ITV

Tag: viral

  • Word, Visual and Viral – decoding Marketing to Millennials at The Quint’s new youth marketing platform

    Word, Visual and Viral – decoding Marketing to Millennials at The Quint’s new youth marketing platform

    MUMBAI: India’s homegrown media brand focused on millennials, The Quint, recently launched a new youth marketing platform with the first edition of ‘Marketing to Millennials’held in Bangalore.Future editions are in the works for Delhi and Mumbai. 

    The highlight of the event was anengaging panel discussion featuring industry heavyweights, disruptors and respected content creators. The panel included Gaurav Jeet Singh, GM, Media Services, South Asia at Unilever, representing a media buyers’ perspective; Dhanya Rajendran, Editor in Chief, The News Minute and Umang Bedi, President at Daily Hunt, representing content publishers and aggregators; Siddharth Nambiar, Head, Amazon Prime Now, representing the e-commerce landscape; and Sudarshan Gangrade, Founder, Lo!Foods, and former CMO of Ola Cabs, representing disruptive start-ups trying to win loyalty among millennials.The panel was moderated by Ankit Dhadda, Head of Marketing for The Quint & BloombergQuint.

    The discussion kicked off with a key concern that almost every product or service faces with millennials – how to build loyalty in this seemingly fickle target group with short attention spans. With a range of perspectives coming in, all voices seemed to converge in their opinions to state that loyalty was perhaps a bit overrated. Gaurav Jeet Singh used a very real example when he mentioned that even a simple product like body soap has never been a constant in his life. However, loyalty remains a vital aim for marketers and today needs to be viewed from the perspective of ensuring repeat purchases from the same buyer.

    The discussion also touched upon touchy topics such as tackling social media backlash, what with the recent backlash against Surf Excel over a television spot; as well as topics like the role of Indic languages to create wider reach;understanding the realm of influencers in marketing, etc. 

    The key takeaway from the panel discussion was the fact that brands need to focus on producing original, fun and engaging content to truly capture the imagination of millennial audiences. Both Siddharth Nambiar and Dhanya Rajendran emphasized that if content is authentic and has great quality there is very little that needs to be added and embellished from that point on.

    Summing up his forward mission based on the discussion, Umang Bedi said, “Connection with millennials has to be deep and impactful. Honest. Not based on time spent but in impact created.” He added, “To make something go viral one must create a connection that is common and transcends geographies, language, race and creed.”

    Sudarshan Gangrade,formerly with Aadhar and Ola Cabs and who has now ventured into a start-up that focuses on the insight that the millennial generation is the most health-conscious in history said,
    “Which channels to engage with millennials is a media and distribution problem. Solving it will always be difficult due to the multitude of channels, mediums and screens. The sheer number of channels to engage make it more important than ever that the brand has a simple, clear and single message and consistently at that.” He added that brand owners targeting millennials shouldn’t indulge in short term or frivolous content because millennials can see through fake messages. “Don't associate with social causes, just so that you can look good as a brand. Consumers see through it when the messaging changes from one brand manager to another.”

    While small brands may have more room for experimentation than large, established brands, the professionals on the panel all seemed to agree that the basic tenets of marketing remain the same for all consumers – millennial or not.The hooks to engage a consumerremain the same – identify what is important to themand connect through that. The panelists also felt that understanding changing consumer behavior is getting extremely challenging not only because of a multitude of channels but also a natural evolution in how people communicate.

    Commenting on the highly engaging panel discussion, Ankit Dhadda said, “The Quint’s Marketing to Millennials workshop had an exceptionally talented and experienced panel where everybody eagerly jumped in to address the challenges that are often put forth in board rooms across corporate India today. We are glad that our learning at The Quint & BloombergQuint is now compounded by the knowledge shared by our esteemed panelists. I’m looking forward to the next edition of Marketing to Millennials to continue this conversation.”
     

  • Myntra’s new TVC goes viral

    Myntra’s new TVC goes viral

    MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week. 

    This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

    The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

    The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences.  The recently released film is the first salvo of an integrated interactive campaign for the brand.

  • Myntra’s new TVC goes viral

    Myntra’s new TVC goes viral

    MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week. 

    This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

    The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

    The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

    “The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

    The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

    The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences.  The recently released film is the first salvo of an integrated interactive campaign for the brand.

  • Viral on your mind?

    Viral on your mind?

    A‘Kolaveri Di’ kind of video with the capacity to go viral doesn’t happen every day, and that’s something marketers and the junta might do well to remember.

    There have been enough and more cases of online campaigns that fell flat on their face just as there have been instances of campaigns that fared considerably well in recent times (Dove’s real beauty, Flipkart’s Nation wants to know, Dhanush’s Sachin anthem).

