All talk & no action : Woman’s day campaign’s 2016

During my agency days ( not so long ago), the March campaign calendar would mean coming up with woman’s day campaigns. No, not because it’s International Women’s day, but as it’s an opportunity to celebrate the greatest customer segment for a brand and remind women that ” they need to be reminded about how great & equal they are ….” .

Now, I am not against the concept of woman’s day. However, I find most of these campaigns that brands come up with, lacks substance. Probably because it’s mostly done with a ” oh ! we have to do this ” attitude.

If you want to have a look at all the campaigns executed by National brands, you can find them  here.

It’s mostly a lot of copying, attached with more cliches that comes in a brand new format every March, with absolutely no benefit to women. What good is a marketing campaign, if it does not produce any action? One might argue that it’s just meant to change your thought process or capture the emotional essence of the day.

Emotive marketing

Titan is the clear winner if that is the case, as they have nailed it right in terms of making one think or rethink about our own attitude. Watch the video & let me know, what you think.

Another powerful campaign I came across on a similar note was led by director Lal Jose via a local radio station in Kerala. I do not remember the specifics of the campaign but days before International woman’s day, Lal sir came with a promo on the radio claiming he wants the public to choose a name for the next character in his next movie. He described the character to be someone very strong and capable , strong hearted , who faces life wholeheartedly and yada yada yada.

On March 8th, the radio would then play the suggested names publicly and as expected most of the names or all of the names suggested where male names when the director never specified about the character being male or female. He then gave an end message as to how, changes need to take place within ourselves. One can notice a lot of similarity there, with Titan’s campaign.

Do you know which radio station created this campaign ? 

P.s :use the comment section wisely 😉

Now, my argument when it comes to such campaigns is that there is no space for action or to be more precise, there is a lot of talking and zero activity. Basically what it means is , ” Hey ! I want to sell something to you .. i want to tickle your emotions and leave you at that and get back to selling something..I want to celebrate womanhood but I really don’t want do anything about the campaign I am evoking …. and I am just interested in the views of my video or how viral or how many people spoke about it on social media.. my success metrics is about numbers & not the real deal”

Yes, as brands your business motive might be only to inspire change and not to follow up on, whether any changes happened or if there is a trickle of vitality as a result of the campaign. That’s where, I have a problem.

Action orientated marketing

Most of the time, one makes it look like the women that needs to be celebrated are the unsung heroes while the other makes it appear that the achievers or the CEO’s or the social activists or the entrepreneurs are the ones to be acclaimed.

Watch this video here. Until the 43’rd second I was all awestruck and happy, ‘ Wow ! Here is a brand that’s talking some sense ‘ & then BAM! disappointment hits.  So not only does the character’s mother have to do all these chores, but also has to be in a wheelchair to be qualified as an unsung hero. So, my wife, who works her arse off around our home, isn’t hero enough material, as what she does, is just so ordinary and what a woman with no disability should do anyway, right? You just lost a prospective customer. Bang ! The campaign microsite has further details.

I am not against giving awards but when it comes to the theme of International Women’s day, I feel womanhood in general should be celebrated. You don’t need to be a glorified CEO or social worker or disabled or have an inspirational story to deserve this acknowledgement.

Disclosure : I have worked with Eastern condiments in the past & I have immense respect for the brand and the team involved in the brand development..



As a marketer my take on all the woman’s day campaigns executed by brands in 2016, is that it clearly misses  a strategy or follow up. Simply put, it’s not action orientated marketing. There are lot of brands who have done action orientated marketing like Hindustan LeverPaper boat and P&G.

Yes, they have connected it to sales or what one might call shameless promotion, however as an end user, you are forced to take part in the cause and there is a clear follow up.

So when you choose to support a cause, don’t just get on with a cliche approach or ‘me too’ approach. What you need is an action orientated marketing strategy, where the action might be in form of people pledging support or sharing or buying products but the important part is that both general users & people for whom the cause is created for, participates equally. By that I meant if you are celebrating womanhood, you don’t discriminate or patronize the category. Understand that the biggest media platform or media for your brand is your consumers.

Now, if you are someone who needs advice on creating such marketing properties, let me shamelessly do my sales pitch. ” ROI driven & action driven new media communication strategy is my speciality 😉 ”

Now in case you want to have a look at the action orientated campaigns I have created in this segment, google #patontheback campaign by Volini, a marketing property I created for the brand , they have extended it to mainstream media and have continued the campaign for sometime.

