Creative that cracks the code applied to indian market - Group 6

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Harvard Business Review article " Creative that cracks the code" applied to the Indian context.

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Creative that cracks the code applied to indian market - Group 6

  1. 1. Creative That Cracks the code RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399
  2. 2. Are Advertisements Creative A decade into an internet-driven advertising revolution
  3. 3. ALL SCIENCE NO ART Ads no more come from drawing boards of great art directors Advertising has flipped to All Science and No Art
  4. 4. 6 Campaigns that stood out Why? Clever and Creative Idea at its core
  5. 5. 1 62 3 4 5 VARIATIONS ON A MEME THE AD AS A GAME COLLABORATING WITH CROWD JUST ENOUGH HUMOR A NEW SOCIAL MOVEMENT ADS THAT “GO NATIVE”
  6. 6. VARIATIONS ON A MEME
  7. 7. National TV spots in its first year yielded a 233% rise in sales
  8. 8. Connecte d the youth instantly In Indian context
  9. 9. Mauka Mauka ads went viral during ICC World Cup ‘15 In Indian context
  10. 10. #What an idea Sirjee #An idea can change your life In Indian context
  11. 11. AD AS A GAME
  12. 12. • Stunning Visuals • Narrative • Emotional Depth 3,80,000 downloads in the first month Exposure exceeded 9 million views
  13. 13. #HandsomeLife A platform for young and aspiring individuals who had the courage to break away from their mundane routine In Indian context
  14. 14. Lays introduced a campaign where people were asked to give a flavor they want to eat and win prizes In Indian context
  15. 15. Oh Yes Abhi! #Pepsi In Indian context
  16. 16. COLLABORATING WITH THE CROWD
  17. 17. The Prize Winner of Defiance, Ohio A memoir of 1950s America in which the author’s mother writes advertising jingles for contest after contest
  18. 18. Benefits of Crowdsourcing • Quality of the winning idea • More engaged customers • More creative options “If a company uses Tongal or a similar platform to solicit and sift through thousands of creative submissions, the odds are good that it will be rewarded with some real gems”
  19. 19. “If you focus on maximizing engagement, you’ll realize that the ideal time commitment to be asked of the crowd measures in minutes.” Getting it right • Make participation easy • Don’t give time consuming tasks
  20. 20. The Daily Twist Campaign for Oreo Cookies
  21. 21. • In honor of its centennial, the brand launched a 100-day series of cookie designs pegged to each day’s news. • It invited people to nominate news pegs every morning and to vote later in the day for their favorite designs • Highly talented designers made the cookie designs “With the bar so low for crowd participation, anyone could offer up thoughts.”
  22. 22. Sharing of Oreo’s Facebook page rose by 4,400% compared with the three months before the campaign’s launch
  23. 23. ME AND MERI MAGGI In Indian context
  24. 24. • Campaign launched to celebrate Maggi’s 25 years in India • Consumers were invited to share moments of joy that Maggi brought to their lives • Ads featured Amitabh Bacchhan along with consumers who related their Maggi moments In Indian context
  25. 25. Aim of the campaign • To create an emotional connect with the public • To increase target audience to all age groups, from just children • Create storytellers out of everyday people In Indian context
  26. 26. My Expressions- Tanishq Mia In Indian context
  27. 27. • Tanishq Mia invited the public to create jewellery designs for Tanishq Mia- a jewellery brand for working people • Top 10 entries would get Rs 1,00,000 each and a chance to cocreate the next Mia collection In Indian context
  28. 28. • Campaign aimed at increasing awareness about Mia among the young population and allowing people to cocreate their designs • The campaign received 3000 ideas and 40,000+ votes In Indian context
  29. 29. JUST ENOUGH HUMOR
  30. 30. KIA MOTORS AMERICA ADVERTISEMENT • Kia Motors America aired a fun little ad for its Soul model car. • It showed roads filled with hamster wheels to evoke the drab mindlessness of the typical daily commute, while a Soul drive up alongside one and its window slid down, the hamsters in the car, chilling up A NEW WAY TO ROLL
  31. 31. Double digit growth in sales Entertainment has cooperating effect with persuasion
  32. 32. VODAFONE
  33. 33. Attracted over 322,000 shares and 1.5 million views This viral video brought attention to the brand. It is the humour of dancing squirrels and the use of a popular Hindi song that drew the shares In Indian context
  34. 34. It is a superlative balance between great story, great entertainment and great branding. Zoozoo effect: 7% of Vodafone’s service revenues came from data browsing in 2013 In Indian context
  35. 35. Zoozoo became a hit in no time. Just within 15 days of the release of the first ad, zoozoos were all over the place Zoozoo is an imaginary character created by Vodafone's agency Ogilvy India. Vodafone wanted to promote its value added services and for that it wanted a character to form a link between their various ads. In Indian context
  36. 36. A NEW SOCIAL MOVEMENT
  37. 37. • Sustainable practices by companies translate into higher prices of finished goods • Marketplace doesn’t reward sustainability A New Social Movement
  38. 38. Marks and Spencer- SHWOPPING • This campaign suggests that you recycle an old garment when you purchase a new one at their store • Though this might suppress their sales, it will eventually be seen as a sustainable practice and other retailers are expected to follow suit.
  39. 39. • Old computers and electronics generate huge e-waste • Bangalore alone generates 18000 tons of e-waste each year • Many e-waste recycling startups have come up which extract viable parts or precious metals like Gold, Silver and Selenium from e-waste • Flipkart and Snapdeal have mobile handsets exchange programs frequently. • Some are sold to mobile phone resellers and gold, silver and parts are extracted from others. In Indian context
  40. 40. ADS THAT GO NATIVE
  41. 41. • As technology to filter out ads advances, degree of permissible intrusion into content changes • Ads must seamlessly blend with content and not be seen as interruption
  42. 42. • Designed to create an air of tradition, grandeur, festivity around Tanishq • Joint promotion of Tanishq and Paheli In Indian context

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