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Here comes one of the key festivals of 2014, the <keyword id="90750" type="UNKNOWN" weightage="100" keywordseo="Uttarayan">Uttarayan</keyword> or the <keyword id="42174" type="UNKNOWN" weightage="100" keywordseo="Makar-Sankranti">Makar Sankranti</keyword>, and several <keyword id="1453380" type="UNKNOWN" weightage="100" keywordseo="brand-marketers">brand marketers</keyword> have launched interesting campaigns to <keyword id="382268" type="UNKNOWN" weightage="100" keywordseo="leverage">leverage</keyword> the <keyword id="33914" type="UNKNOWN" weightage="100" keywordseo="festive-occasion">festive occasion</keyword>. When you take a closer look at these campaigns, you realise that different <keyword id="31174" type="PERSON" weightage="100" keywordseo="brands">brands</keyword> have different objectives – a few are eyeing an increase in sales via <keyword id="112217" type="UNKNOWN" weightage="100" keywordseo="Discounts">discounts</keyword> and bonus packs; some companies are trying to socialise their products and key messages with consumers; a few are strengthening their <keyword id="35657" type="COMPANY" weightage="100" keywordseo="brand-equity">brand equity</keyword> and others are focused on enhancing <keyword id="1284549" type="UNKNOWN" weightage="100" keywordseo="Customer-Experience">customer experience</keyword>. Another interesting observation is – all types of brands (local, national and multinational) are running campaigns across different <keyword id="2014275" type="UNKNOWN" weightage="100" keywordseo="Media-platforms">media platforms</keyword>. But the clear choice is the <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword>, followed by the print, <keyword id="12905" type="COMPANY" weightage="100" keywordseo="Radio">radio</keyword> and the <keyword id="2014281" type="ORGANIZATION" weightage="100" keywordseo="OOH">OOH</keyword>. <keyword id="6354766" type="COMPANY" weightage="100" keywordseo="Gujarat">Gujarat</keyword> emerges as the leading market for promotions, followed by <keyword id="13126" type="COMPANY" weightage="100" keywordseo="Maharashtra">Maharashtra</keyword>, <keyword id="6355588" type="ORGANIZATION" weightage="100" keywordseo="Rajasthan">Rajasthan</keyword>, <keyword id="6354953" type="COMPANY" weightage="100" keywordseo="Punjab">Punjab</keyword>, NCR and others. 
 <keyword id="6653" type="CITY" weightage="100" keywordseo="ICICI-bank">ICICI Bank</keyword> is one of the major national advertisers during this festive season, promoting its <keyword id="1200039" type="UNKNOWN" weightage="100" keywordseo="Tab-Banking">Tab Banking</keyword> to facilitate new account opening from the comfort of your home or office. The bank has been advertising in newspapers, on the <keyword id="6357247" type="PERSON" weightage="100" keywordseo="Internet">Internet</keyword> and on billboards placed at strategic locations. The visual on the creative shows a diligent executive helping his customer open a bank account while the customer is enjoying the Uttarayan festival. The ad copy outlines a consumer-centric message with the help of a heading and a brand-centric message with the help of a sub-heading. The body copy explains a bit more about Tab Banking and provides a call-to-action. The <keyword id="529279" type="UNKNOWN" weightage="100" keywordseo="brand-positioning">brand positioning</keyword> statement has been reinforced in the closing line. Overall, all the elements look finely blended! 
 
 
 
Another print advertisement that recently appeared in <keyword id="5065" type="COMPANY" weightage="100" keywordseo="Ahmedabad">Ahmedabad</keyword> Times is that of <keyword id="6354923" type="COMPANY" weightage="100" keywordseo="Vodafone-India">Vodafone India</keyword>. The company is promoting its <keyword id="1404687" type="UNKNOWN" weightage="100" keywordseo="3G-dongle">3G dongle</keyword> as the one that offers fastest download @ 21.2 Mbps and encouraging consumers to download their favourite movies. The creative uses a kite that has <keyword id="1718" type="UNKNOWN" weightage="100" keywordseo="Bollywood-stars">Bollywood stars</keyword> on it. Although the visual element is not as well blended as in the previous ad, Vodafone has managed to address the Uttarayan spirit. A local <keyword id="2014292" type="UNKNOWN" weightage="100" keywordseo="Eye-care-brand">eye care brand</keyword>, <keyword id="2014295" type="UNKNOWN" weightage="100" keywordseo="R-Kumar-Opticians">R Kumar Opticians</keyword>, has also positioned the <keyword id="757" type="UNKNOWN" weightage="100" keywordseo="sunglasses">sunglasses</keyword> as an essential <keyword id="2014296" type="UNKNOWN" weightage="100" keywordseo="Safety-accessory">safety accessory</keyword> while flying kites. 
 
 <keyword id="150673" type="COMPANY" weightage="100" keywordseo="Dell-India">Dell India</keyword> has announced 100% <keyword id="470101" type="UNKNOWN" weightage="100" keywordseo="Cashback">cashback</keyword> for lucky winners who purchase a <keyword id="2014299" type="UNKNOWN" weightage="100" keywordseo="Dell-Inspiron-11">Dell Inspiron 11</keyword> this Sankranti. The company is primarily running its campaigns in the <keyword id="45104" type="UNKNOWN" weightage="100" keywordseo="Print-Media">print media</keyword> and on the Internet. Several other smaller and local brands have also announced limited period offers to lure customers. 
 
