ITV

Tag: digital campaign

  • IndiaMART bags 1 lakh customers, launches digital campaign to elevate SMEs

    IndiaMART bags 1 lakh customers, launches digital campaign to elevate SMEs

    NEW DELHI: Online marketplace IndiaMART has launched a digital video campaign that brings these emerging entrepreneurs to the limelight in a concise montage.

     

    Acknowledged as the true heroes of India’s growth story, these entrepreneurs share their journey to success while on how IndiaMART helped them scale their business effectively with the reiteration of ‘#IBelieveInIM.’

     

    A mammoth 1,00,000 premium customers have enrolled on the platform. IndiaMART has always endeavoured to give speed to its mission to ‘make doing business, easy.’

     

    The campaign brings to the fore these individuals who have gone on to not only survive but sustain and scale their businesses pushing the boundaries of how they trade today and achieving full-fledged sustainability for their venture. The campaign kick starts the new year on a note of promise and positivity and will run for 21 days across digital platforms including Facebook, Twitter and YouTube among others.

     

    Highlighting IndiaMART’s crucial role in the Small and Medium Enterprises sector, the campaign will showcase how small enterprises grew with increased profitability and size through the business matchmaker. The campaign videos showcase how sellers from various segments of enterprises have achieved real time growth and productivity. The videos focus on sellers who have built their brands and expanded their businesses on IndiaMART. They also talk about how coming on to the online platform has helped them to acquire new businesses, higher lead generation and also export their products.

     

    IndiaMART director Dinesh Gulati said, “By coming on board with IndiaMART, we have enabled the MSMEs of India with an Opportunity to Innovate. Through the launch of this digital campaign, we want to showcase the pride our customers take in associating with IndiaMART. As their business growth has multiplied over the years, their belief and trust in us has grown even stronger. SMBs see the highest Return on Investment with IndiaMART with an increased profitability and wider geographic reach. We aspired to put a face to the millions of stories we have experienced in our journey so far and what better way to do so than through social media. People will be able to easily relate to these stories as the campaign encompasses real people talking about how they achieved real growth in real businesses!”

  • Blink Digital gets KFC ‘confidential’

    Blink Digital gets KFC ‘confidential’

    MUMBAI: Digital agency, Blink Digital has devised an innovative route for launching a new product by food giants KFC. Creating a departure from the usual route, they have launched KFCConfidential.com – an exclusive website which can be accessed only by one person at a time, for 30 seconds only. The website is created for the launch of KFC’s new product which is yet to be announced. 150 visitors who access the website will stand a chance to win private passes to KFC’s exclusive pre-launch event slated this week.

     

    The agency conceptualized this innovative approach keeping in mind the market trends and consumer engagement habits. The idea of a ‘secret supper invitation’ for something yet to be introduced was daring, innovative and found an instant connect with the consumers.

     

     “We are committed to delivering campaigns that are driven by deep human truths. As experiences are becoming increasingly ubiquitous, consumers are on a constant lookout for newer ways of engagement. With KFC Confidential, we followed a philosophy of ‘less is more’. Instead of bombarding consumers with product advertisements, we decided to keep this campaign aspirational and use a pull approach rather than a push one. The website has no product images; in fact, it doesn’t even have the product name. The response it has received so far has been tremendous,”” said Blink Digital, co-founder and creative director, Dooj Ramchandani.

     

    The website has already recorded over 28,000 users waiting in line for over 5,100 hours to access the website – the maximum time spent waiting by a single user currently stands at 70 minutes at the time for drafting this release!

  • Decoding Heineken’s Spectre campaign

    Decoding Heineken’s Spectre campaign

    While the cine world is abuzz about the recently released offering from the Bond franchise, Spectre, James Bond aka actor Daniel Craig’s flashy appearance in Heineken’s new TV commercial ‘The Chase’ has also grabbed many eyeballs. The TVC is part of the beer brand’s integrated global campaign for Spectre which released on November 20 in India, making Heineken the only Spectre partner with a TVC featuring Craig.

    Created and conceptualized by Wieden+Kennedy Amsterdam, the TVC sees Daniel Craig as James Bond being chased by goons. Bond leads The Chase by jumping into a speedboat and accidentally makes a water skier tied to it a part of the action. Through several dangerous and comic situations, the ad shows how the ski girl Zara saves Bond.

    The TVC is but the tip of the iceberg when it comes to the grand promotion activities the beer brand has done with the film. “We have used television, in-cinema and digital for our campaign, and of course there is point-of-sale, which is a driver for our category (BTL),” informs UBL’s Marketing Senior Vice President Samar Singh Sheikhawat.

