Vivo India : Choose your SwitchOff Time

Vivo  India – one of the leading Selfie Smartphone is now appealing & urges users to spend quality time with Family. Vivo has launched New Year campaign with social appeal to SwitchOff phone or keep aside and spend quality time with family while having together at home.  It is delivering strong reality facts that people are constantly occupied on Smartphone while having with family at home or outside. Excessive usage of Smartphone is definitely impacting on health as well as slowly reducing interaction inside family.

TVC:- https://www.youtube.com/watch?v=CvegxBp0YIA

Presently, there are most leading brands in Smartphone category in India such as Vivo, Redmi, and Oppo having higher range of megapixel capacity in the camera as well as consistently introducing upgraded models/series since 3 years in India because Selfie camera trend has increased simultaneously. In Indian market, consumers are being influenced mostly through a high megapixel camera & advance features at competitive price.

 

Conceptualized on the right time, Vivo India has taken superior initiative by conveying message to keep away from excessive Smartphone usage through silent branding. An effective silent branding can possible only after your brand awareness across the segment market. In last 2-3 years, Vivo has been launched consistently upgraded model/Pro series with featuring extended megapixel camera with overall quality too and became one of the leading brands amongst the Smartphone market in India. After creating market space & established brand image, Vivo has taken further strategic step towards social campaign with silent branding.

Silent Branding with Strong Social Message Campaign can influence greatly towards consumers as well as increase the brand equity. 

E-Pharmacies Market in India

Indian E-Commerce industry is growing consistently across all the major segments & it’s becoming larger day by day. All the retail Segments are adapting & knowing as an E-segments in current market trend.  Recent entrants, E-pharmacy is amongst the one which is vigorously engaged since 1 year and delivering medicine at your door step. Apart from E-pharmacy, there are also available facilities of E-diagnostic, E- Lab Test, E-consultant/healthcare at best discounted price/package, and it is growing slowly in tier-2 & tier-3 cities.

E-pharmacies Market Players in India: Netmeds, 1mg ,PharmEasy, Medlife, Medplus, MedsOnWay, EasyMedico , mChemist,  and many other micro e-pharmacies.

Pharmaceutical market is mainly categorized into Chronic and Acute segment in India where E-pharmacies are expected to gain% Chronic medicine market out of Total Chronic medicine market. According to EY, currently 30-35% of domestic pharmaceutical market share relates to chronic medications and the remaining is to acute medicines. E-pharmacies market is an extreme potential and consumers have already adopted it in India where they are obtaining medicine at discounted price.  

However, it must require certain rules, regulations & policies for E-pharmacies likewise US, UK, Europe which can keep precise control over it and consumers should not have to suffer. Because, consumers are suffering from multiple problems despite of healthy advantages are given by E-pharmacies.  

Major problems are facing by Customers:

(1) Delivery Time

(2) Respond to Customers complaints

(3) Goods Return & Refund process 

(4) Breakage & defective in Medicine box

(5) Fraud Cases happening

(6) Delivery of Medicine not match according to order placed

(7) Missing Quantity according to given order

(8) Payment Deduct but Product not delivered

Such issues are happening repeatedly instead of improve & minimize. Brand image cannot sustain by providing heavy discount & offer, it can sustain & increase the brand value only by consumers’ satisfaction. Medicine is a kind of product which is connected to person’s health & life; it should not treat as a shopping of other consumable products like FMCG, Electronics, Apparel etc. Since the brands campaigning on TVC, Print, OOH, digital etc are conveying healthy discount & Cashback offer  in which the feel & emotions are expressing ‘an excitement & pleasure’ like do shopping & grab the discount/offer advantage.   

Brand communication playing a vital role to build & sustain brand image. Providing a discount/offer on medicine is definitely fine for any consumers but how it should communicate to consumer is most significant because ultimately to consume any medicine don’t like to any people. Hence, the campaign communication should effective which can align consumers to get reliable satisfaction & confidence. For any E-commerce transaction, consumers must feel satisfactory experience in order to increase brand equity & loyalty, and especially for E-pharmacy market, it can not take any risk as it is connected with patients. It can better to create brand communication & provide the services towards patients apart from Price discounts/offers. 

