Ranveer Ching Returns with India’s first Advertiser Funded Movie

 

When was the last time you saw a Hollywood movie which had the lead actor as the savior of humanity? I am sure the answer would be “pretty much every other movie”, isn’t it? Now, when was the last time you saw the same thing in a Bollywood movie? To make it interesting, did you ever see a full fledged ad movie in India?

This is where Ching’s Secret makes the Bollywood entry (whistle !!!!!). Ching’s Secret is a brand from the house of Capital Foods . Ching’s was launched in 1996 and over the years it has witnessed moderate growth until 2 years back when the brand started witnessing a steep rise in sales. Ching’s Secret is a perfect example of having right celebrity brand ambassador. It’s a perfect mixture of leveraging the celebrity’s success with the right offering. Ajay Gupta (MD – Capital Goods) feels Ranveer Singh is the right face for the brand as the brand is  targeted at today’s youth and young housewives, actor Ranveer Singh is the ideal youth icon who has pan-Indian appeal across all age groups.

Related post Can Movies be termed as BRANDS?

Recently, Chings’ Secret released an ad film. It’s not just an ad film, it a typical Bollywood masala movie . With the release of the ad movie Ranveer Singh took the social media by storm. The ad movie is termed as India’s first “Advertiser Funded Movie”.

The movie also stars Tamannaah Bhatia and is directed by one of Bolywood’s most succesful director Rohit Shetty. The advertising budget for the adverstiser funded movie (AFM) is 75 crore ($11 million) which is usually a budget for a big star cast movie in Bollywood.

Ranveer Singh as Ranveer Chings Return

‘Ranveer Ching Returns’ was released on YouTube on Friday (like most releases in Bollywood), August 19. On Sunday, August 28, there was a world television premiere on Sony Entertainment Television. One the release day, the movie gained 3.5 million views on YouTube. At this very moment, the views have surged to 9 million.

Watch the India’s first Advertiser Funded Movie here

 The brand is leveraging all the right hype on social media. Currently, Ching’s Secret has aprroximately 1 million likes on its facebook page. The brand has been very engaging with its new campaign on its sleeves.
Chings Facebook
 It will be interestimg to watch how the brand is able to reap benefits from this big budget AFM and its impact on sales.
Do share your thoughts in comments.
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9 best ad campaigns that define Out of Box creativity

It will be an understatement to say that marketing has seen a paradigm shift in last five years. In a recent interview Brian Fetherstonhaugh – Chairman & CEO of Ogilvy One Worldwide shared his thoughts on the paradigm shift in marketing. He stated in his interview that

The traditional Marketing Mix i.e 4P’s of Marketing has now changed to 4 E’s of Marketing which is From Product to Experience, From Place to Everywhere, From Price to Exchange and From Promotion to Evangelism.

Read more about the new 4E’s

In last five years I have come across many campaigns which can be termed as BEST marketing campaigns but for my readers I have pruned it to 9 best marketing campaigns that define out of box creativity. The list is as follows:

Read More »

6 Marketing Strategies for preschools and high schools

In the last decade, India has witnessed a humongous growth in the education sector. This growth is led by first generation entrepreneurs attracted by the huge opportunity and market size of this sector. The sector has its own characteristics that one must consider while developing a long-term strategy. Before I share the strategies have a look at Planning to start a preschool or school? and 5 marketing tactics for preschool and school

 

Marketing for educationRead More »

Liril is back to freshness

Liril, the soap brand from the house of FMCG giant Hindustan Unilever (HUL) made waves 40 years ago when model and Air India hostess Karen Lunel wore a swimsuit and dance under a waterfall with its famous jingle “La-la la la- lala la”.

Post the ad two things became iconic, the girl (rather the image of a girl dancing under the waterfall) and the jingle. 40 years later Liril has resurrected to its original positioning i.e freshness. Since 1985, Liril has roped in actresses like Pooja Batra, Hrishita Bhatt, Preity Zinta, Deepika Padukone but somehow was not able to match the aura the first shower girl Karen Lunel created.
Read More »

Paradigm shift in the Marketing Mix – 4P’s out 4E’s in

Rarely you will come across a marketing professional who is not aware of the 4P’s of Marketing. These P’s were first coined by Jerome McCarthy in 1960. But this was made famous by an American professor known as Dr. Philip Kotler in his book “Principles of Marketing”. I personally have one copy of 2009 edition and for me, it is one my favorite books in marketing.

Before I share what the new 4 E’s of marketing  are let me first throw some light on our traditional 4 P’s of marketing:

  1. Product : A product can be either a tangible good or an intangible service that fulfills the need of the customer.
  2. Price: The price determination will impact the profit margin, costing, supply and demand.
  3. Promotion: Sharing relevant product / service information to consumers.
  4. Place: An ideal location to sell the product that will convert potential customers to customers.

