Guest Column: Understanding the science behind virality: Anirudh Pandita, Founder, Pocket Aces
Brands have discovered the immense potential videos hold in today’s socially connected world and organic video virality has become every marketer’s dream
Published - 20-January-2018
Meanwhile, the ease of access to social media on smartphones due to the reduced cost of broadband connectivity and cheap smartphones, has led to the rise of digital video as a medium. India today has 160 million digital video viewers and this number is expected to reach 450 million by 2020. Furthermore, platforms like Whatsapp, Facebook and YouTube all have ~200 million MAUs in the country. With short form being a primary consumption media through the day and people acting as distributors of content thanks to social media and messaging apps, we have seen a massive rise in the scale of distribution of ‘viral videos’.
Brands too have discovered the immense potential videos hold in today’s socially connected world and organic video virality has become every marketer’s dream. The digital advertising market in India is expected to go from $1 billion currently to $4 billion by 2020. A large part of that budget will go towards digital video.
Given the importance of video for audiences and advertisers it is critical to understand what virality means and why some videos go viral while others don’t.
A key aspect of what defines a viral piece of content is not well understood today. Often, people look at the number of views on a piece of content and use that to judge virality. Views however are an incomplete measure of virality. In order to judge virality it is critical to understand the speed at which people interact with the video or a particular piece of content. The most important parts of these are the shares and comments that any video receives.
A content creator should look at audience engagement as the key metric to measure the virality of a piece of content. Over time, several videos may garner millions of views but every user that shares it is effectively the distributor of that video. The comments are also an indicator of its effectiveness and platforms like Facebook and Instagram allow tagging of other user which increases the number of eyeballs on it.
Treat content like a science and while there isn’t necessarily a set formula for virality that content creators can follow, there are certainly some rules of thumb that one can use to achieve desirable results. Today, the right content can create distribution and the content becomes critical to virality. The most viral videos (i.e. the ones with lakhs of shares and comments) have certain features that contributed to their success:
● Relatability in the content that can help strike an emotionally authentic chord with the target audience
● Target communities, whether it is couples or doctors or college going students, the content must target specific communities
● Identify universal relationships and key aspects of those relationships
● Use comedy and humour to make the video more engaging
● Authenticity and believability is key in ensuring the viewer relates to your content
● Ask and answer specific questions - who and why will someone share this content? Will they tag people?
By following these rules, content creators can take full advantage of the two way communication offered by digital mediums. This two-way flow is unique to digital and not available to traditional media, which is mostly one-way communication only. Also, unlike traditional mediums, key performance metrics (whether it’s views, comments or shares), are measurable and readily available on various platforms. This makes the direct impact of every piece of content tangible. What audiences feel about the content becomes amply clear to advertisers as well as creators.
There are a few metrics we have developed to measure the success of a video which take into consideration not only the views but also the comments and shares. Engagement rate (share rate and comment rate) as well as watch percentage (i.e. retention rate through the video) are critical metrics. Most viral videos have very high figures under these buckets. Most importantly, the engagement rates for videos are available publicly and can be seen by advertisers and peers alike. Watch percentages are not publicly available but must be kept in mind to ensure that the content is being consumed in its entirety and that the minutes watched are tracking views as well.
In conclusion, in order to run a successful digital entertainment company today, one must marry excellent creatives with a deep understanding of the real drivers of virality and the metrics that define a piece of “viral” content.
(The author is Founder,
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
The campaign starring actor Jacqueline Fernandez has been launched across TV, Print and Digital for 60 days
Published - 9 minutes ago
Van Heusen, the power dressing brand from Aditya Birla Fashion and Retail Ltd. has upped its marketing plan with a host of initiatives to build a strong connect with its consumers. The brand has launched a comprehensive `Carry your World’ campaign featuring India’s leading Bollywood star Jacqueline Fernandez across 60 cities for two months. The campaign will be featured in multiple mediums such as television, print and online as well. A 40-second video will be launched across digital channels and movie screens and will be supported through diverse print and TV promotions in the coming months.
The commercial symbolically puts the spotlight on the Van Heusen Woman who is an independent and a modern woman, willing to define life on her own unique terms and make her mark on the world. Armed with a sprightly attitude and a fresh perspective, she uses fashion as a means to show her passion. Recently, Van Heusen announced actress Jacqueline Fernandez as the Face of Van Heusen’s handbag segment.
