I am a master in India

Chapter 128 The Ultimate Truth of Advertising Communication

By mid-April, the Suer Electric Appliance Factory had shipped another 15,000 water air conditioners.

After working in two shifts, production capacity has increased significantly and has exceeded one thousand units.

This batch of water air conditioners is still being bought by dealers in Mumbai, and their payments will probably arrive in a week.

If nothing unexpected happens, Ron will soon make a profit of more than 580 million rupees.

He loves this local sales network. The payment is so fast and there is almost no financial pressure.

Of course, this is just wishful thinking. Orders from Mumbai will inevitably decrease gradually.

Ron now has orders for 4 units, half of which come from foreign countries. At that time, it would be good if he could get the payment within a month.

These orders will keep the Sur Electric Factory running at full capacity for another month and a half, so Ron has to think ahead about what's next.

It goes without saying that the component sales team is responsible for business, and television advertising is also a very important part.

Putting the factory aside, Ron went to Bandra where Mary and her friends lived.

"Is old Lal ready to start filming?" He was lying on the bed with his arms around him, looking very comfortable.

"He's been busy with copywriting, filming, and team matters for the past half month. Now that the plan is finalized, of course we have to start filming immediately." Mary patted his arm, her hair was pressed down by it.

"I don't know if it's too late to get here before the end of the month." Ron shifted his body and started to play tricks with his other hand.

"Shooting a commercial is quick, Ron." Lena stopped him in his tracks. "We can finish it in a week."

"I have to go and take a look. After all, it cost me 200 million rupees." Ron gave Lena a look, who rolled her eyes at him and then slid down silently.

"I'm even a little jealous of old Lal," Mary said with a hint of jealousy. "He can get a budget of 200 million for a commercial."

"Oh, dear," Ron said, his expression a little uncontrollable. "Don't worry, you two will definitely be able to participate in the production of a movie."

"That's exactly what I was planning! Do you know? Chandra is preparing to sign a long-term agency contract with us!" Mary's eyes sparkled.

"Okay, after I meet old Lal, we'll go talk to Chandra together." Ron held his breath and stretched his legs.

After an in-depth discussion with Mary and Lena, Ron turned and went to Ager's home in Bandra.

Ajay was on duty at the police station, and the old Lal family welcomed him warmly. After entering the warmly decorated living room, Ron discovered that there was another guest, Vikram Chandra.

He is a freelance writer who was in charge of the copywriting for this advertising shoot. He is about 30 years old and speaks fluent English.

Ron knew little about the Indian literary world and had never heard of Vikram Chandra.

This is not surprising. Even if they are famous writers, they don’t have the money to hire them to write advertising slogans.

They sat down and began discussing the specific filming plan. It was mostly them talking while Ron listened. As an outsider, he couldn't offer professional advice.

There are only two core themes of the advertisement: one is cheap, and the other is good for health.

Old Lal agreed very much with Ron's original mercenary line "If it's expensive, I won't buy it", so he decided to write the advertising slogan around this line.

"Air conditioning is too expensive? Choose Sol Water! Electricity is too expensive? Choose Sol Water! The air is too cold and I'm prone to catching a cold? Still choose Sol Water!"

The main point is the ultimate truth of communication studies, repeat!

Old Lal performed a narration with a very Indian flavor on the spot with unparalleled enthusiasm.

Ron and Chandra almost applauded him, his dialogue skills were worthy of his reputation as a Bollywood director.

"Mr. Lal, what you said makes me almost moved." Ron was very satisfied with the advertising slogan.

"This is thanks to Vikram. The words he wrote are short and powerful and can be remembered after reading them once." Old Lal was excited.

"The most effective way to make advertising slogans simple and memorable is repetition." Vikram Chandra knows this well.

He has written lyrics for many advertisements in magazines. This is his first time working on a TV commercial, so he is very dedicated.

"That's right, that's how it should be. It would be best if it could reach the point of brainwashing." Ron couldn't help but think of Melatonin.

That is the brainwashing model of the advertising industry, even three-year-old children can sing it.

"By the way, Mr. Sur, do you have any requirements for actors who appear in commercials?" asked old Lal.

"At least the image isn't offensive."

"Of course," he nodded. "Maybe we should choose a woman."

"Because women spend more time at home, they have a greater demand for water-based air conditioners?" Ron asked.

"That's one reason women are more likely to pay attention to these shopping ads, especially if their neighbors have something. They'll try every possible way to convince their husbands to buy the same thing. It's all about keeping up with the Joneses."

"Indian women love to compare with each other!" Vikram nodded with deep feeling.

After saying this, the three of them looked at each other and laughed.

They were, of course, discussing middle-class Indian housewives, the only target group for water-cooled air conditioners. They more or less had control over household expenses and enjoyed a certain social status with their husbands.

"So we need to find a beautiful but non-aggressive female star." Ron pondered.

