{"id":129971,"date":"2026-06-06T16:45:36","date_gmt":"2026-06-06T16:45:36","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/06\/shahrukh-and-i-will-dance-a-million-times\/"},"modified":"2026-06-06T16:46:46","modified_gmt":"2026-06-06T16:46:46","slug":"shahrukh-and-i-will-dance-a-million-times","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/06\/shahrukh-and-i-will-dance-a-million-times\/","title":{"rendered":"ShahRukh and I will dance a million times"},"content":{"rendered":"

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Prime Star Nayakan was my brainchild as a younger advert govt dealing with Lipton Prime Star Tea which was bought to tea outlets. My perception gathered throughout discipline visits ingesting tea at 30 outlets a day was that every store proprietor was very happy with their tea and touted it as being superior to that of some other store. They have been additionally first-generation entrepreneurs and most had graduated from cell tea stalls to working a hard and fast store \u2013 an enormous achievement that deserved to be celebrated. So we celebrated a choose few with their pictures and a short life story on the aspect of the field. It was a packaging innovation and executing it was fairly complicated with the know-how of the 90s. The pleasure and happiness of the featured tea store homeowners is one thing that also brings out the nice and cozy and fuzzies for me.<\/p>\n

Advertising for One<\/strong><\/h3>\n
To create a product designed only for you and marketed simply to you is the perfect. Prices make this unviable for a lot of merchandise and audiences and therefore the necessity for each mass manufacturing and its sidekick mass advertising. Shah Rukh is legendary for\u00a0dancing at weddings for a fee<\/a>\u00a0which is out of attain for a lot of. And charging tens of millions for an advert marketing campaign. However in\u00a02<\/a>021 Shah Rukh featured in a hyper-local campaign from Cadbury\u2019s\u00a0<\/a>asking individuals to do their Diwali purchasing at their native outlets which have been struggling in the course of the Covid lockdown. The superb use of early AI was that the adverts talked about every store by title in his voice. Even higher? You may create your individual advert with your enterprise title utilizing his avatar. How cool is that? Or heat and fuzzy \ud83d\ude42<\/div>\n

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AI will trigger a proliferation in merchandise as we can have the flexibility to create merchandise for a market of 1. That can even trigger a proliferation of promoting. And naturally an eco-system to assist us discover our method by the noise.<\/p>\n

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Within the Shah Rukh Khan advert instance, it doesn\u2019t matter if the viewer is aware of that AI was used to get him to say the store title, as a result of the storyline stays genuine \u2013 that SRK needed you to buy at native shops and assist them have fun Diwali. This nuance is what differentiates this communication from shoddy adverts which can be being mass-manufactured with little thought \u2013 and makes me tremendous glad that I opted out of my IIM campus job to spend the primary three years of my profession working at Ogilvy.<\/p>\n

The NEW Advertising Stack<\/strong><\/h3>\n

What we have now to grasp is that machines are very a lot part of the advertising and gross sales eco-system. They will amplify your message, act as gate-keepers or be the decision-makers relying in your product and market. Entrepreneurs ignore them at their peril. However. People are additionally very a lot part of this ecosystem and carry out their roles as amplifiers, gate-keepers and decision-makers. The issue is when the identical content material is directed to each audiences. This ignores the truth that human consideration span is declining whereas the machine has an infinite capability to eat info (restricted solely by the price of tokens).<\/p>\n

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As entrepreneurs we have to create TWO advertising stacks \u2013 one directed on the machines and the opposite devoted to people. Now we have to consciously tackle the overlaps which can be certain to happen. And once you get the eye of a human \u2013 who nonetheless management many of the spend \u2013 deal with it as the valuable useful resource it’s and don\u2019t feed it AI slop.<\/p>\n

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These two audiences require completely different advertising channels, content material and affirmations of credibility. So relatively than AI lowering the price of advertising it’s extra more likely to enhance it. And you might want extra individuals.<\/p>\n

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I actually loved discussing this with the advertising workforce and CEO at CIEL HR (I’m on their Board as an unbiased director) on the newly renovated Royal Orchid Yelahanka (I retired from the Board of Royal Orchid a couple of years in the past). As a human nothing replaces in individual conferences with fellow people whereas consuming superb mango tiramisu \ud83d\ude42<\/p>\n

The OLD advertising ideas<\/strong><\/h3>\n
The excellent news \u2013 a minimum of for me \u2013 is that even because the channels and audiences evolve the ideas of promoting stay the identical. So if you realize your advertising fashions you may apply them to the brand new client universe. You need to use AI to do the laborious work of analysis and software in fact, however you really want to know the correct frameworks to use. If you happen to\u2019re unsure you do, take this\u00a0\u201cDo you know your marketing frameworks\u201d quiz<\/a> from my web site.<\/div>\n

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Even higher information \u2013 once more for me \u2013 is that the books I wrote are nonetheless related \ud83d\ude42 If you happen to\u2019d prefer to learn extra anecdotes like Prime Star Nayakan or uncover frameworks that can enable you to do low value advertising do purchase a replica of\u00a0Marketing Without Money<\/a>.<\/div>\n

I need to really feel like I matter \ud83d\ude42<\/strong><\/h3>\n

I\u2019ve been studying a e-book referred to as \u201cMattering\u201d which says that every one of us need to really feel like we matter to somebody, even when it’s only briefly and within the context of a business interplay. After the workshop yesterday I went with a bunch of teenagers to a gelato store referred to as Milanos, which sells a \u201cflower\u201d cone. That is ice cream hand-carved to seem like a rose \u2013 for Rs 200 I loved the eye \ud83d\ude42 I used to be glad sufficient to submit a pic on my instagram \u2013 thereby feeding each the machines and human eyeballs on their behalf!<\/p>\n

If this text made you smile or gave you a pop of perception please do write again and let me know!<\/p>\n

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This has been written completely by hand and no AI was concerned within the analysis or writing. It\u2019s created by a human for fellow travellers.<\/p>\n<\/p><\/div>\n