CHANGING THE RULES OF THE GAME

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It’s everywhere. Look around – technology is changing, customers are changing, companies are changing, values are changing, so much so even the climate is changing. As John F. Kennedy said: “Change is law of life and those who look only to the past or present are certain to miss the future”. Yes, change is everywhere.

General Motors (GM) is back. From bowing out in 2008 and moving towards a 2009 bankruptcy reorganisation, the company is planning to advertise in the Super Bowl, the most expensive event to advertise in, in February. GM is now ready with its new ad campaign and a new tagline for the Cadillac which says, “The new standard for the world”. From down-and-out to up-and-about! What a change!

WHAT’S YOUR WINNING LOOK?!

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Meet the “Man your man could smell like”. That’s the new viral-video that’s clearly broken all previous viral-video records. It features Isaiah Mustafa who has now achieved a pop-icon status. Since the time this man showed the ladies how their man could “smell” like him, even though they didn’t “look” like him, Procter & Gamble (P&G) has been “smelling” money in every market. After the viral-video produced by Wieden & Kennedy hit the Internet, the P&G brand Old Spice has been constantly gaining market share. The viral showed in an interesting tongue-in-cheek manner how anything is possible when you smell right. It may sound a little over the top, but it’s a fact – when you smell right, dress right, you have higher chances of success!

Carmine Gallo, a popular communications expert once had the chance to interview Commander Matt Eversmann. He was the military hero who led his troops into battle in Somalia in 1993, and he also inspired the movie Black Hawk Down. Gallo asked him, “What’s the secret of leadership?” Eversmann answered: “It starts with how a leader wears his uniform.” That’s not a “mantra” or “gyan” many would give about leadership. However, as Eversmann said, his whites were whiter than his subordinates’, his clothes were better ironed, his shoes shinier! That’s where leadership starts.

WAKA WAKA… LET’S DO IT TOO!

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The closing ceremony of the FIFA World Cup, brought a lot of things to an end, like checking scores, looking in disbelief as big teams like Italy, Argentina, Brazil etc fell, like a pack of cards, smiling & wondering whether to believe in the octopus Paul’s prophecy! As Shakira sang “Waka, Waka,” the perfect cheering song meaning “Do it” during the closing ceremony, the world held its breath in anticipation. Who would it be this time – Spain or Netherlands? However, for a few moments, everybody forgot about the finals when this person entered the stadium, as all 89,000 spectators rose to salute the great leader, who actually started it all. Nelson Mandela’s overpowering presence left many teary-eyed. South Africa became the first African nation to host the FIFA Would Cup. Years ago, it also was the same nation that was banned from FIFA due to the apartheid system.

If you have seen the heart touching film “Invictus” directed by Clint Eastwood, you would understand what a long & difficult journey Mandela tread to reach here. If there is one leader who understood the power of sports, it was this man – Nelson Mandela. In his first term as the newly elected president, in 1995, Mandela did the impossible. He united an apartheid-torn nation, brought them together using the universal language of sports, as he worked hard to make South Africa win the 1995 Rugby World Cup – where both blacks & whites of South Africa for the first time cheered together for their nation. From there to becoming a hosting nation of FIFA, all one can say – what a man!

MASTI KE PATHSHAALA… HAVE FUN TO GET SERIOUSLY RICH!

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The world over people are glued to their TV screens, taking in the excitement of FIFA. It’s pure delight, sheer happiness to see a goal being scored on football’s biggest stage. A goal brings with it instant fame, victory and of course celebrations for players and fans. However, what’s different is that for the first time in the history of FIFA, will someone be awarded for showing their passion.

This month (June) Coca-Cola revealed its plans to recognize the most entertaining “goal celebration” with its “Coca- Cola Celebration Award”. Coca-Cola believes that “Players are sure to release their African rhythm and create some iconic move that will rival the legendary celebrations…” After all what is FIFA without the jig, the jiggle, the jumps, the triumphs. You enjoy the way the players celebrate after each goal as much as the game. Now Coca-Cola has it all archived at www.fifa.com/celebrations, and it’s giving awards for the jiggle that gets the highest votes from viewers.