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<ul><li>One of Mondelez India's marquee brands, <keyword id="12518600" type="General" weightage="20" keywordseo="cadbury-5star" source="Orion">Cadbury 5Star</keyword> is back with a refreshing campaign that extends its ‘Do Nothing’ proposition. </li><li>The brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. </li><li>It has partnered with Paytm and Reliance JioMart for customers to redeem their earned coins. </li></ul><keyword id="6399124" type="General" weightage="100" keywordseo="cadbury" source="Orion">Cadbury</keyword> 5Star is back with a refreshing campaign that extends its ‘Do Nothing’ proposition. Taking another step ahead, the brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. With no expensive hardware or large investments needed, NothingCoin challenges the traditional notion of how only hard work helps people earn. Speaking about the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5Star’s brand persona of being witty and speaking in a language that excites the youth.” In this latest communication, the brand is talking to today’s youth who are digital natives and hardly remember a time without smartphones, the internet, and social media. Comprising of college-goers and first-time job seekers with action-packed schedules, they are hardly left with time in their hands to simply relax and do nothing. Through this campaign, the brand in a quirky way promotes the idea of moving away from the stressors of life, enjoying some downtime, and spending- time doing nothing; all while rewarding and letting them earn. The idea of the activation is that consumers can mine this coin by buying a Cadbury 5Star, scanning the QR code, and logging onto the Do Nothing mining website. After following basic steps, the consumer must do nothing and keep his phone aside to let the website mine NothingCoins for them. On mining coins, the consumer can redeem exciting offers in our very own digital Cadbury 5Star mall linked with the website which has products from Souled Store &amp; offers from Paytm or they can even redeem the coins for JioMart vouchers. The launch of this one-of-its-kind currency will be supported by a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation. As part of the outdoor activation, the brand has taken a spin on traditional bank setups and built a branch at Nariman Point in Mumbai wherein consumers can visit this bank, grab a Cadbury 5Star, sit, and do nothing to mine more Nothing coins on our website. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.

You can now earn money for doing nothing; here's how Cadbury 5Star is making it possible

<ul><li>From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from.</li><li>The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development &amp; Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. </li><li>These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India. </li><li>Conceptualized in partnership with Ogilvy India &amp; Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign.</li></ul><keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>, the makers &amp; bakers of brands like Cadbury <keyword id="47614" type="ORGANIZATION" weightage="20" keywordseo="Dairy-Milk">Dairy Milk</keyword>, 5Star, Oreo, Bournvita etc., for the very first time throws open the doors, inviting the nation to ‘go Madbury for Cadbury’. Through this initiative, the company is encouraging all the chocolate aficionados to don their culinary hats and tighten their aprons while they create their own Cadbury Dairy Milk bar. This initiative underscores the company’s commitment to stay consumer-obsessed and to empower consumers to snack right, by providing them with more choice and newer eat experiences. In line with Mondelēz International’s recently launched and first-ever State of Snacking™ report, which highlighted how snacking provides Indians with a source of identity and cultural exploration and how snacking as a tradition has also built strong bonds and memories, the ‘go Madbury for Cadbury’ initiative gives an opportunity to Indian consumers to take some time out with the family and friends, take a nostalgic trip and create some unbreakable bonds and everlasting memories – in short just ‘go Madbury for Cadbury.’ 
 <div type="Youtube" id="RrftWVessAw" title="Go make your own Cadbury on Madbury.in" thumbUrl="https://i.ytimg.com/vi/RrftWVessAw/mqdefault.jpg"></div>



 Sharing what inspired the brand to launch this initiative, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “As a company, we are always looking for ways to innovate and excite our consumers and Madbury is yet another attempt to further strengthen our connect with them. Through this campaign, we are encouraging our audience to make their unique ‘Home wala’ Cadbury Dairy Milk, and thus come up with suggestions for the next Cadbury Dairy Milk limited edition pack with two different ingredients. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality.” Users are encouraged to seek the spotlight as the next Cadbury inventor by visiting the website <a href="https://www.madbury.in/">madbury.in</a> and partaking in the challenge. From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from. One can submit up to two of their favourite flavors for the chance to be one of five finalists. What more? Apart from taste and creativity, every bar should have a unique name and an inspiring tale that would have the judges captivated. The company has also tied-up with Amazon.in, for an exclusive Madbury store, where consumers can get some wacky ideas to ‘go Madbury for Cadbury’, with some unique ingredients listed. Entries are open till January 15, 2020. Hemant Sharma, Senior Creative Director &amp; Sagar Jadhav, Creative Director, Ogilvy Mumbai, said, "The brief was truly exciting from the word go and particularly challenging for the Indian market where the taste and flavors are as diverse as the land and its people. So, the old-world wisdom, ‘when there’s a lot to say, sing it’ came to the rescue. We created a jingle with stanzas in 8 different languages celebrating the food and cultural quirks of people across the country. We designed the supporting visuals to bring alive the idea of India’s great multiplicity and love for Cadbury Dairy Milk chocolate." Conceptualized in partnership with Ogilvy India &amp; Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign, which includes a fun new video asset, innovative outdoor and digital campaigns and strong in-store visibility. The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development &amp; Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. The competition will witness two of the five finalists as champions and their creation will become the latest and most exciting addition to the iconic Cadbury Dairy Milk range. These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India.

