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The persuasive power of visual storytelling

Visual storytelling works — from brands to babies. It has always worked for almost any kind of audience since ages but in this age of digital excess, it’s working like never before. Having spent good number of years in photography and digital industry, I can safely say that from communicating to comprehending, visuals have now become the prime language for many.

My personal litmus test for the power of visual storytelling? My 5 year old :-). 3 scenarios that are regular in my household-

I narrate a story to him;

I narrate a story to him and show him the pictures;

I narrate a story to him, show him the pictures and then let him play with his book asking to observe the pictures for few seconds;

Without fail, connect as well as recall of the stories are highest in the third scenario.

Ah that’s why I say, no one can teach you management or consumer behavior lessons better than children, I think most of the parents out here will agree to this 🙂.

Still need some attestations on the power of visuals?Read More

Recent posts at

Have not updated my new posts on here, so providing the links to some of recent posts at PI:

WoMM – The Evergreen Strategy for Free Marketing: “Word of mouth” marketing is an age old concept now and from bigger organizations to start ups, almost everybody wants to take this free marketing path. While some think that WOM is something which will happen on its own, some go ahead & incentivize their customers to spread the word and then there are some who take extreme steps of contracting paid outsourced help to create positive word of mouth for their brands. Despite this being “known-by-all” concept, how many startups are there who genuinely have been focusing on this free marketing route and targeting the consumers who can be influencers for fresh leads? Read More…

India to overtake China in mobile market by 2013 [Report]: As per a latest report by London based Informa Telecoms, India’s mobile subscriber base is set to rise to 1.159 billion by the end of 2013, thus making it the world’s largest mobile market. While India is poised to have phenomenal growth, the market in China is actually set to slow down. By the end of 2013, the number of active mobile subscriptions in China will be 1.106 billion. Read More…

Voice Blogging Service by Airtel – Voice is a Commodity: Bharti Airtel has officially unveiled its voice-blogging service now enabling Airtel subscribers to share recorded voice updates with their friends and family members. Read More… – Online shopping portal exclusively for women: Joining the ecommerce trail now is Oyegirl – an online shopping portal for women. Though is yet another online shopping portal but this one is different in a way that it’s targeting only women and as their introduction reads – it is India’s first ecommerce portal exclusively for women. Read More…

Indiatimes launches HiBuddy, Voice Blogging Service: We had earlier written about voice based blogging service by Airtel. Now Indiatimes has introduced a similar voice-based social networking and blogging platform, called ‘HiBuddy’ for Reliance mobile phone users. Read More…

Facebook reaches 12 million user base in India: While Facebook crossed 500 million user base mark worldwide, it has also shown very positive growth in India and has touched 12 million mark as on yesterday. Users in India are uploading more than 53 million photos in a month and even mobile usage has increased nine-fold in the past year. Read More…

Consumer Confidence Index – Indians are Super Confident: While it was 127 in last quarter, it’s 129 for this quarter; Indian consumers remain most upbeat in the word despite food prices crisis at home and improving outlooks elsewhere. With a two point increase, at 129 points Consumer Confidence Index is the highest in India in the latest Nielsen Global Consumer Confidence Survey followed by Indonesia and Vietnam both 119 index points. While India is ahead for last two quarters, but up till Jan’2010 it was actually Indonesia which was topping the list. Read More…

Dettol goes SEM way!

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? @

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


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.

Challenges in lead generation campaign:

Well, I’ve been doing lots of lead generation campaign for my current organization and for this organization, lead based campaign is more important than acquisition or brand awareness. The service which is being offered requires sort of consultative selling hence its better to get qualified leads which is followed by the internal telesales team. Considering that this is a start-up, the organization is very ROI driven and we have always been extra cautious to get the right kind of leads in the most cost effective way. But despite our efforts, we are facing some genuine issues in our lead generation campaign. I am stating here the results as well as the issues faced by me in this campaign: 

  • The campaign is SEM campaign – text ads, contextual display, ad networks and blog networks
  • The ads lead to a landing page which is a lead capturing page
  • To ensure more correct leads, I’ve announced a contest as well on the landing page
  • Approx 52% – 54% of the leads are correct for us
  • Rest 46% – 48% are junk leads – ie., numbers are incorrect or fake.
  • Because of higher % of junk leads, my cost per correct lead is going very high.

 Though I’ve read it as well as experienced in my earlier campaigns that generally internet campaign leads to higher % junk leads. But was wondering as to what’s the general trend across industry? I wanted to have some real time data for

  • Approx % of correct lead which a typical internet campaign leads to?
  • What’s the general cost per qualified lead which one can get? I know lots depend on the category for which the campaign runs, but can somebody share some approx figures for different categories, say insurance, movie ticketing, games, e-commerce sites etc?

 I’m hunting for the data on my own as well, but was thinking if I can hear of some other experiences as well. Thanks in advance for your comments J