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Tag: marketing campaign.

  • DCMN expands insights capabilities in India; onboards Akshay Kapur

    DCMN expands insights capabilities in India; onboards Akshay Kapur

    Mumbai: The growth marketing partner for digital brands DCMN has announced the expansion of its insights capabilities in India. To help oversee the new expansion, DCMN has brought Akshay Kapur on board.

    Based out of Gurgaon, Kapur joins DCMN from audience insights and analytics leader Nielsen, where he spent close to four years working with clients including Pernod Ricard India, DSM, Dabur, Reckitt Benckiser, and GSK.

    With ad spend set to cross the Rs one lakh crore mark this year in India alone, brands have never been more aware of the need to invest their budgets in the right audiences and campaigns that will help them drive real growth.

    DCMN’s insights solutions are built to eliminate guess-work from a campaign, with capabilities including:

    Target group analysis: Helping brands gain a true understanding of their audiences’ socio-demographics, needs, interests, media behavior and drivers for using a specific product or service. From there, marketing teams can better adapt their messaging and campaigns to appeal to these particular demographics.

    Ad concept testing: Allowing brands to see which out of a selection of creative ad concepts is the most impactful and will resonate the most with consumers. This ensures businesses are getting the most bang for their buck before launching into the costly production process.

    Brand tracking: Measuring metrics such as brand awareness, consideration, usage and loyalty, among others. This is especially helpful to measure before and after a specific campaign, allowing businesses to measure upswing in key branding metrics and understand how successful a campaign really is.

    “Performance metrics can only give you so much insight into how well an advertising campaign has performed,” said DCMN country head India Bindu Balakrishnan. “Our clients are increasingly focused on building brand salience and want to know what impact a campaign has had on more nuanced awareness metrics like likeability and brand recognition. These are the questions our Insights product is designed to help answer.”

    “Having this overview of both sides of the coin – i.e. both the performance and broader awareness metrics – gives a fuller picture of a marketing campaign’s impact and is invaluable for charting a brand’s growth,” he further added.

    To date, DCMN has worked with hundreds of businesses to help them make better strategic decisions with data-based insights, including for unicorn eSports and mobile gaming platform Mobile Premier League, and leading global caller ID app Truecaller.

  • Vivo launches a new campaign encouraging India to #LiveTheJoy

    Vivo launches a new campaign encouraging India to #LiveTheJoy

    Mumbai: Smartphone brand Vivo on Thursday released a new brand film in India titled ‘Live the Joy.’ The two-minute video sheds light on the purpose of Vivo as a technology brand.

    “With this digital film, Vivo hopes to help consumers recognise moments of joy in their lives and cherish these moments as they’re meant to. The core message of the film is that there is joy in the world all around us – be it through self-expression, connections with our loved ones or in the multitude of things all around us if we look at it through the right perspective,” said the brand in a statement.

    Backed by a strong narrative, the DVC communicates how one can find Joy in every moment in their lives as long as we look at it from the right perspective. The film further elaborates on this point by depicting beautiful instances such as the simplest moment of an interesting looking shadow or the craziness of the peak of a roller coaster ride, the simplest exchange of messages or a grand public gesture of love, sharing your laughter with hundreds on stage or giggling to yourself while scrolling through social media.

    “Aligned with our brand philosophy, we channel our efforts towards making our customers’ lives joyous with the use of our superior and technologically advanced products,” said Vivo India director-brand strategy Yogendra Sriramula. “Today while coping with a fast-paced life, chasing social validation, materialism, and individualistic pursuits, we sometimes miss that we are blessed to be surrounded by an abundance of joy in our lives. To bridge this gap, we aim to use technology to bring people together, helping them find joy in the daily moments.”  

    Vivo, as a technology brand having started its journey in India in 2014, has seen tremendous growth reaching a market leadership position since Q4 2019 and holding on to it ever since. Along the way, Vivo has been blessed to bring Joy to the lives of over 100 million smartphone users in the country today. vivo hopes to further this message of joy by communicating that we can find ‘Joy’ in all things big and small, routine and exciting, calmness and clamour, said the statement.

  • KFC says ‘Cricket Hai, Let’s KFC’ in latest campaign

    KFC says ‘Cricket Hai, Let’s KFC’ in latest campaign

    Mumbai: As cricket lovers from across India unite to cheer on their favorite teams, KFC’s new film hits it out of the park with ‘Cricket Hai, Let’s KFC’ campaign. The ad film celebrates the dhamakedaar pairing of KFC’s chicken with your match viewing experience, making it truly a special occasion with loved ones. 