Mondelez India invites consumers to create and name their own Cadbury Dairy Milk bar

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> before you head into your first meeting - assuming it wasn't cancelled by the snow!
1. <a href="http://www.businessinsider.com/kim-kardashian-stars-in-t-mobiles-super-bowl-ad-2015-1">Kim Kardashian West stars in a tongue-in-cheek Super Bowl commercial for T-Mobile.</a> The reality star is rather self-aware in this PSA-style spot.
2. <a href="http://www.businessinsider.com/nfl-domestic-violence-super-bowl-ad-2015-1">The NFL is running a domestic violence-themed ad during the Super Bowl.</a> The creative is based on a real 911 call.
3. <a href="http://www.businessinsider.com/the-2015-super-bowl-ads-2015-1">There have been lots of Super Bowl announcements in the past 24 hours.</a> Catch up on everything you need to know about all the Super Bowl XLIX ads here.
4. <a href="http://www.businessinsider.com/child-bullying-scene-office-video-psa-2015-1">The Not In Our Town anti-bullying initiative has released a chilling PSA that recreates a real school fight, but with adults as the protagonists.</a> The spot focuses on how people find bullying unacceptable among adults, but overlook childhood bullying.
5. <a href="http://www.businessinsider.com/early-michelin-man-photos-2015-1">These terrifying photos of the original Michelin Man will haunt your dreams.</a> Don't say we didn't warn you.
6. <a href="http://www.businessinsider.com/total-communicator-solutions-unacast-beacon-retargeting-2015-1">Now advertisers can use beacons to make the shoes you were looking at inside a physical store follow you around the internet.</a> It's thanks to a partnership between Norway-based startup media platform Unacast and Total Communicator Solutions, a company that specializes in location-based marketing.
7. <a href="http://www.businessinsider.com/forrester-video-and-tv-consumption-report-2015-1">Most young people say they have stopped watching TV.</a> That's according to new research from Forrester.
8. <a href="http://www.businessinsider.com/apple-retail-boss-angela-ahrendts-has-a-big-plan-for-apple-stores-in-china-2015-1">Apple's retail boss, the former Burberry CEO Angela Ahrendts, has big plans for Apple stores in China.</a> In a recent memo to retail workers Ahrendts urged employees to "keep China at the top of your mind," and Apple is also actively hiring for 15 stores throughout the country.
9. <a href="http://hugin.info/156954/R/1889662/668882.pdf">Publicis Groupe has acquired French digital marketing agency Monkees, the holding group announced in a press release.</a> Financial terms of the deal were not disclosed.
10. <a href="http://www.businessinsider.com/hersheys-bans-british-chocolate-2015-1">Hershey's has blocked British-made Cadbury chocolate from entering the US.</a> Fans are furious.

