Khusboo Gujarat ki : Branding Gujarat Tourism : A Success story
Khusboo Gujarat ki is spreading all over the world. Big B yani ki Indian legendry super star has driven the car of taking Gujarat places on globe. As a brand ambassador, showing real Gujarat and open up eyes of the tourist. Big risen of tourism and it’s a miracle.
Clearly, domestic tourist arrivals in Gujarat have ramped up considerably, with an almost 33 per cent rise in the numbers from within the state, a 50 per cent rise from other parts of India and from non-resident Indian (NRIs), and an almost 100 per cent increase from foreign tourists.
A Destination Branding Strategy Using Celebrity Endorsement" with the brand ambassador, Amitabh Bachchan, creative designer of the campaign, Piyush Pandey and principal secretary, Gujarat Tourism, Vipul Mittra. The panel discussion looked at issues relating to the genesis of the idea, the reasons for using a celebrity for the first time in a campaign like this, the creative approach behind the campaign and its implementation.
The first TVC was released in early 2011. The campaign was also carried out on radio, across all popular FM stations at frequent intervals, niche magazines and the Metro connecting to Delhi Airport was wrapped with the Gujarat tourism branding. Gujarat tourism also aggressively used social media such as Facebook and Twitter, and a number of mobile apps.
Tourism Department had spent Rs 90.15 crore for tourism promotion in 2010-2011, around Rs 92.3 crore in 2011-12 and a whopping Rs 128 crore in 2012-13
Gujarat offers scenic beauty from Great Rann of Kutch to the hills of Saputara. Gujarat is the one and only place to view pure asiatic lions in the world. The birth place of Mahatma Gandhi Porbandar, Ahmedabad Sabarmati ashram is popular in foreign tourist. Cultural place like Patan, Kutchh are known for its art and culture.
Gujarat- Home to multitude devotional centres and temples with Famous Religious Centers like Dwarka, Dakor, Ambaji, Palitana, Mahudi, Shankheshwar, Somnath, Shamlaji, Bahucharaji, Pavagadh, Kabirvad, Sun Temple, Modhera, Akshardham (Gandhinagar), Shri Swaminarayan Mandir, Ahmedabad, Jain temples, Hindu Temples and Sudama Mandir.Ashapura mataji madh- Kutch, Swaminarayan Mandir – Bhuj, Narayan Sarovar, Tulsi Shyam, Sattadhar, Lojpur, Junagadh Buddhist Cave Groups etc are famous places for tourist.
Tourist also interested in celebration of unique festivals like "Global Garba", "Kite Festival, "Kankaria Carnival", "Rann Utsav", "Modhera Dance Festival".
Gujarat Tourism has bagged three National Tourism Awards for best tourism film, innovative use of information and technology and one of the best States for comprehensive development of tourism in the country.
Gujarat has biggest coastal areas where tourism activates and water sports can be develop. Holy places can be restructured with facilities. Art and culture is amazingly attracting tourist. Its time to get more and more benefits from various places.
Campaign has shown and spreading its KHUSBOO…
Bas 2-Minute… Maggi Noodles rise and down!
"What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India." A two minute made food has become one of the most popular brands in India. Have fall down after 33 years journey!
A major FMCG company in the country and a subsidiary of the Switzerland-based Nestlé Group known as Nestlé India Ltd. (NIL) started Maggi Noodles in 1982, which has rapidly changed the traditional food habits of Indian children.
During the 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen , another instant noodles product. In order to improve sales and attract more consumers, NIL changed the formulation of Maggi noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste of the new noodles. In March 1999, NIL reintroduced the old formulation of the noodles, after which the sales revived. Over the years, NIL also introduced several other products like soups and cooking aids under the Maggi brand.
In the early 2000s, Maggi was the leader in the branded instant noodles segment. In 2005 Vegetable Atta Noodles a 'healthy' instant noodles product made of whole wheat flour and vegetables (instead of refined flour) Over the years, NIL also introduced several other products like soups and cooking aids under the Maggi brand.
