Guest Column: Technology is primed to be yoked to the creative cart: Shubhranshu Singh

From a business standpoint, recognising a trend presupposes an intent that comes to fruition faster, stronger and better thanks to the trend

The word 'trend' itself originates from an Old Viking word 'trendan' which means a warm sea current that runs in a particular direction. The Viking warriors out on a raid would see one and put their rowing boats on it to minimize effort and 'ride the trend' of warm rushing water.

Therefore, from a business standpoint, recognizing a trend presupposes an intent that comes to fruition faster, stronger and better thanks to the trend.

Trends emerge from social evolution, technological disruptions, demographic churn, etc. They also have a life cycle. They are reflective of maturing social norm, business imperatives and cultural mood. But that they represent the force and inevitability of an idea whose time has come, is not to be doubted.

Here are some of the acknowledged trends that will drive and influence the period of the next couple of years in Indian marketing:

Youngest First

Gen Z is the largest pool of valuable customers. Nearly 400 million Indians were born after the year 2000. That is simply a staggering number that will upturn all presuppositions. The 'young as majority' trend will continue till 2040 as the peak birth rate has been achieved only in the recent past. We are, at once, dealing with a population of mammoth size that has no link with the past. A new definition of almost everything to do with signifiers, cultural icons, language and tone shall have to be attempted.

It is about the experience, stupid

You Only Live Once is the prime social sentiment with both Millennials and Gen Z. Fly at full throttle. Career genuflection or the hunger for possessions come much later in the priority list.

Brand offerings therefore need to have 'Joie De Vivre' as their essence. A distant, superintended interaction devoid of intimacy will not make customers out of samplers.

The brand needs a purpose and mission

Mere success is not enough. A better tomorrow must trump meaningless consumption. The threats to us as a species on this planet now have a sense of finality and unavoidable urgency. Brands and businesses are often seen more in the vanguard of action than governments of sovereign nations. Consumers will reward activism with preference.

Hyperlocal must coexist with Global

Rapid growth in urbanization and urban centres means an organic ecosystem that demands and provides a viable market for 'my city, my world, my plan.' At the same time, emotional separation with consumers anywhere in the world is shrinking. Global consumers, in terms of mind set, who are residents of hyperlocal viable economic units - that's the mosaic.

Pop strata is not a necessary or sufficient filter for mapping consumer typologies.

Influencers matter, but not as hired mercenaries. A relationship of true conviction and advocacy must exist

Last week a tweet from Kylie Jenner about Snapchat made the stock tumble throughout trading hours and close 6 per cent down which meant US $1.3 billion of value eroded in a single day. Influencers have responsibilities. They can create serious value, cause awareness, sampling and even get an opt-in for their followers onto a brand program.

Vanity metrics will vapourize if still about the interruptive

It has to be about stable, scalable and share gain enablers. Performance on social is great for priming up internal 'I deserve a promotion' videos but business value seems elusive or unidentifiable. There is little direct and sole attribution. Take all claims to the contrary cum grano salis the value that is emerging clearly is fostering a sense of community, increasing interactions, building dialogue and getting real time feedback. This is worth its weight in gold. Why would interruptive plain vanilla advertising get prime mind space on digital or social?

Technology will finally be yoked to the Creative cart

Some things seem destined to exist for seminars and powerpoint slides on future plans. Everyone seems to know of them. No one seems to have done anything more than tinkering. Then suddenly, one or more of these explode when critical mass is reached. Then, there is no one you know who doesn't claim to be the pioneer who started it all. On a serious note, what commitment in terms of quantum of funds is backing VR, AR, AI out of the sum? Any creative renditions of marketing outreach and amplification on scale that have relied on these? Q.E.D.

Not one but many in the Marketing business

No one agency relationship brings expertise across domains. While marketing operations on the client side are loath to proliferate agency relationships, the problem is of specific skills and competencies. 
In a way, India is still insulated given our poor ad spend as a percentage of global spends and the traditional bastions have not been breached. But the Barnum Woods are moving.

The CMO - CFO - CIO troika will ask for more operating entities to work and partner with. The days of distinction between marketing consultants, production houses, creative agencies, digital shops, data and insight mavens and designers are coming to an end as marketing becomes more about continuity and experience and a web of associations than smart advertising alone.

Programmatic -Personalized- But When?

Unanimity in the manifesto being passed around yet no concrete tidal wave has hit our beaches yet. Why not?

Advertising shorter than a yawn

For all its vilification, the 30 sec regime is so institutionalized that it is staying on well past its sunset time. Yawn.

You Tube's 6 sec unit struck root. Advertisers came on board. Lethargy and inertia cannot restrain business need beyond a time. Against the full blast of stormy winds from an angry Ad world, it has struck root.

Think 5-10 seconds. It is possible. Perhaps, inevitable.

In summary, my list is only an affirmation as a practitioner of what seems here to stay. Some curve balls may be thrown and may be unanticipated. Such entropy can only help in stirring things positively. The method seems only to be to let the best ideas emerge, win and flourish.

Some corporate careers may survive on proclamations and spin but corporate enterprises will need commitment, experimentation, practice and belief.

Don't forget, the future is the very next second.

Shubhranshu Singh is a marketer based out of Mumbai.

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

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GRADO to be Principal Sponsor and Cotton Blazer Partner for Sunrisers Hyderabad 

GRADO will have logo presence on jersey, on perimeter board, branding on giant screen and collaterals for cheering at the stadium

Grado

GRADO from the House of GBTL and OCM has joined forces with Sunrisers Hyderabad (SRH) as their Principal Sponsor and Cotton Blazer Partner for 2019. 

In addition to the blazing performances on-field, the collaboration will mark the launch of GRADO’s Cotton Collection, with fabrics created to beat the heat and still be comfortable and fashionable. 

The format of the association will be of GRADO being SRH’s Principal Sponsor with logo presence on their jersey, on perimeter board, visible branding on the giant screen and collaterals for cheering at the stadium. 

There will be a stand named as ‘GRADO’ reserved for ardent Sunrisers fans on their home turf. An experiential space will also be created for the cricket aficionados. While there will also be tickets for the team’s channel partners, the sixer of this collaboration is GRADO’s tie-up with key SRH players, namely  Kane Williamson, Bhuvneshwar, Vijay Shankar and Yusuf Pathan. 
Along with making numerous runs on-field, the team members are all set to bowl us over via a shoot in stunning Cotton Collection fabrics from GRADO. 

The GRADO Cotton Collection will comprise of modish fabrics in vibrant shades and patterns which include solids, checks, stripes, micro and macro structures and much more. At the epitome of comfort and style, this Collection has been crafted with impeccable quality, collation of consumer insights and industry trends. 

Speaking about the association, Rajendra Agarwal, Mentor, GRADO, said, “The opportunity to collaborate with Sunrisers Hyderabad as their Principal Sponsor was a momentous stride for us. Our brand and SRH have a lot in common – team spirit, hard-work, well-synced functions and continued dedication. These synchronicities also abetted the launch of our Cotton Collection. The SRH team perfectly dovetails into our brand ethos of simplicity and sophistication.” 

K. Shanmugham, CEO, Sunrisers Hyderabad said, “We are delighted to welcome Grado as the principal sponsor with Sunrisers Hyderabad for the forthcoming season Grado is a prestigious brand in the luxury fabric segment and their philosophy resonates with ours.  This is an important season for us and we’re looking forward to having their valuable support for what promises to be an exhilarating, and hopefully in our case, a triumphant journey ahead.”

Fantasy Sports company, Fantain ropes in Suresh Raina as its brand ambassador

Raina will be the face of the company across all its brand communication campaigns starting March 2019 ahead of IPL 12 and ICC Cricket World Cup 2019

Suresh Raina Fantain

Fantasy sports and fan engagement company Fantain Sports, today announced the appointment of Indian cricket star Suresh Raina as its brand ambassador. The left-handed batsman will be the face of the company across all its brand communication campaigns starting March 2019, ahead of the 12th season of the Indian Premier League and ICC Cricket World Cup 2019.

