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Tag: Ghadi detergent

  • 2017 – The year of long-format ads

    2017 – The year of long-format ads

    MUMBAI: It’s the beginning of a new year! We are pumped up and optimistic about the year ahead and what new challenges it will throw up for the ever-changing, dynamic, uncertain and fast-evolving advertising industry. But what we are assured of is that we will continue to see some fascinating, some magnificent and a few lousy ads thrown in here and there in 2018 as well.

    Let’s pause for a minute and take a look back at how the ad industry fared last year. The key highlights included — growth of long format films, evolution of six-second ads, brands taking the digital route to connect with consumers and influencer marketing making it big.

    The first thumb rule of advertising that ad honchos vouch for is to understand your audience and engage them with well-written storytelling. But having a 20-second timer noosed around your neck doesn’t allow creative minds to conjure up enthralling stories that build an emotional connect with the consumer while also delivering the product information. The definite advantage of shorter commercials from a media investment POV is that clients can afford to run the spot more often, for a longer period of time.

    But in 2017, long-format ads showed themselves as serious contenders fighting for audience attention. What helped their growth was that both the makers and viewers embraced the magic of long-format storytelling. It was soon known that the engagement in it is higher allowing for better brand building. With television ad rates skyrocketing, marketers took the plunge into the more economical digital bandwagon that allows both freedom of time and creativity. Clients can choose to run an ad between 1-15 minutes or even longer without cost constraints. In an earlier interview with Indiantelevision, Mindshare South Asia CEO Prasanth Kumar said that some stories need longer duration and compelling ads will keep the audience hooked.

    There are five ways to buy ad slots digitally—cost per thousand impressions (CPM), cost per click (CPC), cost per lead (CPL), cost per thousand (CPT) and cost per fixed buy (CPFB) without a minimum or maximum limit. YouTube, arguably the most popular platform for ads, charges per view giving the power to advertisers to choose. Instances of viewers skipping ads before 30 seconds are not counted as a charge.

    Digital ad is usually measured by click-through rate (CTR). CTR is the ratio of the number of times the ad is clicked to the total number of ad impressions. Success cannot be measured by CTR alone because an ad which is viewed but not clicked may still have an impact. Large formats usually attract 1-2 per cent CTR as opposed to small formats, which generate anywhere between 0.5 and 1 per cent.

    Cost per click (CPC), also known as pay per click, is used to direct traffic to websites, where an advertiser pays a publisher only when the ad is clicked. CPC is used to assess the cost effectiveness and profitability of internet marketing. In case of CPC, price for an entertainment content click would be as low as Rs 2 while a high transacting piece of content like travel could be upwards of Rs 30-35.

    2017 witnessed a plethora of brands taking the digital-first long format route right from insurance to FMCG, electronics and e-commerce. The product to be sold either took a step back or was incorporated seamlessly into the story.

    Indiantelevision brings you a compilation of the most touching, memorable and effective brand stories told in a longer ad film, by Indian brands in 2017:

    LG Technical School ad:

    Vicks ad:

    Ghadi detergent ad:

    Kashmir Tourism ad:

    Amazon Diwali ad:

    Kolkata Times Durga Puja ad:

    Parachute Hot oil ad:

    Also read:

    BFSI’s changing communication in the digital era

    Guest column: Ads that didn’t work!

    How iProspect’s Vivek Bhargava foresaw a digital future two decades ago

    The year of sex scandals

  • Life OK to showcase Mallika’s Magic

    Life OK to showcase Mallika’s Magic

    MUMBAI: The countdown to Life OK’s much anticipated show The Bachelorette India has begun. Starting 7 October, every Monday to Friday from 9.30 pm to 10.30 pm, all eyes will be on Mallika Sherawat as she hunts for the perfect mate from among 30 eligible bachelors, who will pull out all stops to win the sexy siren’s heart… and hand.

    People will either hate it or love it believes Ajit Thakur

    “You will either hate it or love it,” says Life OK general manager Ajit Thakur about the non-fiction show.

    Scheduled to run for five weeks with 28 hours of total content, 40 to 50 per cent of shooting has already been canned in the City of Lakes. Produced by SOL Productions with Lux Inferno and Ghadi Detergent as co-presenting sponsors, the show is in keeping with Life OK’s promise to add an Indian flavour to the much awaited reality series. As for Mallika, she is a magnet for publicity, whatever she does.

    But why make the show a week day property? “This kind of content is universal in nature. If you view from a concept perspective, on other GECs, a week day concept is all about soaps and the emotional content is very high. So love is the corner stone for everything that happens on a GEC from Monday to Friday. Considering this fact, we thought this was the best time,” says Life OK marketing head Pratik Seal.

    Marketing-wise, several activities have been planned. Digitally speaking, Life OK has organised a ‘live tweeter outdoor’ at Delhi University North Campus, where people can come and tweet their wishes to Mallika. “It’s a mood meter. Mallika’s mood changes on how you tweet. For example, if you criticise, she becomes grumpy; if you praise her, she is all happy. This activity is still on and students there are enjoying it,” explains Seal. Special tabs, games and apps, and video leaks on YouTube have been built into the digital activity.

    Secondly, throughout the five weeks, Life OK will have a video diary, also known as a regular video blog, on YouTube that will be updated regularly.

    Thirdly, there will be a live tweeter hastens during the show, where people can tweet about their favourite moments.

    Fourthly, Life OK has undertaken on-ground activations in over 38 cities. Add to that, colleges in UP, Delhi and Gujarat will celebrate Rose Day as a prelude to the show. A Google hangout with the lady on 7 October is also in the pipeline.

    Fourthly, Life OK has undertaken on-ground activations in over 38 cities. Add to that, colleges in UP, Delhi and Gujarat will celebrate Rose Day as a prelude to the show. A Google hangout with the lady on 7 October is also in the pipeline.

    Radio and television activations have been undertaken on a huge scale and TV promos of the show have received a good response.

    Speaking about hoardings, Seal says: “We did Phase I and Phase II of the campaign. The first phase was about selling the concept of war while the second phase was about showcasing love.”

    There will be people coming, who want a break from Hindi GECs, says a confident Pratik Seal

    Of the entire show budget, the channel is learnt to have spent around eight to ten per cent on marketing the upcoming show.

    Will the show grab enough eye balls in the face of such stiff competition? “Our attempt was to reach out beyond the GEC audience. We want to target more youth, more men, and more family as a unit; that has been our objective. If we manage to do that, half of our job is done. So there will be people coming, who want a break from Hindi GECs, to see what new biryani is cooking,” says Seal confidently.

    But comparisons with NDTV Imagine’s Swayamvar are inevitable and the industry isn’t too gung-ho about Life OK’s experiment with a similar format. “We’ve already seen enough of Rahul Mahajan, Rakhi Sawant and Ratan Rajput’s Swayamvar. What new is the show going to add? Just by changing the face of the person does not mean that the show is going to catch the attention of the viewers,” says a director.

    “Forget the daily soaps on other GECs. I think Bigg Boss is going to be the show’s biggest competitor. I am watching Bigg Boss since three weeks and I am already glued to it. I would not like to switch to any other channel for that one hour,” says an industry professional.