    Interestingly, Heineken went with for digital first approach with the new TVC. Explaining the strategy, Sheikhawat told Indiantelevision.com, “We chose to release the TVC on Facebook first due to its powerful reach and because of Facebook’s massive network and its recent strategic additions to its video platform. No other video platform has the advanced targeting capabilities like Facebook does. Through gathered data from over 144 crore active users, marketers can efficiently reach their target audience. With the help of Facebook’s targeting capabilities, the video has been carefully placed in front of the eyes of viewers that the matter most to Heineken. This release has been followed by with the launch of our TV campaign. “

    To further heighten anticipation ahead of the movie’s release this autumn, fans were given access to special edition Heineken® Spectre bottles and cans that were launched in India for the first time. In order to unlock exclusive content from the movie, fans need to visit www.heineken.com/bond, and scan the Heineken® label on the special-edition packs. The exclusive content features Daniel Craig, plus behind the scenes footages from five of the movie’s dramatic locations – Mexico City, Rome, London, Austria and Morocco. The campaign in India also included purchase-linked promotions where fans could win exclusive Spectremerchandise.

    Spectre isn’t the brand’s first collaboration with the Bond franchise. The association between James Bond and Heineken go way back to 1997. “James Bond is one of the most iconic characters in cinematic history and Heineken® is proud to have played a part in the 007 legend since 1997,” pointed out Sheikhawat.

    “Our successful partnership has grown with every release from ‘Tomorrow Never Dies’, ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’, ‘Quantum of Solace’, ‘Skyfall’ to, most recently, 2015’s ‘Spectre’,” he further added.

    What makes Heineken the perfect brand campaign partner for the Bond Franchise? “James Bond and Heineken® are instantly recognizable premium brands that share many of the same aspirational qualities – wit, resourcefulness and confidence, plus a fascination with the latest technology,” Sheikhawat simply responded.

    Sheikhawat further elaborated the significance of this powerful brand collaboration for both the brands. “Our partnership is mutually beneficial. Heineken® is the world’s most international premium beer, which means that Sony (film distributor and promotor) is able to use the global reach of our Bond campaign to help promote the film in 85 countries around the world. In return, we are able to partner with a globally recognized and loved franchise that our target market identifies with.”

  • OLX partners Qyuki for new made-for-digital ad

    OLX partners Qyuki for new made-for-digital ad

    MUMBAI: The latest video content for OLX is an emotional love story about selfless love, exemplifying some of the most heart-warming aspects of a relationship. Produced by Qyuki Digital, the video has been trending across social media sites with a high engagement level.

     

    Designed solely for the digital medium, the film is an example of digital content where the “story” is the real hero and the brand, a facilitator.

     

    The film traces the journey of a young couple in love, a photographer and a painter, who place their own happiness second to that of their partner. National Award winning Qyuki creator duo, Devyanshu and Satyanshu Singh, have worked on this project for the OLX brand.

     

    OLX.in chief marketing officer Gaurav Mehta said, “Video is a great medium for storytelling. This film in particular is inspired by a timeless classic that we’ve tried to narrate in our own words with the help of some fantastic poetry. We always had a lot of faith in this story, but we’ve been overwhelmed by the response this film has received so far. We truly believe that OLX is an enabler of little joys for its users, which we’ve tried to depict in the film. It feels great to know that it has resonated with digital audiences from different walks of life.”

     

    Qyuki Digital Media network head Sagar Gokhale added, “At Qyuki, we create opportunities for brands to tell stories differently. Our aim is to build bonds between artists who create great content and brands that can use that talent to connect with their customers. OLX shared the same conviction as us and we came together to create ‘The Story of Selfless Love.’ This story is not an ad film but is content marketing in its purest form. On this particular project, we connected Qyuki’s creative duo Satyanshu and Devanshu Singh, who have a National Award to their name (film Tamaash), with the brand and succeeded in reaching out to the right audience with the help of our technology and audience insights.”

  • Metro Shoes launches digital campaign for end of season sale

    Metro Shoes launches digital campaign for end of season sale

    MUMBAI: In a bid to give its customers a unique experience, Metro Shoes has launched ‘A Night Market Sale’ digital campaign, which will give customers an exclusive access to shop for Metro Shoes’ end of season sale (EOSS) products before it goes offline (in stores).