Suresh Raina is the first Indian batsman to score a century in all three formats in international cricket and was a significant part of India’s winning squad at the World Cup in 2011. He is the leading run scorer across IPL’s 11 seasons and a critical team member of the three-time winner and defending champions Chennai Super Kings. Raina is also only the second youngest player to don the captain’s hat in the ODI format for India.

Commenting on the partnership, Anand Ramachandran, Co-founder & CEO, Fantain said "Suresh Raina is a legend in his own right and we are delighted to be associated with him. His sheer talent, teamwork, and energy have won several matches for India and CSK. He always plays the game with a straight bat and this partnership is a perfect fit for us, as we build a platform based on trust and transparency. We wish Suresh the best of luck for this IPL and beyond.”

Speaking about the association, Suresh Raina, cricketer and brand ambassador for Fantain, said, “Fantain offers a great way for sports fans to experience fantasy sports. I am delighted to be associated with a company that provides a fantastic opportunity for sports enthusiasts to come closer to the game. The passion and energy that the Fantain team brings to the table have been a key driver in forging this partnership. I look forward to collaborating with them and engage with fans on a more personal level.”

Fantain will unveil its marketing campaign #GameHaathMein which is a call to every fan to become an active one by following his/her favourite sport on their mobiles. Along with the campaign, Fantain will launch a new version of the app that will include exciting new features like multi-match fantasy, block-chain security, additional player statistics, additional payment options and enhanced cricket content. The campaign will also target the vast customer base of BookMyShow, with a host of exciting free giveaways. BookMyShow is a strategic investor in the Chennai-based firm.

FICCI-EY 2019 report suggests OTT platforms to benefit from TRAI’s New Tariff Order

OTT players react to FICCI-EY 2019 report and assert Television will not lose either

OTT

TRAI’s New Tariff Order (NTO) has become a major topic of discussion. With the final date of March 31 drawing close, more and more facets of this new order are pondered upon. 

The FICCI-EY 2019 report titled ‘A billion screens of opportunity’ suggests a few scenarios pertaining to NTO which might become a reality in the coming days. As per one scenario, OTT platforms are sure to benefit due to increased parity between television and OTT consumption – both in terms of content choice and costs. 

As per the NTO, the power lies in the hands of the customers who can pick and choose channels of their choice. Under the order, DTH providers can only charge subscribers a maximum of INR 130, excluding the applicable GST, for a set of 100 channels, while letting the customers to further opt and pay for the channels of their liking, separately. 

We spoke to OTT players to understand if the NTO can have an impact on the OTT platform. Many of the OTT players are also key broadcasters and they believe there will never be an either/or situation.

Uday Sodhi, Business Head – Digital, SonyLIV, Sony Pictures Network India, told exchange4media, “I don’t see the correlation between the two. The order is part of the evolution of television ecosystem. The digital ecosystem is anyway a fast growing one and if you look at the ENY report also, it shows that the digital ecosystem is growing at a fast pace. As it is the business has enough momentum so I don’t think that NTO will really impact it in any substantial way in the long run. There might be temporary impact on the market for a while.”

Manish Aggarwal, Business Head, ZEE5 India, admitted that they have observed higher than usual numbers of streaming but asserted that TV will never lose its dominance. “We are witnessing higher than usual numbers for streaming daily TV soaps as viewers are aligning their cable TV packs and channels may have blacked out. Having said that, more than cost, OTT drives a significant traffic due to the convenience it offers to the users. Television has its own audiences and in spite of rapid growth in digital consumption, TV remains to have its dominance in India due to various factors and will continue to coexist with OTT in the long run,” said Manish Aggarwal.

Karan Bedi, CEO, MX Player, however, believes that the new pricing regime for broadcast channels can drive OTT consumption. “It’s the content and the availability of better payment pipes that are the main drivers for entertainment today. The flexibility and varied subscription models that come with OTT platforms appeal to audiences who no longer want to be restricted to a single TV screen. The new pricing regime for broadcast channels should further drive OTT consumption and I believe there will be experimentation on both platforms, across verticals like never seen before,” Bedi explains.

In an earlier interaction with exchange4media, Nina Elavia Jaipuria, Head - Hindi & Kids TV Network, Viacom18 had informed that there will never be an either/or situation. “OTT is a trend that will compliment broadcast. I totally believe that two can co-exist. From Viacom’s perspective, we feel whichever screen consumers prefers to watch, Viacom will be present. Viewers can watch the same content on Voot that they missed on broadcast. To me, TV is the future of TV. Today, penetration of TV is only 66%. We have gone to 196 million households now. But there are 266mn households we can expand to. To me both will grow and both will complement each other. It will never be an either-or situation,” Jaipuria insists.

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Netflix Global Marketing Chief Stephen Bruno steps down

Bruno, who joined Netflix in 2015, is set to join MGM as its Chief Marketing Officer

Stephen Bruno

The news of Netflix Global Marketing Chief Stephen Bruno’s exit has been confirmed. This comes in over two weeks of the departure of Netflix CMO Kelly Bennett who had been with the streaming giant for over seven years.

 

Bruno is all set to join MGM as its Chief Marketing Officer. He had been associated with Netflix since 2015. Bruno oversaw global campaigns for series like ‘Stranger Things’, ‘The Crown’ and ‘Narcos’, as well as features like ‘Bird Box’, ‘Mudbound’ and ‘To All the Boys I’ve Loved Before’.

 

These high profile exits have come after recent reports of Netflix planning to dissolve its entire global brand marketing team.

 

According to reports, Bruno’s exit is bound to raise questions about long-term marketing strategy for Netflix film and series. Netflix on its part has not commented on Bruno’s replacement so far.

For IPL the marketing spends on digital & TV will be 70:30: Vikrant Mudaliar, Dream11

Mudaliar, CMO, Dream11 says sporting leagues have realised the importance of how fantasy sports in particular increase fan engagement & drive higher stickiness

Vikrant Mudaliar

Last week, BCCI announced Dream11 as an official partner for the upcoming Indian Premium League season kick starting tomorrow, March 23. The association will be of four years. Additionally, the official fantasy game of the IPL will also be powered by the fantasy gaming platforms. The gaming platform will help increase the popularity of the game amongst cricket fans online. 

exchange4media spoke to Vikrant Mudaliar, Chief Marketing Officer, Dream11 on their long term association and the kind of ROI the brand is expecting from this partnership. 

Mudaliar said their association with IPL till last year was extended only to advertising, this year it will bring more brand visibility along with live broadcasting. “We have seen a great fit where a tournament like IPL has a maximum growth. Last year, we witnessed significant growth Pre vs Post IPL and, we are anticipating that level of growth to happen this year as well. Therefore, from a ROI perspective, we are extremely confident that it will justify in terms of a marketing spends we are allocating for IPL tournament. There are different ways to look at ROI, whether it is an improvement or in overall Brand Health Metrics, market share or acquisition of customers. All of these will see significant increase so that’s how we will measure the ROI,” Mudaliar explained.

Sharing, what kind of marketing mediums the brand will opt to communicate to its target audience? He replied, “Our significant amount of spends have been on digital mediums. In the last 12 months, we also have started using TV medium for the advertising. Majority of spends will be on digital, it will be largely split into two buckets, what we called as ‘Performance and brand advertising’ and Television. For this period, the ratio of digital and TV will be 70:30.”

The brand has not restricted itself to just IPL in fact, it has partnered with ICC, ISL, PKL, NBA and others.

When quizzed, was it a pre-planned strategy and how successful it has turned for the brand, Mudaliar stated, “Yes, It is a conscious strategy to try and partner with like- minded sports league. IPL is the latest addition. That’s part of an overall strategy; we are talking to the same user base, who is interested in sports. All the leagues have realised the importance of how fantasy sports in particular increases fan engagement and drives higher stickiness to their own Sports Leagues for the tournaments. It is highly synergetic in nature and has a symbiotic relationship between sports league and fantasy sports platform.”

“There was a lot of research done by us and the data suggests whenever a particular Sports League gets offered on a fantasy platform, there is a higher level of engagement that tends to give overall benefits to sports ecosystem. Such associations have worked well for us and will continue to seek more partnerships in the future,” he added.

