#Schbang's latest stint on spreading awareness this #WorldCancerDay reminds me why I like to play a devil's advocate while brainstorming ideas/strategy for a brief.
In a client-agency scenario, the ideas shared today to tackle a brief seem unrelated to a business objective but since it's interesting in terms of execution, has potential to go viral and is sold as a "wow campaign", it goes through.
Sometimes I wonder if the 90s era was not only good for Bollywood, but also gave a lot of hit ad campaigns that till date stay unbeaten hands down.
The campaigns that made me choose this career path in the first place.
However ads and campaigns today are just mockups of what someone has already done and has been successful.
People have lost sight of something as simple as the "classic fevikwik tvc" can be an amazing campaign with a high recall value. They want to tie up with a celebrity who has no relation to the brand (are not even a consumer of the brand themselves), catch attention by any means possible or spend huge monies on multiple channels.
The shift in the mindset is extremely off putting with no one to listen to logical reasoning, neither on the agency side nor on the client side.
Have you ever faced such a time when a campaign you felt was completely off but still went through?
#Ads#AdAgency#Campaigns#Awareness#madovermarketing
#MediaBriefExclusive: In an exclusive interview with Mediabrief.com, Kartikeya Tiwari, National Creative Director at FCB Kinnect, discusses the ‘When in Love’ campaign conceptualized for TATA.ev. Tiwari shares insights into the inspiration behind the film and its alignment with Tata.ev’s brand values.
He also elaborates on how the campaign’s message aims to position Tata.ev as the preferred brand for consumers, emphasizing understanding and trust, while also delving into the media mix and target audience for the campaign.
link in the comments
#mediabrief#exclusive#leaders#marketing#advertising#media
Celebrity Endorsement: Rupali Ganguly
For a household brand like Tata Salt, Star Factory was given the task of finding the perfect celebrity match who could be a household name and carry a brand like TATA SALT.
We conducted a meticulous selection process starting from analysing the brand s values, target audience, and campaign goals utilising our extensive network and industry insights to identify Rupali Ganguly whose personal brand aligns seamlessly with Tata Salt.
Star factory stitched the entire advertorial campaign with TATA SALT team to drive meaningful engagement and lasting impact.
#Tatasalt#influencermarketingagency#celebrityendorsement#tvc#influencermarketing
Business Coach & Mentor | Helping MSMEs & Startups Scale | Built a Rs 1000 Crore brand in 5 years | Building Diversified Businesses from 20 years | India's Top 50 Inspiring Entrepreneurs by ET | Startup Advisor
TAM Media Research tracked every TV ad last year to see who's the celeb most common in the endorsement game.
80% of all brand deals involved Bollywood stars. Sports and TV celebs lagged behind at just 12% and 7% respectively.
Akshay Kumar, Amitabh Bachchan, and Anushka Sharma are the top 3.
Amitabh is the king with 53 brands under his belt! MS Dhoni and Virat Kohli followed with 50 and 41 brands each.
Speaking of Virat, he was the most visible sportsperson in ads last year. No surprises there!
The hottest sectors for celebrity deals were Food/Beverage, Personal Care, Services, Household, and Hair Care products.
Now here's my take on what this means for you regular folks:
1) Going after big A-listers like Amitabh means dealing with major clutter. Is it really worth it for your brand?
2) If you're in haircare or skincare, be ready to fight tooth and nail for endorsements. Those categories are saturated af.
3) Sports stars seem underutilised compared to actors. An opportunity for brands targeting youth/fitness?
4) TV faces could be a cost-effective alternative to get decent visibility without a crazy celeb premium.
The key is thinking smart about who resonates best with your target audience.
An extremely famous face won't matter if they don't click with your buyers.
What's your experience with using celebs for marketing?
Done it before or decided against it?
Drop your thoughts below!
#shripalgandhi#business#startups#experience
Do you know who AsliStar is as per MakeMyTrip's new campaign?🤔
Asli Star is the "Product" itself.
In marketing, celebrity faces are considered to be one of the most important factors in creating hype for the product.
However, MakeMyTrip breaks this myth.
In its recent ad campaign "AsliStar," the brand stood out, featuring Bollywood icons like Jackie Shroff, Prabhu Deva, and Shankar Mahadevan without revealing their faces.
This campaign during IPL Season was the brainchild of creative agency 'Talented', who are really on point with their storytelling game. They focused on 'talent' with stories rather than just face value.
The ad, which is now available on television and social media platforms, aims to make the content rewatchable while also being relatable to the audience.
