Archive for August, 2009

Super Viral. 24th July High Tide Picture.

Recently I got a mail, saying 24th July……. High Tide Picture in Mumbai………..scary man….

Whatever happens in India or anywhere around the world, how do you get to know about it?

There only two common ways, one is through word of mouth & another one is by news.

I generally come to know by somebody first (word of mouth) then I go & check the news. Some people might be seeing the news first then knowing it from someone else.

After few days you receive a mail saying pictures of that particular event. There are people in this world, who likes to accumulate all the pictures & send e-mails to their friends.

I get e-mails for all the events which were occurred around the globe others might have got it as well, to name a few 9/11, 26/11, Tsunami, Earthquake, 26th July & many such events.

I don’t wait for these e-mails to come but definitely if they come in my inbox I go & check it.

Imagine a mail saying 24th July High Tide Picture in Mumbai….. will you not check it, when you know it will hardly take any time & the entire media is talking about it?

One of the media article stated, according to the Maritime Board’s predictions, at 2:03 p.m on July 24th, the tides are expected to rise to 5.05 meters – about 57 cm higher that the high tide of July 26, 2005. This news was floating around on every media channels. I don’t see any reason why people will not check their inbox if they receive this kind of an e-mail from your friend. I too checked it.

It must have taken 15 minutes for that guy to do this & send it to x amount of people.

Once it’s gone there are people who will forward it ahead to someone else & the circle goes on. This is how viral marketing moves around & reaches different strata of people.

Definitely, this mail might not reach your right target group but don’t forget, it has gone to many numerous people. They will indeed talk about it somewhere in their personal meetings & by chance while shopping if they see it at once this picture will come to their mind.

Have a look at the mail which was sent to me. (Let me know what you feel after seeing the pic, in my comment box)

It said, TIDE AT IT’S PEAK

ATT00000

Dettol. One of the most trusted Brand in India, where r u?

dettollogo

Dettol protecting India for 75 years, since its launch in 1933, Dettol has gained the trust of millions of Indians and has been consistently voted as one of the “Most trusted brands” of India.

But the problem with Dettol is the market, the market is not growing that rapidly, they are leaders in the category, but the market is stagnant. Dettol is educating consumers about hygiene from past so many years in their ads. Starting then and till now Dettol’s advertising has celebrated the role of a mother in protecting her family. Because ‘If she doesn’t take care then who will?’

Why some people in India are understanding the importance of hygiene & others are not, it might be Dettol’s communication, that’s not creating an impact. May be people are not scared or they are not aware that hands are the most exposed part of the body to the environment hence they will be the real reason for any illness.

What should Dettol do to increase their market?

Is Swine Flu a way for Dettol? I think yes.

Doctors are recommending how to be protected from swine flu, one of the main area is to concentrate on the hands says doctors & news articles coz it’s the most exposed part of the body.

Why Dettol is not doing anything to help people, to make them understand, when people are truly mentally disturbed?

Is there a way, of course there is, and certainly there might be many more ideas but need to brainstorm. The following are the basics but never implemented by brands.

Television ad showcasing the importance of hygiene & how to be saved when diseases like Swine Flu attack humans (the ad should be very serious in nature).

Helping consumers who come to the hospitals for check-ups & giving them free Dettol soap or mask (let it be branded by Dettol).

Taking help from doctors to recommend Dettol brand to use it, at least in this situation.

Online dedicated website on swine flu, giving information like:

  • Origin of swine flu,
  • How to keep yourself hygienic in the regular life,
  • Asking people why can’t they keep themselves hygienic after seeing the unseen creature destroying human life?

Going to the schools, checking student’s health & giving them information about the importance of health & hygiene.

It will help them, if they do something like this; of course it will fall under CSR (Corporate Social Responsibility) as the management terminology says, it doesn’t matter, in the end you are helping people who are in trouble & people whom you are helping are your existing consumers or potential consumers.

They will see the brand, they will interact with it, they will engage themselves with it and they will think, someone is there with them in the bad situation.

Of course there is no instant ROI but it will change consumer’s perception about the brand in an influential way.

It’s a long-term process but it’s the best option any brand can put into practice.

As I always say please comment, to enhance my point of view.

What an Idea Sirjee!!! AIRCEL rocks…

Picture1Recently Mumbai faced heavy rainfall & like every time this time also, roads were blocked & flooded. Some areas like Khar subway & Milan subway were impossible to cross. People with no option somehow managed to cross the subway.Picture2

Whenever I see these areas & their condition I feel that, Pakistan has bribed Indian government to never make it appropriate. Forget it let’s not get into that.

Over here I want to acknowledge the idea which was implemented by Aircel. Before that, I like to ask you a question, do you feel there were any opportunities for the brands to do something in these flooded areas?

I think there were number of things to do in this scenario but none came forward & tried to help consumers or at least console the consumers that don’t worry we are there for you.

Instead of Picture3helping them or seeking their attention through some unique ways, brands go to the obvious places & flash themselves for e.g.

They will sponsor festivals where there are 100 other brands present. I don’t understand who is going to see them or remember them?

Instead of sponsoring festivals or have presence where its not necessary, they should do something what Aircel did.

Many of you might know, but those who don’t know what Aircel did on 15th July 09.

Aircel brand placed outdoor ads near Milan subway, having an actual boat placed on it, tied it with a rope & wrote in case of emergency, cut the rope.

Imagine you are stuck in this scenario, what you will think about the activity done by Aircel?

You see a boat filled with people crossing the flooded area & later the boat comes towards you & takes you to your destination.

Will you ever forget the brand name AIRCEL?

Will you ever forget your experience what AIRCEL did for you?

Will you ever forget that there was a brand that did something when you really needed?

Not because they did something which was superb or out of the world but there was somebody who realized the fact that, this area needs attention in rainy season.Picture4

There was someone who thought we should do something for the people who are stuck in that particular place. They showed concerned towards their consumers as well as towards their potential consumers.

Now people are tired, they know government is not doing anything to improve these areas & they are tired of cribbing about it. Aircel took this as an opportunity & offered something unique to the people when they actually needed it.Picture6

This was enough to tip & created a buzz around the town. Entire PR covered it.

It’s a superb way to connect with your consumers & potential consumers. Certainly this activity will lead to more sales.

I don’t know who’s the guy who took the initiative & executed this idea? but it’s simply one of its kind & worth remembering it.

Picture5I don’t know how you look at this idea as CSR? but I say it’s a super marketing idea & if any brands wants to register themselves in the consumers mind they should do something which is unique & worth identifying.

I would like to say What an Idea sirjee!!! Aircel rocks…

Your comments are necessary to enhance my point of view.

Ashish Shakya

Writer. Stand-up comic. General idiot for hire.

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