Let me know what you think or if there are any campaigns you think is worth being mentioned here.

a Brandful Kitchen #makesomethingnew

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[blockquote cite=”Mr. Abdul Vajid KT” type=”left, center, right”]the most important part is that the agenda of bringing together people from different directions is met till date. VARIETY of the people is how this event stands different..[/blockquote]

Kitchen is a collaborative platform that connects marketers,designers,tech geeks,startups & businesses to explore projects and work together in the process create meaningful partnerships and business value for each other.

Who should attend ?

  • Businesses who are looking for strategic partners for advertising/digital/ ecommerce/social/mobile/IoT/payments/publicity/consulting domains
  • Startups who are looking for business partnerships or leads
  • Professionals who are looking to render their skills/services
  • Aspiring entrepreneurs to meet co-founder/investor/designer/tech geek etc
  • Investors or Individuals who’d like to invest in new ventures/concepts

Kitchen 2.0

June 12th, Friday was the second edition of the Kitchen hosted by Centre A Offices.There were 80+ in attendance for the event which was graced professionals , businesses & startups alike.

The event started 15 minutes late, thanks to the audio vendor getting in stuck in traffic which meant more time for people to network and exchange visiting cards.And 7 PM we started off with the panel discussion with Alex Thomas (MD,Tierra foods) ,Faraz Javeed ( Director, WildFish, Abad Fisheries ) , Vijay Nair ( MD, Taxio Radio cabs ) , Harsha ( CEO ,Masala box ).

Mr. Alex Thomas spoke about how he setup Tierra foods from scratch even with no experience in food industry and credited his success to his team who have worked passionately for the success of the company. The crowd asked him about the technicalities and support from government missionaries in setting up such a venture. What was a surprise info in this context was that he has face very little or no problems due to labour issues or the harthals or strikes which usually are known factors for anti-industry tide in Kerala.

Mr.Faraz Javeed spoke about the journey of the brand Abad and how he finally arrived at launching a premium store : Wildfish and Club wildfish for Kochilites who wants to get Fresh fish in its most hygienic form. He also walked thru the launch activities and experience in setting up such a venture.

Harsha ,Founder,Masala Box

Mr. Vijay Nair shared his journey as an NRI who had a strong passion for entrepreneurship and creating 200+  jobs for people in Kochi. He spoke passionately about how Taxio is creating a dent in the taxi cab scene in Kerala and how compared to his peers he has greater control on the quality of service of his fleet. He even pledged that he could pay back a flight fee if you missed the flight because of a delay by Taxio. He shared is expansion plans and how he wish to be the numero uno brand in Kerala in the segment.

Mrs. Harsha Thachery from Masala Box was eager to show us her expansion plans in India and as you can see from the picture, its quite an extensive one. She shared with the crowd in her enthusiastic self how she arrived at doing something like this after having the idea and complete a phase of pregnancy. After Kochi, they have recently launched in bangalore and soon coming to your city.

The panel was also joined by Nithin Rajagopal from Kitchen Treasures, the brand that which has found a special place in the minds of Kerlites within just one year of the launch.Nithin walked us through the launch and various learning curves in launching the brand. The star of journey wa their TVC created for Fish masalas which has had a huge organic growth on Youtube.

Photo 12-06-15 8 16 28 pm
Gokuldas from Voteran

So these are the businesses #madeinkerala and something we are all proud of.The next part of the event focussed on upcoming startups.
First one on this list was Voteran represented by Gokul ( Founder & CEO ) whose wife is also an entrepreneur . He shared the struggles of convincing his family on the path he had chosen and about his latest venture which is one of a kind social network for politics. He’s just got a round of angel funding for the product as well.

The next on the list is Jb Mathews who has taken a different spin of entrepreneurship by launching his sports IP called the Kerala Beach League. After the successful launch of first season JB is  scouting for partners/investors to further scale up his venture.

This was followed by a talk by Mittu Tigi on Jagriti Yatra and the ‘Pitch my Idea’ session where startups raising funds presented in 3 minutes their idea to prospective investors. We had 3 startups who presented during the event.

At 9;00 PM the speaking sessions was closed and another round of networking continued till 11;00PM.

