INFLUENTIAL MARKETING
how food & beverage brands BY Anmol Gupta Here’s leverage the popularity of foodie duo Rocky IIM Rohtak and Mayur
the Bira campaign, being promoted on the When popular Indian handcrafted beer brand brand’s YouTube as well as social media platBira 91 decided to launch its first advertising forms like Facebook, Instagram, and Twitter, was able to garner over two million views. campaign, it reached out to NDTV Good Known for their humor and spontaneity, Times’ ‘Highway On My Plate’ show’s foodRocky and Mayur actively started partnering ie duo Rocky (Singh) and Mayur (Sharma). with brands in the year 2013. They prefer to Gestated as a nine-episode long web series keep the content in the campaigns real, and titled ‘Hot Stuff,’ Bira’s first digital campaign themselves write their scripts. Since they’ve comprises of many five-minute-long videos been working on the television medium for featuring Rocky and Mayur traveling eight different cities and exploring spicy cuisine more than a decade having started ‘Highway on My Plate’ in 2007, they also understand along the highways. how to produce content that can hit the right chords. Just like Bira, numerous other powerful brands have leveraged the power of this duo to create a healthy image. So what makes “Influencers are the most this duo a hot favorite influencer in the food effective in the food and and beverage industry? The answer is pretty beverage category, and Rocky straightforward - Rocky and Mayur’s personality spells fun and exploration. They are & Mayur’s immense not perceived as serious food critics, and that popularity makes them a is why people identify with them. And solefavorite among marketers” ly due to this reason, it isn’t surprising that
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al activity (video/social media promotions) based on the popularity of the influencer. Also, influencers are the most effective in the food and beverage category, and Rocky & Mayur’s immense popularity makes them a favorite among marketers. Along with the fact that they can easily connect with the digital audience, their television and media exposure makes them the perfect option for most companies. A variety of food brands are leveraging their presence for showcasing values of their offering and all the factors mentioned above have made them one of the biggest influencers in the Indian scenario.
Another ad series which became very famous for this duo was that of the artificial sweetener, Sugar-Free featuring a web series called ‘The Sweet Breakup.’ The five episodes aimed to bust the myth that the product should only be used by people with high blood sugar problem. Launched in August 2017, the web series featured chef Kunal Kapoor along with Rocky and Mayur who traveled in a food truck visiting iconic sweet destinations across the county. The content was entertaining, educative and in the light genre. Rocky and Mayur know the Indian sweet palate well, their insight and the understanding of food from various parts of the country is phenomena which has lead to off-beat food products take this duo’s advantage as well. According to marketing industry experts, the influencer marketing space is currently a hot favorite among companies who spend Rs 50,000 to Rs10 lakh on a single promotion-
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IN-STOR XPERIENCE Marque - The Marketing club, IIM Rohtak
BY Chintan Mehta MDI Gurgaon
Look at the above below , and you can find something different. This Shoeshiner is different from the rest because he offers a newspaper to read for free while one is having his shoes polished. Now, look at the second image
The person in the image is Annadurai who is an auto-driver in Chennai but he stands apart from the rest of the auto drivers. He offers a range of free services including free Wi-Fi, mobile charging point, 35 magazines, 10 newspapers, TV and more. He has 10,000
followers on Facebook and people are always keen to ride in his auto. What makes this two example stands apart in their respective business? Experience! The In-store experience is the weapon using which the traditional retail industry can fight against the e-Commerce. Even in the era of e-Commerce, only 20% of U.S. consumers are online shoppers, and others still rely on traditional retail formats. However, to save the larger chunk of the cake, retailers are
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investing heavily in redefining their in-store experience.
“Annadurai who is an auto-driver from Chennai stands apart from the rest of the auto drivers” Though the discounts offered by e-Commerce sites may be attractive, one can’t compare it with the human experience offered by traditional retail stores. Rather than just shopping what is needed, it has been a routine or a habit to go to a departmental store or a mall with the spouse or any other family members. The rise of shopping malls has made shopping an “Experience” rather than a need.
