ICICI Bank is not Providing Service . They are providing solution of a problem of NO TIME or BUSY LIFE

ICICI Bank promises to take care of customers at home, with Tab Banking

Watch the ad film conceptualised by Ogilvy & Mather

ICICI Bank has launched a campaign to showcase ‘Tab Banking’, through which it is promising customers a smoother account opening experience from the comfort of their location. The TVC conceptualised by Ogilvy & Mather went on air on 3 January.

The ad film features Amitabh Bachchan as the protagonist. He is engaged in a game of kite flying with a few youngsters on a rooftop. An executive seated a storey below awaits him. When asked, Bachchan explains to one of the youngsters that the man is from ICICI Bank for opening his bank account. Another youngster pointedly asks him if that meant Bachchan didn’t have to go the bank. Concentrating on the kite on hand, Bachchan says, “If I had to go the bank then how would I get this yellow beauty?” As he says that he manages to cut the thread of a competing kite to cheers from the youth. He then steps down to join the executive and asks him if the form is done, to which the executive says yes and requests Bachchan for a photograph. After clicking one on his tablet, the ICICI executive asks for a photo ID and address proof. Bachchan provides his Aadhar card. The executive informs Bachchan that they are done and hands him an envelope. Bachchan runs up to join the boys to fly kites again. A voice over explains “With ICICI Tab Banking, you can now open a savings account from home, so that you have time for the more important things in life.” Bachchan receives a message on his phone: “Thank you for choosing ICICI Bank.” He shows it to the young man next to him and says, “This is what is called khayal rakhna” (This is called taking care.) The film ends showing the group flying the kites against the super, ‘To open your account SMS TAB to 5676766. ICICI Bank- khayal aapka.”

Abhijit Avasthi, NCD, Ogilvy & Mather, said, “It is such an interesting and innovative product that we did not have to struggle at all. We were thinking about what were the various advantages of using it. One of the biggest points is that anyways life is so hectic for all and then a mundane but important chore like opening an account can take up so much of your time. As a result, there is not much time left for yourself or time to do things that give you pleasure. So, even if you save an hour or hour and half, you can use it to do something that gives you pleasure and do important but fun things. We were keen to use Mr Bachchan and he epitomises one person who has an extremely busy life. We wove a story around what he would like to do if he had few spare minutes.”

Credits
Client: ICICI Bank
Creative agency: Ogilvy & Mather
NCD: Abhijit Avasthi

Vodafone internet >>>> Youth Internet 

The new ‘made for’ campaign conceptualised by Ogilvy & Mather shows how Vodafone makes it easier to use the internet 24×7

http://www.youtube.com/watch?v=f5ItHe4irWQ

Click on the link to watch the TVC.

Vodafone has decided to play up its internet connectivity and network as an extension of its ‘Made for’ series of campaigns. The recent ‘Made for Sharing’ campaign showcases how important internet has become in the life of any youngster, through the story of a young girl.

The campaign has drawn inspiration from the real life of youngsters and how they share every moment of their life on the internet.

The TVC, made by Ogilvy & Mather, Mumbai, starts with the story of a girl who is sad because she has broken up with her boyfriend but over the course of the film recovers as she starts having fun with her friends and living her life. During this time she shares all her feelings – the sadness, hanging out with her BFFs, the joy of taking a holiday, singing, shopping, etc, — through status updates, instagram pictures and video uploads using Vodafone’s mobile internet.

The ad film is a testament of how important ‘sharing’ is to the lives of the youth and how Vodafone’s 24×7 internet is made for young people. It would be relatable to most people since youngsters nowadays live in an ever-connected world with Facebook, Twitter, instagram, etc. They share the smallest of things with their friends through these social media sites. And Vodafone with its all-day, all-time internet connection is the best way to help one share the moments.

“The ‘Made for Sharing’ film reflects the behaviour of this generation – a generation that loves to share its feelings, fears, joys and sorrows; they need to put their thoughts out there; sharing is an important part of their lives, it is the new culture. Vodafone internet helps them do that anytime, effortlessly,” said Rajiv Rao, National Creative Director, O&M.

Credits:

Agency: Ogilvy & Mather, Mumbai

National Creative Director: Rajiv Rao

Sr. VP & Head of Team Vodafone: Sarang Wahal

Sr. Creative Directors: Srreram Athray & Elizabeth Dias

Creative Team: Umma Saini & Sanket Wadwalkar

Account Management: Chatak Vakharia & Sheetal Mehta

Account Planning: Prem Narayan & Anoop Menon

Production House: Good Morning Films

Why marketing strategies for SMEs

Efficient marketing strategies for SMEs

            

Small businesses shouldn't always go for the cheaper option – the important thing is to ensure your marketing strategy is right for your brand.

