How Companies are transitioning in this COVID Era.

Covid pandemic has been a pivotal event in recent times and perhaps the biggest one after WW II. The number of people where it left impact covers entire humanity. While the history for this is yet to be written, I am sure we will look at 2020 as the moment that changed everything. The pandemic hastened the trends on the digital front, be it e-commerce, automation, or remote working. This has necessitated the organization to take steps in transforming the ways of working.

In some cases, even change the approach with which they saw their business operating. As of now, there is no set of rules that one can follow. It is an unfolding situation and every company needs to look at their strength & weaknesses to take the decision on how to transform themselves to face the new future.

Janak Rajpurohit AVP - Operations

People Who Joined AGL in the Month of November

We will come across a lot of new faces when we are back. Here is a list that will help you get acquainted with their names as of now:

The Star Performers for the month of October are:

Industry Findings Curated by Additti Gulati

Mondelez's Festive Marketing Mantra

Even when we talk of Mondelez’s portfolio, the company has attempted to be empathetic and authentic at all times. This was reflected when it activated Cadbury Dairy Milk under the broad umbrella of generosity. As expressed in Hindi – Kuch Accha Ho Jaye, Kuch Meetha Ho Jaye! With this, they are trying to put a spotlight on goodness by finding ways and means to celebrate it and then, of course, meetha wherein they find ways and means to celebrate variants of sweetness and sweet that are there in our culture.

#MarketingStrategy #MarketingMantra #Branding

BE Lights with Ogilvy's Sukesh Nayak

Festival marketing is not really losing its sheen in the era of mega sales. Marketing is more than just discount hunting. During festive times, everyone looks for the best deals they can get to maximise their budget. But they also look for a brand narrative that connects with them, something they can be proud to be a part of. Great marketing helps you build that best narrative.

#FestivalMarketing #MarketingEvolution #Campaigns #Ogilvy

Festive marketing offensive: Should brands stay away from religion?

From Manforce’s Navratri campaign to Surf Excel’s ‘Rang Laaye Sang’, to Tanishq’s ‘Ekatvam’, to Manyavar’s ‘Kanyamaan’, to Fabindia’s ‘Jashn-E-Riwaaz’, to the most latest CEAT’s series of festive campaigns to Dabur’s depiction of a same-sex couple celebrating Karwa Chauth; the instances have been many wherein people have found their religious sentiments hurt because of ads.

#Branding #BrandStrategy #MarketngControversy

Hyundai India sees spike in enquiries this festive season; rolls out ‘Beyond Mobility’ campaign to strengthen brand image

The company has also rolled out its new campaign titled ‘Beyond Mobility’ to promote its focus on intelligent technologies, sustainable initiatives and innovations. The campaign draws its inspiration from Hyundai’s Global Vision of ‘Progress for Humanity’ as well as the fact that consumers are on the lookout for factors such as convenience, respect, personalisation, as well as eco-friendly/sustainable initiatives by brands.

#FestiveCampaign #AutomobileMarketing #Hyundai

Paytm earmarks ₹100 cr. for marketing during festive season

“These campaigns will be aligned to promote digital payments in India and educate users about Paytm UPI for money transfers, Paytm Wallet and Paytm Postpaid (Buy Now, Pay Later) for spends, to drive financial inclusion across the country,” the company said in a statement.

#MarketingBudget #FinancialServices #Paytm

Coca-Cola Unveils New Christmas Campaign Under ¨Real Magic¨ Platform

Coca-Cola unveiled its 2021 holiday campaign under the new “Real Magic” global brand platform. This year, Coke is making quite the splash, with Coca-Cola’s iconic Santa appearing for the first time IRL via a partnership with Cameo, a festive “Caravan” fleet traveling across North America to spread cheer (and samples) and a heartwarming global TVC spot.

#CocaCola #RealMagic #Caravan #ChristmasCampaign

India’s Soft Power of Diwali

India’s global representation has been rooted in its historical & cultural significance for a long time now.

Our country has always been recognized as a Global soft power - from distinguished personalities like Mahatma Gandhi to the proclamation of Ayurveda & Yoga, and now the festival of Diwali is transmitting country’s cultural significance to the world alongside expanding the historical identify of India.

We’re seeing the power of this festival breaking the barriers of religion, caste and uniting the world with the message of victory of good over evil and the celebration of knowledge over ignorance. Indian communities all over the world celebrate Diwali, the largest and most widely celebrated Hindu festival.

The Indian diaspora is influencing everyone around the world. On this significant occasion, we saw the representatives of more than 30 countries extending festive greetings to India. Global leaders & prominent personalities across the world took to social media to send out warm wishes to their fans and followers celebrating Diwali, worldwide.

US President Joe Biden’s gesture of lighting a lamp in the White House to celebrate Diwali and UK Prime Minister Boris Johnson’s message wishing everyone a happy Diwali indicates how the importance of the Indian festival is expanding across the globe.

Interestingly, a bill has been introduced in the US Parliament by the name of Deepavali Day Act, requesting it to be a national holiday in the country. In other countries like Malaysia, Fiji, Nepal, Mauritius, Singapore and Sri Lanka too Diwali is a National Holiday.

Naitalee Gupta Associate Account Director

AGL Cornerstone

Abhinav Nayyar Head - Content
Marketing Communication
During The Festive Season

By the time you read this, chances are that the festive season would have already passed. If you get ‘that ship has sailed’ vibe, then cool, we are peas in the same pod.

But all jest aside, it’s still a topic worth deliberating on. Ever so often when the festive season draws close, brands are in a frenzy to shoot out festive communication. Some of it is well-conceptualized and thoughtfully executed while the remaining lot is customary at best.

So how can brands do it right? Well, by stepping into the audience’s shoes. Festivities elicit celebration, joy and sentiment, and this is where the ‘connect’ lies.

If you simply want to wish your audience because it’s essential to do so, go ahead, no harm done. But with all the clutter, it’s going to be just another mailer, just another social media post, just another greeting….you get the drift.

However, if you genuinely want your communication to resonate with your audience, look at the ‘human side’ of it – how your brand coalesces with situations, events and celebrations that festivals bring along. In the grand scheme of marketing things, what tugs at the heartstrings is going to be loved, remembered and recalled no matter how momentary or old it gets.

This Is The Way, and if you ever feel like over-analyzing what you just read, then remember, I Have Spoken.

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