Suddenly I see so many new mobile handset advertising everywhere, karbonn, lemon, lava, micromax! Is there scope for so many new entrants? 5 hours ago
@Pria_says ya, i hav hired earlier but didn't face any issue,but this friend's car got stolen yesterday & suspiciously the driver is missin 14 hours ago
The worst thing that can happen to a bad product is good marketing…but what about the case where the product is bad and the marketing is even worse? Hmmm…then I guess it becomes a case study on brands like IBIBO with title – “how not to market a product”. No, seriously wasn’t balti ad enough that IBIBO has come out with yet another innovative campaign “why play akele”? Not one, not two, rather they have a whole series of creatives for this campaign but what is interesting is to decide which one of these can be crowned as the worst of the lot? This or this or OMG this i.e., the aunty ad on radio, well my vote clearly goes to aunty ad on radio! Every time I listen to this one on 94.3, I can’t resist myself from changing the channel, even if it means listening to kannada songs for a while on mirchi. I detest this ad so very much!
On a serious note, I’m wondering what exactly could be the reason for IBIBO to go ahead with such a crappy campaign? Millions of money spent just like that, effort wasted without any thought on promoting a product which by nature should have been actually promoted through a viral route. A copied concept which due to lack of any innovativeness decided to take the paid marketing path only leading to further disasters enroute. Neither the messaging is right, nor is the execution. To add to that the overall tone of the creatives is so suggestive & absolutely repulsive for the relevant TG of the campaign. I’m wondering is it me or is it everyone who finds these creatives to be totally absurd and disgusting? I think it won’t be a bad idea to do a quick survey on general reaction towards this campaign & send the results to IBIBO marketing team…maybe it can save us from further tortures of “why play akele” kinda campaigns in future.
Public service initiative : May I please request all of you to take out few seconds and just give your opinion below? It would be interesting to observe the results, though I don’t have any doubts on the outcome.
Disclaimer: The opinions expressed in my post are personal & I request readers to express their own judgements & take their own call.
Update on 8th Mar’ 2010: This poll is closed now for voting as per the expiry timeline of the poll. I will be publishing the result of it in my next post, for now you can just see the % of results by clicking “view results”
Recently Nokia had announced a new version of OVI maps available for download at no cost & within few days of their launch only, Nokia observed a huge upsurge in their download numbers. Since the launch of the new version of Maps with free walk and drive navigation, there have been 1.4+ million downloads with over 20% coming from China. Read my this post more at pluggd.in…
The fact that people are sharing a lot on social networking and microblogging sites is no news now, but what is definitely interesting and noteworthy is the trend in sharing as well as the engagement pattern within different types of share traffic. Read my this post more at Pluggd.in…
With this last chit-chat for 2009, I wish all my readers a very happy & prosperous new year. May this new-year bring many opportunities to your way, turn all your dreams into reality and all your efforts into great achievements. Have a wonderful 2010!
For quite some time, I have not blogged about movie marketing mainly because of two reasons – 1.) I think like all other industries, even marketers from Bollywood were lying low due to economy as well as industry specific reasons and 2.) Like typical herd mentality, all marketers for past few months have been using almost ditto strategies again and again for their movie promotions – same website, social media, contest, reality TV presence etc. etc. Nothing new or innovative was coming out which could be discussed or talked about. But well looks like this monotony is going to be broken with the release of Paa. Not only the trailor but the promotion and presentations too are interesting enough to generate curiosity amongst the audience. Here are some of the new strategies which the marketers are using to promote this movie:
Brand Auro: Despite the fact that one of the biggest brands of Bollywood is playing the lead role of the movie, what is interesting is that the movie in all its promotions and appearances is focusing on Brand “Auro” and not Brand “Big B”. The promotion started with a teaser campaign with just a glimpse of Auro and at first look I actually didn’t recognize that it was Mr. Bachchan himself. Since then I’ve seen the promotion of this movie in different reality shows as well as television programs but everywhere it’s Auro who has been the focus and not the star-cast like other movie promotions.
Smart messaging: These days in cinema halls you won’t be surprised if you get a sweet chide like – “Stand up for the national anthem, or I’ll tell Paa”, or “Switch off your cell phones, or I’ll tell Paa”. This is how the movie is being promoted in theaters via slide shows and messages. Interesting and surely catchy!