The 10 Things In Advertising You Need To Know Today

<ul><li>Like most businesses dependent on retail and delivery, <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>'s business was impacted too in the first few weeks of the lockdown, considering the complete closure of retail stores, super markets and e-commerce.</li><li>However, with the gradual relaxation of the lockdown, things are slowly picking up. </li><li><keyword id="1825451" type="PERSON" weightage="20" keywordseo="Anil-Viswanathan">Anil Viswanathan</keyword>, Director – <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> (Chocolates), Mondelez India tells us how the importance of agility has been one of his major learning from this experience. He also tells us all that the brand is doing to ensure business continuity and the safety of all its stakeholders.</li><li>He also tells us the brand's broad marketing strategy and how things will be different in the post-Covid world.</li></ul> Dirk Van de Put, Mondelez’s global chairman and chief executive officer (CEO), during a recent investor call, spoke about the impact of the initial phase of the lockdown when the confectionary major saw almost zero sales, according to reports. Mondelez, like most other organizations, experienced disruptions in the initial phase due to strict lockdown which led to widespread trade closures and operational and distribution difficulties. However, with the easing of restrictions, shops opening up and online grocery platforms delivering again, people have been ordering more and more snacking products. As people spend more time at home and with family, there has been a steep increase in the demand of chocolates, biscuits and beverages. According to Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, there has been a perceptible shift in buying patterns of consumers. “There has been an increase in demand for packaged food items. As most of us are stranded in the confines of four walls, in-home munching is gaining momentum and we foresee a spike in demand for snack items,” he said. As things are slowly falling back in place, we caught up with Viswanathan to understand how Mondelez as a brand, dealt with the adverse situation. We also try to understand how the rest of the year looks. We also try to understand how the brand was able to stay connected with its consumers, and how things will be different, in the post-Covid world. Excerpts: Q) Considering the initial weeks of lockdown was a complete closure of trade and production units, how were the past few weeks for you as a brand? What has the brand’s focus been? Over the last few months, we have all experienced the importance of availability, safety and convenience of packaged foods in times of lockdown. Our products are an integral part of the consumer’s grocery basket. We’ve seen consumers seek out our trusted brands like Cadbury, <keyword id="6384472" type="LOCATION" weightage="20" keywordseo="oreo">Oreo</keyword>, <keyword id="6398866" type="PERSON" weightage="20" keywordseo="Bournvita">Bournvita</keyword> and Tang – especially as they spend more time with family at home and need treats like their favourite chocolate, biscuit or beverage. Like all companies, we did experience some disruptions in the initial phase due to strict lockdowns that caused widespread trade closures as well as operational and distribution difficulties. However, we’re seeing significant easing of the situation on ground as our manufacturing scales up and our sales and distribution network can more easily service the market. I’m very proud of how our teams geared up to meet these unprecedented challenges - so, while we have experienced a short-term disruption, business is getting back on track. Our focus through all of this has been on our people – firstly, protecting our sales and manufacturing colleagues who have been at the frontline even during the lockdown and ensuring they stay safe and secondly, through continuous engagement with our colleagues working remotely. Our utmost priority has always been to build a resilient system that will enable us to maintain good service levels across channels. Understanding that time and safety are the essence of the moment, we have cautiously configured ways such as direct to consumer storefront, strategic partnerships etc. We are also working directly with hypermarkets to negate any possible time lag or safety risks for the consumers. As far as the exigent demands are concerned, we’re leveraging the strong relationship we have with our suppliers in order to maintain consistent supplies of critical raw materials and packaging. Additionally, we’re constantly working with the central and local government bodies to keep our factories open during the lockdown and have reconfigured our supply chain network to fortify our routes to reach the consumers. Correspondingly, our staff across factories and our agile workforce at the back-end are all working dedicatedly to maintain good service levels. Considering the pandemic and the challenges that followed, it is important more than ever to have consistency in production and a well-thought-out RTM (Routes-to-market) strategy to ensure shelf visibility across channels. Q) As the pandemic led to people stuck inside their homes, did you witness any interesting consumer trends? Were people ordering more chocolates during the lockdown, maybe to tackle the stress? We are starting to see a steep rise in demand for chocolates in the last one month after a slow start at the beginning of the lockdown. This is at the back of increased in-house snacking which has taken precedence as part of the ritual of spending more time with family or with oneself. Amplified social media influence has also triggered a trend wherein homebound consumers are now increasingly looking at ways to indulge in or create-at-home eating experiences and in doing so, they are predominantly relying on brands like Cadbury, for superior quality and the assurance of safety. This has resulted in increased demand which is further fuelled by the rise in online shopping. With lockdown and the new norms of social distancing, the market and the consumption pattern of consumers are significantly leaning towards e-commerce, as health and safety has become a non-negotiable priority for people. Q) With people getting more time to stay at home, almost everybody is experimenting with cooking/baking. We have seen a lot of brands take up this opportunity and use content marketing as an effective tool to stay connected with consumers by hosting cooking classes/using chefs to share recipes etc. How have you been communicating with your consumers during the lockdown? Considering the ongoing scenario, we have reconfigured our communication strategy to adapt to this lockdown phase. We are leveraging our innovation arm to connect and communicate with our consumers in a light-hearted manner. With Cadbury 5Star, we directed the proposition