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Tag: digital marketing

  • GUEST ARTICLE: The future of brand marketing using influencers

    GUEST ARTICLE: The future of brand marketing using influencers

    Mumbai: ‘Influencer marketing is the future,’ ‘Influencer marketing helps brands reach millions,’ and ‘Influencer marketing has limitless potential.’ We see such statements across articles, news, blogs, etc. As we dissect the relevance and future of influencer marketing, let’s clarify what it is.

    Simply put, influencer marketing uses content creators on social media to craft engaging promotional content to drive traffic and conversions, boosting the brand’s growth and revenue. But is it true? Can we assume that brands can turn towards influencer marketing as the marketing industry’s future? And if so, how is this shift getting suitable returns? How is the integration happening across different mediums? How is it a reliable method of generating high ROI? Finally, and most importantly, what is influencer marketing for brands? In this article, we will unravel this boundless strategy.

    One strategy – multiple purposes served

    Influencer marketing, with its multifaceted benefits, serves more than one purpose. Some of the objectives of brand marketing with influencers can range from:

    1. Building brand awareness: Influencers can amp up the brand positioning and visibility for their respective followers, especially if they’re niche-based with a highly engaged audience.

    2. Increase reach: Influencers can help brands reach broader and more relevant audiences across cities or countries. This also helps the audience connect strongly with the brand that their favourite influencers associate with.

    3. Drive sales/traffic: Influencers can help brands get more qualified leads and traffic with their content.

    4. Improve brand image: Influencers are usually considered experts or key leaders in their niche or industry, and their followers highly value their opinions. When an influencer posts something good about or for the brand, this boosts the brand’s credibility and image.

    Sass and Sales are on the same side now-

    The evolution of digital marketing has taken over people’s digital privacy, so it’s safe to say that most of the expensive advertisements you’re pushing forward to your potential customers are not even reaching them. As a result, people are now paying to stop receiving advertisements. So it’s no surprise that the marketing industry witnessed the rise of influencer marketing as the hero of marketing, helping brands reach their potential customers on social media platforms with quirky, engaging, and relatable promotional content. Leading creators have mastered the subtle and sassy ways of promoting products or services. Be it Bhuvan Bam’s Myntra collaboration, RJ Karishma’s Hotstar collaboration or KYRA’s boAt collaboration, the content doesn’t just reach millions of people, it also helps people connect more with the brand. They feel the urge to buy the products recommended by their favourite influencer, driving high ROI in sales, website traffic, instals, brand visibility, awareness, and so much more.

    Pay Less, Earn More? Yes, that’s on the table

    Tired of paying for ads and marketing promises that never yield good returns? Influencer marketing has successfully established itself as a cost-effective strategy. How? Here’s an example: Micro-influencers charge as low as Rs 2,000 for content that reaches 50k potential customers. At the same time, macro influencers charge Rs 40,000 or more for content that reaches five million potential customers. Moreover, influencer marketing can be customised to suit your brand’s budget, ensuring your brand spends less and gains more.

    Not just that, some influencers even prefer to do barter campaigns, meaning your brand can give some products to the influencer in exchange for a promotional post for the product.

    Rule the digital world? Yes, along with customers’ hearts and pockets!

    The digital crowd is hooked on their social media platforms throughout the day. Be it Instagram, Youtube, Twitter, LinkedIn, or Facebook. However, the digital crowd is smart, so the selling process has to be more innovative. Customers are no longer attracted to advertisements promoting anything and everything. Brand marketing with influencers can be considered the liveliest form of marketing by simultaneously capturing millions across the globe. Let’s check out some of the leading influencer campaigns across different social media platforms to better understand them.

    1. YouTube influencer marketing: Youtube influencers specialise in different niches. Collaborating with YouTubers for brand marketing can add value for your target audience while driving higher conversions. Some YouTube brand campaigns with influencers include live-shopping, review videos, and narrative and reaction videos, among others. Case in point, Open Book launched a regional campaign with influencers to familiarise the brand’s new products with its target audience. The content revolved around experts talking about the products and their solutions.

    2. Instagram influencer marketing: With Instagram, brand marketing with influencers usually focuses on campaigns that aim to earn brand mentions, product reviews, content sharing, and contests. With the rising popularity of Instagram in the last decade, the creator pool has successfully implemented content curation and creation strategies that boost brand awareness, sales, brand visibility and more. Case in point: Paragon collaborated with mega influencers to target the youth audience and depict the brand as the go-to footwear for all occasions. The content revolved around reviews and product experiences, with a hint of humour.

