Look at what these talented, crazy Indians have done
I’ve always been a little leery of proclaiming anything “the best.” I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them. So it was a little difficult for me to come up with just one “best” marketing campaign of all time — which is why there are 7 in this post instead.
Why are these 7 marketing campaigns some of the best of all time? Because of the impact they had on the growth of the brand, and because they manage to hit on some universal truth that allows us to remember these campaigns years after they first began. In fact, some of us might not have even been alive when these campaigns first aired!
Café Cuba coffee revolution Following a sensational introduction last September, Café Cuba , the country’s very first coffee flavoured carbonated beverage by Parle Agro, created a coffee revolution this April. An interactive website narrated the origin of the drink, where the narration was done in MS DOS type. A user was asked to press the required key and enter, to proceed in the story whereas visuals and animated figures were formed entirely of keyboard characters.
Pepsi India IPL7 @ThatPepsiIntern Pepsi, the official sponsor of IPL7 had brand ambassador and actor Ranbir Kapoor join Pepsi as an intern to bring all the thrill and action from IPL to cricket fans. Beginning with the Twitter handle @ThatPepsiIntern, sharing live tweets on the IPL. The campaign went on to fire him and announced 15 internships through social media. These interns won an all expenses paid trip to UAE, VIP access to the matches and close encounters with celebrities.
Micromax Unite 2 “#DeshkiDictionary” For the promotions of Micromax Unite 2 that supports 21 Indian languages, Micromax Mobile launched the #DeshkiDictionary contest, where one could define or nominate their own slang word to create an Indian slang dictionary. A microsite featured the word of the day and the user generated definitions for it, while interesting visuals described the slangs on social media. The best entries could win the Unite 2.
Vespa India ‘Do you Vespa?’ Iconic two wheeler brand Vespa launched its global campaign “Do you Vespa?” in India in a different way. Focused on building aspiration for the brand, Vespa asked fans to create stories that personified the Vespa spirit on Twitter, after taking a cue from the new TVC. While Vespa India provided the opening line for the story featuring any one of the character in the ad, participants had to take it further with their tweets.
MRF Tyres “MRF Rain Day” The MRF Rain Day campaign by MRF tyres that has been predicting rains for the past 30 years in Mumbai, while asking Mumbaikars to change to MRF tyres well before the rains, went digital this year. A dedicated microsite kept track of the rain clouds starting from Kochi in Kerala to Mumbai. Fans were invited to predict Rain Day and win prizes, in addition to sharing pictures of the first rain.
Micromax Mobile Canvas Doodle 3 promotions For the Canvas Doodle 3 promotions, Micromax Mobile had launched a campaign to drive home the message of ‘Can doodle without limits’ to highlight its doodling features. An animated TVC highlighted how anything was possible with a little pig, while the story was continued further on social media. Users were invited to share whacky or funny situations for the piggy, while the brand created doodles out of them.
Lifestyle Stores #StylePlay Lifestyle Stores had launched its Spring Summer campaign #StylePlay to highlight the season’s trends. Conceived on the insight that consumers today preferred to recreate different looks with the same pieces of garments. Users on Twitter were shared two different looks created from a single outfit and asked where they would wear these to, while the brand blog described how to wear a particular outfit in two different ways.