Brands today have been increasingly taking the emotional route to touch the hearts of their consumers. From Horlicks’ ‘Mother-and-child bond’ advert to the one for Cars24, the narratives have been driven with sentimental value.
We, at exchange4media, spoke to brands to understand as to how the idea has helped them engage more consumers. Does making emotionally stirring adverts help in the sale of products and what demographic research does go into such campaigns?

The Emotional Route 
Brand experts believe that tapping onto the emotional quotient helps in establishing a long-lasting connect with the consumers. According to Valay Lakdavala, Director – Client Relations, NeoNiche Integrated Solutions Pvt. Ltd, research has shown that an advertisement that was partially focused on ‘emotional content’ vis-a-vis ‘rational content’ was twice as effective (31 per cent to 16 per cent) and content which was fully focused on emotions vis-a-vis a partially focused advert did even better (31 per cent to 26 per cent). The primary reason for effectiveness being that the human brain processes emotions easily and remembers them longer than facts, Lakdavala said.

The emotional response of the audience to an advert makes the product likeable. One of the measures to ascertain if an advertisement will increase a product’s sales is likeability. However, it is very important for brands to weave the emotions around the understanding of the consumer motivations, Lakdavala added.

What do brands have to say?
Anurag Kumar, Chief Communications Officer, Tata Sky, said emotional connect helps drive a brand’s reliability. “We strongly believe emotions play a vital role in a consumer’s brand choices. It has been proven that brand building though emotional connect drives brand reliability in the long term. It is human tendency to choose products and services that have effective emotional advertising. It is true for soft drinks, ice-creams, jewellery, snacks, and equally on content distribution platforms like Tata Sky,” Kumar said.

Taking the emotional route helps a brand achieve positive customer engagement, says Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSKCH Indian subcontinent.

“Emotions play an important role in the decision-making of consumers during exams as kids face immense pressure. For us, the insight was how mother’s love is the best dose of emotional nutrition and this has helped in connecting with the target audiences in a deeply personal and human way. Moreover, it has also cultivated a true brand loyalty and a positive customer engagement,” said Bahl.

According to Gajendra Jangid, Co-Founder and VP, CARS24, “With the understanding of the emotional connect that people have with their cars and how the brand resonates with the feeling of the consumers, CARS24 has focused on driving the conversation around how selling a car can be a memorable experience instead of just being transactional.

Boost to sales 
“Emotional advertising helps encoding of brands in long-term memory. Brand recall and brand relatability are the pillars of success for any brand like Tata Sky. Since emotions are fundamental to humans, using emotional communication has helped Tata Sky connect with customers across regions, age group and gender. Our advertising has typically relied on the following core human emotions: Trust, Happiness, Family, Fun and Love. We have repeatedly seen success of emotional advertising in driving sales and business numbers,” Kumar said.

As per Bahl, emotional storytelling is a well-established route for driving persuasion and consumer consideration. “In our category, driving consideration for the product has a direct link to sales. So without at least a touch of emotion, you’re not likely to get people to watch or read, and certainly not buy. Campaigns with an emotional aspect help us build a long-lasting relation with the consumer rather than companies just selling the product to them.”

Demographic research 
Quantitative as well as qualitative research with existing subscribers and potential users not only helps in gathering insights on improvements needed, but also helps in building and planning campaigns and offerings, say experts.

“In case of the ‘Horlicks Bottle of Love’ campaign, our target audience were children and the insight was how students battled immense pressure during exams, and the need for emotional support. This helped us in the demographic research that was required for our campaign,” Bahl said.
For Horlicks, millennials form a very significant part of the mix of campaign, planning and being the ‘always connected generation’ and no brand can ignore the dynamism of this consumer group. “India will have approximately 410 million millennials by 2020, who will spend $330 billion annually,” says Bahl.
In case of CARS24, Jangid says, the brand typically does market research to understand the content consumption and mindset of potential car buyers and sellers. “Our target audience for this research is typically any car owner (aged 30-45) primarily from top cities. The demographic research’s focus is to understand the brand perception of the audience in the category,” he added.

Social media and digital 

Meanwhile, social media platforms and digital marketing are becoming increasingly important for reaching out to the consumers. While Horlicks has increased their spends nearly six times in the last five years to activate social platforms in order to optimise the reach of the brands,  in case of Cars24, branding for digital mediums is still in the evolutionary phase and there is a plethora of options for a brand to test out this medium.

