THE ECONOMIC TIMES 12TH SEPT, 2012

With consumer shifting to laptops ,tablets can marketers still rely on tv commercial?
Now a days Brand are quietly shiftting to the digital medium with a great deal of creativity and innovation. The bigget change in last one year has been the number of CEOs and CMO want to adopted digitalization in their campaign.

Maybelline
It had to launch BRIGHT BENEFIT CREAM in india. It opted for digital as a priority medium for the launch campaign with little print and no tv ads. Because they want to connect with the consumer who was aware about the international trend and early adopter. And it has reached 95% of all women on facebook over the last 2 years, according to Leena Shoor(marketing manager of maybelline)

Shopper Stop
The retail brand SS did a tv campaign way back in 2008 and has conract with creative agency to make 12 youtube commercial that were exclusive to the digital medium. Vinay Bhatia,customer care associate & vice president marketinh of ss statedSS see a huge advantage since unlike tv ad which Is pushed based. The Medium allowed brand to have targeted reach for more than 2.6 million loyalty members.

Cadbury
Its Lonely Maa commercial used the strenghs of the Virtual medium to draw attention to its weakness launched online around Diwali last year. The core idea was that in todays technologically over whelming environment where the digital media has updates ,it is very important to remain connected to your loved once in person . They try to promoting Indian value and tradition such as Spending time with family and Celebrate festivals.

CONSUMER IS KING, BUT HNI IS EMPEROR

The Lodha Group

Real Estate Developer. They turned to international style icon Giorgio Armani . R Karthik, Chief Marketing Officer statedThe benefit of such partnerships is that it reduces the replicability of the product in the market. The exclusive world of high net worth individuals (HNIs) A universe that the providers of products and services for Indias ample middle class is gravitating towards.

Bharat Matrimony
Murugavel Janakiraman, founder & CEO was looking for the next big business idea and oppurtunity in HNI segment. He started Elite Matrimony a service for the rich and affluent. These individuals dont have time for themselves.

They brought together 240 couples over the last eight months.

Kuoni
Travel company Kuoni refers to HNIs as luxury travellers . Acc to Vishal Suri, deputy COO in charge of operating tours for Kuoni India . This traveller is typically an individual of 35 years or above, reasonably well-travelled, sophicated and who is looking for a personalized touch to their needs.

 The Kotak-Crisil report classifies the wealthy as inheritors, self-made and professionals. Money is not issue for these Riche riches, the challenge for marketer wooing them is to make themselves relevant to this consumer set. Kotak wealth Management says HNIs are very different from the masses. While Elite and Lodha group still rely on mass media Kuoni are tapping this segment of customer through various alliances.

Mindshare
Category: Best media innovation outdoor Gold winner: Mindshare for axe deodorants fallen angels Global network Member of WPP

Madison

Category: Best media strategy- consumer products Gold winner: Madison-pinnacle for Cadbury dairy Milkss the sweet art of Mishti war Medison media group Services clinets

Maxus

Category: Best media innovation TV Gold winner: Maxus for Tata Sky HD A pictures can speaks thousand words, but HD picture can speak a million

Nok Out
Cinematic idiom of 80s and 90s Superfast downloads of soundtracks as the savior Cheeky rather than preachy Over one million views on YouTube in first week with zero spends on social media.

 Paid concept, content not for sharing but for awareness, not of a viral nature Is the Insight powerful enough? Gautam Talwar, chief strategy officer, Rediffusion Y&R says the mental gymnastics and just go with a simple and great idea

THANK YOU