    KFC’s new TVC shows the heartwarming interaction between two cricketing fans – a grandmother and grandson – who unite over the love of the game but could easily fight it out over a bucket of their fav KFC chicken.

    Like any cricket fan, the grandson is seen predicting what’s going to happen next in this nail-biting match. While binging on this favorite KFC crispy chicken the grandson confidently predicts that the batsman will hit a sixer, and to both their dismay, the batsman gets bowled, sending Dadi in a tizzy. 

    As a peace offering, the grandson then offers to share his coveted KFC crispy chicken with her and offers her a piece. But dadi has plans of her own. As the match takes place on the cricket field, the two indulge in a match of their own, which will decide who will win the next crispy, juicy, piece from their favorite KFC bucket.

    “Whatever be the occasion, KFC is the perfect partner to induce that extra ‘crispiness’ into the celebration. Cricket is one such occasion that unites fans across age or gender, as they give into the excitement of the game and cheer on,” said KFC India CMO Moksh Chopra. “Add a Bucket of KFC chicken to that and you have a match winner! Aptly demonstrated in this film with the quirky interplay between a grandmother & grandson; their banter over the match and fight over a piece of KFC chicken is as real as it gets.”

    Ogilvy CCO Ritu Sharda added, “The campaign beautifully illustrates how KFC fits in deliciously with every occasion. In fact, every occasion is even more special when you have KFC around. The first in the series is ‘Cricket Hai. Let’s KFC.’ Like cricket is celebrated across India by entire families from grandparents to grandchildren, so is KFC. The film is a must-watch and KFC is a must-eat.”

  • Mamaearth celebrates every day as Earth Day in new brand campaign

    Mamaearth celebrates every day as Earth Day in new brand campaign

    Mumbai: Personal care brand Mamaearth has announced its latest campaign #EverydayIsEarthday to celebrate mother earth every day. As a part of this campaign, the brand unveiled a new digital film encapsulating the essence of World Earth Day.  

    Conceptualised by Korra Worldwide, the film starts with a little girl named Shreya, the central character of this campaign who is depicted as a goodness specialist at Mamaearth, emphasising how every day is Earth Day at Mamaearth by explaining the facts. It begins with the Plantgoodness initiative of planting trees in abundance, and she fumbles when looking at the number of trees planted, which is around 300,000, and visualises it as an amusement park, explaining that three lakh trees are comparable to 2200 acres of land covered by 22 amusement parks.

    She further takes through the next initiative of recycling plastic and explains in a simpler form by connecting the amount of plastic recycled is equivalent to the weight of 854 elephants. She continues explaining the next initiative of Goodbooks made with one side used papers and connects one lakh used sheets used by Mamaearth to a size of a football ground and tells to reduce paper wastage by reusing.

    “Being a purpose-driven brand with the objective of serving a greater purpose with our products and initiatives. We at Mamaearth, celebrate every day as Earth Day as we strive to take one step every day with our Plant Goodness and Plastic Positive initiative,” commented Mamaearth co-founder and chief innovation officer Ghazal Alagh. “This Earth Day we wanted to share the impact of our initiatives with our consumers and followers. The campaign aligns perfectly with our purpose, and we pledge to commit to staying honest to our principles and values in investing in our planet through our good deeds.”

    “Mamaearth isn’t just a brand, but a way of life. We believe that big things happen when you do small good every day. And this earth day, we wanted to showcase the small good we do every day,” shared Korra Worldwide chief creative officer Deepak Kumar. “From our initiatives to our products to the simple choices we make. But we wanted to simplify this impact of goodness in a language that everyone could understand. So, we took the help of an eight-year-old kid who could demystify things for everyone in a simple video; a video made with a lot of goodness and innocence for all the goodness we all do together, throughout the year.”

  • GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    Mumbai: The Indian cricket fever is well-known across the globe. The cricket mania has touched highs with the Indian Premier League (IPL). Since its launch 15 years ago, the league has been popular among cricket fans and grabbed the attention of top brands across sectors. With the inclusion of one of the most valued and trusted names – Tata as the title sponsor, the franchise has garnered immense attention from brands and marketers. There are over 29 startups for the first time, with 10 fintech having collaborations to amplify their reach this festive season.

    Game-changing marketing strategies

    Out-of-the-box marketing strategies can be game-changers during IPL. Cadbury Dairy Milk’s marketing campaign ‘Proud Sponsors of the Ground Staff’ has gained massive applause from the audience. The campaign has focused on the most unanticipated part of the game – the ground staff this season. As part of their initiative, the brand intends to treat ground staff at par with the cricketers and make them equal heroes of the tournament.

