Marksman Magazine by Interface

2. January 2017 01
EDITOR’S NOTE
Dear Readers,
It gives us great pleasure to bring to you another interesting issue of our very beloved
Marksman. We have curated for you a broad spectrum of interesting articles that
should enhance your understanding of marketing.
Our cover story for the month is about “Proximity Marketing”. It defines the use of
technology like Wi-Fi or Bluetooth to reach the potential consumers with related
content. The special story, “The Holy Grail of Marketing” states how marketing
creates a deeper impact than thought on consumers.
We would like to congratulate this month’s call for article winners –Shashank
Sharma and Shruthi KS, whose articles have been featured in this issue. For the
remaining entries, we would like to thank you all for your incredible response and
encourage you all to keep writing to us with the great enthusiasm.
We’d also like to hear back from our esteemed readers on how you find this issue.
Your feedback is valuable for us! It helps us improve our magazine.
Enjoy Reading!
Stay with us on www.interfacesimsr.com/index.php/marksman
Follow our Facebook page for more updates.

3. 02 THE MARKSMAN
Tweets 03
It’s All About Ad-itude 05
Brand Markive 07
Cover Story 09
Special Story 13
Marketing Faux Pas 16
Hall-mark Campaign 17
Pioneer 18
Rewind 19
Bookworm 22
Kickstart 23
Featured Articles 24
Square Head 29
Buzz 30
Content

4. #luckyman
The much-awaited Stan Lee’s “Lucky Man” series was launched by installing a Twitter
powered vending machine in Waterloo station. All you have to do to win is to tweet a selfie
with #luckyman. The campaign tests the luck of the customers, ‘rewarding’ them randomly
with gifts ranging from lollipop to cash. After a few hours of the campaign the news was
trending locally on Twitter, with thousands of participants getting involved. Since the Twitter
has a global outreach of millions of users, it was an amazing use of a short, viral activation
that engaged consumers and treated them with a little something on their daily commute!
Our lucky lady won £1000 but she doesn’t seem as delighted as the man who won a simple
packet of chips. It looked like it might be his best day ever. He was unbelievably happy.
TWEETS
January 2017 03

5. #BeatlesOnSpotify
Almost 55% of the British users follow any music account on twitter. Since 80% of the adults
use emoticons on a daily basis, Spotify has combined these two mind-blowing statistics to
make an amazing marketing campaign. Beatles have their own iconic custom emoji with its
launch on Spotify. If you tweet #BeatlesOnSpotify and add another emoji along with it, then
you will automatically receive your own playlist for that emoji combination.
#Bethedifference
Arsenal’s Mesut Ozil has some serious skills for Adidas’ #Bethedifference campaign. This
video on twitter brings the stars closer to its fans. It highlights the global reach of the
tournament and its impact on football creators all over the world.
It all started in June 2015, when Adidas football began a search for the world’s best game
changers and playmakers during the UEFA Champions League Final in Berlin. Since then,
#BETHE DIFFERENCE tournaments have sprung up in over 30 cities around the globe.
TWEETS
04 THE MARKSMAN

6. IT’S ALL ABOUT AD-ITUDE
January 2017 05
PRINT AD: Khimji Jewellers
AGENCY: JWT, Kolkata
Khimji Jewellers, India, has recently carried out one of the most creative print ads for its
earrings, rings and necklaces collection, showcasing how in the world of machine-made
jewelleries, the gold artisans who uses old techniques still hold a significant place. These ads
are done by J. Walter Thompson Kolkata and it shows how Khimji jewellers take the help of
experienced artisans to handcrafts exquisite jewelleries.

7. IT’S ALL ABOUT AD-ITUDE
06 THE MARKSMAN
TELEVISION AD: Buffalo/Future Group
AGENCY : And and And
And and And Ad agency conceptualised an ad film for Buffalo, a brand for men’s apparel,
which is a part of the Future Group. Varun Dhawan is featured in the film. This fashion brand
has been a leading player for the past 38 years and has given the fashion world a wonderful
wide range of denims, t-shirts, chinos, jackets and shirts. The new ad is based on the
importance of being ‘one with oneself.’
It is set out in the wild and has captured the river, the magnificent forest, the great landscape
and the freedom of being alone. The advertisement transports us in a different world
altogether with only the unspoilt nature accompanying us.
Buffalo brand is known for its ruggedness and the same has been beautifully shown in the ad
with its positioning statement: One with Oneself.

8. BRAND MARKive
In this era of globalization and technology,
national boundaries have been blurred and
world has evolved as universal market for
goods and services. But this has also led to
infringement of privacy and raised concerns
over security. These privacy and security
issues have not restricted themselves to the
real world; they have major implications in
cyber space too. With the growth of
technology, cyber threats have also grown
exponentially.
Welcome to the world of cyber security, the
need of the hour. This is the market space
dominated by world’s leading cyber security
company- Symantec. With successful brands
like Norton, LifeLock and Geo Trust under
its belt, Symantec is considered a one stop
solution to protect against all forms of
attacks across endpoints, cloud and
infrastructure. Customers, Organizations and
Governments have been relying heavily on
Symantec for their data security needs. Its
Norton suite of products alone has a
community of over 50 million people
depending on it for protecting all devices
against cyber threats. Established in 1982,
Symantec owes its initial success to
development tools like THINK C, THINK
Pascal, Visual Café and Symantec C++. The
company went public in 1989. But it was not
until 1990 that the company’s fortunes
changed altogether. It was the year
Symantec acquired Peter Norton Computing
for $70 million, giving it a 34 percent stake in
utilities
January 2017 07
Symantec

9. COVER STORY BRAND MARKive
08 THE MARKSMAN
market at that time. Thereafter, it shifted its focus from development to security market.
Always touted as an acquisition friendly company, Symantec rounded 1998 with acquisition
of Intel and IBM’s antivirus business.
Any brand success story is incomplete without mentioning about its competitors. In the
antivirus industry, Symantec faces stiff competition from McAfee, BullGuard, Kasperskey and
Avira. It has had several feuds with rival McAfee over copying Norton’s code in its antivirus
program. Nevertheless, the company has retained its leadership in the segment.
Some of the credibility under its belt include attaining top market position in seven different
consumer and enterprise security segments. It has also achieved top honors in three storage
and availability market categories.
Today, the company offers products in four different verticals, namely threat protection,
information protection, small business and website security respectively. Its success mantra
has not changed over the years, which is focusing on its customers and enabling them to
have confidence by providing security and management in this information-driven world.
Thus, providing complete protection and control in the hands of the customer, Symantec has
successfully positioned itself for global leadership in a global future.

10. COVER STORY
India, the second most populous country in
the world, is predicted to surpass the United
States in number of smartphone users in
2017. Around 244 million people in India are
predicted to use a smartphone by 2017 as
compared to around 220 million people in
the United States. These figures indicate the
enormous penetration of mobile devices and
the tremendous change in behaviour in terms
of using mobile phones (Especially
smartphones) as a preferred way of
consuming digital content.
These changing times can be instrumental for
marketers in discovering a new medium to
communicate with customers via their
portable devices.
Using Wi-Fi or Bluetooth to send
promotional messages of their products
Proximity Marketing
.
January 2017 09
and services to their customers’
smartphones and tablets in a close
proximity is called proximity
marketing. Proximity marketing is also
called hyper-local marketing. With the use
of technology, marketers bring a variety of
marketing messages to consumers who are
nearby and looking to make a purchase.
Uses of proximity marketing are varied and
include distribution of media at social
applications, concerts, payment gateways,
local advertising and retail check-ins. Any
device that is GPS enabled can make use of
proximity marketing.
The different technologies that can be used
to detect smartphones in the vicinity are as
follows-
1.)Bluetooth – Beacons connected to the
smartphones can be used by retail chains.
With the use of a mobile application,
technology is enabled and permission is
requested. Content and offers can be
pushed though Bluetooth and all of this
does not require the use of internet
connection.
2.) Wi-Fi Hotspot – Many retail outlets
make use of this technique. If one uses the
Wi-Fi hotspot dynamic marketing content
is pushed directly to the user via web
browsers.
3.) Mobile Browser – If one visits a
company site while in the proximity of a
location, dynamic content can be geo-
targeted to the user irrespective of
whether the person is usingWi-Fi or not.

11. COVER STORY COVER STORY
10 THE MARKSMAN
4. ) NFC – In a Near field Communication
enabled phone, the location of a phone can
be determined by connecting to a RFID chip
on a product or media. Apple pay and other
such payment gateways make use of NFC.
Immense marketing opportunity lies with
NFC. As for example- Retail outlets can
deploy NFC on shelves for product
information.
5.) Geofencing – When we move from one
state to the other our cellular connection is
managed between towers. Our location can
be used by Text message marketing systems
to push text messages to prospective
customers at a specified location. Use of text
messaging is known as SMS Geofencing. This
technology could be extrapolated to use for
marketing of products and services.
Proximity marketing can be employed in
various locations such as large retail outlets,
trade shows, expos, shopping malls, where
consumers plan to spend at least a couple of
hours. These are the prime areas for a
proximity marketing campaign. Customers at
these locations are whom proximity
marketing promotions, offers and information
can be aimed at. The fact that the number of
people one can reach with the use of
proximity marketing in any area is huge is the
key benefit of this type of marketing. Thus,
any business or service that operates from a
fixed location can implement a proximity
marketing strategy. Retailers are making most
out of this type of marketing and some
examples include:
1.) Carrefour: In Romania, Carrefour has
extensive iBeacon networks in 28 of its

