The Marksman - October 2017 Issue

OCTOBER EDITION
Dear Readers,
It gives us immense pleasure to present to you yet another interesting issue of our
beloved Marksman.We have curated for you a broad spectrum of interesting articles that
would enhance your understanding of marketing.
For this edition, our cover story is “Green Marketing”. Green Marketing seeks to go
above and beyond traditional marketing by promoting environmental core values in the
hope that consumers will associate these values with their company or brand.The special
story covers “Tetra Pak”, the global leader in sustainable food packaging; this Swedish
company is synonymous with the idea of innovation.
We would like to congratulate the winners of this month’s call for article, Drumil Jagwani
of IIM Shillong and Mayank Mishra of School of Petroleum Management, Gandhinagar,
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 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
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Tweets 01
It’s All About Ad-itude 03
Marketing Faux Pas 05
Cover Story 07
Special Story 14
Pioneer 18
Hall-Mark Campaign 20
Brand Markive 22
Bookworm 24
Kickstart 25
Featured Article 27
Square Head 34
Buzz 35
INDEX

MARKSMAN OCTOBER EDITION
1
TWEETS
Through
‘Do Bigger
Things’
campaign
Samsung
has
reiterated
that its
phone are
one of the
best.
-MONISH SHAH
#DoBiggerThingsNG
Samsung
Samsung has always adopted aggressive marketing to promote
their products. So with Galaxy Note 8, Samsung was always going
to go all in.The Galaxy Note 8 boasts of several great features,
looks beautiful and at the same time it is capable of doing great
things.Through ‘Do Bigger Things’ campaign Samsung has
reiterated that its phone are one of the best.Time and time again,
Samsung has shown us that with each new Galaxy Note phone
the company has done something different and with Galaxy Note
8, the company has certainly stepped up its game.The company
has been really busy promoting this device using this hashtag and
has done a great job at it. It also encouraged people to share their
‘big thing’ with the hashtag.

2
Adidas
partnered
up with
various
football
teams and
players to
bolster its
campaign.
TWEETS
Mutual Funds Sahi Hai
#MFsahihai and #SahiHaiMoments
‘Sahi hai’ campaign is the first time
that the Association of Mutual
Funds of India (AMFI) has adopted
an awareness campaign on such a
large scale. The ads are crisp and
show people from different
backgrounds. Each advertisement
talks of one aspect or feature of
mutual funds. Apart from these
advertisements, the association
also launched a Diwali campaign on
Twitter and asked people to share
their Diwali’s ‘sahi moments’ with
them. And a lot of people did share
their moments making this
campaign a successful one.
#HereToCreate - Adidas
Adidas’s US website states, “From the field, to the court, to the pitch, creativity changes
everything. Create your own waves. Create positivity.”
Adidas unveils a new campaign for FIFA U-17
World Cup. The global campaign aims at
inspiring young footballers. The Indian
version covers the whole of India from shiny
beaches of Goa, streets of Mumbai to the
playgrounds of Kolkata.
Adidas also partnered up
with various football
teams and players to
bolster its campaign.
Messi’s fantastic
performance for
Argentina helped
Adidas’s hashtag to trend
all over the world.

3
IT’S ALL ABOUT AD-ITUDE
Nokia 8
can
capture
image
using
both front
and rear
camera at
the same
time
-ANJALI VERMA
October being the month of festivity, Nokia has come up with a
beautiful ad with Diwali as backdrop for its flagship android phone
of 2017, Nokia 8. Nokia has recently launched the handset in India
on 14 October, first high-end smartphone post Windows Phone and
comes with top of the line specifications, ZEISS certified dual
cameras, and a new feature “Bothie”, as an evolution of selfie. It can
capture image using both front and rear camera at the same time.
The ad captures a sweet moment on Diwali between a novice
techie mother and her young son. It focuses on the innovative
bothie style capture and at the same time strikes an emotional
chord showing a mom capturing her son and herself in the same
frame. The campaign goes with the tagline “This diwali be less
selfie and be more #bothie. Don’t miss a single moment
with the #bothie the new Dual-Sight mode on the Nokia
8”.
TelevisionAd:

4
Philips
promotes the
idea of “Right
Light” this
Diwali and
targets the
competitors
as “say no to
harmful glare
from ordinary
LED”.
AD-ITUDE
Print Ad:
With festivity at its peak in October, Philips
LED has started a pertinent print ad for its
wide range of LED lights. It promotes the
idea of “Right Light” this Diwali and targets
the competitors as “say no to harmful glare
from ordinary LED”. This ad comes as a
sequel to the Philips LED ads on Navratri,
Onam and Ganesh Chaturthi launched
earlier this month. The campaign strategy
here is to use the two key aspects of the
festival of Diwali: light and safety, intrinsic
features of the Philips LED product, as the
highlight of its advertisement, alongside the creative image of Goddess Laxmi made of
LED lights making it eye catchy and helps us to notice the nuances of the image.The
campaign showcases the entire range of Philips LED products and has been appearing
in magazines, newspapers and other print media channels.

