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Tag: media vehicles

  • Taking your brand to the emotional level involves cutting through the clutter to link the 'soul' of your brand with the 'soul' of the people, says Veetika Deoras

    The Anchor: Veetika Deoras on 5 highs of being a marketer

    By Veetika Deoras

     

    1. It’s a ‘soul-to-soul’ job

    To build deeper and richer connections with customers, brands must arise above the rational benefits and build emotional bridges. Taking your brand to the emotional level involves cutting through the clutter to link the ‘soul’ of your brand with the ‘soul’ of the people. This necessitates reaching out to your right brain, as much, if not more, than the left brain. And more often than not, this ends up being a very fulfilling and heartwarming experience.

     

    2. Thinking out-of-the-box

    Overload of communication, multiple media vehicles and an ever-evolving customer, necessitate out-of-the-box thinking and innovation, in both the planning and execution of marketing campaigns. This makes a marketer’s job challenging and ensures that there’s never a dull moment.

     

    3. Proximity to customers

    With customers, brands and the environment changing constantly, there is a critical need for marketers to be in constant touch with their customers. To reach out to customers, and observe and understand their behaviour, with a view to garner deep insights is a highly fruitful and enjoyable experience.

     

    4. The debates

    In some interesting way, marketers have always had the dual challenge of selling their ideas, first to internal stakeholders and then to external stakeholders. The debates make the job most invigorating, the output superior and the victories, sweet.

     

    5. Satisfaction of creating an ‘intangible’, which yields results better than most tangibles.

    How often does one get the chance to say – I have created a ‘perception’, a ‘bond’, a ‘genuine promise’ and this perceptual bond, based on a genuine promise is worth a billion bucks! This probably is the biggest high for me as a marketer.

     

    Veetika Deoras is Head – Brand Marketing & Corporate Communication, Tata Capital Limited

     

  • Interface creates a goes ahead and creates a slightly 'bold' campaign for Mahindra SUV.

    New campaign dares to highlight Mahindra SUV ‘masculinity’

    By Shubhangi Mehta

     

    Mahindra’s new SUV Campaign, ‘Stories’ created by Interface Communications focuses on the ‘masculinity’ of Mahindra with an extreme but engaging story.

     

    The campaign actively seeks out new experiences that become a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more, is what the campaign focuses on.

     

    The media vehicles chosen for the same are TV, as of now, and going forward the campaign will also focus on press, digital and outdoor.

     

    On being asked about the ‘bold’ avatar of the campaign, Mr Robby Mathew, NCD, Interface said: “Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea and the British humour. The ad, with it’s over the top plot, different narrative style, and lastly the action and setting tries to reflect this”.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The creative idea revolves around ‘interesting people’ who have stories to share.

    People who have travelled lot, seen different places, done different things, in short are interesting people and they have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to. Hence the creative idea of stories.

     

    In fact, the tag line of the brand is not just a tagline but a wish/blessing which says “may your life be full of stories”. It is a wish that you live a very rich, very fulfilling life. And that is the life the brand wishes for you.

     

    Mr Matthew added: “International production values, exotic locations, never seen before car shots – unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film: ‘edge of the seat’ treatment is how I will describe this campaign and this is what makes it different from others”.