12. hypermarkets. Through this network, a simple
and fun app is offered by the retail chain that
provides special offers to its customers when
they are inside hypermarkets. The content is
customised in the app. This proximity
marketing strategy helps Carrefour to keep
consumers informed about the products,
services, offers and other information. This
campaign has helped in enormous customer
engagement and it was recorded to have
grown by 400%.
2.) Woolsworth- This supermarket giant
successfully completed a beacon trial with one
store to improve customer service. After that
the chain has announced that they will be
rolling out beacons in all of its 254 click-and-
collect stores. The aim is to allow consumers
to place their order online and pick them up
in-store. For example, when a click-and-collect
consumer comes within certain proximity of
the store, a notification is sent to Woolworths’
picking systems. This notification prompts the
staff to assemble the order. The app then
notifies the consumer whenever the order is
ready.
3.) Target- The second largest retailer in the
US, recently announced that it would
implement proximity marketing strategy in 50
of its stores nationwide. The company intends
to have a Target app and it will resemble a
social media news feed that will offer deals,
promotions and more. Target is initially testing
the technology in 50 stores, in Minneapolis,
Chicago, Denver, Portland, New York City,
Pittsburgh, San Francisco and Seattle.
4.)Macy’s conducted successful proximity
marketing trials in San Francisco and New
York. Macy’s used this trial as a method to
engage customers. Shoppers received
COVER STORY
January 2017 11
A child suggesting her mother to smoke

13. local tourist destinations. Information
regarding a product or service can be put
across using proximity marketing. It can be a
tool to attract consumers and also to keep
them abreast with new offers.
Proximity Marketing has tremendous
revenue-producing potential, allowing many
entities from retailers, hotels, casinos and
more, to deepen their connection with
consumers, encourage more loyalty and
greatly improve the customer experience.
Most importantly, all of these factors sum up
to make Proximity Marketing a very effective
tool to generate higher Return on
Investment for businesses, retailers and
advertisers. Once the proximity marketing
plan is implemented, it should be constantly
customised, evaluated and monitored.
COVER STORY
12 THE MARKSMAN
.digital experience with a chance to instantly
win gift coupons worth $1 Million Dollars.
5.) McDonald’s is using proximity
marketing to enhance personal relationships
with customers as well as to promote a new
line of coffee-flavoured beverages in Istanbul.
In this campaign, the chain used a very
popular Turkish loyalty app – Shopping Genie
to target customers while they were in the
premises of a local McDonald’s. Customers
won mobile coupons, by using the app, which
further encouraged them to purchase a
coffee and receive a beverage from the new
drink line for free. McDonald’s achieved a
20% conversion rate with 30% of users who
received the promotion.
Further, Proximity marketing can be used in
the future in the following ways
• Major retailers, such as Ikea or Macy’s,
can send coupons, offers and store maps
to enrol in loyalty programs or apply for
credit cards.
• Hotels can use proximity marketing
strategy to inform guests about
promotions, offers and on-site events
that can be offered to enrol the
customers in loyalty or rewards
programs.
• Restaurants can send special menu
offers, coupons for loyalty programs.
Furthermore, games or trivia questions
can be sent to help the customers in
passing time until food is served to the
table.
• Shopping malls can offer discounts,
promotional offers at any retailer.
• Travel hubs such as airports can provide
maps or display ads that can be sold to

14. When was the last time you saw an ad that
brought a huge smile in your face? When was
the last time that you saw an ad that made
you sad, amused or even curious? When was
the last time when you had most of these
emotions in your face and yet you didn’t feel
like buying it or maybe nothing at all yet you
wanted to get that product showcased in the
ad? Too many questions asked in the very
beginning but the major question overlying is
simple - “What defines the success of an ad”?
Is it the emotions that is expressed on your
face or is it the underlying thought process?
Neither of them could be stated as the
reason for they can be contradictory. For
years, marketers have been turning to
neuroscientists to drill deeper into consumer
behavior to know “what actually makes them
buy?” which would eventually lead to how to
market a product right.
Currently the marketplace generally used self-
report to measure the consumer behavior,
which are a series of questions that the
consumer has to answer. Some companies
add another aspect to this report which is
Facial Coding. But as stated before, facial
coding rarely becomes the actual buying
factor because of one simple reason, it only
accounts for 9% of the explanatory power.
Which means, of the total buying behavior,
only 9% accounts to the expression that is
actually expressed in the face. accounts to be
unexplored. Thus, the combination of Self-
Report and Facial Coding is not of a
significant impact. It is required to have some
other means to understand the emotional
journey through an ad, which gives you more
SPECIAL STORY
THE HOLY GRAIL OF MARKETING
January 2017 13
coverage of the brain. There are other tools
such as biometrics and EEG
(Electroencephalogram) which reveals
almost 62% of the decision making.
However, there appears to be a major part
of 38% which accounts to be unexplored.
Recently, a new research by Dr. Carl Marci,
chief neuroscientist at Nielsen Consumer
Neuroscience at Nielsen Company
attempts to drill deeper into the consumer
behavior. He combined several existing
mind tracking tools into one measure. It is
called as the Video Ad Explorer, according
to him which is “The Holy Grail of
Marketing”- a highly penetrating probe to
the consumer brains.
The current tools such as Facial coding only
gets around 9-12% of the creative effect on
the consumer.Whereas biometrics adds up

15. .
when a consumer is watching the ad. The
facial coding analyses the expressions and
also the keywords and keywords eye
tracking to know where the consumer looks
into; biometrics gets the energy level
whether it is high or low, and the EEG takes
care of getting the data regarding memory
activation. Throughout the measurement
leaves a graph with spikes/valleys that can
translate into actual decodable data. This
data is then analyzed and metrics is created
for every second of the ad. The statistical
model that is derived out of these
measurements then reveal how it relates to
sales.
Mostly our memories and the conscious
awareness of our behaviors seem to be very
limited. For example, questions such as “Did
you like that ad” or “Do you remember that
ad” or even “Would you buy?” takes only a
small portion of the brain, which is the
conscious part. We need tools to measure
the other non-conscious part as well. In the
Shopper Brain Conference in Chicago, the
actual comparison of how consumers
described their walk through a store and the
non-conscious measurement of that walk
was not at all alike, which just reinforced the
necessity of “non-conscious” measurement
over conscious.
The application of this particular method is
huge. It could tell the marketers whether a
particular ad is of great promise or
something which requires more work. Since
the second-by-second data is measured it is
also possible to explain which part of the ad
has to be modified. The most interesting
aspect is that even a 30 second ad can be
14 THE MARKSMAN
to a slightly larger value. EEG on the other
hand, goes up to 62% of the revealing
power. But when it comes to the human
“Brain” even 62% might not be enough. It is
true that EEG gets most of the areas of the
brain covered but it can’t distinguish
between a smile and a frown. Whereas facial
coding can. It can also tell you where the
consumer is looking at, the brand or any
other entity. But neither facial coding nor
biometrics can reveal whether there is a
memory activation due to the ad which
only EEG can reveal. To get a better
perspective, biometrics comes into picture
with data on the energy level of the ad. Dr.
Carl Marci combined all these tools to see
how well they complement with each other.
If all these tools measure the same thing
and overlap significantly, one may expect
that the average would not go beyond 62%
as it is the same factor that is measured. But
surprisingly, its combination worked out
very well to reveal about 77% of the buying
power.
In order to test this theory almost 60 ads
were looked upon across a wide variety of
categories as they were airing and then
simultaneously did the testing over the
course of over 5 months. Data on
households that are exposed to the ad are
collected and the consumers are followed
into the store. The lift in the sales, the
product category and the product itself is
analyzed to confirm the theory. What makes
it different from self-report is that these
measurements are non-conscious which
means the data is collected passively. It is
the actual experience, moment to moment,
SPECIAL STORY

16. January 2017 15
converted into a 15 second ad by just taking
the most engaging parts resulting in higher
brain activity. A story, a relatable character,
journey, the brand product or service, good
attention, emotion and a memory trace and
motivation for them to make the purchase is
all that takes in any successful ad, and this
helps to effectively integrate it all in an ad
merely 15 second long or even of a smaller
duration. It is not only about the ad spin or
the number of channels in which the ad was
on. Thanks to the memory activation,
emotional motivation and attention
processing mechanisms.
The future looks promising, get ready to
experience a bunch of highly effective ads
and marketing strategies that would make
you almost irresistible to buy because with
“The Holy Grail of Marketing”, your non-
conscious part of the brain may have bought
it even before you know it.
SPECIAL STORY

17. MARKETING FAUX PAS
Australia Day lamb advertisement draws criticism
(Australian native) lady Amy Mcquire.
The ad is also controversial as it
apparently offended vegans, when during
ad, three barefoot people clad in hippie-
like clothes walk along the beach, one
strumming a guitar, to join the party one
of the main actors asks “should we crack a
vegan joke?” at the end, although, they
decide against it. It was viewed and
perceived as offensive to vegan
community.
The television advertisement that is released
annually on Australia day encourages people to
eat lamb to mark the historic day .But it has
turned controversial, with members of the
Indigenous community describing it as very
offensive and disgusting. While Meat and
Livestock Australia says the response has been
mostly positive, majority Indigenous
community state that it is highly offensive. The
ad campaign, depicts the European invasion on
Australian soil, and shockingly makes no
mention of Australia Day. It begins with a
group of Indigenous Australians having a
barbecue on a beach as one by one, ships of
explorers reach the shore and join the party,
followed rapidly by group of new party people
including the First Fleet, the French, Chinese,
Greeks, Italians, the Russians all the way up to
our most recent migrants, all bearing gifts and
food to add flavor to the celebrations. The ad
is full of cultural stereotypes of not just
Indigenous Australians but also French people
eating cheese, stuffy British officers, Germans
with beer, Maoris saying 'bro', and Chinese
people with long beards, traditional garb and a
box of fireworks. The mass outcry is that the
advertisement is insensitive towards "[Using]
the continual pain, the real pain felt on this
date for their own purposes, for marketing
publicity ... that being the most offensive part
of it," There's Aboriginal people dying in
custody, their children being taken away, suicide
taking place ... and that oppression stems from
that original invasion. “So in order to use that
as a marketing ploy to sell lamb.. It’s even more
disgusting” said the journalist and Darumbal
16 THE MARKSMAN

18. HALL-MARK CAMPAIGN
Google - Year in Search 2016
moments of levity and beauty that instilled
inspiration and hope in people. The world
mourned after the attacks in Brussels and
Orlando. People struggled to understand the
ins and outs of Brexit, and issues raised during
the US presidential election season continue
to resonate long after Trump took the chair.
But there were also moments that brought us
together, such as the Olympics and Pokémon
Go.
The beauty of the campaign lies in the
simplicity with which the google has managed
to strike an emotional chord with the
populous. There are wide cultural and
intellect differences among people across the
globe, with views and behaviours governed by
their value systems and cultural contexts. Yet,
this ad campaign has inculcated heartfelt
emotion among all, indicating how Google is
omnipresent in people’s lives. The comments
of 21 to 35 year olds show the greatest
amount of emotion evoked by Google's
creative gem, while the comments of 16 to 20
year olds indicated heartfelt emotion.
Google’s end of year review campaign is a
fitting way to wrap up our review of the best
marketing campaigns of the year.
January 2017 17
Google’s two-minute ad campaign ‘Year in
Search 2016’, created by 72andSunny,
reviews the top searches of 2016 through
footage of the moments that tore us apart
and pulled us together over the course of
the year. A year filled with numerous events,
happenings, and moments marked by
intense tragedy and polarization, Google
managed to bring something surprisingly
uplifting and hopeful. In testing, viewer
response was overwhelmingly positive. By
overall score, the film falls in the top one
percent of all ads tested this year to date,
and it is the third highest scoring out of
nearly 700 technology ads tested.
The video takes an emotional look at the
year just gone, covering a wide range of
events. The campaign very subtly
demonstrates how consumers turn to
Google search blindly without a second
thought for all their inquisitives by giving a
glimpse into what the world was interested
in during 2016, and amidst all the year's
difficulties and challenges, there were also

19. couple announced that they were getting a
divorce. Putin being an orthodox Christian
believes visiting and promoting churches on
important dates and holidays on a regular
basis.
After his military career, Putin held an
administrative position at the University of
Leningrad, and when communism fell in
1991, he became an adviser to liberal
politician Anatoly Sobchak. Later that year
Sobchak won the mayor elections of
Leningrad and Putin was appointed his head
of external relations. In the 1994, Putin was
Sobchak's first deputy mayor.
Putin was appointed as an acting president
in December 1999 after Boris Yelstin
resigned. In March 2000, Putin was elected
as president for his first term. He was re-
elected in 2004 for his second term and
again in 2012 for his third term as the
president of Russia.
Outside his office Putin has a sporty, tough
guy public image which has been made by
his participation in extreme sports and
interaction with wild animals. In the year
2007, the tabloid Komsomolskaya Pravda
published a huge photograph of a bare-
chested Putin vacationing in the Siberian
Mountains under the headline: "Be Like
Putin." Some of his activities have been
criticised for being staged. Outside of
Russia, Putin's macho image has been the
subject of parody. Be anything he has always
been a no nonsense man. But even after all
this he has been voted the most powerful
man in the world for 4 years in a row.
18 THE MARKSMAN
Currently he may be the most powerful
person in the world, but he didn’t start big.
He was born on 7th October, 1952 in Saint
Petersburg to a Russian fleet naval officer.
Putin was the youngest of three children. He
lost his both brothers when he was young.
He started school in 1960 and started
learning Judo at the age of 12. He also learnt
German and speaks it fluently.
In the beginning of 1975, he joined the
Russian Security forces KGB, monitoring
foreigners and consular officials. Later from
the year 1985 to 1990 he served in Dresden,
East Germany using a cover identity of a
translator. He served there for 16 years and
retired as lieutenant colonel.
In the year 1980, Putin first met his wife,
Lyudmila, who was a flight attendant at the
time. The couple got married in 1983 and
have two daughters Maria, born in 1985, and
Yekaterina born in 1986. In early June 2013,
after nearly 30 years of marriage, Russia's first
PIONEER
Vladimir Putin

20. KJ SIMSR and Team Interface were back again
with a delightful event. This time it was
Navikaran- the annual marketing fest of KJ
SIMSR. Every year this event goes bigger and
better, and this time was no different. Starting
from 23rd January, 2017, it was a three day
event which included case studies, ad making
competition and panel discussion.
The first day started off with the inauguration
ceremony by the director Dr. Monica Khanna
and Marketing Head Mr. Isaac Jacob. It was
followed by a treasure hunt competition which
had a twist-“SelfieTreasure Hunt”.
REWIND
Navikaran
January 2017 19
Next day was followed by Ranniti- a case
study competition, sponsored by
“Mcaffine”. A total of 7 teams from
different B-schools were shortlisted for
the final round of the competition. After a
detailed discussion and scrutinized
evaluation, team “Masala Dosa” of
SCMHRD Pune was declared as the
winner and awarded 10,000 rupees as
cash award.
Simultaneously another competition,
Filmistan was held. This competition had a
mind boggling idea wherein the
participants had to re-strategize a
marketing plan for a movie whose
existing strategy was a dud.

21. It indeed was an enlightening session where
we got to learn a lot.
All through these three days a lot of other
activities took place which kept all the
students engaged and enthusiastic. The
treasure hunt, the tagline taboo, advertising
dumb charades, ring throw and lastly a
groovy DJ night kept everyone exuberant.
Our Sponsor Bigmouth
A concept envisaged by Gautam Agicha
couple of years back, is today a (Gautam
Agicha and Tarun Makhija) company- Big
Mouth Communications. Big Mouth has been
working for family and friends since then.
It is a digital marketing company which aims
at giving the customers an upper edge over
the others in the digital world.
Services they offer :
1. Search Engine Optimization
2. Social media marketing
3. Online advertising
T
REWIND
From around 50 entries, 5 of them made it
to the final round. The winner, Ashish Singh
Nikumbh of KJ SIMSR was awarded 8000
rupees cash.
Aavishkar- a print ad making competition
was held as well. It was an online
competition wherein participants chose a
brand and created innovative ads. Team “Hit
for Brain” from IIM Raipur was adjudged as
the most creative team, and was awarded a
cash prize of 3000 rupees
The last day was marked by a panel
discussion on the role of digital data in
today’s business environment. The panel
included illustrious personalities like Yogesh
Karikurve- the Business Head of ZEE
Entertainment, Rohit Onkar- the Digital
Head of Loyalty Rewardz Management Pvt.
Ltd., Rushab Vaza- Founder and CEO of
Instict Media and Hardeep Singh- Marketing
Professor at KJ SIMSR.
20 THE MARKSMAN

22. Steamy Mugs, serving a compact menu of
international light meals, is an exotic café
always hustling and bustling with people.
Prem, the owner of the shop, always
dreamt of steamy mugs even though his
parents didn’t favour his decision. In order
to invest less and gain more, he opted to
open a shop in Ghatkopar. His target
customers are college students, since they
love to grab a cup of coffee/ tea and work
alongside in groups. What differentiates
them from their premium competitors is
the perfect tea and coffee at an affordable
price. Along with the different types of
beverages that they offer, their menu is
flooded with dishes of various sorts. The
shop has a stack of books of different
genre, and the customers are free to pick
one for a read according to their taste.
Being a digital marketer himself, he
encourages the customers to check in via
Facebook. They proudly display the 4.0
rating on Zomato and 4.8 on google. They
also offer free Wi-Fi to attract the youth.
Distributing coupons and discounts for the
newcomers has increased the footfall.
Moreover, they have sponsored many
college events to increase their visibility
and evolve as a brand. Currently, they are
working on their website and other digital
means to connect with people in a better
manner. Although they serve amazing dishes
and beverages, in order to catch the eye of
the potential consumers they have a long
way to go.
REWIND
Steamy Mugs
January 2017 21

23. A best-selling Author over the years, Malcolm Gladwell has written many ground breaking
books over the years, andThe Tipping Point is no different, which was published in 2000.
The book shows how small actions taken at the right time by the right people and in the
right place can create a tipping effect, for a product to become a massive success.
Gladwell uses a three point plan to outline a product’s tipping point. It all begins through the
Law of the Few that when a few influential people use a product and spread it through the
power of word of mouth, then through the Stickiness Factor, when the product is naturally
‘sticky’ or infectious. Here, ‘sticky’ is used to show that people don’t want to switch channels
because how wonderful the product is. Finally, the product will reach its tipping point if the
context is right.Thus, ideas and products that fit the context will spread fast and wide.
The Tipping Point shows it works through the successful examples of Apple, Ford, Microsoft,
P&G, Unilever and Pepsi.
The Tipping Point is providing marketers world over with exciting approaches to product
developments and innovations.
BOOKWORM
The Tipping Point
By Malcolm Gladwell
22 THE MARKSMAN

24. Do you know which is one of the biggest
hurdles to cross when you land in your new
job in a new city? Well there might be
countless hurdles that might pop up but on a
priority basis it’s nothing but to get a roof to
stay in. The countless phone calls, visits,
negotiations and in the end the sudden “end
in deal” when they know that you are either
a bachelor or a group of bachelors
(irrespective of girls or boys). Being a
bachelor is being an unspoken “crime” that
people accidently do. In the end people often
end up in those places called as PG’s. Have
you faced this situation? If yes, then maybe
you are lucky. Because a bunch of friends
who moved to Bangalore faced the same
situation before and they ensured that
others won’t have to face the similar
situation what they faced. That’s when
NestAway was born.
Backed by Ratan Tata, NestAway is a sigh of
relief for all those single boys and girls who
faces difficulty in finding a home for rent.
They offer a list of fully furnished homes
with Sofa, Beds, Cupboards, TV, DTH, Wi-Fi,
Washing Machine etc with affordable rent
for single boys and girls and also being
planned for families. One can check out their
website which includes the pictures of the
house and amenities that are available and of
course the rent.
NestAway
KICKSTART
January 2017 23

