Marque- The Marketing Club, IIM Rohtak, January 2018 by Marketing Club

BY Sundar Srinivas Harish NMIMS Mumbai

Contextual advertising has been used in television and films for years, and in print media for decades. For instance, General Motors used the “Transformers” film franchise to promote its vehicle line-up. It was hugely successful as well, propelling the Chevrolet Camaro to sales leadership in its segment. (Graser, 2014) However, identifying appropriate contexts for ads had largely been done through “gut-feel” for isolated and customized opportunities. But the internet, mass digitization, proliferation of devices and easy access to data has allowed advertisers to use contextual advertising in a way that would not have been possible earlier by replacing gut-feel with real-time data. Google AdSense and similar systems automatically scan the text of a website for keywords and return ads based on those keywords, or the text of a search query to show ads on the search results page, websites can place cookies on your computer and then place you in a remarketing list,

serving you ads based on your web activity. (Kim, 2010) Further, advertisers can target audiences based on time, location, device and content, giving advertisers a level of control over their campaigns that was unfathomable a decade ago.

“Identifying appropriate contexts for ads had largely been done through “gut-feel” for isolated and customized opportunities” But the computer screen is not the only medium which has been impacted by the power of contextual advertising. Turner Broadcasting’s TVInContext solution offers advertisers a unique opportunity to match a commercial with a particular point in a movie or show. (Innosight, 2017) General Motors bought an ad spot for their OnStar emergency service during a break in The Bourne Supremacy,

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instance, ActionAid ran an awareness advertisement for the 2017 Bangladesh floods in London’s famous Piccadilly Circus. The ad was triggered during rainy weather. (Davis, 2016) However, this technology was in development for many years and was first used in 2015 for the promotion of Jurassic World, for which JCDecaux and BBH jointly developed a platform that synchronized sound from outdoor screens to user’s mobile phones. (JCDecaux, 2017) In a much smaller – yet larger – scale, many advertisers have embraced the use of beacons – tiny devices that use Bluetooth and Wi-Fi to communicate with proximate smartphones to serve location-based ads. For instance, if you’re near a McDonald’s outlet, the store could serve you a real-time promotion to try and coax you into grabbing a burger and coke! Better yet, one of their competitors could serve you an ad to try and convince you to visit their store instead! While the above solutions have been successful (except Wipeout HD – Sony removed ads from the game after backlash from the gaming community), the internet is still where right after Jason Bourne crashes in a car most of the innovation in contextual adverchase scene. (Elliott, Carter, & Wyatt, 2009) iHeartMedia, formerly Clear Channel Radio, tising takes place. Google and MSN, the biglaunched a contextual advertising solution for wigs of the internet, are constantly bringing their radio stations. Wal-Mart was one of the out innovative ways to target the consumers in the connected world, and improving upon first advertisers to avail this service, where a their existing offerings. With publishers and Wal-Mart ad publicising the AC/DC album broadcasters, and most importantly, users, “Black Ice” would be run just after one of embracing the internet through e-papers, their songs played on any of Clear Channel’s e-magazines and streaming services for both radio stations. (Hampp, 2010) Sony Studio attempted to bring contextual ads into video audio and video content, contextual advertising has never been more relevant. It offers games, piloting their solution on the game advertisers the ability to target the right peoWipeout HD, with ads being displayed on ple at the right time and the right place, helps loading screens. (Kim, 2010) JCDecaux, the multi-national out-of-home media giant, has content publishers monetize their content, launched a new arm, aptly named JCDecaux and shows consumers ads that they would be most likely to respond to – it’s a win-win-win Dynamic, to bring contextual advertising situation! to the out-of-home arena. Dynamic allows JCDecaux’s clients to deliver contextually relevant ads on any one of their 50,000 digital display screens across 30 countries, based on weather, live data, or social media. For