Brand Recall : Fevicol

After established the brand, Brand Recall is playing a vital role to sustain the brand strength and it keeps engage in the competitive market.  Brand Recall campaign strategy is one of the most challengeable task in case of brand & message will remain same.

The most influential element in Brand Recall campaign is that ‘Represent the brand message in different form/version’.  Though, many brands are running same campaign at regular interval.  However, it would be an effective if create campaign in different form or version because people are eager to looking for some innovative elements & interesting stuff or clutter breaking campaign, and it can also sustain to recall the brand. 

Brand Fevicol: Celebrating 60 years journey and became most successful brand to keep bonding & stickiness with consumers too. Fevicol & Fevikwik both brands are one of the most influential in Brand Recalling because when matter comes for strong bonding or stubborn stickiness for any relevant thing, consumers get instant remind about Fevicol or Fevikwik. Brand recall can stimulate only if consumers would get consistent quality results with strong sustainability.

Fevicol TVC campaign is conveying precise message that Generation is shifting but quality is consistently remains same since 60 years.

https://www.youtube.com/watch?v=9W87c1Jfr7M  (Sofa TVC)

All times people would like to watch all the major campaigns of not only Fevicol but also Fevikwik too and it always rolled out in different forms/version with clutter- breaking, interesting, eye-catchy, and successfully dominating in adhesive market.

Here, some are remarkable & memorable TVC campaign:  Single message in varieties of version and as years being changed, campaigns have also been changed accordingly.

https://www.youtube.com/watch?v=hUc4iKIAPV8  (50 years celebrating - Moochwali Fevicol Ad)

https://www.youtube.com/watch?v=npr_fBOuZ0k (Doordarshan Fevicol Ad)

https://www.youtube.com/watch?v=74OaliS33w8 (Cyclist Ad)

https://www.youtube.com/watch?v=qVBW9xJGtz0 (Fevicol Marine Ad)

https://www.youtube.com/watch?v=IzbSLQ8WQQc (Fevicol Marine Ad)

https://www.youtube.com/watch?v=cqqVzU4DK74 (Fevicol Marine Boat Ad)

https://www.youtube.com/watch?v=6hQn2eb1Ies (Fevicol Crazy Chairs)

https://www.youtube.com/watch?v=6kaIEc1iNKQ (Govinda Ek, Dahi Haandi Anek)

https://www.youtube.com/watch?v=AdgjH24UhGQ (Fevikwik – Fishing Rod)

https://www.youtube.com/watch?v=A4WZF74dAg4 (Fevikwik – Todo nahi Jodo)

Execute brand recall strategy at regular interval by identifying an opportunity and it would give a valuable impact if it will representing in different form.

Strong Brand Recall: Generation & Years changing, but consistently quality sustaining !

Amul Butter Cookie Contest

In India, The biscuits market is mainly segmented into Cream Biscuits, Cookies, Glucose & Milk Biscuits, Salt Crackers Biscuits, Marie biscuits and others forms.Looking into the current market trend in FMCG industry, consumers shifting ratio is increasing immensely as many as brands are foraying into the market as substitute product. Moreover, today consumers are willingly ready to try similar or substitute category other brands for ‘Try N Taste’ purpose.

Similarly, Cookies market is growing rapidly as awareness is being increased. Consumers are willingly buying Cookies for taste purpose and gradually buying if likes. Cookies are considering into premium class as a part of biscuits which are available in various forms & flavors like Nut & Fruit, milk, Dryfruit, Chocolate, Butter etc.  

Cookies are came into the picture due to its consistent adding form & new flavor, attractive packaging, premium standard and health perspective like sugar free cookie available. Majorly in urban area, it has been established position as a substitute product which is increasing shelf life compare to chocolates/sweets.  

Major Key players in Cookies brand: Britania, Parle, ITC, Unibic, Amul, Mondelez, Nestle and many others

Cookies Core Consumption Market in current scenario:

(1) Hospitality Industry (Serve in Hotel during event/conference)

(2) Festival Occasion

(3) Personal/Corporate Gifting

Recently on 20^th July, Amul has launched contest campaign on Twitter with hashtag #AmulButterCookie & #AsliButterCookie which is directly relating to the ingredients/contains, find & upload the cookies brand picture that how much % butter included in cookies.

