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Tag: Nike

  • Nike & LEGO Group unite to elevate the power of sport and creative play

    Nike & LEGO Group unite to elevate the power of sport and creative play

    Mumbai: Nike, Inc and the LEGO Group have announced a multi-year partnership to celebrate sport and creative play, creating new and exciting opportunities for kids and families worldwide.

    With long histories of championing kids’ right to play, both brands know that creative and physical outlets are critical to children’s development – helping kids reach their full potential by fostering key life skills that allow them to thrive as they grow up.

    Beginning next year, families around the globe could see a series of co-branded products, content and experiences that combine the imaginative power of LEGO bricks with Nike’s “Just Do It” spirit to invite all kids into play and sport.

    “At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Global Kids VP Cal Dowers. “We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”

    A recent LEGO Group study revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organization, only one in five kids gets the physical activity they need to thrive. Further, 59 per cent of parents who participated in a separate LEGO Group survey indicated they worry their children don’t have enough playtime or access to fun activities.

    This initiative marks Nike’s latest effort to power an active, inclusive world that inspires all youth to play and achieve their greatest potential. Nike focuses on breaking down barriers for youth, especially girls, through a focus on quality coaching, increasing access and addressing societal barriers. And now, Nike and LEGO are teaming up to create new opportunities for kids.

    The partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids around the world.

    “At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said LEGO Group VP of brand development Alero Akuya. “By combining the creativity of LEGO play with the energy and passion of sport we want to inspire new ways for kids to play and be creative. We are excited to partner with NIKE, Inc. on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.”

    To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together and leverage iconic elements from both brands.

    At the center is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolising the unique power of both brands through sport and creativity. This is surrounded by sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, Minifigure, castle and studs. Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.

    View the digital animation here, and visit nike.com/lego or lego.com/nike for more information about the partnership.

  • Nike unveils its ‘Winning Isn’t for Everyone’ campaign

    Nike unveils its ‘Winning Isn’t for Everyone’ campaign

    Mumbai: The world’s best athletes aren’t just motivated by the idea of winning — they are relentlessly fueled by it. That mindset is on display in Nike’s summer 2024 campaign, “Winning Isn’t for Everyone.” Nike and a collective of its elite athletes are showing the world what passion for winning means, and that celebrating the pursuit of victory can be the ultimate source of inspiration for all athletes*.

    The insights for the campaign came directly from Nike athletes, who were clear if you don’t want to win, you’ve already lost. Their competitive spirit isn’t something to be apologetic about. In a world where wanting to win has got a losing reputation, “Winnings Isn’t for Everyone” speaks to the grit, determination and sacrifice athletes say is required to get to the top of their sport.

    In conversation with hundreds of athletes, Nike heard:

    USWNT footballer Sophia Smith said she didn’t see the point in doing something unless she was doing it to win.

    “I’m addicted to winning,” said NBA phenom Victor Wembanyama. “The chase is what I love and what I live for.”

    World’s fastest woman Sha’Carri Richardson says her desire to win comes from remembering what it feels like to lose — and never wanting to feel that way again.

    World record holder Jakob Ingebrigtsen “Every part of me is about winning,” he said. “It’s the most important thing, and it’s what I’m going to chase.”

    And the King, Lebron James: “As long as I’m out there on the floor, I’m trying to be the greatest ever.”

    The campaign debuted on 19 July, leading with a film narrated by Willem Dafoe and featuring Nike athletes such as Giannis, LeBron, Jakob, Sha’Carri, Serena Williams, Qinwen Zheng, A’ja Wilson, and Vini Jr.

    “This is about celebrating the voice of the athlete,” said NIKE, Inc CMO Nicole Graham. “It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.”

    In addition to the anthem, “Winning Isn’t for Everyone” includes athlete extension films, iconic image, social media extensions and out of home advertising in cities worldwide. The campaign is the latest example of how Nike’s unapologetic view of victory helps athletes all over the world make their dreams a reality.

    “Nike’s story starts with the athlete story. It always has. And it always will,” said Graham. “‘Winning Isn’t for Everyone’ shows that anyone can be a winner, if they are willing to do what it takes.”

  • GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    Mumbai: Everyone is talking about inflation these days. The cost of living is rising, and people are struggling to make ends meet. In such an unstable economic climate, it’s more important than ever for businesses to stay afloat. And one of the best ways to do that is through advertising.

    Advertising helps businesses by creating demand for their products and services. It also educates consumers about what’s available on the market and how to make informed purchase decisions.

    Inflation can be a daunting challenge, but with the right advertising strategy, your business can weather the storm. Advertising plays a key role in fighting inflation by creating demand for goods and services. When people are aware of new products and services, they are more likely to purchase them, which increases demand and ultimately helps to keep prices stable.

    Advertising also helps businesses promote special sales or discounts that can help reduce the cost of goods and services.

    How does advertising help fight inflation?

    Advertising is not just a powerful tool to sell products and services; it is also an effective weapon to fight inflation. By keeping demand high and stimulating competition, advertising can help keep prices in check and prevent them from spiralling out of control.

    When inflation is high, advertising can encourage people to shop around for the best deals on items they need. This helps keep overall prices down as businesses compete for customers. Advertising can also help businesses keep their prices in check. By publicising special offers and discounts, businesses can entice customers without having to raise their prices. It can also inform consumers about special offers and discounts that may be available, helping them to save money on purchase prices.

    Advertising can also help bring new products and services to market quickly, which can help break the cycle of inflation by offering consumers more choices and driving down prices.

    Ultimately, advertising is a key part of any economy and plays an important role in keeping inflation under control. When used correctly, it can be a powerful tool for businesses and consumers alike.

    What are some examples of successful advertising campaigns that fought inflation?

    Inflation is a major problem in many countries around the world, and advertising can be an effective tool to help fight it. There are a number of successful advertising campaigns that have been used to fight inflation, and here are just a few examples:

        The “I Defy Inflation” campaign by Coca-Cola in 1974 was a very successful way to fight against rising prices. The company placed ads featuring a can of Coke with the words “I Defy Inflation” printed on them, and this helped to increase sales and combat inflationary pressures.

        Another great example is Procter & Gamble’s “P&G Cares” campaign from 1985. This campaign featured ads that showed how P&G products were helping families save money on their grocery bills. The campaign was very effective in combating inflationary pressures and helping people save money.

        A third example is Nike’s “Just Do It” campaign from 1988. This famous slogan helped inspire people to get up and take action, even in the face of adversity or tough economic times. The slogan was very effective in combating inflationary pressures and helping people stay positive during tough economic times.

    These are just a few examples of successful advertising campaigns that have been used to fight against inflation. Advertising can be a powerful tool to help combat this problem, and there are many more examples out there of companies and brands that have used it effectively.

    Conclusion

    In the current day and age, inflation is a huge problem that many countries face. Advertising can be used as a powerful tool to help fight inflation. By using advertising, businesses can increase consumer demand, which in turn will help stabilise prices.

    Additionally, advertising can help promote products and services that are new or on sale, which can encourage people to spend more money. Overall, the advertising industry is a great way to help combat inflation and should be used more often.

    The author of this article is Wing Communications CEO & founder Shiva Bhavani.

  • Daniel Jurow joins DNEG as COO

    Daniel Jurow joins DNEG as COO

    Mumbai: Double Negative (DNEG) has roped in former Technicolor and R/GA executive Daniel Jurow as chief operating officer.

    With over twenty years of expertise in the creative industry, Jurow will be based out of DNEG’s London studio. He will be reporting directly to DNEG chairman & CEO Namit Malhotra.

    Speaking on Jurow’s appointment, Malhotra said, “As we continue to scale our business, growing our creative teams, bringing in the industry’s best creative leaders, and building out our technology infrastructure, it is important that we have a strong, forward-thinking executive committee dedicated to leading, supporting and empowering our teams.”

    “Daniel’s career-long passion for creative technology, his experience of delivering breakthrough results for both brands and for the teams that he oversees, and his strategic and methodical approach to his work, all mark him out as a great leader. I am delighted to welcome him to DNEG’s senior management team, where I have no doubt he will make a great impact,” he added.

