As the launching product of the Lakmé Fashion Week Winter/Festive 2015 was Lakmé Absolute Lip Pouts, which meant play-time with the ‘pout’, Lakmé went ahead and gamified the launch to bring-in an engaging element with the on-ground visitors at the Lakmé Fashion Week. For the game, people had to strike out the pouts and if they got a high score, they won a Lakmé Absolute Lip Pout that came out automatically from the vending machine dispenser. LIVE Command Center was also installed at LFW to optimize social listening and reach out to the audience. The campaign was conceptualized by The Glitch and also managed all the digital activities around it. Speaking on the activity, Prachi Maroo and Sunetro Lahiri, Strategy and Creative Leads for Lakmé at the Glitch commented, “With every new launch at Lakmé Fashion Week we have a new frontier to cross, a new 'first' to establish and outdo the predecessor. This time around, the air was perfect to have the brand break into a more playful vibe and have some fun. Be it online through gamified content, on-ground through the wildly popular Pout Play Station or the overall strategy deployed across mediums, Lakmé redefined 'playtime' amidst fashion week, a first for the brand, indeed.” Speaking on the success, Smriti Khullar, Brand Manager Lakmé, stated, “The launch campaign for Lakmé Absolute Lip Pouts was "Playtime for your pouts". The pout play zone with the gaming console and the photo-booth was the perfect way to bring this alive- it was fun, inviting and addictive- no one at LFW could resist it!”
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Apsar, runs a small retail shop at his village in Faizabad district. Initially, he used to buy kerosene oil in from the grey market to meet the lighting needs in the evening hours to run his shop and tend to the customers. By way of ‘Suryodaya’ campaign, Apsar came to know about solar lighting solutions and now is a happy user of a solar Lantern. In his words, he is saving a lot of money since now he doesn’t need to buy kerosene oil form the grey market anymore. Moreover, Apsar is also now aware about the harmful effects of carbon emission and indoor air pollution caused by lighting up Kerosene lamps. Traveling through the villages of U.P. and Bihar, one will come across many Apsar’s who will have similar stories to tell, which can all be attributed to the suryodaya campaign. ‘Suryodaya’ campaign is the brainchild of International Finance Corporation (IFC), an apex financial organization funding projects addressing development challenges across developing countries globally. Dharma Life, a social enterprise founded in 2009, is a partner to IFC for the campaign and is actively involved in helping IFC create awareness about alternative and clean sources of lighting in the rural areas. The team has been aggressively promoting the adoption of cleaner source of energy such as portable solar solutions for many years now. These solutions have made a substantial impact in terms of economic well-being, improved health and cleaner environment. However, affordability, low penetration and awareness still remain as the major challenges hindering the adoption of clean energy solutions. The task at hand was to create awareness around clean energy options in terms of availability, usage and affordability. The recorded insight was that in a large part of rural India all life comes to an end post the sunset leaving no room for any social or financial interaction. The aim of the campaign was to herald a new sunrise in villages post the sunset using solar lights and hence the name of the campaign was rightly coined as “Suryodaya”. A multi-level engagement platform was created with IFC to inform, engage and showcase the world of opportunities post sunset.The theme of the campaign highlighted the benefits of extended day light so that a person could spend more hours in his shop adding to his livelihood, a child could study well during the night hours, a housewife could cook easily during the evening hours and a person could also manage outdoor work during evening hours easily. The theme was translated on ground via an audio video enabled van which communicated the benefits of quality solar lights and also displayed all the products along with live demo of the same. Schools and community gatherings were conducted to reach out to the children and women. The village level entrepreneur (DLE) network was harnessed to convert the awareness and interest generated into post campaign sales. After sales service was offered to address any repair/maintenance concerns from the consumers. The impact was impressive. 450 hub villages from two states (Uttar Pradesh & Bihar) were covered in two phases. 1,350 satellite villages were covered in this period, 90,000 plus individuals were contacted via van interventions and over 5,000children and women were reached through school and community gatherings. Moreover, substantial amount of carbon emissions were offset through the sales of solar lights during the campaign. "The Suryodaya Campaign aims to demonstrate the value of high-quality modern lighting to consumers. It was launched in November 2014 and is expected to reach 8,000 villages by December 2015 and create demand for quality solar lighting products. This will accelerate access to better lighting for low-income households." says Anjali Garg, Program Manager Lighting Asia/India program, IFC. “Behaviour change is a slow burn process and thus requires multi-level continuous intervention. We recruit people with basic education, don’t have a full-time job and then impart training to make them a Dharma Life Entrepreneur”, chime inGaurav Mehta and Abhishek Bhatia of Dharma Life. About Dhrama Life- Dharma Life was founded in 2009 by a group of graduates from the London Business School. They identified the need for alternative lighting solutions in rural India, and have set out to engage the local community to address this issue. Thus far, their distribution model has helped create sustainable livelihoods for more than 3,300 village level entrepreneurs and hasimpacted the lives of more than 90,000 families. Twitter Handle- @Dharmalifeindia