Contest & Reality Feedback:  https://twitter.com/Amul_Coop/status/1152814405962256384

Highly influential strategy has executed which can connect to consumers directly and most vital factor is that consumers can get awareness about what are the real contains & its measurement included. To survive in the competitive market, it is an essential to sustain existing as well as gain new consumers from market, and today marketers are consistently rolled out with creative ways.

Amul Butter Cookie contest has opened eyes of lot many consumers and represented the realities of rival brands which is increasing Amul brand Value, loyalty and trustworthiness. Butter Cookie is defining itself that it has included the butter ratio in a strong % form. But, being consumers we are not focusing in-depth about product which we are buying.

For Consumers, it must require to understand in-depth about any product before buying/using because generally consumers are buying many thing based on TV / Print/ OOH influential ad campaign which is creating an awareness. But it is happening that reality is different from what is showing in Advt. campaign and its directly impacting on brand value. For Marketer, It must require to deliver the same result which has presented & committed in advt. campaign towards consumers. Many brands are already failed to deliver satisfactory result which has committed and results into drop the market share & brand value.

In any other industries, many brands can create such kind of campaign on social media because social media is one of the strongest medium where it can get an active response from the relevant audience likewise Amul Butter Cookie.

Strategic Fundamental:

Balance must sustain from Visualize To Realize Brand Journey…

Sofy Cool : Sanitary pad with Coolpad Technology

Product innovation with an Advanced Technology is mostly increasing the comfortness level in which efforts is creating to develop new features into either existing product or new product. In recent, feminine hygiene brand Sofy has unveiled ‘Sofy Cool’ sanitary pad in India which is representing an innovative features known as ‘Coolpad Technology’, it realizing the feel of coolness and appealing to have ‘Irritation free period’.

Irritation/Irritability is one of the core symptom/sign of the menstrual period which gives discomfortness & stuffiness feeling. Hence, Sofy cool is accomplishing it by providing with Coolpad technology. Till time, all the leading brands are being endorsed by emphasizing on absorption level which keeps safe & comfortable during the period. In the Advance Technology Era, Sofy Coolpad can be considered as clutter breaking & innovative which efforts to keep away from irritation and swing the mood during period.

Strategic Execution:

• Launched on 28^th May,2019 on Menstrual Hygiene day which is best & perfect time to tap the market.
•  Sofy has launched new Coolpad technology by identified the market gap based on research, that to keeps irritation free period along with deep absorption.

TVC campaign:  https://www.youtube.com/watch?v=CSU8v1VJOG0

Sanitary pad is a kind of product which needs to influence highly towards women/girl, hence brand campaigning should influential which urge to buy sanitary pad especially if brand is unveiling with an innovative concept/ features likewise Sofy cool and it has to take an advantage by representing specialty of pad. There is a huge Sanitary pad untapped market in India, just needs to execute consistent efforts & urge to use hygiene pad instead of normal cloth.

To survive in the competitive market, it is primarily essential to identify the market gap and bring an innovative features which can enhance not only the Consumers value but also increase the level of convenience.

Urge to buy at least once, Desired Results can increase the Customer Acceptance!!!

Burger King : Whopper Traffic Jam

To remember that the most essential element is to ‘Identify the relevance market gap & customer acceptance’ before launching or expanding an innovative and new products/services.  Because many brands are being failed or yet to established brand position in the market due to lack of identifying the relevance market gap & customer acceptance. It should be required to sustain the balance between the market gap & customer acceptance since it becomes worthless if customers are not ready to accept despite of identified the right market gap.   

Recently, Burger King has launched an innovative, clutter-breaking & conceptual delivery campaign which is presented as ‘Whopper Traffic Jam’. Its very innovative, precisely relevant & unique delivery service which keeps away from the competition as well as can cover the untapped the market strongly. The core competency of this service is the combination between identifying customer through digital technology & on-time delivery. This concept is precisely connected with hungriness during the traffic Jam and Burger King Brand is established itself as a ‘Whopper’ which is integrated to Traffic Jam.  

TVC : https://www.youtube.com/watch?v=LXNgEZV7lNg

This can be considered biggest opportunity to cover the market share against the rival brands and sustain the brand value. The only important thing is to execute the service which is committed or else it gives negative impact.

