Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. <br /><br />The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. <br />      <br />Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” <br /><br />While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? <br /><br />It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ <br /><br />“Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. <br /><br />“Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. <br /><br />They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <br /><br /><div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div><br />It was around a month ago that Tanishq’s ad film about a Hindu <em>bahu </em>and her Muslim <em>saas </em>living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. <br /><br />So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: <br /><br /><strong>Lloyd Mathias, Business Strategist and Angel Investor:<br /></strong><br />I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning.<br /><br />It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business.<br /><br /><strong>Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc:<br /></strong><br />I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further.<br /><br /><strong>Akshara Vasavda, Creative Lead, Schbang:</strong> <br /><br />Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. <br /><br /><strong>Kuber Chopra, Founder, Creative and Strategy Director, Rasta:<br /></strong><br />What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. <br /><br /><strong>Akshaara Lalwani, CEO &amp; Founder, Communicate India:</strong><br /><br />Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign<br /><br />If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand.<br /><strong><br />Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop:</strong><br /><br />It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something.<br /><br />The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.<br />

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

If 2014's efforts were anything to go by, we think we're living in a golden era for advertising. There were plenty of <keyword id="45464" type="ORGANIZATION" weightage="20" keywordseo="ADS">ads</keyword> that got noticed and made agencies beat the trumpet and clients proud.<br />
<br />
<br /> We, at Business Insider India, asked four top advertising honchos which were the <keyword id="857703" type="UNKNOWN" weightage="20" keywordseo="best-ads">best ads</keyword> of the year 2014, and this is what they had to share.<br />
<br />
<strong>Rajiv Rao, National Creative Director, Ogilvy &amp; Mather</strong><br />
<br /> 1. <keyword id="735213" type="ORGANIZATION" weightage="20" keywordseo="Nescafe">Nescafe</keyword>: Stammering Stand-up Comedian<br />
<br />
Beautiful idea meets brilliant execution in this ad. The story of a stammering stand-up guy was a very unique and endearing. People immediately warmed up to it and felt the need to go beyond clicking the Like button. It was shared and talked about. In this day and age, amongst a hundred ads that crowd our television and social media pages every day, that’s ‘effective’.<br />
<br />
2.      Idea: No Ullu Banaoing<br />
<br />
A strong proposition that works across not one ad but an entire campaign. It literally shows how today everyone has the power of internet in their hands. Several plots offered relatibility across consumer segments.  More importantly “No ullu banoaing” has become a popular catch phrase of sorts. And that’s ‘effective’.<br />
<br />
<strong>Rohit Ohri, </strong><strong>‎</strong><strong>Executive</strong><strong> Chairman Dentsu India &amp; CEO Dentsu Asia Pacific (South)</strong><br />
<br />
1.       Nescafe: It all starts<br />
Perfect execution of a great life story. Love the honesty and the simplicity. Touches the heart.<br />
<br /> 2. <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword>: Smart Phone Network<br />
The Smart Phone Network finds a place, effortlessly, in today’s relationships. An ad that generated a lot of talk… perfect for a phone network.<br />
<br />
3.       DBS: Chili Paneer<br />
Lovely story… beautifully told. What all advertising should be today.<br />
<br />
4.      Honda: Corporate Ad<br />
An inspiring way to build brand familiarity for the Honda Wing Mark. Honda connect with piece of communication with the heart of India.<br />
<br />
<br />
5.      Durex: Ranbir Singh<br />
Do the rex… a great idea born out of a brand name. The creative was very shareworthy. Created buzz<br />
<br />
<strong>Santosh Paddy, Co-Founder &amp; Chief Creative Officer, Taproot, India</strong><br />
<br />
<br />
<br />
1.       The Airtel Boss: It was talked about at Prime Time show by a leading news channel. It was very viral and an effective commercial as per.<br />
<br />
2.      Center fresh: They took on the category whether it was cameras or toothpaste. I thought that these ads were very wacky. They really managed to do something mind blowing and bizarre.<br />
<br />
3.      Mumbai Mirror:  I think this work by us was a powerful piece as not too many brands take a negative stand. It was very brave and courageous positioning that the client agreed to. Today everybody wants to talk about good things, nobody can even think about taking a negative stand, forget how they will be perceived. At the presentation level only it gets killed or cornered. Abhinay has done a great job at story telling.<br />
<br />
<br /> 4. <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword>: There are plenty of ads that are released around Diwali but this is one ad that stands out. I think it is very insightful and very true to a lot ofyouth in India today. They know that they can’t compete with their dads but it is not what you gift or how expensive is your gift but about if you have that emotion to brings gift for you mom or dad. This ad really captures the emotions very well and Tanishq has been doing some great work.<br />
<br />
5.      The KBC: Again very good positioning.<br />
 <br />
<strong>Swapan Seth, Chairman at Equus Red Cell</strong><br />
<br />
1.       Nescafe: Stand up comedian. Brilliant insight, fabulous script. Flawless execution<br />
<br />
2.       Titan Raga: Ditto<br />
<br />
<em>Images: Ad grabs from YouTube</em><br />
 <br />

