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<ul><li>YouTube has released its first <keyword id="10453290" type="UNKNOWN" weightage="20" keywordseo="regional-ads">regional ads</keyword> leaderboard. </li><li>Amul’s ad topped the list. </li></ul>YouTube’s first-ever regional language Ads Leaderboard released today signals a clear consumer preference for vernacular content online. This list of the top 10 most-watched ads spanning the second half of 2020 encompasses advertising in six regional Indian languages and is indicative of the increasing recognition by marketers that consumers are more likely to consider a purchase when they are reached in their preferred language. Underlying this trend is also that YouTube watch time jumped 45% in July this year since the same time in 2019, with regional language content being one of the strongest drivers of this growth. According to the September 2019 Google/Kantar Video Landscape Research, 93% of YouTube viewers prefer watching content in regional languages. Speaking on the rise of regional language advertising on YouTube, Sapna Chadha, Senior Director of Marketing for SEA &amp; India, Google, said, “Today, 1 out 3 Indians consumes online video. YouTube’s appeal is in its ability to host diversity of content, which includes languages, and build strong, authentic connections based on this. What’s heartening to see is that brands are being agile, and creating marketing assets especially to reach users in different languages. This first regional leaderboard is a sign for the times, and consumers can expect more memorable language advertising in 2021 on YouTube.” As <a href="https://www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-trends/speak-my-language-how-local-language-messaging-can-help-brands-offer-richer-experiences/">Sonia Khurana, Chief Operating Officer, Digitas India, says</a>, "Internet usage has gone far beyond English speakers, and so must brand communications. It’s critical for marketers to speak to the next 100 million internet users in a language closest to their hearts. It’s respectful, thoughtful, and the most powerful way to connect." YouTube’s top regional language ads for July-Dec: 1. Amul Tamil: <div type="Youtube" id="E7VFoMUV9jA" title="Amul Corporate - Taste of India - Tamil" thumbUrl="https://i.ytimg.com/vi/E7VFoMUV9jA/mqdefault.jpg"></div> 2. Entri App Malayalam <div type="Youtube" id="adt9o080dFE" title="നേടാം ജോലിയിലേക്കൊരു #MassEntri with Entri App!" thumbUrl="https://i.ytimg.com/vi/adt9o080dFE/mqdefault.jpg"></div> 3. GoodKnight Bengali <div type="Youtube" id="rOxWZH2RSV0" title="Goodknight Gold Flash | No more disease-causing mosquitoes | Bengali (30sec)" thumbUrl="https://i.ytimg.com/vi/rOxWZH2RSV0/mqdefault.jpg"></div> 4. PNG Jewellers Marathi <div type="Youtube" id="5b3kLSPxpw4" title="प्रेमाचा हा १५ वर्षांचा प्रवास घेऊन आलोय फक्त तुमच्यासाठी | पीएनजी ज्वेलर्स" thumbUrl="https://i.ytimg.com/vi/5b3kLSPxpw4/mqdefault.jpg"></div> 5. BYJU's Kannada <div type="Youtube" id="1AlSxf8LRoI" title="Sudeep + Boy - Kannada TVC - 15 Sec" thumbUrl="https://i.ytimg.com/vi/1AlSxf8LRoI/mqdefault.jpg"></div> 6. Kalyan Jewellers Tamil <div type="Youtube" id="yYkOKHSoDMA" title="Kalyan Jewellers - Muhurat At Home (Tamil)" thumbUrl="https://i.ytimg.com/vi/yYkOKHSoDMA/mqdefault.jpg"></div> 7.Malabar Gold and Diamonds Telugu <div type="Youtube" id="iJTXdWQXMv8" title="స్టడ్స్ &amp; డ్రాప్స్ ఫెస్టివల్ - ప్రతి రూపానికి సరైన జోడి" thumbUrl="https://i.ytimg.com/vi/iJTXdWQXMv8/mqdefault.jpg"></div> 8. Flipkart Kannada <div type="Youtube" id="SF-tKZNhP4I" title="India’s biggest offers begin tomorrow with #TheBigBillionDays!" thumbUrl="https://i.ytimg.com/vi/SF-tKZNhP4I/mqdefault.jpg"></div> 9. Cadbury Celebrations Bengali <div type="Youtube" id="ZpZQ9jyEtl8" title="Cadbury Celebrations #CloserThisRakhi | Bengali (30 secs)" thumbUrl="https://i.ytimg.com/vi/ZpZQ9jyEtl8/mqdefault.jpg"></div> 10. Colgate India - Bengali <div type="Youtube" id="17SxqTYNSPA" title="Sujit Chattopadhyay - A retired school teacher home schooling underprivileged children (Bengali)" thumbUrl="https://i.ytimg.com/vi/17SxqTYNSPA/mqdefault.jpg"></div>

YouTube regional language ads leaderboard signals shift in consumer preference for regional ads online

An <a href="http://www.businessinsider.in/searchresult.cms?query=amul">Amul</a> advertisement showing a girl changing her playing habits to adapt with her kid brother has drawn flak from all quarters. 
 
daCunha Communications, which makes outdoor <a href="http://www.businessinsider.in/searchresult.cms?query=advertisements">ads</a> for <keyword id="6531735" type="ORGANIZATION" weightage="20" keywordseo="Gujarat-Cooperative-Milk-Marketing-Federation">Gujarat Cooperative Milk Marketing Federation</keyword>'s (GCMMF's) Amul brand, is facing ire on social media as the film is being considered <a href="http://www.businessinsider.in/searchresult.cms?query=sexist">sexist</a> and regressive. 
 
Amul fifth digital film-‘Har Ghar Amul Ghar’-went live on September 19 and ever since is attracting criticism. 
 