5
FAUX PAS
The
advertise
ment
featured a
woman in
‘blackface’
makeup
with
bright
pink
lipstick,
holding a
charcoal
donut.
Dunkin’ Donuts is a popular brand when it comes to myriad varieties
of flavours they provide in donuts. It carries an image of America's
favourite all-day, everyday stop for coffee and donuts. Their launch of
Charcoal Donuts in Thailand in 2013, however, faced criticism not
because of the taste differences but because of the advertisement that
came out during the promotional campaign.
The advertisement featured a woman in ‘blackface’ makeup with
bright pink lipstick, holding a charcoal donut. The slogan tagged along
with the image is "Break every rule of deliciousness." As it was
prevalent back then in Thailand to use racial stereotypes in
advertisements, charcoal donut campaign hadn’t created the stir in
public. If it had been released in US, the campaign would have received
widespread public outrage. But the then CEO for Dunkin' Donuts in
Thailand, which was operated as a franchise, didn’t find this a matter
of concern. He found this controversial disapproval absolutely
ridiculous. Nadim Salhani said, "We're not allowed to use black to
promote our doughnuts? I don't get it. What's the big fuss? What if the
product was white and I painted someone white, would that be
racist?"
Salhani said his daughter was the model used in the advert. He
dismissed criticism as "paranoid American thinking", saying: "I'm sorry,
but this is a marketing campaign and it's working very well for us." As
far as the Human Rights Watch is concerned, the ad is “bizarre and
racist.” The director of HRW opinionated that the American pastry
maker, Dunkin’ Donuts should immediately withdraw this ad and
apologize all those who are offended by this act.
-ANUSHA KIDIYUR

6
The situation
cooled down
after Dunkin’
Donuts
posted an
apology on its
website and
other social
media
campaigns.
The situation cooled down after Dunkin’ Donuts posted an apology on its website and
other social media campaigns. They accepted that the ad portrayed insensitivity and cut a
sorry figure for their offensive act. The Chief Communications Officer for Dunkin’
Donuts apologized for the racist move and promised to pull out the television spot and
change the campaign.
FAUX PAS

7
COVER STORY
American
Marketing
Association
defined
Green
Marketing
as the
marketing
of products
that are
presumed
to be
environmen
tally safe.
-VIDITI JAJODIA
It’s Diwali. You can hear the crackers; more noise than light. The TV is
set on VH1; John Martin (of Swedish House Mafia) is crooning “Who's
going to save the world tonight?” Mr. Martin is talking about small
changes and their big impacts, and as I write this article, I have to
wonder. Can the buzz around ‘going green’ save the world? Can the
‘trend’ become our salvation?
Like all fellow millennial faced with a question, I went to Google. Ask
and thou shalt receive, and what a bounty it was. One piece in The
Guardian claiming that green marketing is dead, while another called
it the future. Hopelessly confused, like many marketers, my next stop
to understand what Green Marketing was the God – Philip Kotler.
God did not disappoint. Or rather his temple, the American
Marketing Association, did not disappoint. They defined Green
Marketing as the marketing of products that are presumed to be
environmentally safe. Thus, green marketing incorporates a broad
range of activities, including product modification, changes to the
production process, packaging changes as well as modifying ads.
Green Marketing does not leave any stone unturned. It is not just a change in strategy, but
a change in lifestyle, making it a huge investment. But the question remains - How does a
brand adapt to green marketing? Ginsberg and Bloom (2004) put a green marketing spin
on the traditional Marketing Mix. They came up with four main strategies: (1) the lean
green strategy, (2) the defensive green strategy, (3) the shaded green strategy and (4) the
extreme green strategy.

8
COVER STORY
Lean
suggests that
the company
is not that
invested in
the green
part of the
strategy,
enough to
incorporate
it out of
social
responsibility
COVER STORY
As the names suggest, the degree to which a company adopts the
green strategy. Lean suggests that the company is not that invested
in the green part of the strategy, enough to incorporate it out of
social responsibility, but they do not expect it to yield substantial
monetary benefits. They do not want to be pigeonholed as green.
While Extreme green companies are generally niche companies
that often sell their products through special channels.
Product: According to Bradley (2007), green products are
products that can be recycled and reused. Also, products’ waste
shall not be damaging to the environment and society. Prakash
(2002) suggest six ways for the product to be green. They can be:
(1) Repaired (2) Reconditioned (3) Remanufactured (4) Reused (5)
Recycled and (6) Reduced.
Price: Customers will pay the extra price for green products only
if they perceive that the product has extra value. Things look up in
this direction as according to study done by Neilson in 2014, 55%
of consumers are willing to pay extra for products and services
from companies who care about social and environmental impact.
Place: Customers would not go out of their way to buy a green product, so it’s very
important that the product is placed broadly in the marketplace, appealing not only to a
small green niche market but to the wider public as well. To make place greener,
companies have to use more environmentally friendly distribution channels and vehicles.
Promotion: One issue that the companies regularly face is what aspect of the product
to promote. One of the key features here is to be transparent, so that the customer
can easily verify the information, building trust in the company.

9
In the
perfect
world, the
ethical
reasons will
be enough.
But in this
world,
brands have
to explore
and
question
COVER STORY
Price
Many companies today
are including green
marketing. Ben and
Jerry of the Unilever
were one of the
earliest adopters.
Their ice-cream
promotes natural
ingredients and eco-
friendly business
practices. Unilever has
halved its greenhouse
emissions in the last
15 years.
Toyota with its hybrid car - Prius is also
leaning heavily on its green aspect. With
the tagline of “Go green. Go Prius”,
they have declared their position quite
firmly. Companies like Whole Foods,
Starbucks, Johnson and Johnson also
boast of using green marketing.
Brands have to ask themselves – is it
worth it? In the perfect world, the
ethical reasons will be enough. But in
this world, brands have to explore and
question. They have to sometimes be
forced with government laws
(California has cracked down on
emissions allowances; so, companies
such as FedEx and General Electric
have incorporated green technology in
order to reduce emissions and comply with state standards) or viral Greenpeace
videos (Lego’s contract with Shell wasn’t renewed due to campaign by Greenpeace
highlighting Shell’s drilling practices that harm the environment.)

10
Marketing
for
millennials
is a hot
topic;
brands are
simply not
sure what
connects.
COVER STORY
So, what makes Green Marketing worth it? There are various reasons why a company
should adopt green marketing. One big incentive is we millennial. Marketing for
millennials is a hot topic; brands are simply not sure what connects. As traditional
marketing fails, brands scramble to find out what will work, green peace acts like a light
at the end of the tunnel. Studies show that millennials care more about sustainability
than any other generation.
There are many other reasons. Many governments offer tax rebates and incentives to
go green. Apart from that, it also improves brand perception and promotes loyalty.
Customers show preference towards green packaging. It also offers a competitive edge
over similar brands and entices them to become eco-friendlier.

11
COVER STORY
Green
marketing
may be an
initially high
investment,
but over a
long-term
period, they
prove to be
more cost-
effective
than their
counterparts
COVER STORY
Campaigns like Surf Excel’s "do bucket paani roz bachana" show a turn in what the
market demands. In India, the green building movement, spearheaded by the
Confederation of Indian Industry (CII) - Godrej Green Business Centre, has gained
tremendous impetus over the last few years. From 20,000 sq. ft. in 2003, India's green
building footprint is now over 25 million sq. ft. The companies now need to adapt and
come forward as green leaders if they wish to be global leaders.
The impact of social responsibility cannot be downplayed. Global bank HSBC went
Carbon Neutral last year, while companies like Coca-Cola have invested heavily in
various recycling activities. Even Walt Disney World of Florida has an extensive waste
management program and infrastructure in place.
Green marketing may be an
initially high investment, but
over a long-term period, they
prove to be more cost-
effective than their
counterparts. Companies can
form symbiotic relationships
with other companies like that
between thermal power plants
and construction companies
(the fly ash generated by
thermal power plants is used

12
COVER STORY
The
definition of
a green
product may
be different
for different
users and the
only way to
avoid this
pitfall is
transparency.
COVER STORY
to manufacture fly ash bricks for construction purposes.) This not
only acts as a waste management process but results in profit for
the plant.
One more added benefit is that employees themselves prefer to
work for an environmentally sensitive company. They are happier
to work for companies that are ready to take a level of
responsibility.
But for all the added benefit, there are certain pitfalls. Our friends
at The Guardian do consider it false gospel after all. There are
various challenges Green Marketing faces. Some of them are (1)
Lack of standardization (2) Lack of understanding (3)
Greenwashing.
Due to a lack of standardization, marketers are unsure whether to
trust if the product is green or not. And while they
are ready to trust the manufacturers, it is thin ice
and depends on understanding what exactly ‘green’
entails. The definition of a green product may be
different for different users and the only way to
avoid this pitfall is transparency.
Greenwashing, on the other hand, stems due to a
lack of standards and norms. Without the checks
and balances, brands are sometimes tempted to
mislead the customer regarding the environmental
benefits of the products and services. As consumers
become more conscious about the planet and
limitedness of the resources, greenwashing has
become more prevalent. There
are different ways greenwashing
occurs. Marketers can focus on
specific features and call the
entire product green. Or change
the packaging without changing
anything else. Campbell’s Soup
launched a green-coloured soup
can on Earth day, without
making any changes in the
product.

13
COVER STORY
Green
Marketing is
the need of
the hour, not
only because
of highbrow
reasons like
Global
Warming but
because of
the customer,
the true God,
demands it.
COVER STORY
While there are many companies practicing greenwashing, the
outlook is not that bleak. Many companies do more good for
the planet without capitalizing on the green factor. Companies
like Xerox and eBay are pioneers in recycling and reusing a
product without trying to be green leaders.
We still have to answer the question - Is ‘Green Marketing’ the
answer? I believe that the benefits far outweigh the risk it poses.
Although we still need to improvise, introduce more
standardization and checks, educate the consumers against
greenwashing, it’s still a worthy pursuit. Green Marketing is the
need of the hour, not only because of highbrow reasons like
Global Warming but because of the customer, the true God,
demands it. Brands are aiming for verdant because it’s a survival
strategy. With companies like Climeworks and Global
Thermostats working towards negative emission, the regular
everyday brands have to catch up to their zero-emission goals.
So, will Green Marketing be our salvation? Only time will tell,
but rest assured, it’s here to stay.

14
SPECIAL STORY
-SOHIT UDUPI
TETRA PAK
Not all heroes wear capes
Food in
India travels
vast
distances;
from the
farm to the
factories,
and finally
to the
consumer.
Thus, to
prevent
spoilage is
no mean
feat.That is
the journey
Tetra Pak is
helping food
and
beverage
brands
make.
Food in India travels vast distances; from the farm to the factories,
and finally to the consumer. Thus, to prevent spoilage is no mean
feat. That is the journey Tetra Pak is helping food and beverage
brands make. Starting off in Takwe near Pune in 1997, to their
ultramodern facility at Chakan, Pune, Tetra Pak has catered to and
innovated for a fast-changing market. The Chakan factory was
named the best performing factory in 2015 among 37 Tetra Pak
factories worldwide. It is also an Indian Green Building Council -
certified facility that has Platinum status – the only Tetra Pak site in
the world to be conferred so. The factory is all set to achieve the
World Class Manufacturing certification, the highest accolade, in
the next few years.
Every year, tonnes of perishable food get spoilt in India. From
supply chain inefficiencies to unfriendly weather conditions, an
alarmingly large quantity of food is rendered uneatable before it
reaches the consumer. Needless to say, in a country fighting with
food security demons, hunger and malnutrition, preventing food
wastage is a serious business.
For 30 years now, Tetra Pak has been engineering innovations to
make food safe and available everywhere. If anytime in the past
three decades, you have enjoyed a carton of unspoiled milk or a
pack of tender coconut water, all year round and literally
anywhere, chances areTetra Pak was behind that experience.

