Harvard Business Review article " Creative that cracks the code" applied to the Indian context.

1. Creative
That Cracks
the code
RISHIKA MALIK PGP30098 | BIPASHA PGP30370 | SONIKA ANGILIN PGP30174 | TARUNA CHOUDHURY PGP30399

2. Are
Advertisements
Creative
A decade into an
internet-driven
advertising
revolution

3. ALL
SCIENCE
NO
ART
Ads no more come
from drawing
boards of great art
directors
Advertising
has flipped to
All Science
and No Art

4. 6
Campaigns
that stood out
Why?
Clever and
Creative Idea
at its core

5. 1 62 3 4 5
VARIATIONS
ON A MEME
THE AD AS A
GAME
COLLABORATING
WITH CROWD
JUST
ENOUGH
HUMOR
A NEW
SOCIAL
MOVEMENT
ADS THAT
“GO NATIVE”

6. VARIATIONS ON A MEME

7. National TV spots in its first year yielded a 233% rise in sales

8. Connecte
d the
youth
instantly
In Indian context

9. Mauka Mauka
ads went viral
during ICC
World Cup ‘15
In Indian context

10. #What an idea
Sirjee
#An idea can
change your
life
In Indian context

11. AD AS A GAME

13. • Stunning Visuals
• Narrative
• Emotional Depth
3,80,000 downloads in the first month
Exposure exceeded 9 million views

14. #HandsomeLife
A platform for
young and aspiring
individuals who had
the courage to break
away from their
mundane routine
In Indian context

15. Lays introduced a
campaign where
people were asked to
give a flavor they want
to eat and win prizes
In Indian context

16. Oh Yes
Abhi!
#Pepsi
In Indian context

17. COLLABORATING WITH THE CROWD

18. The Prize Winner of
Defiance, Ohio
A memoir of 1950s
America in which the
author’s mother writes
advertising jingles for
contest after contest

19. Benefits of Crowdsourcing
• Quality of the winning idea
• More engaged customers
• More creative options
“If a company uses Tongal or a
similar platform to solicit and sift
through thousands of creative
submissions, the odds are good
that it will be rewarded with some
real gems”

20. “If you focus on maximizing
engagement, you’ll realize that
the ideal time commitment to
be asked of the crowd
measures in minutes.”
Getting it right
• Make participation easy
• Don’t give time consuming
tasks

21. The Daily Twist Campaign for Oreo Cookies

22. • In honor of its centennial, the brand
launched a 100-day series of
cookie designs pegged to each
day’s news.
• It invited people to nominate news
pegs every morning and to vote
later in the day for their favorite
designs
• Highly talented designers made the
cookie designs
“With the bar so low for crowd
participation, anyone could offer up
thoughts.”

23. Sharing of Oreo’s Facebook page rose by
4,400% compared with the three months
before the campaign’s launch

24. ME AND MERI MAGGI
In Indian context

25. • Campaign launched to celebrate
Maggi’s 25 years in India
• Consumers were invited to share
moments of joy that Maggi brought to
their lives
• Ads featured Amitabh Bacchhan
along with consumers who related
their Maggi moments
In Indian context

26. Aim of the campaign
• To create an emotional connect with the
public
• To increase target audience to all age
groups, from just children
• Create storytellers out of everyday people
In Indian context

27. My Expressions- Tanishq Mia
In Indian context

28. • Tanishq Mia invited the public
to create jewellery designs for
Tanishq Mia- a jewellery brand
for working people
• Top 10 entries would get Rs
1,00,000 each and a chance to
cocreate the next Mia collection
In Indian context

29. • Campaign aimed at
increasing awareness about
Mia among the young
population and allowing
people to cocreate their
designs
• The campaign received 3000
ideas and 40,000+ votes
In Indian context

30. JUST ENOUGH
HUMOR

31. KIA MOTORS AMERICA ADVERTISEMENT
• Kia Motors America aired
a fun little ad for its Soul
model car.
• It showed roads filled
with hamster wheels to
evoke the drab
mindlessness of the
typical daily commute,
while a Soul drive up
alongside one and its
window slid down, the
hamsters in the car,
chilling up
A NEW WAY
TO ROLL

32. Double digit
growth in
sales
Entertainment
has
cooperating
effect with
persuasion

33. VODAFONE

34. Attracted over 322,000 shares and 1.5 million views
This viral video brought attention to the brand.
It is the humour of dancing squirrels and the use of a
popular Hindi song that drew the shares
In Indian context

35. It is a superlative
balance between
great story, great
entertainment and
great branding.
Zoozoo effect: 7% of
Vodafone’s service
revenues came from
data browsing in 2013
In Indian context

36. Zoozoo became a hit in no time. Just within 15 days of
the release of the first ad, zoozoos were all over the
place
Zoozoo is an imaginary character created by
Vodafone's agency Ogilvy India. Vodafone wanted to
promote its value added services and for that it
wanted a character to form a link between their
various ads.
In Indian context

37. A NEW SOCIAL MOVEMENT

38. • Sustainable practices by
companies translate into higher
prices of finished goods
• Marketplace doesn’t reward
sustainability
A New Social Movement

39. Marks and Spencer-
SHWOPPING
• This campaign suggests that you
recycle an old garment when you
purchase a new one at their store
• Though this might suppress their
sales, it will eventually be seen as
a sustainable practice and other
retailers are expected to follow suit.

40. • Old computers and electronics generate huge e-waste
• Bangalore alone generates 18000 tons of e-waste each year
• Many e-waste recycling startups have come up which extract viable parts or precious metals
like Gold, Silver and Selenium from e-waste
• Flipkart and Snapdeal have mobile handsets exchange programs frequently.
• Some are sold to mobile phone resellers and gold, silver and parts are extracted from others.
In Indian context

41. ADS THAT GO NATIVE

42. • As technology to filter out ads
advances, degree of permissible
intrusion into content changes
• Ads must seamlessly blend with
content and not be seen as
interruption

43. • Designed to create an air of
tradition, grandeur, festivity
around Tanishq
• Joint promotion of Tanishq
and Paheli
In Indian context