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  • Luminous Power Technologies announces new campaign featuring Sachin Tendulkar

    Luminous Power Technologies announces new campaign featuring Sachin Tendulkar

    Mumbai: Luminous Power Technologies has announced its latest television commercial featuring the brand ambassador – Sachin Tendulkar, who talks about using solar seamlessly in a fun yet impactful way.

    Developed and conceptualised by 82.5 Communications, the TVC establishes the comfort and convenience that Luminous brings in with its stellar range of Solar products, making it the go-to product with its catch line – Solar hai lagana toh Luminous ko hai bulana.

    The TVCs will be aired on prominent TV channels and shows. The campaign will be leveraged on the brand’s social media handles. It will also be promoted on all Luminous’ social media platforms i.e.- Twitter, Facebook, Instagram and YouTube.

    Introducing the new TVC campaign, Luminous Power Technologies  CMO Ruchika Gupta said, “We are 100% devoted to providing consumer centricity to all we do at Luminous. When it comes to solar, our extensive consumer research revealed that there is a great deal of ambiguity surrounding various areas of the buying decision-making process, which is enough to put off a lot of buyers.”

    “As a result, we created the “Solar Hai Lagana toh Luminous ko Bulaana” campaign to showcase the brand as a one-stop shop for all solar-related queries. This ad aims to combine consumer insight and storytelling, and I hope that you all resonate with it,” she added.

    Talking about the concept, 82.5 Communications India Chairman & Chief Creative Officer Sumanto Chattopadhyay, “Sachin is the evergreen brand ambassador for Luminous, complementing the inherent credibility of the brand. And who better to partner him than Mr Sun in convincing the consumer that Luminous is the right way to go solar.”

    82.5 communications India (North) president Chandana Agarwal, “As a leading name in power solutions, the onus is on Luminous to help the customer evolve to Solar. This communication aims at converting the fence-sitters by answering all the reasons that become a stumbling block. This is done in an interesting conversation between Sun and Sachin.”

    82.5 Communications India (North) Creative Head Preeta Mathur,  “Let no one cast doubt about Solar. The film talks to those who are contemplating the thought of installing Solar in their houses but haven’t taken the first step yet. Enters the team of Sun and Sachin to put a stop to all the confusion and let the world know that Luminous is the one-stop solution for Solar. Solar hai lagana toh Luminous ko bulana.”

  • FURO Sports Shoes ropes in Shahid Kapoor as its brand ambassador

    FURO Sports Shoes ropes in Shahid Kapoor as its brand ambassador

    Mumbai: Red Chief Shoes’ FURO Sports Shoes has announced its much-coveted collaboration with actor Shahid Kapoor.

    Shahid’s youthful and sporty personality of affable boy gels with the aspiring core values and ethos of FURO Sports Shoes. Shahid appeals to a wider audience across all age groups. While his exceptional fitness lifestyle, dancing prowess, and romantic-action-oriented movies attract the youth, his responsible family guy persona connects with relatively mature age groups as well.

    Speaking of this collaboration, FURO managing director Manoj Gyanchandani said, “We are extremely honoured to welcome Shahid Kapoor as the newest FURO family member. We couldn’t have asked for a better partner in 2022 who comes with such high credible energy which is much needed in such dynamic times to inspire the youth towards athleisure lifestyle. We look forward to a successful partnership with him and hope to have a mutually beneficial long-term relationship.”

    Further, FURO marketing head Rahul Sharma added, “To continue leveraging our association both in mass media and digital platforms – Shahid would be part of our forthcoming Brand campaigns, which are back-to-back lined up starting a few weeks from now.”

  • Colgate partners with India’s first female blade runner Kiran Kanojia

    Colgate partners with India’s first female blade runner Kiran Kanojia

    Mumbai: Colgate-Palmolive India, the market leader in oral care on Tuesday released an inspiring true story of Kiran Kanojia, under its ‘Smile Karo Aur Shuru ho Jao’ campaign as part of its ongoing effort to promote optimism over self-doubt.

    Colgate India has been bringing its ‘Smile Karo Aur Shuru Ho Jao’ (Smile and Get Going) philosophy to life for more than three years now, sharing inspiring real stories from across the country. The initiative aims to encourage us to embrace optimism in the face of adversities and choose to smile as the secret weapon to dissolve all negativity and go forth and create the life of our dreams.