However, GCMMF has denied allegations of the film promoting gender bias. 
 
So much so was the anger that Sanjay Tripathy, senior executive vice president and head of marketing, product, analytics, digital and ecommerce at HDFC Life, tagged Jayen Mehta, general manager for planning and marketing at GCMMF, on Facebook and wrote: "Stop this ad." 
 
People also gave negative comments to the ad on <a href="http://www.businessinsider.in/searchresult.cms?query=youtube">YouTube</a>. 
 
The digital film shows a little girl decorating a room with dolls and she places a Barbie doll and Winnie-the-Pooh soft toy inside a baby cot. Enters the father with a newborn baby. He places the baby in the crib and replaces the Winnie and the Barbie with a Spiderman toy saying, "Bhai isse thodi na khelega?" 
 
The father talks to the little girl who seems visibly upset as her efforts to greet the baby went futile. 
 
Finally, when the girl says that she is disappointed as her baby brother won't be playing with her "dolls", the father starts teaching her to play cricket so that she can play with her brother. 
 
Experts say the ad was irresponsible and was not progressive. 
 
Prasad Challapalli, senior VP and head of iContract (part of Contract Advertising), wrote on Facebook: "The father rebuking the girl in the beginning was totally unnecessary. And insensitive in today's day and age of #BoyBrowsing -when girls get to decide what they want to do. End of the day, it does nothing for the brand except generate backlash." 
 
 
 
 
(Image/Video: Indiatimes/YouTube)

This Amul ad is going viral for all the wrong reasons

During this cricket season the brand that has scored with its TV campaign, grabbing eyeballs in the process is <keyword id="2048958" type="COMPANY" weightage="80" keywordseo="Cricbuzz">Cricbuzz</keyword>.com. But then there’s a catch to their success on the idiot box. From among the TV Ads they unveiled this season, only one has struck a strong chord with viewers. That’s the ‘Cricket ka Keeda – Milk’ one, where a husband browsing the app on his mobile phone absent-mindedly bowls a packet of milk, only to have it land on his wife’s head and drench her. Viewers loved it! Note two comments on the video uploaded on <keyword id="10879" type="CITY" weightage="80" keywordseo="YouTube">YouTube</keyword>. Sushant Jadav had this say, ‘Concept was superb but the actors made it absolutely awesome, duck karna chahiye tha na, that line made me burst into laughter.’ Another viewer, <keyword id="2770307" type="UNKNOWN" weightage="80" keywordseo="Bobby-Ramani">Bobby Ramani</keyword> wrote, ‘Absolutely hilarious! This ad makes me burst out laughing each time!! Can relate to it!!!’ 
 What’s interesting is, though Cricbuzz put up three Ads on YouTube on the same day, a month ago, the ‘milk’ one has almost four times as many views as the other two. A show of hands in my class too confirmed how popular the ‘<keyword id="2770308" type="UNKNOWN" weightage="80" keywordseo="Milk-Ad">Milk Ad</keyword>’ is. Now this is not the first time such a thing has happened in the world of TV <keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">advertising</keyword>. Remember <keyword id="79563" type="UNKNOWN" weightage="80" keywordseo="Naukri">Naukri</keyword>.com and the ‘<keyword id="241428" type="PERSON" weightage="80" keywordseo="Hari-Sadu">Hari Sadu</keyword>’ Ad? The one where workplace boss, Hari Sadu is helped by his subordinate using cuss words to book a table at a restaurant? The Ad hit home, big time! Then the slide started. <keyword id="818790" type="UNKNOWN" weightage="80" keywordseo="the-rest">The rest</keyword> of the Hari Sadu series of Ads that followed sank without a trace. Here’s another example. Remember the <keyword id="1587761" type="UNKNOWN" weightage="80" keywordseo="Mentos">Mentos</keyword> ‘Dimaag ki Batti Jalla De’ Ad on TV? The one where a college kid walks backwards and fools his <keyword id="6356384" type="POSITION" weightage="80" keywordseo="Professor">professor</keyword> to get a seat despite being late to class? That one too went viral. All the other ads in the Mentos campaign featuring a college kid at a musical recital and other similar scenarios went past viewers without even a whimper. 
 
Considering this gaggle of evidence from TV advertising, it’s pertinent to ask if there’s a pattern here that we can learn from. So here’s the question. Why is that brands are more often than not remembered for the one Ad only, despite having released a series as part of their communication campaign on broadcast media? To unravel the reasons, it’s important to understand the role viewer senses and their adaptation to stimuli (read, advertising) play in the success or failure of communication campaigns. So here’s what happens – 
 
1. Stimuli Selection – The ad that grabs viewer eyeballs is the one that presents to viewer senses, stimuli that’s out of the ordinary. That could mean the content is uniquely witty and something viewers can relate to. In the case of Cricbuzz, Naukri, and Mentos, the Ads that connected were the ones that made viewers grin broadly, plus the ‘relatability’ quotient was top notch. 
 
2. Threshold Setting – The problem with ‘uniquely witty’ advertising is that it raises the viewer threshold of ‘uniqueness’ and ‘wittiness’ for those to follow. So to catch viewer attention subsequently, the second or the third Ad must be ‘super witty’. Truth is, most follow ups aren’t and so they sink. 
 
3. Sensory Adaptation - What makes it worse for following Ads is by then, every marketer tries to join the ‘witty’ bandwagon. So there are now too many Ads trying to be ‘funny’ and so ‘funny’ goes out of the window a la ‘viewer fatigue’. The jokes don’t work anymore! 
 
So is there something marketers can do to arrest the effects of a rising viewer threshold, and the damage sensory adaptation to stimuli can cause? 
 
Of course! Here’s what they must do. 
 
