Issac John

30 Day of Brilliant Indian Marketing: Day 5 I started out by wanting to do this case study on Imperial Blue because of their "Men will be Men" ads. But then I found the case study that spoke about Royal Stag and found their strategy to be much more interesting and more holistic. Royal Stag is on the 6th Spot according to the Millionaire's Club Report 2023, where they sold 27.1 million cases! The MOST important part of their strategy is that they figured out the most important elements to Indians - Bollywood, Cricket and Pride in Achievement. They made their communication relevant, placed it perfectly and made no compromise in their quality of work. Which is what they stand for! (I realised this once I completed my case study, and it was a full-blown 'Eureka' moment.) Other notable actions from the brand: 1. Clever play on the word "large" which is, for people who consume alcohol, a large drink of 60ml. 2. Since they cannot advertise alcohol directly, they had to create a stunning narrative for their brand through surrogate advertising, which they did. 3. Brand positioned cleverly with stories & dreams & achievements. This ties directly into celebration & a sense of "making it" in the world. 4. Endorsers are only highly accomplished individuals in their respective fields such as Shahrukh Khan, Gautam Gambhir, and Ranveer Singh. Arjun Kapoor was also looped in to showcase his incredible fitness journey. 5. Majorly placed during cricket, combining it with Bollywood. They knew where their target audience was looking and they made sure they were visible in those places. 6. Select Large Barrel Short Films was created to align with the storytelling of the brand, and has become a brand in itself. ___________ This series will be presenting areas for research and understanding of marketing professionals. These posts are not case studies and the research is secondary through the internet. All the links are mentioned in the comments. #contentmarketing #marketing #branding #surrogateadvertising

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'What were they thinking?' It was me last night during the USA vs England T20 World Cup fixture. Not for the cricket being played but for the two ads I saw. One was by MRF Tyre featuring Virat Kohli, and the other was by Lemonn (yes, with two n), an online broking startup. The first ad, by MRP Tyre, featured Virat Kohli, while the second one was by Lemonn, an online broking startup. In the MRP ad, the voice behind the camera asks Virat for advice: "Virat ji, can you recommend a good car tyre?" MRF once captured my childhood mind with the logo on Sachin Tendulkar's bat — a marketing genius. I don't know why they missed the mark here. Why ask a cricket star about car tyres? Asking Virat to vouch for tyres without context falls flat. Imagine seeing him take on rough terrain, showcasing the tyres' durability—that would resonate more. The Lemonn ad prides itself on being a no-cost ad. It literally shows lemons instead of DDLJ, Chak De India, Mohabbatein, or Dhoom characters in the iconic scenes. Their call to action: Like this no-cost ad, buy stocks at no cost. A fresh approach, sure, but does it build trust? Trust and competence are paramount when it comes to financial decisions. This is especially true when there are many established options. The Lemonn ad, despite the unique approach it tries taking, falls flat on these and, unfortunately, even on humor. What do you think? Should brands stick to their core competencies when choosing endorsers and narratives? Or is it okay to take a creative leap while risking credibility?

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Thanks Mediabrief.com & @bcwebwise for this feature. Interesting read about the new SEBI guidelines for unregistered finfluencers. #marketing #story #growth #sebi #influencers

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𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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As we prep for SAMMIE: The Marketing Pulse Summit, we would appreciate your help with recommendations. #SAMMIE

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Cab branding brings the city to life with creativity and motion, turning every ride into an opportunity for brand engagement , where every glance counts and impressions matter, advertising has taken to the streets in innovative ways. One of the most dynamic and engaging methods that have gained prominence is cab branding. As cabs weave through the city streets, they become moving billboards, turning heads and capturing attention. As cab Advertising continues to evolve and push the boundaries of traditional advertising, it exemplifies the fusion of creativity, mobility, and innovation in the ever-evolving landscape of modern marketing.Here, we look into the world of cab branding, exploring its various types, benefits, design considerations, challenges, and the exciting future it holds in the realm of modern advertising.