We are now working on planning the Kitchen 3.0 , the theme of the event would be around Raising funds & marketing and is scheduled for Jul 10. Follow the event updates here.

Kitchen is made with Love by Andy and supported by Centre – A offices.





Nerds today are Bosses tomorrow : Anyone agrees ?

If you want to talk about serious subject like bullying and yet look cool doing it, then you have to talk the same language as of the TG the communique is meant to be. And that’s exactly what the folks at VH1 have done with the “I will survive ..” campaign. The idea of the campaign is to raise awareness about bullying, speaking directly to those “cool” kids who watch the channel.

Let us know what do you think ?

Power of common sense & customer participation : Beldent Almost identical

Often to make communication interesting marketers come up bizarre stunts which mostly works. But then to take a low category segment and create something from a strong segment based insight and making it interesting requires talent. We have known advertisement s to be pure exaggeration and mostly not so ‘common sense’. But i guess gone are those days where marketers would just treat its customers with a visual treat with no ‘real’ sense it. Thanks to Internet for that !

Now,Very rarely do you see a marketing stunt that can apply human participation & common sense in synergy. Beldent has done just that with their latest campaign. What do you think ?

Wendy’s Croons a Pitch-Perfect Pretzel-Bun Love Ballad

The success of campaigns that Crowdsources content simply lies on the art of execution. One such good example is the last campaign by Wendy’s.

The fast-food chain is promoting the return of its pretzel-bun products with a series of faux music videos, and the first online clip is a masterful parody of please-lover-come-back-to-me visual clichés—the man waking up lonely in bed, the woman standing lonely in a breeze on the beach, and naturally, a lot of highly emotive face grimaces and hand gestures.

What do you think ?

Lexus Puts On a Dazzling Light Show With Aerial LED Stuntmen

Brands and advertising agencies are now obsessed with creating new formats and benchmarks when it comes to content. Typical computer animations or graphics is now too cliche and people are going after the experiential.

Personally & professionally i am very happy & excited about it cos its a journey i started 4 years back at saltmangotree. We are still scaling up that way & have added quite a few to the ‘experimental’ as you could find here.

Lexus recent campaign took things to a next level in terms of the level of experimentation they did on the format.In “Strobe,” an eye-catching minute-long film from CHI & Partners, it seems as if a single shimmering figure is traversing the nightscape of downtown Kuala Lumpur. In fact, dozens of stuntmen and acrobats dressed in LED suits took part in creating the illusion. Using complex rigging and in-camera effects (no CGI), the “illuminated man” appears to vault from rooftop to rooftop, dance across billboards, cartwheel through an empty office and even dive into a high-rise swimming pool.

What do you think about this new trend of creating experimental formats of content ?

IKEA makes content marketing look so effortless as always

Introducing the “bookbook”, a revolutionary reading experience that offers you the best of tactile feedback, touch-based interfaces, wireless connections, and perpetual battery life.One would expect this latest gizmo from Ikea with that sort of a built up but we are about their 2015 catalogue and with the Apple event close, this is one of the best mockery of Apple i have seen that have been constructively used by anyone or any organisation.

Let me know what you think about this ?

Happiness Marketing executed in its full glory by Coke

Coke has taken its tagline ” open happiness” to quiet its literal heights.Last few campaigns from the brand all have the same formulae but they are so beautifully executed that every time the campaign creates a new high on emotions.This time they choose to capture the ones of the guest workers who make up a significant part of Singapore’s total workforce. They are often “invisible workers”, receiving little recognition for their labour.

Last March, Coca-Cola Singapore and the Singapore Kindness Movement embarked on a project to bring “Happiness from the Skies”, to show that a little kindness goes a long way to bring Singaporeans and guest workers closer.

What do you think about this campaign by Coke ? Let me know.

The new avataar of Flashmob here in this Epic Driftmob feat. BMW M235i

Flash mob had become quite the yesteryear stuff & you’d probably thought there is nothing more to do there. And that’s when BMW Drift mob happened.

The sheer joy of driving packaged perfectly in 90 seconds by these guys here in what is said to be the first driftmob stunt by a brand.

The folks at BMW took some hollywood stunt drivers and added the same amount of BMW M235i cars. The result: About 90 seconds of driving pleasure and smoking tyres.

What do you think of this stunt here ? Seen anything similar that’s worth the share.Let me know.