Category Archives: social media

World No tobacco day

7 Interesting World No Tobacco Day Campaign Themes

World No Tobacco Day is observed every year on 31st May. This year World Health Organization (WHO) appealed all countries to be prepared for ‘plain packaging’ of tobacco products. As per WHO, plain packaging refers to prohibition of logos, brand colours or promotional information on tobacco products. However, WHO is fine with the usage of brand name and product names displayed in standard typography. WHO came up with this interesting video to reinforce the message of having unattractive packaging boxes.

Brands came up with interesting creative messages and campaigns on this World No Tobacco Day on 31st May’16. As it is a sensitive topic, brands have taken various routes to convey the anti-smoking message. Let’s see few of the creative routes taken by brands for their World No Tobacco Day social media campaigns.

Fun / Gaming

Dineout, the famous table reservation app came up with this creative tweet, which we all would find it easy to relate with the popular computer game. The caption was pretty effective – Stop playing silly games with your body.

Informative

India Today and Live Mint, stuck their brand personality and came up with informative messages to create awareness about ill-effects of smoking. While India Today, chose to drive traffic to the website with an informative article, Live Mint chose to share the video. I personally liked the video route adopted by Live Mint, as all social platforms these days give an edge to video content.

Storytelling

Max Healthcare ventured through the storytelling route with this video featuring puppets. Well, the creative thought process was interesting, I felt the video was too long to retain user’s attention. A 6 mins video is too long to convey this message. The script could have been shorter to make it very interesting. 

Positive Motivation

Those who have studied psychology during college days, would recall that, positive motivation helps to a great extent than a negative motivation. Deakin University, a popular university in Australia shared this video shot by one of their students. This positive motivation storytelling video tries to convince a smoker on what all he/she could achieve if he/she had stopped smoking. 

Dr. Lal Path Labs also came up with a similar positive motivation messaging route. Their Facebook post had various situations carved out explaining various positive objectives that could be fulfilled by giving up smoking.

Challenge

How about challenging the audience to quit smoking habit? Few brands adopted this route. I will share details about two campaigns that I noticed. Firstly, 92.7 BIG FM ran #SuttaChhodDeYaar campaign challenging their listeners and social media fans to quit smoking. They further invited the smoking quitters to studio and showcased how much money was saved by people who quit smoking. Their regular Twitter updates updated the audience about the impact they could make through their campaign.

Another brand that attempted very similar approach was HCL Healthcare. They ran #TossTheBox campaign where they appealed smokers to quit smoking and challenge their friends in doing so. We have seen such campaigns in the post #IceBucketChallenge period. However, they didn’t go ahead and share the impact that was created from this campaign, like 92.7 BIG FM did. Obviously, such impacts can’t be measured in real-time and with accuracy, but there are always certain assumptions based on which brands try to highlight they created.

Fear

Well, we have seen this creative route often being adopted by life insurance brands. There is no doubt, it has been one of the successful creative theme routes to convey the message for these kind of campaigns.

Sarcasm

This was an absolute surprise for me. We could appreciate this creative theme route for other product categories, but full marks to ETV Life for going ahead with such a risky route. Many people don’t understand sarcasm and it could have back-fired.

Last Mile Effort

Its always easier to motivate / preach than do it on own. Sharjah International Airport just went ahead to show how brands should own up and try to make a difference at the last mile, i.e. the consumers (smokers in this case). They conducted a health check-up camp for their employees at the airport.

Unlike other social celebration days (Friendship day, Mother’s Day etc.), such international days like (World No Tobacco Day, World Health Day, World Heart Day, World AIDS Day etc.) are observed with an aim for every year. For instance, this year’s theme for World No Tobacco Day was doing away with attractive packaging. Only Sharjah International Airport had some element of this theme in their video (didn’t notice? see the video carefully!).

So, which of these World No Tobacco Day campaigns did you like? If you came across any other interesting campaign, please share it in comments section below.

