The Buzziest Brands Awards Are All About Excitement. a Close Look at the Top 10 Brands of India and What Happened in This Year’S Edition
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March 1-15, 2019 Volume 7, Issue 17 `100 The Buzziest Brands Awards are all about excitement. A close look at the top 10 brands of India and what happened in this year’s edition. 16 To know more, visit www.printistheanswer.com Source: ABC Report 2017; IRS 2017 PRINTIS THE REACH SEGMENTATION CREDIBILITY ENGAGEMENT INNOVATION ANSWER eol This fortnight... Volume 7, Issue 17 n the world of brands, it’s often the intangible that guides choice and preference EDITOR Sreekant Khandekar I more than the tangible. When two products plateau out on the quality front, PUBLISHER March 1-15, 2019 Volume 7, Issue 17 `100 both are easily available – ruling out convenience as a determinant of choice – and a Sreekant Khandekar consumer has no special affinity towards one over the other – say, a pleasant memory EXECUTIVE EDITOR attached to the last time she interacted with one of the products – then, it’s something Ashwini Gangal else that guides the decision to choose one over the other. Something one can’t quite ASSOCIATE EDITOR Sunit Roy explain as simply as ‘it fits better’. Brand buzz is one such factor. PRODUCTION EXECUTIVE Andrias Kisku This year, at the 14th edititon of India’s Buzziest Brands, our very own annual ADVERTISING ENQUIRIES The Buzziest Brands Awards are all about poll of the most popular brands out there. Amazon topped the charts, dethroning last Shubham Garg excitement. A close look at the top 10 brands of India and what happened in this year’s edition. year’s winner Jio, which slipped down to the second place. Sustaining buzz is not 81301 66777 (M) easy, so I’ll say – Well done Jio, hang in there. Last year Amazon stood fifth, so Apoorv Kulshrestha 9873824700 (M) this is a great comeback. The latest buzz around Amazon has much to do with the Noida high profile induction of former PepsiCo CEO Indra Nooyi onto its board. And the Nikhil Jhunjhunwala 16 9833371393 (M) headlines founder Jeff Bezos has been grabbing for various reasons. Mumbai [email protected] Swiggy stood third; not bad for a brand’s very first outing at the buzzies. There’s MARKETING OFFICE so much anecdotal evidence to suggest that Swiggy is one of the hottest names in its B 3, Ground Floor, Sector 4, cohort of young, mobile-first brands. Noida -201301 Uttar Pradesh MUMBAI 302, Makani Center, 3rd Floor, Few fortnights back we released a bumper issue ‘The Agency Special’ in which Off Linking Road, Bandra (W), we published 40 interviews with India’s top agency executives. One of the questions Mumbai - 400050 was around their favourite advertising campaign over the last 12 months. I’ve lost SUBSCRIPTION ENQUIRIES count of the number of interviewees who named Swiggy’s IPL campaign. Of late, [email protected] the brand’s been raking in a lot of buzz through its engaging social media posts. The Owned by Banyan Netfaqs Pvt Ltd and latest one asked people to use Instagram’s voice note feature to make weird sounds, Printed and published by as part of a larger campaign. Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Ashwini Gangal Cover Design [email protected] Arti Virmani CONTENTS 14 6 PEPSI Rebellion with a Cause What has Pepsi got to do with jeans? Find out. UMA TALREJA 8 10 12 “Digital helped with Footfalls” Shoppers Stop uses AR to promote a tie-up with Kendall ALL OUT XIAOMI SOULFULL and Kylie Jenner’s range of bags. A chat with its customer Melodrama Queen? Ranveer gets a Call Hunger Busting care associate, chief of The repellent brand releases an That’s the plot of this new Soulfull has rolled out its first 13 marketing & customer officer. intense long form story. teaser film. ad film in a three-part series. afaqs! Reporter, March 1-15, 2 0 1 9 5 e PEPSI Rebellion with a Cause Pepsi recycles the1950s’ funda of jeans as a symbol of rebellion... By Sunit Roy hat was once considered Rediffusion Brand Solutions, says , a classic symbol of the “For an old-timer like me who has WAmerican West is now a grown up on ‘Nothing official about staple in everyone’s wardrobe. In it’, ‘Mera number kab aayega’ and the 19th century, jeans were first ‘Yeh dil maange more’, there is a lot manufactured as workwear for of nostalgia with Pepsi advertising. labourers of America’s Western So, ‘welcome back’ is what I would states. With time people adopted say. But is the brand’s TG watching them as casual wear. They then TV anymore? Not sure about that.” became a symbol of rebellion - the According to Chatterjee, the spirit captured