ET Now: Mind mapping the stock market

'Always Thinking Markets' is the new mantra around which ET Now has based its latest campaign.

Trading in the stock market is no walk in the park, and one needs to be constantly alert and aware. Times Television Network's business news channel ET Now, in its new brand campaign conveys the message built on the notion 'Always Thinking Markets'.

The communication, with simple anecdotes, shows how the investor is forever engrossed with the market conditions, irrespective of the situation he finds himself in.

Created by Lowe Lintas, a series of three television commercials show people in various situations -- at the hospital with a newborn, chasing a thug on the street, and at a movie date -- think only about the stock market. The core message is -- Always thinking markets.

Smeeta Neogi, vice-president, marketing, ET Now, tells afaqs!, "We do a lot of stock recommendations. With our interviews and stories, the orientation is always around markets. With 'Always Thinking Markets', we take this thought of being market-oriented even further."

She adds that 'Always Thinking Markets' is now the channel ethos, and will be imbibed by ET Now in its content and communication.

"We had to show how ET Now is the premier stock market channel. We spoke to the editorial team and found how they constantly thought about the market conditions while providing leads, conducting interviews and doing stories. We also saw how the channel's primary target group always has an eye firm on the markets. From both ends, the thought fit well," says Arun Iyer, national creative director, Lowe Lintas.

He adds that the execution has been deliberately kept simple and humorous for a wider appeal, while the overarching thought can be owned by the channel for a long time.

"Who says business channels need to be serious all the time?" Iyer remarks.

The TVCs will run across channels until the Union Budget is announced, when another campaign will be broken around the Budget. Calling the campaign thought very extendable, Neogi says that further communication, too, will rest on the same.

Besides television, the media mix for the campaign includes extensive use of print, outdoor (beginning 2012), cinema, digital, and activation.

The TVCs have been directed by Nikhil Rao of Jamic Films. The media duties for ET Now are handled by Madison Media.

What's on your mind?

The TVCs have evoked mixed responses from experts, who think that the idea seems to be slightly trite and a lot more could have been done with the same.

Sambit Mohanty, executive creative director, Bates 141, says, "Always Thinking Markets seems to be yet another attempt by a financial brand to convince people that they live, eat, and breathe business. Nothing wrong with that, though I think it is a staid approach for a business news channel that had an opportunity to package itself more sexily."

Mohanty's pick of the lot is the 'thief' film, with its tongue-in-cheek line (sone ka bhaav tezi se bhaag raha hai).

"There isn't much competition in this category. The ads, hence, may stand out by virtue of that," he says.

Amit Kekre, planning head, Mudra West, too, has a similar opinion to offer. He says that the strategic insight is simple, and in place. However, he points out that the idea of being obsessed with something at all times is not unique, and has been used by various categories.

"If the idea is to bond with people who are always thinking about money, then the thought works, but not if it is to increase viewership. Not everybody is money-minded all the time."

Kekre finds the 'movie date' film to be the one that works best, while in the other two, he finds the connect to be slightly stretched.