1. Note rising stimuli threshold – First recognize that the threshold has been raised, and so ensure subsequent ads are crafted with care. Don’t do funny for funny’s sake, because the first amusing Ad worked. Know this time the viewer won’t bother, unless your Ad puts on view unique original content, or one that’s outscored the previous setting with enhanced wit and relatability quotient. 
 
2. Assess and cross the ‘JND’ – The Weber’s Law of Just Noticeable Difference (JND) says, to produce a noticeable variation in sensory experience, there’s a minimum amount by which the stimulus intensity must be changed. If such a minimum amount isn’t crossed, the subsequent stimulus will have zero ‘arresting’ power. That means, for subsequent ‘funny’ Ads to catch consumer attention, they must be ‘funnier’. Plus the difference between ‘funnier’ and ‘funny’ must be at or greater than the JND. 
 I agree that isn’t easy, especially since the ‘first’ funny Ad raises viewer threshold. But that again doesn’t mean it can’t be done. There are brands out there that have done it, even over decades. The ‘<keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> Girl’ on a billboard and elsewhere for example, hasn’t just managed to catch and keep our attention; she has also made us grin broadly every time she has appeared! Why not, with copies such as, ‘Cricket ya Gaylee Danda’, ‘India, Jeet te Raina’, ‘Swachh a Big Burden’, and others, Amul not just defined our sensory thresholds, it crossed it consistently breaking JND barriers! 
 
Now that’s advertising genius we can all learn from! 
 
(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School for Business, Bangalore. He is also the author of 'YUVA INDIA: Consumption &amp; Lifestyle Choices of a Young India'.) 
 
(Image Courtesy: cricbuzz.com)

Know the trick behind creating a successful ad campaign

<keyword id="1204125" type="COMPANY" weightage="20" keywordseo="The-Delhi-High-Court">The Delhi High Court</keyword> has sought the response of Google and Facebook on a plea moved by <keyword id="10426237" type="COMPANY" weightage="20" keywordseo="the-gujarat-cooperative-milk-marketing-federation">the Gujarat Cooperative Milk Marketing Federation</keyword> (GCMMF) Limited, which sells milk and dairy products under the <keyword id="10426238" type="UNKNOWN" weightage="20" keywordseo="amul-trademark">Amul trademark</keyword>, seeking removal of certain videos alleging that those are cruel to cows. Issuing notice to the two social media platforms and the person who uploaded the videos and seeking their replies to the GCMMF's suit, Justice <keyword id="221693" type="PERSON" weightage="20" keywordseo="Mukta-Gupta">Mukta Gupta</keyword> refrained from passing any <keyword id="449209" type="PERSON" weightage="20" keywordseo="interim-order">interim order</keyword> directing removal of the videos, titled "Unholy Cattle of India: Exposing Cruelty in the Indian Dairy Industry", from YouTube and Facebook. The court asked the person, who uploaded the video, to indicate in his reply how the GCMMF or its members were indulging in cruelty to cows and why Amul's mascot was used in the video. With the direction, the court listed the matter for hearing on January 15, 2021. The GCMMF, in its suit, has sought the removal of the videos from YouTube and Facebook, claiming that the person who has uploaded those is targeting it. The suit has contended that the videos uploaded by defendant Nitin Jain "were slanderous and disparaged and denigrated the Amul brand and trademark". Jain's lawyers -- senior advocate Raj Panjwani and advocates Supriya Juneja and Priyanka Bangari -- told the court that the Amul trademark was not being used by their client for commercial purposes. Taking note of the defendant's stand and the fact that the videos were in public domain since 2018, the court said it was not passing any ad interim injunction and was giving Jain an opportunity to file his reply. "Along with the reply affidavit, the defendant 1 (Jain) will also state whether it obtains any profits out of the videos uploaded and if yes, the statement of accounts thereof," the court said. HMP RC

Amul seeks removal of videos claiming they are cruel to cows — HC asks Google, Facebook to respond

Following the recent crackdown by regulators over safety issues, food companies such as <keyword id="75190" type="CITY" weightage="80" keywordseo="Nestle">Nestle</keyword>, Amul, <keyword id="6357073" type="ORGANIZATION" weightage="20" keywordseo="ITC">ITC</keyword> and <keyword id="6376312" type="COMPANY" weightage="80" keywordseo="Mother-Dairy">Mother Dairy</keyword> have realized the importance of reaching out to its customers and have hence started consumer engagement exercises. 
 While Nestle has launched videos which show bachelors professing their love for <keyword id="6369404" type="PERSON" weightage="20" keywordseo="Maggi">Maggi</keyword> and articulating how much they miss it, Kolkata-based food and cigarette major ITC has come up with films that highlight the safety of Sunfeast Yippee noodles. The latest Youtube video show Yippee noodles being made in a sanitized environment in its factory. 
 Similarly, <keyword id="3026737" type="UNKNOWN" weightage="80" keywordseo="Gujarat-Cooperative-Milk-Marketing-Foundation">Gujarat Cooperative Milk Marketing Foundation</keyword> (GCMMF), the maker behind the Amul brand of dairy products has been running ads emphasizing on the fact that their products are undergoing regular quality checks. Its rival, Mother Dairy is also not behind. Its ad campaign doing the rounds on social media shows its consumer on a plant visit. 
 
Meanwhile Nestle, the brand which was worst hit by regulators is already plotting the comeback of Maggi, piggybacking on its recent Maggi videos attracting around nine lakhs views in three days. 
 
"These short films reflect the spontaneity and affection between consumers and Maggi. We are making efforts to get Maggi Noodles back on the shelves and have been overwhelmed by the messages of love and support that we receive each day. Such messages strengthen our resolve to be back with our beloved consumers. We want to share the warmth of our relationship through these films," told a Nestle Indian spokesperson to Economic Times. 
 
Image credit: Indiatimes

Nestle, ITC, Amul among companies to start consumer engagement exercises

New Delhi [India], May 16 (ANI): <keyword id="9766785" type="General" weightage="100" keywordseo="Lok-Sabha-elections-2024" source="Orion">Lok Sabha elections 2024</keyword> have seen a <keyword id="20108198" type="General" weightage="20" keywordseo="voter-turnout" source="keywords">voter turnout</keyword> at polling stations of about 66.95 per cent so far, as approximately 451 million people have voted during the first four phases of ongoing general elections. In a bid to encourage voters to exercise their franchise in large numbers, ECI has enhanced its targeted interventions to reach out to every eligible voter. The Commission led by CEC Rajiv Kumar along with ECs Gyanesh Kumar and Sukhbir Singh Sandhu, further directed CEOs of the states going to poll in the fifth, sixth and seventh phases to timely distribute voter information slips to all electors and enhance outreach activities. "Commission strongly believes that partnership and collaboration are essential pillars of the voter awareness programme. It's heartening to see that, at the Commission's request, different institutions, influencers and celebrities with significant reach are working enthusiastically on a pro-bono basis," Chief Election Commissioner Rajiv Kumar said. Further, he added that a higher voter turnout would be a message from Indian voters to the world, about the strength of Indian Democracy. He urges all the voters to cast their vote in huge numbers, as voting day is not a holiday but a day of pride, by participating in the festival of democracy. According to an official release, various <keyword id="21686177" type="General" weightage="20" keywordseo="voter-awareness-drives" source="keywords">voter awareness drives</keyword> and campaigns have been carried out by stakeholders in collaboration with ECI. Telecom Service Providers such as Bharat Sanchar Nigam Limited, Bharti Airtel Limited, Jio Telecommunication, and Vodafone-Idea Limited are reaching out to every mobile user in the respective parliamentary constituency through push SMS/Flash SMSs, outbound dialling calls to mobile users, RCS (Rich Communication Services) messaging and WhatsApp messages/alerts. These activities are carried out two/three days before the poll and even on the poll day, in regional languages, with an appeal to vote. ECI has collaborated with BCCI for voter awareness activities during the ongoing IPL season. The voter awareness messages and songs are being played at different stadiums during the cricket matches. The most innovative aspect of this campaign is the administration of voter's pledges by cricket legend Sachin Tendulkar in a pre-recorded video message, at various IPL venues. Further, voter awareness messages are integrated into cricket commentary. Cricketers from 10 IPL teams have encouraged voters to participate in the <keyword id="19895394" type="General" weightage="20" keywordseo="lok-sabha" source="keywords">Lok Sabha</keyword> elections in 2024 with their recorded voter awareness messages. A voting day alert was sent to all Facebook users pan India to inform and inform the voters about the general elections and to nudge them to participate in the festival of democracy, the release mentioned. The release further stated that WhatsApp personalised messages have begun on polling day. Google India is contributing through its iconic feature of Google Doodle on poll days and banners appearing on YouTube, Google Pat and other Google platforms. The Retail Association of India has been actively engaging with voter awareness activities, through their retail network, whereby retail chains are encouraged to celebrate the election as a festival. The vast network of post offices and banking institutions was utilised by ECI to reach out to a wide and diverse audience across the length and breadth of the country. In collaboration with the Ministry of Petroleum and Natural Gas, the parliamentary elections campaign logo "Chunav ka Parv, Desh ka Garv" has been integrated with the IRCTC portal and tickets. Voter awareness announcements have been integrated with the public address system at all railway stations. The logo stickers are used on coaches of the superfast trains. In collaboration with the Ministry of Petroleum and Natural Gas, hoardings on voter awareness have been installed in about 16,000 retail outlets. In collaboration with the Ministry of Civil Aviation, airlines are making an inflight announcement with an appeal message to participate in the ensuing elections. Voter guides are being kept in aircraft seat pockets. Apart from this, many airports are providing space for the display of voter awareness messages. Selfie points have been installed at airports in 10 major cities viz. Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, Ahmedabad, Lucknow, Patna, Chandigarh, and Pune. Cinema theatres across the country are playing ECI voter awareness films and ECI Song Main Bharat Hoon, Hum Bharat Ke Matdata Hai, at regular intervals, as a part of the Public Service Awareness (PSA) film. Sansad TV is creating short films on Unique Polling Stations set up in remote corners of the country by the election machinery after navigating difficult terrains to demonstrate the challenges in ensuring voting at the last mile. AMUL, Mother Dairy and other milk co-operatives have started branding their milk pouches with the message 'Chunav Ka Parv, Desh ka Garv' and encouraging voters through social media platforms. AMUL is also encouraging voters with its unique messaging through AMUL Girl Topical advertisements in newspapers. Prasar Bharati: Doordarshan has produced, various short films, including appeals from constitutional functionaries like President of India, Vice President of India, and Chief Justice of India, among others. Further, unique polling stations are being covered by the regional Kendra's audio-visual documentation. Music App Spotify is running a campaign called 'Play Your Part', and they have issued print advertisements, and curated the playlists for the elections, on their app. Payments app PhonePe has integrated voter awareness message into their app and is actively encouraging voters. BookMyShow has launched an integrated campaign, titled "Aaj Picture Nahi, Bigger Picture Dekho," to raise awareness among voters. MakeMyTrip is running a campaign titled 'MyVoteWalaTrip', whereby discounts are offered to citizens going to vote. Food delivery platforms such as Zomato and Swiggy are disseminating voter awareness messages through their platforms and social media activities. Grocery App Blinkit changed its logo to "Inkit" for the elections, incorporating a message encouraging people to "Go out and Vote" as a tagline. Uber India is reaching out to voters through multi-channel messaging (in-app, emails, push notifications), offering discounts for rides to polling stations, and amplifying voter awareness messages on social media platforms. Bike app Rapido has been encouraging voters with a free ride to vote. Urban Company has launched 'I Have Voted Campaign' to encourage voters. Tata Neu app, serving as the Tata Group's group-wide consumer-facing mobile app, prominently features the "Cast Your Vote" animated banner on its homepage, with additional initiatives currently underway. Truecaller is enhancing its layout by displaying voter awareness message during outbound calls Some other independent initiatives are Mankind Pharma #VotingVirgin campaign, clothing brand Neeru's "Vote ki Taiyaari" TVC, Tinder's "Every Single Vote Counts" campaign, creatively curated social media post by Matrimonial sites like Jeevansathi.com, etc and discounts for voting by popular brands such as Shoppers' Stop, MakeMyTrip, Chroma and many more. Four phases of Lok Sabha polls have been held and the voting will conclude on June 1 with results on June 4. The remaining phases will be held on May 20, May 25, and June 1.

