How effective is the creative?
Brands can buy awareness but not ‘buzz’, which can only be achieved by investing in creativity
A tinge of creativity with a bunch of effectiveness transforms a good idea to great work. In this rapidly changing environment, brands have enormous opportunities to engage with customers through the digital medium. A powerful creative idea creates buzz through the medium driving effectiveness. Experts feel that it is an era of effective creative. A recent study revealed that brands can buy awareness but not ‘buzz’, which can only be achieved by investing in creativity. As David Ogilvy puts it, “What you say in advertising is more important than how you say it.”
The study also revealed that the more creatively awarded a campaign, the more effective it becomes because greater creativity enables greater consumer engagement. Even, creatively awarded work with lower levels of excess share of voice (ESOV) had a greater effect on business than non-awarded ones.
Sanjeev Bhargava, Managing Partner, JWT Delhi stated that the more quantified and specific a creative, the more effective it is.
From outfoxing Pantene by Dove’s ambush marketing and Ceat’s way of mocking the idiots on streets to Nike’s love for the nation through Bleed Blue and Cadbury’s sweet effort to embark on a new journey with Shubh Arambh, the campaigns have broken the clutter and produced work that has creativity coupled with enormous effectiveness.
According to Sudha Natrajan of TMC Corporation, effectiveness in creativity and advertising can be relatable to a marketing objective being met and to significant results happening because of the campaign. The result can be on sales or an important brand matrix seen going up.
Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group shared that effectiveness in creativity is becoming an expectation, if not a demand. “When the cost of rupee is so high as far as the budgets are concerned, you would want to see how much juice you can squeeze out of your marketing budget,” he added.
According to him, there could be qualitative and quantitative effectiveness depending upon the brand’s objective. Qualitative aspects would be brand-related creating greater empathy, consideration and awareness. However, quantitative aspect talks about sales and market share. There needs to be a healthy mix of both to drive engagement.
Some of the very effective campaigns have helped in brand recall and sales of the product. The ‘Dare to do the new’ campaign by DraftFCB Ulka for the launch of Tata Docomo resulted in Docomo exceeding its targets by more than 300 per cent in the first nine months and Tata Teleservices accounted for the highest net addition in terms of subscribers. In case of western markets, Virgin Atlantic's 2009 campaign, which was an emotional reinstatement of everything it had stood for over the last 25 years, delivered a return on marketing investment (ROMI) of 1000 per cent during recession.
Anil Dua, Senior Vice President Sales and Marketing, Hero MotoCorp said, “Effectiveness in creativity is about sustainable results, so if you don’t deliver on results and the business does not grow, then the primary purpose of creativity is lost. It has to translate into business and market share growth.”
Experts are of the view that market share is a competitive matrix as opposed to just the sales growth so brands should focus on gaining more and more market share by ensuring effectiveness in creativity.
Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India said that one cannot force a person to buy something, one has to excite a person to buy it and this is the role of an effective creative. Advertising and creativity is about selling whether it is a concept, product or service and creating awareness.
There are various categories of advertisers who are effectively designing creative strategies to create buzz and enhance interactivity. The industry feels that the telecom, automobiles and FMGG category are doing phenomenal work. Sharp segmentation in the FMCG category with purposeful advertising has helped in the growth.
“I think advertisers who are not focussing on one media but looking beyond it with clarity of ideas have created some of the most effective strategies,” said N Rajaram, Chief Marketing Officer, Airtel Centre.
On being asked about the trends in 2012, experts feel that the year has been tough with conservative spends and milking in markets that the companies are already functioning rather than expanding across categories. The year has witnessed a lot of media properties coming up with content becoming very critical. Communication is becoming broad-based and gone are the days of just throwing a TVC. Clients and agencies are open to thinking beyond a TVC with advent of digital and experiential marketing. They expect the coming year to be more ambitious, experimentative and expansionist as far as marketing is concerned.
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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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