MAM

Brands need to be honest, says Digital Law & Kenneth’s Anil Nair

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/06/11/AniKNair.jpg?itok=H4PrdM2M

MUMBAI: Those in the habit of not taking digital agencies seriously may want to do a rethink on that one, given the sheer number of campaigns being recognised at various industry events and awards ceremonies.

A case in point is Digital Law & Kenneth, whose campaign fetched it the top honours at the recently concluded GoaFest.

In conversation with indiantelevision.com, the agency’s CEO and managing partner Anil K Nair spills the beans on the award winning campaign, the changing digital ecosystem, the future and everything in between...

How have marketers’ demands from social changed in recent years?

Marketers have realised the growing power of social if done the right way. After having dabbled with social through its initial adoption, marketers are now looking at advanced uses of social i.e. lead generation, CRM, crowd sourcing, trend forecasting and the like.

Elaborate on the Tata Capital ‘Half stories- The journey of doing right’ campaign that fetched you the Grand Pix at GoaFest?

The Tata Capital ‘Half Stories’ campaign was a magical one. A campaign devised to bring alive the core proposition of "We do what’s right for you".

It was a crowd sourced, live action, social media reality show that travelled all the way from Dharamsala to Guwahati. All through this serendipitous drive, we discovered Half Stories of fortitude, courage and hope. We then invited people to participate in making the "Half Stories" of these courageous people complete by donating, supporting or simply popularising the cause on social media and through their networks.

The idea was to inspire people to ‘Do Right’ by demonstrating the effect of philanthropy first hand.

With the digital category grabbing attention at industry events like GoaFest, what do you think agencies should keep in mind to be consistent and innovative?

There are opportunities galore for brands to meaningfully engage with their consumers. Agencies need to be alert to such passing opportunities and be ready to grab them with both hands. Also, agencies and clients need to create an infrastructure and ecosystem to be able to have a real time dialogue with their fans and consumers.

What are the key things that brands should keep in mind to build a healthy social conversation?

Brands need to be honest and use their heart more than their brain. Also, the conversation has to be about the consumer rather than the brand.

What according to you makes a ‘hit’ campaign on social media?

If you can make the idea shareable, you would have hit the jackpot.

How do you think the Indian digital ecosystem will shape up in coming years?

I am very gung ho about the way our digital ecosystem is shaping up. Expect many more path-breaking campaigns across brands in the times to come. Our general digital market ecosystem is fast attaining some level of maturity which will hopefully see a lot of mature work which goes beyond traditional banner innovations and Sholay rip-offs.

How has the year 2014 been for Digital Law & Kenneth so far?

It’s been fantastic. Our hard work over the last few years has paid off. We have a young vibrant team that lives and breathes digital while understanding traditional brand building frameworks. We have some really interesting campaigns lined up that will see the light of day in the months to come.

What is on top of your wish list for the months to come?

A world beating case study, a few Effies and Cannes, happy clients and, a super happy team – that’s all I wish for. Touche.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/makeup_0.jpg?itok=kb9xcVdD
Lotus Make-up brings out women's inner shine

Lotus Make-up has created a new campaign with digital and social media agency WATConsult called #SparkleEveryday.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/radio.jpg?itok=vX0DetRO
Radio City makes us experience Mumbai

Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/chetak.jpg?itok=OUBEhd8c
MP Birla Chetak Cement's new TVC is truly Rajasthani

MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/hitachi.jpg?itok=tt7zTGTO
Hitachi's new automated service platform

Hitachi Systems Micro Clinic, system integrator and a specialist in managing end-to-end IT infrastructure solutions and services, has announced the launch of an automated service delivery platform Hawkeye 3.0, which aims at enabling organisations to increase productivity and efficiency. The...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/18/ads_0.jpg?itok=cITprp4R
The ins and outs of femvertising

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories