“16 years
old brand exceedingly admired across world…
A brand
which is very common but ever strong & loyal across the world…
A brand
which is also renowned by small children to adult to all age of people across
the world…
A brand
which is celebrating as well as involving with each festivals & events
(including sports) across the world…
A brand
which is consistently integrated not only professionally but also socially,
emotionally connected with people of India…
A brand quickly
comes in mind & on lips whenever finding anything like content, data,
pictures/images, video etc either directly or indirectly…
A brand
has taken an initiative first time & launched heart touching TVC campaign
in the context of burning issue between India-Pakistan and message was
conveying for peace & live happily together along with brand existence
& connected everywhere country to country as well as easily enable to
access...
A brand is
providing customized and valuable information across the world…
A brand is
one of the most trustworthiness globally…
A brand which has initiated ‘Digital
Literacy” program for Women in India…
Warm Welcome brand GOOGLE in India!!!”
Google “Digital Literacy” program is
known as “Helping Women Get Online “(http://www.hwgo.com/)
which
has been introduced in Nov. 2013 in collaboration with brand Intel, HUL &
Axis Bank & will be completing successfully 1 year very soon, this
initiative has transformed into positive result with 35 % women are being used
internet which is surpassed 31% growth
being used by men.
Facts & Figure:-
Total
Internet Users in India: - 243 million appx. (Till June 2014)
Total
Female population in India: - 616 million appx. (Out of which 50% appx. Are
below 25 years age)
Total
Female Internet users in India: - 60 to 75 million appx. (More than 50% users are
between 18-34 age groups).
Campaign
Initiative Aim is to help 50 million women & bring them into online in
India.
This initiative has reached so far:- Across 1
million women in 5 states, 30 cities & 55 small towns. However first phase
of campaign is already reached out across country through TVC & Digital
media in context of program awareness.
In
2nd phase recently Google has launched new campaign in association
with MARD (Men against Rape & Discrimination) that initiative has taken by
Bollywood Actor-Director Farhan Akhtar. He has initiated MARD campaign in March
2013 with the purpose of ‘to make women empower & give them self-respect (http://www.therealmard.org/index.php).
Television Commercial (Joint
Campaign):- http://www.youtube.com/watch?v=n54h4HC8HcU
Brand Strategy & Influence:-
The
new joint campaign (Google & MARD) is conveying message to women “Reach for
the Sky (Chhulein Aasaman)” and in Television commercial showing each elements
which empowering to women. Google & MARD aim is very similar that can
building strong confidence & make women more empower where they can enable
to solve the various sorts of problem quickly, solely and fly freely. It is
very influensive strategy, well-conceptualized, perfect & precisely brand
association as well as socially connection with Indian market. Being a
corporate social responsibility, Google has vigorously started to connect with
Indian people by socially since 2-3 years & also celebrating each festival
and events on its home page. Earlier Google has launched 180 Sec. TVC which was
trying to connect harmony between India-Pakistan relations along with conveying
message Google can connect anywhere in Smartphone too & provide customized
search solution.
As of now India has 3rd position in
internet users across the world & will be reaching soon on 2nd
position by surpassing USA. Day by day internet users are increasing in India,
people are surfing many stuff online & Google is one of the best tool or
medium in order to get accurate information. As per market study, the internet
users are higher between 18 to 34 age groups either through smartphone or by
computer. Hence, to cover the untapped market or those women who have never
been used internet so far, or don’t know anything basic about internet as well
as facing many stuff in routine life, Google has initiated this concept where
it is providing all basic sorts of solution as well as volunteer can be mentor
online & can teach about internet usage. Moreover, Google & MARD
associated campaign is building up abundant confidence, self-dependent &
make empower to women.
Though, it is specially targeting to housewife
(34+ age) who are not aware about internet usage & facing lots of problem.
This can be works more if it can approach intensely in rural area too where it
has primary requirement. It can give influensive result much better by BTL
activity where can easily reach to direct women. Another significant thing is
that you can contact on toll free number which is given in Helping Women Get
Online website & ask for your basic queries of internet usage.
Today is trend of CSR campaign, many companies
are branding & connecting with consumers by socially. So, being a brand whenever you are launching
any social campaign (Corporate Social Responsibility), always remember that it
effects on your ‘BRAND GROWTH’ along with Sales Growth. Brand growth is
possible only when consumers can identify your brand, satisfy with overall
result and accept your brand. Same way Google has grown by being brand because
highly acceptance in not only Indian market but also in the world as well as
People are brand loyal of Google because ordinarily we approaching the Google
website for search information rather than other search engine websites.
Hence,
Brand growth is similarly important to Sales Growth.
BRAND
ACCEPTANCE + BRAND LOYAL = BRAND GROWTH