The Best Ads Of 2014

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. <br /><br />Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.<br /><br />The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div><br />The Body Shop’s #BloodyNatural <br />      <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div><br />Prega News She Is Complete In Herself<br />      <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br />Surf Excel’s Holi 2021<br />      <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div><br /></strong><br />

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Brands in India are desperate to associate with budding sports stars and ready to jump onto any opportunity that helps them stay relevant.</li><li>However, when it comes to celebrating our athlete’s wins, brands often take the focus away from the champion and make it all about themselves.</li><li>The issue of brands dominating social media moments and making it about themselves isn’t new and the answer is in the question itself -- simply avoid making moments about yourself but a lot of brands don't seem to get it right. </li><li>Advertising folks tell us how to get your moment marketing right without taking away the focus from the trend.</li></ul>It is day 6 of <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> 2020 and the Indian contingent has bagged one silver medal in weightlifting so far. A month before the Tokyo Olympics began, from Mia to Omega, brands in India launched an array of campaigns to cheer our champions. Afterall, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands have followed suit by ensuring that they leave no stone unturned to support their athletes. <br /><br />The once-in-a-four-year summer tournament has attracted sponsorships from across categories. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group, Nippon Paint, Amul, Raymond, JSW Group, MPL Sports Foundation and Raymond as sponsors. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have launched ads to celebrate the journeys of different athletes. <br /><br />After Mirabai Chanu won a silver medal at the Tokyo Olympics on Saturday, according to her management company IOS Sports &amp; Entertainment, quite a few brands rushed to get her onboard. She created history by becoming the first Indian weightlifter to win the silver medal at the Olympic Games. Chanu also became the first Indian to win an Olympic medal at the 2020 Tokyo Games in the Women's 49 kg category.<br /><br />As per media reports, brands across categories like nutrition, sports brands, personal care, beverage and regional brands wanted to onboard the 26-year-old weightlifter as their brand ambassador for campaigns and long-term digital associations. So far, Chanu has partnered with Adidas and Mobil oil. After another silver feather in her cap, her endorsement fee is also expected to double. <br /><br />Shortly after her win, she was also offered free pizza for life by Domino's and the brand garnered a lot of attention from the press and the internet for this gesture. <br /><div type="twitter" handle="dominos_india" handlename="dominos_india" image="http://pbs.twimg.com/profile_images/1074660192883621888/XRjWNq8A_normal.jpg" favoritecount="544" retweetcount="82" status="@gitartha_k Aapne kaha, aur humne sunn liya 🙏 We never want @mirabai_chanu to wait to eat 🍕 again so we’re treatin… https://t.co/PMvPfCa9NP" createdat="1627135343000" id="1418934590950027269"></div><br />This reflects how brands in India are desperate to associate with budding sports stars and are ready to jump on any opportunity that helps them stay relevant.<br /><br />However, the situation was a little different on social media. Brands of all kinds and sizes did celebrate her win but the focus was on their products and services and not on Chanu’s feat. A few internet users called out the brands that made Chanu’s win all about themselves. <br /><div type="twitter" handle="hoopdoge" handlename="sluggy⁷ˎˊ˗ ᴮᴱ" image="http://pbs.twimg.com/profile_images/1411314545159643138/LdQljHq3_normal.jpg" favoritecount="1" retweetcount="0" status="In other words, here’s about a bunch of brands made the occasion all about themselves 🤙 https://t.co/1QkRxDpM45" createdat="1627207615000" id="1419237720539295751"></div><br /><div type="twitter" handle="manishkalghatgi" handlename="Manish Kalghatgi" image="http://pbs.twimg.com/profile_images/1134699965853437952/QChverfJ_normal.jpg" favoritecount="0" retweetcount="0" status="Do any of these capture your imagination? Are the brands inserting themselves into the moment with any impact? https://t.co/Vz7SXEvrq3" createdat="1627207149000" id="1419235766954123272"></div><br /><div type="twitter" handle="narayananh" handlename="Narayanan