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Tag: marketing campaign.

  • Guest column: A favourable ROI is a must for a successful influencer engagement

    Guest column: A favourable ROI is a must for a successful influencer engagement

    It has become quite evident that influencer marketing is gaining popularity and prominence rapidly over a span of 3-4 years. There are reports after reports that depict how this form of social media marketing is growing in leaps and bounds. These reports also showcase how companies are increasingly devoting a considerable amount from their marketing budget to influencer marketing. While it has been established that influencer marketing has flourished quite a bit, it is also crucial to develop a framework to evaluate its effectiveness.

    In order for a brand to evaluate the effectiveness of an influencer engagement, it needs to focus on gaining maximum ROI in terms of reach, conversions, awareness, etc. For assessing the ROI of an influencer engagement activity, a brand needs to keep a few factors in mind.

    Firstly, the goal and objective of the marketing campaign need to be clearly established. The brand might want to reach new target audiences, improve brand advocacy, increase product sales, generate more leads, manage the reputation of the company or just simply increase brand awareness.

    Second of all, the brand should clearly establish the key performance index (KPI). This takes into account how much success the company is getting with respect to the investments it is making in an influencer engagement activity. If a brand is investing 3 lakhs in an influencer campaign and getting 6 lakh-worth of impressions, reach and other parameters, the brand has attained a KPI of 1:2 that signifies a favourable ROI.

    Thirdly, the influencer should ensure that the content created is visually and aesthetically pleasing. So all the background elements, characters, plot, props, etc. need to be in line with the campaign objectives. Along with that, they should be visually attractive to grab attention.

    After that, one needs to ensure that there is some synergy between the brand and the influencer. Apart from fulfilling the campaign objectives, the influencer should be a right for the brand’s overall tonality and ethos. For instance, an influencer who is big on spirituality and natural living may be a suitable fit for promoting a herbal soap/supplement brand. The influencer’s content and tonality will be in line with the herbal brand. Not just that, his/her followers would expect brand content similar to that.

    Lastly, a brand should be able to identify the key messaging used in the influencer engagement. Ths key messaging can act as the unique selling proposition of the influencer campaign. Whether its the dialogue delivery, the funny music or the emotions the video espouses, as long as there is a touchpoint,  the campaign ROI would be in the brand’s favour.

    So every brand should invest in an influencer engagement strategy that promises a favourable ROI as only then will the brand achieve success.

    (The author is founder & CEO, Whoppl. Indiantelevision.com may not subscribe to her views.)  

  • OLX Autos bats for consumer preference

    OLX Autos bats for consumer preference

    NEW DELHI: OLX Autos has roped in Yuvraj Singh, cricketer, humanitarian and entrepreneur for its new marketing campaign. The digital, social and in-store offline campaign launches today, just ahead of Diwali to heighten OLX Autos’ resonance, recall and preference for the brand during this festive season, that is seeing heightened demand for pre-owned automobiles. 

    The rising concerns around personal hygiene, the need to maintain social distance and the continuing economic uncertainty has heightened demand and preference for pre-owned cars. As per a recent OLX India survey, 61 percent of respondents plan to buy a car in the next 3 months between November and January. The demand for pre-owned cars has shot up 133 percent and supply is up by 112 percent on the platform, states the report. 

    OLX Autos offers customers an end to end solution to buy and sell a pre-owned car, either online or at an offline store, as per their preference. It provides a full host of services including financing, verified inventory of cars, after-sales support, a dedicated dealer financing option and more. The marketing campaign taps into Yuvraj’s charisma and appeal and the popularity of cricket to speak to its audiences – customers online and offline who will visit OLX Auto stores, and dealers via a multi-channel campaign. 

    OLX Autos CMO (India) – regional head Sapna Arora said “We see tremendous value especially during this festive season in associating with a loved celebrity like Yuvraj Singh for unparalleled reach and engagement. We want to break through the clutter with this campaign and reach our customers who may be considering the purchase or sale of an automobile to prioritize OLX Autos for the best value, service and experience”. 

    The marketing campaign has been developed in-house.

  • ‘Safer For Each Other 2.0’: Uber reassures riders of safety

    ‘Safer For Each Other 2.0’: Uber reassures riders of safety

    NEW DELHI: Uber has launched the second-leg of its marketing campaign, ‘Safer For Each Other 2.0,’ to reassure riders of various precautionary measures it is undertaking for rider and driver safety, including in-car partitions and frequent disinfection of vehicles.

    Uber has already installed safety screens in 81,000 autos across more than 20 cities and in 42,000 cars across seven cities. These high quality safety partitions are being installed just behind the driver’s seat and will act as an additional physical barrier between drivers and riders, facilitating social distancing while on a trip and help restrict contact. 