    Cadbury has struck the right chord with a cost-efficient marketing strategy when marketing costs are rising with brands opting for celebrity players and influencers. The empathy and emotional quotient in the creativity have been the star of the campaign and created a massive brand recall value.

    Marketers can leverage great opportunities to reposition established brands and re-attain the numero uno spot in highly competitive times. On the other hand, startups can create a vast following and introduce their product offerings most engagingly during the festive season.

    IPL – One of the biggest carnivals for digital marketers

    The IPL cricket season is one of the biggest carnivals for digital marketers as it has excellent timing and target audience. The T20 format is a hit among all age groups. The telecast between 8 PM-11 PM on weekdays and double-headers on weekends make the mega sporting event worth all the investments. Commercial sponsorships and collaborations with players are at an all-time high during IPL. Influencer marketing has received much-needed attention on social media platforms.

    Engaging content like behind-the-scenes (BTS) videos of players, interactive live sessions, contests, and trending hashtags has hooked the digital audience quite well. This has led to a rise in budget allocation toward digital marketing spending.

    The addition of tier 2 cities like Lucknow and Ahmedabad opens doors to connect regional markets with new demographics. The smaller provinces have equally enthusiastic viewers as their urban counterparts. Local and national brands have an equal playing field to introduce their products, engage and cater to customer needs.

    From fintech to food and beverage companies, all are leveraging this space to increase their outreach among populations beyond metro cities. Innovative and efficient marketing strategies have proven to create masterstrokes that generate a return on investment (ROI) not limited only to the tournament time frame but also in the future. The advertising arena has witnessed a fresh zeal and zest during the IPL period. There are reports of title sponsor bids rising from Rs 40 crore spent by DLF in 2008 to Rs 300 crore by Tata in 2022. The scorecard has reflected good results leading to rising advertising costs every season.

    The impact

    IPL can deliver high brand impact in a shorter duration, riding the country’s sheer passion for cricket. When people are sensing normalcy in their lives, IPL is one of the best fitting squares for new brands to connect and well-known brands to reconnect with their audience.

    IPL is not limited to only big brands with high marketing budgets. Investing in people has proven to be the most successful marketing strategy. The number of games and new players achieving significant milestones in every match provides incredible brand lifting opportunities.

    Brands and marketers have hit sixes and a few misses during the league, all of which have been replayed and learned over the years!

    (About Author: Rikki Aggarwal is the co-founder, chief business and operating officer of Blink Digital)

  • Rapido continues IPL frenzy with latest campaign featuring Rajkummar Rao & Jiiva

    Rapido continues IPL frenzy with latest campaign featuring Rajkummar Rao & Jiiva

    Mumbai: Bike-taxi platform Rapido has extended its spree with the launch of its new IPL campaign called #EkdumAaramSe with actors Rajkummar Rao and Jiiva. Post the uber success of the first phase of the star-studded campaign, the second phase focuses on imparting awareness among intra-city travelers on Rapido’s services that are low-priced, quick and comfortable. The ads aim to improve daily commuting and enhance Rapido’s brand awareness in India.

    The latest ads showcase a film each for Hindi speaking market (HSM) in Hindi and Bengali and non-Hindi speaking market (non-HSM) featuring Jiiva in Tamil and Telugu. The entertaining and engaging ads have been directed by Amar Kaushik and produced by MagixEngage and DreamVaultMedia House, with Enormous Brands as creative agency.

    The integrated marketing campaign would be released across channels such as TV (IPL and surround), digital, OOH, for audiences in metros, tier 1 and 2 cities.

    “We received an overwhelming response for our first campaign and have launched the next phase featuring two more crowd favorites – Rajkummar Rao and Jiiva. We will keep the momentum going by launching further phases during the IPL,” said Rapido marketing head Amit Verma. “With two new teams introduced this season, the competition is expected to become more intense and, thus, will generate higher viewership than usual.”

  • Khadim onboards Shardul Thakur as brand ambassador

    Khadim onboards Shardul Thakur as brand ambassador

    Mumbai: Homegrown footwear brand Khadim has announced the onboarding of cricketer Shardul Thakur as its new brand ambassador. The brand has also launched its new marketing campaign called ‘It’s Wow It’s Khadim.’

    Thakur, a bowling all-rounder has been representing the international men’s cricket team across all formats since making his debut in 2017. He’s also signed with Delhi Capitals for the 2022 season of the Indian Premier League. “Shardul’s popularity as a cricketer especially with gen-Z and millennials is what the brand is looking at capitalising on to expand its footprint across the country,” said the statement. 

