Selected Ramadan 2018 advertising campaigns

The beginning of the Holy month of Ramadan this year and a few days shy of Eid here is a look at some of the best and impactful advertising campaigns from around the globe.

1.       Surf Excel

In keeping with their excellent, family oriented, child centric and innovative ad campaigns for Ramadan, Surf Excel won hearts with this year’s campaign as well.  This year’s plot hinges on a child who uses iftar as an opportunity to bring his father and uncle together.  Put aside all differences and come together this Ramadan, an appealing and simple idea in true Surf Excel style. 

2.       Sea of Knowledge

The Sea of Knowledge Ramadan advertisement focuses of the first Roza (Pehla Roza), experienced by children. The ad traces the day from sehri to iftar and the challenges faced by children as they control hunger, thirst and fight sleep and exhaustion to joyfully break their fast at the end of the day because the joy of togetherness is unmatched.

3.       Emirates

The Emirates advertisement showcases various facilities like iftar meals on selected flights and Ramadan centric programs for travelers as you choose to fly home for Emirates this Ramadan.  The entire experience aims at making you feel at home. 

4.       Pepsi 2018

The Pepsi Ramadan advertisement this year focuses on lighting up lives where electricity is scarce/power supply is poor/erratic.  The promise- to donate one rupee for each bottle sold to light up lives. 

5.       Rooh Afza

The Rooh Afza Ramadan advertisement this year is ablaze with color, festivity, celebration and emotions like friendship and brotherhood.  The signature red emblazoned across various aspects of the backdrop, clinking glasses of refreshing Rooh Afza, one can feel the icy cool of the ice cubes in the drinks popping out beyond the screen.

Something I have noticed is that, in India, Ramadan seems to be an advertising opportunity that is ignored.  However, a look at these global campaigns is a treat for students and teachers of advertising alike. 

Dove Men+ Care Father’s Day Campaign 2018

With Father’s Day just round the corner, here’s a look at an interesting and innovative Ftaher’s Day Campaign by Dove Men+Care .  Launched in 2010, Dove Men +Care is the first range of products from Dove developed especially for men.  The product portfolio includes anti-perspirant/deodorants, bars, body washes, face and hair care, and hair care. Since its launch, Dove Men+Care has positioned itself as a brand that defines modern masculinity based on the way men care. 

While Dove is known for its simple yet impactful advertising which has celebrated women and feminism the world over, since the introduction of the Dove Men+Care range, it is now working to challenge stereotypes around men.  In keeping with this agenda, this Father's Day, Dove Men+Care is launching a global campaign to champion the cause of paternity leave for fathers.  The goal is to make a case for enabling men who have access to paternity leave The effort is to project the soft side of men as fathers sharing their advice for Future Dads through #DearFutureDads, while highlighting the importance of the father as a caregiver in the early months/years of a child’s life.  The video/TVC has garnered 165,927 views at 9.12 pm IST.

If you thought that Fathers Day was only about celebrating fathers, you are wrong! Go ahead and celebrate all the father figures or men who have cared for you be they teachers,uncles or anyone else is the central idea behind the #ThereToCare Campaign by Dove.  Check out their Twitter page to view the ad and yes! Celebrate all the men who care this Fathers Day.

For those of you who thought advertising is all about selling products, services and ideas, here is the Dove Men+Care Father’s Day campaign that is working to start a cultural movement for all fathers and future fathers around the globe. 

The Vivo IPL Brand Association

In 2016, Chinese mobile phone company Vivo replaced PepsiCo as the title sponsor of the Indian Premiere League (IPL) for the next two years for Rs180 crore. This move enhanced brand visibility for Vivo which had entered the Indian Smartphone market in 2014.  Still relatively new to the mobile phone market, the title sponsorship of the IPL paid off as Vivo became the most recalled sponsor of IPL 2016.  A study by Ipsos, a leading global market research company, indicated that 20% Indian respondents identified the brand as the leading sponsor of IPL.  The Ipsos IPL survey was conducted in April 2016, covering 1028 Indian respondents across eight cities –Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Lucknow and Mumbai. 

According to IDC, a market research firm, in the last quarter of 2016, Vivo had a 7.6% share of the Indian smartphone market.  The order being Samsung Electronics Co. Ltd, followed by Xiaomi, Lenovo Group Ltd, Oppo and Vivo.

As a young brand seeking top-of-the-mind recall, investing in sponsoring the IPL proved to be a smart move.  The pay off was huge.  They achieved greater customer engagement through various activities like the Vivo-IPL Fan Parks, Vivo-IPL trophy tour, Vivo PowerPlay, an online game to predict the IPL match scores and events. Specially designed Vivo hi-fi boxes were also used to promote the brand during IPL matches. With a phenomenal overall viewership of 335 million and a highly successful TVC campaign featuring actor, Ranveer Singh, brand ambassador, Vivo, launched during the IPL season the brand recall of Vivo spiralled to an all-time high in India.  This resulted in enhanced consumer interest and product sales.

In 2018, Vivo acquired the IPL title sponsorship for the next five years (2018-2022) for Rs2,199 crore. Over these 5 years, it is envisaged that Vivo and IPL will co-operate extensively on marketing campaigns and on-ground activations. 

