The post How FMCG Brands Can Reach Customers Where They Are first appeared on Ginger Media Group.
]]>This blog takes a glimpse into FMCG advertising, providing insights into its very nature, what may drive the trend, and what it may influence in the Indian consumer market.
How to Use FMCG Advertising for the Best Results
FMCG advertising in India determines consumer behavior and brand positioning. It creates market trends and leaves a long-lasting effect on consumer choices. Some of the ways by which FMCG advertising can be used to its fullest are as follows:
Brand Awareness
- In a very competitive Indian market for FMCG, brand recognition plays a big role. Successful advertisements are those that first introduce the consumer to the brand and then firmly plant it in their minds. A great example is Amul, which has been making the brand a household name in India for decades because of its sleek campaigns that are witty and timely enough to help carry forth the know-how from generation to generation.
Consumer Behavior
- FMCG advertisements really influence the behavior of consumers to a great extent. An excellent example would be the “Swachh Aadat, Swachh Bharat campaign” by Hindustan Unilever, which, instead of selling soap, encouraged hygiene habits, especially in the rural belts. Such campaigns enhance societal well-being while promoting the product, clearly depicting how FMCG advertising can inspire a change in positive behavioral modifications.
Competitive Advantage
- FMCG brands operate in a saturated market; therefore, they need to come up with a unique proposition. Dettol, from Reckitt Benckiser, has positioned itself as synonymous with hygiene and disinfection due to constant and effective advertising campaigns, which give it an edge in the market.
Product Innovation
- FMCG advertising trends are as much about inspiring innovation as selling existing products. Baba Ramdev-led Patanjali has transformed the FMCG advertising landscape in India by branding its products natural and Ayurvedic. This, in turn, has led other FMCG majors to come up with similar product lines, thus triggering a step toward product innovation.
Market Share
- Market share is the most important thing for any FMCG brand. Through advertisements, brands are going to achieve and maintain a share of the market. A classic example of this is the competition between Colgate and Pepsodent toothpaste categories. The two brands have splurged money in advertisements to keep their brands alive, hence capturing most market shares.
Top 10 Best FMCG Advertising Campaigns
Amul’s “Utterly Butterly Delicious”
- Amul is so synonymous with butter and milk that for years, people have referred to it as the ‘Taste of India.’ Out of a plethora of iconic campaigns in India, it must be Coca-Cola’s “Share a Coke.” It’s extremely popular due to the witticism and the humorous takes on current events and the social commentaries that make Amul’s brand timeless-appealing to all generations.
Coca-Cola’s “Share a Coke”
- Coca-Cola has taken personalization to new heights with “Share a Coke,” replacing the iconic logo with popular Indian names. The brilliant campaign allowed people to find bottles with their names or loved ones’ names and experience an emotional bond. It not only boosted sales but also made Coca-Cola’s brand image even stronger as it emerged as a symbol of both togetherness and individuality.
Surf Excel’s “Daag Achhe Hain”
- Surf Excel’s “Daag Achhe Hain” (Dirt is Good) campaign is a masterclass in storytelling. It’s built around children playing and getting dirty. Besides pointing out that stains are part of a child’s growth, the emotional narrative hits a chord with Indian parents, consequently underlining both the effectiveness of the product and emotional bonding with families.
Fevicol’s “The Unbreakable Bond”
- Fevicol has given the world “The Unbreakable Bond,” synonymous with humorous ads. It has enlarged scenarios where Fevicol keeps things glued with humor and absurdity and is memorable for Indian consumers. The campaign brings out the strength of the brand through humor, making the impact last.
Cadbury’s “Kuch Meetha Ho Jaye”
- Cadbury’s “Kuch Meetha Ho Jaye” campaign has been tugging at Indian consumers’ hearts since 1995. The message delivers the culture of sharing sweets on happy occasions so that the product becomes synonymous with any Indian celebration and happiness. It captures the emotional connection that consumers feel towards the brand.