“Our current selection of digital channel depends on the reach it can deliver. From our past experiences, we usually keep 10-20 per cent budget for these platforms,” Jangid said.

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NeoNiche Integrated, an award-winning, experiential marketing company focused on leading the marketing space in India by creating clutter busting brand solutions for industries ranging from IT, Auto, BFSI, Media, PSU, and start-ups has entered into a strategic partnership with DG7, a full-service digital agency that specializes in providing B2B digital marketing solutions.

Through this partnership, both NeoNiche and DG7 would be able to extend an enriched omni channel experience to a wide range of their clientele in the B2B domain. This strategic partnership will help more than 300 brands currently catered between the two organisations.

Speaking on this partnership, Prateek N. Kumar, Founder and CEO, NeoNiche Integrated Solutions said, “We are elated about this collaboration, as it is in line with one of our key objectives of offering best-in class experiential marketing services in an omni channel environment. This will help our clients create memorable and measurable campaigns across different touchpoints for all their stakeholders.”

Speaking on this partnership, Amit Deshmukh, Founder and CEO, DG7 said, “Today, in the age of urbanization, digital marketing is not just a means to an end, it is a vital business enabler. Through our association with NeoNiche, we are scripting together a truly Phygital partnership wherein NeoNiche brings in their expertise of providing brand activation and campaign-oriented solutions. DG7 would complement the same with both, the width and depth of digital avenues to amplify these efforts. This, we believe, will result in absolute value for clients, and help them achieve their business objectives more cohesively.”

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The prestigious awards were presented by Aquil Busrai – Chief Executive Officer, Aquil Busrai Consulting along with Ms. Nisha Jamvwal – Columnist, Luxury Brand Consultant, Television, Influencer, Blogger, Social Activist, Craft Crusader, and Accessibility Crusader.

Commenting on the achievement, Prateek N Kumar, CEO & Managing Director, NeoNiche said, “This victory at the ET Now Stars of the Industry Awards is a testament of the disruptive day-to-day operations we conduct at NeoNiche. I am really proud that we concluded 2018 by winning 2 awards and would like to credit my clients and my team mates. We hope to continue our journey with the same fervour and by achieving greater milestones in 2019”

Valay Lakdawala, Director, NeoNiche said, “The financial year of 2018 has been a rather enlightening journey for all of us at NeoNiche, with over 392 campaigns that have been successfully curated for more than 60 brands. These awards will only serve as motivation to our passionate team that is working day and night, behind the scenes, and will be instrumental in providing a greater push for me to aim higher to end the year with a blast”.

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A few years ago, there came a time when the Internet was born and started to re-define everything , yes that is exactly the time when the millennials grew up, defined and raised in a radically changing digital era. They are very familiar and comfortable with technology by default and can be rightly be called as digital natives. Millennials treat the Internet as their external brain and have a whole new way of approaching problems as compared to the previous generations. It is certainly not an exaggeration to say that they are connected 24/7 and are forever on the go. In fact the proliferation of social media has resulted due to this intrinsic desire of the Gen Y to stay connected.

With so many options available, Gen- Yers are mobile in comparison to their brand loyal predecessors. They are also highly educated with multiple skills and have a tendency to be far more entrepreneurial than the previous generations. The choices they make are motivated largely by their personal experiences and also those of their peers. It is but logical that these are a demanding bunch and seek convenience and multiple needs to be fulfilled by one platform, failing which they have absolutely no qualms in switching to the competition. Stimulated by a highly globalized and mobilized era, millennials are a lot who are enthused about the whole idea of getting to know about different cultures, people and habits. They are essentially globetrotters and back-packers who have lesser prejudices, high level of tolerance towards differences with far more liberal values than the older generations.

Sure, there are oddities to every generation, but millennials require a different touch when it comes to marketing. They are smart and know when they are being pitched to and have over the years built a resistance to the traditional and boring ways of promotion. All the elements that make them so hard to get are the same ones, if banked upon can help you really get that edge. This generation is perplex indeed, but reaching out to them is crucial and will ultimately help marketers to enhance their brands, fulfil marketing and ultimately business objectives.

