In past 3 years we have seen so many new B Schools opening up in Ahmedabad – United World Business School, Xcellon, SBS, TBS, ISBM, IBMR, ISBA, Amity. With so many options available to an aspiring MBA student, it has become necessity for the B Schools to heavily advertise in print, outdoors and radio so as to ensure that they become the most preferred choice of a student.
But what has been missing is any real effort by any of this colleges to target the students on social media. But I was pleasantly surprised when i saw a YouTube video link of Shanti Business School on my FB news feed (shared by a friend), and the thumbnail of two animated characters really got me inquisitive to see the video.
After seeing the video I felt who is the creative genius behind this! (sarcasm intended)
Original Video posted on Shanti Business School YouTube channel
I am appreciative of the fact that Shanti Business School tried something different in a form of witty and humorous YouTube video. But unfortunately the poor treatment of humor does more harm than benefit to the SBS brand.
3 things that makes this video poor
1. Poor Brand Positioning
- ‘Is se to mahine ka aloo pyaaz bhi nahin niklega, aur upar se chor ka naam ka kalank lag jaayega’
- ‘Ab hum gaajar nahin, gaajar ka halwa khaatein hain’
This kind of lines will surely will make people remember the video (the way I did) but leaves behind a non-positive and non-serious brand positioning and that’s the last thing you need as an educational institute.
2. Poor contextualization – My conclusion after seeing this video was that if a young person wants to make money and good living without being a daku or chor then he should pursue SBS executive education course. Why would you want to compare your TG with chor-daaku? And who would want to be a batch-mate with some gali ka gunda!
3. YouTube basics missing – video title like Shanti Business School – Executive PGDM is not going to take your video anywhere. Ideal video title for YouTube videos are one which will create curiosity, for eg: ‘How to earn your next promotion’
If you do all the effort in making a YouTube video, it is important that you do it well to create a positive impact on the brand. Always a good thing is to show a video to few people and take their feedback before uploading it on a public forum like YouTube.