    Continuing to deliver on the above message, Colgate has launched their latest campaign celebrating Kiran Kanojia’s inspirational story. The ad begins from the point in life when Kiran, at the age of 25, was pushed off a train by robbers trying to steal her bag, and her left leg was crushed. Doctors had to amputate her leg to save her life. But she decided to fight the odds and not give up. With her unwavering persistence and willpower, she not only begins to walk but accomplishes her first ever marathon as a blade runner. Today she is known for not just her courage but also an evangelist spreading hope and confidence amongst others. The Colgate ad aims to bring back a spark in the viewers to battle their own odds and not give up till they reach their desired point in life.

    Colgate vice president – marketing Arvind Chintamani said, “Colgate believes that optimism has the power to move mountains and Kiran is a shining example of our philosophy. We are huge fans of Kiran’s indomitable spirit that made her India’s first female blade runner to complete a marathon and we promise to continue to support and inspire everyone, everyday to be more positive and optimistic and remember to Smile & Get Going!”

    The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India. The ad will be run in 12 languages which are Hindi, Assamese, Bengali, Bhojpuri, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Tamil and Telugu.

    Speaking about the idea behind the campaign ad film, RedFuse executive creative director Delna Sethna, said, “Under that diminutive, soft spoken exterior Kiran is a powerhouse, full of heart and courage. Her story will, I believe, inspire people. Not to take up marathoning, but to take the path less trodden. One that’s tougher. One that pushes you. One that knows no matter what, there is a light at the end of that long, dark tunnel.”

    On this journey, Colgate India has highlighted stories of some remarkable people who, with their courage and positivity, overcame huge obstacles in their respective lives and became torchbearers of hope for millions. These names included India’s first visually-impaired solo paraglider Divyanshu Ganatra; the youngest batsman in the world to score a double century in List-A cricket Yashaswi Jaiswal; the adoptive mother of over 1,400 orphaned children Late Sindhutai Sapkal and the world’s first female amputee to climb Mount Everest Arunima Sinha.

  • Sony Sports Network launches ‘Non-Stop cricket’ campaign

    Sony Sports Network launches ‘Non-Stop cricket’ campaign

    Mumbai: Sony Sports Network has launched its new campaign for cricket that provides the chance to celebrate India’s favourite game in 2022. The sports network launched the first of three films this week, which is a part of their campaign titled ‘Non-Stop cricket on Sony Sports Network’ on its sports channels and social media platforms.

    For the first time, audiences will get to see one of India’s finest cricketers, Smriti Mandhana and Bollywood’s most talked-about actor, Pankaj Tripathi, come together to promote the non-stop cricketing action on the sports network. The campaign also emphasises the cricket roster on the network with the apt tagline ‘Ab cricket fans ke pass hai celebration ka big reason, kyunki sony pe dikhega cricket ka full seasons.’

    The campaign stands out from other conventional cricket campaigns as the first-time viewers will see one of India’s biggest women cricketers helming the campaign for all formats of men’s and women’s cricket.  

    Sony Pictures Networks India, chief revenue officer, distribution and head-sports business, Rajesh Kaul said, “We have taken a clutter-breaking approach and used a leading woman cricketer to promote men’s cricket in a first of its kind campaign. Smriti Mandhana, the opening batter for Team India was a perfect choice to front our campaign, ‘Non-Stop cricket on Sony Sports Network’ and the film showcase and cement our position as the best destination for year-round quality cricketing action. With over 1800 hours of Live cricket, our fans will get to watch exciting matches that include India Men’s and Women’s cricket series, International T20i leagues and more.”

    Bollywood actor Pankaj Tripathi said, “I am delighted to be a part of such an inclusive campaign by Sony Sports Network where Bollywood meets cricket in an innovative manner. The campaign takes a clutter-breaking route with Smriti Mandhana, one of India’s top cricketers, promoting men’s cricket among others from the non-stop cricket roster on their network.”

    India Women’s Cricket Team member Smriti Mandhana added, “I am excited to be a part of the ‘Non-Stop cricket on Sony Sports Network’ campaign. The messaging is not only innovative but also progressive. It is a great association, and I am looking forward to the cricketing season on Sony Sports Network.”