And ya, ‘Quit Smoking’! 🙂

Manu Srikumar, Denture Capital

An exclusive interview with Manu Srikumar, Hustler at ‘denture Capital’

There is no doubt that startup ecosystem in India is buzzing like never before. Hence, we have seen various initiatives around entrepreneurship being nurtured across the country. Rightly so, these initiatives help both budding and established entrepreneurs to network, exchange thoughts and provide a helping hand to each other. Some of the major startup oriented initiatives are YourStory, NextBigWhat, TechCircle, TiE, The Startup Centre, Startup Saturday etc. The common elements that cuts across these initiatives are events, meetups, online publications, investor meetups etc. Its indeed a crowded space where every initiative is trying its best to build a strong network of entrepreneurs and support them.

Recently, I came across this new initiative called denture Capital floated by Manu Srikumar. I have known Manu for last couple of years. Once over a casual chat on one of the social networks, when he shared the news about him having quit Doctor’s Circle. However, he quickly added that, he would soon return with an exciting project. And weeks after, with no further surprise, it was denture Capital. Unlike other publication outlets, he has taken a very different route by creating short videos, featuring him, where he almost plays the role of a standup comedian, but conveys all recent updates from the entrepreneurship world. Manu through his videos has featured startups, shared updates about funding and lot more about startups in the country. Recently he did a crazy video with Shraddha Sharma, Founder & CEO at YourStory, which can’t be described, but has to be viewed!

Liked the video? Now, let’s move on to know more about denture Capital from the man himself

Explain what is denture Capital in 140 characters! ?

denture Capital is a weekly show on startups. The brain tonic for the upstart!

What is the vision of ‘denture Capital’?

To be the most loved show on startups.

What are three things that an entrepreneur can expect from ‘denture Capital’?

He/she can have a good time and laugh on a Friday evening, get featured if he/she is doing good work and keep updated on things happening around him/her.

How is ‘denture Capital’ differently positioned with respect to other startup/entrepreneurship oriented communities and initiatives?

While startups are different from the corporate, startup media still remains corporatish. We want to present it startupish.

What were your thoughts behind launching a series of video content for entrepreneurship space?

Content consumption patterns are changing. People are watching more and more video. We wanted to do a show around this that people love and look forward to. We also felt our audience will definitely have some takeaways from watching the show.

Tell us something about the jovial tone all ‘denture Capital’ videos are based so far. Will you continue to do so in future? Do you sense a challenge in sustaining this tone for long term?

denture Capital is a refreshing take on startup news and parody. More than jovial, we try to keep it simple and easy to comprehend. In the process, we add a lot of fun. Yes, we will continue the same tone for the show.

We are inherently funny people! I don’t think it will be difficult sustaining the tone.

Was it a conscious choice of not launching a website first? If yes, what’s your strategy behind it?

I think the goal for any company should be to do an MLP, a Minimum Lovable Product. Work on things that are your core. Though a website is definitely up on the cards, our initial goal was to see if our videos are loved by the audience. Now that we know they are, we will build a website.

Plus, since we are in distributed content, we exist where our audience hangs out. So, our focus will be more on YouTube, Facebook, Snapchat, Twitter and other forms of new media.

What’s the thought behind a lowercase ‘d’ and an uppercase ‘C’ in ‘denture Capital’?

To get people thinking! Look, we made you think because we did this differently.

Are you keen on hiring (or looking for contributors) and expanding the team? If yes, in what profiles?

We look for Hustlers. We believe skills can be taught. We don’t mind hiring Hustlers and then training them on video production, community engagement and other skills that we will need in the future as we grow.

Loved the concept? Go, now and subscribe ‘denture Capital’ on YouTube and don’t miss the next video from them! If you intend to join Manu’s gang and contribute, connect with him on Twitter or LinkedIn.

Thank you Manu, for your kind gesture to share details about ‘denture Capital’. I am sure ‘denture Capital’ would do wonders in the weeks to come. All the best!

15 Cool Christmas Creatives by brands on Facebook

Gone are days when you could just show a Christmas Tree or Santa Claus and wish your target audience ‘Merry Christmas’. These days brands try to leverage Facebook and other social media platforms during festivals. It’s the content centric era and every brand fights it hard to get it right. It has been imperative for brands to connect with their target audience through their value offerings in a customized manner on special occasions. You would have loved some special Christmas wishes from the brands you interact on social media platforms like Facebook, Twitter.

Here are the few best ones that I noticed on popular Facebook pages…

Amul not only came up with full-page print ad in leading newspapers but also replicated the thought on Facebook through this creative video where the Santa Claus face is created with a flowing milk stream.