    Jurow was serving as the Film and Episodic VFX division’s Chief Operating Officer .

    At Technicolor, Daniel was appointed as chief operating officer for the Film and Episodic VFX division. He spent more than 15 years with the international digital product and marketing agency R/GA before that, where he advanced to the position of EVP, global head of production, overseeing more than 200 producers.

    Jurow launched the ground-breaking Nike+ product agreement between Nike and Apple in 2006, which earned R/GA the title of “Digital Agency of the Decade” by Adweek. By the time of his departure in 2019, the agency had grown from 200 workers to over 2,000 across 17 global sites.

    Jurow has spoken at a number of international conferences, including the first 4 A’s Digital Conference for Agencies,Internet & Mobile World, Innovation Summit, ArabNet Digital Summit, and the annual Creative Equals conference, which aims to advance women in creative roles into leadership positions in the advertising industry.

    Commenting on joining his new role as DNEG COO, Daniel said, “I have long admired DNEG’s focus on its people, uniting the business in support of its incredibly talented artists, creative technologists, production and support staff. As a result of this focus, DNEG has a great track record of leaping from strength to strength, delivering stunningly innovative creative work, navigating unprecedented industry shifts, and stewarding impressive global growth. I feel very privileged to join Namit and his team as we usher in the next brilliant act of the DNEG story.”

  • “Digital marketers need to lean into multi-format”: YouTube India head of consumer marketing Mansha Tandon

    “Digital marketers need to lean into multi-format”: YouTube India head of consumer marketing Mansha Tandon

    Mumbai: At The Advertising Club’s third edition of D:CODE, YouTube India head of consumer marketing Mansha Tandon spoke about shaping creativity with culture and trends in the digital space. She added that leaning into multi-format is important, while offering tips and tricks for digital marketers. She mentioned, “Trends are born from creativity that is no longer restricted to one digital video format.”

    Tandon said that years ago, success on YouTube was about a viral video like ‘Charlie Bit My Finger.’ The video represented a monolithic pop culture moment, a one-to-many phenomenon. The video gained immense views in a very short period of time.

    Today, digital trends are continuous, interconnected, and cumulative. The latest trend, ‘Choti Bacchi Ho Kya,’ from the movie “Heropanti,” released back in 2014 starring Tiger Shroff, is now popular due to a mimicry artist on the platform. It became a remix song. It became a gaming video on YouTube Shorts. It became a promotional video for “Heropanti 2.”

    The monolithic pop culture has become personally relevant fragmented moments based on the user’s tastes and preferences. It is not about one viral video at present. It is about how those viral videos go into different formats.

    The second tip she shared is that digital marketers should capitalise on community creativity. Communities are groups of people united by the same interests and passions. What YouTube is seeing today is that one of the most powerful forms of this community is fandom. For instance, K-pop. Then there has been an increase in professional Marvel fans in India. The way they create content is through short-form videos, episode breakdowns, and deep dive podcasts. The fact is that it is not niche. Many of these channels have millions of subscribers. The lesson is that marketers should not only demographically and psychographically do digital campaigns. They should tap into the shared passions and sources of fandom of very young consumers.

    Her third and final point was that marketers should truly represent regional creativity in their digital work. Marketers should not underestimate the kind of creativity going on in areas across the country. Localising creativity in the language and culture is important. But there are other interesting ways in which this is happening. International trends with regional nuance are being followed. Apart from hyperlocal, global into local, there is something being seen that she called interlocal. It is about pan-India content. So something from the North finds a huge fan following in the South. When trends go national, regional creators find the inspiration to create magic. She gave the example of the Badshah’s Jugnu Challenge, seen last year. It spawned many versions across the country. An absolute evolution in entertainment and creativity is being seen.

    She further noted that without entrepreneurs, creators, and users, digital would not be where it is today. She gave the example of Olympic gold medallist Neeraj Chopra, who was on-boarded as a creator on YouTube. It was not enough to just make a film about his story. The aim was to connect the dots. Now he has 1,00,000 subscribers. A short challenge, ‘JavRun,’ was done for GenZ users. It was so successful that a question on the ‘JavRun’ challenge made it to KBC. This is an example of a digital campaign seeping through pop culture and bleeding into offline touchpoints.

