India's best Marketing Campaigns

A marketing or promotional campaign is an activity carried out by an organization in order to create awareness about a certain product, event or occurrence, or simply about their brand. Many companies usually hold promotional campaigns when they launch new products, and politicians do the same when election time draws near.

Promotional campaigns involve reaching out to target markets through events or various activities. Traditionally, this was through entertainment, free samples or refreshment. But, with increasing competition, customers have a wide choice of products, and brand loyalty is declining. Hence, marketers have now come up with various new trends of promotional campaigns.They have realized that mere entertainment will not attract long-term customers. They have to give them an unforgettable experience. They have to touch the emotions of people, such that people associate themselves to the brand. Watch few of the best campaigns that have happened in India.


1) Cadbury Celebrations Airways

 

Cadbury came up with this beautiful campaign to promote their brand 'Cadbury Celebrations' during the Diwali of 2011. They had a successfully running campaign of ‘Iss Diwali Aap Kissey Khush Karenge’, and in 2011 they went ahead and launched a unique initiative ‘Iss Baar Jaakar Milenge’, to share the spirit of Diwali by meeting each other in person, instead of using SMS, chat, e-mail or wall-posts.  

They introduced a pledge on the Cadbury Celebrations Facebook fan page and radio, asking consumers who they would like to personally meet this Diwali and why. Select pledges among these were chosen as winners and to be on board the ‘Cadbury Celebrations Airways’, a special chartered flight between Mumbai to Delhi on October 21, 2011. The flight carried 100 Mumbaikars to their family and loved ones in Delhi.

2)  Coca-Cola Small World Machines: The India-Pakistan Initiative

Coca-Cola targeted the very sensitive issue of India Pakistan unity. They invited people of India and Pakistan – two nations who live with conflict – to share a simple moment of connection and joy with the help of technology.The campaign shows "what unites us is stronger than what sets us apart". Evidently, it was the love for Coke in both nations, that was leveraged to build friendship, happiness and unity.

The “Small World Machines” provided a live communication portal linking strangers in two nations divided by more than just borders, with the hope of provoking a small moment of happiness. Coke used first-of-its-kind 3D touchscreen technology to project a streaming video feed onto the vending machine screen while simultaneously filming through the unit to capture a live emotional exchange. People from both countries and various walks of life were encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or dance – before sharing a Coca-Cola.

3)  The Fevicol 'Free Store' campaign

Fevicol, a brand of adhesives owned by Pidilite, wanted to reinforce their position as India’s most reliable glue. Thus, they designed 'The Free Store', a store where everything was free but that is… only if you can take it.

They set up a store stand in one of India’s hottest malls and glued the objects to the stand. If a person could take it and break the bond, it was free! Everything from the smallest spoon to the flowers in the vase, was glued down by Fevicol. Indeed, funny, but a vigorous way to showcase the power of their product.


4)  Lifebuoy's Maha Kumbh Mela campaign

Hindustan Unilever, since the past few years is working hard to tap the rural markets of India. Their soap Lifebuoy is positioned as the germ protector. The Maha Kumbh Mela is the largest gathering in India with a 100 million people expected to descend upon the city of Allahabad. This unprecedented influx of people almost turns into a temporary city in itself.  And this large a congregation also presents some risks. Since the infrastructure available is often unable to service the sanitation and health needs of all attendees, infections tend to occur and spread far more easily through transmission of germs, which happens most commonly through infected hands.

Lifebuoy used a new method to remind people to wash their hands before having food – the food itself! The roti is a staple item served with every meal. And the only way to eat it? With your hands. Lifebuoy decided to create a special heat stamp with the message, ‘Did you wash your hands with Lifebuoy?' This also brought about a social aspect to the campaign as they spread the awareness for a secure, clean and healthy lives of millions.


5)  Bewakoofiyaan's Get a job at YRF campaign

Bewakoofiyan was a movie where the protagonist, Mohit played by Ayushmaan Khurana loses his job and struggles in the search of another throughout the movie. Considering the concept, Yash Raj Films came up with a very innovative campaign to promote the movie. They decided to hold a recruitment drive to hire a young marketing enthuiast for a permanent job at YRF.

‘Get A Job At YRF’ received a thunderous response from applicants from across the country along with over 250 excited walk-ins who were present at the event. Ayushmann who plays Bewakoofiyaan’s marketing whiz kid, judged the applicants on their marketing and communication skills while Sonam playing Mayera – a financial brain in the movie, based her selection on the candidates’ passion and presentation ability. The underlying theme of the contest was “Be Thhoda Stupid in Love, Not in your Career!”

The winner was a student of Welingkar Institute of Management, and got hired as a Marketing Executive at Yash Raj Films.