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Sensual experience of products, guidance and recommendation by experienced staff, instant delivery and easy returns, and product authenticity are some of the reasons which have kept traditional retail in the game. However, the NextGen retail is trying to give customers something more than these. Leading Indian retailer Future Group has launched “Big Bazaar” Gen Next stores in Delhi NCR which gives a unique shopping experience like Sit down billing. Live food counters and exotic food. Other companies are also not lagging behind. Reliance Retail has launched its flagship store “Project Eve” in Mumbai. With a strong focus on independent and sophisticated women, this store provides in-store salon, café, personal stylist, elegant trial rooms with lounge area Zivame has launched its first flagship fitting lounge in Bengaluru to help customers make the right purchase choices after walking in and entering their details on a tablet. The professional fitters then provide them with expert advice on the style and type of options available.
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Pepperfry launched its concept store ‘Studio Pepperfry’ where interior design consultants showcase designs to customers and also offer product customization and design advisory service.
“The In-store experience is the weapon using which the traditional retail industry can fight against the e-Commerce”
furniture! Being Human’s store in a Mumbai mall has an image of Salman Khan, and technology enables customers to try a variety of apparel on their favorite film star. It aims to help these shoppers in their decision-making process.
Though all the above examples are somewhat related to technology and high investment, it doesn’t mean that small retailers can’t provide such unique experience. Let me share a personal experience. Recently I was shopping clothes and went to Pantaloons for the same. I searched shopping bag and started shopping. Later on, when I visited Max Fashion Store, the security guard welcomed me and offered the shopping bag! Though it is so simple, this offering touched me as I didn’t need to search for the bag. The second example is of Patanjali stores. Mid-level Patanjali stores offer free medical consultation by Ayurvedic On the other end, famous Swedish furniture doctor. And moreover, customers are just giant IKEA stores has in-store restaurants whose delicious meatballs are as famous as its suggested medicines and remedies and not
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forced to purchase it from Patanjali stores only! When the whole world is freaking out about e-Commerce snatching away the business, business owners should focus more on re-defining customer experience – Offer something unique which is valued more by customers, than online discounts. Offering good quality products and services or discounts are not “Delighters” anymore. Make way for the delighter of the digital age - “In-store experience”!
“The rise of shopping malls has made shopping an “Experience” rather than a need” 6
Offering good quality products and services or discounts are not “Delighters” anymore
Un tapped! TAP THE
BY Vishal Kumar Welingkar Institute
Without making you bored with my opinions, let’s see some interesting facts and figures. After all, opinion without data is like a job without salary. Nobody cares about it!
The data goes on. And even with this data being publicly available, rural market still remains the • Between 2009-2012, spending in urban untapped market. India was US$55 billion! But guess what… it Yes, several companies have established was US$69 billion in rural India. themselves there, but there’s still a lot of potential market just lying, waiting for someone • GDP has grown faster in India’s rural to come and tap it. areas than the urban areas, i.e., 6.2% CAGR versus 4.7% Then, why are they not? Why are they ignoring the population that’s more than half of • Between 2009-2012, rural consumption per person grew at 19% per annum, i.e., the entire country’s population? Why are they ignoring the population whose disposable 2% higher than its urban counterpart. income is increasing day-by-day? • Today’s $12 billion consumer goods Well, here are a few reasons: market in rural India is expected to hit $100 billion by 2025. • Poor roads
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• Unreliable telecommunications & electricity services • Fragmented markets • Shortage of skilled salespeople • Skeptical, demanding & idiosyncratic customers • Underdeveloped banking & Credit systems • Failure of traditional media to penetrate the rural households.
“There are companies which have successfully established themselves in the rural market, and it’s time to learn from what & how they did it”
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Apart from these difficulties, one another reason is consumer’s buying behavior- which is completely different in rural areas than in urban. One needs to understand these characteristics that make the people & the market unique if they want to penetrate this goldmine. For example, since the people in rural areas are paid mainly on a daily basis they can’t afford to buy a 1l shampoo bottle. They would instead purchase shampoo sachets on a daily basis even though it will cost them more in the long run. As I said- different consumer behavior. So, should they just leave this goldmine as it
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is and focus on the stagnant urban market? Of course not. There are companies which have successfully established themselves in the rural market, and it’s time to learn from what & how they did it. And then use that knowledge to tap the untapped. Here are a few things I got to learn about rural market: It’s said that to succeed in rural market, one has to develop the distribution strategy even before determining the target consumer base. That’s how vital Distribution is in Rural Market. Let’s see how ITC did it. In rural areas with population between 10000-20000, where there’s adequate infrastructure for transportation but not enough demand to support a traditional distributor, the company instead goes to smaller scale sub-distributors who carry a narrow assortment of products geared to local tastes. For areas with a sparse population (500010000) with good roads- they serve via vans, thus bypassing traditional distribution system and supplying their products directly to retailers. Now, how do the retailers order appropriate stock for their local customers? Well… mobile technology. Two or three wheelers serve Even smaller and less accessible markets. Thus, the company gains exposure in highly remote areas. Another key to penetrating the rural market is trust & personal bonds. Ashok Leyland does the same by asking the truck drivers’ opinion on vehicle designs. This outreach gives the drivers a feeling of self-importance, empowerment, and favorable disposal towards the company. They also started ‘All the Best’, a scholarship program for top-performing children of drivers. This further helped the company in customer retention (another key element for success in the rural market).