451 million voters! First four phases of Lok Sabha elections witness 66.95% voter turnout so far

<ul><li>Like humans, do brands also straddle between Mrityu and <keyword id="12853" type="General" weightage="20" keywordseo="moksha" source="Orion">Moksha</keyword>? Find out in this 2 part article series by <keyword id="9324569" type="General" weightage="20" keywordseo="shashwat-das" source="Orion">Shashwat Das</keyword>, Founder, <keyword id="7465777" type="General" weightage="20" keywordseo="almond-branding" source="Orion">Almond Branding</keyword>.</li><li>In the second part of his column, he shares how brands can resurrect themselves.</li></ul>Before fighting the real battle at Kurukshetra, Arjun had to fight another battle that was raging in his mind. Thankfully, he had Lord Krishna on his side to help him win that battle. This is how the Bhagvad Gita was born. But when I read the Gita, the preaching of Chapter 2 left two crucial questions in my mind: <ol><li><a href="https://www.businessinsider.in/advertising/brands/article/why-do-brands-die/articleshow/87309993.cms" data-type="tilCustomLink">Why do brands die and</a></li><li>How can brands become immortality or achieve Moksha?</li></ol>After much search and interactions with experts, I did find the answer to the first question, but the answer for the second one had still eluded me! So I continued my quest for the second question the same way as I did for the first one and was fortunate to get an answer for this question too! Here is a curated list of ‘Dos” that might help brands to attain Moksha. <ol><li>Become a part of your customers life</li></ol>Breaking things is quite common in our homes, especially if you have kids around. One of the most common things in every Indian household is a small tube of FeviKwik. It comes in handy when you have to stick something. Besides its innovative packaging, FeviKwik is appreciated for its fast action and usability over multiple surfaces. This versatility makes the brand irreplaceable. Can you name three alternatives to Fevikwik? Never mind, because even I can’t! FeviKwik has moved beyond being a simple product to becoming an integral part of everyday life. 2. Become a fable Amul butter was launched way back in the year 1955. Since then, Amul has become synonymous with butter in India. You go to any restaurant and order for a Pav-Bhaji. Chances are that the waiter would ask you “With Amul butter or with ordinary butter?” The brand Amul butter has achieved such a status that not only does it create product differentiation but can even get you a premium over ordinary butter! Brands should strive to reach that stage where the user feels that the brand adds real tangible value. Since its launch, Amul butter is probably witnessing the third generation of grocery decision makers, but even today, no grocery list is complete without it. With such a strong fan-following, Amul butter has truly achieved brand Moksha! 3. Keep innovating There was a time when chocolate was considered as kid’s product. This not only restricted the market size but also consumption opportunities too! But Cadbury’s challenged this belief and innovated itself in two ways. First, it broke the myth that chocolate is meant for kids alone by positioning it as the ‘real taste of life’. This broke the age barrier. Second, it created new avenues for consumption by saying “kuch meetha ho jaye”. This multiplied the consumption avenues for Cadburys. Today, Cadbury’s is not only relished by the entire family but is also competing against traditional Mithai’s when it comes to gifting. Cadbury’s did not discover chocolate, but it innovated the occasions when chocolate can be consumed and widened the customer age group. It even introduced a lot of product innovations too. Bournville, Silk, Choclairs, Gems, and the list goes on. Infact, today Cadbury’s has reached such a stage where no matter what the age-group or the occasion, there is always a chocolate for you! So as long as you are allowed to eat chocolate (from the health perspective) or if you are celebrating an occasion, Cadbury’s will always top your wish list! 4. Extend your brand, but don’t dilute your identity India first started using Dettol as the main component of their first-aid kit. For many years Dettol was the only anti-septic liquid known to Indians. Sensing stagnation, Dettol decided to spread itself to other categories. But while doing so, it took care of not diluting its anti-septic identity. It first became an anti-septic soap, then a hand-wash, a floor-cleaner and now it is a general disinfectant that can be added to water to be used over any surface! Everything about Dettol is new, but its identity as an anti-septic has remained unchanged. Infact it has become stronger with every product category added. Now with multi-category presence and a stronger identity than ever, Dettol is on its way to Moksha! 5. Freshen up the message but don’t forget the messenger There was a time in India when you just had two means of communication – Mass Media (TV, print &amp; outdoor) and Point-of-Sale. But today, newer and more powerful options like digital media have emerged. Most brands focus on getting their digital inputs (SEO, Social Media presence etc.) right and ignore the fact that even media channels have their own important place in the process of communication. While their messages keep evolving with changing customer sensibilities, most brands still fail to unleash the full potential of the emerging new media channels. The belief that appealing message will work wonders was OK till the choice of media channels, the messenger, was limited. But the moment new messengers were added, new brands emerged out of nowhere and today are appealing the might of older established brands. Every messenger (channel) has its own requirement, e.g. Twitter takes just 280 characters, whereas YouTube can take a video of much longer length than conventional TV commercial. The better brands use these channels, the better connect thy can create with their customers thus going a step closer to Moksha. 6. Keep appealing to your customer’s eye There was a time when the world’s largest selling biscuit, Parle-G, sported a butter packaging and an infant on its pack. This visual identity has become so deeply entrenched with Indian consumers that most ‘me-too’ biscuit brands that were launched in the country sported a kid on their wrappers. Realising this shortcoming and to remain relevant to the times, Parle-G shifted to a plastic sheet wrapper and even replaced the kid with a caricature. However, apart from these two changes, the visual identity of Parle-G has remained unchanged by &amp; large. But, not changing with times is a liberty only legacy brands can afford! Today, remaining relevant to the sensibilities of the customers is a must for every brand. With evolving customer behaviour and thinking, brands too have to change. Earlier you could see the salt inside Tata Salt, today you don’t. Earlier Nirma was a simple semi-transparent pillow pack, but today it is a lot more colourful. Even some of the biscuit brands of Britannia keep on evolving their visual identity in order to remain relevant to the customer’s sensibilities. While the biscuit inside remains the same, the outer visual identity of the brand keeps evolving! 7. Be an active contributor to the society Besides helping you with your everyday life, brands aspire to emulate your personality. Eventually, brands want to become you. They want to appeal to your “Do-Good” spirit as they know that this is one hidden facet of your personality. For instance, a brand like the house of Tata spends a lot of resources, monetary or otherwise, on social activities which may not give it a direct benefit. But people remember and appreciate such philanthropic efforts made by brands that not only make their lives easier, but also that of the society at large too. They even show their appreciation by endorsing such brands. Even P&amp;G brands like Ariel make such attempts to give back to the society. Brands that think beyond achieving their own sales targets are not only remembered and consumed by the current generation, but are also appreciated by the next ones. If a brand was a person, normally it would die a natural death after some years of existence. But unlike us humans, brands don’t have a physical form and hence can theoretically become immortal. There are ways and means of achieving immortality or Moksha. The association of colour Red with danger is immortal and so is that of White with Peace. A smiling face always puts you at ease over a frowning one. Or, lullabies are always sung before going to sleep instead of rock &amp; roll! These things have achieved Moksha. So, if you want your brand to achieve Moksha then better start working right now as it might be too late tomorrow! <div type="Article" hostid="261" msid="87309993" title="Why do brands die?" mstype="2" mssubtype="0"></div>