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We are in the rat race of consumerism today. The availability of my exact needs influences my purchases and of course my buying capacity too. So too speak of consumer psychology, I would present myself as a consumer, who is very conscious, concerned and content while going for purchase. So I am a part of microeconomics of this world. Consumer psychology deals with how people choose to spend money which is influenced by their emotions, attitudes, preferences and of course buying capacity. It's the buying behavior of an individual. Well studying this helps the marketers to create more effective campaigns by comprehending and understanding what motivates the consumer to buy certain products or services. For me personally advertisements do affect my motivation to buy products. The advertisement need not be flashy but the message needs to be important. For example, I use products of Mamaearth, the reason, their message which caught my eye. I am a believer of using natural products as much as possible it being toxin free, cruelty free and recycling making it plastic positive. Now this company claims all this but what really impressed me was their message, "We plant goodness on every order". Planting trees in today's world is very very important to tackle global issues regarding climate and saving our natural habitat. So I tried a few of their products, the ones which suits me and my budget I use them. Yes it is not possible in every sector, for example take the electronic gadgets into consideration. My television, I don't know how my TV company is  carbon imprinting this earth or if it is going for less carbon emission methods. So for me researching on every aspect of all products is beyond my capacity and understanding. So what I do study is at a micro level, but I would be very happy if the manufacturers of the products I buy would take into consideration my views as a consumer , so that I can enjoy using the product knowing that I have contributed whatsoever little it may be to a macro level economy. Brand perception is possibly the hardest thing for an organization to change because the organization don't own it - customers do. and that makes it necessary for the organization to ensure the right brand message to its target market. Television commercials probably the best way to reach the target audience of an organization. Humans tend to have short term memory, so one needs to keep reminding them , this is where advertising comes in. It reminds us about the product and also influences us to keep buying the product. So keeping these basic things in mind, when the marketers do the campaigns, it not only keeps the consumer happy but also the manufacturer happy. #Yangonbusmedia #TVCadvertisement #Transitmedia #1millionassuredreach #Greatbrandrecall #costeffective #qualitative #brandperception

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Family-owned brands. Some last through multiple generations. Others fizzle out after a generation or two. The reason: either the inheritors don't understand the effort that the original brand creator had put in or try and modify the brand without understanding its essence. Reliance Brand was inherited by Mukesh & Anil. Mukesh continued with the approach of his father, took the brand a few levels up. His children are carrying on the tradition. Anil, on the other hand has all but managed to sink his inheritance down the drain. Someone should do an in-depth study as this will be a great case study for future marketers. Godrej was a leading brand in 80s & 90s. Today, its ceded space to other brands in almost all categories it is in, and has now found markets in Tier 2 & 3 cities. Kumarmanglam Birla has taken the business he inherited from His father; Aditya Birla Group has a very strong presence in multiple countries. Tatas is another group that has grown over time. The inheritors haven't tampered with the core of the Tata brand while stamping its presence in multiple businesses, and several of these are very new businesses. For example, TCS is among leaders in IT. Some of Indian Political parties are fabulous examples of "what not to do" with a brand. Leaders like Akhilesh Yadav, Sukhbir Badal, Uddhav Thackeray & others had everything handed to them on a platter; they hadn't seen the effort that their fathers had put in to create the parties and cultivate the constituencies. Most of these leaders have grown either too arrogant or greedy and have completely disregarded the reasons behind the inheritance that has come to them easy. As for the inheritors of India's oldest political party, the less said the better. Inheritors like Omar Abdullah & Mehbooba haven't just tried to keep the core intact; they have taken a few steps backwards. With a total disregard to changes in the current situation. The political landscape holds a few lessons for those interested in brands. Especially in understanding how brands last long. Beyond a few generations. #brands #marketing #longlastingbrands #advertising #communication #politicalbrands

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“MEASURE WHAT YOU TREASURE” is something that I really believe in and hence I keep repeating it quite often. In the latest episode of CoBB | Conversations on the Business of Brands, Sharavana came up with a logical extension to this appeal and spoke about different types of data points/ measurable and how they should be used. If you want to use data the right way, listen to our latest episode. Links in the comments 👇🏻 TL; DL (Too Long, Didn’t Listen) - 1. Understanding the context & requirement is paramount to know which data to measure and how to use it 2. Differentiate between - historical record, snapshot and forecast 3. Remember - not all metrics were created equal 4. Keep listening to COBB 😀