Loyalty is another factor that plays a major role in rural markets. One that a lot of companies tend to ignore, leading to their downfall. Coca-Cola, however, understood its importance. It set up its Parivartan programaimed at teaching rural retailers to manage shops, stock, customer, etc. The training was given through Coca-Cola university on wheels-customized buses. They have even equipped many rural retailers with large, bright-red solar-powered coolers. This has led to fivefold increase in its rural retail sales. Today, the rural market accounts for 80% of new Coke drinkers and 30% of its volumes.
“Key to penetrating the rural market is trust & personal bonds.And penetrating the rural market is undoubtedly a challenging task” Lack of literacy and failure of traditional media in penetrating the rural households are some other major reasons for a company’s failure as they make the task of communicating information way too tough, or you can say- daunting. That’s where unorthodox way of communication comes to play. To dig into a new market, you gotta find some new ways, right? • Puppetry • Folk Theatre & Songs • Wall Painting • Posters • Demonstrations -These are some of the ways that a company can communicate information to the rural households.
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“The early entrants who can secure a differentiated stand in the rural market will have the edge over all the companies”
the behavior of rural consumers. Relationship with retailers in the rural market Now, penetrating this rural market is undoubtedly a challenging task. And that’s why plays a major role in determining whether it isn’t surprising to know that the success a company will succeed there or not. The depends on ‘the degree to which a company reason is that a retailer is one of the primaconsiders rural markets as a vital point for ry influencers in the rural market. Rural their growth’ and ‘their innovative approach’. consumers are unaware of different existing brands, and so has no choice or preference. That’s where the retailer comes in. He pushes But let’s not forget that there’s no time to wait. The early entrants who can secure a differena brand to the consumer. That’s the reason that educating, training & networking with tiated stand in the rural market will have the edge over all the companies coming after it. these retailers should be emphasized. Some other important factors to consider are: • Rural markets are traditional & are social status driven • Rural consumers are averse to taking risk • Rural consumers are less quality and brand conscious. For them, affordability & accessibility are crucial • There are distinct gender differences in
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So, ready your tools and tap the untapped!
"Advertising people who ign research are as dangerous as who ignore decodes of enemy
-David O
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nore s generals y signals"
Ogilvy
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SUCCESS: WHEN BRAND BECOMES VERB Marque - The Marketing club, IIM Rohtak
BY Nikhil Singh NMIMS Mumbai
The journey to writing every great article starts with the author googling the topic extensively. Is it then so surprising that a Brand becoming a Verb is an indicator of success? After all, which one of us hasn’t used the term ‘Xerox’ in lieu of ‘Photocopy’?! Take Steve Ballmer’s (the Ex-CEO of Microsoft) comment for instance, “The name Bing has the potential to verb up”. Although Bing has not been able to live up to the expectations thrust upon it by the executives of Microsoft, it is very evident that Bing was Microsoft’s endeavor to capture the same part of the human psyche that Google does. Companies are continuously striving to name their products and brands in such a manner that they can become a verb or a generic term for all the products in their categories. Marketers believe that it’s the ultimate compliment for a brand to become a verb and that it reveals a personal connection between the consumer and the brand. When a brand successfully becomes a verb, it conveys what the brand does. There has been a paradigm shift in the last decade wherein our lives have become heavily dependent upon technology, and thus it comes as no surprise that these technological product & service offerings and brands are transforming
into verbs.
We Tweet our opinions, we Ola & Uber our rides, we Airbnb our stay, we Skype our colleagues, we FaceTime our friends and family, we WhatsApp our messages, we Instagram our moments, we Snapchat our stories, we WordPress our thoughts, we Pinterest our inspirations, we Photoshop our less-than-perfect pictures, we Paytm our payments, we Flipkart our shopping needs, we BigBasket our groceries and we all hope to Netflix & Chill.
