The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect in order to acquire new customers and retain existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and more importantly, are these changes here to stay. Priyanka Puri, senior VP – Marketing, Hygienic Research Institute Pvt Ltd .talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand in today’s digital era has considerably evolved from the past. Previously, brand launches were dominated by TV campaigns and traditional channels, with distribution focused on brick-and-mortar stores. Communication was one-way — brands delivered messages, and consumers listened passively. Feedback was slow, and scaling up a brand was a time-intensive process.
Today, the landscape has transformed significantly. Direct-to-consumer (D2C) models allow brands to bypass traditional retail, reaching consumers directly through digital channels, which are faster, more targeted, and cost-efficient. Engagement is now two-way — consumers actively participate in conversations with brands, offering immediate feedback and fostering a sense of community. This real-time interaction enables brands to quickly adapt their strategies.
Storytelling and influencer marketing have also evolved. While celebrity endorsements were once the cornerstone of marketing, today even micro and nano influencers play a crucial role. These influencers have niche followings, providing authentic connections that enhance brand credibility and foster community. This democratisation of influence enables brands to start small and scale effectively while maintaining close ties with their audience. Storytelling now focuses on building communities that eventually become brand advocates.
Decision-making has also improved, thanks to real-time data. Brands can instantly track consumer behaviour using digital tools and e-commerce platforms. Data from e-commerce partners helps brands monitor performance, enabling more agile, data-driven decisions.
Shark Tank India has highlighted how even small-town entrepreneurs can leverage global trends to create impactful local brands. Globalization and increased access to information allow small businesses to innovate and respond to market needs effectively.
Looking forward, artificial intelligence will further revolutionise the brand-building process, enhancing personalisation and engagement throughout the consumer journey.
What are the recent best marketing or advertising campaigns you have seen and why?
One of the most impressive campaigns I’ve come across recently was WhatsApp’s #MessagePrivately campaign. Partnering with comedians Zakir Khan, Gurleen Pannu etc, WhatsApp crafted a humorous social media series and played on the popular culture of ‘Good Morning’ messages, while also educating users on the platform’s privacy features. It was effective, relatable, and highly engaging, reflecting how brands can leverage cultural insights to build awareness of key features.
Another one which caught my attention was CRED’s marketing campaign, which really stood out by combining nostalgia, humour, and celebrity endorsements in a fresh and engaging way. The campaign’s hallmark was its clever use of iconic celebrities, such as Rahul Dravid, Ila Arun, Kumar Sanu, Zeenat Aman, Neeraj Chopra etc in unexpected, quirky roles that captivated audiences and sparked online conversation. This unique approach not only generated significant buzz but also effectively communicated CRED’s value proposition with humour, making it highly relatable and memorable, resulting in increased brand awareness and customer engagement.
And, of course, no list of iconic campaigns would be complete without mentioning Amul. Their topical ads are a perfect example of how simplicity, wit, and consistency can win the hearts of audiences. Whether it’s celebrating Virat Kohli’s century or providing a witty commentary on current events, Amul’s ads can make us smile, think, and stay engaged with the brand. It’s rare for a campaign to capture the spirit of a nation so consistently, and Amul’s mastery over this art is what makes it iconic.”
Which brand in the last year has made the best use of digital and how?
Gatorade’s “Find the Turf” campaign executed by Leo Burnett India, utilized digital innovation to address a significant real-world issue: the lack of open recreational spaces in Mumbai, one of India’s most densely populated cities. By collaborating with Google Maps, Gatorade identified underutilised areas in the city and transformed them into temporary sports turfs. This initiative wasn’t just about brand promotion; it demonstrated Gatorade’s commitment to community welfare and strongly resonated with urban youth. The effective integration of technology with a cause-driven marketing strategy showcased ingenuity, making it a standout in the industry.
Another notable campaign was Cadbury’s 5 Star M.A.M.A (Make AI Mediocre Again). This campaign humorously engaged audiences by creating an AI-resistant server farm that produced nonsensical web pages, playfully critiquing the rapid evolution of AI. It aligned perfectly with Cadbury 5 Star’s longstanding ethos of “Do Nothing,” and its quirky narrative struck a chord with audiences globally, prompting a conversation about technology overload.
Cadbury Celebrations was also impressed with their #CreatingMemoriesNeverClicked campaign. By using AI to turn cherished memories into realistic photos, this campaign strengthened the emotional connection with consumers, reminding them of moments that may have gone unrecorded. By incorporating a user-friendly microsite, Cadbury made it easy for users to relive and share their meaningful moments, effectively blending technology with emotional storytelling.