Speaking on the campaign Abhay Bahugune, COO, Van Heusen said, “The newest ‘Carry Your World’ campaign celebrates the effortless style that resonates the independent and empowered woman of today. The premise of the campaign seeks to explore the brand’s identity through language and emotion, to shine a spotlight on our newest handbag collection where fashion and functionality meet mobility in every piece. We are proud to associate with Jacqueline Fernandez as she personifies with the brand personality.”
Conceptualised by Famous Innovations, the TVC showcases the actress, who embodies the easy spirit, charm and elegance of the Van Heusen Woman. The TVC highlights how the Van Heusen bag remains her constant companion at different settings be it the workplace, at social meetings or for a fun night out. The frame opens with a vivacious Jacqueline donning multiple roles as she juggles many worlds and personas during the day. Her Van Heusen bag therefore compliments her different looks in which she literally carries her world. The shot closes with the actress looking gorgeous and vibrant as she straddles her handbag with enthusiasm, passion and liveliness expressing her free-spirited individuality. The stunning visuals in the video are accompanied by a catchy background score.
Commenting on the video launch Raj Kamble, Founder & CCO, Famous Innovations said, “A power figure, a fashion icon and a go-getter, Jacqueline Fernandez perfectly embodies the ethos of Van Heusen Woman. Our brief was to bring alive the functionality of Van Heusen's hero bag, which is designed keeping in mind the modern woman's lifestyle. We started with the insight that the ambitious woman of today is always on the go and the long, dynamic days mean that she needs to be prepared for anything. Therefore, she carries her world with her. We've portrayed the same in the film in a visually interesting manner.”
The idea behind the campaign is to build brand awareness around the elements that inspire flawless design signature of the brand that is consistent across Kia’s product portfolio
Published - 2 hours ago
Kia Motors, the world’s 8th largest auto manufacturer, launches its first brand campaign for India, to introduce the brand in the country and further strengthen its connect in the market. This high decibel campaign lead by the TVC reiterates Kia’s design philosophy and aptly brings out the importance of design in the Kia ecosystem.
The campaign ‘Magical Inspirations, Stunning Designs’, have been made on the deepest insight that there is an inspiration behind every great design and there are unique inspirations behind the design of every Kia car.
The idea is to build brand awareness around the elements that inspire the flawless design signature of the brand that is consistent across Kia’s product portfolio. Kia has always been at the forefront of cutting-edge design, a philosophy that’s resulted in some of the most iconic cars of this generation.
The campaign that started by piquing people’s curiosity with teasers of an astronaut and a tiger around a Kia car, reaches a big reveal as apart from the astronaut and the tiger, seven other magical inspirations came together to form a Kia car. Be it the enduring astronaut symbolising Man’s first step on the moon; the firefly representing the most luminescent form of nature; the slinky spring where science meets playfulness; the swift yet stable Humming bird; the Ballerina with unmatchable precision, poise and grace; the agile skill and control of a footballer; quirk of Felix the cat and finally the Tiger forms the most magical inspiration set leading to an amazing Kia car.
Speaking about the campaign, Manohar Bhat, Head – Sales and Marketing, Kia Motors India said, “This brand campaign establishes Kia’s emphasis on design and how it changes the design rule-book with every car it introduces in the market. Right from the world’s heart throb Stinger to the latest sensation Telluride all Kia cars have their unique identity with a common design language that stands out. We wanted to take a fresh approach through the campaign that rightly highlights the importance of design at Kia and the inspiration that drives us to make stunning cars that we are globally known for. Staying true to the brand philosophy of ‘power to surprise’ there’s more to come via the TVC so, please stay tuned!”
The campaign aims to create a lasting impression on the discerning new age automobile customer leading up to the launch of the SUV from Kia. This multi-media campaign will be supported by a uniquely designed digital campaign, which will engage with the evolved Indian consumer.
Ahead of the launch of its first car in India in the second half of 2019, Kia is aggressively implementing its marketing plans with an aim to be amongst the top 5 automakers in India within three years. Being ahead of its schedule, the company recently announced the commencement of trial production at its state-of-the-art manufacturing facility in Anantapur, in Andhra Pradesh.
The campaign highlights 9 unique inspirations showcased in the TVC. These inspirations include The Astronaut, The Tiger, The Ballerina, The Humming Bird, The Slinky Spring, Fireflies, Felix the Cat and The Footballer and leaves a surprise element in the end.
