RIPPLE EFFECT It Takes Just One Click for a Brand to Travel Miles and Reach People
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November 16-30, 2013 Volume 2, Issue 13 `100 20 RIPPLE EFFECT It takes just one click for a brand to travel miles and reach people. Virals have given marketers a perfect platform to create ripples. Subscriber copy not for resale 32 24 6 PLUS TANISHQ Making a Statement 10 WHYNESS WORLDWIDE A New Start 12 CADBURY 5 STAR INTERVIEW CHANNEL V IDBI BANK Pun Intended 26 Nalin Sood Renewed and Corrected Rooted in Friendship NACH BALIYE 6 Kurkure’s headman looks The channel goes in for yet This bank promises to be a back and ahead. another revamp. friend to its customers. Trending Romance 27 EDITORIAL This fortnight... Volume 2, Issue 13 ord of mouth went cyber quite some years ago. People who had, at first, begun by chatting their way across continents with the flick of a finger, discovered other EDITOR W Sreekant Khandekar November 16-30, 2013 Volume 2, Issue 13 `100 ways of sharing momentous - and the not so momentous - occasions with friends. PUBLISHER 20 The latter, in turn, passed on this info to even more people, if they found it interesting Prasanna Singh enough. SENIOR LAYOUT ARTIST Brands gradually caught on to this factor, which was immediately dubbed Vinay Dominic ‘shareability’. “What,” brand managers and marketers started asking themselves, “if PRODUCTION EXECUTIVE people started sharing our brand’s videos as passionately as they did their own videos Andrias Kisku and visuals?” The question that followed was: “How can this be achieved?” ADVERTISING ENQUIRIES Naveen Arora, (0120) 4077803, 4077866 RIPPLE EFFECT In recent times, much time and thought has gone into a digital strategy whose Noida It takes just one click for a brand to travel miles and reach people. Social media has given marketers a perfect platform to create ripples. cornerstone was a viral video. Almost everyone happily considered the mouth-watering Arunima Bhattacharya, (022) 40429702-5 Mumbai 32 24 6 PLUS prospect of grabbing millions of eyeballs at the click of a mouse. TANISHQ Making a Statement 10 [email protected] WHYNESS WORLDWIDE When it comes to online sharing, every brand marketer hopes that his is the brand A New Start 12 CADBURY 5 STAR MARKETING OFFICE INTERVIEW CHANNEL V IDBI BANK Pun Intended 26 that goes viral with a vengeance. His is the brand that races ahead touching millions – if Nalin Sood Renewed and Corrected Rooted in Friendship NACH BALIYE 6 B-3, First Floor, Sector-4, Noida-201301. Kurkure’s headman looks The channel goes in for yet This bank promises to be a back and ahead. another revamp. friend to its customers. Trending Romance 27 not billions – of prospective consumers leaving the ‘other’ brand miles behind. And, for Tel: (0120) 4077800. that, he (or she) is willing to deploy funds, seek creative advice and hire digital experts. MUMBAI 501-502, Makani Center, 5th Floor, Films, for instance, are now made not with just the television commercial in mind. Brand messages Off Linking Road, Bandra (W), are planned in such a way that they ensure maximum sharing or what is traditionally called reach. Entire Mumbai - 400050 Tel: +91-22-40429 709 - 712 teams put their heads together to weave a message that appeals to every possible type of consumer. BENGALURU What makes people share makes for a fascinating subject. Marketers would gladly give an arm and a S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, leg - and some money too - if someone can guarantee success. That is where the catch is. During the course Bengaluru - 560038, India of this fortnight’s cover story, we discovered many new things along with the fact that getting the mix that SUBSCRIPTION ENQUIRIES ensures enthusiastic online sharing is still an unpredictable science. Akhilesh Singh, (0120) 4077837 [email protected] While marketers are dreaming about that big click that will propel their brand into cyberspace immortality, they are also working hard to achieve that. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, M Venkatesh Noida (U.P.), 201301 [email protected] Cover Illustration Tiffin Box CONTENTS 28 25 PLUS QUIKR MTV Jobs For All 8 Made for the Web The music channel VIRAL NOW launches a web- exclusive show. Sweet Surprise 12 DAINIK BHASKAR INTERVIEW 17 4 Nitin Mathur First and Fast 14 Yahoo! India’s head, marketing eyes the youth. ALLEN SOLLY Custom Made 16 KINGFISHER 23 Speaking Kinglish RAJASTHAN PATRIKA PHILIPS INDIA ANDROID KITKAT Pub hoppers from Bengaluru Crowd Puller A Sparkling Remake create a crowdsourced font The Jaipur Shopping Festival An iconic song is rehashed to Bot Bites 32 for the beer brand. draws a full house. promote Philips’ LED