towards a larger purpose of encouraging consumers to stay indoors by creating a distraction in the consumer’s life and help them breakaway from the monotony of daily life. We curated a Cadbury 5Star campaign namely #5StarDoNothingOutside challenge in order to generate some light-hearted content and at the same time equip consumers to better live the new way of life by reimaging their outdoor activities in the indoor space. <keyword id="570619" type="PERSON" weightage="20" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> released a heart-warming film encouraging consumers to stay in and celebrate all those moments of joy with your loved ones. On the other hand, with Oreo where playfulness was always a part of the brand’s DNA, the lockdown provided an opportunity to naturally advance the legacy and help consumers steer away from the pandemic gloom. Through the ‘#AtHomeWithOreo’ campaign, the brand wanted to showcase to the world that even if you are locked-down, the world is as playful as we make it. As the lockdown continues, we aim to amplify our connect with the consumers through our campaigns and provide them avenues to keep their innovation plug sparking. Q) How are you, as an organization, preparing to tackle the post-Covid world? The retail space might see a complete overhaul, so will you increase focus on online/e-commerce channels? Although we are already complying with the new normal where daily processes and operations have significantly changed, we believe the reconfiguration in the coming months will be even more rigorous. However, any change in plans, partnerships and processes will be undertaken keeping the interest of our people and consumers at the core. The retail space will witness an overhaul, but traditional outlets will not lose its position on the network map given the system’s ability to reach the deepest pockets of the country with convenience. However, the spotlight will be on e-commerce. There is a definite shift in the traditional shopping habit of individuals fueled by the fear of stepping out into crowded places, which favored the growing appetite for online shopping in the country. A trend which will be taking precedence even in the post COVID-19 world considering that health and safety will be a non-negotiable priority for people going forward. Keeping this in mind, we are strengthening our efforts in this space by changing the nature of our partnerships and pushing several of our sales and marketing activities through e-commerce platforms. Having said that, we believe the role of physical retail stores cannot be negated and the traditional route will retain primacy in our layout, but the key to success will lie in building a resilient system by adopting a balanced approach amongst all conduits. Q) Cadbury Dairy Milk has been using 'Generosity' as a global theme in its communication. You also launched limited-edition Thank You bars during the lockdown. How else have you been spreading this message to your consumers? Purpose resides at the very core of our business which we are fostering today by evoking the spirit of generosity with Cadbury Dairy Milk. Since the progressive journey of Cadbury Dairy Milk in India has been nothing but a blend of emotions for close to 75 years, the cultural infusion that the brand holds only made it a natural choice for us to push our generosity agenda. The aim was to address social issues by conceptualizing purpose-driven campaign. We started with the campaign ‘The Wrapper that Gives’ to address the issue of lack of resources in the rural areas. Through this campaign, consumers could click a photo of an empty wrapper of Cadbury Dairy Milk and choose to either keep the data offered for themselves or donate to Pratham Education Foundation who ensured that the collected data reached the right schools to carry out the internet enabled learning activities among children. The Purple Heart Campaign addressed the impending issue of cyber bullying. It was based on the idea of standing up for each other and expressing solidarity with victims by replying with the ‘Purple Heart’ emoticon in response to every troll comment on the victim’s timeline, along with the hashtag #HeartTheHate. And the recent example of infusing generosity has been the launch of limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the relentless spirit of health care workers who are battling it out at the frontline, as well as the ancillary staff, whether ambulance driver or IT personnel, who are enabling seamless operations at hospitals, at all times. The campaign came full circle with the part of sale proceeds committed towards health insurance policies of the daily wage earners, via a partnership with Nirmana, an NGO that works with the unorganized sector. Q) While it might still be difficult to predict, do you anticipate business to get back on track within the next few months? In the initial days of the lockdown, most industries witnessed a slump in sales and production, as consumers predominantly focused on staples and essential items. However, the packaged food industry has weathered the storm and has slowly started observing signs of an uptick in consumer demand. At Mondelez India, we have witnessed a perceptible shift in buying patterns of consumers and an increase in demand for packaged food items. As most of us are stranded in the confines of four walls, in-home munching is gaining momentum and we foresee a spike in demand for snack items. Consumers have started becoming more vigilant and cautious about safety and hygiene, hence naturally leaning towards brands they have trusted for years. Q) What have been your key learnings from this experience so far? We have learned that agility will be the primary factor dominating all operations for brands to align themselves with unanticipated challenges and opportunities that influences the consumer’s consumption/demand graph. Case in example being the increased in-home consumption which has not only led us to reinvent our supply chain network that now includes direct deliveries to housing societies,but also change our communication directive considering many consumers are taking reference from social media to create new eat experiences at home. Therefore, even the communication plans require a re-haul where with drastic change in customer’s motivation and paths to purchase, it has become imperative to adopt a focused approach to ensure that every message is relevant to the current times with empathy residing at its core. This will further help in reinforcing the emotional connect with our consumers who are closely observing the brand’s reaction and their critical role in combating the pandemic. Consequently, paving way for purpose-led marketing which will command better impact and resonance. Hence, the need of the hour will be to innovate every step of the way, be it externally or internally,to keep the business engine running hot.