Today, market trend is very dynamic, customer preference & choice level changing rapidly as well as becoming more advanced likewise technology, and hence it must be required to execute brand strategy through integrated medium in which Digital marketing strategy must be included in order to get an influential brand awareness result.  

Strategic Formula:

Identify the market gap + Integrate Digital Tech = Create Strong impact where Customer Accept…

ShavingStereotype : Initiated by Gillette India

Gender –equality/Gender Bias, a subject has drawn attention of across the globally on social media. Awareness is also increasing about Gender-equality through various medium especially on social media as well as audience are actively engaged and interacting on women empowerment. Today, Social media is became powerful tool where you can raise your hand and get an extreme engagement from globally, Gender-equality trend is likewise too and can be considered as part of CSR (Corporate Social Responsibility).

In recent, Gillette India has initiated an excellent clutter breaking CSR campaign on Gender-equality which is based on real story and conveying concrete message to the mass audience, creating awareness about Gender-bias like only men can do but women can’t do on different situation. One fact is presented very well in this campaign that ‘Kids learn what they see from the childhood’.  And, at the end of the campaign, Gillette branding is very silently connected with Gender-equality.

TVC: https://www.youtube.com/watch?v=QCR24jyhfZk

Today, CSR trend is growing dynamically and many brands are associating as a socially on different sector like Healthcare, Education, other awareness program etc.  As a part of strategic communication, companies are also spending budget on CSR after Digital marketing and rolled out with specific 1 or 2 minutes commercial campaign on TVC, Digital & BTL activities. However, CSR strategy is not easy as much as it can seem. It can be used an effective way only when your brand has taken strong sustainability & loyalty across the market.

The most significant part of CSR is that How your brand can relate with society. Because, CSR relevance is more connected with realistic trend rather than just branding.  Create an innovative, interesting & influencing CSR campaign which can change the traditional perception & inspire to people. 

Branding : Amalgamation of Bank of Baroda, Dena Bank & Vijaya Bank

After amalgamation of Dena Bank & Vijaya Bank with Bank of Baroda, an official campaign has launched on TVC, OOH, Print & Digital across all the major regional languages which is conveying message the strength of 3 banks amongst the banking industry. The campaign is being promoted by Hashtag #Powerof3 which becomes now core strength of Bank of Baroda.

An excellent campaign with branding concept, precisely communicating message to the audience and a very influential performed by children on stage which is representing the brand strength towards audience. 

TVC : https://www.youtube.com/watch?v=C1hNFRT3F8A

Branding after Merger: Common & Significant Communication -

Bank of Baroda campaign is one of the good example of real branding like others brand campaign. Today, many big marketers are expecting the sales conversion from branding but Branding is just n just only for an ‘Awareness’ which is playing supportive role to convey your brand message. Hence, it is vital to sustain the balance between brand message & realistic brand image. Because only an effective branding can not build brand equity & loyalty, it gains only through consumer’s satisfaction which provides a dynamic brand experience.

According to current market trend, after amalgamation/merger of any brand: The biggest challenge is that How will create strategic brand communication- execution AND what things should be required to highlight. In such case, you will find  in the campaign : 

The utmost common thing is that brand is representing their strength in the form of advance features, technology & network along with conveying message of ‘now become much better & stronger’.  But you will rarely find in the campaign: The utmost significant thing is that ‘to provide committed on-time services & support to consumers on realistic way after merger in order to gain strong brand loyalty’. In case of merger/acquisition, if brand campaign is representing with realistic service-support message, it can give an extreme impact. Subsequently, it must be needed to execute to end-users as committed in the campaign.  

                                                                                                                             

Looking into the current banking industry circumstances, Bank of Baroda has strong opportunity to compete against rivals by taking the advantage of #Powerof3. Service & after sales-service is core priority in any industry and it would give a dynamic impact if do branding of services which are providing really.

Amul Camel Milk : Health Benefit

Camel milk is slowly gaining the familiarity amongst the dairy products market in India. Recently Jan.-2019, leading brand Amul has launched Camel Milk which can be available at present Ahmedabad, Gandhinagar & Kucth only (Gujarat State-India). Camel Milk is very niche & very hard to collect from scattered area so, its cost is also high compared to other form of milk. Though, camel milk is already being used in some part of Rajasthan.  

