Top Story


Home >> Digital >> Article

Yahoo! India unveils new campaign for Yahoo! Mail

Font Size   16
Yahoo! India unveils new campaign for Yahoo! Mail

Even as Yahoo! India celebrates its fifth anniversary, it has launched a new campaign for its Mail service. The 10-week-long campaign has been launched with the July issue of magazines such as Business Today, Business World, India Today, Savvy, Femina, Swagat, the in-flight magazine of Indian Airlines, and Jetwings, the in-flight magazine of Jet Airways. The campaign also includes some airport activity at key terminals like Mumbai, Delhi and Bangalore.

It is very rare that portals go in for such extensive campaign. The Yahoo! India Mail campaign is also being launched online besides outdoor. However, no TVC is being planned.

Explaining the rationale, Neville Taraporewalla, Country General Manager, Yahoo! India, explained, “Yahoo! Mail is a key communications product of Yahoo! and a global leader in itself. It is also the number one mail provider around the globe. In India, Yahoo! India Mail is the market leader in the e-mail category, and all research reports released lately in India point towards increased usage of e-mail.”

Taraporewalla added that the campaign highlights some of “our new product features and the objective is to reinforce our product, create awareness amongst new users and of course highlight the enhanced services of the Yahoo! India Mail product.”

The target audience for the campaign clearly is the premium value customer. Created by a young creative agency called Digital Driftwood, the creative has tried to capture people from different walks of life, be it a corporate executive, a young girl juggling her boyfriends and unwanted mails, an aspiring kid and a father. By depicting the various people, the ad aims to bring out the human element and why they use Yahoo! India Mail and the difference it has made to their daily lives.

Malaika Arora has been roped into for the campaign and now greets all those who log in to Yahoo! Mail. “We were looking for a vibrant, fashionable, easily recognizable youth icon, someone the youth of the country could easily connect with. In the advertisement, her one expression has been able to convey the key product feature and its utility to a celebrity like her. This is the first time that a leading Internet company in India has actually used a Bollywood personality for its campaign,” Taraporewalla said.

On the budget, Taraporewalla said, “I think it would be inappropriate for me to divulge such numbers but as you will see it will be a pretty visible campaign within the audience it intends to target.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...