 

Merry Christmas from #Amul. #Amul Doodh Peeta Hai India ! 🙂

Posted by Amul on Thursday, 24 December 2015

Paytm goes with a simple GIF, but manages to connect with the services they offer on their website.

Wishing everyone a Merry Christmas! May you be blessed with love, peace & joy!

Posted by Paytm on Thursday, 24 December 2015

This GIF by Maruti is one of my personal favourites. The thought process is very good by displaying all their car models in a single GIF and yet connecting to the occasion.

Drive towards peace, love and joy this Christmas. Wishing you all Merry Christmas.

Posted by Maruti Suzuki Swift on Friday, 25 December 2015

 Samsung Mobiles gets it right with a static image but well designed by showcasing their leading products.

May your Christmas trees be as good looking! #MerryChristmas

Posted by Samsung Mobile India on Thursday, 24 December 2015

There is no doubt that videos make the highest impact. Faasos, one of my favourite brands came up with this video where they demonstrate their skill of quality food.

Twas the night before Christmas and from all of us here, we hope your days be merry and filled with gooey chocolate cheer! #ChristmasEve with #ChocolateFantasy bit.ly/FaasosFB

Posted by Faasos on Thursday, 24 December 2015

 Flipkart wishes its target audience with a simple video but manages to connect with its value offering.

We don’t differentiate between naughty or nice. Go ahead, spread the joy. Flipkart wishes you a Merry Christmas!

Posted by Flipkart on Thursday, 24 December 2015

AirAsia India, connects the elements of Christmas – reindeer, Santa Claus and sleigh in a subtle manner and makes its point very clear.

A Merry Christmas and a Happy New year to everyone from all of us at AirAsia! May this Christmas bring a lot of joy and cheer to your family. 🙂

Posted by AirAsiaIndia on Thursday, 24 December 2015

 Kingfisher‘s this creative is simplest of all, but the thought process deserves an appreciation.

We’re here to spread the Good Times and the Holiday Cheer! Season’s Greetings Everyone!

Posted by Kingfisher on Thursday, 24 December 2015

Housing.com too takes the video route to wish its fans.

May your days be bright, and your nights be merry. Wishing you a Merry Christmas, and a happy ending to this great year!

Posted by Housing.com on Thursday, 24 December 2015

Coca-Cola shows how stockings can be used to store Coke bottles. A great connection between the product and the occasion.

This holiday season, share your small moments of joy over some Coca-Cola. #MerryChristmas

Posted by Coca-Cola on Thursday, 24 December 2015

 Many of us would be aiming to shift jobs post this mid-year appraisal time and Naukri.com connects this situation with Christmas beautifully with this static image.

#NaukriSays Merry Christmas

Posted by Naukri.com on Thursday, 24 December 2015

 Zomato uses spoons, knives, forks and a wine glass to build a Christmas tree.

Have a deliciously merry Christmas!

Posted by Zomato on Thursday, 24 December 2015

A simple video but the effort that Micromax has put in to come up with this content piece deserves an applause.

Make Christmas merrier with loads of fun, frolic and gifts! Wishing you all a very #MerryChristmas.

Posted by Micromax India on Friday, 25 December 2015

 Is the Christmas tree by Dell symbolizing cursor? This GIF creative by Dell highlights all products that they offer.

May this joyful festive season fill happiness everywhere. The Dell team wishes all a #MerryChristmas. ? ???? ????????????????????

Posted by Dell on Thursday, 24 December 2015

This beautiful video message by Hyundai looks as if it is full video shoot. Again a personal favourite of mine.

Wishing you all a Merry Christmas. We hope to keep steering more happiness into your lives. #Hyundai #MerryChristmas

Posted by Hyundai India on Thursday, 24 December 2015

Post Update (3rd Jan’16): Based on the suggestion from Vinay, including Tetra Pak India’s GIF creative to the list:

This Christmas spread the warmth of ‘Goodness’ with Tetra Pak India. Wishing you all a #MerryChristmas.

Posted by Tetra Pak India on Thursday, 24 December 2015

What’s your favourite from the above? Or in case you came up with some other kick-ass creative, do share it in the comment section.

Happy Holidays!

Christmas Social Media Campaign by AirAsia airlines!

