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Swiggy Instamart's print ad brings mangoes to life this summer https://ift.tt/60Q2ZeJ Swiggy Instamart recently capitalized on the popularity of mangoes with an innovative print campaign. In partnership with Havas Media India, Swiggy Instamart delivered a fresh experience to Mumbaikars through a unique collaboration with The Times of India. On Sunday 2nd June 2024, TOI readers across Mumbai were greeted with a surprise – a mango-scented front-page newspaper ad from Swiggy Instamart. The ad featured vivid visuals of mangoes and a crisp, engaging copy that stated, 'Read this ad with your nose,' offering an immersive experience that tempted the senses of the readers.   Swiggy Instamart’s campaign aimed to enhance the sensory appeal of mangoes, making the online shopping experience more immersive. By engaging the olfactive sense, the brand connected with customers on a deeper level, making the idea of ordering mangoes better than ever.  Additionally, The Times of India played a pivotal role in this initiative by circulating approximately 8,00,000 copies of the special edition across Mumbai. The Page 1 & 2 jacket ad quickly became the talk of the town, capturing the attention of a massive audience and generating widespread acclaim on social media platforms. This campaign has set a new benchmark for creativity in print advertising, demonstrating that despite the digital wave, traditional media can still deliver impactful and memorable brand experiences when the right insights are applied. The campaign's success was further evidenced by the overwhelming social media engagement it generated, highlighting its significant impact. Ashwath Swaminathan, CGMO of Swiggy shares, "With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers. By tapping into the powerful concept of Olfactory, we're able to evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart." Mayur Hola, VP Brand, Swiggy said, “We grew up peeling off scented strips on perfume ads in magazines. We also grew up welcoming summer and the glorious mango aroma it fills the house with. So, this season the team decided to combine these two nostalgic sampattis and bring them together on the front page of the newspaper. It took a village to grow this mango (ad). Thanks to Havas Media India, Times of India and team Swiggy Instamart for working together to bring this simple and fresh piece onto our tables.” Uday Mohan, Chief Operating Officer, Havas Media India said, “This campaign is a testament to the power of print in creating impactful messaging. By combining the sensory appeal of scent with the visual impact of print, we were able to create a truly meaningful experience that resonated with the audience. This creative idea ticked the right boxes for it leveraged the cultural nuances of merging seas...

The "Made of Chennai 2.0" campaign by The Hindu, in collaboration with Ogilvy Bangalore, stands as a testament to the power of culturally infused storytelling in advertising. This campaign transcends the boundaries of typical brand representation, offering a narrative that authentically captures the essence of Chennai. What strikes me most about Ogilvy Bangalore’s approach is their deep understanding of local market nuances, which they’ve masterfully woven into a narrative that feels intimate yet universally appealing. Moving away from the grandeur of the first edition, this iteration smartly focuses on the micro-moments that define everyday life in Chennai. This shift isn't just a creative choice; it’s a strategic move that underscores the importance of emotional engagement in fostering brand loyalty. The campaign's visual execution, led by Vaishakh Kolaprath, is nothing short of spectacular. The artwork isn't just vibrant; it's a living, breathing mosaic of Chennai’s culture, filled with symbols that resonate on a deep level. Whether it’s the Goli Soda or the Metro, these aren’t just decorative elements—they are cultural touchstones that anchor the campaign in the lived experiences of the city’s residents. This meticulous attention to detail reflects Ogilvy’s profound consumer insight, ensuring that every aspect of the campaign is both seen and felt. Strategically, the focus on micro-moments aligns perfectly with modern consumer behavior. By highlighting the small yet significant moments that make up daily life in Chennai, the campaign crafts a narrative that is both relatable and emotionally charged. The tagline, "Live a Life in Each Day," encapsulates this idea beautifully, celebrating the city’s vibrancy and encouraging residents to embrace the unique moments that make Chennai special. From a brand perspective, "Made of Chennai 2.0" is a brilliant alignment of brand values with cultural identity. The Hindu’s deep connection to Chennai is celebrated in a way that reinforces the publication’s role as a chronicler of the city’s life. This alignment between brand and culture is a key driver of the campaign’s impact. In summary, Ogilvy Bangalore has delivered a campaign that goes beyond traditional advertising. "Made of Chennai 2.0" is a celebration of life, identity, and the moments that define a city. It captures and elevates the spirit of Chennai, making it a landmark achievement in cultural marketing.

