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EXCLUSIVE CONVERSATION WITH RAHUL DUTTA, COUNTRY HEAD OF MICROSOFT SURFACE
2022 has been a pivotal year for the marketing and advertising ecosystem. After two years of COVID-induced restrictions, 2022 saw the return of normalcy. Brands that had shifted their ad and marketing spending to digital gradually returned to the traditional mediums of reaching people while still making noise on online platforms. In February, a war broke out, and the economy and advertising industry soon deteriorated A tech route that followed produced shock waves In the wake of several issues, emerging categories that had once generated enthusiasm became silent, creating a marketing void. Given the comparatively dry playing field, innovation stood out.
Brands changed their names, rebranded, and introduced new services and goods. 2022 saw brands embracing purpose and pranking consumers while conjuring creative insights
This edition of Markathon’s annual magazine intends to do the same: look back, learn from it, and pave a way for the future. So we're here to give you a summary of what happened and what changed. For this edition, we have invited Mr. Rahul Dutta. He is the Country Head for Microsoft Surface in India. He is the Former Director of Marketing at Microsoft India He has spent 12+ years in Microsoft in different areas He talked about his take on the marketing world in 2022 and how companies adapt to the changing landscape He also talked about what Marketing at Microsoft looked like in 2022. It ended with a few of his mantras on how to succeed in Marketing or Product Management while picking up his experiences and viewpoints.
We have covered the types of changes observed during 2022 from changing consumer needs and marketing campaigns to new marketing realities. This edition has got you covered, from discussing the brand that shaped this year’s FIFA World Cup to a ride down the Zeroth P of Marketing, from recognizing the brand campaigns that talked about issues that matter to diving down memory lane to celebrate timeless Indian brands.
Finally, we would like to thank all the participants for sharing exciting entries for the Perspective and Eye-2-Eye sections with us. We would also like to extend our heartfelt gratitude to our readers, who motivate us to bring out fascinating editions each time. We look forward to receiving your feedback and suggestions!
TThe question that bugged marketers for the longest time was “How do we market to millennials?"
Now, the wheels are turning, as reaching a new, content-hungry generation of consumers is the main objective of many marketers. How do we market to Gen Z?
Young adults and teenagers who belong to Gen Z, sometimes known as "Zoomers," are an unusual bunch. To start with, they have never lived without the internet. Plus, they also bring a lot of spending power to the table. Gen-Z isn't your typical generation. By the way, neither were the generations of Millennials, Gen-X, etc. Each generation has unique differences, aspirations, and preferences Depending on how you look at the task, each generation brings with it both opportunities and problems. As the first generation to truly grow up in the digital age, Gen Z is changing the world to fit its vision. Our media, our society, and even our economy will transform for the foreseeable future.
Gen Z demands more personalized communications and expects businesses to speak with them rather than at them
For example, Pizza Hut’s ‘Shut Up and Take My Money’ campaign, a massive 360-degree campaign across India, is to promote its biggest launch of the year: a new range of 12 delectable Flavour Fun pizzas, starting at an unbelievable price of just Rs.79. Targeted at Gen Z, especially the college goers and early jobbers, the campaign includes a series of fun digital films featuring Pizza Hut’s magnetic ambassador, Anuradha Menon, and a quirky "Shut Up and Take My Money" tagline to highlight the sheer affordability and variety of the new range.
With a "big picture" mindset and a strong social consciousness, Gen Z values brands that promote the topics they care about. Gen Z sees the businesses they support as an extension of their values and beliefs, much as they see their digital lives as an extension of their physical lives
Gen Z sees their purchase decisions as a method to support the causes they care about. Gen Z pays attention to cause marketing, whether it's promoting diversity, bringing attention to a cause, or implementing sustainable practices.
Lyft is a good example They launched an initiative called "LyftUp" with the goal of delivering transportation to individuals in America who need it the most offering access to groceries, voting, and job interviews using their advantageous position in the mobility market. They also used influencer marketing to magnify their message in order to reach Gen Z with their campaign.
When Instagram was launched, businesses embraced the app right away as a fresh, more "genuine" method to engage with customers by taking them behind the scenes and introducing them to the less polished side of the company But that quickly gave way to the highly curated Instagram of today, which is tailored for as many ad placements as a mobile app is able to support.
Gen Z has generally abandoned that style of social media in favour of one that feels more unpolished and more unfinished. TikTok and Snapchat are their favoured social media platforms because these platforms tend to include more "genuine" material.
We have all witnessed the advancement of marketing strategy from the 4Ps to the
7Ps of the marketing mix. Most often than not, there's one special underlying P that businesses use, which empowers and supports all other Ps but does not get identified in the marketing mix.
Have you ever been emotionally triggered by a commercial, been enticed to buy at Rs.1999, or been reassured by a blue or green tick mark? If you look closely, you'll see that all of these examples have one tacit element in common: The Zeroth P of Marketing - Psychology.
Marketing psychology is an element that must be considered when developing market influence or aiming for customer satisfaction It has a significant impact on consumer behaviour and has the potential to tremendously raise sales levels Brands expected 2022 to be the year of recovery from the COVID-19 pandemic, but it turned out to be rather a challenging year.
The majority of people's lifestyle, consumption, and purchasing behaviour have changed globally in the last two years, necessitating an emphasis on marketing psychology (P)
Today, there is a remarkable demand for aesthetics. Colours in marketing and branding are foundational and are used to create logos, websites, commercials, and so much more.
In 2022, many logos were revised to be more colour sensitive and minimalistic Through ‘Retro Vitalizing’ , many businesses are turning back to their roots and legacies to convey a more cohesive story. For example, Baskin-Robbins' new logo reintroduces the pink and brown colour scheme that was utilised in their original advertisement in 1953 Brands are also beginning to think more thoughtfully about how their logo reflects and informs their overall brand identity.
Why is the Apple logo so appealing and memorable to us? It’s not just what meets the eye! The Golden Ratio is a mathematical ratio that has been used for ages in nature, art, architecture, music, and design It is proven to capture a viewer’s attention and leave a lasting impression
In a year like 2022, when digital marketing communications have eclipsed all other means of promotion and the metaverse is the future, techniques like the golden ratio are particularly useful for both website designs and social media impressions
Skoda Auto, one of Europe's biggest vehicle manufacturers, had a logo change in 2022. Substantial changes have been made to the branding and the new graphic style. The winged arrow emblem has also been changed, and the overall design is now much simpler, cleaner, and well-proportioned, with unmistakable usage of the golden ratio
Armed with the appropriate psychological strategies, brands have ensured success. The following are the key takeaways: When you watch a Disney movie, what do you generally feel? Its stories often invoke positive emotions, particularly, happiness
The value of emotional persuasion: you can apply the same principle in your prospecting script to increase your chances of conversion. Remember Starbucks? The first two things you’d notice in any of its branches are the delicious aroma of ground coffee beans and its attractive green color.
Use graphics in your ad that make people instantly recall the smell when they see it. KFC’s deal: An item costing $100, re-tagged as $99 and the audience buys it
If 2022 has taught us anything, it is thatPsychology has to be a crucial element in the marketing strategy of every brand campaign.
Amul Butter has evolved over the years into more than simply a lardy ingredient trademark and has come to represent national pop culture The creation of the Amul girl in 1966 by advertising executive Sylvester da Cunha and creative director Eustace Fernandez helped establish Amul as a cultural symbol. The mascot appeared in practically all of the company's billboard advertisements and was part of a tremendously successful campaign that used puns and wordplay to include the brand in virtually every significant event in the nation's life moving forward
Brands are like people. They grow old. Some wither and die. Some
barely manage to stay alive, and others achieve near immortality. What is it about some brands that can keep them going for hundreds of years while others fade away?
Through marketing and advertising, brands attempt to counteract the effects of ageing on a regular basis But archetypal old brands have something magical about them
They are brands that satisfy, typify, and unite all the individuals of one large social tribe. But when brands get old, marketers worry. Their first instinct is to figure out how to make the brand younger.
We look at some of the Indian brands that have been patronized by generations of Indians because they are simply unforgettable.
Rewind 22: The year 2022 was no different for AMUL; their campaigns covered a variety of events, including the football world cup, Elon Musk's acquisition of Twitter, Will Smith slapping Chris Rock at the Oscars, and Rishi Sunak's election as prime minister of the United Kingdom, to name a few.
Take Parle-G, another old favourite. Probably the best-known brand of biscuits in India and one of the largest sellers anywhere in the world, this is one of those products that needs no introduction. Being spotted eating a ParleG these days may be a tad infra-dig. But nothing comes close to the pleasure of dunking a Parle-G biscuit in a cup of chai and devouring it.
Rewind 22: Parle has relied on its strength for this year's campaigns; the latest advertisement from Parle-G highlights the selflessness of children. The advertisement states, "Genius wohi, jo auron ke khushi mein paye apni khushi," without needing a forceful tagline to convey the intended meaning. The brand's 'G Maane Genius' philosophy is expanded in a three-part film campaign that provides a straightforward scenario in which the protagonist's young son or daughter is shown to be compassionate, analytical, and resourceful. Everything that makes up a ParleG "Genius" in its entirety.
Ah! This name. It was probably the first drink on which most of us got drunk when we started experimenting with alcohol. And then it grew to be a cheap and familiar pleasure as we grew older Old Monk dark rum was first manufactured by the brand Mohan Meakin in the 1960s and has been a steady favourite for millions of Indians. It is also sold internationally in several countries in Europe, North America, Africa, and Asia.
Rewind 22: With innovations such as the introduction of new variants and the launch of tetra packs, Mohan Meakin (MML) achieved record-high sales of Old Monk in 2022. The company also started the sale of the beer brand Old Monk 10000 in the premium segment which worked out well
Longing for the familiar… for brands that remind us of growing up… that elicit feelings of safety, comfort, and happiness. And so, there is a yearning to bring back the “good old days” as we remember them
So, is nostalgia marketing an opportunity for brands?
Which brands of today will be around 50 years from now? That’s for you to decide
BY NAVNEETH D MENON IPM 22-27
From the Panasonic radio box from our parent's generation to the Spotify podcasts we all have
clicked the bell icon for, audio-based content has grown exponentially Whether it's Joe Rogan's Experience or Simple Ken, we all have accepted this new form of content that has taken over the media world by storm. Rather than feeling unproductive while consuming content, podcasts bring you the best of both worlds by forms of entertainment concurrently being informative and a source of inspiration for the listeners
In a world where we are looking for the NEXT BIG THING, podcast marketing is undoubtedly it. The time has come to do away with the traditional forms
of media promotions as they are starting to become obsolete. Podcast marketing is dominating the industry now because it is intimate and trusting The idea of just a couple of guys sitting on a couch and having a conversation has struck so well with the millennial crowd that studies have shown that many podcast listeners do not feel podcasts are over-commercialized, creating more opportunities for advertisers. The art of segueing brand plugins into the podcast conversations makes us think the marketing is authentic and not forced, and 90% of the time, we don't mind the ads being there. This is something other forms like TV marketing or print media cannot offer; just because your favourite superstar jumps out from a helicopter drinking a soft drink does not make the product desirable towards the consumer, as the touch of relatability is lost in the middle of jumping out from the helicopter.
Due to the simplicity of listening to podcasts, listeners consume the content while performing meagre household chores or driving The BBC Storyworks study from 2019 confirmed that listening as a secondary activity reduces listener wearout and affects a higher overall engagement level. Nobody would dedicate 30 - 60 minutes of their time to a podcast unless the topic interests them, which shows the amount of niche-ness podcasts provide, which other media forms fail to bring forth This is seconded by the data provided by Edison Research Super Listeners 2021 report, which states that podcast ads are the most recalled ad types. 86% of respondents verified the same. Podcast advertising has been statistically shown to generate more than four times better brand recall in consumers than display ads This can be vouched for by each of us, as when we listen to a podcast, we are utterly engrossed in the same, which helps us recall the ads better.
Adding on the nicheness of podcasts, it's effortless for brands to focus on target groups for their products. Case in point, a brand working in the education sector can efficiently market its products in podcasts that deal with student academic pressure or Dhruv Rathee's podcasts, as his audience is primarily youngsters. The availability of this option enables brands to save crores of money on pointless mass marketing campaigns and expand their reach using a decentralised model of marketing
The Molson Coors Beverage Company case study highlights the success of how podcast marketing can uplift your brand and provide your brand with optimum reach. The four barriers they faced while rebranding was;
Modern-day consumers expect content to be on-demand Brands need to drive emotional breakthroughs in a cluttered media environment Brands do not have many opportunities to tell their story in an extended manner The fragmented media environment creates challenges in driving frequency with consumers'
Due to the podcast's opt-in nature, the emotional intensity of audio advertising, the ability of trusted talent to portray the brand story through the art of storytelling and commanding consistent listenership allowed Molson Coors to break all four barriers and take their brand to greater heights. This entire article can be summed up by one line that Kevin Welsh, Sr Marketing Manager at Molson Coors, said, "That authenticity comes across so smoothly when they're endorsing us that it almost doesn't come across as an ad. It's like a friend telling another friend why they love it."
A new marketing paradigm is on the horizon and will forever change how we look at branding. Sorry for making you pause your podcast for this 2-minute read. You can carry on.
During the past two years, along with Covid19, the world also observed the massive spread of the influencer flu. What is an 'influencer', and how does one become it? As social media continues to establish its cultural dominance, there are creators across the globe who work towards building a following through the niche they specialize in. These creators find ways to capitalize on their expertise in a specific domain while engaging a loyal fanbase with the help of the internet. Whether it is Youtube, Instagram or Tiktok, people connect to content that these social media influencers put into the world for entertainment As businesses are always looking for the next best idea, brands have started recognizing these internet leaders’ sheer clout and how they can utilize this for marketing and expanding their growth. They identified that the influencers' ability to stay relevant and attract attention to their work in creative methods needed capitalization Thus was born; influencer marketing, the biggest sensation of the digital world
For example, TikTok sensation Charli D'Amelio with over 100 million followers, struck a deal with the 1950s brand 'Dunkin Donuts.' Through this collaboration of her unique videos with the familiar brand, she was able to bring in an untapped audience to the brand and garner more exposure Brands have realized that consumers want to avoid seeing direct advertising anymore.
Celebrity endorsements prove to be a oneway communication as it does not start a conversation with the consumers. For example, let us take the case of a makeup product being advertised by an A-list celebrity on television You would see them in their peak beauty, and they would market it with utmost conviction, but the actual reality lies in the fact that many of them are just being fed lines by the company with little knowledge about the line of products. Loyal fans of the actress may be sold immediately but converting everyday consumers would be difficult as they might need help finding a relatability quotient with the brand By combining the authentic and engaging styles of influencer marketing with the recognition and exposure that a celebrity brings, brands can build a trusting relationship with their audience. The influencer marketing industry is not here to budge.
In conclusion, this entire argument could be substantiated by the fact that celebrities now collaborate with influencers to promote their movies. So the next time you see a celebrity putting out a reel to endorse a product, know that influencer marketing is here to take over.
Influencer marketing which became a buzzword in recent years has already reached its peak.. The term “influencer” is used loosely and mixed up with celebrities and content creators with a large fan following. Influencers have usually wielded power over their followers and have a specific demographic attached to them On the other hand, celebrities have already made their mark on the world and do not have to rely on frequent posts to influence their audience.
When we look at Instagram, the top positions are held by celebrities, who often use their sway over followers to endorse or launch their own brands and influence purchase decisions. Meanwhile, influencers rely on creating an aura of authenticity to retain their followers. These followers are usually very fickle-minded and aware of the marketing strategies. Celebrities, however, have a cult-like following that is generally stabler
Celebrity endorsements are a marketing investment that is perpetual in nature. Brands have shown a tangible increase in sales when their brand ambassador has appeared at events, signed deals, or featured on media. Endorsements by celebrity couples are a recent trend, driving up engagement more than two-fold An example is the oralcare brand Toothsi endorsed by Virat Kohli and Anushka Sharma in 2022.
Examining global consumer marketing by celebrities, there is also an example of SKIMS, a loungewear and shapewear brand. The brand is by Kim Kardashian, both a star and influencer, due to her popularity in a reality show. In 2022, the brand ran a campaign with multiple celebrity models, including Becky G, Indya Moore and others This example demonstrates that celebrity endorsements are required even by stars with significant fan followings.
The rapid downfall of influencers and their unreliability is bringing back the tried and tested marketing style of brand ambassadors and celebrity endorsements The recent discovery and removal of online bots that drastically reduced the follower count of influencers, has also brought influencer reach under a cloud of suspicion.
Brands are already relying more on celebrity endorsements than social media influencers for their long-term visual impact of ad recall over sponsored posts
As brands keep fine-tuning their marketing campaigns, celebrity endorsements are becoming the go-to marketing and advertising tool for outreach, brand marketing and influencing customer choice, all at the same time.
He has spent seven 12+ in Microsoft in different areas- Consumer business and Marketing Communications. After completing his post-graduation from the Indian Institute of Planning and Management, he began his career as a Marketing Manager at Tata Teleservices Limited. He then moved on to Microsoft India and led the goto-market execution and consumer launch for Xbox in India. As a Category Lead, he drove all category relationships with Marketing, sales, operations, finance, and critical partners like Amazon, Flipkart, and Redington for Xbox. He then moved on to his role as the Head of Marketing at HP, India, after becoming Microsoft's Director of Marketing.
What about the 2022 marketing trends you did not see coming? Which is that one campaign or strategy that has stayed with you from the year 2022?
One thing is sure: many marketing fads have withered out And what I've enjoyed seeing is a lot more purpose-driven marketing and authentic storytelling by brands Take, for example, Virgin Atlantic's dyslexia ad, which has stayed with me. Through social media, Dove has also focused on positive messages and making people feel good about themselves. Overall, brands displayed exceptional advertising inextricably linked to their vision and mission That is proper marketing in which you connect with your customers. From a perspective of what I didn't see coming, some things were good, while some were a bummer. Good things include how experiential marketing has gained attention and importance in the eyes of brands, customers, and marketers And it's admirable how individuals collaborate on the confluence of experiential marketing, digital, content, and everything else. Brands have witnessed phenomenal growth in the year 2022.
Even in these challenging economic times, brands are not scaling back their marketing efforts. They've only stepped up their digital game. What do you think about it?
“Media budgets slashed in a downturn”. Just for your understanding, it sounds good as a headline from a real-world perspective, but let me break it down for you guys in reality. Ideally, we should not drop our marketing budgets when there is a slowdown, in-fact we should consistently invest in making our brand presence felt out there because it's like a workout; you can't build that muscle in one day. So, you must be consistent in what you stand for and how you engage with your customers. The truth is that effective marketing necessitates a continuous flow of funds I believe a positive share of voice eventually leads to a larger market share Look, it's an expense, a cost center that is recorded in the P&L statement of a business. So, is it correct to say that businesses are investing more? Most likely not in its entirety, but companies who are investing more are doing so because a CMO engages
with the CFO or CEO and provides them with a complete marketing attribution model, which promises a good ROI and enables growth. It could be seasonal, or it could simply be that companies are launching new products or tapping new markets. Isn't that reason enough why we need to keep our marketing going? While it is difficult to sustain the same level of expenditure on the entire funnel, there might be some cost optimization. However, digital spending has increased, which indicates that the share of digital spending has increased in practically every category. And this is largely due to the media convergence that has happened across content, whether it be influencers, blogs, short videos, or anything else Overall, the market has gained confidence due to how easy it is linked to last-mile trade. Because marketers can use digital not only to target more successfully but also to track and measure what is happening. As a result, spending more money on this becomes a natural choice for them
Brands have become a little more experimental. Many firms have employed AI, gamification, and metaverse in their marketing strategies. How do you think AI is affecting the marketing landscape for Gen Z?
AI is currently the hottest topic on the marketing block. Everyone is talking about how Chat GPT, DALL.E, and a few other tools are evolving and how the world is going head over heels about it, right? Some predict it will replace the entire marketing department, content team, or advertising agencies, while others say it won't It's only as good as what you feed it, after all And I believe that now is the time to use AI in marketing. It all comes down to what you want to do, which should be very clear, and that is where marketing departments and or marketers like you will be involved. AI will provide you with predictive models, better targeting, higherquality content, and faster content But you are the only one who understands what you really want. Why do you require it? How do you intend to communicate? Finally, it's up to you. It's about connecting to your brand's and business's purpose, and then leveraging the appropriate tools over time.
Why is the Apple logo so appealing and memorable to us? It’s not what just meets the eye! The Golden Ratio is a mathematical ratio that has been used for ages in nature, art, building, music, and design. It is proven to capture a viewer’s attention with a lasting impression In a year like 2022, when digital marketing communications have eclipsed all other means of promotions and metaverse is the future, techniques like the golden ratio are particularly useful for both website designs and social media impressions. Skoda Auto, one of Europe's most extensive vehicle manufacturers, had a logo change in 2022. Substantial changes have been made to the branding and the new graphic style The winged arrow emblem has also been changed, and the overall design is now much simpler, cleaner, and well-proportioned, with unmistakable usage of the golden ratio.
It was in the news recently about BuzzFeed using Chat GPT to create content as well. Do you think this is setting up some precedent?
It's not just BuzzFeed that uses it; many other companies do as well. I recently saw ChatGPT author an article for Economic Times as part of a broader conversation. People will consume it as long as it is used correctly and you realize that it adds value to your offering And if you offer value to that person, it doesn't matter if it was done by ChatGPT or by someone writing it. We look at things that help us in our daily lives. And what matters to businesses is how they solve these problems for us. So, why not if Buzzfeed solves a specific problem by using Chat GPT effectively?
What is it that you find striking about the Indian market? How would you compare it to the global markets? Is there anything that Marketers can learn from the west?
You may observe that there are distinct human insights That is why, if someone says India is unique, I absolutely agree In India, for example, some people clean their teeth twice daily. There is no precedent for this happening. Some people are certainly wary about that, but that's much different, right? Everything is different depending on how we grew up or lived with our parents. So the main difference I notice between the two locations is that many new ideas originate
from the West Still, it's interesting to see how India adapts things over time and sometimes skips stages. The entire UPI bit that we now have is an example. I can target folks in a specific city, show them my samples, and charge them using any UPI apps. So it's just how India adjusts and places itself in its everyday challenges
In terms of what we can learn from the West, there are obviously trends that can provide many insights. But it's more about how you adopt them in India. How do you think you could engage them effectively over time? That is extremely crucial. Like there are two very different approaches, open marketing vs Tier 2/3 marketing; because India has its own linguistic barriers, diverse people and their distinct lifestyles pose a significant challenge. So it's blending through time, but people have their own unique ways of tackling those difficulties.
What are some of your non-negotiable mantras for building a successful marketing or product management career?
Throughout my career, I have worked on numerous facets of marketing. I've witnessed the retail boom, the dot-com boom, and the social media boom. Now that I'm watching the AI boom, I believe it's simply a tremendous opportunity to go through all these phases and learn Still, if you're out there honestly trying to simplify things, understanding the fundamentals, and then creating the foundation, chances are you'll be noticed over time. Be a smart individual, a gentleman, and a hard worker. Be the smartest, be a gentleman, and be the most hardworking person Give your 110% in the beginning At this point, don't be afraid to learn, whether from your own mistakes or from the experiences of others. At this point in time, don't be afraid to learn, whether from your own mistakes or from the experiences of others. Another crucial thing that has helped me over time is gathering the courage to ask for help if necessary “Never be scared to ask questions ” The response could be "No," but that is the worst thing. So, as young marketers, my advice will be "Learn the rules and break them", "Break them, remake them". What you're learning today is essential because it will help you break the rules wisely Be fundamental with the rules here so you can break them correctly and create something altogether unique
While we loved to see Emily attempt to take Paris by storm with her innovative ideas that elicited emotions, told a story, and went off the beaten track from what is generally expected from a marketing campaign several brands brought these concepts to life to hit the mark in the real world in 2022.
During rising inflation, consumer anxiety, and media storms, brands turned it up a notch with initiatives that successfully cut through the noise, boosting sales or bolstering loyalty. Here's a look back at some of those campaigns from 2022..
“The Invitation” by Coca-Cola will be remembered for years to come, when it introduced a "locked" Coke, a limitededition bottle of the beverage for Diwali, as a technological product innovation The unique Bluetooth-enabled cap on the firstof-its-kind locked bottle could only be opened in the presence of the sender's phone.
"Digital enablement and product innovation are key pillars of growth, and the new 'locked' bottle perfectly aligns with this strategy ”
Takeaway: "Nothing can be everything"
Brands compete for Super Bowl airtime, therefore the ads are exorbitant In 2022, the most expensive 30-second commercial spaces in NFL history are expected to sell for almost $6.5 million. Reddit invested in a fivesecond Super Bowl commercial spot and became profitable.
A basic car advertisement >> transitioning to a glitchy screen >> leading to Reddit’s orange-and-white alien-head logo over the screen >> followed by a lengthy text >> switching to horses racing through a field. Wait, what? Yes, exactly.
The ad was so ambiguous that many people assumed it was a mistake that drew so much attention during a major event like the Super Bowl. Since it finished in a flash, people swarmed to social media to figure out what had happened. When they arrived, they were greeted by a Reddit Tweet that had 464,000 views on the social media site
Another brand to have mastered what we call "Branding Innovation" with its "Do Nothing” campaign is Cadbury 5 Star. Lowering its advertising budget to zero and asserting that it will do nothing while others spend a fortune, Cadbury 5 Star simplified its logo into a visual of five stars Now that the five blank stars on the app screen match the new 5-Star logo, every time an app requests a rating, it will implicitly promote the product.
Takeaway: Less is more.
Netflix is another brand that screams originality in its marketing techniques The brand introduced advertising to its platform for the first time this year. Its marketing was particularly impressive in its advertising for Stranger Things season 4. To capitalize on the show’s anticipation, Netflix ran an experiential campaign.
They displayed billboards for fictional products in the Stranger Things universe and a phone number to call, connecting the caller to an odd voicemail that later enabled fans to discover their superpowers and a trip to Hawkins Plaza, where viewers got to participate in a plot written by the show's writers Lyft and Netflix also collaborated on a limited-edition scary car ride
Given the show's great success, it was only natural for other brands to try to get a piece of the action Domino's, on the other hand, had much more than simply a piece
The unique campaign for Domino's x Stranger Things focused on a "mindordering" app that blends facial recognition, eye tracking, and gesture control to allow users to emulate levitating objects and eventually order pizza like telekinetic protagonist Eleven It was simply cobranding at its finest – harmonious and imaginative in order to create something entirely new.
Scavenger hunts became a popular strategy used by marketers to capitalize on consumers' desire to spend time outside as the world reopened in 2022. Doritos sent customers looking for famous triangleshaped structures like a pyramid-shaped which was enhanced using the Triangle Tracker, a Snapchat augmented reality (AR) lens Doritos' mix of a strong multichannel strategy and the attraction of adventure worked wonders
Budweiser sent soccer fans on a QR code scavenger hunt to celebrate the FIFA World Cup later in the fall.
It would be unfair not to explore how brands used the metaverse to innovate and enhance the consumer experience.
From playing interactive games with Wendy's and Chipotle to getting married in virtual reality at Taco Bell, several major corporations began experimenting with the metaverse in 2022. In Decentraland, Samsung even opened its first metaverse store.
Brands see metaverse as a ray of hope ushering in a new marketing era, as illustrated by the first-ever Metaverse Fashion Week, which saw big brands jump on the wagon.
However, innovation does not always imply drastic changes, large investments in disruptive technologies, or a total redesign of the process. These brands have unfurled to teach that innovation can be an enabler of business competitiveness and performance
Qatar, the nation that hosted the FIFA World Cup in 2022, had, in fact, woke up on the wrong side of the bed. They also made a bold statement, "No alcohol in the football stadiums!"
Anyway, it's obvious why Qatar imposed the ban - it's an Arab nation, after all, and alcohol is frowned upon there. What's
strange, though, is that Qatar made this decision two days before the start of the football world cup. Qatar had 12 years to decide if it was ready for Budweiser's booze, but it decided to wait till just before the kickoff to drop the bomb
Budweiser evidently invested millions in the hopes that a sizable number of the anticipated 1 million tourists would sip its beer. Instead, they'll have to transport all that extra beer back to headquarters again, incurring freight and logistics costs.
"Well, This is awkward..."
The two-minute ad was designed to raise awareness on the international day of persons with disabilities on 3rd December. It was made in partnership ad feedback of the disability community, both in front of and behind the camera. Apple described the campaign as "A celebration of adaptive skills & empowerment in everyday moments, often enabled by Apple technology"
I n 2 0 2 2 , B r a n d s e m b r a c e d p u r p o s e , p r a n k e d c u s t o m e r s , a n d e v e n g e n e r a t e d c o n n e c t i o n s a n d i n s i g h t s t h a t t h e c r e a t i v e t e a m s w e r e e a r l i e r b l i n d t o . W e p r e s e n t o u r l i s t o f t h e c a m p a i g n s t h a t h a v e s t a y e d w i t h u s .
The brand is renowned for developing responsible energy solutions that bring ethics into business. Log9 is a deeptech startup that wants to revolutionise the EV business.
Hyundai Motor India
Hyundai encouraged its customers to choose dry washing when they gave their cars for servicing. The 15-day Save Water Challenge commenced on June 3, 2022, and rewarded participants with online and offline activities.
This video campaign by Nestle was launched on World Environment Day 2022. The idea was to teach people that it takes just about 2 minutes to make a difference when one truly cares and urged Maggie fanatics not to litter the surroundings
Brand campaigns on SOCIAL CAUSE that stood out :
The ad goes beyond laundry and sheds light on the invisible burden that women bear. A thought-provoking idea that created meaningful conversations.
The brand is renowned for developing responsible energy solutions that bring ethics into business. Log9 is a deeptech startup that wants to revolutionise the EV business.
#HEROOFPRIDE DUNZO
Diversity and inclusion are part of the DNA of Dunzo. Dunzo welcomed it LGBTQIA+ mascots to the Duniverse with pride.
The ‘Bin Boy’ campaign through its child protagonist ‘Appu,’ aims to drive behaviour change among citizens by urging them to segregate waste everywhere.
This campaign was developed in partnership with the sanitary product company Whisper (also known as Always in the UK), as part of its Keep Girls in School initiative, which aims to reduce the number of Indian girls who drop out of school at the start of puberty, which currently stands at one in five (or about 23 million). This is partly because menstruation is not discussed in school; the phrase "missing chapter" refers to its absence from textbooks. To spread awareness, the company created murals and sent flyers to schools and town
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THE VIEWS PRESENTED ARE THE OPINION/WORK OF THE INDIVIDUAL AUTHOR AND THE MARKETING CLUB OF IIMSHILLONG BEARS NO RESPONSIBILITY WHATSOEVER