25. FEATURED ARTICLE
The Curious Case of Tobacco Industry Marketing
-SHASHANK SHARMA, IIFT
KOLKATA
“… Few people on this planet knows what it
is to be truly despised. Can you blame them? I
earn a living fronting an organization that kills
1200 people a day. Twelve hundred people.
We're talking two jumbo jet plane loads of
men, women and children. I mean, there's
Attila, Genghis... and me, Nick Naylor. The
face of cigarettes, the Colonel Sanders of
nicotine…”
When Aaron Eckhart, who plays tobacco
lobbyist Nick Naylor in the 2006 film
‘Thank You for Smoking’ utters the above
dialogue, most tobacco industry marketers
would identify with him. The movie
portrays very well, the life of a person
who is related to the tobacco industry and
the moral dilemmas he might have to face
on the job. Tobacco marketing is a job
which is not for the faint hearted. You have
to explain to each and every person you
know why you chose the industry and
whether or not you have any qualms
about killing people. Especially in India, a
job selling cigarettes for ITC may be as
dangerous for your social life as a job
selling condoms for Durex.
Tobacco advertising is one of the most
regulated forms of advertising around the
world. WHO runs a Tobacco Free
Initiative(TFI) under which it advocates “A
total ban on direct and indirect advertising,
promotion and sponsorship bans must be
complete and apply to all marketing
categories.” Many governments around the
world, including the Indian government,
require tobacco companies to carry text
24 THE MARKSMAN

26. FEATURED ARTICLE
warnings, graphic images on tobacco packing,
including cigarettes and chewable tobacco
products, warning the consumers about the
health hazards of using tobacco. The above
image depicts the change in how a Marlboro
cigarette pack in Australia looked like in
2006 and 2012 due to change in government
regulations which increased the graphic
warning area on the front of the pack from
30% to 75%. Australia also became the first
country to introduce plain/standardized
packaging, which means that the brand and
product names have to be displayed in plain
text and the logo has to be omitted, making
every brand’s pack look similar and forcing
corporations to think whether to keep on
spending huge dollars on marketing. It takes
no time to realize how difficult it has now
become for tobacco companies to advertise
their products. The use of smoking on the
silver screen as a symbol of sex and
masculinity has been there from the times
when cinema was in the nascent stage.
Movie stars can be considered the biggest
endorsers of smoking. Many of us may have
picked up the habit of smoking because
some actor looked cool puffing a cigarette
or a cigar. The tobacco lobbies were a major
influencing force behind this phenomenon.
January 2017 25

27. Tobacco companies have leveraged product
placement in movies as a way of advertising.
Many famous tobacco companies have made
direct payments to actors for smoking in
films. Brown and Williamson paid Sylvester
Stallone a sum of USD 500,000 for smoking
their products in five of his famous films. But
the film industry has become restrictive about
this after legal troubles started arising. In
2016, the Motion Pictures Association of
America (MPAA) was slapped with a lawsuit
which asked for removal of smoking scenes in
films which were rated safe for child viewing.
In India, law dictates that films must show
anti-smoking ads and disclaimers against
smoking at the beginning of the movie and
also when the smoking scenes are shown.
Once, even direct advertisement was allowed
for tobacco companies, as shown in the above
pictures. The famous Marlboro Man
advertisements (as seen above) brought in
huge revenues for Philip Morris for decades
together. Conceived by Leo Burnett, the ads
depicted rugged men, mostly cowboys, in
their natural settings. ‘The Marlboro Man’
transformed Marlboro from a feminine to an
ultra-masculine brand and is considered to be
one of the most brilliant campaigns in
advertising history. But over the years, direct
advertising of cigarettes and other tobacco
products has been banned in most of the
countries around the world. The Indian govt.
banned the promotion and advertising of
cigarettes, tobacco products and other
intoxicants in 2009.
ITC Ltd., which is one of the largest FMCG
brands in India, was originally a tobacco
company by the name of Imperial Tobacco
FEATURED ARTICLE
Company of India Ltd, later changed to
Indian Tobacco Company Ltd. and ITC Ltd.
successively.
Though the company is a household name
for everything from biscuits to stationery
items, cigarettes still contribute to a
significant share of its revenue. The Wills
brand name, which was initially used to
market cigarettes, now sells apparel wear
and has its own fashion shows. This shows
how marketing can be cleverly used to
leverage a tobacco brand to sell clothes!
Although tobacco marketing is considered
unethical by people in general, it is just
another field of business. And moreover,
ethics are subjective. What is ethical for a
person may be unethical for another.
Hence, rather than looking down upon
tobacco companies as killing agents, there is
a need to rationally think about them as
normal business people whose aim is to
generate profits, satisfy their customers and
keep the shareholders happy. Isn’t that what
any and every business is all about!
26 THE MARKSMAN

28. FEATURED ARTICLE
The Trend of Chatbot in Digital Marketing
-SHRUTHI KS, SIBM PUNE
Artificial Intelligence or AI has been on news
for long now. AI is there everywhere today
and digital marketing has gained widely from
this development. Artificial intelligence in
digital marketing has helped marketers save
their valuable time. One area that is blessed
by AI is customer care service centers. With
advent of chatbot life is simpler for the
customer care team and customers are also
happy with immediate responses to their
queries. Thus it’s a win-win situation for both
business as well as the customer. Chatbots
are AI-powered robots within messaging app
that can help a brand communicate with its
customers without the need for a human
intervention as mentioned in
chatbotmagazine.com. There are about 7
Million Whatsapp users and 5 Million WeChat
users and other messaging apps like Viber and
Snapchat users are also increasing. Internet
users are spending more time on these
messaging apps and marketers see this as an
opportunity for more growth for Chatbots.
Chatbots exist as virtual assistants too. For
example,Apple’s Siri, Microsoft’s Cortana etc.
Chatbots have found its way through
ecommerce business as well. They are used
widely by brands to promote the ecommerce
purchase mainly amongst younger generation
crowd. Amazon’s Echo has made it easier for
people to simply ask for what they want. Echo
has the potential to inspire the purchase and
also increase the purchase by providing
the necessary information asked by the
customer.
Customer interactions with chatbots are
not new. We have been using Chatbots
since quite a long ago while calling up a
bank or airlines and waited in line hour
long to get to speak to the customer
representative or gave up mid-way
through. Chatbots on messaging app has
taken care of our major concern of
waiting time on phone trees or worry
about call drops. These bots provide a
satisfying engagement with customers and
provide a better delivery system.
As the usage of Chatbots is widespread
so is risk associated with it. For maximum
security of chatbots all communications
should be encrypted and it should be
deployed only on encrypted channel.
January 2017 27