The "Made of Chennai 2.0" campaign by The Hindu, created in collaboration with Ogilvy Bangalore, exemplifies how advertising can blend cultural essence with strategic storytelling to create a deeply resonant narrative. This campaign goes beyond simple representation, capturing the soul of Chennai with a rare authenticity. Ogilvy Bangalore’s approach is a masterclass in understanding local market nuances and leveraging them to craft a narrative that feels both personal and universal. Moving away from the grandeur of the first edition, the agency smartly focuses on the micro-moments that define a day in Chennai. This shift isn’t just creative but strategic, rooted in the belief that emotional engagement is key to building brand loyalty. The visual execution, led by Vaishakh Kolaprath combines artistic excellence with cultural relevance. The illustration is more than colorful; it’s a vibrant mosaic of Chennai’s life, filled with symbols that resonate deeply. Elements like the Goli Soda and Metro aren’t just visual details; they are cultural touchpoints. This attention to detail reflects Ogilvy’s consumer insight, ensuring every aspect of the campaign is not just seen but felt. Strategically, the campaign taps into micro-moments, a key aspect of modern consumer behavior. By highlighting the small, significant moments that make up life in Chennai, the campaign builds a relatable, emotionally charged narrative. The tagline, "Live a Life in Each Day," captures this beautifully, celebrating the city’s vibrancy and urging residents to embrace the moments that make Chennai unique. From a brand perspective, "Made of Chennai 2.0" brilliantly aligns brand values with cultural identity. The Hindu’s connection to Chennai is reinforced, celebrating the city while reaffirming the publication’s role in chronicling its people’s lives. This alignment between brand and culture is a powerful driver of the campaign’s impact. In summary, Ogilvy Bangalore has delivered a campaign that is a masterclass in cultural marketing. "Made of Chennai 2.0" isn’t just an ad campaign; it’s a celebration of life, identity, and the moments that define a city. It captures and elevates the spirit of Chennai, making this campaign a landmark achievement in advertising. Aparajita Biswas Sreejita Chakraborty Parvathy Rajmohan

Is there a better way for the retail industry to capture Gen Z than weaving brands and styles into stories? I think not! In today's hyper-connected world, where consumers are bombarded with advertisements and marketing messages at every turn, brands face a daunting challenge: how to capture and retain the attention of their audience amidst the noise. 🌟 Storytelling has long been recognized as a powerful tool for human connection, evoking emotions, fostering empathy, and compellingly conveying complex ideas. 🚀 Enter the age of storytelling platforms, where brands can engage with consumers in a more meaningful and authentic way by leveraging the power of narrative. 📚 One platform has emerged as a powerhouse for storytelling and creativity: Wattpad. With over 90 million users worldwide and millions of stories published on its platform, Wattpad has become a vibrant community where writers can share their works and readers can discover captivating tales across genres. But what does this mean for the retail and specifically luxury retail industry? Let's explore how Wattpad's unique ecosystem intersects with retail and jewelry, offering insights, inspiration, and engagement possibilities for brands seeking to make their mark in the digital landscape.  - Did you know that Wattpad boasts over 575 million story uploads to date? That's a staggering amount of content, and savvy brands are tapping into this wealth of storytelling to market their products in a more immersive and engaging way. From fashion brands weaving their products into narrative-driven stories to jewelry designers creating bespoke pieces inspired by fictional worlds, the possibilities for content marketing on Wattpad are endless. - Wattpad isn't just a platform for reading—it's a source of inspiration for designers and creators across industries. By exploring the rich tapestry of storytelling on Wattpad, brands can uncover fresh ideas for product design and innovation that resonate with their audience. - With millions of passionate readers and writers congregating on Wattpad, brands have a prime opportunity to engage with this highly engaged community. Whether through sponsoring writing contests, collaborating with popular Wattpad authors, or creating branded content that resonates with readers, retail and jewelry brands can foster meaningful connections and build brand loyalty among Wattpad users. - By integrating product placements or branded content into Wattpad stories, brands can reach a highly receptive audience in a contextually relevant way. Whether mentioning a designer dress in a romance novel or a protagonist admiring a piece of jewelry in a fantasy epic, subtle product integrations can leave a lasting impression on readers and drive engagement with the brand. In an age where storytelling reigns supreme, Wattpad offers a gateway to the hearts and minds of consumers around the world. #wattpad #storytelling #storytellingforbusiness