 We often see fledgling businesses that have spent significant amounts   of cash – at a time when they can least afford it – on marketing         materials that end up offering a poor return on investment or, even   worse, damaging their brand. When cash is tight, the temptation can be to go for the cheapest option – for example, through low-cost business cards and websites. But companies can end up paying twice when they realise the cheapest option isn't the right way for them to communicate their business brand.

Alternatively, small businesses can try to do everything at once with a scattergun approach hoping that something works, rather than employing a carefully considered strategy.

These problems are so common, we decided to set up our grassroots initiative for startups to help them avoid some of the pitfalls when it comes to marketing by giving them all they need to get going. It began life as an affordable marketing starter package comprising an editable website, business cards, flyers and, most importantly, one-to-one coaching on how best to plan and use marketing when starting a business.

Here are some of the tips we share with our clients to make sure they get the most out of a limited marketing budget. As with most things in business, you'll find research, planning and evaluation always pay off.

1. Planning Research your competitors and your market, but try to think about the market as physical people. How do they use the internet? When are they online? What are they looking for there? Develop a thorough understanding of the people you want to trade with and the issues they face. Econsultancy is a fantastic resource for marketing data, such as reports on how different consumers behave online, meaning you can direct your marketing efforts in the right areas. To work out which social networks you should concentrate on, CubeSocial is great for finding out where your potential prospects may "hang out" online.

2. Set objectives This isn't a one-off job. Set objectives for every bit of marketing you do, and give very specific timings and measurements of success. For example, your website's success may be measured by how it generates inquiries or sales. Give your printed work specific objectives, too, such as driving traffic to your website through a specific "search for" call to action. Don't be shy about rapidly assessing and amending things in order to keep on track for your objectives – measure, tweak and measure again. Tools such as the free Google Analytics work fantastically, while Hootsuite is perfect for social media metrics.

Before spending, determine what you need: don't kneejerk spend on the usual things like website, printed materials and tools such as SEO. Instead, take heed of what has been learned from your research and setting objectives, and map out the materials that you need and how they will tie together to form a cohesive structure to your marketing. Always be clear about purpose. What is the aim of, for example, leaflets or business cards? Are you looking for awareness generation, a sales tool or merely a contact card full of personality?

4. Get to know some local suppliers Local businesses might be able to service you much better. And they'll always know other people who can help you, too. Don't be afraid of asking penetrating questions about their services either. You need to know you're spending money with reputable companies that can prove their results, quality and delivery times. Consider your spending carefully and map each bit of spend to a specific outcome, which in turn directly serves one of your overall business objectives.

5. Become an expert Social networking is perfect for establishing yourself as an expert in your field. Give high value content and advice away to help your ascension to "expert" status. Create a strategy for releasing content and set up a blog as a medium for this release. A branded blog is typically better and can be directly integrated into your website – platforms such as Wordpress and mojoPortal work very well, at a low cost. For a more personal approach, try Tumblr.

Overall, remember that marketing is one of the more fun aspects of running a business – ultimately it's about telling people how great your business is – but don't try to do everything at once. By putting in the necessary research and planning, tapping into affordable expertise and utilising free online tools and help, you can make sure you're seeing that all important return on investment from your marketing right from day one.

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Meri Maggi

Nestle India Ltd (NIL) subsidiary of Nestle introduces the brand in India. The launch of Maggi noodles creates an entirely new category — instant noodles — in the Indian packaged food market. Tag-lines include — "Mummy, bhookh lagi hai"; "Bas 2 Minute"; "Fast To Cook, Good to Eat"; "Health Bhi, Taste Bhi"



1997: NIL changes the formulation of Maggi noodles, which proves to be a mistake as consumers do not like the taste of new noodles

Full Coverage: Most Trusted Brands 2012

1999: Maggi reintroduces the old formulation, which helps revive sales

2000: In early 2000s, Maggi is the leader in instant noodles space

2009: Maggi celebrates 25 years of Maggi Noodles with 'Me and Meri Maggi' interactive campaign. Launch of Maggi Pazzta

2012: Amitabh Bachchan is the new brand ambassador for Maggi

Source - ET 

The Makeover Campaign of Nano

Tata Motors' 5 key strategies to lure youngsters towards Nano Twist

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(The makeover campaign is…)

From peak sales of over 27,000 units in the January-March 2012 quarter to under 4,000 in the three months to December 2013, Tata Motors' Nano hasn't quite lived up to the hype and expectations built up since its launch in mid-2009. Former Tata group chairman Ratan Tata — now chairman emeritus — recently said the "cheap car" image had hampered the Nano's progress, and earlier this weekTata Motors took one of its first steps to erase that "stigma".