    She also spoke about Nike. It was about NFT sneakers and other stuff that makes young people excited. She also gave an example of Alexa, which is Amazon’s voice assistance software. Alexa was inserted into a YouTube talk show among humans. It showed the human and conversational side of Alexa. It is a strong example of how brands and creators can collaborate.

  • Nike launches app to accelerate its digital run in SE Asia & India

    Nike launches app to accelerate its digital run in SE Asia & India

    MUMBAI: Global sportswear brand, Nike announced the launch of its app in a continued bid to accelerate its digital transformation in Southeast Asia and India (SEA&I). The app deemed to be ‘the company’s fastest-growing platform’ provides members with personalised access to the best products & offerings of the sports brand. Apart from India, the free app launches Thursday in Singapore, Thailand, Philippines, Malaysia, Taiwan, and Vietnam.

    The Nike App connects its members to product, guidance, rewards, and experiences, all tailored to their individual preferences. Akin to a digital Nike hub, members receive product recommendations based on what they love, with fast and secure checkout, the brand shared.

    “The launch of the Nike App marks a critical expansion of Nike’s digital ecosystem in SEA&I,” says Nike SEA&I VP Sanjay Gangopadhyay. “Through this launch, we are creating meaningful relationships with our local members, and inspiring and equipping them to move.”

    Apart from member benefits like ‘exclusive access’ and ‘member rewards’ the app offers ‘Inspirational content’ with access to stories, guidance, and other inspirational content available only through the Nike App.

    With this, the brand’s consumers can now shop offline at Nike stores and partner stores, as well as online through the Nike App, Nike.com, SNKRS Web.

    “A key focus with developing the Nike App for SEA&I was ensuring that the content, experiences, services, and product offers are customized based on what we know Nike members in SEA&I want most from us,” says APLA Nike direct digital commerce VP Xia Ding. “Over time, this focus becomes even sharper as we learn from member behavior and engagement, so we are able to personalize the Nike App experience to an even greater extent.”
     

  • Guest column: Brandsville beckons ‘genuine’ empathy

    Guest column: Brandsville beckons ‘genuine’ empathy

    GURUGRAM: The article is inspired by the great recent occurrences in Brandsville and published in the interest of all creative thinktanks in our fraternity.

    WhiteHatJr lost its battle too soon. But it has jolted us marketers to think and analyse. The takeaway of the entire episode is that consumers are as well informed as the brand and can’t be considered naïve no more. An implication of information technology, it is one of the first times when we saw an uprise in India’s burgeoning knowledge society. Empathy is an aptitude that enables us to feel and express what someone else is feeling. It is something that is offered and brands have an advantage there.

    Consumers simply don’t want to purchase products. They want to make connections and relationships. There are many factors that add meaning and purpose to a brand, and they can all be derived from one source – empathy.

    Today’s consumers are not only interested in consuming content. Rather, they are actively seeking out content that prompts change, in both themselves and the world around them, allowing brands to build an emotional connection with their audience.

    The ability to think about the world from someone else’s point of view is an absolutely critical quality that content marketers must possess. The sanctity of a brand’s empathy is in creating a shared journey with the target audience. When we start interacting with our customers in a more personalized way, it will make them feel special. That catalyses brand value.

    Brands’ Dos and Don’ts for 2021

    The brand should act on the value to treat consumers as people (Well, this should be followed at all times nonetheless). Brands should demonstrate the values through supportive actions for all stakeholders.

    The brand should not get involved only in virtue signalling, which is only backing an idea to look good in public. It implies the brand entering a hibernation without communicating with the consumers, signalling an overly opportunistic behaviour in times of uncertainty.

    eBay prides itself on its rich history of launching small businesses and had an idea to make it a bit easier for these smaller organisations to make it through this tough time. To help out during the Covid2019 outbreak, eBay in California, started its ‘Up & Running’ program, an accelerator program pledging $100 million in support for small businesses and making eBay Store free for three months. With this support offered by the brand the small businesses will have a better chance of surviving the pandemic. The program will help them connect at a personal level with the aspiring entrepreneurs and it is equally impactful than an ad campaign.

