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Friday, December 6, 2013

Dettol Case Study Analysis

Presented as part of the Dettol Case Study Contest launched by Reckitt Benckiser and MDI-Gurgaon in Nov, 2008. This proposal stood 3rd nationally and was featured by NDTV Profit.


Monday, May 3, 2010

Tanishq Wedding Jewellery

Tanishq: The Wedding Jeweller

The Jewellry that makes you want to Marry!!!

Marketing Gyan:  One of the objectives of Branding is to increase the relevance of the Brand across usage scenarios and occasions. A brand stands for some value or emotion. For example, if Cadbury Chocolates talks about "Jab dil main khushi chaa jae, kuch meetha ho jae", it implies that Cadbury is brand which is associated with the celebration of happy moments. So, the task of a brand manager or the ad agency at Cadbury is to find out those moments which make people happy and then associate their brand, which is Cadbury with them. So, when I think about Pappu pass ho gaya, I think of Cadbury. When I think of 'Aaj Pehli Tareekh hai' (salary), I think of Cadbury. This is what is known as Brand Recall. It is a scenario in which a cue or an occasion prompts us to the brand. So, think Safedi, Top of Mind might be a Tide or a Rin. Think Luxury, Top of Mind might be a Mercedes.

Brand Tanishq: Tanishq is a leading jewelery brand. The challenge for a brand manager at Tanishq, aiming for high brand recall, would be to find out occasions in which jewelery is bought and then associate Tanishq with them. Talking about India, the main occasion by a big margin is marriage. It is during marriages that people buy jewelery for the bride or for gifting. So, the whole idea behind the campaign is to associate Brand Tanishq with marriages. 

Consumer Insight: What happens in the ad:
  1. The girl sees her mother trying the jewelry
  2. She goes and starts trying the jewelry herself
  3. The mother gives her admiring glances
  4. She gets more interested and starts trying all the pieces- the neck piece, the earrings, the bangles... :-)
  5. Her increasing happiness and sheer joy in trying the beautiful jewelry is evident
  6. The joy reaches the pinnacle when the girl looks at herself, wearing the entire jewelry set in the mirror and admires himself ( i just love the look! )
  7. This joy turns to disappointment when she has to take off the jewelry one by one, as this is a wedding jewelry and she was not interested in marriage!
I need not state what is evident. But the fact is the women, irrespective of what they do or their outlook towards life, want to look beautiful. They want to admire themselves. The self-admiration was so obvious when the girl looks at herself in the mirror with the jewelry set and also when we observe the disappointment which comes to her face when she has to take off the pieces. It is this self-admiration and this desire to look as beautiful as a a bride, is what the brand plays on.

However the feminists might argue otherwise, the "Apsara"  or the Goddess a woman looks with her attire and jewelery on her wedding is in a way, a celebration of womanhood. This celebration of womanhood is associated deeply with the bridal getup of which the bridal jewelery is a critical part. This is where Tanishq comes in with their bridal collection. 

It creates a longing to get married, if only to wear that jewelery or look as beautiful as the bride. If the fulfillment of that longing leads to a Top of Mind for brand Tanishq, then the brand manager has created his brand recall!

What next? I have not followed the past campaigns of Tanishq very closely but the brand could also focus on the gifting aspect to create more relevance for itself. It could start with talking about how Tanishq is perfect as a Valentine's Gift and then as the perfect gesture a brother could do on Rakhi! This would further create the desired brand recall in different usage scenarios and keep the brand relevant.

Saturday, February 27, 2010

Aircel- Save Our Tigers

Aircel- Save Our Tigers: Social Campaign or Marketing Campaign?

Aircel is running a campaign to create awareness about the depleting tiger reserves in the country. It has partnered with the World Wildlife Fund India and made a portal which talks about the issue.

The campaign includes a series of commercials which raise awareness about the fact that there just 1411 tigers left.

The campaign also includes commercials which feature Aircel brand endorsers like Dhoni, talking about the issue and exhorting us to "Join the Aircel- Save Our Tigers Initiative" . The ads highlight very prominently Brand Aircel and the portal made for the cause-

The portal, again features Brand Aircel on the landing page.

The campaign also has a Facebook Page, which is based on a character Stripey the Cub.  The Facebook had as of 27th Feb, almost 2 Lakh fans. What on paper seems like a Social Campaign, is infact a very innovative and effective marketing campaign to create awareness of not only the tigers, but business wise,more importantly Brand Aircel. 

