MxMIndia

Tag: Mindshift Interactive

  • Also launches glass bottles

    Bisleri appoints Dino Morea for Vedica

    By Our Staff

     

    Bisleri brand Vedica has announced the appointment of actor Dino Morea as its brand ambassador.

     

    Said Jayanti Chauhan, Director, Bisleri International Pvt. Ltd.: “Launching Vedica Himalayan Spring Water in a glass bottle has been one of my goals over the past decade. I am glad to have found a team, with whom I have a wonderful dynamic to create and launch this piece of art… We discussed on what the Vedica man would embody and therefore decided on associating with Mr. Dino Morea as I do believe he is someone who is truly #FullOfAltitude. I am extremely excited for the campaign which will help Vedica achieve new heights.”

     

    Added Zafar Rais, CEO, MindShift Interactive: “Our inspiration for the campaign has been the beauty of the Vedica glass bottle. From it, we derived an omnichannel marketing strategy that was opulent. We shortlisted Mr. Dino Morea as the ideal Vedica Man and conceptualized an ad film that brought out the essence of a life #FullOfAltitude with Vedica.”

     

  • The mandate for MindShift Interactive is to manage the brand’s social media, influencer marketing, and media planning across all platforms

    MindShift Interactive wins social and digital mandate of Phoenix Marketcity Kurla, Mumbai

    By A Correspondent

     

    MindShift Interactive has won the social and digital mandate of Phoenix Marketcity, Kurla. The account was won following a multi-agency pitch. The mandate for MindShift Interactive is to manage the brand’s social media, influencer marketing, and media planning across all platforms.

     

    Commenting on the occasion, Zafar Rais, CEO, MindShift Interactive Private Limited said, “We are delighted to have Phoenix Marketcity join us as we collectively work towards making it a destination for luxury events and experiences, leveraging social media. Our digital insights show the power of digital on the luxury market and we intend on leveraging the same to grow the brand further.”

     

    Added Rajendra Kalkar, President (West), Phoenix Mills Limited: “What impressed us was MindShift’s ability to think out of the box, their distinctive approach and most importantly, their understanding of the retail and lifestyle space, which convinced us to partner with them.”

     

  • The gaming application marks another successful digital marketing campaign for Homeshop 18

    MindShift launches gaming app for Homeshop18

    By A Correspondent

     

    MindShift Interactive, digital research and marketing firm has launched Land of Luck, a gaming application for Homeshop18.com, to engage consumers online. The four-level game that ranges over a span of 45 days allows fans and participants to explore various lucky charms through their journey, shop through Homeshop18’s offerings within the game and win exciting prizes, leading onto winning the luckiest person prize too with an international holiday of the players choice.

     

    Users could participate through the Land of Luck microsite or use the Facebook application. The score in the first level, spread over 26 days converted into time that allows users to Shop in the second level, ‘Mall of Luck’. Users were given 11 lists comprising of various products that they need to shop from the Mall in a given time and then select the same products from HomeShop18, sharing their favourite brands. This level of over 15 days enabled winners to win an iPad or Samsung Galaxy S3, thus, resulting in an increase in visits onto the website as well. The third phase allowed users to put their names in the lucky jackpot which was an entry point for the international holiday phase. The fourth and final level was a four-day activity where users answered ‘What made them the Biggest & Luckiest Fan’. The answer with the maximum Votes won an International Holiday.

     

    A filler by Network18 allowed users to win exciting prizes by guessing the number of logos that have featured in the Network18 TVC that plays during the game. Through this game, Homeshop18 has managed to maintain a balanced brand connect, whilst also making the game highly viral and addictive.

     

    Zafar Rais

    Said Piyush Bhargav, Vice President – Product and Marketing, HomeShop18.com: “Social Media is an extremely challenging medium in terms of achieving new numbers since the audience is quite selective. The only way to engage a picky audience is to offer something new and refreshing, every time. It’s this reason that led us to design an engaging game play – Land of Luck – which could stir a two-way communication rather than a run-of-the-mill gaming experience.” Said Zafar Rais, Founder & CEO of MindShift Interactive: “Innovation in marketing and its techniques is what makes or breaks a brand. On insights gained about consumer purchase trends, we built Land Of Luck, taking a shoppers belief in luck further and giving him an addictive platform to test his luck at all levels. In Social Media, we need to constantly evolve and that’s exactly what we continue to do.”

     

  • Zafar Rais, Founder and CEO, MindShift Interactive gives a peek into how the social media works for and more

    Jaldi 5 with Zafar Rais: Likes mean nothing

    Zafar Rais

    01. Have the clients become more open to pushing boundaries when it comes to their social media strategy in the recent past?

    Absolutely! Clients have evolved and welcomed social media. They are keeping themselves adept with the latest campaigns and case studies by brands and their competitors and are keen to do bigger and better. It is, however, up to their agency to provide them with the right guidance and conviction to invest in mindshifting campaigns versus basic presence management on social media. It’s only when you go beyond the ordinary that you truly can optimize social media.