lights. afaqs! Reporter, November 16-30, 2013 3 1(:6$'9(57,6,1* PHILIPS INDIA A Sparkling Remake approach is to first give people a spectacular experience of what Philips LED lights can do, via the music video, and then take them through the key benefits Philips LED offers,” Sharma explains. Bachchan’s dance in the suit of lights was path breaking for that era and has now become iconic. So, why did Philips choose to remake this song instead of creating a new song? “By recreating that song with our brand ambassador Ranbir Kapoor in a suit of LED lights, we are truly showcasing how LED adds dynamism and modernity to the existing heritage of Philips lighting. Perhaps creating a new song would not have achieved the purpose with the same intensity. Also, it was great opportunity for Philips to showcase how much lighting has changed over the last 30 years,” states Sumit Padmakar Joshi, head, marketing, Philips Philips India, in a bid to promote its LED lighting solutions, has Lighting. Joshi informs that Philips will also show the produced a contemporary music video featuring actor Ranbir making of the song on the Tata Sky home channel, Kapoor in a suit of LED lights. By Satrajit Sen so that people can truly appreciate all the amazing emember Amitabh Bachchan’s suit of The music lights in the song Saara Zamana Haseeno RKa Deewana from the film Yaraana in 1981? video is Not many would have wondered how great an advertising platform that jacket could be for a based on the lighting company! Philips India, in a bid to promote its LED core idea - ‘see lighting solutions, has produced a music video, what light a remake of the song where Bachchan has been replaced by Ranbir Kapoor. What’s interesting (L-R) Sumit P Joshi, and Ranbir Kapoor at the launch of the campaign can do’. is that the company has not gone in for a typical television commercial. The music video, according to the company, is transforming from analog to digital in the form effects they achieved with LED Lights in the based on the core idea - ‘see what light can do.’ The of LED lighting, things are never going to be music video. The brand believes that this will campaign has been directed by Prasoon Pandey the same again, because LED lighting allows further add to the appeal of Philips LED lighting. and conceptualised by Ogilvy. Like any other you to do more with light in the form of colour song, the video was initially released on YouTube change, intensity change and various shapes. We THE LEAK THAT WASN’T and also made available across all wanted a campaign that brings alive eanwhile, the company was successful in music channels on television. The these exciting possibilities in lighting Mcreating a buzz about the video online video garnered 3.8 lakh views online, to life - like it’s never been done and offline, even before the launch. Philips had within 15 days. before for any brand in any category. released a one and a half minute video showing The video song will be followed And hence, the recreation of the Ranbir Kapoor shooting for the song on YouTube, by three TVCs to be released in iconic song which showcases such 15 days before the actual launch of the song. December, each focusing on the possibilities with lighting,” he adds. The brand was not revealed in the leaked video. rational benefits of Philips LED It was done to build buzz and curiosity around lighting. However, the company NO BRANDING IS GOOD the video. The leaked video had garnered 9.3 decided to leverage content marketing nterestingly, there is no branding lakh views till the time of launch. It was pushed first, by creating a video instead of Ior mention of the brand in the organically and no paid media was used for the creating buzz about Philips LED entire two-minute song, except in same. Users thought that the leaked video is lights through TV ads. the end. How does Philips LED related to Kapoor’s next movie project. Speaking to afaqs!Reporter about Lights benefit? Sharma explains During this time, Philips did not claim any the objective behind the campaign, that it is important to first entertain ownership of the leaked video. Thereafter, in a Vivek Sharma, chief marketing and engage the consumer and then staged video clip, Ranbir was shown getting angry officer, Philips, Indian subcontinent, reveal, in the end, who has made this at a journalist. The angry video byte got 305,358 states that this unconventional magic possible. “Branding need not views. approach provides an opportunity to always be prominent and early, but Sanjeev Jasani, senior vice-president and head make a low involvement category at a point when the consumer begins of Delhi office, OgilvyOne, the digital arm of like lighting move into a dynamic and to think ‘who’,” he informs.