Google Emotional in India!
First time,
Google rolled out with emotional campaign in India and making strong brand
personality as a best “Search Engine” in the world.
Branding
Strategy with campaign brief:-
(1) Being
a search engine leader globally, it is representing that it can easily search
anything from Smartphone Device similar to being search through Desktop/laptop.
Total No. of Internet
Users in India:- 205 Million till Oct.’13 and estimated reaching out 213
Million by end of Dec. 2013.
Total No. of Internet
Users Through Mobile In India:- 110 Million till Oct.’13 and estimated
reaching out 130 Million by end of Dec. 2013.
(2) Playing
vital role as CSR in India:-
(A) Google
has initiated innovative campaign “Helping Women
Get Online” for those women who does not know basic skill of
computer operating, so it has developed online computer skill program by
Google. And, Google rolled out with three different category / segment wise
campaign which is representing that how women can find easily anything from
Google through their Smartphone devices, along with promoting campaign “Helping
Women Get Online” to get basic computer & internet knowledge.
Television Commercial:
- All of three campaigns are conveying message that to find anything easily
from Google through Mobile & having knowledge of Google for search
anything.
http://www.youtube.com/watch?v=ae0d_SR6plU (Mother & Child – Segment - Housewife)
http://www.youtube.com/watch?v=7tXBjpY-Ycw (Mother & Child - Business women/Upper class)
Segment)
http://www.youtube.com/watch?v=tU1GnWB3HF4 (Mother & daughter – 20-24 year Age group
Girl)
Log on: - http://www.hwgo.com/intl/en/index.html Google has developed special website “Helping Women Get
Online” where they can get all kinds of basic computer knowledge. Moreover,
Google has covered category wise video which is segmenting/targeting to young,
housewife & business class women.
(B) As
a CSR, Google has selected burning subject that “Reunion between India & Pakistan”
along with Google has promoted as best search engine country to country through
Smart Device (Mobile phone).
Character Taken:
Mr. Baldev (India) & Mr. Yusuf (Pakistan) who are best friends since
childhood.
First phase (Similar
to Teaser Campaign for Reunion):- As a Worldwide Strong Brand Equity, Google
is rolled out with campaign where it is much emphasizing on “Search Engine
through Smartphone Device”.
http://www.youtube.com/watch?v=vYVoM8tgbvA
(Searching meaning of “Fennel”)
http://www.youtube.com/watch?v=Udsyll0WRmY
(Searching Anarkali Dress)
http://www.youtube.com/watch?v=B-k1djmswbg
(Searching recipe Sugar free Halwa sweet)
Second Phase: - Finally,
Google has released full-fledge “Reunion” television commercial 3.32 minute, it
is sorely heart touching and emotional jingle with awesome background music
with voice-over (Singer).
http://www.youtube.com/watch?v=vGvr3PhLgx8 (Reunion with English Subtitle)
In 3.32 minute
commercial, Google has shown :- (i)
As a CSR Two country (Delhi-India) & Lahore (Pakistan) where Mr. Baldev
(India) is telling reminiscence of his childhood friend Mr. Yusuf to her granddaughter.
Ad film becomes much emotional when both childhood friend identifying and embracing
together.
(ii) It has shown that how granddaughter & son are searching through
laptop as well as Smartphone Device from both country i.e. focus on “Easily Search
anything” as a Brand.
Google has done
really good attempt for reunion along with developing strong brand personality
as a best Search engine brand.