SPECIAL STORY
15
In 2016,Tetra
Pak delivered
the equivalent
of around 7
billion packs
in India and
plans to sell 8
billion packs
in 2017.The
company
delivered
around 188
billion packs
worldwide
last year.
For over 30 years in India, Tetra Pak has partnered with some
of the biggest Food and Beverage companies in the country
including Amul, Coca-Cola, Dabur, Karnataka Milk Federation,
Parle Agro, PepsiCo and United Spirits (Diageo). One wouldn’t
be exaggerating if he said that it has transformed the way India
buys, stores and consumes food. In 2016, Tetra Pak delivered
the equivalent of around 7 billion packs in India and plans to
sell 8 billion packs in 2017. The company delivered around 188
billion packs worldwide last year.
Keeping up with change
Tetra Pak’s contribution to the packaging industry has been
much beyond common perceptions of its role. Tetra Pak has
pioneered to become an end-to-end solutions provider; like its
6-layered guarantee of food safety. From ideation/product
formulations to processing, packaging, technical services and
marketing services, it is a one-stop behemoth.
Starting with the evergreen Frooti in the 1980’s and 90s, to modern-day favourites
like Paperboat, catering nostalgia to millennials, Tetra Pak has ensured food and
beverages remain fresh without the need for added preservatives. In a country like
India, where retail outlets and homes not being equipped with facilities for
refrigeration, it has been a real game changer.

SPECIAL STORY
16
One of the
founding
principles
of theTetra
Pak
business is
reducing
food waste.
Frugal innovation and the revolution of affordability
A global leader in sustainable food packaging, the Swedish company is synonymous
with the idea of innovation. Tetra Pak has managed to combine aseptic processing and
ultra-high-temperature processing (UHT) systems that allow perishable goods to be
shipped long distances without refrigeration.
It ensures that packaged drinks have longevity and better shelf life without the need
for preservatives. The cartons that Tetra Pak make are not just lighter than glass or
metal, they can also be efficiently stacked and they take up much less space. For a
country like India innovations such as these not just reduce costs, but are helping
increase distribution to far-flung areas. And without efficient packaging, these areas
probably wouldn’t have access to a lot of products.
Protecting what’s good
To really appreciate the significance of the work that Tetra Pak
does, it is important to understand the problem of food safety.
The UN says that about a third of the food produced for human
consumption is wasted or lost. This amount to about 1.3 billion
tonnes of food each year is wasted. For a world grappling with
hunger and malnutrition, that is mammoth wastage and demands
immediate attention.
One of the founding principles of the Tetra Pak business is
reducing food waste. More than 5 decades ago, it pioneered the
development of aseptic technology, enabling liquid food products
to be aseptically processed, packed, distributed and stored at
room temperature, with a typical shelf life of six to 12 months.
Going forward, the importance of Tetra Pak is bound to magnify
in the future as well. It is estimated that by 2050, world
population will balloon 33 percent to about 10 billion people.

Tetra Pak
cartons are
leading the
path to a
sustainable
future, much
before the
legislation
came into
play and
before
sustainability
became a
‘buzzword’.
SPECIAL STORY
17
The pressure on food resources will be immense, demand will
double and products will have to be sourced globally. Food might
need to travel long distances to reach the consumer. Food safety
will become even more non-negotiable. And all these
considerations imply that the need for aseptic packaging will
increase manifold.
Protecting futures
As the conversation on sustainability and recyclability gathers
steam, the company has both ideas on top of their agenda. Tetra
Pak cartons are leading the path to a sustainable future, much
before the legislation came into play and before sustainability
became a ‘buzzword’.
Tetra Pak cartons are fully recyclable as they are primarily paper-
based. And the company has invested ahead of the curve in setting
up a robust ecosystem for the recycling of their cartons. Working
with waste-pickers, NGO collection partners, and recyclers, Tetra
Pak truly believes in the policy “waste is wealth”. If this is not
enough motivation for you, please remember that the recycled
cartons are used to make lots of useful items like school desks,
notepads, exam pads, and roofing sheets and much more for lesser
privileged schools that lack the basic infrastructure.
After celebrating 30 years in India, Tetra Pak has constantly been
innovating to meet its customers’ needs for today and tomorrow.
Over the course of its 3 decades in India, the brand has
consistently changed the face of the Indian market since its entry
in 1987, and it continues to do even today.