  • Mother’s Day: Mylo’s campaign celebrates role of ‘Mom CEOs’

    Mother’s Day: Mylo’s campaign celebrates role of ‘Mom CEOs’

    Mumbai: Mylo’s has launched its new digital campaign recently to celebrate mother’s role as ceo– chief everything officer.

    Every mom is a CEO, in charge of leading her family and responsible for its efficient functioning that requires juggling multiple functions.

    Motherhood is often portrayed as one joyous ride but in reality, it is a myriad of emotions – lots of joy indeed but also a fair bit of exhaustion, sleep deprivation and a lack of recognition for the efforts it takes in raising a child.

    Through this film, Mylo highlights that motherhood is a full-time job that deserves to be recognized and appreciated. By showing a conversation between a couple who have recently become parents, the campaign addresses the ill-informed opinions about a mother’s role and celebrates her efforts and dedication in helping raise a happy family.

    The film concludes with Mylo reiterating- ‘Iss Mother’s Day, Mylo sabhi Mom CEOs ka dil se aadar karta hai.’

    Mylo’s head-content & community shaveta gupta said, “In the humdrum of life, it’s easy to overlook or take for granted the central role Moms play in every household. Moms are the wheels and the glue that keep a family on track and together. Moms do everything for everyone every day and deserve the CEO title before anyone. They are the real CEOs in life! Mylo invites everyone to both acknowledge and celebrate the role of the mom as the Chief Everything Officer this Mother’s Day.”

    BTDT Media’s founder Arjun Kapadia said, “As I think about it, my company’s name fits perfectly with the concept we have implemented; mothers have ‘Been There, Done That’. I’ve grown up seeing my mother be the CEO of our household and now my wife, so women have already played an important role in my life. I’m honoured to have been a part of such a fantastic project that recognises the importance of mothers and the roles they play in our lives.”

  • Britannia Bourbon’s new campaign celebrates friendship

    Britannia Bourbon’s new campaign celebrates friendship

    Mumbai: Britannia Bourbon onboards a new gen-Z BFF gang with three of India’s U19 Cricket World Cup champions – captain Yash Dhull, opener Harnoor Singh, and all-rounder Raj Bawa for its new campaign called #BourbonFriendsForever.

    The campaign is framed on the basic yet universal opinion that Britannia Bourbon is too good to be shared, even with the closest friends, and this is represented through the wickedly smooth tricks that the three champs pull on each other to steal a bite of their favourite chocolaty snack.

    This snappy campaign also has a fun pre-campaign leg where the three rising stars are seen engaging in cheeky pranks with each other on Instagram. The pre-campaign buzz starts with Harnoor and Raj taking over Yash’s Instagram account and in true BFF style, releasing embarrassing videos of Yash stealing their Britannia Bourbon. Yash then takes back control of his account and gets his payback from his BFF mates by asking consumers to help him find Raj and Harnoor’s hidden Britannia Bourbon stashes. Finally, the three friends come together for fun banter and release the campaign on their Instagram accounts.

    The campaign honours the cheeky relationships between real friends and Britannia Bourbon’s role in inciting fun amongst such friends, as a part of the brand’s Original Friendship concept. These friendships are fascinating – candid and enjoyable and these pals like the teenage leads in the TVC will not waste a chance to poke fun at you.

    Commenting on the launch of the #BourbonFriendsForever campaign, Britannia Industries chief marketing officer Amit Doshi said, ‘’Britannia Bourbon, the original chocolatey biscuit has been a favourite in India and has been a part of multiple friendship stories across generations.”

    “Picking up from our last campaign with Indian cricket stars Hardik, Shreyas, and Deepak, we are excited to echo the brand’s purpose of being an enabler of fun between real friends in our new campaign with Indian U19 champions Yash Dhull, Harnoor Singh, and Raj Bawa – the younger BFFs and rising stars of Indian cricket,” Doshi added.

  • What India Takes Offence To : ASCI reveals six major triggers in adverts

    What India Takes Offence To : ASCI reveals six major triggers in adverts

    Mumbai: In recent times, several advertisements have faced controversy with various individuals or groups objecting to them. There is also a growing trend of ads and brands getting trolled on social media when people take offense to a particular message or depiction. Given the sensitivity of our times, the advertising industry has had its work sharply cut out.

