Amosta Solutions Tab for Rs.8 on Paytm! – Who will own the mistake?

The first thing that greeted me in office on otherwise Monday morning was an ecstatic WhatsApp message from a close friend. I or rather no one could have believed that a 4GB dual slim Android tablet from Amosta Solutions, with 2 MP camera, 4 GB internal memory and 512 MB RAM was available for just Rs. 8/-. Yes, you read it right, Rupees Eight only! Many had a merry time booking them in loads!

Amosta Solutions

Paytm soon (but not before 6,000 orders were placed) de-listed the product from website. The repeated searches throughout the day didn’t yield any Amosta Solutions product on the Paytm website.

Who is at fault?

  • Was it Paytm’s fault in updating the product list / feed on website?
  • Did Amosta Solutions make a mistake while updating the product feed (in case they had access to the product console)?
  • Or was it often sacrificed ‘technical glitch’?

Who should have owned this error?

    • As a customer if I have made a purchase on such a reputed ecommerce platform that keeps shouting ‘Paytm karo’ at every nook and corner, I would definitely hold them responsible for the ‘technical glitch’ or ‘human error’. Did Paytm clarify anything about this issue? The answer is big NO!
    • Some might argue that Amosta’s team could have committed this error. Assuming that they too are partner in crime (err glitch!), should they have come out and given any clarification? They did! Here’s what they had to say on their Twitter handle.

How did consumer react on Twitter?

Though there were no hashtags floated against Amosta or Paytm, buyers did once again vent their anger on Twitter. Let’s see how some of the buyers reacted on TwitterMost of them cornered Paytm and accused it for the goofup. But all complaints fell on deaf ears. Paytm, otherwise that claims to be an empathetic brand, kept silent on this entire fiasco and didn’t take any effort to pacify / clarify the buyers. 

Recent Case

The first thought that struck me was the recent Snapdeal case where a youngster’s purchase of iphone 5s 16GB for Rs. 68 was honored valid by Sangrur District Consumer Disputes Redressal Commission. How many of us would have even thought of filing such case and holding our patience?

Is there a solution for this situation?

Though the situation is serious, probably the vendor this time isn’t a big banner brand, that could have attracted the eyeballs. Hence, the damage has been limited compared to other social media fiascos by brands in the past. But, is there a solution for this situation? How will buyers get justice?

  • Should Paytm honor and execute the order as they were the first touch-point for buyers? Most of the buyers are expecting this from the reputed Paytm! Technical glitch might be a genuine reason behind this fiasco, but definitely it isn’t a satisfactory reason to pacify consumers in this digital savvy and informed world. Paytm could come up with some sweet offers just for these buyers to win confidence back.
  • Should Amosta Solutions leverage this situation and build a place in hearts of buyers by compensating with an alternative solution? Though the monetary margin of error is extremely huge, an unknown brand like Amosta could win hearts by actually delivering the product. Imagine spending an equivalent amount on some print advertisement versus gaining confidence of so many users who could potentially spread positive word of mouth about this situation.
  • Or both Paytm and Amosta just get back to work, as memory of people is fairly less in this country? This is probably the last decision both brands should take. However, its very likely that this is what would happen in due course of time!

It’s easier for brands to enter into a mutually beneficial relationship and make the most of it during best times. But, its equally important for brands to exhibit that synergy during tough times. The blame game is good for defending oneself, but not what customers would entertain.

Yet another crisis situation and a worth learning case study for brand managers on how to approach online reputation management for their brand.

What are your thoughts on this?

International Women's Day Campaigns

Know why Capgemini India’s Twitter handle was taken over by its female employee

Capgemini India came up with an innovative Women’s Day campaign. We did come across various women’s day campaigns by brands across the World. However, very few would have registered in our mind for long period. Here is one campaign, which I can’t forget for a long time. The campaign was so interesting that I was glued to their Twitter handle for almost entire day to capture each moment, so that I could pen down this blogpost (ya, finally I got time to pen this piece!). Let’s go through the entire campaign. I recommend to read it one go from the beginning to understand the entire story, else you would lose the context! Here we go!

On this International Women’s Day, I woke up to a surprise when I noticed a personal content from Capgemini India’s Twitter handle on my timeline. The first impression I had was, “Shit! Has someone tweeted this by mistake?”. Quickly, I scanned the handle and learnt that a beautiful campaign was to unfold throughout the day.

Capgemini India showcased how they empowered their female employees through this women’s day campaign. They allowed Vaishali Wanchoo to tweet about a women’s life by showcasing how her day look like on daily basis. There couldn’t have been a riskier proposition for a women’s day campaign. However, all kudos to the top management who went ahead with this campaign. Let’s see how Vaishali showcased a working women’s life through Capgemini Twitter handle.

Announcement of Campaign

This is very much needed when such high risk efforts are carried out by a global brand like Capgemini. Vaishali rightly announced that she would be tweeting about her day through the Capgemini’s corporate Twitter handle.

Capgemini Women's Day Campaign

She also ensured that the bio section was updated to avoid any confusion for Capgemini followers and others who would come across the tweets.

Capgemini Women's Day Campaign

Early Morning at Home

Vaishali started tweeting about how her days were busy in early morning at home. She highlighted in a subtle manner how working women have other responsibilities at home before they start their work at office.

Capgemini Women's Day Campaign

Off to Work

Then came the tweets about how her work started. Vaishali tweeted about the hearty greeting by a women helper, her colleagues at work and captured the lighter moments during her breakfast with colleagues.

International Women's Day Campaigns

Women’s Day Campaign at Capgemini

Then Vaishali tweeted about Women’s Day celebrations at Capgemini. She also thanked other important women in her life – mother, kid and colleagues.

International Women's Day Campaigns

Work at Capgemini

Vaishali then showcased her work life through these tweets. After all how can you miss work from all fun!

International Women's Day Campaigns

Wrap at Work

The day comes to an end at office with some cake cutting and thanking her male counterparts. Did it over here? Nooo! The day continues for all women at home.

International Women's Day Campaign

End of Day at Home

These tweets clearly showcased how women have additional responsibilities at home even after tiring day at work.

Capgemini International Women's Day Campaign

So, wasn’t it a beautiful storytelling women’s day campaign by Capgemini? What do we take away from this campaign?

Here are few of my takeaways from this campaign:

  • It’s easier to speak about organization’s philosophy on website and ppts, but you got really put in your effort to practice it and showcase it to the world
  • Organizations sometimes should take that calculated risk to differentiate themselves from their competitors
  • Storytelling need not be just in the form of a video or a GIF image, sometimes such live action conveyed through static images too hooks the audience
  • Enough training and precautions should be taken while conducting such real-time campaigns. I am sure Capgemini trained Vaishali well and prepared her for this additional responsibility of the day
  • Employees should volunteer themselves and should come forward to support their organization’s social media team. Enough has been said that social media is no more ‘just a marketing team’s job’.

I truly loved this campaign and hence was motivated to blog about it even after three months of its execution. Did you like it? Share your thoughts in the comments section below.

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!