Creative that cracks the code applied to indian market - Group 6
-
Upload
sameer-mathur -
Category
Marketing
-
view
218 -
download
1
Transcript of Creative that cracks the code applied to indian market - Group 6
![Page 1: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/1.jpg)
Creative That Cracks the code
RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399
![Page 2: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/2.jpg)
Are Advertisements Creative
A decade into an internet-driven advertising revolution
![Page 3: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/3.jpg)
ALL SCIENCE
NO ART
Ads no more come from drawing boards of great art directors
Advertising has flipped to All Science and No Art
![Page 4: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/4.jpg)
6Campaigns that stood out
Why?Clever and Creative Idea at its core
![Page 5: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/5.jpg)
1 62 3 4 5VARIATIONS ON A MEME
THE AD AS A GAME
COLLABORATING WITH CROWD
JUST ENOUGH HUMOR
A NEW SOCIAL MOVEMENT
ADS THAT “GO NATIVE”
![Page 6: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/6.jpg)
VARIATIONS ON A MEME
![Page 7: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/7.jpg)
National TV spots in its first year yielded a 233% rise in sales
![Page 8: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/8.jpg)
Connected the youth instantly
In Indian context
![Page 9: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/9.jpg)
Mauka Mauka ads went viral during ICC World Cup ‘15
In Indian context
![Page 10: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/10.jpg)
#What an idea Sirjee
#An idea can change your life
In Indian context
![Page 11: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/11.jpg)
AD AS A GAME
![Page 12: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/12.jpg)
![Page 13: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/13.jpg)
• Stunning Visuals• Narrative• Emotional Depth
3,80,000 downloads in the first monthExposure exceeded 9 million views
![Page 14: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/14.jpg)
#HandsomeLife A platform for
young and aspiring individuals who
had the courage to break away from their mundane
routine
In Indian context
![Page 15: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/15.jpg)
Lays introduced a campaign where
people were asked to give a flavor they want to eat and win
prizes
In Indian context
![Page 16: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/16.jpg)
Oh Yes Abhi!
#Pepsi
In Indian context
![Page 17: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/17.jpg)
COLLABORATING WITH THE CROWD
![Page 18: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/18.jpg)
The Prize Winner of Defiance, Ohio
A memoir of 1950s America in which the
author’s mother writes advertising jingles for contest
after contest
![Page 19: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/19.jpg)
Benefits of Crowdsourcing• Quality of the winning idea• More engaged customers • More creative options“If a company uses Tongal or a similar platform to solicit and sift through thousands of creative submissions, the odds are good that it will be
rewarded with some real gems”
![Page 20: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/20.jpg)
“If you focus on maximizing engagement, you’ll realize that the ideal
time commitment to be asked of the crowd
measures in minutes.”
Getting it right• Make participation easy• Don’t give time
consuming tasks
![Page 21: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/21.jpg)
The Daily Twist Campaign for Oreo Cookies
![Page 22: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/22.jpg)
• In honor of its centennial, the brand launched a 100-day series of cookie designs pegged to each day’s news.
• It invited people to nominate news pegs every morning and to vote later in the day for their favorite designs
• Highly talented designers made the cookie designs
“With the bar so low for crowd participation, anyone could offer
up thoughts.”
![Page 23: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/23.jpg)
Sharing of Oreo’s Facebook page rose by 4,400% compared with the three
months before the campaign’s launch
![Page 24: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/24.jpg)
ME AND MERI MAGGI
In Indian context
![Page 25: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/25.jpg)
• Campaign launched to celebrate Maggi’s 25 years in India
• Consumers were invited to share moments of joy that Maggi brought to their lives
• Ads featured Amitabh Bacchhan along with consumers who related their Maggi moments
In Indian context
![Page 26: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/26.jpg)
Aim of the campaign• To create an emotional connect with
the public• To increase target audience to all age
groups, from just children• Create storytellers out of everyday
people
In Indian context
![Page 27: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/27.jpg)
My Expressions- Tanishq Mia
In Indian context
![Page 28: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/28.jpg)
• Tanishq Mia invited the public to create jewellery designs for Tanishq Mia- a jewellery brand for working people
• Top 10 entries would get Rs 1,00,000 each and a chance to cocreate the next Mia collection
In Indian context
![Page 29: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/29.jpg)
• Campaign aimed at increasing awareness about Mia among the young population and allowing people to cocreate their designs
• The campaign received 3000 ideas and 40,000+ votes
In Indian context
![Page 30: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/30.jpg)
JUST ENOUGH HUMOR
![Page 31: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/31.jpg)
KIA MOTORS AMERICA ADVERTISEMENT
• Kia Motors America aired a fun little ad for its Soul model car.
• It showed roads filled with hamster wheels to evoke the drab mindlessness of the typical daily commute, while a Soul drive up alongside one and its window slid down, the hamsters in the car, chilling up
A NEW WAY TO ROLL
![Page 32: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/32.jpg)
Double digit growth in
sales
Entertainment has cooperating effect with persuasion
![Page 33: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/33.jpg)
VODAFONE
![Page 34: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/34.jpg)
Attracted over 322,000 shares and 1.5 million views This viral video brought attention to the brand.It is the humour of dancing squirrels and the use of a popular Hindi song that drew the shares
In Indian context
![Page 35: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/35.jpg)
It is a superlative balance between great story, great entertainment and great branding.
Zoozoo effect: 7% of Vodafone’s service revenues came from data browsing in 2013
In Indian context
![Page 36: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/36.jpg)
Zoozoo became a hit in no time. Just within 15 days of the release of the first ad, zoozoos were all over the placeZoozoo is an imaginary character created by Vodafone's agency Ogilvy India. Vodafone wanted to promote its value added services and for that it wanted a character to form a link between their various ads.
In Indian context
![Page 37: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/37.jpg)
A NEW SOCIAL MOVEMENT
![Page 38: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/38.jpg)
• Sustainable practices by companies translate into higher prices of finished goods
• Marketplace doesn’t reward sustainability
A New Social Movement
![Page 39: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/39.jpg)
Marks and Spencer- SHWOPPING
• This campaign suggests that you recycle an old garment when you purchase a new one at their store
• Though this might suppress their sales, it will eventually be seen as a sustainable practice and other retailers are expected to follow suit.
![Page 40: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/40.jpg)
• Old computers and electronics generate huge e-waste• Bangalore alone generates 18000 tons of e-waste each year• Many e-waste recycling startups have come up which extract viable parts or
precious metals like Gold, Silver and Selenium from e-waste• Flipkart and Snapdeal have mobile handsets exchange programs frequently.• Some are sold to mobile phone resellers and gold, silver and parts are extracted
from others.
In Indian context
![Page 41: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/41.jpg)
ADS THAT GO NATIVE
![Page 42: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/42.jpg)
• As technology to filter out ads advances, degree of permissible intrusion into content changes
• Ads must seamlessly blend with content and not be seen as interruption
![Page 43: Creative that cracks the code applied to indian market - Group 6](https://reader035.fdocuments.net/reader035/viewer/2022062311/58792a8c1a28ab7c448b5431/html5/thumbnails/43.jpg)
• Designed to create an air of tradition, grandeur, festivity around Tanishq
• Joint promotion of Tanishq and Paheli
In Indian context