Author

Kanupriya Sindhu

What’s Your Raashee on Facebook

September 24, 2009

While doing some random surfing on Facebook, stumbled upon this app for horoscope and compatibility check, in fact it came as a friend’s update. On visiting I realized it to be an app from the makers of the movie “What’s your Raashee”. Indeed another interesting example of movie marketing from Bollywood. After websites, communities, forums, twitter and other social media marketing, it was good to see an app based on the theme of the movie i.e., zodiac signs. The application requires the user to answer questions about their personal preferences and then based on the common characteristics with other signs, they will be shown a list of users whom they are compatible with while offering them an opportunity to add those people as friends on Facebook.

Considering my interest in movie marketing, I did install that app immediately but well I must say that I was bit disappointed with the overall impact. Horoscope, compatibility tests or fortune cookies are definitely some of the most commonly used apps on facebook, every third update on my friend’s feed is actually related to horoscope or zodiac signs. So potentially this app could have created a great viral effect if there were enough interactivity and feed triggers available in it. The feed functionality is available only while installing the app, for rest of the actions actually there is no way to publish your updates. The way it tests the compatibility between you and your partner is quite confusing. Now if the app is allowing you to check the compatibility and if your partner is available on facebook, the fun would have been if there was a way to inform the partner about the compatibility result, same is missing from this app. Also it would have established a better connect with the movie if somewhere the zodiac result of any person could have been associated with the relevant character of the movie:

  • For e.g., in my case the result reads something like this: “Kark, About Your Raashee – Consider starting a small business on the side…”; instead of showing it like any other zodiac trait announcement if it would have read something like this: “Karka, About Your Raashee – So, you’re like Hansa (Cancerain character in the movie) who is also a Kark and…” then I think along with fun this app would have led to subtle promotion of the movie as well.

Overall a great idea and I loved the initiative but execution could have been thought about more. Let’s see how the movie fairs at BO tomorrow, I for sure gonna watch it soon as I love Ashutosh Gowarikar’s movies.

I Wear Your Shirt: Social media using Tshirt

September 2, 2009

Damn! Can it be really this simple to make thousands of dollars by wearing a t-shirt? Yes, if only one could have been as innovative as Jason Sadler. Jason started a unique social media drive known as “I Wear Your Shirt” this year. In this campaign, he is wearing one shirt from one company per day and will be posting his image on YouTube, Twitter, Ustream etc. and at one go the brands would have a poster cum social media campaign through Jason. Interesting, but more interesting is his pricing strategy which varies upon the day of the calendar. For the 1st day of year, he would be charging $1 and for the last day $365. Ustream.tv gave him 1 dollar to wear its shirt on 1st Jan & on Jan 29th he was paid 29 dollars to wear Zappos.com shirt. And this is no joke, his 2009 calendar is already sold out and this means that he has made $66,795 this year by just wearing these shirts. To add to that he charges extra for contests & deals etc.

His idea has been so successful that he has extended it for another year and that too with twice the earlier price, as quoted on his website:

I’ve had so much fun wearing shirts this year that I’m going to keep wearing them in 2010, but with a twist… 2 guys in your shirt, 2 time zones, 2x the exposure and January 1 starts at $2! Reserve your day now on the 2010 calendar and meet the person who will also be wearing your shirt next year.

IWearYourShirt

As I’m writing this post, his 2010 calendar is already sold out up till May’10! Now this definitely speaks for the popularity of the idea clearly! I don’t remember any media property in recent times being booked so well in advance by any brand. And the way in just one year there are already takers for this property with double exposure at double rates, I’m wondering if Jason will soon make this a full-fledged promotion company where he will have promoters across the globe working for him as walking-talking media properties and he can offer clients customized exposure at customized rates! How about Jason or likes of Jason doing this in India? Well, I think this idea is expandable & undoubtedly one of the most innovative utilization of social media to promote a brand.

