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IPL - A Festival for Brands

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IPL – A Festival for Brands

The Indian Premier League (IPL) is a men’s 20-20 cricket league wherein ten different teams from ten different cities/states of India compete with each other. This league was founded by the Board of Control for Cricket in India (BCCI) in 2007. Even though IPL is an Indian league, it is a Global Phenomenon. People from all over the world enjoy the festival of IPL and when we say that it is a festival, we mean it.
On the other hand, post-COVID the advertising industry has moved to the digital platforms a bit dramatically yet the level of creativity that brands are adapting into their advertising strategies is unimaginable for digital and television as well. The integration of ads with IPL was an absolute boon for brands, sports as an industry & IPL fans also. Interestingly, sponsors are also not far behind in hammering their brands frequently with the usage of catchy lingo. Here are a few examples of how brands hammer their names in viewers’ minds through IPL, be it print, television, or digital platforms.

  • TATA IPL
  • Upgrad Cracking SIX
  • Rupay on the go FOUR
  • Cred Powerplay
  • Aramco Orange Cap
  • Aramco Purple Cap
  • Dream 11 Fantasy Player Of The Match

‘Smoother the integration, Better the outcome’ is an absolute mantra when you target to associate your brand with any venture. Brands sponsoring the IPL have been a revolution in advertising, IPL is not just about cricket anymore. It has become a wholesome celebration of sports, entertainment, deals & much more.
If you have noticed, a sponsored ad of the respective team is mandatory on the day of their match which usually stars the players themselves. This makes people aware of the respective sponsor of the team & their brand itself as well.
Take a look at TATA IPL 2022 campaign #YehAbNormalHai featuring the magnificent MS Dhoni.https://www.youtube.com/watch?v=eHoU_8q_pBc

If we take a deeper look into the figures & statistics of IPL TRP, then a few days ago around 50 lacs of screens were watching IPL on Disney + Hotstar at the same time. Usually, the majority of screens have more than one person of different age groups watching the same. So if we multiply, approx. 15 million people watch IPL at the same time & mind that we are not including TV & other mediums of audio & visual telecast here. So, now you can imagine at what level such marketing works for brands including IPL with certainly a huge impact on itself & market both.  IPL or no IPL, an impactful advertising strategy is all a brand needs to create a revolution in its niche market. And if you think that your brand lacks the same, Rioconn can help you build one.

The preferential treatment of language in digital advertisement

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The Preferential Treatment of Language in Digital Advertisement

Every brand has an intangible face…a winning strategy of omnichannel presence. Yet in today’s world, every brand chooses an ideal digital platform to communicate with their audience. The evolution of digital presence has undoubtedly helped thriving business feeds on generating engagement. One of the prominent ways they choose is through social media platforms.

Not to forget the massive digital network that has transformed communication for the world. The evolution of the internet has turned out inexplicable. Every corner, be it an urban area or a rural street, they are all able to access the internet nowadays. The reach of digital networks is beyond our imagination, as more people opt for online platforms. Be it surfing reels or discussing budget meets over video calls, everyone is present on social media platforms. Hence building brands on digital platforms is easier and more economical.

One of the best advantages digital platforms offer to brands is the easy tracing of users for future targeting. The advancement of technology, such as social media listening tools allows a brand to develop a solid understanding of how consumers or potential customers think about your brand. 

When talking about the mode of communication in digital marketing in India, there is no limit! The majority of the vast and diverse population relies on non-English communication, and so are many of the smart brands. Though certain businesses or organizations usually tend to go for English, the native languages are a preferred choice to hit and relate with a huge target. Under the aspects of sociolinguistics, about 43% of the total population still prefers their mother tongue for communication, right from reading, listening, speaking, writing, or watching entertainment. 

The introduction of a vernacular approach is not something new. Brands are certainly aware of the impact of the native language as a mode of communication. If we were to understand the broader aspects of native languages then we conclude that they are more likely to be relatable to the audience, be it rural or urban, the usage of the mother tongue helps the brand develop loyalty and gain consumers’ trust, content creation in regional languages also simplifies communication between the user and the brand, and the recall value of a brand increases with ease. 

The first and the most essential step in boosting your brand’s digital presence is by creating a user-friendly approach. Your content should stand as an asset that allows your customers to find you and hopefully it inspires them to convert. A vernacular approach helps consumers to perceive one as a universal brand – that is made for all. 

