Date post: | 15-Apr-2017 |
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Marketing |
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K O D A T I M A D H U K A R ( P G P 3 1 0 9 1 )A N U R A D H A N A W K H A R E ( P G P 3 1 1 5 6 )A N I R U D D H A S R I V A S T A V A ( P G P 3 1 3 1 0 )D E E P I K A Y A D A V ( P G P 3 1 3 1 8 )A N U P G H O L K A R ( P G P 3 1 3 2 1 )S U S H M A K O M A R A B A T H I N I ( P G P 3 1 3 5 2 )
A R T I C L E - 6W H E N C O N T R O V E R S Y S P A R K S B U Z Z A N D W H E N I T D O E S N ’ T
Use shock, strangeness or surprise value in their advertisingWhat may be creative and imaginative to some, may be viewed as offensive to others
Content can erode the public’s trust and can also damage a company ’s reputation
Remain in the audience’s consciousness for al l the wrong reasons .
Click-through rates tend to be much higher than typical advertisements
Engagement is much stronger
Higher debates and discussions
CONTROVERSIAL MARKETING
From grabbing attention to setting off a controversy Fevikwik - The Instant Adhesive were the associate sponsors of the ICC World Cup 2015 A 40 second TVC with a message of bonding rather than creating tensions during the India-
Pakistan ICC World Cup match Strategically launched during the captivating match of India-Pakistan ICC World Cup match The ad captures the daily faceoff between Indian and Pakistani soldiers at the Wagah Border in a
humorous and light-hearted manner IMPACT Uploaded on YouTube, the video now stands with more than 2.1 million views. With a decent presence on Twitter the brand has been promoting the video and at the same time
initiating conversations around #TodoNahiJodo.
FEVIKWIK’S ‘TODO NAHIN, JODO’
https://www.youtube.com/watch?v=A4WZF74dAg4
Controversy Politicians and social activists call it anti-national and
wanted it to be banned Hindu Janajagruti Samiti has demanded immediate
withdrawal of the Fevikwik’s ‘Todo Nahin, Jodo‘ ad which they find objectionable
BJP ministers also commented on how this Ad will dishonor Indian soldiers
Backed by Hindustan Unilever and launched by Y-films
Won award at the Cannes Lions Festival 2016 for its creative campaign and communications
Six transgender members of a new Indian band came together and performed a cover version of Pharrell Williams’ hit song Happy
Conveyed the message that the community is usually associated with happiness (Whenever there is a happy occasion in a family like the birth of a child or a marriage, we are there, sharing the happy moment with the family members)
Motto of campaign: “Half of India still see us as different, but we are happy because the other half wants us to sing.”
IMPACT Gathered over 1.5 million hits in less than 20 days 6-pack band released its second video titled “Sab Rab De
Bande”, which also features Sonu Nigam This video-campaign broke some well-established industry
norms while battling prejudice and discrimination against the transgender community.
Created impact with its extraordinary outreach for the acceptability of transgender in the societyhttps://www.youtube.com/watch?v=blvOBnSRfVc
https://www.youtube.com/watch?v=msbZUmaUBuI&feature=youtu.be
HUM HAIN HAPPY - 6 PACK BAND
Airtel – Lady - Boss
Summary of the ad An urban couple who work in the same organization
& in the same team with woman as the boss who wants the work to be completed by any means
Once she is back home, she transforms into a wife who cooks for her husband to make him happy and tempts him to come home early for dinner.
Shock Value For views:
Impact
Objective To promote data services in the country #TheSmartphoneNetwork
Tanishq – Remarriage FilmObjective New age wedding collection from Tanishq Targeting young women who are looking for
differentiated designs – hence, a progressive theme
Summary The ad shows a simple wedding involving the
remarriage of a young dusky lady who is the mother of a small girl.
The father accepts both of them in his life with grace.Shock value The advertisement breaks the stereotype of the conservative Indian society where the topic of
remarriage, specially for a mother/woman, is a taboo. The model is also a dusky graceful lady breaking the stereotype that fairness is the mark of beauty.
Impact
HT TP: / /WELLSINVEST. IN/BRAND -ANALYSIS /CONSUMER-GOODS -BRAND -ANALYSIS /VARIES -BRANDS -OF-PIDIL ITE - INDUSTRY/GARHT TP: / /WWW.THEBET TERINDIA.COM/44373/ INDIAN-TRANSGENDER-BAND -HUM-HAIN-HAPPY-SAB -RAB -KE -BANDE/HT TP: / /WWW.360DEGREEMARKETING.COM.AU/BLOG/BID/379179/CONTROVERSIAL -MARKETING -THE -KEY-TO -SUCCESS -OR-FAILURE
HT TP: / /L IGHTHOUSEINSIGHTS. IN/FEVIKWIK-TODO -NAHIN- JODO -AD.HTML/
REFERENCES