Saturday, July 09, 2005

Yahoo male


Yahoo has just launched a new campaign to promote "Yahoo India Mail" featuring Malaika Arora Khan. Mumbai Mirror gushes:

"This is the first time that a leading internet company in India has shot with a Bollywood personality for an internet campaign".

Model and vejaay, yes. But Bollywood personality?? Malaika, as far as I can remember, has appeared in one item number on top of a train.

The company elaborates: "We were looking for a vibrant, regal, fashionable, easily recognisable youth icon and someone the youth of the country could easily identify and connect with."

Someone who'd charge less than Rani Mukherjee or Shahrukh Khan, I guess. But the basic question is: can a celeb add any value to a brand like Yahoo mail?

I have a yahoo account, am reasonably happy with it and too lazy to shift elsewhere. But if I had to open a new one today I would probably opt for google. Because I perceive it as better, faster and 'cooler'.

So sure, yahoo is feeling the heat. It's much lower on the 'gotta have' scale than it used to be a while ago. But I don't think having Malaika to greet every user who wishes to sign up for a new id is gonna do the trick. (no kidding - that's part of the deal!)

Note the manner in which the company's communication tom-toms Malaika and mentions the tech bits just by-the-way. Like yeh Indian userlog na, kaafi dumb hain.

"The company perhaps hopes to put the heat on hotmail with its own online hottie. And yes, Khan brings with her larger storage space, greater attachment capacity and advanced spam control. And if you still need more Malaika, you could actually have her... on your mobile phone as well. Yup, Malaika themes, wallpapers, screen-savers, video clips and even Malaika games!

Exclamation marks kis liye bhai. Are Malaika games and wallpapers the ultimate in excitement? But wait, there's more...

"Malaika's expression in the advertisement has been able to convey the key product feature and its utility to a celebrity like her."

Well, I haven't seen the ad but sure hope the expression is an improvement on the Pizza Hut ad - where Malaika's 'expression' conveyed the impression of a large marble stuck in her mouth.

I may be completely wrong. Maybe all the research and deliberation yahoo has done is right and there are thousands of starved young men out there (the kind who post ads on dating sites like:"hi i m jayes and i like to make friendship with girls!") who will appreciate this campaign and sign up in large numbers.

But my personal view is that while celeb endorsements may work for a soft drink or a clothing company (if at all they do work!) they do nothing for a brand like yahoo except cheapen it.

To make a mark in the online world your inherent offering needs to have sex appeal.

But full marks to Malaika's publicist. If anything, the yahoo campaign puts her on a far higher pedestal than she actually occupies!

29 comments:

  1. This comment has been removed by a blog administrator.

    ReplyDelete
  2. Advertising crap. Wonder why u highlighted it here?

    ReplyDelete
  3. Heh.

    Trivia: A few ex-Xavierite Yahoos follow your blog :)

    ReplyDelete
  4. Hey Rashmi,

    First things first, i totaly agree that Malaika cant giveme the motivation i need to sign up .. i mean not the motivation that some Bill gates kinda wud give.
    But you must remember that the not-so-popular-then vj Yudi(i gues thats what his name is) did wonders for Sify, (the ad where he says "whats new")
    Also for GK, Malaika, danced on a trainwith Shahrukh, danced somehwere with Bobby in some movie , was lead model for Shubha mudgal's music album(the Dholna one).

    And the actual reason i am puttin up this comment is for the 'hi i m jayes' part...it was absolutely hilarious

    ReplyDelete
  5. he he :))

    sitting in australia, and a user of gmail, i haven't been much into yahoo. but the statements that uve quoted are amazingly funny :P:P

    ReplyDelete
  6. kiran9:02 AM

    Hey Rashmi,

    The point u made is apt...being a net freak my self...i find no relevence in featuring "Malaika Arora" for yahoo.

    Instead they should have gvn some add on offers like increasing the Storage Space...which gmail did..
    Kiran...

    ReplyDelete
  7. She also danced with SRK for the title song of "Kaal".....just a bit of useless trivia which has nothing to do with your post. But just to stress she did more than 1 item song.

