The Marksman March 2016 by The Marksman

The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VOL. VI | ISSUE X | March’ 16

EDITOR’S NOTE Hola Readers, We are back with yet another offering from the world of marketing to overwhelm you with a deluge of marketing trivia and gyaan. In this edition, Cover Story speaks about ―Brand Revival‖, how to bring the dead back in the race. Read about how some women still feel they are average and not beautiful and how they should #chooseBeautiful in our Marketing Faux Pas. Brand Markive takes you through the big cosmetic brand L‘oreal. Your overwhelming response for our Call for article was highly appreciated by our team and after a rigorous evaluation, we have Anmol Tripathi, SIMSR whose article made it to the top. To all the other entries who didn‘t feature this time around, we extend our warm thank you for your efforts and urge you all to keep writing to us. We‘d also like to hear back from our esteemed readers on how you find this issue. Your feedback helps us make us improve the magazine.

Happy Summers Happy Reading ! Stay connected with us on http://www.interfacesimsr.com/the-marksman.html Follow our Facebook page for more updates.

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Content Tweets

Itâ&#x20AC;&#x2122;s All About Ad-itude

Brand Markive

Cover Story: Tele Marketing

Special Story

Marketing Faux Pas

Hall-mark Campaign

Pioneer

Bookworm

Kickstart

Featured Article

Square Head

Buzz

26 Happy Summer

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TWEETS McD says #ThodaTimeAur

For the today‘s generation, time is a scarce resource and fast food is a savior. In this race of quick bites, McDonalds wants people to take it slow. The fast food chain has recently introduced a new campaign for its ―Maharaja Mac – The Social Burger‖. Customers were asked very simple questions about each other at the counter and when they failed to answer, they were given free Maharaja Macs saying they need to spend Thoda Time Aur together. The campaign clicks on a personal level and is effectively shifting the idea of fast food and burgers from quick bites to a means to knowing people.

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TWEETS #GoFearless Gear VR

Stand Together for the #NawaPunjabMarch

When the whole world is going virtual, why not use it for overcoming your fears? With this notion, Samsung created campaign #GoFearless with many videos as a part of the series. One of the videos shows how Samsung used its Gear VR to help people overcome their fear of heights. As the story unfolds, we realize that this technology can be used for many things beyond gaming and entertainment. Social media saw a huge buzz with people talking about this campaign, making the Gear VR talk of the town.

Who says social media is only for killing time? People who know the power of a hashtag use it to get their voice heard. The best example is the #NawaPunjabMarch that is taking a swing on twitter and Facebook. The AamAadmi Party Youth Wing, which is currently on a march for a Nawa Punjab as they call it, are using social media to generate support for their vision of a drug and corruption free Punjab. Without a doubt a good use of the social media!

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IT’S ALL ABOUT AD-ITUDE Print Ad: Destroying Nature is Destroying Life AGENCY:Grabarz and Partner, Germany

―Nature does not hurry yet everything is accomplished‖ – Lao Tzu The saying befittingly describes the truth of mother nature that there is everything in abundance which can satisfy everybody‘s requirements. But yes it does not take into account the ―Greed‖ of mankind. And due to this very greed of humans the speechless animals and birds are facing the wrath of nature. "Destroying Nature is Destroying Life" by Robin Wood This print ad was created for Robin Wood the environmentalist to raise awareness about the effects that deforestation, forest fire and melting ice caps have on the animal habitat. The pictures in the true sense describe how are our habits destroying the paradise of the animals. The main aim of the ad was to let the human fellows know about their responsibility towards nature and the other living being in the nature.

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IT’S ALL ABOUT AD-ITUDE TELEVISION AD : Water Resistant S7 and S7 Edge

―Water Resistant‖ you may ask what‘s new in that many phones have that feature. But the difference with Samsung galaxy S7 and S7 edge is the way they have been marketed this very feature in their new ad which feature Lil Wayne. The ad starts off by showing Lil Wayne pouring champagne on the phone. And then dumping the phone in a fish tank and yet the phone works fine. Further they show, using the same trick on another phone but the phone as not being water resistant has sparks generated in it and doesn‘t work. And to prove S7 and S7 edge is water resistant as it claims to be another Samsung phone is handed and champagne is poured over it and it still works…….‖ Whhhhhhhhaaaaaaattttttttttt………‖

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BRAND MARKive L’oréal

As it is rightly said, Money can‘t buy happiness… but it can buy makeup!And L‘oréal has been providing us with the lattersince 1909when a young chemist with entrepreneurial spirit from France, Eugène Schueller founded the company which was to become one of the biggest make-up brands in the world. It all started when Schueller created the first hair dye formula which was different than the conventional methods of using henna or mineral salts for colouring hair. The formula was a blend of harmless chemical compounds which he sold to the Parisian hairdressers under the name ‗Oréal (derivative of French word for ―golden‖ and ―halo‖).This was a major breakthrough.

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The original company name ―Safe hair Dye Company of France‖ was changed to L‘oréal because it was a bit mouthful. Soon word of mouth travelled and ‗Oréal dyes became successful beyond the borders of France in Italy, Austria, Netherlands; even reaching the U.S, Canada, Brazil and U.K. Schueller till then had realised the most important factor for success and it is still a core principle of the company, Research and continuous innovation. The company was a first in many things like the first hair dye, the first radio ad that was sung rather than spoken, the first commercial sunscreen because it had an innovating leader. It holds around 35,000 patents and spends almost twice in research and development than the industry standards. L‘oréal soon branched out into other segments like cleansing and beauty products. In 1960s, it acquired Lancôme and Garnier. Currently, it markets over 500 brands and over thousand products in various beauty segments. In 1973, Ilon Specht, a 23-year-old copywriter for McCann Erickson wrote ―Because I‘m worth it‖, changing the brand‘s image forever.The slogan was empowering and groundbreaking. In 2000s, ―I‘m‖ was changed to ―you‘re‖ and in 2009 it was again changed to obtain what we hear these days in their TVCs, ―Because we‘re worth it‖. This was to increase consumer motivation and involvement in their philosophy.

BRAND MARKive

With all the goods, there have been times when L‘oréal has been scrutinized over issues like using Photoshop in their ads and misrepresentation of product performance. They have also been accused for testing on animals in China. Even after facing tough situations, L‘oréal has been one the most iconic brands of the world. A global 500 brand and a number 34 on the Forbes list of the world‘s most valuable brands for 2015, it has always been on the top. There are many reasons for them but major ones being extensive product innovation, marketing strategies using brand ambassadors and it acquires a lot of brands, gives them a facelift and markets them aggressively. It promotes brands according to culture and maintains image with the help of research centres in Paris and New York as can be seen in the case of Maybelline. It has had a focused strategy to be a global brand.

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COVER STORY Brand Revival Would you buy ―Forhans‖ toothpaste? Well the answer to this might probably be ―Never heard this before.‖ But ask the same question to the so called 70‘s people and the answer might probably be a YES! YES!! YES!!! To brush up it was the Colgate of 1970‘s, now back to the grave. Brands do meet death, sometimes timely and sometimes untimely. When a brand dies (i.e. it perishes) it takes away all the publicity it had, the awareness and the brand recall attached to it. In short, a lot of money, effort and an intangible asset go with it. The concept of brand revival aims at bringing back brands to life. It is sort of recycling a brand. Bringing it back from the dead. This is because if a brand is revived the publicity, the work and the money can somewhat be revived. The recall is already present in the minds of people. It is always better than a new brand. Suppose you are shopping in the stores and you find ―Parle Kismi Bar‖ in the chocolates section that you frequently visit. Many of us would be like ―Hey I know this one― and probably buy a few. As rightly said childhood are the best days of life or as science suggests, people often view memories of the past in happiness when it is related to small things. What is it that brands today create? They add value to your life. How about an old brand bringing you the old memories back?? Yes these form an easy source to bring smiles on our faces and as the sayings goes…….

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―Humans remain in the past or in the future, it‘s only the high level beings that stabilize themselves in the present.‖ So how about an old brand being relaunched in today‘s form? People are already living in the past and you are bringing that to the present. These things that most companies strive for can be achieved easily by relaunching an old brand.

A few instances from the past have defined the successes of dead brands when they were brought back. A drink named Frugo was first introduced in 1996 in the US market. The company launched another version named ―Frugo Ego‖ which showed a decline rapid decline to a mere 2 % of the market share. The brand was scrapped by the company producing it as the brand no longer fitted its strategic direction. in 2011 the brand Frugo was bought by FoodCare Group and it was a big hit.

COVER STORY

I Within just six months of launching the brand it gained a 15% market share and sold 80 million bottles. A successful brand revival was seen. The brand had remained dormant and out of the market for six years and when it made a comeback it hardly faced any resistance in the market and was quickly accepted in the market.

â&#x20AC;&#x153;Promise, large promise, is the sol of an advertisement. â&#x20AC;&#x153; - Samuel Johnson.

But there are a lot of things that need to be 5. considered while selecting a brand from the brand cemetery. The concept being naĂŻve there is a lot of freedom available in selecting which one to revive. This depends on a lot of factors. Some of the factors that need to be considered are as follows:1. History:- The past history of the brands needs to be looked at. The number of years that the brand was functional in the market is an important factor. Controversial brands should be avoided. This is because the controversies are best remembered and are always an advantage to the competitors.

Time period:- The time the brand has been dormant needs to be considered. This gives a rough idea of its dormancy and also helps to gather information of its presence in the minds of the people. The brand recall is inversely proportional to the time period of dormancy of the brand Age group:- Age group consideration is necessary. A brand used by people in childhood is preferred by young and the middle class people. If a brand with old age target audience is revived, chances are low that the current generation is aware of it and the brand recall is highly questionable in such cases. Brand category:- It is preferable to revive brands which catered to the same circle of products or else the rebranding costs add up significantly. Willingness to try:- For brands whose associations are product related attributes, product innovation and design is critical and needs to be practiced.

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COVER STORY Keeping these factors in mind one can revive a brand and take advantage of it. It is always better to have a known brand than a new one. It saves time, money and thus one does not have to start from scrap. Revived brands bring a lot of benefit with them and thus can be beneficial to the business. This is because any brand needs time to build its image. They possess customer loyalty. In today‘s world when high profits are expected in short times, brand revival is the answer. There is a high chance that when a dead brand is revived customers that were loyal in the past will be retained. Studies show that the acceptance of known brands is high as compared to new or unknown ones. Similarly the time to create brand image is significantly reduced owing to the past existence of the brand. In the Indian context we still miss the ―Gold Spot‖ and would like to have it once again if they were present in the market. A recent example of brand revival would be of the Maruti Brezza Vitara. If you recall a few years back Suzuki launched the Vitara SUV which was a big flop in the market. Or ponder upon ―Why would Hyundai launch Verna with the same name over and over again?‖ It is because these already have a recall, people are used to it and they need no extra efforts to promote it. They will never want these names and brands to die. And if ever they kill these brands they will be revived successfully. Brand revival is not only limited to the FMCG or the automotive factor but its applications can be stretched to all fields. Similar industries can revive brands and use it to their advantage. The immense potential that a dead brand possesses should not be neglected.

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Companies should value their old brands and relaunch such as and when required. Instances of brand revival will be seen at an increasing rate in the coming years. The business landscape today offers a high resistance to the new brands. We ourselves as consumers of a particular brand are biased towards new entrants and might not go for a new one when the pre existing ones cater our needs so well. It is by the use of these old brands that the penetration can be increased. The product even though being a new one does not remain new to the consumers owing to its past usage. A lot of research work is being carried out to study the impact of relaunching dormant brands on the minds of the consumers and its advantages. As time will go we will see a lot of brands dying and also many of those making a comeback. Today the business landscape has become highly competitive and using such techniques gives a boost to the industries and helps them gain a competitive edge over others. For industries with pre-existing popular brands, new products under the same brand names is the answer and for industries wanting to initiate a series of products in the long run brand revival is the answer

Special Story AIRTEL VS VODAFONE THE RETURN OF BRAND CHARACTERS Airtel has recently come up with a new series of ads. The ads mark the return of the ―Airtel 4G girl". Most of India remembers her for being the most annoying person on the television screen. When first appeared, the girl was featured in ads where she‘d come across various people in their daily lives and start preaching them of the various benefits of the Airtel 4G network. While it is important to educate customers of the functional benefits of a product that is new, Airtel had taken this a tad bit too far. There were a huge number of repeats of these ads which began to irritate the customers and to some extent showed the brand in negative light. The girl naturally took the internet by storm and there were countless jokes made on her.

She is shown to be surprised when the people around her are using the network. The interesting part about these ads is the manner in which she appears. Instead of the bigmouth that she is known to be, she is shown as herself, taking a break from the public, the media and the social world. She takes a dig at herself in these ads for annoying the public with her ―yak yak‖. Airtel has done a good job by bringing back the 4G girl. This will not only make the audience laugh but they will be laughing along with the brand. This will help deepen the connection with the brand that the general public shares.

So what is this girl doing on our television screens, campaigning for Airtel again? Airtel is trying to focus on one benefit of their 4G network, which is the reach of the network. In a couple of ads that have come up recently, the 4G girl is shown holidaying with her friends in far off places where even she, the know-it-all of the Airtel 4G network does not expect the network to be available.

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SPECIAL STORY When Airtel has brought back the 4G girl, Vodafone cannot be far behind. While Airtel is focusing on the widespread availability of their network, Vodafone is just announcing the launch of its Supernet 4G. Vodafone is very creatively leveraging the connection that was formed nearly half a decade ago with Cheeka, the pug. We are all aware of the impact the pug had on the Indian public. Most of the dog lovers were seen flaunting their own pugs. Pugs had become the aspirational pets for many. So much was the extent of the connection that even those who were nonlovers or had no knowledge about dogs knew the breed. While Airtel is correcting its earlier mistake and trying to build on good humour, Vodafone is making everyone nostalgic. The new ads show a little boy with the pug reminding us of the similar relationship in the days of the ―You and I‖ song. The two short ads released so far, show the little boy and the pug announcing the arrival of the Supernet 4G by beating a drum and arriving in a truck. Both of these brands have used what have grown to become their brand characters. The Airtel 4G girl and the pug have become synonymous with the brands. While the Airtel 4G girl is relatively new, the pug has had a strong connect with the audience, stronger even than the Zoozoos, which became excessively famous too. Brand characters play a very crucial role in building a rapport with the consumers. More than just forming a bond with the consumers, it is important to keep certain things in mind as well with respect to the brand characters.

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They should not be overused in the commercials or other media. The consumers should long to see them again. Whenever they reappear, the consumers should say ―Oh, Wow!‖ This has worked very well for Vodafone with the return of the beloved pug in these charming new ads. Airtel however wouldn‘t get the same advantage as Vodafone mainly because the 4G girl was not liked by the public unlike the pug. Another thing to keep in mind is that the characters should not be meaninglessly used. There should be a basis on which the consumers get to connect with the characters. Both the brands fair well on this aspect, but Airtel slightly more. The bond between a dog and a human is great but the memes on the social media give a little more base and therefore an edge to the new ads. Characters cannot be just for communicating the functional benefits of the brand or creating brand awareness, but need to have a lot more to themselves in terms of the depth. The pug can certainly be included in the future from time to time. Airtel too can manage to do this but they will have to build on a story line if they intend to extend and make the girl a permanent face of the brand. Many companies use the social media platform by building Facebook pages or twitter handles of their imaginary characters. But this would not be the right choice for the two brands for these characters are real and online presence would be more complex as one is a dog and the other is a girl and the online personality would be linked with her offline personality.

SPECIAL STORY

Another opportunity for the brands is to bring their characters in the public arena. This would give the consumers an opportunity to come face to face with these characters. Although Vodafone can do this any time soon, Airtel will have to wait for the time to be right before doing such a thing as it is still too soon to bring their girl out for public interactions. They still need time to build on a positive image for her as their brand character. However, both the characters have come back in a positive way and have a great scope to help form a stronger bond between the consumers and the brand.

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MARKETING FAUX PAS #ChooseBeautiful The ‗Choose Beautiful‘ campaign by Dove will seem almost like an antithesis to the famous ‗Campaign for Real beauty‘. Dove, which prides in the simplicity and inner beauty of every woman put up a bad show when they initiated the ‗Choose Beautiful‘ campaign across the globe. No matter what Dove meant to communicate through this campaign, the message clearlycame across as condescending if not shallow. This particular campaign showed women from different parts of the world being offered the opportunity to enter a building that had two different doors placed side by side. One was labelled "Beautiful" and the other "Average". The majority walked through the door labeled ‗Average‘ until halfway through the ad, when some women were shown starting to choose the door labelled ‗Beautiful‘.

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The ad ends with the questionable #ChooseBeautiful which in itself was confounding. What were they exactly trying to portray? That most women consider themselves average? Or isit that beautiful and average are merely about how a woman looks? The campaign becomes annoying because it still depicts that shockingly, most women would consider themselves average until they are told by a bathing soap brand that they are or at least need to feel beautiful. So it seems that there is not much difference between beauty campaigns like this and the ones in magazines which would show only supermodels and photoshopped faces. First they aim to make you feel insecure and then they make a campaign out of it to remind you of how beautiful you are.

MARKETING FAUX PAS

Why and how Dove chose to go ahead with this campaign is mysterious.Dove has always been positioned as a brand that prides itself on empowering women and as a proponent of real beauty. It seems consumers are no longer buying thisoriginal campaign. But creating content that goes opposite to a brandâ&#x20AC;&#x2DC;s previous marketing effort can only damage it further. It distorts the message and makes the brand vulnerable to judgment, ambiguity and consumer discontent which can easily find its way all over the unforgiving social media.