It rightly points out that the audience does not want just to see a pretty face but the real value of the products, as highlighted in the ad campaign.
In recent times, we don’t usually see this kind of ad where celebrities are there but their faces are not revealed.
The first three ad films are live, with the fourth ad featuring a cricket legend to come soon. Have you watched all three "AsliStar" campaigns?😎
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#adcampaign#bollywood#aslistar
🎈 If you had a hit item song, the movie was already a blockbuster! The delight seen on people’s face while dancing on an item song forgets something👇
🤦♀️ Objectification of women is the most common part in any item song. The fact that it is called an ‘item’ song is concerning in itself. Women are not objects but the lyrics of these songs speak otherwise!
❌ Main Toh Tandoori Murgi Hun Yaar, Gatka le Saiyyan alcohol se
❌ Tu Cheez Badi Hai Mast Mast
❌ Mainu Tu Hot Lagdi, Lakhaan Da Note Lagdi
❌ Mumbai ki na Dilli waalon ki, Pinky hai paise waalon ki
❌ Hai Tujhme Poori Botal ka Nasha
❌ Jahan se hona chahiye wahin se hai tu thick
🎶 Everyone gets the gist! Bollywood has stereotyped these item songs in such a way that the objectification of women is up and about. I’ve also been guilty of dancing on these tunes and it’s time to change that!
🎧 boAt Lifestyle wants to change and it is great to see home-grown brands challenging a stereotype on Women’s Day!
🤝 What makes this campaign unique is the totally unexpected collaboration partners for this campaign - Swiggy, Zepto & Jupiter! Boat could’ve done this campaign on their own as well but choosing well thought-out partners (murgi with Swiggy, note with Jupiter, grocery with Zepto) gives it that extra attention!
💬 Not only do they want us to listen to songs the right way but also write them the right way! They’ve launched an ‘Aitem Song Generator’ to use the correct adjectives to describe and personify a woman. One of the better and relevant campaigns that certainly initiates a much needed conversation? Are our movie producers and writers listening?
*****
Follow Vidit Sidana for more such interesting conversations about Marketing and Branding
#marketing#branding#advertising#womensday
Move over Deepika Padukone or Alia Bhatt; companies are turning to yesteryear #Bollywood legends like Zeenat Aman and Sharmila Tagore for endorsements!
Bollywood icons like Zeenat Aman, Neetu Kapoor, Sharmila Tagore and Neena Gupta have signed various endorsement deals over the past few months, catapulting their rise in influential names when it comes to #brand endorsements. Their recent lucrative deals include:
- Zeenat Aman: Forest Essentials, OPPO and CRED
- Neetu Kapoor: MANKIND PHARMA LTD's petcare brand and LAYS
- Sharmila Tagore: ITC Limited and Mamaearth
- Neena Gupta: eblu and Puri Oil Mills Limited
I stumbled upon the ET BrandEquity article to find some amazing insights on this trend. Here are a few of them:
》The current shift from new-age #actresses to the yesteryear ones is to eliminate the clutter from a lot of #marketing. To keep it simple, consumers like us would immediately take note of these brands and their ad campaigns since they are riding on the legacy of these actresses. We feel a sense of nostalgia when such actresses become brand faces. Remember the CRED marketing strategy?
》The actresses who have had a glorious past come along with a lot of experience, credibility and maturity. And the marketing departments of these leading companies have realised that. They are using these qualities to their advantage.
》The recent return of these actresses on OTT platforms and social media handles with their huge fan followings has helped companies deepen the consumer connection, which has shown positive signs. Imagine our mother watching the Neena Gupta endorsement of the Eblu scooters; doesn't it improve the acceptance level?
》Last but not least is the "COST" factor. These actresses are not much in the limelight like Amitabh Bachchan, Naseeruddin Shah or Dharmendra. Hence, the audience loves to see these actresses. Also, their being new to the foray reduces the marketing cost for the brands. These actresses generally charge one-fourth of what the A-list actresses charge.
This trend signifies a broader evolution in marketing strategies, where nostalgia, authenticity, and economic efficiency converge to redefine brand endorsements. It's a testament to the lasting influence of Bollywood's yesteryear stars and a strategy that could set a new precedent for brand-celebrity collaborations.
What do you think?