    Some famous brands have also used this key ingredient in their branding recipe to add a purpose. Ogilvy’s Cadbury advertisement released during Diwali starts with a most intriguing line: “Not just a Cadbury ad.” The brand has tried to reach out to 1,800+ local retailers, across 260+ pin codes, whose businesses are promoted locally through this ad. The brand has been effective in evoking empathy among small businesses, who have received the worst blow of the pandemic’s economic fallout.

    The campaign is a great step to show that the problems faced by the people are understood by the brand. An assurance that it will do whatever is within its reach to help them out.

    Empathy branding isn't just a ‘feel-good’ technique

    Empathy allows marketers to step into the shoes of their target audience so they can better understand and respond to their wants and needs. Many times it is not just the core product offering at all. Emotion is like the lighthouse that guides the boats of consumer’s brand loyalty and their buying decisions. We have to create and algorithm that the consumers relate with and then create the marketing content which will put across the brand’s message in the most impactful way.

    One way to connect with consumers is to present an image of ‘realness’ This creates compassion and connection, presenting a brand as ‘just like you.’ Brands are using this very secret ingredient of empathy as a cherry on top of the cake.

    Empathy is about ringing the right chord with the individual’s emotions. Nike has a legacy of identifying and narrating inspiring stories of the indomitable human spirit. The sports brand's 2020 viral campaign received great praise online for its message of inclusiveness and perseverance as organised sports were immensely affected by the pandemic.

    The Covid crisis has created a very different situation for consumers of the travel industry. In August this year, Makemytrip came up with a digital campaign ‘Azaadi Wali Feeling' coaxing travellers to plan those much-delayed trips. Yet, it didn’t ripen enough for the traction desired. OYO Rooms took up the task around the same time to bring back consumer confidence with safety and hygiene towards travel. It launched the campaign ‘Road Tripping’ – Dekho Apna Desh. The articulately planned campaign hit the TG well and was rather engaging.

    At the end of the day, the simplest version of understanding what a brand is, is what your customers feel about you, what makes the company unique and understanding what the biggest needs and values of the customers are. Empathetic marketing follows the golden rule: "Do (treat) unto others as you would have them do unto you.” Let us remember that social distancing is for humans, not for brands.

    (The author is integrated marketing specialist at Topline Consulting Group. Indiantelevision.com may not subscribe to his views.) 

  • Nike’s new ad shows bond between tennis sisters Venus & Serena

    Nike’s new ad shows bond between tennis sisters Venus & Serena

    NEW DELHI-The Covid2019 outbreak has severely impacted the live sporting events across the world. Every major fixture was canceled or postponed due to it, but steadily organisations across the world are working effectively to resume competitive sport.

    Nike has released an ad retelling the story of two of tennis’ greatest ever players – who also, happen to be sisters. Serena Williams and Venus Williams have in total, won 122 titles, 30 majors and spent 327 weeks in the no 1 spot.

    The tennis sisters’ competitiveness against each other has been much written about in the media, but Nike has tried to change the mindset and has focused on the sisters’ relationship with each other as a kin. The brand has received applause for the out-of-the box creativity. It has managed to combine their achievements instead of pitting them against each other, and depicts how the Williams’ sisters have influenced the game and lifted each other up at every step of their journeys using the power of sport and sisterhood.

    The creative agency behind this inspiring work is Weiden+ Kennedy

    Both the sisters have also shared the ad with the caption: “When one of us wins, we both win. You can’t stop sisters.”

    “We were born sisters, but we’ve become each other’s biggest allies,” says Serena in the TVC. “For us, being sisters is everything. On and off the court, we’re each other’s biggest competitors, but we’re also each other’s biggest advocates. We are where we are today because we did this together.”

    The younger sister, Serena, has taken out home 23 Grand Slam titles and stayed for a total of 316 weeks. Venus has won a total of seven Grand Slams and held the top slot for a total of 11 weeks. They are the only women in history to have played each other four consecutive times across Grand Slams; with Serena emerging triumphant in all four.