Dettol’s “Dettol Ho Wala Hai Na”
It was the trusted hygiene and disinfection brand Dettol, with its “Dettol Ho Wala Hai Na” campaign that spoke well to the Indian consumer.
- The ‘Dettol Ho Wala Hai Na’ campaign was created in 2019 as an endeavor to spread awareness among the common masses regarding hand hygiene, especially during the flu season.
- It became one of the successful ones because of its attractive jingle and the easily relatable story, not only in increasing Dettol’s sales but also spreading awareness over hygiene practices in India.
Maggi’s “2-Minute Noodles”
Maggi, through its campaign called “2-Minute Noodles,” practically changed the Indian perception towards instant food.
- It was at the end of the 1980s that the campaign was introduced, emphasizing how quickly it is to cook Maggi noodles.
- It became a household name, especially among the students and working professionals.
- Even after much controversy and a temporary ban, Maggi loyal customers stood strong, which resulted from effective advertising for the FMCG sector, allowing it to continue for such a long time.
Parle-G “G for Genius”
Parle-G biscuits have been a part of the Indian home for decades. The “G for Genius” advertising campaign ran for years and portrayed the brand in a subtle yet perfect light, as the very need to get along with your growing years.
- The subliminal perception that eating Parle-G biscuits could make children smart was just enough to win the hearts of parents across the country.
- Such a successful and loving campaign has always kept Parle-G at the head of the biscuit market.
Fair & Lovely’s “Fairness Cream”
For years, Fair & Lovely’s advertisements were built around the notion that fairness is beautiful and leads to success.
- However, in 2020, the brand repositioned itself by changing its name to “Glow & Lovely”, with a message to celebrate diversity and inclusivity.
- It was not a mere change in the positioning of the product but an alignment with developing sociological norms and consumer opinions.
Titan’s “Celebrate Life”
Titan, the premium watch and jewelry company, has always emotionally captured the hearts of Indians with their advertisements through good storytelling.
- The “Celebrate Life” campaign is a very impressive advertisement featuring the role of relationships and the importance of the products while creating memorable events.
- Example: The advertisements of Titan products range from birthday celebrations to wedding ceremonies, highlighting how Titan products are part of life’s significant moments.
Example: Influence of Advertisement on FMCG Products
Advertising is one of the most critical drivers for FMCG products. Here are some reasons why advertising helps FMCG brands:
Brand Recall
- Advertising makes FMCG products, such as the Titan watch, memorable through stories. Their “Celebrate Life” campaign focuses on making memories for special occasions, planting them in the minds of the consumer during huge life events.
Consumer Trust
- Commercials like “Dettol Ho Wala Hai Na” build consumer trust through an ad on the reliability and hygiene of the product. This advertisement not only improved the sale of Dettol but also made people realize that hygiene should be maintained. It was one of the most successful FMCG campaigns.
Emotional Connection
- Campaigns like Maggi’s “2-Minute Noodles” are emotionally connected with the consumer. There is a campaign for working professionals and students who need Maggi as a quick meal for sustenance. Even during the controversies and ban on the product, Maggi’s loyal customers stood their ground because the brand had a very high emotional appeal.
Cultural Relevance
- The Parle-G “G for Genius” campaign positioned Parle-G as supporting the growth of children. It helped create an understanding of the brand as necessary for growth, keeping Parle-G at the top of the biscuit market and making it iconic in Indian households.
Emerging Trends
- When the FMCG brand Fair & Lovely became “Glow & Lovely” in 2020, it embraced societal changes. This change echoed the voice of a diverse and inclusive society, reflecting the mindset of the consumer and keeping the brand fresh in this fast-changing era.
Final Thoughts
- The Indian FMCG market heavily relies on creative and effective ads to reach consumers.
- Storytelling, emotional appeal, and cultural relevance help FMCG brands build strong connections with their audiences.
- FMCG advertising needs to evolve as consumer preferences and advertising trends shift.
