Thursday, September 26, 2024
WE DIDN'T START THE F.I.R.E
THE MORE THINGS CHANGE; THE MORE THEY REMAIN THE SAME
Thursday, August 29, 2024
CONTEXT. CONTENT. CELEBRITY....... and COMMUNICATION
If advertising can seamlessly be seen as content it makes the brand message powerful. And if this is done in the correct context using the right celebrity; then sone pe suhaaga
Ganesh Grains is a well known brand for atta, maida, suji , besan etc in the West Bengal market. However when it comes to spices; it is a challenger taking on the well entrenched competition like ITC( Sunrise), Catch, Tata etc
It's campaign for spices hence needed to punch above it's weight.
This started from the brand strategy. There are two main criterion for selection of spices( masala's) - freshness & purity. Ganesh decided to focus on the 'purity' proposition as it had a propreitery colour sorter technology that helps sift out the differentiate pure vs impure/imperfect whole spices at the grinding stage itself so that you get the purest spices.
Hence the functional proposition of colour sorter technology for purest spices
But how do we make this proposition contextual content?
Don't you sift a good apple/mango from a bad one based on its colour? Don't you see the colour of a rose to figure whether it is fit for gifting or not? Sure ; fragrance too matters; but your first level of selection is based on looks/colour.
We hence came up with the creative thought of " Rang Diye Jaye Chenna" - rang se (purity) pehchano
Then came the creative leap of presenting this context as content using a celebrity.
Byomkesh Bakshi is an Indian-Bengali fictional detective created by Sharadindu Bandyopadhyay. Referring to himself as a "truth-seeker" ; Bakshi with his sidekick Ajit) is known for his proficiency with observation, logical reasoning, and forensic science which he uses to solve complicated cases, usually murders. The role in recent years has been most successfully essayed by Anirban Bhattacharya . This has helped him achieve almost cult status in the West Bengal diaspora.
The idea hence came up to create a series of advepisodes ( my term:)) showing Byomkesh solving different crimes using the indelible proof of 'colour' as the proof of purity - a fake vs real Red Diamond , blood vs tomato sauce at a crime scene or even colour draining from a persons face that marks him as the culprit. When asked how ; he answers - 'rang hi hai purity ki pehchaan'
The campaign started with teasers for an upcoming film starring Anirban to create intrigue. It then morphed into a multi media launch consisting of TV ads, social media, outdoor and onground. The campaign has just been launched in end August 2024 and will run through the Durga Puja season as well
Credits
Ganesh Grains : Mr Manish Mimani, Angshuman Ghosh
Agency : Blue Stockings
Monday, April 1, 2024
Look beyond the NIFTY 50
For someone entering the equity markets; the NIFTY 50 is the bellweather index to invest in. Thats because it consists of blue chip large caps comprising India's largest stocks.
However; there is another index which is the true Bharat Ka Index. An index that captures the true essence of the Indian stock market with over 90% of its market cap covered( vs 51% of the NIFTY), an index that comprises all 21 sectors ( NIFTY 50 covers only 14) and combines all the stocks of Nifty 50 Index, Nifty Next 50 Index, Nifty Midcap 150 Index, and Nifty Small Cap 250 Index. Globally too indexes like the S&P 500, S&P China 500, Stoxx Europe 500 are a bellweather of the stock market. And what's more ; the NIFTY 500 has outperformed the NIFTY 50 in terms of returns ( 15.6 vs 14.1% CAGR or 36x vs 26x ) as well as lesser volatility ( see details here)
So if you want to participate in the growth story of the Indian stock markets but don't know what stocks to buy but still want to invest; you should look beyond the NIFTY 50 and invest in the NIFTY 500. What's more there exist cost effective Index Funds that help you do this efficiantly
This is the focus of an investor education campaign by Motilal Oswal Mutual Fund. As an equity investing expert, MOAMC 's investor education efforts too go beyond generic messaging on SIPs etc to more specific messaging on how investors can make the most of the stock markets.
The creative idea has been to use the metaphor of another bellweather of the stock markets - the bull.
Have a look at the campaign below which is a combination of TV, print , digital and on ground messaging.
Campaign conceptualised by The Sweet Spot and executed inhouse by the MOAMC Marketing team
TV
PRINT AD