Retail will witness an overhaul, but traditional outlets won’t lose their position on the network map: Anil Viswanathan, Mondelez India

<ul><li>It is finally that time of the year when you let your loved ones know just how much they mean to you or look at yourself in the mirror and remind yourself that you are totally worth it.</li><li>Whether you are spending your <keyword id="6426726" type="General" weightage="100" keywordseo="valentine" source="Orion">Valentine</keyword>’s with your partner or at home with your pets and loved ones, Indian brands have got you covered.</li><li>Here are some of the best Valentine’s Day campaigns we came across this year.</li></ul>The season of love is here and it’s all about making it extra special for our loved ones. This Valentine’s Day, brands are also encouraging consumers to celebrate all kinds of love. They are asking consumers to look in the mirror and remind themselves that they are worth it, asking them to spend some quality time with their sisters, pets, or partner. A few campaigns revisit the traditional codes of a ‘valentine’ and nudge us to open our minds and hearts to the simple truth that love needn’t be found, in fact, there are many kinds of love we celebrate every day. Whether it is your love for travel or your friends, brands are making sure that they target all kinds of consumers by telling them that love can be found everywhere. Social media is also abuzz with campaigns, hacks, and to-do lists on how people can make their loved ones feel special. Here are a few campaigns that stood out: Nykaa <div type="Youtube" id="eV9jmYlNLCQ" title="Celebrate All Kinds Of Love this Valentine's Day 2022 | #YourStyleOfLove | Nykaa Fashion" thumbUrl="https://i.ytimg.com/vi/eV9jmYlNLCQ/mqdefault.jpg"></div> Cadbury 5 Star <div type="Youtube" id="_Cnb5XLL5Q4" title="Cadbury 5 Star | Valentine’s Day Alibi" thumbUrl="https://i.ytimg.com/vi/_Cnb5XLL5Q4/mqdefault.jpg"></div> Carat Lane <div type="Youtube" id="_dU1GCpMPdA" title="Perfect Valentine's Gift For Your Sister" thumbUrl="https://i.ytimg.com/vi/_dU1GCpMPdA/mqdefault.jpg"></div> OYO <div type="Youtube" id="kTDwix4gleg" title="Monday Found Love" thumbUrl="https://i.ytimg.com/vi/kTDwix4gleg/mqdefault.jpg"></div> SKINN <div type="Youtube" id="t3nYqMakHDU" title="Best Said With SKINN" thumbUrl="https://i.ytimg.com/vi/t3nYqMakHDU/mqdefault.jpg"></div> The Man Company <div type="Youtube" id="IBT_qoC0Vnw" title="This Valentine's let's celebrate the #ScentOfAGentleman | The Man Company | #GentlemanInYou" thumbUrl="https://i.ytimg.com/vi/IBT_qoC0Vnw/mqdefault.jpg"></div> John Jacobs <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> WOW Skin Science <div type="Youtube" id="nhy-USdb5aM" title="Happy Valentine’s Day from Nature" thumbUrl="https://i.ytimg.com/vi/nhy-USdb5aM/mqdefault.jpg"></div> Westside <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div>