    Through ‘Safer For Each Other 2.0,’ Uber aims to make its partitions a tangible marker of safety in autos and cars. By sitting on the opposite sides of the safety screen, both riders and drivers are helping keep themselves #SaferForEachOther. The 360-degree campaign amplification plan will leverage print, radio, digital, social media, and other channels to ensure widespread awareness about Uber’s safety standards. 

    Uber marketing director, India SA & APAC rides brand marketing Sanjay Gupta, said, “At Uber, we are constantly defining transportation safety standards. The campaign salutes the human spirit & ability to move forward amidst crisis. As a brand that is reimagining how people move forward safely, the campaign highlights the importance of safety screens in maintaining physical distancing, while keeping riders & drivers connected on the common goal of keeping each other safer.”

    Over the past few months, Uber has announced various features and policies to help riders and driver partners feel safer. It has launched a comprehensive set of safety measures such as the pre-trip mask verification selfies for drivers and riders, mandatory driver education around Covid2019 related safety protocols, and an updated cancellation policy. 

  • JSW Paints ropes in Alia Bhatt and Ayushmann Khurrana as brand ambassadors

    JSW Paints ropes in Alia Bhatt and Ayushmann Khurrana as brand ambassadors

    MUMBAI: JSW Paints has signed Bollywood actors Alia Bhatt and Ayushmann Khurrana as its brand ambassadors. The company is set to release its first-ever marketing campaign featuring both these Bollywood actors. The campaign, ‘Har Rang Har Kisi Ka’, celebrates the diverse colours of India and encourages Indians to #EmbraceEveryColour. The integrated marketing campaign will be rolled out across the company’s current markets in the south and west India starting this month and will be aired during IPL. It also features strong on-ground connections with consumers, channel partners, and influencers.

    This campaign brings to life JSW Paints’ unique positioning of ‘Think Beautiful’. For years, paint companies in India have been charging varied prices for different colours. This makes certain colours inaccessible to the masses. JSW Paints’ ‘Any Colour One Price' proposition that offers 1808 colours at the same price is an industry-first offering that has disrupted the entire paints market. This unique proposition will help restore the consumer’s freedom of choice in colour.

    JSW Paints MD Parth Jindal said, “At JSW Paints, we believe that being thoughtful is beautiful and our #EmbraceEveryColour campaign embodies this spirit. Our new campaign showcases India we all grew up in and live in today; a land resplendent with a multitude of colours. From the food we eat to the festivals we celebrate, to the clothes we wear, it is these very colours that make everything Indian, so beautiful. Making colours accessible to all through our “Any Colour One Price” approach is our tribute to every Indian’s love for colour. In order to take this campaign to an India that is getting younger and better every day, we wanted thoughtful ambassadors and believe that Alia Bhatt and Ayushmann Khurrana are perfectly placed to take our message of unity and togetherness forward.”

    Bollywood actor Alia Bhatt said, “I am delighted to be associated with JSW Paints and absolutely love the thought behind the #EmbraceEveryColour campaign as it highlights the underlying message of India’s unity in diversity. I always gravitate towards cinema that has at its core an inspiring and thoughtful message for the viewers and that also reflects in the kind of work I have done. I see these values mirrored in the way JSW Paints operates its business. I look forward to a long-term association with the brand.”   

    Bollywood star Ayushmann Khurrana added, “I am really happy to be part of the JSW Paints family. The core of the new campaign speaks to my heart as I passionately believe in the underlying theme of #EmbraceEveryColour, which is all about unity and inclusivity. It is a beautiful concept and I am glad to be part of this. I look forward to an interesting journey with the brand ahead.”

    JSW Paints was launched in early 2019 as a greenfield venture-backed by cutting-edge technology, automation and scale that is comparable to leading players in the sector. The company manufactures and markets both industrial coatings and decorative paints wherein it offers a range of family-friendly water-based paints for interior and exterior walls, wood and metal surfaces in Homes. The company’s biggest value proposition is its effort to usher transparency in pricing through 'Any Colour One Price' that enables consumers to choose colours confidently for their homes.

    JSW Paints Joint MD &  CEO  A S Sundaresan said, “Colour is what consumers most want from paints. This is the reason we have put colours at the heart of our maiden campaign and our brand Ambassadors Alia and Ayushmann have given it a beautiful soul. We are celebrating a unified India’s diverse colours with our  ‘Any Colour One Price’ strategy, the first and only paint company to do this, offering consumers complete freedom to choose any colour. Our family-friendly only water-based paints range is focused on creating the most satisfying experiences for customers. We are sure that the #EmbraceEveryColour campaign will be liked by our consumers across the country.”

    Nitesh Tiwari, who directed the TVC film said, “This film has a very pertinent message in today's India. It appeals to the young and modern India that stands for what they believe in, and Alia and Ayushmann have done a marvellous job portraying the characters that manifest this message. I am glad to have been part of JSW Paints' journey of thoughtfulness.”