Events have been around the corner for a while now. Events are great way to talk directly to the target audience and engage them in real time experiences. Then again plain jane events are not really helpful, the trick is to combine your event objective, brand story with trending technologies like augmented reality, virtual reality and machine learning to create integrated touch points that narrate the brand essence, exhibit a competitive edge, engage the audience in real time demos and leave them with informative, relevant and memorable brand experiences. Next up we have social media, as clichéd as it may sound, millennials use this platform to consume, collaborate and contribute. They constantly turn to these networks for new opportunities, to find out about a brand and to acquire more information; besides reviews and experience sharing really makes or breaks the deal for them. But merely being present on social media doesn’t do the trick. You have to effectively communicate with the millennial market and engage with them in the truest sense.

This younger generation is heavily influenced by the opinion of peers and people they actively follow on social media. Why not resort to creating brand evangelists then? Roping in celebrities, sports personalities and the likes does drill a hole in the marketer’s pockets. Rope in famous online influencers like notable podcasters, bloggers, YouTube personalities and Instagrammers and watch the tables turn! This is a smart and budget friendly move that works really well with this generation. Notice, how these millennials are always on their smart phones! Never ignore this medium’s potential to connect and collaborate with your target audience. Let’s start with the basics, landing pages must mobile-optimized, quick to load, with a user- friendly interface and a no hassle call-to-action. Never use intrusive mobile banners, users are almost always bound to hit the close window button and ignore you. Seamless mobile integration is what we need to grab the attention of the millennials, consider a brand sponsoring a popular in-game reward.

Millennials are bored of traditional forms of advertising and content. How about we provide them content which is simplified, authentic, provides value, relates to them and seems like it is coming from a noteworthy peer? Such type of content when combined with the right platform can work wonders for your brand. Furthermore, involve your customer by devising social media campaigns or contests that lets them know that their opinion is critical and counts. You could either allow them to be a part of your product creation, sampling phase or post purchase drives. The result? Your target audience feels a sense of ownership leading to increased brand awareness and loyalty. You can also up your customer participation game by offering them loyalty and reward programs, whether you are selling a B2B or a B2C product. Corporate Social Responsibility is another factor that has caused a seismic shift in business. Millennials take pride in associating with brands that are charitable and have the pro-environment approach.

To sum it up all, millennials like events, breed on genuineness, relevant connections with a personalised touch, two way communication and social responsibility. There’s definitely no rocket science involved, although you need to be highly intuitive and add that human touch. We can safely assume that this trend is going to continue with each subsequent generation, largely shaping the way brands communicate with their masses, compelling businesses to change or face the consequences!

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With content marketing, the importance of accountability has been a significant topic for the media and marketing industry for decades, but there has recently been a refocus on its relevance.

According to a study by New Base, 93% of global marketers ‘agree’ and 53% ‘strongly agree’ that ‘ROI and accountability is more important than ever’. A higher proportion of marketers in Americas ‘strongly agree’ with this statement (58%), compared to about half in EMEA and APAC.

In 2017, ROI and accountability is the second highest marketing consideration among all global marketers (44%), and tops the table in Americas. Importantly, it ranks #1 in the Marketing Priorities list among brand marketers (55%) and agencies (48%), but much further down the list for publishers, ranking #7 (29%), and arguably, this is the sector that is ultimately responsible for delivering audience, sales results and campaign success.

We spoke to a few marketers on their response to content marketing and how they rate ROI on their brands. Sushil Matey, Director-Marketing, Livpure says, “The math is measuring; the cost of production and amplification of content vs. the two key desired results. The first being quality leads and sales and the second being reach, retention and engagement with the brand.”

Prateek Kumar, CEO and MD, NeoNiche says, “Content marketing or the tactic of developing great online content that lives on your website, blogs or social handles attracts, educates and converts your audience. Based on organic traffic and its amplification we conducted research spread over three years for a services business like ours and realised that it provided 120% more ROI as against paid content via more traditional route of marketing. There was also a spurt of 20% when same was backed by SEO, SEM and keyword amplification. Simply put, we realised that content marketing creates knowledge and information which triggers the target audience to become the evangelist if it strikes the right emotional chord.”

According to a report published by PQ media (provider of media econometrics) global content marketing revenues jumped 14% in 2016 to $28 billion, fuelled by double-digit growth in branded mobile content, digital videos, branded games and social media content, according to new research from PQ Media. Positive momentum continued in the first half of 2017, as content marketing revenues grew 14% through June 30.

