Cover Story: Crowd Sourcing
Brand Voyage: Wikipedia
And our new addition: “Vintage Vignettes”. A look back in the past, the section will take you through rare and old print ads.
Click on the picture to go through this month’s issue.
It’s that time of the year again! 2013 witnessed a wonderful wind of change in the field of advertising. We saw fresh and unexplored themes, emotional branding, and bigger brand ambassadors (remember how seeing Hugh Jackman in the new Micromax Turbo advert caught you by surprise?). Be it the heartwarming ad from Google India or the thought provoking one from Tanishq Jewellery, many advertisements this year weren’t only limited to promotion of their products, they told you a story; ‘Saying while Selling’ has become the order of the day in advertising.
Another noticeable change we observed was the increase in the duration of these commercials. They lasted longer, but they managed to successfully engage their viewers. An increasingly popular way to determine an ad’s success has become the number of ‘views’ and ‘shares’ it has on the internet. Ads today have millions of views on YouTube, lots of buzz on social media and have likely been conversation topics at dinner tables, parties and classrooms. In using social media along with traditional TV ads, companies aim to boost brand awareness among young people. An advertisement becomes successful when people not only just watch it but also want to share it with others they know.
Despite marketing challenges like clutter, reducing attention spans and selective retention, advertisers today are trying hard to captivate your interests, and most of the below mentioned advertisements have successfully managed to do so; some even managing to linger after they’re viewed. As 2013 comes to an end, we bring to you our pick of what was the most memorable in advertising this year. This is a mix of advertisements/TVCs from both India and abroad. You’ll find some of these ads to be poignant, some audacious, some hilarious, some powerful and some simply inspiring. Watch them, if you haven’t yet.
You are more beautiful than you think— these seven words sum up what this ad aims at telling the women of the world. What began as a ‘compelling social experiment’ turned out to be one of the most shared videos of all times. Simple, emotional, powerful and real.
Even if you believe that a bottle of soft drink has nothing to do with happiness, it’s the idea of spreading happiness through random acts of kindness that strikes a chord. The Indian version of the campaign was along the same lines with a catchy composition by Amit Trivedi, “Haan main crazy hoon”. The punch line of the Indian TVC by McCann Erickson is ‘Khushiyaan lutao, crazy kehlao’ (Spread happiness, be called crazy). It radiates positivity and brings a smile to your face.
It’s got Shahrukh Khan transforming innocent onlookers into drooling, gulping, longing, lip-smacking children. Yes it’s funny and cute but what captures your attention is the interesting soundtrack that plays in the background. (What language is that?) Catchy and hummable.
Another simple and powerful ad campaign. This is a series of ads from UN Women which shows how prejudice against women is a problem across nations. It uses Google’s autocomplete feature of actual searches to reveal widespread gender inequality in the world. The campaign garnered strong reactions through social media.
A perfect example of authentic advertising, this viral video is sure to melt your hearts, perhaps even moisten your eyes. By saying “It’s never been just about the flying…Visit Mum” at the end, British Airways nailed it, successfully managing to emotionally connect with its target market- Indians settled abroad. Don’t miss this one.
Creativity at its best. What better way for a handwash to captivate the consumers’ interest than during the time when washing hands is most essential- before having food; and what better way to reach out to a massive target audience than the Kumbh Mela which attracts millions of people.
One of the most novel campaigns of the year, it generated a lot of media coverage. Watch the video to know more.
Short and simple, these series of TVCs catch your attention. The tagline- ‘hawa badlegi’ refers to the proverbial ‘winds of change’ one is seeing or hopes to see in our society.
A dusky, confident bride, with a daughter, who is all set to remarry — what a beautiful attempt at breaking societal norms! Created by Lowe Lintas and directed by Gauri Shinde, this ad again received a lot of popularity on social media sites. It’s an unconventional ad for contemporary Indian jewellery, that tries to breaks traditional stereotypes about Indian women. Fresh and thought provoking.
Jean-Claude Van Damme doing “the most epic of splits” between two slowly reversing Volvo trucks, showing the precision of the vehicle’s dynamic steering— this ad will have your eyes glued to the screen. The intriguing ad became viral across social media sites. With 60 million YouTube views in less than a month, it proved to be epic indeed! (We have our own different versions featuring Ajay Devgan and Rajnikant, but then, that’s another story!)
Social media became abuzz with this ad which depicts two elderly friends who reunite for the first time after the partition of India and Pakistan, with the help of a granddaughter who uses Google’s search functionality. Created by Ogilvy, this ad managed to strike an emotional chord with people across both the nations, and will surely overwhelm you. With around 10 million views and innumerable shares and tweets, it is a perfect example of an emotional and engaging ad. Google will certainly continue to be our default search-engine for a long long time!
Relatively new, this is a heartwarming ad which explores the delight of gifting a present, wonderfully exhibiting the student-teacher relationship.
There’s also a refreshing take on the unmissable signature Titan tune. Well-executed!
This ad was in continuation of The Hindu’s campaign with the theme of ‘Behave yourself, India. The youth are watching’. It is a funny and satirical take on the inconsiderate and brazen behavior of the Indian politician. With more youth actively participating in the functioning of the democracy, it’s time to set a good example.
There are a number of other ads too which were memorable and effectively managed to connect to the consumers this year. Recall an interesting ad campaign in 2013? Share with us in the comments section below.
India – the most diverse nation offers the marketers a wide array of segments to choose from. Given the heterogeneity in India, when it is said that every 12 miles, there is a change of dialect, a unique dilemma is posed before the marketer as to how the alignment of the marketing programme needs to be done. The dilemma is elementary and abstruse at the same time. Elementary dilemma is, ‘which media gives my brand the bang for the buck? Which one delivers sales? Which one delivers image?’. The complex part deals with efficacy. It gets tough to know as to which avatar did what for my brand. Issues related to efficacy can be summarized in one statement made by John Wanamaker – the father of modern departmental store and modern advertising: “I know that half of my advertising dollars are wasted … I just don’t know which half.” The dilemma of a brand manager will continue. Indian customer is arriving at a state of maturity where he can no more be enticed by a sultry advertisement. And when it comes to serving a huge group of heterogeneous people where you need to take care of the religional, regional, cultural political (the list goes on) sentiments of people, given that Indians hold a masters degree in Jugaad, (yes, there is a famous book dedicated to Indian Jugaad!), it is a unique blend of challenges as well as a joyous ride for the marketer to sail through the tumultuous waves of the Indian customers’ mindset. The journey is not at all a rhythmic ride.
It is amazing to see how Indian marketers are leveraging this heterogeneity of Indian consumers and optimizing it to their profitability. The most recent newsmaker is Indian phone maker Micromax– which is set to dethrone Samsung in the smart phone segment (which can be summarized in 3 words – ‘It came, it saw, it conquered’). Shubhodip Pal – CMO of Micromax attributes this to the immense know how of Indian culture by the marketing team. For instance, with recent Micromax Campaign ‘Fly to Brazil’ via Khatron ke Khiladi show on Colors, Shubhodip Pal aimed to target the youth (youth refers to young by attitude and not only age) of the nation. The campaign is said to have increased sales by a whopping 20%.
Just some food for thought – why fear slowdown? The government of India should unleash its marketing expenses to attract tourists as this is the best time to entice them taking an advantage of rupee faring bad which will help them get more rupees to spend against the same budget for holidays. Also, companies can use it to their best by attracting talent at low rates than which could be possible during the boom.
A brilliant marketing reach was accumulated by Lifebuoy when it targeted the world’s largest gathering – Kumbh Mela to market its product. It carved the wordings on 2.5 million rotis – ‘Aaj Lifebuoy se haath dhoye kya’ (Did you wash your hands with lifebuoy today?). The campaign was a truly “hatke” – different from the crowd – no hefty toll on pockets by advertising on television. Another instance of jugaad marketing done by Indian marketers is the availability of shampoo sachets – right hit on the mindset of the Indian consumer who always looks at ways of cheap luxury. This technique was a huge success especially when it comes to targeting rural markets and any new players have to make shampoos available in sachets to survive in this industry. It’s not just the FMCG sector that has benefitted from sachet marketing; it’s the telecommunication service providers which are using this as a warhead to thrive in the hugely competitive Indian market with one of the lowest Average Revenue per User (ARPU). This can be corroborated by the recent innovation of Airtel to provide users with Re.1 per video. This is just not a loss leader strategy. Data can substantiate what I am trying to convey. Currently, companies offer 1 GB for Rs 125 which means 1MB of data costs 12.2 paise for monthly pack users. Considering that a video requires 5 MB of data, in the Re 1 packs, a consumer is paying 39 paise more for a video, compared with the monthly data pack users. There are plans for one paise per 10 KB data, or Rs 1.02 an MB. (Business Standard, 2013). Result: At the end of June 2013, 24.4 per cent of Airtel subscribers were data service users, up from 20.6 per cent a year ago. However, it’s a win-win situation as consumers also need not to go for monthly commitment. The success stories are endless with Kishore Biyani replicating the ambience of a street market into a supermarket to entice an average customer thereby crossing a huge hurdle of ‘supermarkets means high prices’ in the mind of consumer and Tata tea blending its ‘Jaago Re’ campaign with elections of 2009.
Hence, given the wide array of Indian consumers, marketing in India has catapulted from bombarding in the mass media to more sophisticated levels as companies are enthused into gaining a larger pie of the market share.
India has always been vivacious, an abode of rich and colourful culture, a place always inviting, imbibing and conglomerating to a synthesis which has always intrigued and awed foreign eyes. With the opening up of Indian economy in 90s and liberalisation in many sectors the churning up process began leading to entry of foreign brands in Indian markets in almost all sectors.
The Great Indian bazaar is as varied as its culture, as inviting as its history and as volatile as its rivers. The layer of Westernization strongly associated with the urban population and the differences in purchasing power of rural consumers add to the cultural diversity. While around 54% of Indians earn less than one dollar per day, there is a niche of consumers who consume brands like Tag Heuer, Mont Blanc, Mercedes Benz, Louis Vuitton, Baskin-Robbins and Tropicana.
Marketers need to build a sound business model after taking into consideration the psychographics and cultural nuances of consumer segments. The challenge for marketers is to ensure a judicious mix of traditional values and contemporary thinking for such segments. It’s about understanding the difference between the flamboyant nature of a Punjabi customer and the more reserved nature of a Gujarati, and speaking to each of them in the specific cultural register that they respond to.
The Indian marketing context is a medley of contemporary lifestyles, and traditional values, marked thriftiness and experiential indulgence. It is one of the most promising markets in the world, evolving faster than ever across all socioeconomic strata, regions and town classes. Here in Indian Bazaar, it’s not difficult to see the magic that lies in the country’s artisanal crafts and textiles. From the foothills of the Himalayas to the tip of Kanyakumari, there is tremendous variation. We wear them with ease, in a terrific mix of drapes and silhouettes. And we wear them everywhere, to family get-togethers and grand dinners alike.
Fine dining may have its own charm, but young, educated entrepreneurs in India are taking to the streets when it comes to offering global cuisine. Unlike earlier, when North Indian dishes or Indo-Chinese food ruled the streets, these new innovative kiosks and laaris are pampering the taste buds of a well-travelled Indian and at a cheaper rate. A luxury once available only in international hotels and leading restaurants is now available on the streets at prices as low as Rs 50 per dish. Street food is taking the Indian Bazaar by storm, but it’s not just on the streets anymore. While food trucks are bringing high end cuisine to the streets, more and more restaurants are bringing street food indoors. Like Chowpatty, its downtown counterpart, uptown Juhu Beach is a bourgeois paradise, filled to the gills with screaming children, courting couples and rowdy adolescents. We get coffee sold by cycle rider there, we also have corner stall coffee seller. If you want a fancier excursion, retreat behind Juhu’s many five star hotels, for a steaming cup of coffee and a splendid view of the coast. This is a true essence of ‘The Great Indian Bazaar’.
Mumbai Dabbawalas, who are world famous for their food supply network are the perfect example of excellent supply chain and logistics management. They get astounded when they are told that their business is a perfect example of Six Sigma. For them even a single mistake in a million is unpardonable. They have been able to achieve excellence in their operations not because of technology but because of their commitment and sincerity. Indeed, Marketing implies to the means and mode of highlighting a concept to the masses, whether product or service, to such a level that it starts selling like a hot cake compared to their historical trend. For example, a common saying about American businesses is “ Americans can sell ice to Eskimos”. This simply highlights their marketing skills.
India is a shopper’s paradise. There is an astonishing variety of dazzling handicrafts, textiles, jewelry, furnishings, art, spices and much more on display in winding bazaars, busy markets, state emporiums and street stalls; at ancient historical sites and shining new malls. The great Indian Bazaar produces both traditional and modern goods, and sometimes a compelling mix of both — such as designer fashions inspired by traditional costumes.Retailing in India is coming of age. With the advent of modern day malls, retailing is no more limited to buying and selling goods and services. Malls are being developed as complete destination centres which not only provide the advantage of shopping under one roof but also expose customers to the latest arrivals in the market.Bazaars, markets, emporiums, street stalls, and malls, here, from one end of the subcontinent to the other, overflow with a dazzling array of handicrafts, textiles, jewelry, furnishings, art, spices and much more.
The diversity of Indian Bazaar is exhibited at its best in village fairs where stalls spring up with toy-sellers and sweat meat sellers attracting every child by it’s charm. The toys and the sweat meats are dust-laden as every blow of wind lays a fresh coat of dust on them but that is not sufficient to diminish it’s aura in the child’s mind. At some distance from the stalls we can see a juggler performing his tricks. The simple-minded villagers see his tricks with open-mouthed wonder and feet beside themselves with joy at every new trick. There are also some, enjoying the feats of a ropedancer.
Another side of the coin depicts an annual extravaganza conducted by India Trade Promotion Organization in the form of the world’s leading trade show ‘India International Trade Fair’ that gets embellished with an array of products and services to the visitors as well as business associates. Through its Special Display sections of Techmart it showcases the innovative technologies and products of small and medium enterprises.
The Great Indian Bazaar has now expanded and exploded beyond all proportions. The amalgamation of Marketing Mix in it can be depicted by following lines:
“Markets in India, the unique and the varied,
From Desi the heart, to videshi the breed;
From rickshaws to Benz, the beggars on street,
From Temples to Mosques, the thugs to cheat;
The Gucci’s, the Versace’s, the Spencers and Mark
The Hiltons Sheratons, Hyatts and the Clarks;
The Starbucks, the Tacos, the McD’s to embrace,
The dhabas, the curries and the “Dubbas” to Grace!!”
“The future belongs to those who understand that doing more with less is compassionate, prosperous and enduring and thus more intelligent, even competitive” – Paul Hawken
Sustainability is a major concern for marketers in the 21st century since marketing strategies and activities are inextricably linked to the future of the natural environment that sustains all life. The scope of sustainability is broad, and companies are being held responsible for issues such as reducing consumption of scarce resources, not harming the natural environment, ensuring sustainable supply chain management, reducing climate change, sensing consumer concerns about sustainability, increasing global economic stability through sustainability, and proactively managing business processes to protect the natural environment.
In present marketing world consumers are conscious about their shopping choice and prefer sustainable or green products. According to a recent study mainstream consumers have shown an interest in environmentally friendly products and are suggesting the manufacturers and retailers follow suit with more of these products. The underlying question is “How can firms achieve competitive advantage by use of sustainable business practice as marketing strategy?” the answer is very simple i.e. To the extent that sustainable practices are desired by consumers, firms can use them as bases for marketing strategy if they can adopt them differentially and defensibly.
HSBC is engaged in a multipronged environmental effort, including lobbying to regulators and government agencies, a green investing partnership with high profile NGOs, another partnership for conducting research into climate change, opportunities for employees to engage in research for these partnerships, retro fitting of branch offices, and developing and promoting green products, such as paperless checking, with some proceeds going to environment-related charities. (GreenBiz, 2007)
A recent survey of leading MNC’s showed the most common efforts in sustainability targeted lower energy use, reduced solid waste generation, and reduced air pollution (ClimateBiz, 2007). Because the market is vigilant in examining sustainability for example PepsiCo, HCCB, Asian paints, Glen mark etc.
The fundamentals of segmentation, targeting and positioning don’t go out the window when sustainability walks through the door. Sustainability can be integrated to marketing strategies in a very simple way by simply following the basics of business which is to refocus on the target audience because the target for sustainable product development should not be some other group of conscious or green consumer but the loyal customers of your product. They are the one who buy and associate themselves with your product.
Nike has targeted its recycled and waterless dyed apparels to athletes and sports oriented people instead of targeting a different group and it has been a huge success.
Toyota created a brand synonymous with dependability and durability. The success of the Toyota Prius hybrid car was certainly because of its long-held attributes alongside innovation and eco- friendliness. One other vital rule is that the aim shouldn’t be to improve brand’s reputation or build consumer trust but to reinforce what you stand for in the minds of target audience.
Ariel laundry detergent started Its Turn to 30° campaign promised that even at low temperature, “With Ariel, you still get outstanding results.” Thus, the brand strengthened its positioning while encouraging an environmentally friendly change in consumer behavior.
In a nutshell it can be said that Sustainability marketing is about delivering good value to customers and ensuring that the brand remains viable over time. Marketers have the power to create a more sustainable economy through their influence on product development and purchasing decisions. It’s high time to follow these well-honed tools and fundamentals of marketing in to the sustainability business.
Team MARCOM, Marketing Committee of, Delhi School of Economics invites articles for the September 2013 issue of our marketing magazine Brand.i, from B-Schools all across India.
Brief about the Theme: The Great Indian Bazaar
India. A land of myriad hues. The birthplace of Jugaad, Bollywood, Curry, and all things desi. So what makes the Indian marketplace special? From the street-side vendor to the multi-brand showroom, from the newspaper to the billboard, from the ad jingle blaring on the radio to the television commercial, from the chai-walla to Starbucks, we have everything. There is a plethora of marketing strategies which are evolving each day in this country.
We, at MARCOM, are looking for articles related to all things Indian when it comes to marketing. It could be about the success story of some Indian brand, or about an interesting Indian marketing campaign, or anything which relates to the theme. We want you to explore the colours, the magic, the bustle— the uniqueness of Indian Marketing!
Brief about the articles: Rules
1. Last date to submit entries : 16 September, 2013.
2. A word document with the title Brand.i_Articletitle_Authorsname is to be sent.
3. References should be cited wherever necessary.
4. Kindly mention your college.
5.World Limit : 700 words.
6. Article would be disqualified if not original.
7. The judging Criteria includes creativity, originality, appeal and structure of the article.
Send in your entries to email@example.com by 16th September 2013.
Cash prize and certificates to be won. We look forward to your submissions!
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Get High On 'Marketing'. Master of International Business, Delhi School of Economics