Here is an example of traditional Marketing Mix:

Traditional Marketing Mix
4 P’s of Marketing

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NoBroker.in turning tables in real estate broking

NoBroker.in

Housing.com, a real estate property search portal that has been in the news for more wrong reasons than good. I assume more visitors visit the site to know about its CEO Rahul Yadav than to know more about the offering of Housing.com. On the other side, there is No Broker (www.nobroker.in) which has been working actively in the Indian real estate to change the rules of the game. Read More »

Nestle Maggi Ban: The noodle brand in soup

May 2015 will be remembered a problematic month for one of India’s biggest brand MAGGI noodles. Maggi is a well established brand of global FMCG giant Nestle and has been operating in India for nearly 3 decades now. The noodle brand turned from a loved one to a controversial one. One of India’s most loved food brand, especially children, is facing a ban in many states in India.

In India, Nestle launched Maggi noodles in 1982-83. Today, after 32 years, it ranks among the most recognized and reputed brands (not in current situation though). Over the years Maggi became synonymous with 2 minute noodles thereby resulting in strong positioning.

In 2014, Maggi noodles was ranked 18 in the BrandZ Top 50 Most Valuable Indian Brands study, conducted by Millward Brown and commissioned by WPP last year, with a valuation of $1,127 million. Experts have an opinion that the brand value has eroded by at least 30-35% in last 2 weeks. Since the time the controversy broke, Maggi India sales have dipped over 30%.

Brands falling in controversy is not a new thing to Indian market. Few years back Coke and Pepsi were involved in controversy over using pesticide as an ingredient in the drinks. Cadbury also came under the lens  when the issue of worms in chocolate broke in. Both the brands have managed to bounce back after crises, it took long and sustained efforts to engage with the public.

What should Maggi do to come out of it?

In this troubled time the foremost thing Nestle should do is start communicating with its stakeholders. In its recovery mode, there are two key elements that need to be taken care of — trust of consumer and trust of investors.

To win the trust of investors the global CEO of Nestle P Bulcke is in India and is attending the press meet to gain investor’s faith.   “Maggi has been trusted in India for over 30 years. Trust of our consumers and safety of our products is our first priority anywhere in the world,” Bulcke said, adding: “Our priority now is to engage all stakeholders to clear the confusion. Maggi will be back on store shelves soon.” (source ET)

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WOW Popcorn – watch out for a brand in making

In 2013 Economic Times reported that Popcorn industry in India has fatter margins than Bollywood movies. Puzzled?

Despite a 56% Customs duty on quality imported corn (mostly sourced from the United States of America), the two major popcorn players in India are  Agro Tech Food, which has India rights for American company Con Agra’s Act II brand and Banaco Overseas – import around 23,000 tonnes annually. The third player which is not as big as its former counterparts but is in the race, it’s known as WOW Popcorn.

WOW Popcorn is a brand of WOW Food Brands Pvt. Ltd which is based in Mumbai. Currently, the company has 5 flagship stores and kiosk in Mumbai. Started in 2014 at a posh locality in south Mumbai known as Napeansea Road, the brand has been making quite some noise in the snack category. At present WOW has 7 flavors and the brand promises to increase more in near future. The brand is selling only in traditional retail format and has not yet made it presence in the online retail marketplace like GrofersLocal Banya and ZopNow.

As part of its marketing strategy, the brand is focused on making its mark with digital marketing.  As of now, it has around 6,400 fans on Facebook  and 750 followers on Twitter @wowpopcorn. The brand actively engages with its followers by way of contest, questions, trivia and more stuff.

WOW pop 01

 

It will be interesting to see whether WOW Popcorn makes it way to multiplexes and eCommerce portals.

 

 

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Tata GenX Nano – Perfect example of repositioning

Tata Nano genX

One of my all time favorite Indian car brand is Tata Nano. The Indian automobile sector is one sector which demonstrates different facets of branding. Tata Nano started out in rough waters (relocating the complete manufacturing plant from West Bengal to Gujrat) and has been struggling for many years now. Nano was launched in the year 2009 by Sir Ratan Tata at Delhi. Read More »

Cadbury Perk and Nestle Munch in race to be the market leader

It is not because of its marketing but because of its confused state. The chocolate industry in India was valued at INR 58bn (USD 966mn) in FY 2014,  and has been growing at a CAGR of 15% over the last three years. Two brands that have given stiff competition to each other to gain maximum market share are Cadbury Perk and  Nestle Munch , both the brands fall in the range of Rs. 5 to Rs 20. Over the years Munch has positioned itself as a lightweight wafer chocolate whereas Perk has positioned itself as chocolate with glucose energy.Read More »