MxMIndia

Tag: Being Human

  • #LookGoodDoGood aims to sow the seeds of social responsibility, especially in the youth

    Being Human Clothing recognises achievers via #LookGoodDoGood

    By A Correspondent

     

    Being Human is set to launch its latest Spring Summer 18 campaign featuring the brand’s co-founder Salman Khan and nine unsung heroes.

     

    Said Manish Mandhana, CEO, Mandhana Retail Ventures Ltd, the global licencee for Being Human Clothing: “It feels great to see the Being Human family expanding every year through the brand campaigns. The thought is always to get like-hearted people together and collectively create a stronger communication that inspires individuals to Doing Good while Looking Good. The financial year has been really good for us, from launching new campaigns to entering the south market with new store openings. With almost 60 stores in India till date we are planning to explore & expand extensively in Tier II & Tier II cities targeting the aspirational & young India. We shall further continue to grow, supporting the twin cause of Education and Healthcare that Being Human – the Salman Khan Foundation has initiated.”

     

     

  • In a recent study conducted by media & entertainment research firm Ormax Media, Salman Khan's initiative Being Human scored high on awareness amongst consumers in Mumbai

    Brand ‘Being Human’ has high awareness: Ormax study

    By A Correspondent

     

    In a recent study conducted by media & entertainment research firm Ormax Media, Salman Khan’s initiative Being Human scored high on awareness amongst consumers in Mumbai. The research was conducted to understand the awareness of the newly opened Being Human store in Mumbai.

     

    Of the respondents, 72 percent were aware of the initiative called Being Human. Almost all of them (92 percent) could associate Being Human with Salman Khan. Amongst those aware of Being Human, there was a high awareness (51 percent) that Being Human has opened a store in Mumbai, with about two-thirds of this section being able to even name the actual location of the store (Linking Road).

     

    Speaking about the results, Gautam Jain, Research Head – Films, Ormax Media, said, “Salman Khan’s popularity has increased consistently since the release of Dabangg in 2010. In January 2013, his share on our star popularity-tracking tool Stars India Loves was his highest till date. The high awareness of the launch of the Being Human store is a testimony to the star’s equity.”

     

    The research was conducted amongst movie viewers in the age group 15-34 years (SEC AB) in Mumbai city.

     

  • The paint company plans to co-brand its Green brand 'Breathe Easy' with the charitable trust

    Berger Paints ties up with ‘Being Human’

    Berger Paints India Ltd has announced an exclusive association of its flagship Green brand of paint ‘Breathe Easy’ with Being Human – The Salman Khan Foundation, a registered charitable trust set up by Salman Khan for helping the cause of the underprivileged.  For every litre of ‘Breathe Easy’ paint sold, Berger will donate Rs. 4 to Being Human – The Salman Khan Foundation. Berger has committed to provide ‘Breathe Easy’ paint to two schools and one hospital supported by Being Human.

     

    This association has been the cornerstone in the launch of “Breathe Easy”, India’s first Green Paint with international certification. Breathe Easy is the only paint which conforms to strictest VOC (volatile organic compound) norms even as per International standards. “Breathe easy” is not just a brand name for a Green Paint which serves to preserve health and environment. It goes beyond that and transcends the brand border. Breathe Easy is the umbrella under which the entire corporate social activity of Berger is being undertaken.

     

    Speaking on this association, Abhijit Roy, Managing Director, Berger Paints India Ltd, said, “We are excited to associate with Being Human for our green paint brand, Breathe Easy. As an organization, we are committed towards fulfilling our responsibility towards the welfare of society. This tie-up is part of our effort to support the cause of providing education and healthcare to the underprivileged. We are looking forward to a fruitful association with Being Human.”

     

  • Aiming to position itself as a lifestyle brand aiding the twin causes of healthcare and education for the underprivileged, the brand needed to create customer engagement through a large synergistic online and offline community.

    Case Study: Being Human, Being Digital

    Aim/Measurable Objectives

    Being Human wants to position itself as a lifestyle brand that aids the twin causes of healthcare and education for the underprivileged. The need of the hour was to create customer engagement through a large synergistic online and offline community. To be able to do this, it was imperative to build a communication strategy making this relevant to the youth of India.

     

    Strategic Insights

    Being Human Foundation is a charity trust started by popular Bollywood actor Salman Khan.

     

    The star has maintained a very low profile about the foundation. In order to increase the reach and corpus of the Foundation, Khan has undertaken initiatives such as Being Human art and Being Human merchandise. According to Google trends, Khan was the most searched Indian male celebrity in 2010. Moreover, the brand ‘Salman Khan’ connects well with the Indian Youth, kids and masses as a whole. To connect with its digitally enabled audience, Being Human required a strong social media presence. Energising communities was the need of the day.

     

    The key deliverables in order to achieve this scale were: To be able to touch the lives of more people, that can make a difference, to take an iconic brand and make it into a cause, a movement. To be able to mobilise the youth, give them something to believe in, and energise them to contribute their time, money, attitude to touch another less privileged lives. To ensure that ‘original being human products’ are available on the digital space to be able to reach a much wider audience across the globe

     

    Strategy and Execution

    The key marketing objective was to create a digital footprint for Being Human, which would allow Being Human supporters from across the globe to engage with the brand.

     

    The first order of business was to create the official social media presence.  There were a plethora of ‘unofficial’ Being Human pages across the social media networks, and it was important to first establish credibility and transparency, and secondly clearly differentiate this from a Bollywood gossip and fan page. Customer Centria created Being Human Facebook and Twitter pages. While Facebook, remains the key engagement channel used to launch new initiatives, campaigns, Twitter drives conversations, builds awareness and engages influencers.

     

    The next milestone was to create the website, beinghumanonline.com. The site tells stories of the lives that it touches, and encourages all its supporters to live and spread the message.  The very essence of the content is user generated and thus by its very nature viral.

     

    In order to make the brand accessible to more and more people, Being Human tied up with BookMyShow.com to enable national and international delivery of Being Human merchandise like t-shirts, bracelets, watches etc., to carter to huge the demand

     

    Successful Campaigns that were run:

    During a special screening of Khan’s recent movie ‘Ready’ for underprivileged children of Being Human, high level of engagement and buzz was generated through a live tweet via #beinghumanlive. This hash tag was trending on twitter for the entire day in both Mumbai and Delhi.

     

    To create awareness about the pirated Being Human merchandise available across the country, Being Human literally took to the streets and showcased on its social media channels – the sellers it interrogated and put the wearers of the pirated merchandise on the spot.

     

    An interactive Facebook application called the ‘Anti Piracy Squad’  was conceptualised where 10 different levels of squads represent how many users of the app, have ‘recruited to the cause’

     

    A YouTube video channel named Being Human Live was created where video bytes of Khan and his fans against tee piracy were populated. Being Human Fans also voiced their anger against tee piracy through video testimonials. Educational content (updates and videos) were created to build awareness about the FB application.

     

    Results

    Current size of community on Facebook: a whopping 7,59,896 likes. On Facebook page with a weekly network reach over 57 lakhs.  About 80% of these Facebook fans are in the age group of 18 to 34 years, which clearly defines the kind of connect that it had with the TG. On an average over 50,000 people participate daily on the page and Being Human’s reach has been made global with people from 20 countries across the globe participating on the Facebook page. There are more than 8,000 followers on Twitter.

     

    On an average 21,500 users are active monthly on Being Human’s engaging ‘Anti Tshirt Piracy Campaign’ app on its Facebook page. About 80 per cent of these app users are in the age group of 18 to 34 years.