29. Therefore marketers should work closely
with its Information technology team from
the beginning of development of the bots, as
security constraint is a very important
parameter here. As chatbots are taking front
seat here and representing the brand as a
human substitute its easier for hackers to get
control of the bots and use for malicious
purpose. A lot of testing and support goes
into maintaining chatbots hence it is costlier
for business to manage.
With growing number of digital arenas usage
of chatbot has increased and marketers can
interlink their accounts and receive message
via any channel like Facebook, Whatsapp etc.
Chatbot is used to keep an eye on changing
trends. It is easier via chatbot to analyze huge
data on an excel sheet that a human would
take day’s together to analyze. It gives brand
real time data on how customers respond to
different messages and accordingly business
strategy will be mended.
Bots makes it easier for timely interaction
with customers and has potential of providing
seamless experience for the customers. With
more and more development in digital space,
Chatbots will surely play a very crucial role,
making customer relationship management
more fun filled and effective.
FEATURED ARTICLE
28 THE MARKSMAN

30. SquareHead
January 2017 29

31. BUZZ
CLUES
PUZZLE
ACROSS
DOWN
4. The media agency won global media
mandate for Merc Consumer Healthcare.
5. This brand's funny Twitter campaign
recently sought to discourage people
from drunk driving.
6. This English media house signed a
licensing deal with Amazon India for
broadcast on Amazon PrimeVideo.
7. Maruti Suzuki positions this model as a
car 'Made for India' with its latest brand
campaign.
8.This property portal turned billboards
into blankets for the homeless in
association with a Delhi-based NGO,
Uday Foundation.
Answers:
Across
1.Raga2.Yolo3.ABPNews
Down
4.Starcom5.Ola6.BBC7.Alto8.Magicbricks
1. This collection range of Titan
watches has #KhudSeNayaRishta
campaign associated with it.
2. SonyLIV has launched this regional
language web-series as a strategic
move to augment the traction that the
platform is currently receiving from
regional audiences.
3. The logo of this Indian news
channel which had a combination of
blue and white colors has now
changed to red and yellow.
30 THE MARKSMAN

32. CALL FOR ARTICLES
CALL FOR ARTICLES FEBRUARY 2017
Articles can be sent on any one of the following topics*:
*Please ensure that there is no plagiarism and all references are
clearly mentioned.
The best adjudged article will be given a Winner’s Certificate.
Deadline for the submission of article : 20th February, 2017
1. One article can have only one author.
2. Your article should be approximately 800-850 words
and MUST be replete with relevant pictures that can
be used to enhance the article.
3. FontType: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
marksman.simsr@somaiya.edu
6. Subtitle line:Your name_Institute Name_CourseYear
7. Kindly name your file as : Your name_Topic
1. Right time marketing Vs Real time marketing
2. Hype: An essential component of digital branding
3. Is customer service experience ready for the
millennial?
January 2017 31

33. To subscribe to "The Marksman",
Follow the link:-
http://interfacesimsr.com/index.p
hp/marksman
OR drop in a mail/contact us at :
interface.newsletter@gmail.com
Subject line:Subscribe:
YourName_InstituteName_Cours
eYear
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terface
Website:
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hp/marksman
TWEETS by Anchal Pandey
It’s all about AD-itude by Chumi Talukdar
Brand MARKive by Saurabh Sharma
COVER STORY by Urvashree Borah
SPECIAL STORY by Jishnu
FAUX PAS by Suhita Pant
HALLMARK CAMPAIGN by Devarshi Sil
PIONEER by Abhishek Bhardwaj
BOOKWORM by Deep Shah
SquAreheaD by Jishnu
BUZZ by Shivam Dixit
KickStart by Rohit Radhakrishnan
PROOF READ by
Shruti Sharma
DESIGNING by
Devarshi Sil
Anchal Pandey
Shikhar Sodhani
PROMOTIONS by
Abhishek Bhardwaj
Shivam Dixit
The MARKSMAN is the
newsletter of INTERFACE, the
Marketing Club at K.J. Somaiya
Institute of Management Studies
and Research, Mumbai.
Images used in THE
MARKSMAN are subject to
copyright. THE MARKSMAN
does not take any responsibility
of any kind of plagiarism in the
articles received from students
of other colleges.
The TEAM
32 THE MARKSMAN