Offisial Atyachaar from Make My Trip

August 24, 2009

Makemytrip does it again and this time I love it. In fact just saying “love it” once can’t justify my delighted reaction towards the campaign, I mean I seriously loved it esp. the official atyaachar anthem. It’s a riot and simply terrific! It’s one such viral campaign which you definitely feel like promoting on your own. I seriously went ROFL listening to the lyrics of the anthem and the tone in which it has been sung is brilliant.

Makemytrip has launched this online campaign www.offisialatyachaar.com to promote its weekend packages. It’s a movement against work stress, impossible deadlines and long work hours which Make My Trip has presented in a very interesting way. The home page reads: Impossible Deadlines? Graveyard shifts? An atyachaari Boss? Work has taken you for granted for way too long. It’s time to act. It’s time to break away! Join the protest. It has sections as – Offisial Atyachaari, Offisial Atyawear, Offisial Anthem, Offisial Downloads, Offisial Outburst and all of them are just fantastic. You need to navigate through the site on your own to experience the fun. The movement has already instituted its presence on Facebook, now I’m eagerly waiting for its appearance on twitter too. What I liked about this campaign:

  • It’s FUN and brings a big smile on your face.
  • It establishes an immediate connect with the TG.
  • It promotes the product in a very intelligent way; in fact there is very less of branding in this overall campaign but still it creates that impact both from brand as well sales perspective.
  • It’s interactive properties like atyachaari jokes, sicknames for bosses contest, ringtones, wallpapers and my personal favorite – smashing a real office as protest to atyachaar :). I think these are really wild and innovative stuffs.
  • It’s a viral in true sense, you really feel like sending this link to your peers and colleagues.

From concept to execution, I think both EURO RSGC & digiVaasi have done a great job. I’m only wondering why haven’t they started promoting this campaign at least amongst its members? I don’t remember receiving any email or message unlike that Gajodhar campaign which frankly speaking I hadn’t liked much. By chance I went to Make My Trip website today to check some ticket price and glanced upon their banner ad. Hope they start promoting it soon to spread the buzz and till the time they are not, I think I as a fan of this campaign would like to do it through my blog & tweets :), now that’s what I call a true viral, ain’t it?

Dettol goes SEM way!

August 17, 2009

Have been caught up in other things to update this blog, though have got many insights to share but due to paucity of time, I’ll stick to a short one; will be back with another post soon 🙂

First a small update: Few days back, one of my article came on pluggdin, check out: Twitter getting Twilmy: An opportunity for brands? @ http://www.pluggd.in/bollywood-celebrities-on-twitter-what-indian-brands-can-learn-from-twilmy-tweets-297/

Now coming down to this post, 2-3 days back while surfing for some content related to swine in Google, I glanced upon this:

SwineFlu_Dettol

This sponsored ad of Dettol was definitely not there two days back. Surprising to see Dettol using a digital route & that too by banking on swine flu!

Another case of Chance Pe Dance marketing but nevertheless a good initiative! Not only Dettol, there were few others also in the same search screen who were utilizing this buzz word for promotions, like alibaba or ebay doing SEM for swine flu prevention kits. Before this I had not observed Dettol going SEM way in India. The ad title read H1N1 Flu (Swine Flu) & baseline read “Dettol kills 99.9% bacteria & Flu Viruses. Learn more now!” The ad led to Dettol website where there was a section on H1N1 virus & germ protection. Considering the rise in search for swine flu related key words this was definitely an interesting strategy to grab some eyeballs and promote products indirectly. Main route was educative one but the very facts that one need to wash hands frequently or sanitize his environment with a good disinfectant establishes a strong connect with the product proposition and leads to promotion in an implicit way. A smart campaign by Dettol in the right way at the right time and through the right medium, Swine Flu and related keywords are definitely the hot search words these days. Would be interesting to see any coverage for the aftereffect of this campaign both in terms of website hits or actual sales.

Should Air-India change its mascot now?

