Looking back at 2013 we can definitely say that this year many companies tried embracing ‘Indian-ness’ through their ads and marketing campaigns. Companies came up with new and unconventional ideas to penetrate the market.
This year Honda adopted a different marketing strategy for its ‘Honda Amaze’ . The ads highlighted the features of Honda Amaze rather than its looks . As far as Honda was concerned, these ads were the first of its kind. The Indian audience could quickly relate to the ads. The ads seemed to target in particular, the Upper Middle Class Indian Executives. Be it the overly courteous son-in-law or the executive showing his friends his new car ,the ad was successful in getting the message through.
While Honda tried to become more Indian, India’s very own ‘Tata Nano’ tried to become more western, so that it could shun the ‘poor mans car’ image and appeal to the youth. The fast paced ad with peppy music definitely got noticed, but unfortunately it did not impact the sales. Trying to re-position itself for the nth time eversince its launch in 2009, with the new ad and various promotional activities including a tie up with music channel MTV, Tata nano is yet to redeem itself.
We saw some companies like Hero Honda coming up with their ‘Hero mileage ads’. The ads require special mention for successfully portraying Indian-ness. India – A country where ‘a little’ doesn’t necessarily mean ‘a little’, could easily strike a chord with the Indian audience. Also Tata’s Tanishq Jewellery brand, which has always stood out with its ads had a brilliant concept this year as well, celebrating remarriage. The ad became an instant hit on social media and was appreciated for its boldness.
Idea- Mobile exchange, Tata Docomo -Open up, Vodafone -zoo zoos, Kitkat- Dancing babies, Cadbury 5 star- Ramesh Suresh ads , Old Spice -Mantastic Man and Coca cola- Open happiness campaign got noticed. When these ads were highly acclaimed for their original ideas some ads like the Vodafone ‘Harlem shake’ didn’t create any impact. Inspired from Harlem shake, a video that went viral in 2013, Vodafone launched a similar campaign which failed to impress.
As usual this year also Unilever came up with their ‘Best Ever Fair and Lovely’ cream, Horlicks and Complan came up with their new and improved versions, Kelloggs turned out to be the healthiest breakfast option and Whisper choice sanitary napkins remained the single best motivator for ‘Indian Gals’!
Some campaigns which were highly acclaimed
‘dekh le’ – a social awareness film which was created on woman empowerment.
Dove – Real beauty campaign
Lifebuoy – Help a child reach 5 campaign and The Roti Reminder
Google Search- Reunion
Some campaigns which we wished would be more noticed
Gillette – Soldier for women
Mahindra – ASK campaign
Public service film on Child abuse by ‘Vanitha’ Magazine