- Advertisements that resonate with cultural changes help maintain a brand’s market share.
- FMCG brands need constant advertising investment to secure their market share and stay top-of-mind.
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]]>The post 30 Best And Engaging Marketing Campaigns By Big Companies first appeared on Ginger Media Group.
]]>Marketing campaigns are the voice of the company expressed through various media channels: print, radio, television, and digital. In the saturated markets, many spend millions of dollars on campaigns so that their sales are strengthened and brand identity is cemented.
Effective marketing campaigns go a long way in developing the identity of a brand with both customers and potential customers. Marketing today is so technologically savvy that campaigns come up more creative than they are successful. This is the one way large corporations have found to send messages to their markets to anchor the positioning of their brands and extend its reach.
What Are Marketing Campaigns?
A marketing campaign is essentially designed sets of coordinated activities by organizations to execute a marketing campaign by a company. The said designs could include brand promotion and launching a new product along with increasing sales from existing products, in addition to fighting bad news of a company.
Marketing Campaign’s Goals May Include:
- Product Launches: In this, the new or already available products are presented before the target audience.
- Brand Promise Reinforcement: It establishes the brand’s presence in the market.
- Consumer Attraction: It attracts customers who are likely to buy the brand and thus increases sales.
Technically, a well-designed marketing campaign is a strategy for creating awareness, getting the consumer involved, and eventually leading to sales.
Why Do Brands Need Marketing Campaigns?
One of the most significant reasons why businesses do marketing campaigns is to reach new customers and increase the popularity of the brand. These are some of the main benefits of marketing campaigns. Brands invest in marketing campaigns because of the following reasons:
- Customer Engagement: Campaigns will provide opportunities for consumer contact, which creates loyalty and bonding.
- Reputation Building: A successful campaign adds to the creation of a good brand image.
- Market Updates: They keep their target market abreast of new and updated offers.
- Revenue Generation: A campaign that drives sales will always add to the profitability of a brand.
- Highlighting Features: Campaigns effectively showcase product features and the company’s values.
In today’s competitive landscape, marketing campaigns are the only way through which businesses can differentiate themselves and connect with consumers meaningfully.
Top 30 Marketing Campaigns of All Time
Marketing campaigns that have made a significant impact often reshape industry standards. Here are 30 of the most inspiring marketing campaigns by big companies:
#ShareTheLoad – Ariel Matic
Since 2015, Ariel has been trying hard to end gender inequality through its award-winning campaign called #ShareTheLoad. The campaign changed the scenario of traditional advertisements to a new one that emphasizes shared responsibility of household chores. Showing some relatable family circumstances, Ariel makes the case of equality relevant to current society.
#ShopForShopsless – Cadbury
During Diwali, Cadbury #ShopForShopsless aims to support street vendors through technology. The campaign, where through voice call or video call, one can shop through a registered user, allows a street vendor to run business without having an actual structure. This campaign not only helps the local community but also puts Cadbury on a socially responsible brand page.
#WeMissYouToo – Maggi
Maggi was banned from the Indian market in 2015; however, after its market re-entry, Nestle launched the #WeMissYouToo campaign through testimonials by passionate fans. This worked well and revived the emotional bonding of consumers towards Maggi’s products and brands and their house presence.
#ItsJustAPeriod – Stayfree
Stayfree #ItsJustAPeriod campaign advocates for normalizing conversations around menstruation by encouraging parents to talk about periods with their sons. The company, through partnerships with educational bodies, promotes menstrual hygiene management and encourages open discussions, challenging societal taboos surrounding menstruation.
#TodoNaiJodo – Fevikwik
The concept of Fevikwik #TodoNaiJodo campaign is excellent as it comically promotes the concept of harmony and peace at large, mainly in the situation of the India-Pakistan World Cup cricket match. The campaign establishes bonding among people using Surf Excel as a reliable adhesive for a deeper cause in society.