Analyzing the Marketing Effectiveness of Spicygirl Pizza's Ad. Spicygirl Pizza, a feminine Ghanaian pizza brand, delivers a compelling advertisement that effectively targets its audience through strategic branding, visual appeal, and confident messaging. The ad features a joyful young woman enjoying a slice of pizza, encapsulating the brand’s focus on modern, vibrant lifestyles that resonate with Ghanaian women. Branding and Positioning The brand name "Spicygirl Pizza" clearly targets a feminine audience, reinforced by the relatable image of a happy young woman. The copy "Better than most pizzas in Ghana!" confidently positions the brand in the local market, suggesting superior quality while remaining credible and culturally relevant. Visual and Design Elements The ad’s warm color palette, featuring reds and yellows, stimulates appetite and excitement, tying in with the brand’s logo. The image of the model lifting a pizza slice, paired with the text "every bite is delicious," effectively showcases the product’s appeal. The model’s (Magdaline Enyonam) natural appearance enhances relatability, fostering a personal connection with the audience. Copywriting and Message Delivery The bold claim "Better than most pizzas in Ghana!" captures attention and sets the brand apart without overstating its superiority. The simple call to action, "Ask For A Menu," invites further engagement without being pushy, encouraging potential customers to explore the brand’s offerings. Brand Identity and Differentiation Spicygirl Pizza differentiates itself through its feminine identity and cultural relevance. By appealing to a specific demographic within the Ghanaian market, the brand creates a unique position that is both niche and accessible. Target Audience and Market Reach The ad primarily targets young Ghanaian women, but its broader appeal ensures it can attract a wider audience. The blend of product quality and relatable visuals makes the brand appealing to both its core demographic and beyond. Spicygirl Pizza’s advertisement is a strong example of effective, targeted marketing. Through its strategic branding, appealing design, and persuasive messaging, the ad resonates deeply with its intended audience while positioning the brand confidently in the market. While minor enhancements could further strengthen its impact, the ad effectively communicates the brand’s unique identity and market positioning. As a marketer, copywriter or graphic designer, what is your take on this ad. Share your thoughts in the comments.

❗ Content is a product. Every day, content creators are changing the world of content and commerce one authentic post at a time. Fashion and luxury brands that are not attuned to this radically different, community-driven approach to shopping and content will be left behind This is the reality check that a horde of e-commerce and social marketing strategists like Joanna Williams, keep preaching. They are not wrong. Some food for thought: ➡ Bad content may be costing consumer brands upwards of $90 billion a year. ➡ The extent to which fashion and luxury brands find it hard to deal with the dynamic, constantly shifting nature of content and its sister commerce across channels is an issue—and an expensive one at that. It is clear that fashion and luxury brands need to adopt a different approach to content. As this Fashion Strategy Weekly piece explores, the question is: where should brands start with content strategy? https://lnkd.in/eMxwkQmS #luxury #luxurystrategy #fashion #fashionstrategy #socialmediastrategy #contentstrategy #contentmarketing #contentmarketingstrategy #content #contentistheproduct #retailstrategy #retailinnovation #ecommerce

Unleashing the Power of On-Screen Cinema Icons in Brand Advertising The use of beloved on-screen characters in brand campaigns is a trend that's gaining traction in the advertising world. Conceptualized by an Ad Agency in Mumbai and written by a news bureau platform in Noida, this "Ekdum Atma Nirbhar Bharat Idea" is generating widespread attention across the nation. But what motivates brands to embrace such unconventional ideas presented by their creative agencies? Let's delve into the intricacies of this tactic and explore what we should be mindful of while navigating this terrain. #1 Riding the Wave of Popularity: Leveraging popular movie characters allows brands to effortlessly break through the clutter of traditional advertising. The familiarity and emotional connection with these characters create an instant bond with consumers. #2 Swift Resonance and Recognition: With iconic characters, brands can swiftly communicate their product proposition without the need to establish uniqueness from scratch. This instant recognition enhances brand visibility and memorability in a crowded marketplace. #3 Multiplier Effect: Aligning with popular characters amplifies brand awareness by leveraging the media dollars behind the campaign. This multiplier effect taps into the massive audience base of blockbuster films, enhancing exposure and reach. #4 Clear Positioning Strategy: Utilizing on-screen characters enables brands to strategically target mass markets or niche segments with clarity and precision. #5 Seamless Connection with Marketing Objectives: The success of this approach hinges on its ability to seamlessly connect with the product and achieve marketing objectives. When executed effectively, it drives results and enhances brand perception. #6 Creative Freedom: Incorporating fictional characters provides marketers with creative freedom to craft engaging narratives and campaigns, leading to memorable advertisements that resonate with audiences. Key Considerations: #1 Authenticity: Ensure that the integration of movie characters feels authentic and adds value to the brand narrative, fostering credibility and trust among consumers. #2 Audience Relevance: Conduct thorough research to ascertain the relevance of chosen characters to the target audience. #3 Long-Term Strategy: Adopt a long-term strategic approach considering sustainability and brand-building objectives, rather than relying solely on short-term gains. #4 Mitigating Risks: Anticipate potential risks and develop contingency plans. There's a wealth of iconic characters waiting to make a comeback to the small screen. With a touch of cinematic flair and creativity, we can forge powerful connections between characters and brands, redefining the boundaries of creativity and making every campaign an unforgettable cinematic experience. What are your thoughts? #brandadvertising #marketing #OnScreenIcons #creativemarketing #atmanirbharbharat