    3. Snapchat influencer marketing: Snapchat marketing with influencers is often considered the ace of social media due to the high rates of conversion, genuine interaction, and two-way content engagement allure it holds. Case in point: In 2020, Dunkin’ Donuts launched the most extensive campaign on Snapchat. To put a smile on its customers’ faces, it launched a campaign on National Donut Day. The brand’s Snapchat channel was taken over by influencers who posted snaps from Dunkin’ Donut outlets. To enhance their customers’ experience, they also devised a “Geofilter” that visitors could access after signing up with the store, driving high outlet visits.

    Over the years, we have witnessed brand marketing with influencers on Facebook, TikTok, Twitter, etc. It is safe to say that the trend has seen a glorious rise, and the future of brand marketing with influencers is ripe with possibilities and opportunities. Most brands have started adopting and adapting as per the latest trends and updates, staying in-vogue with campaign strategies with the “WOW” factor for the digital crowd, like boAt with its first-ever campaign with virtual influencer KYRA or L’Oreal revamping its influencer marketing strategies in a relatable way. One thing is sure: influencer marketing plays a vital role in the growth trajectory of brands. It won’t be long before most leading brands shift their strategies to adopt influencer marketing as a core strategy.

    The author of this article is The Good Creator Co. co-founder Rahul Singh.

  • Blink Digital bags Fibe’s digital media duties

    Blink Digital bags Fibe’s digital media duties

    Mumbai: Blink Digital has been awarded the digital marketing mandate for Fibe. Specialising in blending deep digital insights and ideating plans, Blink Digital helps brands grow to their full potential. The agency will now be in charge of digital strategy, ideation, and execution of the digital launch for Fibe, formerly EarlySalary. This is a year-long association/partnership that was established after a competitive multi-agency pitch.

    Conceptualised by Blink Digital, the campaign “Aapke Paise Wali Vibe” targets how it is a quick and hassle-free application process as well as the ease at which its customers can avail of its services.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Fibe India (@fibe.india)

     

    The campaign, written by Sudhir Shetty and directed by Very Busy People, aims to position Fibe as an alternative to the notion that obtaining a loan is difficult and time-consuming. Fibe has been positioned as a helpful credit provider that offers loans tailored to everyone’s needs without a complicated application process or many questions about how to use the loan.

    The agency will assist the brand in staying ahead of the curve regarding social media engagement. Their new campaign idea for Fibe gives a fresh outlook on consumer lending in the financial landscape. This partnership will work towards establishing the brand as the go-to solution for all the financial needs of young Indians and provide them with a hassle-free experience.

    Talking about the association, Blink Digital co-founder & COO Rikki Agarwal said, “We have associated with Fibe to create a digital marketing strategy which will help them connect better with their target audience. At Blink, we always look forward to creating a seamless yet unique experience for our clients while staying true to the brand message. We have used the best marketing tools in nurturing social media for brands in India and across borders. We are looking forward to boosting engagement for Fibe by showcasing its legacy to the right audience at the right time through various social media channels”

    “We are delighted to associate with Blink Digital for our social media management. We look forward to working with their skillful team and are confident that the digital agency will position our properties to our highest expectations,” said Fibe founding member and director of marketing, Sudesh Shetty.

  • India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    Mumbai: Social Beat’s influencer marketing platform, influencer.in, has released the Influencer Marketing Report 2022 to provide insights on how influencer marketing has become one of the most important channels that big brands are leveraging as part of their digital marketing.

    The report is based on over 500+ survey responses by Indian content creators and over 60 marketers in Q1’ 22.

    The survey finds that Snapchat and Moj are becoming popular with content creators, with 17.79 per cent of creators on Snapchat and 8.53 per cent on Moj. Brands leveraging their product or service through influencers on these platforms can help them create brand awareness and engagement, educate users about their product or service, drive incremental revenue via conversions, or target a niche audience.

    According to the report, the influencer marketing industry’s value is estimated to grow at a compound annual growth rate (CAGR) of 25 per cent over the next 5 years to reach Rs 2,200 crore by 2025, up from Rs 900 crore in 2021. The projected meteoric rise of the industry can be attributed to the steep growth in the number of creators and the increasing partnerships between brands and creators to deliver compelling, relatable story-telling content to the target audience.

    It finds out that 61.2 per cent of all brands recognise the power of influencer marketing to tap into a newer audience pool to boost brand awareness. While smaller businesses understand the value of influencer marketing but have not yet committed significant resources to it, larger businesses have acknowledged it as an essential component of their digital marketing plans.

