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L’Oreal, Godrej, Colgate, Indigo top picks at IMA 2014: Prema Sagar

07-October-2014
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L’Oreal, Godrej, Colgate, Indigo top picks at IMA 2014: Prema Sagar

As the IMA jury begins to sift through the worthy entries, exchange4media reaches out to members for their take on some of the brands that struck a chord with them in some of the popular categories. Jury member Prema Sagar, Principal and Founder, Genesis Burson-Marsteller, shares her top picks.

BRAND ACTIVATION

L’Oreal Paris at Cannes successfully engaged with multiple stakeholders in the business that they operate.  “The brand successfully leveraged its beauty products on an international platform with the help of their ambassadors,” said Sagar.

L'Oreal Paris India opened up the chance for girls everywhere to experience walking the red carpet at Cannes with its latest social media campaign. The campaign was designed to promote its 'L’Or Sunset Collection,' designed exclusively for this event.

After 'liking' the L’Oreal Paris India Facebook page, fans are able to access a virtual red carpet and challenged to complete tasks to advance along the length of the carpet. Tasks were spread across Facebook, Twitter, Instagram and Pinterest, with directives like "Tweet like a Bollywood star," and "Share your Bollywood look." Fans who "walked" the most miles on the red carpet won exclusive coverage from the the Cannes Film Festival.

BRAND EXTENSION

World Gold Council with their brand Azva. They were the associate sponsors for India Bridal Fashion Week to create awareness and position gold as a fashionable metal for brides. “They successfully used this platform to leverage the brand Azva in the bridal fashion space,” Sagar said.

The World Gold Council launched Azva, a bridal jewellery line, targeting the modern Indian bride. This was the first foray of WGC into creating a jewellery line. WGC has partnered with major retailers like TBZ, Waman Hari Pethe, PC Jewellers and GRT Jewellers across key markets in India to sell Azva. And along with the launch, the body mandated to promote consumption of gold, has tied up with the likes of IndiaPost and Reliance Money to promote gold as a savings product.

BRAND REVITALISATION

Godrej with their new campaign to support their brand pillar ‘Expression’. Godrej collaborated with Whistling Woods International Institute for Film Fashion & Media to launch a series of music videos to interpret the brand. The other initiative that Godrej has been successful in implementing has been the Godrej India Culture Lab. “It is a platform that allows cross-pollinates of ideas for like-minded people. They have successfully managed to garner a lot of support from   the industry for the same,” said Sagar.

CAUSE-RELATED MARKETING

Colgate’s campaign ‘Bright Smiles Bright Futures’ of inculcating good oral habits in children from an early age tops the charts for Sagar. “Till date the programme has reached 107 million children from more than two million schools across rural and urban India,” she said.

The company put emphasis on basic oral care awareness in rural and urban India to connect with the consumers and the dental professionals. The Oral Health Month was started in partnership with the Indian Dental Association (IDA).


DIGITAL/SOCIAL/MOBILE MARKETING

For Sagar, Indigo makes a mark for building, training and executing the 24x7 customer support via Twitter. “Within a span of one year, the brand has the third fastest response time around the globe with an average response time of 15 minutes,” she pointed out.

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