According to him, the fantasy sports category in India has grown excessively in the last four years, “We currently have a user base of 52 million, although the category has become competitive with the entry of more players but we still have a predominant market share, close to 90 per cent. The digital infrastructure is one of the reasons where fantasy sport is increasing; the high internet penetration has helped the category. Consumers are becoming familiar to apps; there is an overall momentum in the ecosystem. The emergence of Sports Leagues not just cricket but other games has increased. Though, cricket still dominates the lion’s share as far as sports viewership and consumption in India but other sports league have also contributed to the overall growth in the fantasy ecosystem.”

As far as reach across geographies is concerned, he defines, “IPL season gives maximum reach, and we are deeply integrating with the IPL, which is set to grow from its 1.4 billion TV impressions and 200 million online viewers in 2018. This will also help Dream11 to achieve their goal of growing their customer base from 51 million users to 100 million users in 2019.”

In a 2018 IFSG-AC Nielsen survey report, India has almost 300 million sports fans who consume cricket online. Fantasy Cricket is also the most widely played online fantasy sports game, the survey reported.

“In terms of Sports Leagues and cricket, nothing is bigger than IPL globally. In Indian context, the partnership works very well for us. The brand exposure will happen through various touch points,” he concluded.

GRADO from the house of GBTL & OCM is the principal sponsor of Sunrisers Hyderabad

The alliance will be the centre-stage for the launch of GRADO’s Cotton Collection

Sunrisers Hyderabad

One of the leading names in the fabric and apparel Industry, GRADO from the House of GBTL and OCM joins forces with Sunrisers Hyderabad (SRH) as their Principal Sponsor and Cotton Blazer Partner for 2019. In addition to the blazing performances on-field, will also mark the launch of GRADO’s Cotton Collection, with fabrics created to beat the heat and still be comfortable and fashionable. 

The format of the association will be of GRADO being SRH’s Principal Sponsor with logo presence on their jersey, on perimeter board, visible branding on the giant screen and collaterals for cheering at the stadium. Along with this, there will be a stand named as ‘GRADO’ reserved for ardent Sunrisers fans on their home turf. An experiential space will also be created for the cricket aficionados. While there will also be tickets for the team’s channel partners, the sixer of this collaboration is GRADO’s tie-up with key SRH players, namely  Kane Williamson, Bhuvneshwar, Vijay Shankar and Yusuf Pathan. Along with making numerous runs on-field, the team members are all set to bowl us over via a shoot in stunning Cotton Collection fabrics from GRADO. 

The GRADO Cotton Collection will comprise of modish fabrics in vibrant shades and patterns which include solids, checks, stripes, micro and macro structures and much more. At the epitome of comfort and style, this Collection has been crafted with impeccable quality, collation of consumer insights and industry trends. 

Speaking about the association, Rajendra Agarwal, Mentor, GRADO, said, “The opportunity to collaborate with Sunrisers Hyderabad as their Principal Sponsor was a momentous stride for us. Our brand and SRH have a lot in common – team spirit, hard-work, well-synced functions and continued dedication. These synchronicities also abetted the launch of our Cotton Collection. The SRH team perfectly dovetails into our brand ethos of simplicity and sophistication.” 

Delighted about this alliance, K Shanmugham, CEO, Sunrisers Hyderabad said, “We are delighted to welcome Grado as the principal sponsor with Sunrisers Hyderabad for the forthcoming season Grado is a prestigious brand in the luxury fabric segment and their philosophy resonates with ours.  This is an important season for us and we’re looking forward to having their valuable support for what promises to be an exhilarating, and hopefully in our case, a triumphant journey ahead.”

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INOX becomes the official partner of Rajasthan Royals

Rajasthan Royals have re-launched themselves in its new colour Pink with first Royal, Shane Warne as its brand ambassador

Shane Warne

Multiplex operator, INOX Leisure Ltd, are the official partners of Rajasthan Royals. Under the partnership, INOX will have its logo presence on the team attire. INOX has been undertaking initiatives for its viewers to redefine the cinema experience in the country, blending top class luxury, impeccable services and best-in-class technology with its irresistible offers for its viewers. The strategic partnership with Rajasthan Royals will further lend a touch of royalty and offer its patrons an extraordinary experience beyond cinemas.