“Daag Acche Hai” – Surf Excel
Surf Excel’s “Daag Acche Hain” campaign broke all the advertising norms by making a stigma out of stains as a representation of adventure and learning. The message that Surf Excel depicts is that imperfections exist in life, which enables it to fortify brand identity as a family-related product.
Zoo Zoos By Vodafone
Vodafone’s Zoo Zoos were playful characters used in the promotion of value-added services. These became a cultural phenomenon in India and represented the inexpensive animated character meant to say complex things in simple words, greatly contributing to Vodafone’s brand visibility and market presence.
Amul Butter Girl Marketing Campaign
The butter girl, famously known as the “utterly butterly girl,” has been Amul’s very own iconic mascot since 1966. The current events and cultural references used in the advertisement by Amul are done in such a manner that they generate humor and give a similar feel to the taste of its consumerswhile carrying a consistent image of the brand.
“Ghar Ka Khana” – Fortune Oil
Fortune Oil’s theme is based on an emotional bonding of home-cooked food. The ad story revolves around a grandmother and her ailing grandson; it conveys the simplicity and joy that “Ghar ka Khana” encompasses, thus placing Fortune Oil at the family’s doorstep.
“Sabun Slow Hai Kya???” – Lifebuoy
Lifebuoy’s catchy tagline, “Bunty, tera sabun slow hai kya?” has become synonymous with its brand. Through relatable and child-centric advertisements, Lifebuoy successfully conveys the importance of hand hygiene while ensuring brand recall among consumers.
“Jaago Re” – Tata Tea’s Marketing Campaigns
Tata Tea’s “Jaago Re” campaign promotes social awareness and civic responsibility. By focusing on issues such as voting and corruption, Tata Tea has emerged as a brand that is concerned about societal values, thus connecting with socially conscious consumers.
“Dimag Ki Batti Jala De” – Mentos
Mentos’ tagline, “Dimag Ki Batti Jala De,” is the epitome of creativity and smart thinking. The campaign is full of parallel worlds that illustrate how Mentos can make it easy for people to tackle mundane situations, making it all the more true that the product can make life more enjoyable.
“Start A Little Good” – HUL Campaign
Hindustan Unilever’s “Start A Little Good” theme rests in water conservation as well as environmental concerns. The thought-provoking video invites viewers to create a little meaning of change for the earth. Brands become aware that HUL brands will also look for some positive sense related to a more responsible future.
Lays India: Smiling Face Packaging
Lays’ innovative “smiling face” campaign called for encouraging consumers to smile while increasing the sale of different flavor chips. Customers were made to engage themselves by the invitation of being part of a light-hearted contest; thereby they helped drive the sales of the brand as well as brand loyalty.
Flipkart Kids and “Kids Are Back” Campaign
Flipkart’s “No Kidding No Worries” was a promise to create an atmosphere of trust for the consumers with its promise for quality and service. Light-hearted advertisements with kids managed to connect with Flipkart audiences through humor and its trust factor as an e-retailing platform.
#MyFevicolAd Contest – Fevicol
The #MyFevicolAd campaign pushed internet user to its creative limits as they requested the audience to develop ads for the brand themselves. The participation from this responsive campaign included audience participation as they made innovative methods of promotion for Fevicol, cutting across ad spending.
#KanyaMaan Campaign – Manyavar Mohey
Manyavar Mohey #KanyaMaan campaign was based on gender equality at weddings. The brand is positioned as a change catalyst by marrying the emotions attached to marriage rituals with social issues.
Share a Coke Advertisement Campaigns – Coca-Cola
He transformed personal branding using the #ShareACoke with the most popular names appearing on the bottle. Here was a very clever marketing scheme where people were emotionally bonding to share moments with friends and family and hence the viral effect of the campaign.
#FaithNotForce – Bournvita
#FaithNotForce by Bournvita promotes progressive parenting by cultivating the potential of children. Such campaigns depict the legacy status of the brand and appeal to the modern ideas behind parenting, which enhances Bournvita’s commitment to the growth of children.