Meanwhile popular leagues such as the NFL and the NBA in the US do not have title sponsors. But with a growing brand bandwagon, the IPL seems to be the preferred platform for marketing in India. 
References: https://www.livemint.com/Home-Page/Q4W9gw4FYoJlAyIRypDZ2M/Vivo-wins-IPL-title-sponsorship-for-Rs2200-crore-for-the-ne.html

https://brandequity.economictimes.indiatimes.com/news/advertising/ipl-sponsorship-a-timeline-of-how-it-changed-hands-and-the-drama-associated-with-it/51728097

https://www.impactonnet.com/admin/ipl-helped-vivo-become-the-most-recalled-brand-4727.html

YES Bank and the IPL

In 2013, YES Bank signed up as the official partner and on-ground sponsor of the IPL.  While objective with which the bank chose to associate with the IPL was enhancing brand recognition, it was very clear about one thing: the idea was not to sell a product.  The endeavor was to create brand awareness. The aim was to engage with audiences without diluting the experience of viewing a cricket match, the game was the focus.

This is probably why instead of doing the predictable and running an IPL themed TVC (Television campaign), the bank chose to brand every six scored as YesBankMaximum6, a reinforcement of the bank’s savings account interest rate which is set at 6 per cent. Banking on live mentions of YesBankMaximum and YesBankMaximum6 every time a 4 or a 6 is scored, is a smart move that has helped them garner nearly 3,000 brand mentions and exposure during a live match.  The key to the association that YES bank has with the IPL is not an “in your face” approach, instead the brand’s presence is woven into the cricket match.  Their sponsorship deal is inclusive of match footage, which they share on social media.  Over 2 million views of these videos on Facebook and other IPL themed content across social media platforms, has led to a surge in the number of visitors to the bank’s website (a 64% increase). 

YES Bank uses the IPL season as a period for maximizing its outreach.  The Touch-20 or T20 is an internal campaign wherein every sales executive of the bank is expected to reach out to 20 potential customers every day, boosting engagement with potential customers.  .

Their subtle yet ever present approach to brand association with the IPL has won them accolades like the award for the Best Social Media Campaign of the year, for YES Bank’s 360 degree campaign during the Indian Premier League (IPL) 2016.

References: https://www.business-standard.com/article/companies/yes-bank-signs-5-year-sponsorship-deal-with-ipl-113032500297_1.html

https://www.exchange4media.com/marketing/traffic-on-our-website-up-64-on-the-back-of-ipl-rajat-mehta-yes-bank_68569.html

https://brandequity.economictimes.indiatimes.com/news/advertising/twitter-advertiser-index-moto-gionee-yes-bank-gillette-vodafone/59028219

Vivo IPL 2018 and Brand Associations

In India, Cricket is not just a sport, it is a religion.  The growing popularity of the T-20 cricket format could be largely attributed to the Indian Premier League (IPL).   2018, was the 11^th Season of the IPL and we have just witnessed the end of this season.  For marketers and brands, the IPL provides a promotional platform that is both exciting and wide.  Riding high on its wide viewership and diverse audience base, brand associations forged during the tournament not only help companies to grab eyeballs but also build a connect on various levels while adding to the entertainment value of what can only be best described as an “extravaganza”.

This year, the IPL’s brand valuation touched a phenomenal $5.3 billion, which is a 34% hike from last year’s valuation.  A large viewership which is only growing, last year the IPL garnered a viewership of 1.24 billion impressions across channels, an increase of 22.5% over that of the previous year.

A strong social media following with over 6 million mentions on Twitter last year, it has garnered attention on digital platforms.  

This year, Hotstar bagged the 5 year digital rights for $2.5 billion, but not without a hard fight from the likes of Facebook.   Having made such a huge investment, Star looked at achieving ad revenue sales of over $276 million this year. Committed to redefining user experience, Hotstar has added the Virtual Reality dimension to enrich user experience like never before. Live game commentary in 6 regional languages, this year was another step in greater personalization of the viewing experience.

While the tournament itself lasts only 2 months, Hotstar is committed to keep the interest in the event alive beyond that time frame.  Beginning with auctioning of players and teams, it aims at providing information about players and teams not only during the event but even after the end of the season.

Star India had an exhaustive list of 80 advertisers on-board for the Indian Premier League (IPL) 2018.  Here is a summary of the brand blitzkrieg we saw this year:

Amazon

AMFI

Amul

Asian Paints

Berger Paints

Blue Star

Book My Show

Ceat Tyres

Coca-Cola

Colgate

Crompton

Dollar

Dominos

Dream 11

Elica

Future Group

Haier

Honda Motors and Scooters

Jio

Kent        

Luminous

Madhura Garments

Make My Trip

Mondelez

MRF        

Nike

Nivea

Parle Products

PepsiCo

Pidilite

Policybazaar.com

Polycab

Samsung

Shaadi.com

Sleep Well

Swiggy

Tata Nexon

Vivo (title sponsor)

Vanessa

Vimal Pan Masala

Vodafone

Voltas

The IPL provides brands with an opportunity to engage with audiences across all age groups.  From children to senior citizens, the range of people gripped with IPL fever is phenomenal.  From contests, social media campaigns, advertisements that inform, engage and entertain to discounts, promo codes and merchandise, there is a whole lot on sale along with some really good cricket to feast on.

References: http://www.televisionpost.com/stars-ipl-2018-advertiser-list-swells-to-80-brands

https://clevertap.com/blog/the-ipl-2018-how-brands-are-preparing-for-the-battle-on-and-off-the-field/