INOX has introduced a special offer for its guests across the country enabling them to win a free trip to Jaipur to watch a Rajasthan Royals match during this year’s Indian Premier League. INOX viewers will have to book their movie tickets through INOX’s mobile application or through its website in the month of March to be eligible to win the all-expenses-paid trip to Jaipur. Those guests buying a Rajasthan Royals Popcorn Tub will also be eligible for winning the coveted trip. Along with free match tickets, INOX will offer free return air tickets from their place of residence, a 2 Nights-3 Days stay and sightseeing at Jaipur to the winning viewers. The eligible viewers also stand a chance to win the Rajasthan Royals jerseys, autographed merchandise and a chance to meet the Rajasthan Royals players.

Rajasthan Royals have re-launched themselves in its new colour Pink with first Royal, Shane Warne as its brand ambassador. Having donned various hats with Rajasthan Royals, Warne, the brand ambassador of Rajasthan Royals said, during a recently held interactive session at INOX Atria at Mumbai, “Thank you INOX for getting on board with the Rajasthan Royals. It’s a terrific family to be a part of. I am privileged to have witnessed such a beautiful cinematic experience today.”

Alok Tandon, CEO - Inox Leisure Limited added, “With a clear focus on curating the best experience for our patrons, we have continuously been working on partnerships, allowing us to take their cinema experience to new levels. The partnership with Rajasthan Royals adds a royal touch to our brand offering. We invite our patrons across the country to come forward and win a chance to experience the royalty of Rajasthan Royals from close quarters. We would also like to thank Shane and the entire Rajasthan Royals leadership for coming on-board with INOX.”
Warne set the partnership rolling as he addressed the top management of INOX Leisure Ltd and shared his life experiences on how teamwork, respect within the team, and leadership matters for any sport or an organisation to be successful. 

Ranveer Singh starrer Simmba set to premiere on ZEE5

Presented by Reliance Entertainment, Rohit Shetty Picturez, in association with Dharma Productions, Simmba will premiere on 21st March on ZEE5

SIMMBA

In another summer surprise for its viewers, ZEE5 announces world digital premiere of Simmba. The blockbuster with a power-packed star-cast comprising Ranveer Singh, Sara Ali Khan, Sonu Sood and Ashutosh Rana in lead roles, icing it off with a special appearance by Ajay Devgn, is set to premiere on 21st March on ZEE5.

After a having phenomenal run at the box office, Rohit Shetty’s high decibel cop drama is all set for a world digital premiere on ZEE5. The story revolves around Sangram Bhalerao played by Ranveer Singh, a notorious cop who wants to make money. Until an event happens in his life, which alters him and makes him choose the moral path.

Manish Aggarwal, Business Head, ZEE5 India, said, “For over a year, since our inception, Originals and World Digital Premieres have been our key content pillars. While we have had a good run with our Originals, we have also presented some of the biggest blockbusters on the platform straight after their theatrical releases. This year, we have two of the most popular and successful films – Uri: The Surgical Strike and Simmba premiering back to back on the platform. Fans all over have been eagerly waiting for Simmba to release on ZEE5 and the film with its sheer mass appeal and striking performance by Ranveer Singh is certain to become a huge success just like it did at the box office.”

Rohit Shetty, Director and Producer – Simmba, commented, “Simmba is a thorough entertainer yet the issue we are addressing had to be dealt with seriousness. I am glad that the audience loved the film along with the concept of our cop universe. World digital premiere on ZEE5 is a great opportunity for us to take the film to audiences across the globe.’

GSK launches ‘Hello Sensodyne’ on World Oral Health Day 

'Hello Sensodyne' is a technology innovation that uses Google Assistant

sensodyne

GSK Consumer Healthcare’s Sensodyne has announced the launch of “Hello Sensodyne” on the ocassion of World Oral Health Day. A first in the category, “Hello Sensodyne” is a technology innovation that uses Google Assistant and helps users understand tooth sensitivity better and offer guidance using voice command. 