As Amul has already launched camel milk chocolate a year ago after determined the commercial standards by FSSAI in December 2016. Though, India is very late entrants in camel milk market compared to international market that having very high demand of camel milk as there are multiple health advantages of camel milk. Camel milk can be found in supermarkets in the UK, UAE, Somalia, Saudi Arabia, Mauritania, and the US. In India, there are massive numbers of diabetes & heart patients, so camel milk is playing supportive role in such diseases.

  

Core Health Benefits Of Camel milk	Because Camel milk CONTAINS :
(1) Prevent from Diabetes	(1) Vitamin A, B1, B2 , C & E. Vitamin C -3 Times Higher than cow milk
(2) Stimulate blood circulation	(2) low sugar and cholesterol
(3) Improve Immune System	(3) Protein, Potassium, Phosphorus, Calcium
(4) Alleviate Allergies	(4) Rich minerals like magnesium, iron, copper, manganese, sodium and zinc are higher than cow milk
(5)Autism connection
(6) Protect against Autoimmune diseases
(7) Improve Heart Health
(8) Joint pain & others like TB, Hepatitis

Camel milk may impact as a substitute dairy products as people are now becoming more health conscious. As well many are consuming non-dairy based milk products like almond milk, soy milk, coconut milk etc because it has like zero cholesterol, low calories and high protein. Camel milk market is extremely untapped market in India and Amul brand is well-established & strong presence across the country, hence it is easy to reach the target audience.  

Brand Communication Strategy should like:

Camel milk ‘Taste’ is most important & challenging task because major consumers are consuming cow milk since long years. Hence, the initial step should be ‘Taste acceptance’ where consumers are urging to buy & taste once.  To create awareness is very easy being established & trustworthy brand Amul but the ‘Taste’ is most vital and it can not easy to switch over from cow milk to camel milk despite of highlighting the health advantage. It should require executing BTL promotional activity & directly engaging with consumers because only awareness may not give strong impact rather than BTL strategy. Communication Strategy must be like consumers urge to visit store, Taste the camel milk and take a spot feedback of milk taste.

Region-wise, it needs to be considered the communication strategy because perception level is changing in rural & urban (city/metro-city) market. Though, the communication message should be same which want to convey but the only execution would be different according to the market.

Amul has also needed to be emphasized that to keep balance both the market cow milk & camel milk. Hence, launching campaign is like especially representing camel milk for Diabetes management.  

Camel milk market is having an extreme opportunity and can be consider as medicinal part which supports to health disease. Any market players from healthcare/dairy products/Nutritional supplement can foray into the market by using of camel milk either in milk/powder or any other form. 

Savlon Pen Sanitizer by ITC

Recently, ITC brand Savlon has rolled out into Sanitizer category and launched Savlon Pen Sanitizer in Spray form. An excellent innovation is done by Savlon which is creating a new opportunity to gain the market share. Pen Sanitizer format itself can be core proposition in the Sanitizer segment. Consumers are now slowly switching over into Sanitizer category, however handwash market is very large which is mainly dominated by Dettol & lifebuoy. Though it is an essential to create in-depth awareness as well as difference between the usage of handwash & hand sanitizer.

According to Nilesen Market Research:

Total Antiseptic Liquid market:- INR 650 crore (Appx.)

Total Handwash Market :- INR 610 crore (Appx.) – Rapidly Growing appx. 15 to 20%

Total Hand sanitizer Market:- INR 75 crore (Appx.) – Growing steadily, though awareness to be required.

Hand sanitizer Core market Segmentation:

(1) Foam hand sanitizer

(2) Gel hand sanitizer

(3) Sanitizing hand wipes

(4) Spray hand sanitizer

Mostly gel based hand sanitizer is being consumed in the market rather than spray form. Savlon has created clutter breaking Pen form hand sanitizer in order to gain the market share. There is a huge opportunity to penetrate the rural & urban market by communicating conceptually as a Pen Sanitizer.

The concept of Pen is representing that it can move easily anywhere in your pocket and can give a hygiene solution before eat anything.

