Ageas Federal Life Insurance launched its new brand campaign – ‘Sachinverse’, an optimistic vision of the future.

The campaign launched with a film featuring cricketing legend and brand ambassador, Sachin Tendulkar that highlights how technology will deeply disrupt each and every aspect of life from education to social interaction, to mobility, to household chores and even cricket.

In a virtual ‘Sachinverse’, the different avatars of Sachin Tendulkar take viewers through various scenarios including a virtual cricket stadium, onion-chopping robots, holographic cafes and a driverless car all rendered in a heady mix of animation styles.

Driving home the message that while the future might be exciting, evolving and uncertain, by focusing on financial planning and investing in life insurance, one can face the future with optimism, hope and confidence.

Karthik Raman, Chief Marketing Officer and Head – Products, Ageas Federal Life Insurance said, “At Ageas Federal Life Insurance, we believe in staying ahead of the curve and doing things differently. A recent study* by McKinsey suggests that in the next five years, Gen Z, millennials and Gen X consumers may spend between four and five hours a day in the metaverse, using Augmented Reality (AR) and Virtual Reality (VR) devices.

As we gear up for a very different future, our latest campaign, Sachinverse talks about being prepared for a landscape that is rapidly being reshaped by technology. Building on our long-term brand philosophy of #FutureFearless, we continue to remind people that with timely investment in life insurance, they can be adequately prepared for any uncertainties or disruptions that life throws at us.”

To execute the Sachinverse, multiple renditions of sketches were created to ensure that the physique and facial features closely resembled Sachin. Extra care was also taken to bring alive and recreate not only Sachin’s character but also the different realms of the metaverse.

The Sachinverse campaign was conceptualized and created in partnership with VMLY&R India. It is a completely digital-led campaign using social media platforms, influencer pages, and different digital media like OTT platforms and news sites.

Rajshekar Patil, National Creative Director at VMLY&R said, “Ageas Federal Life Insurance’s communication has been refreshing when compared to how the insurance segment communicates, with films like Young Sachin and The Boy Who Dreamed. Sachinverse is yet another refreshing take on the category. The idea of using the theme of technology and animation came naturally because audiences today want to see stories that reflect their world and also borrow from popular culture.”

GOVO, an emerging Bangalore-based audio electronics brand, has announced its collaboration with renowned Bollywood actor Sidharth Malhotra as its brand ambassador. With this partnership, the actor will represent the brand and endorse its range of audio products, enhance its brand presence and establish a deeper connection with its diverse customer base. 

Through this collaboration, GOVO aims to leverage Sidharth's wide reach and influence to promote its products and expand its market presence. Sidharth's association with GOVO will strengthen the brand's credibility, instill confidence among consumers, and further elevate its position as a leader in the audio industry. 

Speaking about the association, Varun Poddar, Founder, GOVO said, "We are extremely excited to have Sidharth Malhotra on board. Sidharth's exceptional popularity and undeniable appeal, combined with his unwavering commitment to quality and innovation, align perfectly with GOVO's core values. This association marks a significant milestone for us as we strive to elevate our position as the preferred choice for audio enthusiasts worldwide. With this association, we are confident that we will reach unprecedented heights in the industry." 

Expressing his enthusiasm about the association, Sidharth Malhotra said, "I am super stoked to join forces with GOVO and embark on this exciting journey as their brand ambassador. Together, we will redefine the way people experience audio and bring exceptional sound quality to every listener."

By Design has conceptualised and produced a series of snappy and memorable digital films produced for Syska's range of BLDC Fans. Featuring Rajkummar Rao, the films highlight the ecological and financial benefits of the fans using the tagline “Save Kiya Kya?”. These films are the digital extension of the offline campaign (TVCs and full-page print ads) to launch their range of fans.

The first film features Rajkummar Rao in a nerdy avatar giving us a lesson on saving the planet and our money, as Syska BLDC fans are powerful yet save 60% energy!

https://www.youtube.com/shorts/dR19DO4-9PA

The second film is relatable and engaging as it highlights the ease and convenience of using BLDC fans, which can be controlled via a remote.

 https://www.youtube.com/shorts/RKHdJFpPueY

The third film shares a quick tip on how to escape the scorching heat with Syska BLDC fans. They yield high performance and low power bills.

https://www.youtube.com/shorts/k-_4KmurgZU

The films aim to connect with Indian audiences by showcasing the latest range of BLDC fans, which will enable consumers to decrease their carbon footprint while saving money on affordable, durable fans and lower electricity bills.

By Design is known for its expertise in producing exceptional visual experiences across various media. With a team of creative professionals who are passionate about storytelling, By Design creates engaging and impactful content for brands. The films showcase the superior design and performance of Syska's range of BLDC Fans, while also highlighting the brand's commitment to energy efficiency and sustainability.

