MAM

StrawberryFrog readies to spearhead cultural advertising in India

MUMBAI: India is a nation of movements. There’s anti-corruption movement, farmers’ movements, and a host of other social movements. There’s now also a cultural movement in advertising.

Spearheading the cultural movement in advertising in India is New York-based advertising agency StrawberryFrog. The agency’s founder and chairman Scott Goodson says cultural movement advertising starts with an idea that is relevant to the target audience rather than the product.

Speaking to Indiantelevision.com, Goodson said StrawberryFrog is following its clients into India. Seeking to participate in a rapidly growing market, he said India makes a sensible destination for the agency as its core is about movements.

The agency has already worked with an Indian brand and audience when it conceptualised the ‘Rise’ movement for homegrown farm equipment-to-software group Mahindra & Mahindra (M&M). The movement advertising for M&M was based on the idea that people want to rise, succeed and create a better future for them. The ‘Rise’ advertising movement was crafted from the responses it received in a research it carried out among the users of M&M products and services.

The advertising focussed on an individual’s desire to rise to his potential and conveyed that Mahindra as a company also believes in striving for a brighter future. “Working on the Mahindra Rise movement was one of the highlights of my career. Anand Mahindra is a mind blowing person to work with and the compassion he feels for social causes and the way he works towards them is admirable,” points out Goodson.

The 15-year-old works US agency works on the concept of cultural movements in advertising or -- as Goodson puts it – movement advertising. Explaining the idea, Goodson says, “The whole idea is that instead of starting with the product and trying to push it out in the market like traditional advertising, we go in search of an idea that is relevant to a wide group of individuals and then tie the idea to the product, making it (the product) relevant to the consumer.”

Movement advertising, he explains further, is something about an idea that people care about and is on the rise in a particular culture, thus allowing you to tie it back to the brand. Movement advertising also combines new innovative digital and social media with social advertising. It all starts with an idea that is relevant to the target audience rather than the product.

“Indian audiences are different. They love advertising that is emotional and touches the heart but it has to be in an Indian way,” explains Goodson.

“Its about what you want the consumer to do rather than think or feel. It is about creating a movement that is relevant to the consumer in the context of the brand. We carry out research on what people in the target segment care about, what are their values and concerns and philosophies?” adds Goodson.

The recent global campaign by global airline Emirates is the handiwork of StrawberryFrog. The brief was to come up with a campaign that links nearly 300 nations with one common thought or idea. Goodson and his team delved into the research thrown up by their team about air travellers and were faced with an insight that said, “People felt that the world is too big and that is why there are a lot of misconceptions. People felt if we made the world a more connected place it would be better.”

Working from here, Goodson came up with the ‘Hello Tomorrow’ movement (as he calls it and not campaign) which showed that every traveller is connected with the other making the world a cohesive interlinked unit. The term ‘Hello Tomorrow‘ is coined by Goodson himself. The movement aimed at conveying the message that ‘Tomorrow Brings Us Closer to New People, New Experiences, New Styles, New Friends.’

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/Lupin_Life_Corcal.jpg?itok=C60TcH_h
LupinLife's Corcal Bone & Beauty to bring #Beautifullystrong real women to the ramp

LupinLife’s Corcal Bone and Beauty has announced collaboration with Lakme Fashion Week to celebrate #beautifullystrong women across India at the upcoming Lakme Fashion Week Summer/Resort 2019 edition. Marking its launch in India, the Corcal Bone & Beauty show will bring strong and beautiful...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/Ashish_Bhasin.jpg?itok=BC_Lij_b
Digital suffers due to lack of common metric system: Ashish Bhasin

Dentsu Aegis Network, one of the biggest marketing agencies in India, released the third edition of its annual Digital Report recently predicting a wholesome 31.96 per cent CAGR growth of digital advertising in India. An exhausting and thoroughly researched report, this initiative by DAN is...

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/abcl.jpg?itok=YDQRMoFK
Success or Health? Asks Aditya Birla Capital’s latest health insurance campaign

Aditya Birla Health Insurance Co. Limited (ABHICL), the health insurance arm of Aditya Birla Capital Limited (ABCL)

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/saa.jpg?itok=fuHbQ_9K
L&K Saatchi & Saatchi wins Rotimatic; unveils inaugural brand campaign

Ask any household in India as to what brings the family together as a single unit every single day, and the answer would invariably be food.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/dentsu.jpg?itok=pW8GDJyG
Taproot Dentsu bags advertising mandate for Big FM

Taproot Dentsu, the creative agency from Dentsu Aegis Network, has acquired advertising duties for 92.7 Big FM India, one of India’s largest radio networks, following a multi-agency evaluation. The agency will service the account from its Mumbai office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/wr.jpg?itok=-RcpjTV1
WolfzHowl diversifies its strategic talent pool

Wolfzhowl Strategic Instigations a brand strategy consultancy, soon entering its 6th year of operations working across India and several foreign markets has made a few defining hires to strengthen their strategy talent pool.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/sanofi.jpg?itok=dBRlFY17
Combiflam ICYHOT takes on ‘strong pain’ in new campaign by Ogilvy

Sanofi India – makers of the Combiflam range – has launched the latest ad campaign for its topical analgesic Combiflam ICYHOT.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/durex.jpg?itok=n7tm7J4g
Brands ride on the 10-year challenge wave

While Facebook’s latest viral trend #10YearChallenge is being seen as a negative conspiracy; an attempt to "train a facial recognition algorithm on aging" by many, brands have leveraged the upward tide of its popularity in an interesting manner by sharing their own versions of the challenge.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/21/quint.jpg?itok=PnKen8zl
“Me, The Change” by The Quint Celebrates India's First-time Women Voters

With 10 incredible women taking center stage at Delhi's Pullman Hotel in Aerocity, The Quint's “Me, The Change” event, presented by Facebook India, was an evening exemplifying the spunk and grit of India's first-time women voters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories