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Tag: Ideas Farm

  • From Wickets to Wallets: Brands score big in ICC World Cup 2023

    From Wickets to Wallets: Brands score big in ICC World Cup 2023

    Mumbai: In the midst of the ongoing ICC World Cup 2023, brands and advertising agencies have embarked on a strategic journey to secure a robust return on investment (ROI). This edition of the World Cup bears particular significance, as it comes after an extended hiatus of eleven years since the previous tournament. This prolonged interval has necessitated a reevaluation of marketing approaches, prompting brands to innovate and adapt their strategies to the evolving landscape of sports marketing. Through targeted campaigns, partnerships, and innovative activations, these entities aim to not only capture the attention of fervent cricket enthusiasts but also leave an indelible mark on the global stage. In this pursuit, their efforts are punctuated by insightful quotes and declarations that shed light on the underlying principles guiding their endeavours.

    Here are some notable insights from brands and agencies at the heart of the ICC World Cup 2023.

    Booking.com country manager, India, Sri Lanka, Maldives and Indonesia Santosh Kumar

    Mega sporting events, such as the ICC Men’s Cricket World Cup 2023 an incredible sporting and cultural events, and an amazing opportunity to engage with our consumers. Since 2019, Booking.com has been the official accommodations partner for all ICC events including the ICC Men’s Cricket World Cup 2023 currently taking place in India. At Booking.com we have always believed it is essential to share our brand, deliver campaigns and forge partnerships that speak to our mission and values in highly relevant and timely ways with consumers. With more than 28 million reported listings in over 171,000 destinations worldwide, including destinations where ICC matches are taking place in India, Booking.com is committed to empowering travellers and cricket fans to book incredible places to stay throughout the tournament. Fans can make the most of their cricket-inspired travels, wherever that may take them – including rental cars, flights, great things to do and of course, unique places to stay of all kinds.

    Booking.com has also launched a global campaign called ‘Howzat for your perfect stay’ featuring Rohit Sharma (India), Jos Buttler (England) and Glenn Maxwell (Australia).

    1.   This campaign showcases Booking.com’s commitment to making travel accessible, enjoyable, and full of surprises, aligning with the spontaneous and exciting nature of both sports and travel. It highlights the end-to-end ease and incredible choice of accommodations that Booking.com offers.

    2.   The TVC description for the Howzat for your Perfect Stay campaign which is being aired during the ICC Men’s Cricket World Cup 2023 is taking viewers through the journey of a family dreaming of their perfect holiday for their dream cricket stay. With surprise appearances by Rohit Sharma, Jos Buttler and Glenn Maxwell, it looks to show the fun and excitement of booking with Booking.com. It will also bring awareness to the Booking.com end-to-end ease of use and an incredible choice of accommodations.

    3.   The campaign would be showcased in-stadium, on the ground and social and digital channels, including TV, Disney+ Hotstar, Facebook, Instagram, Snapchat and more.

    Booking.com additionally is doing a social media campaign ‘Booking race to the final’ to build excitement online. The campaign will challenge two influencer teams to a race to the final. The teams will race against time, and each other, to make it across India, to the final in Ahmedabad. They will use the Booking.com app to help them plan their journey (taxis, accommodations) and give away special prizes to viewers along their race to the final. We also have 1 big giveaway – Experience to the final going live this week (which consists of tickets to the final, accommodation, all expenses paid)

    DRIM Global head of Asia Yulia Aslamova

    Notably, several brands came up with various offers and discounts centred around the ICC World Cup to tap into the cricket-crazy nation’s passion for the game. The agencies also observed a significant increase in the number of orders delivered to brands on the CPA model of influencer marketing.

    The brands focused on long-term partnerships with teams and players to build lasting associations, ensuring brand visibility beyond the tournament. Utilising digital platforms, they engaged fans through exclusive content, contests, and real-time updates. Sponsors also leveraged social issues and charitable initiatives to connect with audiences emotionally.