The Astronaut: Technology meets Innovation and Endurance
The Tiger: Power meets Presence with the iconic Tiger nose grille
The Ballerina: Precision meets Grace and Elegance
The Humming Bird: Speed meets Stability
The Slinky Spring: Playfulness meets Science
Fireflies: Brilliance meets Luminescence
Felix the Cat: Creativity meets Young at Heart
The Footballer: Control meets Agility and Skill
Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys
Published - 5 hours ago
Mondelez India, the market leader in the chocolate category has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise in association with the Despicable Me franchise. Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.
Commenting on this association, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India said, “We are witnessing great demand for spoonable chocolates, a trend that is catching up swiftly under this segment wherein the toy is an important category driver. Recognizing this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segments products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”
This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences. Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.
This association will be supported with a new TVC along with digital activations, in-store visibility in modern trade and traditional Ttade stores. The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at INR 40 each and are available in all traditional trade & modern trade retail outlets as well as e-commerce sites.
The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licensing partner, Black White Orange.
Cadbury Dairy Milk Lickables Minions - Hindi:
Conceptualised and executed by the DDB Mudra Group, the ad campaign gives a humorous take on the laws of physics
Published - 6 hours ago
Hotstar, India’s largest premium video streaming platform, has released an entertaining new TVC for its VIVO IPL 2019 campaign, ‘#KoiYaarNahiFar’. Conceptualized and created by the DDB Mudra Group, the film features a stereotypical Indian family whose twins are accidentally jinxed to ‘magnetically repulse’ each other. The family makes several failed attempts to bring the twins together. The VIVO IPL 2019 season adds to their woes when the twins lament the fact that cricket is more fun when watched together, something they sadly can’t. Until Hotstar comes to their rescue with its first-ever social cricket-watching experience, allowing the twins to watch the live matches together on a single platform. The ad film has been rolled out in three languages, Hindi, Tamil and Telegu, and is also available across Hotstar’s digital platforms.
Since its release, the film has garnered over 134,276 views on YouTube alone.
This year, with ‘Koi Yaar Nahi Far’, the streaming giant will bring people together irrespective of their location giving viewers the opportunity to invite their friends and family to Hotstar, watch the matches, and participate in the Watch ‘N Play game together. Fans will be able to compete and see where they stand against their friends and family through the new social leaderboard.
They will also be able to make their voices heard by chatting about the match or their Watch ‘N Play experience, not only with their friends and family but also with experts and celebrities. In an interesting product integration, winners of the Watch ‘N Play games will be able to redeem their points courtesy the exclusive partnership with Amazon Pay. Furthermore, with the intent to take this experience deeper and wider into India, Hotstar will stream the matches across 8 languages, targeting an unprecedented reach of 300 mn viewers.
Commenting on the ad campaign, Hotstar spokesperson said, “The joy of watching cricket is multiplied manifold in the company of friends and family, something that’s becoming increasingly difficult to do today. We wanted to introduce something special to protect that ethos and added the interactive, social layer to enhance the cricket watching experience. The TVC showcases this essence beautifully. We hope it will help our viewers connect to the idea and make them explore all the interesting features we’ve added to Hotstar this year for VIVO IPL 2019.”
Talking about the TVC, Shagun Seda, Executive Creative Director, DDB Mudra said, “The general belief is that screens divide and disconnect us from our loved ones. That’s not true if you’re watching IPL. It is best enjoyed with family and friends. But there are many things that could keep you away from watching the game along with your loved ones – work, responsibilities, travel, and in this film’s case, magnetic repulsion. It’s always a challenge to create work that stands out in the noise of IPL advertising. True to the brand’s tone of voice, this year’s Hotstar IPL campaign needed to be quirky, irreverent and entertaining. We wanted to create something that’s clutter-breaking. So we decided to start by breaking the laws of physics.”
To reinstate the idea of #KoiYaarNahiFar, the Hotstar and the DDB Mudra Group are scheduled to release another film soon.
Koi yaar nahin far | VIVO IPL on Hotstar:
Experts speak about the rise of social media in poll campaigns, the challenges the Election Commission will face in implementing the code of conduct and the sense of distrust
Published - 9 hours ago
With the Election Commission (EC) announcing the schedule for the upcoming Lok Sabha elections, political parties across the board have got busy strategising poll campaigns and reworking their narratives to appeal voters.