#LinkedInInsiderIndia#bollywood#branding#marketing#india
Partner at 4i Airavat Ventures | Venture Financing, Deal Structuring and M&As | Independent Director | Ex Times Group , Bharti Airtel, ICICI Bank | Alumnus of Indian Institute of Foreign Trade
Very informative Lloyd Mathias
The advertising landscape is in a constant state of flux, demanding brands and marketers to stay agile and ahead of the curve to craft impactful campaigns that truly connect with consumers.
The Impact of AI: While AI isn't a new concept, its recent surge in popularity is revolutionizing advertising. Around 40% of companies have now enlisted dedicated AI experts to bolster their marketing efforts.
Scaling Growth: In 2024, AI is a potent tool for businesses to amplify their growth trajectory and elevate ad quality. Incorporating AI solutions such as ChatGPT or Gemini can streamline operations and fine-tune campaigns for optimal performance.
Smart Automation: While AI might not be adept at generating creative ideas, it excels at automating mundane tasks. For instance, ChatGPT can efficiently manage vast repositories of images, freeing up valuable time for marketers.
The Importance of Transparency: With consumers becoming increasingly wary of intrusive ads and data privacy issues, brands must prioritize transparency, ethical conduct, and obtaining user consent to rebuild trust.
Authenticity Triumphs: Genuine communication and providing glimpses behind the scenes foster credibility. Showcasing real customer narratives and demonstrating ethical practices can go a long way in winning back consumer trust.
Going Beyond Features: Today’s consumers gravitate towards purpose-driven brands that resonate with their values. Successful ads transcend mere product features, focusing instead on storytelling, forging emotional connections, and highlighting social impact.
Maintaining Brand Consistency: Upholding a consistent brand identity across logos, color schemes, and messaging fosters recognition and instills trust among consumers.
Crafting Tailored Experiences: Personalization remains paramount, but advertisers must tread carefully. Utilizing data intelligently to deliver relevant content without encroaching on privacy boundaries is key.
Harnessing Emotional Appeal: Ads that evoke emotions, be it nostalgia, joy, or empathy, tend to linger in the minds of consumers long after they've encountered them.
Embracing Physical Touchpoints: OOH advertising, spanning billboards, transit ads, and digital displays, complements digital channels seamlessly. Innovative OOH campaigns enhance brand visibility and drive engagement.
Immersive Experiences: Augmented Reality (AR) and Virtual Reality (VR) are gaining traction, offering opportunities for interactive ads where users can virtually interact with products or explore immersive brand environments.
Building trust and fostering memorability are paramount—crafting ads that resonate deeply, engage authentically, and leave a lasting impact on consumers is the key.
#advertising#socialmedia#digitaladvertising
Business Leader | Investor | Board Director | Growth driver across Consumer, Telecom & Technology businesses.
• How many ads in the ongoing IPL have you found memorable?
• Is advertising becoming more banal?
• Are Indian Advertising campaigns losing their magic?
Abhijit Avasthi, founder Sideways Consulting (and the former Creative Head of Ogilvy India; Subhash Kamath former CEO of BBH & Publicis Worldwide, India and my take in this piece by shuchi bansal in the Hindustan Times.
Key reasons:
1. Overt shift to Performance Marketing. Leads & performance attributes (driving action like downloads, clicks precedes creative retention)
2. Dependence of Celebrities where the idea is secondary. 61% of the ads in the first 37 matches of this year’s IPL were celebrity based.
3. Marketers lack of comfort with ambiguity and not able to back bold and pathbreaking creative.
4. Short-term client agency relationships
Link to the article in the comments section below.
I am very bad at reading newspapers and no matter how hard I try, I have never been able to make it a habit.
However, with Indians killing it at the Olympics, I am glued to Instagram stories to know what is happening all day.
But today morning was different. While scrolling through my phone, I saw today's Hindustantimes newspaper lying on my table and the 50% of what was visible made me pick it up.
I often hear stories of creators and gamers using technology to do insane things, but what Aditya Birla Capital did was I think one of the best ways to engage consumers with less attention spans today.
--> By integrating mixed reality experiences, they made newspapers interactive and engaging. Imagine scanning a simple ad with your phone and watching it come to life with videos, animations and interactive elements.
--> Initially it would get difficult to measure how many people engage with print media or newspaper ads. But with Flam’s technology, brands can now track interactions in real-time and focus on a more targeted strategy.
For the first time, I felt that I wasn't just reading but experiencing it.
I am sure that these innovative techniques will rule advertising very soon!
#influencermarketing#interactiveexperience
Seasoned MarComm Specialist with 20 years of experience. Lowe | JWT | Rediffusion | DENSTU Account Management| New Business| Growth | MarComm
8moWell said