Let’s look at this interesting Christmas social media campaign by of AirAsia. Most of us would have come across the remarkable Christmas campaign by WestJet in 2013 when they surprised their flyers with gifts at the baggage collection belt. Check out this video for reference, before you read on to know what AirAsia did in Bangalore on this Christmas Day. I and many of you would have wondered if any Indian brand could attempt to do this!

AirAsia surprised its flyers with gifts at Bengaluru’s Kempegowda International Airport on the occasion of Christmas.

Soon the flyers started tweeting about this surprise..

Check out this album on AirAsia’s Facebook page which added to the coverage of this campaign.

Now, let’s analyze and learn what more AirAsia could have done to garner more eyeballs. After having invested enormous resources (read effort, time and money) in executing this first-of-its-kind campaign on Indian soil,  AirAsia could have leveraged social media and PR on a wider scale to popularize its efforts. Even after being so active on social media platforms, I accidentally landed upon this initiative only today (three days post the campaign!). No, I am not saying AirAsia could have invited few ‘influencers’ at Bengaluru KIA and splashed on social media about this campaign. I am sure their agency would have suggested this for sure ;).

Here are my views on AirAsia’s Christmas Social Media Campaign:

  1. Engage Audience: Even though it was meant to be a surprise, it would have been worth to engage with audience before the flight. May be few probing questions could have been asked to the flyers before they boarded flight about the surprise that awaits them on their arrival at destination. Also, once audience received the gifts at the baggage collection belt, those moments could have been captured for a nice post-campaign video. Few of the reactions could have been instantly captured through Vine and shared via Twitter. Live streaming of those moments could have been attempted via Periscope / Meerkat from AirAsia Twitter handle. My basic point is to capture emotions for video content. Videos speak the best!
  2. Campaign Hashtag: AirAsia could have announced a hashtag for this campaign and printed them on the name tags they posted on each gift. It could have been a subtle way for AirAsia to induce gift receivers to tweet / post around that hashtag. Today’s Twitter/Facebook/Instagram generation is very well aware of why and how hashtags are to be used. This could have helped AirAsia generate enormous UGC.
  3. Involve (Tease) Competitors: AirAsia could have tossed a googly at their competitors through social media. Ofcourse it could have been risky but that’s how you get mileage of traditional media when such events ‘get noticed’.
  4. PR coverage: It wouldn’t have been a bad idea at all for AirAsia to have involved their PR houses effectively to get this news covered on traditional media. Did you notice or hear about this initiative anywhere on media for last three days??? At least I didn’t. Let’s take all learning from how e-commerce players in this country involve traditional media for PR (apart from their paid full-page ads). Its imperative for a brand to leverage PR on such important and once-in-a-time opportunities.

Now some food for thought, for digital marketers reading this blogpost. Should a brand copy a campaign? Yes / No / Maybe? I once heard in a digital marketing conference where a speaker said ‘By the time you decide upon an innovative idea, someone else would have already implemented it at some corner of this world’. I go by this view. I don’t say you can’t be totally innovative, but there is no harm in replicating (or copying) a tried and tested idea and localize it to your target audience. However, a brand should always try to customize the idea for its target audience and build upon the idea. Something more can be always attempted and that’s where the creativity comes into picture.

As I said in the beginning when I first came across WestJet campaign, I always felt if any Indian brand could attempt to do it and here we are fast forward to 2015, where AirAsia attempts it. Kudos to the team, but there is always a scope for improvement 🙂

If you had come across any other interesting Christmas social media case study, please do share in the comments section.

Happy Holidays folks!

Brands leveraging #ChennaiFloods to market themselves

Rains have created a havoc scenario in Chennai for last one month. Hundreds lost their lives and thousands stranded. Here came a perfect opportunity for marketers to create a space for themselves in Chennai residents’ minds. It all started with the news that was published highlighting Ola’s contribution to the society. Ola ferried boats free of cost and helped people evacuate from flooded areas.

With the recent spell of rains since 30th Nov, more marketers joined the bandwagon. Here are few prominent brands who are lending their hands to the Chennai.

It is indeed a positive gesture for brands to help Chennai people, but they need to get the message, tone and offering right. If any of the three (message/tone/offering) is perceived to be transactional in nature, it could backfire.

I will keep adding other examples here. In case you come across any brand offering help, please do comment below and I will incorporate them in this blogpost.