Anila Andrade, Associate Vice-President, Operations, 99Games said, “Almost 90% of content marketing for our products at 99Games is via owned media (social channels, predominantly Facebook, Instagram, Twitter and YouTube) and done organically. We measure ROI for content marketing by tracking Reach, Engagement and Conversions. We track the effort that goes into this and we are able to measure the conversions (installs we get) through content marketing. This is how we track it.”

A sizeable share of content marketing is handled by brands internally which, if combined with operator revenues, would expand the overall value of the global industry to $212.1 billion.

The report also suggests that along with an increase in consumer mobility over the past three decades, brand marketers have found it increasingly difficult to engage target end users due to the growing number of advertising and marketing channels available, which now exceeds 200.

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While traditional advertising (radio, print, and television) verbally and visually communicated the brand and product benefits utilsing the traditional “Marketing Mix” of 4Ps. Today dynamics of marketing has changed from traditional marketing mix of Product, Price, Place and Promotion (4Ps) to Consumer, Cost, Convenience and Communication, truly the era where content is the “Queen” and customer is the “King” has arrived.

Today’s consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons again making them irrelevant.

The world had moved from “one size fits all” to all about “Custom made”, It has now become imperative for the “Brands” to create differentiation and break away from the noise clutter and make a space in customer’s mind space – a mind space which has multitude of choices and even greater options to seek them. Smart marketers understand that traditional marketing is becoming less and less effective with time, and that there has to be a better way.

Enter buzzwords like Big data, Content Marketing and Growth hacking, few words and phrases that make us want to pull our hair out if we hear it one more time. But however cliched they sounds they are here to stay.

Arguably 2014 was the year of content marketing. The search term “content marketing” has hit its all-time high, and you can’t read an article on marketing without someone talking about content.

So what is content marketing ? away from the jargon it means creating and sharing “valuable and relevant” content to attract and convert prospects into customers, and customers into repeat buyers. Caveat is, that it is the art of having a conversation with potential and existing customers without actually selling or interrupting them.

Recall when Red Bull sent Felix Baumgartner to the edge of space for freefall? So many brands would kill to generate as much buzz, engagement and word of mouth as Red Bull did.
The lead-up to the event and aftermath was content marketing at its best, but the truth is most of us don’t have the budget and resources of Red Bull. While a big content splash delivers a wave of results it dissipates quickly. Such type of “campaign” approach may not be best for all brands. A more pragmatic and long term is sustainable for most .

While taking pragmatic approach becomes boring if a brand tries to create content that’s cute, clever and funny and repeat it, in a long run what works is creation of content that is useful for the audience with a clever strategy to distribute that content and amplify it.

Sometime brands also try to fill in the “content hole” with “vague greetings” without giving a thought that quality is more important than quantity. Also variety is a key to consumption and my only advise here is mix it up from blogs to infographics to podcast to video but maintain consistency across channels.

Creating compelling content will be the biggest marketing challenge in the year 2015. Brands just need to take a stock, do a bit of research, and create a content plan. Those simple steps would solve a lot of problems when it comes to driving awareness, engagement and conversion via content.

Identifying a mix of content your customers want and creating relevant curated content to help your customers in ways that don’t involve you selling your products and services, might surprise you.

Brands in 2015 should also look for dashboards which captures meaningful insights other than chasing likes and RTs. Sure, social signals matter but more robust dashboards should look for metrics like “engaged time,” visitor loyalty, click-through rates, clue to that lies in having a content audit ,look through Google Analytics, Facebook Insights, competition landscape and figure out what is working for you.

From technology trends to changing business models to evolving consumer behaviors, there’s a lot to consider in order for today’s marketers to really have a handle on what’s important for their audience where content consumption is concerned.

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It has been almost 25 years since his first successful ‘campaign’ as a child of 7th standard made him taste success when he ‘designed’ sales strategy of his friend’s fire cracker stall spinning a staggering 800% ROI. The enthused young boy has not looked back since.

After starting his career in hospitality and hotel management, he shared in the growth stories with a number of startup event agencies. These gave him tremendous on-ground exposure and hands-on learning. With a dream of creating an agency that would be loved by every stakeholder- clients, vendor partners and employees alike – was NeoNiche born.

Breaking the mold and challenging the status quo is a daily ritual. His greatest strength is the ability to pick the right person for the right job, create self-sustaining and profitable ventures and then stepping aside to let the new leaders take the baton forward. His ever searching eyes are always ready for the next level leaving many milestones behind.