Time to take what's theirs | IKEA• Al-Futtaim IKEA & Memac Ogilvy • Ogilvy A Campaign That Speaks to the Heart of Pet Owners A Creative Spin on Furniture Takeover: Embracing Pet Domination In a playful and innovative campaign, Al-Futtaim IKEA, in collaboration with Memac Ogilvy, introduced the new UTSÅDD pet collection in the United Arab Emirates in August 2024. This campaign cleverly taps into a humorous and relatable reality for pet owners: pets taking over our furniture. The campaign, titled "Time to Take What's Theirs," captures this dynamic with a lighthearted approach, featuring pets interacting with furniture in ways that many pet owners can instantly recognize. Analyzing the Advertising Strategy: Humor Meets Market Insight This campaign is a prime example of how effective advertising can go beyond product promotion to create a deeper connection with the target audience. By focusing on the universal experience of pets dominating household spaces, Al-Futtaim IKEA and Memac Ogilvy have crafted a message that is both humorous and deeply relatable. This approach not only entertains but also engages pet owners, making them feel understood and valued by the brand. Analytically, this campaign's success lies in blending creativity with strategic insight. The use of humor makes the campaign memorable, while the relatability of the content ensures it resonates with the target audience. Additionally, the choice to feature pets interacting with IKEA furniture highlights the brand's awareness of the everyday challenges and joys of pet ownership, positioning IKEA as a brand that truly understands its customers' lives. Agency: Memac Ogilvy Managing Director: Hadi Ballout Business Director: Kevin Kurian Creative Director: Moemen Metwally Senior Art Director: Leomerish Gale Leyco Senior Copywriter: Diego Fernández-Cid Senior Visualizer: André Souza Head of Social: Karl Hitti Social Account Director: Ahmed Nour Senior Social Account Manager: Yara Maalouf Social Account Executive: Layan Abdo Senior Account Executive: Nicole Correia Head of Content and Production: Hussein Haidar Videographer: Ahmed Al Bishbishy Editor: Juan Encarnado III Al-Futtaim (IKEA) Carla Klumpenaar: GM Marketing, Communication & Interior Design, IKEA United Arab Emirates, Qatar, Egypt and Oman Dina Sahhar: Regional Marketing Manager, IKEA United Arab Emirates, Qatar, Egypt and Oman Mohamed Maihoob: Regional Marketing Specialist, IKEA United Arab Emirates, Qatar, Egypt, and Oman Jay Quadras: Regional Digital Marketing Leader, IKEA United Arab Emirates, Qatar, Egypt and Oman #advertising #marketingstrategy #creativity #petlovers #brandawareness #marketanalysis #consumerinsights #campaignstrategy #furnituredesign #socialmediamarketing #branding #marketingagency #socialmediamarketingpoland #krakowsocialmediamarketing #marketinginspiration #letsconnect   #ikeacampaign #advertisinganalysis #petcollection #strategiccreativity

HOW TO MAKE ADVERTISEMENT MEMORABLE??? Well, several ingredients contribute to making advertisements more memorable. Here are some key factors: 1) Creativity - Unique and imaginative advertisements stand out from the crowd and are more likely to be remembered. Creativity can manifest in various forms, including unconventional storytelling, humor, emotional appeal, or striking visuals. 2) Emotional Appeal - Advertisements that evoke strong emotions, such as joy, surprise, sadness, or nostalgia, tend to leave a lasting impression on viewers. Emotional resonance helps connect the brand with the audience on a deeper level, making the advertisement more memorable. 3) Relevance - Ads that resonate with the target audience's interests, values, or aspirations are more likely to be remembered. Understanding the demographic and psychographic characteristics of the audience is crucial for creating relevant advertisements that capture their attention and leave a lasting impression. 4) Memorable Characters or Mascots - Characters or mascots featured in advertisements can become iconic symbols associated with the brand, making the ad more memorable. Whether it's a fictional character, celebrity spokesperson, or animated mascot, memorable characters create a strong brand identity and enhance recall. 5) Catchy Jingles or Slogans - Memorable jingles, catchphrases, or slogans help reinforce brand messaging and make advertisements more memorable. A catchy tune or memorable tagline can stick in the viewer's mind long after the ad has ended, associating the brand with a specific message or feeling. 6) Surprise or Novelty - Unexpected elements or twists in advertisements can capture viewers' attention and make the ad more memorable. Surprising or novel content stimulates curiosity and leaves a lasting impression, increasing the likelihood of recall. 7) Visual Impact - Visually striking advertisements with captivating imagery, vibrant colors, or unique visual effects are more likely to grab attention and be remembered. Strong visual elements enhance engagement and make the ad stand out in a cluttered advertising landscape. 8) Storytelling - Compelling storytelling can turn a simple advertisement into a memorable narrative that resonates with viewers. By weaving a cohesive and relatable story around the brand or product, advertisers create a deeper emotional connection and increase the likelihood of recall. 9) Repetition - Repetition plays a crucial role in memory formation. Advertisements that are frequently aired or displayed across various channels increase exposure and reinforce brand recall. Repetitive elements, such as visual motifs or brand logos, help cement the advertisement in viewers' memories over time. By incorporating these ingredients into advertisements, we can create campaigns that leave a lasting impression, drive brand recall, and ultimately influence consumer behavior. #fantasticfriday #industryreadiness #campustocorporate #advertisement

Swiggy Instamart's print ad brings mangoes to life this summer https://ift.tt/B82heUl Swiggy Instamart recently capitalized on the popularity of mangoes with an innovative print campaign. In partnership with Havas Media India, Swiggy Instamart delivered a fresh experience to Mumbaikars through a unique collaboration with The Times of India. On Sunday 2nd June 2024, TOI readers across Mumbai were greeted with a surprise – a mango-scented front-page newspaper ad from Swiggy Instamart. The ad featured vivid visuals of mangoes and a crisp, engaging copy that stated, 'Read this ad with your nose,' offering an immersive experience that tempted the senses of the readers.   Swiggy Instamart’s campaign aimed to enhance the sensory appeal of mangoes, making the online shopping experience more immersive. By engaging the olfactive sense, the brand connected with customers on a deeper level, making the idea of ordering mangoes better than ever.  Additionally, The Times of India played a pivotal role in this initiative by circulating approximately 8,00,000 copies of the special edition across Mumbai. The Page 1 & 2 jacket ad quickly became the talk of the town, capturing the attention of a massive audience and generating widespread acclaim on social media platforms. This campaign has set a new benchmark for creativity in print advertising, demonstrating that despite the digital wave, traditional media can still deliver impactful and memorable brand experiences when the right insights are applied. The campaign's success was further evidenced by the overwhelming social media engagement it generated, highlighting its significant impact. Ashwath Swaminathan, CGMO of Swiggy shares, "With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers. By tapping into the powerful concept of Olfactory, we're able to evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart." Mayur Hola, VP Brand, Swiggy said, “We grew up peeling off scented strips on perfume ads in magazines. We also grew up welcoming summer and the glorious mango aroma it fills the house with. So, this season the team decided to combine these two nostalgic sampattis and bring them together on the front page of the newspaper. It took a village to grow this mango (ad). Thanks to Havas Media India, Times of India and team Swiggy Instamart for working together to bring this simple and fresh piece onto our tables.” Uday Mohan, Chief Operating Officer, Havas Media India said, “This campaign is a testament to the power of print in creating impactful messaging. By combining the sensory appeal of scent with the visual impact of print, we were able to create a truly meaningful experience that resonated with the audience. This creative idea ticked the right boxes for it leveraged the cultural nuances of merging seas...