    The duo has played against each other 31 times in their careers with Serena leading 19–12.

    Serena has been promoting Nike since 2004 when she signed her first deal worth $40 million. However, Venus wears her own apparel brand on-court called ‘Eleven.’

    The Williams sisters have also appeared in the United States Tennis Association’s (USTA’s) “Be Open” campaign, which debuted last week and focused on the themes of racial justice and equality.

  • Nike’s spectacular split-screen film captures imaginations

    Nike’s spectacular split-screen film captures imaginations

    NEW DELHI: Over the last few years, Nike has been embracing the culture of diversity and vibrantly displaying it through its commercials. The latest is the third film in its ‘You can’t stop us’ series. The 90-second ad has already made waves celebrating sports as a source of inspiration during hard times.

    Narrated by American soccer player Megan Rapinoe, the video so far has garnered 39,004,413 views on YouTube.

    “Players may be back on the pitch, but we are not going back to an old normal. We need to continue to re-imagine this world and make it better,” said Rapinoe. “We have all these people in the streets, using their voices and those voices are being heard. I ask people to be energised by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”

    Scarecrow M&C Saatchi founder Raghu Bhatt is in awe of the way the ad has been presented. “The discus thrower morphing into the ballerina is editing genius. The last few Nike films have been about the idea and the writing. This one, however, is craft at its best. Though the words are powerful, what shines through is the painstaking effort that must have gone into creating every sequence,” he says.

    Bhatt adds that neither is using a split-screen a new visual technique nor the tagline a path-breaking advertising idea. Yet, the film has gone viral. “A world-class athlete pushes the bounds of human possibility. This film shows unfettered movement and unencumbered freedom while we, the audience, are shackled in our Covid2019 prisons. It shows hope and reminds us what we are capable of,” he adds.

    Rapinoe’s commentary in the ad builds on the ability of sports to bring people together, the fear of the pandemic, the social unrests and the fight for justice, all bound with hope.

    Brand-nomics MD Viren Razdan shares, “The Indian women team’s huddle was a special relatable fan moment for me. Nike’s core has been built on the power of ‘the athlete in all of us.’ Its various episodes of self-belief and perseverance against all odds have been inspirational stories.”

    Razdan further adds, “Nike’s communication style has always been larger than life and so is this. It very often set off a trend in advertising, style, scale and spirit is unmatchable. Nike has created a collective comeback story with this ad, for the first time perhaps about us.”

    The ad tackles timely topics like Covid2019 and black lives matter. The spot also features athletes like Colin Kaepernick, Kylian Mbappé, Serena Williams, Lebron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo and the Indian women’s cricket team.

    Tonic Worldwide managing partner and creative head Shourya Ray Chaudhuri, too, found the Indian women’s team being featured in the ad as his favourite moment. But apart from that, he loved the edit of the Williams sisters.

    “It definitely hit home with everyone. However, I felt that while the edit was awesome the story did not show much promise. Having said that, not many sports brands have even said anything about a situation that demanded the closure of their core business. The playing field was even. Nike scored,” he says.

    However, Chaudhuri feels the matter to be a bit stronger. “Not many brands have the courage to go for a non-traditional edit. It is fresh. But I wish the matter was a bit stronger. Maybe we are expecting too much from Nike?” he questions.

    The creative agency behind bringing this kind of masterpiece editing is Wieden + Kennedy. The team looked at 4000 sequences and whittled down to 72 sports action together and merged them to create 36 split-screen slides to stitch this exquisite tapestry of sports montage.

  • Brands alter logos to spread awareness on social distancing

    Brands alter logos to spread awareness on social distancing

    MUMBAI/NEW DELHI: If there’s something sacred for any brand, it is the logo! A logo is like the skin to a brand’s soul. It is what distinguishes the brand from competitors and makes it identifiable with a distinctive character of its own. For decades, brands have invested significantly in promoting their identities using these signs and symbols and any changes in them require a huge strategic and economic planning. It is seldom that we see brands adapting their logos for moment marketing but the ongoing global pandemic of Covid-19 has made many brands take this crucial call.