TVC Link: https://www.youtube.com/watch?v=W3EXkBpRsBM  (Savlon Pen Sanitizer)

An animated Chhota Bheem iconic campaign is targeting to children and conveying message of Pen sanitizer before eat. In the campaign, showing classroom location is perfectly targeting but overall huge lack of campaign effectiveness, even though it has not found any other campaign or aggressive brand promotion. For any campaigning of an innovative product, an ‘Effectiveness’ is an essential factor and playing a key role to appeal the target audience. As well, it is also needed to consistent promotion of the brand which is creating not only awareness but also urge to buy & at least taste of your product like e.g. Fogg Deo. The other significant point is that to represent the method of 'how to sanitize hand properly' which can bring positive results.

Marketers are an extremely emphasizing on ‘customer comfortness & convenience’.

Many brands are now coming up with small form of packaging in all major segment especially personal care/herbal care/FMCG market which we are facing regularly through various medium.

According to current competitive market scenario, any of brand cannot survive into the market WITHOUT:

(1) Consistent product innovation (For both Existing & New)

(2) End to End Customer Service (For B2B, B2C)

(3) Market Penetration by identifying the market gap

(4) Consistent innovative Marketing & Communication Strategy/Execution

Product Innovation =An Effective Communication

Handwash by Lifebuoy - Germ Nashini

Soap to Sanitizer journey, Lifebuoy identity remains unchanged as ‘Germs Protection’.  Lifebuoy is more emphasizing towards CSR activities since few years and making efforts towards changing habit of handwash. And again, Lifebuoy has rolled out with unique & innovative CSR campaign during the Durga Puja festival, and specific given the campaign name as ‘Germ Nashini – i.e. Germs Removing – Hand Sanitizer Dispenser.

TVC: https://www.youtube.com/watch?v=nYzJN6WFqrI   (Launched in Oct.’18)

Overall campaign is very precise & decent, but the core concern part is that how it’s been executed by expressing the reality. Its fact that lot many people are not washing hands while taking ‘Bhog’ hence, every time Lifebuoy is making efforts to change your habit through innovative ideas which is realizing the significance of ‘handwash’.

In 2013, Lifebuoy had also been done an excellent campaign which urge to change your mind.

http://viragbrand.blogspot.com/2013/02/innovative-creative-concepts-introduced.html (2013)

Any type of innovative brand campaign can bring the change only when it is accepted by audience, and it becomes more exciting when it’s connecting directly with CSR. Most astonishing brands which are always coming with an innovative CSR concept which is connecting you directly on practical way: Like Tata Tea (Jaagore.com), Fevicol (Todo nahi, Jodo), Lifebuoy (Wash hand before eat).

Mostly two type of CSR campaign is being launched by Brands:

(1) CSR campaign where there is an indirect connectivity between brand & CSR communication (Like Brand Name Institute/offering scholarship, blood donation camp sponsored by brand etc.)

(2) CSR campaign where there is direct connectivity between brand & CSR communication (Like brand & social message having direct strong relevance

In any CSR campaign, one thing should keep memorize that campaign must be relevant to the ‘Reality’ which will be presenting the responsibilities towards the society.  Brand relevance is the core concern in any CSR strategy which is giving an additional impact on brand value & loyalty like Lifebuoy ‘Germ Nashini’ campaign is precisely conveying message & aware about to importance of handwash which gives direct impact on brand trustworthiness.

Consistent such kind of innovative campaign is sustaining the connection between consumers & brand which gives the utmost consumers experience towards brand value.

Kerala is Open : Brand Re-launch

To create Brand Re-launch communication is an extremely challenge-able task out of above mentioned brand purpose. Here is a recent live example which can be considered one of the best Brand Re-launch strategic communication with CSR combination by Samsonite(Luggage brand): ‘Kerala Tourism’ – Effect of authentic Emotions.

We all know that Kerala is familiar with God’s own country & recently was disastrous with flood, suffered huge loss where family are mostly relying on tourism market. Samsonite India (Luggage brand) has taken this opportunity as a part of CSR by Re-launching the Kerala which is conveying message about ‘Safety, Trust, Ready to receive, we are back & we are open’. 

Television Commercial: https://www.youtube.com/watch?v=gpTMhLWUZCQ  (Kerala is Open)

At the end of campaign, Samsonite has highlighted very silently its luggage brand 'evoa'.

