Today mom was watching a show called 'Acchi Samayal sandehangal' (Acchi's presents For your doubts on cooking) on one of these tamil channels, where people would call up this expert chef/dietician (a different one every week) and ask whatever doubts they had wrt different dishes they wanted to cook (How do i make paneer fried rice, not the chinese one, but the indian one?), ingredient proportions (Do I need to use this exotic ingredient that everyone uses in this alien dish, if so why?), ingredient inclusions (Can i make this food without using egg?) etc.
The more i listened to the show, the more fascinated I was, cos it was so rich wrt to consumer insights...Paneer being an outsider in south india, people didn't know much about it... but it also has a high aspirational value....most of the doubts were on dishes that were famous but north indian or say made well only in brahminical families...
The interactive format is very interesting cos, people were forthcoming and talking about cooking methods, procedures, dishes they like/dislike etc. spontaneously and very honestly...the kind of richness that always doesn't come about after probing ;)
Tamil programming is very very interactive as opposed to the north which is very limited to smsing etc.
For eg. take Comedy time or
Pepsi Ungal Choice where people went beserk about the VJ (or the tamil gec equivalent of it) Uma, and got a kick speaking to her for 5 mins...even that show in retrospect gave us a sharp peek into the lives of people and their likes and dislikes wrt music
And of course Uma was a rock star overnight!
Quali research is an imp way to understand things undoubtedly, but for brand managers and account planners....interactive media can also give us real sense and feel of our TG, as the audience is very forthcoming during these moments
1 comment:
The lower SEC consumers who used to call into this show referred to pepsi as Fefsi and hence the VJ (a rather voluptuous looking woman straight out of the chennai silks hoarding with an exceedingly sweet voice) - was called fefsi uma :)
Post a Comment