Earlier, we told you that digital advertising is capturing a larger chunk of advertising budgets all over the world and in India. A simple glance says that newer brands that are working newer verticals are putting in their money in digital marketing. A cab aggregator is signing up with a stand-up comedian to come up with a video that plugs their service and a cute’ don’t drink and drive’ message as well. An online store that sells intimate gadgets ties up with another web series to show how easy it is to buy such a personal massager and such stuff.
Even very new players in the market are using the streaming platforms to plug their products. For example, a company that rents furniture – a spanking new concept in India – uses some deeply Indian values to bring forth their idea on the digital platforms.
The trend just a few months ago was that digital companies were paying digital entities to create a digital presence – but that’s changing. Legacy companies, companies that have a recall value among the Indian audience are striking it out to become current and relevant once again. How are they doing this? They aren’t just putting up posters on websites – they are doing that too – they are coming up with short films that plug their products with the human touch. Here are five such examples:
SBI and DDB Mudra Group:
SBI, the most prominent banker in the country has tied up with DDB Mudra for a series of short web films that will promote their banking facilities. The first video has hit YouTube and shows the bank’s NRI facilities. You can watch the video here:
Asian Paints’ tag line ‘Har Ghar Kuch Kehta Hai’ (Every house says something) is one of the most memorable tag lines in Indian advertising. The company is known for its ads, that are basically human stories with a deep understanding of an emerging India. Asian Paints is a legacy brand whose brand loyalty is through generations – and that’s exactly what this video denotes:
#SexyAndIKnowIt – Beepsode:
And here comes the big Daddy of them all, a six-episode series that basically showed the relationship between two guys, a girl and a car. This short film series introduced the Honda Jazz to a whole new audience and made it cooler. This video series had Tahir Raj Bhasin, Rohan Joshi, Mallika Dua and Sarah Jane Dias.
These videos are proof that legacy brands have finally understood what the digital medium is and how important the streaming audiences are. Let’s hope more legacy brands come to the streaming medium.