“Voice of Hunger” Campaign – Swiggy
Swiggy’s “Voice of Hunger” campaign was an engagement effort on Instagram through voice notes to have fun with it. The company rewarded participants through food vouchers and successfully integrated user-generated content into its marketing efforts while raising brand visibility with the promotion of their services.
“Not Everyone Gets It” Campaign – CRED
This CRED campaign comes with nostalgia by bringing the Bollywood stars of the 1990s in an unexpected situation. This brings out a memory in the minds of the audience and simultaneously propagates the value proposition of CRED in a humorous manner.
“Flag Without Colour” Campaign – MP Birla Cement
In an unconventional ad, MP Birla Cement removed the colors from the Indian flag to promote the nation and its people while also promoting its commitment to construction with strength.
“There’s a Playlist for That” Campaign – Spotify India
Spotify is a media service and international audio streaming service. “There’s a Playlist for That” was launched by Spotify India in 2019. Although the ad was mainly OOH, it received more than 72,000 internet shares.
All these efforts are towards the aim of Spotify to deeply localize its brand and improve user engagement. The makers of the campaign knew that cultural differences change every few kilometers in India. This means that even people who live in neighboring cities may have different understandings of the same song.
#MallAtACliQ Campaign – Tata CLiQ
The house of brands Tata CLiQ launched the #MallAtACliQ marketing campaign. During the lockdown, this company constructed a four-story virtual mall on its Instagram feed with all the required shops, eateries, and gaming businesses. Now, the mall was in the market’s hands.
During the brand campaign:
- Four influencers guided their followers on what type of shoes, clothes, or jewelry to choose.
- Having an online mall with visuals was an exciting way to get accustomed to internet shopping during the pandemic.
The idea was perfect for the prevailing social scenario when it was first introduced.
#DontLetYourDreamsWait Campaign – P&G Shiksha
Since 2005, the company P&G Shiksha has attempted to enhance access to good education for underprivileged children. The story of Bittu motivated the marketing campaign, #DontLetYourDreamsWait.
The marketing campaign highlights the school life of Bittu and the fact that he has to wait for some years, even until he is 75 years old, for schooling.
#BolneSeSabHoga Campaign – Google India
A new Google India campaign has highlighted the utility of the Mic button and the “Okay Google” command, allowing users to make use of voice search services. The ad features Indian actor Gajraj Rao and emphasizes the intuitive working of the app.
Together with the video campaign #BolneSeSabHoga, Google India is inviting users to voice their search queries to better their lives. Google developed its campaign around the typical Indian behavior of asking for help.
#StopTheBeautyTest Campaign – Dove
A leading personal care company Dove created a marketing campaign named “Stop The Beauty Test” to raise awareness about matrimonial statistics in India to address arranged marriages. In this social media campaign, the world becomes aware of the harsh reality of how Indian women are rejected due to their appearance.
Dove appeals to women to respect beauty beyond physical characteristics and color schemes. Compared to Dove’s previous social media initiatives, this marketing effort is its strongest.
“More Together” Campaign – Facebook
Facebook India published a movie celebrating Diwali in 2021 for the company’s More Together initiative. This social campaign was quite impactful as it showcased how people can be resilient during critical periods.
Facebook’s “More Together” campaign aims to show how users can do more as a group using the platform’s connections and mutual support.
#AbHarDinHuaAasan Campaign – Amazon Pay
The #AbHarDinHuaAasan campaign by Amazon Pay is a digitally-led initiative. It highlights how easy and seamless digital payments are on the platform, benefiting millions of Indian consumers.
As part of the campaign:
- A digital video was launched, explaining the evolution of money and business practices, including the use of cash among generations.
- It shows how Amazon Pay enabled street vendors and small businesses to accept electronic payments easily.