“It can’t be too expensive.” Vikram suggested considerately.

"I think I have a choice." Old Lal quickly ran through his list of actors in his mind. "Who is it?" Ron and Vikram asked in unison.

"Manisha Koirala, a Nepali woman who has just made her debut."

Manisha Koirala comes from a politically prominent family in Nepal. Her father is a former cabinet minister of Nepal, her grandfather is a former president of Nepal, and so are her two great-grandfathers.

But due to political struggles, Manisha Koirala was sent to India by her family when she was young. She grew up in Varanasi, went to school in Delhi, and later came to Mumbai.

Manisha has wanted to enter the entertainment industry for a long time. She worked as a model and starred in commercials when she was studying in Delhi, although her family did not support her.

Four years ago, she made her debut in a Nepali film, playing a supporting role, which received mediocre response.

Two years ago, she transferred her work to Mumbai and participated in an Indian film for the first time, still as a supporting role, and then continued to flop.

After two consecutive attacks, the family's resources were almost exhausted. After all, we were far away in Nepal and the support we could provide was limited.

Her situation has become bad. If the two movies she starred in last year still flop, she will inevitably be labeled a "box office villain."

In fact, some of the effects are already brewing. Manisha recently contacted several directors here in Bollywood, but no one promised to sign her.

The agent ran around every day but didn't bring back any good news, so Manisha simply hid in the apartment, drinking and sleeping.

She lives on the ground floor of a building in Juhu, which is also close to Bollywood but not as comfortable as Bandra.

Manisha's savings were limited, so she had to live here for the time being. Her apartment had a small room with two faded sofas that served no other purpose than sitting on them and taking off her shoes.

The apartment has a separate kitchen, a traditional toilet with a squat toilet, and two bedrooms. There are no chairs in the bedrooms, so guests who come to her house sit on the bed.

The TV was always on, next to a cheap stereo. The apartment was dark, with cracked plaster ceilings and rusty walls.

But Manisha still lives comfortably, with a bouquet of plastic flowers on her bedside table and a listless toy gorilla next to it.

There was also a row of wine glasses in the bedroom, all sorts of different kinds, as if they had been specially collected. One of them still had half a bottle of wine in it.

As for Manisha, she was lying on the bed, fast asleep, completely naked.

Ding-ling-ling. The sharp cry made the white figure twist.

Under the repeated urging of the ringing, Manisha finally stretched out her fair arms and groped to pick up the phone.

"Hello! Director Lal? Of course I'm free. I'll be right over!"

Manisha jumped out of bed, her big, white breasts swaying from side to side. She frantically searched for clothes, bras, pants, and shirts scattered all over the floor.

After finally packing up for half an hour, she grabbed her bag and ran out the door like a flash.

Ron and old Lal were sitting and chatting in a seaside cafe in Bandra. The sea view outside was refreshing.

This is considered a suburb of Mumbai, but due to the rise of Bollywood, it now has the appearance of a new metropolitan area.

Well-known directors, screenwriters and celebrities have settled here, and its future is destined to be extraordinary.

As the two were discussing advertising rates on Indian television, Manisha hurried into the cafe.

"Director Lal, sorry to have kept you waiting." She was very polite and didn't look like she was drunk in the apartment at all.

"Ms. Koirala, please take a seat." Old Lal smiled and nodded. "This is Mr. Sur."

"You can just call me Manisha," she bowed and then looked at the figure beside her, "Doctor Soul?!"

"You know me?" Ron was stunned.

"Oh, it's really you!" Manisha smiled. "I've seen it on TV and in the newspapers. Thank you for everything you've done for the people of Mukden."

Well, this is a Mumin woman, but why is she not wearing a headscarf?

Ron guessed it was because of Bollywood, where the religious imprint was most diluted because you had to please all groups.

"That was just something I did subconsciously, without thinking too much about it."

“Allah says that the more you face your fears, the more your true self is revealed.”

Ron smiled and looked at old Lal, who shrugged.

"Manisha, let's talk about commercials. Mr. Sur's electrical appliance factory is going to air a commercial for water-cooling units on All India Television. Are you interested in appearing in one?"

"Of course, any advertisement for Dr. Sur is fine!" Manisha agreed without hesitation.

Don't be picky at this time, she needs any opportunity to appear abroad. Acting in commercials is an important way for actors to gain popularity.

What's more, Dr. Sur was even more charming than on TV, which made Manisha unable to say no.

"Is it okay for the advertising slogan to be in English?" asked old Lal.

“Although I grew up in Varanasi, I went to an English school,” Manisha said in English.

"You grew up in Varanasi?" Ron asked suddenly.

"My grandmother's home is in Varanasi, and I have lived there since I was a child."

"What a coincidence, I'm from Varanasi too." Ron's eyes lit up.

(End of this chapter)