    ReplyDelete
  8. GreatBong,
    I was abt to post the same thing.
    Anyway I know Malaika cant woo me to sign up for Yahoo! for I already have one. Hehehe :)

    ReplyDelete
  9. Malaika adding brand value to Yahoo .. he he .. that just might be the joke of the century .. You may be right about Malaika not the kind of person Yahoo should be looking up to for the job, but I doubt if your thoughts about Cinestars not adding value to clothing and accessories were correct. such things are the life style and status measuring scales for many and if a cine star endorses a clothing brand, hordes of janta would flock to the nearest store to get a hand on one of them. But seriosuly Yahoo and Malaika are a total mismatch ( as much as I love them both ). The way Yahoo is heading they could be roping in Arshad Warsi ( who seems to have no other work than hosting some crappy shows ) too.

    ReplyDelete
  10. See a screen-shot of Malaika on Yahoo! Mail's login page.

    http://kapsi.blogspot.com

    For those who have not seen it.

    ReplyDelete
  11. Nikhil2:27 PM

    This blog is deteriorating into a page 3 equivalent of Indian blogs. Improve the quality of your posts Rashmi, atleast to keep the reputation of IIMs intact.

    ReplyDelete
  12. Yahoo not so long ago was the undisputed king in terms of brand recall and prominence on the net. This dominance came under threat with the runaway success of Google. Gmail is superior to Yahoo in my opinion not just for the enormous space but also for the nifty features that continue to get added to their service as it is in beta.

    I suppose many are deserting its service for Gmail and it could fade away into the sunset as an also-ran.

    Malaika Arora symbolises glamour. Her appeal is being used to garner attention to Yahoo Mail.That is all.. no more analysis required.. Whether or not Yahoo succeeds is another matter. personally i believe gmail will take the cake..

    Does anyone need invitations to open a gmail account ? Rashmi - you should switch to gmail and experience the difference. it is addictive when you use their uncommon features.

    ReplyDelete
  13. Why not Amitabh Bachchan to promote Yahoo! Mail? Here's a different take on this.

    ReplyDelete
  14. Anonymous12:10 AM

    really sorry for this - but your blog is getting as boring as the remaining snippets of nonsense on most of blogspot.
    MORE JAYES PLEASE!!!

    ReplyDelete
  15. Anonymous10:41 AM

    page 3 of blogs hah ha

    ReplyDelete
  16. saurabh11:07 AM

    rashmi, i can see the influence of mumbai mirror on your blog. your articles are slightly tabloidish nowadays. whatever happened to the incisive posts??

    ReplyDelete
  17. Hey Rashmi
    Pls check your mail.And I think Malaika looks pretty good in that Yahoo advert compared to how she normally looks.

    ReplyDelete
  18. Malaika is supposed to be some sort of a youth icon *sic*.
    Bottom line is, Malaika sells.
    Period

    ReplyDelete
  19. Anonymous6:47 PM

    Hey shilpi.. rashmi just checked her mail!

    ha

    ReplyDelete
  20. I think people should be banned from posting anonymous comments.

    ReplyDelete
  21. Anonymous9:54 PM

    May be they think that people are gonna look at Malaikar and jst shout out yahoo!... i kno its a bad one but even if you don't want to sign up for yahoo atleast their adverts would be eye candy

    Jatin
    www.twentyonwards.blogs.com

    ReplyDelete
  22. Anonymous7:46 AM

    Page 3??? Its becoming like Punjab Kesari in English...

    ReplyDelete
  23. cool blog
    yahoo is jus using the indian male..oops, did i jus say that?
    am a devoted fan of her (not the acting), so might be a weeeee bit prejudiced! :D

    ReplyDelete
  24. I dont agree that this blog is scrolling down to Page three status. This blog item is helping a good product like Yahoo from needlessly experimenting with P # kind of publicity.

    ReplyDelete
  25. Ashleyjd5:58 PM

    Last week's Yahoo print Add on the backside page of the businessworld Magazine seems more creative and convincing .

    ReplyDelete
  26. I find this funny. Whenever any female writes about anything remotely connected to men (or even women), she goes into the women liberation mode.

    She discusses, or as in your case implies, that this world is so unfair. This male domintaed society and blah and blah and then again blah.

    There is a great virtue called being contended. Bible teaches it. Gita as well as quran teach it. Modern Day women, sadly, have forgotten it.

    That is probably the reason, that I am still to some across any article written by a female that describes how happy female life is in its present form.