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How many ads of individual AMCs exhorting us to do SIPs does one really remember? The branded recall of most would be really low (I have some individual estimates to corroborate this) and most brands try to push boundaries with every new campaign (like in other crowded categories). The No. 5 of #MyFive (only as per time-line) would be something we created with #FranklinTempleton many years back when SIP communication was still relatively in its infancy. Here we looked at SIPs from a lens of EMIs; how most EMIs are something we think are a huge burden and an outflow of big amounts. To be seen in a positive light, we positioned SIP as a #GoodEMI. This got us salience and also became a generic for the said transaction. Spanning two phases of a multi-media client, a highly passionate client, agency and production team did the following launch video. Hope the only EMI in your lives right now is the #GoodEMI. #MutualFundsSahiHai https://lnkd.in/dQdjv7pU

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In today’s dynamic business landscape, enhancing brand visibility is crucial for any organization looking to make a mark. Digileap India, a prominent advertising agency, understands the intricate strategies required to elevate brand identity and propel businesses to success. This blog delves into the pivotal role that advertising agencies, like Digileap, play in bolstering brand recognition and establishing a strong market presence. 👉Follow me at ✅ Sanjeev Kumar for awesome tips & tricks related to Digital Marketing ✅To read quality articles on innovative Digital Marketing strategies, visit:- https://lnkd.in/gQaxq6-J ✅ DM me if you need any help with Digital Marketing & AI automation ✅Subscribe to Weekly newsletter for innovative tips and tricks on Digital Marketing: https://shorturl.at/cjor5 #entrepreneurs  #entrepreneur #entrepreneurship  #entrepreneurlife  #startuplife  #startupcompany  #business101 #business #entrepreneurlifestyle  #startup #businessawards #company  #ceolife #ceo  #founderstories #founderjourney  #ceo  #owner #founder  #digileap #Digileapmarketingservices #Startups  #VentureCapital  #LeanStartups  #Economy  #Economics  #iima  #iim #iimkozhikode #iimindore  #isbalumni  #usabusiness  #ukbusiness #ukbusinessowner  #usabusiness

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These were my favourite pages on Atomic Habits. It’s a reminder that it’s not just money that compounds but productivity, knowledge and relationships as well. Don’t forget to follow me and connect with me on Instagram so these #lifeinsights can reach and hopefully help you. #selfhelp #selfstrategy

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How to package your performance campaigns? 1. Don’t just do always-on create events every month - not just sale events but also product-centric events 2. Keep it idiot-proof and optimise for 3 secs 3. Play on fear, greed and urgency Save and share this with your friends. #performancemarketing #PerformanceAds

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Encountering the profound insights shared by Abhyuday Jindal recently left me inspired and deeply reflective. Rooted in the extraordinary legacy of his grandfather, O P Jindal, and father, Ratan Jindal, his narrative eloquently captures the essence of true leadership. In his words, I found a powerful distinction between managers and leaders—a lesson drawn from the remarkable stories of those who didn't just manage their companies, but led them with vision and purpose. Their ability to see beyond the ordinary, to innovate and inspire, speaks volumes about the transformative impact of authentic leadership. His portrayal of leaders as strategic artists, navigating both calm waters and stormy seas with unwavering dedication, resonated deeply with me. True leaders, he suggests, prioritize people over tasks, nurturing talent and fostering a culture of collaboration and growth. As I reflect on his message, I'm reminded that true leadership isn't just about issuing commands or achieving short-term goals. It's about embodying a vision, inspiring others, and empowering them to reach their full potential. It's about embracing the balance between boldness and empathy, innovation and compassion. I'm further enlightened to continue my own leadership journey with purpose and passion at Goosebumps.Biz. #Leadership #Inspiration #Vision #Empowerment