PIONEER
Jeff opened an
online
bookstore,
Amazon.com,
named after
the South
American
river Amazon
on 16th of July
1995.
-SURAJ CHOUDHARY
JEFF BEZOS
18
Jeff Bezos is lauded by Warren Buffet as the Best CEO in the
United States for his unmatched creativity and business acumen.
Born on January 12, 1964 Bezos had a love for computers since
his childhood, thereby pursuing Computer Science course from
Princeton University. He started his career with the banking
firm, Fitel, Bankers Trust and later joined DE Shaw where he
became the youngestVice President at the age of 28.
Despite a lucrative career in finance, Bezos realized the rapid
growth in internet use and he quit his job and started working
on software. After Beta testing the site with 300 of his friends,
he opened an online bookstore, Amazon.com, named after the
South American river Amazon on 16th of July 1995. Amazon.com
was a huge success and sold books across the US and 45
countries in less than a month. The company went public in 1997
and the IPO raised $54 million, giving the company the market
value of $438 million.
Bezos tapped the opportunity and
continued to diversify the products which
included CDs and video tapes in 1998 and
later clothes, toys and electronics through
partnerships. The massive growth of
Amazon flourished with yearly sales
shooting from a mere $ 510,000 in 1995 to
$ 17 billion in 2011. From starting as a

Jeff is sensitive
towards his
employees and
believes in their
growth,
encourages
feedbacks along
with taking
customer’s
feedbacks for
regular
improvement.
PIONEER
19
book seller to diversifying into every product category
available, Amazon ended up disrupting established retail
giants such as Wal Mart Stores Inc.This justifies Bezos’s sharp
business acumen. Jeff Bezos was named Time magazine’s
person of the year in 1999. He acquired Washington Post,
the seventh largest daily in the US as his personal investment
in 2013.
Bezos possesses the big five qualities to be a successful
business leader namely Extraversion, Emotional Stability,
Conscientiousness, Agreeableness and Openness to
Experience. He is charismatic and has a powerful image in
the business world. He is sensitive towards his employees
and believes in their growth, encourages feedbacks along
with taking customer’s feedbacks for regular improvement.
He is optimistic and it reflects with the expansion of Amazon
during the dot com crisis. He is passionate and strongly
promotes innovation.
He secretly founded Blue Origin- a human spaceflight startup as a result of fascination
with space travel. He established Bezos Family Foundation, aimed at supporting
educational issues worldwide. The core values of Amazon are Quality, Profit and
Growth. The strategy of Amazon is to be the most customer centric company in the
world, and a One Stop Shop to buy any product online.
Bezos believes responsiveness is the key to sustain in the business, to put in his words-
‘It’s all about capturing theTrend’.

Hall-MARK CAMPAIGN
The Kumbh
Mela is the
worlds
largest
congregation
of pilgrims
which takes
place in India
once in
every three
years in one
of the four
destinations
namely
Allahabad,
Ujjain,
Nashik, and
Haridwar.
What makes a campaign successful? Some might say that a
campaign which differentiates its product from the rest stands out.
While some might say that a campaign which goes with the trends
will win the customers’ hearts.Well, we will leave this to the
pedants to ponder, but as far as HUL is concerned, it was
awareness that it went after in its Lifebuoy campaign in the 2013
Kumbh Mela which was a massive success.
The Kumbh Mela is the world’s largest congregation of pilgrims
which takes place in India once in every three years in one of the
four destinations namely Allahabad, Ujjain, Nashik, and Haridwar. In
the 2013 Mela, there were around 120 million people out of which
around 2 million were expected to have the food which was being
served. Lifebuoy has been HUL’s product which has had the sole
aim of promoting hygiene by spreading the message of washing
hands before having food. HUL in this campaign decided to build on
it.
-TEJAS RANE
20

21
Kumbh Mela
has had the
problem of
maintaining
hygiene as
many people
are involved
in making
food, there is
a high chance
that the
germs get
transmitted
through their
hands.
Hall-MARK CAMPAIGN
It tied up with Ogilvy-the advertising agency to come up with an
idea of spreading this awareness of hygiene among the people
attending the Mela. Kumbh Mela has had the problem of
maintaining hygiene as many people are involved in making food,
there is a high chance that the germs get transmitted through
their hands. So HUL tied up with about 100 food vendors in the
vicinity to put the heat stamp on the rotis.‘Did you wash your
hands with Lifebuoy?” was stamped on the rotis in Hindi. It also
distributed free Lifebuoy soaps to the pilgrims.This was done for
thirty days.
What this created was a good impression about HUL’s Lifebuoy
and its message of having clean hands before having food had a
deep impact on the minds of the people.The number of people
it could reach through this was immense and as a result caught
media’s attention.This eventually led to a great increase in the
sales of Lifebuoy and is therefore considered to be one of the
most successful campaigns HUL has had over the years.

22
BRAND MARKIVE
-JHALAK JAIN
The story of
Chanel dates
back to 1883
when she was
born as an
orphan and
was raised by
nuns who
taught her to
sew- a skill
that led her to
the fame she
eventually
acquired.
In order to be irreplaceable, one must always be different: Coco Chanel
Perhaps, no other brand is as adept as Chanel. It is one of the most distinguished
fashion brands in the world. Its logo is itself recognized as class and many people just
dream of owning it. It’s not a brand for everyone; it’s only for the true fashion
admirers.
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street;
fashion has to do with ideas, the way we live, what is happening.” - Coco Chanel
The story of Chanel dates back to 1883 when she was born as an orphan and was
raised by nuns who taught her to sew- a skill that led her to the fame she eventually
acquired. In 1913 she opened her first boutique where she initiated by designing
practical sportswear, and much of the clothing was made of jersey fabric, which was
totally new in terms of women’s fashion at that time. Later, she introduced her jewelry
designs too, to compliment her clothing line. Chanel moved her fashion house to 31,
Rue Cambon in Paris in around 1919, which is still the headquarters of the company
today. Chanel’s masterful designs and strive for perfection brought her brand to such

23
BRAND MARKIVE
Karl
Lagerfeld
has been
making
visible
effort in
terms of
expansion
and better
future for
the brand
by
“changing
nothing and
everything”
stardom. Chanel is especially famous for signature skirt suits,
cardigan jackets, peculiar perfume fragrances and “the little black
dress”. Chanel’s designs have been a timeless affair and did not
change much from generation to generation.
After Coco’s death in 1971, Karl Lagerfeld took over as the chief
designer. Lagerfeld has been making visible effort in terms of
expansion and better future for the brand by “changing nothing and
everything”
Chanel has a fascinating story of making a mark by abstaining itself
from any form of online sales and E-commerce engagements, so as
not to spoil the image of the brand. But at the same time, Chanel
has laddered the social media like no other brand at par with it.
Chanel regularly posts videos and gets more than 300 million views
on various social media, more than any other leading brand. The
content is converting more viewers into a faithful audience. Chanel
posts perpetually and rigorously. This market leader has mastered
the art of crafting content, customized for each platform.
Despite being a century old brand, Chanel has moved with the pace of changing
cultures and time. Being contemporary and classic in designs, yet being progressive and
voguish in terms of marketing strategies, Chanel has displayed an ingenuousness which
has come from years of dedication and yearning for perfection.

24
BOOKWORM
The book
leaves us
with an
inquisitive
and keen
mind,
making us
ask
questions
we thought
were
insignificant
and usually
took for
granted.
-SHRUTHI S
Small Data: The Tiny Clues that Uncover Huge Trends
Today, as marketers, our focus has been to forage into endless streams of big data using
the sharp tools of algorithms and analytics and arrive at strategies with a smug self-
satisfaction of having touched the maximum crowd. Yet, in spite of this, we miss out on
those hidden clues that could actually lead to better products and services.
‘Small Data: The Tiny Clues that Uncover Huge Trends by Martin Lindstrom’, offers an
interesting perspective on data, chronicling the author’s observations of consumer
behaviour from his travels and trails across the world.
As Martin Lindstrom
goes hunting for
precious tiny clues in
peoples’ drawers,
walls, kitchens and
bedrooms, we
discover the secret
needs, desires and
ambitions of
consumers from
Saudi Arabia to
Russia, that are
blended with their
cultures.
The book leaves us
with an inquisitive and
by Martin Lindstrom
keen mind, making us ask questions we
thought were insignificant and usually
took for granted. The book desires and
ambitions of consumers from Saudi
Arabia to Russia, that are blended with
their cultures.

KICKSTART
This
application
has become
a blessing,
especially to
the
corporations
and
individuals
looking to
lose weight
and get fit.
-ASHIK KURIAN
25
We live in a world where messaging has become a routine job and
there’s not even a single day on which we don’t check our phone
for new messages Earlier it used to be the normal SMS that we
used to send from our phone but after the advent of low cost
data packs Social media messaging apps like WhatsApp, Hike,
Hangouts started getting popular and became a habit in our life.
However, after everybody started using it, the number of messages
a normal person gets daily increased staggeringly due to which
important messages from colleagues and family get glossed over.
This is where a tool like FLOCK comes into picture.
Flock is a collaborative messaging tool which was built targeting
the corporate community to fundamentally change the way they
communicated. It was founded by tech entrepreneur Bhavin
Turakhia in 2014 after successful stints with companies like Big
Rock, Logic Boxes, Reseller Club, and Webhosting.info. Some of
the features unique to this platform are creating multiple teams,
creating channels for each project, polling and Flock OS and
custom app development. However its most unique feature is that
it is multilingual, which makes it global.

A personal
fitness coach
and
nutrition
expert who
tracks our
everyday
lifestyle
pattern is
now in our
pocket’s
reach!
26
corporate market, Flock found its success in their undeniable simplicity and
competitive pricing strategy. Mr Bhavin saw an opportunity in the market when he
realized that there was no change in the communication stream used in business and
email still remained as the most used mode of communication. So he used real time
tools to build chat applications that would help the business executives communicate
among themselves without any delays. Flock has become one of the best successful
start-ups in India and is giving Slack a tough competition
Even though
messaging tools like
Slack from
Microsoft hold a
monopoly in the

FEATURED ARTICLE
Social
Media
Marketing
comes at
low cost,
exposes
brands to a
humongous
user base,
enables to
track RoI,
etc.
- Kaushal Sahakari
IIM Shillong
Newsjacking: Brilliant Marketing Opportunity?
27
There was once a time when people would read the news, take their time to absorb it
and then react accordingly. Markets would take time to respond and tweak their
products to be of compliance and guidance with the phenomenon that might have
occurred weeks back. News and information were considered a safe category.
Something which could not be tampered with at any cost. Then one day the world
changed when a company on our national soil decided to break free from the clutter of
marketing and advertising.
Why not take advantage of the news? Let’s try something different. Something no one
has ever done, something which will create a revolution. That something did create a
revolution. Today it is rage and only one company deserves all the credit for the
beautiful success of this and that is our very own national dairy brand Amul. They have
mastered the concept of Newsjacking.
Paytm’s ad in leading national newspaper on 9th November
2016
Newsjacking? The
name has been fairly
new to the marketing
industry but it is as
simple as the name
implies. When an event
that has happened in
the country or globally
is used to link it to a
brand, then it is
newsjacking. Most of
the time it is done in a
mocking way. To
explain it in simple
terms consider a
recent example of
newsjacking in the Indian context: 8th November 2016, our honorable Prime Minister
Sri Narendra Modi shocks the nation by calling back all the notes in the denominations
of ₹500 and ₹1000. The old notes stand discarded and it was urged by Mr. Modi to go
to a bank and deposit the notes as soon as possible. The crux is not the move by Mr.
Modi, but the splendid way in which Paytm used this opportunity to make its app be
downloaded on million mobile devices in the nation. Their app downloads saw a rise of
300% and they started making ₹120 crores per day.After demonetization, electronic

FEATURED ARTICLE
Experiments
by brands in
the past have
shown
different
ways in
which
Livestream
marketing
could be
used.
28
payment would come in handy and what better way would
there have been to make people use their app than by giving a
full-page advertisement in all the leading newspapers of the
country. In a swoop, they achieved their targets months prior to
their deadline. All the retailers started having ‘Paytm Accepted
Here’ stickers. In one go Paytm had become omnipresent.
Amul, as discussed before has mastered this concept of
newsjacking. The fan following of Amul’s newsjacking is so high
that people look forward to next day’s newspapers to catch up
on Amul’s take on a recent event that has rocked the nation or
the world.
Some examples of Amul’s newsjacking include:
Amul’s tribute to Mr.Arvind Kejriwal’s
clean sweep over Legislative elections
in Delhi
Amul’s take on Mr. Modi’s monthly
Mann-Ki-Baat initiative
Amul’s tribute to Mr. SachinTendulkar
retiring
Amul’s take on Mr. Sundar Pichai
became the CEO of Google

FEATURED ARTICLE
29
Popular
brand
influencers
can go live to
educate
consumers
about the
product, a
function
otherwise
served by
training-
manuals.
Exclusive
promotional
offers could
be provided
via this
mode.
This strategy of Amul has always worked in their favor. The brand
recall is always an all-time high. Butter in India is Amul. It is the
market leader in its segment and with news always being
generated,Amul will always be there to high jack it.
Some other instances of newsjacking are:
Oreo taking advantage of a
black-out which happened
during the Super Bowl
2013. Their sheer brilliance
is depicted by the post
they made through their
Twitter handle. Brands pay
millions for a 40-second
commercial during the
super bowl. Oreo just
trumped all of them with
newsjacking.
When news started
surfacing that Apple’s
iPhone 6 is bending in
pockets, people starting mocking and trolling
Apple but two brands took full advantage of the
flowing current was LG and Kit-Kat. They did
the worst damage to iPhone and they did
benefit, in millions for sure.
Luis Suarez was caught
on camera biting an
Italian player on the
field and how does
Snickers respond to
this, through
newsjacking. Norwegian
Airline's newsjacking
Brad Pitt and Angelina
Jolie’s separation.

FEATURED ARTICLE
30
The companies which have successfully mocked the news have taken
full advantage of newsjacking. Brands today are reading the news
every second and watching it closely to come out with a newsjacking
concept which will help them make millions in a fortnight.
Newsjacking is in and people are loving it. People want fun and
support brands which bend and break the rules. They see themselves
mocking the system and thus become associated with a brand that is
mocking some event.
But, newsjacking is not always safe. It is a double-edged sword. Hold
it incorrectly and it will come to bite a brand back as has been the
case with Lenskart and Gap.
Lenskart did terribly wrong with the earthquake that rocked Nepal
in April 2015 and Gap did mess up the audiences when they wanted
to news jack but referring to hurricane Sandy that shook the United
States of America in 2012. Both the brands had to apologize and face
criticism from the media. No one likes an extra smart brand. They
did create a chaos for themselves but recovered slowly.
While newsjacking is a brilliant concept for marketers to take
advantage of the trends, it can work otherwise too but the chances
of the brand kicking-off are higher than it loses. If one brand won’t
the other definitely will. Marketers have to be always on the toes to
link their brand to the latest news. Newsjacking is surely the next big
marketing opportunity.
It instils a
sense of
belonging
in the
viewer –
which the
company is
putting in
time and
efforts to
show that it
cares for
you!
Newsjacking gone wrong for Lenskart and GAP

31
FEATURED ARTICLE
In order to
deliver
quality
experience
to the
customer
you need to
have quality
information
about the
customer,
and I don’t
mean data
here, every
XYZ
company has
data, you
need
analytics to
derive
insights out
of it.
-Mayank Mishra,
Petroleum Management
IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING
Machines are coming!!!This can be said because today we are kind
of surrounded by machines. And the time is coming when the
machine can be more than a machine for us. This change is not only
for ordinary laymen for their day-to-day activities but also for a
marketer. As artificial intelligence turns out to be increasingly
inculcated in marketing, concerns have emerged about what AI may
mean for the business. Phobia of becoming a laggard due to the
ingraining of AI in the marketing is in the top of the mind of some
marketer and this is the reason they hesitant to fully embrace the
capabilities of the aforementioned. In fact, a recent survey
conducted by social media analytics platform Sysomos along with
The Drum found that only 37% of marketers are actively
investigating potential use cases.
A Quick Intro to 'Artificial Intelligence' and 'Machine-Learning'
"Artificial intelligence" is a broad term used roughly to describe any
task performed by a computer that would normally require human
intelligence. This umbrella term covers everything from chess-
playing computer programs to Siri to spam filters.
"Machine-learning" is the science of getting computers to learn and
improve their learning over time in autonomous fashion, by feeding
them data and information in the form of observations and
improve their learning over time
in autonomous fashion, by
feeding them data and
information in the form of
observations and real-world
interactions.
Most of the recent buzz about
artificial intelligence is due to the
incredible breakthroughs in
machine-learning, roughly starting
with the famous Image Net image
recognition competition in 2012.
That year, the University of