    Content is king

    So what are the ingredients that make for success? First up, it’s the content. GroupM ESP national director (sports and live events) Vinit Karnik opines that videos like ‘Kolaveri Di’ and ‘It’s your fault’ are an engaging and entertaining way to disseminate a social message and build awareness.

    Watch the video: Boost pays tribute to Sachin’s 23 years of stamina!

    Gasoline founder and chief creative officer Anil Kakar says the first rule of creating online content is that it needs to be worth sharing. “The potential reach shareable content can offer is enormous and brands are currently only scratching the surface,” he says.

    Referring to two recent viral videos ‘It’s your fault’ and ‘I quit’, Draftfcb Ulka Interactive (digital arm of Draftfcb Ulka) creative head Sudarshan Sudevan says: “These two videos share different lights in the context of one’s feeling, one is targeted at the mass and the second, targeted at a single person….her boss. But the common platform that they share is – being vocal about it. That’s the lesson you can learn from it. Exercise your freedom of expression to the maximum… without fear. You can be a total stranger but your voice is surely heard if it has a message. That’s the power of this digital medium.”

    Not to do list

    Successful online content is often disruptive, based on a powerful insight and more importantly, follows a set of rules in social media that are way different from other forms of media.
    Experts believe the most common mistake that someone/some brand can make while launching a digital campaign is to create it to go viral. According to Infosys global head (digital marketing) Ashok Lalla, that is the biggest fallacy. “Virals happen. Of course, one can help them happen through content which is very high quality and well produced, and also through extensively promoting the content. For example, Idea’s Honey Bunny was promoted across media and that drove the viral-ness of the video online,” he points out.

    Similarly, Everest Brand Solutions president Dhunji Wadia says if one tries to create a campaign to go viral, there are a million ways to go wrong as there is no fixed formula or template for these videos. “You just have to click with the consumers, literally! Firstly, if it doesn’t impress me, how will it impress the world? One can get carried away with an idea, which does not make as much sense after production as much as it made on paper. Don’t hesitate to start fresh in such a case. Secondly, is the product/service forced into the communication? Sometimes there is a ‘disconnect’ between the product/service and the ad concept. If the two are not inter-twined, the product will be left hanging after a great concept.  It will hardly be noticed. Try to find a common ground between the two.”

    Highlighting mistakes marketers/advertisers tend to make, Sudevan adds: “Low budget for a promotion to be launched ‘asap’ plus maximum output demanded (for example say 1 million likes) and hence resorting to social media leads to bad ideas and bad execution, considering the time the agency gets to churn this out in that shoe-string budget. Also, no research of the ecosphere of social media or what or how much a campaign should cost or the time it should get competed within leads to selection of bad ideas presented by some smart agency.”

    With or without social media

    All said, the social media universe is swelling and no advertiser or marketer can afford to ignore it. Besides, with the dipping rupee and dwindling economy, conventional Indian media is facing the heat, rendering social media the smartest option in the current scenario. 

       
    Says Kakar: “What makes social media unique is the fact that brands can, for the first time, have a conversation directly with consumers. This is a huge paradigm shift of sorts, which is already testing our collective skills as an industry. Also, for the first time, we can gauge accurate responses through analytics and tools, engage with a select audience, should the need arise, and alter content according to responses. Social media is also a great platform to engage opinion leaders or ‘feeders’, who help promote content onto blogs, twitter, facebook and other platforms for a multiplier effect, generating free PR, which would have otherwise cost an arm and a leg for an advertiser.”

    Watch the video: AIB seeks an answer to whose fault is it anyway?

    FoxyMoron co-founder and director – new business and innovations Pratik Gupta seconds Kakar saying: “A lot of brands want to reach out to their audience and it might be as simple as uploading a TVC on YouTube. One must remember that a TVC is watched by the entire family, out of which, not all could be the target audience wherein the people who will click on social media are the correct viewers.”

    Gupta gives the example of the campaign Baby Lips Kiss Song featuring Alia Bhatt that FoxyMoron recently did for Maybelline. He says there are many brands that are utilizing the platform to the fullest to reach their TG.  He also talks about the YouTube channel Q-tiyapa by TheViralFeverVideos saying they are doing everything right to strike a chord with the youth.

    And what do advertisers have to say about digital platforms? “Advertising is a 360-degree experience. That’s when a user feels the brand in totality and since every medium has its own plus points, it’s best to design any campaign keeping in mind the purpose of the campaign,” say advertisers.

    Then again, there are the naysayers who feel digital media and by extension, social media is still not a mass channel of outreach in India. Statistics for internet usage vary between 70-140 million and those for social media are a subset of this. So, it’s unlikely to be the medium of choice for all brands for all seasons. At best, digital/social media may be the medium of choice for a younger, urban-centric demographic concentrated in major metros and towns across the country.

    Whatever be the case, one thing is clear that with the medium encouraging conversations on various social platforms, the movement of content from ‘airing’ to ‘sharing’ can catalyze the internet audience to great effect.