     

    To create a buzz on social media, Metro Shoes collaborated with top five bloggers to give them an access for a secret sale where they had a chance to view the collection before the sale went live for consumers.

     

    Metro Shoes is planning to execute the 360 degree EOSS campaign by reaching out to all important touch points like print, outdoor and digital media along with outdoor advertising and in-store experiences. The campaign, first unveiled on digital media, synced across all Metro Shoes digital media platforms and extended to their offline stores as well.

     

    Metro Shoes vice president, digital Alisha Malik said, “Metro’s Online Night Market Sale is an exciting proposition and we at Metro Shoes are happy to be the torch-bearers of this initiative. This would also mark Metro’s first concerted 360 degree campaign for its EOSS both online and offline. The campaign has been splashed across social media platforms like Facebook, Instagram, Pinterest and Twitter. It is heartening to see that this activity has captured the interest of customers and influencers alike. This is our kick-off campaign and we’ll keep going with other activities throughout the year.”

     

    The sale will begin on 27 July from 10 pm – 10 am at www.metroshoes.net.

  • Govt of India joins hands with Google for a ‘Digital India’

    Govt of India joins hands with Google for a ‘Digital India’

    MUMBAI: Working towards the Prime Minister Narendra Modi’s vision for a digital India, the Government of India has partnered with the online giant Google.

     

    Announcing the initiative Department of Information Technology secretary RS Sharma said, “The Digital India programme has been launched with the vision of transforming India into a digitally empowered society and knowledge economy. It can bring India at par with other developed countries.”

     

    “I’m happy Google is coming forward to roll out initiatives that will contribute to the Digital India vision. I’m sure others will come forward and join this movement.”

     

    As a part of the plan, Google is going to run a number of campaigns in collaboration with the Indian government. Google would also develop a mobile application for the Prime Minister’s Office (PMO) aiming to bring the PMO to every citizen. The app will be developed through a contest to be soon launched by Google and MyGov, the citizen engagement platform of the government.

     

    According to Google, the motive behind the contest is to showcase that ‘Indians can build a world class app’.

     

     Google would also build a multi-language ecosystem on the web to help the government transition into the increasingly ‘mobile’ India.

     

    In a bid to promote the digital empowerment of citizens, the company will push programmes like Helping Women get Online and getting Indian SMEs Online. This will also continue to map and photograph heritage and culture sites to bring them online.

     

    Additionally, to encourage digital literacy and internet safety, Google will introduce curriculums for schools, officials and elected representatives.

     

     Google India vice president and managing director Rajan Anandan added, “India is already home to the third largest number of internet users globally with 245 million users as of June 2014.  We are on track to become the second largest user market by 2015 and a 500 million-user market by 2016. Yet, there are more than a billion people who will need to be brought online for India to realise the vision of a digitally connected, knowledge economy. Prime Minister Modi’s Digital India programme will play a transformational role in achieving this.”

  • #Whattheblack : Colgate’s charcoal toothbrush

    #Whattheblack : Colgate’s charcoal toothbrush

    MUMBAI: Have you ever seen a black egg, black newspaper or a black toothbrush?  If not, then behold, Colgate-Palmolive (India) has launched a Colgate SlimSoft Charcoal toothbrush. Yes, charcoal.

     

    The country’s first and only toothbrush with bristles infused with Charcoal is based on the key Indian insight of the traditional oral care benefits of charcoal. The launch is focused towards growing Colgate’s leadership in the toothbrush category, with the present market share of 43.6 per cent (YTD June 2014).

     

    However, what is more interesting is the buzz created on the digital medium before the big announcement.

     

    With the advent of new tools of communications, the digital media channel has increasingly become an integral part of the communications mix for brands today. The platform brings an opportunity to build lasting relationships with consumers, who could become the most vocal champions or brand advocates. So, for a brand with a great product or service, consumers are curious about it and often reach out through the social media.

     

    The #whattheblack campaign, launched a few days before the announcement, was a unique approach to bring alive a category that often witnesses feature related communication. Going beyond traditional marketing techniques, through this campaign Colgate reached out to netizens for building advocacy. “For the first time the digital medium was innovatively used to launch a new product – through teasers, user generated content, creating conversations,” says the Colgate spokesperson.

     

    The campaign was conceptualised by Red Fuse Communications, WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide, and was executed by Candid Marketing.

     

    The insight which went into it was that toothbrush has traditionally been a low involvement category. Consumers don’t think or talk about it to others and the concept of word-of-mouth publicity has been non-existential in this category. However, with the launch of the new Colgate Slim Soft Charcoal toothbrush, unique opportunities have opened up, feels the brand and the agency.