Major political parties like the BJP and Congress have sounded their battle cries. While BJP is going all guns blazing with their latest campaign — ‘Main Bhi Chowkidar’, the Congress has kick-started the 2019 election campaign from the PM’s home turf Gujarat and Rajasthan.
See blow some of the recent tweets on the handles of PM Modi, Amit Shah and Rahul Gandhi:
Your Chowkidar is standing firm & serving the nation.— Chowkidar Narendra Modi (@narendramodi) 16 March 2019
But, I am not alone.
Everyone who is fighting corruption, dirt, social evils is a Chowkidar.
Everyone working hard for the progress of India is a Chowkidar.
Today, every Indian is saying-#MainBhiChowkidar
You can keep trying Mr Modi, but the truth cannot be extinguished.— Rahul Gandhi (@RahulGandhi) 17 March 2019
Every Indian is saying it. #ChowkidarChorHai
P.S: Do force Sushma ji to add “Chowkidar” to her handle. It’s looking very bad.
A number of regional parties have also begun their poll campaigns and the premise ranges from fighting corruption to job reservations and better governance. While the poll campaign gains steam, we spoke to some experts to understand the trends shaping the ongoing poll campaigns and the political narratives behind them.
According to Jawahar Goel, Editor-in-Chief, Zee Media Network and MD Dish TV DTH, “If we look at how political parties are looking at traditional media platforms, this year too we will see the trend of traditional media spends going down and this is primarily because of the rise of social media platforms. As far as poll campaign trends are concerned, it will depend on the narrative that is being pushed by political parties. Normally, the trend is that people vote to penalise governments and very few vote for the good work that has been done. So we have to wait and watch to see how the trends will shape up eventually as we get into full campaign mode.”
Harjot Singh Narang, President Dentsu One, sees this political atmosphere like any other marketing campaign where parties are after their own differentiators. He spoke about the growing distrust in social media and its impact on the upcoming election campaigns.
“The distrust in social media and what it puts out is one thing that will play in this election. At the same time, it will empower because if you spend enough on it, it has the possibility and capability to generate recall value,” Narang said.
Priya Sehgal, Senior Executive Editor, News X said while the BJP has got its tag line ready ‘Namumkin ab Mumkin Hai’, showing Modi as the one man who can do the impossible and solve all of India’s problems, the Congress still has to get its act together.
“BJP is continuing its 2014 theme, essentially showing Modi as the man with the magic wand. In 2014, the Congress tried to highlight the megalomania of this campaign by using ‘Main Nahin Hum’ as their tag line to show a leader who believes in team work. This time round it will have to come up with a line showing stronger and decisive leadership because in this narrative of nationalism that is being played out on poll eve, it’s the need of the hour,” said Sehgal.
She also spoke about the Election Commission (EC)’s challenges to implement the Model Code of Conduct. “In the age of social media, it is difficult to enforce this rule, though the EC has made it a point to mention social media this time round. But while they may be able to enforce some rules on Twitter and Facebook, how will they handle WhatsApp?
Speaking about the ongoing political narratives, Senior Political Analyst Sameer Kaul said,“The BJP has raised the political stakes in all respects. They will derive an advantage from a splintered opposition and absence of a primary contender for the Prime Minister’s chair.”
“All said and done, this poll campaign is going to be about accusations and counter-accusations, claims and counter-claims. My personal take being that din and rhetoric leading up to poll dates would surely confuse the voters than clearing the dust. And that’s what would make the results most awaited. I do feel the ruling benches may just have that upper hand that is needed to scamper the finishing line,” said Dr Sharad Kohli, Founder and Chairman KCC Group, Economist, Business, Finance and Tax Commentator.
According to communications expert Roma Balwani, the coming of 1.5 crore new voters will impact the upcoming poll campaigns to a large extent. “We have a whole new breed of under-20 who will be part of the electorate for the first time. The new breed of voters are looking for more ‘call to action’ and they have to be convinced,” stated Balwani.
For Dr Kirti Sharma, Assistant Professor Marketing, MDI Gurgaon, purely from a political advertising standpoint the ‘product’ and the ‘brief’ is the most important component of a successful campaign. BJP has clearly defined the face of the party (product) and they have given a structured brief too.
