The Marksman_July Edition_2017 by The Marksman

Dear Readers, It gives us great pleasure to bring to you another interesting issue of our very beloved Marksman. We have curated for you a broad spectrum of interesting articles that should enhance your understanding of marketing. For this edition, our cover story is “Point of View Marketing”. Point of View Marketing is the adoption of communication strategy. It highlights what your company, brand or product stands for. The special story “Chatbot Marketing” focuses on the transformation from desktop to Smartphone for brand promotion. We would like to congratulate this month’s call for article winners, VIKASH KUMAR VERMA from IIM Bodhgaya and MOHAN KRISHNA KANTH from IIM Bodhgaya , whose articles have been featured in this issue. For the remaining entries, we would like to thank you all for your incredible response and encourage you all to keep writing to us with great enthusiasm. We’d also like to hear back from our esteemed readers on how you find this issue. Your feedback is valuable for us! It helps us to improve our magazine. Enjoy Reading! Stay with us on www.interfacesimsr.com/index.php/marksman

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INDEX Tweets

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

Marketing Faux Pas

Cover Story

Special Story

Pioneer

Hall-Mark Campaign

Brand Markive

Bookworm

Kickstart

Featured Article

Square Head

Buzz

TWEETS - URVASHREE BORAH

#LalachEkKalaHaiTweet Campaign by RoohAfza #GOGREEDY – Greed is an art (LalachEk Kala Hai): Beautiful Hamdard Roohafza Ad will inspire you to Dream and achieve big in life. Greed is good. It’s good if we are greedy for doing something good, creative and innovative. Until you are greedy or passionate about something then you are not going to achieve that.

Similar initiatives taken earlier like ‘daagacchehai’ helped in changing the perception of people towards kids who got their clothes dirty while playing. This tweet campaign and ad by roof afza will hopefully inspire people to be greedy in a positive manner. This is indeed a motivational initiative. Initially an ad this twitter campaign is now viral and people are associating well with the hashtag.

“Greed is good. It’s good if we are greedy for doing something good, creative and innovative.”

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TWEETS

# Nice Bot – Champions against Bullying “Partnering with Twitter, CAB created a spambot that will eventually tweet one nice message to every single user on Twitter. ”

Cyber bullying has become depressingly prevalent in the modern age. Champions Against Bullying (CAB) states if something mean or cruel is posted to Twitter every 60 seconds. Their response was to create The Nice Bot, a bot with a difference. Often, bots are spam creations that only serve to annoy users. CAB instead created a bot that would only tweet positive messages. Partnering with Twitter, CAB created a spambot that will eventually tweet one nice message to every single user on Twitter. Over 300 million messages will be sent, at a rate of one every 30 seconds. In addition to the Twitter component, actual 3D printed NiceBots have been sent to a number of celebrity influencers who have taken public stands against cyber bullying. Each NiceBot is powered by a Raspberry Pi and equipped with a 4G connection and an LCD screen in the chest, and will live-tweet the nice messages as they go out in real time on Twitter.

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IT’S ALL ABOUT AD-ITUDE -SHRUTI SHARMA

TELEVISION AD Tanishq “Teej Film” How would you make an ad have the maximum recall value? Put an Indian touch to it, add simplicity and human touch and sprinkle it with emotions. It has worked in past and will no doubt work today as well. Tanishq has come up with new jewellery collection “Shringaar” and has put up the perfect blend of all the three factors to make it suit the Indian taste. With “teej” festival near approaching, they have depicted a clichéd story with an old couple. The woman decides to keep the teej

fast and her husband showers her love to her by fasting along and gifting a pair of gold bangle. It celebrates the love between the couple and how they propose to grow old together. Tanishq has always played in the safe zone and have been very specific about its target audience. This time too, it shows how a piece of jewellery gifted by your loved ones is an unexplainable feeling. This ad made by MullenLowe Lintas Group leaves you with a smile on the face in the end.

“Tanishq has always played in the safe zone and have been very specific about its target audience.”

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AD-ITUDE

PRINT AD: “The agency Addiction Brand Positioning has come up with a decent enough print ad stating the issue we are facing..”

WORLD POPULATION DAY Years and years have passed by talking about this so called and never taken for serious concern of increasing population. The last time data was checked, we were at the count of 7.6 billion of people existing around the world. To create awareness about this, 11th day of July has been dedicated to the cause. The agency Addiction Brand Positioning has come up with a decent enough print ad stating the issue we are facing. With a simple message that the ad conveys, it’s talks all about the increasing population which is a growing concern. with a hope of making an impact on people , this ad is an easy grasp to keep a check on the growing population.

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FAUX PAS -CHUMI TALUKDAR Ironically, the most appreciated and the most criticized campaign had a lot in common, but one of them faltered and another soared! The recent Pepsi ad starred by Kendall Jenner depicts the brand as a cultural unifying force, wherein Jenner quells the protest tension by offering a can of Pepsi to the Police officer. In the ad, the celebrity is seen posing for a photo shoot while a protest marches by. She takes out the wig, grabs a can of Pepsi and join the protest.

Jenner moves to the front and gives the can to the officer, who drinks as the crowd cheers. The description below the ad on the YouTube channel states, "A short film about the moments when we decide to let go, choose to act, follow our passion and nothing holds us back." Their main focus was on the millennial but due to the intense social media criticism, Pepsi pulled the ad.

â&#x20AC;&#x153;Their main focus was on the millennial but due to the intense social media criticism, Pepsi pulled the ad. !â&#x20AC;?

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FAUX PAS

Dove Body-positive packaging “If the world can't look beyond the color of the skin in the twenty-first century then it’s a matter of concern for everyone. “

Dove has long put the body positivity as their main focus with its messaging through the now fifteen-year-old, “Real beauty” campaign, the packaging of the body wash shows a huge misstep of the brand. This decision totally backfired and the most concerning part for Dove is that the social media backlash doesn’t include the usual snarky cynicism, but also many calling the brand out of originality and that they are exploiting insecurities to sell their product, which is totally opposite of their intended goal. Much of the criticisms were for the bottles of body wash compared to body shape and were considered unflattering or ridiculous regardless of body shape. "Re: the Dove thing, of course a company selling products to make you feel body positive wants you to be self-conscious," tweeted one user in a post that now appears to be deleted. The brand of Unilever finally joins the new trend of well-meaning and socially favourable campaign that has been accepted because of the tone deafness and the social media fiasco just like the Pepsi’s Kendall Jenner ad.

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COVER STORY - SAURABH SHARMA

Point of View(POV) Marketing A famous columnist in the field of fashion – Diana Vreeland once said, “Most people haven’t got a point of view; they need to have it given to them – and what’s more, they expect it from you.” There is a great learning hidden in this message for all the budding marketers as they strive to differentiate their brands and products, to achieve relevance and finally find a suitable place in the customers’ heart. Defined in one line, Point of View Marketing is the communication strategy you adopt that highlights what your company, brand or product stands for. It’s a stance; the way your brand looks at the world, your values and beliefs, your lifestyle and your unique perspective. This perspective when shared with the communities you serve, amplifies your value, position and strategy. It forms the core of your brand. It becomes a reflection of not only the customer environment but also a projection of market trends.

The key components of a strong point of view include•why a particular brand or company exists •it’s beliefs, passion and values •it’s take on market trends •it’s customer mandate Looking around the world of marketing, we find numerous instances of POV, and how it has transformed over the years. How else would you explain that the advertisement like these that were once acceptable till 1950’s are now replaced with content and visuals that beguile your minds and hearts. One such example being #LikeAGirl Female hygiene brands have also redefined the way we discern female gender. The American beer brand Budweiser following the same trend is supporting the equal pay cause. Dove’s “Beauty on Your Own Terms” and Secret’s “Stress Test” ads reflect brands taking their own 7 MARKSMAN

“Point of View Marketing is the communica tion strategy you adopt that highlights what your company, brand or product stands for. ”

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COVER STORY

“Looking around the world of marketing, we find numerous instances of POV, and how it has transforme d over the years. !”

COVER STORY stance and mirroring society’s changing attitude towards women as a whole. Further solidifying the claim that POV marketing does in fact matter for any brand are some interesting statistics. 64 percent of consumers with a brand relationship say that shared values are the reason why have chosen to engage with a particular brand. This is by far the biggest reason cited for the same. Millennials are not far behind in voicing their opinion. 87 percent of Millennials say that they appreciate when companies make it clear what values they stand for, and 81 percent say that companies which

invest in their communities deserve loyalty. KanyiMaquebela, a partner at Collaborative Fund, believes that values are a competitive weapon for the brands giving them a definite competitive advantage. With the amount of content getting published on the web rising at a tremendous rate, it’s getting tougher to stand out and be heard, but a point of view can definitely help in this regard. In today’s scenario, it’s no longer about the utility of the things we buy; it’s about how the things make us feel, how we think we’ll be perceived by others once we have a particular brand and how we align with the makers view point of the world . As design anthropologist Dori Tunstall rightly says,“We almost always use 8 MARKSMAN

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COVER STORY

things to identify ourselves and to identify others.” They become a part of our identity. Most of what we share on the social media falls under this category. Various ads and videos getting viral on social media are due to the chord which they strike with the audience and makes people want to share them. The next question arises how does one market keeping the POV of the audiences as the main essence. While there are no established procedures for the same, a few tips can definitely help you succeed. 1.Identify your Values First and foremost, you have to know what you stand for. It can be anything, but has to come from within. It is also a hard part as no one –your investors, your customers and your community- can do it for you. But you can always find some great resources on defining your company’s culture and values. Values will be the guiding light towards your point of view, just as Patagonia’s value of environmentalism guided them towards the point of view campaign on reducing consumption: The more the message fits with the overall brand values, the better the chances of it sticking with the target audience and not getting lost in the clutter. 2.Back up with Action Values are something that has to be beyond the company’s mission statement, they have to be lived every day. For example, marketing to women isn’t as simple as making your product pink and charging a premium. You have to connect psychologically. In Dove’s ground-breaking campaign for Real Beauty, they partnered with the likes of Girl Scouts, Boys & Girls Clubs of America and Girls Inc. to organize discussions about 9 MARKSMAN

In today’s scenario, it’s no longer about the utility of the things we buy; it’s about how the things make us feel

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COVER STORY

The more the message fits with the overall brand values, the better the chances of it sticking with the target audience and not getting lost in the clutter.

online bullying as well as photography projects which capture the beauty girls see in the world surrounding them. 3.Involve your Customers The best form of point of view marketing is the one which, apart from reflecting the truth, resonates with the customer mind-set. Sharing your mission statement with the audience and asking their feedback can be one such measure. It’s a way of saying that you are listening to your customer. Their feedback is an opportunity to better your brand products and services. A two-way conversation with the customers is an asset for the organization, rewarding it with valuable inputs in the form of feedback. Timely and honest response to their queries can win you advocates for life. 4.Face your Fear This is the scary part. The thing about having an opinion is that not everyone around you will like it. It is bound for criticism by people as much as it is likely to be appreciated by them. Some will say you went too far while some might say you missed the trick. It’s a vulnerable place to be. The key here is not to be bogged down by fears but face them. You should always remember that if you’re willing to go all out for what you believe in, you are likely to find an audience who not only feels the same but wants to stand with you. 5.Tap a Community The whole point of having a POV is to tap the community at large. Who all are in the conversation and how can you connect them? One 10

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COVER STORY

method to do this is by creating conversation and how can you connect them? One method to do this is by creating content that taps into the larger conversation which the customers are interested in. For example, Apple can create content on techconcerns people might be facing. The content shouldn’t be focused on pushing your company’s products; it should probably not even mention them. Instead, it should focus on developing a strong POV that your consumers will find engaging, interesting, illuminating, valuable as well as inspiring.

Anybody who has heard the story or read the autobiogra phy of late Steve Jobs can say for sure that this man always had a strong point of view.

Let us now have a look at some of the companies that have championed this art of developing a successful and emphatic POV: 1.Patagonia A well-known outdoor clothing and gear brand- Patagonia has always maintained its point of view about organizational responsibility and environmental friendliness. By adopting fair labour practices, safe and sustainable working conditions and well written position statements; they have successfully connected with like-minded high-income customers. Also, their eco-friendly and ethical POV has helped them garner funds for a variety of outdoor events as well as various other environmental works. 2.Apple Anybody who has heard the story or read the autobiography of late Steve Jobs can say for sure that this man always had a strong point of view. And this reflected in his brand- Apple. It was his differentiating belief that “It’s not the customer’s job to know what he wants.” He envisioned that the customers are looking for a unique, sleek, stylish and intelligent product and he was right. This unique blend of art and technology which reflected in all of Apple’s products from iPods, Iphones to ipads and macbooks struck the right chord with the customers creating a community of worldwide brand loyalists. POV is not like mass content creation; it’s a special way of communicating as well engaging your customers. It can not only draw new customers in, but also cause existing customers to remain loyal for the years to come. 11 MARKSMAN JULY EDITION

SPECIAL STORY CHATBOT MARKETING

“. Bots, the marketing version of drones, have not yet been perfected, but they are already disrupting the interaction between consumers and brands.”

Every marketing channel suffers from fatigue at some point in time, especially if it has been something that’s become a source of success for a couple of major blue chip corporates. That is when everyone in the same business landscape incorporates that very communication strategy in their own business models. It could be due to an increase in competition, rising costs of competing or hitting a ceiling of volume, every business will face the challenge of seeing diminishing returns on a once high-performing channel for them. Firms are bound to come across such challenges many times, and hence it’s imperative for them to adopt new channels that have potential at an early stage to reap the rewards. Consider the video ads within YouTube as an example. We're currently at a point where video ads are reaching their peak, cost is still relatively low and engagement is high, but, like with most ad platforms, increased competition will drive up those prices and make it less and less viable for smaller companies (and larger ones) to invest in it.

-Devarshi Sil

These very instances get us to believe that we are yet again on the verge of having a new technological breakthrough in the marketing world. Bots, the marketing version of drones, have not yet been perfected, but they are already disrupting the interaction between consumers and brands. Although bots are not new to the marketing world, the backbone of the technology on which they are based has improved significantly, giving them natural language capabilities that haven’t been experienced before. With this in mind, marketers are required to act fast to ensure they remain one step ahead of competitors. But then why Bot marketing?

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SPECIAL STORY Well, reports and research suggest that about 51% of customers expect a business to be available to answer their questions 24/7 and over 49% would rather contact a business through messaging rather than on the phone. That is how used to we have become to text messaging on all the messaging platforms, that the very phenomena of getting your queries being resolved using a simple text interaction seems to be the perfect solution. Consumers don’t want to be put on hold for hours and so, businesses are attempting to incorporate these easy forms of communication into their marketing strategies and many organizations are now leveraging this aspect to communicate easily with their clientele. By incorporating bots into your marketing strategy, organizations can satisfy their consumer’s demand for instant gratification since, Bots are now available 24 hours a day, 7 days a week to answer any inquiries, and your consumers will see that you are attentive, and always there to help them with their queries. Although you should make sure your customers know they are talking to a bot, they are now able to respond to people with a level of empathy, making them more human-like. Also, these bots are programmed on highly specialized Artificial Intelligence and machine learning algorithms, thus enabling them to learn more about each customer with time and frequency of interactions. This directly impacts the kind of suggestions that the bots provide by customizing the results for every user. These bots can monitor consumer data while tracking behaviour to enhance future marketing endeavours, a task humans find overwhelming. “These bots can monitor consumer data while tracking behaviour to enhance future marketing endeavours ”

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SPECIAL STORY

“Loads of brands like Dominos, Uber, Sephora and more are now using Chatbots to interact with their customers and drive engagement. ”

This data is essential to improving regular problems customers encounter, such as finding a specific product or service. People who have to stay on hold to speak to a company, more often than not, leave. Bots can cut out the waiting time, giving your customers the attention they deserve and with time, tailoring to their specific interests and wants. Data gathered like customer shopping trends and their frequency of visits also allows marketers to make amendments to their strategies according to consumer needs and desires, thereby personalizing a consumer’s shopping experience and enhancing the overall interactions between you and your audience. 14

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Loads of brands like Dominos, Uber, Sephora and more are now using Chatbots to interact with their customers and drive engagement. They’re becoming an incredibly powerful marketing tool, but only for brands that know how to use them. Small business owners are usually short on free time. So while they’re busy closing deals, managing their teams, and performing various other entrepreneurial tasks, it is always difficult to give the customers the attention they need. This is where Chatbots come to the rescue for small and medium sized businesses.TheChatbot technology hypothetically allows you to clone yourself when it comes to marketing and can get pretty close to allowing you to be in multiple places at once. JULY EDITION

SPECIAL STORY

H&M is one such brand that has used this concept to its very advantage. When customers interact with the company’s bot, they’re quizzed about the style of clothing they prefer. Once the bot has collected sufficient information, it can make recommendations that are tailored to the customers’ tastes. Not just that, it learns and remembers the customer’s taste and recommends clothing and apparel to them automatically upon their next visit. Depending on the types of products and services you offer, firms can use a Chabot in a similar fashion. These bots can sell your products for you, and because they’re online 24/7, they can actually make feel good on the

Phrase “make money while you sleep. Payment processing is another aspect that Chatbots now a days are proficient in handling. All you need to do is synchronize your card details with the bot, and ask it to purchase a movie ticket, book a cab, pay for your shopping, book an appointment with the doctor, order a pizza etc. Basically, everything that customers do on their smartphones using multiple apps, can simply be substituted by a single bot platform that takes care of all your needs. All such instances and developments indicate that Chatbots truly have the potential to become the ‘next big thing’ when businesses invest sufficiently in this technology and when more prominent chat platforms join the party.

“Not just that, it learns and remembers the customer’s taste and recommen ds clothing and apparel to them automatica lly upon their next visit. ”

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PIONEER GUY KAWASAKI “During his internship at a jewellery company, Nova Styling's, he admitted that he learned the most important aspect of marketing“TO SELL”.

-ABHISHEK BHARDWAJ

Innovator, entrepreneur, evangelist, marketer!! These are just a few words to describe Guy Kawasaki. He lives up to the literal meaning of the word Evangelist which means “bringing the good news” to whichever organisation he has been associated with, be it for Macintosh, or currently the good news for Canva the online graphics design firm. He has a history of aligning himself with companies and causes that empower people, foster democracy, and make the world a meritocracy. Born on August 30, 1954 in Honolulu, Hawaii, he did his schooling from Lolani School. He credits his writing career to his English teacher, Harold Keables, who taught him “the art of writing is editing”. Following that mantra he is the author 13 books today with his book being New York Times and Wall Street Journal bestsellers. Kawasaki graduated from Stanford University in the year 1976 with a degree in psychology. He quit law school soon after just few weeks as he realised he hated law school. In 1977, he did his MBA from UCLA Anderson School of Management. During his internship at a jewellery company, Nova Stylings, he admitted that he learned the most important aspect of marketing-“TO SELL”.

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PIONEER He began his career at Apple in the year 1983 where he worked as Apple’s chief evangelist for four years. In 1987, he was hired by ACIUS, the U.S subsidiary of the French company, who published an Apple database software system called 4th Dimension. He quit his job in 1989 to focus on his writing and speaking career and wrote columns which featured in Forbes and MacUser magazines. He also went on to find his own company FogCity software. He returned to Apple in the year 1995. He was also the co-founder of Garage Technology Ventures, a venture capital firm which invested in firms like Pandora Radio, Tripwire, The Motley Fool and D light design. He then went to find two more companies- Truemors ans Alltop. He joined Google in March 2013 as an advisor to Motorola where his job was to create a mobile community which we all know as Google+. He became the chief Evangelist of Canva, a free graphic design website for professionals and beginners. He later joined the Wikimedia Foundation on March 24, 2015 as the foundation’s board of trustees. He left his job there in December 2016 .On April 25, 2017, Jimmy Wales’ WikiTribune mentioned him as an adviser. In addition to all this he is also a speaker, Mercedes Benz ambassador, and executive fellow at Hass School of Business, UC Berkeley.