Aircel is doing an Idea by talking about social issues. But it is going one step ahead of Idea by involving the public ( The Target Group! ) in the discussion built around the social issue, which happens to be Save The Tiger! This it does by creating a environment through its commercials where the issue is brought into prominence. The connect with the TG on this issue is also made through the Facebook Page, which Aircel has made for the issue, its blog which talks about the same and the series of roadshows it is running, like a drawing competition for kids on the same theme.

The TG is made to think about the issue and is exhorted by Dhoni and co to do something about it. How how do they involve themselves? They do so by going to the  portal of The portal features Brand Aircel and gives options to spread the message on various social networking sites. The TG is also directed to the Facebook page of the campaign , apart from the Twitter page, the YouTube videos and the campaign blog.

"Join the roar for our national animal on the official ‘Save Our Tigers’ website – an Aircel initiative in partnership with WWF India. Speak up, SMS, blog, share the concern, stay informed... every little bit helps!!!"

This is the text, which gets shared on your Facebook when you click Share on Facebook on the site

On clicking share on Twitter, the address of the saveourtigers portal gets shared with your Twitter Followers.

The exhortation of "SMS, Blog and Share", is the best form of Viral the campaign could have got. More the issue is discussed, more would the message of Save the Tigers spread and more would Brand Aircel touch the lives of the TG. The Save The Tiger campaign is among the few campaigns which is using the power of social networking and sharing to self sustain and spread itself. The trigger is the TV commercial, which leads us to the portal and then the power of Facebook and Twitter help in taking the message to Friends and Friends of friends! The social insight at work here is the fact the youth want to associate themselves with issues which they feel serious about. Its cool, gives a good feeling and sometimes all its takes is becoming a Fan of the issue on its Facebook page! It is this youth, which is the focus of the Telecom Companies right now, as they would form a major part of the growth which the sector would witness.

The campaign is the best example of cause related marketing in recent times. The issue is cause worthy and is one on which they has been minimal focus of the press. Its great that finally the public is been made aware about the problem. But the brilliance lies in using a social cause to highlight your own brand in the most understated way possible. There is no hard sell of the brand, just a reminder at the end of the TV commercials and on a corner of the portal, that its an Aircel Initiative. This is what makes the message and the source of the message believable. It helps Aircel distinguish itself from the sundry list of telecom brands, old and new, that are vying for our attention. The success if the campaign can be estimated from the close to 2 Lakh fans on the Facebook Page of the campaign.

Another important point is why did Aircel which launched on the national scene with Dhoni talking about "Its Time To Move On", through a set of Value Added Services like Pocket Internet, suddenly turn to Tigers?

At that time, VAS was a differentiator in terms of communication amongst all telecom companies. Since then, other players, most notably, Vodafone, with the Zoo Zoos has talked extensively about Value Added Services. So, VAS is no longer a differentiator for Aircel. Hence, for them also, "Its Time to Move On". So, VAS goes out and The Tiger comes in! With a social networking element! :-)

Wednesday, September 23, 2009

Vodafone Make the Most of Now

Vodafone Make the Most of Now!                                                                                                      
The Pug:
It’s said that a dog is a man’s best friend. Vodafone is using the Pug as symbolic of its strong customer service. Earlier during the days of Hutch, a possible differentiation based on strong network was possible. Now when having a strong network is perceived by consumers as almost of point of parity, the role of the pug has also changed from a symbol of a strong network to a symbol of superior customer service. This superior customer service would be there to help you in every possible way, at every possible place and at every possible time. Hence, you would be able to make the most of your time and mobile connection. This is how connect the pug connects with Make the Most of Now.

In the days of Hutch, people found the pug adorable. What Vodafone does is that it retains and pug and at the same time to distance itself from Hutch, it changes the storyline from "Where ever you go, our network follows" to "Happy to help".

The Zoo Zoos:

Vodafone invented the imaginary Zoo Zoo characters and their imaginary world to act as a medium through which they would talk about the Value Added Services of Vodafone. The characters through their antics and through the storyline which was based on a particular value added service, became so successful, that Vodafone is now using them to talk about all services which would add value to the life of a consumer and help him Make the Most of Now. An example for this is discounts on Roaming.

Though presently, the Zoo Zoos have been replaced by the Pug in all TV commercials, but they are being leveraged by Vodafone as a medium to engage with the TG through Facebook. Further, they are using the Zoo Zoos on their site to talk about special offers.

The connect of the Zoo Zoos is directly with the punchline of Vodafone.."Make the Most of Now"...They represent services that would help the consumer Do More, add value to his life and hence "Make the Most of Now". The Zoo Zoos are in fact are the essence of the Make the Most of Now proposition. They represent services that go beyond beyond plain Voice and SMS to offer something more to the consumer. These not only help the consumer in making the most of his mobile connection but also put a smile on his face.

