Social Brand Association : Helping Women Get Online by Google & MARD

“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.

1^st phase post:- http://www.viragbrand.blogspot.in/2013/12/google-emotional-in-india.html

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 2^nd 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 3^rd position in internet users across the world & will be reaching soon on 2^nd 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