    ReplyDelete
  27. 减速机 齿轮减速机 SEW减速机 摆线针轮减速机 蜗轮蜗杆减速机 interlining
    明星代言 明星经纪公司
    制动单元 铝壳电阻
    modern abstract art sofa manufacturer
    净水器 开水器 净水机 净水 软水机 软水 直饮机 家用净水 家用净水器 家用净水机 中央净水 中央净水器 水家装 水家电 水卫士 混合机
    过滤机 DHL快递 俄罗斯签证 回转支承 Laser marking
    保险箱 法兰 法兰标准
    polycarbonate sheet 回流焊 波峰焊
    压球机 注册上海公司 儿童摄影
    牛皮癣 皮肤病 制氮机
    食堂售餐机 校园一卡通
    学校一卡通 ic卡售饭机
    食堂售饭机 深圳一卡通
    广东售饭机 机电设备安装
    北京发票 代开发票
    餐饮发票 住宿发票
    广告发票
    网络电话 免费网络电话
    假发 补发
    织发 植发
    压滤机 板框压滤机
    蒸馏水机 纯蒸气发生器
    上海搬家公司 上海搬场公司
    大众搬家 大众搬场
    张家界旅游 香港旅游
    深圳旅行社 打包机
    收缩机 对讲机 电源模块
    血管栓塞剂
    售饭机 水控机 水控器
    萎缩性胃炎 neoprene laptop bags
    SEO优化
    SEO优化 计量泵
    胃炎 胃病
    冷水机 冰水机
    工业冷水机
    北京特价机票 北京打折计票 北京国际机票
    北京机票预定 北京飞机票
    北京订机票 北京机票查询 饮料机械
    银杏 水培花卉 企业宣传片 空分设备
    化工泵 离心机
    电话交换机 程控交换机 集团电话 集装袋
    混合机 混合机
    混合机捏合机 捏合机
    捏合机导热油炉 导热油炉
    导热油炉 反应釜 反应釜
    反应釜 spherical roller bearing
    搬运车 搬运车 电动搬运车 油桶搬运车 堆高车 电动堆高车 半电动堆高车 堆垛车
    高空作业平台车 电动叉车 平衡重叉车 前移叉车 电瓶叉车
    韩国饰品批发 模块电源
    X架 超薄灯箱> 易拉宝 展柜制作
    代理服务器 游戏加速器 网络加速器
    网通加速器 电信加速器 电信网通转换器
    电信网通加速器 网通电信互转
    网通电信互通 网络游戏加速器
    美国VPN代理 美国独享VPN 美国独享IP
    pvc ceiling panel Spherical roller bearings
    SEO优化
    安全鞋 劳保鞋 防砸鞋 电绝缘鞋 上海安全鞋 上海劳保鞋 江苏劳保鞋
    服装软件 服装管理软件 进销存软件
    进销存管理软件 服装管理系统 服装进销存软件
    进销存系统 进销存管理系统 免费进销存软件
    吉林中医 东北特产
    打包机
    阳痿 阴茎短小 阴茎增大
    早泄 前列腺炎 阴茎增粗 阴茎延长
    国际机票 上海国际机票
    国际特价机票 国际打折机票
    砂磨机 砂磨机
    砂磨机 卧式砂磨机
    卧式砂磨机 卧式砂磨机
    三辊研磨机 三辊研磨机
    三辊研磨机 混合机 混合机
    混合机 锥形混合机 锥形混合机 锥形混合机 行星动力混合机 行星动力混合机 行星动力混合机 无重力混合机 无重力混合机 无重力混合机
    干粉砂浆设备 干粉砂浆设备
    干粉砂浆设备 捏合机 捏合机 捏合机 导热油炉 导热油炉 导热油炉 反应釜 反应釜 反应釜 搪玻璃反应釜 搪玻璃反应釜 搪玻璃反应釜
    乳化机 涂料设备 干混砂浆设备 无重力混合机 胶体磨 涂料成套设备 双螺旋混合机
    北京婚庆 北京婚庆公司
    400电话
    办证 呼吸机 制氧机
    亚都 亚都加湿器 亚都净化器
    亚都装修卫士
    饰品批发 小饰品批发 韩国饰品 韩国饰品批发 premature ejaculation penis enlargement
    安利产品 马来西亚留学
    网站优化 网站推广
    衬布
    代写论文
    代写论文
    论文代写 代写论文
    磁力泵
    离心泵
    化工泵
    隔膜泵
    螺杆泵
    潜水泵
    油泵
    耐腐蚀泵
    水泵
    拖链 防护罩 排屑机 塑料拖链 钢铝拖链
    化工离心泵
    计量加油泵
    自吸式离心泵
    管道油泵
    自吸式排污泵
    潜水排污泵
    自吸式磁力泵
    耐高温磁力泵
    不锈钢多级离心泵
    多级离心泵
    耐腐蚀自吸泵
    自吸化工泵
    玻璃钢液下泵
    液下式排污泵
    卧式离心清水泵
    氟塑料磁力泵
    磁力驱动循环泵
    耐腐蚀污水泵
    卧式化工离心泵
    玻璃钢耐酸泵
    防爆管道油泵
    不锈钢多级泵
    立式多级离心泵
    塑料磁力泵
    水泵厂
    手摇油泵
    上海水泵厂
    上海水泵
    离心泵厂家
    热水泵
    清水泵
    气动隔膜泵
    深圳装饰 深圳装饰公司 深圳装修公司
    特价机票 打折机票 国际机票
    机票
    新风换气机 换气机 立式新风换气机 风机箱 新风系统 能量回收机
    搅拌机 混合机 乳化机
    分散机
    毛刷 毛刷辊 工业毛刷 刷子 钢丝刷
    涂层测厚仪 硬度计
    兆欧表 激光测距仪
    测振仪 转速表
    温湿度计 风速仪
    超声波测厚仪
    粗糙度仪
    噪音计 红外测温仪
    万用表
    硬度计 万用表
    美容院 美容加盟
    澳洲留学 澳大利亚留学
    什么是法兰
    电烤箱
    酒店预定 北京酒店预定 北京酒店
    离心机
    nail equipment nail products nail product nail uv lamp nail uv lamp nail uv lamps uv nail lamp nail brush
    nail file nail tool nail tip nail gel curing uv lamps lights
    万用表 风速仪
    红外测温仪 噪音计
    苗木价格 苗木信息 标牌制作 深圳标牌 北京儿童摄影 防静电鞋 淘宝刷信誉
    威海凤凰湖 威海海景房 大庆密封件
    打标机 淘宝刷信誉 TESOL/TEFL国际英语教师证书 英语教师进修及培训 北京快递公司 北京国际快递