    Meanwhile, TBWAIndia CEO Govind Pandey said “Colours have a special significance in India. It is a country of rich diversity that is celebrated by the language of a million colours. But over time, we have attached parochial meaning to these colours, putting them into the boxes of caste, creed, gender and emotion. This campaign aims to liberate colours from the narrow boxes that society has built around them. It tells the story of an India where all colours are meant for everyone. And what better duo than Alia Bhatt and Ayushmann Khurrana to carry this thoughtful message.”

    TBWAIndia Managing Partner (Creative) Parixit Bhattacharya said, “True beauty lies in the way we look at the world. This campaign makes the painting experience more than just about adding colors to homes. It’s about being able to embrace every colour by looking beyond labels. It puts an end to the divide and makes colours truly for all, one wall at a time.”

  • Games24x7 unveils new positioning for RummyCircle with ‘Apna Game Dikhao’ campaign

    Games24x7 unveils new positioning for RummyCircle with ‘Apna Game Dikhao’ campaign

    NEW DELHI: Games24x7, one of India's leading online gaming companies, unveiled a new positioning — 'Apna Game Dikhao' for its rummy platform, RummyCircle. The new marketing campaign aims to bring out light-hearted competitiveness of the game among the players and invites players from all over India to join the platform and show off their rummy skills.

    RummyCircle is the flagship product of Games24x7's full-stack gaming portfolio of skill games (RummyCircle and fantasy sports platform My11Circle) and casual games. Launched in 2009, RummyCircle is currently the most popular online skill gaming platform in India.

    The new positioning campaign portrays a myriad of emotions that goes on in the mind of a rummy player while playing the game online. Through a slice-of-life format, the brand film perfectly captures the fun, entertainment, and immersive game playing experience that RummyCircle offers.

    The marketing campaign includes a high-decibel television campaign that will air across genres on all leading television channels. Apart from Hindi Speaking Market, customised versions of the TVC will run across major regional channels in West Bengal, Gujarat, Maharashtra, Punjab and Uttar Pradesh. 

    The campaign will also run across all major OTT platforms and YouTube and the new positioning will be further amplified through high-frequency campaigns on social media and other digital platforms. The company aims to widen the reach of the campaign through strategic sponsorships and tie-ups with influencers across different regions of the country.

    Games24x7 director – brand and marketing strategy Avik Das Kanungo said, "As one of the pioneers of mobile gaming in India, we aim to establish the popularity of rummy as a competitive skill game of great entertainment value. We have seen a consistent increase in interest for the game from players across the country. While online rummy as a category is popular in the South markets, our research has shown a substantial rise in interest from players in the other parts of the country. The primary objective of this new positioning campaign is to expand our brand footprint beyond the South market, which includes Hindi Speaking Markets (HSM), Maharashtra, Gujarat and West Bengal. The #ApnaGameDikhao campaign brings alive rummy as a thinking person's game, and we hope new players visit www.rummycircle.com and discover the awesome game playing experience."

    Spring Marketing Capital founder and creative partner Arun Iyer said, "Rummy has always been part of our culture. It is often played as a fun, inclusive, engaging game in different Indian households and by every family member. Rummy is also a game of skill. Rummy Circle's 'Apna Game Dikhao' campaign aims at bringing newer and diverse players into the world of online Rummy to test their skills and have fun, just like they would at home."

  • Droom ramps up its marketing momentum with the launch of an integrated radio/cinema campaign in major cities across India!

    Droom ramps up its marketing momentum with the launch of an integrated radio/cinema campaign in major cities across India!

    MUMBAI: Droom, India’s largest and pioneering online automobile transactional platform, has today announced the rollout of an integrated marketing campaign. The eight-week campaign has been launched in two parts – on radio and in cinemas – with a budget of INR 2 crore plus each. Droom has also partnered with top radio stations and multiplex chains in target geographies across India in order to ensure the maximum visibility and audience outreach for the campaign.

    Droom has recently launched a new offering called QuickSell, which enables sellers to sell their vehicle from their homes in a flash – an industry-first development which will revolutionise how pre-owned vehicles are bought and sold in the country. Buyers, on the other hand, have access to a stress-free automobile buying experience, where Droom ensures transactional transparency and value-for-money by facilitating pricing, inspection, history, paper transfer, loans and more. The latest marketing initiative is aimed at highlighting these benefits of transacting through Droom, as well as the superlative convenience and seamlessness that it enables.

    Speaking on the campaign launch, Mr. Sandeep Aggarwal – Founder & CEO, Droom, said, “Droom continues to build 21st century automobile buying and selling tools & technology. These campaigns help us to share with our customers, the new offerings and experiences that we are building for them.”

