MAM

Now wake up and smell the newspaper!

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/29/JNJ.jpg?itok=phY_tY_t

MUMBAI: Forget about smelling the coffee in the morning; newspapers have taken over than role as well.

Grab a copy of today’s TOI and sniff it... A familiar smell fills your nostrils; that of Johnson’s baby...

The front page advertisement reads: “Because only a smell so gentle can bring back memories that powerful.”

The innovation brings back childhood memories with just one whiff but it isn’t the only one. According to sensory branding experts, the best known brand smell in the world is that of J&J's Baby Powder.

Similar ads or ‘smellvertisements’ have been in existence for long except that they’ve hitherto been the domain of perfume and cologne brands and appeared only in magazines.

“Using smell in branding is a tool that only a few marketers use, yet smell is extremely powerful in affecting emotions and triggering memories, In fact, it is the only human sense that completely bypasses rational parts of the brain and connects directly with the Limbic system, a part of our reptilian brains that evokes immediate instinctive feelings. So when we smell, we do not think, we simply feel - instinctively and strongly,” says PipalMajik CEO CD Mitra.

Newspapers have joined the fray only recently, with examples ranging from a Sunday Times edition smelling of Bru Gold coffee to five editions of a daily bringing you the coffee variant of Hide & Seek Biscuits to mangoes being delivered at your doorstep last summer. Technology has played an important role in replacing run-of-the-mill ads with innovations that have become talking points for both consumers and advertisers.

According to Draftfcb Ulka NCD KS Chakravarthy (Chax), innovations bring the attention back to a familiar brand by doing something unexpected and novel. “In J&J’s case, the smell of J&J – especially the baby powder – is, to a vast majority of people, inextricably linked to the way babies smell. So it is a good way to re-emphasise the pre-eminence of J&J in the baby care area in an emotionally powerful, evocative way,” he says.

Havas Worldwide managing partner and chief creative officer Satbir Singh feels that though smell innovations aren’t new, today, no one expects to actually read the front page of a newspaper. “Print innovations have become a norm today. From full front page ads to verticals, there are many ways in which advertisers can catch the attention of their TG,” he says, adding that with so many brands available and most of them talking in the same manner to their TG, it becomes important for brands to come up with such innovations.

Parle marketing general manager Parveen Kulkarni says they were the first ones to do so when Hide & Seek Coffee was launched. “One needs to do something different to stand out otherwise one can easily get lost in the numerous advertisements today in the print medium,” he says. “Word-of-mouth is still the best form of marketing and for new entrants, innovations act as leverage.”

The print medium gives a lot more scope to marketers and agencies to come up with innovations believes Godrej Appliances executive vice president (marketing and sales) Kamal Nandi. But he is quick to add that there is potential in other mediums as well although there are limitations in each. “The only difference between print and electronic innovation is that, it makes the interaction more personal,” he says.

While marketers are quite happy with innovations, everyone agrees there needs to be a strategic objective behind them and they need to add more value to the brand than the premium the marketer pays for it. They also need to bring alive a unique aspect of a brand instead of just drawing attention to a me-too attribute. Readers meanwhile can continue to enjoy the innovations...

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/mankind.jpg?itok=gxU413Mo
Mankind Pharma promotes ‘Atmanirbhar Bharat’ with new anthem

NEW DELHI: Motivating the citizens of the country to rise against the current tide of the ongoing pandemic, Mankind Pharma today launched an anthem which captures the true essence of the nation. Voiced by Padma Shri awardees Kailash Kher and Shankar Mahadevan, the newly launched anthem reinforces...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/watch.jpg?itok=3cP69pMe
Myntra partners with Movado Group to launch MVMT watches in India

NEW DELHI: Myntra, in a strategic partnership with Movado Group International today announced the launch of MVMT (pronounced as ’Movement’) watches on its platform. Founded in Los Angeles, MVMT watches mainly cater to new-age shoppers who are digital-savvy, with a motto that style shouldn’t break...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/sw.jpg?itok=iaJ4fcxt
Swaminathan Subramanian Joins Sterlite Power as Group Chief Human Resource Officer

Sterlite Power, a leading global power transmission player, today announced the appointment of Mr. Swaminathan Subramanian as the Group Chief Human Resource Officer (CHRO) of the company. In his role, Swaminathan will be responsible for leading the HR function across India and Brazil.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/publicis.jpg?itok=yJtBjly_
Ajay Gahlaut moves on from Publicis Worldwide

NEW DELHIL Ajay Gahlaut, CCO and MD of Publicis Worldwide, India (PWW) has decided to move on from the agency and pursue his passion on a personal front. He will be with the agency until mid-August and will ensure a steady handover to all concerned teams and clients.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/wave.jpg?itok=8v9fYIZD
Wavemaker India bags media mandate for Sun Pharma

Sun Pharma today announced Wavemaker India as its media partner. Wavemaker India will manage integrated media mandate for Sun Pharma in India. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/wunder.jpg?itok=BFzoQxE6
Wunderman Thompson Kolkata wins CenturyPly account for corporate & panel division

NEW DELHI: After a multi-agency pitch, Wunderman Thompson Kolkata, has won the CenturyPly account for the corporate and panel division. In addition to corporate, the mandate covers ply, board and a few other lines of business.  The multi-agency pitch process began on 3 October last year. The pitch...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/vikram.jpg?itok=fU1aVNZJ
Vikram Hemdev joins as COO of Laqshya Hyderabad Airport Media

NEW DELHI: Laqshya Media has got on board Vikram Hemdev as COO – Laqshya Hyderabad Airport Media Pvt Ltd (LHAMPL), the joint venture between Laqshya Media Limited and GMR group. Prior to joining Laqshya Media, Hemdev’s last assignment was with Times OOH as the business head – traditional out of...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/samasung.jpg?itok=1JnD6xlo
Samsung enhances contactless customer service offerings with new WhatsApp support

NEW DELHI: Samsung, India’s most trusted consumer electronics and smartphone brand, has started offering customer support through WhatsApp to provide prompt resolution to queries of consumers from the comfort of their homes. With this Samsung has strengthened its contactless customer service...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/puma.jpg?itok=zTLOXhHU
Puma expands experiential retail concept in India

NEW DELHI: Global sportswear brand PUMA today announced the launch of its entirely remodeled stores at Banjara Hills, Hyderabad and Pacific Mall, New Delhi. Spread over 4200 sq ft and 3800 sq ft, respectively, it seamlessly combines technology, sports and experiential retail under one roof. This...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required