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Hall-MARK CAMPAIGN S-Oil Here Balloon Campaign South Korea, is a country which is devoid of oil. Seoul, where 1/4th of Koreans live, has one of the world‘s highest gasoline consumption. Automobile usage is increasing as there is a car for every 2.5 people in this city. Parking spaces are scarce. On top of that petroleum costs are rising. People are stressed out. The situation is getting worse day by day. Did you know that a car driver in Seoul, South Korea has to drive around for an average of 500 meters a day just to find a parking space? That equals 15 kilometres, which also means 1 litre of gas.

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South Korea‘s capital – Seoul – had some of the highest petroleum consumption in the world. What‘s more, car use was increasing, petrol costs rising, and parking spaces scarce. There‘s got to be a way to reduce the unnecessary oil consumption, waste of time and waste of money. So S-Oil, one smart oil company in Korea which stands at No. 441 of the Fortune 500 companies, took action. S-Oil wanted to show it had a mission: to save oil. S-Oil launched the HERE campaign in January 2012. The idea is to use balloons to help car drivers finding empty parking spaces quickly. Balloons?Yep. With HERE balloons, S-Oil wanted to tell people exactly where a parking space was available, and they did just that! They set up a bright yellow balloon in each space. The balloon falls when a car parks in the space, and rises overhead again when the car leaves. Drivers could see the colourful balloons from far away and spot empty spaces. Quick parking means saving of both, time and oil. One easily spotted parking spot, is worth 1 litre of oil saved. That results in happier drivers and a healthier planet. HERE balloons have saved drivers‘ gas expenses through a new, unique and interesting method. This campaign certainly helped drivers to save oil. In just one day, 700 cars used 23 litres less oil.

HALL-MARK CAMPAIGN

Over a complete year, they saved much more. One small solution just helped save so many litres of oil for the public of Seoul. S-Oil had engaged with people: now they knew it was a company that cared about saving oil. They even put up the balloons on their own gas stations. People now thought about cutting petroleum costs whenever they thought of S-Oil. S-Oil the oil seller gained the impression of an oil saving company. People felt there could be nothing more economical than this especially in the times of high oil price. This seems to be a good idea as you can see an empty parking space from a distance. Kids are amused to see balloons in the parking lot. And for some people, they just canâ&#x20AC;&#x2DC;t make it without the balloons anymore. This campaign was launched by the Agency â&#x20AC;&#x201C; Cheil Worldwide, Seoul, Korea. They made good use of OOH media for advertising and promoted it throughout through social media. This campaign won the Cannes Lions Bronze in 2012.

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PIONEER

Prahlad Kakkar -The man of all seasons

Most of us know this flamboyant man as the evergreen fixture in the ad world, but as always is the case, there is more to a man that meets the eye. Apart from being the evergreen veteran in the advertisement world Prahlad Kakkar is also a food connoisseur, a restaurant owner, the founder of Indiaâ&#x20AC;&#x2DC;s first scuba diving school and a lover of women in general. Born in 1950, Prahlad Kakkar grew up in Mumbai with his father who was an Army colonel based in Pakistan. His mother was half Burmese and half Marathi. Prahlad did his initial schooling from St. Joseph's Academy, Dehradun. In 1966, he passed out from Sainik School, Kunjpura, Karnal,

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Haryana and in 1970, he graduated with Economics (Honors) from Fergusson College, Pune. Being a commerce graduate he thought of entering the Banking world but being his true whimsical self he gave up on the idea because he didnâ&#x20AC;&#x2DC;t find the women in banking sector attractive enough. It was in the year 1971, that Prahlad entered the world of advertising in a unusual way, as an Accounts Executive, but it only took him an year to move up the ladder and in the year 1972, he started working under the iconic Shyam Benegal as an Assistant Director for films such as Manthan, Ankur and Bhumika and in the year 1977 he blossomed and founded his own ad agency, Genesis, one of the most highly regarded ad agencies in India today.

PIONEER

Over the years while making films for the crème de la crème of the corporate sector — Pepsi, Maggi, ITC, Nestle and Britannia, to name a few — he has worked towards strengthening his own brand image. . He‘s also the man behind the famous Kamasutra ads. Prahlad boasts of being the owner of quiet a few fancy restaurants owing to his love for cooking. He candidly accepts that he had to resort to learn cooking as he was not good looking enough to be ‗the guy‘ for girls. This colourful man and his radical opinions might offend some but no one can question his visionary ideas and the trail of successful world class advertisements that precede his reputation. In his words of wisdom he urges all the aspiring ad-makers to not only strive to be creative, but also have the courage to back their work in order to be successful in the industry and in his true cinematic sense he propagates,―For a change, don‘t wake up and erase your dreams, remember them.‖

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Bookworm Meluha The Immortals of Meluha by Amish Tripathi is the first part of the Shiva Trilogy Series. The story has the essence of our real world and we can somehow relate it to the evils we face in the world today.The story is about a country Meluha which is perfect in all sense, be it administration, security, infrastructure or its science .Each member of society is aware of what their duties are and no one dares to break the laws. The most special thing about the Meluha‘s is that they were immortal.They had a special ingredient called the ―SOMRAS‖, and this made the people of meluha or the Suryavansi‘s live for hundreds of years thus contributing to the flourishment of the society. Like every society even this country had many problems to fight .The Country faced many terrorist attacks from the east or say the chandrvanshis as they called them , also the most important ingredient of the SOMRAS‖ the Saraswati‖ river was drying to extinction and there was only one person as said in the prophecy who could save them ―THE NEELKANTH‖ .The story revolves around how Shiva the leader of Tibetan tribe ended up in Meluha the land of Suryavansi‘s and when he consumed the somras the prophecy came true and his throat turned blue, thus Neelkanth was born. A wave of hope and happiness spread in the whole country. The great king of Meluha – King Daksha invited Shiva to his capital city and he learnt what an amazing empire Meluha was . He learnt about the Great King Ram the creator of Meluha, Somras and how it is prepared, Nagas –the abundant people of the empire because of their physical deformities,

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The vikramas- untouchables in this life due to sins committed in their previous birthsbut the most amazing thing about the Suryavansi‘s empire was the MIKA system. According to this system all the children were born in one city and every child receives the same education and they grow up together with all the resources of the empire available to them. The real parent of the child is kept a secret .At the end of their education according to their capabilities the child would be allocated as — Brahmin, Kshatriya,Vaishya or Shudra. In-between all this learning about the meluha empire he fell in love with the Kings daughter who was a Vikrama Princess Sati. Shiva fought against the old belief of Vikrama and married Sati and now that he knew all about the empire it was time to save the empire from the evil terrorist attacks by Nagas .It was believed by the King that the Nagas along with the Chandravanshis were attacking on meluha, so Shiva along with his well equipped army of Meluha attacked the Chandravanshis and won the battle but then to his surprise there were no Nagas with the Chandravanshis in the battle. Chandravanshis were never involved in the terrorist attacks.So was the Chandravanshis real Evil? Who are these nagas, why did they mislead the Suryavansis against the chandravanshis .If Chandravanshis aren‘t the real evil then who is .What is the real reason of neelkanths existence.

KickStart DailyObjects An online store focusing on designer smartphone cases and laptop sleeves, Saurav Adlakha and Pankaj Garg founded DailyObjects in 2012 by raising funds from leading Indian venture capital firm SeedFund. Realizing the lack of brand recognition amongst smartphone accessories, DailyObjects differentiated with their collection of art, something no other seller had done before.Besides having an in house designing team DailyObjects also collaborates with freelance Indian and foreign artists who design the products and in return get a commission for every sale of a product based on their designs. The company currently offers 2000 designs available for over 105 phone models from 62 artists across 25 countries.In January 2016 in an interesting round of funding, DailyObjects scored Rs nine Crore funding from Ronnie Screwvalaâ&#x20AC;&#x2DC;s Unilazer. Though Unilazer dominated the funding round,

DailyObjects managed to pull in other renowned names as well such as Lenskartâ&#x20AC;&#x2DC;s Peyush Bansal, RedBus co-founder Phanindra Sama etc.The company plans to utilize the raised capital for establishing and executing its new venture in brick and mortar retail. Their aim is to sell products through 100 shop-in-shop kiosks across Delhi/NCR by February-end. Beginning with Apple stores, they are also looking at tying up with stores at airports. DailyObjects also plans to have three exclusive DailyObjects outlets at Mumbai, Delhi and Bangalore airports. The funding will also help the company to launch many new lines of personal products. Besides, it will also enable them to build their team and infrastructure to cement their current position as the leader in the market for smartphone cases, predicted to be worth Rs 1,500 crore by 2020.

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