Besides the growing popularity of English communication, a not so surprising approach to native languages has been there for many years. The growing prevalence of vernacular language is a message to the brands to step into the comfort zone as and when required. The modern age brands do focus on a mixed bag of communication. Their search for agencies that offer strategies in both English as well as native languages is quite understandable.

 

And for such requirements to get fulfilled with utmost efficacy, you know where to find us….

Overcoming-Omicron

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Overcoming Omicron – A Guide To Help Your Business Digitally

Is it 2022?

Is it still happening?

How long is it going to continue?

Will humankind be able to come out of it?

There is only one answer to many more such questions and it is- “Patience”.

Just about a month ago, we were so poised and bullish about our 2022 business plans but this sudden bump has put things on hold for many. The silver lining is that we are better prepared to handle the wave due to the tragic mortality rate in the last surge. This time we are determined for history to not repeat itself and it shows in 150 Cr single or double dose vaccination. Almost 70% of the population has been administered the first dose.

The impact of vaccination, as well as the comparatively lower severity of Omicron, would likely result in a less tragic situation. But that doesn’t mean we lower our guard, otherwise, we might end up endangering our at-risk population with an overall higher case incidence than the last surge. However, if we maintain caution, we’ll not only get through but also become immune to COVID as it gradually becomes a part of our life.

Is Omicron a challenge to your business?

Yes, if you are still heavily dependent on footfall and have not taken adequate steps after the first and second surge of COVID to overcome those pitfalls. Also, businesses that especially rely on experiential engagement involving touch, use or feel of the product will also be affected.

Impact of Omicron on footfall-sensitive business?

Compared to others, the impact will stay longer on footfall-sensitive businesses. This is in line with the past observations. However, since people are becoming more habituated to Covid19 and its strains are getting milder, it is highly likely that Omicron’s impact would be comparatively lesser. Once the peak is achieved and cases start reducing, footfalls will automatically start improving at the malls, multiplexes, and hi-street areas.

How to deal with the Omicron challenge digitally?

Despite a likelihood of minimum adverse impact, it is prudent to take measures that safeguard your business. The best way forward is to plan your marketing activities & spend as per the 3 phases of Omicron

Phase 1 – Sympathize; stay in your TG’s social feeds with the right message as a socially responsible brand.

Phase 2 – Engage; somewhere around the peak when the TG is more or less working from home, give them the content that can increase your engagement. Ask your TG some amusing or funny questions about your brand, give them prizes from your product kitty.

Phase 3 – Build. In the post-peak phase, where people are experiencing some relief from the COVID and subsequent restrictions, the time is right to talk out loud about the brand or product. Creatively remind people about the benefits of your brand or product and the possibilities of procurement through online means.

This phased methodology will help you earn a place at the top of your TG’s mind even during a testing time. And the value of top-of-mind awareness is very clear; if you’re the first brand people think of, it makes your marketing efforts a lot more effective.

Stay Safe – Stay Healthy!

By : Hemaang Gandhi

Overcoming-Omicron

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Glancing Back, Gazing Forward

How quickly has the year passed! And yet, some memories of 2021 seem too distant. Well, at least this mixed bag of a year is finally over.

Up until now, we were in the pursuit of peace, health and wealth (in that order), it seems we can expect a lot of surprises from 2022, starting with #Omnicron.

Although the exponentially rising infections are a cause for worry, the most hopeful news has been that it is likely less severe than the second wave. No reason to drop your guard just yet but let’s have faith in the promise of tomorrow.

I’ll level with you, I have an optimistic outlook for the year 2022 for I believe it will bring about some fundamental changes for the better in all the industries, starting from Infrastructure. In fact, the government will inject significant investment in this sector owing to the upcoming state elections. Some key projects will get significant push as we’ll strive to surpass the 7.5% growth achieved in the year 2021 with many large projects coming to fruition that started earlier in 2020 / 21. Since good infrastructure is not only the engine of economic growth, it is also the rallying point of this government.

