marketique_1325595115 (1)
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Topic:You can write on any p
Channels used (Print, Televisio
campaign in changing/establis
The chosen brand need not be I
Marketique Rules:
1. Only original work shouldfrom the competition.
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their current institute/orga
photograph.
6. All entries must be sent t
Name>__ in the subject field by 10th Jan
e should be in the following format: .doc/pdf
orking professionals and students pursuing
the event will be a property of Intaglio a
e same can be claimed by the participants in
sh prize of INR 2500 and the next two winni
and INR 1000 respectively. These entries
arketers.in
considered for publication on www.themar
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rs shall be final and binding on all cont
ed below; although its just to give you a holis
g process to the illustration.
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overall impact of the
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Wasting Jaago re (An illustration)
Nearly everybody fell in love with theJaago Re campaign of Tata Tea. The campaign showed
simple aspects of our daily life, highlighted on how we have forgotten our basic duties ascitizens of India, and urged the audience to wake up. These set of ads stood out of the crowd,
who mostly focused on the functional aspect of tea. There have been some attempts by other
players to build emotional associations; one that comes to mind is by Bagh Bakri Tea, which
claims to revive family ties. However, they seem to be either too farfetched, or too lame to
create any major impact. Waking up, in a literal sense is deeply associated with tea. The
campaignJaago Re, very smartly leveraged that connect, and took it to a whole new level of
social responsibility.
By picking up issues so close to the averages consumers average day, Tata Tea was able to
connect with the audience, and by bringing in an emotional angle to the whole experience of
tea, the campaign was hugely successful. Here is one of the ads from that campaign.Tata Tea tried leveraging the same concept of waking up to sell its latest offering, Tata Tea
Premium, whose core differentiator seems to be the balance of the large & small leaves,
which gives the optimum taste, smell etc. Here is the TVC.
While watching the ad for the first time on TV, based on the setting of the ad, I was able to
guess that its another one from the Jaago Recampaign, and was looking forward to the
climax. However, as one can see, it was a big letdown. They tried to marry the goodwill
created by the emotional appeal of the existing campaign to the functional communication
required for the new product. I believe this is terribly wrong, as now Tata Tea is doing what
anyxyz brand is also doing, talking about the functional benefits. Yes, there might well be
some extensive consumer research which may have showed that tea drinkers want to have abalance of large & small tea leaves but then, that should have been communicated with a
different campaign.
Thinking about it now, it just struck me whether there is something called Campaign
Extension. Just like brand extension, where one decides to launch a new product under an
existing brand name, a marketer decides to launch another advertisement under an existing
campaign. It is not very difficult to relate the two based on the benefits & risks associated
with both.
Major benefits of brand extension include leveraging existing brands equity to gain trust, cost
saving & continuing on a trusted formula (in terms of brand elements). The biggest risk of
brand extension is the fit between the new product, its target segment, usage behaviour etc
with the existing brand. Similar is the case with campaign extension. Where brand extension
leverages the tried & tested branding formula, a campaign extension benefits from the tried &
tested campaign formula. Where brand extension helps build trust among the consumers,
campaign extension ensures that people would be interested in viewing the campaign (as
happened with me in the above mentioned case of Tata Tea Premium; as would have
happened with you in several Fevicol ads). These were the benefits. The risk of mismatch
between the product & brand is, if not more, equally high in case of campaign extension; just
that it becomes the case of mismatch between communication idea and campaign theme in
case of campaign extension. This is where an emotional campaign should not be used to
communicate functional benefits of a product.
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A really successful example- Airtel. Airtel has always had more than one campaign going on
air simultaneously. While one campaign would be aimed at brand building, the other ones
purpose is to communicate the functional aspect, schemes etc. Corresponding to the two
different communications, the theme of the two campaigns is different. While there have been
some AR Rehman ads (and some others shown below) high on emotional appeal, there have
been others, especially the Madhavan -- Vidya Balan series focusing completely on the
functional benefits being offered.
--
Shashank Bajaj is a PGDM (2011) student at IIM Calcutta. He holds a Bachelors
degree in Manufacturing Processes & Automation Engineering from Netaji Subhas
Institute of Technology, Delhi University and can be reached