    The Advertising Standards Council of India (Asci) undertook a deep dive to identify trends in such complaints and came out with some interesting findings and insights on ‘What India Takes Offence To’- a report based on 1,759 complaints against 488 advertisements over the past three years. The ads covered include those that may not necessarily be in violation of Asci codes, but nevertheless offended people/ groups. The report that seeks to deconstruct, not only the messaging that was found objectionable, but also the articulation of the complaint along with the desired action asked for, uncovered six major triggers.

    ‘Socially undesirable depictions for commercial gains’. For example, ads that promote stereotypes such as fair skin, certain body shapes, or ads that create undue pressure on parents and kids in the field of education. ‘Inappropriate for children’ which included ads, mostly viewed at prime-time, that seemingly provoked children’s interest in ‘adult life’, particularly in the idea of sexuality and physical intimacy were also considered problematic. ‘Ads where people seemingly crossed cultural boundaries’ which included ads that showed intergenerational dynamics in non-traditional ways were also frowned upon by some people. ‘Advertising mocking men’ or where men were depicted in a negative or poor light, even in humorous or introspective ways, were considered offensive by some.

    ‘Hurting religious sentiments’ or ads portraying mixed religious narratives, depictions of new interpretations of traditions or the use of religious and cultural motifs in a humorous manner became a major trigger point. Complainants questioned the intent of the ads and felt the need to guard against ‘conspiracies’. Even ‘Depicting unpleasant realities’ or ads wherein everyday realities were depicted in an in-your-face manner, triggered complaints from consumers who preferred a more sheltered and ‘civilised’ version of realities. Showcasing death, raw meat or blood tended to raise the hackles of these complainants.

    The report noted that while in some cases, the offence is genuine and justified, in others it is observed that “some people seem to be intent on assigning a devious agenda to a particular ad where none actually exists.” It also stresses that, “Not all ads that are complained against may need modifications as per the discussions and recommendation of the CCC.” In fact, in some of the cases given in the report, the advertiser did not have to make a change, because the CCC, taking all things into consideration, did not find the ads to be in violation of the Asci code.

    The objective of the report is to provide a pulse on consumer sentiment to different stakeholders. The study gets to the heart of the complaints and the complainants to reveal the underlying issues in advertising that bother Indian consumers and citizens. For brands, the report offers insights that may help in more sensitized creative development.

    The report concludes by emphasising that “mature discussions between stakeholders, seeking remedies through a neutral forum such as Asci are perhaps the best way to navigate these complex waters in what are fairly polarised times.” “Being in direct touch with the complainants gives Asci a unique vantage point to understand what people find offensive in advertising. We are sharing these insights with our stakeholders to help advertisers plan campaigns better and be more cognizant of consumer sentiment,” said Asci secretary-general Manisha Kapoor.

    Asci chairman Subhash Kamath added “At ASCI, we believe our role is not just to police the narrative but to also constantly add value to the industry by guiding our members towards more responsible advertising. These kinds of reports, along with initiatives like our ‘Advertising Advice’ service will help the industry a lot in that direction.”  

    The report makes observations that could help advertisers plan campaigns better, even as it makes note that there would also be instances of brands deciding to stand firmly behind their advertising, particularly when it represents the core of their philosophy.

    The Advertising Advice is a paid-for service that helps advertisers and brands identify whether an advertisement potentially violates any Asci guidelines. A panel of technical experts from the relevant field helps the advertiser examine their claim and the evidence for technical claim support.

  • #Retrace2021: A look back at print ad campaigns that stood out in 2021

    #Retrace2021: A look back at print ad campaigns that stood out in 2021

    Mumbai: Reeling under the aftermath of the pandemic, the Indian print industry began its road to recovery in 2021. According to the latest Magna Global Forecasting Report released in December, overall, the print industry grew +12 per cent from a low base (2020: -40 per cent), despite the slowdown in business in 2021. Maximum growth came from Retail, Durables, Finance, Real Estate, and Government spending.

    After witnessing a tumultuous period of plummeting circulation, and advertising revenue, the industry also began pivoting fast to strengthen its digital presence. The projections paint a heathier picture, with 2022 growth expected to be broad-based, with most categories increasing spends and elections in a few large states helping to drive an increase of +14 per cent. However, a rise in cases of the new Covid variant could prove to be dampener.