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About 3 weeks ago, i had shared news of a 48-year-old farmer, who committed suicide in Latur, Maharshtra, because he suffered crop losses and was unable to repay a bank loan of Rs 1.3 lakh. In that post (link below), i had mentioned insolvency cases before NCLT where banks take big haircuts but no one is bothered. Link to my earlier post: https://lnkd.in/gyWPX6ep Came across news of another insolvency case resolution today. The successful resolution applicant has proposed to pay ₹267 crore to creditors against admitted liabilities of ₹947.59 crore. This includes secured financial creditors’ claim of ₹578 crore and unsecured financial claim of ₹347 crore. I am not against insolvency cases resolution. My question is why did the farmer from Latur not get the same support? Also, is there a penal action on anyone for these haircuts in insolvency cases? The cost of these haircuts is ultimately borne by we, the people. "The Mumbai bench of the National Company Law Tribunal (NCLT) has approved the acquisition of Reliance Broadcast Network by Sapphire Media through a corporate insolvency resolution process. Reliance Broadcast Network, previously owned by Anil Ambani's Reliance Group, is the operator of radio network Big 92.7 FM. The successful resolution applicant has proposed to pay ₹267 crore to creditors against admitted liabilities of ₹947.59 crore. This includes secured financial creditors’ claim of ₹578 crore and unsecured financial claim of ₹347 crore. Secured creditors include HSBC Asset Management, IndusInd Bank, IDBI Trusteeship Services, Reliance Commercial Finance, and Yes Bank. The company’s unsecured financial creditors include Reliance Capital, Azalia Distribution, and Adhar Project Management & Consultancy." https://lnkd.in/gyWPX6ep

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Recently, during a client call for my 𝘿𝙔𝙂 - 𝘿𝙚𝙨𝙞𝙜𝙣 𝙔𝙤𝙪𝙧 𝙂𝙧𝙤𝙬𝙩𝙝 𝙥𝙧𝙤𝙜𝙧𝙖𝙢, something unexpected unfolded. We were deep into strategizing the launch of their upcoming product line, crafting plans to make it lean, impactful, and market-ready. While discussing the roadmap, I noticed a subtle shift—my client seemed overwhelmed. It wasn’t just about the business strategies; there was something more pressing beneath the surface. Sensing this, we paused. Instead of focusing solely on tactics, we explored the root causes of their stress and fatigue. At that moment, I introduced a powerful strategy for staying productive without feeling burnout. It was as though a weight had been lifted. The energy shift was palpable—𝙘𝙡𝙖𝙧𝙞𝙩𝙮 𝙧𝙚𝙥𝙡𝙖𝙘𝙚𝙙 𝙘𝙤𝙣𝙛𝙪𝙨𝙞𝙤𝙣, and 𝙥𝙪𝙧𝙥𝙤𝙨𝙚 𝙧𝙚𝙥𝙡𝙖𝙘𝙚𝙙 𝙥𝙧𝙚𝙨𝙨𝙪𝙧𝙚. Sometimes, growth isn't just about scaling businesses; it's about empowering the person behind it. 🌱 Have you ever felt like the missing piece isn’t more effort, but a better approach? 🤔 Let’s talk in the comments. 👇 Follow Anamika Raman 📈 Growth Coach For more tips on Growth hit that bell icon on my profile 🔔 To work with me book a call https://lnkd.in/dGapM4Jf #GrowthStrategy #Entrepreneurship #DesignYourGrowth #Leadership #selftransformation #mindsetshift #confidence #clarity

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I recently saw a leading hospital advertising on #SonyLIV, and it got me thinking. Should hospitals, institutions meant to prioritise health and care, be advertising on mass media? On one hand, there’s the ROI question - Is investment in mass media (which is usually expensive) generating enough returns through new customers? Are these funds being diverted from making patient care affordable to marketing? On the other hand, the ethical dilemma: Does advertising compromise the integrity and trust we place in them? Are we turning patient care into a commercial transaction? While I understand the business and marketing POV, I am unable to understand this as a consumer. Is this trend a reflection of current times, where every sector needs to compete for visibility? What are your thoughts? Will you go to a hospital after seeing their ad on OTT platforms and Instagram?

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