An avid blogger and voracious reader, he is a passionate activist for animal rights and related social causes.

NeoNiche is an intergrated experiential marketing company committed to achieve your marketing objectives and deliver measureable results through a fully integrated portfolio of services.

NeoNiche believes that continous quest for innovation to every “Go To Market Plan”, makes brand proposition unique, effective, measureable, and tangible in its approach. “We seek to reinforce relationship; between company & customers, brand & buyers, product & prospects by creating experiences, delivered real time across multiple platforms.”

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While agencies want opportunities to do great work and be fairly paid for their contribution to clients’ businesses, it is impossible for either of these to happen without a strong relationship between both parties.

In order to obtain a strong relationship, an environment must be created that will breed success. It is the responsibility of agencies to create this environment within. An agency’s true points of differentiation are often grounded in its vision, value creation, creativity and other behaviors that are reinforced either formally or informally within the culture.

Knowing who you are and what is important to you, industry you want to cater to and clients you can work with is a fundamental step before an agency of any size or discipline, even before it can effectively solicit new business in the marketplace.

In order for agencies to stay relevant, they must evolve, embrace and feed a unique agency “Culture”. As an agency work force we chase deadlines and work long hours. It might not be a written requirement, but for decades it has been understood that if you want to make it in an agency of any discipline then you’d better be prepared to dedicate a decent portion of your life to your career, something highly romanticized by many movies and sitcoms.

There’s no evidence that longer hours actually result in superior work. Research and scientific studies show that rest is absolutely paramount to kindling creativity, passion and commitment, which are cornerstones to agency’s value creation.

The inconvenient truth is, this gruelling work schedule is a choice and a bad one at that. It’s a culture that some suggest is ultimately detrimental to both agencies and their clients in the long run, as staffers get burned out and the quality of their work begins to suffer. But to be fair sometimes there are advantages to being around colleagues for extended periods, as often it helps in forming deep relationships and friendships within the team.

They might take long lunches, play foosball and indulge in conversations about the latest movies, trending topics, viral videos and Internet meme, but that interaction will ultimately benefit the quality of their work and spirit of collaboration.

So what is the true agency culture? Answer is very simple and on your face, an agency which firmly believes in adding value to the discipline they serve, understands that value comes from the spirited contribution of their people and strives to create a unique “Culture” different from the competitive landscape.

Cultural fit is an effective screening criteria for new hires and a training mandate for individuals to align within their organizational cultures.

Culture grows deeper than the cubicles and awards that you see, you can judge an agency culture by how people feel as they prepare to come in each day and how they feel when they leave each day. Build a good one and you’ll have employees for the long haul and friends for life. When you walk through such an agency’s doors you should feel the surrounding energy and opportunity.

An entrepreneurial spirit that fosters creativity and invites innovation. A culture of work hard and play harder, building a collaborative and supportive ecosystem of passion, courage and ability, simply put a place where you can build a future. One which invites ground-breakers, trend-setters and thought-leaders to work with them and usher in future cutting-edge ideas and innovations.

Agency with such a distinct culture has greater chances of success and fostering such culture is a daily task of the management.

We do live in exciting times, where things change within a blink of an eye. What keeps all of us who are a part of an exciting discipline called marketing on the go is our undying passion, that adventurous streak, our affinity for challenges and that gush of adrenalin when it all falls together… Those ‘moments of truth’, knowledge of a work well done and we all are ready for the next challenge… aren’t we? That in nutshell is our culture.

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In a tough economic environment, businesses will always be seeking to improve, adapt and be flexible to the changing environment. The rise of technologies, such as cloud, digital and social aided by broadband and smart devices has had a significant impact on the way companies operate with a clear focus on improved business outcomes. This shift has seen the role of technology within a business change from a support service to an integral player at the heart of operations, with the potential to influence new commercial strategies and affect the shape of a business.

Customers are demanding more from businesses than ever before and, with competition even fiercer, it has never been more crucial to be able to act quickly, identify new markets, and introduce new services to differentiate your offer from the competition. The key ingredients for agility and a differentiated customer experience are a combination of digital marketing, engaging design, innovative technology, seamless integration, scale, security and great analytics.