Talking of putting a smile on our face, the humour element is very strong in the imagery of Vodafone. Talk about the Zoo Zoos or the Pug, though both have different roles to play in the communication of Vodafone, the one thing common among them is the humour and the comic element. Customer delight is the end focus of all marketing efforts. If making the consumer happy is the aim, then Vodafone achieves that just through its communication- the pug and the zoo zoos are sweet, adorable and they also make us smile. The propositions that they represent- excellent customer service for the pug and value added services for the zoo zoos, would only take this happiness to the next level.

Vodafone extends the concept of Make the Most of Now and takes it to the Next Level. Have a look at this screen shot from their site:

Ordinary things like browsing through Tariff Plans and Services are transformed into a fun activity. Getting information is one thing and smiling while doing a mundane task like browsing through a list of offers and services is really Making the Most of Now!!!

Hence two common elements come out about the Vodafone brand. The first that Vodafone is a brand that would go beyond the usual to offer services that would offer more and add value to the life of the subscriber. The second is that Vodafone is a brand which has a fun element attached to it, which would make us smile. Both these points together symbolize the punchline of "Make the Most of Now".

Thursday, September 17, 2009

Telecom brands

Telecom Brands

"A brand image is typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service."

Telecom sector brands like Airtel, Vodafone and IDEA are amongst the brands having highest recall and awareness in India. They are also amongst the most likable. Some of them like IDEA and Airtel have a clearly defined identity which remains constant across all their communication. Through his post I seek to examine the common thread which is apparent across some of these brands and also seek to lay a base to go deeper into a common thread which is not so apparent in one major telecom brand.

What is IDEA?

The IDEA brand is represented in essence by the punch line "What an IDEA!". It seeks to convey that here is a brand which would strive to find out innovative ways in which the mobile can positively enhance the life of the consumer. In this it goes beyond Network, Customer Care and other hygiene factors to go to the Next Level and seek to find different contexts in which the mobile can add value to our lives. One context is social issues. For example in one campaign, the politician seeks the opinion of the people through the mobile before taking a decision. In another, the problem of caste is solved when mobile numbers act as identity for people instead of caste which is divisive.

Similarly, the recent Talk when you Walk campaign, which explains how health problems can be solved just by talking while you are on the phone. The solutions which the campaign talks about might not be practical but what clearly comes out is that IDEA as a brand is innovative. The issues which it talks about are issues which touch the common person but the solution for all the same is the mobile.

IDEA as brand is represents innovation and the power of the mobile to go beyond being just a tool through which two people communicate and being a medium which touches and positively impacts the life of the common person in issues which are of importance to him.

What is Airtel?

If IDEA talks about the mobile touching the user in different aspects of life, Airtel sticks to basics and represents the most important purpose of the mobile, communication and a medium of providing expression to feelings and emotions. Again the same theme is represented in different campaigns of Airtel.

Similarly, Tata Indicom talks about Value for Money and Virgin Mobile symbolizes Youth and Wackiness.

What is Vodafone?

A couple of statements from reports on, about Vodafone’s new Happy to Help pug campaign:

Rajiv Rao, executive creative director, South Asia, Ogilvy India, which is the agency behind Vodafone’s campaign, when asked about why the Zoo Zoo’s were dropped in favor of the pug clarified that “while the Zoozoos are the brand's newest property (and will continue to be used for campaigns in future), they are in no way endorsing the brand "

Note: A Brand’s property is not endorsing the brand.

Amar Wadhwa, planning head, Cheil Communications says "As a consumer I feel as if two different brands are talking to me: the 'pug' brand and the 'Zoozoos' brand".

Elements of the Vodafone Brand

The Pug

Talking about the pug first, it seems to be the most dynamic dog in history. From the Hutch days when it followed a boy 24*7 and stood for the promise of a strong network, it changed homes and morphed into a Vodafone dog and said Change is good. Most recently, it has changed loyalties and is now following a girl 24*7 and acting chivalrous (dog in shining armor!!!) by helping her out and proclaiming “Happy to Help”!

The Zoo Zoos:

The immensely lovable characters which were used by Vodafone talk about its Value Added Services. The Zoo Zoo through different commercials explained the concept of different value added services.

The Other Characters:

A screen shot from their site:

How do different elements like the pug, the zoo zoo and these cartoon characters connect with each other and with the Vodafone brand? What does the Vodafone brand stand for? Where does the punchine of "Make the Most of Now" fit in all this? I would attempt to answer some of these questions in the next post. Till Vodafone says...Make the Most of Now!