    Nonetheless, Print remains one of the most trusted mediums to influence brand perceptions on critical factors like quality, price, and trust. This explains why 2021 saw the return of traditional, as well as newer brands, and advertisers to print to create some stand-out campaigns. As we begin 2022, we take a look back at some of these campaigns …

    TRUECALLER

    While the businesses were beginning to reopen, the Truecaller print ad in January 2021 set the tone for the rest of the year. The in-your-face, unmissable ad carried by the app on the front pages of leading national dailies, talked about the issue of phone harassment women face. It mentioned how women could block these numbers on the app and should step forward and report these callers. The campaign #ItsNotOk has been running for four years now. But it caught everyone’s attention, courtesy of the latest print ads. Thinkstr, the Gurgaon-based independent agency for the campaign said they were “a little jittery about spending money on print” because they “knew the circulation was down”. But the print ads outdid itself “more than any other medium we’ve advertised on.” 

    NESTLE

    When in doubt, choosing ‘Print’ seems to be the mantra of marketers. Whenever there was a need to emphasise a brand’s credibility or build trust it was the go-to medium. Nestlé India’s print campaign launched in June 2021 did just that- reinforce the brand’s assurance of offering quality products, while talking about its long-standing legacy of 100 years and ‘family-like’ trust. The FMCG conglomerate switched to the damage control mode, coming out with the print ad campaign to rebuild consumers’ faith in the brand, only days after news reports questioning the ‘healthiness’ of the company’s products surfaced.

    FORTUNE

    A similar approach was followed by the Adani Wilmar Group’s Fortune oil brand. The brand’s claims of ‘a healthy oil for a healthy heart’ suffered a beating after Sourav Ganguly, the brand’s endorser, suffered a heart attack. Prior to this, he was seen in an ad for the brand’s Rice Bran oil which promotes the oil’s heart health benefits. Fortune faced severe trolling on social media as netizens chose to highlight the irony of the situation. To salvage the situation, the brand came out with front-page ads across leading publications with the caption ‘Today seems to be a good day to talk about the heart’, which had a fit-looking Ganguly dismissing the talk about his ill-health and tackling the subject of heart health head-on. The long format copy presented as a signed letter from the former cricketer himself, pushed heart health conversation to the fore, was the brand’s comeback after the stretch of online trolling.

    INDIAN OIL

    Nothing beats the traditional medium when you want to create an impactful awareness about a social cause. Indian Oil wanted to create awareness around the ill effects of excessive honking ahead of World Environment Day 2021 (5 June). It came out with a creative print campaign, conceptualised and executed by Mumbai-based agency, Grey Group that showed the life-threatening impact honking had on other living creatures. The artwork by Vaibhav Bhilare replaced the body parts of various animals with sound waves to depict the hazardous effect the loud noise had on them.

    MANFORCE

    That Print media allows a brand to tell its brand story effectively with no excessive drama is a known fact. To simply and effectively convey its message of protected sex and to educate people to use condoms as against ‘messy’ scenarios related to the consequences of indulging in unprotected sex, the Condom brand come up with a campaign, #DontMessAround. The series of tongue-in-cheek ads which appeared in leading newspapers creatively nudged people not to engage in unprotected intercourse as it can come with bigger problems such as STDs and unwanted pregnancy, even as it drove its brand message through.

    SEBAMED

    After the famed Cola ad wars, this year saw the battle of the soaps, with major soap brands taking on one another, directly targeting their rival brands in their ads. Sebamed kickstarted the creative sledge-fest at the outset of 2021, going after other popular brands like Lux, Santoor, and Dove, by comparing them to a detergent bar. The German skincare brand made quite a splash launching a series of print ads in leading dailies, with shocking claims alleging that each of these leading soaps had pH factors (ranging from 7 to 10) that rivaled that of the detergent soap Rin, to highlight the harshness of these skincare products, as against its own which it claimed stood at ‘an ideal 5.5’.

    The brand has launched another campaign ‘Conditions apply’ with print ads taking on other anti-hair loss shampoos. The campaign sought to discredit the ubiquitous disclaimer ‘Conditions apply’ used by these products while making tall claims. It has, however, refrained from naming any brand this time.