    Additionally, creative advertising campaigns were designed to capture the excitement and passion associated with cricket. This multifaceted approach helped brands maintain brand recall and fan engagement over the extended interval, ultimately enhancing their ROI.

    While the specific brands and their strategies can vary from tournament to tournament, some prominent examples include- Mobile App brands like ESPNcricinfo and Hotstar have developed popular cricket-themed apps that offer live scores, video highlights, and analysis, enhancing fan engagement. Similarly, online Streaming Platforms like Disney+ Hotstar have secured digital rights for broadcasting the tournament, providing subscription-based access and discounts to live matches.

    Ideas Farm, head of client servicing  Pooja Shah

    I think almost every brand wants to associate with the World Cup in a small or big manner due to the sheer eyeballs that the cricket game garners. From signing cricketers and Bollywood celebrities as brand ambassadors to harnessing the pure emotion of the game via storytelling or a song anthem, brands deploy various strategies that work seamlessly for them.

    Brands especially try and narrow down their engagement with audiences during an India match, which is when you have the attention of a much larger crowd that is ‘Indian’. A great example is the India-Pakistan match that happened over the weekend. We saw brands leveraging 2 core feelings – sportsmanship and the innate feeling of patriotism. Popular consumer brands like Swiggy and Zomato were seen with tongue-in-cheek comments on X and Instagram. The Make My Trip ad has polarised the netizens as coming across as a poor display of sportsmanship and it has elicited a response from its competitor brand. At the end of the World Cup, the strategy that has the best combination of heart and sportsmanship like the Star Sports 2015 ‘Mauka Mauka’ ad will stick and stand out.

  • Ideas Farm’s cryptic campaign challenges imagination for Legrand’s D2C launch

    Ideas Farm’s cryptic campaign challenges imagination for Legrand’s D2C launch

    Mumbai:  In the digital age, the convenience of modern living has been revolutionised by the ability to order almost anything online. From electronics to beauty products to groceries, just one click is all it takes to have them delivered to their doorstep.

    However, there’s one thing that nobody thought could be delivered home. Legrand’s new campaign ‘What’s in the box?’ piqued curiosity amongst its target audience.

    The two-part film series left audiences, including an inquisitive dog, a vigilant guard and a nosy neighbour, in suspense about the box’s contents. This mystery gained even more traction on various social media and digital platforms, leaving viewers bewildered.

    Following a frenzy of excitement, the brand ultimately revealed the secret – Legrand products were now available for delivery right to your doorstep through Legrand’s E-Shop. This revelation was warmly received by those seeking the convenience of online shopping for switches and other electrical items.

    The brand teamed up with Scoopwhoop to create a vox pop-style video where they asked individuals to make guesses about the contents of the box. The video also captured their pleasantly surprised reactions when the box was finally revealed.

    The brand plans to continue the campaign through a set of 20 short videos on YouTube Shorts, showcasing the advantages and attributes of diverse Legrand products, as well as the seamless process of purchasing them through E-Shop.

    Speaking about the campaign, The director of marketing at Legrand, Sameer Saxena said, “Indian consumers are becoming increasingly savvy shoppers as there are several online tools that can help Indian consumers make informed choices. The E-shop is designed to make the customer experience journey as smooth as possible. The #WhatsInTheBox campaign was a clever and effective way to build intrigue among the audience and reveal that switches can now be delivered to the doorstep.”

    Legrand head of brand & digital business  Laxman Tari, said, “A sense of anticipation and curiosity was created by the campaign’s mysterious boxes, and the reveal was both unexpected and delightful for the audience. As a result, the campaign was highly successful in raising awareness of our new D2C channel – E-shop and generating excitement for the product range.”

    Ideas Farm head of business & strategy Priyanka Dey added, “It gets truly interesting when atypical consumer categories start entering the Ecomm space. The campaign idea is rooted in this very fact. Guess whatever you can is in that box. Bet you won’t be able to guess this. It’s a fun way of announcing.”