This Valentine’s Day, brands encourage consumers to celebrate all kinds of love

<ul><li>The pandemic has sparked a flurry of <keyword id="6463276" type="General" weightage="100" keywordseo="nostalgia" source="Orion">nostalgia</keyword> ads and we are all for this trend.</li><li>Indian brands are capitalizing on nostalgia and memories to connect with their consumers and remind them of simpler times.</li><li>From Cadbury and CRED to Dunzo, brands are reviving what is old into new in their marketing campaigns.</li><li>We speak to creative folks from the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> industry to find out why nostalgia works and how should brands go about it.</li></ul>It is summer and the clock strikes 11:30. You are late for school because you end up catching Tom and Jerry on TV. You have seen this episode, but you don’t want to move because you are curious to find out whether Jerry will fool Tom yet again. You are sipping on Rasana, there’s a light breeze from your 4-feet-tall cooler that makes a buzzing sound and your grandfather is yelling at you to turn off the TV as he relishes mangoes and reminds you that your school bus might arrive any minute. Cartoon Network’s Tom and Jerry pauses, a commercial takes over and a jingle plays in the background, “Kuch khaas hai hum sabhi mein” as you tie your shoelace and run to catch the bus. You might not have lived the exact memory, but I am sure it brings a smile to your face, from ear to ear and takes you back to the days when you were not constantly anxious about catching a deadly virus or losing your loved ones to it. Revisiting these old, simpler days has found a space in marketing yet again. Due to the pandemic, from CRED and Swiggy Instamart to Cadbury, brands are trying to evoke nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. Consumers have also found comfort in these ads in uncertain times. “Remember those old times when…” itself is a great hook that sparks interest and marketers are well aware of this tactic. Last month, <a href="https://www.businessinsider.in/advertising/brands/news/cadbury-dairy-milk-recreates-its-iconic-stadium-advertisement-with-a-wonderful-twist/articleshow/86284608.cms">Cabdury’s remake of its ‘Kuch Khaas hai’</a> ad from the 90s took the internet by storm. Social media was abuzz with conversations on gender equality and nostalgia. Then came Swiggy’s campaign that gave a twist to <a href="https://www.businessinsider.in/advertising/brands/news/swiggy-instamart-reimagines-5-stars-ramesh-suresh-and-colgates-kya-aapke-toothpaste-mein-namak-hai-ads/articleshow/86836261.cms">5 Star’s Ramesh and Suresh </a>and Colgate’s Kya Aapke Toothpaste mein namak hai ads and took us down the memory lane again. Pizza Hut brought back Anuradha Menon aka Lola Kutty of 90s fame and <a href="https://youtu.be/gADj-r1t08U">CRED’s ‘The OG’</a> ad with old cricketers made a lot of noise too. Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide explained why nostalgia sells. He said, “Nostalgia is comfort food. It feels good and fond memories are linked to it. There is a deeper emotional glue. It's sticky. So it sells. A great example is one of the longest-running social media trend #throwbackthursday. Brands tap into it to help the audience remember their best memories from the past. Be it personal, popular or stuff of legend. Like famous moments, celebrities, old fads &amp; trends. And once they give it a new spin, they make a unique connection with that memory. It adds immensely to their brand metric and helps them foray into culture.” A <a href="https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf">recent study</a> exploring the effects of COVID-19 on entertainment industry and consumer behaviour revealed that more than half of today's consumers are finding comfort in old TV shows, films, and songs from their youth due to the pandemic. “Nostalgia is a time machine. An experience we don’t have access to in the present. It transports us to a time we want to live again,” said Parixit Bhattacharya, CCO, TBWA\India. Adding why nostalgia works magically for brands, he said, “Brands with a shared sense of history with the people they serve can reference nostalgia and rekindle the love. Of course, it works only when the audience is old enough to feel nostalgic about something. We now have two generations of people in the country who grew up with a few household brands over the years and have witnessed a massive change in the country. So these brands can dip into the deep well of shared memories to rekindle the love. While there are really no rules to this, a sense of shared history is crucial to land a potent connection. Nostalgia can lead to almost involuntary action; a bullet through the crevices of our past hitting a sweet spot for people and the brand. Therein lies the lure of Nostalgia. It is so potent