    DOVE

    The HUL brand of skincare, Dove chose to respond to Sebamed’s ‘pH’ allegations with a print campaign that reiterated its gentleness, falling back upon its familiar messaging –that the soap is mild and comprised of one fourth ‘moisturising milk’. The print ad seen in major newspapers Dove responded to the jabs that Sebamed’s ads have taken at it, coming hot on the heels of the Sebamed campaign. The ad copy in a prominent font stresses that ‘Dermatologists have put something strong in Dove’s bar – their trust’.

    The beauty soap launched another print campaign titled ‘Stop The Beauty Test’ that attempts to call out the stereotypes associated with Indian matchmaking and goes against unrealistic stereotypes of beauty in our society. Conceptualised by Ogilvy India, the campaign urges one to look at the beautiful aspects of a person’s personality and not their shortcomings. “Khoobiyan dekho, khaamiyan nahin” says the ad released across print and other media. The print ad, written in a long format, tackles in-depth how a girl is subjected to these beauty stereotypes and biases right from childhood, only getting worse as she becomes of marriageable age.

    And it is not just traditional categories that see the profit in the printed word. Newer advertiser categories like the edtech, crypto, and several digital-first brands are also opting for the mass medium, even going full-throttle with full pager, front-page displays in major dailies. For newer categories like crypto exchanges who are in their next phase of growth in India, it becomes even more crucial to target beyond the early adopters of this digital world by associating with traditional mediums like television and print, the study noted. Thus, making print a viable medium to build credibility and trust.

    COINSWITCH KUBER

    One such platform, which has been investing heavily in print is CoinSwitch Kuber. Building trust is key to the category as a lot of uncertainty and risk have been associated with cryptos in the past. The crypto brand came out with full front-page ads in leading newspapers in the last few days. “While digital media enables us to target a certain set of audiences, print has the accessibility to the most basic audience group which finds credibility in the print news,” said CoinSwitch Kuber chief business officer Sharan Nair explaining the brand’s decision to go aggressive on print advertising.

    UpGRAD

    With eye-catching full-page ads in leading dailies, edtech brand, upGrad launched the campaign for its online MBA programs to ‘fast-forward your career’ because ‘CAT is so yesterday’. The two-page managed to grab eyeballs for the brand with its effective use of empty spaces and an attention-grabbing caption.

    TINDER INDIA

    In another resounding endorsement, a millennial and Gen Z brand like Tinder released a series of print ads, acknowledging that print still carries ‘trust and maturity’ which digital is yet to achieve. The new age dating app’s ad is indicative of how serious it is about educating its existing and potential users about consent, serving as a lesson on how many times we misinterpret our partner’s words to consider it a ‘Yes’. Tinder India’s front page Bombay Times ad is a primer on consent and what all doesn’t equate to a ‘Yes’. This ad is the latest installment from the dating app’s ongoing campaign around consent, emphasising that only a ‘Yes’ means a ‘Yes’. Nothing more, nothing less.

  • GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?

    GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?

    Mumbai: Experts and professionals have long debated the merits of customer-centricity versus brand-centricity. I have to say that it’s not one against the other; instead, both complement each other. With the fast-changing business landscape, the tenets of marketing and brand value have evolved equally fast. Back in the day, when outbound marketing was the primary method of outreach, it made sense to put brand-centricity at the core as the outbound efforts involved advertisements via radio, TV, and newspapers. Mainly, the brand decided what to communicate and how; there was limited two-way communication.

    But with inbound marketing taking centre stage, the marketing processes, tools, and funnels are entirely different. Digital has changed the game completely. Companies cannot afford to ignore the sheer volume of inbound traffic and how it’s suitable for the bottom line. Before making a purchase today, customers proactively do their research, which involves search engines, social media, peer-to-peer conversations, and more. This shift in customer behaviour has heralded a change in the marketing mantra from brand push to brand pull, from brand-centricity to customer-centricity. In essence, brand efforts are now a sub-set of customer-centric marketing.

    ‘Customers 2020: A Progress Report’ by Walker talks about customer experience overtaking both price and product as the key brand differentiator. This is a validation of what marketers already know. Similarly, Forrester Research has consistently highlighted how we live in the ‘Age of the Customer’, where the customer experience with the brand is paramount, and obsession with the customer is a defining change as per Exhibit one.