Marque - The Marketing club, IIM Rohtak

Quintessence OF

lcohol Advertising

BY Mrinal Ojha NMIMS Mumbai

The other night while browsing through YouTube, a small ad caught my eye. It read – All Ads of Men Will Be Men, Imperial Blue. I had a vague recollection of some of their quirky ads. There were the classics – husband forgetting about his anniversary and then getting the advice about the perfect size diamond ring from the shop owner who understood his position, another guy travelling in lift only to come down from 18th floor because of a beautiful lady to face those people for whom he had not stopped the lift on the ground floor and the latest ones with

the guy offering his seat to a beautiful lady in a flight only to find her aged dad occupying that seat. All those ads ended with the now famous statement – Men Will Be Men, a tagline which Seagram’s Imperial Blue has been using for the past 19 years with the exquisite 2-line poetry – Pyaar ki raah me chalna hasin… The next several hours of that night were spent in observing commercials of brands ranging from Tuborg to Fosters to Budweiser to Heineken. There was a common theme

across all those ads – funny, quirky, sarcastic, implying a different message while showcasing a different one, great music, and advertising for a completely different product from what that brand is known for. People working in advertising departments of these brands or advertising companies handling these brands have a very tough task – how to put forward the message to their consumer base while remaining within the legal boundaries, especially in Indian context. Advertising of alcohol and alcohol-related products is very tricky in India. The Cable Television Network Rules, 1994, the Advertising Codes of Doordarshan, and the All India Radio and Norms for Journalist Conduct issued by the Press Council of India prohibit any advertisement directly or indirectly promoting the production, sale, or consumption of cigarettes, tobacco products, wine, liquor, or other intoxicants. Although some states allow advertising through billboards, signboards, etc. but subject to many restrictions. So what do you do in such a case? How do you make your products, your ideas, your position reach your target audience? The answer to these questions forms the quintessence of advertising of alcohol beverages in India.

It all began way back for India in the early 1990s when Bagpiper came with the famous slogan for their ‘soda’ – Khoob Jamega Rang Jab Mil Baithenge Teen Yaar featuring top Bollywood actors of that generation. Advertisements have come a long way since then, both in terms of quality and content. The latest example being the Carlsberg ad – if we did board rooms, it would probably be the best in the world – anyways you know what we do! A subtle hint, a dose of sarcasm, a tint of quirkiness and fun – and you have a perfect recipe!

“‘Doing business without advertisement is like winking at a girl in the dark. You know what you are doing, but nobody else does.” -Stuart H. Britt

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Circumnavigating around the rules and regulations of Advertising Standards Council of India (ASCI) is a terrible ordeal for most of the companies. Ask the advertisers of Durex, Wild Stone, Zatak, Man Force, and Amul Macho – who couldn’t draw a fine line between sarcastic, sensual, quirky and offensive! Most of the banned ads might end up on YouTube, but that causes revenue losses to both – the ones paying for the advertising as well as the ones creating the commercial. Most of the liquor companies have played safe as far as the rules of ASCI are concerned. This indirect form of advertising, known as Surrogate Advertising in the marketing and advertising lingo ranges from Bagpiper soda and cassettes and CDs, Royal Stag Mega Music and CDs, Imperial Blue cassettes & CDs, Haywards soda, Royal Challenge golf accessories and mineral water, Carlsberg glasses, Foster’s club soda, Bacardi NH 7 Weekender etc. A counter point arises in this case – if direct promotion is not possible, why do companies invest so much in this indirect form of advertising? Does it pay off? Those who know

about these brands would inadvertently go and buy them? And those who don’t, might really not be impressed by those advertisements! Stuart H. Britt remarked – ‘Doing business without advertisement is like winking at a girl in the dark. You know what you are doing, but nobody else does.’ The same logic applies to the case of surrogate advertising followed by these liquor companies as well. Remember the adage – the devil is in the details. The liquor companies and their advertising counterparts use this proverb very well. They play upon the loopholes of the rules and regulations of ASCI and exploit the finer nuances of human psychology to promote their brands and create equity and position in the minds of the prospective consumers. Imagine this – a person watching Ranveer Singh or Shah Rukh Khan talking about their struggles and finally making it big in the industry inadvertently creates a different impression in the minds of that person, for even he knows it’s not about the mega music and CDs. For that matter, who even buys CDs nowadays!

These quintessential surrogate ads use some tactics to put forward a particular position of their brands in the minds of the consumer such as –  Associating the brand with fun, humor, sports  Associating the brand with great taste in music, music concerts  Veiled references of how the brand makes the life situations better  Associating the brand with a particular lifestyle and/or attitude of enjoyment and choice Incorporating this essence of advertising in all their campaigns over the years is very difficult since they have to keep in mind that not only are they not diluting the image of the brand with their alternate products but also are reaching the right target audience by conveying the information about their actual product. India is the world’s 3rd largest liquor market in the world today with an overall market size of 35 billion USD and a consumption rate of 8.9% as of 2017. No wonder, the advertisement creativity and budget of this industry are always in the news! There is an elementary logic to the process of advertisement – if a brand has equity, why shouldn’t it be allowed to advertise? But even this has its fair share of people who don’t support these commercials and want a blanket ban on them. And this is when we are not even touching the moral or the ethical angle related to surrogate advertising of alcohol beverages. So how are these companies working on these bottlenecks? Their advertising is expanding and finding new forms to promote the brand equity. The latest examples being Blenders Pride Fashion Week being promoted by Priyanka Chopra, Haywards 5000 Hausala Buland Academy talking about ordinary citizens from unknown cities with extraordinary dreams, the annually much-awaited Kingfisher calendar, McDowell’s No. 1 Yaari talk show with reel life celebrities and No. 1 Yaari Music

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Jam with renowned musicians, UB Group associating with TVF Pitchers, Daaaaaamn Cold campaign of Foster’s India and the annual Chivas Regal Golf Cub competition. These latest examples go on to prove how these alcohol companies are increasing their range of quintessence from the usual route they have stuck to so far. The elements of advertising have changed over the years with the target audience now moving to digital platforms from the earlier media and printad platforms. The same has prompted these companies to broaden their horizons to reach a broader set of audience by incorporating newer, innovative, creative, and subversive advertising in the digital playground while maintaining their original quintessence that they are known for so far!

Marketing Has Changed, BY Sahibjeet Singh Arora And It Matters! IIM Rohtak A decade ago, we used to go to one, or sometimes two websites when we looked for a product. Our decision was based on the limited information we could gather. Today, however, the data available for a product, and the websites displaying the same are almost endless. With the never-ending data, customer reviews, and a variety of suppliers available online to choose from, the customers have more purchasing power than ever before. This is in contrast to the earlier days when the companies had the power to influence consumers and convince them into buying their products using the traditional sales pitch. The sales people were reliable, and were a source of direct information from the company. However, in today’s world, we are already aware of most parts of the product before speaking to any company representative, thanks to the internet. Now, this makes the game difficult for the companies; how to sell to a customer who knows all the facts

already? Hence, marketing is more difficult than it ever was. The concepts of converting customers through cold calls, cold emails, trade shows, etc are a passé. Owing to the change, a large chunk of a company’s marketing budget is going to be waste. But, as John F Kennedy quoted, “Change is the law of life. And those who look only to the past or present are certain to miss the future!”. The marketing world has an entire set of new strategies available for marketers who want to get an edge over the competition. There are strategies we need to keep in mind to stay effective even with the changing customer behavior. Some of them are discussed below:

1.Always add value :

Adding value always comes in handy. If you can present your audience with a token of value, they will be more likely to engage with you. Do not start pitching right on the word “Go,” instead, try to establish a dialogue with

them. The sale will follow. Adding value is a great starter.

2. Use content:

Everyone is marketing themselves on social media. There are endless advertisements, content, and other noise that flood our Facebook home page and LinkedIn feeds. Amidst all of the noise, how do we get ourselves heard? A very simple answer is, by being unique, genuine, and alluring! Engaging our customers is the first step to selling our product.

3. Be omnipresent:

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4. Realize the importance of Analytics:

Why depend on luck, when you can make your luck! The best way to achieve a high Return on Investment on your marketing campaign is to examine the data. You need to know what are the most impactful KPIs to determine the direct impact your campaign is having. Analytics tells you whether your ads, posts, etc. are generating traffic and driving purchases or are missing out on opportunities. Campaigning without analytics is like shooting in the dark.

5. Focus on your customer:

Why limit your reach to just Facebook, or Your focus should not be on your product but just Twitter? Why not both, and along with rather on your customer. Be sure to market them LinkedIn, YouTube, Pinterest, etc. Mark and sell based on the specific needs of the your presence everywhere. customer--not just your needs as a company. Your potential buyers must influence your campaign.

EXPERIENTIAL MARKETING Marque - The Marketing club, IIM Rohtak

BY Prasanna Sakthi IIM Bangalore

Experiential marketing: Engagement marketing, sometimes called “experiential marketing”, “event marketing”, “on-ground marketing”, “live marketing”, “participation marketing”, or “special events” is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. The E-commerce sector is growing with the growth in trust of the consumers. They are trying to dispel cultural disposition that we hold. We buy products only after we feel the products (Haptic).The attitude of the people towards online shopping must be changed. Efforts taken by e-commerce companies to change the attitude

1. Experience stores: The experience stores help in the persuasion of the consumers to buy the product. They are allowed to feel the product and experience it. E.g., Pepperfry launched its design studio where customers experience the quality and color of the furniture A physical store enables in persuading the consumer to buy the product as well as develop trust with the retailer. It is like ‘Window shopping’ that people generally do. They check the quality and the price at brick and motor stores and buy it online. Pepperfry is trying to do the same with the furniture store. It is also in sync with the consumer culture in India.

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Physical experience can have an endowment effect on the consumer. Touching creates a (mis)perception of psychological ownership (probably because we can control stuff we touch) and ownership creates an impression of increased value. This tendency to value things we own more than the identical stuff we don’t own is known as the ‘endowment effect’, and it’s part of a general ‘status-quo bias’ and aversive to giving up stuff (‘loss aversion’). Research has pointed that using touchscreens compared to the mouse click for online purchase increase in the haptics imagery. This is becoming a more prominent type of

store as even Asian paints, a market leader in the paint segment has launched Asian paints color stores. These stores offer color consultancy enable the user to try out different shades of colors on different walls. They also provide décor solution that matches the color of the house. They also leverage technology to provide the imagery of the product.

“Touching creates a (mis)perception

of psychological ownership (probably because we can control stuff we touch) and ownership creates an impression of increased value.”

"Stopping advertising to save is like stopping your watch to

-Henry F

e money save time"

Ford

Failed Marketing Marque - The Marketing club, IIM Rohtak

An Insight from social BY Saaransh Sahu perspective NITIE Mumbai

They say, “Learn from your mistakes, Cope up with your failure and bounce back.” This might be very true when applied to our personal life, but when it comes to business, you can’t afford to do so in this hypercompetitive market where there is a cut-throat competition. Life is too short to commit all the mistakes and learn from it. A smart entity is a one who learns from others’ mistakes. One such mistake which is common in the business worlds is in the field of marketing. A powerful or failed marketing strategy can make or break the company’s business. Feature, Advantage, and benefits are three pillars that are targeted while making a marketing strategy. Most of the marketing blunders happen when a company touches any social topic to get the leverage of the issue. These critical aspects are not properly touched by the company which results in hurting the sentiments of the masses. This leads to the negative marketing of their product, and they stain their brand. The Kurl-On case which involved their marketing involving Malala Yousafzai went terribly wrong. The poster shows Malala Being shot by the Taliban terrorist after which she gets bounced backed from a Kurl-on mattress and ends up getting The Noble Prize. This interpretation of the social issue hurt the masses

sentiments, and at the end of the issue, Kurlon had to come up with an apology for their action. This affected their brand image which will remain as a stain for an extended period Another example would be the famous one involving the golf star Tiger Woods. The incident took place in the march of 2013 when Tiger Woods was surrounded by a number of controversies and mainly divorce. His 5-year marriage to Elin Nordegren collapsed in 2010 after multiple affairs came to light Unaware of the consequences, NIKE applauded the comeback of the legend to a no1 position with their marketing move by congratulating him with the message “Winning Takes care of Everything”. The post went viral, and Nike was reprimanded by the netizen on social media. Nike never imagined the consequence of their message. Consumers care about how you play the game: both the actual game and the game of life. In this case Nike took care of the former but not latter which incured criticism from their followers In the most recent example of the failed marketing strategy we talk about the recent case of H&M where the company was accused of making fun based on race and color of an individual. H&M posted a promotional image of a black child wearing a sweatshirt with the words “Coolest monkey in the jungle.” With this, the massive clothing retailer H&M came under fire for racism. The outraged sparked over social media forced the company to apologize and remedy its racial marketing.

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For racists and oppressors it’s not something new comparing the blacks with a monkey, many such incidents were recorded in the history, but this one gave a spark to the issue again. So, what’s wrong with the companies. Why do companies adopt such social issues to market their product? And if they do, why don’t they take care of all the consequences that may arise from their action? The answer to the question is that it’s highly unpredictable how the masses would react to a campaign. Social issues touched in a proper manner can be a panacea for companies. Even though these social topics make a blunder most of the time, there are certain companies who have made the best use of this segment. Take the example of social campaigns like “Got Milk” which was targeted at the pain point of the society and is one of the most successful marketing strategies of all time. Another beautiful example is of Samsung where the company showcases its duty of servicing the customer by adding emotional content to man travels a long way to repair a TV set at an orphanage. Lastly, who can forget the promotion done by AMUL on every current affair through their cartoons? Even though all of them touch the social issues for imparting their message the winner is the one who calculated the very risk and understood the severity of the case.

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Social issues are one of the most effective topics to deal with and connect to the masses, but this can also turn to a suicide if not used with proper care. It is very much necessary to analyze the thin line between mockery and imparting your message. Social message with a pinch of humor is always appreciated,

keting strategies touching the social aspects. So letâ&#x20AC;&#x2122;s now dive into some of the common mistakes that marketers do while making a strategy. 1)Lack of research and testing of the strategy 2)Marketing a product without a USP 3)Incorrectly assessing the customer needs

but a larger pinch can spoil your dish. Itâ&#x20AC;&#x2122;s the responsibility of the lead to assess all the pain points that need to be targeted and come up with an acceptable and sustainable solution. Above was just a small part of failed mar-

and wants 4)Improper positioning of the product What after failure? Is it possible to get back to the original position where we started?

Keep one thing in mind. Failure, Unfortunately, will happen. You research, analyze, plan, run and your campaigns faces fiasco. Instead of playing a blame game and getting depressed psychologically, recheck your steps. These failures happen, and you are not the only one to face it. Start asking yourself whether your marketing message reaches your customer? Did they perceive your marketing message wrongly or misunderstood the message? Did you target the correct channel for your strategy? Were your assumptions correct? Donâ&#x20AC;&#x2122;t just give up and honestly analyze all these questions. Get back to the square one and get things done right.

Marque - The Marketing club, IIM Rohtak

â&#x20AC;&#x153;Most of the marketing blunders happen when a company touches any social topic to get the leverage of the issue.â&#x20AC;?

Recent trends in Marketing Marque - The Marketing club, IIM Rohtak

Creating consumer tailored experiences

The Conventional Marketing Mix At the heart of most introductions

BY Srishty Kapoor Fortune Intitute of Business

related to marketing there lies the idea of 4Ps â&#x20AC;&#x201C; product, price, place, and promotion which condense the responsibility of marketing manager. Before choosing a target market and promoting the supervisors

must build up a predetermined arrangement to pitch to these clients and make long-haul connections. These are the significant choice regions where advertising administrators dispense rare corporate assets to accomplish their deals and benefit goals. The one noteworthy modification to this approach has accompanied the coming of administrations promoting as a particular administrative train. Administrations promoting scholars have made careful arrangements to recognize authorities showcasing from item advertising. A noteworthy part of this exertion has concentrated on re-evaluating the promoting blend and demonstrating how it is distinctive for administrations. By showing that the promoting of administrations requires unexpected choices in comparison to merchandise advertising requires, these scholars showcase as an extraordinary and unmistakable kind of promoting. The service marketing blend varies primarily from the 4Ps by the expansion of three new

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choice obligations that must be incorporated to shape an intelligent and successful advertising blend. By including personnel, physical assets, and procedures to the marketing mix, shaping the 7Ps, service marketing scholars staked out another field of administration hypothesis and practice isolate from the advertising of substantial merchandise.