by the likes of Marlon ironic thing about this ad is that Brando in ‘The Wild One’ (1953), while it is developed for today’s and James Dean in ‘Rebel Without a millennials, in many ways, it is Cause’ (1955). about Pepsi returning to its roots. Now, what if a beverage brand “Pepsi was the brand that portrays jeans or ‘casual wear’, as would usually be the first a symbol of rebellion for youth in to reflect pop culture and its marketing communication? sometimes even shape it; Pepsi has released an ad campaign the use of the word ‘swag’ through which it attempts to convey is an attempt at that. I the message that wearing jeans in a expect the word to be used college campus is not wrong; rather, and subsequently abused it’s a symbol of style for millennials by many other brands in and that every college-goer has the the days to come,” he says. right to dress that way. Shekhar Mhaskar, EVP, Through its latest Isobar India, opines that ‘#HarGhoontMeinSwag’ campaign, today’s youth is more Pepsi celebrates the spirit of the new brand’s strongest asset, the iconic cognizant of cause-led generation. The TVC opens with blue bottles and cans. Pepsi will also campaigns. They are rebellious for a bunch of students protesting the “It is all about be the SWAG partner on ‘The Voice’ a cause, not vanity. He says, “In principal’s notice announcing a dress - a reality music show that premiered today’s day and age, it’s not about code - ‘NO CAP, NO JACKET, living in the recently on StarPlus - over summer. a strong lineage of a brand coming NO T-SHIRT, NO JEANS’. One moment, seizing The brand will even bring together out with a campaign like this that of the students, Pepsi bottle in hand, two of India’s most loved activities - resonates with the TG. It is the swag decides to challenge this, but in a new opportunities music and cricket - by having one in the content that makes the impact, rather round-about way by removing and doing it all popular performer announce the irrespective of the brand.” his clothes to comply with the rule. ‘Swagstar of the Match’ award after He adds, “This TVC might be Naturally, the principal stops him with swag.” each match in the on-going India sticky for a brief while because it before he can remove his jeans, pulls ARUN HAGAT vs Australia series. Popular rapper comes from Pepsi (denim is a blind off the notice and begins to walk T B Naezy announced Jason Behrendorff spot anyway) after a long time. In the away defeated. And so, the brand as the ‘Swagstar of the Match’ during larger scheme of things, the TG’s attempts to target Gen-Z consumers, the championship’s first match in attention is volatile and will move to in the age group of 18-24, through its conceptualised and created the latest marketing initiative. campaign that resonates with youth. Pepsi is celebrating the spirit of a new “This summer, Pepsi is The TVC has been produced by acknowledging and celebrating a Pari Films while Vivek Kakkad has generation with this campaign. word that defines today’s millennials directed it. - SWAG. ‘Har Ghoont Mein Swag’ is Vizag. The new campaign will also any other communication from any all about living in the moment, seizing WELL-STRATEGISED see collaborations with new-age other brand that lures them away.” new and interesting opportunities The campaign was launched heartthrobs like Tiger Shroff and Kaizad Pardiwalla, president and and doing it all with swag,” says, last month. The TVC will be aired Disha Patani, whom the brand also chief operating officer, The 120 Tarun Bhagat, director-marketing, nationally over the course of summer leveraged on Valentine’s Day. Media Collective, believes that “Har Hydration and Cola, PepsiCo India. this year. There is also a 360-degree Ghoont Mein Swag”, as a thought, The Pepsi model is built on two marketing rollout in place through OVER TO THE EXPERTS has legs and this execution too, is a parts - fame and crave. Fame is which the brand is activating Millennials are exposed to a different take from what the others what the brand wants to give youth, consumer passions such as music, plethora of content. They pay are doing, so Pepsi will surely stand while crave is about driving product sports, Bollywood as well as ‘away attention to brands which have a out amongst the other cola ads. As far sensorials during summer. Further, from home’ consumer hangouts - personality and speak about the as execution is concerned, Pardiwalla the focus is on leveraging both fixed such as Domino’s, KFC, Pizza Hut, things which are most relevant says, “Today’s youth is vocal about and fluid moments throughout the Burger King, Subway, and PVR.