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The "Right to be Heard" campaign by Black Pencil India for Headlines Today of the India Today group. A nice campaign that voices the sentiments of the Indian youth today. The campaign seeks to provide a platform to people to speak about their grievances and make sure they are heard. Headline Today has also created a website: Right To Be Heard, where people can upload their videos, comments and issues they want to raise. There is also a hotline number they can call and record their messages at. The channel’s team will get in touch with them to highlight and resolve their issues. The channel has launched two new shows in sync with this campaign – ‘Right to be heard show’ and ‘Right to be Heard Town hall show’. According to the channel, the campaign would encompass OOH, TV, print and digital.
Cafe Coffee Day (CCD) has made its first TV Commercial, in its 16 years of being the most popular brand since its inception in India.
Research suggests that 50 per cent of our target consumers in the top six metros - in the 17 to 35-year age group - haven't been to a cafe. This initiation of doing a TV advertisement, has come as the next step to its campaign in print medium in selected top nine cities across India.
The brand which initiated the cafe culture, is now foraying in to newer and unconventional markets and aims to get in to new segments through its TV Commercial.
Recently the coffee shop brand partnered with the movie Neethane En Ponvasantham (also in Telugu as Yeto Vellipoyindi Manasu) as one of its official partner and the coffee shop’s brand name is already visible in many of the film’s promotions.
This new TV campaign has represented the youth who come to their shop to have a conversation over a cup of coffee with their friends, colleagues, lovers, business partners, etc.
The TV ad has also added its humour quotient, by giving a new solution to many problems – by sitting down! The TV Commercial has come up with the new Anthem – Sit Down Anthem! This 2 minute and 20 seconds ad also uses this generation's biggest tool - Social Media Platform such as Facebook, Youtube, Twitter as they share & spread this new Anthem of Sit Down! Cafe Coffee Day has around 1400 outlets across the country now and this was a good time to introduce this idea to consumers. The best part is the way the tv advertisement builds a platform for brand activity on social media - is #sitdown a trend already or will it be in a few days to come?
K Ramakrishnan, President marketing Cafe Coffee Day, says, “The TV Commercial reflects the way of life of the millions of youth following the brand. At a time when ‘standing up’ for issues seem to be the order of the day, the ad reminds you of the positive results of sitting down and discussing various subjects over your favorite brew.”
Continuing on from the wonderful family-bonding-over-meal-TVC called "Saath khao, khushiyaan badhao" Coca-Cola has started various campaigns to position itself as a drink with meal, such as roping in master chef Sanjeev Kapoor and doing a cooking program in three undisclosed cities in India. A website is being spread over social-networking sites which asks people to send any special recipe of their own. The lucky winner would be seen with Sanjeev Kapoor. It also plans to bring some Mothers to college campuses and have them cook for the students there, as part of the campaign.
Remember those childhood days when your teacher or your grammy used to tell you a lot of stories? How we wish those golden days never ended! Who's gonna tell us stories now?
But hey! don't forget that the stories never ended actually! Surprised? When you see a lady clad in white saaree say that X detergent helped remove the stains and make this dress glittering white, isn't that a story you are listening to? But yeah, you are pissed off at the content. While other stories tend to indulge your vivid imaginations.
Take the example of Tata Docomo's "Hate Incomplete Stories?" campaign. Isn't it innovative? Or the Volkswagen's Silent Ad. There are many good stories out there. So why has story telling become so important for businesses after all? What is the meaning of a 'good story' then?
In my view, a good story has the following foundations :- 1. Its Authentic. 2. Its Creative. 3. It makes an Emotional & Personal connection with the target audience. 4. It inspires action/generates a lot of positive word-of-mouth communication. 5. It possibly Engages the audience in a journey with the brand.
Meanwhile lets put up another example to interest you. Remember the "Jaago Re" campaign by Tata Tea? So why is telling good stories so important after all?
Because, Good Stories COMPEL people to CHANGE, change the Way thet FEEL, change the Way they THINK, change the Way they ACT, and change the Way they BEHAVE. Good stories put their audience at ease and engage them with the "Human Side" of the brand.
So for those who still think that direct ads and/or discounts only can bring in profits for your company, please stop clinging to cliches and start making up a story around your product/brand that's indulging enough. - Clarify your message. - Let the audience know the need of change. - Let them know how and when there could be change. - Confirm why their action is important. - Explain how you want your audience to take action.
And, remember an important thing- "Anything that's copied and NOT FOUND is NOT a THEFT!"
So find your inner storyteller. No matter what the industry, product or service; there are stories in every company to help get the message out and acted upon any simple and cost-effective way.
Hi there. A small gap and another colorful post. Of print ads. I tell you these days the Indians are matching toe to toe with other leaders in this category. These consist of some beautiful print ads from all over the world including India. Have a look.
To promote the new “weird is cool” attitude proffered by the ParaNorman film (a tale of a young boy who can see ghosts and is shunned by his friends and classmates), Nike has released a special edition of film-inspired Nike Air Foamposite One sneakers.
The Foamposite One shoes, released in a small batch of 800, were up for grabs via a Twitter campaign challenging fans to tweet the @ParaNorman account with pictures of themselves being weird as a kid with the hashtag #weirdwins. Fans who tweeted the weirdest photos won a pair of the limited edition sneaks. The Nike ParaNorman campaign not only represents a great cross-brand promotional strategy (for the film, the shows, and their master companies) but also plays into a bigger cultural movement toward embracing oddities. It’s also important to note the irony of the campaign: a coveted symbol of hyped fashion trends (Nike shoes) are a reward for celebrating those very uncool, awkward, and socially embarrassing moments of childhood.
Take a look at some photos of the campaign.
What do you think of Nike’s spin on weird as the new cool?
The world of today has seen more than a trillion ads probably. The clutter has become so much that it is becoming difficult for organizations to take up the challenge in this mess. But think of the days when there were pretty rare ads. Most of the people would answer the "Jalebi" ad of Dhara if we ask you about the first ad that you heard of. But in 1939, Lever’s advertising department launched Dalda – the first major example of a brand and a marketing campaign specifically developed for India.
Did you know that the Egyptians were arguably the first to invent the form of Advertising? Do you know how did they do it? Lets have a look at the Illustrated History of Advertising in this world. Compare the timelines to the History of Marketing side by side. Click on the respective images to view the infographic. (A note of thanks to guys who made these. I got them by browsing.)