Focus on youth: 

Fresh positioning:

Communication for a consumer connect: 

Revamping distribution and reach: 

Changed pricing:

Ratan Tata once said “A promise is a promise” when he launched Tata Nano in 2008. Initially it was positioned as an affordable family car. Nano was targeted at the bulging two wheeler segment in India. It is a well-known fact that it was for someone who was owning a two-wheeler and looking to buy a car but could not afford it. So, basically, the USP of Nano boiled down to its price. Nano is basically not a luxury car but it was believed that it could fulfil the capacity and aspirations of the middle class, both urban and rural. They all perceive that owning a car is a matter of pride and self-esteem. But, Nano’s portrayed image of owning a cheap car was not appreciated by the masses.

Several campaigns were launched successively which tried to erase the image of Nano as a cheap car. Some of the campaigns that were launched during the period 2010 – 2012 were:

• Kushiyon ki chaabi:
• Road to lal tippa:  
• It’s not the destination, but journey that matters most: 
  

"Ab sirf shopping nahi, Flipkart Karo"

Converting Brands into Verbs the Marketers Dream....

This post is triggered by the new ads of Flipkart, which end with "Ab sirf shopping nahi, Flipkart Karo" say zerox karo even though it is a cannon photocopier. It works in the company's favour when the category is nascent, as the online shopping world is today, but then what would happen later when one flipkarts a book from a infibeam.com? Taking into the next level is to push the brand to become a verb, Internationally Fedex the letter kind of things… Despite the possible negatives in the future, it is a marketers dream to become generic for the category and even become a verb... Some other companies which have been trying to do this is Cadbury's with " kuch meetha ho jaye" or "Shubh Aarambh", “Tanda Matlab” Coca Cola Campaign some time back.......

Posted by - Ankit Gupta (Nestor Marketing)

Combination of Health and Taste

NutriChoice ,which was launched in the nineties, is leading the Briatannia's efforts to create a new position of health in the biscuit market. The brand is now worth more than Rs 280 crore . The health and nutrition based biscuit segment in the Indian market is now worth around Rs 500-600 crore and growing at a faster rate     

 ( Business Standard).

NutriChoice although launched in the nineties had its graph shooting up after the relaunch in 2006. The relaunch coincided with the general trend of the market moving towards healthy foods. The brand is credited with the creation of a healthy biscuit segment in the market. 

The success of this brand can be attributed to the timing, persistence and constant improvement. The brand went for a change in the packaging along with the rebranding which made the brand look more up-market and attractive.

Secondly the brand constantly launched relevant variants to keep the interest level high. In 2008, NutriChoice launched 5 Grain biscuits which really caught the fancy of the health conscious consumers. It was then followed by high fibre digestive crackers. 2010 saw the launch of diabetic- friendly NutriChoice variant which really became a hit in the market. These initative saw the brand grow from around Rs 190 in 2010-11 to Rs 280 in 2011-12. 

NutriChoice's positioning was purely based on the health platform. The brand considered itself a cursader for healthy lifestyle. The brand's message was conveyed not only through advertising but also through many innovative below-the-line activities. The brand pioneered India's first health social networking site iHealthU.It also partnered with many agencies in conducting events which promoted healthy lifestyle. The brand had adopted the slogan of a Honestly Good Biscuit which cared for your health. 

The basic premise of the brand is to provide a healthy alternative to snacks. NutriChoice  at a point had Rahul Dravid endorsing it. 

Watch some of the campaigns here : NutriChoice 1

This season, the brand has comeout with a new campaign which is very interesting. In Advertising classrooms, we teach the concept called Two- sided arguments as a message strategy. This is where the brand talks about both the positives and negatives to the consumer. The latest NutriChoice ad is a typical two-sided message strategy executed perfectly.

The brand is now comparing itself with the alternatives like Brown Bread and Pizza or a Salad and Doughnut

The brand says it may not be as healthy as a large bowl of salad but definitely more healthy than a  chocolate doughnut, but the brand has come half-way so asks the consumer to do their part.

I find the ad extremely well executed and more importantly honest.The message is simple and drives home the point that NutriChoice is a tasty alternative to junk foods. 

NutriChoice's success has prompted many players like McVities and Horlicks to enter the market but the distribution strength and the brand's equity has so far stonewalled the attack on this brand.