Media Campaigns in India
1. Operation Smile- #CleftToSmile
are millions and millions of children around India who are born with a cleft
palate or a cleft lip. Many continue to live their entire lives with this
deformity. To correct a cleft lip is a simple procedure that lasts for less than
an hour. #CleftToSmile took to Twitter with the task of raising awareness of
this procedure and its easy availability. The campaign created a logo that
could easily be typed up on a computer screen or a mobile phone, this garnered
widespread attention. Many celebrities around the world also endorsed this
movement. The campaign spread the word to millions of people and millions of
babies, children and even adults went through the corrective procedures.
2. PayTM- Paytm Karo
campaign sought to make the brand a word- vis a vis; ‘Facebook it’, ‘Call an
Uber’, ‘Google it’ and so on. These brands created this noun to verb
transformation over years and they became so as a natural inclination or phenomenon
and not a marketing push. However, after November 8th 2017, after
the move to demonetisation was announced- PayTM exploded. What would have
traditionally taken a great product years of marketing, organic likeability and
consistent performance, PayTM was able to achieve virtually overnight. Their
consistent social media campaigns and marketing strategies aided this process
3. Nike- Da Da Ding
campaign was a social media prodigy, the promotion video went viral for weeks. The
video incited conversations and what’s more was that it was linked to the brand
alone. It was refreshing premise which encouraged the raw, aggressive spirit that
lays dormant within each woman. The video encouraged women to take up sports.
The video did retain the risk of being so good that people forget the brand
associated with it but enough case studies were conducted and it was concluded
that the brand was synonymous to the viral video.
campaign had such a high impact that a second video was created, celebrating
the raw power of the female form but amongst those who do not use the products
of Nike. Celebrating the common villager, the milk woman and the day labourer.
Media Campaigns in India
1. Myntra- Scroll Droll
collaboration with Scroll Droll came up with a graphic that was later posted on
Twitter that garnered much flak from the Indian Twitteratti. The post was
uploaded on Janmashtami and was a creative and intelligent dig at Indian
post was uploaded by Scroll Droll and only dragged Myntra along with it by
placing its name in the graphic. With religion being an extremely sensitive
issue in India, Scroll Droll treaded a very thin line between funny and
offensive. Both the brands cleared the air and stated that Myntra had nothing
to do with the content. However, it did manage to create widespread outrage
amongst the Indian netizens for the short while it was on the internet.
2. #Infibeam Shining
an online shopping brand decided to go with an IPO, a large number of Infibeam supporters
emerged all around the internet. These supporters applauded the brands decision.
Hashtags such as #WeSupportInfibeam and #InfibeamShining loomed large on
campaign lost out because influencers not even connected to finance were
lauding the brands very financially oriented decision. This brought to light
the misuse of influencers on social media. Bringing to light inorganic support
from these influencers for a product they have no association with.
3. Dell and Hewlett Packard
took their rivalry with HPE to an altogether different plane when they
infiltrated HPE’s Partner First Conference. They sent men who were covered in black
from head to toe, they carried huge balloons that carried Dell’s and EMC
supposed number one position on their respective product sectors.
media picked up on this guerrilla marketing technique. Many termed Dell’s
actions as an utter waste of marketing funds. Twitter soon began talking of
Dell’s actions in a negative light, costing them their good online reputation.