Engaging properties: Apart from the regular engagement properties like on-ground events and contests, online website, presence on social networking sites like Orkut, Facebook, Twitter, channel on YouTube etc., this movie has been creating a difference through some other interactive promotions too, for e.g., the apt placement of Auro Dance within the cricket match. During the recent series, whenever a wicket was taken a small figure of Auro used to come on the screen, doing that unique “Auro dance” (you can see this dance on its official website as well). On the occasion of children’s day, contests like “Paa and I” where a child can be the father for a day or “I Love my Paa” was organized and all the contests received enthusiastic participation from the kids.
Good to see a fresh movie theme with fresh marketing initiatives. This is a low budget film and hence not much money has been spent on promotional activities but even with a small budget, I think the movie has created enough buzz in the market due to its intelligent strategies. And who needs a large budget to promote a film which has got 67 year old Amitabh Bachchan playing the character of a 13 year old kid. The most expensive element in this 16 crore film is actually Big B’s make-up which accounts to 10 % of the overall budget; no wonder his looks in the film is topic of such a high interest amongst media as well as audience. Mr. Bachchan’s make up for his character Auro is actually going to be one of the strongest marketing pulls for this movie.
OK…It’s official now. I’m SERIOUSLY addicted to Farmville and there is no denying the fact now. Howmuchsoever I tried to resist this game by blocking all Farmville updates or ridiculing my friends who have been playing it during work hours, but ever since I went to this app with a thought to just have a casual glance on this thingy called Farmville, there has been no turning back. This game is really addictive and I think after a long time I’ve become crazy for any game like this. Yes, when I had opened my Facebook account, I definitely enjoyed few apps but beyond those initial ones, rest I just visited more from a purpose of checking those out. But Farmville is a different story all together, the devotion is so much so that every night when I come back from work the first thing which I do is check out on my crops and harvest the ready ones. And I think I am still not as compulsive user as some of my friends are, someone now dreams of gaining XPs whereas someone wakes up at midnight to harvest his crop, there is one who smsed me his Facebook password to harvest as he was stuck in a long meeting and one who called up and shared the password so that I can harvest his ready crops as he himself was travelling out. Such is the user-involvement in this game!
No wonder Farmville has got 58+ million active users (as on 14th Oct’09) and it has been topping the list of social games ever since its launch on 19th June’2009.
Close to 60 million users in just 4 months??? That’s really some statistics in the history of social games! So, what could be the reason for this historical success of the game? Well, there are actually many but I think the key reasons which can be attributed towards the phenomenal success of this game are:
Engaging/Stickiness: Oh, this game is really sticky to its core and this is one of the biggest reasons for so much of repeat visits to this app. You buy crops with Farmville coins, sow them in your farm and if you do not return to your farm on time, your crops wither and die. That’s a loss of money and negative impact on your balance! So, one has to return to this game again & again if you want to make more or do not want to lose your money there. A lovely way to keep the users engaged.
Networking: With Farmville on Facebook, there is a possibility of networking within a networking site. You can ask your friends to be your neighbors in farm and there are different ways by which you can visit your neighbors and earn reward points in the game. So having neighbors is advantageous and within social networking arena of Facebook, it gives you another chance of farm networking by interacting and helping your friends. Now I do get actual messages like, “visit my farm as I’ve revamped it completely” or “check out the new tractor and decorations on my farm”
Viral: It spreads like crazy in your community and there are many interesting reasons for the same, be it free gifts which you send or receive from your friends and later can use those to make money, sharing the wealth of your success or helping stray animals, all have some rewards attached which motivates you to spread the word more and more. You automatically end up doing these making this game truly viral in every way.
Communication: Zynga content guys definitely know the art of communication, each action has a prompt for communication and most of it is in either such an interesting language or are encouraging announcements of your advancements that you actually end up publishing your updates to your friends. And these updates act nothing less than a trigger to your friend to go and do some more farming in their farms.
Design and innovation: I personally love the UI of this game, I mean the colors and graphics of those fully grown crops definitely give you joy of a different kind. To add to that, constant innovation by Zynga team in terms of new farm additions like those beautiful flowers, Indian flag etc. or themes like the Halloween ones are nice additions for the users.
Monetization: Farmville is not just another free social game, it has got a well planned monetization strategy in place too. And by money I don’t mean Farmville coins or cash, I definitely mean hard cash in terms of real $. Thanks to the addiction of this game that once players are hooked on to it, they actually end up spending “real” money in buying “virtual” goods. On any given day 500,000 tractors (which are $20 “virtual” Farmville tractors) are sold on Farmville. No wonder, Zynga the company behind Farmville is making good money and has been profitable every month since September 2007.