     

    Black bristles in a category associated with white bristles is highly disruptive and this presented Colgate with an opportunity of creating brand visibility and advocacy through disruptive communication techniques. “To bring this alive, the approach was to generate curiosity and intrigue amongst the key opinion leaders. The objective of the campaign was to create schema disruption, leveraging the colour black. This was achieved by turning every day white items – such as eggs, newspapers, tissues – into black,” highlights the spokesperson while adding that the items were sent out on different days to media and key opinion leaders such as marketing professionals and bloggers across key metros without any mention of Colgate or the toothbrush. On the last day, the brand was revealed elaborating that the personal toothbrush has now turned black as well.

     

    All the campaign elements were tagged with the hashtag #whattheblack to further amplify visibility on digital platforms such as Facebook, Twitter and blogs. The campaign moniker #whattheblack through the digital platforms further assisted in developing user generated content.

     

    The campaign that was initially targeted towards 200 opinion leaders got amplified to 23.8 million consumers, a never before witnessed in this category.

  • SMG Convonix creates a digital campaign for OLX

    SMG Convonix creates a digital campaign for OLX

    MUMBAI: SMG Convonix, an integrated digital marketing solutions company and part of Starcom MediaVest Group, has come up with a unique integrated experiential digital media campaign for OLX “Phone ko banao SELLphone”.  OLX, in a marketing campaign across TV, radio, and outdoor, is promoting a new concept of ‘sell-phone,’ focusing on three core communication points click-upload-sell.

     

    The digital ad campaign by the digital agency trendily allows the users to sell off household things virtually by just experiencing this innovation on web though their mobile phones. This mobile sync web campaign goes live on Yahoo and MSN from 4 and 5 June, respectively.

     

    Women have always been an integral part of the brand communication at OLX. With ‘Phone ko banao Sell-Phone’ OLX celebrates the individuality and independence of the new-age Indian woman. The campaign displays OLX mobile App as a tool of empowerment for women, allowing them to earn money, and unclutter from the convenience of their homes.

     

    The technical capabilities of SMG Convonix and integrated digital marketing solutions drive synergies across various elements of the online ecosystem to architect solutions that sit right at the heart of their clients’ business imperatives.

     

    OLX India CEO Amarjit Batra said, “The current campaign “Phone ko banao SELLphone” stemmed from the insight that it is easier to use a classifieds platform from a mobile phone than a desktop PC. The campaign tries to highlight that online selling is fun and convenient”.

     

     “This innovation is an attempt to deliver the joy of selling through mobile, and displays the ease of the OLX mobile App. With this campaign we intend to give our users the best possible user experience,” he added.

     

    SMG Convonix CEO Vishal Sampat said, “With this mobile and web sync innovation we have tried to break the clutter in the digital ad space and bring out the realistic experience of making your phone a “SELLphone.  We wanted to take this several notches higher by creating a truly unparalleled interactive digital campaign by gamifying the website.”

     

     He added, “There is a lot of information this communication had to convey. It had to explain what digital ad campaign is, how it benefits consumers and how to access your phone to sell. We hope that this innovation will not just create awareness about the brand but also give an opportunity to experience the ease of use for the OLX mobile App.”

     

  • Nike launches a digital campaign

    Nike launches a digital campaign

    MUMBAI: Be it any stadium, playground or a by-lane, children playing cricket is a common sight in the country where the sport is a religion.

    Playing on the same phenomenon, Nike has created a film called ‘Make Every Yard Count’. The film which is live on Nike’s facebook page was co-created with consumers through an active online participation and on-the-ground efforts. It has used over 1,440 crowdsourced action images of young cricketers in India who love the sport.

    Nike India marketing director Avinash Pant said, “At Nike, we understand that the cricket culture of this nation is not confined to team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is a dedication to each and every one of those young cricketers who relentlessly chase their dreams.”

    The campaign, which was launched on 22 February on Nike Cricket facebook and twitter, encouraged players all around the country to send in images and also involved over 100 photographers who travelled around the country to shoot young cricketers.

    The ‘Make Every Yard Count’ campaign aims to make the young cricketer the hero of the Nike film.

    Click here to watch the video

    The manifesto that captures the campaign idea best reads: ‘Yesterday was not good enough. Today is not over yet. Make Every Yard Count.’ 

    The digital film was created by JWT Bangalore and the song creation and sound design was done by Dhruv Ganekar and Taufiq Qureshi.