“With the recent Pulwama attack and the counter attack by India, the wave of patriotism will help to shape the BJP campaign in their favour. Further, the various government-led schemes will definitely be an integral element in the campaign. It seems the BJP will have an upper hand in the upcoming elections in terms of designing and running a successful campaign,” she added.
Gopa Kumar, Executive Vice President, Isobar India said, “In this year’s election campaign, Digital would be one of the main platforms where all major political parties will be active. Social media will continue to be the main stay. While guidelines have been put in place, it will be interesting to see how many will adhere to the same. Use of video, WhatsApp and messaging platforms will see a rise as ‘use of voice’ is becoming mainstream and people are getting comfortable with the same. I see many of these parties trying to use voice in different ways to reach out to the voters.”
The TVC has been created by the creative agency Brand Bazooka and is live on multiple digital platforms like YouTube and Facebook
Linc Pen and Plastics Ltd. has lauded the resolution and hard work of students who are taking their board exams this year with their brand-new advertising campaign endorsing Linc’s product Pentonic.
The new ad campaign for Pentonic during this exam season touches the emotional chord of all its connoisseurs, celebrating a vital phase of student life by eulogizing the virtues of their mental strength during exams with the valiance of a soldier fighting in the country’s battlefield.
According to a statement issued by the company, ‘Pentonic – ‘Write the future’ is designed to be an advanced writing instrument for the Gen-Z and Gen-Alpha, keeping in mind their avant-garde needs and demands. With this differentiating ethos Linc has embarked upon an idea that inspires and challenges the future with its boldness.
Their latest ad campaign showcases a focused school girl getting ready to sit for her school ongoing examinations. She gears up by preparing herself mentally for the war up ahead. Moving through the emotional journey of a student’s resilience during the exam at school and a soldier’s never-say-die spirit on the battlefield, the film captures the different moments while getting battle ready, be it in a classroom or combat zone. The film ends with the girl letting out a war cry ready with her battle gear with her weapon of choice: “Pentonic”.
The ad film tries to take one through the mindset of a student which is confident and believes in conquering her battleground. Linc showcases their faith in Pentonic and establishes their focus in enabling India’s students to ‘Write the future’.
The TVC has been created by the creative agency Brand Bazooka and is live on multiple digital platforms like YouTube and Facebook. It has already gained wide appreciation for their passion inducing storyline and garnered over 12,000 hits on YouTube and likes on over 64,000 views on Facebook.
Speaking on the campaign, Deepak Jalan, Managing Director and CEO, stated, “Pentonic has to be one of the best offerings from the stable of Linc. With its effortless smooth writing and unique ink flow system, Pentonic enables the students to write their exams with command and confidence. We at Linc, differentiate with innovation, delivering the best possible writing experience for all our consumers at all price points. The new ad campaign is dedicated to the exam warriors who have put in their hard work to achieve success in academics like the spirited soldier of a nation at the battlefield”.
Sadhana Karwal Co-Founder & CEO Brand Bazooka Advertising Pvt Ltd., added, “We decided to set aside the tangible benefits and features of the pen and instead create a communication that appeals to the psyche of a student preparing for the exams. From the initial feedback from the market, the film has been very well received.”
Created by Ogilvy Mather, it is a 360-degree campaign which includes outdoor, digital and TVCs
With an objective to liberate customers from their current confusions, content distribution platform Tata Sky has launched its latest campaign, ‘No Compromise’ to explain why it is necessary to choose Tata Sky to fit an individual’s budget and content needs. Featuring Gajraj Rao, the campaign highlights the core message of ‘No Compromise’ on entertainment needs via tailor-made packs and instant pack modifications available on Tata Sky.
Gajraj Rao will star in three Tata Sky ad films helping the customers understand why there is no reason or ‘Rishtedaari’ (relation) that should make one compromise between their content of choice and budget. The campaign urges customers to make that all important and long impending move to Tata Sky. At a time when change is inevitable and mostly seems painful, Tata Sky assures that its high-end technology will provide answers to all the consumers needs.
Through this campaign, Tata Sky addresses the change brought about by the current pricing regime and offers assurances of never letting any customer compromise between either content or budget.
The ad campaign delights with Gajraj Rao playing the adamant husband & son-in-law unwilling to change with time, leading to unhappy family members. A smile is rest assured, as you relate to these day-to-day scenarios from our lives.