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The 2nd Edition of India Gadget Expo (IGE) will be held in Hyderabad from the 18th to 21st September 2015 at HITEX Convention Centre. IGE is an initiative by IGE Ventures LLP which is a consortium of Moksh Events Pvt Ltd, Catpro Events and Skits Events India Pvt. Ltd . Government of Telangana has also extended its support to this significant event. Moksh Events, based out of Kolkata, West Bengal has been in the events industry for over 15 yrs. The agency has been instrumental in providing end to end solutions to its client’s ever evolving marketing and branding needs. Moksh Events boasts of having a super and versatile collection of Artist and performer tie ups all across the world and is often known for the usage of the latest technology and innovations in all their events. India Gadget Expo is country’s international gadget show which serves as a platform to showcase innovative gadgets and technologies. IGE will bring together major stakeholders of the tech community comprising of technology providers, gadget manufacturers, technology innovators, bureaucrats, government officials, entrepreneurs and startups. The expo will showcase around 1000+ gadgets from 300+ manufacturers from 12 countries including Israel, China, Korea, Taiwan, Japan to name a few. The event will include a series of seminars on current, engaging and much talked about topics. The ‘Knowledge Conclave’ will have 9 sessions covering Smart Cities, Mobile technology, Future gadgets, Gaming among others. The ‘Master Class’ will showcase pioneering technologies and products to the audience. The ‘Inspiring India Innovation (I3)’ will provide a platform to startups to showcase their innovative gadgets to a wide audience that include both consumers and angel investors. The event will also include the presentation of ‘NDTV Gadget Guru Awards’ - the much awaited annual gadget awards of the country. Special events like 5@5 will have 5 product launches every day at 5pm with an allotted time of 5 minutes which will provide an opportunity to exhibitors and manufacturers to launch their latest gadgets / products. Hackathon Carnival- a two day 30 hours carnival that will provide a platform for hackers to pitch their prototypes and solutions to the industry leaders, investors, IT professionals and public at large. The Flash Sale by e-commerce between 1pm to 4pm will offer massive discounts on the featured products from top brands. In the Battle of Gadgets, brands will participate to take on the rival products in a combat to outsmart each other. The 4-day event is expected to witness an enormous footfall of around 1 lakh visitors and participants across the world from varied segments including Global Investors, CEOs and Managing Directors, Technology Professionals and enthusiasts, Dealers/ Distributors, Government officials, Consumers and students.
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When it comes to influencing your customers, there is nothing better than making them experience your brand! It’s the best way to have real engagements with your audience. While traditional advertising lets you communicate your message, experiential marketing allows you to interact with the consumers on a one-on-one basis. Marketers are now bolstering the effect of their experiential campaign by enhancing it with digital marketing as it provides them the perfect platform to add to the overall engagement. This convergence of digital and experiential marketing is also allowing marketers drive conversations offline and online, simultaneously. Here’s a campaign, FoxyMoron conceptualised and executed that showcases how a brand can marry social media with experiential marketing. Maybelline Colossal Kajal was launched in 2011 and 2012, at a time when the Kajal market in India was cluttered. The brand ushered in a revolution with the Colossal Kajal. But while there was high awareness for the product, the trials were relatively low. Staying true to the young, cosmopolitan and contemporary brand that Maybelline New York India is, it only seemed fitting to develop an innovative mode of engaging its fans offline as well as online. Maybelline New York India realised that during the monsoon season in India, girls are apprehensive about their make-up getting smudged. Hence, the brand decided to help them keep their make-up smudge proof by integrating online and offline marketing and at the same time enhancing brand experience with the Maybelline Colossal Cab! The campaign presented a solution to save the everyday Maybelline girl during the rains. This also happened to be the season of College Festivals and the girls wanted to look their best inspite of the rains. So the Maybelline Colossal Cab provided them with an opportunity to travel from their college to the nearest station hassle free. To add to this, the enthralled passengers were even given a chance to experience the brand and the products, getting a free makeover while reaching their destination. Extended over various contests, Maybelline girls were encouraged to share their selfies, get product discounts and not to mention a free ride. During this ride, the girls were also introduced to the new Colossal cluster which included the improved Colossal Kajal, the Colossal Kohl Turquoise and the Colossal Mascara. Maybelline New York India, being the strongest women centric digital community in India, added a digital twist to the Colossal Cab. The fans online were given a chance to select a location for the Colossal Cab via an interesting contest- With the War Of The Colleges. The college with more tweets and comments would emerge 'Colossal', giving girls a free ride. Social Currency became a medium for girls to call the Colossal Cab to their colleges. Girls online got a chance to select the Colossal Cab Playlist, as well as use exclusive online code words to claim free Kajals at top Malls. It didn't just end there! Bloggers all over got a chance to hail the ride with their top readers as well. Moving from Mumbai, digital fans were given a chance to get the Colossal Cab to their city as well with another similar contest - War Of The Cities. Visiting a total of 58 Colleges, 5 popular malls and 2 Metro Cities, the cab was all over, creating super strong visibility and brand awareness as well as generating product trials. Overall, the impressions at the colleges and malls were 3 Million, while digitally; we garnered a whopping 10 Million. Becoming a one of its kind mobile branding vehicle, the eyeballs that the Cab garnered were countless. Over 8,000 girls shared their selfies with us and we got over 21,000 Twitter Mentions. Thus, you can see how amalgamating experiential with digital marketing creates exciting engagements and enriches consumer experience. The more personal you get with your fans, the more brand advocacy you are likely to attract!