Last but not the least, I’m wondering if success of Farmville has some connection with users’ psychography too? The fact that quite many Farmville users are actually Indians, makes me think if it has something to do with roots of Indians being in farming and agriculture? Also in other countries too, amidst all hectic life and work stress people are heading towards peaceful farms in reality, so is setting up a virtual farm somewhere helping them relive the same experiences online too? Has Farmville’s growth got anything to do with user’s inclination towards pastoral lives and is it serving “this” intrinsic need in the virtual world?
“Considering the influence which celebrities have on Indian consumers and twitter becoming twilmyI’m wondering if the next trend will be celebrities endorsing brands on twitter or promoting services amongst their followers”
So it comes as no surprise to me when I read the news of Gul Panag being the ‘Twitter Face’ of the forthcoming Wills Lifestyle India Fashion Week. Wills Lifestyle has initiated this association to explore the platform of new age media and to engage with the patrons of WLIFW in an interesting fashion. For the very first time in the world, a celebrity will tweet directly from the event venue on the on-goings of the Wills Lifestyle India Fashion Week. Recognizing the growing popularity of Twitter in India and especially of Gul Panag on this platform, Wills Lifestyle decided to take on board Gul Panag as the ‘Twitter Face’ to cover the event for this medium. You can read more details of the story here.
Indeed a smart way of interacting with fans and viewers. And smarter is the choice of celebrity as Gul definitely knows the art of customer engagement and involvement in this space. With her loyal fan following and twee-peal (twitter-appeal), I’m sure Gul will manage to create enough word of mouth and viral effect for WLIFW this year. She has already started creating the excitement with special contests for tweeple where winners are going to get free passes for the event. With more and more Indian brands jumping on to the twitter bandwagon over last couple of months, I think it would be fair to say that twitter is one of the fastest adapted new age media by Indian marketers; it has proved to be a great communication medium, in fact in digital media right now it is definitely “THE” marketing medium so to say.
Presence on social media has become a hygiene factor for most of the brands and many Indian brands / events / services are using different social media platforms for different purposes. Some of them have been successful whereas some are still trying to figure out the use beyond posting links of advertising campaigns or PR coverages. But despite this mix, noteworthy thing is the innovative ideas which Indian marketers are coming out with for new age mediums like twitter. I personally loved this idea of a tech-savvy bollywood personality being “twitter face” of WLIFW and I think it’s one of its kinds in Indian market currently. Now let’s wait and watch which other brands follow the suit. Though a word of caution here for marketers would be to think carefully before deciding on this “me too” strategy as not all celebs can actually create the same aura in this medium and also not every product / service needs to be promoted through this platform.
All that glitters may be gold this diwali: It’s that time of the year again which most Indian marketers wait with bated breath, there is festivity all around and thanks to better market condition, Indian consumers are looking forward to splurge this festive season both in offline as well as online shopping. Read More…
Wish all readers a ‘bagful’ (after shopping ) & prosperous diwali!
While doing some random surfing on Facebook, stumbled upon this app for horoscope and compatibility check, in fact it came as a friend’s update. On visiting I realized it to be an app from the makers of the movie “What’s your Raashee”. Indeed another interesting example of movie marketing from Bollywood. After websites, communities, forums, twitter and other social media marketing, it was good to see an app based on the theme of the movie i.e., zodiac signs. The application requires the user to answer questions about their personal preferences and then based on the common characteristics with other signs, they will be shown a list of users whom they are compatible with while offering them an opportunity to add those people as friends on Facebook.
Considering my interest in movie marketing, I did install that app immediately but well I must say that I was bit disappointed with the overall impact. Horoscope, compatibility tests or fortune cookies are definitely some of the most commonly used apps on facebook, every third update on my friend’s feed is actually related to horoscope or zodiac signs. So potentially this app could have created a great viral effect if there were enough interactivity and feed triggers available in it. The feed functionality is available only while installing the app, for rest of the actions actually there is no way to publish your updates. The way it tests the compatibility between you and your partner is quite confusing. Now if the app is allowing you to check the compatibility and if your partner is available on facebook, the fun would have been if there was a way to inform the partner about the compatibility result, same is missing from this app. Also it would have established a better connect with the movie if somewhere the zodiac result of any person could have been associated with the relevant character of the movie:
For e.g., in my case the result reads something like this: “Kark, About Your Raashee – Consider starting a small business on the side…”; instead of showing it like any other zodiac trait announcement if it would have read something like this: “Karka, About Your Raashee – So, you’re like Hansa (Cancerain character in the movie) who is also a Kark and…” then I think along with fun this app would have led to subtle promotion of the movie as well.
