Tag Archives: Women Empowerment

Star Plus Nayi Soch

#NayiSoch Star Plus Campaign

One TVC that struck my mind and emotions while watching the first ODI between India and New Zealand, was the #NayiSoch TVC by Star Plus. The obvious reasons were – 1) It featured M.S.Dhoni, Virat Kohli and Ajinkya Rahane, 2) It had a very emotional message that an individual derives identity as much from one’s mother, as much from one’s father, 3) Simple campaign hashtag to remember – #NayiSoch. A quick search on Google led me to this article on Business Standard that detailed out the reason behind this campaign by Star Plus. The timing of campaign is absolutely bang on with the India vs New Zealand cricket series. And not to ignore the agenda of the campaign, which emphasizes that ‘women are today opening up endless possibilities for themselves and for generations to follow’. 

Digital Campaign of #NayiSoch

If I keep aside my digital marketer hat and empathize with a TV viewer who just encountered the TVC, I believe 9/10 viewers would first search Google with search terms related to ‘#NayiSoch’. I did the same, as I myself wasn’t aware about the purpose behind this campaign. The Google Search Trends also, prove the same.

Star Plus Nayi Soch Campaign #NayiSoch

Google Trends

Surprisingly, Star Plus wasn’t running any Google SEM campaign on such a high potential campaign. However, there were couple of news articles that covered this campaign. Then, I moved to Twitter (my ideal destination for research!) to find out what was going on. Well, this time I wasn’t surprised to see a Promoted Trend (paid Twitter trend) on campaign hashtag – #NayiSoch by Star Plus, leading to the campaign video.

While I proceeded to YouTube to search for other videos of the campaign, noticed the YouTube masthead. So, Star Plus backed their TVC with two high impact properties, one each on Twitter and YouTube.

Star Plus Nayi Soch Campaign

YouTube Masthead

Twitter Campaign – #NayiSoch

I was super impressed with the campaign concept and branded content. As I tweeted about it, I instantly received the reply from Star Plus. We have many a times seen such automated reply featured adopted by brands in the past.

The major Twitter integration comes into picture once the user clicks on the above link in the reply tweet from Star Plus. The first click on the tweet, diverts to the campaign landing page that explains the details about the future steps.

Star Plus Nayi Soch

So, it asks for user’s mother name, which will be featured in the customized Profile Picture. The user’s cover image would be changed to the one featured here. Also, the user can choose a jersey number. The next step is of Twitter authentication, post which user’s Profile Image and Cover Image gets changed.

If you would like to try it, you may do it here. Now, did I like the Twitter campaign?

My thoughts on #NayiSoch Campaign

The combo of Twitter Promoted Trend, a branded video and an innovation by leveraging Twitter API was all brilliant on face of it. However, I am not sure if users would end up flaunting mother’s name on the Profile Image and Profile Name. Twitter is a semi-professional platform for many professionals and a change in Profile Name would be considered as a potential risk in losing one’s identity (or being found when people search by their regular name). The campaign concept is well appreciated, however our identities won’t change overnight with such campaigns. Hence, even I revoke access to the #NayiSoch Twitter application and corrected my name from ‘Anandan Vasanthi’ to ‘Anandan Pillai’.

My digital identity or otherwise that is established as ‘Anandan Pillai’ for last 34 years can’t be changed with couple of clicks! I wouldn’t have thought twice using the same on Facebook, but Twitter at least to me is a professional platform, where I see a huge risk in such change of identity even for a short duration. Even if some people in the heat of emotional moment stick to their changed Profile Name and Profile image, it needs to be seen to what extent it lasts. For me it lasted not more than 5 minutes!

But, if you ask me did the campaign do well in garnering word of mouth, I bet, it did to a great extent. And the below metrics speak for themselves. Also, here is another campaign that establishes the fact that this generation is active on mobile, while they are watching TV! What are your thoughts on the campaign?

Nayi Soch Star Plus campaign

Keyhole Stats

However, few other ways in which Star Sports could have made this campaign come alive are the ones discussed in below tweets 🙂

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.

“Be Gujarat’s Brand Ambassador” – Impressive Facebook application on Narendra Modi’s page

We have often seen brands organize contests through applications and sometimes just for fun quotient or gaming aspect some cool apps are created. Narendra Modi, honorable chief minister of Gujarat has launched an impressive application on his Facebook page. This application is titled as “Be Gujarat’s Brand Ambassador” – a very self explanatory title. It is a well thought marketing strategy to crowdsource testimonials from the citizens who are residing in the state or have ever visited the state for any purpose. The citizens could share their stories of how they had a satisfactory experience with the state or could share an idea that the state government could implement. The application is very user-friendly:

The homepage of the application has an impressive dynamic header section.

The second half of the homepage has the excerpts of few stories and the details about the incentives that people can earn.

The success stories are collated in a section, where users could read other’s stories, which holds users for sufficient time on the application.

The user could add his/her story through a very user-friendly form. The category section has identified few areas like Gujarat Tourism, Agricultural Growth, Tribal Development, Quality Education, Power Sector, Women Empowerment, however one add a story from other categories too.

Alternatively, users could also suggest ideas that Gujarat government could work upon to improve the current condition in various sectors.

The highlight of the application which awed me a lot is “Build Your Story” section which helps users to express an elaborate story with the help of few interactive menus. I tried with Power sector and experienced a very user friendly way of feeding information, which the application uses to build an elaborate description in the end. The screenshot of the steps through which I went could be seen below.

My take:

Concept: It’s a superb way to crowdsource testimonials and suggestions from the citizens of the state. Instead of a political party doing all the talking, they are empowering citizens to be brand ambassadors. In a way I feel its a good strategy to empower people & make them feel good in sharing their experiences and ideas.

Incentive: He is a charismatic leader and given a chance there would be hardly any who wouldn’t want to meet him. The incentive that four people would get a chance to meet him in person would simply pull the crowd to participate in the application.

User friendliness: Its very simple and any layman could use it to its effectiveness. The “Build Your Story” simply impressed me a lot, which facilitates people to a great extent to participate in the story.

Stickiness: I feel its a good decision to showcase the stories and ideas of other users, which increases the stickiness of the application. Users could know what others have shared and could recall similar incidents from their life and in the mean process they are spending good amount of time on the application.

The Only Worry:

I didn’t submit any of my story / idea, but it seems that the submissions don’t go through a moderation process. If they aren’t really so, then there are chances that some political rivals might use this application to spread negative word of mouth. I hope this has been accounted for in the application (though not visible in a transparent manner).

Where they could have done better?

The application could have included Gujarati version too, to gain more participation and virality from the citizens erstwhile. 

If you have used this application and found few more points that I missed to share here, do add in the comment section.