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Tag: White Rivers Media

  • Viviana Mall concludes #StopAcidSale campaign

    Viviana Mall concludes #StopAcidSale campaign

    MUMBAI: Digital marketing agency, White Rivers Media has recently wrapped up its digital amplification activity for Viviana Mall, called #StopAcidSale.

    The month-long campaign was a part of the third edition of mall’s property – Extraordinaari, which promotes women empowerment by recognising and honouring the trailblazers who are encouraging their fellow women to scale newer heights. The idea behind this activity was to establish thought leadership among its competitors along with creating awareness against the sale of acid and curb the same.

    To highlight the same, the mall hosted a fashion show with acid attack survivors and giving them a platform to share their story. 

    A two-pronged approach was devised to increase awareness about acid attacks, what causes them, and how to curb them and gather support for the admirable spirit of the acid attack survivors who walked the ramp. The entire activity was promoted massively on Facebook, Twitter and Instagram. 

    Facebook Stories was used extensively to convey the message. On Instagram too, the Insta-story feature was used with boomerangs, rewind, handsfree and a host of other story formats to create maximum reach. The mall reached out to global body positive brands on Twitter to bring the initiative to light.

    On Twitter, the hashtag #TweetASalute was used, which saw participation from more than 300 Twitter influencers, including NGOs and celebrities. Viviana Mall reached out to multiple international malls and urged them to join the movement. This, too, was supported by influencers. The campaign also saw support from ace music producer Sulaiman Merchant and actress Preeti Jhangiani.

    This campaign sparked thousands of conversations on social media about vitriolage and why the government should stop acid attacks. People all across geographies started talking about this campaign.

    The entire concept was later taken a notch ahead, in association with Bombay Times Fashion Week, where the acid attack survivors walked the ramp at the Bombay edition of the Times Fashion Week.

    White Rivers Media CEO and co-founder Shrenik Gandhi says, “We have been associated with Viviana Mall for the past four years and with every campaign we strive to provide them better. With this activity we aimed to take a step forward with Extraordinaari and we are glad we got such a positive response and support from digital influencers.”

    Viviana Mall senior vice president for marketing Rima Pradhan adds, “There are 250 to 300 acid attacks reported in India every year, despite laws restricting the sale of acid or other deadly chemicals. Acid is still sold openly in some parts of India in spite of there being various substitutes for it. We wanted to curb the sales of acids in India and are grateful to White Rivers Media for their support in the same.” 

    The entire activity potentially reached out to more than 2million+ people on Facebook and Instagram and created impressions of more than 10 million on Twitter

  • White Rivers Media starts ops in Delhi

    White Rivers Media starts ops in Delhi

    MUMBAI: White Rivers Media, a full-service digital marketing agency has announced its foray into Delhi NCR. 

    Operating out of Mumbai for over five years, the company is tagged as one of the fastest growing independent digital agencies in India and it now looks forward to cater to clients in the northern region through physical presence.

    Started in 2012, the agency services national and international clients from more than eight countries. The agency has worked with some of the top-valued brands in the country, executing many of their flagship campaigns and grabbing eyeballs internationally.

    The agency has worked across a range of industries and verticals, including brands like OnePlus, Viacom18, TATA Cliq, Zivame amongst others.

    With the new office in DLF Cyber City, White Rivers Media is looking to localise all the digital, video and AI driven e-commerce solutions for its NCR based clients and more.

    White Rivers co-founder and chief executive officer Shrenik Gandhi says, “Delhi NCR expansion has been one of the focus points of this quarter and we are glad to be taking the leap. Delhi NCR has been a key market in our growth story and with a localised office, we look forward to develop stronger relationships. Our core team will be actively involved to ensure the best operational SOP’s are followed and in getting the right talent on board.”

    White Rivers Media is the only agency to rank in Deloitte Tech Fast 50 Companies for two years consecutively, i.e., in 2016 and 2017. The agency also provides custom e-commerce solutions via its proprietary AI tool.

  • The comeback of iconic brands

    The comeback of iconic brands

    MUMBAI: In today’s metamorphic world, it is a constant struggle for brands to retain their identity and ensure that they are constantly in the minds of people. There have been iconic brands of the past which one fine day decided to vanish into thin air. Though still present, they dropped advertising and years later felt the urge to bounce back with a bang.

    Be it the mango flavoured drink Frooti, or Appy Fizz, Crompton products, deodorant Old Spice, mobile handset Nokia or television champion Onida with its iconic devil, all these brands were superheroes of their own time and in their respective categories but disappeared from television screens with digitisation and modernisation kicking in.

    After being away from television screens for sometime, Parle Agro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in boosting sales. 

    Old Spice, which was known for its masculine and metrosexual male-dominated ad, came back with its new brand ambassador, Milind Soman in 2013, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’, doubling its revenue.

    The question for any comeback is whether to create a new product or reaffirm the brand legacy. Tonic Worldwide chief strategy officer Unmisha Bhatt believes that it is a bit of both since as long as the brands are broadly loyal to the category, the legacy is maintained. But in some cases, the brand and product may be obsolete. 

    She also notes that legacy can also backfire with millennials considering that the brand could be perceived as fuddy-duddy and outdated as the new age consumer is looking for ‘cooler’ brands and not heritage brands.

    Mediacom India managing partner Niti Kumar notes that once the brand has re-established itself it can move into line extensions and newer audiences and product line to stay relevant. 