    50 per cent of marketers said they spend up to 10 per cent of their digital marketing budget on influencers each year. While 10 per cent of the respondents dedicate over 40 per cent of their annual digital marketing budget to influencer marketing.

    Another interesting insight is how brands and creators are looking at collaborations. While 58 per cent of brands prefer to work with an influencer for an average duration of one month doing short-term promotions, 91 per cent of influencers are looking for a long-term relationship. Some brands, such as SnapDeal, TataCliq, BharatMatrimony, Jupiter, Dhani, and Gamezy, have understood the value of long-term collaborations and entered into long-term contracts with influencers.

    Speaking about the launch of this report, Social Beat co-founder Suneil Chawla said, “We were ahead of the curve in launching influencer.in and these trends confirm our belief that this industry is integral to digital marketing. We predicted that as devices and Internet access increased, content across multiple platforms, video content, and storytelling in regional languages would gain traction.We were confident that influencers across the spectrum, irrespective of their size, would be in demand from brands based on their style, specialty, and content. While video content is the preferred form of content due to its story-telling potential, the emergence of new social media tools is something to watch out for.”

    Adding to that, influencer.in head Arushi Gupta said, “Instagram, YouTube, and Facebook continue to be the preferred platforms for most creators. Short-form videos account for the largest pie of content at 33.8 per cent; carousel posts/videos account for 25.8 per cent of content; statics account for 24 per cent; and long-form videos account for only 15.7 per cent of content. It will be interesting to see how influencers adapt their content to the emerging short video platforms. As the market evolves, we will continue to make influencer.in the most technologically advanced platform for ease of use, verified creator profiles, analytics, and reporting for both brands and creators.”

  • ‘Weekend Unwind’ with: Vajra Global Consulting Services CEO Ganapathy Sankarabaaham

    ‘Weekend Unwind’ with: Vajra Global Consulting Services CEO Ganapathy Sankarabaaham

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind — a series of informal chats that peek into the minds of corporate executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session we have digital marketing company Vajra Global Consulting Services CEO Ganapathy Sankarabaaham opening up the windows to his thoughts.

    As CEO of an award-winning digital marketing agency, his vision is simple: to create a unique digital-led marketing strategy to help clients’ businesses grow profitably, meet their goals, and win in the market.

    Ganapathy’s strengths include the ability to quickly understand a business and its goals, to draw up a big-picture growth strategy, and a digital-led execution approach.

    At his firm, he has a robust programme management framework that easily captures business objectives and maps them to measurable outcomes.

    He takes pride in visualising, creating and delivering digital transformation and marketing programmes successfully for both B2B and B2C clients.

    Vajra Global, we specialise in working with technology, e-commerce, healthcare, and event companies. A collaborative, customer-first principle guided by ethics, transparency, and respect for every human being sums up Vajra’s motto.

    So without further ado, here it goes…

         Your mantra for life

     Dream big. Never give up!

        A book you are currently reading/plan to read

    “Visionary thinking” by Ashish Jaiswal.

        Your fitness mantra, especially during the pandemic

     Stay strong, stay positive. This too shall pass.

        Your comfort food

     Rasam rice.

        When the chips are down a quote/ philosophy that keeps you going

    When the going gets tough, the tough gets going! (or) when life gives you lemons, make lemonade.

        Your guilty pleasure

     Ice cream.

        When was the last time you tried something new?

    Today.

        A life lesson you learnt the hard way

    It’s in the details.

         What gets you excited about life?

     Challenges, ideas, discovery, people, and growth.

        What’s on top of your bucket list?

     A trip to Norway.

         If you could give one piece of advice to your younger self, what would it be?

    Enjoy the journey!

         One thing you would most like to change about the world

    Supercharge positivity, self-belief and compassion.

        An activity that keeps you motivated/charged during tough times

    Running.

        What lifts your spirits when life gets you down?

    Right intentions and efforts always deliver the right results in time.

        Your go-to stress buster

    Sleep.

  • ACKO appoints Saurabh Jha as senior VP of digital marketing

    ACKO appoints Saurabh Jha as senior VP of digital marketing

    Mumbai: Digital-native insurer Acko has announced the appointment of Saurabh Jha as the senior vice president of digital marketing.

    Saurabh is a seasoned leader with strong management experience across the consumer internet and start-up space. He has worked in various verticals such as travel, ecommerce, and real estate for both digital and traditional marketing functions. Saurabh’s prime focus has been to lead businesses towards excellence.

