas Sparks quizzing you about his books on Twitter, Paulo Coelho with his one liners, Amitav Ghosh and many others.

Is it a good phenomenon? The elusive chance of getting to interact with people you look upto, seek their advice, pour in your admiration and the rest? Maybe. Maybe not. For me, I miss the reclusive writer. Wonder if he has also succumbed to the glamour of marketing.

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