    “The campaign seeks to highlight the new fashionable range of products, the refreshed in-store experience and reinforce the affordable price point,” stated Khadim India Ltd CEO Namrata Ashok Chotrani. “The trinity will deliver the delightful ‘It’s Wow It’s Khadim’ experience to consumers. The campaign is being heavily promoted on digital platforms with a focus on select markets. Apart from the media, the association will also be extended to instore, retail, and consumer touchpoints.”

  • RuPay kicks-off IPL innings with new campaign featuring Ishant Sharma

    RuPay kicks-off IPL innings with new campaign featuring Ishant Sharma

    Mumbai: National Payments Corporation of India (NPCI) has floated its first Indian Premier League (IPL) campaign ‘RuPay. Be On-The-Go.’ Featuring Indian fast-bowler Ishant Sharma, the campaign highlights the many benefits of RuPay On-The-Go on cards and other convenient form factors such as smartwatches, keychains, mobile stickers, and wristbands.

    As part of the high decibel campaign, five advertisement films are released on television, OTT, digital, and social media platforms. The brand has also roped in popular cricket commentator Harsha Bhogle and former Indian cricketer Virender Sehwag to endorse the campaign on Twitter.

    The film revolves around the banter between three characters- an umpire struggling with payments, a batsman who knows how incredible RuPay is, and who takes it upon himself to educate our umpire on it, and fierce pacer Ishant Sharma. The umpire gets so distracted by the amazing and innovative RuPay offerings that the batsman is sharing with him, he doesn’t even notice that Ishant Sharma has bowled, rapped the opener on the pads, and is now screaming ‘Howzzaaaatt!,’ waiting for an ‘Out’ from him. What follows is a ‘match freeze’ where the entire match pauses, as we see Ishant now doing his best to catch the Umpire’s attention by shouting ‘Howzzatt’ in hilarious ways. With RuPay on Umpire’s mind and his conversation with the non-striker still on, he registers Ishant’s appeal and starts to raise his finger finally shouting ‘Out-standing’ for RuPay.

    Conceptualised by DDB Mudra, the new campaign has beautifully and humorously captured Ishant’s dynamic action of ‘Howzat’ to weave together the films. The campaign also features four short films which reinforce the concept in various situations involving payments for international use, for the convenience of paying using RuPay On-The-Go enabled watch(at a grocery store) and keychain (at a drive-thru), and for bus/metro travel. The films not only create awareness about RuPay On-The-Go but also show how payments can be quick, safe, easy, and hassle-free for customers.

    The films underscore the availability and accessibility of the RuPay cards. The advertisements highlight that every bank in India is issuing RuPay Debit cards and a large number of banks and prepaid/credit card players are also issuing RuPay prepaid and credit cards.

    Furthermore, the films also create awareness amongst customers to ensure activating their cards for contactless, e-commerce, and international transactions per the regulatory requirements in India.

     

  • Credenc.com launches its first IPL ad spot with LSG team

    Credenc.com launches its first IPL ad spot with LSG team

    Mumbai: Credenc.com, an education lending fintech platform  on Saturday launched its new ad campaign with the punchline  ‘Potential Hai Toh Possible Hai,’ as part of being the associate sponsor of Lucknow Super Giants (LSG). The campaign aims to highlight the platform’s brand promise of believing in each individual’s potential and encouraging them to fulfill their aspirations.  

    The ad campaign will air during Tata IPL 2022 on Disney+ Hotstar featuring three marquee LSG players: KL Rahul, Quinton De Kock and Manish Pandey. The players will be seen discussing the importance of identifying one’s potential to grow by drawing a parallel between how LSG based the decision of picking players for their team based on the player’s potential, Credenc.com also basis its decision to offer education loans to students based on their merit and potential.

    The underlying message showcased in the commercial is that all students with potential can benefit from Credenc.com’s potential based education loan.

    “Believing in students’ potential has been at the heart of our brand’s core offering, which we have tried to reflect through our first ad film,” said Credenc.com co-founder  Mayank Batheja. “The punchline ‘Potential Hai Toh Possible Hai’ highlights Credenc.com’s brand promise of ensuring aspirants with potential will not be starved for funds for their higher education goals.”

    “The campaign is an organic extension to our brand strategy, which is centered around “Basing their loan decision on student’s potential and not their parental income,” he further said.

    “The film is an expression of situations that many of us may have faced in our lives, when someone gave us a chance by simply believing in our potential that’s it, and nothing else,” shared Credenc.com co-founder Avinash Kumar. “This campaign gave us the opportunity to reinforce in our customers the belief that they can depend on themselves.”

    Credenc.com is among one of the key sponsors of the RP-Sanjiv Goenka Group owned LSG team for IPL 2022, where the team will sport the brand’s logo on the jersey sleeves.