AN INSIGHT INTO BOURNVITA’S BEST CAMPAIGNS

Exam times in India have always been defined by anxiety and a sense of finality. Everyone would know of at least someone who has been made to give up on their passion for the sake of academics. The bitter truth is that, under the pretext of education, real learning has taken a backseat. While urban India’s outlook is slowly changing, a large part of the country continues to subscribe to the erstwhile view.

Well, Cadbury Bournvita has always depicted this reality in a very real and organic way. It has been known for its thoughtful campaigns with emphasis on overall growth of children and a gentle reminder about where the focus of education should be.

 In the past, the brand had shown us some of the very striking campaigns like ‘Bournvita- Taiyaari Jeet ki’, ‘Bournvita Biscuits- No More Excuses’, ‘Bournvita- Exam Time Sale’ , ‘Bournvita Pro Health Vitamins – Shakti Har Race Ke Liye’,  and the latest one ‘Bournvita- The Exam Collection’.

Launched in 1948 and marks itself as one of the oldest brands in the malted beverages segment, Bournvita was backed with strategic planning and thoughtful ideas with no compromise on quality.

Bournvita- The Exam Collection

With the recent #TheExamCollection campaign, the brand has taken its ‘Taiyaari Jeet Ki’ concept to another level where it has urged for a change in attitude. It transformed a popular fashion store in the most unexpected way. When the customers didn’t get a choice in their CLOTHING, they were disheartened. Similar is the when a child doesn’t get a choice in their CAREER!

Well, every child has a choice beyond marks. The campaign is also very topical since board exams, the most crucial part of every students’ life in India, are going on. 

We’ve been seeing Boost ads with celebrity endorsers and sportsmen in particular whereas Complan and Horlicks have been in a neck-to-neck fight for being a leader in the category for physical growth. 

 

Bournvita- The Exam Time Sale

Bournvita has always advocated progressive parenting and the need to bring out the child’s best self versus using societal benchmarks of success. This social experiment is an extension of the same line of thought in order to encourage parents to look beyond marks. They are considered as the only milestones in the learning process and cannot be a definition of a child’s ability to succeed in life. 

 

Bournvita – Tayyari Har Exam Ki

Now with Bournvita focusing on new-age parenting, it’s much more than just school report cards and wanting their kids to stand-out with overall development. It is talking about victory by saying that learning is more important and it’s not only about competitiveness.

 The world is getting increasingly competitive for children. Grades have trumped self-confidence at new admissions. Grades are everything almost all parents care about of their school going kids. It was always your school grades that decided who became the teacher’s pet and who became the back bencher. Bournvita’s Tayyari Har Exam Ki ad takes on this very myth in our society which is beautifully designed and conceptualized by Ogilvy & Mather.

The obsession with marks is a bad habit that is passed on with every generation. Bournvita has successfully and beautifully targeted this old paradigm and suggested a progressive approach for preparing the kids. 

 

 

Advertisements

THE NETFLIX PRESSURE-COOKER

Netflix is under fire for its pressure-cooker culture. A recent Wall Street Journal article sliced the company open to reveal a culture that pushes extreme openness, uncomfortable feedback loops and an arguably callous firing process. To work there certainly doesn’t sound easy. Maybe that’s the point.

The article talks about its policies and primarily its culture which in turn helps in deciding different mechanisms being used for formulating performance management strategies and tactics.

It states that the “360 degree tool” is one small part of the employee’s evaluation process at Netflix and its continuous feedback loop is a much bigger one. Much less common within this, is that those evaluations are accessible company-wide, from administrators all the way to the CEO. The culture encourages constant feedback where the employees are encouraged to give one another blunt feedback. For some, especially those new to this type of culture, ongoing feedback can feel abrasive or depict harshness. But its purpose is to provide employees with ongoing opportunities for improvement, rather than a single, isolated annual review.

Salaries is another. Most organizations, especially those without a structured pay scale, choose to keep salaries private. It can engender grievances not only between functions and teams on where resources are spent but also between employees. At Netflix, those director-level and above have line-of-sight into the salaries of all employees. That accounts for around 500 people, as cited in the Wall Street Journal.

images

The “Keeper Test” is another cultural peculiarity managers use to assess the performance of an employee. Managers are implored to ask themselves: Would you fight for that employee? Well, frankly speaking the “Keeper Test,” is not always a source of comfort. Many employees say they perceive the keeper test as a guise or a semblance for ordinary workplace politics while some managers say they feel pressure to fire people or risk looking soft.

“Unceasing feedback” and “Up-or-out” are one of their golden rules when going about the firing process. If you aren’t keeping up with the expected pace of promotion, you’re let go. Bottom performers are routinely culled and the possibility of getting fired is never far from your mind.

To the untrained eye, the culture can appear to be excessively competitive. But few cultural approaches are more effective at ensuring high performance.

It is one of those atmospheres which often attracts high talent but suffers from equally high attrition rates. A key feature of these types of cultures is how unsustainable they are. By comparison, Netflix has maintained a voluntary attrition rate of 3-4% over the last two years. Even the involuntary departure rate sits at 8%, comparable to the U.S. average of 6%.

Netflix has succeeded not only in implementing a high-performing culture, but also in successfully retaining top talent. Most companies only succeed in one or the other. Rarely both. This is the real cultural achievement of Netflix.

No one would deny that in operating a successful company, one doesn’t necessarily need a high performing culture. But to operate an innovative company, a high-performing, talent-magnet of a culture is key.

Well Netflix never promised comfort, it only guarantees adventure.

OPEN LETTER TO ALL THOSE GIRLS IN THEIR 20s

You’ve spent so many years looking forward to this phase of your life. And it always looked so cool. So glamorous! Filled with love and laughter, isn’t it?

Well, here you are now and it’s messy buns and messier lives. It’s baggy shirts and overflowing laundry bags. It’s a lot of work and never enough money. It’s freedom with responsibilities. And life is no longer what it seemed or what you fantasized all about.

Different people are indulged in completely different genres. Your best friend’s tying the knot. Your old classmate is killing it with success in his own business. Your ex is happy in love. Your roommate is drowning in drugs and the one who you secretly admired is now turned into a travel blogger, living her dreams. Different people are doing different things. But you usually feel like you’re just existing. You’re getting through every day a little better than the last. But then you have days where you can’t get up at all.

You spend your Friday evenings holed up in a corner because you’re too responsible to drink your night away. Too control freakish to lose yourself to someone else’s tunes. But somehow, this isn’t enough.

Breathe. It’s not so bad. I’ve texted that wrong person. I’ve woken up with regrets. I still do. I’ve felt the need to be held. I’ve felt that silent green monster towards a friend in love. Yes, we all make those mistakes. And we all think nobody else does. But they do.

So please, don’t hate yourself. And don’t stop. Don’t stop loving with all you have. Don’t stop wishing on every shooting star. Don’t stop dreaming of fairytales and being as amazing as Daler Mehendi. You might not always get there, but don’t stop.

You have so much left to do. You have a world filled with life waiting to happen. You have books to be read. Steps to be taken. Places to see. People to meet. You haven’t lived half your life yet. There’s so much ahead. And in ten years, when you look back, you’ll wish you were here again.

So don’t waste it wallowing in your own sadness. Don’t lose yourself to your self-pity and non-existent boundaries. Use every day. And I don’t mean spend thousands of dollars and visit the North Pole. I know how you’re struggling to make ends meet.

Do the simple things. Stop procrastinating. Take a walk with nature. Go to the gym. Read your favorite book for the millionth time. Watch a movie. Write your novel. Sketch until you’re better than the best. Eat like you’re dying tomorrow. And most importantly, make mistakes. Your heart will heal. But today will never be back again. Don’t live with “Could-have-been’s.” Take chances.

And ALWAYS ALWAYS ALWAYS remember – It’s okay to be alone.

There is time to let your life revolve around someone else. But today, let it revolve around you.

Not because you can’t find someone. Not because you can’t be loved.

But because you deserve to wake up with a smile. You deserve to live life. To make memories so wild, you’ll be the coolest grandparent they’ve ever known.