it can actually inform the product strategy in some categories, not just stories in communication. On the other hand, Pinaki Bhattacharya, Chief Strategy Officer, Wunderman Thompson India believes that most of these ads were trying to make a timely statement. “Generally speaking, a throwback or referencing something popular from the past and setting it in a surprisingly different or new context can be an interesting device in storytelling. Of course, only if done right. Some brands have tried doing it in different ways recently- some very successfully while some were middling. Barring a couple, I don’t think most of the brands were trying to only evoke nostalgia- they did it, to either make a timely statement using a very memorable ad (say, CDM) or to find a quirky way to drive home their proposition (say, Dunzo). The bottomline is that brands don’t do this to just evoke memories from the past and make its consumers feel good- it has been used to meet the brand’s objectives in the current market and designed to be relevant and attractive for its current consumers,” said he. By invoking nostalgia around iconic ads, Swiggy Instamart managed to connect with both millennials and GenZ. Telling us more about Swiggy Instamart’s recreation of iconic ads, Ashish Lingamneni, Head of Brand at Swiggy said, “With the latest Instamart campaign, we partnered with our creative agency at Lowe Lintas who came up with a fresh concept to recreate iconic ads with a Swiggy Instamart twist. In our campaign, we pay homage to some of the most iconic ads of our times but depict a world where the product suddenly isn't available after all that build-up and Instamart comes to the rescue of the protagonist with instant delivery. Within a few weeks, these TVCs have become widely popular among viewers owing to their fun, cheeky and relatable nature." So, what’s the psychology behind nostalgia and which kinds of brands can adopt this unique kind of marketing strategy? Varun Duggirala - content creator, podcaster, entrepreneur and personal development pundit answered, “Products that have been universally present for a more extended period as a category or brand find it much easier to tap into nostalgia. Add to that a historical connection with pop culture ( music, movies, fashion, etc.) or an iconic piece of creative advertising around the brand, and it becomes all the easier. For newer product categories, especially tech, etc., it's more challenging to capitalise, but as we've seen with throwback phone models coming up, even many mainstream tech product categories have been around long enough to capitalise.” When it comes to <keyword id="11335354" type="General" weightage="20" keywordseo="nostalgia-marketing" source="Orion">nostalgia marketing</keyword>, some brands go retro to transport you into a world that had a completely different style while some prefer paying homage to a historic event. Indian brands have also used nostalgia marketing to reminisce over an old, lost product -- for example Rola-Cola. It was relaunched after customers begged the brand to return the candies to the shelves. However, in their attempt of contemporizing an old ad or memory, brands often fail to retain the ad’s essence or they fail to give it a modern twist as per the current environment. When rolling out revived campaigns that might have worked wonderfully in the past, it is important to check that its values align with today’s audiences, both culturally and socially. Sometimes, even the most recalled ad can spark controversy and a brand should completely steer clear over many sexist ads that should remain in the 90s. So, if you’re considering the nostalgia route to gain traction with customers, Duggirala has some tips you should think about. He shared, “Any creative should first have a deep connection with two aspects, firstly- what is the cultural norm at this moment of time ( what do consumers believe in as core values and what is par for course in terms of discourse or dialogue) and what do consumers today believe in vs what they did in the time from the past. Secondly - it's essential to understand if the emotional core of the original resonates as strongly at this moment for a broader audience and their perception of the brand and its category at this moment. These two are the most essential guardrails to look at.” Ghosh also advised brands to find the brand connect and keep it simple. Sharing a list of things brands should keep in mind, he said, “Know your customer persona. Tap into your brand history if any. Find an interesting old concept but one that is not overexposed. Don’t belabour the connection. Make sure that the piece fits your brand and not the other way around. Keep it simple. Pick a single aspect of the old memory and let the audience relive it thoroughly. Keep the brand connect simple as well – a feeling, a benefit.”