July 29, 2009

Was surfing the website of Air-India today to book a ticket & suddenly I saw our very own Maharaja in different avtaars there, like Maharaja with a laptop on home page & Maharaja with Indian flag near log in box. Though the size of Maharaja was definitely reduced but nonetheless noticeable enough! In fact I think as a kid my understanding of the word “brand” or “mascot” was only limited to either AI’s Maharaja or AP’s Gattu and its that solid imprint on my childhood memory that even slightest trace of Maharaja ji or cute Gattu catches my attention till date.

Airindia.mascot.maharaja

Air India had adopted this Maharaja mascot in 1946 symbolizing an Indian Maharaja kind of person welcoming passengers from all across the world on board, if I’m not wrong this Maharaja is one of the longest lived & most recalled mascots till date. But then today this mascot made me really thinking esp. because of all the reasons for which Air India has been in news of late. Now with Rs. 5000 crore loss last fiscal year due to operating costs, day on day ongoing loss of approx Rs. 15 crore & plans to cut down on quite many travel sectors, does Air India stand anything to do with royalty in these days? Well, I know the mascot was not chosen for exact representation of royalty only but then to a common man the image as well as the word Maharaja has always meant to communicate the same. With Air India being in news for only huge losses and other sorry state of affairs I personally think this Maharaja is a mismatch with the overall perception of the company. A Bankrupt Maharaja instead of Maharaja is what it makes me feel about it now 🙂. Rationally speaking, I think it’s time for AI to re-look at its mascot, it has outgrown its own perception today and I can see some sort of disconnect here. Though I’m sure there must be nostalgic / emotional reasons for the company to still continue with the same.

Would like to know your views on this. Does this Maharaja suit AI’s current image? Do you think AI should bid farewell to this Maharaja now?

Digitization of Indian Cinema & World Movies

July 24, 2009

A quick update: Would like to share two of my articles which got published on two different portals this week, thanks Pluggdin & BlogAdda for selecting these!

Would love to see your comments on these.

The Great Driving Challenge: A perfect marriage between traditional & new-age marketing

July 21, 2009

Some brands definitely know how to use social media for an effective promotion campaign. While lots of Indian brands are still wary of social media or are trying to figure out how to use it beyond forums and customer complaint management, here comes a very engaging online cum offline reality campaign from Mitsubishi Motors which has set an example for social media marketing in India. They have launched a marketing initiative “The Great Driving Challenge” as a promotion strategy for launch of its sports car brand “Cedia Sports” and what makes it really unique is the way it has integrated its online initiative with the offline one.

The Great Driving Challenge is a web-centric campaign where couples are asked to apply for the challenge on www.greatdrivingchallenge.com. Out of all the applicants, top 100 will be selected for the next round based on public voting & the quality of their profile on the website. These 100 will be further narrowed down to 25, then 9 & finally 3 by a jury set by the promoters. The final 3 will go for an all expense paid drive in the Mitsubishi Cedia Sports car allotted by the company. The challenge is to drive 3000 kilometers in 10 days and tell the world about your travel experience through your blogs, twitter & other online social media forums. Well, name “Driving Challenge” sounds like some sort of driving race or sports rally, ain’t it? But this is definitely neither of it. In fact here the winners will be decided based on number of posts (videos/ blogs/ pictures) uploaded by the finalists during the drive phase & quality of their posts uploaded. The final winner will get to win a cash prize of Rs. 10 lacs! Interesting, very interesting! You can read more details of the contest rules here.

I think I liked almost everything about this campaign. But some aspects which are surely worth highlighting are:

  • Content / Word of mouth: In an era where content matters so much & online word of mouth can make or break a brand, I think this is definitely a unique way which Cedia has adopted to create content & positive pages online. What a better way to generate online buzz than blogs & tweets these days. To add to that the whole contest is based on the quality of content.
  • Effective targeting: This was a launch of a “sports” car & I think Mitsubishi did a great thing by taking a social media route as that’s where today’s young urban Indian is available. It’s really great to observe a shift towards digital medium for as important campaign as launch of a new product.
  • Cost effective: As per the official reports, this website was a huge success in its first few days itself. The website was launched on 22nd June’09 and received 2.06 lacs unique visitors as on 8th July’09. Well, definitely huge number of hits in a very cost effective way. A launch campaign to create an equivalent buzz if done through only a traditional media route would definitely have costed the company more.
  • Online & offline synergy: This initiative definitely proved that digital campaigns are not mere extensions of traditional ones. In fact in case of The Great Driving Challenge, the initial buzz was on online medium with actual execution being on ground – a perfect marriage between new age & traditional marketing so to say.