Film 1: The first ad film opens inside a local shop, where the conversation between the father-in-law and son-in-law (played by Gajraj Rao) is around why the same set of channels are now costing more. Since the son-in-law doesn’t budge on his argument, the father-in-law ends up finding Tata Sky as the solution to his problems. But since the ‘rishtedaari’ must be maintained he reluctantly has to step back and compromise on his choice of packs fitting his budget.
Film 2: In the second film, the wife tells her husband, (played by Gajraj Rao) she is unable to watch her favourite shows, as the desired channels are unavailable in their selected pack. When her husband dismisses her plea, she tries calling Tata Sky for a switch. But is unable to complete her selection as she feels conflicted about straining her ‘Rishtedaari’ with her husband thereby compromising on her choice of channels.
Film 3: The brother-in-law – Saleji, asks his Jijo (Gajraj Rao), if he can add his favorite sports channel for just a few days. But his Jiju refuses saying it’s not possible to add or drop channels whenever he asks. Saleji decides to book a Tata Sky connection online. Precisely then he remembers his ‘Rishtedaari’ with his sister and Jijo and compromises on his choice to add or drop his desired channels as he wishes.
Talking about the campaign, Anurag Kumar, Chief Communications Officer, Tata Sky, said, “Tata Sky remains committed to providing subscribers with quality entertainment using easy and simple steps. The ‘No Compromise’ campaign captures the pain that TV viewers across the country are facing today for something as critical as their daily dose of content viewing. Tata Sky is here to resolve the same. With Gajraj Rao’s immense popularity and Ogilvy & Mather’s creativity put to test we are glad we could deliver a campaign that addresses this pain in a humorous yet relatable manner.”
Speaking on the new campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy Mather, said, “A compromise in relationships is inevitable. This campaign humorously depicts the compromise one must make in relationships. Luckily for majority of customers out there, who are un related parties, they can just switch to Tata Sky and watch their entertainment with #NoSamjhauta."
With an aim to connect with the viewers and address all relevant concerns, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs. To further build awareness and connect with people across the country, Tata Sky has created the advertisement in 8 different languages which includes Hindi, Marathi, Bengali, Odia, Kannada, Telegu, Malyalam and Tamil.
The #BuraNaManoDiscountHai campaign, created by Publicis, encourages people to buy new clothes and look their best for Holi by availing their discount offers
For years, we have saved our old clothes so that we can wear them to celebrate Holi before finally discarding them. Future Group’s retail fashion discount chain BrandFactory has launched a new campaign for Holi that aims at breaking this stereotypical habit. The brand has announced huge discounts to up to 70% this Holi with their #BuraNaManoDiscountHai campaign. The campaign messaging encourages people to buy and wear new clothes on Holi by making use of the massive discounts on offer. It also borrows from movies wherein the actors are shown celebrating Holi wearing new clothes without caring about their clothes being drenched with water and colours.
It is definitely an unusual campaign as it challenges the norm yet remains in touch with the essence of Holi. At the same time, the campaign is a nod to the current social media trend where one wants to look their best, yet enjoy the festival at its fullest. Brand Factory will provide a spectacular chance for everyone to do so, by providing them unbelievable offers on all brands associated with them, such as, Vero Moda, Pepe Jeans, Wills Lifestyle, Wrangler, Giny & Jony, Arrow, and many more! This impressive campaign that is ‘hatke’ stays true to Brand Factory’s roots by pursuing a route that any other brand would’ve stayed away from.
Roch D’Souza, Chief Marketing Officer, Brand Factory said, “Holi traditionally has been the only festival where we wear old clothes. We took that as an insight and wanted to encourage everyone to wear new clothes. Brandfactory plays the perfect enabler since we are the only fashion destination that’s on discount 365 days. The film stays true to our space of being quirky and delivering the message in an interesting narrative.”
The digital campaign is launched via a film which showcases a prisoner who is all set to come out of the jail after years. He is gifted new clothes which he wears and turns to set out free. He then insists to stay at the prison, afraid he will spoil his new clothes because of Holi. The jailer informs him that he can avail huge discounts on clothes for 365 days by shopping from Brand Factory. The prisoner then happily leaves from the jail in the heroic manner and enjoys getting sprayed with colours. The ad is created by Publicis.