Hariharan" image="http://pbs.twimg.com/profile_images/755719421860065281/a6WLbNYx_normal.jpg" favoritecount="8" retweetcount="1" status="Did they really celebrate #MirabaiChanu's victory? Doesn't appear so.It was all about their respective brands. https://t.co/HWzyti1v0D" createdat="1627206944000" id="1419234908057194496"></div><br /><div type="twitter" handle="aniketchitnawis" handlename="Aniket" image="http://pbs.twimg.com/profile_images/1253988807331901445/Dx-Hh7Yf_normal.jpg" favoritecount="67" retweetcount="11" status="aka they totally made it about themselves https://t.co/w0ZjrBNXCw" createdat="1627204097000" id="1419222966215213061"></div><br />Comedian Varun Nair also uploaded an Instagram Reel showcasing how some brands leveraged Mirabai Chanu's win with poor moment-marketing skills. His caption read,<em> “It seems that Athlete ka achievement celebrate karna aur khudka dhandha should go hand in hand.” </em><br />                          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />Albeit, there were a few brands like Dunzo and Amul, who have mastered the art of moment marketing, that kept champion Chanu’s victory first and gained a lot of appreciation from their consumers. <br />                          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />                          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />When it comes to moment marketing, the most important factor is time. It is crucial for brands to churn out their creative before the trend dies. However, in order to meet deadlines and be a part of a trend, if they somehow forget to include the subject of the trend, they might as well stay mum. <br /><br />When it comes to Indian Premier League, the focus in brand campaigns and social media creatives is on Virat Kohli’s sixers or Mumbai Indian’s win. So, why are we not following the same rules for Tokyo Olympics?<br /><br />Advertising folks shared their thoughts on how to find the right balance between being a part of a social media moment and not making it all about yourself. Here’s what they had to say:<br /><br /><cmsannotation type="cmsannotation" annotationid="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:" text="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:"><span data-til="noop">Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:</span></cmsannotation><br /><br />It is great to see that brands are recognizing and appreciating sports beyond cricket. However, the focus needs to be on celebrating the athlete and the sport in question, as opposed to exploring yet another window of opportunity for product placement. Integrating a product into generic occasions such as Mother’s Day or Diwali is expected since the objective is to showcase how a particular brand of sweet or confectionery item can further uplift personal celebration. But in the case of special and specific events such as the Olympics, the larger narrative leans towards commemorating a shared national success, bringing the country together. Brands who are looking to capitalize on these fluid moments, are aiming to be a part of a trending conversation in the country. In addition to solidifying their support for the athletes, they want to gain visibility, build relevance with the audience, and create top of mind recall for themselves. It is a mark of upstanding creativity on the part of the brand when they can seamlessly integrate themselves into these conversations.<br /><br />Certain brands like <a href="https://www.instagram.com/p/CRtRwQ9J9iN/" target="_blank">OBL Tiles</a> and <a href="https://www.instagram.com/p/CRt0ADFisa-/" target="_blank">Real Juices</a> have paid homage to Mirabai Chanu in an admirable way, by leveraging moment marketing smartly instead of simply looking at ways to superimpose the product in the post. Collectively, brands and creative agencies need to focus on celebrating the spirit of India and what it means for us as a country as opposed to the brand. When the association is slightly more refined and thoughtful, it will resonate with the audience and build engagement.<br /><br />In India, cricket is a religion. Thus automatically, the awareness about the sport, and its subsequent reach and engagement is very high. When brands associate themselves with Cricket and its players, they are hoping to piggy-back not only on the credibility of the players but also on the prestige that the sport enjoys in our country. While other sports such as weightlifting, badminton, archery are gaining momentum and popularity, it is still a far cry from Cricket. Thus, if brands want to adopt this narrative, they will have to create heroes in order to do so. For Olympic sports, the objective then transforms to uplifting the athletes and the sport.