    Today, we spend over 70 per cent of our waking hours on digital, especially mobile, with the rise of smartphone usage and data consumption in the broader strata of society. Hence, Bhatt thinks that while using a healthy media mix, brands need to embrace modern technologies so that their strategy is relevant not only for today but is also future-proof.

    While traditional media including television, hoardings, pamphlets among others would have been a great way to communicate and get the message across 20-30 years ago, they are no longer relevant. Today, regardless of the product, digital is the key to every brand’s communication and, hence, brands that want to come back should leverage it.

    One of the most important qualities that a brand needs to possess in this digital age is vigilance as today’s consumer needs answers and assistance at the drop of a hat and if a brand fails to deliver, there is a greater possibility of it snowing in Mumbai than of them giving you a second chance.

    Brands need to stay true to their legacy as it is after all their greatest asset, according to White Rivers Media CEO and co-founder Shrenik Gandhi. He also suggests brands to never underestimate the power of a beautiful story as stories make sales pitches palatable and no one likes to be sold to.

    Brands should play to their strength but they should not overestimate what their heritage brings to the table. Kumar thinks that sometimes, brands tend to think that because they’ve had a history and legacy in the past, it will still be relevant today, but that is not true and brands need to realise it because the consumer and market are evolving.

    For Gandhi, Maggi’s comeback after battling the shattering of trust and the rise of an unprecedented new competitor was something that kept all marketers hooked and was a historic example. To find a place back in the hearts, minds and plates of customers is tough, and Maggi did it effectively, albeit in a lot more than two minutes.

    While for Kumar Old Spice ad stood out among the rest, Bhatt thinks that Onida campaign was a fine example of a comeback and the recent television commercials during IPL matches are an example of that. They have evoked a great response, touching the nostalgic chord of the older generations and the contemporary ‘devil’ appealing to the younger masses also. However, it would have been exciting to see Onida also take a digital leap and connect with the millennials more smartly with engagement driven campaigns, new formats, tech interventions at retail outlets, e-commerce-based innovations and contextual weather-based innovative search campaigns, reviews and tech influencers.

    Communication is a bridge between the old generation and the new, and it helps in reaching smaller pockets of the nation. Any brand that communicates well with its audience is sure to succeed in the long run. This also means, changing the communication and its medium as and when required to keep up with changing times. Here’s to more brands that have resurrected or want to resurrect from the dead to capture the ever-fragmented market!

    Also Read :

    Indian TVCs that rapped with consumers

    Guest column: Ads that didn’t work!

    Mirza and the art of brand endorsement

    New Era up for hard graft in India

  • OnePlus 6 kick-starts Snapchat campaign

    OnePlus 6 kick-starts Snapchat campaign

    MUMBAI: Staying true to its brand ethos of never settling down, OnePlus has become one of the first movers in the category to launch a Snapchat marketing campaign in India.

    OnePlus has partnered with White Rivers Media to launch a pan India campaign to reach across to the millennial audience. The account will be handled by the Mumbai office of White Rivers Media.

    OnePlus’ flagship for 2018, OnePlus 6 will be launched on 17 May in Mumbai.

    Last week, OnePlus announced its collaboration with Disney for the upcoming Avengers: Infinity War and as a part of this collaboration, OnePlus has confirmed the OnePlus 6 Marvel Avengers limited edition to be launched alongside OnePlus 6.

    White Rivers Media chief executive officer Shrenik Gandhi says, “Snapchat is a great parallel platform to reach to more millennials with high spending capacity. These users are stellar content creators who open the app 20+ times a day. It is a great time for OnePlus to engage with its users. The type of audience that you find on the platform, combined with the fascinating possibilities of reaching out to them that it facilitates, will surely generate great results for the brand launch. Being ardent OnePlus users ourselves, we look forward to the exciting opportunities of creating a great Snapchat campaign with OnePlus.”

    White Rivers Media is one of the fastest growing independent digital marketing agencies working with brands across tech, e-commerce, real estate and fashion. Over the years, the agency has worked across borders, timelines and languages, making it not just international, but multicultural outfit.

     

  • Advantage Media enters India, partners White Rivers

    MUMBAI: Denmark-based Advantage Media ventures into the Indian Market, through a collaboration with White Rivers Media, to bring their proprietary Remarketing Tool to the country. White Rivers Media will be the exclusive representative of this tool in the Indian Sub-Continent. With this collaboration, together they aim to provide strategic online re-targeting solutions tothe top eCommerce players in India.

    The collaboration plans to deliver definitive value to the eCommerce industry in terms of improved Conversion Rates and Personalized Retargeting. They will be closely working with the Confederation of Danish Industry to create mutually beneficial solutions for companies from both the countries.

    White Rivers CEO Shrenik Gandhi said, “This remarketing tool holds enormous promise for increasing the return on investment on sustainable basis. Advantage Media is bringing the properiteary tool to India for the first time. Their solution has already proven its mettel for eCommerce industry across 20 countries.”

    Advantage Media founder Jonas Frederiksen, “This is the next step towards following the strategy we started almost four years ago. India was a natural choice for the next step; the growth is over 51% in the e-commerce as the population is buying more and more online. This growth is amazing and we would, of course, like to be part of this, the next coming years.”

    He also added, “We bring a unique product with a unique payment model i.e. “our clients only pay if we bring revenue”.

    Advantage Media’s remarketing advertising solutions has been offering behavioral services retargeting to large retail groups like Zalora, Pontofrio.com, Extra, OLX and Jack & Jones.