MAM

Digital is as important as traditional: Diageo

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/12/06/one_0.jpg?itok=2iTdDmtm

MUMBAI: Imagine any musical evening, whether it is soulful, hard core EDM (Electronic Dance Music) or just jam sessions. What goes well with music to get the party started, one may ask? The answer, liquor! Most liquor brands have cashed in on music by associating themselves with various concerts, sponsoring music festivals or even coming up with their own CDs.

Though alcohol is their main forte, India's ban on direct advertising of the product forced them to position and market themselves through other products/services such as soda and music CDs that add negligible value to their sales.

Traditionally, alcohol beverage brands marketed themselves largely via print and television where they communicated a lifestyle and an attitude. But consumers today have multiple personalities and are more evolved resulting in brand using digital and social media platforms in a big way to communicate and be in tune with the audience. Diageo's Amrit Thomas notes that digital is equally important for them as it is for any other brand in any given category.

When asked about how Diageo’s marketing and advertising budget has increased over the years, Thomas mentioned, “We are investing in our brand to build demand and manage a portfolio of brands and spends basis brand stage and requirements."

Thomas does believe the impact of highway ban on liquor and GST has steered to subside now. “We are now looking at springing back from these events and project 2018 to be a good year for us.” The company is also strongly focused on its premium products and will be increasing its investment to boost the distribution and sale.

It is usually the media agency that creates a campaign for brands but in this case, the client decided to hand over the responsibility to Qyuki, which is a cross-platform media network across digital, live, TV and film. The company uses proprietary technology and analytics to discover and promote digital superstars and manages the end to end value chain for them across traditional and new media platforms. The tracks have been produced by Qyuki Media and creatively supported by DDB Mudra. Qyuki Media founder Samir Bangara mentions, “When you work with large brands they have a certain set approach on how much they want be involved in the project.There is a fine line between controlling the project and giving creative freedom and McDowell’s allowed us to get as creative as we wanted to, which is a rare brief to find nowadays.”

Today, India is the 3rd largest liquor market in the world, with an overall retail market size of $35 billion per annum. The annual consumption rate has increased steadily over the last six years and stands at 8.9 per cent as of 2017 and is growing at a CAGR of 8.8 per cent. The consumption is expected to reach 16.8 billion litres by the year 2022. The largest consumers come from the state of Haryana, Kerala, Karnataka, Himachal Pradesh and Andhra Pradesh. Although liquor brands advertise and promote their products in supermarkets and clubs, it is only limited to tier I and tier II cities The real challenge for them lies in advertising and pushing the brand in rural markets where the only platform they can use to create brand awareness is TV.

McDowell’s, a product from British alcoholic beverage company Diageo, launched its first ‘No.1 Yaari’ ad back in 2014 for its soda category and that was an instant hit. Keeping in tune with its philosophy of strengthening the bonds of brotherhood, McDowell’s has introduced its new sonic asset through ‘No.1 Yaari Jam’, a music platform with the release of five enchanting sound tracks. Shaped by ace music directors Salim & Sulaiman Merchant along with distinguished and renowned music artists from across India, these exhibit the spirit of Yaari that McDowell’s seeks to evoke amongst its customers across India.

Music is the largest genre that is consumed online with Youtube growing at the rate of 150 per cent year-on-year and drawing over 40 billion views per month. Hence, it was only fitting that McDowell’s decide to leverage digital superstars to perform in Yaari music videos. Bangara said, “Video content is exploding in India and with so much information thrown at us everyday on digital platforms, the only way a brand can break though the clutter is by creating content and not just advertising.”

The musical opus unfolds in five languages with Swarathma leading the jam in Karnataka, Mame Khan and band replicating their spellbinding symphonies in Rajasthan, Ishq Bector fashioning a foot tapping number from Punjab and Siddharth Mahadevan and Soumil Shringarpure weaving their magic in Maharashtra. The nationwide musical caravan concludes with Salim- Sulaiman and one of their oldest yaar Shaan. It took a dedicated eight months to come up with the masterpiece.

The music videos will be promoted on television, radio, OTT platforms, digital and all leading audio platforms including Saavn, iTunes, Gaana, etc

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/auto.jpg?itok=8gy1PmJy
Crabtree celebrates laziness in latest campaign

Crabtree has taken up Mullen Lintas Delhi for its latest campaign promoting home automation solutions.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/17/Sam_Balsara.jpg?itok=XtbZChot
Pitch Madison report forecasts 2018 digital adex growth at 25%

MUMBAI: According to the findings of the 16th Pitch Madison Advertising Report (PMAR) 2018, the advertising market slowed down to 7.4 per cent (Rs 53,138 crore) in 2017. The report also predicts the advertising growth in 2018 to be around 12.03 per cent thereby adding Rs 6,392 crore to adex to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/priya-warrier.jpg?itok=dL0iN4uI
Net sensation Priya Varrier promotes Pringles

At a time when the whole wide world seemed to be lingering around with cupids and love-struck angels, Kellogg’s popular potato crisps brand and the world's second-largest potato chips player Pringles created a frenzy by striking the right chord with singles!

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/onlinelove.jpg?itok=SD3Wb5jH
Digital takes centre stage on tepid Valentine's Day for brands

MUMBAI: Love has been in the air and on the internet all week. Valentine’s Day is no longer about just a day you spend with your loved one but is rather a week-long affair of gifts and celebration. Valentine’s Day has become no less than a festival in India, a country that takes much pride in its...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/unbic.jpg?itok=oaCyfO4-
Unibic awards media duties to Mindshare

MUMBAI: Unibic, a renowned name in the cookie industry has awarded its media duties to Mindshare, after a competitive multi-agency pitch. The mandate involves handling the media strategy, planning and implementation across all media in India. The account will be handled out of the Mindshare...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/16/trucks.jpg?itok=xatx1bIF
Happy mcgarrybowen to handle BharatBenz's creative and media mandate

MUMBAI: Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles (DICV) as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai. Happy mcgarrybowen, the creative agency from the...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/15/icubes.jpg?itok=hXJR1hzB
iCubesWire bags digital mandate for AMB Group

iCubesWire,a digital marketing solution and concept provider has bagged the digital media mandate for AMB Group, a renowned real estate developer of Delhi NCR.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/14/rado.jpg?itok=0qOd1pP7
Rado brand ambassador Hrithik Roshan opens new store at Delhi Airport

Bollywood megastar Hrithik Roshan was the guest of honour at an exciting event to open Rado’s stylish new monobrand store at Delhi IGI Airport today.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/14/diamond.jpg?itok=a3StI6kq
Diamond Producers Association launches V-Day campaign

The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies, has launched its second film as a part of their integrated marketing campaign ‘Real is Rare. Real is a Diamond’.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories