MAM

Brands piggyback the selfie

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/05/05/ponds_1.jpg?itok=c1aVbmes

MUMBAI: When Oscars 2014 host Ellen DeGeneres posted a selfie co-starring some of Hollywood’s finest stars, it went on to crash the record hitherto held by President Barrack Obama. At the end of the awards’ ceremony, DeGeneres’ “Best photo ever” stood at 2,070,132 retweets and counting; a milestone in social media history. More importantly, the fact that Degeneres had clicked the iconic selfie using a Samsung Galaxy Note 3 (given to her by the brand itself) wasn’t lost on the teeming tweeple. In fact, various international reports stated that 37 million people worldwide tuned in to the broadcast to view DeGeneres’ tweet while 43 million tuned in just to view the Samsung snap.

Taking a cue from Samsung and other such international brands, home-grown brands too are increasingly tapping into the marketing potential of the selfie, allegations of narcissism notwithstanding. For instance, Dove and Ponds from the house of HUL are running a large-scale social media contest incorporating the selfie element even as we speak. When contacted, company officials refrained from sharing any details. However, it is learnt that along with cross promotions, these products are creating a lot of noise across social media platforms.

Click here to watch the video

At least a dozen Indian brands are putting the selfie to good use. ”Selfies are the latest fad and something that would instantly connect with our customers. From celebrities to teenagers to even middle-aged people, everyone today is suddenly using their phone cameras to not only click their surroundings but themselves,” said Lenskart CEO & founder, Peyush Bansal. Recently, Lenskart rolled out a social media campaign, asking for selfies from its fan base. “The idea was to see how involved our customers are in our products. We wanted to engage the online customers in a fun Lenskart selfie contest by asking them to take a selfie, share it on our and their social media pages by linking and tagging Lenskart through all platforms and using the hashtag - #mylenskartselfie. They had to ask all their friends to ‘like’, ‘favourite’ their selfies and the ones with the maximum number of likes won the contest,” said Bansal.

Force-fitting selfie-ness

Using selfies to market products is fine but the general perception is that all brands, from beauty to surrogate, are looking to engage social media by calling for selfies. We spoke to a few social media experts for their views.

“Not every brand can pull off a selfie stunt and hope to make it an instant social media hit. It needs to connect with the audiences; it should come across as something natural or on the spur of the moment and not staged. Unless one makes no bones about it but does it in style,” said Grey Digital executive creative director Navin Kansal.

On the other hand, Digital Quotient COO Vinish Kathuria, expressed the view that curated content really works for brands these days. “It is interesting to see that various brands are thinking in terms of crowd sourcing techniques while rolling out contests on social media,” he said.  

Whether the continued use of selfies will work for brands or it will reach a point of saturation, only time will tell.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/24/jason-hill%20%281%29.jpg?itok=85XDIMle
O&M Singapore appoints Hill as chief strategy officer

Ogilvy & Mather has appointed Jason Hill as the chief strategy officer in Singapore. The role has been newly created, and will see Hill reporting to Chris Riley, Ogilvy & Mather Singapore group chairman.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/24/leena%20%281%29.jpg?itok=NWEvMl0C
Leena Singarajah appointed Scripps Asia MD

Media veteran Leena Singarajah has been named as the managing director, Asia, for Scripps Networks Interactive. Singarajah will be responsible for developing and executing the growth strategy for the Scripps Networks lifestyle business across the region.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/24/wb%20%281%29.jpg?itok=x1f_fgND
O&M recreates beauty of Tagore land

The film created by Ogilvy Kolkata for Bengal Tourism traces the journey of a young girl who has come to attend a wedding and decides to explore Bengal. Through the course of her visit, she realises that in Bengal, she is never really far from home. Her wanderlust has led her into the sweetest part...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/24/Arshan%20Saha-800x800.jpg?itok=dtACgE7u
Xaxis names Arshan Saha APAC president

MUMBAI: Xaxis the world’s largest programmatic media and technology platform, today announced the promotion of ArshanSaha to President, Asia Pacific (APAC). Saha was previously Vice President, South and Southeast Asia. As one of the founding members of Xaxis APAC, Saha helped established offices in...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/tripti%20%281%29.jpg?itok=eV92OYYD
VML appoints Venkatagiri Rao as creative head

Global digital marketing agency VML has announced the appointment of Venkatagiri Rao as Creative Head - India, as part of a significant step to solidify its creative capabilities. In his new role, Venkat will spearhead the office’s creative practice, which continues to form the foundation for the...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/akhil%20%281%29.jpg?itok=j0PzdXlj
BankBazaar.com partners with Experian

BankBazaar.com, India’s leading financial marketplace, has announced its tie-up with credit bureau Experian to offer free credit monitoring service to customers, giving them a much better understanding of their financial footprints. Experian Credit Information Company of India Private Limited...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/23/Sonya-Sahni.jpg?itok=ZsNZItAs
Digital communication: Indepay hires Indigo iStrat

MUMBAI: Indepay Networks, the privilege prepaid card issuer and the pioneer of branch-less banking, has hired Indigo iStrat, Leo Burnett India’s digital wing, to manage digital activities after a multi-agency pitch.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories