The Marksman Summer Edition by The Marksman

Dear Readers, Warm Summer Wishes! It gives us immense pleasure to present to you the Special Summer Edition 2018 of our beloved Marksman. We have curated for you a broad spectrum of interesting articles that would enhance your understanding of marketing. For this special edition, our cover story is “Movie Marketing”. There are a few things unique about marketing films. Timing is incredibly important – you must build up as much hype in the short space of time leading up to and around the launch as possible. Another unique factor is that films, by their very nature, are content gold mines – a huge privilege when it comes to crafting a powerful content marketing strategy for an upcoming film launch.The special story covers “Going Lean”, which explains this up and coming marketing strategy where one’s budget is limited. Lean marketing works really well when there is a dependence on technology. Hearty congratulations to the winners of this month’s Call for Article, Sanket Boghani of KJSIMSR and Akanksha Paliwal of Delhi School of Economics, 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. As bearers of ‘The Interface Committee’, we would like to thank the Senior Interfacians (2016 – 2018) for all their love and support throughout the past year. We have shared a bond everlasting and we wish them all the very best in all their endeavors. Do bless us with your views and continue to keep in touch with us as the saying goes “Once an Interfacian , always an Interfacian”! We’d also like to hear back from our esteemed readers on how you find our special edition. Your feedback is valuable for us! It helps us improve our magazine. Enjoy Reading! Stay with us on https://www.facebook.com/themarksman.interface/

SUMMER EDITION

INDEX Tweets

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

Marketing Faux Pas

Cover Story

Pioneer

Special Story

Brand Markive

Bookworm

Hall-Mark Campaign

Kickstart

Featured Article

Square Head

Internship Experience

Exclusive Offers

FAUX PAS TWEETS -SOHIT SURESH

#LightUpTheWorldCup Budweiser has come up with their biggest ever campaign for the 2018 FIFA World Cup which involves drones as well. Nigeria, Moscow and every corner of the world that FIFA touches is made brighter by a cold one. In this amazing campaign that makes you care for a drone, we are shown, once more, that Bud makes everything more fun.

Itâ&#x20AC;&#x2122;s that time of the year when fanatical fans jump up the World Cup bandwagon and chant fervently the names of the likes of Leo Messi and Cristiano Ronaldo.

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FAUX PAS #MeriDoosriCountry Itâ&#x20AC;&#x2122;s that time of the year when fanatical fans jump up the World Cup bandwagon and chant fervently the names of the likes of Leo Messi and Cristiano Ronaldo.

Every four years, all Indians swap their Team India jersey to don the colours of their favourite football team. Itâ&#x20AC;&#x2122;s that time of the year when fanatical fans jump up the World Cup bandwagon and chant fervently the names of the likes of Leo Messi and Cristiano Ronaldo. Sony Ten network has conceptualised this campaign to highlight the love we have for our favourite teams.

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IT’S ALL ABOUT AD-ITUDE -SURAJ CHOUDHARY

TELEVISION AD Brands seek opportunities to connect with the masses during festive seasons or holidays. Coca-Cola shows it is standing by Muslim consumers during the Holy month of Ramadan. The ad is without any dialogue and shows the endurance of a woman she suffers due to fasting during the month of Ramadan. The video features a young Muslim woman who has to endure the challenges and discomfort of fasting in the late afternoon. Moreover, being a minority she is the victim of mockery and stares from passerby.

When the female protagonist plans to break her fast with the traditional meal of three dates, she is offered a glass of Coke from a supportive passerby. The passerby patiently waits for the sun to set before indulging in the drink with the female protagonist. The video ends with the message “What unites us is bigger than what divides us.” It subtly depicts the scenario of Muslims in a Muslim minority country and the message of support, love, and care is equally universal.

It subtly depicts the scenario of Muslims in a Muslim minority country and the message of support, love, and care is equally universal.

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AD-ITUDE

But the advert grabbed the readers’ attention to the reshuffled alphabets of the brand logo from ‘KFC’ to ‘FCK’.The apology spoke for itself. It undoubtedly connected to the fans and KFC received a positive response for their action.

PRINT AD KFC is known for its witty marketing adverts. A couple of months back KFC UK faced operational issues with their new supplier DHL which led to the shutdown of hundreds of shops across the UK. Furious fans took social media to vent out their anger and even tried to seek help from police. The police had to remind them it wasn’t their matter to solve the chicken crisis in KFC. Recognizing the setback, KFC ran a full page advert apologizing to the masses.

‘A chicken restaurant without any chicken is not ideal’. But the advert grabbed the readers’ attention to the reshuffled alphabets of the brand logo from ‘KFC’ to ‘FCK’. The apology spoke for itself. It undoubtedly connected to the fans and KFC received a positive response for their action. KFC’s PR team very well bridge the gap between the brand and the people with humor.

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FAUX PAS -AKRITI ARORA The FIFA World Cup is a stupendous opportunity for all the companies to advertise their brand and attract massive audience globally. The world’s greatest sporting event is entertaining about 750 million viewers across the globe. Burger King in Russia wasted no time in seizing this chance to promote themselves by coming up with a campaign that probably they did not think through. Fast-food giant Burger King had put up an advertisement on social media offering women a free lifetime

supply of Whoppers and a reward of Three Million Roubles if a woman gets impregnated by a star football player during this mega sports event. Burger King was trying to have it their way of being socially responsible and building up Russia’s future of soccer by saying that “for these girls, it will be possible to get the best football genes and will lay down the success of Russian National team for several generations ahead". Burger King received a ton of backfiring criticisms and the head of Burger King took down the post and

Burger King received a ton of backfiring criticisms and the head of Burger King took down the post and issued an apology.

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FAUX PAS

issued an apology. Russia is a country with a serious birth problem; currently, they have one of the lowest birth rates in other countries. We also see people emigrating from the country at rapid rates. Could we think this as the possible logic behind this campaign? There is another theory of logic which says that the ad appeared to be a response to a statement by a Russian politician, Tamara Pletneva, who urged women not to have sex with non-white world cup visitors. Could you imagine if someone actually succeeded in getting pregnant by a football star and stepped

Burger King has been disgracefully using women for its ad campaigns, making gigantic marketing blunders.

forward to claim a lifetime of free whoppers? That would be priceless. Russia Burger King has had a history of derogatory ads against women last year as well. The 2017 Burger King Ad campaign on buy one get one free offer portraying a teen rape victim who later had become a meme online. Burger King has been disgracefully using women for its ad campaigns, making gigantic marketing blunders.

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COVER STORY - MONISH SHAH

MOVIE MARKETING A few years ago, while I was walking back home from school, I saw a huge billboard of Shah Rukh Khan donning a rousing costume; almost Tron-like. I remembered seeing something on TV the previous night; something about a similar electric-blue costume and awesome special effects.At that moment, I was indifferent about it. Next day, I went to the mall and surprisingly the posters, costume and buzz were everywhere. People were selling Ra.One action figures alongside Spiderman, Batman and Superman. If this wasn’t enough, Ra.One was on t-shirts as well. What’s sadder, I wanted one as well (don’t judge me, it looked really cool). I bought a happy meal and darn it if the toy didn’t have Shah Rukh Khan’s face! So now, I was interested in the movie. I went home and the trailers just kept on coming, during every TV show, on every channel. They had roped in Akon to sing a song in Hindi! You have no idea how huge Akon was at that time. An entire channel on YouTube was dedicated to Ra.One. Everywhere one looked one would find Shah Rukh Khan in his electric-blue suit reminding us that he’s going to hit the theatres on 26th October. Guess where I was on that day? More than 1000 Bollywood films are released every year. This figure is more than double what Hollywood releases. But not all films are profitable. It costs an enormous amount of money to make a big film. And Ra.One was the costliest Bollywood movie at the time of its release. As a 10th grader, I loved superheroes and adored the world’s mightiest: Batman, Superman, Spiderman and so on. But never had I ever

Next day, I went to the mall and surprisingly the posters, costume and buzz were everywhere. People were selling Ra.One action figures alongside Spiderman, Batman and Superman.

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COVER STORY

The idea is to provide the audience with the perfect amount of laughs or mystery or cool action scenes while leaving them to yearn for more.

COVER STORY

seen so much importance given to an Indian superhero. Yes, I had watched Shaktimaan but Ra.One was doing things on a much grander scale. It had to. It had to because SRK’s task didn’t end when he made the movie. He now had to sell it. He had to sell it to an audience which had never seen him in that avatar, to an audience which adored the likes of Spiderman, Superman, or Batman and doubted the quality of an Indian superhero, to an audience which loved a good ‘time-pass’ film more than an involving sci-fi action film. He wanted to appease one and all. So did it live up to its hype? We’ll get to that in a while. There are various ways a marketer can market a film. So let’s begin: Trailers / TV Spots: A trailer is one of the most important ways to market a film. It’s also one of the first steps in movie marketing. Trailers carry heart and soul of the film without actually revealing much. The idea is to provide the audience with the perfect amount of laughs or mystery or cool action scenes while leaving them to yearn for more. A trailer if done correctly generates a healthy buzz. A newer concept of teaser trailers further helps to generate buzz. As irritating as I find them, teaser trailers do work as it does the job of a trailer while giving away lesser information about the film.That’s not all though, nowadays we 8

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COVER STORY

Aamir Khan even have a short preview of 5 seconds that gives us a highlight would leave of what the trailer is about! behind clues Outdoor Publicity/ Non-Media Campaigns/ Traditional on social Media: media and Another widely used method to market a film is the usage of have even posters on buses and bus-stops, and use of billboards on teased the highways. As old-school as it may be, it works, especially in a city media by like Mumbai where an individual can spend up to 3 hours in sending traffic. Imagine yourself noticing the same poster over and over them again on your way home. You’re bound to go on the internet and handwritten take a look. That’s how I came to know about the film ‘Talvaar’. letters. Additionally, posters at the malls, at theatres and in other public areas too generate buzz. A few years ago I was shopping at the mall with my parents (more like looking for a couch to sit on rather than shopping) and I noticed a few cast members of the film ‘Happy New Year’ promoting their film. But promotions in a mall isn’t a new concept anymore, hence movie studios have started to think of out-of-the-box ideas. Aamir Khan did wonders with the marketing of 3 Idiots. He went off the grid, disguised himself and visited various small towns across India. He would leave behind clues on social media and have even teased the media by sending them handwritten letters. So much buzz was created and asPrice a result, 3 Idiots made 100 crores in 3 days. It has also become a trend for film stars to appear on TV shows/game shows because through such shows it’s easier to reach masses.

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COVER STORY

Nowadays we have studios posting posters, pictures from the set, videos, trailers, movie clips among other things on their official pages across all medium.

Websites/Social Media Usually, if it’s a big-budget movie, like Ra.One or Jurassic World, movie studios will introduce an official website for the movie. The website could contain behind-the-scenes footages, special interviews with the cast and crew, blooper videos, contest announcements and so on. A website is just a small part of elaborate internet marketing. Enter social media. Social media has changed the way movies are promoted. Nowadays we have studios posting posters, pictures from the set, videos, trailers, movie clips among other things on their official pages across all medium. Not only this but when cast members and other actors from the industry give a shout-out, the reach magnifies. Corporate Partnership/Merchandising: Who doesn’t love a Batman t-shirt or a Star Wars-themed phone? The holy grail of any children’s movie is getting into 10

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COVER STORY

COVER STORY McDonald’s happy meal. Whenever a big studio movie is up for a release, you’ll find a lot of brands offering specialised products, thus promoting itself and the movie. Successful or Not? Gross box office sales of the first weekend are one of the most important indicators to determine the success of the marketing campaign. Opening weekend sales are a direct reflection of how much buzz and excitement has been generated by the promotional campaign. Even if the movie turns out to be bad, strong

opening sales can lead to break-even or marginal profits. The movie business is so volatile that the job of a marketer becomes important. This is because it does not matter if the movie is brilliant, perhaps even awards worthy, or if it is ridiculous, the movie marketer has to find a way to fill those theatre seats. But here’s the tricky part. A studio can follow all the marketing basics and is able to generate a lot of buzz around its upcoming film.Yet it does not mean the film will be Gross box office sales of the first weekend are one of the most important indicators to determine the success of the marketing campaign. 11 MARKSMAN

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COVER STORY

Every movie is different. If your first film raked in a handsome amount, it does not mean your second film will be able to replicate the same result.

COVER STORY

a hit. Every movie is different. If your first film raked in a handsome amount, it does not mean your second film will be able to replicate the same result. Word-of-mouth marketing is a strong tool for marketers. This marketing helps a movie to sustain for a longer period. Once the word spreads that the movie isn't worth the money, some blockbusters experience huge drops from the first weekend to the second. The most notorious example is, of course, Shah Rukh Khanâ&#x20AC;&#x2122;s Ra.One. It broke several box office records in its opening 5-day

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COVER STORY

long weekend. It did a business of approximately 80-90 crores in its week but sales dropped by a whopping 84% and 90% in its second and third week respectively. In comparison, 3 Idiots ticket sales dropped by just 29% in its second week and ultimately became the first Bollywood film to touch the 200 Crores mark, something that Ra.One with its extravagant marketing efforts couldn’t achieve. You can have fanciest of marketing campaigns involving elaborate online and offline strategies to help you with the initial dash on box office but without a positive word of mouth there’s a high chance of your film won’t sustain for long. So one can say that greater the marketing of the film greater would be chances of it to break even and generate a small profit. On the other hand, more positive wordmarketing will help the film to earn great profits. In the end, we’re the one to fall for marketing antics and buy Day 1 tickets just because the ‘trailer looked super cool’. JeanLuc Godard rightly said, ‘cinema most beautiful fraud in the world.’

You can have fanciest of marketing campaigns involving elaborate online and offline strategies to help you with the initial dash on box office but without a positive word of mouth there’s a high chance of your film won’t sustain for long.

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PIONEER Dr. Verghese Kurien His efforts ushered in an era of White Revolution in India, replicating the Amul model of cooperatives dairy all across the country

SHRUTHI S

When India was grappling with the exploitation of moneylenders and shrewd businessmen, the massive task of rural development seemed daunting. Milk was a commodity that was produced with reverence and millions of small and marginal farmers, landless laborers' and rural households were dependent on it for their daily bread. During this time, there emerged a reluctant warrior of Indian Dairy industry. Dr. Verghese Kurien was born on November 26, 1921 in Calicut (now Kozhikode), Kerala. Raised in an affluent and highly educated family, he went to the USA on a government scholarship to pursue MS in Mechanical Engineering and returned to India in 1949. As he was serving his time in Kaira, Gujarat as an officer of the Dairy Division in return for the scholarship paid by the government, he was mesmerized by the struggle of the cooperative movement against exploitation. In 1965, he, under the guidance of Tribhuvandas Patel, established

Kaira District Cooperative Milk Producers Union Ltd (KDCMPUL) in Gujarat, which later came to be known as Amul Dairy, one of the most popular brands in Asia today. The success of Amul led to the establishment of GCMMF (Gujarat Cooperative Milk Marketing Federation Ltd) and NDDB (National Dairy Development board) under the leadership of Dr. Verghese Kurien and the encouragement of the then Prime Miniter of India, Lal Bahadur Shastri. His efforts ushered in an era of White Revolution in India, replicating the Amul model of co-operatives dairy all across the country, because of which he is fondly remembered as the â&#x20AC;&#x2DC;Father of White Revolutionâ&#x20AC;&#x2122; in India.

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PIONEER He was conferred many accolades such as the Ramon Magsaysay Award for Community Leadership (1963), Padma Shri (1965), Padma Bhushan (1966), Krishi Ratna Award (1986), World Food prize (1989), Padma Vibhushan (1999), Economic Times award for Corporate Excellence (2001) but the best among them was the title ‘Milkman of India’, as he really did indeed transform the lives of those who brought milk to our tables. His birthday, 26th November is celebrated as National Milk Day. An inspiring visionary who believed, ‘India's place in the sun would come from the partnership between wisdom of its rural people and skill of its professionals’, he set up IRMA (Institute of Rural Management Anand) in 1979, with the aim to professionalize rural management by tackling the unmet needs of rural sector with the formal techniques and skills of management professionals. After a lifetime of transforming the lives in rural India and making India self-reliant in dairy products, Dr. Verghese Kurien breathed his last on 9 September 2012 at Anand.

After a lifetime of transforming the lives in rural India and making India self-reliant in dairy products, Dr.Verghese Kurien breathed his last on 9 September 2012 at Anand.

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SPECIALSTORY STORY SPECIAL When it comes to dough, it's either 'go big’ or 'go broke’ These are good choices, and in many ways, easy choices.

Going Lean

VIDITI JAJODIA

For all our love for grey, we marketers love it when our options are black and white. And these days, there are two choices that marketers are especially enamoured by. When it comes to dough, it's either 'go big’ or 'go broke’ These are good choices, and in many ways, easy choices. When it comes to throwing money at a problem and hoping it runs away is an effective strategy in itself, it's not actually a good strategy. Mostly because creativity and innovation suffer. And your marketing strategy is more about the budget than about productivity. At the end of the day, the aim is to sell, and we are running a line directly from the profit tank. On the other side of the road, we have the zero budget marketing. Content may be king, but content marketing is very much a gamble, and while we would love to have the flair, not all of us are Elon Musk (Thank God, says Mars). Our enterprises cannot survive on zero marketing budget like good old Tesla. So, where do we land? Or rather, where should we land? Well, the answer can be found in the old adage- “Everything is good in moderation”. Even budgets. A limited budget helps the marketer to let the creative juices flow without compromising the margins. The concept of, drumroll please, Lean Marketing is not exactly new. But it is gaining in traction.

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SPECIAL STORY In today's world, where technology and management walk hand in hand, a marketer should not be afraid to experiment. But at the same time, they should keep an eye on the prize. And the prize is not creating the most amazing or creative campaign (at least in 99.9 % scenarios) but to meet the objectives. Every aspect of your marketing strategy needs to be justified. Creating content for the sake of it is not only waste of time but a bad investment. But the question is how we decide what works? The answer is simple - experiment. Not unlike the concept of agile, lean marketing depends on iteration. Marketing is done in small bursts and this helps the marketer to tweak his or her strategy, keeping in mind what works and what doesn't. At its core, it's trial and error. You start small and tweak until you get the perfect campaign. And since your campaign is a collection of small campaigns and not a money consuming machine, you get more control.

Marketing is done in small bursts and this helps the marketer to tweak his or her strategy, keeping in mind what works and what doesn't.

This marketing strategy is for the modern marketers who are not afraid to embrace the technological angles. Not to say that it's not successful or replaces traditional strategies, but every strategy has its

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SPECIAL STORY

A successful marketer needs to identify which strategy fits. And lean marketing works really well when there is a dependence on technology.

place. A successful marketer needs to identify which strategy fits. And lean marketing works really well when there is a dependence on technology. Perhaps that is why it's the darling of start-ups. So much so that another name for it is 'lean start up marketing’ strategy. While it fits perfectly with start-ups, with the budgeting and more importantly, ‘the fail often fail better’ mantra, which does not mean that it doesn't fit with the big boys. The strategy, at its heart, is a collection of campaigns. Instead of long campaigns, it depends on a collection of small campaigns that help the marketer understand what works.

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SPECIAL STORY For all lean marketing encourages marketers to come out and play, the smart marketers recognize lines. Some things work, and the point of experimentation is to fix things that don't work. Don't break stuff just so you can fix it. Lean marketing works within the parameters that we set. It's saving on the green, but that does not mean itâ&#x20AC;&#x2122;s less effective. The point of marketing is to find hidden opportunities and at the end of the day, your campaign needs to work, not look pretty. The trap of superficial goals is what lean marketing helps us escape.

The point of marketing is to find hidden opportunities and at the end of the day, your campaign needs to work, not look pretty. The trap of superficial goals is what lean marketing helps us escape.

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BRAND MARKIVE JHALAK JAIN

Flipkart -Walmart: Working On Synergies It's an age of knowledge economy; probably the 4th Industrial Revolution is here; the “Digital Age”. Here ideas are easy to think This proud of, Implementation is hard. Every year in India approximately Indian start19,000 start-ups take their first breath in the incubators; sadly up brought 90% of them are lost in oblivion. Getting hold of the market the revolution pulse at the right time at the right place is very important and in a legacythis is where two IIT-Delhi Alums: Sachin Bansal & Binny Bansal driven Indian scored a perfect 10!! Retail Based out of Bangalore and expansion throughout India, this Industry; a brainchild was founded in 2007 as an online bookstore which wave of slowly expanded its portfolio into the sale of electronics and “Nayi-Soch” mobile phones.To increase its market share, Flipkart made many ambitious acquisitions including fashion-clothing giant Myntra in 2014, followed by Jabong in 2016 and eBay-India in 2017. Another laurel to its victory in E-commerce world was their partnership with Motorola Mobility, making it the exclusive Indian retailer of Moto G smartphone and later on Xiaomi Mi3 and many others. The outstanding growth of this 10-year old Indian unicorn attracted many international equity investors from time to time. It also owns a UPI-payments based start-up PhonePe and their own logistics subsidiary EKart. It’s an era of digitization. The 21st century ought to have some phenomenal changes and e-Commerce was one; but recognizing it as early as 2007 was the key. This proud Indian start-up brought the revolution in a legacy-driven Indian Retail Industry; a wave of “Nayi-Soch” among the stereotypical Indians who were reluctant to make payments online via debit/credit cards. Over the years, Flipkart has built its repo of selling authentic products via F-assured tags. This gained them a lot of customer trust and loyalty.

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BRAND MARKIVE

Flipkart was doing it well, but in order to reach greater heights, it got acquired on 9th May 2018, giving Walmart 77% stake and also a well-established platform to step into Indian Retail sector. This $16 billion deal is being considered as Indiaâ&#x20AC;&#x2122;s biggest FDI and worldâ&#x20AC;&#x2122;s largest e-commerce deal till now. It is a symbiotic win-win for both the parties where Walmart will get the much-needed stratagem in its fight against Amazon for being the mightiest global retail giant. At the same time, going offline/Omni channel was the need of the hour for Flipkart. Getting all the benefits and still, Flipkart will remain as an individual brand, distinct from Walmart. The e-commerce industry is just 7-8 years old in India, has a shallow penetration; but its roots can grow deeper. This merger signifies the enormous potential of this sector to the Indian economy. This deal has created the biggest wave in recent times and might change the fabric of the retail industry by going Omni-channel.

It is a symbiotic win-win for both the parties where Walmart will get the muchneeded stratagem in its fight against Amazon for being the mightiest global retail giant

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BOOKWORM - ANJALI VERMA

The Power of Simplicity: Jack Trout

The book unravels the simple relationship between idea and strategy

In the Marksman summer edition, we are reviewing “The Power of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right”, written by Jack Trout. Jack Trout, the pioneer of positioning theory and marketing warfare, who has famously written the bestseller, “Positioning: The Battle for your Mind” which revolutionized the concept of Positioning in the world of marketing. The power of simplicity is yet another insightful book from Trout coauthored by Steve Rivkin. As the name suggests the book explores possibility along with essentiality of cutting through complexity in the management world.

Dedicated to the overwhelmed and confused who sense there is a simpler way, it explores how common sense of managers can help the corporates to sail through challenges and save millions of money spent in implementing complex marketing strategies. Trout goes on in a sequential order and explains how simple ideas can be applied to tackle leadership issues, management issues and people issues. In one of the chapter, the author takes a dig at mushy and rhetoric Mission and Vision statements. He adds why it is important to keep the mission and vision statement simple for the purpose keeping the entire organization in line with the common goal. The book unravels the simple relationship between idea and strategy, it explains why ideas do not work even after the rounds of research and analysis. Trout has made the book interesting by strings of examples to make the reader understand the plot in a better way, and these examples keep the reader glued to the chapters. Towards the end book closes with the companies which have been successful with simplicity in action. So, we strongly recommend this whirlwind ride for the avid management enthusiasts to experience the journey to discover and rediscover avenues of common sense through the pens of Jack Trout. 22 MARKSMAN

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Hall-MARK CAMPAIGN -

ABHA SHAH

There it was Paramount Network is an American general entertainment portrayed as if it cable and satellite channel owned by the American was going conglomerate, Viacom. It was originally a partnership between through five WSM, Inc. and Group W as The Nashville Network. In August stages of grief 2003, TNN was relaunched as Spike TV and it catered to like any young adult male audience. Spike TV has rebranded a few disgruntled times since then. From focusing explicitly on the action genre employee.The in 2006, emphasis shifted towards gender balancing series in first post 2015 and this marked their return to original scripted portraying Stage programming. This was done keeping in mind the aim to align 1 and 2, ‘Denial’ Spike TV with Paramount Pictures film studio (also a and 'Anger’, was subsidiary of 'Viacom'), which has always been a general "Why me?! "flagship" outlet for original scripted series. #GoodbyeSpike“ In order to rebrand Spike to Paramount and to showcase it's exit from all social media accounts, Spike TV took to Twitter and presented itself like a sour ex-Viacom employee. There it was portrayed as if it was going through five stages of grief like any disgruntled employee. The first post portraying Stage 1 and 2,‘Denial’ and 'Anger’, was "Why me?! #GoodbyeSpike“

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Hall-MARK CAMPAIGN Post this, it took to ‘Bargaining’ with a post where it asked the Twitterati to tell the Paramount Network CMO as to why Spike should stay and in the same post released the CMOs contact details.

To express the 4th stage, 'Depression’, Paramount Networks hired a person to play a therapist and did an on-ground activation where they urged Spike TV fans to open up about their feelings. In the final leg of the campaign Spike TV accepted it's fate and retired like a hero but not before putting up some sassy posts about itself. These Twitter posts were backed by hilarious gifs, memes and images on Facebook and Instagram. The campaign saw a 4000% increase in customer engagement. This rebranding was a 6-week social media campaign which ended with Spike taking a poll from its audience on how it should die. Paramount Networks then said Goodbye to Spike TV with a literal "spike" in temperature by burning down the Spike logo on a live Facebook stream. The campaign saw a 4000% increase in customer engagement

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KICKSTART -

RICHA CHATURVEDI

‘They say that the universe is expanding. That should help with the traffic.’ With the same thought and an idea to create a balance for the human beings where they struggle and juggle between their comfort (the comfort of travelling in luxurious vehicles) and their concern towards the environment and the increasing pollution, Bird entered the market. “Today, 40 per cent of car trips are less than two miles long. Our goal is to replace as many of those trips as possible, so we can work to get cars off the road and curb traffic and greenhouse gas emissions,” said Travis Vander Zanden, a former Uber and Lyft executive and the founder and CEO of Bird. The Bird is a dock less electric vehicle startup based in Santa Monica, California. Founded in 2017, Bird with its transformative electric vehicle solution and a strong enthusiastic riders’ community has remarkably achieved the unicorn status and has also become the first ever company to hit the $1 billion mark in a short span of nine months.. Being at the head of the pack, Bird has already raised around $400 million and has esteemed venture capitalists like Craft Ventures, Goldcrest etc.

Being at the head of the pack, Bird has already raised around $400 million and has esteemed venture capitalists like Craft Ventures, Goldcrest etc. on board

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KICKSTART

It’s truly said that if you have the right vision and the intent to make an impact and to bring about a change, your destination is not too far and Bird is an apt example of it.

on board. Bird’s electric scooters are already running all across several American cities like Los Angeles, San Francisco and to further support its expansion plan, the company aims to raise around $150 million and hence take its valuation to around $2 billion in near future. It’s truly said that if you have the right vision and the intent to make an impact and to bring about a change, your destination is not too far and Bird is an apt example of it and if all goes well, the day is not far when there would be more Birds on road than cars.

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FEATURED ARTICLE - SANKET BOGHANI KJ SIMSR

Meme (May May) Marketing If you too spend a considerable amount of your social media time on tagging your friends on memes, if you too deliberately call memes as “may may”, if every other topical is a meme opportunity for you – then you, my friend, are a memester! Welcome to the Meme Generation – a laughing stock for some, a mockery for an opinionated lot and a viral content to capitalize on for marketers, Memes are here to stay. But one might wonder “what are these memes? And from where did they come into being?” So much so that today, anything and everything becomes content for memes. From Shashi Tharoor’s highly verbose tweets to IPL teams’ performances, from an eye winking girl to a tea drinking aunty – everything is a meme content. Yet as intriguing as it may sound, memes have been around for decades now, much before the internet and the social media. As per an evolutionary biologist Richard Dawkins’s book “The Selfish Gene” (1976), memes originally represented the idea of “going viral” within a biological system or society. The internet meme, that we today use commonly, can be defined as a fad, joke or a piece of content that stays long enough in the minds of its readers, that spreads virally across the web in the form of photos or videos with a clever and a catchy caption. Today with the advent of social media, and higher levels of internet penetration in the everyday usage of our lives, memes offer a unique kind of communal experience especially attracting the millennials. Welcome to the Meme Generation – a laughing stock for some, a mockery for an opinionated lot and a viral content to capitalize on for marketers, Memes are here to stay. 27 MARKSMAN

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Food delivering app Food panda recently used the “Hello Fraands Chai Pi Lo” line from the viral video of chai aunty (as the internet knows her) to promote its service.

Naturally, with a lot of people hooked on to Memes, brands have started jumping on the bandwagon to amplify their products.