#SmileOutLoud – Colgate Visible White
Colgate launched the #SmileOutLoud campaign, where several social media influencers spoke about self-love and self-confidence. Colgate-Palmolive (India) initiated the “Smile Out Loud” marketing campaign for its new product, Colgate Visible White O2, a whitening toothpaste.
The campaign shares inspiring stories of real women who express their confidence in being authentic, reaffirming that beauty cannot be defined by unrealistic standards.
Conclusion
Effective marketing campaigns are integral to a company’s overall strategy. The campaigns listed here have not only driven sales but also shaped the cultural landscape, built brand equity, and created lasting emotional connections with consumers. Brands that master the art of storytelling and engage their audience meaningfully will continue to thrive in an ever-competitive market.
Final Thoughts
- Marketing campaigns are vital for brand visibility and customer engagement.
- Innovative and relatable campaigns have a lasting impact on audiences.
- Emotional storytelling can significantly enhance brand loyalty.
- Companies must adapt to changing consumer needs and preferences.
- Social responsibility in marketing fosters a positive brand image.
The post 30 Best And Engaging Marketing Campaigns By Big Companies first appeared on Ginger Media Group.
]]>The post Know What Businesses Did To Be Creative During Corona? first appeared on Ginger Media Group.
]]>With many of us practising social distancing and avoiding crowded places, there seems to be an indefinite timeline of when the situation will actually improve. While there is a paradigm shift in consumer demand, there is also an interruption in supply chains which is posing a challenge for most businesses today.
During such times, how should a brand move forward? What is the right approach to take without hurting the sentiments of the community and customers?
Well, it’s all about displaying empathy. Remember, everyone is being flooded with a vast amount of information and the last thing they would want is an email that is overly sales oriented. The goal of your advertising should be to provide helpful information to customers.
4 Brands with Topical Awareness Campaigns during Covid-19
Considering that this is the age of moment marketing where brands are usually the first ones to jump on the newsworthy topic bandwagon, here’s how some of them are responding to this unprecedented global crisis.
Social distancing is made simple by Fevicol to be Creative During Corona
Just when there was a surge in coronavirus cases in India, the adhesive brand Fevicol came up with one of the coolest ads. In a move to spread the message of social distancing, they tweaked their iconic logo of two elephants and increased the distance between them. The copy of the ad also had some wordplay which helped reinforce the message.
Dettol and Lifebuoy Handwashing Challenge to be Creative During Corona
Needless to say, hygiene brands stepped in early to issue warnings on how people should conduct themselves during these times. Dettol and Lifebuoy which are household names in India ran handwashing campaigns on TikTok which garnered 24.3 billion and 5.3 billion views respectively.
Several users of the video app were seen participating in the challenge and sharing their videos with catchy jingles in the background.
#CoronaConcierge by OYO Rooms to be Creative During Corona
Budget-hotel aggregator OYO, partnered with Apollo Hospitals to develop accommodation requirements for suspected Covid-19 patients requiring quarantine/self-isolation. Besides taking charge of these makeshift quarantine facilities, the brand has also set up a helpline number for service requests for the quarantine facility.
This move was applauded by a lot of people on social media platforms. With this initiative, OYO has definitely been able to create a real social impact and display its brand values.
Zomato’s Covid-19-related initiatives
Known for its peppy social media posts, Zomato is leaving no stone unturned in playing its part during times of crisis. Urging its followers to practice hand hygiene, it rolled out an ad which read “Germs are tiny. So tiny you can’t see them with your eyes. In fact, there might be millions of them on your fingertips that you used to zoom in and read this.” The post ended with “Please wash your hands before eating”.
Besides creating creative social media content, the brand is doing everything it can to support the community. Contactless delivery, strict hygiene, rider relief fund, Covid-19 insurance and feeding foundation are a few other ways in which the brand is making a difference.
With such creative initiatives, brands are not just able to create much-needed awareness but also able to maintain a dignified silence.
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