“Marketers believe that it’s the ultimate compliment for a brand to become a verb and that it reveals a personal connection between the consumer and the brand” 13
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distinction and loss of market share ‘I Skype’ denotes a direct connection between what Skype, the brand, does and its role in our lives, thereby forging a more intimate and emotional connection than the “Though most of us still words “I place a video using Skype”. Paytm’s tagline “Paytm Karo” is an attempt to transuse the term Xerox to form Paytm into a verb and it has been highly refer to a photocopy, how successful. But there’s a concern about brands becoming verbs as well. Intellectual Property Pundits would have you believe that a brand which becomes a verb, risks “genericide” which means losing the legal power of a trademark. But does that really matter once you’ve become the market leader and driven your competition out of business? Ideally no, but as we all know, heavy lies the crown. One can’t risk getting complacent. After all, though most of us still use the term Xerox to refer to a photocopy, how many of us even pay attention to the photocopier being used to do the job? While we all use the term Band-Aid to refer to an adhesive band, how many people mean the product by Johnson & Johnson and not the category itself? There’s no loyalty at play here, and thus, Xerox and J&J have lost out to competition. Becoming a generic term might lead to loss of product
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many of us even pay attention to the photocopier being used to do the job?”
That said, the chances of becoming generic are low, but the benefits that brands can reap by being on the top of customer’s mind are very high. It’s much more profitable to become a verb and foster a close emotional connection with the customer and drive his decision-making to get the desired market share. That, after all, would be a Cinderella Story!
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STREET MARKETING
BY Shimi Chaturvedi IMT Ghaziabad
“Marketing is essentially involved in outward communication, in promoting the corporate goals of the company it is serving. It is the process through which companies accelerate returns by aligning all communication objectives (advertising, marketing, sales, etc), into one department to more efficiently achieve the overall corporate goals.� - Antoine Didienne The communication mediums and objectives play a major role in determining whether the
strategy deployed will be useful or not. With the advent of digital and social media, the opportunities for marketing have risen multifold. However, today, with so much information available at the customer’s disposal, brands fail to make a mark over the awareness of their target audience. Here are some statistics which show how consumers react to communication efforts by brands. This shows the problems which are being encountered while using a traditional marketing approach. Not only the customers feel
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it as “intrusive” but also choose to ignore the message actively, making the communication, and hence the marketing strategy, fail. At this point, it is more important than ever to grab the attention of potential consumers in a way which cannot be blocked using technologies (Ad-Blocking Apps), cannot be ignored, and make them feel more amazed and engaged at the same time.
“The communication mediums and objectives play a major role in determining whether the strategy deployed will be useful or not” An innovative way to do the same is Street Marketing. It makes use of non-traditional or unconventional methods to target a group of people (usually done on a small scale) to produce excellent advertising results. It is cost-effective, and depending on the creativity and success of the campaign, Street Marketing has the potential to engage a wide audience both directly and indirectly. It can
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be referred to as a subset of Guerrilla Marketing, the difference in both being the mediums of communication used. Street Marketing is limited to streets and public places whereas Guerrilla Marketing involves both online and offline media forms. Street Marketing can be used as a general term encompassing six principal types of activities(by Street marketing - Wikipedia): • Distribution of flyers or products: This activity is more traditional and one of the most common forms of street marketing that is employed by brands. • Product animations: It consists of personalizing a high-traffic space using brand imagery. • Human animations: The goal of such actions is to create a space in which the brand’s message is communicated through human activity. • Road shows • Uncovered actions: Such activities involve the customization of street elements. • Event actions: This takes the form of spectacles, such as flash mobs or contests. The idea is to promote a product, service or brand value through organization of a public event. There are a number of insights which can be gathered from psychology that can be used to explain why street marketing is so compelling. According to the Mere Exposure effect, the more we are exposed to something, the
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more we like it. While other forms of marketing cannot hold the attention of customers beyond a specific timeframe, a carefully planned street marketing strategy exposes the target segment again and again when they visit the intended place. Another psychological phenomenon known as the Availability Heuristic states that some events are more natural to recall because they stand out in our minds and that we favor options that bring to mind immediate examples. This fact can again be utilized and taken advantage of while opting for street marketing campaigns. Placing your brand advertisement near the expected place of transaction, brand recall can be increased and it may further better the chances of converting sales. Hence, psychologically an impact is created by such a form of marketing and it should be leveraged. There have been certain brands which have resorted to street marketing and have effectively utilized the streets as a vehicle to put forth their ideological expression and gener-
ate buzz among people. Taking the example of one such campaign launched by Volkswagen – Piano Staircase. In an attempt to raise brand awareness VW turned subway stairs into a real-life piano. The concept was so catchy that it not only gained popularity offline but also reached 1 million viewers on the web, therefore both directly and indirectly, engaging millions of people.