NIL positioned Maggi as a 'fun' food for kids which mothers could prepare easily. Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-Minute,' (Only 2 minutes) and 'Fast to Cook Good to Eat' effectively communicated the product's benefits to target consumers.
Reason for No. 1
Major reason like distribution network, flavor, price, healthy are suited to Indians…
Nestle targeted kids. They were the ones who were ready to accept a tasty food, compared to older people who were still reluctant. It appealed to kids because of two reasons – distinguished taste and two minutes factor. Simple. There was not much competition around. It clicked. Kids who were growing up at that stage would one day become their loyal customers, Nestle knew that.
Nestle promoted working women concept in India during 1980s. This was a wonderful strategy to promote their own product. As housewives moved to the offices, they earned more money but had lesser time. So the idea of instant food was spreading.
Nestle marketed Maggi not as the main food item but as a snack in the evening, that too for the kids. They knew they cannot compete in the main food items. But the snacks market had a huge scope in India at that point of time.
Nestle kept it simple. They didn't do many experiments with the taste part of Maggi. They knew it was addictive.
They accepted the challenge when in the last few years, increasing concern of health was getting prevalent among the Indians. Nestle just at the right time, came up with the concept of Taste Bhi-Health Bhi…that kept them in the market. Had any other product taken advantage of health factor, they would have faced severe challenge.
More than anything else it's the Maggi Brand that Nestle has created. Players like Top Ramen had existed even before Maggi. But Top Ramen could never connect to the common man as Maggi did (like Coke), despite the fact that Top Ramen actually tastes nice. Bottomline is, marketing does matter.
nstant noodles also have chemicals, just like other processed foods do.
Maggi 2-minute noodles in India contains hydrolysed groundnut protein, It contains MSG (Monosodium glutamate) used as a flavor enhancer, which is made using Bactosoytone, itself made from soy protein using a catalyst enzyme porcine (taken from intestine of Pig) Hydrolysed vegetable protein can contain high levels of glutamate, but still mentions “NO ADDED MSG” on the pack.. According to the United States FDA, this practice is misleading to consumers, as hydrolysed protein leads to formation of monosodium glutamate MSG after cooking.
On May 11, the regulator — the Food Safety and Standards Authority of India (FSSAI) — had issued a note alongside a set of ‘Comprehensive Scheme and Guidelines on Product Approvals’, in which its CEO YS Malik made a pointed reference to the “industry’s anguish” on the “highly contentious issue of product approvals.
Nestle case has now reached the Bombay High Court, it holds in balance the fate of what is perhaps the country’s fastest-growing sunrise sector — the processed food industry — and the debate on whether the regulations governing this sector, and the regulatory apparatus itself, have failed to keep pace.
The battle lines were drawn well before the country’s food regulator passed its June 5 order that imposed a country-wide ban on Nestle India’s Maggi noodles.
May good time ahead for Maggi and Maggi noodles lover, right now a big vacuum for instant food makers…
Technologies in advertisement are very essential part for its own benefit.The advertisement which we enjoy has a very good concept and execution. Today we are living in the era in which most of the thing based on cutting edge technologies, these technologies make possible to execute unique and imaginative concept in real world. Now the time is to put your ideas, imagination and fantasy to be real. Yes, recent technologies reach at the level where we fulfill our imagination.
Whatever product you are working on, if you have your concept ready for its advertisement, the technology would help you to draw it beautifully on screen. In pre-production, today we have storyboarding software available which helps us to imagine and draw our shots and determine the camera angle. You can see your video advertisement on paper before actually shoot it. You don’t need to be an artist but only need a sound imagination for it. And these technologies are so time savvy.
When you actually shoot your idea, you would also get the technical equipment like camera, lenses, sound equipment, and recorder and lighting devices. There are so many unique options available for cameras. Everyone has different functions and working capabilities. According to your requirement you can choose your product. Good camera always does magic to the final result of your product and like it the good make-up is also do magic to your characters.
If you want to shoot monster, you can make any man to look exactly like it by prosthetic make-up, and you can add something different to your product. Every field of the advertising has improved with more technical capabilities. And these capabilities are there to help you and give your product a standard level. And now this digital era also give us a push to the next level.
Every level of shooting advertising has something new for your product. Each year we can see different types of editing techniques. We have versatile editing software available in market. Which help us to edit our product seamlessly. There is much free video editing software available online which helps you to apply special effects, transitions, audio dubbing and title to your video.
Sound is also very essential part of your video. It create realistic atmosphere for your video advertisement. Latest software and equipments are also available to create proper sound effect for your video advertisement. Advertisement has so many medium and today in every medium we have latest equipments and software to help us to complete any advertisement.
There is always a new improvement in technology every day. And it is there to help us. Technology must dependant on idea, not ideas dependant on technologies. So be smart and be aware of new technologies and make use of it for your creation.
Advertising in India : History
As per report Indian’s buying capacity has a large potential and it’s still growing. Marketing mix on its pick, though advertising has flooded. More than 5000 Thousand Crore advertising business has made this industry one of the biggest industries today.
But some day it was zero and it was born less. Let’s back to the history and find some evolution phase.
Advertising history began with classified advertising. Ads started appearing for the first time in print in Hickey’s Bengal Gazette which was India’s first newspaper. Major advertisers during that time were retailers like Spencer’s, Army & Navy and White away and Laidlaw.
B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Lever’s advertising department launched Dalda – the first major example of a brand and a marketing campaign specifically developed for India.
In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. It was the decade when Indian advertising took baby steps in creativity. Indian advertising began to do creative work in India. Earlier, most creative work would be done out of Fleet Street.
Ín 1960s, it was decade of professionalism in the advertising industry as advertising agencies and clients established long-term relationships. The 60s saw the birth of the 'utterly butterly delicious' campaign of Amul. In 1970s, The Decade Advertising became more scientific as National readership Survey (NRS) happened and MBAs from B-schools were hired for client servicing roles.
In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. After the colour telecast of Asiad games 1980s, television took off in India. The golden age of Indian advertising had just begun.
1990 India liberalized. Global brands entered in to India. Advertising agency has widen up their strength. Later electronic media became stronger and stronger. Today more than 500 channels on air and broadcasting 24 hours and of course advertising taking about 33% of it!
2005s time has open up new media called Web or Internet. Today only in India internet marketing budget is more than 3000 crore! Also smart mobile has covers rest.
From journey 1902 to 2015 is more than a hundred years shown us advertising is everything. We watch it, think it and follow it. It’s an amazing journey of Indian advertising industry.
Advertisement and Copy writing
Well, to advertise means to promote or to selling the thing, ideas or products. It should be in a way to fulfill the target. Simply it should be your magic wind if it works it will turn in to positive result, Simple.
So copywriting is an art, science, sociology, psychology and commerce all mix. Who can have the power to understand the product, target and medium they can have chances to win.
Copy can take many forms, be it a slogan, tagline, headline, letter, script, white-paper – and with these different situations there come many rules and guidelines a copywriter has to be mindful of.
Here are few key elements of copywriting to be a successful copy writer…
Who will read the copy? What are their likes, priorities, worries and dreams? What situation will they be in when they read the copy?
What does the product or service do? How does it work? What is new, different or unique about it?
What do we want to achieve with this copy?
How do the features relate to the audience’s needs and desires? How will the product or service help them?
How are we going to present the features in order to achieve our aim? Which features/benefits are most important?
What do we want people to do, think or feel when they read the copy?
If we talk about print medium advertising followed with caption or tagline, second part is body.
The tag line or caption must be easy, catchy and unique, which grabs the attention of readers. Rest of the thing depends on picture, model or product itself. Remaining descriptive part is body should be enhancing the thing and short and sweet. Finally contact detail in a nutshell.
While in electronic medium concept and visual thing is very important. Concept, script and cinematography will defiantly makes amazing advertisement to grab the attention.
Commercial Slogans List
US Air Force : The Sky’s the limit.
McDonald’s : I’m lovin’ it.
Subway : Eat Fresh.
Burger King : Have it your way.
Sprite : Obey your thirst.
M&M’s : Melts in your mouth not in your hands.
LG : Life’s Good
General Electric :We bring good things to life.
Phillips :Let’s make things better.
Nokia :Connecting people.
Energizer Batteries : It keeps going, and going, and going…
CNN:Be the first to know.
Disneyworld :The happiest place in the world.
Coca cola :The pause that refreshes.
Mountain Dew : Do the dew.
Hallmark : When you care enough to send the very best.
Apple Computers :Think different
Benson & Hedges : Pure Gold
BMW : The ultimate driving machine
Chevrolet : Eye it – try it – buy it!
Cisco : Empowering the Internet Generation
Daily Mail : A newspaper not a snoozepaper
Dell : Easy as Dell
DHL : We keep your promises
Ebay : Buy it. Sell it. Love it.
Hewlett Packard : Expanding Possibilities
IBM :Solutions for a small planet
Jaguar : Grace…. space… pace
Johnny Walker Black Whiskey : Born 1820 – Still going strong
Come, be a part of fairy land of copy writing here sky or sea are endless…
Either read it and praise or be a part of making marketing mix… choice is yours.
As we know, advertising is the foundation and economic lifeblood of the mass media. The primary purpose of the mass media is to deliver an audience to advertisers, just as the primary purpose of television programs is to deliver an audience for commercials.
As a viewer, we are surrounded by thousand of advertising from different medium every day, how would be an advertiser get satisfied about their goal? How to get an impression in viewers or mind ?
The advertiser has to pay lot of thing to get only attention, n not the guarantee of business. Product gets sold not only by an advertisement but its quality and price is matter.
But main thing how to attract and get attention, here human (men’s) psychology comes and ad-makers use it from the beginning. As we know human interest is in opposite sex or women. So men or women both attract if there is women before anything. So media and advertisers always uses this weaker point of entire human being.
We often found lots of advertising there are no relevance of women at all. One more thing is women has also an objection as they have been using in advertising unnecessary or improperly. Degrading women’s is unfavorable. But this discussion is endless.
People love and want women in everywhere then why not in advertisement. If they presented properly and in decent manner than there should be no objection women shouldn’t have.
Women should get benefits from it and proud to be a most important saleable part of billion dollar economics. There are in India a private body ASCI monitoring it and any one can complain against that advertisement if found women guilty.
Good Side :
• More viewers more selling
• Job for women
• Part of growing economy
Bad Side :
• Unnecessary utilization
• Bad impact
• Wrong way to marketing
• Wrong message for kid and teenager
Ugly side :
• Waste of Money
• Women’s disrespect
• Immatureness of society
Generally in western country women’s are equally treated and getting respects for everything. Self employed is important for them. Getting paid for what they have. New era and dimension for them. Its their hole and sole decision to be a part of media industry or not, weather it is good, bad or ugly!!!
Lets have some example…
Khuch khas hai ham sabhi me… Thanda matlab Coca cola… AAj kuchh tufani karte hai or Dar kea age jeet hai… remember these? ya its Indian top advertising campaigns. Unique and creative ideas born in top media industries, it call advertising agency.
It can make and break the image of Brands or products. it can make acceptance or rejection. it can increase or decrease selling. so concept of advertising is just amazing thing, deep research, creativity, production and execution makes miracle.
the big role of advertising agencies in today's economical growth. media also survived by advertisers and advertising agencies.
There are n numbers of ad agency spreading across country but there are some of agencies who gain the most of the market share and budgets in thousand crore.
Let’s come to know about some of known most prestigious ad agency. These are
Ogilvy is one of the top advertising agencies in the world. Its Indian operations are headed by Mr. Piyush Pandey. Ogilvy & Mather has given life to India's most successful and renowned brands such as Vodafone, Cadbury, Asian Paints and Fevicol.
Where as JWT is one of the oldest agency which has taken over Hindustan Thompson in the year 2002. It is a leading advertisement company in India which has notable clients such as Nestle, Unilever, DTC etc.
In 1980 a small ad agency started today became one of the top five ad agency and truly Indian is Mudra. Its clients include HDFC , Akai, Future Group , Ashok Leyland, Asian Paints, Bata, Cipla, Aircel, Reebok, McDonalds, Tourism Australia, Colgate and PolicyBazaar.com.
a well known prasoon joshi is chairmen and executive CEO of McCann World Group India a very old advertisng ad agency, McCann Erickson operates 180 offices in more than 120 countries. Clients are Nestle, Coca Cola etc…
Pressamn Advertising and Marketing Ltd founded in 1960 as a one man ad agency, having more than 10 branches across India and in top 10. major clients are Adani Group, Cadila, Finolex, Shipping corp. of India, Shri renuka Sugar, West Bengal Tourism, Vijya Bank, Bombay stock exchange and many more reputed organizations.
FCB-Ulka Advertising was founded on February 1, 1961 by Bal and Ann Mundkur, and 50 years down the journey has make them in top 10 advertising agency. Santoor Toilet soap, Indica V2 areknown assignment taken when other top brands have not left any space for others!
RK Swamy BBDO Advertising Ltd one of the most creative ad agency in India, you may visit their site you can get idea how creative's they are! clients like Air India, Mercedes-Benz India Ltd, ,Piaggio Vehicles, Asia Motor Works, 1Suzuki Motorcycles,Volvoline Cummins, Birla Tyresand many others.
Trikaya GREY group India is nimble footed, collaborative and an eager partner to prestigious brands like Britannia, ITC, Adobe, Indian Oil, DHL, Star, Ferrero, Volkswagen and Dell. they have speiality in entertainment and event marketing services.
Walter Saldanha co-founder with Brendan Pereira, of Chaitra Advertising Private Limited,known as Leo Burnett India. In the late 90s Chaitra Advertising was acquired by Leo Burnett, one of the leading advertising agencies in the world. Leo Burnett India has offices at Mumbai, New Delhi, Bangalore and Chennai, with close to 500 passionate brand-builders. Leo Burnett is one of the most awarded advertising agencies in India. Major clients are Gojdrej, Max life insurance, Honda, Birtannia, HDFC life, TATA sky, Dabur and Ford.
Lowe Lintas is one of India’s largest and most storied communication groups. It has offices in nine cities across India. Lowe Lintas Mumbai was declared the most Effective Agency in Asia Pacific for 2014 and the 2nd most in the world. Major clients are ABP News, Axis Bank, Bajaj, Burger Paints, BBC world, Bharat Petroleum, Croma, Dabur, Essar, godrej, Flipkart, Hero, havells, iDea, icici, WIPRO, and many more Indian top brands campaining.
Creative team having deep experience makes a brand, Creates its value and produce the sales. Passion of getting result and stay always on top is all advertising agencies motto. Where as Creativity has the power to transform human behavior and A brand with a true HumanKind purpose can change the world says leo burnett.
The upcoming days with more creative’s, more brands and beautiful advertising.
Advertising means to attract, involves and making think about your product or services. It’s all about physiology and art of publishing it. To grab the attention of viewers, the first rule is to show something which is connected with them majority.
So the person who is presenting in advertising if they are film stars or sportsmen or specially cricketers than attention part will be succeeding, because stars and cricketers are always in their mind and well known faces. Also they have some image and attraction point. If there is a woman then its impact becomes double!