Kareena Kapoor Khan’s debut on Instagram a digital marketing strategy for Puma?

We asked industry experts whether the actor’s Instagram debut is a part of Puma’s digital marketing strategy

e4m by exchange4media Staff
Updated: Mar 9, 2020 1:08 PM

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Kareena Kapoor Khan

From December 2019, Kareena Kapoor Khan has been in the limelight for her YouTube talk show, Dabur Amla What Women Want by 104.6 Ishq FM. Now continuing her digital streak, she joined the photo-sharing app Instagram on Friday. The Insta community was exhilarated about her debut since before her joining, there were only unofficial accounts in her name on the photosharing platform, handled by fans. However, the timing of her debut is key. It coincides with her becoming the brand ambassador of Puma as they launch their Studio Collection, which will be available next month online and in selected retail stores.

The timing of the two incidents seems like a Digital Marketing strategy from the brand Puma’s side to garner impact and reach out to a larger audience. The first three posts on Kareena’s page are posts promoting the brand: PUMAxKareena

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Coming soon...

A post shared by Kareena Kapoor Khan (@kareenakapoorkhan) on

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The cat's out of the bag. #HelloInstagram

A post shared by Kareena Kapoor Khan (@kareenakapoorkhan) on

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Gym class today... And everyday with @pumaindia #PUMAxKareena

A post shared by Kareena Kapoor Khan (@kareenakapoorkhan) on

With just a day gone by, the Bollywood Actress has garnered 1.1m followers on her Instagram page @kareenakapoorkhan. Even Puma India has executed cross integration of its campaign posts tagging Kareena's Instagram account.

The actress has endorsed a plethora of brands like Sony, Lakme, Head & Shoulders, Colgate, Vivel Soaps, Berger Paints, Emami, ICI Paints, Boro Plus, Globus and Airtel. She reportedly has an endorsement value of about Rs 3-4 crore for each endorsement, which showcases that she has a high brand value. But Kareena is reportedly very particular about the brands she represents and associates herself with.

e4m asked Advertising Industry experts about Kareena’s debut on Instagram being a Digital marketing plan for Puma.

Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi feels that netizens have welcomed Kareena into the Instagram world and shown their love. He shared, “Looking at the comments section, the brand Puma hasn't been mentioned much, even though Kareena mentions the brand in her 3rd post and even uses the #PumaxKareena. From this, it appears that Kareena joining Instagram is the bigger news. Ultimately, it boils down to ROI. I would be happy if these posts were part of an overall package and not a stand-alone social media launch strategy with a separate cost.”

Instagram is a powerful tool to help garner attention about branded content. The social media platform defines Branded Content as a creator’s content that features or is influenced by a business partner for an exchange of value where the business partner has paid the creator or publisher. However, it has to be noted that this isn’t an elective feature. Instagrams policies require creators and publishers to tag business partners in their branded content posts when there’s an exchange of value between a creator or publisher and a business partner.

According to a Manesh Swamy, Vice President-Creative, Logicserve Digital, “Movie celebrities are joining the gram tribe lately, if you see internationally as well. Maybe because of peer pressure or just to cater to the fan’s demand. It looks like Kareena Kapoor’s debut timing on Instagram was rightly matched with Puma’s new campaign. Why? Well, because it just ticks all the boxes for a buzz campaign. And, if you have been following their previous campaigns, you will notice that influencer tie-ups are a huge part of Puma’s marketing plan always. From Virat to Divine, and now Sara to Kareena. And just like the mention on one of the posts saying that "the queen has prowled in" and the fans (both Kareena’s and Puma’s) are not complaining! It’s a well-thought-of and apt move by the brand for sure.”

N Chandramouli, CEO, TRA remarked, "For a celebrity being on any social media is a commitment and requires an investment of time, energy, choices, and resources. Fans begin to expect something different from the celebrity handle, which also creates a pressure to perform, albeit on a smaller scale than their larger screen performances."

Kareena has avoided Instagram consciously so far for the same reasons. "The opportunity to get Kareena on Instagram would have been great for Puma, as it is not common to find current celebrities who are not yet on the platform. Her absence on Instagram became Puma's opportunity and they were able to inaugurate Kareena's handle with Puma related posts creating a multiplier effect much like the hashtag says #PumaxKareena. Such inaugural posts get remembered while other promotional celebrity posts often do not get the same attention", commented Chandramouli.

Puma is a sports lifestyle brand, unlike Nike and Adidas which are pure sports brands, and for lifestyle brands, Instagram has become a necessity. And they have used this opportunity very well indeed.

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