“At this point, it is more important than ever to grab the attention of potential consumers in a way which cannot be blocked using technologies�
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Another example of street marketing is this attempt by Frontline – Flea Control Advertisement. It used the floor lobby of a mall, which when viewed from the top makes humans appear as ticks and fleas on a dog. This immediately caught the attention of passersby, attracting potential customers. There are various other examples that can be quoted as more and more brands are going ahead with this style of marketing. Depending upon the type of business it is beneficial to weigh the pros and cons of the marketing techniques one wishes to use. The advantages of street mar-
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keting over other forms of marketing, state how is hassle-free it is and helps you reach the potential customers directly. With the ever-growing number of brands, it is more important than ever to capture the attention of the customers and street marketing is one of the most economical and probably the best way to do so.
The New Effect! Marque - The Marketing club, IIM Rohtak
BY Tiyasha Ganguly IMI Delhi
Axe has never really been known for its outlook towards gender sensitivity. Its representation of women as a sect of swooning bodies (yes, just bodies) who run towards the scent of Axe has been cited as an example of portraying women as inferior beings who are only affected by the fragrance of the product. The product is depicted as an offering that makes women desire a ‘piece’ for themselves (case in point being the Chocolate Man ad).
Axe
mediums sparked off a need for ads that are more gender-sensitive and inclusive. After all, do we always need to make an ad erotic just to ensure your brand has top of the mind recall? Well, if you observe the segment of the deodorant industry, with every other brand moving towards making their ads erotic, the brand differentiation across the products is gradually ceasing to exist. With the growing awareness regarding gender sensitivity with women across the globe raising a voice, it was no surprise that Axe responded to the change that we are witnessing today.
“Do we always need to make an ad erotic just to ensure your brand has top of the mind recall?” The dichotomous relationship existing between the two Unilever brands, Axe and Dove sparked off a debate of what HUL stood for. Was it a gender-sensitive brand that protected the concept of real beauty or was it a brand that was in every way opposite to what Dove stood for, be it the choice of the model or the way in which they were depicted. The growing contradiction and consciousness The brand has now shifted gears from celregarding gender portrayal in the various
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ebrating stereotypes to trying to fighting the very stereotypes it once stood for. Their ‘Make Love, and Not War’ was a step that signaled a shift in their stance of the brand storytelling. Axe is now aiming to change its positioning to that of a brand that creates a dialogue about men and destroys the stereotypical images that men are cast into. Their latest campaigns all focus on the men and the stereotypical behaviors that are expected from them. The brand has voiced how we don’t want men to behave and the rigid manner in which masculinity is defined and established. It has portrayed that how the Google searches depict the definitions, we set for men and the boundaries we draw in terms of the way we expect them to behave. Axe is aiming to create a conversation regarding this and bring about a change in terms of the way we perceive men and their roles in the society.
“The brand has now shifted gears from celebrating stereotypes to trying to fighting the very stereotypes it once stood for” Axe, so far, has not been able to create awareness and recall about these campaigns at a scale which its previous campaigns could achieve. Axe Effect is synonymous with the frenzy the product achieved on the opposite sex and not with the change it is aiming for.
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The brand still has a long way to go in creating a niche and a forum for discussion about destroying gender stereotypes like its counterpart, Dove, has achieved. It needs to charter out a path to ensure that these initiatives turn out to be more than an occasional initiative and is internalized in the brand in its long-term strategy. The next few campaigns will determine the direction the brand will take and what it will stand for. Here is hoping that Axe continues its efforts to create a positive change and that it turns out to be more than a marketing gimmick for the brand, where it backs its words with actions. After all, irrespective of the good, the bad and the ugly, the Axe effect is here to stay!