    Understanding their social responsibility by virtue of their popularity, many brands have synced their logo designs with the message of isolation and social distancing. While most experts would suggest a likely hit on their revenues, some brands have made significant investment on this to show their commitment to the cause.

    The most prominent names in the list of brands that have rebranded their logos for the moment could be McDonald’s, which had its golden arches engraved in its logo in 1962, and Coca Cola.

    According to Mirum India executive creative director Naila Patel, all creativity done by the brands are welcomed. Majorly, at the time of crisis, this kind of move attracts the attention of consumers. “It puts the brand in a humane and emphatic light which increases positivity towards the brand. In today’s times, brands which have a cause in their corner attract consumers. The young, educated and evolved consumers identify themselves better with the brands that stand by causes or show empathy in tough times.”

    Brand-nomics managing director Viren Razdan said: “The Pandemic has brought the world together, united in fear and hope. As all the stops are being pulled out to spread the prevention message, iconic brands are making their popular following count by cleverly weaving in the message into their well-ingrained logos. Coca-Cola Times Square spot is perhaps the most expensive signage, and the impact would be great.”

    He also adds a word of caution for brands. “In the hypersonic media landscape we operate in, marketers and brands do their best to stay relevant in consumer conversations. But as McDonald’s would have learned, any such act requires your own house to be open to public scrutiny or else all this backfires as superficial, clever, opportunistic, and tactical brownie points. The McDonald’s campaign of moving the arches was withdrawn after public outcry on internal policies,” he adds.

    Let’s take a look at some of the brands that have re-shaped their logos.

    Sending out the message that social distancing is the only way to stop the spread of SARS-CoV-2 virus, McDonald’s Brazil changed the logo for the company on its official social media handles, separating the letter M, saying “Separados por um momento para estarmos sempre juntos” which translates to “separated for a moment to always be together.” The brand has recently extended the campaign in India and Pakistan as well.

    The quick service restaurant chain, through its social handles including Facebook, Twitter and Instagram, has urged citizens worldwide to stay indoors.

    Meanwhile, Coca-Cola has changed its ad on Times Square billboard with letters spread apart in its spelling. The new tagline of the reads, “Staying apart is the best way to stay connected”.

    According to reports, the changes will only be seen on Times billboard.

    German multinational automotive manufacturing company Volkswagen and Audi are also changing their logos temporarily.

    The iconic Volkswagen logo now has its ‘V’ and ‘W’ separated to project the distance that needs to be maintained in this crucial time. Audi has also done the same thing by separating the four rings that have been associated with the brand since the 1930’s.

    Another brand joining the league is Swiss banana producer and distributor Chiquita Brands International. The company posted a new version of its logo without Miss Chiquita saying, ‘I’m already home. Please do the same and protect yourself’.

    Argentina’s ecommerce platform, Mercado Libre, too, tweaked its logo, changing the shaking hands to elbow bumps.

    Closer home, in India, Shopper’s Stop has launched a new creative logo, transforming its identity into a heart-and-infinity sign to salute and applaud frontline professionals for their dutiful actions during these tough times.

    CARS24, a tech-enabled used car platform, has launched “Home24” campaign urging people to stay at home and spreading awareness around hygienic practices including washing hands and self-isolation. As part of this campaign, the company has tweaked its logo from ‘CARS24’ to ‘Home24’ to spread awareness about COVID 19 and conveying the importance of social distancing and ‘stay at home’. The logo has replaced the old logo of CARS24 on the company’s website and across all the social media platforms including Facebook, Twitter and Instagram.

    Not just logo designs, brands are actively playing with their propositions to spread awareness during these tough times.

    As published in USA Today, Nike is promoting social distancing through a new ad highlighting the importance of staying apart. The ad reads: “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”

    The sports company has, in fact, shut down stores in some countries until 27 March.

    Sports icon Michael Jordan, who had worked with Nike contracts, also shared a message, “Now more than ever, we are one family. #JUMPMAN #playinside