MAM

Life in the digital era: food, shelter, clothing and Internet

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/02/11/brands_1.jpg?itok=1R1jLJlp

MUMBAI: As the lines blur between the real and virtual, many brands are making an effort to create a virtually real world to reach out to the audiences/consumers. Especially, when technology allows them a two-way communication with their target audience unlike before when they were left doing only the talking.

Not only do consumers respond in real time on the digital platform, it is a faster, more measurable and result-driven medium that helps brands understand their user base, increase revenue and reward loyalty.

Says Priti Nair of Curry Nation: “A good digital campaign can reach out far and wide as compared to any other medium and that too at a throwaway price. Also, the longevity of a good campaign is far more on the digital platform than any other medium. All these make digital a medium worth checking out.”

Recently, the agency created a digital campaign for Nirlep - Khaate peete desh ka rakhwala – which revolves round Indians’ love for food, sending out a tongue-in-cheek message that healthy eating is still possible with Nirlep non-stick cookware.

 “The best part about a viral video is it gives you a lot of space to play around. Interesting characters, situations can be explored. Using the slogan of ‘Yes We can’ with food was both, entertaining enough as well as informative,” says Nair about the campaign.

Says NeoNiche Integrated Solutions MD and CEO Prateek N Kumar: “With digital and technology, the sky’s the limit. If you can dream it, you can build around platforms to really make those elements come to life in real time. A well thought of digital plan also has the capacity of creating WOM and going viral, the ROI is literally exponential compared to traditional media.”

While digital and social media is constantly evolving and is still uncharted territory for most marketers, the basic principles of communication remain the same: Who are you trying to reach, where are they and what excites them?

Not so long ago, FoxyMoron launched a digital campaign – No Pimples, No Marks – for Garnier Pure Active. A fun take on popular movies, posters were released titled Rowdy Pimple, The Dirty Pimple, Pimple Tum Kab Jaaogey and I Hate Pimple Storys which conveyed how pimples haven’t spared Bollywood either.

FoxyMoron co-founder and online strategist Harshil Karia believes one should use a medium which requires you to ‘only’ spend to achieve success. “This is a slightly touchy topic as social media increasingly spawns ideas from scaling organically. For instance, on YouTube, the organic percentage of video views or on Facebook, the organic percentage of fans has considerably reduced. Since both these are dominant mediums, it’s a challenge but try to find holes within the mediums where organic percentages are high and capitalize on them. For example, on Facebook, there was a time when video organic views were extremely high because Facebook was pushing a video agenda. Similarly, as Google pushes a social agenda, its propensity to help brands scale organically will be higher,” he explains.

The brand must know its audience even better than itself. Otherwise, whatever be the strategy, it will never be seen or heard by the right people who matter.

Karia gives the example of HUL’s Lifebuoy campaign, ‘Help a child reach 5’, which tells the story of how a father celebrates his son completing five years of age and has a heart-warming and thought-provoking concept at its core. The YouTube video went viral and garnered over 10 million views.

Digital gurus believe that in the era of smart devices and social handles, the basic necessities of mankind have changed from “Food, Shelter and Clothing” to “Food, Shelter, Clothing and Internet”. With brands latching onto this trend, it will only help them garner user intelligence in real time – something the traditional marketing mix can’t help them achieve.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/football_0.jpg?itok=qmOBAtSK
Mumbai City FC joins hands with Infinix Mobile

MUMBAI: Infinix Mobile from Transsion Holdings has announced a partnership with Mumbai City FC, the Hero ISL team owned by Bollywood actor Ranbir Kapoor. The partnership comes close on the heels of the global launch of Infinix’s flagship dual camera smartphone, the Zero5.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Prasanth_Kumar.jpg?itok=6lXqVbZm
Talent retention is key, says Mindshare’s Prasanth Kumar

MUMBAI: Mindshare, a global media and marketing services company that is a part of GroupM, has completed 20 years this November globally and 15 years in India. The company was created by the merger of the media operations of JWT and Ogilvy & Mather, then the two big full-service advertising...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Digital_ad.jpg?itok=wNAQx7RC
Digital ad spend pegged at Rs 13000 crore in 2018

MUMBAI: With the growing demand for smartphones and falling data prices, digital advertising are likely to increase in India from the current level of Rs 9800 crore to Rs 13000 crore by December 2018 growing at a compound annual growth rate (CAGR) of 35 per cent.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Mullen-Lintas_0.jpg?itok=GzUA2t-i
Fossil assigns creative mandate to Mullen Lintas

Fossil India has appointed Mullen Lintas as its advertising agency partner after a competitive multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/ROB.jpg?itok=JAlomE5a
Rob Norman quits GroupM

MUMBAI: GroupM’s global chief digital officer Rob Norman has decided to retire from his full-time role effective January 2018. Hewill remain an advisor to GroupM and its clients, with a reduced workload that allows him more time to pursue personal interests.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Pidilite_Fevikwik.jpg?itok=UAziQ8rm
Pidilite celebrates 'Khushiyon ke chand pal' in new TVCs

MUMBAI: Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal,' which depicts a woman being unexpectedly appreciated by her loved ones for repairing different things in the house.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Saregama.jpg?itok=1SR7fwYS
Saregama makes digital audio players cool again

MUMBAI: There is nothing that moves India like music and when it comes to music, who would disagree that songs from the 50s, 60s, 70s, and even the 80s have touched India like few other things have. Several generations have grown up on singers like Rafi, Lata, Mukesh, Kishore, Sahir, Majrooh, RD,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/bat.jpg?itok=vbyPYfgk
Milestone Dentsu charges up new Panasonic TVC

MUMBAI: After a long hiatus from TV screens, Panasonic has returned with a commercial for alkaline batteries. Developed by Dentsu Aegis Network’s Milestone Dentsu, the creative partner of Panasonic India, it highlights Panasonic batteries’ superior power over normal zinc ones. It stars Olympic...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/commerce.jpg?itok=e57FM29_
Emerald Media leads $65 mn funding round in aCommerce

MUMBAI: Southeast Asia’s leading e-commerce brand aCommerce Co has announced that it has closed a $65 million Series B funding round. It is an enabler and e-distributor in four markets for over 260 brand clients such as Samsung, Unilever, Nestlé, L’Oréal, Philips and Mars.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories