Whatever Inspires and Drives You, We’re In It Together BY Shreyansh Panchal IIM Rohtak LinkedIn: Always known as The expert man’s facebook. Until 2017, LinkedIn dependably had a B2B picture. It was constantly called as an official site. Endeavoring to break the shackles of singleness of cushy, LinkedIn in Golden Globes Award 2018, propelled a business of In It Together. Much the same as facebook’s Things that associate battle in 2012, In It Together crusade left us both befuddled and inquisitive. There’s a celebrated tune from the youngster motion picture arrangement ‘ High School Musical’ titled ‘We’re all in this together.’ LinkedIn’s new crusade #InItTogether, doubtlessly, was motivated by this
melody. What is “In It Together” battle? The crusade sets out on the understanding that ‘achievement implies diverse things to various individuals’ and is about individuals on LinkedIn and each expert in the workforce. It is tied in with praising individuals’ distinctive meanings of progress, their inspirations, their day by day lives, and what individuals are “in it for”. “It” represents work. At the end of the day, we’re all in it for altogether different reasons. What’s more, we’re all at various focuses on our voyage. A few of us feel in good shape, for other people, achievement feels exceptionally far away.
The crusade started with LinkedIn’s TV battle with IPL and adopts an increasingly individualistic strategy, with the highly contrasting impact, authentic montages, and grinning close-ups. Taking one of the most seasoned traps in the book, LinkedIn’s crusade keeps the individuals as the subject, in contrast to their past battle – Closer Than You Think. Propelled in 2016, ‘Closer Than You Think’ was a message situating LinkedIn as the extension among you and your optimal activity. In It Together is to a great extent driven by purchaser situated stories, including accounts of Women at work, good examples like artists, DJs, cooks, MMA contenders and so forth from various foundations to different and limit their clients. LinkedIn picked to utilize “crude, highly contrasting, narrative style film” in the battle so as to account highlighted clients’ examples of overcoming adversity “in their very own exceptional surroundings.”
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Till now LinkedIn confronted a generalization of being a goal for businessmen, and “individuals with more non-conventional foundations approached” amid the creation of the crusade. As an expansion of the battle, LinkedIn discharged a 12 section arrangement praising the legends of the Indian world. From Faye D’Souza, Executive Editor, Mirror Now to Radhika Apte, Indian Actress highlights accounts of good examples who re-characterized accomplishment crosswise over foundations. LinkedIn’s endeavor to incorporate callings considered unpredictable is evident. The substance comprises of callings extending from photography to culinary experts to MMA warriors. The most charming thing about this battle is the place most publicizing shouts for consideration, I welcome the tranquil methodology that the LinkedIn film has taken. In the meantime, the high contrast
photography gets it saw with its exquisite and premium feel. The way that genuine individuals are highlighted in the battle loans its genuineness. #InItTogether gives the client a feeling of having a place with an emotionally supportive network. Utilizing the ‘in’ of LinkedIn is a smart touch.
methodology moved from an administration headed to individuals first, soaking up the prospect of being a partner much in accordance with millennial intrigue focuses, for example, unique callings and new companies.
2018 be that as it may, saw more purchaser Over the most recent two years, LinkedIn’s driven updates, some of which were fire,
blaming LinkedIn for shedding its expert picture. A portion of these updates incorporates Snapchat like video channels and content overlays, an expansion of GIFs to LinkedIn informing highlight, area-based associations, and the ongoing new profile format, which is fundamentally the same as that of Facebook.
and quicker for experts to get to and connect on LinkedIn, especially on the off chance that they are in zones of low data transmission and availability. A definitive point of the promoting effort was to expand the clients and shoppers from just business experts to various foundations in a nation like India where individuals originate from various founOne of the key center regions is to keep on dations. The battle hopes to motivate restricting their item to be much progres- individuals by recounting the narratives of sively pertinent to the clients. For instance, individuals from a various foundation in the LinkedIn Lite application was created their very own dialect with the goal that in India around 2017 to make it simpler they can relate.
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IKEA’S MARKETING CAMPAIGN IN INDIA: #MakeEverydayBrighter
BY Rythm Bajaj
Recently, the Swedish brand Ikea launched its first showroom in Hyderabad, India. The first day saw a plethora of people rushing to the showroom to get a view of the much talked about brand. There were traffic jams on the roads and every vehicle was moving steadily. But the marketing campaign run by IKEA was on its own pace. ‘Make every day brighter’ campaign was launched on TV on 5th July, before the store opened in the southern state on 19th July. But the story behind this ad campaign started over 2 years ago when IKEA started interacting with various creative
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agencies in India. As soon as it was decided that Dentsu Impact was the agency selected, they started working on the brand. The major problem they came across was of creating the consumer awareness about the brand. Some people knew about the brand but relating the Indian consumers to a Swedish brand was a task in itself. They started by analyzing the needs of the consumer and the possible prospects of home furnishing. They decided to go big in a short span of time. Targeting the mass market and establishing the brand was their main objective.
IKEA came up with various methods to achieve this target. The most prominent one is the TV Ad campaign ‘Make every day brighter’. The ad caters to the typical Indian household where a family is seen doing daily routine work such as cooking, watching TV, eating, resting.
The theme around which the ad is created definitely attracts the Indian households. It tries to create an emotional connect with the people by involving a huge family in the ad campaign. India is known for sharing good relationships among family members who are rightly portrayed in the
ad. This ad is focused on the mass audience so that IKEA creates a familiar brand image in the minds of the people. It is rightly said that you create an impression of anything at the first instant and IKEA tried to do the same. They have tried to build a relationship with the consumers that would be long-lasting and mutual. They just tried to show how IKEA could be a part of every Indian household’s life. The ad campaign also specifies the various price points at which different products are available. This shows that the products are affordable and accessible to the common Indian consumer. This is very different from the usual ads we see on the television as usually the prices of the goods are not mentioned in other tv ads. IKEA did not only focus on the traditional method of marketing by launching the tv ad campaign. Rather, they also worked on various digital marketing plans. They regularly posted videos about the launch of IKEA in India on various social media platforms including Instagram, Facebook, and Twitter. On Twitter, they took a notch up by making sure that the
hashtag #MakeEverydayBrighter trended on the day the store was opened. The digital marketing campaign by the company saw a positive response from the people as millions of people viewed their videos on these platforms. This was another way where they tried to reach the mass audience in a short span of time. People started sharing their posts and this created a buzz for the Sweden brand, long before the store was even opened. Another interesting campaign they used was the Virtual Reality Tour that they launched at the NTR Gardens in Hyderabad. Under this, various auto-rickshaws were designed in the colors similar to the logo of IKEA-blue and yellow. The name ‘IKEA’ was printed in the front of the auto. This was a quirky yet a relatable way to
connect with the audience. Auto-rickshaws are a widely used means of conveyance in the country and hence people were excited to sit in the attractively designed rickshaws. This was another way through which they tried to reach the masses in a short span of time. In India, usual people from medium class use auto-rickshaws as a means of transport and hence this marketing plan served as a means of inclusion of various segments of the Indian Households so that the brand awareness could increase. As a broader picture, we can see that IKEA did a great job in connecting with the people and it would be exciting to see if they could sustain the relationships made in the long run.
Advertising – long path, short way! BY Shivani Kumawat
IIM Rohtak
What is advertising? Advertising is a way in which a company not only makes the consumers and customers aware of the product but also encourages them to buy or use the product. It can be a picture, an audio or a video. Advertising improves the company’s image and relates to the target customers. Ads attach the customers to the brand and the product it’s featuring and India’s population is, no doubt, emotional. Relating to their emotion, making them attached is a nicely formed strategy to survive in the market with excellent results. “People don’t buy for logical reasons. They buy for emotional reasons.” Zig Ziglar, Iconic Salesman and Motivational Speaker Let’s have a look at some of the advertisements which have positively created their image in customers’ mind: 1) Dairy Milk – Undoubtedly, one of the most consumed and demanded product. The most famous campaign Cadbury started was “kuch meetha ho jaye”. This campaign entails many scenes which are relatable to our daily lives. Having sweet after dinner, having something sweet before doing something good, sharing sweets building bonds, bonds shared between loved ones and many more. These things are what we face every day and can relate easily to. And moreover, now whenever we hear “Kuch meetha ho jaye” the first thing that comes to our mind is dairy milk.
2) Maggi – How can Maggi not make it to the list! These two-minutes noodles have been everyone’s favorite. In their campaign, they have children and adults shouting “mummy bhook lagi hai” and their mom replying “bas 2 minutes”. This has become one of India’s favorite ads. And now when we think of noodles, we think Maggie. 3) Vodafone – With all the Zoozoos they introduced, Vodafone had to make it here. Zoozoos were animated characters which represented the common man. Zoozoos got so famous that now Vodafone has a specific page dedicated to the “What kind of zoozoo are you?”. The Zoozoos have remained flexible and adaptive, taking on different roles in different contexts without losing their own individuality and always ready to help. 4) Surf Excel – “Daag ache hai!” Didn’t we all love getting dirty and playing around in dirt when we were all kids? Majority of us did. Wish these ads were launched years back. “Daag ache hai” campaign by surf excel is one of the more creative campaign which made people think, smile and reminisce. While other players focused on removing stains and staying spotless cleanliness, Surf Excel said that stains are good. It urged the consumers to celebrate stains because it isn’t difficult to get rid of them and made people believe that “kuch acha karne main agar daag lage, toh daag
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ache hai!” One of the ad showed the bonding between brother-sister and another one showed how Diwali was made more lightening and colourful with stains. 5) Parle G- G mane? Did you say it? Genius ha! This time-old ad has made an imprint on all of us, every generation. A cream coloured yellow stripped wrapper with a baby photo containing 10 – 12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with Parle G biscuits. One of the recent ads “roko mat, toko mat” is one of the ads which inclined people in thinking its good to let kids be and the ad actually showed how creative kids are. Aur vaise bhi, curiosity se badi koi teacher nahi. 6) Mountain Dew – Dar kea age jeet hai. Haven’t we all felt the adrenaline rush in us whenever we watch Dew’s advertisement? This has inspired us all to get out of our comfort zone and do something to mark our name as “naam bante hai risk lene se.” The launch of the Risk Takers of India platform seeks to inspire the nation with stories of real Indian heroes, ordinary people who took extraordinary risks to make a mark. The brand has always urged
consumers to break out of the ordinary. The launch of the Risk Takers of India platform seeks to inspire the nation with stories of real Indian heroes, ordinary people who took extraordinary risks to make a mark. 7) Bournvita – Taiyyari jeet ki. Well, only if it was true. But the campaign was successful in connecting to people and making them attached. The ad not only proved the invaluable assistance and support of a mother, it also focused on how important it is to prepare. People want to win, but they are not ready to prepare and this campaign focused on preparing. Cadbury’s Bournvita took a turn in its advertising with the launch of ‘Tayyari Jeet Ki.’ The campaign did not talk just about what the product is, but about how it can prepare a child to win at life and achieve heights. And that won the people’s heart. “If you want your customers to be loyal brand ambassadors, you have to make them care first. Use emotions in advertising for best results.” This is what these brands are following and these brands are just a drop in the ocean. But well, haven’t they succeeded in making us all attached and creating a permanent image.
" Social media is about socio psychology more than techn -Brian Solis
ology and nology "
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#BUZZFEED
Refuge poem to highlight domestic abuse in heart touching Christmas campaign UK charity Refuge in its attempt to address domestic violence released some highly effective and heart touching poems at the beginning of December i.e. near to the festive season. But there’s a catch. The poems are reversible. Initially, the poems can be read normally and tell a pleasant and happy Christmas family story. However, when the poem is read backward there is a drastic change in the sentiment and emotions attached which tells the tale of the realities of domestic violence and abuse. The purpose of the campaign is to “raise awareness of this growing epidemic, which is often overlooked during the festive season”, the company wrote on its blog. This marketing campaign is not only timely but also powerful and impactful in evoking an emotional response from its viewers.
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Axis Bank and Deepika Padukone come together to set off customers’ food cravings with the new #ExperienceAxis campaign
TGBL has approached key shareholders of Hector Beverages with a proposal to buy out the company along with its popular brand Paper Boat to spice up its portfolio. Even though a formal approach has been made, the talks around Paper Boat are still at an exploratory stage and there is still no guarantee that it will lead to a transaction. However, Kakkar has categorically denied any discussion with Tata Global Beverages or a possible sale. Paper Boat, if the Tatas buy it, will be a big break in the long narrative of western cultural dominance when tea and coffee were trendier than desi drinks which were confined mostly to kitchens except a few such Rooh Afza. If Paper Boat is deemed fit to sit with Starbucks and Tetley in the Tata Global Beverages’ portfolio,
Axis Bank, India’s third largest private sector bank has launched a new campaign ‘Experience Axis’, featuring its brand ambassador Deepika Padukone. With the vibrant twenty-second video series, the bank showcases a range of offers available on their credit and debit card bouquet. The monochromatic treatment coupled with Deepika’s playful charm also makes the films a clutter-breaking visual delight. The films tie in perfectly with the proposition of Axis Bank Cards highlighting up to 20% off on 4000+ partner restaurants. For the success of the initiative, the bank has sought the right partnerships with players that have a strong foothold in their domains. The current series of films come in as a follow up to the bank’s previous Experience Axis campaign. Experience Axis glorifies the experiences that Axis Bank’s cards enable in the everyday lives of its consumers across categories, while this particular phase focuses on showcasing Deepika experiencing playful moments at a restaurant as she anticipates a delightful meal. ‘Experience Axis’ is a single unified idea that ties all the value offerings on cards across shopping, dining, and travel. It elevates the brand imagery of the bank by focusing on experiences rather than just deals and differentiates in a category where discounts and cash back are the reigning language and build usage and preference for Axis Bank Cards. The objective of Experience Axis was to differentiate Axis Bank within the category. The idea of the campaign came from an observation that young working Indians, are more open to spending on what they desire than what they need. Indian youth don’t see this as ‘spending money’ but more as ‘gathering experiences’ – something they value much more than ‘material possessions’.
Coca-Cola revives Christmas truck tour with zero sugar variant taking centre stage
Coke Zero plans to be the hero of this year’s Christmas campaign as the drinks giant looks to boost sales of its zero sugar variants and widen its appeal. Coca-Cola has revamped its Christmas campaign ‘Holidays Are Coming’, this time making Coca-Cola Zero Sugar the hero of its marketing in a bid to reach a new audience and reconnect them with the brand ahead of the festive period. A range of new partnerships that aims to bring to life the classic Coca-Cola campaign, including working with The Kingdom Choir. The Coca-Cola truck tour will also be returning, but once again Coke Zero will be the focus with the trucks branded with the no-sugar drink. The challenge every year is to take a tradition that is loved by many and bring it to life in new ways that feel fresh and relevant, especially to our core target audience – young adults. This year also marks a significant shift for Coca-Cola as zero sugar will be the Christmas campaign hero – connecting with consumers who have made zero sugar their drink of choice. To mark the festive shift to Zero Sugar, Coca-Cola is launching a limited edition flavour, Coke Zero Sugar cinnamon. As part of its social media campaign, Coke will join forces with Snapchat to create a lens to drive social engagement, and promote its first on-pack promotion with Capital’s Jingle Bell Ball.
#BUZZFEED Personalisation: The New Era of
Amazon launches ‘try before you buy’ Marketing fashion service
Personalised marketing advocates for fitting of at leastyou onebuy’ parts of the Amazon Fashion has launched Prime Wardrobe, its ‘try before shopping service, which allows Prime members order items with no upfront charge and association’s advertising blend to to the individual client. Personalised marhave them delivered for free. Users can then trywith items at home and only pay for keting shows an extraordinary division, anonobjective section of size the pieces they decide to keep. There are thousands of fashion products available as one. There are two types of one-to one marketing: personalization and part of the service, which covers women’s, men’s and children’s clothing, shoes, bags customization. Personalization the point at to which firm chooses, and accessories. Members can selectisbetween three eight the items for free delivery generally in light of their beforehand gathered marand once they receive order they then haveclient seveninformation, days to decidewhat whether or not theyblend want to them. Any items don’tAwant can be returned for keting is keep appropriate for the they person. decent illustration is free Amusing a resalable bag with abook prepaid Fashion brands available as part azon.com’s customized andaddress musiclabel. suggestions. Amazon utilizes of Prime Wardrobe include Calvin Klein, Tommy Hilfiger, Levi’s, Esprit, Miss Selfridge, cooperative sifting to figure out what music or books to prescribe to its Lacoste, New Look, Aldo and French Connection, as well as Amazon’s own fashion customers. Systems large-scale manufacturing, brands Find, Iris & Lilly, of Truth & Fable, Meraki and Aurique.beliefs of standardiza-
tion, working on efficiencies, and the one-measure fits-all creation mind-
Computerized Marketing
BY Shashank Dev Srivastava IIM Rohtak
Computerized Marketing is one of the greatest patterns starting at now, including a major lump of the present advertising systems and plans, yet do you truly thoroughly understand it. Here are the distinctive methods for computerized advertising that one should think going to have finish learning of all the diverse approaches to take care of business and how to utilize them.
natural (or free) traffic that your site gets. For additional data with respect to SEO, you can likewise check why SEO is the main basic advance for any startup/adventures
Internet searcher Marketing Another approach to target clients which are scanning for your sort of administrations is Search Engine Marketing (SEM). In this sort of showcasing, you can pay Site design improvement (SEO) your way to the best and can get traffic A standout amongst the most fundamen- to your site. SEM is additionally another tal strategies of computerized advertising incredible route for getting traffic which is SEO is the way toward enhancing your site really searching for a similar item or adto ‘rank’ higher in web index results pages, ministrations that you are giving. subsequently expanding the measure of
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Content Marketing Another extraordinary unpaid channel of computerized advertising is Content Marketing. It is the creation and advancement of substance resources to generate mark mindfulness, traffic development, lead age, or clients. It centers around getting increasingly natural traffic and has better client holding power for a long haul relationship. Inbound Marketing Inbound advertising which involves a noteworthy job in understanding the client and diverse phases of their course of events is the foundation of all the promoting systems and plans. It alludes to the ‘full-pipe’ approach of pulling in, changing over, shutting, and charming clients utilizing on the web content. Web based life Marketing One of the densest stages where each sort of client can be found and is an extraordinary stage to draw in your group of onlookers with your image Social Media Marketing is the act of advancing your image and your substance via web-based networking media channels to expand mark mindfulness, drive traffic, and produce leads for your business. It additionally assumes a basic job in battles running as it is extraordinary compared to other stages to draw in your client with you. Pay-Per-Click (PPC) An extremely renowned paid channel of advanced advertising, it is the strategy for directing people to your site by paying a distributer each time your advertisement is clicked. A standout amongst the most widely recognized kinds of PPC is Google AdWords.
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Offshoot Marketing A standout amongst other approaches to showcase your item or administration specifically at spots where there are discussions relating to a similar thing it is a kind of execution based publicizing where you get the commission for advancing another person’s items or administrations on your site. Bloggers utilize this methodology a great deal. Advertising Automation Advertising robotization alludes to the product that exists with the objective of computerizing showcasing activities. For significant organizations which has a substantial number of clients to focus in a tedious way, it is an exceptionally valuable channel. Many promoting offices mechanize tedious undertakings, for example, messages, online networking, and other site activities to make a problem free ordeal for the organization. Email Marketing In spite of the fact that not considered much by new pursuits nowadays Email Marketing still takes a solid 40% in lead age. Organizations use email showcasing as a method for speaking with their gatherings of people and keep their image in a sound check in their brain. Email is regularly used to advance substance, limits, and occasions, and also to coordinate individuals towards the business’ site. Online PR Online PR is the act of anchoring earned online inclusion with computerized productions, sites, and other substance based sites. It’s much similar to conventional PR however in the online space.
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Ford targets a new audience as it becomes the first brand to launch a car at a gaming event
Ford sees a natural overlap between its brand and what’s happening in the gaming industry as it endeavours to reach a new audience, it took some convincing to get the company on board with the strategy. Ford Europe had been introduced before no other car manufacturer
BY Sushma Shaik IIM Rohtak
had launched and became the first to launch a vehicle at gaming event as the company’s target is to reach to the new audience and to be more innovative within the communication strategy. Speaking to Marketing Week, Ford Europe’s executive director of communica-
tions and public affairs Michael Baumann says a “core part” of Ford’s brand is racing so “it felt like a natural fit” to launch the Ranger Raptor at Gamescom, an annual gaming event held in Cologne. The car
was unveiled within a 4D race simulator and is set to feature in the new Xbox racing game Forza Horizon 4, to be released next month. He explains that gaming and racing are
two passions that a lot of gamers share so there’s a natural overlap between Ford’s DNA and what’s happening in the gaming industry. Initially, he had no clue about just how big the gaming industry is and how much it’s growing. The revenue the industry creates is huge and eventually, they saw it as an untouched territory. But later they realized that they seem to be the only car manufacturer who is recognizing the opportunity at this point. Gamescom attracts almost 400,000 attendees, but according to Baumann it still wasn’t easy convincing the team at Ford that this was the right target audience for its newest vehicle. At first, people have this impression that gamers are teenagers and therefore not relevant to their target audience. But he
says when we look at the data, we’ll find gamers are much older than you think. When they started to present more of the data regarding the audience in the gaming environment they managed to convince people internally a bit better. Nevertheless, Baumann acknowledges that gaming does attract young consumers that won’t yet be in the market for a car, but says Ford saw this as an opportunity to reach potential future customers. By using Gamescom as a virtual showroom for the brand, Baumann says it offers an opportunity to reach these people at scale. He says that we know we need to engage with a young audience. Right now they might not be the right age to be buying a car but we need to form a brand connection early and this is a good moment to start that.
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“The experience you get playing a racing game today is so realistic and so close to being in the actual vehicle.” The move to launch a new vehicle at Gamescom was also part of Baumann’s wider plan to go down the road of a more experienced-based communications strategy, while it also offers the brand an opportunity to get its message across in a less-saturated environment. While car shows remain important for car marques, many have been looking for new places to launch cars such as at the Consumer Electronics Show in Las Vegas or Mobile World Congress in Barcelona. He says that they’ve had success at car shows before, but the environment at these events is so competitive. Getting through with your messaging becomes increasingly difficult. “The gaming audience is very receptive to being sold to this way as long as you don’t make this a selling proposition and an
engaging experience instead.” Following the launch, Baumann confesses the brand has learned a lot about how to tap into the gaming industry and offer experiential ways to engage with consumers. And he said doesn’t see Gamescom as a “one-off ”, indicating the company is likely to allocate more of its budget to this sector and alternative form of marketing. “This is an ongoing effort. We have such a close relationship between Ford engineers and game developers it’s becoming a seamless experience from the game to the real thing. We are definitely longer-term engaging with the gaming industry because it’s a very interesting area for us and we’re keen to tap into that audience,” he says. “A lot of comments from consumers on social media are saying what a cool brand Ford is in this environment. That for us proves this is the right strategy.”
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marketingclub@iimrohtak.ac.in DISCLAIMER: The views and opinions expressed in this magazine are those of the author and do not necessarily reflect the opinion of the stake holders of IIM Rohtak EDITOR : Isha Garg DESIGN : Sriesh C R FOLLOW US ON :