As for our industry, digital will further entrench its roots and expand its reach. According to Zenith’s Advertising Expenditure Forecasts Report, digital advertising is set to exceed 60% of global ad spend for the first time in 2022, reaching 61.5% of total expenditure. Further in digital I anticipate the following: 

  1. Digital & Social Media Marketing will become more self-aware and outcome centric.
  2. Facebook is not going anywhere, it’s going meta – promising enhanced experience & effectiveness 
  3. Though minimal is a mandate, long form copy and videos will rule the year. 
  4. As LinkedIn goes vernacular, its utilization will become more vital with an independent strategy around it. 

 

With consumer sentiments turning positive and brands’ willingness to spend more on advertising, things seem to be on the mend for now. I foresee the number of pitches will go through the roof, and the teams with the right talent and processes will do wonders in 2022. 

Wishing you all a very prosperous 2022. 

By : Hemaang Gandhi

how to work with holistic approach

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The Ultimate Equilibrium

How do you think an ideal agency should function? In just one direction? With just a couple of tricks up their sleeves? Like freelancers? No. The real answer is quite simple. Simpler than you could imagine. Alright, here it is (are you ready to get your minds blown?). Work with a holistic approach. It’s that simple.

Now, the process sounds lengthy but with the right resources, it’s quite an achievable target. The next part is giving equal attention to all three- Analysis, Creative Processes, Backend Operations. The most beautiful part about it is that all three of these stages consist Research, Ideation, and loads of Brainstorming. And that in turn is something that is enjoyed by top agencies of Ahmedabad 😉.

Research shows you opportunities and they guide you to rediscover insights to find a new perspective. Be it drafting communication & design or building an audience base or engineering a strategy, everything has to be given its own share of time. And that, is precisely how a 360 Advertising Agency functions.

Let’s put the aforementioned processes stage-wise:

Analysis

  • Audience Research
  • Market Research
  • Trend Research
  • Geography Research
  • Competitor Research
  • Audience Behaviour
  • THOROUGH PRODUCT/ SERVICE RESEARCH

Creative Processes

  • Communication Drafting
  • Design Ideology
  • Brainstorming
  • Ideation & Execution
  • Aesthetic Alignment
  • Story Building
  • Sales Oriented Communication
  • Purpose Identification
  • THOROUGH PRODUCT/ SERVICE UNDERSTANDING

Backend Operations:

  • Geographic Research
  • Demographic Research
  • Targeting Strategies
  • Lead Generation Strategies
  • Ad Strategies on Social Media, OTT Media and WWW
  • Trend Following
  • Influencer-Driven Marketing Management
  • Third Party Expenditure Management
  • THOROUGH PRODUCT/ SERVICE COMPREHENSION

And all this aside, a capable, determined and most importantly a persuasive Client Servicing team can help you work all the magic flawlessly. 

How do we know all this? We’re there…right there. If you’re looking for a holistic Advertising Agency in Ahmedabad, you know where to find us.

 

By : Shrijay Parikh

Brand Awareness

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The Front-Back End Roulette

Digital Advertising on the many mediums of media online can be bifurcated into 2 purposes-Brand Awareness and Lead Generation. Brand Awareness is where you create, generate and conceptualize communications and creative designs to lure people into following the brand and keeping up with it. It mainly revolves around the quality and quantity of content that is created. Lead Generation, on the other hand is about bringing in the business. Be it ads on the backend or lead generation campaigns, it is all meant to SELL a service or a product.

These two aforementioned verticals are managed on different fronts of execution. Awareness is a part of the front-end processes, while ads and lead generations are a part of the back-end processes. A complete 360 approach is what brings you the results that you have expected or looked forward to.

Now, the latter part- Lead Generation is where funds and money play a pivotal role. But that never means that you’ll have to spend exorbitant amounts to get results. It’s always about how you strategize.

The common myth of online advertising is that it soaks up a lot of funds; which is absolutely untrue, given that you understand how to manage the expenditure. For example, if the targeting is more precise and the relevance of your audience matches the relevance of the brand, then the results are automatically refined and hold a better value as compared to bogus leads that can be generated, well, in any way.

With an ideal strategy, tailor-made approach and relevant targeting the cost of leads can go lower. Planning and strategizing to take an approach beyond the regular can keep your lead cost below ₹150. The obvious question then, is why spend more on a lead that you can get for cheaper?

If you can’t find an answer for that question, maybe our digital team can help you out. Get all your questions answered first, and then take an all-new approach for better results. Sounds better, doesn’t it?

By : Shrijay Parikh

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