Personalisation: The New Era of Marketing Personalised marketing advocates for fitting of at least one parts of the associationâ&#x20AC;&#x2122;s advertising blend to the individual client. Personalised marketing shows an extraordinary division, with an objective section of size one. There are two types of one-to one marketing: personalization and customiza-

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tion. Personalization is the point at which the firm chooses, generally in light of beforehand gathered client information, what marketing blend is appropriate for the person. A decent illustration is Amazon. comâ&#x20AC;&#x2122;s customized book and music suggestions. Amazon utilizes cooperative sifting to figure out what music or books to prescribe to its customers. Systems of large-scale manufacturing, beliefs of standardization, working on efficiencies, and the one-measure fits-all creation mindset have driven in the past to rationality of business that burdens pitching a standard item to however many shoppers as would be prudent. Advertisers who try to recognize and achieve buyers more absolutely have applied a contrary draw. Accordingly, there has been a continuous move in showcasing thought and practice: mass promotions, mass marketing segmentation, and specialty marketing, personalization. Presently, every one of these systems exists next to each other, giving supervisors a decision of important choices. This variety of client methodologies will portray future showcasing practice. Supervisors will make a mix of methodologies, some focusing on generally broad sections, others coordinated toward specialties.

Some portion of this portfolio will be personalization, where a few clients are concentrated in exclusively in an arrangement of one toone connection. Raising levels of general customerâ&#x20AC;&#x2122; satisfaction with the firm by including or enhancing the administration components of the aggregate item brings about consumer loyalty and more prominent benefits. As an ever-increasing number of organizations understand this, far-seeing organizations will look to the following new thought for approaches to contend forcefully. Companies have started realizing that personalization is such an essential component of the general promoting procedure that it ought to be tended to in conjunction with item improvement and that choices concerning the nature and level of personalization should help manage item improvement. As chiefs build up the item, they should incorporate with it the level of personalization they plan to offer to the market. This thought could influence the way the item is made through mass-customization or how individualized an administration ought to be. Numerous resulting advertising choices will be affected by the personalization

choice. In case of services provided to the customers, managers ought to choose whether every client gets the very same administration at one outrageous of the continuum, or whether every client gets a totally unique, customized service at the opposite end. For example, a bank loan requires a lot of individual consideration with the goal that the aggregate procedure of applying and accepting an advance is a customized involvement. How much personalization is required is a component of buyer inclinations, working efficiencies, and consider

Marque - The Marketing club, IIM Rohtak

the procedure.

The crux is that notwithstanding the need to settle on choices and to make procedures concerning product, price, promotion, and place marketing managers ought to routinely consider the components of: 1) Workforce associated with conveyance of the item; 2) The physical resources that go with and encompass the item; and

3) The techniques by which purchasers procure, whatâ&#x20AC;&#x2122;s more, â&#x20AC;&#x153;Companies have started utilize the item.

realizing that personalization is such an essential component of the general promoting procedure that it ought to be tended to in conjunction with item improvement and that choices concerning the nature and level of personalization should help manage item improvementâ&#x20AC;?

At last, managers must consider the degree to which they should: 1) Customize the item, making it interesting for every individual purchaser.

#BUZZFEED

OK, Google, How Did Burger King Create the Longest 15-Second Ad in History?