"It's always a pleasure working on films for Syska and this was a particularly interesting launch for us to work on with Rajkummar Rao," said Rahul Gupta, Founder & Chief Creative Officer, By Design. “We aimed to create relatable, bite-sized digital films to supplement the TVCs, all of which effectively conveyed the features of the BLDC fans.” 

"We're really happy with the outcome of the campaign. We've worked hard to create a great product and these films have communicated its benefits in an amusing and manner", said Gurumukh Uttamchandani, Director, Syska.

In today's rapidly evolving digital landscape, the marketing strategies employed by are undergoing a paradigm shift. The advent of digitalization has opened a world of opportunities, allowing brands to reach a vast audience, engage with consumers on a personal level, and build lasting relationships. It has dismantled geographical barriers and provided brands with an unprecedented reach. Through online and social platforms, brands can connect with consumers across India, from bustling metropolitan areas to remote rural regions. 

The marketing landscape has been revolutionized by the growing interconnectedness and the rise of mobile-based solutions. In India, the digital advertising industry witnessed substantial growth from fiscal years 2015 to 2020. Its market size surged from around 47 billion Indian rupees to approximately 199 billion rupees. This upward trajectory is expected to persist, with projections indicating that by the fiscal year 2024, the industry will expand even further, reaching a market size of approximately 539 billion rupees. This demonstrates the remarkable growth potential and significance of digital advertising in the coming years.

Digital marketing now holds a larger footprint

Brands are significantly increasing their utilization of digital marketing tools and their various forms, surpassing the scale and reach of traditional marketing methods. This shift is driven by the fact that users now spend an average of approximately seven hours per day on their smartphones, resulting in heightened engagement rates. Brands recognize this as a valuable opportunity and capitalize on it accordingly. Moreover, as digital advertising expands its presence on emerging social media platforms such as Twitter, LinkedIn, WhatsApp Business, and Snapchat, brands will effectively tap into the interests and preferences of a vast number of potential and existing young customers. These platforms have become a perpetual presence in the lives of many individuals, offering brands an extensive reach.

Additionally, the increasing popularity of Over-The-Top (OTT) platforms, Connected TV, and gaming serve further motivation for brands to prioritize digital marketing strategies. The growing prevalence of these mediums provides brands with additional avenues to engage with their target audience and drive their marketing efforts.

Video marketing is expected to continue its dominance

Videos have the power to captivate and engage audiences more effectively than other content formats. The visual and auditory elements of videos create a compelling storytelling experience that resonates with viewers, leading to increased engagement and better message retention. India has witnessed significant growth in mobile and internet penetration, with a large portion of the population accessing the internet through smartphones. This accessibility makes video content easily consumable, leading to its widespread popularity among users. With the availability of affordable data plans, users in India are consuming more online content than ever before. This includes videos across various genres, such as entertainment, education, news, and brand promotions. Brands can leverage this trend by creating compelling video content that aligns with the interests and preferences of their target audience.

The need for regional-digital customization in India, regional digital too has become dominant in the online market space. With the government's push for Digital India and the pandemic-induced surge in remote, device-based working, the number of digital connections has already increased to more than 830 million. With rapid urbanization across regions and the decentralized growth of tier 2, tier 3 and tier 4 cities, regionalization of our marketing efforts is inevitable. In 2022, India's rate of urbanization was 35.9%, and by 2047 this is expected to increase to approximately 50.9%. Our customers are becoming more diverse and your typical ‘one size fits all’ selling efforts will no longer make the cut. Digitalization will be the go-to in the foreseeable future.

The digital payment revolution in India

Digitalization of payments too has disrupted the traditional marketing channels. Due to a lack of confidence and security concerns with internet payments, cash payments have traditionally been the preferred payment method in India. However, digital payments are predicted to account for 80% of all transactions in India by 2025 due to a large young population with access to smartphones. The Indian consumer has been adopting digital eWallets faster than the US, the UK, and China, according to ASSOCHAM (The Associated Chambers of Commerce and Industry). This provides an opportunity for brands to utilize e-payments and e-wallets to promote OEM after-sales services online and monitor post-product purchase behavior for greater customer retention.

The pervasiveness of e-commerce platforms

E-commerce websites like Amazon and Flipkart have revolutionized the way people shop, making it possible for customers to buy anything from anywhere with just a few clicks. These websites have played a significant role in digitalizing the market by providing a platform for businesses of all sizes to sell their products online. They have made it easier for customers to compare prices, read reviews, and make informed purchase decisions. The importance of e-commerce websites lies in their ability to reach a larger audience, provide convenience to customers, and offer a seamless shopping experience. With the rise of e-commerce, traditional brick-and-mortar stores are now facing increased competition and are also forced to adapt to the changing market.