Ramakrishnan Hariharan, Head of Creative, Publicis Ambience, commented, “At the onset we knew there would be a barrage of colourful ads during Holi, so we decided to make something that stands out. Much needed in this age of mega-clutter. Also, Holi is revealed only much later in the film, in a thoughtfully crafted suspense narrative, so the audience remains intrigued throughout. It was pure fun working on this one. Grateful to all who made this happen.”
NEONS OOH Conference 2019: Rakesh Kaul, President-Consumer Business & CEO- Evok Retail, HSIL Ltd., delivered the valedictory and jury chair address
Rakesh Kaul, President-Consumer Business & CEO- Evok Retail, HSIL Ltd., delivered the valedictory and jury chair address at the NEONS OOH Conference and Awards 2019 held in Delhi on March 8, 2019.
Kaul opened the session stating that marketers and owners of brands need to be much more vigilant and open to OOH. “In the future, OOH is not just going to be a peripheral marketing plan of a marketing manager, but it will be integrated into the original marketing plan. There are so much of clogs on analogue and digital devices today, but OOH is a medium where if you have the right creativity, you can put out the sense of the brand purpose very clearly. It is a medium that marketers use frequently. It makes the product proposition communication active,” he said.
In India, marketers have been taking the OOH medium seriously over the last two years and integrating it not just as a peripheral part of marketing but making it integral as an overall marketing plan. The marketing industry is trying to include new innovative ways to advertise on the medium, he said. “I am happy to see that the OOH industry is getting more organised. The marketing industry and brands need to take a look at this medium much more seriously,” Kaul added.
Kaul also spoke about the jury meet for the NEONS OOH Awards held on February 28. According to him, he was pleasantly surprised with the kind of work he witnessed and the amount of creativity that was put into making those campaigns.
“While the entries had put out the thought process, much of it was about the impact and the kind of numbers they would have delivered while delivering these outdoor promotions. They worked with the brand and agency together and some of these categories were really eye-opening. I call this activation of the brand. It is the conventional mode of communication for a brand to communicate with the consumer.”
“That day at the jury meet, I realised that OOH is a one-glance medium that can bring about the sense of the brand in a very brilliant manner and carries the message to the consumer strongly. Some of the work done by the winners was incredibly brilliant in terms of making the OOH very experiential,” Kaul said.
Kaul said, “We debated a lot. We realised that some of the categories and nominees were gold worthy. Then, there were categories where we felt they were only worthy of bronze. It was a very thorough and integrated process. I want to thank all the jury members who took out time to make it more transparent and democratic. The thought process was well integrated. One of the awardees actually reviewed our points to check our thought process. The top three (winners) were very close to each other. I would like to thank the NEONS and the BW teams for bringing a brilliant process of nominating and finding winners.”
“For me, the biggest learning from the jury process has been realising the kind of brands and agencies this industry is associated with. We marketers and CEOs should look at this medium much more seriously in the future,” concluded Kaul.
The campaign featured the duo in its latest digital marketing campaign which dropped on March 11
Los Angeles is no stranger to star power. So when it came time to showcase the city’s thriving arts and culture, culinary, sports and hotel scenes to Indian travellers, Los Angeles Tourism looked no further than one of India’s favourite couples, Sonam Kapoor and Anand Ahuja. The destination has featured the duo in its latest digital marketing campaign which dropped on Monday, March 11.
Tapping into Sonam and Anand’s passion for reading, vegan cuisine, the film industry, basketball, art and more, the four-episode campaign shows them visiting the legendary Los Angeles County Museum of Art, experiencing the one-of-a-kind Warner Bros. Studio Tour Hollywood, tasting Chef Esdras Ochoa’s famous vegan tacos at Salazar and vibing at the hot Hollywood Roosevelt Hotel.
Paid content will run on Facebook and through a partnership with Times of India, while Sonam will also be posting content on her social media accounts.
Los Angeles Tourism began investing in travel trade efforts in India back in 2016 and consumer marketing efforts began in 2017. In 2018, the city welcomed more than 130,000 visitors from India, a 5.1 percent year-over-year increase. On average, Indian travellers spend 8.6 nights in Los Angeles with research indicating sightseeing (95%), shopping (77%) and art galleries & museums (37%) as top preference. The destination aims to grow its share of visitors from India and will undertake continued trade and consumer marketing initiatives throughout 2019 to include thematic familiarization tours, trainings and more.