Excellent CSR campaign endorsed & explored by Samsonite India which is presenting the message of ‘Revive & Welcome back to Kerala’ that supports to build the ‘Trust & Confidence’.  In this campaign, Emotions are urging to visitors that break for Kerala which is directly touching heart of those who are die hard for Kerala backwaters, eco-tourism, wildlife sanctuaries etc. Moreover, campaign is executed on perfect time as Vacation period is very next to the month of November.

Television Commercial: https://www.youtube.com/watch?v=6zlertI6XkY  (It’s time for Kerala)

Emotional appeal is playing a vital role in advertising campaign which is being run on TV, Print, OOH,Radio, Digital, Word of Mouth, BTL promotional activities or any other. The most significant in advertising campaign that How to place & Execute emotions on right time along with the content. Emotions are playing multiple roles according to the branding purpose& communication such as:

  

Major Brand Purpose & Communication	Various Emotional appeal according to Campaigning  on TV/OOH/Print/Radio/Digital
(1) Branding / Corporate Branding	like highlighting only brand/corporate brand festival wish, Gratitude campaign etc.
(2) Brand Awareness campaign	Consistent highlighting brand on various place (likewise Sponsorship)
(3) New Brand Launch campaign	Campaign includes about new brand & its features
(4) Brand Re-launch campaign	Campaign like Revamp brand, presenting  the high level of confidence & trust
(5) Sale Promotional brand campaign	Campaign like for scheme/discount/contest/prize winning etc.
(6) Brand Recall campaign	Release various campaign with same message

In current market trend, many CSR branding strategy have seen but this can be a first integrate strategic combination between CSR with Brand Re-Launch as well as on the right time execution.

To make successful brand Re-launch, the aim should be Regain the Trust, Confidence & loyalty of Brand not only in the campaign but also practically too where consumers can get satisfaction. Always remember that Brand equity is relying on its commitment towards consumers. 

Amazon to AmazonPay & Paytm to PaytmMall

In recent, Amazon has forayed into bill payment & recharge services, if looking into the current market, Amazon has penetrated very late in the categories like Mobile Recharges, DTH Recharges, bill payments, travel & movie booking. Many brands already exist in this categories and Paytm is leading brand amongst the rival brands.

Amazon TV Commercial: https://www.youtube.com/watch?v=XvATzB6bRJ0

Foremost Consumers are using following mode of payment tools (Brands) category-wise:

For Mobile Recharges, DTH Recharges: Paytm, Freecharge, Mobikwik

For bill payment like Electricity, Gas, broadband etc.:- Paytm, Mobikwik

For Movie ticket booking:- Bookmyshow, Paytm

For Travel- Bus:- Redbus, Paytm, Travelyaari

For Travel- Flight:- Goibibo , Makymytrip, Cleartrip, Paytm, Via.com, Easemytrip

Above mentioned all brands are well-established in this categorized market and becoming extremely competitive to survive in the market. Across the Digital market, the primary feature is ‘level of consistency’ which must be needed & extremely influence on the brand equity. Everyday we are facing new features, services, offers and obtaining satisfactory advantages from it.

It has not seems any impact on rival brands since launched this service by Amazon as well as not found that aggressiveness, excitement campaigning likewise Aur dikhao , Apni dukan. The core competency is offers/promo code/cashback/discount/reward points for any online recharge/bill payment/travel booking etc. where consumers are obtaining maximum advantages from it.

Few Live Brand examples where you will find Daily Promo Code in:

Paytm:-

(1) At least 5-7 promo code for any recharge/movie ticket/bill payment services

(2) At least 4-6 promo code for bus/rail/flight booking

Mobikwik & Freecharge:-

(1) At least 4-5 promo code for any recharge/bill payment services

Goibibo , Makymytrip, Cleartrip:-

(1) At least 3-4 promo code flight/hotel booking

For any industry, brands need to be updated consistently every day in order to survive in competitive market. It would be better either Amazon can begin to avail daily new offers/ promo code aggressively like rival brands or should emphasize on retail market. Paytm has been started journey from recharge services, established loyalty, and then expanded its portfolio by giving brand name Paytm Mall whereas Amazon journey is totally reverse side.  

 Eventually, the significant is to decide an effective time to launch brand/services according to market trend and can serve effectively based on it. Today, market trend is highly flexible & vary rapidly, hence it is required to compare and analysis between current market gap & level of competition.