Breathe. It’s only your mid-20’s.

You’re going to be alright.

 

GREEN MARKETING STRATEGIES

Be it oil spill, pollution, ozone layer depletion, global warming or climate change, they have been rising at an alarming rate, making us immensely vulnerable. No wonder they’ve gained a lot of importance. The exploitation of our mother earth is our mere actions that aren’t simply in favor of protecting this planet. Hence, consumers are becoming more and more environmentally conscious!

Well, according to a study conducted in 2014, 55% of global online consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact. This has left the companies with two choices. Firstly, to rebrand and change the positioning of the company or risk potential customers to competitors, pursuing the green strategy.

The most crucial aspect is that using the leverage of “go green” should be well coordinated with genuine actions and marketing tactics. ON a whole it should be genuine or else, it is attacked by accusations of ‘greenwashing’ or simply using false impression of environmental responsibility.

Being perceived as a greenwasher seriously can damage a company’s credibility. It can expose marketers to legal risks and accompanying expense. The impact of greenwash can hit the bottom line if disillusioned customers shift their purchases to more trustworthy competitors. Paying close heed to the FTC Green Guides is one significant way to underscore credibility and avoid greenwash. Green Marketing requires a holistic approach. A company cannot succeed simply by highlighting the green aspect of a particular product. Customers are skeptical of many green claims. Therefore, it is necessary to make a comprehensive plan. I’ve listed down a few strategies that give businesses a medium to win their stakeholders’ trust. Here you go,

 

  1. Transparency

Consumers always believe in information. Therefore, the company should provide the right information at the right time which can support their claims. The company can also provide access to the details of products and corporate practices and actively report on progress. Companies should avoid hiding bad news.

Example- Sigg, makers of eco-trendy aluminum bottles, learned this lesson the hard way. Thought to be BPA-free, Sigg’s bottles came under fire when the CEO Steve Wasik disclosed that bottles produced before August 2008 contained trace amounts of BPA and that the company had known about it since 2006.

siggbpa

2) Wide Business Angle

Manufacturing one ‘green product does no good if the company‘s other work distribution completely ignore environmentally-safe ways. It’s like preaching good manners to one student and being casual to the other one. Doesn’t make sense? Well, look at this case. Chad‘s (acquired by Birko Company) green marketing campaign bombed because he made the mistake of packaging his environmentally friendly product in Styrofoam.

 

3) Take support

A product can be certified ‘green by a third party which can add much more value and uplifts the brand image instantly. As it is seen that consumers are more likely to believe in the claims of the third party certifications, businesses must gain this feather to the cap. It could be endorsements, awards, eco-labels, green seals, energy stars or the ecologo. Several brands support environmental causes in creative ways. Levi’s “Water<Less” products reduce water use, and brands such as Patagonia, North Face, and H&M engage consumers in reuse and recycling.

01-go-waterless.jpg

 

4) Green Pricing

A company should highlight how a green product or service can help consumers save key resources. Tide Coldwater Clean was advertised as an effective stain remover, as well as a way for consumers to save on their energy bills. On its official website, Tide presented the detergent as a concentrated formula that can help save up to 50% on energy bills by eliminating the need to wash clothes in warm water. Tide added that the amount of energy saved can be used to charge a smartphone for life. Through green pricing, consumers understand that if they buy Tide Coldwater Clean, they will be able to reduce their energy consumption and contribute to sustainability.

Tide Coldwater-350x298

 

5) Green Design

Fuji Xerox’s Green Wrap is an example of a product with a green design. Every aspect of Green Wrap—from conceptualization to the product itself is environmentally-friendly. Green Wrap is a part of [the company’s overall commitment to the environment and its long-term strategy of developing high-performance waste-free products within waste-free offices. True to form, Green Wrap is manufactured using sustainable materials and production processes.

download

It is extremely important for companies to develop legitimate and effective green product and marketing strategies, which can eliminate the need for greenwashing and lead to greater profits and consumer patronage. A company that is honest and genuinely committed to sustainability can earn the respect and loyalty of consumers.