Of these campaigns, Gatorade’s “Find the Turf” stands out the most for me. It set a new standard for the FMCG sector by using digital tools to create a tangible, real-world impact while fostering community engagement. The combination of innovation, social responsibility, and relevance is what makes this campaign truly inspiring.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-Covid world, the landscape of digital marketing has significantly transformed, presenting both opportunities and challenges for brands aiming to connect with consumers. Here are some essential do’s and don’ts to keep in mind:
• Do’s of Digital Marketing Post-Covid
• Adapt and Innovate: The pandemic accelerated the adoption of digital tools, and consumer openness to digital experiences has increased dramatically. QR codes, for instance, have seen a surge in usage. Brands should adapt by leveraging these digital touchpoints more effectively, ensuring they reach consumers where they are most active.
• Leverage Video Content: Video content has become a crucial medium for engagement. Brands that create content that is meaningful, educational, and aligned with these consumer values are more likely to capture attention and build lasting engagement.
• Collaborate with Influencers: Influencer marketing has become more important than ever, with strategic collaborations helping brands connect with target audiences in an authentic way. Whether working with micro-influencers or major personalities, these partnerships help establish genuine relationships with consumers.
• Practice Empathy and Authenticity: Brands must remain agile, empathetic, and authentic in their messaging. Post-Covid consumers are looking for brands that are not only delivering value but also contributing positively to society. Authenticity builds trust, and trust is key to fostering brand loyalty.
•Don’ts of Digital Marketing Post-Covid
• Avoid Tone-Deaf Messaging: Sensitivity in messaging is crucial. Given the hardships many consumers have faced, poorly timed or irrelevant campaigns can lead to negative reactions. Brands need to ensure their communications are contextually appropriate and empathetic.
• Avoid Overpromising: Honesty is paramount. Misleading claims or overpromising can erode consumer trust, which is hard to regain. Brands must clearly communicate what they can and cannot deliver, building realistic expectations.
• Do Not Overlook India’s Diverse Consumer Preferences: There has been significant growth in digital payments, e-commerce, and quick commerce, but the Indian market remains diverse. While digital channels have expanded rapidly, traditional shopping methods—such as brick-and-mortar stores and local grocery shops—continue to be highly relevant. Brands should adopt an omnichannel approach that integrates both traditional and digital marketing strategies to cater to all consumer segments effectively.
In the post-COVID era, brands that can balance empathy with innovation, maintain authenticity, and adopt a comprehensive approach to consumer engagement are the ones most likely to thrive.
One recent bad case of advertising you have seen, and why?
In advertising, we often navigate the boundaries that define both effectiveness and empathy. Recently, I came across a campaign that aimed to bring awareness to a sensitive topic through a bold approach. While it sought to capture attention using a high-profile figure and a dramatic stunt, the message didn’t fully connect with the audience or the media in the way it intended. The emphasis on shock value may have overshadowed the true significance of the issue.
I believe effective advertising stems from a harmonious blend of creativity, empathy, and respect for the audience. Campaigns that engage thoughtfully can build trust and foster meaningful connections. As marketers, we must aim to strike a balance where we generate impactful conversations.
Saturday, December 14, 2024
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- MediBuddy launches #WinOverWinter campaign to address winter health challenges
MediBuddy launches #WinOverWinter campaign to address winter health challenges
Reportedly, the campaign is conceptualised and produced by MediBuddy’s in-house creative team.
Written by BrandWagon Online
December 12, 2024 14:35 IST
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MediBuddy, a digital healthcare platform in India, has launched a campaign titled #WinOverWinter to address the health challenges commonly experienced during the winter season. From what is understood, the campaign focuses on raising awareness about illnesses such as cold, flu, and respiratory problems, as well as chronic conditions like asthma and arthritis, which are known to worsen during colder months. According to the company, the campaign highlights the importance of preventive measures and ensuring healthcare access for individuals of all age groups across the country.
“The onset of winter weather presents various short-term ailments as well as significant health issues. This campaign not just highlights these challenges but also demonstrates how MediBuddy’s digital healthcare ecosystem can provide immediate and effective solutions. At MediBuddy, our efforts are channelled to ensure that patients receive timely care 24*7, reducing the need for multiple hospital visits and enhancing treatment efficiency. Through our comprehensive healthcare services and a strong network of specialists available to address health concerns in person and remotely, we continue to bridge the access gaps in healthcare, ensuring that expert advice and high-quality healthcare are just a click away.” Saibal Biswas, SVP and head of marketing, partnerships and PR, MediBuddy, said.
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Reportedly, the campaign is conceptualised and produced by MediBuddy’s in-house creative team. The company further stated that the video will be amplified across all social media platforms.
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