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Brands show growing love for digital this Valentine's

18-February-2014
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Brands show growing love for digital this Valentine's

Valentine’s Day has become a lucrative marketing opportunity for brands and services. With the day of romance closer to the weekend this year, there were several gifting options on offer, especially from jewellery brands and e-commerce companies, besides discounts on flight and hotel bookings from travel portals.

According to a recent survey by Assocham, despite the global economic slowdown, companies are ready to cash in on Valentine Day’s and the market was estimated at Rs 18,000 crore with increased sales of popular gift articles such as flowers, jewellery, chocolates, toys, readymade garments, mobile phones, electronic gadgets, wrist watches, etc. The report also mentioned that Valentine sales account for nearly 25 per cent of business share for a luxury brand. It is a heavy buying festival that has seen a significant jump over the last five years. While flowers, platinum or diamond jewellery and branded apparel remain the most preferred gift items, the demand for ‘something different’ is growing in the metros. However, the thunder was muted on traditional media such as print and TV, with no campaigns from giants such as Vodafone, Idea and Pepsi, whereas the digital medium witnessed some very innovative and interactive campaigns.

Cadbury Dairy Milk Silk launched a campaign dedicated to ‘First Love’ that showcases the new pack, with a play on the ‘he loves me, he loves me not sentiment of first love. The activation was leveraged digitally on Facebook, Twitter and YouTube. The brand created customised doodles for fans, based on their idea of what #firstloveis. They developed an app that animates the pack on being scanned and allows one to send a customised message in the form of an animation. The brand also rolled out a contest, wherein couples could send their pictures with a purple theme tagged with #purplelove. The contest winners won gift hampers and a professional photo-shoot.

Watch the video here…

Nestle Alpino launched a digital campaign on the idea ‘To Love Is To Share’ this Valentine’s Day. The campaign, titled ‘True Valentine Tales’, showcased how two hearts came closer because of the love for pets. It is a heart-warming video that portrays how a couple falls in love due to a pet. The campaign has garnered immense response online. It was also promoted through Twitter with the hashtag #toloveistoshare, where people were asked to share their tale of love.

Watch the video here…

Schwarzkopf Nectra Color made every woman feel special this Valentine’s by showcasing how true love creates beauty. The video depicts the story of a man, a woman, flowers and the little things that make us fall in love with someone, not just on Valentine’s day, but every day, a bit more. It is a very well executed ad dedicated to all women.

Watch the video here…

Rekindling love and passion between couples, British Airways launched an emotional campaign that narrated the story of how British Airways helps partners get closer. It is built on the idea that due to never-ending work and being surrounded by family, the demands of modern life leave young couples with little time for each other. The film focuses on spending quality time with one’s partner and enjoying the travel experience with British Airways. The campaign is very relatable and has been executed brilliantly with a great storyline. The heart-warming commercial will connect with the Indian audience.

Watch the video here…

Air France India aimed to attract attention by introducing #theloveflight contest on Twitter, promising couple tickets to Paris.

Jewellery brand Tanishq welcomed the season of love this year with a digital activity. Amidst every working woman’s busy schedule at work, Tanishq planned to make it little exciting with The Tanishq Love Appraisal. This was a fun way to appraise one’s love and discover more about their exciting journey of love. For the Tanishq Love Appraisal activity, users had to access the microsite through the Facebook account and select one’s valentine from the friends list and rate him on the 10 aspects that make a perfect relationship. After completing the rating, a private message will be sent to him revealing his score. Also, for all of the Valentines who did not score the perfect 100 in their appraisal, Tanishq helped them with a piece from Mia to commemorate the true essence of love and togetherness.

Meanwhile, most luxury brands either engaged with people on social media or carried out experiential activities to woo customers this Valentine’s Day. DLF Emporio in New Delhi launched the second edition of its Valentine’s Day Pop-up Store, with various well-known Indian and international luxury brands putting up a unique range of products designed specifically for Valentine’s Day.

Marketers have found a new love for the digital medium this Valentine’s season and the consumers witnessed outstanding campaigns on this medium as compared to the traditional medium. The medium is becoming hugely popular due to its two-way broadcast and lower costs.

However, marketers certainly need to widen their consumer portfolio as love is a universal emotion. They should not only focus on the teens, but people in older age groups as well, since they have deeper pockets and can easily buy expensive gifts for their loved ones. They should start targeting the professionals, who are extremely busy and often don’t have time for their partners. Valentine’s Day also opens up an immense opportunity to tap the women segment and offer them with wider gifting options for their partners.
 

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