“He became the chief Evangelist of Canva, a free graphic design website for professiona ls and beginners. ”

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Hall-MARK CAMPAIGN -SUHITA PANT

RE-DEFINING THE ART OF STORYTELLING “The daunting task of public engagemen t and buzz creation was handed over to Leo Burnett advertising firm. ”

If there was a choice between a museum and an amusement park, it would be the fun-filled and adventurous amusement park that would triumph each time as an ideal picnic destination for both kids as well as grown-up. And this is the dilemma all the museums despite being a country’s pride, face when wanting to be crowd pullers. In spite of being a huge treasure trove for historic knowledge, low entry fees and an ideal spot learning in the most engaging way, they feebly attract the selected few. It is recently the Chicago's Field Museum who decided to break its image as a monotonous museum and revive the public interest. The daunting task of public engagement and buzz creation was handed over to Leo Burnett advertising firm. They came up with the most novel idea of breaking the museum stereotype and bringing the crowd back. Instead of reading the boring placards put on display below the relics, the advertising firm opted for auditory engagement. At Chicago’s Field Museum of Natural History, many of the exhibits at display will soon tell their own stories using local voices i.e. voice recording of the people from the community.

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Hall-MARK CAMPAIGN The advertising agency wrote more than 100 short scripts, each a paragraph or two long, aimed to capture the “voice” of various plants, animals and minerals in the museum’s permanent collection at display. The write-ups combine both history and humour. For example, the Brachiosaurus dinosaur bemoans its weight while also discussing the contributions of famous palaeontologist Elmer Riggs. Almost everyday people from around Chicago are invited to record the first-person monologues in a special pop-up audio booth that is traveling around the city this summer season. Ultimately, the best voiceovers selected by museum authority will be accessible via Smartphone for Field visitors to enjoy on audio tours. This is one of a kind initiative which appeals and excites not only local people but general public at large. The other museums as well as other cultural markets are also catching up and this move has put Chicago museum at front end by effectively meeting evolving tastes and expectations of people who are increasingly witnessing dwindling attention and interest spans. People have been totally engrossed in this city wide campaign and have been liberties with the material and opened their creative sides and unleashing their hidden actors!

“This is one of a kind initiative which appeals and excites not only local people but general public at large.”

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BRAND MARKIVE -ANCHAL PANDEY -The Incredible Lijjat Papad!

“At the same time, they have made new models for community developme nt and poverty reduction and become the winner of various awards. ”

This is one of the true “Rags to riches” story which is filled with hard work and determination. Shri Mahila Griha Udyog Lijjat Papad is a cooperative established by Indian women that have developed a different model of development for low-income females. They have not only developed a number of good products such as wafers and bread but also due to the Lijjat’s business and development strategies, thousands of women across India have gained financial independence and improved the prospect of a better life for themselves and their families. At the same time, they have made new models for community development and poverty reduction and become the winner of various awards.

Their main production was based on the sale of papad, a crispy thin wafer made of black gram dough. Lijjat was formed in 1959 by seven illiterate but skilled women neighbours who knew the way to make papad based dishes. Since they were living in the south of Bombay, they decided to make and sell the papads to the local merchant. 20 MARKSMAN

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BRAND MARKIVE

To make their product unique they have made different product sleeves with iconic images and colours that have resonated with consumers. Babla- a kid who is always shown eating papad and the pink rabbit have become the iconic images of the Lijjat brand. The rabbit was shown in the well-known TV campaign for the organization that was first aired in the 1980s. The company has developed an ideal business model that is professional, ethically and economically sound. In this process, they have created a generation of employee who are not just enriching their own lives but also of the others.

â&#x20AC;&#x153;The company has developed an ideal business model that is professional, ethically and economically sound!â&#x20AC;?

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BOOKWORM UNMARKETING: STOP MARKETING, START ENGAGING – SCOTT STRATTEN

-DEEP SHAH

For eras, advertising has been two-faced. We've been instructed to market to others in ways we loathe being promoted to (cold calling, flyers, advertisements, and so on.). So by what reason do we continue attempting the same stale marketing tactics? UnMarketing demonstrates to us to unlearn the old methods and learn ways to consistently attract and engage the right customers. Through this method, you’ll stop praying that your message sticks somewhere. Potential and current clients want to be listened to, felt important, and have a platform to be heard-especially online. With UnMarketing, you'll make such an association with your customers, and make yourself the logical choice for their needs. This book shows how to create a mind-set and systems to roll out a new, 21st century marketing approach .Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray method, it redefines marketing as all points of engagement between a company and its customers, not just a single activity. Because, Traditional marketing methods are leading to diminishing returns and disaffected customers, the answer lies with: Stop marketing, start UnMarketing! “Potential and current clients want to be listened to, felt important, and have a platform to be heardespecially online.”

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KICKSTART DETECT TECHNOLOGIES In the modern age, where every new startup is doing more or less of the same thing –ecommerce or foodtech, this bunch of engineers who have just graduated from IITMadras are a breath of fresh air .They are focusing their sights on a niche sector . Inspired by the loss of life and property in gas and oil leakages Detect technologies is committed to provide solutions for predicting these leakages and also detecting them if they occur. Their startup is a drone-as-a-service company focused on helping manufacturing industries ensuring asset integrity and proactive monitoring, thereby ensuring that they cut huge losses of around Rs 6-9 crore (daily) by way of shutdowns. The team spent five years in the incubation of IIT Madras and came out with two

-ROHIT RADHAKRISHNAN market ready products –a sensor to detect any leakages in the oil and gas pipeline and the other is the industrial drone that inspects large volume assets. The team makes its revenue through their drone technology. It has also recently signed a deal with reliance industries, which makes it easier to approach others in the industry. The fact that they were incubated by Axilor helped them get connected to experts in the field which was otherwise not an easy task. They have received many awards and accomplishments, among which they were named as the “Top most innovative proposal in 16th International Conference on Electromagnetic Non-Destructive Evaluation.”

“The team makes its revenue through their drone technolog y.”

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FEATURED ARTICLE Travel Brands leveraging Millennial Markets

“Millennials are quickly stealing a major portion of marketers’ attention within the travel sphere.”

The travel and hospitality industry has long been focused on older generations. Individuals with established careers or upcoming retirements were prime targets for brands in the travel industry. Although these demographic groups are still an important focus for brands who thrive on consumers’ desire to see the world, millennials are quickly stealing a major portion of marketers’ attention within the travel sphere. Millennials are: •Born between 1977 and 2000 •53% of millennial households already have children •1 in 4 millennial is a parent today •Millenials are 2.5X more likely to be an early adopter of technology than other generations

-VIKASH KUMAR VERMA IIM Bodhgaya According to ABTA research, travellers aged under 35 take more foreign holidays than any other age group. 80 % of millennials want brands to entertain them, 40% want to participate in co-creation of products and 70% feel a responsibility to share feedback with companies after a good or bad experience. There’s nothing quite like a bit of holiday research to get you through a rainy day. According to new stats from Signal, more of us than ever are using our smart phones to do it. With 46% of millennials planning a trip using their mobile in the past year, it is the younger generation that is driving the digital shift. So, how exactly are travel brands catering to mobile users, and more specifically, millennial mobile users? Google uses the term 'micromoments' to describe the times when we reach for our mobile phones for a specific purpose. In terms of travel, the first interaction that many brands aim to capture is the 'I want to go' moment - i.e. the initial desire to travel. At this point we might have a location or a place in mind, but

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FEATURED ARTICLE mostly it is centred around general research. Values powering the most effective campaigns travel brands have employed to capture the interest of young adults around the world. 1.Authenticity: Some companies — such as Airbnb — have capitalized on the sensibilities of the travelling millennial — promoting the ideas of flexibility and local authenticity. This is a trend that hotels have picked up on and are beginning to understand how they can have the same appeal. One prime example of this is Aloft; a member of the Starwood Group. Aloft describes itself as a hotel for global travellers who love all things open, including spaces, thinking, and expression. Everything in Aloft is designed in such a way to appeal milennials. Social interaction in encouraged between guests through live music and other indoor activity. Free Wi-Fi and keyless entry gives a feel of technology inclination. All this encourages the guests to take and share photographs of their surroundings. 2.FOMO, or the fear of missing out, was added to the Oxford English Dictionary in 2013. It refers to the feeling of “anxiety that an exciting or interesting event may currently be happening elsewhere.” When it comes to travel, millenials on the MARKSMAN

for a meaningful experience that they can share online. They are interested in new adventures with friends and experiences that take them outside of their comfort zones. One prime example of travel brands connecting with social influencers is Turkish Airlines; who launched a campaign alongside 10 of the most highprofile You Tubers. This connected the brand with a massive audience of over 40 million people — 6 million of which belonged to just Casey Neistat — and proved to be very effective. 25

“They are interested in new adventures with friends and experience s that take them outside of their comfort zones.”

JULY EDITION