Overall a great idea and I loved the initiative but execution could have been thought about more. Let’s see how the movie fairs at BO tomorrow, I for sure gonna watch it soon as I love Ashutosh Gowarikar’s movies.
Damn! Can it be really this simple to make thousands of dollars by wearing a t-shirt? Yes, if only one could have been as innovative as Jason Sadler. Jason started a unique social media drive known as “I Wear Your Shirt” this year. In this campaign, he is wearing one shirt from one company per day and will be posting his image on YouTube, Twitter, Ustream etc. and at one go the brands would have a poster cum social media campaign through Jason. Interesting, but more interesting is his pricing strategy which varies upon the day of the calendar. For the 1st day of year, he would be charging $1 and for the last day $365. Ustream.tv gave him 1 dollar to wear its shirt on 1st Jan & on Jan 29th he was paid 29 dollars to wear Zappos.com shirt. And this is no joke, his 2009 calendar is already sold out and this means that he has made $66,795 this year by just wearing these shirts. To add to that he charges extra for contests & deals etc.
His idea has been so successful that he has extended it for another year and that too with twice the earlier price, as quoted on his website:
I’ve had so much fun wearing shirts this year that I’m going to keep wearing them in 2010, but with a twist… 2 guys in your shirt, 2 time zones, 2x the exposure and January 1 starts at $2! Reserve your day now on the 2010 calendar and meet the person who will also be wearing your shirt next year.
As I’m writing this post, his 2010 calendar is already sold out up till May’10! Now this definitely speaks for the popularity of the idea clearly! I don’t remember any media property in recent times being booked so well in advance by any brand. And the way in just one year there are already takers for this property with double exposure at double rates, I’m wondering if Jason will soon make this a full-fledged promotion company where he will have promoters across the globe working for him as walking-talking media properties and he can offer clients customized exposure at customized rates! How about Jason or likes of Jason doing this in India? Well, I think this idea is expandable & undoubtedly one of the most innovative utilization of social media to promote a brand.
Makemytrip does it again and this time I love it. In fact just saying “love it” once can’t justify my delighted reaction towards the campaign, I mean I seriously loved it esp. the official atyaachar anthem. It’s a riot and simply terrific! It’s one such viral campaign which you definitely feel like promoting on your own. I seriously went ROFL listening to the lyrics of the anthem and the tone in which it has been sung is brilliant.
Makemytrip has launched this online campaign www.offisialatyachaar.com to promote its weekend packages. It’s a movement against work stress, impossible deadlines and long work hours which Make My Trip has presented in a very interesting way. The home page reads: Impossible Deadlines? Graveyard shifts? An atyachaari Boss? Work has taken you for granted for way too long. It’s time to act. It’s time to break away! Join the protest. It has sections as – Offisial Atyachaari, Offisial Atyawear, Offisial Anthem, Offisial Downloads, Offisial Outburst and all of them are just fantastic. You need to navigate through the site on your own to experience the fun. The movement has already instituted its presence on Facebook, now I’m eagerly waiting for its appearance on twitter too. What I liked about this campaign:
It’s FUN and brings a big smile on your face.
It establishes an immediate connect with the TG.
It promotes the product in a very intelligent way; in fact there is very less of branding in this overall campaign but still it creates that impact both from brand as well sales perspective.
It’s interactive properties like atyachaari jokes, sicknames for bosses contest, ringtones, wallpapers and my personal favorite – smashing a real office as protest to atyachaar . I think these are really wild and innovative stuffs.
It’s a viral in true sense, you really feel like sending this link to your peers and colleagues.
From concept to execution, I think both EURO RSGC & digiVaasi have done a great job. I’m only wondering why haven’t they started promoting this campaign at least amongst its members? I don’t remember receiving any email or message unlike that Gajodhar campaign which frankly speaking I hadn’t liked much. By chance I went to Make My Trip website today to check some ticket price and glanced upon their banner ad. Hope they start promoting it soon to spread the buzz and till the time they are not, I think I as a fan of this campaign would like to do it through my blog & tweets , now that’s what I call a true viral, ain’t it?
: May I please request all of you to take out few seconds and just give your opinion below? It would be interesting to observe the results, though I don’t have any doubts on the outcome.