A David employee pulled out a Google Home. On a video screen, a low-budget version of the ad played: “OK, Google,” an on-screen actor said, uttering the device’s wake words. The Google Home lit up, recognizing the voice as if the actor had been in the room. With the device listening, the actor asked what the Whopper burger is. The device responded by reading the Whopper’s Wikipedia entry: “The Whopper is a hamburger, consisting of a flame-grilled 4 ounce beef patty, sesame seed bun, mayonnaise, lettuce, tomato, pickles, ketchup and sliced onion.” Within two hours, Google quietly released a patch to block the commercial actor’s voice from waking the Google Home . The war of ads continued with Burger King beating Google in the ad showdown. Burger King’s day of roistering through the internet netted 10.5 billion impressions and $135 million in earned media. It was the most successful campaign in company history.

Patanjali effect: Aam panna can get to sit with Tetley and Starbucks

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, it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali Ayurved.

Motilal Oswal Securities’ new ad campaign caters to both investors and traders

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, it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali Ayurved

Motilal Oswal Securities have come out with a new ad campaign to promote their mobile stock trading app. The MOSL mobile trading app is unique in the sense that there is a separate app for Investors and a separate one for traders. An investor is one with a long term/fundamental view to investing in the market while a Trader has a short term/technical view to playing the markets. Their needs and mind-sets are different. The TVC made by Mullen Lowe tries to define these different mind-sets and present a separate app for each. Providing his perspective on the idea for the campaign, Ayyappan Raj, executive vice president - Mullen Lintas, said, this time when we had to communicate that Motilal Oswal has two different apps for two different consumer groups (the traders and the investors), we have tried telling this by showing two different types of people with their interesting, differentiated personalities and thereby introducing the apps for all their needs. We’re quite happy with the way it’s turned out.”

Mercedes apologises after quoting Dalai Lama on Instagram

Luxury automaker Mercedes Benz has apologised to Chinese consumers after posting a quote by the Dalai Lama on its Instagram page.The German car company quoted the exiled Tibetan spiritual guru alongside a “motivational Monday” tag and an image of a luxury car. The quote read: “Look at all situations from all angles and you will become more open.” “Start your week with a fresh perspective on life from the Dalai Lama,” the carmaker also wrote in the tagline. The move touched a nerve with Chinese consumers who threatened to boycott the brand, prompting Mercedes Benz to issue an apology to the people of China.

McDonald’s revisits its roots for Big Mac’s 50th birthday The Big Mac. It’s been a fundamental item on McDonald’s menu since it was rolled out in 1968 across the US before arriving in the UK in 1974. To mark the occasion, McDonald’s is going back in time to celebrate 50 years since its introduced the popular burger via a 1970s-inspired advert. The old-school styrofoam packaging even makes an appearance, giving eagle-eyed

#BUZZFEED viewers a sense of nostalgia.

The campaign is intended to remind customers how much they love a Big Mac, and encourage anyone who’s never tried a Big Mac (they must be out there) to taste one for the first time. The spot also introduces two limited-edition promotional burgers—the smaller Mac Jr. and larger Grand Big Mac. The campaign broke Tuesday, February 7 in the U.K. and Ireland and includes print, digital and social ads. McDonald’s is also taking over the Imax out-ofhome advertising slot at London’s Waterloo for the first time

A VEGAN GOES PALEO IN WHOLE FOODS’ FIRST CAMPAIGN FOLLOWING AMAZON ACQUISITION

Under the tagline “Whatever Makes You Whole,” the new push includes the tale of a bearded vegan-turned-paleo and his carnivorous needs; a dad who loads up his cart but forgets his real reason for being there (diapers); a milquetoast-looking dude who wants some cheese, but has no idea what kind a young woman who likes to “verify” the quality of food samples through second helpings and a guy who’s clueless about how to determine whether fruit is ripe or not. The emphasis on shoppers and Whole Foods staffers may help Whole Foods shed the “whole paycheck” baggage that has plagued it for years; such a reputation is no longer as accurate now that the chain is owned by lower-price-touting Amazon

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DISCLAIMER: The views and opinions expressed in this magazine are those of the author and do not necessarily reflect the opnion of the stack holders of IIM Rohtak