SUI DHAAGA: MARKETING STRATEGIES WORTH KNOWING

 

Sui Dhaaga received a fantastic response not only in the domestic market but also from the international circuits where it solely crossed over 13 crore. On the other hand, films like Mulk or Parmanu had hard hitting content and displayed an impressive performance but still were struggling in the theatres. Well, I believe, not much energy or resources were spent on marketing and publicity of these movies.

This is an attempt to pen down some strategies which are worth a shootout or an appreciation adopted by the team of Sui Dhaaga!

LOGO REVEAL

Well, 7th August on the occasion of National Handloom Day Sui Dhaaga logo was revealed in 15 different styles. What’s so commendable is that each logo was made by local artisans or handicrafts across the country from different states like Rajasthan, Punjab, West Bengal etc in an effort to celebrate the rich and diverse handicrafts culture of India

0 (1)

TRAILER LAUNCH

I’m sure you’d be guessing what’s that top notch hotel or theatre or the film studio where it took place. It’s YRF studio BUT it wasn’t like the usual ones. It was an experience in itself. 13th August 2018 the set was created keeping the theme of the movie in mind. 20,000 kilograms of dhaaga was used by 550 artists to create the breathtaking set whose execution took almost 132 hours. UBELIEVABLE! Isn’t it?

0

HEROES MADE IN INDIA

On the 20th August, The Sui Dhaaga team explored that real hero who was ignored and undervalued- the artisans, our blue collar workers. The only time cinema has referred to their contribution is during the heydays of Amitabh Bachchan as the ‘Angry Young Man’. Be it as mill worker, dock worker, coal miner or as a jaggery trader from a village, Bachchan embodied the common man’s angst. This time Varun and Anushka specifically met these young entrepreneurs from across the country and celebrated their true spirit of excellence in entrepreneurship and where our roots lie.

 

ON GROUND ACTIVITES

This is my personal favorite because what those theories in marketing stated by genius minds that how you should resonate with people, struck that emotional cord not like the umbilical cord which can be cut, the team put into practice. Let me show you how!

The marketing team of YRF yarn bombed the iconic spots of Mumbai. This innovative strategy doesn’t only popularize the film but also promotes the hard work of skilled craftsmen.

While promoting the movie in Jaipur, both the actors decided to travel in a car which was created by several craftsmen.

0 (5).jpg

LAUNCH OF WEBSITE

To promote artisans & brands practicing fair trade, the team in association with Fair Trade India decided to launch the Sui Dhaaga website which runs on the following theme: If you are a fair trade practicing brand, that sells authentic hand-made products, created by artisans across the country, we will showcase you on the website.

CELEBRATING GANESH CHATURTHI IN SUI DHAAGA STYLE

On the this eve of Ganesh Chaturthi, the Sui Dhaaga made an eco-friendly Lord Ganesha idol using threads. What a beautiful way to connect with the audience!

0 (6)

BRAND PARTNERSHIPS

I can recall x number of instances where a film, in the past, has associated with brands which had absolutely no relevance with the movie. Sui Dhaaga in this case as well is an exception. The brands associated with the movie are spot on.

The collaboration with Amazon encouraged entrepreneurs to sell on Amazon and reach out to millions of people worldwide. In fact, all sewing machines in the movie are of the brand USHA International. It fitted just right. Sanjay Behl, CEO of Raymond Ltd Lifestyle Business said, “With a vision to train over 1 lakh tailors by end of 2020 through our initiative, the seamless brand integration with Sui Dhaaga – Made in India is an apt fit for us.” The logos of companies such as Mahindra, Zivame, Infosys, Nykaa, Tata and OYO were handcrafted by the Sui Dhaaga team and gifted to the leaders of these brands for their ambition, perseverance and relentlessness.

Beginning from the 7th of August each week, had something in store for the audiences, let it be a new poster or a song teaser. Well, it’s a perfect blend of the classical conditioning theory where the silent but powerful repetition inclined the masses and made them even eager to watch the film. Sui Dhaaga is not dramatic or gripping. It’s not a slice of life either. It is about hopes and aspirations of those on the fringes of an economy and the lack of support, be it from the state or from their industry, for growth. A heartwarming and story of pride and self reliance!