32
FEATURED ARTICLE
Past
substance
curation
and support,
machine
learning can
likewise
significantly
enhance
odds of
substance
revelation
by utilizing
prescient
knowledge
to interface
with
shoppers
along their
special
adventures.
AI for Content marketing
AI is now helping content marketing by narrowing the hole in content
revelation. Consider that in 2016, just 30% of B2B advertisers
answered to the Content Marketing Institute that they viewed their
associations as powerful at content showcasing.This implies we have
incredible lengths to go regarding making content that is both
noteworthy and proficient.
By utilizing machine gaining from the earliest starting point of
substance creation, advertisers can radically expand the chances of
that substance being found and followed up on by the correct groups
of onlookers.This can be accomplished through various procedures,
including gaining by nearby request, gauging theme opportunity
measuring and deciding buyer aim. BrightEdge Content,which we've
worked with previously, is one such arrangement that inclines
vigorously on AI to enable substance advertisers to create qualities of
best contending content while giving constant suggestions for
enhancing content execution.
Past substance curation and support,machine learning can likewise
significantly enhance odds of substance revelation by utilizing
prescient knowledge to interface with shoppers along their special
adventures. Organizations like Salesforce are outfitting this sort of
innovation to foresee what kind of substance is well on the way to be
valuable and drew in with for singular purchasers.
Toronto's Geoff Hinton (now also
employed at Google, for good reason)
and his team outperformed all pre-
programmed "machine vision
systems" with a simple machine-
learning approach that enabled a
computer to recognize images nearly
as well as human beings.
Few of the following are the
advantages for marketers by the
advent of AI
Shrewd Search
Businesses hoping to remain focused need to figure out how to incorporate
computerized reasoning into their promoting effort, or they will hazard being deserted.
Advanced shoppers of 2017 can search out and discover data more rapidly and
productively than previously, while brands are consistently searching for approaches to
introduce their informing seriously to people on a 1:1 premise.

FEATURED ARTICLE
Marketers
are utilizing
AI to
reinforce
their
crusades and
help
comprehend
and explain
the
necessities of
every client
in every
circumstance.
33
Hunt monster Google
is utilizing AI, called
Rank Cerebrum, in a
"vast portion" of
questions which
already were
unrecognizable. Since
Rank Mind will
enhance indexed lists
by giving searchers
better solutions
to their inquiries, advertisers can exploit Rank Cerebrum by
delivering higher quality substance adapted towards voice seek.
Prescient knowledge to interface with shoppers along their
interesting adventures. Organizations like Salesforce are
saddling this kind of innovation to anticipate what sort of
substance is well on the way to be helpful and drawn in with
for singular shoppers.
Shrewd Sentiment
There isn't a way that even the most gifted groups of marketers can deal with
everything clients are discussing on web journals and web-based social networking,
particularly with the developing rundown of stages accessible. AI enables advertisers to
investigate exactly what their objective clients are considering and how they feel about
the brand. It enables advertisers to act in a more humane way.
Marketing is about incorporation – attempting to remain in the client's shoes. At the
point when the quantity of shoes is exponentially developing, similar to the quantity of
discussions over the web day by day, it's practically unthinkable for brands to scale to
address the issue. Facebook is utilizing profound learning innovation to better
distinguish human countenances, and with their Deep Text program, Facebook is
cracking the code of computers understanding the nuances of language. For marketers,
this means more accurate segmentation and targeting for ads.
Regardless of whether we are set up to grasp this evolving scene; AI will be a major
piece of advertising starting now and into the foreseeable future. Marketers are utilizing
AI to reinforce their crusades and help comprehend and explain the necessities of every
client in every circumstance. Marketers should grasp the huge number of advantages it
can give and look to inventive approaches to enable this innovation to work to their and
their clients' preference.
These are some of the baby steps towards the artificial intelligence by marketers, but
the future is much beyond the expectation!!

SQUARE HEAD
-VIDHI MEHTA
SQUARE HEAD
34

35
BUZZ
ACROSS
1. ”Awesome Assam”,Assam
tourism initiative features this
Bollywood star
2. First Instagram post featured
this animal.
3. Intel recently acquired this
Israeli tech company
DOWN
1. Twitter’s bird logo is named after.
2. This state government launched
the SheMeansBusiness campaign on
Facebook
3. ”The consumer is not a moron. She
is your wife” was said by
4. This Olympic silver medallist is
Bridgestone India’s first brand
ambassador
5. This American author is named
winner of the 2017 Man Booker
Prize for Fiction.
6. This legendary character’s 37th
book comic book launched recentlyANSWERS
ACROSS:
1.PriyankaChopra2.Dog3.Mobileye
DOWN:
1.LarryBird2.Odisha3.JohnOgilvy4.PVSindhu
5.GeorgeSaunders6.Astrix
-ABHA
SHAH

CALL FOR ARTICLES NOVEMBER 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.
The First Prize Winners will be awarded Rs 500 Cash Prize.
Deadline for the submission of article : 20th November, 2017
1. Ethics in Marketing Research
2.Timing is Everything in Online Marketing
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

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