The media landscape in India is changing. It literally takes minutes for a breaking news to spread across the globe. Nothing gets hidden from the users. Be it a highly classified video, or a scam or a simple news that should not have come in open.
Nothing is a secret anymore, absolutely nothing.
The two main reasons that have contributed immensely to this phenomenon are blogging and social networking.
Today I came across another example of this. It may end up costing the agencies involved lakhs of rupees if not more. Here are the details of the story.
Have you seen Silky Kumar video, “Scent of Desire” on Indian TV channels. It is presumably a start to a long drawn advertising campaign for Axe. It seems that Hindustan Level Limited (HLL), the company behind AXE Deo spray meticulously planned this campaign. They wanted the audience to believe that “scent of desire” video is just another pop video, which comes and goes.
However, like one of the blogger guessed, that is not the case. Have a look at following video if you have not seen it already (I could not even get through seeing the whole video- such pathetic stuff). I had not seen it either before stumbling upon this news at WATblog, which led me to this blogger story revealing the plot.
However, the story gets interesting after the ad agency sends a polite but threatening mail to the blogger who revealed the plot behind this video. The agency not only send the mail, but also deleted the comments which blogger had written.Here is how blogger put the jigsaw puzzle together, in his own words.
Well I was as well. I mean, well the song was catchy, and it seemed crazyass and weird, but still, if MTV is showing it, then must be some singer.
But I’m in the media sphere,and my primary interests are advertising, so I decided to do a bit of googling, on Mr.Silky Kumar.
I found a blog on RealTravel by Shans, who was one of the foreign gals in the video, and there, well I learnt the truth, that this was a promo video for a new Axe Deodorant.
I also did some searching on AgencyFAQ’s, and found that HUL, was planning something similar to the Sunsilk campaign, for the Axe Deo, but as usual there wasn’t much there about it.
The funny thing is, on YouTube, the comments section, most of the comments are by
someone who joined like a week back, and all different id’s yes, but all saying, that either they know Silky Kumar, or that they are soo in lovvvee with him..
I should say he put the pieces together perfectly !
Welcome to the new media.
(Note: my analysis is based on the sources given within)