I am in awe of the marketing team. Are you?

MARIJUANA INDUSTRY BOOMING LIKE NEVER BEFORE

Whether you’re working in an ancillary business serving the pot industry or running a dispensary, cannabis is set to take off.

As more and more states and countries are legalizing marijuana for recreational and medicinal use, the cannabis industry is nothing but a hot $50 monster. The legal sales of marijuana are expected to grow to more than $20 billion by 2022, from approximately $10 billion in 2018, according to Marijuana Business Daily. Further, Michigan, Utah, and Oklahoma may vote on cannabis reform this year, according to the Marijuana Policy Project. Counting both legal and black market sales, the total demand for pot is approximately $52.5 billion, Marijuana Business Daily found. And the best part? It generates tax revenue. During fiscal 2017, Washington state collected $219 million in legal pot income and licensing fees.

The point I’m trying to make here is that the cannabis industry is about to take off at a whole new level with ridiculously gasping rates. And one of the most in-demand positions is the “Budtenders”. It’s nothing but a sales job. Without qualified budtenders, the industry won’t see the insane sales growth that is projected because when a customer enters a pot shop they don’t pick their order off a shelf and take it to the cashier. Instead, they approach a counter and speak to a budtender. Some customers know their order, but others want to chat or ask about the house specialty.

Within the marijuana world, it’s widely believed that different marijuana products produce different effects. To the extent this is accurate, a good budtender will have a nuanced understanding of the inventory available at a given time and help steer patients to something they’ll like

Eager customers are not enough to bake the cake this time, dispensaries need knowledgeable pot pushers to put as many grams, edibles, oils etc. into the bags of the hundreds of customers they serve each day.

People who are enthusiastic about cannabis can make up to $35-40K in the first year itself. Some dispensaries start their sales staff out at between $12-$14 per hour, while others pay a higher wage. It’s good work if you can get it without having to slog one’s life in investing a Masters’ degree and then a Ph.D.

The cannabis industry is determined to present an image that goes against the grain of the stoner stereotype. So avoiding tie-dyed clothing, nappy dreadlocks, and blazing red eyes during the interview process might be best. These rules are not written in stone, mind you. They are just something to consider.

Hope, you had a good read!

Evolution of rickshaws in India

Noisy and ungainly, India’s three-wheeled auto rickshaws are an iconic form of urban transport that can be hard to love. But despite their flaws, rickshaws have become an essential ingredient in the transportation stew of India’s cities: they account for 20% of motorized trips in some cities, provide jobs to tens of thousands of drivers, are inexpensive to buy and operate, and are an elegant solution to the problem of affordable, short-distance urban transportation for the middle class.

In the past, auto rickshaws’ flaws stemmed from low rates of usage, an inability to identify demand and supply in real time, and inefficient pricing that often left both sides dissatisfied. The opportunity to address these issues by leveraging the one billion mobile phones (and counting!) in India was clear.

Rickshaw hail businesses started out tracking the real-time availability and location of drivers through a makeshift system of drivers self-reporting their availability via text messages. With the growing penetration of smartphones, tracking was elevated to GPS in the last few years, but the improvements were similar: a new ability to connect riders and drivers in a timely, reliable way. Today, new players can tap into this previously inaccessible sector. Logistics and hyperlocal delivery startups are exploring whether these trackable auto rickshaws can be utilized in non-peak hours.

The rickshaw revolution shows how existing solutions can be improved without major disruption. In the global South, where most of the world’s poor live, solutions tend to be hyperlocal, with an extremely low-profit margin. The key question is whether we can use modern technology to enhance these solutions without adding cost or cutting access. Improving systems such as India’s urban auto rickshaw service requires a deep understanding of how they grew and how they work. Even slightly improved (but still low) profit margins can be enough to lift rickshaw drivers out of poverty, making them better citizens and customers and enriching the areas where they live and work.

The essential point of this modern mash-up is to use technology to make marginal improvements in existing technology. There is enormous value to be captured by innovation that is more tinkering and crafting than game-changing.