Using “Hello Sensodyne”, users can now know the symptoms, causes and ways to manage tooth sensitivity. All one has to do is launch the Google Assistant application on any smartphone and say “Hello Sensodyne”.

Anurita Chopra, Area Marketing Director, Oral Health, GSK Consumer Healthcare said, “Tooth sensitivity is a common condition not only in India but around the world. The lack of awareness of this condition makes many consumers give up the simple pleasures of enjoying their favourite food and drinks. We are excited to launch this break through, first-of-its-kind tech innovation ‘Hello Sensodyne’ that will address queries of individuals on tooth sensitivity and allow them to take actions towards leading a sensitivity free life.”

In India, 1 in 3 adults suffer from tooth sensitivity. It is a condition that can develop over time, typically as a result receding gums and enamel wear. Tooth sensitivity happens when the softer, inner part of the tooth called ‘dentine’ gets exposed. Dentine lies under the enamel and the gums. Once the dentine is exposed, external triggers (such as a cold or hot drink) can stimulate the nerves inside the tooth, causing the characteristic short, sharp sensation of tooth sensitivity.

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Goibibo joins hands with KKR & RCB for ‘Travel Cash Fest’

As part of a 360-degree marketing campaign, TVCs will be run for 8 weeks 

ibibo

Goibibo has launched its Travel Cash Fest campaign by signing up with two of the most popular IPL teams, Kolkata Knight Riders and Royal Challengers Bangalore. 

The campaign has been aimed at generating excitement and gaining traction among young Indians by bringing together Cricket, Bollywood and passion for Travel through one of its most rewarding campaigns. 

Linking the thrill of cricket with travel, the campaign features Goibibo’s Brand Ambassador – Deepika Padukone along with Kolkata Knight Riders (KKR) Team co-owner Shah Rukh Khan and Royal Challenger Bangalore’s (RCB) Captain Virat Kohli.
 
The campaign this year is an extension of last year’s successful summer campaign during IPL, aiming to take it to an even grander scale by signing up with two IPL teams instead of one. 

The inclusion of Super Matches and Super Days as part of this campaign will give an even higher opportunity for customers to win Travel Cash on the Goibibo App. 

Taking the offering a notch higher, the campaign this time offers the option to purchase Goibibo pass, in case the user does not have an immediate travel plan in mind and wants to preserve travel cash from expiring. The Goibibo pass can be used to get room nights, flight meals, hotel upgrades, insurance and more over a period of one year.
 
Commenting on the campaign, Saujanya Shrivastava, Group Chief Marketing Officer, said, “At Goibibo, we have gone beyond the sponsorship association to bring out a winning proposition that will entertain, engage and give an opportunity to earn Travel Cash in a captivating gaming format. Innovative product like Goibibo pass will further whet the appetite of travelers as they play and win for new milestones. While celebrating the game India loves, the campaign will not just spur but also reward travel aspirations of a young India on the move.”
 
Hemant Misra, Managing Director, Magic Circle, said, “Using the ammunition of multiple celebrities in a meaningful and engaging way to present the travel cash construct on Goibibo made the challenge for us even greater this time.  While rivalry has been used often in cricketing context, we spun it around to a rivalry that works at scoring more not simply to win the match but to win travel cash. The storyline built an electrifying chemistry between the celebrities and we are looking forward to see the viewers gaming for travel cash this IPL as they enjoy these top teams compete.”
 
To win during the Travel Cash Fest, consumers will have to keep their Goibibo App open while the match is on to get a chance to earn while enjoying the IPL game. Goibibo’s new high-decibel campaign aims to drive deeper engagement with the brand among cricket viewing audiences by driving real-time engagement between the game and their travel rewards.
 
A 360-degree marketing campaign will include TVCs which will run for 8 weeks across high-impact genres like IPL, General Entertainment Channels, HD channels, Hindi Movies, Hindi and English News and Regional channels. The characters in the TVC have been brought to life by MagicCircle.

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