How can brands achieve moksha?

<ul><li>The aim of micro-marketing is to tap into 'intent-rich' moments.</li><li><keyword id="8379773" type="UNKNOWN" weightage="20" keywordseo="Dinakar-Menon">Dinakar Menon</keyword>, Business Head, <keyword id="8304947" type="UNKNOWN" weightage="20" keywordseo="big-trunk-communications">Big Trunk Communications</keyword> tells us how micro-moments can be leveraged to tap on customer’s intent and drive business and also when its is best avoided.</li></ul>We live in a digitally-connected world. People spend over 5 hours on their smartphones every day. The number of people who own smartphones is increasing every minute. Internet penetration is almost over-arching and data is becoming cheaper with each passing day. How does all this impact the customer? Well, let’s look at a digitally connected customer and how she runs her day. She wants to purchase a new smartphone as the current one is giving problems. What would she do? Of course, she would “Google” the best available smartphones, try to check out the stores in her locality which have the smartphone she prefers, and seek out reviews on her digital community through Facebook and other social media channels. She would then try to compare prices and buy it through an Amazon or Flipkart. She might have quickly used “Youtube” to find videos about the phone and watch it before making the purchase. The concept of Micro-Marketing is to tap into the above mentioned 'intent-rich' moments. Such moments are a boon to marketers. While it is not as easy as it sounds to identify and leverage micro-moments for the benefit of the brand, the following key tricks can enable marketers to get this right: <ol><li>Understand what’s on the customer’s mind (A strong SEO Strategy) – Brands ought to use their digital prowess to figure this out. If you track and analyze what the customer searches about your brand, it will help you understand the micro-moments in which you should garner her attention. A strong SEO strategy will help to get the customer directly on the desired landing page of your website. You can remarket to them till the prospect converts into a customer by creating a consistent omni-channel experience from there on. </li><li>Be there. Be useful. Be Relevant – Contextual targeting through paid ads: Search is a crowded space and with the top three spots being occupied by the brands that spend well on Google Adwords, most brands will have to figure out other ways to tap into these micro-moments. Platforms such as Facebook, Twitter, Quora, Linkedin etc. do also enable brands to be present in those micro-moments when the prospects need the brand. Paid ads can not only enable the brand to show up at the right time, it can also ensure that the messaging is apt, relevant, creative and clear. This is a great value add for brands which work with a good digital marketing partner to creatively garner mindshare in these micro-moments. </li><li>Leverage Data and build customer journeys (Analytics based <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword>) </li></ol>The fact that customers will see the brands on their mobile phone is no longer a surprise. Brands must ensure that their content is optimized and responsive across mobile devices. In the age of apps, mobile marketing can induce actions from the customer and those actions can be collated and transformed into insights over time. These insights can help build customer buckets and respective journeys. How does this help? It can congregate customers who are alike in terms of their preference based periodic actions. It can take this cohort of customers and then design micro-moment marketing campaigns. For example, if a particular set of your customers buy groceries from your app on the first day of the month, mobile marketing will enable to capture this intent-rich shopping moment well and marketers can curate micro-moments into the customer journey to convert the customer’s intent into purchase and accelerate business. While micro-moments can be leveraged to tap on customer’s intent and drive business and brand recall, there are instances when micro-moments marketing is best avoided. The 'micro-moments' that you may NOT want to tap There are some micro-moments which brands may not want to tap. A classic example is the recent campaign “Wuhan Se Yahaan Le Aaye” by Amul showing the Amul girl wearing a mask. It invoked a lot of negative reviews from the audience. They were quick to relate the campaign with the Corona Virus epidemic and found it to be very insensitive. While Amul will live another day, such campaigns could be best avoided by brands that are making a mark. Brands have also tried to integrate their campaign ideas with shocking micro-moments such as the tragic death of Basketball genius Kobe Bryant. The “micro-moments” marketing campaigns created around this incident was at the receiving end of the customer’s ire as they viewed the campaigns as being insensitive and opportunistic. There will be immense opportunity to ride topical waves and enhance recall for your brand so skirting controversial micro-moments may not be a wise strategy and brands should stay clear of such micro-moments. Is there an ideal Micro-Moments Marketing strategy? Brands needn’t worry about the ideal strategy. They are best served if they focus on: Understanding Customer journeys: If brands can understand a day in the life of their customers, they would know what they seek out and when. Understanding the customer’s digital journey and preferences and creating those micro-segments for customers is the bedrock of these campaigns. The journeys are best understood by analyzing their search patterns, the words that they associate with your brand and the experiences they share. Listen to them. Carefully: Social listening provides immense fodder for brands to analyze moments and classify them as “intent-rich”. Once these moments and the customer journeys are reviewed and analyzed together, it delivers rich micro-moments and messaging possibilities. Be the first to know and leverage: Once you get the above in order, keenly observe trends in the digital space, scout for topical conversations and curate micro-moment messaging around the same. The possibilities of success with such an approach to micro-moments marketing is very high. Technology and Analytics – The hygiene yet essential ingredient Brands need to understand that digital technology will be the key driver for micro-moments marketing. The contact databases, marketing automation, customer segments etc. should be in place and brands should have the capability to schedule and execute campaigns in real-time to best leverage these micro-moments. A few seconds delay in loading your landing page can translate to an opportunity loss of millions of dollars. The data generated as part of campaign results should be analyzed and reused. The value of the data generated from micro-moments with regards to customer’s/ prospects preferences, interactions etc. is pure gold and will enhance the hit rate and success of subsequent campaigns. -- This column has been written by Dinakar Menon, Business Head, Big Trunk Communications

Micro-moments marketing: Can brand’s leverage this in-vogue marketing concept?

<ul><li>Sony Sports has played a key role in bringing non-cricket sports to India.</li><li>This year, Sony Sports is the official broadcaster of the once-in-a-four-year global sports event, Tokyo Olympics.</li><li>Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India tells us how the broadcaster is trying to popularize other sports in India, its plans to immerse consumers with innovative marketing and more.</li></ul>With the lockdown being enforced, subsequent stoppage of play on the field and IPL getting postponed, advertisers have been starved of a good sporting tournament. After the pandemic, many sports properties have either been cancelled or postponed, directly affecting India’s ad revenue and sponsorship pie. While India’s most worshipped sport, cricket, still dominates viewership and sponsorship, <keyword id="3132005" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Network">Sony Pictures Network</keyword> (SNP) has given its fans more choices between sporting events and SonyLiv has given them options in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. After a long, dry spell, millions of Indians are expected to tune into Tokyo Olympics this year. Sponsors and brands have also started seeing the Olympics as the one occasion to capitalise on the media and consumer attention. As a result, Sony Sports has seen an uptick in demand from sponsors and advertisers across categories for the summer games. To help its advertisers get the best bang for their buck, SPN launched an ‘innovative’ advertising format ‘Split-screen ads,’ which has <a href="https://twitter.com/Archit_0106/status/1418542834395729923">gained </a><a href="https://twitter.com/PrashantMUFC/status/1420988968238161920">mixed </a><a href="https://twitter.com/LifeIsAnElation/status/1418552243893116935">reviews </a>on social media. We caught up with Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India to further understand what kind of response the broadcaster and streaming player has seen from advertisers and sponsors, how it is trying to increase non-sporting events’ viewership in india <cmsannotation type="cmsannotation" annotationid="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?" text="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?">Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?</cmsannotation> Indians have always been extremely supportive of the Indian athletes when they compete at a global stage. Their performances are celebrated as it is a huge thing to even get to participate, let alone winning a medal at Olympics. More and more business houses/organizations/brands have started promoting various athletes and or Indian contingent. Sports in India is growing dramatically as an entertainment option beyond just cricket. This year. Sony Sports has embarked on a mission to popularize the athletes participating in the <keyword id="7932992" type="UNKNOWN" weightage="20" keywordseo="olympic-games-tokyo-2020">Olympic Games Tokyo 2020</keyword> and to make them household names. Sony Sports launched the grandest ever campaign in the history of Indian Olympics, Hum Honge Kamyab to galvanize the whole nation to cheer for the India contingent. From the honorable Prime minister of India himself to the sports minister as well as industrialists, sports personalities, philanthropists, Bollywood Superstars, Youtube influencers joined us in our endeavor. Sony Sports has collaborated with the Ministry of Youth Affairs and Sports as well as eminent personalities and joining the brigade are Union Minister for I&amp;B and Youth Affairs &amp; Sports, Shri Anurag Thakur, General Bipin Rawat, Chief of Defence Staff and Chairman Chiefs of Staff Committee and Mr. N.P. Singh, MD &amp; CEO, Sony Pictures Networks India, along with Amitabh Bachchan, Akshay Kumar, Anupam Kher, Sajjan Jindal, Sudha Murty, Nita Ambani, Gautam Adani, Rana Daggubati, Yuvraj Singh, Anjali Bhagwat, Parth Jindal, Boman Irani, Farhan Akhtar, Sonakshi Sinha, Johnny Lever, Ali Fazal, Adille Sumariwala, Arshad Warsi, Pullela Gopichand, Vijender Singh, Anjali Bhagwat, Harsha Bhogle, Shankar Mahadevan, Anurag Basu, and many more to catalyze the Olympic momentum in the nation for the landmark event. This was unprecedented and Sony Sports’ efforts have pumped up the volume of Olympics in India and the #Olympicsjosh decibels have gone up to another level. <div type="Youtube" id="-bnwo0ezgQE" title="Watch PV Sindhu, Manu Bhaker, Mary Kom, Deepak Kumar, Hockey (M) &amp; others LIVE, TOM, July 25 on Sony" thumbUrl="https://i.ytimg.com/vi/-bnwo0ezgQE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Q. Can you tell us what kind of interest you have seen from advertisers and brands?" text="Q. Can you tell us what kind of interest you have seen from advertisers and brands?">Q. Can you tell us what kind of interest you have seen from advertisers and brands?