    360-degree Customer Approach

    To be truly customer-centric, it’s vital to have a holistic end-to-end understanding of the customer by mapping the persona, buying patterns, and using marketing automation to listen to consumer preferences and leanings. In a nutshell, deep customer intelligence and insights should become the prime focus. Marketers today are increasingly warming up to the fact that higher levels of customer understanding translate into unprecedented levels of customer engagement.

    360-degree Organisational Approach

    For any enterprise, the target customer needs to be at the heart of its marketing strategy and part of its DNA. Firstly, inculcating a customer-centric approach needs to start with the leadership. Secondly, internal restructuring needs to be aligned with the customer segments and needs. Thirdly, success and outcome need to be measured using key consumer metrics like customer satisfaction (NPS scores), order and delivery timelines, etc.

    360-degree Execution Approach

    The mantra should be to execute flawlessly and address the customer’s pain points, demands, and expectancies by analysing all available information. Take the example of a famous ketchup brand that acted expeditiously upon customer feedback highlighting the need for increased convenience in daily use. Exhibit two is self-explanatory.

    360-degree Customer Care

    Training customer service teams to be the ‘best amongst the best’ is critical. In many cases, the customer experience is closely driven by first-hand interaction with the customer care executive/helpline. Building systems and processes at an organisational level that allow a single customer view so that specific details pertaining to each customer can be accessed is the need of the hour. Also, such information should be made available to all functions for empowering and aligning them with the customer-centric strategy.

    360-degree Customer Feedback

    While the customer feedback is provided through multiple sources like customer care and sales teams, websites, survey questionnaires, google forms, social media, etc, it is imperative to address each through a carefully created repository backed by a tech-oriented query resolution and product development process. This forms the backbone of a consumer-centric culture.

    360-degree Content

    Over the last few years, Google’s search engine has shown a preference towards human-friendly content, ranking it higher than just content that hits all the right keywords. Therefore, the more humanised the content strategy, the more it will connect with the target audience. 360-degree content, hence, is people-centric and adds value to the product features and business-led articulation.

    To sum up, customer-centricity is the bedrock for businesses and in many ways decides their fate in terms of ‘Intention to Purchase (ITP).’ Brands, slogans, products, and media are only the spokes that help bridge the gap between the customer and the business and influence ‘Top of the Mind Recall (TOMA).’

    In essence, the brand reality today is defined by its collated perceptions and insights of the customers. Having said this, customer-centricity is a lifelong approach and needs constant attention to changing customer/market needs, perceptions and expectancies.

    (Atul Raja is executive vice president, global marketing at Wadhwani Foundation. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)

  • Throwback Thursday: How Nirma became ‘Sab ki Pasand’

    Throwback Thursday: How Nirma became ‘Sab ki Pasand’

    MUMBAI: It’s Thursday once again, and in continuation of our Throwback series featuring prolific marketing campaigns from the past, we rewind to an ad that is sure to invoke nostalgia in most of us.

    Remember the visuals of a little girl in a frilly white frock twirling to the tune of a catchy jingle? It remains one of the most enduring images from television commercials of the ’80s. Yes, we are referring to the ‘Washing Powder Nirma’ advertisement, which played a key role in catapulting an underdog, regional, barely known brand into the national limelight and in scripting its marketing success. Admit it, the song “Doodh si safedi Nirma se aayi” is already playing in your head, right? So, let’s flashback to the time when this jingle played on every television set – be it black & white or colour. But for that, we need to start from the beginning.

    The homegrown detergent brand, which went on to become a household name, had a unique journey that began in the backyard of its founder. The washing powder is the brainchild of Karsanbhai Patel, who worked as a lab technician at the time, at the department of mining and geology in Ahmedabad, Gujarat, after completing his BSc in Chemistry. The year was 1969 and he was all of 24, when he started experimenting with phosphate-free synthetic detergent powder. Eventually, he started manufacturing it in his house. Packaging the washing powder neatly in a transparent pouch, he started handing out packets to people on his way to work, even selling it door-to-door.