    At Acko, he will be responsible for scaling and driving growth across all business units, and his mandate will include digital marketing, content, and strategic partnerships.

    Before joining Acko, Saurabh was associated with Housing.com as the senior director of growth, marketing & analytics, where he spearheaded the team. During his professional journey, he has also contributed significantly to the growth of HolidayIQ and Jungle Lodges & Resorts.

    Saurabh holds a Master of Business Administration (MBA) degree from IIFM and a bachelor’s degree in computer science.

    Speaking at Saurabh’s appointment, ACKO founder & CEO Varun Dua said, “I am delighted to welcome Saurabh to the team. Saurabh brings with him years of knowledge in the performance marketing domain. He has been a part of the growth journey of some well-known digital brands and clearly understands what it takes to fuel growth for brands.”

  • EnKash launches “savings focused” campaign to boost growth for businesses

    EnKash launches “savings focused” campaign to boost growth for businesses

    Mumbai: EnKash has announced the launch of its brand campaign and unveiled a new brand mascot, “chief savings officer,” a superhero CXO that enables businesses to save significantly by digitising manual processes and providing control and visibility using a DIY intuitive platform.

    The “chief savings officer” is a two-month campaign that will run across various digital and social media channels to drive awareness. In the second phase, EnKash plans to launch a much broader campaign covering mass media that would focus on how businesses could optimise business spending to maximise value from their organisational spending by keeping costs under control.

    The campaign is built around the insight that while businesses account for functions such as sales, finance, marketing, product and more, the function of savings is often missed.

    Through this campaign, EnKash aims to reinforce its brand philosophy of facilitating transparency, decentralisation, and optimising spending for each of its clients. The brand mascot will also enable a better understanding of the multiple business expenses incurred, such as vendor payments, tax payments, rental, bill payments, employee related expenses, including but not just limited to travel, digital expenses related to process efficiencies, assessing and mitigating fraud risk, and the importance of real-time spend visibility by covering the entire spectrum of spends. Each of these is crucial to enabling savings through a well-controlled spending management system.

    The “chief savings officer” is a personification of the benefits that organisations can leverage by adopting EnKash into their daily spend management process. Serving as a member of the chief experience officer suite, EnKash’s primary focus is on increasing efficiency, control, visibility, and overall transparency across all the various cash flows of the organisation to provide significant savings.

    Speaking about the launch, Enkash co-founder Hemant Vishnoi said, “We see a significant rise in the demand for spend management solutions across small and medium-sized businesses. Our unique brand campaign endeavours to create a voice to enable “savings” across business value chains. Businesses lack focus on the savings aspect while making business expenditures. Therefore, EnKash looks to play the role of the “chief savings officer” by identifying inefficiencies and plugging the gap across various expenditures.”

    He added, “Our current product suites include company cards, payable, receivable, and expense management solutions that are focused on bringing savings by cutting down on unnecessary spending and helping cut unnecessary man hours and days spent in reconciliation, reporting, and streamlined processes. Our long-term objective is to allow businesses to primarily focus on their growth and let EnKash truly be their “chief savings officer.””

  • Amazon India to recognise delivery associates’ efforts with ‘#DeliverThanks’ campaign

    Amazon India to recognise delivery associates’ efforts with ‘#DeliverThanks’ campaign

    Mumbai: Amazon India has announced the third edition of “#DeliverThanks,” a campaign to encourage customers to extend their gratitude and thank delivery associates across the country.

    Through this campaign, Amazon India aims to acknowledge the efforts of tens of thousands of delivery associates across all e-commerce companies who work tirelessly to make the festive season more joyous, hassle-free, and memorable for all customers.

    This edition of the campaign urges customers to thank the delivery associates by posting thank you messages on social media to create India’s longest thank you note. The message could be a drawing on paper, a self-composed poem, or a song, among other creative ways to express their gratitude. Customers must then photograph or record a video of the thank you message and post it to their social media accounts with the ‘hashtag DeliverThanks’ and tag Amazon handles.

    The contest will be live from 6 to 20 October and the most creative entries will win Amazon gift cards. 

    Commenting on the campaign, Amazon India director of customer fulfilment, supply chain & transportation services Abhinav Singh said, “We are grateful to the tens of thousands of associates who go above and beyond to bring smiles on the faces of our customers during the festive season. This campaign is a celebration of all those who are part of the fulfilment and delivery network. Thousands of messages and well wishes were sent to our associates last year during the second edition of the “#DeliverThanks” campaign. This year, we urge customers to extend their gratitude to these associates across the retail and e-commerce industries in India. Through this campaign, we would like to share with associates the appreciation of the people of India.”

