Brand: Coca Cola

Campaign Type: Celebrity Endorsement & Social Media

Coco Cola Uses Salman Khan’s Facebook Page

About the Campaign:

•With a slogan of Aaj Kuch Toofani Karte hain, Thums Up India (a product of

Coca Cola) launched a TVC of 61 seconds with Salman Khan with the title

“ Ab Toofan Aayega”

Objective of Campaign:

•Idea behind the campaign was to reach out and build a stronger connection

with the youth.

Strategy:

•Crowd today, especially youngsters believe in public image so if a celebrity

endorses a brand they believe in the brand’s promise.

Media of Promotion:

•Digital through Salman Khan’s Facebook page and Twitter account

Why according to me it was a good campaign?

Selecting the Right Celebrity

•As Salman is known for his attributes of strength and attitude so does the

Thums Up advertisement which is been a symbol of pure macho guts that

embodies the strength required to unleash the potential within. So the product

(soft drink) is going hand in hand with the image of celebrity which is a key

factor in celebrity endorsement.

•Right selection can create linkages with celebrities’ appeal, thereby adding a

new dimension to the brand image.

Celebrity Popularity/Availability:

•As the brand is mostly youth centric and Salman has 20 million+ fans on social

networking site Facebook so connection (brand awareness) with the target

audience was very strong.

•The company signed an agreement with Being Human-The Salman Khan

Foundation to jointly promote and execute charitable social activities which

helped in adding some value to the brand visibility.

Tip: •No doubt that Salman Khan was the finest choice as he was awarded as ‘Social Media Star of the Year’ by Zee Awards but Coco Cola must should also have endorsed Salman Khan to not just share the link about the new commercial on Facebook alone, they should have hired him to do so for Twitter with a new hash tag such as #Toofan. As Salman have about 8.7 Million Followers on Twitter and the chances of campaign going viral and trending from there was higher. •Coca Cola could have conducted some contests for people with a hash tag such as #Toofan to increase people engagement which would ultimately helped in brand awareness and visibility.

Brand: Zara Tapas Bar

Campaign Type: Guerrilla Marketing

About the video: Zara Tapas Bar with the Chennai City Traffic Police shot a small video featuring people drinking. When it was time to leave, on receiving their car, people were shocked to see Yamraj (the God of death according to Hindu mythology )sitting at the backseat of their car. Yamraj warns them by handing over a “Drink and get Driven” leaflet about to hire a driver to drive them home.

Objective of Campaign: •To create awareness about drunk driving issue among masses and to do brand awareness by giving away a leaflet at the end.

Media of Promotion:

•Digital through Facebook and Youtube

Why according to me it is a good campaign:

•As the video got viral therefore, it improved likes on Zara Tapas Bar and

Chennai City Traffic Police Facebook pages. More interesting is that it was also

covered by print media in Chennai by several localnewspapers immediately the

next day of its upload.

• The campaign won the lone Indian FAB Award at the 2013 edition of the

International Food and Beverage Creative Excellence Awards announced in

London on 30th May.

Video Statistics:

•The video, within hours of being uploaded on YouTube got 85,000 likes and

became immediately popular. The next day of the launch as of 21st February

2013 the video received about 3,10,347 views , 1,402 Likes ,92 Dislikes and

100+ comments on YouTube. The video was first shared on Chennai Traffic

Police page which is already popular with 60,000+ fans

Tip:

•As the video was a tickle to the funny bone so the video could have been

shared on some popular Indian entertainment pages on Facebook such as

Rajnikant Vs CID jokes , Bewakoof , Being Indian etc to make it go more viral.

•Zara Tapas Bar should have included a strong statement at the end of video

that encouraged people to join Tapas Bar on Facebook or Twitter.

For example:

“If you don’t drink and drive, then you are allowed to join us

on Facebook.com/ZaraTapasBar”

This would have helped them grow their Facebook community.

Brand: Bisleri

About the Campaign:

•Bisleri launched the campaign named “Kiss to Drink” to promote its 500 ml

bottle. Bisleri soon announced the #Shabaash contest hosted on

a Facebook app, where fans had to watch all the 3 TVCs titled’ Kiss to Drink’

well to answer 4 questions. If they were lucky they could win an iPad Mini,

Timex watches, Bisleri gift hampers.

•Bisleri also initiated ‘World Shabaash Day’ on 18th of April on social media

through a Facebook app by which Fans could directly tweet from this Facebook

app on World Shabaash Day.

Objective of Campaign:

•To drive a lot of popularity for the brand on social media and to increase the

viewership of the ad and drive engagement

•Basic idea behind the campaign was to reach out to the youth and increase

their affinity with Bisleri.

Media of Promotion: • Digital through Facebook, Twitter and on general entertainment channels

What it was trying to communicate:

•The Commercial uses humour to connect with the target audience while

driving the idea that one should own his/her Bisleri bottle (Bisleri bottles are

not meant to be shared with your friend ,super hero or even with your

partner)

Communication Idea:

•Most of the consumers do not like to share water with someone who has

touched the bottle to his/her mouth (jootha). The campaign takes into

consideration this behaviour and asks the consumer to buy their own bottle (a

500 ml is enough for one person too )and drink straight from the bottle (kiss)”.

Why according to me it is a good campaign:

•The mentioned TVC got around 32K views, since the time of upload.

•Twitter users had to tag anyone they wished to give a #Shabaash, along with

a reason and the hash tag ‘#WorldShabaashDay’. Despite it not being a

contest, the hash tag trended in the top ten Twitter trends list.

•Bisleri partnered with high traffic websites such as Zynga.com, Burrp! and

Google Display Networks to place banners and video ads to increase visibility

Tip:

•They could have started the campaign in the month of June (When Summer

season is at peak) instead of April, it might helped the brand to gain more

momentum to the idea behind the TVC of selling more bottles.