Overall an exemplary initiative for sure, let’s wait to hear for some statistics from Cedia to know the actual impact of this campaign.

Re-branding of Sony Television

June 24, 2009

I got the chance to catch up on television tonight after almost 3-4 weeks & when I saw the complete video “ghar aayi hai khushi” today I realized that it’s a promo video of Sony channel itself. I liked the video, have watched it earlier in bits & piece but somehow because of this line “ghar aayi hai khushi” I used to think it’s a promo campaign of yet another crappy soap from Sony.  But few minutes on that channel and I think I was very pleasantly surprised.

I wasn’t aware that Sony has gone for such a major facelift in last 3-4 weeks. Yes, Sony did create a noise during IPL with its “Badal Rahe Hain Hum” campaign but it was good to see this badlaav not only in terms of just a branding campaign but overall programming too. They have launched fresh content during prime time and for a change this time they have taken themselves away from saas-bahu, typical Indian family sagas or singing-dancing reality shows. I got the chance to go through two out of their five (Rani Padmini, Palampur Express, Bhaskar Bharti, Ladies Special & Entertainment ke liye kuch bhi karega ) new programs and I liked both of them. They looked fresh & appealing.

I think this re-branding exercise was much needed from Sony. Once a number 1 channel, they had really lost the game to their competitors over a period of time. Not only they lacked the pull in their existing content, they were lacking innovation in their new content too. After all, for how long only Indian Idol or CID could have helped them sail through the competition? I as a viewer don’t remember when was the last time I would have watched any program with interest on Sony. And with some millions of singing reality shows I had lost complete interest in the last season of Indian Idol as well. Now let’s see if this re-launch of Sony really helps them in upping their ratings once again. The last total GRP rating which I had read was definitely not having Sony in top 3. These slots were occupied by Star, Colors & Zee as per TRP ratings for the week ending 13th June’09. But then it was hardly 2-3 weeks since they had launched their new programs. So, would be good to observe the future ratings & fate of this re-branding campaign of Sony.

 

Facebook URLs – Good for personal branding

June 16, 2009

Which one sounds better? http://www.facebook.com/home.php?#/profile.php?id=123456&ref=profile (dummy id) or http://www.facebook.com/kanupriyasindhu? Clearly 2nd one, isn’t it?

With 3 million URLs in first 14 hours itself, Facebook’s launch of its username URL is definitely outdated news now. I was also one of those who decided to grab my username URL immediately but before I got my personal one I actually decided to create it for the brand I work for. Now there are many pages for this brand already on Facebook, one created officially by me earlier, some created by employees, some by fans of this service & some by dissatisfied customers, so this immediate rush to grab the official URL was definitely to ensure that the organization only gets the actual name before anybody else. And now that I’ve got it, I think I definitely like this feature. Here are some of the reasons why I think it’s a cool feature esp. from branding perspective:

  • It’s a good feature for individual branding. We use our social media URLs on different communication platforms & a URL like http://www.facebook.com/company (dummy id) is easier to promote as compared to http://www.facebook.com/profile.php?id=1122334455 (dummy id)
  • A branded URL will definitely help in climbing the ladder up in SEO. Just google your name / username & you can see the result.
  • A formal URL will now finally help in distinguishing an official page with others.  Earlier distinctions used to be just on the basis of some profile id numbers and there was hardly any individuality in those URLs.

Considering their huge popularity, it was one of the must-have functionalities which Facebook was lacking behind as compared to say a linkedin or twitter. Though late in its launch but still it’s a welcome change from Facebook. In case you’ve not set your username URL till now, go & grab one here.