</cmsannotation> We have received a phenomenal response from advertisers and we have got sponsors on board across categories like beverages, FMCG, education, automobiles, banking, finance, gaming, sports foundations amongst others. The sponsors are Coca-Cola India Pvt. Ltd., LIC, JSW, MPL, Hero MotoCorp, Amul, Reserve Bank of India, AMFI and other advertisers include Visa, Byju’s, Adani Group, Herbalife Nutrition &amp; Lenovo and more. <cmsannotation type="cmsannotation" annotationid="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?" text="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?">Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?</cmsannotation> We expect great Sports like Wrestling, Shooting, Archery and Hockey, which have also done extremely well on TV in the past, due to the medal winning performances by Indian Athletes. Additionally, there has been high interest to watch Athletics and Gymnastics, owing to the visually engaging nature of the sports. During the 2016 Rio Olympics, Badminton had the highest viewership owing to PV Sindhu winning a silver medal. The final match between PV Sindhu and Carolina Marin was watched by 42 million viewers across the country. This year, we have our largest contingent ever of 127 athletes travelling to Tokyo and the whole nation will want to support and watch our athletes in the various sports disciplines they are competing in like boxing, wrestling, tennis, athletics, badminton, hockey, shooting, archery, weightlifting, Equestrian, Table tennis and more. Some of the athletes that the audiences are already looking out for are Manu Bhaker and Saurabh Chaudhary in shooting, Vinesh Phogat and Bajrang Punia in wrestling, Amit Panghal and Mary Kom in boxing, Deepika Kumari and Atanu Das, PV Sindu in badminton and more. Also, for the first time, we will see participation in fencing with Bhavani Devi and Fouaad Mirza making it to the equestrian event which will also attract audiences. Additionally, to reach out to a wider audience and engage viewers across India, Sony Sports will have a Live wraparound studio show called SPORTS EXTRAAA with a distinguished panel that comprising former Olympians and legendary Indian athletes like Vijender Singh, Gagan Narang, Karnam Malleswari, Anjali Bhagwat, Anju Bobby George, Sakshi Malik, Viren Rasquinha, Somdev Devvarman, Trupti Murgunde, Rahul Banerjee, Kripa Shankar and Satish Shivalingam. We will also have the world-renowned Sprinter and four-time Olympic medalist, Yohan Blake, considered to be the second fastest man after Usain Bolt as a marquee expert on the show. The comprehensive coverage for the global event will be broadcast LIVE in four languages: SONY TEN 2 and SONY SIX channels in English, SONY TEN 3 channels in Hindi and in Tamil &amp; Telugu on the newly launched SONY TEN 4 channels. <cmsannotation type="cmsannotation" annotationid="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?" text="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?">Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?</cmsannotation> The Olympic Games is an extremely premium global sporting event, the greatest show on earth with 200+ countries, 11000+ athletes across 339 events in 33 different sports, encompassing a total of 50 disciplines. As I mentioned earlier, this year, we have rolled out the grandest campaign for this showcase event involving 30+ luminaries across the country. The sheer association to the Olympics for any brand will create and drive great brand perception and awareness value. We have offered value-based propositions to our clients and have ensured that we amplify their associations with athletes in the Indian contingent which they might be sponsoring. The brands have also been given the opportunity to ride on the back of the amazing build- up programming which we have locally produced adding to the brands association and visibility. Series like “Torch bearers” are resonating well with our audiences. We are also excited to offer a new breakthrough innovation “Split Screen” advertisement opportunity during the live broadcast. This will help the brands break away from the clutter and amplifies the brand’s visibility manifold without intruding into the viewing experiences of our audiences. This new technology is a game changer and will surely get the best ROI for our key sponsors. <cmsannotation type="cmsannotation" annotationid="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?" text="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?">Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?</cmsannotation> While Indian Cricket will dominate viewership and revenues, Sony Sports has been consistently making efforts to massify and popularize other sports. Sony Sports is a global multi-sporting arena and sports marketing here, is not only talks to the purists but also focuses on attracting fence-sitters and newer audiences to join the Sony Sports community. This has paid off and every year our viewership for sports like WWE, UFC, football properties like UEFA Champions League and non-India cricket is steadily growing. Even the recently concluded UEFA EURO 2020 on our sports channels has seen massive growth compared to the last edition in 2016 by almost 70% Sports as an entertainment quotient is only going to grow.

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

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