     

    02. Can you give an example of your recent work that is a perfect example of pushing boundaries in the digital domain?

    We recently had a campaign on Twitter for Reliance 3G to announce the association with Google Android. We started this campaign on a Monday norning when people usually Feel Blue because of the start of a long week ahead and got influencers across twitter to interact by using the Hashtag, #FeelingBlue. As the day went by, we got the same influencers and more across India to join in and use the Hashtag in a positive manner, denoting how #FeelingBlue is now a happy emotion. As the campaign progressed, we go not just India but the world using the hashtag in a positive manner.

     

    At the end of the campaign, the hashtag trended in every city in India, country-wide and worldwide until the next day. To add to it, the Reliance twitter handle trended too.

     

    What we tried to achieve out here was for users to have fun and interact on the platform, while subtly getting the message across. The fact that the twitter handle of the brand trended too was an indication that brand outreach was created too.

     

    While a lot of inhibitions was showcased prior to the campaign, needless to say, the Reliance 3G team and their partners were #FeelingBlue and excited after the campaign. This trend received 800 tweets in less than an hour. The contest held by twitter influencers for this campaign witnessed more than 4000+ entries. The campaign witnessed a total outreach of +8.1 Million (81,26, 612) Link to case study: http://www.slideshare.net/MindShiftInteractive/reliance-3g-feelingblue-case-study

     

    03. There is also the campaign for Chetan Bhagat’s book, how did it help in ‘What Young India Wants’ reaching such phenomenal numbers?

    We ran #18ThingsIWant campaign for Homeshop18.com in order to launch Chetan Bhagat’s new book, What Young India Wants. We decided to use twitter and get users to voice their demands. What followed was a gush of Indians who truly wanted to achieve something or get things sorted out in their Country. Right from abolishing corrupt politicians to getting high grades in school, the demands were aplenty.

     

    The end objective: trended for 2 days while also drawing connect between homeshop18 and lead to a drastic increase in sales for the book via homeshop18.com. The campaign trended in all the Cities, India and Worldwide and it started trending in less than 15 minutes of its launch. It had a cumulative reach of over 1.6 million, over 1.3 million mentions and over 3 Lakh RTs. Link to case study: http://www.slideshare.net/MindShiftInteractive/home-shop18-18thingsiwant-campaign-report

     

    Some other case studies that have become industry best practices are #ChappalMaaro , #KiehlsMumbai.

     

    04. What are the keys to assure that a campaign becomes a viral hit?

    1. Insights: Understand who your consumers and what they’re talking about. Create your campaign around that.

    2. Brand Next: Don’t start a campaign with the objective of getting brand awareness. You’re on social media so think engagement. Your requirement to ensure your brand gets leveraged will follow naturally.

    3. Innovate: Once you gain the right insights, evaluate the right trends your campaign will automatically start short listing as a new wave creator. Ensure a level of innovation and uniqueness by actually coming up with something that has never been done before.

    4. Market it: As a social media agency, your role is to optimize the campaign beyond just waiting for it to kick start. Create the buzz through your klout. A Kolaveri Di didn’t get viral automatically!

     

    05. If ‘likes’ don’t necessarily mean an active audience, why is it still so important for a client?

    Unfortunately, a lot of people “sell” social media and that’s when the wrong numbers become a priority for clients. Clients and Agencies need to understand that the number of Likes means nothing if your Engagement ratio is poor. It’s embarrassing for a brand with 1 Million fans to have only 1,000 people talking about it. Tap on Targeted Fans if you’re in for the long haul.

     

    (Interviewed by Tuhina Anand)

     

  • Mindshift Interactive has launched their research arm MindShift Metrics, which will decode the vast amount of data available over the internet, and share findings leading to insights, resulting in forming a strategy

    Mindshift Interactive extends its arm to research

    By A Correspondent

     

    Mindshift Interactive has launched their research arm MindShift Metrics, which will decode the vast amount of data available over the internet, and share findings leading to insights, resulting in forming a strategy. Metrics will primarily be to evaluate or fine-tune an existing social media presence or campaign, assuring sustained growth or towards understanding the right campaign and platforms for a product launch. Given the right metrics, it also helps businesses understand consumer sentiments towards a particular product or even test an upcoming launch.

     

    The data will be gathered through MindShift tools and will be a step towards translating it into understanding your product, consumer or competition. The tools will go into the depths of understanding what consumers express or why they react the way they do or even forecast what your consumer wants next.

     

    Research is incomplete without human intelligence and MindShift will integrate a perspective from a mix of research analysts, social media specialists and behavior decoders. This combination provides with the right methodologies and a 360 degree perspective on where and what your Social Media landscape is and how it should evolve in order to be of constant value.

     

    Mindshift Metrics will be offering Social Media Metrics, consulting through Metrics Scorecard, Platform analysis and sample reports among others.