REASONS WHY BRANDS USE MEMES FOR MARKETING: Virality: Memes basically mean going viral. Creating campaigns that go viral on the social media not only is every marketer’s aim, but it also gives a good amount of organic reach with lesser expenditure on advertising. The focus is to make your audience engage with your content, and memes with their funny and sarcastic content give marketers not only impressions but actual engagement in terms of comments, shares, likes, etc. Multiple Use Cases: Whatever be the type of communication, be it for a brand’s product awareness or to communicate an important social message, memes serve a lot of purposes.

Brand Promotion Food delivering app Food panda recently used the “Hello Fraands Chai Pi Lo” line from the viral video of chai aunty (as the internet knows her) to promote its service. Product Positioning PepsiCo recently started the “Kyun Sookhe Sookhe Hi?” campaign where Pepsi has tried to position itself as a soft drink to have with the go-to Indian snacks. They used the “If You Don’t…. Then You Don’t Deserve Me….” line which has gone viral on social media to create an engaging meme on the lines of their ongoing campaign.

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Influential Message: Mumbai Police’s twitter handle is very famous for using memes to spread civic awareness like the one in the above meme.

Santhosh Palavesh, a digital marketer says, “For movies, close to 75 memes are posted per film and at least 100 memes per day must be posted for politics.

Engaging Audience: Another reason for brands using memes is to engage their audience and start a conversation. Since the turn of the century, marketers around the globe have attempted to make marketing communication a two-way process and what’s better than capitalizing on an ongoing trend? Put Chutney, a Chennai-based channel of Culture Machine posted a meme for World Idli day which got 8,000 likes, while the video had close to 1,000. Santhosh Palavesh, a digital marketer says, “For movies, close to 75 memes are posted per film and at least 100 memes per day must be posted for politics. Also, for films, number of memes must increase closer to the release date. It takes a few minutes to make a meme, but it is quite a task to package everything within a picture and be different.” Uber Eats recently used the “Gormint or Gourmet?” taken from “Ye bik gayi hai Gormint” line spoken by a lady in an interview video which went viral as a meme to engage with its audience and start a conversation. Generally, such viral content attracts more comments and shares organically than an ordinary product post. 29 MARKSMAN

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FEATURED ARTICLE Eliciting Better Audience Reaction – A meme used to deliver a brand’s marketing communication is a way more creative, engaging and fun method for the audience to react positively or negatively for the brand. I myself have been engaging into digital marketing for my family business of renting ethnic garments in my hometown and here’s a comparison of a meme post and a normal post:

Read on: Hopping on the back of existing memes: Netizens today are quick to catch on a fad.

Notice how the first one which is a normal product post has reached to 248 people whereas the second one being a meme on the lines of “#SmartMenRent” has reached to over 1029 people. How To Capitalise On Meme Marketing? It now seems clear as to why brands use memes, but how do they use memes is yet a questioned to be answered. Read on: Hopping On The Back Of Existing Memes: Netizens today are quick to catch on a fad. With increased ease of image editing software and apps, netizens convert every day incidents into memes. Brands can piggyback on these existing internet memes and thus capitalise on that. The recent “Chai Pi Lo” meme has been used by a lot of brands including Mumbai police, Amul, Food panda, etc. 30

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Creation of New Memes: While creating new memes can be a challenging task, brand marketers do look forward to do so as it brings in its own benefits. Doing so does require creativity and out of the box thinking, but successful campaigns can really work wonders in the favour of the brand. The use of jokes, wit, sarcasm, puns mixed with catchy phrase can help marketers create meme campaigns. Using Topicals: Marketers around the globe have been using topicals and news items to create a funny and engaging meme out of it. Amul has been using topicals for its outdoor hoardings which again finds a space on its social media handles. Bottom Line Mad over marketing, a social media page promoting marketing once wrote this â&#x20AC;&#x153;The greatest minds of my generation are busy making people click on adsâ&#x20AC;?. Well, if that is the case then memes are the best way to accomplish that without using click baits.

Marketers around the globe have been using topicals and news items to create a funny and engaging meme out of it.

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Do you hate all the irrelevant spam SMS & emails that take up all the storage space in your phone?

Real Time AND Right Time marketing together is the most powerful combination a marketer could ever get. If only putting the two together was that easy! Let me tell you why I say that. General Data Protection Rights (GDPR), has affected right time marketing starting June ‘18. Since it’s a regulation & not a directive, companies cannot opt out of it. Fortunately for companies, unfortunately for consumers, the data protection laws in India have loopholes, & thus are not firmly binding. Sri Krishna committee, appointed by government to work on data protection framework, has released a white paper following the steps of GDPR, but that’s only half the battle won for the consumers.

But wait, let’s rewind to the start. If I want an app to make my life easier by notifying me about discounts when I am hungry, then why should data tracking by these companies be a problem for me? Let’s try to understand that by answering the following question: Do you hate all the irrelevant spam SMS & emails that take up all the storage space in your phone? If yes, then you must know that it is the result of data trading by the organizations that have your data, to those who don’t. You don’t want to receive an app notification about a nearby gym trainer while binge watching & ordering pizza, do you now? There’s another important aspect to data misuse. Have you read about how Trump’s presidential campaign used data to “manipulate” users into voting for him? 33 MARKSMAN

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Since you & I see our data we share with an app in isolation we miss out on the bigger picture collective data paints for the organizations. Hence, we need data protection framework & laws to make data collection & storage a difficult & rather a costly affair for the organizations to ensure organizations don’t take customer data for granted. This means that there’s a lesser chance to get more of “personalized” updates, unless you of course give your consent to the App/organization. Since this data is the foundation on which advertisers form their ‘right time’ marketing strategies, it is now restricted & so is the marketers knowledge. So we’re really left with the option of real time marketing. Well let’s see why real time won’t suffice alone. Real time marketing has worked wonderfully for brands like Oreo, Volvo & a few others. Let’s discuss this extremely innovative and audacious campaign Volvo had launched that hijacked their competitors’ ads, and used Twitter to show American consumers what really matters to Volvo.

Since this data is the foundation on which advertisers form their ‘right time’ marketing strategies, it is now restricted & so is the marketers knowledge.

They launched this video campaign online where they asked the football spectators to tweet to Volvo every time they saw competitors’ commercials to win a brand new XC60. In doing this they successfully received 50,000 tweets & turned the expensive investment of the competitors in commercials to Volvo! 34 MARKSMAN

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However, since it relies less on behavioral intelligence as a prerequisite & more on current trends, it is extremely convenient to execute

Real time marketing works when either there’s a trend/occasion or when there’s a huge audience, present collectively to be targeted in the real time. However, there are quite a fewer instances of this happening. Since the marketing landscape of today demands pace faster than the speed of light, waiting for audience to gather presence at the same time on one platform is next to impossible & hence extremely slow. However, since it relies less on behavioral intelligence as a prerequisite & more on current trends, it is extremely convenient to execute. Reliability only on this marketing practice alone may render the activity ineffective. That’s why real time marketing efforts must be coupled with right time marketing tools to lift the burden on the marketers’ shoulders to run a successful campaign.

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INTERNSHIP EXPERIENCE

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“I interned with Marsh India in the HR department. I was responsible for end to end digitization of two HR processes that is now in the scoping phase. My experience with Marsh was very enriching as I was given almost full autonomy from the design perspective. I was also responsible for planning out the end to end CSR initiative for all the colleagues in Mumbai. We never felt like interns owing to the responsibility and trust reposed on us. We were also given the freedom to choose our projects that is very rare in the corporate ecosystem. The two months were full of learning and fun.”

“The Summer Internship at Raymond has been an enriching experience. Having worked in the upcoming and trending field of HR Analytics & Digitalization, I got the opportunity to delve into a variety of databases, interact with HR Heads across the Raymond group that gave me great exposure and learning”

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I used to come to office frequently before Joining JIO STUDIOS as a full-time intern and I worked on real time briefs of one of the biggest brands in various industries.

"People don't want to buy a quarter-inch drill, but still demand a quarter inch hole", this is the main premise behind any sales job especially B2C to be precise. As Business Development member at Mahesh, I realized that patience and product knowledge are the only true sales weapons to convert any lead and move the numbers uphill. Another learning which really came in very handy was understanding the customer which allowed me to pitch the right product in the right way.

Later I joined as a full-time intern in content and strategy team, working in line with one of the brightest minds across the nation and the most versatile people from industry. The whole core team use to sit with interns over Jamming sessions, and where brainstorming session about work turns into real life conversations. 38

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SHRUTHI S

ASHIK KURIAN

The two months I had in Maruti Suzuki India Limited was the first time I had a close encounter with Corporate Life. The experience was indeed enriching as my project was based on Market Research. The topic that was given to me was actually a live project which was being done along with a Research Agency simultaneously. I had a hands on experience with Focus Group Interviews, tools in Market Research and how the company actually follows up with their Brand Tracking.

â&#x20AC;&#x153;Convonix is an excellent place to get that perfect digital marketing all-round experience. I was fortunate to be a part of the team that treated me like an employee throughout my internship period and trusted me with important responsibilities. I was a part of the SEO team and my project involved end-to-end SEO, including both on-page and off-page for a major brand that was going through a revamp.Along with learning and working for the deliverables involved, my time there was interspersed with frequent interactions with the clientâ&#x20AC;? 39

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CALL FOR ARTICLES FOR MARKSMAN JULY 2018 "You can make anything by writing." --C.S. Lewis The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through the call for articles For the upcoming month, the articles can be sent on any of the following topics: • Instagram Automation • Native Marketing • Design Thinking * Please ensure that there is no plagiarism and all the references are clearly mentioned. Kindly follow the guidelines given below: 1. One article can have only one author. 2. Your article should be approximately 800 – 850 (strictly adhere to the word limit) 3. The article must have relevant pictures that can be used to enhance the article 4. Font Type: Gill Sans MT 5. Font Size: 14 6. Send in your articles in .doc/.docx format to marksman.simsr@somaiya.edu 7. Subject Line:Your Name_Institute Name_Course Year. 8. Kindly name your file as:Your Name_ Topic. The best adjudged article will be given a Winner’s certificate. The First Prize Winners will be awarded Rs.500 Cash Prize. Deadline For Submission Of Article: 25th July , 2018

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