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The making of a Movement! You will enjoy this TED video, and the learnings.

If making Movements is your kind of thing, then you might enjoy this TED talk which my colleague Mansi shared with me . The scale of a real Movement maybe much bigger; the effort, time, money required much larger, but the principles are valid. 1. Have the guts Stand out Be prepared to get ridiculed... Read more »
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My fun presentation at Pune

I was invited by ISB&M, a marketing and communication school, to speak with the incoming batch at their Pune campus. I decided to weave a story around some of my past tweets and use them as prompts for my talk. Sharing the presentation with you…enjoy, don’t take things too seriously; and if you do decide... Read more »
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All about Ads panel on ‘Brands & Social Media- when criticism becomes defamation’

With the recent Vodafone legal notice to a consumer (asking him to remove posts and comments from his social networking profiles) in the backdrop, NDTV Profit invited me to be on a panel for their show All about Ads. Topic of discussion 'Brands and Social Media - when criticism becomes defamation'.
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Facebook India upping monetisation stakes

Indications are that Facebook India is  upping stakes on the monetisation front in India. David Fischer, VP of Advertising and Global Operations, Facebook  was in India for Ad:Tech recently and in our brief meeting, on the sidelines of the event, we discussed prospects, and impediments, for advertising and marketing revenues from India. Facebook had already... Read more »
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Simple lesson from Mystery Shampoo versus Dove

Mystery shampoo, aka All New Pantene, and all marketers should have learned three simple, yet important, lessons from the teaser campaign that Dove ambushed from right below its nose.

  1. Unnecessary statistical claims of superiority invite retaliation
  2. When you attack, never lower your guard
  3. Teasers extended to long durations expose the brand to risk

Having drawn attention with ‘A Mystery Shampoo!! 80% women say is better than anything else’  Mystery Shampoo had invited competitors to retaliate;  perhaps it got busy engaging users on social media channels like Twitter – which I notice has its first post on 23 July 2010 – and in promotional events with Neha Dupia etc. that it didn’t anticipate Dove coming up with its cracker of a campaign ‘There is no mystery about it, Dove is the No. 1′.

Whoa! Talk about riding someone else’s wave – Dove got it bang on.

Extended teasers are inherently dicey, sometimes you can run out of steam (The Digen Verma phenomenon came a cropper when the brand Frooti, whose relaunch it lead to, couldn’t keep pace with its own campaign), others like the Mystery Shampoo gave Dove ample hints, opportunities and time to prepare its attack, and win.

These two stories nicely sum up what happened (the latter focusing on what ‘might’ have happened in an imaginary account):

  1. The Economic Times: Ambush marketing-HUL’s last-minute surprise foxes P&G
  2. Brand : Why I would like to work with HUL
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