Today, branding is a function of media fragmentation. With more channels and newspapers reaching out to diverse customer bases, it’s harder for marketers to reach a truly mass audience. Simply stated, above-the-line marketing that utilizes generic messages to build awareness is no longer the best way to influence customer behavior. Disruptive technologies aided by the advent of social media and smartphones are driving innovation and looking for new ways to extend the value across cloud, mobility and digital media. Today, any small business has the potential to target its audience with cost effective online marketing techniques that can attract new business and revenue.

Digital marketing amply aided by its cousin Social media, as a mega-trend is quickly revealing early adopters and laggards. Engagement ads for standard and mobile websites, branded online videos, social media, pay-per-click (PPC) ads, sponsored blog posts, SMS text messages, email distribution, and so on. Increasing your web presence and social media footprint has never been more urgent, whether you’re just starting a business or trying to make an existing one more accessible and appealing to customers.

So, what has aided these new growth drivers? The answer surprisingly is very simple – Digital and Social media provide cost effectiveness, easily Measured and adjusted ROI, viral value, personalized meaningful conversations that are non-intrusive.

Within just 19 weeks after its release, Korean Star Psy’s “Gangnam Style” became the most popular video on YouTube with approximately 805 Million views, beating out former champ, Justin Bieber’s “Baby,” which held the old record with approximately 804 Million Views over a period of 135 weeks. Closer home, stories like “Kolaveri Di” had a similar impact. There was no money involved- just a smart devise to shoot, upload and share- aided by broadband connection and voila! International brands were created.

Today, the new digital and social growth drivers have changed the dynamics of marketing from traditional marketing mix of Product, Price, Place and Promotion (4Ps) to Consumer, Cost, Convenience and Communication (4C).

An era where Content is ‘Queen’ and Customer is ‘King’ has truly arrived.

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Lot has changed and lot will, not only for the Brands’ but also for people and organizations working in the Experiential Marketing domain. Globalization and technology advancement is shaping the way we perceive and see things today like never before. Strategies, tactics, and operational processes that just a decade ago reigned supreme, now look a little out of sync, when viewed through today’s brand perspective.

As the line between traditional ATL and BTL have started blurring, marketers have started looking for more robust Marketing mix, one which will interact with consumers in unbelievable ways at various touch points, allowing brands to come alive for the TG by creating connections between brand and consumer, in their personal world. These connections should be formed by experiences that are personally unique but relevant to the consumer, it should be memorable for them, it should be interactive, and it should invoke emotion and lead to sales and brand loyalty.

Unlike traditional marketing, experiential marketing tries to tap that special trigger within the consumers’ mind space, one which invokes thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This implies that the marketer needs to have a firm grip on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product,but to do that it is important to engage as many of the senses as possible. Striking displays with powerful visual elements, such as websites, and visual media such as Print Ads, Billboards and mailers should not only be visually appealing, but also conjure up imagination and sensations that are relevant to the individual. When a Marketer or an agency creates customer experiences of this nature, a sense of rapport between the Brand and its consumer is established that helps to make the offerings more desirable with each encounter.

Well guess what, that ads on the Internet, or in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Success for brand lies in and making the connection quickly and seamlessly, Clients today are looking for agencies which can grow up the value chain from being a vendor to a true marketing partner, one who understands their brand essence and promise and provides ‘Value for money’ solutions rather than rack-listed services, Agencies which are capable of rolling out that magic campaign which makes those connection with the prospect and retain that mindshare.

We as a Marketers or Agencies servicing these brands, can pat our back only if we are able to roll out integrated campaigns both online and offline across different mediums. The Campaigns which can establish relevance, grab eyeballs, raise awareness, build relationships at a personal level, create memories, increase loyalty, encourage interactions and stimulate positive WOM, and last but not the least however clichéd it may sound one which has a tangible return on marketing investment.

Living politics aside, the “AAP Phenomenon” will be one of the most discussed, debated, diagnosed and dissected case study at all social and corporate do’s of 2014.One which can highlight at great length how budget becomes secondary when you have an “Out of the Box” idea which makes connection with the TG and uses Guerilla Marketing, Door to door connection and Social Media canvassing… One of the best ROI I must say…

We do live in exciting times, where things change within a blink of an eye. What keeps all of us who are a part of this exciting discipline called marketing on the go, is our undying passion, that adventurous streak, our affinity for challenges and that gush of adrenalin when it all falls together… Those “moments of truth”, knowledge of a work well done and we are ready for the next challenge… aren’t we?