    ‘Detergents’ till then were a premium product, with most average-income households using laundry soap instead. But Patel knew his target consumers well. In order to reach the masses, the product was priced low and presented sans any fancy packaging, to appeal to the target group. The packaging just had the name ‘Nirma’ with a little girl’s mascot on it. Not many know that the brand derives its name from Patel’s own daughter, Nirupama, who tragically passed away young in an accident. The image of the girl on the detergent’s pack belongs to her, as well. This also explains why the image has remained a constant throughout, upto this day.

    The detergent market in those days was dominated by Hindustan Lever Ltd’s (now Hindustan Unilever) Surf, which was priced at around Rs 13 per kg. Since the majority of the middle class couldn’t afford to buy detergents at that time, it hardly had any competition. It is this market that Patel tapped into. He priced his brand at Rs 3.50 per kg. This massive price difference led to consumers opting to buy Nirma, over other pricier alternatives. Subsequently, the product sales picked up and Patel started manufacturing Nirma on a large scale. The time was ripe for a low-cost, no-frills alternative to Surf.

    In the 1970s, when Nirma entered the market, the biggest challenge it faced was to make its targeted audience aware of its existence. This was the time when the available means of advertising were primarily radio, newspaper, and magazines- and only a few hours of television. This is where Nirma’s advertising strategy caused an upheaval in the detergents market.

    Karsanbhai Patel collaborated with Purnima Advertising Agency for a catchy ad that would promote the product, create brand awareness and of course, boost sales. And thus, the jingle was born — “washing powder Nirma, washing powder Nirma…“

    It first hit radio airwaves in 1975 and was a hit. Patel then took a chance on TV advertising, upon seeing the increasing scope of television commercials. And the rest, as they say, is history.

    The ad debuted on television in 1982 with actor-model Sangeeta Bijlani as the face for the television commercial. The catchy jingle of “Washing Powder Nirma…Sabki Pasand Nirma” captured the nation’s attention, embedding it in our psyches forever.

    The jingle had a desi touch with regular Indian names such as Hema, Rekha, Jaya, and Sushma being thrown in, which struck a chord with the masses. The ad by itself was not path-breaking as such. Positioning itself as a brand for the masses, it followed a similar template for long, showing young people actively enjoying- singing, dancing – and of course, washing clothes using the Nirma powder. It portrayed the act of doing laundry as a fun activity, instead of a dreary task. Focusing on pan-India reach perhaps, the ad was shot at a variety of vantage locations across the length and breadth of the country. The ad begins and closes with the ‘Nirma girl’ – the brand’s mascot- twirling onto the detergent pack.

    It is probably one of those rare ads where the jingle actually outshines the visuals that accompany it. The song effectively and simply drove the brand messaging with lyrics like “doodh si safedi, nirma se aayi, rangeen kapda bhi, khil khil jaayae” (It brings the whiteness of milk to white clothes and brightens coloured ones too) and, “kam keemat mein adhik safedi laya nirma” (superior whiteness at a low price), which stressed on the low-cost factor coupled with a quality wash that basically every housewife was looking for. The campaign succeeded in dethroning the detergent heavyweight, Surf and overtaking all other big names in the market with its brand positioning.

    Little wonder then, that apart from minor tweaks, Nirma retained the jingle in its ad campaign for more than a dozen years- going on to become the longest-running ad jingle in Indian advertising. The brand responded to the evolving customer tastes and times by showcasing the four characters of Hema, Rekha, Jaya, and Sushma as evolving with time, depicting them as independent-minded women actively pursuing their interests and passion, in a slight upgrade from the original ad.

    By 1985, Nirma had overtaken Surf to become the best-selling detergent brand in India. And three years later, what started as a door-to-door selling brand, had 60 per cent of the total detergent market share in the country, dethroning the heavyweight brand from the house of a multinational, which had created the market in India. Also forcing HLL marketing stalwarts to go into a huddle for “Operation STING” which stood for-believe it or not-Strategy To Inhibit Nirma’s Growth!

    It was a classic David vs Goliath case- that’s worthy of becoming a management case study- where the advertisement helped script the perfect underdog win. The Nirma ad goes down the annals of Indian advertising for taking on the market leader of the time. And while at it, it did what a good ad is supposed to do – tell you about the product’s advantages and make you remember it. And if an ad doesn’t tick those two boxes, all the awards in the world cannot make it work.