#BUZZFEED
If you’re single and a foodie, you might find Swiggy’s Valentine’s Day campaign delectable
In the highly competitive world of food sites, Economic Times highlighted an ad campaign by Swiggy. Swiggy and Dentsu Webchutney created My ValenDine, an opt-in platform, which uses interested Swiggy users’ order history, and matches them based on their favourite food and preferences . It is a striking example of how marketers club the most celebrated occassions and consumerbehaviors like eating habits to bring in traffic to their business. The company’s creative chairman admitted that the insight came from the increasingly bigger challenges of modern dating, wherein it is diifficult to find a partner as it is not a match if you have nothing in common! Food is the perfect talking point – everyone has a particular food they love, and a particular way they love their food.
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‘Solo: A Star Wars Story’ Partners With Solo Cups in a Genius Marketing Move
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
A match made in branding heaven, as quoted by some, Lucasfilm has announced that it will be partnering with six different companies in anticipation of the release of Solo: A Star Wars Story. And one of those six films is none other than Solo cups. Lucasfilms have struck up a partnership with the iconic red cup company that shares a name with the Star Wars hero. While the shared name makes the Solo Solo Cups an obvious choice, there are deeper connections that make this partnership even better. While Solo was initially filming, its codename was Red Cup — a reference to the famous color of the cup commonly used at parties. And in October 2017, Solo (the Chicago-based cup company, not the movie) said in a statement that it was thrilled to share a name with the Star Wars movie.
Clever Camerawork Makes Everything a Runway in W+K’s Stunning New Delta Ad
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, it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali Ayurved
Rewarded as Ad of the Day by Adweek, delta again gets in to the pronto in doing all the cool stuff in the world. A gorgeous new almost-minute-long ad from Wieden + Kennedy New York makes that familiar case in a surprisingly fresh way, stringing together footage from more than 15 destinations serviced by the airline in a clever visual metaphor, and featuring a voiceover from Oscar-winning actor Viola Davis. The one-minute long ad does not show the same old tourist scenes. Very cleverly, all the scenes are centric to the theme of the ad “Runways”, by repurposing some rectangular part of the shot—the street, the table, the dock—as a stand-in for just that, a runway.
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It’s Still a Tide Ad: Revisiting Saatchi’s Super Bowl Campaign, a Month Later Featured in Adfreak at Adweek, A month after their clever, amusing, meta ads won Super Bowl LII, Tide and Saatchi & Saatchi New York are still basking in the afterglow. For a brand that was struggling mightily with the headache of the so-called “Tide Pod challenge” in the weeks leading up to the game, Super Bowl Sunday was the kind of dream come true it wouldn’t have dared to imagine. But there it was: Under the greatest pressure, they delivered the darling campaign of the evening, thanks to an inspired idea that was as big as the national stage of which it made such good use.
The Billboard Industry Thanked ‘3 Billboards’ Using ‘3 Billboards’-Inspired Billboards On Sunday night, Three Billboards Outside Ebbing, Missouri scored Oscar wins for its stars, Frances McDormand (best actress) and Sam Rockwell (best supporting actor). The billboard industry thanked the film for bringing attention back to billboards with, well, a few Three Billboards-inspired billboards. (Say that five times fast.) “The three billboards imagery became a visual meme in a short period of time as peo-
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#BUZZFEED Personalisation: The New Era of
ple expressed political opinions on things like gun control [after the shooting in] Parkland, Fla. or the apartment fire in London,” said Klein. “It connected to culture in a short amount of time.”
Marketing
Nike Salutes F.C. Barcelona and the Catalan Personalised advocates of at least one parts of the Culture marketing in Flashy Adforbyfitting W+K
association’s advertising blend to the individual client. Personalised marNike celebrates partnership with F.C. Barcelona, one of thesection world’s great socketing shows its an20-year extraordinary division, with an objective of size cer clubs, in a new 90-second spot directed by Oscar-winning cinematographer Wally one. There are two types of one-to one marketing: personalization and Pfister that salutes team’s ability to unite Catalans across the city. customization. Personalization is the point at which the firm chooses, The ad, by Wieden Amsterdam, is narrated in Catalan (with closed generally in light+ Kennedy of beforehand gathered client information, whatcapmartions in English) by the actor Carles Francino (who was born in Barcelona). It features keting blend is appropriate for the person. A decent illustration is Ama unique visual look—the frame is divided into squares throughout much of the spot, azon.com’s book anddesigned music suggestions. which is a nodcustomized to the layout of the city, in the mid-19thAmazon century byutilizes urban plancooperative ner Ildefons Cerdà. sifting to figure out what music or books to prescribe to its
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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 :