MxMIndia

Tag: khadi

  • This campaign is getting promoted on the app with the launch of ‘Fact Cards’

    Inshorts aims to build Khadi awareness via latest ad campaign

    By A Correspondent

     

    Inshorts has launched a new ad property, ‘Fact Cards’ along with the Khadi campaign to help advertisers engage with their audience in what it calls an “innovating and non-intrusive ad format”.

     

    The Khadi campaign, in association with Raymonds is an initiative by the brand to build awareness and promote Khadi amongst consumers. Talking about the campaign, Azhar Iqubal, CEO & Co-founder – Inshorts, said:“Attention-grabbing marketing that inspires emotion and prompts consumers to share can become valuable experiences for the consumer. Hence it is imperative that brands be more consumer-centric and create content that serves the consumer first, and then the brand. We at Inshorts serve both the advertiser and consumers by providing innovative ad formats that keep intact a person’s attention span. We hope that with this Khadi campaign and the new ad format we are able to communicate our advertiser’s message in a less cliched form so as to generate more interest.”

     

    Added Tarun Arora, Chief Marketing Officer at Inshorts: “We operate in a world where gauging a consumer’s attention span is extremely difficult. We as marketers are constantly finding out new ways of approaching the audience. The Khadi campaign aimed at engaging with the advertiser’s audience in a more creative way. We hope that with these unique visuals we have successfully helped the brand to reach out to its effective target group.”

     

    Said Uma Talreja, Chief Digital Officer, Raymond Ltd: “The story re-spun is a strategic effort towards promoting Khadi as the new age fabric for the next-gen digital audience. Khadi has been the price of India and through this initiative, Raymond has committed to reviving the traditional Indian art by collaborating with artisans and craftsmen. Making Khadi driven fashion which have relevance for our target audience today is at the core of our strategy to reposition and revive Khadi. Inshorts is a relevant app platform that helps us communicate this to consumers that are interested in news and the latest development in our country. Today’s consumer has skin in the game in the future of our country and Inshorts allows for brands to integrate this common interest and value system and hence an apt platform for communicating the new face of Khadi created by Raymond”.

     

     

  • Love for the land should be much more than just standing ramrod straight when the national anthem plays. Loosen up people, says Prathap Suthan

    Prathap Suthan: 8 fun ideas for Republic Day without being unpatriotic [Recall]

     

    This was first carried on MxMIndia in January 2012. Save the Kolaveri context, all of it is still relevant and we felt it was worth carrying given that it’s Republic Day on Sunday.

     

     

    By Prathap Suthan

     

     

    I better walk the tight rope here. Caught as we are between two completely disconnected groups of Indians.

     

    One is a grizzled leadership that’s way too hemmed in, frugal, and touchy about the tricolour and its marching bells and regimented whistles.

     

    And the second is a younger generation who are anything but bothered with the antediluvian huff we make about pride and other mushy matters of the soul.

     

    Come to think of it, in these days of viral Kolaveri, the Republic Day and its patriotism shouldn’t continue to be seen as the preserve of those sitting behind bulletproof glass.

     

    Our Republic Day shouldn’t lie trapped in strict Government imagery. We must ease up on the straitjacket we have strapped ourselves in. Our nation is free. Not bound.

     

    It must be the day ofIndia. Celebrated with more freedom and fun. It must be more popular and populist. The democracy should celebrate it. Less stiffness, and more abandon.

     

    Love for the land should be much more than just standing ramrod straight when the national anthem plays. Loosen up people. We cannot be snoozing all day on the 26th.

     

    So what can we do to inject fun into this grave day? Please add your own versions.

     

    Though please don’t skid over the edge, and start redefining bikinis. Some amount of restraint is good. Atleast in public.

     

    1. Instead of curling into your couch to watch the parade on TV, get your society to hire a big screen. Watch the parade like an IPL final. Get some hot samosas and jalebis. Give flags to all the kids, and watch the soldiers pound the Rajpath. I can guarantee monster goosebumps.

     

    2. Ride a horse. Get off your cars and bikes, and live true horsepower. Get on the back of an old unemployed filly and relive a bit of royalty on hooves. I am sure you won’t be able to gallop. But I am pretty sure that fine equine discretion will lead you to the difference between a canter and a trot. Pay the local ghodawalla some attention. I am sure he will smile a wider smile.

     

    3. Invent a patriotic dish. Give it the finest name possible. Buy from theRepublicofChicken. Or do something that needs a handful of saffron. Ouch. Don’t do the tricolour rigmarole pudding. It’s too cliched. Make the Dal of Thunder, The Saffron Inquisition, or the Great Onion of Panipat.

     

    4. Step out of home, and go and meet your neighbourhood fauji. Remember them. Those gallant valiant men with moustaches curled. Also do shake hands with the neighbourhood cops. They might expect a rolled up currency note. Instead, wish them a great day.

     

    5. Fight for the flag-raising event. Let a younger member raise the flag. Why do we depend on brash old men? The nation belongs to the little ones. Instill nationalism early in their lives. They will never forget. They will be grateful. Jai Hind!

     

    6. Add a flourish of Indianess to the Armani ensemble you wear everyday. Applies to both originals and fakes. Or offset the affected kurta you will stuff yourself into on Republic Day. Basically, try a new thing, and wear a Gandhi cap. You could wear it on your monkey cap if you are a devout Bangla. But there’s something earthy that happens when you switch to khadi. Gurkha cap also doesn’t work for me.

     

    7. I think we should make an effort to commercialize the day. Why waste a full day sitting at home? Imagine the plight of the millions people who eke out their living on a daily basis. For them, it’s a forced holiday. Maybe we should take the lead and get the great T-shirt sale going. Or we should begin a series of Republic Day picnics; initiate a nationwide drive to buy a compulsory flag for all homes, or do something else that will go to annually fund war widows or something as noble.

     

    8. How come there’s no tradition connected to this day? Barring that really long speech the society elder will deliver. In which he will talk more about himself, his childhood, how Nehru almost shook his hand, and how he braved British boots. Maybe we should all speak in Hindi that day. Maybe we should only eat Indian food. Maybe we should have a fireworks show where the whole city is invited. Or maybe we will have a citizen’s parade in the city stadium.

     

    Whatever we choose to do, we must celebrate in our own way. We must take the celebration to the people. We must make it more meaningful and involving. Otherwise this country’s pride will get locked up inside octogenarian ministries. And we will all have breakfast at 3 pm.

     

    Prathap Suthan is the Chief Creative Officer at iYogi.