    This edition of the campaign by Amazon India has been launched with a digital film that shows customers supporting and appreciating the continuous efforts of delivery partners who are always available to help consumers with their hunger pangs, medical emergencies, grocery shopping, or festive shopping. The video also gives customers ideas on how they can express their gratitude towards delivery associates by posting their thank you messages via video, tweets, and posts on social media. This is aimed at encouraging the audience to participate in the campaign.

  • JKCement celebrates the true spirit of Diwali with ‘#AndarSeSundar2.0’ campaign

    JKCement celebrates the true spirit of Diwali with ‘#AndarSeSundar2.0’ campaign

    Mumbai: JKCement WallMaxX has unveiled the new phase of its “#AndarSeSundar” campaign ahead of the festive season. The latest campaign recognises the hard work and selfless dedication of the painting community, who are nothing short of superheroes when it comes to transforming our homes and making them holiday-ready.

    The campaign is conceptualised by Kandid Kanvas & Social Cloud, while the production house is Bombay Film Company.

    Since the festive period is one of the peak seasons for home renovations, our painter partners have their schedules clogged and even have to devote extra hours to make sure that there is no hindrance in the plans of the homeowners. While they are busy meeting their duties, there are times when they are unable to make it to their homes for the festival celebration with their families.

    The campaign highlights and appreciates the gesture of donning hats and recognises the efforts of all the nameless painters who make our homes “#AndarSeSundar,” especially during the festivals. The campaign was conceived based on findings from recent market research, which revealed that 62 per cent of painters leave their families to work in the city. The research also revealed that only 49 per cent of them get the opportunity to visit their hometown more than two times a year! Most of them prioritise lighting up someone else’s home during the festivals and, in return, go back to an empty abode far away from their families.

    The key intent of the campaign was to recognise and appreciate the real heroes behind the beauty of our festivities, the painters, who sacrifice their family time to make our homes “#AndarSeSundar.” Through this campaign, JKCement WallMaxX wants to ignite the real festive spirit in society, which at large includes inclusivity for all in the celebrations and happiness.

    The film showcases an emotional story that defines how empathy and humanity can make anyone’s festival ‘sundar.’ It tells the story of a painter who found it almost impossible to go home to his daughter for Diwali celebrations as he had to honour his commitment made to a young couple who were celebrating their ‘Pehli Diwali.’  The twist in the tale happens when the young couple makes sure that he reaches his village on time to celebrate Diwali with his family. The campaign film has touched millions of hearts and has garnered a viewership of four million within three days of its launch.

    Speaking on the campaign, White Cement Business head-branding Indranil Lahiri said, “We feel the insight-driven campaign is more impactful, especially when it addresses an issue. The inception of the campaign happened when we discovered that a lot of our influencers (painters) expect something beyond financial gains from the homeowners who avail of their services. That something is nothing but the recognition of their hard work and acknowledgement of the fact that they have to let go of their festive celebrations in order to make the homeowner’s abode festive-ready. “#AndarSeSundar 2.0″ is our humble initiative to thank the painters, who give up on their special moments for us to create cherishing memories during the festivities and to encourage others to follow the path of kindness to make this world a better place.”

    To perfectly encapsulate the essence of the film, JKCement WallMaxX came up with a song to resonate with the mood of the audience at every stage of the film. The music was composed by ‘Indian Ocean,’ a group of master musicians who through their music have always stood up for humanity, empathy, and virtue.

  • Weekend Unwind with: Hansa Mondal, COO & co-founder of Ssoftoons Entertainment Media

    Weekend Unwind with: Hansa Mondal, COO & co-founder of Ssoftoons Entertainment Media

    Mumbai: With yet another Saturday upon us, it’s time to unwind with a dose of our weekend special series. Weekend Unwind is a tete-e-tete with an industry executive—akin to a virtual water cooler chat – an attempt to get to know the person behind the title a little better.

    This week we have with us Ssoftoons Entertainment Media co-founder & COO Hansa Mondal, sharing her nuggets on dealing with the curveballs life throws at us.

