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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/19/chess.jpg?itok=lHnb5sXN
AI-based chess board maker Square Off introduces two new products

Harish Thawani, the founder of Nimbus and Neo Sports is one mean competitor who loves the mental battle the game of chess provides. Are there any other players amongst media executives who want to rise up to the challenge? This one is for Thawani and for them.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/moanxz.jpg?itok=6lhEzyZg
PHD Appoints Monaz Todywalla as CEO for India

Mumbai: PHD, part of Omnicom Media Group, has roped in Monaz Todywalla as its new chief executive officer for India. Prior to joining PHD India, Monaz held the role of VP of growth & strategy at Wavemaker India. PHD APAC CEO James Hawkins said, “We could not have asked for a more experienced,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/somany.jpg?itok=PSMsA4o5
Somany Ceramics styles Mumbai Airport

Somany Ceramics Limited, an internationally acclaimed organization that specializes in ceramics and allied products segment and known to be a leader in design and innovation, has recently executed an outdoor campaign at Mumbai International Airport. The campaign was done in association with Times...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/whitlpool.jpg?itok=4eeVaqU_
Whirlpool to sponsor ESPNcricinfo for IPL 2020

NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, world’s leading kitchen and laundry home appliance company, signs official sponsorship with ESPNcricInfo for IPL 2020. As part of the association, Whirlpool will bring alive the IPL fever through one-of-a-kind flagship shows,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/amrit.jpg?itok=gzv-1KYz
22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

NEW DELHI: In a move to bolster its digital transformation and brand experience offering, 22feet Tribal Worldwide, part of the DDB Mudra Group, has appointed Amrit Panigrahi to lead its transformation consulting and technology practice. Amrit will closely work with  22feet Tribal Worldwide...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/amit_tolani.jpg?itok=Q7ofUjr1
Ceat gears up to drive hard during the IPL20

NEW DELHI: It does not seem to be tiring of its partnership with the IPL. Leading Indian tyre maker Ceat has been associated with the world’s most valued cricket league since 2015.  And it has once again gone ahead and partnered with the BCCI as a strategic time out partner. It first put its money...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/media_minds_2.jpg?itok=iUblJ8d1
#MediaMinds2 | Emotional pact within our teams helped us survive this pandemic: Aditya Kanthy

NEW DELHI: Having spent more than 17-years of his professional career with DDB Mudra Group, Aditya Kanthy is very proud of two things; the amazing work that the creative powerhouse is constantly churning out and the emotional bond that all the members of the team have developed. And he attributes...

MAM Podcasts
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/17/cadbury.jpg?itok=JxDUpnun
Cadbury Dairy Milk partners with Mumbai Indians to spread sweetness

NEW DELHI: Cadbury Dairy Milk has partnered with Mumbai Indians as their official Goodness Partner to spread the message of acknowledging the unacknowledged with the “#SayThankYou” initiative.  As part of this initiative, the brand will double the total runs scored in all Mumbai Indians matches to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/17/rcb.jpg?itok=UFzPqefH
This IPL season, RCB celebrates Covid warriors

NEW DELHI: We are living in a new normal and the idea of heroes in the field has got redefined in the past six months as regular people have transformed themselves into selfless frontline warriors who are winning the battle of humanity. During IPL season 13, Royal Challengers Bangalore will be...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required