  • Myntra announces its latest campaign for FWD ‘Spot it, Get it’

    Myntra announces its latest campaign for FWD ‘Spot it, Get it’

    Mumbai: Myntra, one of the leading fashion, beauty and lifestyle destinations, has unveiled the ad film for FWD, its immersive trend-first destination for Gen-Z, starring its new brand ambassadors Khushi Kapoor and Vedang Raina. As part of the campaign, ‘Spot it, Get it’, Khushi and Vedang appear in a film, highlighting FWD as the go-to destination for all viral fashion trends and its immersive experience that allows users to effortlessly transition from ‘spotting’ the viral fashion trends to ‘getting’ them on FWD, powered by Myntra’s photo-search feature.

    Khushi, the quintessential fashionista, has already made waves with her personal style, while Vedang embodies a versatile and suave fashion sense, true to his personality. When it comes to fashion, Khushi and Vedang are already style icons among youth in their own right. The pair’s playful energy, stylish personas, matched with their vivacious charm, makes them a fitting dynamic duo to represent Myntra FWD. With the roll-out of the new ad film, Myntra aims to strengthen its bond with the Zoomers, further strengthening FWD as the go-to destination for the latest  trends and unmatched fashion experiences.

    ‘Spot it, Get it’, the revolutionary photo-search feature on Myntra, is designed to empower users with an effortless way to discover and shop for the hottest viral fashion trends available on FWD. When users come across a captivating fashion trend they wish to embrace, either spotted on a person anywhere, or on their favourite celeb on social media, or online, they can simply take a picture of that fashion trend and upload it through the photo search feature on the Myntra app. Once they ‘search’, the platform showcases a wide array of similar trend-first styles for the fashion-forward consumers. Android users can additionally simply ‘share’ the photo with ‘Myntra’ from the list of apps, to swiftly spot and access these extensive collections of trendiest styles from FWD on Myntra.

    The new ad campaign speaks directly to the fashion-forward and tech-savvy youth, who are always in search of immersive shopping experiences and the latest viral fashion trends. FWD, with a whopping 67,000+ styles and eclectic mix of 500+ popular brands from across the globe, catering to both men and women, emerges as the ultimate answer to Gen-Z’s sartorial desires – offering just the shopping experience they want.

    The campaign also focuses on how finding trends is made even simpler with Myntra’s one-of-a-kind photo-search feature. Therefore, individuals can instantly adopt styles of their favorite trendsetters as their own, in an instant, through FWD.

    The campaign’s core message reinforces FWD’s status as the go-to destination for the freshest and trendiest looks. If there’s a trending fashion, consumers will find it on FWD.

    The film is set in the backdrop of viral fashion trends, where individuals are keen to get the admirable fashion they spot on others. The film opens with the camera zooming into the peephole of a swanky apartment and there the young Bollywood stars, Kapoor and Raina, as a couple sporting some hip styles, are seen getting ready for their outing. Through various situations, the film shows Khushi and Vedang being ‘spotted’ on the arrival of the elevator by other people  – a young couple, a pizza delivery boy, and a young woman – smitten by the fashion quotient and the outfits of Khushi and Vedang. As Khushi and Vedang turn to each other with a bemused expression and say ‘Spotted!’, the other individuals are shown dressed in similar clothing as theirs and say ‘Got It’ referring to the ease of accessing the desired look and now transformed through FWD.

    The film thus follows the story of Kapoor and Raina who get a little closer to their destination each time they step out, before getting spotted. The film uses the creative device of a ‘reset’ – each time they’re spotted they are transported back to the apartment where new worlds of trend come alive. The ‘Spotted, Got it’ scenarios highlight Myntra’s one-of-a-kind photo-search feature, which enables fashion-forwards  to simply use a picture to instantly shop for similar trends that are tailored to their preferences, thus making ‘Spotted, Got it’ a reality.