    Having left a well-secured job, Hansa embarked upon her entrepreneurial journey in 2001, co-founding Ssoftoons—a homegrown animation company—with her business-cum-life partner Sourav Mondal in Howrah, West Bengal. Being a complete novice in the industry, she had to start from scratch by learning to sketch and arming herself with the industry know-how. After nearly a decade, the company saw success in the regional market, and with an intention to have a national presence, the couple moved to Mumbai. Having delivered some successful projects, Hansa is currently working in association with Disney India. In her current position as COO at Ssoftoons, she undertakes planning and execution to keep the flow running smoothly.

    So here goes…

    Ø Your mantra for Life 
    Since childhood, I have followed “perseverance.” I am aware of my goal and remain focused and dedicated to achieve my dreams.

    Ø A book you are currently reading/plan to read
    “Start with Why” by Simon Sinek. I read each and every page more than once. It is really inspiring.

    Ø Your fitness mantra, especially during the pandemic
    To put it simply: inhaling and exhaling. Am a yoga lover. Yoga and pranayama keeps me fit both mentally and physically. 

    Ø Your comfort food
    Mummy-made Besan (Gram Flour) ke Pakode with green coriander chutney.

    Ø When the chips are down a quote/philosophy that keeps you going
    “One year equals 365 possibilities.” I calm down and regain the power to think and rethink to overcome the situation. I follow the philosophy of gratitude in every case, be it good or bad.

    Ø Your guilty pleasure
    Secretly taking good pens from my kids and husband’s drawers with the intention of not giving them back! I never buy a pen for myself.

    Ø When was the last time you tried something new
    I have started learning the piano. Practising and mastering this instrument requires dedication and sustained effort. It relaxes my brain. 

    Ø A life lesson you learnt the hard way
    That we all are playing our roles on the stage of life. So, no matter what happens, the show must go on. Time never stops for anyone. It doesn’t care about your worries or about your happiness. So, accept every situation because worries and fears are yours, like happiness. 

    Ø What gets you excited about life
    I started my journey from absolute zero. So, when I am out of projects or in a problem, I never regret it and instead try to give a kickstart, as I know how to grow from zero.

    Ø What’s on top of your bucket list
    Completing a management course from Harvard University Online.

    Ø If you could give one piece of advice to your younger self, what would it be
    Maintaining a database of contacts and keeping in touch. I always preferred to be within myself. But later in my life, I realised my mistake because I came to know that “network = net worth.”

    Ø One thing you would most like to change about the world
    Blasphemy. 

    Ø An activity that keeps you motivated/charged during tough times
    Reading good books and doing something constructive, like developing new concepts or plots. Building good stories boost my confidence to fight back.

  • Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Cadbury Dairy Milk evokes kindness and generosity in its new campaign

    Mumbai: Cadbury Dairy Milk has rolled out an all-new campaign in collaboration with Ogilvy. It urges people to treat and embrace others’ happiness and achievements with a big heart. The launch will be supported by a 360-degree communication campaign with amplification across media touchpoints.

    The all-new TVC adds a new dimension to the generosity narrative and nudges people to be there for someone.

    With this development, the brand aims at melting the power distance across varied relationships—one relatable story at a time—and taking the “Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye” story to the next level.

    Staying true to its narrative, Cadbury Dairy Milk has successfully captured the essence of evoking kindness and generosity over the years.

    The heartening one-minute video opens with a politician and his bodyguards rushing to the diyas amid the crowd cheering for him. One of his closest aides is seen checking the time nervously on his duty. Observing this, and much to the viewers’ surprise, the politician asks for his daughter’s roll number. While the bodyguard is left perplexed, he proceeds to check the results on the phone. The politician, realising that she has cleared the entrance exam, offers a Cadbury Dairy Milk, which he specifically carried to celebrate the good news with his bodyguard, and asks him to take the day off and celebrate with his family.

    Commenting on the campaign, Mondelez India vice president of marketing Anil Viswanathan said, “Since 2018, generosity remains an innate part of Cadbury Dairy Milk’s storytelling that continues to connect consumers across all the geographies. Shining a spotlight on the inner ‘acchai’ and keeping purpose at the heart of our messaging, we have rolled out multiple campaigns that celebrate small acts of kindness.”

    Taking a step forward in the same direction, our latest effort reiterates the meaning of “Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye” by urging individuals to share others’ happiness with a big heart and make their “meetha” moments even more special. Built on the simple insight that entitlement can create distance in relationships, we believe that the campaign’s powerful, yet relatable narration will inspire people to look beyond their own realities and create shared moments of happiness,” he added.

    Ogilvy chief creative officer Sukesh Nayak shared, “When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind our latest campaign for Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform. The campaign will have many touch points that will inspire us to join in and celebrate not just ours but others’ happiness too.”