 
 Finally, a leading <keyword id="10689" type="ORGANIZATION" weightage="100" keywordseo="radio-station">radio station</keyword>, <keyword id="9734" type="COMPANY" weightage="100" keywordseo="Radio-Mirchi">Radio Mirchi</keyword> (Ahmedabad), has come up with a <keyword id="1486610" type="UNKNOWN" weightage="100" keywordseo="social-initiative">social initiative</keyword> to protect two-wheeler riders from the brutal <keyword id="2014307" type="UNKNOWN" weightage="100" keywordseo="Patang-manjha">patang manjha</keyword> (thread) by distributing free life-saving neck safety belts in various parts of the city. In an interview, <keyword id="103028" type="PERSON" weightage="80" keywordseo="Sumit-Aggarwal">Sumit Aggarwal</keyword>, cluster head of Radio Mirchi in Gujarat, said, “In addition to bringing <keyword id="4578" type="COMPANY" weightage="80" keywordseo="entertainment">entertainment</keyword> to the Amdavadis, we intend to evolve as a responsible media company and this activity is a step in that direction.” The campaign has received good response and commuters have been queuing up to collect the safety belts. This initiative by Radio Mirchi is presented by <keyword id="907098" type="ORGANIZATION" weightage="80" keywordseo="CIMS-Hospital">CIMS Hospital</keyword>, in association with Sanghi Cement, The Grand Bhagwati and Boulevard9 Luxury Resort &amp; Spa. 
 
So while you enjoy the KaiPoChe cheers around and while you are busy admiring your kites flying high, brand marketers are holding the firki and giving dheel to the kite. 
 
About the author: Ami Shah is the co-founder and creative director of IntelliAssist. You can contact her on <a href="http://twitter.com/amishah0505" target="_parent">Twitter</a> | <a href="http://in.linkedin.com/in/amishah0505/" target="_parent">LinkedIn</a> | <a href="mailto:ami@intelliassist.in">ami@intelliassist.in</a>

How
Brand Marketers Are Engaging With Consumers This Uttarayan

By Amrit Mohan Lucknow, May 8 () Confined to their homes due to the coronavirus lockdown, bored Lucknowites have suddenly found a passion for kite flying, adding a good dash of colour to their city's skyline. More so in the old city areas of Chowk, Wazirganj, Thakurganj, Rakabganj, Yahiyaganj, Aminabad and Nakhhas, where it is easy to buy kites and spools of thread. "The sky is so clear these days," says Mohammed Hussain, who is in his 80 and has grandchild Iqbal by his side. "The lockdown has pushed everyone indoors. But my rooftop is there, open to all who love to fly kites," he tells . "In the good old days, kite flying was an addiction. Alas, no longer now," he says, complaining about video games, mobile phones and computers which turn children into couch potatoes. Once a traditional sport, kite flying is seen these days mostly during festivals like Makar Sankranti in January, Basant Panchami in February and Jamghat, the day after Diwali. Kites are also flown during the annual Lucknow Mahotsav. Over the years, their look has undergone a big change, Hussain says. They now come in shapes of birds, animals, insects and cartoon characters like Chhota Bheem and Spiderman. 'Kankawwa', the Lucknow style of kite in the form of wings of a bird, was perfected during the days of the nawabs. It is quite heavy and tests the skills of the kite flyer. Kite flying was a sport, particularly among the nobility, during the time of the Mughals. And the nawabs of Lucknow had their kites trimmed with gold and silver. In "patang baazi", kite flyers aim to snag and cut the strings of other each others'. Sometimes, there is betting between teams competing in these aerial dogfights. Children – when there is no lockdown, of course – wait for a kite to fall and take home as a trophy. Yakub Khan, a kite-seller in Nakhhas area, says the fighter kites are usually smaller in size, made of thin paper and diamond shaped, for greater manoeuvrability. While a "patang" is the common kite, "guddi" is the tall one with a small tail, he explains, proud of his knowledge in the field. "Making a kite requires great accuracy and care, it is an art in itself," he says. Khan also claims skill in making high-quality threads. 'Sadda' is plain cotton thread, 'manjha' the lethal cotton thread coated with powdered glass, good to cut the strings of other kites. Another piece of vital is equipment is the wooden spool – traditionally made of bamboo splits, wooden discs at each end and protruding sticks as handles – which is deftly manoeuvred in a kite fight. "The game of yesteryears has again come alive, thanks to the lockdown," Yakub says. Another old-timer Waris Mian says history has it that Nawab Asaf-ud-Daula's kites were decorated with gold and silver trimmings, and in the time of Amjad Ali Shah the "guddi" became popular. The origin of the kite is disputed, but it is widely believed to have been in China. In Indian literature, it is mentioned in the poetry of the 13th century Marathi saint-poet Namadev, and later in "Ramcharitmanas" of Tulsidas, who writes about Hanuman retrieving Lord Ram's kite that had flown to Indralok. AM SMI DIV ASHASH

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How Brand Marketers Are Engaging With Consumers This Uttarayan

Ami Shah

Lockdown brings kites back to Lucknow skies

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