    Through the film, Kapoor and Raina rock uber stylish and trendy outfits from Myntra FWD, perfectly in sync with Gen-Z’s fashion choices. Lively, upbeat music complements the whole setting, while the vibrant colors of the film resonate with Gen-Z’s dynamic spirit and vibrant lifestyle. The film perfectly encapsulates the Gen-Z way of life that FWD represents, with trendy, edgy clothing and also subtly highlights all the features that will provide customers an exemplary experience.

    Agency: Ideas Farm

    Creative Credits: Jetesh Menon – Creative Head; Pratheek Rao – Art Director; Nikhil Rajani – Director; Priyanka Dey and Hardik Sanghavi – Business & Strategy Head; Pooja Shah – Servicing Head; Arnold Fernandes – DOP; Music Director – The Jam Room (Rahul-Nariman)

    Production House: Carryon Films (Producer: Aditya D’cruz)

    Commenting on the release of the ad film, Myntra senior director marketing Vijay Sharma said, “With Myntra FWD, we are building the hottest trends destination for the Gen-Z of India. FWD looks at the world of fashion from the Gen-Z lens. Through the ad film, starring faces of FWD – the trendsetters Khushi Kapoor and Vedang Raina – we invite our viewers into the world of FWD, a world  filled with the freshest fashion that helps you get noticed, while also focusing on our photo search feature that eases access to the latest trends in just a few seconds.”

    Priyanka Dey, who heads business for the creative agency Ideas Farm said, “It was a unique opportunity to turn a functional feature-driven comms to an elevated brand world where not only is the feature at the front and centre but we were also able to ensure that a brand ethos gets created, without compromising on storytelling. We wanted to capture the essence of Gen-Z culture by blending fashion and romance with an interesting narrative that would appeal to them.”

    Myntra is implementing a 360-degree campaign approach, leveraging TV, Digital and Social platforms to deliver the campaign ad film across the nation.

    Myntra FWD, an immersive fashion experience for Gen-Z on Myntra, offers an easy discovery of  an assortment of 67,000+ styles and access to an eclectic mix of 500+ popular brands from across the globe, catering to both men and women. Solving for the inspiration, discoverability, and access to emerging global fashion trends, FWD features some of the most popular brands on the platform, including H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, Freakins and Boohoo, among others. FWD simplifies a user’s shopping journey from trend-spotting to purchase, while also having a large influencer army to create relatable, stylish and inspirational content, for the digitally-savvy zoomers.

  • Myntra launches outdoor for FWD with tongue-in-cheek campaign

    Myntra launches outdoor for FWD with tongue-in-cheek campaign

    Mumbai: Myntra, India’s premier fashion, beauty, and lifestyle e-commerce platform, has unveiled its outdoor campaign, #SpotItGetIt, in collaboration with Ideas Farm, to celebrate FWD – the ultimate trend destination for Gen-Z fashion enthusiasts. This strategic initiative builds upon the recent film starring Myntra’s brand ambassadors, Khushi Kapoor and Vedang Raina.

    FWD, an innovative platform introduced by Myntra, empowers users with an unmatched shopping journey. With just a picture uploaded on Myntra FWD, users can effortlessly transform their fashion inspiration into reality by exploring and acquiring the complete ensembles showcased anywhere or even on someone else. This revolutionary concept takes center stage in the #SpotItGetIt campaign, nudging users to shift their gaze from mere headlines to embracing the styles flaunted by Khushi and Vedang. The campaign is currently live across 50+sites in 4 cities.

    Ideas Farm creative head Jetesh Menon said, “We wanted the OOH to be unconventional, just like the film. To put the spotlight solely on the fashion available on the platform, we added a playful twist. The outdoor campaign therefore has an irreverent tone to get the audience’s attention. It coaxes them to get the trends available on the app and evokes a sense of curiosity with the copy and visual treatment.”

    Ideas Farm business strategy & head Priyanka Dey emphasised, “Our collaboration with Myntra for the #SpotItGetIt campaign transcends conventional marketing. It’s about crafting an experience, igniting conversations, and inspiring fashion enthusiasts to embrace the styles they adore.”