Why are Indian brands transporting consumers to older times with their campaigns?

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<a href="https://twitter.com/valwagoner">Twitter/@Valwagoner</a>
ZipDial CEO and founder Valerie R. Wagoner.
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</div></div>Early analysis of <a href="http://www.businessinsider.com/r-twitter-buys-indian-mobile-marketing-start-up-zipdial-2015-1?r=US">Twitter's $30 million to $40 million acquisition of India-based mobile marketing start-up ZipDial</a> points to the acquisition as a way for the microblogging service to bolster its position in emerging markets by making the platform more accessible to the millions of people who don't yet have access to smartphones and high speed mobile internet services.
While this is most certainly the primary reason for the deal, if integrated in the right way, the acquisition is likely to improve Twitter's overall <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> offering too.
<h4>Making Money From Missed Calls</h4>
ZipDial might be unknown to most people, but it counts some of the world's biggest brands - P&amp;G, Cadbury. Pepsi, Disney, KFC, and many more - among its clients. The company specializes in turning the simplest features of a mobile phone - SMS, voice calls and very basic mobile internet - into lucrative marketing platforms.
ZipDial is most famous for its missed call marketing format. The missed call is a hugely popular way for people to communicate in emerging markets: It's a way for people to let their families know they are safe; that they are at a rendezvous point; or simply to say hello. ZipDial has capitalized on this by allowing brands to advertise phone numbers for consumers to call, then quickly hang up before incurring charges. Through ZipDial, the advertiser then returns the call or can send a promotional text message. Those calls could include recorded messages from celebrities, or live updated sports scores.
But ZipDial's value is beyond just another ad format. As <a href="http://seekingalpha.com/article/2822836-a-zipdial-acquisition-could-help-twitter-add-value-to-non-logged-in-users">Gary Bourgeault, a Seeking Alpha contributor, points out</a>, when consumers opt-in to a dropped call service, they are giving marketers permission to contact them. That signals a level of interest in future marketing communications - a vital datapoint for marketers.
The missed call format could also extend to sponsored units - Twitter's bread and butter when it comes to ad formats. Twitter could give brands the option to sponsor some of the news or information services signing up to use the format. Twitter already has its Amplify program, in which it partners with media and sports brands like the NBA and the NFL to showcase video and images from live events, complete with sponsorships from brands like American Express and McDonald's. ZipDial gives Twitter the chance to extend this initiative beyond the handful of US partners that have joined it to date.
<h4>Beyond Emerging Markets</h4>
Acquiring a company like ZipDial won't just make Twitter a better option for advertisers looking to reach consumers in emerging markets like India - it will help make the company a better mobile marketing platform overall.
When Unilever's top executives present at major advertising and mobile conferences, they often showcase an <a href="https://www.youtube.com/watch?v=9cBC9juJOHk">award-winning missed call case study for its Active Wheel brand in India</a>. The return call offered 15 minutes of free entertainment (Bollywood stars being interviewed, music, and so on,) interspersed with ads. The company claims it is now the biggest media channel in many rural villages in India, with millions of people engaging with it each month. That's a huge achievement to create a media channel in villages that have no sanitation, no running water and no forms of entertainment.
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What's interesting when you hear those Unilever marketers speak about case studies like this is that they don't just talk about sales or awards, but about how these kind of programs have changed their way of thinking about marketing more generally. It's shifted them from only considering the traditional media channels - TV, internet banner ads, outdoor etc. - and into being better marketers by honing in on actual consumer behavior, not just the platforms their media agencies are pushing them towards.
Twitter's commercial executives have spent the past 18 months positioning its platform as a complement to TV. But by bringing on a company like ZipDial, Twitter can start thinking less about the types of channel and more about the types of emerging behaviors it can monetize.
That's not just about behavior in emerging markets. It's about using thinking from emerging markets - where resources are scant and many people have skipped owning a computer, or a bank account, to simply owning a mobile phone - to improve its services in developed markets. The mobile phone was never developed so people could bypass charges by making dropped calls - people developed this behavior, and media companies like Twitter should be adapting to these behaviors. Users adore "hacks" and simplicity when it comes to mobile technology - just look at the <a href="http://www.businessinsider.com/yo-already-has-over-1-million-users-2014-6">flyaway success of the Yo app</a>.
Beyond missed calls, ZipDial also specializes in allowing advertisers to offer consumers top-ups to their prepaid mobile accounts and ways to consume content while making frugal use of mobile data: Both vital currencies amongst users in India. But that application of valuable (but relatively cheap for the advertiser) currency could easily be extended into the types of content, vouchers or other "free" offers people in developed markets hold dear, with Twitter acting as the gift-giver on behalf of brand advertisers. All those formats can also play to the millions of Twitter's non-logged-in users <a href="http://uk.businessinsider.com/dick-costolo-reign-at-twitter-2014-11?r=US">it is desperate to find a way to monetize and prove the value of to investors</a>&#xa0;as logged-in user growth slows.
And beyond new revenue streams and new ways of thinking from an advertising perspective, ZipDial also offers Twitter something meaningful it has been lacking: ZipDial founder and CEO Valerie R. Wagoner, a prominent female entrepreneur.
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 CEO <a href="https://twitter.com/valwagoner">@valwagoner</a>'s merits stand on their own. But it's especially great to have a woman entrepreneur join us. A first in ~25 deals for me. - Jessica Verrilli (@jess) <a href="https://twitter.com/mims/statuses/557400115866898432">January 20, 2015</a>
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As Twitter's director of corporate development and strategy Jessica Verrilli tweeted, Wagoner is a much welcome addition in many respects, but the fact that she is female is important too. When Twitter last released its diversity numbers, <a href="http://techcrunch.com/2014/07/23/twitters-diversity-report-is-more-of-the-same/">it revealed just 30% of its employees are female</a>, and it is keen to start redressing that balance - particularly at the top.
<h4>Twitter Does Need An Emerging Markets Boost</h4>
Most importantly, Twitter's latest acquisition is definitely an emerging markets play. ZipDial is an important entry point to India that Twitter is currently lacking. Just under 80% of Twitter's monthly active users come from outside its US market and more than 80% of the social network's revenue comes from mobile.
Over the next few years, global smartphone sales will be largely driven by new users in India. New smartphone users accounted for up to 92% of new smartphone sales in India in 2014, according to research from Mediacells.

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BI Intelligence
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</div></div>
Facebook is well ahead when it comes to the emerging markets play. Indeed, Facebook partnered with ZipDial in July last year to test the missed call ad unit.
Facebook also made its $19 billion acquisition of WhatsApp last year, which is the <a href="http://www.statista.com/statistics/289492/whatsapp-popularity-in-emerging-markets/">number one messaging app in many emerging mobile markets</a>. 2014 was also the year it began its Internet.org mission to connect "the next 5 billion" to the internet. And it also acquired start-ups such as <a href="http://www.reuters.com/article/2014/06/03/us-facebook-pryte-idUSKBN0EE1DG20140603">Finnish company Pryte</a> that aims to make it easier for mobile phone users in under-developed parts of the world to use wireless apps. Twitter is playing catch-up.
ZipDial might not be the biggest acquisition Twitter will make in 2015, but it could help change its way of thinking when it comes to mobile marketing. In emerging markets and beyond.

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