<br /><br /><cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:" text="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:"><span data-til="noop">Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:</span></cmsannotation> <br /><br />The issue of ‘brands making moments about themselves’ isn’t new. In fact, when done tastefully and consistently, it’s even become part of culture (looking at you, Amul!).<br /><br />But it’s not scaled well on the internet. In the early 2010s, commenting on real-time events was novel, so even doing the bare minimum felt enough as long as you were capturing the moment. But latching onto trends, just to catch that inevitable spike in engagement, is still one of the most common false positives which brands that don’t have social/digital as a focus area tend to fall for.<br /><br />So, how do you not make it about yourself? By not making it about yourself. Simple. When you don’t use the athlete to talk about your brand, and instead, use the power and reach of your brand to hype the athlete/sport, the creative opportunities are endless: maybe change your DP to the athlete’s for a day, slide into their DM and congratulate them personally, or even more, remove the ‘end’ from the ‘trend’ and help sustain the conversation by supporting the sport altogether.<br /><br />One brand that’s led by example for this is OYO (their print ad that syncs your calendar to the games is only the latest in a series of campaigns where they’ve prioritized being a fan, before being a brand). But if you’re thinking “I’m not a sports brand. What legitimate value does endorsing/supporting a sport or an athlete add to my brand?”, there’s nothing criminal about that line of thinking too. Just don’t do the bare minimum creatively and congratulate yourself over false positives.<br /><br /><cmsannotation type="cmsannotation" annotationid="Rajeesh Rajagopalan, National Business Head- Grapes Digital:" text="Rajeesh Rajagopalan, National Business Head- Grapes Digital:"><span data-til="noop">Rajeesh Rajagopalan, National Business Head- Grapes Digital: </span></cmsannotation><br />Some of the ads are interesting, and some seem to be riding the wave. When brands do moment marketing, the intent is to celebrate these athletes. Some of the brands get this right, but some got lost in the crowd.<br /><br />The key to any moment marketing campaign, be it sports or some other topic- is weaving a story with the brand values and not being in your face or doing a sales push. The brand that has been acting moment marketing is Amul, way before social media even existed. <br /><br />When we talk about an IPL team or a player from the cricket team acknowledged, we get to know a lot about the player, their personalities, their image, which becomes easier to draw a reference from their personality and weave it into a moment marketing post. Imagine doing that with an athlete about whom brands know nothing?<br /><br />The struggle in front of brands remains in what form the personality must represent in their brand value. So, most brands end up doing generic posts, which merely look like it is all about them and not about the athlete. I think brands need to do a lot more homework when they congratulate an athlete. Otherwise, a simple congratulations post would look better.<br /><br /><cmsannotation type="cmsannotation" annotationid="Akshara Vasavda, Creative Lead, Schbang:" text="Akshara Vasavda, Creative Lead, Schbang:"><span data-til="noop">Akshara Vasavda, Creative Lead, Schbang:</span></cmsannotation><br />This is the lowest hanging fruit and a pick your battles situation. Brands do topicals for every single thing, and Olympics as a whole are considered moment marketing - whatever happens within Olympics, especially with Indian players, becomes a moment to capitalise. ‘Capitalise’ is the operating word. Very few brands actually manage to come up with something creative, seamless, and impactful enough to actually mean something when it comes to ‘topicals’. Just scroll past it, unless you see something that strikes you visually or creatively. As far as I know, IPL is treated the same way, except there’s way more audience awareness so there’s more opportunity to do layered communication and bank on the audience to ‘get it’. That’s just my personal understanding!<br /><br />                        <div type="Article" hostid="261" msid="84678943" title="With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?" mstype="2" mssubtype="0"></div><br />

You Searched For "tanishq diwali ad" and got 4 results

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

Karuna Sharma

The Best Ads Of 2014

Surbhi Chawla

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

Karuna Sharma

Here’s how brands can avoid making our athletes’ win at Tokyo Olympics all about themselves

Karuna Sharma

Popular Keywords

Buying Guides