The rise of data analytics

An important opportunity presented by the digital economy is the ability to collect and analyze data about consumer behavior. Tracking website traffic, social media engagement, and purchase patterns, we gain valuable insights into what drives consumer decision-making and give us the ability to tailor our marketing efforts accordingly. This assists us to optimize our product offerings, pricing strategies, and promotional campaigns for maximum impact. It provides a wealth of data analytics that can be used to optimize campaigns and improve ROI on our investments in marketing.

Ecommerce platforms can be effectively used to leverage data analytics to better understand the customers’ needs and how they interact with the brand as it is critical to determine what appeals to them. To improve customers’ end-to-end purchasing experience through personalization of various platforms, use data to understand customer demographics and tailor their marketing messages through data and analytics based on factors such as location, demographics, and online buying behaviour such as monitoring the purchasing behavior of customers, their browsing on the website etc. With constantly changing needs of the buyers and unlimited options available in the D2C brand segment brands will need to focus on improving their capabilities. Hence, data-driven decision-making is necessary for success. 

Hence, digitalization is not just the need of the hour but also the road ahead for brands to strengthen their marketing strategies, reach out to a wider audience and deliver the right messages across domains to create impactful and meaningful campaigns, resulting in an overall increase in brand awareness, perception, and consideration. 

(The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com)

The Sengol story, a project that captures the journey of Sengol that signifies the transfer of power to Indians in August 1947, has been creating quite a buzz. Marketing agency RK Swamy has created the communication material for the project.

Working quietly behind the scenes for the project that brings to life a piece of the nation’s history, RK Swamy has created all communication materials for it.

RK Swamy conceptualized the communication architecture, the website, eight videos and ebrochures, FAQs and every other piece of work that was required for this. All of the work has been done in 13 languages.

Amul has addressed a viral video, which claimed that the company's lassi packs has traces of fungus. A video that went viral on social media said that the beverage packs were tainted with fungus well before their expiry date.

Amul has hit back at these claims, calling the viral video "fake." The company shared its statement through its social media handles, clarifying that the creator of the viral video has neither contacted Amul for clarification nor shared the location where the so-called tainted lassis were purchased from.

"We wish to assure you that Amul Lassi is made at our state-of-the-art dairies and undergo strict quality checks for product quality and integrity of packaging," said Amul.
"We noticed in the video that the packs are damaged from the straw hole area. It can also be seen in the video that liquid is leaking from this hole. The fungus development in these packs are [sic] due to this hole which the maker of the video is most probably aware of," it added.

The company then went on to say that all its products have a declaration for consumer safety, which says, "DO NOT BUY PUFFED/LEAKY PACKAGES."

The company alleged that the video aimed at creating misinformation and spreading unnecessary fear and concerns among consumers.

Recently, a de-influencing video featuring Revant Himatsingka put Cadbury's Bournvita on full blast about its health claims. The company reacted by sending a legal notice to Himatsingka and refuting the allegations.

Cadbury was severely criticised for what was called a disproportionate response to a viral video. Child rights' body the National Commission for Protection of Child Rights even asked the company to withdraw all its 'misleading' ads.

Myntra has roped in Shah Rukh Khan as the face of the 18^th edition of Myntra’s End of Reason Sale (EORS), its marquee bi-annual fashion festival.  

Under this association, Shah Rukh will be seen in a series of ad films. The brand campaign will be amplified extensively via multimedia channels leading up to and during EORS-18. Shah Rukh will also have extensive visibility on the app, to further garner the audience's attention.  

Talking about the association with Shah Rukh Khan, Sunder Balasubramanian, CMO - Myntra, said, “We are thrilled to have Shah Rukh as the face of EORS-18, and are confident that this association is poised to undoubtedly elevate the event to new heights of glamour, style and excitement. SRK stands among the few iconic celebrities whose popularity knows no boundaries and transcends age groups. He is loved by all, which perfectly aligns with the essence of Myntra EORS - an inclusive fashion extravaganza that brings the best of fashion, beauty, and lifestyle within reach for people across the nation. With Shah Rukh Khan as the face of the 18th edition of EORS, we are confident that it will be an unforgettable celebration of fashion, creating waves of inspiration and captivating experiences for all.” 

Speaking on the association, Shah Rukh Khan, said, “Fashion, for me, has always been a means of self-expression. It is a way to embrace one's unique style and create a statement that truly reflects your personality. I am excited to collaborate with the incredible team at Myntra and play my part in promoting an unforgettable experience for fashion enthusiasts across the country, as they gear up for EORS-18 which is India’s biggest shopping carnival.” 

EORS-18, starting June 1.