    ReplyDelete
  28. ^^ nice blog!! ^@^

    徵信, 徵信網, 徵信社, 徵信社, 徵信社, 徵信社, 感情挽回, 婚姻挽回, 挽回婚姻, 挽回感情, 徵信, 徵信社, 徵信, 徵信, 捉姦, 徵信公司, 通姦, 通姦罪, 抓姦, 抓猴, 捉猴, 捉姦, 監聽, 調查跟蹤, 反跟蹤, 外遇問題, 徵信, 捉姦, 女人徵信, 女子徵信, 外遇問題, 女子徵信, 徵信社, 外遇, 徵信公司, 徵信網, 外遇蒐證, 抓姦, 抓猴, 捉猴, 調查跟蹤, 反跟蹤, 感情挽回, 挽回感情, 婚姻挽回, 挽回婚姻, 外遇沖開, 抓姦, 女子徵信, 外遇蒐證, 外遇, 通姦, 通姦罪, 贍養費, 徵信, 徵信社, 抓姦, 徵信, 徵信公司, 徵信社, 徵信, 徵信公司, 徵信社, 徵信公司, 女人徵信, 外遇

    徵信, 徵信網, 徵信社, 徵信網, 外遇, 徵信, 徵信社, 抓姦, 徵信, 女人徵信, 徵信社, 女人徵信社, 外遇, 抓姦, 徵信公司, 徵信社, 徵信社, 徵信社, 徵信社, 徵信社, 女人徵信社, 徵信社, 徵信, 徵信社, 徵信, 女子徵信社, 女子徵信社, 女子徵信社, 女子徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信,

    徵信, 徵信社,徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 外遇, 抓姦, 離婚, 外遇,離婚,

    徵信, 外遇, 離婚, 徵信社, 徵信, 外遇, 抓姦, 徵信社, 徵信, 徵信社, 徵信, 外遇, 徵信社, 徵信, 外遇, 抓姦, 徵信社, 征信, 征信, 徵信, 徵信社, 徵信, 徵信社, 征信, 徵信, 徵信社, 徵信, 徵信, 徵信社, 徵信, 徵信社, 徵信社, 徵信社, 徵信, 外遇, 抓姦, 徵信, 徵信社, 徵信, 徵信社, 徵信,

    ReplyDelete

Disqus for Youth Curry - Insight on Indian Youth