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Madison OOH, the outdoor arm of Madison World has done an interesting outdoor campaign to promote ITC’s Engage Deo’s new variant All Day Long for men and women in Mumbai. The brand stands for the proposition of all day long fresness and therefore MOMS came up with an innovation showcasing a live analogue clock with the hour and minute hands replaced by the Engage Men’s & Women’s – All Day long variants. Dipankar Sanyal, COO MOMS, says “We have been working with ITC brands over the last 6 years. It is always a pleasure to work with the brand and come up with intersting, innovative, disruptive Outdoor strategy and execution to create high level engagement for consumers.”
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Wipro Limited, a global information technology, consulting and business process services company, recently announced that it has been chosen by Chelsea Football Club as its official digital and IT partner. Wipro will support Chelsea FC in this transformation journey by bringing together strategy, design and technology. The partnership will help Chelsea FC re-imagine the digital and technology experience. As one of the world’s leading sports brands, Chelsea FC will work with Wipro to create experiences for millions of fans that span not only the in-stadium, game-day experience but also their digital experience, anytime and anywhere. Commenting on the partnership, Rajan Kohli, Senior Vice President and Global Head, Wipro Digital said, “Chelsea FC is renowned for its commitment to excellence and developing passionate fans across the world. Their confidence in Wipro Digital is a testament of our value proposition for global sports and gaming entities. Our unique 'Customer Journey Engineering' methodology will enable Chelsea FC to continue to be a preeminent digital brand.” Christian Purslow, Managing Director, Chelsea FC said, “Wipro is a leading global company delivering world-class services that put their customers at the heart of everything they do – we plan on using this partnership to truly enhance the fan experience for millions of Chelsea supporters worldwide. Wipro’s expertise in building winning propositions that sit at the intersection of strategy, design and technology will help sustain our position as the digital leader in global sport. It is also exciting for Chelsea FC to enter into a global partnership with Wipro given their significant presence and brand coverage in India - a market where we have over 50 million passionate supporters and where there is great potential to further build our fan base.”
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As a part of its on-ground engagement for promoting its Double Data and Validity Campaign (consumer promotion, offering value benefits to both its voice and data customers), Vodafone Delhi recently concluded ‘#VodafoneDoubles’ an experiential activity at GIP Mall in Noida: To drive home the benefits of the Double Data Campaign, the brand engaged consumers with ‘Multiplicity Photography’ which was about taking an identical image multiple times. The Activity took place in Noida at the Great India Place Mall. And through the campaign more than 430 customers got their multiplicity photograph clicked, 1200 Vodafone customers participated in the contest and the activity was witnessed by over 25000 people. More than 178 Vodafone customers also uploaded their picture on Social Media with #VodafoneDoubles
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Nokia Networks announces their third annual Open Innovations Challenge 2015 with the aim to reach out to the brightest innovators and experts in the IT domain. The Open Innovations Challenge is looking for innovative ideas, technologies, or business models addressing opportunities in IT domain along with the main verticals of Industrial Internet, Smart cities, security, connectivity, automotive, public safety and health. The power of connecting anything anywhere and making the world programmable, promises amazing opportunities. Mobile communication has mainly been from person to person or within a group and being online is a basic right. The evolution of technologies has shaped in the introduction of the Internet of Things, however the point of enhancing our lives with meaningful things has totally been missed. The vison of this initiative is to improve people’s lives and help them thrive which further can enable a programmable world where billions of people, things, sensors and devices are connected. Here are some of the benefits of participating and getting connected to this challenge: Opportunity to collaborate with Nokia Networks Exposure to investor community Will be invited to celebrate with Nokia IT influencers at Nokia HQ Receive tailored coaching Access to a major industry event in Finland Nokia Networks has already demonstrated key technologies like LTE-M and 5G that will make mobile networks the natural choice for bringing these possibilities to reality. From a small start-up to a big one, from an individual to a team a business or an academia, one has a working product or prototype. Nokia Networks welcome you all to join the challenge. The winner will get a chance to shape the programmable world together with Nokia and an opportunity to showcase your innovation to Nokia Business Units, Nokia Growth Partners (NGP) and other VCs.
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