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=nU6w3Uyc

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/2017/08/23/SVG-Columbus.jpg?itok=MZvkXIIK
SVG Columbus wins Sportzlive's digital duties

SVG Columbus, the data-driven marketing agency from Dentsu Aegis Network, has been appointed as the digital agency for SportzLive's #CueSlam, India’s only Snooker & 9-Ball (Pool) league. The account was won following a direct pitch and will be handled out of the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/HUNGER.jpg?itok=JwDY_Htn
LG launches #HungerFreeIndia campaign

LG Electronics India has launched the initiative #HungerFreeIndia, dedicated to help eradicate Food Wastage in India. This campaign is inviting the whole nation to come forward and take pledge to avoid food wastage and thus, help eradicate hunger.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/India%20v%20Australia.jpg?itok=ctUxAYXm
Star Sports releases TVC of Kangaroo facing off a Tiger, from 17 Sept

MUMBAI: Star Sports has kicked off its campaign for Paytm India v Australia ODI series with a TVC to depict the two formidable opponents as a Kangaroo facing off a Tiger. The five-match ODI series which will be followed by three T20Is starts on 17 September, 2017. It is claimed that the TVC has...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/23/Untitled-1.jpg?itok=7LKG6iGA
Be smart in phone buys, say kids in Flipkart TVCs

MUMBAI: Smartphones are a basic necessity today and consumers spend a great deal of time researching on what’s the best model suitable for them. Most consumers often end up questioning their decision when it comes to a smartphone purchase, as they can never be sure if there is a better deal on the...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/pensol.jpg?itok=JPja7hDv
Pensol campaign shows what dreamers could do

Pensol as, created by SoCheers Infotech, aims to create awareness about the quality lubricant products Pensol have been offering over 50 years.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Barin-Mukherjee.jpg?itok=-rhJhdWo
DigitalF5 bags Mainland China & Oh! Calcutta mandate

DgitalF5, a digital marketing services agency, has acquired the search, content, social media, planning and buying digital media mandate for Speciality Restaurants brands -- Mainland China and Oh! Calcutta, owned by Anjan Chatterjee.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/mufti.jpg?itok=u7OahCZC
Mufti's digital campaign triggers sale

Mufti’s pre-GST sale kicked it up a notch with its digital campaign #MuftiSpinTheDeal, leveraging on social media reach and converting its online audience into actual customers through store visits.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/22/Kyoorius.jpg?itok=8gadHzXR
Kyoorius unveils its jury, Karen Welman to be foreman

The jury for the fifth edition of the Kyoorius Design has been unveiled. The jury sessions will take place on 15 and 16 September, 2017 at the Ecole Intuit Lab in Mumbai. The Kyoorius Design Awards is the foremost awards for design and visual communication in India. All design work commercially...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/21/frzad.jpg?itok=nhuWmuH5
MTV & HP provide ‘Fame-istan’ to budding filmmakers

Freedom of expression is considered to be a basic necessity for human beings to live a full life. It is a reflection of a healthy and democratic nation. More often than not cinema is considered as a classic means of expression of thoughts and freedom. MTV, the voice of the youth, along with HP Inc....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories