Noorings: Of new consumer gratification – participation, not just engagement
The likes of Castrol and Lay’s reiterate that for the new consumers, just being at the World Cup is not enough – participation makes the difference.
Advertisers have understood that for their brand to resonate and stay in the consumer’s mind, they need to give the consumer an experience. The nature and definition of ‘experience’ has been varying in the brand builder’s books for years now. Of course, the final experience with the product is taken for granted in these conversations, as that is something obviously present and can be stated, at best, towards the end of the presentation.
The focus has to be the experience created in the communication exercise.
It is this experience, we speak of right now. So, as I was saying, the definition of experience for the brand builder is something that has been evolving. Once upon a time it was considered genius to be able to take your brand on-ground and let your consumer experience it firsthand – mostly seen by FMCGs. Then, that became slightly boring and the big thing moved to creating a surround experience for the brand. The Dove hoarding that takes you to the website and somewhere there were hair washing counters installed in malls to “feel the difference”.
Then, the on-ground was important, the surround was important, but the deciding factor of success was scale and the word of mouth with it, case in point - Gillette.
In all of these conversations, the brand has been engaging the consumer. That has been the mantra, the differentiator. But as we move along, brands’ experiments continue and one notices interesting new takes on taking a communication forward with a consumer.
Meet your star – cinema and sports – has been an age-old offer from brands. The irrational endorsement monies for some actors and sports stars have been discussed time and again, and true that when the brand has paid the money, why not make the most of it. So, comes the bright idea of write this and that, text this and that, or do this and that, and one or two lucky winners get a dinner date or a handshake (depending on the size of the star, and the money paid) with the hero of your dreams.
This lovely offer is still seen by leading brands and I am guessing the reason for that is because it still works.
And then comes, level next.
More recently and more significantly, it has been seen with cricket. Who said, flying the consumer to a match or just a handshake was enough. Even if it is enough, there are those who will do anything to break the mould. Pepsi first brought about the ‘Toss ka Boss’. Simple idea, winner accompanies Captain for the toss - a true manifestation of 15 minutes of fame.
In 2009, Pepsi initiated the ‘First Ball ka Captain’. Once a consumer/ cricket fan saw that was possible, by doing pretty much the same thing she/ he did to have won a ticket, is only the ticket good enough? The ‘Toss ka Boss’, by the way, is still good enough.
Castrol this year, evoked a whole new level of emotions in cricket fans when the TVC showed Sachin Tendulkar not completing a run or not even accepting the Man of the Match award until the ‘World Cup ka Hero’ is there. The promotion was about watching the match from a “vantage point” and making the winner feel like a real hero according to Castrol. But irrespective of that, for the cricket fan, the stakes of the contest is suddenly higher. Will Castrol truly give a “lifetime experience that money can’t buy?” We will know soon enough, but the idea is already sold.
PepsiCo’s brand Lay’s just launched the ‘Lay’s Kaun Jeetega World Cup’ and the contest winners once again benefit in a similar participating nature at the World Cup.
Just engaging the consumer is no longer enough. Making him participate, now that is the game changer. Some brands do it through co-creation – allow the consumers to be a part of the product itself and while I am not a PepsiCo fan as such, the example to my mind again is of Lay’s ‘Give us your Dillicous Flavour’ activity of 2009. Internationally of course, we have seen shoe brands Reebok and adidas encourage the consumer to design their own shoes, but that is more of customisation and less of co-creation.
The new age consumer gratification comes through when you make him participate – engagement is for people with money and tested ideas.
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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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