    The radio leg of Droom’s latest marketing campaign features a catchy rap jingle by popular rapper Baba Sehgal, which serves as the backdrop for delivering the ad’s message in an engaging and youthful manner. It has been launched in Delhi/NCR, Mumbai, Pune, Bangalore, Hyderabad, and Ahmedabad and will be played on Fever FM, Radio City, Nasha, Red FM, Radio One, Hit FM, and Big FM.

    The cinema leg, on the other hand, features three brand new TVCs, which will be played in 438 screens across Delhi/NCR, Mumbai, Pune, Bangalore, Hyderabad, Ahmedabad, and Chennai. Droom has partnered with top multiplex chains such as PVR, Inox, UFO, Qube, Cinepolis, Carnival, and IMAX for its latest campaign.

    The latest integrated campaign is a part of Droom’s robust marketing strategy and will further consolidate its position as the #1 online automobile transactional portal equipped with innovative tech-led features and a customer-centric approach.

  • MTV brings unique twist to concept-based outdoor marketing; creates live billboards for Ace of Space and Elovator Pitch

    MTV brings unique twist to concept-based outdoor marketing; creates live billboards for Ace of Space and Elovator Pitch

    MUMBAI: Building on its quirk, wit and innovation, India’s No. 1 Youth Brand- MTV recently launched a clutter-breaking concept based marketing campaign for two of its latest shows, Ace of Space and Elovator Pitch. Conceptualised in house and executed by Zenith, the billboards bring to life the shows’ content theme and gives the audience a sneak-peek of what to expect when they tune-in. 

    Speaking about concept-based outdoors, Ferzad Palia, Head – Youth, Music and English Entertainment, Viacom18said “Innovation is core to MTV and It’s a way of life for us. With both Ace of Space and Elovator Pitch, we have pushed the envelope for innovative content. Hence, for marketing these unique shows, we have built a concept-based advertising campaign and utilised the high impact medium of billboards that stand out and give a real-life slice of the show’s content.”

    For the show Ace of Space, the live billboards showcase real people enacting the scenes of being trapped in a small room. Specially designed to bring alive the uniqueness of the show, the billboards went live on October 19 between 5-9 pm and 4-6pm on Sunday at a strategic location in Mumbai. The hoardings have the anchor Vikas Gupta, shrinking the room with the press of a button causing panic and mayhem amongst the contestants, much like the show ‘Ace of Space’.

    The billboard for Elovator Pitch anchored by Gaelyn Mendonca makes for an interesting and thought-provoking visual as well. In line with the show’s concept where 10 boys try to woo one girl with quick creative thinking while riding a lift between two floors, the hoarding features Cyrus Sahukar in different avatars across each level. Sahukar is a visual reflection of the 10 participants who fight it out for their dream girl’s attention.

  • Kings XI Punjab, 92.7 Big FM continue partnership

    Kings XI Punjab, 92.7 Big FM continue partnership

    MUMBAI: With cricket fever soaring, 92.7 BIG FM, extended its support to Kings XI Punjab and announced its partnership with the team once again. By virtue of this association, 92.7 BIG FM will provide listeners with live match updates and exciting trivia, together with hosting innovative contests for cricket aficionados. The contests will run on 92.7 BIG FM every day, giving listeners a chance to win match tickets, exclusive merchandise and a grand opportunity to meet players and RJs. Furthermore, listeners will be treated to exclusive match analysis by former Indian opener and cricket expert Virender Sehwag.

    On the association, 92.7 BIG FM spokesperson said, “We at 92.7 BIG FM wanted to be a part of this big cricket celebration by engaging our listeners and ardent cricket fans. With ace cricketer Virender Sehwag sharing in depth match analysis and interesting moments from his previous IPL stints, we hope to augment the experience for our listener like never before. We are glad to be associated with Kings XI Punjab, and extend our full support to the team. We wish them all the very best for the tournament.”

    With the commencement of IPL 2016, 92.7 BIG FM will start on-ground, digital and on-air contests for cricket enthusiasts and listeners alike. With its on-ground activity ‘BIG Ticket Counter’, fans with the loudest cheer will be eligible for the contest, wherein one lucky winner will win match passes. For on-air participation, listeners can call and register themselves, following which they would be asked questions related to songs and matches. Listeners who provide correct answers will stand a chance to win exclusive Kings XI Punjab merchandise, meet and greet with players, and a grand opportunity to watch matches in VIP lounges with the RJs. Apart from the contests, audiences can tune-in to listen to cricket expert Virender Sehwag, who will share his experiences and memories of playing in the IPL, along with his own match analyses.

    The new association will witness a robust multi-media promotional plan across key markets, which includes a 360-degree marketing campaign. The radio network aims to engage with viewers and trade partners locally and nationally through multiple platforms.