Guest Column: Igniting the next level of creative thought
Interactive technology can ignite the next level of brand experiences, enabling consumers to also co-create their own brand memory, says Anup Tapadia, Founder, TouchMagix Media
Imagine creating an experience which is co-created by the consumer! One which can be created in a space the consumer is comfortable with. A memory the consumer will never forget, leading to a strong emotional bond between the brand and its audience. This is the next level of communication where consumers do not merely listen to your brand, but live it.
Impactful campaigns are one where the audience plays a vital role in the way engagement happens. Coca Cola has been instrumental in building great campaigns through collaborative engagement. Coke Studio is a great example of how a brand co-creates value with the community to such an extent that Coke Studio itself is a recognised brand property. Utlising the full extent of available technology to enable unforgettable engagements and conversations is an integral part of bringing a campaign to life. The recent India-Pakistan campaign by Coca Cola, where citizens of the two countries could virtually interact with each other, has left a lasting impression on the brand’s audiences.
Interactive technology can lead to collaborative engagement as consumers play a role in the entire experience. The experience can then be easily extended to social media platforms on a real time basis for an intensified impact. Technology can help integrate these mediums to create an extensive brand experience. The recent Snickers campaign used motion and gesture technology to gamify its message of ‘Going Veg’. The campaign involved the audience completing a puzzle challenge where they could pick up and place puzzle pieces with motion and gesture in order to complete the Snickers Challenge. Once the puzzle was complete, the message read loud and clear: ‘Snickers is Going Veg’; a technology-enabled experience created by the audience. The campaign further increased its impact when the scores of each participant were posted on their Facebook page. Interactive technology can add a different level of integration through seamlessly connecting the offline activity to online platforms.
More than ever, now it is crucial to meet consumers wherever they are online or offline. The advances in interactive technology can help create immersive experiences onto any space. Through a projection set-up, a brand can transform any surface from a wall or floor into an interactive environment which can bring a campaign to life. An interactive experience can elevate a good brand thought into an unforgettable brand experience. Axe recently left audiences astounded where interactions involved interacting with their angels by embracing and even kissing them. This is truly living a brand thought.
Innovative brand experiences, when successful in catching consumer’s attention, help capture a larger brand space in their minds. The use of interactive technology through touch, motion, or gesture can enable a higher level of engagement, and therefore, creating a resounding impression on the minds of the consumer. Brands across the world have been using aspects of interactive technology due to its intuitive nature. In India, although there is some awareness of this technology’s existence, there are misconceptions such as lack of scalability, high costs, and hurdles of integration. The reality is however quite the opposite and most importantly, this technology is available right here in India.
Brands across the world have moved from an era of merely a big idea to an idea which can provide a sustainable impact across a range of platforms. Sustaining the impact across mediums and scaling the experience have become important for brands which aim to maximize the impact of their marketing budgets. Technology can help broaden the scope and reach of a brand idea; further due to the agility and flexibility of such technology, one can seamlessly integrate the creative idea into an interactive experience with a quick turn-around time. There is a belief that using interactive solutions will require a longer lead time, but due to the development of templates of interactive content, solutions can be delivered even within tight time constraints.
And this is just the tip of the iceberg. In the future, technological advances will propel the next level of augmented reality where the audience can not only interact with the illusion, but have the illusion interact back with them. In the past, National Geographic Channel attempted such an interaction successfully where people could interact with wild animals and even dinasours on a live screen. Now, imagine the illusions interacting back with the audiences based on the interactions. This is the next level of engagment which is not too far away from becoming the next innovation in brand communication.
It is time to clear any doubts which exist around the utilization of interactive technology. There is cutting edge, cost effective, and scalable touch, motion, and gesture solutions available in India, and these solutions can help us create ideas that lead to the next level of brand engagement. The possibilities of ideas using this solution are truly endless and only bound by the imagination of creative minds. Technology and creative teams can finally move from different corners of the office to turn impossible ideas of yesterday to today’s ideas of impact!
The author is Founder of TouchMagix Media.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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